ADVERTISING ELEMENTS THAT HELP BUILD AN

EMOTIONAL CONNECTION WITH THE AUDIENCE

A Research Paper presented to

the faculty of the Marketing Department

College of Business Administration and Accountancy

De La Salle University – Dasmariñas

Dasmariñas, Cavite

In partial fulfillment of the course requirement

in Marketing Research I

Bartolome, Rich Anderson L.

Nazareno, James P.

Ricaforte, Patricia Dominique P.

April 2018
Table of Contents

CHAPTER 1 ................................................................................................................................................. 3
INTRODUCTION ........................................................................................................................................ 3
1.1 BACKGROUND OF THE STUDY .........................................................................................................................3
1.2 STATEMENT OF THE PROBLEM .......................................................................................................................5
1.3 OBJECTIVE OF THE STUDY ...............................................................................................................................6
1.4 SIGNIFICANCE OF THE STUDY .........................................................................................................................7
1.5SCOPE AND LIMITATIONS OF THE STUDY ......................................................................................................7
1.6 DEFINITION OF TERMS .....................................................................................................................................7
CHAPTER 2 ................................................................................................................................................. 9
REVIEW OF RELATED LITERATURE .................................................................................................. 9
CHAPTER 3 .............................................................................................................................................. 14
FRAMEWORK OF THE STUDY ........................................................................................................... 14
3.1 ASSUMPTIONS OF THE STUDY ...................................................................................................................... 14
3.2 HYPOTHESIS OF THE STUDY ......................................................................................................................... 17
3.3 THEORETICAL FRAMEWORK ........................................................................................................................ 18

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 CHAPTER 1

INTRODUCTION

1.1 Background of the Study

Advertising gives an immediate line of communication to a current and imminent

client about a certain item or service. The motivation behind promoting is to: make

clients mindful or aware of the product or service; persuade clients that the organization’s

product or service is directly for their necessities; make a desire for the product or

service; upgrade the image of the organization; announce new product or services; make

clients to make the following stride (request more data, demand an example, put in a

request, etc.); and attract clients to your business.

Advertising pursues four stages, as per the industry mnemonic, "AIDA: Awareness,

Interest, Desire, Action." The organization's main responsibility is to make planned

clients mindful that the product or service exists, arouse their enthusiasm for what the

product or service can offer them, make the people want to attempt the product or

service, lastly make a move, by requesting more data or actually purchasing the item.

Advertising elements are utilized to create successful ads. An advertising campaign

includes the creation and coordination of a progression of ads around a specific topic to

advance a product. There are 5 common elements of advertising: headline, image, copy,

slogan and logo.

Advertising assumes an imperative job in customers' life. Customers are the people

who purchase the product simply after they are made mindful of the items accessible in

the market. Publicizing helps in teaching individuals. There are some social issues

additionally, which advertising deals like child labor, alcohol utilization, smoking, family

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planning education, and so forth. Advertising assumes an imperative job in the public

eye.

Consumer advertising is messages paid for by organizations and conveyed through

broad communications. The goal is to educate or induce customers of the benefits of the

organizations' image and products. Buyers are an expansive and normal focus of

promotions introduced through a few customary sorts of media.

Advertisements that make individuals offer and purchase can typically be summed up

in single word: emotional. Studies shows that individuals depend on feelings, instead of

data, to settle on brand choices; and that passionate reactions to promotions are

progressively persuasive on an individual's plan to purchase than the substance of an

advertisement.

Generally, individuals have perceived six center feelings: happy, surprised, afraid,

disgusted, angry and sad.

In any case, in 2014, the Institute of Neuroscience and Psychology distributed

research expressing that the qualification between four of these feelings depended on

social cooperation and builds. Rather, human feeling depends on four fundamental

feelings: happy, sad, afraid/surprised, and angry/disgusted.

In the previous couple of years, as brands have perceived the prevalence of emotional

content, an ever increasing number of organizations have concentrated on making

inspirational and moving advertisements.

Specialists believe that using emotionally activating content in promoting can change

the manner in which a watcher collaborates with a commercial, expanding individual

association and even vitality.

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 Studies shows that emotionally charged occasions make amazing memories in

individuals' minds. Thusly, these memories spur the people or consumers into making a

move. Forceful feelings in advertising may drive people to make a costly purchase or

give cash to a cause.

In this study, the researchers shall use one variable from the category of food and

brand, which is the Jollibee Food Corporation. The researchers would like to see how

Jollibee build an emotional connection through their advertisement.

In early 2017, Jollibee released three online advertisements in time for Valentine’s

Day. They were released from February 9 to 10, and bore the hash tag

#KwentongJollibeeValentinesSeries. The videos entitled “Vow’, “Crush”, and “Date”

gained popularity very quickly, and as of writing, have collectively garnered over 43

million views and 1.2 million shares on Facebook.

In this case, the rise in popularity of the advertisement of Jollibee piqued the

researcher’s interest on Jollibee’s advertising. The researcher was curious as to what

motivated Jollibee to make videos that invoked feelings of sadness, nostalgia, and grief.

1.2 Statement of the Problem

The study entitled “Advertising Elements that help build an emotional connection

with the Audience”, aimed to determine what advertising elements helps in building an

emotional connection to the people.

Specifically, the study sought to answer the following questions:

1. What is the profile of the selected respondents in terms of?

a. Age

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 b. Gender

c. Occupation

2. Do emotions influence the buying behavior of the consumers?

3. Does making an emotional advertisement help the organization in terms of their

relationship with the customers?

4. What are the factors in advertising that triggers the emotions of the people?

5. What is the importance of feelings when it comes in advertising?

6. Does having a relatable creative execution make the consumers responsive?

1.3 Objective of the Study

The objective of this research is to test if the key elements of an advertisement affect

the emotion of an audience and their buying behavior. This research yearns to:

1. To assess the profile of the chosen respondents in terms of:

a. Age

b. Gender

c. Occupation

2. To study the impact of advertisements on the emotions of the consumer segment.

3. Impact of advertisements on the consumer-buying segment.

4. To evaluate the role of advertisements in the common man’s life.

5. To study factors affecting the consumer buying process with respect to

advertisements.

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1.4 Significance of the Study

The findings of this study will help marketers and advertisers to know the importance

of emotional advertising to the customers. Provide students some information about the

different elements of advertising and how it helps in building an emotional connection to

the people.

1.5Scope and Limitations of the Study

The research entitled “Advertising Elements that help build an emotional connection

with the Audience”, aimed to determine what advertising elements helps in building an

emotional connection to the people. Jollibee is the only brand involved in this study. The

advertisements of its competitors and sisters are not included. The videos that the

researchers used in this study are the ones who are only found in their YouTube channel,

specifically, the videos included in the #KwentongJollibeeValentinesSeries. The study

will delve into the audience’s feelings after watching the videos. The researchers

prepared a structured survey for the 80 chosen respondents from De La Salle University –

Dasmariñas, specifically the students from College of Business Administration and

Accountancy.

1.6 Definition of Terms

The following terms used in this study are:

a. Advertising – to point out the public's attention to your business, typically to sell

items or services, using different types of media, for example, print or broadcast

notices

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b. Headline – A short piece of text; usually larger in type; designed to be the first

words the audience reads

c. Image – any drawing, photograph, illustration, chart, or other graphic designed to

affect the audience in a purposeful way

d. Slogan – A catchphrase that evokes some kind of feeling about the company and

product; are usually motivating and empowering; rarely change

e. Copy – actual text of an ad; particular claims are usually made and specific

persuasive words are used

f. Logo – unique design symbol that helps identify the company visually;

sometimes the company name is written distinctively and used as the logo

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 CHAPTER 2

REVIEW OF RELATED LITERATURE

The literature and studies cited in this chapter tackle the different concept,

understanding, and ideas, generalization or conclusions related to the study of appropriate

content and execution of individual's products and which serves as the researcher’s guide

in developing the project. Those that were also included in this chapter helps in

familiarizing information that are relevant and similar to the present study.

Various studies have inspected the effectiveness of promoting in the previous

decade. The normal proportions of promoting effectiveness incorporate advertisement

review, advertisement acknowledgment, brand mindfulness, snaps or active clicking

factor, attitude towards the advertisement and the brand, and purchase decision. Of these

basic measures, frames of mind toward the promotion, taps on advertisement, and

capacity to review advertisement are the focal point of the present study in the industry.

The adequacy of these three measures was evaluated by their capacity to anticipate

purchase decision.

Buyers think with both their rational and emotional minds. Studies say that when

we purchase, it's for emotional reasons. Rationale or logic becomes possibly the most

important factor when we attempt to legitimize the cash we have spent — particularly

when we're surrendering to our needs.

According to Psychology Today, fMRI neuro-imagery demonstrates that while

assessing brands, customers fundamentally use feelings (individual emotions and

encounters) instead of data (brand traits, highlights, target realities). Publicizing research

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uncovers that enthusiastic reactions to an advertisement has more noteworthy impact on a

shopper's aim to purchase a promotion

As per the Advertising Research Foundation, 'agreeability' is the measure that best

predicts whether an advertisement will build a brand's sales. Positive feelings toward a

brand have far more prominent impact on shopper loyalty than trust and different

decisions.

For persuading and reaching to the consumer, promoting is considered the best

and groundbreaking source (Siropolis, 1997). Henceforth, regardless of whether effect of

promoting on purchasers purchasing patterns is a critical issue to examine, from the

shoppers or purchaser’s perspective. Moreover, from the publicist perspective as it will

modify the effect and adequacy of their promotions. In like manner George (1989)

expressed that discussions over the impacts of ads have dependably been available.

Publicizing is blamed for misusing feelings and building of personal anxieties, over

emphasizing the material side of life and distortion of human and ethical values in

children. In the meantime, Aaker, Batra and Myers (1992) contended that promoting has

negative effect on qualities and ways of life of society. While Bryant and Zelman (1994)

expressed that it is most presumably safe to cite that early, promoters were less worried

about Media decisions and affects then they were with simply intending communication.

A large portion of the literature regarding this study contemplates on explicit

elements of the advertisement and how they impact buyer conduct. Such a methodology

brought about demonstrating distinctive significance of normal and enthusiastic

correspondence in promoting [Burke, Edell 1989, Smith 1993, Maison 1998, Terelak

1998, Doliński 2000, Berg, Lippman 2001], significance of various types of articulation,

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similar to picture or shading [Evans et al. 2006], ad arrangement [Doliński 2003], the

substance of the promoting message [Maison 1998, Doliński 2003], sound components

[Macinnis, Park 1991, Gail 1995] or characters showing up in the ad [Ogilvy, Raphaelson

1982, Hatfield, Sprecher 1986, Heath 2006]. Moderately high significance is doled out to

the type of the advertising. The most widely recognized are scenes from regular day-to-

day life, movements or demonstration of the item [Jachnis 2007]. Contingent upon the

picked media, the sender of the advertising may look over explicit types of expression

and in this manner the faculties that are influenced.

As indicated by various studies [e.g. Maison 1998, Cline, Kellaris 1999, Jachnis

2007], buyers can be separated by their response to the advertising of various item

classes, hence publicizing should bring this perspective into account. Comparable

connections can be seen in various responses of gatherings of purchasers described by

various dimension and points of interest of utilization.

Effective advertising is actually the other name of persuasion and liking or

disliking attitude of consumer towards some particular product or advertising (Mehta,

2000; Stone et al., 2000). There are a number of factors in advertising, which contribute a

lot in changing the consumers’ buying behavior. Like likeability, brand image,

persuasiveness, celebrity endorsement, information about the product, entertainment etc.

While as indicated by Halley and Balldinger, (1991) excitement and data about

some item, which are given in promoting, are one of the primary reasons of likeability of

the item publicized. Entertainment really helps in inclusion of the watcher in the

promotion and product and clearly whether the sponsor might make a positive picture of

the item through amusement and data, it could get the association of the viewer or

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consumer, quickly (Mackenzie and Lutz, 1989) which in result influence the customers'

purchasing conduct.

The liking and disliking for the advertised item truly matter with respect to the

effect of promoting on the grounds that it further lead to influence and goal of the

purchaser to purchase that advertised item. Or maybe quality and cost of the promoted

item additionally considers imperative in purchasers purchasing conduct. After

amiability, another central point is influence which could be acquired the publicizing,

through imagination, brand picture and to some degree through the superstar support too.

Brand identity or big name underwriting is likewise considered as the key component of

compelling promoting (Aaker, 1996).

Based on Social Cognitive theory, individual learns from advertising by observing

characters on television. From Advertising, individual have the potential of learning

eating habits and gender stereotypes (Bandura 1986; 2001; 2002) and it also affects their

attitude toward certain products (Royne, et al., 2017), that is why advertisers use

cartoons, games and most related images to get the attention of the individual because it

is identified that individual are amused with these kinds of advertisements. (Şimsek 2006;

Bush and Hair, 2013). It is said that licensed characters are more likely to promote

unhealthy foods (Davis, 2012) and due to the promotion of junk food, more individual are

experiencing obesity and poor nutritional status (Coon and Tucker, 2002).

Individual’s concentration time is more limited, ads’ short-time existence is

related to save individual’s attention in the period of message (Yücel, 2008:215).

Individual are also fond of hearing the same story again and again and through repeated

transmission, direct relationship was found in the repetition of commercial and ability to

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attract individual’s attention (Wellman, 1990). Individual tend to believe in commercials

they like and like the commercials they believe, younger individual like advertisements

more than older individual, girls tend to like and believe commercials more than boys,

and individual are capable of making selective value judgments about the cleverness,

happiness, truth, and reality of the message (Breen, et al., 1971) as they are dependent on

their ability and skill to make a distinction between commercial and non-commercial

content (John, 1999). Parents are also highly influential over the individual’s

understanding levels of television advertisements (Joseph and Ahmad, 2009).

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 CHAPTER 3

FRAMEWORK OF THE STUDY

3.1 Assumptions of the Study

It takes less than three seconds to have a gut reaction. According to Dan Hill in

Emotionomics: Leveraging Emotions for Business Success, “Emotions process sensory

input in only one-fifth the time our conscious, cognitive brain takes to assimilate that

same input.” Emotions, rather than cognitive thinking, have a more intense impact on our

actions; create lasting, instinctual impressions; and actually predispose us to follow the

same course of action in the future.

For brands, this is an incredibly powerful piece of information, and many are

capitalizing on it by creating emotional ads designed to go straight for the gut. Emotional

ads aren’t merely images and slogans that try to educate and persuade viewers. They

strategically manipulate consumers’ feelings and stimulate the emotional triggers that

influence how we make decisions. An emotional ad may be designed to incite anger,

sadness, or joy—all targeted toward the brand’s end goal. While this can be a successful

strategy, the best emotional ads reach a resolution instead of leaving viewers confused

with their feelings.

Take the irresistible “Puppyhood” video from Purina and BuzzFeed, which does

not feel like an ad at all. It’s the story of a single man adopting a puppy, but it takes the

viewer through a complete narrative as the cute pet and owner get to know each other in

the man’s apartment. The tale of companionship has over 10 million YouTube views and

segues into Purina’s other content marketing project: a high-level puppy care website that

guides consumers through every step of dog ownership.

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 While “Puppyhood” was a hit, not all emotional ads are winners, and misjudging

an audience’s reaction comes with its own set of risks. For brands using emotional

storytelling, the wrong tone or context can make advertisements feel more like fraud.

Brands are investing into emotional ads because when they work, viewers reach

for their tissues and their wallets. Trend Hunter Marketing analyzed 55 emotional

marketing campaigns, with categories ranging from “nostalgic storytelling” to “waiting

dogs,” and found the average popularity score to be 8.0—higher than flashier categories

like “adventurous auto” and “scandalous undies.”

Emotional ads aren’t just likable; they also drive higher conversion rates. A study

by the Institute of Practitioners in Advertising found that ads with purely emotional

content generated twice as much profit as ads based on rational content (31 percent vs. 16

percent). According to a 2016 Nielson report, “Emotions are central to advertising

effectiveness,” and ads that generated the best emotional response generated a 23 percent

lift in sales volume. Per Psychology Today, fMRI neuro-imagery shows that consumers

use emotions rather than information to evaluate a brand.

Novartis, a pharmaceutical company, made some waves recently with a heart

disease ad featuring a man sitting in an armchair, blissfully unaware as water slowly

floods his room. Even though Novartis never mentions its products, cardiologists,

professors, and marketers still slammed the ad, calling it “shameful” and “terrifying.”

The tone, they claimed, was a subtle threat that manipulated vulnerable patients—maybe

the right angle for selling heart disease drugs, but the wrong tone for winning an

audience’s trust.

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 For Graeme Newell, marketing consultant, speaker, and founder of 602

Communications, successful emotional ads must strike the right tone: “Fear is a viable

emotion to use, but it’s got to appeal on an instinctual, subconscious level, which is

where more advertising happens.”

Context is essential for emotional ads, a lesson learned from the fallout of

Nationwide’s “Make Safe Happen.” The ad, which aired during the 2015 Super Bowl,

begins with a sweet touch—a child listing the milestones of boyhood—but then, wait,

actually he’s dead, due to a totally preventable car accident. The punchline was more like

a sucker punch, delivered during a celebratory occasion and sandwiched between feel-

good ads about puppies.

That’s not to say successful emotional ads have to be sweet and cheerful. In fact,

negative emotions can be a powerful tool to elevate a brand’s message, as long as they’re

not delivered too bluntly. Advertisements should strategically resolve negative emotions

and leave audiences with a positive takeaway.

Thai Life Insurance’s aptly named “Unsung Hero” tackles the dark subject of

poverty but ends the story on the protagonist’s random acts of kindness. The ad, which

tucked away the Thai Life Insurance logo on the closing screen, received over 27 million

YouTube views and a top rating on BrainJuicer’s FeelMore50 best-of awards.

Ogilvy & Mather Bangkok, the agency that created “Unsung Hero,” was also

responsible for an emotional ad in 2012 that, according to Vocativ, industry experts

called “the best anti-smoking ad ever.” “Smoking Kid” shows the results of a series of

pranks when young kids approach smokers and ask them to light up their cigarettes. The

ad went viral in 30 countries and coincided with a 40 percent increase in hotlines that

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help smokers quit, effectively using a dark truth and the power of “sadvertising” to power

the campaign’s call to action.

According to documentary filmmaker Ken Burns, “All storytelling is

manipulation,” and in many cases, manipulation is just one of the many tools brands can

rely on to stand out. But to create great content—with the added goal of driving ROI—

they have to tap into a universal truth. That’s the only way to make sure a gut reaction

doesn’t turn into a stomach ache.

3.2 Hypothesis of the Study

The psychology literature defines emotion regulation as the process of

dampening, intensifying or simply maintaining an existing emotion. Research has

demonstrated that the most commonly regulated affective states are negative ones.

Individuals experiencing negative emotions may make conscious efforts to push aside

negative affective states. Individuals can relieve negative affective states by exposing

themselves to positive reinforcing states. Individuals experiencing negative emotions may

engage in various self-indulgent acts as therapy to turn away from negative emotions.

Specifically related to emotion regulation, Fredrickson’s broaden-and-build theory

proposes that positive emotions have the ability to ‘undo’ the effect of negative emotions.

In a study conducted by Fredrickson, participants were exposed to an anxiety-inducing

task. Following the task, they were shown one of four films that elicited the following

emotions: contentment, amusement, sadness or neutrality. Those subjects in the positive

emotion induction conditions experienced a faster return to baseline heart reactivity than

those participants shown films that elicited the negative emotion and those in the control

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condition. These findings lend support to the undoing hypothesis. Therefore, positive

emotions may enable individuals to reverse the effects of negative emotions.

3.3 Theoretical Framework

Advertising Message and Creative Execution

Today, different companies have several advertising techniques that they use in

attracting customers’ attention to purchase their products. They execute creativeness to

ensure the brand awareness for their product. With recognition to brand awareness, the

package must be clearly presented in the execution in order to ensure visual iconic

learning (Kosslyn and Thompson, 2003).

Individual Preference

Individuals today are spending most of their time watching the television. They

are used to watch a large variety of advertisements and they tend to act as influencers to

their parent’s buying decision. Gbadeyan, R. A. (2009) conducted a study on individual's

perception of television commercial. The research concluded that young individual does

not understand the selling intent behind advertising and where they do; they remain very

vulnerable to peer pressure, upon which advertising feeds.

Cognitive Response

The persuasive communications directly impact the individual. It mainly focuses on

determining the different responses used by an advertising message. The marketing

strategy explains how a customer feels about the product and what he thinks. Individuals

are easy to influence. They are the main targets of the advertisers specially when the

products are milk, candies, and snacks. If it satisfies the individuals, they will surely

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continue to purchase the same product. In a recent study, parents considered that

advertisements really influenced their individual’s behavior towards unreasoned shopping

and they respect the buying decision of while making a purchase decision. (N. Singh,

2009)

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