Bansabandhu Shekh Mujibur Rahman Science and

Technology University Gopalgong-81000

Assignment on
Emotional advertisement

Course code: MKT 152

Course title: Marketing Psychology

Submitted by Submitted to

Name: Hidi Rahaman Masuma Parvin

Department: Marketing Lecturer
ID No: 18MKT046 Department of Psychology
Year: 1st
Semester: 2nd

Date of Submission: 20.01.2020

 Emotion
Emotion is a stirred up or excited state. Don Hockenbury and Sandra E.
Hockenbury states, an emotion is complex psychological state that involves three
distinct components:
A subjective experience
A physiological response
A behavioral or expressive response
The subjective components are the labels we attached our emotion with such as
fear, anger, joy.
The physiological responses are all of the bodily changes that shows our emotion.
Expressive components are the body postures and facial expression.
Emotions exert an incredibly powerful force on human behavior. Strong emotions
can cause people to take actions they might not normally perform. In the
psychological point of view, emotions are complex state of feeling that results in
physical and psychological changes that influence thought and behavior.

Basic emotions
Paul Eckman suggested, there are six basic emotions that are universal
throughout human cultures: fear, disgust, anger, surprise, happiness, and
sadness.
The common distinctions of emotions:
 Positive and negative emotions
 Primary and mixed emotions
 Opposite emotions
 Degrees of emotional intensity
Positive emotion: love, joy, happiness
Happiness: happiness is a type of emotion people seem to crave most.
Happiness is defined as a pleasant emotional state that is characterized by
feelings of contentment, joy, gratifications, satisfaction, and well-being.
While happiness is considered one of the basic human emotions, the things we
think will create happiness tend to be heavily influenced by culture. For example,
pop culture influences tend to emphasize that attaining certain things such as
buying a house or having a high-paying job will result in happiness. The realities of
what actually contributes to happiness are often much more complex and highly
individualized.

Negative emotions: sad, fear, anger

Sadness: sadness is the emotional state defined as a transient emotional state
characterized by feelings of disappointment, grief, hopelessness, disinterest,
dampened mood.
The type and severity of sadness can vary depending upon the root cause, and
how people cope with such feelings can also differ.
Fear: when people face some sort of danger and experience fear, they go through
what is known as the fight or flight response.
Tensing muscles, increasing heart rate and respiration, extra alert mind,
priming body to either run from the danger or stand and fight are response to
prepare effectively deal with situation.

Disgust: Disgust is
another of the original six
basic emotions.
Disgust can be displayed
in a number of ways
including:

 Turning away
from the object of
disgust
  Physical reactions, such as vomiting or retching
 Facial expressions, such as wrinkling the nose and curling the upper lip

This sense of revulsion can originate from a number of things, including an

unpleasant taste, sight, or smell. Researchers believe that this emotion evolved as
a reaction to foods that might be harmful or fatal. When people smell or taste
foods that have gone bad, for example, disgust is a typical reaction.

Anger: anger can be a particularly powerful emotion characterized by feelings of

hostility, agitation, frustration, and antagonism towards others. Like fear, anger
can play a part in your body's fight or flight response. When a threat generates
feelings of anger, you may be inclined to fend off the danger and protect yourself.

Anger is often displayed through:

 Facial expressions such as frowning or glaring

 Body language such as taking a strong stance or turning away from
someone
 Tone of voice such as speaking gruffly or yelling
 Physiological responses such as sweating or turning red
 Aggressive behaviors such as hitting, kicking, or throwing objects

While anger is often thought of as a negative emotion, it can sometimes be a

good thing. It can be constructive in helping clarify your needs in a relationship,
and it can also motivate you to take action and find solutions to things that are
bothering you.

Anger can become a problem, however, when it is excessive or expressed in ways

that are unhealthy, dangerous, or harmful to others. Uncontrolled anger can
quickly turn to aggression, abuse, or violence.
This type of emotion can have both mental and physical consequences.
Unchecked anger can make it difficult to make rational decisions and can even
have an impact.

Surprise: Surprise is usually quite brief and is characterized by a physiological

startle response following something unexpected.

This type of emotion can be positive, negative, or neutral. An unpleasant surprise,

for example, might involve someone jumping out from behind a tree and scaring
you as you walk to your car at night. An example of a pleasant surprise would be
arriving home to find that your closest friends have gathered to celebrate your
birthday.

Surprise is often characterized by:

 Facial expressions, such as raising the brows, widening the eyes, and
opening the mouth
 Physical responses, such as jumping back
 Verbal reactions, such as yelling, screaming, or gasping

Surprise is another type of emotion that can trigger the fight or flight response.
When startled, people may experience a burst of adrenaline that helps prepare
the body to either fight or flee.8

 Some of the other emotions included:

 Amusement
 Contentment
 Excitement
 Contempt
 Embarrassment
 Relief
 Pride in achievement
 Guilt
 Satisfaction
 Shame

Advertisement

According to Kotler –

Advertising is any paid form of non-personal presentation & promotion of

ideas, goods, or services by an identified sponsor.

According to the Advertising Association of the UK –

Advertising is any communication, usually paid-for, specifically intended to

inform and/or influence one or more people.
 Characteristics of Advertising
 Paid Form: Advertising requires the advertiser (also called sponsor) to pay
to create an advertising message, to buy advertising media slot, and to monitor
advertising efforts.
 Tool for Promotion: Advertising is an element of the promotion mix of an
organization.
 One Way Communication: Advertising is a one-way communication where
brands communicate to the customers through different mediums.
 Personal or Non-Personal: Advertising can be non-personal as in the case
of TV, radio, or newspaper advertisements, or highly personal as in the case of
social media and other cookie-based advertisements.
Importance of Advertising
To The Customers
 Convenience: Targeted informative advertisements make the customer’s
decision making process easier as they get to know what suits their requirements
and budget.
 Awareness: Advertising educates the customers about different products
available in the market and their features. This knowledge helps customers
compare different products and choose the best product for them.
 Better Quality: Only brands advertise themselves and their products. There
are no advertisements for unbranded products. This ensures better quality to the
customers as no brand wants to waste money on false advertising.
To The Business
 Awareness: Advertising increases the brand and product awareness among
the people belonging to the target market.
 Brand Image: Clever advertising helps the business to form the
desired brand image and brand personality in the minds of the customers.
 Product Differentiation: Advertising helps the business to differentiate its
product from those of competitors’ and communicate its features and advantages
to the target audience.
 Increases Goodwill: Advertising reiterates brand vision and increases the
goodwill of the brand among its customers.
 Value for Money: Advertising delivers the message to a wide audience and
tends to be value for money when compared to other elements of the promotion
mix.

 Ads that make people share and buy can usually be summed up in one
word: emotional.

 That should be no surprise. Studies show that people rely on emotions,

rather than information, to make brand decisions -- and that emotional
responses to ads are more influential on a person’s intent to buy than the
content of an ad.

 let’s look at how brands are using emotions to drive connection and

awareness:
 1) Happy

 Brands want to be associated with smiling, laughing, happy customers, and

positivity has been shown to increase sharing and engagement.

 When Coca-Cola recently changed its tagline from “Open Happiness” to

“Taste the Feeling,” it maintained its focus on happy images of people
connecting and engaging one another, such as the below ad showing the
bond between siblings.
 2) Sad

 In the past few years, as brands have recognized the popularity of

emotional content, more and more companies have focused on creating
inspirational and moving ads.

 The “Grameenphone”, they used the painful distance between family

members to make people want to fill there gap by using the fastest
network
.

 3) Afraid/Surprised

 Fear is a natural instinct -- one that helps us to react appropriately to

threats to increase our chance of survival.

 Fear creates urgency and prompts us to take action; to change or more

importantly for this story, buy something that will prevent terrible things
from happening. The “Mountain Dew” says ,”there is a victory after
defending fear
 4) Angry/Disgusted

Most people think that it is best to avoid anger -- it’s a negative emotion
that will cause negative associations. But in some cases, anger can wake
people up and spur action. We become angry when we see another person
hurt or an injustice. Disgust and frustration can cause us to reconsider our
perspective and ask important questions.

To grab attention,
Save the Children’s ad reminding people of the effect of the Syrian crisis on
children provokes both sadness and anger.