1. Why emotion?

- Some ppl r more emo than others => csm trait termed aff
inten
- Csm higher in aff inten exp => more influ by emo app
2. Two diff pro: audi & honda
- honda: starts on tracks,
transcript:
This episode is all about emotion. The assignment being that we
needed to find one ad with a strong emotional appeal and curiously
enough, one ad from the same product category with limited
emotional appeal. Now this was very intriguing to me because my
immediate reaction was why would you choose not to have
emotional appeal? Why would you actually limit emotional appeal?
Because the people that create these ads, they are not stupid,
right? They have very intentional, they make very intentional
decisions and so at first you're like, "Why would you take the
emotion out?" Well, it's because their audience is not as emotional.
We actually learn this in the book, specifically page 370.
Right at the beginning, we read that some people are more
emotional than others, a consumer trait termed affect intensity.
Consumers higher in affect intensity experience stronger emotions
and are more influenced by emotional appeals. That said, I want to
point out two different products that are in the same group. You've
got Audi and you've got Honda. Both of these brands have very,
very rich performance histories.
Honda started on the tracks, but if you look at the ads that are
going to be included both in the assignment as well as on the front
cover of the podcast, just for your reference, you'll notice that they
have two very, very different tones. In the book, there's actually a
breakdown of the dimensions in emotion, the emotions that are
associated with it and the indicators and the feelings that go with
those emotions. The dimension of pleasure includes emotions such
as desire, affection, pride, duty, competence, and then you have
other dimensions such as arousal and dominance. Arousal including
emotions such as interest, surgency, distraction, involvement,
dominance including conflict, helplessness, sadness, fear.
Now, depending on what you're marketing, believe it or not, some
of these may be relevant. If you look at the ads that these different
products used, you're going to see that they went down different
pathways. Again, the assignment being finding one that uses
emotion. I'd like to point you immediately over to an ad that Audi
debuted over in Germany. Literally, instead of must have as in this
is a must have, they used musk have as in Elon Musk and they used
it to push and to market their E series, their E line which is their
electronic cars. They're pushing, they are prodding, they are
poking. This is the tone that Audi uses. A lot of their billboards is all
about luxury and kind of arrogant a little bit. This has always been
their tone and they are not being shy in this kind of a tone. This is
the emotion. They're literally poking the bear and they're hoping
that this kind of a tone attracts their kind of customers.
Then you go over to Honda. Now, again, Honda has a very rich
history of being competitive and mean in their performance but
right now, their target market is very, very pragmatic. Their target
market is very family oriented. If you look at their current series of
ads, it's kind of the car of your dreams sort of thing. It's very
general. It's very cheesy in a way because it's kind of, again, car of
your dreams, you're going to see a lot of color, a lot of dream-
esque elements in a lot of their ads because frankly, they know, the
people that go into Honda for the most part, I say for the most
part, there's a lot of mean, fast cars with Honda but for the most
part, people are not looking for speed. They're not looking for
performance. They're not looking for luxury. They're looking for
style. They're looking for safety. They're looking for pragmatic use.
You're going to see a lot of this in their ads. There's not a lot of
emotion that they're leaning on. If anything, they're being cheesy
to stir up and quote, unquote, emotion. Really, when we say
limited emotion, I would kind of have to challenge that
phraseology. There's always emotion every single time. You can't
just take it out completely. Otherwise, there is no point. Send them
a text. There is a different kind of emotion that is very, very subtle
versus in your face. This is the difference between these two ads.
Personally, for me, there's a reason I own Audi because I identify
with the general tones that they use. I love being stirred
emotionally this way. I'm a very emotional person. I identify well
with that. Honda, great company. It's not really my thing. There's
this assignment comparing these two. Emotion plays a huge part in
marketing. Thank you for joining me here.