Associated Feelings

The use of feelings in advertising

is resorted to when audience
response feelings is of primary
importance and usually little or no
information content is involved.
When are feelings ads used?

Ads evoking feelings are most likely to be

used when consumers have a low level of
intrinsic interest in the product category or
brand. They do not have or care to have
strong brand attitudes
Feelings Ads typically have a
 FCB Grid
Think Feel

H. I.

L. I.
 Rossiter-Percy Grid
Informational Transformational
-ve motivations +ve motivations

H. I.
Search and
Conviction
necessary

L. I.

Trial experience
sufficient
 The Association Process

A consumer who feels certain feelings when a brand

name is mentioned can remember those feelings much
later when the brand is being thought of. Ad-evoked
feelings and brand names can and do become linked
and associated in consumer’s mind.

– Douglas Stayman and Rajeev Batra

 Transformational Advertising

 It involves developing associations with the brand such that

it transforms the use experience

 Two types of associations – the use experience and the

user
 It must make the experience of using the
product richer, warmer, more exciting and /or
more enjoyable than that obtained solely from
an objective description of the brand.

 It must connect the experience of the brand so

tightly with the experience of using the brand
that consumers cannot remember the brand
without recalling the experience generated by
the advertisement.
For transformational advertising to
work, it must have
Drama Advertising

 This advertising dramatises the situation. Feelings are

naturally evoked based on the plot and situation.
Humour ads
 Fear and anxiety ads
 These ads directs compliance to remove the fear/threat as
depicted by the ad. If the element of fear or anxiety is too much it
can be a ‘turn-off’. If the level of is too low it may not motivate the
audience to comply with what is being suggested.
Fear appeal ads need 4 conditions
to be successful
What affects intensity of feelings?