Feel or Fail: Why Emotional Ads Always Trump Persuasive Ones
In the world of marketing, it’s a common misconception that our decision-making is purely rational. Andrew Tindall from System1 argues that emotional connections, not logic, drive consumer behavior. In this article, we unpack how to create more impactful advertising through emotion, enhancing both brand loyalty and sales.
The Battle: Emotion vs. Persuasion
Since advertising has existed, it has been divided into two primary camps: showmanship and salesmanship, emotion, and persuasion. While both are crucial, the true power lies in evoking feelings. This is essential for those aiming to build a memorable brand, not just sell products quickly.
The Evolution of Advertising
The history of advertising reveals a transformation from emotion-driven tactics to a heavy reliance on data and persuasion. In the 1800s, circuses captivated audiences with vibrant posters featuring their performers. By the late 1800s, color printing turned ads into art, enticing the public visually.
However, when Claude Hopkins popularized "scientific advertising," the pendulum swung towards persuasion—highlighting the need for concrete reasons to buy. This shift prioritized information over entertainment, sidelining the emotional aspects that engage consumers.
The Ad That Changed Everything
Consider the iconic Cadbury Gorilla ads—they feature a drumming gorilla accompanied by Phil Collins’ music. Initially, pre-testing indicated the ad would flop due to its lack of clear “reasons to buy.” Yet, it went on to reverse a trust crisis and made waves in pop culture. This demonstrated that sometimes, the metrics can get in the way of creativity.
The Data Behind Emotion
Fast forward to 2009 when System1 collaborated with Peter Field and Les Binet to measure emotional impact directly in advertising. Their research aimed to answer a pivotal question: How do ads make people feel?
Instead of asking if viewers could recall the message, the focus was on whether the ad evoked any emotional reaction. The findings were eye-opening: ads that triggered strong positive emotions drove sustainable growth, enhancing brand loyalty and sales.
The Research Findings
The partnership resulted in the development of a self-report tool that utilized Paul Ekman’s seven universal facial expressions: joy, surprise, sadness, disgust, fear, contempt, and anger. With thousands of images analyzed, the results were compelling.
- Ads that incite strong emotions correlate with long-term business growth.
- Emotion-driven content is more effective for establishing brand preference.
- Campaigns that prioritized persuasion yielded only short-term gains, fading over time.
The message was clear: emotion is not just an additional component of marketing; it is the cornerstone of effective advertising.
The Wake-Up Call for Marketers
The marketing industry faced backlash from performance marketers who argued that this approach could jeopardize return on investment (ROI). However, the data revealed a profound insight: while effective, pure performance strategies eventually led to diminishing returns.
Balancing Short and Long-term Strategies
In “The Long and the Short of It,” the authors warned against an over-reliance on immediate sales tactics at the expense of creativity and emotional connection. Balance is key.
If every ad attempts to blend hard facts and emotional appeal, the outcome is often forgettable.
Dare to Be Emotional
To cultivate long-term growth, brands must embrace emotional storytelling. It’s about making consumers smile, surprise them, and evoke feelings that linger long after viewing the ad. Brands should recognize that this emotional resonance often lays the foundation for short-term actions, as indicated by the recent findings in the WARC’s Multiplier Effect report.
Conclusion: The Future of Advertising
Orlando Wood’s new film, “Measuring the Magic”, provides a significant insight into this emotional shift within advertising. While we have begun to reclaim emotional storytelling, it’s essential not to become complacent. The landscape of media is evolving, with options that allow consumers to skip and target ads.
Marketers need to understand why emotion is paramount—it helps brands not only connect but also build lasting relationships. Interested in a deeper understanding of emotional marketing?
Join me regularly to explore how we can craft ads that engage, resonate, and perform.
Andrew Tindall is a senior leader at System1, focusing on creative effectiveness and evidence-based marketing. With experience in major brands like Diageo and Bacardi, he frequently discusses how to marry creativity with data.
