In a world saturated with advertisements, people cannot remember advertisements that do not resonate with them or evoke their emotions. Because sharing feelings is part of the close connection, marketers try to design advertisements that stimulate certain feelings in their target audience about a product or service. One of the many ways that marketers make connections between the brand with its target audience is through emotion appeal. Emotion appeal is the use of various elements such as music, images, colors, and humor to evoke certain emotions of the audience. In this article, I will be talking about some emotional appeals, their benefits, and when to use.
Fear Appeal: This emotional appeal helps marketers to increase awareness, label important warnings, promote behavioral change, etc. However, marketers must understand how to balance fear in their message to be effective without causing anxiety and adverse responses. towards the brand. Some of the most common ways to use fear appeal are warning people from speeding, pointing important information about medical diagnoses and cures.
Nostalgia Appeal: This type of appeal is one of the most emotional appeals that resonate with all people, at all ages, and all times. It is basically recalling memories from the past, usually sweet memories, to make that audience feel comfort, warm, and happy. People are more likely to engage with the brand, believe in its products/services, and become devoted customers as a result of these strong emotional bonds. Some of the most common ways to use nostalgia appeal are targeting specific generation and old products redesign.