The document discusses the role of emotions in advertising and consumer preferences. It describes a neuroscience study that found people preferred Coke even when given Pepsi, showing brand influenced taste preferences. The study found emotional brain areas activated more for Coke branding than Pepsi branding. Advertisements aim to form emotional bonds with consumers by appealing to emotions like acceptance, security, and fear of social rejection. This emotional connection influences product preferences over objective qualities.

2. Work in pairs and decide on three words which
come to mind when you think of these brands

3. Work in pairs and decide on three words which
come to mind when you think of these brands

4. Work in pairs and decide on three words which
come to mind when you think of these brands

5. Work in pairs and decide on three words which
come to mind when you think of these brands

6. These products do the same job. Which do you prefer?

7. These products do the same job. Which do you prefer
and why?

8. These products do the same job. Which do you prefer
and why?

9. The role of ‘Emotional Connection and

12. Successful advertisements appeal to the emotional
needs of the audience using a promise that the product
being advertised can satisfy emotional needs such as:
The need for acceptance/belonging to a group
The need for security
The need for change, variety and excitement
The need to be attractive
The need for self acceptance

13. Advertisements also make use of the oldest persuasion
method, FEAR. They suggest that terrible things can
happen to a consumer if you don't use their product. As
consumers we are afraid of:
Being unattractive
Being rejected
Being ridiculed
Being unsafe/in danger

14. • Do emotions have a crucial role in the human ability to
understand the world, and how they learn new things?
• For example: Do aesthetically pleasing objects appear to
the user to be more effective, by virtue of their sensual
appeal? Is this due to the affinity the user feels for an
object that appeals to them, due to the formation of an
emotional connection?

15. Annoyance – relief
Fear – relaxation
Disappointment – optimism
Conflict – peace of mind
Bored – excited
Naïve – competent
Apprehensive – flattered
Ashamed - proud

16. • Read Montague: neuroscientist at Baylor College of Medicine.
• “In 2003, he decided to perform a taste test of Pepsi vs. Coke. Each
person swallowed sips of cola from a plastic tube while their brain
was being scanned. When Coke and Pepsi were offered unlabelled,
the subjects showed no measurable preference for either brand.
Most of the time, they couldn't even tell the two colas apart. But
Montague's second observation was more surprising: subjects
overwhelmingly preferred drinks that were labelled as Coke, no
matter what cola was actually delivered through the tubes. In other
words, brand trumped taste. We cared more about the logo than the
actual product.”
http://scienceblogs.com/cortex/2007/01/emotional_advertising.php

17. • But what was happening inside the brain? When the two soft drinks
were offered unlabeled, the part of our brain that processes
appetitive rewards, like sugary drinks, was turned on. This makes
sense: soda tastes good, and provides us with a rush of sweet
pleasure. However, when the subjects drank a cola with a Coke
label, an additional brain area became extremely active. The
ventromedial prefrontal cortex and our mid-brain emotional areas
reacted strongly to the red cursive of Coke, but not to the blue Pepsi
logo. (This happened even when subjects were given Pepsi with a
Coke label.) For whatever reason, certain brand names are able to
excite our emotions, and those emotions influence our decision. The
end result is a strong preference for Coke, even though it tastes
identical to Pepsi.

18. • Why does Coke trigger our emotions? As Montague notes, Coca-
Cola is "advertising incarnate." The company was the first sponsor
of the Olympic Games, gave its cola free to U.S. soldiers during
World War II, and is credited with inventing the modern image of
Santa Claus.
• Despite the fact that Coke is the most widely recognized consumer
product in the world, the brand is still supported by more than $1
billion worth of advertising every year. Whether it's animated images
of a penguin family, or inspirational shots of a high-school football
game, Coke ads are designed to trigger feelings of warmth and
nostalgia. They are sentimental, not informative.

19. • Effective products, systems and
brands are often those with which
we feel an emotional bond;
• Increasingly designers are trying
to tap into these emotional links
and build them into their What is this ad trying
products; to make us believe?
• Consider the way in which TV advertisers play on
our emotions and try to hijack them and connect
them to their product;
• What products do you really want to own? Is it
because of the quality of that product or is it because
of your allegiance to the brand? Be honest!!!!

20. • The Clover ad

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