This document discusses how emotions, both positive and negative, can be leveraged in advertising to trigger desired actions and purchases. It notes that social jealousy can be used by advertisers by associating desirable products with higher social status. Negative emotions like feeling deprived can motivate purchases to fulfill needs or regain pride. In contrast, positive emotions expand options and open new opportunities. The document recommends showing "precursor emotions" in ads to arouse curiosity and leave room for the viewer's imagination. Overall, it argues that emotional advertising is key to success, especially highlighting positive emotions and values.

1. Triggering Ads

2. Dr. Rod King has been a great
support to me. It is with
heartfelt gratitude that I
dedicate this humble work to
him

3. Which is more attractive? A girl
in bikini or a girl in mini skirt?

4. Momentarily, the girls in bikini attract your
attention more. But later, it is a different story

5. The human emotion of anticipating,
uncovering the “unseen”, the desire to know
more and other emotions overtake the
scene
The girl in mini skirt is more attracting

6. Social jealousy could lead to the build up
of negative emotions that spiral down to
trigger action. How?

7. Let a lady from the middle class own a
classy watch that another lady from the
upper class desires

8. Social jealousy ignites
Jealousy builds up into inferior
feeling (less self-actualization,
deprivation, loss of social
status

9. Moving down the Maslow
Pyramid
Depriving the upper
class from self-pride is a
negative emotion that
may lead to positive
results to the advertisers

10. The lady from the upper class
will influence (nag) her
husband to get one- and
more expensive one too.
Social jealousy is an
interesting area for
advertisers

11. Effective advertising, but is not
welcome at all times
The high-class
needs cascade
down to the basic
needs.
Emotions lead to
actions. Feeling
insecure, deprived
of social status
might lead to
greater negative
consequences

12. Negative emotions are like a spiral rope
tightening on the neck of affected person

13. Positive
emotions work in
the reverse order
They take us on
the road to self-
actualization and
pride.

14. Positive emotions expand our options
and open new landscape of opportunity

15. Associating a product with positive values
increases the possibility that customers
will take action

16. Linking food products with joy and
happiness is a trend that is self-reinforcing

17. Happy times do not mean
eating a good meal only. They
mean being together (social
need)
Being together means sharing
memories, exchanging
information, magnifying our
pride and feeling time is
running with happiness. That
is moving up on the Maslow
Pyramid
It is not a meal only; it is the
atmosphere that brings
comfortable association and
self-fulfillment

18. This conclusion finds support from the
following reference
Ad Genre Trends During Recessions
Interesting findings from
Nielsen: Funny ads always work, no
matter the economic climate.
In times of recession however,
emotional and value-focused ads
scored significantly better than usual.
And just to confirm what everyone
already knew but what advertising
agencies apparently still haven’t
figured out: ads based on promoting
stuff with features, prices, etc, never
work, no matter what the economy
looks like.

19. Emotional advertising is the key
to successful advertising

20. Keeping the ad short of the final result arouses
curiosity, the desire for finding the resolution
and leaves room for imagination

21. Precursors are the formed chemicals
before they convert to the finished
product

22. Precursor
emotions are
emotions that
precede the final
emotions
A man and woman
closing their eyes
are the precursors
for a kiss
Show the precursor
and leave the rest to
the readers’
imagination

23. Reception to the
ad may vary
Some people will
remember that this was
the last kiss before
separation. They feel sad.
For others, this might be
Ad
the last sweet moment. It
sweetens their
memories, which brings
them pleasure which
cascades into happiness,
joy and actions of joy

24. Positive emotions scale
up. From watching
investors in the stock
market going from
depression to hope, relief
and then optimism we
know the investors’
reactions become more
positive in the process.
Let your add do the same.

25. I question the merit of
negative advertising.
Smokers do not quit
smoking in spite of all
life-risking ads.
Highlighting the joy
of non-smokers
may be more
effective