Christmas is around the corner and it is a time when there is shine not only in children’s eyes, but there are shining also TV screens more often than in ordinary days.
Christmas period traditionally breaks viewing records. The Christmas Eve fairy tales are often the most watched programme of the year.
The Christmas programming on domestic TV stations’ screens reached more than 8 million viewers over the age of 4 on Christmas Eve last year, with more than half of viewers in the 4+ target group sitting in front of the TV screen in the evening after 8pm.
Watching TV together still plays a very important role in Christmas, New Year’s Eve and New Year’s Day. It’s a time when TV commercials, more than ever, teem with images of family comfort and play on the strings of nostalgia, kindness and goodness. In fact, Christmas advertising campaigns pay off for brands. They help to achieve the desired sales targets and bring the year to a successful close.
You could even say that Christmas advertising campaigns are an advertising genre in their own right. Why are Christmas-themed ads popular with both advertisers or viewers, and which ones have become global icons? What do consumers expect from Christmas this year, what emotional tuning do they prefer ? And why are emotions important in advertising ? How to work with the emotional line to make an ad stand out from the crowd ?
A long read about Christmas ads can be found in ScreenVoice magazine. And inspirative selection of articles with the emotions in advertising topic is presented in the selection below.
More articles about this topic
TARGETING TESTOSTERONE? TV AD MUSIC MORE LIKELY TO APPEAL TO MEN9. 11. 2023
Popular TV ads are more likely to license music that appeals to men instead of women, according to a new study from Songtradr. AI sonic analysis technology from Songtradr examined the top 50 TV ads with licensed songs this year (by household TV ad impressions, per iSpot), and found the average music selection skewed toward music that men are… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
THE GRAND FINALE OF THE ROUND-THE-WORLD TV ADVERTISING JOURNEY: WORLD RECORDS AND CURIOSITIES14. 9. 2023
Our summer trip around the world in search of TV advertising is over. Let’s take a look at the ads that have earned a spot in the Guinness World Records or are so peculiar that they have crossed not only country borders but also the earth’s borders. Yes, you guessed right, we will take a… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
POSITIVE ENVIRONMENTAL IMAGES MOTIVATE PEOPLE TO TAKE ACTION12. 9. 2023
If you want to motivate a consumer about an ongoing environmental issue, it’s better to use a positive image – for example, a smiling tree or smiling Earth – than to be a doomsayer. That’s according to a study in the Journal of Academic Research which examined the use of anthropomorphism in motivating people about environmental issues.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
TV ADVERTISING IN THE PHILIPPINES: CATCHY SONGS, HUMOUR AND STORIES REFLECTING THE LIVES OF ISLANDERS6. 9. 2023
The Philippine advertising scene is as diverse as the 7,641 islands that make up the archipelago. There are more than 80 different – still living – languages and dialects. The market is a mix of diverse cultures influenced by traditional and western practices, making advertising in the Philippines a truly unique adventure. Welcome to the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
NEUROSCIENCE CONFIRMS THE POWER OF ADDRESSABLE TV FOR BRANDS24. 8. 2023
Addressable ads produce greater brain activation in networks related to attention, emotion, reward and memory. Commercial noise is all around us. Pressure on people’s attention has never been more intense, and the debate about the effectiveness of advertising is reaching new levels given that individuals can be exposed to thousands of ad impressions each day… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
TELEVISION ADVERTISING IN MALAYSIA: A SIMPLE PRESENTATION BUT A POWERFUL, EMOTIONAL STORY15. 8. 2023
Malaysia, with its multicultural environment and ethnic diversity, is a uniquely cosmopolitan country that manages to bring together diverse communities through shared forms of art and culture. All Malaysians place great emphasis on the values associated with the Malaysian lifestyle and therefore celebrate all festivals exuberantly. For example, the Hari Raya holiday could easily be… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
VAB INSPIRE: HOW TV ADVERTISING GROWS BRANDS1. 8. 2023
ARE YOU WONDERING HOW YOU CAN USE TV TO BUILD OR STRENGTHEN YOUR BRAND, INCREASE WEBSITE TRAFFIC, LAUNCH NEW PRODUCTS SUCCESSFULLY OR INCREASE YOUR SHARE OF MARKET? JASON WIESE, SVP, DIRECTOR OF STRATEGIC INSIGHTS AT VIDEO ADVERTISING BUREAU (VAB), AND AMIT SHARAN, SVP OF MARKETING AT TATARI, SHARE THEIR ANALYSES AND CASE STUDIES FOCUSING ON… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
THINKBOX: 30 SECOND ADS DELIVER THE GREATEST IMPACT31. 7. 2023
Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour. As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved. This… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
THE “MAPPING THE IMPACT” STUDY REVEALED A SIGNIFICANT LINK BETWEEN CONTEXT, CREATIVE ELEMENTS AND THE EFFECT OF TV ADVERTISING14. 7. 2023
German company Screenforce has recently revealed the results of its new study “Mapping the Impact”. The research looked at whether the situation the viewer is currently in and the elements used in an ad spot can have an impact on the effect of a TV ad.
BRANDS NEED TO MARRY HUMOUR AND PURPOSE11. 7. 2023
System1 testing of Cannes Film Lions winners suggests that humour is once again becoming an important element of advertising, partly at the expense of purpose. While just one award fitted the purpose-driven description, over half the winners (52%) of Cannes Film Lions in 2023 were intentionally funny, up from 43% last year. But the same… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
DISCOVER HOW YOUR BRAND’S STORYTELLING TRANSFORMS ITS POSITIONING.9. 7. 2023
Every brand has a story to tell — a narrative that breathes life into its purpose, values, and aspirations. In the realm of brand positioning, this narrative becomes the driving force behind success. It holds the key to connecting with consumers, establishing a unique position in the market, and leaving an indelible mark in the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
TV ADVERTISING IN THE USA: HUMOUR, CELEBRITIES AND THE SUPER BOWL4. 7. 2023
Nearly 124 million TV households, more than 14,000 advertising agencies, tens of billions of dollars invested in broadcast advertising, and the Super Bowl as a gold mine for TV spots. The USA just thinks big. Let us take a look at TV advertising in the United States in the past and today. Do you know… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING