THEME OF THE MONTH: EMOTIONS IN ADVERTISING

1. 12. 2021

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

WHY METAPHORS IN ADS CONTRIBUTE TO BETTER MEMORABILITY

30. 10. 2022

As consumers are exposed to thousands of advertisements daily, researchers have sought to understand what makes people remember certain brands better than they remember others. Metaphors like Carvana’s vending machines and taglines like “Red Bull gives you wings” have increasingly become a powerful way for marketers to communicate brand attributes. In this study, we sought… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV IS THE MOST MEMORABLE FORM OF ADVERTISING

28. 10. 2022

This month’s Chart of the Month draws on Thinkbox new ‘Adnormal Behaviour’ study – a refreshed version of our landmark ‘Ad Nation’ report from a decade ago. The study explores the differences in media attitudes and behaviours between those who work in media and the average person in the UK. The last wave of the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

UNDERSTANDING THE CREATIVITY OF CANNES WINNERS

16. 9. 2022

Most of the Cannes Lions award-winning campaigns share a similar anatomy, says Neuro-Insight’s Peter Pynta: they lean on the art of storytelling and build creative tension to light up the brain’s emotional centres and drive memorability. Congratulations to the winners at the Cannes Lions awards last week, especially to brands like Michelob Ultra, Dove and… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHEN MUSIC IS THE LAST STEP TO PERFECTION: THE WORLD’S TOP 10 ADS THAT BET ON THE POWER MUSIC

6. 9. 2022

Although it may seem at first glance that visual play the primary role in TV advertising, this is not so true. Music is one of the essential ingredients for success. The following ten examples show the creative possibilities of working with music in advertising. All of them are united by the fact that they have an unquestionable place in the golden fund of television advertising.

PRIMA WANTS TO INCREASE MARKET SHARE WITH AUTUMN SCHEME

29. 8. 2022

New shows in the autumn schedule of TV Prima’s main channel should contribute to a further increase in the Prima Group’s share of the TV market, believes CEO Marek Singer. Three new prime-time series or a new entertainment show will appear on the Prima Group’s main channel this autumn. Among the new series, there is… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

‘DON’T BE AFRAID OF CONSISTENCY’: MARKETERS ON THE DRIVING FACTORS BEHIND EFFECTIVE ADVERTISING

16. 8. 2022

The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign. Consistency, relevance and strong branding are all essential to build creatively effective advertising campaigns, the marketers behind Aldi’s ‘A Christmas Carrot’ and Marmite’s ‘Flippin Tasty’ ads have revealed. Both ads have been deemed highly effective from… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SERIOUSLY FUNNY: CAN HUMOUR HELP BRANDS THROUGH AN ECONOMIC CRISIS?

15. 8. 2022

From 2020 till now, it seems the bad news is never-ending. From a pandemic to a war, now we have to contend with the cost-of-living crisis. Aye, yai, yai. What next?! We all sigh, deliberately not clicking on the latest monkeypox article. To quote TikTok, we do not have the capacity. Rising energy bills, sky-high inflation rates… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CREATIVE ADS MAKE YOU FORGET BORING ONES

27. 7. 2022

The power of creative advertising: creative ads impair recall and attitudes toward other ads / Creative ads aren’t just more memorable and likeable, they make regular ads less memorable and likeable. Prior research had already established that people are less likely to recall and like regular ads when they are shown alongside creative ads. In… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE “MAPPING THE MOODS” STUDY REVEALS THE RELEVANCE OF CONTEXT IN MEDIA VIEWING

25. 7. 2022

Technological developments in the world of media affect viewing. A new study commissioned by Screenforce provides evidence of new patterns of video consumption among the expanded population.

HOW STRATEGISTS SHOULD DEPLOY EMOTIONAL INTELLIGENCE

21. 4. 2022

Stategists may be known for their intellectual chops but the very best use empathy in several different ways in order to build deeper, better communications, writes We Are Social CSO Harvey Cossell. For time immemorial strategists have been seen as the smart ones, the bright ones, the intelligent ones. And as I heard in one… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

BRING ON THE TECHNICOLOUR!

23. 3. 2022

There’s a scene in Kenneth Branagh’s Oscar-worthy Belfast where the film’s young hero Buddy is taken to the cinema to see the 1968 musical fantasy Chitty Chitty Bang Bang. Branagh’s movie is beautifully, brutally monochrome but the CCBB clip appears in its original glorious Technicolour, flooding the screen with warmth and transporting the Belfast audience –… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

A THIRD OF ADS USE HUMOUR AND THIS IS IN DECLINE

15. 3. 2022

One-third of ads use some form of humour and those that do are more effective. An overview of humour in advertising: Humour is used more often in TV (37%) and YouTube (30%) advertising but is less popular in print/outdoor (15%) and website ads (12%). One-third of ads use some form of humour and those that… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE PSYCHOLOGY OF MARKETING TO THE HYPER-STRESSED

15. 3. 2022

Many consumers no longer have the same cognitive resources for decision-making. For two years, consumers in the U.S. have been struggling to adapt to a new normal, whatever that may mean. The result has been massive stress. A March 2021 survey by the American Psychological Association that showed Americans were more stressed than ever before. Almost… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CREATIVE ADVERTISING IS IN CRISIS

11. 3. 2022

The author of this article is Orlando Wood, Chief Innovation Officer at System1. The following text is a summary of his book Lemon, which has sparked a positive reaction and seems to have struck a chord with advertisers, agencies (planners and creatives), media owners and broadcasters. It seems to be the start of something new.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHAT I WISH I KNEW ABOUT BRAND STRATEGY 10 YEARS AGO

8. 3. 2022

Marcelo Ferrarini Carneiro, Senior Manager, Global Insights at the LEGO Group ponders what he wish he knew when he was starting out in brand strategy 10 years ago. When I joined a brand consultancy 10 years ago, coming fresh from a finance-focused business undergrad, two things became clear to me, really fast: This stuff is… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

PRINCIPLES OF CREATIVE EFFECTIVENESS OR WHAT IS ‘GOOD CREATIVE’ ANYWAY?

2. 3. 2022

We have ways of testing creative, ways of measuring its effectiveness, but what do we actually know about how to make creative and effective advertising? asks Faris Yakob. The cultural pendulum swings back and forth, that which was neglected comes to the fore. As clients and agencies look to get ahead of the dramatic changes… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

UNLOCKING THE POWER OF THE MIDDLE FUNNEL TO DRIVE SUSTAINABLE GROWTH

21. 1. 2022

Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement. The unveiling of Meta as the new name for Facebook has created much excitement about the future of the metaverse and its potential marketing opportunities. There is a shared belief… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

ADVERTISING FORMATS THAT CAN CREATIVELY FILL IN A (SOMEWHAT) FORGOTTEN SEASON

10. 1. 2022

What do we mentally associate with the end of one year and the arrival of a new one? A question that all those who are preparing a truly effective new year advertising campaign must seek to answer. This is not an easy task at all, as the new year quite commonly follows a bit behind  Christmas. Is there any… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

UP TO 9 MILLION CZECHS WATCH TV AT CHRISTMAS. FAIRY TALES PREVAIL

22. 12. 2021

The time spent with TV screens on Christmas Eve is growing up to more than six hours a day. 8.7 million Czechs switch on their TV at least once during the Christmas holidays. On average, they spend watching TV over 5.5 hours a day. “This year will most likely be no exception and the Christmas holidays will… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADVERTS THAT HAVE SHAPED CHRISTMAS. RANGING FROM CHOCOLATE BELLS TO ELTON JOHN’S RETROSPECTIVE, THEY HAVE CHANGED THE VIEW OF THE HOLIDAYS OF GENEROSITY AND MUTUALITY

10. 12. 2021

What ingredients must an iconic Christmas ad contain? Why is Christmas such a significant event in the TV world to basically form an advertising category per se? Europeans have a clear idea – they want to spend their Christmas holidays in mutual proximity.

RESEARCH: VIDEO ADVERTISING WORKS BETTER ON TV THAN ON SOCIAL NETWORKS

22. 11. 2021

Advertisements watched on a television screen have the best results in spontaneous and endorsed knowledge compared to other types of platforms designed for watching video content. This was found in Screenforce‘s Track the Success study, which tracked the factors influencing the reception of advertising on different platforms (TV, BVOD, YouTube and Facebook) in Germany, Switzerland and Austria. The… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

LOOK OUT!

4. 11. 2021

How do you create effective and memorable advertising in a world that seems to be turning inwards? That’s the question at the heart of my new book Look out, an advertising guide for today’s world. The book is a study of attention – of what I describe as ‘narrow-’ and ‘broad-beam’ attention. Drawing further on the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

HOW TO DO EMOTIONAL ADVERTISING RIGHT + EXAMPLES

16. 9. 2021

Emotional advertising connects brands with audiences in a personal, human way. It’s a technique that dates back years, but has been used a significant amount over the past couple of years, particularly during the pandemic. In this article, you will learn what emotional advertising is, plus our top emotional marketing strategies, how they work, and… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHANGING MEDIA LANDSCAPE BRINGS NEW OPPORTUNITIES FOR BRAND MAGNIFICATION

2. 8. 2021

Consumers choose brands for many reasons. One important reason is how a specific brand makes them feel about themselves. Since the best way to leverage that emotional element in connecting with consumers is by combining sight, sound and motion through video, it’s no surprise that so many big brands choose TV advertising as the backbone of… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SORIN PATILINET AT COMMUNICATION SUMMIT 2021: UNRAVEL CUSTOMER EMOTIONS. IT’S THE PATH TO CREATIVE AND EFFECTIVE COMMUNICATION

26. 5. 2021

What are the lessons from the thousands of ads Sorin Patilinet has researched for brands like Whiskas, Orbit, Snickers and M&M’S? Take a look at the neuroscience findings that suggest what to look out for when creating ads and how to make them effective. Communication Summit’s keynote speaker was Sorin Patilinet, Global Marketing Insights Director… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

COMMUNICATION SUMMIT: POSITIVE EMOTIONS IN ADVERTISING WORK

19. 5. 2021

Emotions in advertising were discussed at this year’s Communication Summit conference. Emotions and creativity form the basic premise for ads to make their presence felt in a crowded environment. Stronger emotions are successfully evoked in advertising, according to extensive global research by Kantar, which the agency has documented in the growing spontaneous emotional response over the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

6. 11. 2020

During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the month of April – a year-on-year rise of almost a third. The average UK… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

ADVERTISING OUT OF CV-19

25. 5. 2020

How will the advertising out of covid look like?  The bellow summarized questions are answered in document Advertising-out-of-COVID-19.pdf. What are the benefits, short and long term, of remaining on air during and out of CV-19? What considerations or adjustments that need to be made to brand advertising out of CV-19? What media channels to cut… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

TV ADVERTISING ISN’T DEAD, IT’S EVOLVING

26. 9. 2018

The back-to-school season this year was also the back-to-TV season for department stores. The top brands in the category spent $247.8 million from July 1 to Aug. 31, according to iSpot. That’s a 9.3% jump over the same period last year. Indeed, a new study from Adobe, CMO.com’s parent company, which surveyed 1,000 U.S. TV buyers, found… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

KEY MEDIA ALLIANCES CELEBRATE THE TRUSTWORTHINESS OF TV ON THE OCCASION OF WORLD TELEVISION DAY

27. 11. 2017

The European Broadcasting Union (EBU), the Association of Commercial Television in Europe (ACT) and egta, the association of television and radio sales houses are celebrating the trustworthiness of television on the occasion of World Television Day (21 November), as declared by the United Nations. This year again, the three organisations have produced a 30-second video clip emphasising the… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

WHY TV REMAINS THE WORLD’S MOST EFFECTIVE ADVERTISING

20. 11. 2017

On the occasion of World Television Day, TV broadcasters and trade bodies from around the world have joined together for the first time to release global figures demonstrating TV’s resilience and strength as an advertising medium, with the recently formed Global TV Group a new unified voice for TV. ‘The Global TV Deck’ features figures from an initial… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING