THEME OF THE MONTH: EMOTIONS IN ADVERTISING

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

HOW GEN AI IS USING EMOTIONS TO DRAMATICALLY CHANGE CTV AD EFFECTIVENESS

9. 5. 2024

Like consumers across the board, viewers of connected TV (CTV) increasingly expect deeper personalization in the ads they see. In fact, recent studies have found that audiences pay nearly four times more attention to CTV ads that are relevant to the content they’re watching. One way brands and publishers can achieve the customization viewers are… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

LUCKY SEVEN: THE 7 BIGGEST MARKETING OPPORTUNITIES FOR TV ADVERTISING

29. 4. 2024

The Association of Commercial Television (AKTV) celebrated seven years of operation. The seventh anniversary brings a look back at the wealth of AKTV’s activities aimed at promoting the interests of commercial television, fighting digital piracy, and contributing to the development of the legislative framework for broadcasting and promoting television. These are the most meaningful activities… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

MYTHS VERSUS REALITY: THE TRUTH ABOUT TELEVISION AND TELEVISION ADVERTISING

18. 4. 2024

Television continues to appeal to a large number of viewers today, stirring emotions, offering the highest efficiency and return on investment, maximum attention and trust. This is not the only reason why it remains a highly effective, important and often key element of the media mix.

SURVEY: SOCIALIZING IS A BIG PART OF SPORTS VIEWING

27. 3. 2024

DirecTV survey found that 84% watch live sports with friends and family. In the runup to March Madness, DirecTV has released new sports viewership survey data that highlights the importance of social activities in the popularity of sports viewing. The survey from DirecTV Advertising and DirecTV for Business, which dives into the diverse habits, preferences,… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

MOVE OVER BUNNIES – ALDI’S CHOCOLATE DOG WINS EASTER

27. 3. 2024

Aldi revolutionised Christmas advertising – so what they do at Easter is more than usually interesting. Their Easter ad starring a loveable animated pup is another 5-Star winner for the supermarket brand, but it points up the differences between the two holidays, both in how the public see them and how brands approach them. Easter… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THREE FACTORS THAT MAKE TV CRITICAL TO EFFECTIVENESS

27. 3. 2024

Attention, emotional clout, and trust are the critical elements of what makes TV effective, says Peter Field in a new report exploring the enduring business impact of television advertising. Why TV (still) matters TV remains a constant of effective advertising, and, increasingly, of profitable companies. “I would argue that any marketer who considers walking away… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

THE RECIPE FOR THE MAGIC COCKTAIL FOR BRAND SUCCESS BY KAREN HOWE: BRILLIANT CREATIVE AND TELEVISION

26. 3. 2024

TV is the media channel of choice for top brands. One of the reasons is that it provides unrivalled access to consumers of all ages, including the elusive group of 18-34 year olds. Karen Howe, global award-winning creative director and member of the Cannes Lions advisory board, focused her brand magic webinar on some of… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

PETER FIELD: WHY TV IS STILL AT THE HEART OF EFFECTIVENESS

20. 3. 2024

Peter Field is well known for his effectiveness research and insightful presentations, but his keynote at the 2023 Future of TV Advertising (FTVA) Global conference was among his most impassioned. Using the latest data gleaned from the IPA’s global Effectiveness Award submissions, Field laid out a convincing argument supporting the superior effectiveness of TV advertising.… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES

6. 2. 2024

iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, “funny” ads have become the norm at this point – especially this past year, when 72% of Big Game… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

GREEN TV ADS NO MORE ENGAGING THAN AVERAGE

27. 12. 2023

Television adverts with an environmental message are no more emotionally engaging than the average commercial, according to an analysis by System1. System1 analysed 1,000 randomly selected adverts from the last three years to assess whether they contained environmental messages and how these were being communicated. The analysis found that across System1’s ad testing metrics, ads… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL

12. 12. 2023

In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING

CHRISTMAS BY “UNUSUAL” HEROES. HOW HAS CHRISTMAS ADVERTISING MOVED FROM NOSTALGIA TO MODERNITY?

8. 12. 2023

Christmas advertising has changed over the years and Santa Claus has been replaced by strange and somewhat unusual heroes...

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