He came up with just seven – all the other emotions are shades or sub-categories of these seven primary feelings. In our book, System 1: Unlocking Profitable Growth, we explore the work of psychologist Paul Ekman, the man who mapped the universal landscape of human feeling by looking at which emotions register on the face in every human culture. Which means understanding, first of all, which emotions are truly universal. You have to know what emotion to activate when. That’s emotional, as opposed to just pushing a message onto consumers, or even wrapping that message in a ‘velvet glove’ of feeling.īut saying, “Be emotional” can only take you so far. The two have crunched thousands of case studies and award-winning ads over the last ten years, and have shown that ads which take a purely emotional route were the most effective for long-term brand growth. Most notably, there’s the comprehensive analysis of the Institute Of Practitioners in Advertising database (the IPA DataMine) by Les Binet and Peter Field. The more people feel, the more people buy, and there’s a stack of evidence to back that up. Whatever your choice, it’s a safe bet that what made it great was the emotion it invoked – awe, excitement, delight or even anger or sadness.
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