Post by account_disabled on Jan 9, 2024 5:06:36 GMT
Advertisers are increasingly adept at touching the consumer's “heart.” However, it seems that the emotions emanating from advertising are also increasingly negative and polarized. According to a recent report by Affectiva , in some cases the negative emotions that emerge from the belly of ads (sadness, for example) can translate into more engagement and more sales. However, and although emotions of a negative nature are sometimes extraordinarily lucrative, it seems that advertisers should try harder than they do to generate advertisements that ride on the back of positive emotions (and are able to inoculate them in the audience). Affectiva's analysis takes root in the company's database , consisting of 10 million consumer responses to more than 53,000 ads launched in 90 countries over the course of the last eight years. Affectiva uses artificial intelligence to evaluate the consumer's facial expressions while they watch the ads and thus be able to determine the emotions that arise from the advertising.
In general terms, the Affectiva study shows an increase in the audience's emotional reaction to advertisements. And there is also an increase in negative emotions that emerge from advertising (frowning, lowered corners Email Data of the mouth and lack of smiles). The most powerful emotions spring from powerful stories These two trends have grown to infinity and beyond in 2020 due to the impact of the pandemic on people's lives . The data compiled by Affectiva shows that people respond mostly positively to advertisements that refer to the coronavirus and simultaneously offer help to the consumer. However, when brands sink their teeth into COVID-19 using generalities, the emotional responses are often laced with negativity . And advertising that emphasizes normality and spices messages with the right dose of sense of honor generally translates into more positive reactions from the consumer.
The range of emotions displayed by people when faced with identical content is increasingly wider, but the gap between positive emotions and negative emotions is also increasingly deeper , something that could have to do with the growing polarization observed in recent times. in society. On the other hand, the analysis infers that advertisements brimming with happiness do not necessarily translate into a happy response from the audience . The actors who appear in advertisements are particularly predisposed to smile (more than to show any other type of emotion), but consumers are much less willing to respond to smiles displayed in advertising with more smiles. Positive emotions emerge first and foremost from ads with powerful stories. It is the narrative that ultimately triggers vigorous emotion on the part of the consumer.
In general terms, the Affectiva study shows an increase in the audience's emotional reaction to advertisements. And there is also an increase in negative emotions that emerge from advertising (frowning, lowered corners Email Data of the mouth and lack of smiles). The most powerful emotions spring from powerful stories These two trends have grown to infinity and beyond in 2020 due to the impact of the pandemic on people's lives . The data compiled by Affectiva shows that people respond mostly positively to advertisements that refer to the coronavirus and simultaneously offer help to the consumer. However, when brands sink their teeth into COVID-19 using generalities, the emotional responses are often laced with negativity . And advertising that emphasizes normality and spices messages with the right dose of sense of honor generally translates into more positive reactions from the consumer.
The range of emotions displayed by people when faced with identical content is increasingly wider, but the gap between positive emotions and negative emotions is also increasingly deeper , something that could have to do with the growing polarization observed in recent times. in society. On the other hand, the analysis infers that advertisements brimming with happiness do not necessarily translate into a happy response from the audience . The actors who appear in advertisements are particularly predisposed to smile (more than to show any other type of emotion), but consumers are much less willing to respond to smiles displayed in advertising with more smiles. Positive emotions emerge first and foremost from ads with powerful stories. It is the narrative that ultimately triggers vigorous emotion on the part of the consumer.