Emotional Advertising: What Constitutes a Successful and Effective Emotional Advertisement

Maria Joanna Skurewicz

Student thesis: Master thesis


Emotions are used in advertising for a variety of reasons and their influence and effectivity constituted a subject of a thorough research. Multiple studies on influence of emotional appeal on advertising effectiveness, as well as emotional message processing and response formation have been conducted, but little research exist on what makes a good, successful emotional advertisement in terms of its ability to truly influence viewer’s emotional state and trigger a strong emotional reaction. Therefore, the following paper sheds light upon how the emotional appeal of an advert is created and what the specific elements of ad content, both of the execution and concept idea, that successfully build emotional tone of communication are. The above are investigated by empirical verification of existing theoretical framework. Selected best practice examples of emotional advertisements are analysed in terms of applied execution techniques and the grounds for their potential success are explained, what then is tested in a quantitative survey, providing interesting, rather unexpected results. Key words: Emotional advertising, emotional appeal, emotional triggers in advertising, emotions, advert execution.

EducationsMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
Publication date2016
Number of pages102
SupervisorsSine Nørholm Just