Emotion-based advertising
Discuss some of the reasons why emotion-based advertising appeals are effective. Give example of a company or brand that is using an advertising campaign based on emotional appeals.
Emotional appeal refers to a promotional activity aimed at highlighting emotional factors such as appearance, status value, and popularity of a product, rather than the logical or practical factors. It is a method of persuasion that’s designed to create an emotional response. Emotional-based advertising appeals are effective because the right emotional appeal can touch the consumer’s cores and make it easier for them to recall the advertising message. Besides that, linking positive emotions to a brand name may help in creates goodwill for the product. In addition, it’s also reasonable that the more positive and frequent the emotional associations, the more likely consumers will favor the product compared to competitors that are less well known.
For example, Google Chrome used an advertising appeals based on emotional appeals. Google Chrome created a touching video campaign that highlighted some of life’s most emotional and heartfelt experiences and how people can share them across multiple media platforms. This campaign attracted the audience’s attention by connects to real-life situations using real people and events. The advertisement called “Dear Sophie” is shown from a father’s perspective as he documents his daughter’s life through email, YouTube and other Web applications. It covers some of the milestones in life such as her birth, illnesses, birthdays and the first day of school. The “Dear Sophie” video reached 169,000 views on YouTube just a few days after its release (it currently has more than 1,563,500).
Hereby is the link for the “Dear Sophie”: http://www.youtube.com/watch?v=R4vkVHijdQk

http://www.youtube.com/watch?v=R4vkVHijdQk

Emotional bonding in advertising is a link between the brand and customer feelings. For example, Apple tries to evoke feelings of being hip and cool by using alloys, bright lights and calling their representatives geniuses. Starbucks uses earthy tones and natural settings in its ads. The brain tends to remember things that evoke basic emotions like sadness and disgust, so appealing to these emotions can link your brand to these feelings.

An emotional appeal is a method of persuasion that’s designed to create an emotional response. Emotion (also known as 'pathos,' or 'suffering' in Greek) is one of the three modes of persuasion identified by Aristotle. The other two are 'logos' (logic) and 'ethos' (authority). Emotional appeals are considered fallacies, because they manipulate emotions in an audience.
Emotional appeals are especially prevalent in advertising. When fashion magazines play on our insecurities about body image, they're using emotional appeals. When political ads play on our fears, telling us that voting for someone will lead to financial ruin and wars, they're using emotional appeals. Students frequently use emotional appeals on their professors, hoping for pity as they ask for more time to finish a paper. Emotional appeals are used in court rooms during trials and in persuasive essays to increase the effectiveness of arguments.

Why Emotional Appeals Work
Thinking is a laborious task. Experts in neuroscience say that the mere act of thinking burns three times more calories than a less-challenging task like watching TV. The experts also note that the human brain runs on idle in a non-thinking state 95 percent of the time. Marketers clearly don't bet their budgets on consumers being asleep at the switch 95 percent of the time. The stats strongly suggest, however, that people are more susceptible to emotional appeals because their brains are in an idle, subliminal state most of the time.

Memorable Advertising
The right emotional appeal can touch people’s cores, making it easier for them to recall your sales message later. New parents are protective of their families, for example, so an automobile manufacturer could appeal to this consumer group with a series of television commercials featuring real-life customers discussing how the car’s safety features protected their families during dangerous accidents. These stories could have a significant impact on new parents, convincing them to choose that brand of car over its competitors.

Positive Associations
Linking positive emotions to your brand name creates goodwill for your products. For example, if you consistently include images of happy families in your advertisements, people will begin to view your brand as family-friendly. Your advertisement can solidify the connection by linking the images you present with the objective of your marketing campaign. For example, a lawn-care company could promote its services using images of happy families picnicking on beautifully maintained lawns.

Expert Insight
Scientists still don’t understand exactly how emotions, memories and rational processes interact, but it seems likely the emotional associations you create with your advertisements have a significant influence on consumers later, when they encounter your product in a store, for example. It’s also plausible that the more positive and frequent the emotional associations, the more likely consumers will favor your product over lesser-known competitors.