Marketing is a way of appealing to and satisfying the customer needs through advertising so as to increase the sales. Psychological research shows that most people, without regard to demographics, tend to make impulse buying of goods depending on the kind of method used to advertize. Marketers capitalize on strategies that can illicit customers’ emotional responses. That is why most ads whether political, commercial or public health leverage on the use emotional marketing method and to capture their audience and create a positive attitude towards their products (O'Shaughnessy " O'Shaughnessy, 2003).The adverts usually use a suitable tone that suits and soothes the audience.
Political advertisements present the best manifestos by which each party seeks to win the favor of potential voters. This kind of an advert employs techniques like positive, negative, and mixed tones. A positive advertisement put emphasis on positions, policies, and attributes and reputation of the political party whose advert is being aired. On the other hand, negative advertisements are implicit in nature and focus on criticizing other competing parties. A political advert uses direct attacks to competing parties by particularly mentioning their names or can criticize the policies of their opponents by inference without having to mention the names. A party may mix negative and positive tones depending on what they want to convey. The tones in political advertisements serve to distinguish one party and the other in terms of policies and characteristics (Bostick, 2005).
Public health adverts use a negative tone that effectively elicits responses that result in positive changes in behavior. These advertisement strategy works because it affects how people make decisions in ways like encouraging an in-depth search of risk information, prompting unconscious judgments about a specific behavior or use of certain drugs, whether it could be healthy or unhealthy, and motivate a behavioral response. For example, in tobacco control campaign, a high exposure of negative emotions results in the direct correlation to the number of people who quit the use of tobacco. Conversely, advertisements that elicit positive emotions increase the number of tobacco addicts who seek help from health professionals. Therefore, the tone that public health ads employ may vary depending on the desired behavior changes.
The aim of a commercial advertising is to woo customers into buying a given companies goods. The tone that a company uses is essential in giving it a sense of personality. Therefore, a business entity creates not only persuasive but also friendly tone since most customers tend to be more receptive to an appeal and message from a friend than an unknown organization. Commercial ads employ a tone that communicates an aspect of personality which connects the emotions of customers. This technique causes buyers to purchase the products without financial considerations. Particular tones that target a certain demographic are effective in enticing the customers (Hansen " Christensen, 2014).
There are theories that try to elucidate the effectiveness of fear appeals either to promote or prevent specific behaviors like the prospectus theory. This theory argues that negative results have a more psychological impact than gains that are foregone. It posits that fear appeals are very effective in the detection of behavior as compared to behavior promotion. Fear appeals which are the loss-framed focus on negative effects which make individuals take more risks. People who perceive that use of particular substances may cause harm to their health depending on the advert strategy used tend to keep off those products (Riet et al. 2012).
In conclusion, the use of emotions in any type of advert proves to cause an impulse that leads to effective responses and creates a personal touch to audience and customers.
References
Bostick, J. (2005). Second-level agenda-setting and political advertising: A content analysis of the framing dimensions used by the 2004 presidential candidates.
Hansen, F., " Christensen, S. R. (2014). Emotions, Advertising and Consumer Choice. Frederiksberg: Copenhagen Business School Press.
O'Shaughnessy, J., " O'Shaughnessy, N. J. (2003). The marketing power of emotion. New York: Oxford University Press.
Riet, J.P, Van 't, Ruiter, R., De, Vries, H., " De. (2012). Preaching to the choir? The influence of personal relevance on the effects of gain- and loss-framed health-promoting messages.
