Run Emotional Ads in Traditional Markets

Brands need to do something unique to stand out in traditional markets.

Nick Kolenda
Updated on
Seatbelt ad that shows woman get into a car accident

Customers ignore ads when they are familiar with a product. That’s why emotional appeals can be more effective:

In older markets, consumers may have gained knowledge, reducing their motivation to engage in extensive ad processing. As such, factors that increase their personal involvement in the ad — like the use of emotion-focused appeals and positively framed messages — may be particularly likely to create a behavioral response (Chandy, Tellis, MacInnis, & Thaivanich, 2001, p. 411)

Emotion creates a fresh perspective — which, in turn, influences behavior.

  • Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of marketing Research, 38(4), 399-414.