emotional advertising examples
10 minutes read

Everyone knows that emotional marketing is difficult to do right. Marketers tend to focus on conversion rates, impressions, bounce rates, and bids, and we forget about the emotional appeal in advertising.

According to the research from PsychologyToday, people respond to the emotional part of the ads a lot more than the text itself.

On the other hand, ads that convey strong emotions often go viral and produce awesome results. The study from HubSpot revealed that the most-shared ads relied on emotional content, including happiness, friendship, and inspiration.

In particular, Mariano Rodriguez from LawRank pointed out that “If you want to make people share and buy, improve your PPC campaign through the use of emotional advertising. This is an effective way to drive your campaign goals”.

Emotions are one of the main reasons why people prefer using products of a certain brand. To encourage people to buy from you, use the following emotional trigger examples in your advertising:

Table of Contents

  1. Instant Gratification
  2. Happiness
  3. Fear
  4. Trust
  5. Sadness
  6. Anger
  7. Belonging
  8. Guilt
  9. Values
  10. Leadership
  11. Pride
  12. How do you create emotionally charged ads?
  13. Frequently asked questions
  14. Benefits of emotional advertising
  15. Bottom Line

1. Instant Gratification

People often expect instant gratification in many aspects of their lives, even if they are negative. The sense of urgency in your message always makes people get this right now. It is important to include words like today, now, within 24 hours, instant access, etc. These are important aspects of emotional advertising.

Don’t make your audience wait – just give what they want. You can give a discount or run a giveaway. Just give them a chance to win.

Here is a good example of this practice from Lavent Law who persuades people to call them to get their money if they are injured in an accident:

Instant Gratification Emotional Advertising

2. Happiness

Many brands want their customer to associate their brand names with smiling, laughing, and positivism. Based on this study, the New York Times’ most-shared articles were positive and had emotional appeal. When creating emotional ads, keep in mind that positive advertising can help you get more engagement and increase sharing.

For example, Coca-Cola’s “Choose Happiness” promotion in 2015 was a powerful example that encouraged consumers to share happy memories and experiences that make them feel happy that summer.

Happiness Emotional Advertising

 3. Fear

Fear is a good marketing tool to make people loyal to a brand, a product, or a service. Fear makes people investigate some areas carefully, and showcase warns of dangers that we can lose something if we don’t take measures. Fear helps us grow and prevent people from bad behaviors like alcohol, drug abuse, and smoking.

For example, the World Wildlife Fund uses fear in advertising to increase awareness about the harmful effects of global warming. The image clearly shows that climate change will change you and your descendants if you don’t take action to keep it.

Fear Emotional Advertising

4. Trust

Nowadays, trust is one of the most effective triggers in emotional advertising, and many brands try to jump on the trust board in their ads. Before customers trust and buy from you repeatedly, you should persuade them to trust you by using emotional appeal advertising.

  • Try to be open and transparent with your customers. Everything should be visible in public view.
  • Show testimonials on your landing page and links to your reviews on third-party sites like Yelp, TripAdvisor, etc.
  • Reduce consumer risk. You can offer a 100% money-back guarantee, free trial, 100% satisfaction guarantee, etc.
  • Stay human. Show real human faces and links to their social profiles on your website to prove that they are members of your team.
  • Show authoritative brands you used to work with and the awards you have won.
  • Be specific. Display numbers, figures, stats, and facts about your brand.

Take a look at The Law Offices of John Rapillo as an example. They promote trust in their clients.

Trust Emotional Advertising

5. Sadness

Using negative emotions like sadness helps you deliver a sense of empathy or compassion. Many brands have noticed the effectiveness of using emotional content that creates public awareness of social issues like violence, gender equality, poverty reduction, immigration, and others.

It is essential to keep the balance when creating such kind of ads. You don’t need to upset your audience and evoke negative feelings made by your brand. Conversely, these emotions should motivate people to act and donate money to improve the situation.

For example, Children of the World promoted the Help Me Read This campaign to improve child literacy in New Delhi.

Sadness Emotional Advertising

Related articles:

20 Powerful Advertising Appeals You Can Use in Your Campaigns

Creative Advertising Meets Pop Culture: Creative Ads That Pop

15 Compelling Advertising Techniques That Workcreate and launch ad campaigns from start to finish

6. Anger

Using anger in emotional advertising makes people upset or annoyed about things like politics, environmental issues, political candidates, etc. Anger evokes a negative emotion that can cause negative associations.

Brands that use this emotion want to stimulate people to solve important questions and reconsider their perspective. They want to show people the overall situation and show positivity to change it for the better.

For example, the Always’ Like a Girl campaign uses a famous offense to catch more attention and encourage women to share their stories and the difficulties they face and play sports.

Anger Emotional Advertising Example

7. Belonging

Every person wants to belong to a group, a community, a family or a social network. The feeling of belonging helps customers satisfy their key psychological needs. Many companies use this emotion to make customers feel part of a particular group.

Especially, it is widely used in sport. It is a great place to show the feeling of belonging in action. The Rapha Cycle Club (RCC), a membership organization, is a great emotional appeal example. They offer people to ride with RCC members each week in your city and travel the world for RCC hangouts and meetings.

Belonging Emotional Advertising Example

8. Guilt

Martin Lindstrom noticed in this article that guilt is the most puritanical among all our emotions that became an emotional consumer pandemic in the 21st century. People are easily influenced by messages that make them feel guilty. Many nonprofit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Sears Craftsman is a good example. The message of guilt positions the brand as the solution to current consumers’ issues.

Guilt Emotional Advertising Example

9. Values

Values are one of the hottest trends in marketing. Every day people make purchase decisions based on judgments and values. Many promotions are directly connected with the emotional trigger of making the best deal. It can include time, price, and money.

Make sure that values are very subjective, and many companies do their best to boost the perceived value of their products. Once you understand your target customers’ values, you can create the best compelling and targeted ads.

For example, Citywide Law Group promotes the message “If you have been injured, you shouldn’t pay until we win” which is effective in arousing the feeling related to value.

Values Emotional Advertising Example

10. Leadership

Consumers want to be the first to try new products or services. Brand promotions appeal to the emotional trigger related to leadership and make their target customers feel like they are first for this audience.

Do you remember the famous Nike’s campaign “Just Do it”? It is a great example that demonstrates the emotional trigger of cultural leadership.

Leadership Emotional Advertising Example

11. Pride

This emotion is intended for all consumers who want to look smart and be proud of making a good choice. They want to be proud of purchasing organic food, a bestselling book, or any money-value purchase. It is difficult to use this emotion because each person has different needs and desires, and you need to do in-depth marketing research to support your offering with solid arguments.

Here is how Amazon Flex proposes to its customers to earn a good wage when delivering parcels with Amazon.

Pride Emotional Advertising Example

How do you create emotionally charged ads?

Most PPC specialists use the standard formula while creating ad copy. It includes three points: keywords, CTA, and unique selling points. Fortunately, Google gives more space for creating expanded text ads where you can adopt emotional ad copy and build meaningful connections with potential clients.

Here are some tips on how to make emotional ads:

  1. Check what your competitors are running – especially if you spotted them using emotional marketing. You can take over their ideas and make them even better. To spy on your rivals, use SE Ranking Competitor SEO/PPC Research tool.
  2. Make a list of the benefits your product provides. You can create a customer survey to see what they truly believe the benefits are. You can use the JotForm Survey Maker or Survey Anyplace to get the exact results.
  3. Connect emotional benefits with an image. The image should reflect the emotional values of your statement. Use our platform to make a banner simple and easy.

Frequently asked questions

What is an emotional advertisement?

Emotional advertising is a marketing technique that aims to create a solid emotional connection between the audience and the advertised product, brand, or message. The strategy focuses on evoking human emotions, such as joy, sadness, fear, anger, or nostalgia, in consumers to establish a memorable and lasting connection. Instead of highlighting product features or rational arguments, emotional advertising strives to resonate with consumers deeper by tapping into their emotions.

Emotional advertising aims to establish an emotional bond with the audience, leading to increased brand loyalty, positive brand associations, and, ultimately, higher sales. By triggering emotional responses, advertisers hope to make their campaigns more memorable and engaging and thereby influence consumer behavior and attitudes toward their products or services.

What are emotional marketing methods?

Emotional marketing refers to various strategies and techniques that appeal to consumers’ emotions and create stronger connections with brands, products, or services. Some of the most common emotional marketing methods include:

1. Storytelling: This involves using narratives to engage consumers deeper and evoke emotions. Brands can share their stories, customer testimonials, or anecdotes that resonate with the audience’s feelings and experiences.
2. Visuals and imagery: Captivating visuals like photographs, videos, or graphics can evoke specific emotions and create memorable impressions. Brands can use visual elements to trigger emotional responses and capture consumers’ attention.
3. Music and sound: Incorporating music, sound effects, or voiceovers can enhance the emotional impact of marketing campaigns. Sound can set the tone, create atmosphere, and elicit specific emotional responses from the audience.
4. Personalization: This involves tailoring marketing messages and experiences to individual consumers based on their preferences, behaviors, or demographics. Personalized marketing can make consumers feel understood, valued, and emotionally connected to the brand.
5. Humor: Humorous marketing campaigns use humor and wit to entertain and create positive associations with the brand. They can help brands stand out, generate buzz, and foster emotional connections with the audience.
6. Social proof: Highlighting social proof, such as customer reviews, ratings, or endorsements, to build trust, credibility, and emotional reassurance among consumers. Positive social proof can reinforce consumers’ emotional connection with the brand and influence their purchasing decisions.
7. Cause marketing: Associating the brand with social causes, environmental initiatives, or philanthropic efforts to appeal to consumers’ values, ethics, and social responsibility. Cause marketing can create emotional resonance by aligning the brand with causes that matter to the target audience.
8. Nostalgia: Nostalgic marketing taps into feelings of nostalgia by evoking memories, cultural references, or sentimental moments from the past. It can evoke positive emotions and create a sense of familiarity and comfort that resonates with consumers.
9. Fear and urgency: Using fear-based messaging or creating a sense of urgency to prompt immediate action or decision-making. Fear and urgency can be powerful emotional triggers that motivate consumers to take desired actions, such as purchasing or signing up for a service.
10. Empathy and empathy marketing: Demonstrating empathy and understanding towards consumers’ needs, challenges, or pain points. Empathy marketing involves connecting with consumers emotionally, showing genuine concern, and offering solutions that address their emotional needs and aspirations.

Benefits of emotional advertising

Emotional advertising can be highly effective in influencing consumer behavior, building brand loyalty, and driving sales for several reasons:

1. Emotional resonance: Compared to rational or informational advertising, emotional advertising resonates with consumers on a deeper, more personal level. When consumers feel emotionally connected to a brand or advertisement, they are likelier to remember, engage, and form positive associations with it.
2. Memory retention: Emotions are crucial in memory formation and retention. Advertising that elicits solid emotional responses tends to be more memorable and can leave a lasting impression on consumers, increasing the likelihood of brand recall and recognition.
3. Increased engagement: Emotional advertising is more likely to capture consumers’ attention and engage them emotionally, leading to higher engagement with the ad content. Through storytelling, humor, or heartfelt messaging, emotional ads can spark conversations, generate buzz, and encourage sharing on social media platforms.
4. Brand loyalty and advocacy: Emotional advertising can foster stronger connections between consumers and brands, increasing brand loyalty and advocacy. When consumers feel emotionally invested in a brand, they are more likely to remain loyal over time and recommend the brand to others.
5. Influence on purchasing decisions: Emotions play a significant role in shaping consumer purchasing decisions. Emotional advertising can influence consumers’ perceptions, attitudes, and preferences toward a brand or product, ultimately driving purchase intent and sales.
6. Differentiation and brand positioning: Emotional advertising allows brands to differentiate themselves from competitors and carve out a unique identity in consumers’ minds. By tapping into specific emotions or values that resonate with their target audience, brands can position themselves as more relatable, authentic, and desirable choices.
7. Long-term brand building: Emotional advertising contributes to long-term brand building by nurturing meaningful consumer relationships and strengthening brand equity. By consistently delivering emotionally resonant messaging, brands can build trust, loyalty, and goodwill beyond individual advertising campaigns.

Bottom Line

Using emotions in your ads directly affects the buying process of a target audience. There is an old expression: “people buy emotionally, then justify logically”.  No matter what you choose: happiness, fear, belonging, or trust – the emotional triggers should resonate with your target consumers. Including facts and enough information about your products can increase the chance of purchase.

I hope the emotional advertising trigger examples mentioned above will help you motivate your customers to take action and become a global leader in your industry.

Irina Weber
Irina Weber is a marketing specialist, blogger and guest writer. She creates and develops new marketing campaigns, writes articles about online marketing, social media, conversion optimization on higly authoritative websites.


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