8 Emotional Appeal Strategies for Ad Creatives

Here's a quick guide to using emotions in your ad campaigns:

Happiness: Show people enjoying your product
Fear: Highlight problems your product solves
Trust: Display testimonials and expert opinions
Nostalgia: Use retro imagery or references
Empathy: Tell relatable customer stories
Pride: Celebrate achievements and traditions
Humor: Make people laugh with clever jokes
Inspiration: Motivate viewers to take action

Quick Comparison:

Emotion	Key Benefit	Example Approach
Happiness	Positive brand association	Smiling people using product
Fear	Urgency to act	Show risks of not using product
Trust	Customer loyalty	Display ratings and reviews
Nostalgia	Emotional connection	Use old-style designs
Empathy	Deeper customer understanding	Share real customer feedback
Pride	Long-term engagement	Highlight local heroes
Humor	Memorability	Use relatable jokes
Inspiration	Motivation to buy	Tell uplifting stories

Using these emotional strategies can help your ads stand out, connect with viewers, and drive sales.

1. Happiness

Happiness is a key emotion that can make people like an ad and product more. Ads often show smiling people with friends and family to make viewers feel happy too. This good feeling can make people more interested in what's being sold.

What is happiness in ads?

In ads, happiness means:

Feeling good
Being content
Enjoying life

How to use happiness in ads

Here are some ways to add happiness to ads:

Show people having fun with the product
Use bright colors and upbeat music
Include cute animals or babies

For example, Coca-Cola's "Choose Happiness" ads in 2015 asked people to share happy summer memories.

How happiness affects viewers

Effect	Description
More sharing	People share happy ads more often
Good brand image	Viewers link the brand with good feelings
Better mood	Ads can make viewers feel happier
More sales	Happy viewers are more likely to buy

Rebecca Waring from UnrulyEQ says, "Happiness is the most common emotion in ads. It often makes people want to buy more and tell others about the product."

2. Fear

Fear is a strong emotion that can make people pay attention and act. In ads, fear is used to create urgency or show what might happen if you don't do something.

What is fear in ads?

Fear in ads tries to make people feel worried or scared. This can be done by:

Showing risks of not using a product
Highlighting bad results of certain behaviors
Creating a "now or never" feeling for limited offers

Fear works because people want to avoid danger. But it must be used carefully to avoid seeming pushy or mean.

How to use fear in ads

To use fear in ads, try these ideas:

Tell stories or use strong images to show what could go wrong
Show how taking action can help avoid risks
Use time limits to create urgency
Use words and tone that make people feel worried

For example, a breast cancer ad might show why not getting checked is risky. It could tell a story about someone who didn't get checked, along with a clear message to get screened.

How fear affects viewers

Effect	Description
More attention	Fear makes people notice and act
Strong feelings	Fear can make people feel connected to the message
Changed behavior	Fear can make people do something to avoid bad results

3. Trust

Trust is a key emotion in ads. It helps people choose one brand over others. When customers trust a brand, they're more likely to buy from it and tell others about it.

What is trust in ads?

Trust means feeling sure about a brand or product. It happens when a brand is honest and open in its ads. Trust helps a brand stand out and makes customers feel close to it.

How to use trust in ads

To build trust in ads, you can:

Show what others say about your product
Display ratings and reviews
Use expert opinions
Show awards your product has won
Be clear and honest about what you offer

How trust affects viewers

Effect	Description
More loyal customers	People stick with brands they trust
Word-of-mouth	Customers tell others about trusted brands
Higher sales	Trust makes people more likely to buy
Repeat business	Trusted brands get more return customers
Positive reviews	People share good experiences with trusted brands

When ads build trust, people feel good about buying. They're more likely to choose that brand again and again. Trust helps create a strong bond between customers and brands.

4. Nostalgia

Nostalgia is a strong feeling that can make people think fondly of the past. Brands use this feeling in ads to connect with customers and sell more products.

What is nostalgia in ads?

Nostalgia in ads means using old-style designs, colors, or characters to remind people of good times from the past. This works well with storytelling, as it helps people remember shared experiences.

How to use nostalgia in ads

To use nostalgia in ads, brands can:

Make special products that look or feel like things from the past
Use old-style pictures or designs in their ads
Talk about popular things from a certain time
Work with old brands or people who remind others of the past

How nostalgia affects viewers

Effect	Description
More loyal customers	People stick with brands that remind them of good times
Stronger feelings about the brand	Customers feel closer to brands that use nostalgia
More sales	People buy more when they feel nostalgic
More sharing	Customers tell others about brands that make them feel nostalgic
Comfort	People feel good about brands that remind them of the past

Using nostalgia in ads can help brands connect with customers in a special way. It makes people feel good and want to buy more.

5. Empathy

Empathy in ads helps brands connect with their audience. It's about understanding how customers feel and using that to make ads that speak to them.

What is empathy in ads?

Empathy in ads means:

Focusing on what customers need and want
Seeing things from the customer's point of view
Being honest and open in your ads

How to use empathy in ads

To use empathy in ads, try these ideas:

Tell stories about customer struggles
Use real customer feedback
Show content made by users
Use emotions like happiness or nostalgia

How empathy affects viewers

Effect	Description
More trust	Customers feel understood
Brand loyalty	People stick with brands that get them
More sales	Understood customers buy more
Stand out	Empathy makes your brand different
Word of mouth	Happy customers tell others

When ads show empathy, people feel good about the brand. They're more likely to buy and tell others. Empathy helps create a strong bond between customers and brands.

6. Pride

What is pride in ads?

Pride in ads makes people feel good about themselves or their group. It helps them think about long-term goals instead of just what's easy right now.

How to use pride in ads

To use pride in ads:

Show what people like about themselves or their group
Talk about things that make people feel special
Use stories about local heroes or traditions

For example, the "Don't Mess With Texas" ads stopped littering by making people proud of their state.

How pride affects viewers

Effect	Description
Feeling responsible	People want to do good things
Liking the brand more	Viewers feel close to brands that make them proud
Changing habits	Pride can make people change how they act
Telling others	People share ads that make them feel proud

Using pride in ads can work well, but be careful not to overdo it. Make sure it fits with your brand and what people know about you.

7. Humor

Humor in ads can make people laugh and remember brands better. It helps create good feelings about products and makes messages easier to understand.

What is humor in ads?

Humor in ads means making people laugh while selling something. It's important to know what your audience finds funny and not offensive. Good humor in ads is:

Easy to understand
Fun to watch
Easy to remember

How to use humor in ads

To add humor to your ads, try these ideas:

Make your brand seem friendly by using jokes
Use funny stories to show how your product helps people
Make jokes that your audience can relate to
Be careful not to upset anyone with your jokes

How humor affects viewers

Effect	Description
Good feelings	People like brands that make them laugh
Better memory	Funny ads are easier to remember
More sharing	People share funny ads with friends
More trust	Humor can make people trust your brand

Using humor in ads can help your brand stand out and make people like it more. Just make sure the jokes fit your brand and don't upset anyone.

8. Inspiration

Inspiration in ads makes people feel motivated and hopeful. It shows how a brand or product can help people do better or make a difference.

What is inspiration in ads?

Inspiration in ads:

Makes people feel they can achieve their goals
Shows how to overcome problems
Uses uplifting stories and nice visuals
Makes people feel good about themselves

How to use inspiration in ads

To make inspiring ads:

Tell real stories people can relate to
Show how your product helps people
Use good pictures and music
Make people feel they can do great things

How inspiration affects viewers

Effect	Description
Makes people act	Viewers want to do something good
Builds brand loyalty	People like brands that inspire them
More sharing	People tell others about inspiring ads
Stays in memory	Inspiring ads are hard to forget
Creates good feelings	People feel better after seeing these ads

Inspiring ads can make people feel good and remember your brand. They can also make people want to buy your product or tell others about it.

Wrap-up

You've now learned about eight ways to use emotions in ads. These can help you make better ads that connect with people. Let's go over the main points:

Using emotions in ads helps you connect with people, not just sell things.
Different emotions make people feel and act in different ways.
Be honest in your ads. Don't try to trick people.
It can be hard to measure how well emotional ads work, but you can look at things like:

Measure	What it shows
Engagement	How much people interact with your ad
Brand loyalty	How much people stick with your brand
Customer retention	How many customers keep buying from you

When you use emotions in ads:

Think about what your brand stands for
Know who you're talking to
Try different emotions to see what works best
Be real and open with your audience

FAQs

What emotion works best in ads?

Trust is one of the top emotions used in ads today. Many companies try to build trust with their customers because:

People buy more from brands they trust
Trusted brands keep customers longer
Customers tell others about brands they trust

To build trust in ads, companies should:

Be honest about what they offer
Show how their product helps people
Use real customer stories

Can you give an example of an ad that uses emotions?

Nike's "Just Do It" ads are a good example. These ads make people feel:

Part of something big
Like they can achieve their goals
Inspired to take action

The ads don't just sell shoes. They make people feel strong and motivated. This helps Nike connect with its customers in a deeper way.

Emotion	How Nike uses it	Effect on viewers
Inspiration	Shows athletes overcoming challenges	Makes people feel they can do great things
Pride	Celebrates sports achievements	Viewers feel proud to use Nike products
Motivation	Uses "Just Do It" slogan	Encourages people to be active and try new things

This approach has helped Nike become more than just a shoe company. It's now seen as a brand that supports people's goals and dreams.