Transcript Emotions…

EMOTIONAL QUOTIENT
IN ADVERTISING
Emotions…the Indian way
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Electric switches have become a symbol
of sensuality.
Cement is a carrier of legacy.
And even a money transfer service can
strengthen family bonds.
Thanks to television commercials, which
are full of emotion, even in categories
as drab as construction material,
adhesives, banking, automobiles and
money transfer.
Emotions…the Indian way
Is this the only way left to connect
with Indian consumers?
 Can’t Indian advertisers be more
rational?
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Emotions…
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Ninety nine per cent of the decisions in life
are not rational. Liking something is an
emotional statement anyway.
So, one needs to make the communication for
any product or service work towards
establishing a connect with the audience.
Emotions…
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It’s true that there are certain products
that need an emotional connect with the
consumers.
But does it make sense to use sentiments
in a low-involvement category such as
cement, where the purchase decision
should be driven by rational thought?
Emotions…
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In emotional ads made for such categories, the
core functionality of the product comes through
the emotion.
Unlike in the cities, a majority of people in small
towns get their houses constructed themselves.
There, the purchase decision for a certain brand
of cement will, in all probability, be influenced by
the emotion used in its advertising – humour or
strengthening of family bonds.
Emotion is just the right way to go in such lowinvolvement categories.
Emotions…
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The basis of all emotional ads, and of life,
is emotional blackmail. Emotion is also the
fastest way to make things go your way.
Emotionality is not a trait exclusive to
Indians, a human being is a human being
anywhere
However, the inclination to sell something
on the peg of emotionality should depend
on the nature of the product or service.
Emotions…
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About 70 per cent of advertising abroad
uses humour. In India, it is one of the
two, humour or sentiment.
Therefore, sentimental, humorous or
any other type of emotional advertising
finds greater space.