Emotional Advertising Methods


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Emotional Advertising MethodsĀ 

Here we take a look at how advertisers use powerful emotional advertising connections to sell products and services.


Emotional advertising methods connect with consumers in a far more direct way than logic or non emotional advertising methods ever can.

Emotional Advertising Methods

Emotional Advertising Methods at work. BA connecting to emotions with midair midwifery at 30,000 ft

Here is a strong example of emotional advertising methods at work. It’s an outdoor advertising method spotted in the London Underground network on the Circle Line at Kings Cross on 30 November 2011. This specific emotional advertising example is from the UK national carrier British Airways. It’s a neat follow up to their recent “To Fly. To Serve.” campaign.

 

Here’s the text from this emotional advertising approach from BA

When a passenger boards at 30,000 feet, we’re ready. Every team on every flight includes crew who have trained specifically to ensure safe birth in the air. Just one of many skills they’ll train for, but rarely need. And that’s the point. The best cabin crew don’t just carry out their duties flawlessly. They take anything in their stride as a point of pride. Including the occasional appearance of an extra passenger, somewhere over the ocean. To Fly. To Serve.

Here’s the original TV advertising method campaign from BA in 2011

Emotional Advertising Methods – What Makes This BA Example Work?

Emotional Advertising Element 1:

Copywriting is one of the most powerful ways of bringing emotional advertising to life. Wording that we find here like “carry out their duties flawlessly” give us deeper messages about the service we can expect from the BA crew and brand. We learn that BA crews “have trained specifically to ensure safe birth in the air.”

Another one we see here is, “They take anything in their stride as a point of pride.” And then at the end they close by linking back to their previous campaign with the tag line: “To Fly. To Serve.”

Emotional Advertising Element 2:

The second reason this advertising method works is due to Connection. By connection to real lives, real emotions and real life situations, the advertising appeals to our imagination and becomes possible in our own ‘theatres of the mind’.

In this example we start to imagine the emergency of a mid air birth. Because we can see it we begin to connect to the potential of the situation. It becomes a bit more real. And that’s an emotional advertising technique.

Emotional Advertising Element 3:

Perhaps the most emotionally engaging element of this ad is the image of the baby. Most of us can get pretty emotional about a baby, but here we see the baby wrapped, indeed protected in the jacket of one of the BA crew. Again we connect to the potential possibility of the situation. It’s a powerful picture.

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Emotional Advertising Element 4:

The approach of appealing to extremes is another advertising method employed here.

If our imaginary BA crew can deal with the extreme situation of a mid air birth, we know they will be able to take lesser tasks in their stride.

Emotional Advertising Element 5:

Finally, by linking to the original campaign with the tag line “To Fly. To Serve.” we are reminded of the emotion from the previous ad. We re-engage with their earlier advertising investment.

That’s an emotional advertising method.

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