#23 Advertising Works Best When It Transfers Positive Emotions

We love advertising! And we love advertising that generates emotional reactions. I wrote some time ago about the particular case when using negative emotions in advertising works and received plenty of comments about the role of positive emotions in advertising. This article is making justice to the role of positive emotions.

Negative storylines are not common in advertising; positive stories abound in the world of marketing communication. That’s because in most cases, the role of advertising is to lift-up consumers and elicit positive emotions, preferably linked to the brand. Advertising is one of the last bastions of positivism in today’s overloaded media world. The never-ending news cycle gets rarely interrupted by positivity, except when an ad-break starts. I see a wide gap in the media spectrum for inspiring and happy moments, and advertising should own that gap. It can become the entertainment of the future, however uninspiring that might sound today.

Neuroscience convinced us, at Mars, that positive messages work best. They elicit positive feelings of love, happiness, empathy, pride, belonging, hope, joy, to name a few. We also learned that positive emotions are better flows to encode in memory the brand messages.

A function of advertising is to make the viewer feel slightly better after seeing the ad compared to how she/he felt at the beginning. If the brand message is understood and highlighted at the moment of high emotional load, the ad becomes a success.

What example of uplifting advertising inspires you?

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