There are few unfortunate people who suffer from Alexithymia is a psychological disorder in which people cannot identify or describe emotions. But then, there are few who are much more unfortunate who tend to act Alexithymia. We humans are a build-up of Emotions. Some of them being good, while few negative.
Emotions can be used to to motivate people. Connect good emotions with what you want them to do, and bad emotions with what is not wanted. We generally wear our hearts on our sleeves as our inner emotions are displayed on our outer bodies. Our faces, in particular, have around 90 muscles, 30 of which have the sole purpose of signaling emotion to other people.
From a marketing prospective - An affective strategy usually seeks to reach audiences on an emotional level. The goal is to touch the viewer through emotions and feelings. A resonance approach seeks to connect with people's experiences. Either method will make use of emotional appeals. These ads are considered "soft sells" because they are indirect and instead attempt to make a connection with the heart.
The attractiveness of the advertisements correlates with specific changes in brain activity in various brain regions including the medial prefrontal cortex, posterior cingulate, nucleus accumbens and higher-order visual cortices. This may represent an interaction between the perceived attractiveness of the ad by the consumer and the emotions expressed by the people pictured in the advertisement.
To make the above little simple, I am sharing the below a Indian advertisement that I saw after a long time that had ability to connect well with people’s emotion. or at least had the ability to connect with me.
Kudos to the team that worked on this.
Have a Happy Week!!!!
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