What's the Secret to Brand Loyalty? Emotional Advertising.

Posted Jul 23rd, 2019

What brings customers to you and keeps them coming back? A connection. Something they saw in you that made them want to not only purchase your product or service but to invest in you.

To make an emotional connection with your audience you need to showcase your brand's personality and show the human aspect of your company.

Emotional advertising is all about evoking emotion from your audience. It focuses on some core emotions to make people take notice and remember you.

Keep reading to learn more.


Happiness is one of the emotional branding examples most commonly targeted by advertisers. No surprise there. Happiness works because it makes people feel good and brands want to be associated with that feeling.

People also like sharing happy messages and feel good advertising spurs positivity and is more likely to get shared and result in higher engagement.


Basing your message on an emotion like sadness helps you share compassion or empathy with your audience. This is effective when bringing awareness to social issues like gender equality, poverty, and immigration.

Keep in mind that there's a fine line. When using emotional appeal advertising you don't want to evoke a negative reaction because that will be associated with your brand.

Allow your audience to get involved by including a link to different ways they can help the cause, whether by volunteering or donating.


A brand that's using anger in their advertising is looking for a strong reaction. Like sadness, it's important to spin it right so it doesn't cause a negative connotation with your brand.

Anger is one of the emotional marketing examples that is used to drive people to take action, quickly. It's commonly used when it comes to environmental or political issues.


Fear creates an urgency, one that causes us to take action on something that affects us or the people we love. Ads meant to prevent drunk driving or that show the effects of cigarette smoking are driven by fear.

They work because people relate and often know others who were affected by such events.

Another angle is fear of missing out (FOMO!). Show them what you're offering and put an expiration date on it. This discourages people from waiting too long to take you up on an offer.

Tips for Creating an Emotional Advertising Campaign that Works

To create an emotional advertising campaign that works, you first need to determine which emotion works best for your brand and the result you're hoping to achieve.

You can cheat a little by looking at what your competitors are doing. If you see them targeting a particular emotion, use that as your starting point.

While this works in a pinch, you'll want to know what really gets to your audience. Surveys are essential to getting this information from your customers. They'll show what your audience is most likely to respond to.

Reaping the Benefits of Emotional Appeal in Advertising

Creating a strong emotion and sharing it with your audience creates a connection between you and your prospects. By appealing to their emotions, they won't easily forget your company.

An emotional advertising campaign is going to leave an impression with your audience and inspire them to connect with you.

Get in touch with us today and learn how we can help you make lasting impressions with your audience.

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