Emotions have become a crucial part of marketing and advertising strategy. Although there have been shifts in peak emotions (for example, the ad that makes us cry was a hit on Christmas a few years ago but has begun to saturate consumers in more recent ones), marketers are still betting heavily on them.In ads, emotions are a kind of guarantee to achieve engagement and, in addition, one of the ways that advertisers resort to to prevent messages from falling into the common, from being blurred in the middle of all other advertising messages of the other brands.But what emotions dominate the ads and what reaction do they generate among consumers? That is what a study has just asked, which uses artificial intelligence to comb advertising and to analyze the most common emotions that are aroused among consumers.

The study, conducted by the Affectiva company based on the responses from millions of Switzerland Email Database consumers to ads in 90 countries, shows, as point in WARC advertisers are becoming more efficient when pressing emotions and touching emotionally to the consumer, but also that this commitment to the emotional is increasingly managing to generate a more visceral response.Negative feelings are on the rise and ads, like so many other things right now, are managing to generate much more polarized reactions in terms of emotions. The pandemic has only accelerated this response. Ads are generating more and more negative emotions (and viewers respond more by frowning or not smiling).During the coronavirus crisis, the negative response to advertising has increased in certain cases.

When brands launched ads full of generalities, consumer response became more negative. Those ads that used a bit of humor or those that indicated that they were still operating normally were the ones that got the most positive reactions.In addition, it is not only that negative emotions have increased, but that their range has also increased and for the same content. That is, it is more likely that one consumer will love the ad and another will hate it, with an increasingly wide separation between them.Does sadness sell?That, although at first glance it may seem bad, it is not exactly. In fact, negative emotions, such as sadness, can have a positive impact on both brand engagement and sales.

That consumers hate your ad does not seem the best strategy, but awakening certain negative emotions and knowing how and to whom those messages are directed can help to better connect with audiences.A happy ad does not imply a happy viewerOn the other hand, the study also makes it clear that there is no connection between a happy and joyful ad and an emotionally positive response among viewers. As much as the actors in the ad smile, it will not have an immediate effect of happiness among the viewers.In fact, the study points out that positive emotions are usually linked to a type of ads. They are the ones who tell powerful stories: if you have a strong and solid narrative, you will achieve equally strong emotions.

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