According to a recent study, the emotional brain reacts immediately to input and is much faster when making decisions than the rational brain.
That’s why when someone says to you, “you’re allowing your emotions to cloud your judgment,” they could be on to something…
Dr. Robert Heath, from the University of Bath’s School of Management, found that television ads with high levels of emotional content enhanced how people felt about brands, even when those ads were lacking product information. On the other hand, ads which were low on emotional content had no effect on how favorable the public felt towards brands, even if the ads were high in news and information.
Emotional warmth or lack of it determines a brand perception. If consumers are “warm” to your brand, it is much easier to get their attention, as they are more open to listening, seeing and absorbing new information. If they are neutral or distant about your brand, it’s more difficult to influence them and the advertising needs to work harder.
So the next time you’re tempted to add just one more copy point into your 30-second commercial, remember it’s not what you say, but the way you say it, that gets results.
Source: Thinkbox, 2010