Advertising uses different strategies in general. Emotions are a big player in advertising as we all know for sure. Emotions drive sales and purchasing decisions are often influenced by feeling and emotions rater than purely logical reasoning. Brands try to create a connection between the customer and their brand or product – they try to appeal to their emotional state, their ego, their need and fears. Strong core emotions. It leads to higher conversion rates and create a desire to interact and connect. Emotions also make ads more memorable.
A highly used emotions is happiness – positive advertisements are also more likely to be shared.
These methods are also being used in campaigns agains animal abuse and for protecting the planet. The strategies which are working in promoting products and getting the customer to pay for it even though they do not need it are also working here if used wisely. People are getting aware of different problems and feel the urge to contribute to the cause – they get emotionally attached to for example the animals or are shocked by what is happening. Different people also require different adverts.
But there are also some discussions about how effective scandal adverts, and highly provocative images are working. Mainly it is all about raising awareness and to get the people to engage – a brand wants that for their product and a non-profit organisation hopes for donations for their project. But people get used to it and there is kind of an consumer resignation. Now more and more subtle and creatively crafted adverts are in demand to ensure highly effective impact.
Emotional Advertising for the good cause.
In summary these features are also wanted in adverts for animal welfare and for the environment. Advertising for these topics is important to raise awareness and get the support that is needed to fight.
Here is how emotional advertisiting connects back to these topics.
- Eliciting Empathy & Compassion: With heartwarming images, videos or narratives ads try to evoke empathy and compassion – to connect on a deeper level.
- Raising Awareness: The emotional impact captivates audience and grabs their attention. They make them more receptive to the message which is conveyed,
- Creating Connection: Creating a Connection between the audience and the cause – it resonates with the content and so they may be more invested themselves.
- Driving Action: Every ad has the goal to provoke a positive action – donation, responsible consumer choices or supporting the activism themselves.
- Positive Associations: Through the emotional advertising an positive associations can be created. Values like compassion, responsibility, ethnical treating of animals can enhance the brand loyality and reputation.
- Highlight Success Stories: Beautiful stories where the project already had made a positive change can convince the audience to also support and believe that it works and they can help. This shows them that individual actions also can make a meaningful difference.
- Shared Values: With similar values the viewer has it can create a sense of collective responsibility for a positive change and that nobody is alone in this.
- Conversation: Emotional Ads get people to talk about the topic – it gets people in a dialog which is also an important step in animal welfare. If people talk about it it gets more important and bigger and gets more reach.
For non-profit organisations it´s often hard to argue why they also need to advertise and why they sometimes choose this kind of advertising. But they just do the same as other brands do so that they get the support they need to make the effort of change and effort of getting people to reflect on their behavior. What works in normal ads also works in animal & environment protection advertising.
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