Module 1 - Emotional persuasion

Question 1

How would you define emotional persuasion ?

Answer 1

To persuade is to evoke an emotional response from individuals

Question 2

What does emotional persuasion involve ?

Answer 2

To show and not tell

Question 3

Give me an example of emotional persuasion advertising ?

Answer 3

Guerrilla marketing
an advertising strategy that uses unconventional tactics to delight and attract customers. It is an alternative to traditional marketing that goes live publicly, such as print media, television commercials, billboards, and direct mail.

Question 4

Why are brands more persuasive when storytelling over listing reasons to simply buy the product ?

Answer 4

1. Builds a positive association with the brand through connecting with consumers inner emotion

Question 5

What are the benefits of emotional persuasion ?

Answer 5

1. Ability to connect with the audience on a personal level
2. Attention span of consumers has decreased to 7s, therefore individuals are more engaged in visuals > copy
3. Makes a brand memorable, audience are more likely to trust in your product/service if you build emotional connection with them

Question 6

Why is it important to implement emotional persuasion correctly ?

Answer 6

If brands do not do this, playing with one’s emotions could backfire. An example of this is the Kendall Jenner X Pepsi campaign which faced severe backlash for trivialising social justice movements and exploiting activism for commercial gain

Question 7

How can businesses understand who their audience is ?

Answer 7

Having an idea of your buyer personas (a description of the businesses idea customer) As a result, it is easier for businesses to identify consumers emotions, including what makes them angry, happy or sad

Question 8

Why is having a clear storyline In an advert important ?

Answer 8

Audiences will relate to those characters and their conflicts

Question 9

How can storytelling be used to create emotional engagement ?

Answer 9

For an audience to feel lasting emotion, they need context. For example, context on main character, a conflict and a solution

Question 10

Why is it important for businesses to be authentic when creating an advert ?

Answer 10

Audiences can see through when a business is being inauthentic. For example, an advert being tone deaf due to not aligning with social context at a time some of something being released in society

Question 11

What is a potential exam question to cover the topic of emotional persuasion ?

Answer 11

1. Find an ad that uses emotional persuasion
2. Explain how the Andrew evokes a specific emotion e.g. happiness, fear, sadness, guilt: is this strong enough to fully convert the consumer to change their beliefs towards the primary product/service in a positive way

Question 12

What are the key challenges of being creative to evoke emotion ?

Answer 12

1. Overworking an idea: Ensure message behind Ad is portrayed before jumping to execution
2. Volume of content: Figuring out what is appropriate for different forms of media
3. Sticking to industry standards of being creative: rule book to stay on the side of consumers
4. Appropriateness to brief: making sure you are creative on right platform e.g. you wouldn’t put a insurance company Andrew on Tik Tok
5. Quality of AR & VR creatives: human interaction needs to remain at heart in order to be successful, execution of creativity must be present
6. Making sure not to forget about craft: speak to people you want to target and resonate with your brand