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The Psychology of Advertising: Thinking vs. Feeling [Infographic]

by Laura Forer  |  
August 20, 2018

Each person is exposed to nearly two million TV advertisements and commercials, on average, each year. That's a dense barrier for marketers to break through to make their ads some of the few that people actually remember.

But there are ways you can help your ads be seen and recalled. Emotional content tends to outperform rational content, says an infographic by USC Dornsife College

The graphic explains that "emotional response to an ad has far greater influence on a consumer's intent to buy a product than the ad's content does."

It provides some tips for how your ads can elicit emotive responses, including creating joy or surprise and building an emotional roller coaster. 

To see those tips, examples of brands that elicit emotion, and more, check out the graphic. Tap or click to see a larger version.


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Laura Forer is a freelance writer, email and content strategist, and crossword puzzle enthusiast. She's an assistant editor at MarketingProfs, where she manages infographic submissions, among other things.

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  • by Srikanth Xerago Tue Aug 21, 2018 via web

    explained the psychology more generally rather in specific with sentiments...failed to explain how women's feel good is connected with any of the sentiments list.

    Google ad about 2015 long forgotten as may things have been changed so far, should have been a more recent example.

    either of the examples give for Emotive responses taken doesn't apply for text ads which carry lot of importance in google search. please elaborate this further to include the ads which are actually having higher conversion rates. In a video or image it's relatively easy to include sentiments. But when it comes to text ads you may be required to do that in 25 words. give more useful tips.

    I really liked the sentiments list which will help our team to keep handy while writing ad copies or even writing articles to develop stories.

    Thank you!

  • by ahmad Tue Aug 21, 2018 via web

    Hi, I am from Afghanistan
    Thanks for the great site

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