Marketers have known for a long time how emotion can play a vital role in convincing people to buy their products or service. The classic duel of the Heart vs. the Brain has been in place since Humankind began. Advertisers have touched us in many ways to make us believe that their Brand stands for something unique and so we should support it over other competing Brands. Recently we saw a dramatic use of emotion to drive a whole country to make a major decision on its future. The United Kingdom BREXIT Leave Campaign is a classic demonstration of how an advertising campaign based on emotion can affect people and make them decide to change their future.
In 2014 the Institute of Neuroscience and Psychology published research that showed Human Emotion is based on 4 basic emotions. They are HAPPY, SAD, AFRAID/SURPRISED and ANGRY/DISGUSTED. Advertisers have been using these 4 basic emotions to craft their selling messages very effectively. We all have our favourite commercials and I will discuss these later in this article. I would like to focus now on the recently completed “Leave Campaign” in the UK Referendum. Read More
