The copy aims to highlight the brand heritage by taking the consumer back to the brand’s origin era, while also showing it remains current through the choice of music which creates a fun contrast. Twinings Tealand (Italy) – YouTubeīy contrast this KFC ad (#1 in TV) tells a more complex story, one that could easily lack emotive clarity. These are considered alongside the overall emotion that the ad delivers. To illustrate, here are two winning Creative Effectiveness Awards video ad examples examined using the NeedScope AI decoder – decoding the emotion in the visual and music elements. Therefore, music as an element in creative execution must be thought through and work towards the intended message and emotional delivery.īy looking at award-winning campaigns more deeply we see a powerful balance struck where an ad uses a range of visual cues to tell a good story, and the music grounds the ad with emotive clarity. So, music is critical to emotional delivery, even though we might think of video as a visual medium. Other research shows that music alone could evoke 13 distinct feelings across cultures. The emotional impact is instantly blunted. Try turning the music down when you watch your favourite movie. Recent research shows how sound favourably enhances video viewing experiences. This overall delivery may come through elements in the ad other than visual cues. With video ads we want to ensure there is a net effect overall with the emotive delivery. But through this journey, an ad may end up lacking the emotive clarity we want for brand-building purposes. So it is more common to see a wider range of visual cues being used to do this job. Storytelling is the art of creating tensions and contrasts to take viewers on a journey using a range of emotions. This is particularly the case for video ads which often contain complex visual, audio and text arrangements to engage viewers. In practice, this type of emotive clarity is difficult to achieve. In this way, the advertising supports a consistent position for the brand. To maximise investment, brand owners should develop advertising that delivers to a common emotion consistently over time. Whilst ads might have more than one emotion, cohesive ads skew toward a dominant emotion and might also draw from an adjacent emotion in the model too. ![]() The friendly inviting composition of this ad conveys a sense of relaxed inclusivity (in orange), appropriate for a sociable coffee brand like Starbucks. To illustrate, here we see the winning Starbucks UK chilled coffee ad (#1 Print/Outdoor) through the decoder. This helps us understand what specific tonal cues dial the emotion we see in ads and whether these elements work cohesively together and with clarity. The NeedScope AI Decoder tool (based on machine learning) uses the same framework and emotive dimensions to explore the tonality present in advertising. This emotional framework not only applies to brand positioning but also execution. To understand emotion in these terms, we use our NeedScope framework based on universal emotion and six emotive spaces to provide the basis for brand positioning territories. Powerful brands, those to which consumers are highly predisposed, tap deep into these emotive needs that consumers themselves often aren’t even conscious of. Type 2 consciously rationalises Type 1 decisions but is slower and more resource intensive. Type 1 (or System 1), the fast brain, drives most of these decisions through emotion and intuition. Neuroscience shows that our brain operates with two different processes when making choices. These are the deep-seated drives based on how our brains are wired to make decisions. From a brand positioning perspective, the kind of emotion we’re interested in is subconscious emotion. ![]() Emotion also helps build brandsĮmotion is also widely used in brand strategy. Most of our Creative Effective Award winners, if not all, use emotion well. ![]() There are many powerful tools such as facial coding that help reveal this dimension in what is often called ‘emotional advertising’. In this way, we might think of emotion in terms of ‘evocation’ or the emotional reaction to an ad. By tapping into emotions or feelings, brands can harness powerful desires through the stories told in ads. The benefits of engaging consumers emotionally in advertising are well accepted. And consistent tonality in campaigns ensures these successful ads contribute to long-term brand building. Music plays a key role in delivering emotive clarity, aiding the power of storytelling in these winning ads. One of the five themes amongst our 2023 winners, ‘ touch my soul’, highlights how emotions play a strong role in making ads memorable. Kantar’s Creative Effective Awards give us the opportunity to put the spotlight on the role of emotion in effective advertising.
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