Ads need to be emotive because people make decisions based on their feelings and instincts.
The most fundamental emotion that influences people's choices about what to buy is like. If someone approves of it, he decides without exerting much thought, like properly examining it. He pays for the goods he likes; he is influenced by the commercial he likes. (Heuristic for Affect)
The majority of individuals only buy things because they prefer the options available to them. Almost every decision a person makes is primarily motivated by something they like, even if they are not aware of it.
While appealing to logic is important in brand marketing, speaking to the consumer purely in logical terms is equivalent to speaking a language they do not comprehend.
Brands that speak in a detached, insensitive, or dry manner are not understood by consumers. Those brands escape his memory. doesn't purchase.
Why, therefore, is passion more potent than reason? Because rather than going through a drawn-out thought process, a person prefers to make a decision swiftly by relying on his emotions and arriving at a conclusion that makes sense to him.
People therefore wonder if their decisions make them feel happy. He should make the decision that gives him the most satisfaction.
"Man has the capacity to think, but man does not choose to think," as Daniel Kahneman puts it so brilliantly.Similar to how cats can swim, even when they don't desire to."
When someone takes a decision they are happy with, they justify it rationally and look for evidence to support their conclusion. Once more, in the words of Daniel Kahneman, "Man's logic is that of a press spokesman; His emotions and intuition are the boss."
Because of this, brands should develop, market, and advertise their products and services with the boss in mind—not the press secretary.
So what does the term "emotion" mean? Which feelings are most significant? Our faces tell us the answer. A person's face expresses what they are feeling.
Likeability is the most fundamental feeling that brands may leverage in their marketing. Consumers are impacted by advertisements that make them feel happy, joyful, and enjoyable.
Brands can more successfully convey these feelings in their advertisements if they use storytelling strategies. Ads where challenges lead to bliss work incredibly well, just like any happy-ever-after story. Obviously, if done correctly.
The sensation of surprise is another emotion that works just as well as liking. When used in storytelling, surprise works really well. This momentary sense of surprise serves to prime us for what's to come. Naturally, the story's twist will work incredibly well if it comes as a pleasant surprise.