Emotional TV Adverts: Why They Matter In Advertising

Most of us would like to believe that we put thought into our purchase decisions, but this is not always true. A lot of our purchases were based on the emotions we were feeling at the time.

The buyer decision process may relate to a strong feeling towards a brand or an intense desire for a product or service. Brands can use emotions in their advertising to increase their sales, a process called emotional advertising.

You can use emotional advertising in TV commercials, but what are emotional TV adverts?

In short, emotional TV adverts are commercials which use emotions to grab target customer attention and influence their purchasing decisions. When done right, emotional adverts can increase brand connection and brand awareness with potential customers.

We’ll cover more about the link between TV advertising and emotions below, as well as tips to produce emotional TV adverts that drive sales.

What Is Emotional Advertising?

Successful advertising and emotions go hand in hand to connect with consumers on a personal level.

Emotional advertising involves using emotions to influence consumers to buy products or services. Brands that use emotional advertising use human emotions to improve engagement and connect deeply with their audience.

This involves creating a link between a customer and a product/brand/service. Most notably, this is the emotional link which addresses the consumer’s needs, fears, emotional state, and aspirations through content.

Emotional advertising can revolve around a single emotion, like happiness, nostalgia, or fear, but it can also revolve around several emotions, instead of just one alone.

Why Do Emotional TV Adverts Matter?

Though streaming platforms are more popular these days, in the UK, people are still watching TV regularly. Research from GWI found that 64% of TV viewing time was spent on live TV, compared to 36% on online streaming.

With a significant majority of viewers still watching broadcast TV, television gives advertisers the chance to reach a wider audience through TV advertisements.

TV advertising is a great way to deliver messages fast and effectively. As messages are delivered to viewers in a familiar home setting, television adverts have a good level of attention and acceptance. Emotional TV adverts have an advantage here, as their message can remain with viewers for a long time.

Successful TV advertisements typically resonate emotionally with those watching. This emotional link involves producing a transient response and creating a long-lasting memory. This can increase conversion rates well.

Brands try to create TV advertisements that aren’t just watched – they’re remembered.

The aim is to affect the subconscious, which has an important job in influencing our purchasing decisions. TV advertisements typically emotionally resonate with viewers because they make us think of a positive experience when they see the advertised product or brand in everyday life.

Using feelings, emotions, or psychological tendencies that affect your target audience in your adverts can help you tap into the power of desire to feel moved through stories.

As messages are delivered to viewers in a familiar home setting, television adverts have a good level of attention and acceptance.

How To Create Emotional TV Adverts

Emotional advertising makes your brand more relatable and memorable, so you stand out against your competitors. Creating emotional TV adverts that resonate with viewers can help your target audience notice your brand and encourage them to purchase your product/service.

Here are some ways to use TV advertising and emotions to create emotional TV adverts.

1. Understand Your Audience

Before you can start creating a TV advertisement, you’ll need to understand who your target customers are to connect with them deeply.

Your target audience is a particular group of consumers who are more likely to want your product, which therefore, are the group of individuals you should target your emotional TV advert towards.

Several factors, like gender, age, ethnicity, income, or location can dictate a target audience. Once you’ve laid out who your target audience is, think about what their needs are and how your brand can relate to them.

For instance, Always’ ‘Like A Girl’ campaign targeted young teenage girls, aiming to change the significance of a well-known offence to improve their confidence. Through powerful imagery, the Always advertisement inspired girls to fight societal biases and show them that girls can be strong, brave, and intelligent.

Understanding your target audience and what motivates them can help you produce a moving story which resonates with them and their experiences.

2. Use Storytelling

Once you’ve laid out who your target audience is, you’ll need to start creating your story. Storytelling is important in producing and maintaining an emotional connection with your audience.

Stories improve the emotional link between your brand and audience, a key area in emotional advertising. Facts and data can be useful in storytelling, but remember that above all, your story needs to be relatable.

Research from Neuro-Insight looked at the factors behind effective TV advertising. When it came to creating a memorable advert, ads that focused on hard facts and cold, science-led data did worse than ads with emotion, humour, and real experiences.

Here are some emotional storytelling ideas you can try when creating emotional TV adverts:

  • Use characters that your audience will form a bond with, like animals or young children.
  • Address social issues that matter at the time.
  • Use detailed messages and strong visual characteristics.
  • Tell real stories based on previous experiences which others can relate to
  • Speak from the consumer’s point of view

If you’re struggling with the storytelling process, working with a professional TV advert production service can help.

At Buffoon Media, our experts understand how to craft emotionally engaging adverts that captivate audiences. We’ll help ensure your emotional TV advert looks incredible and tugs at the heartstrings.

Get in touch to find out more, or have a look at our video production services to have a look at what we do.

3. Add Music or Jingles

Music is incredibly powerful when it comes to emotional advertising. Hearing a particular piece of music can bring back memories of people, places, and events. Advertisers use jingles and music in TV adverts to make them memorable, which helps viewers link brands and specific songs together.

Despite this, you cannot choose just any song and hope that it works in your advert. To produce a memorable TV advert, you’ll need to select a music track with tempos and lyrics that work with the visuals on screen.

For example, HSE Ireland’s Quit Smoking campaign uses Gloria Gaynor’s ‘I Will Survive’ against a serious subject. Through music and strong visuals, the advert touches several tones simultaneously (funny, sad, strange, inspiring), creating a memorable and effective advert in the process.

To produce a memorable TV advert, you’ll need to select a music track with tempos and lyrics that work with the visuals on screen.

4. Use Human Voice

Voiceovers can be effective in TV adverts as the human voice speaks straight to whoever is watching. If you’re trying to create an emotional TV advert, you’ll need to make sure your voice actor’s voice, tone, and speech rate match your brand’s personality.

Different voice styles, tones, and speech rates can target particular audiences and messages, bringing out various emotions. Fast speaking rates and enthusiastic tones can help highlight positive feelings or cheerful subjects, while softer voices and slower speech rates are better for emphasizing sad emotions or heavy subjects.

The difference between female and male voices matters too. Research from Mntn Research found that people find female voices in advertisements more friendly, reliable, and trustworthy compared to male voices, though male voices were found to carry more authority compared to female voices.

Carefully selecting the right voice for your advertisement can help you increase its emotional resonance, increasing the connection between your brand and your audience.

Different voice styles, tones, and speech rates can target particular audiences and messages, bringing out various emotions.

There we have it! We hope this post helped explain the link between advertising and emotions and why emotional TV adverts matter.

How We Can Help

At Buffoon Media, our affordable TV advertising production service helps businesses of all sizes promote their products on TV.

We can produce complete filmed or animated TV adverts that are compliant with ClearCast regulations and delivered straight to the broadcaster of your choice. We’ll work with you to assess who your target audience is based on who you’d like your advert to be seen by.

Interested? Get in touch to speak to a member of our team, or check out our services to find out more about what we do.