From the course: Storytelling for Advertising Campaigns
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Base human emotion
From the course: Storytelling for Advertising Campaigns
Base human emotion
- Human emotion is complex and nuanced, and the role of emotion in marketing and advertising has been largely one-sided. Historically, brands have desired for potential consumers to feel a certain way about their brand, so they've mirrored those feelings in their marketing. This has been a hallmark of advertising for centuries. If you want people to buy your product, show happy people using it, and potential customers will believe that purchasing it will make them happy too. This underdeveloped approach to emotional resonance, however, is being challenged by brands who are becoming far more willing to show true empathy with the consumer. As detailed as an exploration into emotional response could be, we're going to focus on the six basic human emotions and the 24 secondary emotions that those six produce. Our six base human emotions are love, joy, surprise, anger, sadness, and fear. But each of these produce a number of secondary variations of that primary emotion. Love produces…
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