Impact of Emotional Advertising on Consumers: An Ethical Analysis

This report delves into the ethical dimensions of emotional advertising, exploring its influence on consumer behavior and the subconscious mind. It examines various strategies employed by companies to create positive perceptions and build brand loyalty, emphasizing the importance of ethical practices to avoid manipulating consumers. The report investigates the effectiveness of different emotional appeals, such as happiness and sadness, and analyzes the ethical implications of these techniques. Case studies, including Thai Life Insurance and Novartis, are used to illustrate the impact of emotional advertising on consumers and brands. The report also discusses the importance of transparency and ethical standards in advertising to foster trust and maintain strong customer relationships. The research questions address the impact of emotions on advertisement effectiveness, research methods, brand impact, suitability for branding versus selling, and the ethics of subconscious manipulation. The study utilizes secondary information and includes literature reviews to support the analysis.

Emotional Advertising

Contents
Contents...........................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
Aim:..............................................................................................................................................2
Objectives:...................................................................................................................................2
Research question:.......................................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
Kind of emotion employed in emotional advertising have an impact on the effectiveness of the
advertisement in terms of its influence on the subconscious minds of consumers...................10
Ethical issues.............................................................................................................................11
Effectiveness of emotional advertising......................................................................................12
CHAPTER 3: CASE STUDIES....................................................................................................16
CASE STUDY 1: Thai life insurance, Unsung hero.................................................................16
Case study 2 – Novartis: Keep It Pumping................................................................................21
CHAPTER 4: CONCLUSION......................................................................................................27
Conclusion.................................................................................................................................27
REFERENCES..............................................................................................................................30

CHAPTER 1: INTRODUCTION
In the present dissertation, it has been expressed that there are different methods to
conduct effective advertisement. Around the world, there are many companies that deliver their
customers with similar set of products and services. In order to be better from their competitors,
they make use of strategies so that they are able to develop positive perception within the mind
of customers (Arora, Arora and Bradford, 2017). In all type of strategies employees need to have
ethical values in which customers are not manipulated or forced to make purchases. When a
customer thinks of a brand, then they develop an image of the product, services or the logo. This
happens when firm make use of advertisement or promotional tools through which they develop
positive perception within the mind of customers. Main goal of any firm to gain maximum profit
and present study focus on considering strategies to attract customers and to raise profit. This is
only possible when they are able to understand the requirement of customers. It is also important
for the present report to know about the organization to understand the need and requirements
and appropriate steps that are taken so they are able to develop strong customer’s base. Further,
in the dissertation, each of the strategies that are applied by the firm, there are involvements of
workers required so that they are able to make use of the strategies ( Gold, Lax and Toole, 2015).
In the present study, employees have direct interaction with customers, they are the one who
understand the requirement of customers and delivered to them. The type strategies that are
included contain the business to work ethically so that they are able to work ethically to achieve
their goals. In conditions when workers are not able to perform effectively, then unethical way
like forcing service user to purchase the products are done. Present study has focus of the
research is made on understanding the ethical issues related with emotional advertising that
influence that subconscious mind of customers. In advertisement, there are many benefits that
management gets. In this context, advertisement help customers get to connect with the products
and services that firms are willing to deliver. Service users make purchases when they get to
know that the requirements will be satisfied and when employees force them and products are
not effective, then it has negative impact over the business (van der Goot, van Reijmersdal and
Kleemans, 2016). Ethics play important role in business as it help in maintaining strong relation
with customers. For this purpose it is important for company to provide right information to its
customer related to product instead of cheating them. Along with this company they should
charge reasonable price on product and sale them quality products. It is important that for
1

business to understand the requirement of customers and consider ethical aspects so that positive
perception can be developed. There are many research that are conducted and these have helped
in understanding the taste and preference of service users. For this purpose, there are frequent
research and survey conducted. This is a helpful source that helps in developing positive
perception and in raising their sales and profitability. To conduct the research effectively there
are many case studies that are taken into consideration (Sudbury-Riley and Edgar, 2016). All the
cases enable to understand the strategies that are applied by the business with the help of which
they have been able to raise their sales and profitability.
In the dissertation, when a customer, tent to make purchases, there are many stages
through which they go. It is important that at all the stated they are able to reach the satisfaction
level. Satisfaction plays vital role within the mind of customers when they are willing the buy
any products or services.
Aim:
To determine the ethical issues of emotional advertising in influencing the subconscious minds
of consumers.
Objectives:
 To understand impact of emotional advertisement on subconscious mind of customers
 To analyse the search methods conducted to examine the effectiveness of emotional
advertising.
 To evaluate the effectiveness of emotions used in advertisement on brand.
 To determine the benefits of emotional advertising more suitable for branding as
compared to selling products or services. To understand whether emotional advertising is ethical in terms of manipulating the
subconscious minds of consumers without their knowledge.
Research question:
 Does the kind of emotion employed in emotional advertising have an impact on the
effectiveness of the advertisement in terms of its influence on the subconscious minds of
consumers?
 What are the research methods conducted to examine the effectiveness of emotional
advertising?
 Does the kind of emotion used in an advertisement have an impact on a brand?
2

 Is emotional advertising more suitable for branding as compared to selling products or
services?
 Is emotional advertising ethical in terms of manipulating the subconscious minds of
consumers without their knowledge?
Focus of the research is to understand the impact of emotional advertising in influencing
the subconscious mind of customers. When service users are able to develop positive perception
within the mind, then there will not make purchases. It is important that they are able to
understand a unique place in their mind with the help of advertisement. With the help of this
research, companies will be able to develop strategies through which the rate of performance can
be improved and more customers can be attracted.
This is an important aspect that enables to determine the chapter that will be covered with
the help of which the dissertation is carried out. Secondary information will be used to conduct
the research. In this context, in total there are three chapters that will be covered. It is important
to determine the structure of the dissertations as it helps the viewers to understand the aspects
that will be covered different chapters.
3

CHAPTER 2: LITERATURE REVIEW
As per the view of Li, Walters, Packer and Scott, (2017), at every workplace ethical
standard need to be maintained so that codes from the various organisation and nations will be
maintained in systematic way. In this regard, proper transparency will be maintained with
implement different approaches. Ethical implication of the two elements determines TV and
magazines. This is determined to be an important chapter that is helpful enough to develop in
depth understanding for the research topic. There are many books, online sources, etc. in which
data are available and these are helpful to develop learning for the aim and objectives that are set
by the researcher. On the other hand Stewart and Cunningham, (2017) stated that in order to
consider aim and objectives, there are many case studies that are taken into consideration. When
case studies are considered, then it helps in understanding the type of strategies and the effect of
customers when emotional advertising. Further, there are also negative impacts that are faced by
companies due to ethical aspects of emotional advertising, then they are not able to connect with
customers with the help of advertisements. Preference need to be made in which customers are
not forced towards the product. Apart from this, there are many advancements that have also
taken place in respect with technology. This has helped in connecting with customers and
forming an emotional attachment within the mind of customers. With the help of implementation
of the creative and effective ethical standards, Tseng and Huang, (2016) interpret that
advertisements play very important role in the consumer marketing. Therefore, it enables to meet
with the communication and marketing objectives. This should be done such a way that service
users are not manipulated and they just make purchases based on fulfilling their requirements.
This chapter will focus on different case studies. According to Muralidharan and Sheehan,
(2017) it is important for customers have proper information about the products of services that
are delivered by the firm. In this process, they have to understand the need and requirements in
effective manner. When firm have proper knowledge about the taste and preference of
customers, then it becomes favourable enough for them to develop positive perception within the
mind of service users and this way, firms follows ethical way to attract customers. There are
companies that deliver their customers with similar set of products and services. In this process,
they make use of strategies so that they are able develop positive perception within the mind of
customers. Workers have direct interaction with customers so they have better understanding
about the issue or problems that are faced by them. It is important for the business to make sure
4

that appropriate feedbacks are gathered from employees so that they are able to take up steps to
raise the sales and profitability.
However, Stathopoulou, Borel and West, (2017) explored their views and said that
comparative advertisements also considered as the legal aspect that increasing facts which is
widespread to use the acceptance towards the ethical standards. When firm is able to determine
the preference of customers, then it becomes helpful enough for the business to understand the
requirement in effective manner (Hahn, Lee and Chae, 2016). There are condition in which
management of the organization are able to develop advertisement that emotionally enable to
develop positive perception within the mind of customers. This is only possible for the firm,
when they ethical operate their functions in which service users are not manipulated. As per
Matthes, Wonneberger and Schmuck, (2014) there are four different type of emotional aspects
that each of customers possess. Management focus on making sure that they take up steps so that
they are able to develop these core emotions towards the products and services that are delivered
by the firm. In this context, the four core emotions include happy, sad, anger, surprise/afraid.
Happy: Organizations make sure that their brand is associate with laughing, smiling,
positive and happy customers. This is possible when they the rate of interaction from the side of
customers is high. In the criticism, Reichert and Lambiase, (2014), stated that there is no limit to
intended effect on the society but also considered observes of the society. In the contrasting,
Chandrasekaran, Srinivasan and Sihi, (2017) said that for this process, it is important to have
skilled workers who are able to understand the requirements and proper steps are taken so that
they are able to understand the importance in effective manner. Positive posts are identified from
the side of customers when they are satisfied from the type of services and products that are
delivered by the firm. This way, it can be stated that business is ethically operating and they are
able to focus on preference of customers as per their needs. As per Daignault, Soroka and
Giasson, (2013) there are expectations that each of the service users have, when they
management are able to satisfy them, then they will be become happy. Further, it also enables
them to develop emotionally attached with the products or services.
Sad: The advertisements that are shown need to have proper concept that can help the
business to develop a unique place within their mind. There are cases identified in which regular
advertisements have negative impact on preference of customers. However, Tseng and Huang,
(2016) argued that advertisement need to consist economic benefits at workplace which is
5

needed to perform different roles. This system guides development which effective utilisation of
the resources will be carried in effective manner. It is identified that, the advertisement should
have valuable content in it so that people are able to connect with it emotionally. When
advertisements are shown, that make an individual sad and has positive impact on the services
and products delivered. On the other hand (Dey, Chauhan and Chakraborti, (2015) argued that
effective utilisation of the resources create effectively response to the needs of socio-economic
kinds. Hence, ethical considerations also need to maintain in systematic manner to fulfil needs of
the people. In addition to this, it can be said that sad type of emotion arises when the business
operations are not ethical and service users are attracted based manipulation and forcing them to
take purchase decision. When employees force customers to make purchase decision or when
they manipulate them to take decision towards purchasing the product. This this is considered to
be unethical. However, when after making purchases, when customers are not satisfied with the
product, then it has high negative impact.
Afraid/Surprised: Different people have diverse set of perception that is carried out by
individuals for the situations that are faced by them. Fear can be determined as natural instinct
that enables a person to react appropriately to situations in which there are threats to increase our
chance of survival. When a person is in fear, then it enables to create urgency and also prompts
to take up appropriate actions. The advertisements that are shown in which people develop fear
will make them make purchases for the product or services but firms need to consider ethical
aspect in which customers are not manipulated or forced to take purchase decision. In this
regard, de Vos, Veale and Ilicic, (2016) said that every employee of the business needs to
determine effectiveness at workplace that enhances performance of the company. All these
effectiveness’s require increment with development of the creative advertisement at workplace.
Hence, systematic work performances develop at workplace. There are many types of scare-
vertising tactics that are shown in commercials, these are done so that people prevent cigarette
smoking and drunk driving. One of the brand that is The World Wildlife Fund that is well known
for its fear inducing imagery and controversial advertisements. However, it is identified that the
rate of risk that is involved in these type of advertisements are high. It is important to make sure
that all the advertisements that are shown have positive impact and it consists of messages that
do not manipulate service users. According to the point of Arora, Arora and Bradford, (2017),
6

different age group requires qualitative products and services. Therefore, it need to be
implemented that can be increasing performance as well.
Anger/Disgusted: As per most of the people, they all try to avoid anger as it is a negative
emotion that causes negative associations. However, there are conditions in which for some
cases anger makes people to wake up and to take spur actions. There are different types of
reasons that are identified due to which people get angry. In this context, when a person is
getting hurt, people get angry, situations like injustice, etc.
There are many stages that a person so through before their make purchase decisions. It is
important for the business to understand these stages and proper steps are taken so that they are
able to develop positive perception within the mind of people (Gold, Lax and Toole, 2015). In all
the aspects of decision making, it is important for the person to have emotional attachment with
the product or services. There are many other firms that deliver their customers with similar set
of products and services. The type of strategies that are applied by them need to be ethical in
which the advertisement that are should not include any type of false information. They make
differences with the help of promotional and marketing strategies (van der Goot, van Reijmersdal
and Kleemans, 2016). When the type of advertisement that is developed is able to create
emotions within them and the product and services are able to satisfy their needs, then they will
be able to make purchases in positive manner. There are two different ways that are helpful
enough to persuade. In this context, it includes emotional and rational persuasion. Emotional
persuasion depends upon subconscious mind that is helpful enough to evaluate, process and
receive information for making decision and this needs to be done when employees develop a
need of required and not with unethical means like forcing them to buy (Sudbury-Riley and
Edgar, 2016). This way, they are able to determine positive and negative aspects that they face in
advertisement. However, it is identified that subconscious do not have any clue with regard to
evaluation and processing of information. On the other hand, rational persuasion focuses on
logical, believable and argumental evidence. In this context, the audience or target needs to take
up proper efforts in evaluating and receiving information. In this process, it requires to have
conscious mind and all the people should be sufficiently motivated. Thinking is a long process in
which people are able to make differentiation and determine the benefits and negative aspects
that they may face in a product or services (Keshari and Jain, 2014). It is important for the
business to make sure that they develop an aspect in which they can evaluate and develop
7

positive perception within the mind of people so that they take purchase decisions. As per
Venkatraman, Dimoka and Winer, (2015) individuals burn three times more calories when
compared with other activity like watching television. For both positive and negative emotions
triggers are involved. Sales people and marketers make use of cognitive dissonance theory in
order to persuade and this is created by emotional tension among negative and positive emotions.
However, it is important that proper consideration is made in which ethical ways are focused in
attracting customers. This is a type of theory that determines a situation which involves beliefs,
behaviours and attitudes. It enables to develop feeling of discomfort leading to alteration in one
of beliefs, attitude or behaviour that causes to reduce the discomfort. In other words, people have
inner drive to hold on thing or attitude. Further, they also make use of cognitive consonance
theory in order to align their pitches for internally compatible for customers beliefs and attitudes
(Bang, Choi and Park, 2017).
De Pelsmacker and Geuens, (2015) stated that in a day there are more than 5000
advertisements that are shown on different sources like television, social media, etc. These are
type of manipulation that is faced by service users in which they find it difficult to set
appropriate decision for choosing the right goods, this is type of unethical practice that make
people face issues in deciding. Among all these advertisements, there will be only 10 or 15 of
them that can create an immense impression in mind. There are different types of reasons that are
included in the same in which the advertisement would have created a different impact on mind
that has caused the person to remember it (Tseng and Huang, 2016). Each of the person has
different type of emotional condition that is created by them depending on the situation of
conditions that they have faced. For a firm to grow, it requires to have emotional connection with
the customers that is developed when proper focus is made on provide all type of information to
them so that firm is able to develop positive perception within the mind of service users. Earlier,
people tent to sell their products or service but know more focus is making experience to trigger
right emotion for the right audience at right time (Li, Walters, Packer and Scott, 2017). There are
three different type of aspects that are discussed and these will enable to determine the
importance of emotional advertisement:
Establishing deeper value: It is important that product that developed is able to form a
positive impact over people and this should be done without any type of unethical practice. The
rate of competition is high and when the type of products and services that are delivered by the
8

business is different from others, then they are able to create a positive impact on customers
(Muralidharan and Sheehan, 2017). Apart from this, there are certain set of requirements that
each of the customers have and when these are fulfilled, then they are able to develop positive
impact. For this respect, it is important that there are proper analysis made in which
organizations conducted frequent research and survey so that they can understand the
requirement of customers. In accordance with the findings, changes should be made in the
services and products.
Alleviating psychological pain: In accordance with one of the emotional condition,
people prefer to avoid things that make them unhappy and another reason are related unethical
practice in which employees force to take purchase decision. It is important that individuals have
the right to be free for choosing their preferred products or services. The desire in which pain is
avoided enables to create psychology of pain and this is also implemented in marketing strategy
(Stewart and Cunningham, 2017). In the advertisement when a person is able to identify a
condition in which they get to determine an aspect in which they get to trigger fear in the mind if
they do not purchase the product, then the firm has triggered an emotional aspect. Customers
have to develop a need for the products and this is provided according to the advertisements that
are shown that help to trigger.
Eliminating regret: This is possible when the firm is focused on reducing regret of
service users. There are organizations that deliver their customers with many types of products.
As per Hahn, Lee and Chae, (2016) people need to focus on the condition in which they are able
to develop positive perception on one of the product. This is favourable enough to understand the
condition in which they get to know raise the sales and profitability in positive manner.
According to Matthes, Wonneberger and Schmuck, (2014) there are five types of
emotional appeals. In this context, it includes positive, negative, social, fear and humour.
Positive: This is can be determined as the type of advertisement that is focused on care,
love, joy or pride. It makes positive perception within the mind and need is developed as per the
condition that is faced. Unethical practices occur when the product or services do not meet the
things that were shown on advertisement.
Negative: These included shame or guilt that people form in their mind. This is focused
so that people quit smoking and drinking habits (Reichert and Lambiase, 2014). There are many
9

emotional advertisements that are made in which people start to think. Further, it also includes
statistical data so that they are able to understand the seriousness and take actions towards it.
Social: These are type of advertisements in which people are informed about the society
or the things that should be considered by them. In other words, it makes people to make
purchases like involvement, acceptance status, respect, etc. (Stathopoulou, Borel and West,
2017). There are many changes in relation with law that are followed within the countries and all
these information should be conveyed to customers or else it is unethical. These advertisements
are helpful to develop understanding for the same.
Fear: These are the emotional response towards threat. In other words, they express some
sort of danger. These advertisements enable to develop an emotion in which people will tent to
make use of the product or services (Daignault, Soroka and Giasson, 2013).
Humor: These are advertisements that make individuals to think and to develop unique
place within their mind. These remain long within their mind and these are highly effective and
enable to trigger within their mind for long time.
Kind of emotion employed in emotional advertising have an impact on the effectiveness of the
advertisement in terms of its influence on the subconscious minds of consumers
According to the view of van der Goot, van Reijmersdal and Kleemans, (2016) emotional
advertisement plays very significant role in the effectiveness of advertisement. Most of the
organization plays with the emotions of the people and then try to plan their advertisement so
that it can direct hit on the mind and emotions of the people. Mostly these advancements are
made with the help of emotion because with the help of emotions, they can able to persuade the
customers. Advertisement that make people share and buy can usually be summed up in one
word that is emotional. It has been founded that most of the people are relied on emotions rather
than information. Unethical things need to be eliminate which create impact on the business
performance. In this regard, effectiveness will be develops that helps to ascertain more
systematic work performance. Thus, emotion plays bigger role in advertisement as compare to
the information. With that emotional responses to advertisement are more influential on a
person’s intent to buy than the content of an advertisement. Most of organization whether it is
small or big, they try to do emotional marketing in order to enhance the effectiveness of their
marketing campaigns. The venture need to make the advertisement in such a way that it can
10

speak directly to the customers which have been plan by the venture. The content and aesthetics
of your marketing campaign should work together to create a cohesive message in line with the
emotional appeal you hope to make.
In the contradicting view of Daignault, Soroka and Giasson, (2013) there are several
factors that can impact over the effectiveness of emotional marketing. Variations in consumer's
value systems might cause the advertisement to stimulate different emotions in various consumer
groups and this is only formed when ethically customers are able to connect with the goods. It
has been identified that taste and preference of the customers are changing day by day, they were
not preferring to buy the same product which they have brought last time. It might possible that
organization has made the emotional advertisement but it has adverse impact over the customers.
And if the customers are not able to understand the advertisement and if it might happen that it
hurt the emotions of the people. In order to solve this problem, organizations need to understand
the emotions and feeling of the people and then further need to make the emotional marketing
campaigns.
According to the view of Reichert and Lambiase, (2014) the right emotional appeal can
touch people’s cores, making it easier for them to recall your sales message later. When the
venture is creating the emotional advertisement, they first find the target market to whom they
are hitting the emotions. There are different people that are involved in the decision making for
the product. It might happen that decision is made by the other person and the product is used by
the other person. There are certain set of expectations that customers and before making
purchases decision and when these are not satisfied then there is not purchases made and
ethically it is the responsibility of employees to consider all requirements. So the organization
needs to find the emotion and feelings of that person who are going to take the decision. Most of
the decision is being taken by the parents of those children who are not that much big enough to
make the decision. Thus, in that case the venture needs to create emotional advertisement for the
parents. If such activities are being conducted by the organization then they can able to make
effectiveness in the advertisement with the help of emotions.
In the contradicting view of Matthes, Wonneberger and Schmuck, (2014) positive
emotions also plays very significant role in the effectiveness of the advertisement. Linking
positive emotions to the brand name creates goodwill for the products. For example, if the
venture consistently includes images of happy families in their advertisements, people will begin
11

to view the brand as family-friendly. If the venture is able to link the advertisement with the
images which shows the emotions, in that case effectiveness of the advertisement can be
achieved. It might happen that when the advancement is being watched by the customers do not
hit the emotions, but they have gathered the information. Some incident may recall the
advertisement in future which has been seen today. Thus, it can be said that emotional
advertisement hit the customers mind weather in the present or future. Most of the people try to
link advancement with the incident, this is because emotions plays significant role in both
advertisement and in the incident. Thus, from this prospective it can be said that effectiveness of
the advertisement can be achieved with the help of different emotions.
Ethical issues
There are different types of ethical issues that are faced in advertisement. When
advancement in technology has made organizations to reach out customers. However, people are
manipulated to use their services or to make purchases. With this respect, there are many
messages or calls that are made by companies. These are done so that they are able to influence
people to take purchase decision. When frequent calls and messages are done, then customer gets
depressed and they take purchase decision so that manipulation has done by sellers gets reduced.
This is a type of unethical condition that is faced by people.
Many appeals are included in advertisements that encourage people to use the product or
service. There are appeals like sex appeal and emotional appeal. In sex appeal, sexual content is
used in advertisements. On the other hand, emotional appeal is a process that tries to affect the
viewer’s feelings with the Ad presented. The advertisements make use of female models who are
considered to be attractive. This causes distortion of young female’s images of themselves.
Further, research have identified that many of the women develop perception that they are fat or
ugly. Apart from this, it also causes metal health problems on customers like eating disorders,
depression and low self-esteem.
Effectiveness of emotional advertising.
According to the view of Hahn, Lee and Chae, (2016) it is very significant for the
organization to find the effectiveness of the emotional advertisement. There are different ways
by which they can find that weather the campaign is effective or whether it is hitting the
emotions of the target market. Post testing methods are the very effective method which helps
the venture to find that are their emotional advertisement is effective or not. One of the most
12

effective method of testing the effectiveness is Inquiry test. On the other hand, Keshari and Jain,
(2014) said that there is wide variety of effectiveness will be develops with emotional
advertisement. In this way, proper analysis will be considered so that business can develop their
performance with ideas and opinion. It is stated that the activity of manipulation done with the
advertisements is highly ethical. This makes the organisations to gain many types of advantages.
It is controlled experiment conducted in the field. In inquiry test, the number of consumer
inquiries produced by an advertising copy or the medium is considered as to the measure of its
communication effectiveness. Number of consumer inquiries is the test which is being used to
find the effectiveness of the advertisement. This test is made when the advertisement copy is
being attracting or retaining the customers in the market. To encourage inquiries, the advertiser
offers to send something complimentary to the reader or the viewer, if he replies.
In the contradicting view of Tseng and Huang, (2016) split run test is also one of the most
effective way to find the effectiveness of the emotional advertisement. It is the test which is
being for the two or more advertisement which is at the same position, publication, issued with a
guarantee of each ad reaching a comparable group of readers. In ethical context, this is type of
manipulation make in which customers are forced to purchase. This test is advance version of the
inquiry test, here the advertisement copy is being split into different elements. The elements are
then distributed to the different customers and they are asked to the reply the inquiries to the
keyed or the given address. Other than that recognition test is also one of the renowned test
which is used by the different organization in order to find the effectiveness of their emotional
advertisement. Recognition is the term which is being used to find something which is being
heard or seen before. The recognition is the thing which being based on the memory of the
respondent. In case of emotional advertisement, most of the people gather that information for
the long duration, this is because the advertisement have hit to the mind and emotions of the
people. The organization gives the advertisement one more time in the market and then finds that
how many customers have seen or heard about the advertisement. If 80% of the people still recall
that they have seen or heard the advertisement, then they can find that their emotional
advertisement is effective.
When product that is purchased by a person enables to raise the satisfaction level, then
they are able to develop strong and positive relation with the brand. There are certain set of
expectations that each person before they get into any type of purchasing. When a firm is able to
13

fulfil these requirements, then it becomes favourable enough to develop positive perception
within the mind of customer. It is highly unethical at the level of customers because they can be
wrongly manipulated by the process of advertisement. Not being able to meet the expectation,
then it can create high amount of distress among consumers. They will make regular purchases
and at time when they are not able to develop their connection, then it has negative impact over
the firm as they will shift to other firm that deliver customers with similar set of products and
services. In advertisement, firm aim at connecting with viewers with the help of their product.
Products are purchased, when there is need developed. This positively affects the products and it
tent customers to purchase them.
On the contrary, it is important for a person to have emotions so that they are able to take
up decisions for making purchases (Venkatraman, Dimoka and Winer, 2015). There is a small
gap between thinking and emotional area in which they have to decide on the quality,
expectations, quantity, price, etc. Advertising enables the firm to get the opportunity to make a
person think about their product directly or in directly (depends upon the type of advertisement
that is shown). It is help to make them think and develop emotion for the same and when they
make purchases, then they are able to connect themselves with the product. It is highly ethical on
the part of organisations. They think it is very much right to manipulate customers to buy their
products through the process of advertising. There are firms that deliver their customers with
similar set of products and services, when they are able to present their good differently even if
they are similar, then it increases the sales. This can be done through social media,
advertisement, etc.
In order to get into subconscious mind of a person, it requires to have an emotional
attachment that they should feel for the brand (Bang, Choi and Park, 2017). For examples, in an
advertisement, if a person feels strong emotions as sad or happiness or something different, then
the person will think about it and this enables to develop positive perception within the mind,
further, it also benefits the product through word of mouth as the person will suggest others as
will regard the mouth they he/she felt from it. This activity can be treated against the ethics
because variety of emotions can cause harm to the mental health of individuals. For example,
YouTube channels are made by people in which they spread information about the product or
services. When these are done on negative basis, then it affects the brand image of company. In
14

addition to this, there are certain set of ethics that has to be considered so that they are able to
develop strong relation with other customers.
As per Matthes, Wonneberger and Schmuck, (2014) there are certain set of ethical
aspects that has to be considered in which manipulation is unethical. There are some
advertisements which are shown by the companies which creates high rate of expectation among
the customers. If their expectation, does not get fulfilled then they feel highly unsatisfied. That's
why the activity of manipulation is highly unethical. When talking about employees, there are
targets that are set and these have to be attained by them. In this context, it requires to have skills
related with manipulation so that they are able to convince customers and make them purchase.
Keshari and Jain, (2014) stated that the activity of manipulation which is done in accordance
with the advertisements given by the organisations is very much ethical. It is because this makes
the company to achieve their goals and objectives. The firms can grab the attention of many
individuals and manipulate them to buy their products and services.
This way, it can be stated that, it is both ethical as well as unethical. Ethical for the views
of companies and unethical in context with the views of customers. It means it can be ethical in
the view of organisation but it is termed to be unethical for the customers who are buying the
products and services.
According to the view of tathopoulou, Borel and West, (2017) sales test is also one of the
effective and proper test which can be used by the organization in order to find the effectiveness
of the emotional advertisement. Such as venture have made the advertisement where happiness is
being shown, with that it have enhanced the sales of the organization. Thus, it can be said that
advertisement is effective. Sales tests represent controlled experiment under which actual field
conditions than the simulated are faced. Here the venture creates the direct relationship between
the one of more variable with the sales of the product and services. It facilitates testing of one ad
against another and one medium against another. With that the organization should choose the
best alternatives to find the sale which is being made after the advertisement in to follow ethics
all required information to customers are provided. They need to compare the advertisement with
the target audience. As per the view of, van der Goot, van Reijmersdal and Kleemans, (2016)
emotional advertising also consisting in such a way organization need to find that weather the
customers are those for whom the advertisement are made or they are those customers for whom
the advertisement is not made. Advertisement effectiveness testing can be at three levels that are
15

prior to, during and after the release of an advertisement. The venture need to record the sales
before, during and after the advertisement have made and then they need to measure the sales
figures. If the sales is increasing after the advertisement have been made, in that case the
advertisement is effective and if not then there are some loopholes which need to be filled by the
organization regarding the advertisement.
16

CHAPTER 3: CASE STUDIES
CASE STUDY 1: Thai life insurance, Unsung hero
It is the advertisements which have grasp the international attention of more than 30
million viewers on the social media platform that is YouTube and ethically it helps customers to
get proper information about the goods. The Unsung Hero ad was developed at Ogilvy Thailand,
Bangkok, by chief creative officer Korn Tepintarapiraksa, senior copywriter Rudee
Surapongraktrakool, managing director Phawit Chitrakorn, group communication's director
Thitima Liangpanich, communications managers Pranpreeya Arunjindatrakul and Morrakot
Rieanthong. With that this advertisement have been widely discussed on the different social
media platforms and in the different articles. Thai Life Insurance's “Unsung Hero”, was released
in 2014. It is the advertisement which has great impact over the emotions of the Thai people. Or
it can be said that it is the advertisement which is being made on the emotions of the Thai people.
It has been founded that from the last few decades, life of the Thai people is in danger. So these
life insurance advertisements have marked a great impact on the security of people (van der
Goot, van Reijmersdal and Kleemans, 2016). Other than that it creates a trust in the people that
their life is being secured and if any uncertainty can occur then their family will be made
secured. From this advertisement it can be said that emotion plays very significant role in
creating and realising an advertisement. The ad’s director, “Tor” Sornsrivichai, has been
described as “the most awarded ad director in the world”, and is perhaps the global king of
emotional advertising. The advertisement states that someone is there who is taking care of the
life of the people.
There are several ethical issues which are being conducted in the same case study. As it is
being known that every country has their different norms regarding the advertisement made by
the different countries. So it is the ethical issue for the venture that they need to follow the
different rules while creating any kind of advertisement. Other than that when the venture is
promoting their product and services with the help of emotion advertisement, then the firm need
not to promote the products which are harmful for the customers. Other than that firm need to
find that they cannot harm the emotions of the people before making any advertisement. This is
because, customers are free to watch the advertisement.
The advertisement is the new inspiring heart-warming which states that what is important
in the life of individual. In the advertisement, there is a young man, who used to interact with
17

every individual on the street weather the person is known or stranger. With that the individual
do not expect any recognition and reward from those people (Sudbury-Riley and Edgar, 2016).
He does discover something of the good life in the process, seeing changes in his community
through a growing plant, a young girl seeking an education, a hungry dog in search of a friend.
All these aspects that were shown in the advertisement are ethical and encourage people to make
purchases. It has been founded that most of the people do have lot of money by they don't find
joy in their life. This clip states that what the person want, where he can start in order to find the
joy.
From this advertisement it can be said that emotional advertisement is one of the
important aspect in the marketing of the organisation. When it comes to the purchasing of the
product and services by the customers, then their emotion is one of the important factor which
has great manipulation over their decision making. When the customers is going to purchase any
product, his or her emotions are attached to it and this is the reason venture need to make such
advertisement which can impact over the customers and manipulate them to purchase the product
of their brand (Tseng and Huang, 2016).
Emotional advertisements greatly manipulate the emotions of customers in several ways.
One the way is it creates the deeper value. As a rule of thumb, keep this methodology in mind
benefits first, features second. It’s important to explain to the audience what the product or
service does, but it’s even more important to explain what it does for them. How well that
product satisfies that intrinsic need is what will set them apart from the competition. Other than
that it also helps in Alleviating psychological pain. People avoid what makes them unhappy and
so making them forced to make purchases is unethical. This desire to avoid pain, also referred to
as the psychology of pain, can be implemented into your marketing strategy and used to leverage
your relationship with your audience. With that it Eliminating regret, the paradox of choice is a
concept that should be considered in conjunction with how you reduce regret for your customers.
Too many products or service offerings at once risks overwhelming and frustrating your
customers to the point that they regret their decision. Keeping in mind the concepts presented
above, firm can establish value for their audience, sell their solution and minimize post-purchase
regret. From there, firm can continue strengthening their emotional connection with their
audience to build long-term, profitable relationships.
18

The advertisement was the heart warning from the Thai insurance a man is shown
endlessly generous and it seems the recipients of his benevolence aren't even grateful. The
advertisement states that what the person get in the return, this the type of manipulation that is
made to people which is unethical towards people. This question revels that he is trying to
enhance the life of people in the Thai and in return he is finding emotions that is happiness, love,
understanding etc. these are the emotions which money cannot able to buy. This advertisement
shows that organisation needs to understand the importance of emotional advertisement and they
need to make such ads which can attract the people with the help of different emotions.
There are several questions that have been asked about the advancement that what the
person wants and why he is helping all the people who are around him. The answer which have
been concluded from the advertisement that people are feeling happy when they are helped by
those people who is stranger to them (Stathopoulou, Borel and West, 2017). This adds have
become the one of the most consistently brilliant television advertisers in Asia. The reason
behind the Thai life insurance decision to put so many emotions to input large emotions in the
commercials. This is because, people of Thai do not have emotional attachment with the life
insurance organisation (Daignault, Soroka and Giasson, (2013). Emotion is one of the signature
characteristics of Thai Life Insurance. Thai people are having the extreme emotions and if the
organisations want to connect with the Thai people, they need to use the different emotions such
as happiness, understanding, love etc. There are different advantages which can be gained with
the help of emotional advertisement such as organisation can connect with the customers by
helping them, firm can make strong bond with the target market etc.
In this case, organisation has used love emotion in order to manipulate the customers
towards the firm. It states that manipulate plays very significant role when the company is
making emotional advertisement. Love is shown in case that a man is there who is helping other
people without any self-interest. This is how the organisation is communicating that we are
going to help the customers without any company's interest. Love is being used to manipulate
customers
It is not like that organisation need to put such emotions that the customers start crying
when he or she watches the advertisement, rather they need to make such advertisement where
people try to appreciate the value of life which can be the core value of brand. The organisation
needs to make such advertisement so that customers think that the firm deeply and truly
19

understand the value of life and which can create the opportunities for the customers. It has been
known that it is very difficult for the customers to buy the life insurance policy and when they
are selecting the brand for making the policy then lot of analysis is being by them. This shows
those customers are very conscious when he or she is making the life insurance policy or plan
(de Vos, Veale and Ilicic, 2016). The organisation needs to understand that people do not think
for the life insurance policy at daily basis rather they think at the certain age or at the time when
they have faced some incident. The day when they think for the life insurance policy, the brand
they are aware of and think understand with they're feeling, will be the final decision.
Other than that acting also plays very significant role in the emotional advertisement, this
is because act is the way by which emotions can be represented to the customers. If the acting is
not being done in the proper way then emotions cannot be shown in the effective way and this
may leads to failure of the advertisement. The organisation need to keep the advertisements very
real which state that advertisement is being linked with the real life of the customers. Further, all
the information in relation with the products and services should be delivered and if it is not
done, then it is unethical (Dey, Chauhan and Chakraborti, 2015). What the organisation trying to
do is find a touching human story that they all believe can happen to anyone that is their
neighbour, friends or even family. When the firm achieve this, life insurance companies begin to
have meaning for the customer’s lives.
It has been known that customers have refined and unique sensibility, so the organisation
needs to find that sensibility and then try to attract the customers according to their emotions.
Firm need to create a good work with the emotional advertisement and if it is not done then it
can have adverse manipulate over the customer’s emotions. These emotional commercials go
straight for the feels, tear them out and tie them in a bow around a really cute kitten. A cute
kitten who will eventually die. But not before teaching you something about life (Arora, Arora
and Bradford, 2017). There are two ways by which these commercials can sell the product with
the emotions attached. One is individual life is crust meaningless when they are alone in their life
and another is that individual and the person he or she loves is going to die.
From this advertisement, it has been founded that emotional advertisement plays very
significant role in the attracting and retaining the large number of customers. Earlier the aim of
advertisement was to create an awareness about the brand and it’s offering about the products
and services straight-away to the customers. Today, the time has changed drastically with the
20

evolution of multiple new concepts in the realm of marketing, emotional marketing/ branding is
also branched out as a different forte. Typically, as the name says it all, emotional marketing
plays on emotions of audiences or customers to win over the battle of brands. Getting the
customers tied in with the brand by provoking emotions is the added edge of great digital
agencies. The organisation which have emotional touch with the customers such as love, fear,
greed, humour, dream, guilt etc. are able to create the sense of trust and belongingness with the
different customers (van der Goot, van Reijmersdal and Kleemans, 2016). There are different
pros when the firm is going to make the emotional advertisement which is being understood by
the customers. When the organisation have great impact over the customers with the help of
emotions then the advertisement is worth full and If the emotional is not impact-full then
advertisement is worthless.
From this life insurance advertisement, it can be said that there are several advantages
which can organisation assess when they are able to create a successful emotional advertisement.
The greatest advertisement which the firm have from the emotional advertisement is that it has
long lasting impact over the customers. When the customers’ emotions are hit by the
organisation in the advertisement than that ad will create a long impact on the mind of the
customers and they will able to remind that ad for the long time. Such as when the customers
find the advertisement and he or she does not want that product at the same time and being
impressed by ad and this way they make purchase, this is ethical (Sudbury-Riley and Edgar,
2016). If the customer want that product in future at that time the advertisement will be remind
by the customer and he or she will definitely buy that product. Other than that it helps the
organisation to enhance their brand impression, personality and value with feelings. When the
customer is emotionally attached with the organisation, at that time he or she will also advice
other person to buy the product. This type of activities is called as word of mouth advertisement.
When the organisation is able to attract the customers with the help of emotional advertisement,
then satisfied customers bring more new clients. At that it can be said that emotional
advertisement enhance the brand impression of the business and well as it also increase the value
of organisation with the help of feelings (Tseng and Huang, 2016).
From this analysis and advertisement, it can be said that emotional advertisement plays
very significant role in the different aspects of marketing. As this is the era of competition, there
are large numbers of plays who can grasp the market share of organisation. In order to deal with
21

this issue, firm need to make their advertisement strong which have great impact over the mind
and emotions of the people manipulate Stathopoulou, Borel and West, 2017).
The advertisement industry operates strict federal regulations that can be monitored by
the trade commission. Every company need to implement effective advertisement, it is important
to implement truth in the advertisement. This states that when the organisation is creating the
advertisement, they first need to identify the needs, wants and most important that is emotions of
the customers and then makes the advertisement. This will help the venture to not to hurt the
emotions of the customers and the advertisement will be positively adopted. It could be place
with implementing ethical standards in the wide range of aspect. Hence, main issue implement is
truth in advertisement. Provision has been made in UK regarding advertisement that can be set
that is likely to cause of substantial’s. So the venture needs to follow the different principle made
by the government regarding the advertisement so that customers are not manipulated. Moreover,
the company need to determine that they do not advertised harmful products. Personal
responsibility need to be implemented to regulate indulge in it. Use of emotions to manipulate
customers is done focusing on their needs and the seller is able to identify the needs, then it
becomes helpful for them to manipulate.
Along with this, UK market also highly regulate different forms of vice, prohibits in a
free hands. On the television advertisement, legal and effective building demand considered for
the food which create effectiveness and link between Fast Food Company and national obesity.
When the type of services provided by firm enables to satisfy the requirements, then there will be
willingness of customers to some extent and when sellers are able to identify their requirements,
then through manipulation they are able to sell their products. It is being known that every
individual is free to watch any advertisement. Thus, the venture first need to find that they do not
harm the emotions of any people and then make the emotion based advertisement. Advertisement
tactics also presented towards the ethical challenges. With the help of legal tools, information
will be spreading to refrain from the using.
Case study 2 – Novartis: Keep It Pumping
Novartis is the Swiss multinational pharmaceutical organization which is being based on
the Basel. The venture is the largest pharmaceutical firm by both of the sales and market capture.
The venture was found in the year 1996 and the key chairman of the organization is Jorg
Reinhardt. They serve different types of drugs that are pharmaceuticals, generic drugs, over the
22

counter drugs, vaccines, diagnostics, contact lenses, animal health etc. The firm is generating
more than $48.518 billion. There are more than 118700 employees who are working for the
organization to produce the quality goods and services (Chandrasekaran, Srinivasan and Sihi,
2017). An advertisement has been created by the venture that is Keep it pumping which is heart
failure campaign.
In this case where organisation have use fear in order to enhance their sales of the
business. Fear is the biggest tool to manipulate customers in order to attract and retain then for
the present and future purchase. It criticized the customers which is a biggest ethical issues for
the customers and organisation. This is the way compact manipulate the emotions of customers
so that they can visit and buy the product and service of the organisation.
It is the promotional campaign which is being created by the organisation which is the 30
second TV spot which is being designed to create and enhance the awareness about the heart
failure. It features a man blissfully sitting in an easy chair while water quickly fills his living
room, is being called “alarmist,” “terrifying” and “shameful” by heart specialists. The
advertisement shows that the person dies with the heart attack or failure with in the five years of
getting diagnosed (Daignault, Soroka and Giasson, 2013). The ad tells that the person can so
something to it in order to protect heat failure. The person can concern with the doctor for the
different heart failure treatment options. This is because the more people can know about it,
more they keep pumping. Advertising that discusses an illness without promoting a particular
product is known as disease awareness and is a common type of advertising employed by drug
makers.
Keep it pumping is the awareness activities, social communities and the educational
content, other than that is the worldwide effort and support which enable people to have
information and knowledge about the heart failure so that they can life for the better life. It states
that if the person is suffering from the heart failure and there is no one who can take care of that
person, then keep it pumping is there for them (de Vos, Veale and Ilicic, 2016). The
advertisement state that they are committed to creating and enhancing the awareness about the
heart failure, educating the different people about the heart failure and serving the different
resources and tools to the people who are facing the different problems of heart failure in order
to manage their condition.
23

There are several ethical issues which are being conducted in the same case study. When
the venture is planning for the emotional advertisement, they need to find the different issues
which cannot harm the emotions of the people. Here, one of the biggest ethical issue is that the
firm needs to follow are related with information that is provided. It is important to make sure
that all the information in relation with the services and products are delivered should be
conveyed. When customers make use of the product and when they do not get the expected
result, then there is a reduction in brand image. Other than that the advertisements have involved
children in the advertisement. This way, children see this advertisement will get tempted to
purchase the product.
The advertisement have direct manipulate over the emotions of the people who are
suffering from the heart failure and heart attack problems. This is because these people do not
have complete and proper information about the heart failure and how they can fight with this
problem. The advertisement shows that organisation is trying to finding the better ways to helps
the people in order their life better and longer (Arora, Arora and Bradford, 2017). The firm does
proper research, develop and produce drugs that can treat many people who are facing the
problems of heart failure. The ad states that firm believe that all the individual that right to access
good health care so they serve information and education to the different patients about the
medicine they take. With that it states that patient first should know the different symptoms they
are facing regarding the heart failure. All the activities that affect the health of a customers are
unethical in nature and towards customers. Further that symptoms need to be communicated to
the doctor, then diagnosis and treatment should be done properly and share the experience to
keep it pumping. This is the basic meaning behind the keep it pumping (van der Goot, van
Reijmersdal and Kleemans, 2016).
The key gaol of the advertisement is to create and enhance the awareness of the heart
failure so that people can take the immediate action in order to find the better treatment to live
longer and healthier life. The firm developed the ‘Keep It Pumping’ ad with those intentions that
is to educate people and facilitate patient-physician dialogue (Sudbury-Riley and Edgar, 2016). It
has been founded from the analysis that more than 50 percent of the people diagnosed with the
heart failure die in 5 years. In order to reduce this count, organisation has created this
advertisement.
24

In this advertisement, there are several emotions that have been shown that are sad,
caring, happy etc. The emotions are being shown for the people who are suffering from the heart
problems and cannot face and take care from it. With the help of this advertisement, it has been
identified that emotions plays very significant role in the different marketing campaign.
It has been known that danger always increases with the heart failure. The advertisement
shows that just as this man's home is slowly filling up with water. He sits calmly in his chair,
reading a newspaper with a baseball game playing on a TV in the background. The man's dog
whimpers on the couch next to him as the flooding water reaches his knees. Symptoms can
worsen when your heart isn't pumping well and fifty percent of people die within five years of
being diagnosed. The more you know about heart failure treatment options, the more likely are to
keep it pumping. In the year 2016, the organisation have announced the second leg of pumping
where they have decided to create the more awareness and understanding about the heart failure.
It is the debilitating and potentially life-threatening condition where the heart stop pumping the
blood abound the body (Tseng and Huang, 2016). This is the reason the tag line of the
advertisement made that keep it pumping where the different information is being served by the
organisation by which patient and their family members stay in the conscious mind that they are
getting support from the organisation all these are ethical for the business and towards
customers. This is the feeling of care which is shown in the advertisement and this care state that
customers can trust on the venture for the care support.
From this whole analysis, it has been identified that emotions are the way by which
organisation can create the trust and faith among the customers as they fell that organisation
thinks about the health of the people. The campaign was spread in all over the world and gained
that great attraction of the people. There are more than 50 % of the people are facing the problem
of heart failure and they do not know that they can come out from that problem. This is the
reason the organisation have attached to the feelings of people and helping them to reduce the
symptoms and risk of heart failure (Stathopoulou, Borel and West, 2017). Keep it Pumping is
inviting people to help donate their virtual heartbeat. These heart beats will then be combined to
create a unique ‘beat of the nation’ song. The song is full of emotions which attract large number
of people to contribute their efforts in order to create and enhance awareness.
Main goals of the advertisement are enhance sales and revenue through operating
different activities. In this regard, products and services will be buy from the customer to
25

accomplish their demand and requirement. With the help of good advertisement, individual can
show positive light that helps to make ethical consideration to general people. In addition to this,
company need to tell about the truth and promoting health which is right and wrong way to
proceed. In addition to this, advertisement also consist social responsibility to the public which
create specific results at workplace. In order to provide right way, advertisement depicts different
essential elements. For example, involving athletic to shows strong, capable, etc.
Another ethical issue involves in the advertisement geared towards the children.
Advertisers needs to aware towards the children to follow role model of the commercial
activities. For instance, commercial for the beauty products shows children in swimming. In this
regard, safeties also need to be maintained that implied systematic supervision to maintain safety
in the dangerous situations.
Other than that applications have been created by the organisation that is keep it
pumping. People can download this app from the app store and then they can donate their
heartbeat with the help of different songs. Other than that community have been made on the
social media pages such as on the Facebook, Twitter, and YouTube to help raise awareness
where people can come and join that communities.
It is the initiative that reinforcement the firm long term commitment to enhance the
awareness of heart failure for the different caregivers and patients. ‘Keep it Pumping’ aims to
provide useful and informative content to better tackle the growing incidence of heart failure in
all over the world. It is very urgent need of the people that they should have proper knowledge
about the different symptoms of heart failure (Chandrasekaran, Srinivasan and Sihi, 2017). There
are two type of heart disease that are heart attack where sudden and unexpected event resulting
from blockage in the arteries supplying blood to the heart muscles. Heart failure does not
develop overnight, it is a progressive disease that starts slowly and gets worse over time. In most
of the cases of heart disease it has been founded that the disease occurs because the heart stop
pumping to spread to blood in the whole body. Or it can occur because the heart muscle
responsible for the pumping action weakens or stiffens. Other than that it can be said that heart
failure does not happen for the single cause but it may cause due to several factors. It has been
identified that risk of heart failure increases after the age of 65 (Daignault, Soroka and Giasson,
2013). There are different types of risk that are involved in the heart failure such as High blood
pressure, Prior heart attack, Enlarged heart, Diabetes, Family history of an enlarged heart etc.
26

other than that the campaign shows that there are several common symptoms of the heart failure
that are Shortness of breath, which can happen even during mild activity, Weight gain with
swelling in the legs and ankles from fluid retention, Difficulty breathing when lying down,
General fatigue and weakness etc. These all information is being given in the keep it pumping
advertisement or campaign. The advertisement states that the organisation have feeling of care
and proper heath for the people who are facing lots of problems regarding their heart disease.
Such advancement should the different emotions in order to attract the people. Such as if the firm
was not having awareness in the minds of customers (de Vos, Veale and Ilicic, 2016). After this
campaign they are able to communicate and serve information to the customers by linking
emotions with the advertisement. Thus, this type of campaign helps the organisation to create the
awareness in the minds of customers (Dey, Chauhan and Chakraborti, 2015).
It has been founded that organization have been promoting their campaign at the different
social media platforms such as Facebook, Twitter, YouTube, Pinterest, Instagram etc. This was
the very campaign where different emotions have been presented by the organization which
helps them to gain the attention of the people who have been suffering from the heart disease.
From this advertisement, it has been identified that emotions plays very significant role in
marketing the product and services of the firm. As well as it helps in creating the awareness in
the minds of the customers for the long duration. Emotions is the way which creates the
memories in the minds of customers and this creates the actions when the customers is going to
product and services of the venture these are ethical until customer are not manipulated or forced
to take purchase decision. Strong emotions in advertising may drive customers to make an
expensive purchase or donate money to a cause. When the firm is going to communicate some
message to the customers, at that time they need to find that what they want to say, to whom they
need to address, what moment the organization need to say and by which means? If the venture
do not have to handle the emotional side of the engagement with the brand, then the firm need to
Strong emotions in advertising may drive us to make an expensive purchase or donate money to
a cause. It can be said that promotion and advertisement helps the firm to drive their customer
behavior. There are several types of emotions which can be used by the firm in order to attract
and retain large number of customers such as happiness, anger, disgust, sadness, fear, and
surprise. These are the different emotions that can be used by the organization at the time of
creating the advertisement so that it can direct hit to the minds of customers and can be remind
27

for the long period of time. At the end, it has been analyzed with the advertisement that emotion
is one of the aspect which need to be used and presented by the firm so that they can generate
high awareness and market their product and services.
28

CHAPTER 4: CONCLUSION
Conclusion
It can be concluded from the dissertation that customer’s defines themselves with that
brand and products they are using. The branded clothes they wear, the cars they drive, the drinks
they consume, university they attended, favorite spots to hang out, and so on. Other than that
emotional advertisement is the way by which organization can build their brands which can
appeal directly to the customer’s emotional states, ego, aspirations and needs. The key aim of the
emotional advertisement is to create the strong bond and relationship with the customers and the
product by provoking the different emotions of the customers. There are several needs such as
love, emotional security, power, ego-gratification etc. these are the subconsciously emotion-
based. This helps the organization to serve a foundation for the emotional branding and
marketing as well as helps the marketers to create a self-fulfilling prophesy when it is being with
the customer’s needs and wants.
Other than that it have been summarized that customer’s decision making model in the
traditional time are being grounded by the different theory or rational choices and which is being
sequential and cognitive in the nature. It has been identified that emotion branding is irrational so
it has been affected by the different emotions of the customers. With that some of the products
are being associated with the lateral sense. With that there are different methods used by the firm
so that they can create the emotional reaction to the advertisement. When the emotions is being
used by the venture, then the brand can create a lasting connection in the heart and minds of the
customers and when they want to purchase the product then this advertisement can helps them to
purchase the product of the brand. Critics of emotional branding point to the ethical implications
of manipulating human emotion, its use of propaganda and a growing “sameness” of products as
marketers desperately try to distinguish their brand from others among the clutter–the enormous
amount of ads consumers are exposed to each day.
With that markets should not limit their advertisement with the different emotions, there
are different other types of strategies which can appeal to the client emotional intelligence. This
is because, if the venture is totally dependent upon the emotions and fill lots of emotions in the
advertisement. This may create misunderstanding in the mind of the customers and leads to hurt
the emotions of the customers. Thus, it can be said that organization need to keep the proper
balance between the different emotions in the advertisement so that customer can easily able to
29

understand that what message the firm is going to convey to the customers. The optimal strategy
would be to include both cognitive and effective messages in the marketing strategy. Other than
that If the venture is doing the emotional appeal to the target market then they should know the
level of emotional intelligence of the customers and then create the advertisement. Most of the
customers thinks that the choice they are able to make are made by analyzing the different
alternatives. From this statement it can be said that emotions are influenced by the advertisement
and in most of the condition it helps the customers to make the decision when customers are not
forced, then it is ethical. When we are confronted with a decision, emotions from previous,
related experiences affix values to the options we are considering. These all emotions helps in
creating the choices and preferences which helps the customers to take the effective decision.
When the customers are evaluating the brands, they primarily use the different emotions
such as their experience, personal feelings. Rather, information is the secondary part they
consider when they are making the choices, where information includes brand choices, attributes,
facts, features etc. Emotions to a different advertisement has far greater manipulate on a
consumer’s reported intent to buy a product than does the ad’s content which is by a factor of 3-
to-1 for television commercials and 2-to-1 for print ads.
Other than that it can be concluded from both of the case studies emotions are the one of
the important factors which can leads to create a long remembrance advertisement in the minds
of customers. Such as in the insurance advertisement, the man was trying to give the happiness to
the customers which is not being purchased by the money. Lot of emotion has being taken in the
advertisement which states that the customers can trust on the venture and make the life
insurance policy which make their life certain. In the other advertisement where the firm is
genetic awareness by serving the great information about the heart disease. In this case, emotions
is one of the important factors which is being considered by the company. With both of the cases
it has been identified that emotions plays very significant role in the advertisement.
Along with this, in the present dissertation there are several kinds of ethical issues in
advertising will be seen. All researcher need to concentrate on it to make sure that various
organisation and nations will create effective social values at workplace. With the help of
different codes from the enterprise and nations, proper connection needs to be maintained at
workplace. Furthermore, it summarized that development of the advertisement campaign
conservative to promote the different roles. Therefore, it is not helpful aspect to make sure that it
30

promotes legal agenda or not. In addition to this, it can be said that if employees are not having
an appropriate consideration of ethical values during the sales of product then it will affect the
emotional state of customer. For example, manager of store has said that product is being made
in Australia with traditional method. But in actual the product was made in India with a use of
modern machinery then it will manipulate the social emotional attachment of customer. It will
create an issue in terms of sustainability. It is essential for members of business firm to have
ethical consideration of emotional state to have better customer satisfaction. In order to develop
emotional attachment, it requires to manipulate customers so that they tent to understand the
preference and develop positive perception within their mind. In all these process, it is important
for the employees to make sure that they do not force services users to make purchases. This is
the type of ethical considerations that has to be made by companies. In respect to record and told
about the practical consideration, ethical judgement also needed to implement it in the
consideration. With the help of engage with another people, there is proper process develop in
systematic way. Norms and ethics are also supported which define rules to show the
effectiveness. Further, viewpoints that are given by each of the customers should be considered
so that changes can be made. Requirement of customer’s changes frequently and it requires the
business to deliver their customers with high quality and meeting all required standards.
It can be stated from the literature review and case studies that emotional advertisements
have been ethically focused on the manipulation of the customers. This is true that when the
organisation are using the emotions while making the advertisement, then they to attack the
emotions of the customers so that they can manipulate the behaviour of the customers and attract
them towards the organisation. Moreover, there are different types of research limitations. It is
important for the researcher to take up appropriate steps for the same. There are limitations of
time and availability of resources. There are many activities that are set, it is essential that within
the speculated time period activities are completed. Further, it requires to financial support so
that all the activities can be completed. It becomes limitation when there is not proper planning
made by the researcher. Moreover, there is limitation identified in relation with limited
resources. It is important that the quality that are delivered to customers are of high quality and
when these are not provided due to lack of resources, then it has negative impact over the
business.
31

REFERENCES
Books and Journals
Arora, A. S., Arora, A. and Bradford, S. K., 2017. Measuring Slice-of-Life Versus Slice-of-
Death Advertising Appeals: An Abstract. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 89-89). Springer, Cham.
Bang, H., Choi, D. and Park, D., 2017. Examining Emotional Blunting Phenomenon in
Advertising: An Abstract. In Creating Marketing Magic and Innovative Future
Marketing Trends (pp. 133-133). Springer, Cham.
Chandrasekaran, D., Srinivasan, R. and Sihi, D., 2017. Effects of offline ad content on online
brand search: insights from super bowl advertising. Journal of the Academy of Marketing
Science, pp.1-28.
Daignault, P., Soroka, S. and Giasson, T., 2013. The perception of political advertising during an
election campaign: A measure of cognitive and emotional effects. Canadian journal of
Communication, 38(2).
De Pelsmacker, P. and Geuens, M., 2015. The Advertising Effectiveness of Different Levels of
Humor and Warmth and the Moderating Role of Affect Intensity. In Proceedings of the
1998 Academy of Marketing Science (AMS) Annual Conference (pp. 11-16). Springer,
Cham.
de Vos, S., Veale, R. and Ilicic, J., 2016. Investigating Consumer Message Processing of Fear
and Challenge Based Advertising: A Conceptual Framework. In Looking Forward,
Looking Back: Drawing on the Past to Shape the Future of Marketing (pp. 392-401).
Springer, Cham.
Dey, D. K., Chauhan, Y. K. and Chakraborti, R., 2015. Does advertising strategy matter in
influencing mutual fund purchase?. Journal of Financial Services Marketing, 20(1),
pp.23-33.
Gold, A., Lax, J. and Toole, J., 2015, December. Predatory Emotional Advertising and
Emotional Intelligence: An Exploratory Study. In Academic Forum. Conference.
Proceedings (p. 1). The Academic Forum.
Hahn, M. H., Lee, K. C. and Chae, S. W., 2016. Empirical Analysis of Consumer’s Cognitive
Load and Need-for-Cognition When Faced with Emotional and Rational Advertising
32

Stimuli: Emphasis on Eye-Tracking Approach. International Journal of Software
Engineering and Its Applications, 10(7), pp.17-26.
Keshari, P. and Jain, S., 2014. Consumer Response to Advertising Appeals: A Gender Based
Study. Journal of Marketing & Communication, 9(3).
Li, S., Walters, G., Packer, J. and Scott, N., 2017. A Comparative Analysis of Self-Report and
Psychophysiological Measures of Emotion in the Context of Tourism
Advertising. Journal of Travel Research, pp.0047287517733555.
Matthes, J., Wonneberger, A. and Schmuck, D., 2014. Consumers' green involvement and the
persuasive effects of emotional versus functional ads. Journal of Business
Research, 67(9), pp.1885-1893.
Reichert, T. and Lambiase, J. eds., 2014. Sex in advertising: Perspectives on the erotic
appeal. Routledge.
Muralidharan, S. and Sheehan, K., 2017. The Role of Guilt in Influencing Sustainable Pro-
Environmental Behaviors among Shoppers: Differences in Response by Gender To
Messaging about England's Plastic-Bag Levy. Journal of Advertising Research, pp.JAR-
2017.
Stathopoulou, A., Borel, L. and West, D., 2017. Consumer branded# hashtag engagement: can
creativity in TV advertising influence hashtag engagement?. Psychology &
Marketing, 34(4), pp.448-462.
Stewart, K. and Cunningham, I., 2017. Examining Consumers' Multiplatform Usage And Its
Contribution to Their Trust in Advertising. Journal of Advertising Research, pp.JAR-
2017.
Sudbury-Riley, L. and Edgar, L., 2016. Why Older Adults Show Preference for Rational Over
Emotional Advertising Appeals. Journal of Advertising Research, 56(4), pp.441-455.
Tseng, C. H. and Huang, T. L., 2016. Internet advertising video facilitating health
communication: Narrative and emotional perspectives. Internet Research, 26(1), pp.236-
264.
van der Goot, M. J., van Reijmersdal, E. A. and Kleemans, M., 2016. The effects of emotional
television advertising on older and younger adults. In Advances in Advertising Research
(Vol. VI) (pp. 115-124). Springer Fachmedien Wiesbaden.
33

Venkatraman, V., Dimoka, A. and Winer, R.S., 2015. Predicting advertising success beyond
traditional measures: New insights from neurophysiological methods and market
response modeling. Journal of Marketing Research, 52(4), pp.436-452.
34