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
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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?
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 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.
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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
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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
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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),
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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
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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
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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
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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
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