All the Emotions You Need To Know
Opinion
Passive advertising (advertising that talks at you and you don’t need to do anything but not change the channel) is still omni-present. We see it on TV, in magazines, on outdoor advertising. However, none of this has to be passive. Through advances in personal technologies and social media there is now no excuse to just do passive advertising (I just don’t understand why people continue to do it at the exclusion of adding a layer of interactivity).
If you’re still in the mindset of finding an emotional connection with your consumer then use the chart below. It’s from a very smart chap called Robert Plutchick in the 1980s.
If you’re still convinced you need to tap into an emotion to change behaviour then you should find this useful. There are a few points I’d like to make about it:
1. Emotions develop as the species develops. The core emotions (the 8 at the top) are the most basic / base. They are the ones we need for survival.
2. The further down you go, the more complex and neunaced the emotions.
3. For more information go to wiki
So hopefully this chart will aid in your discussions around which emotion is best. However, if you really want to make a difference we would suggest you get people to act in some way, not just passively receive a message. We strongly believe this for reasons outlined here and here and throughout this blog! We call it action advertising.
