Focus on something bigger, broader, and more abstract than the item itself
Link with and attempt to appeal to basic human needs
Example: Make life more fun; wipe years way; Ticket to heaven
Focus on internal needs such as
Self – esteem
It is not the written or spoken words effective in persuading customers to buy a specific product or product line, but rather the overall tone of the advertisement.
Appealing to emotions relies heavily on subtlety, empathy, and perceptions in changing attitudes and encouraging customers to buy.
Customers make buying decisions based on perceptions of the psychological effectiveness and ethical appropriateness of cosmetics advertisements.
Plays both positive and negative emotions.
Process of Emotional Persuasion
Focus initially on arousing negative emotions such as worry, guilt, and concerns over physical appearance.
Once those emotions are established, the product’s benefits and features position the product as a way to “rescue” the customer by replacing negative emotions with positive ones the customer may experience by using the product.
Example from M.A.C.
When a woman wears M.A.C. cosmetics, she feels empowered by her bold choice of makeup. She will feel complete as the full M.A.C experience offers everything a woman could want for makeup. The formula of the products is very high quality, so women can trust M.A.C as a quality brand.