Positive Emotional Appeals: Happiness and Humor

Association of brands with moments of joy and optimism.

The use of happiness in advertising seeks to establish the product as an enabler of positive life experiences.

When an ad shows scenarios of people smiling, sharing moments or overcoming obstacles with joy, the viewer tends to feel good and transfers that feeling to the brand.

To achieve this, bright visuals, warm colors such as yellow or orange, and uplifting music that instantly elevates the mood are used.

By depicting universal situations of human connection, such as gatherings of friends or acts of kindness, the brand is positioned as a symbol of unity and vitality, broadening its appeal to a diverse audience looking to incorporate that joy into their own lives.

Using humor to increase recall and likeability

Humor is a strategic tool to break down consumer defenses and make the brand more accessible and relatable.

A funny ad not only captures attention, but encourages social sharing of the content, extending the reach of the message.

To be effective, humor must be tailored to the specific demographic, as what amuses a teenager may not resonate with an older adult.

Brands often create everyday scenarios with an unexpected twist or use clever puns that link the product to a pleasant pause or a witty solution to an annoying problem.

Risks and benefits of satire and parody.

Going a step further in humor involves the use of parody and satire, techniques that mimic or exaggerate concepts from popular culture or film genres to entertain.

These methods work because they allow the audience to connect with familiar references while enjoying a comedic twist, making the ad stand out in a saturated market.

However, it is crucial to keep the humor light and positive; the goal is to entertain without offending or alienating segments of the audience.

Avoiding controversial topics and focusing on fun ensures that the association with the brand r