Introduction

Advertisement is defined in the Colin dictionary as “any public announcement designed to sell goods or publicize an event”, it is nowadays impossible to escape advertisement as it is everywhere. Sometimes enjoyable when the spot is funny or impressive, or boring when it interrupted your film; but keep in mind that its first aim is always to manipulate. Advertisements tried to inform, remind and persuade consumers to convince them to rely them and their product to create a purchase intention.

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To reach their goal they can use a large range of marketing tools like scientific demonstration with experts to proof the efficiency of the product, celebrities endorser or animated character and also play with the emotional appeals and elements to create some common values between the brand and you.

The first step of this marketing communication is to catch your interest which could be tired by the quantity of advertising it has to face with daily.
To reach this goal, they have to be original and attention getting to surprise you, make you smile, and even maybe chock you.

That is the reason why marketing communications are relying on your emotions. In fact “Emotions are responsible for consumer decision marking” O’Shaughnessy and O’Shaughnessy. This is what we are going to develop and evaluate here through an analysis of different theories, models and examples.

Emotions and advertisement – definition, concept, personal development

Usually, people tend to consider their own behaviour as rational. Therefore, facts are different in the real life; emotions are often stronger than reflexion.
That is why marketing communications campaigns are always focusing on knowledge improvement regarding how emotions can affect consumers’ reaction to advertisements and their decision-making for brands.

Advertising is a “life experience” like another; the only difference is that we pay less attention to it than we do