1. EMOTIONAL QUOTIENT IN ADVERTISING

2. Emotions…the Indian way Electric switches have become a symbol of sensuality. Electric switches have become a symbol of sensuality. Cement is a carrier of legacy. Cement is a carrier of legacy. And even a money transfer service can strengthen family bonds. And even a money transfer service can strengthen family bonds. Thanks to television commercials, which are full of emotion, even in categories as drab as construction material, adhesives, banking, automobiles and money transfer. Thanks to television commercials, which are full of emotion, even in categories as drab as construction material, adhesives, banking, automobiles and money transfer.

3. Is this the only way left to connect with Indian consumers? Is this the only way left to connect with Indian consumers? Can’t Indian advertisers be more rational? Can’t Indian advertisers be more rational? Emotions…the Indian way

4. Emotions… Ninety nine per cent of the decisions in life are not rational. Liking something is an emotional statement anyway. Ninety nine per cent of the decisions in life are not rational. Liking something is an emotional statement anyway. So, one needs to make the communication for any product or service work towards establishing a connect with the audience. So, one needs to make the communication for any product or service work towards establishing a connect with the audience.

5. Emotions… It’s true that there are certain products that need an emotional connect with the consumers. It’s true that there are certain products that need an emotional connect with the consumers. But does it make sense to use sentiments in a low-involvement category such as cement, where the purchase decision should be driven by rational thought? But does it make sense to use sentiments in a low-involvement category such as cement, where the purchase decision should be driven by rational thought?

6. Emotions… In emotional ads made for such categories, the core functionality of the product comes through the emotion. In emotional ads made for such categories, the core functionality of the product comes through the emotion. Unlike in the cities, a majority of people in small towns get their houses constructed themselves. There, the purchase decision for a certain brand of cement will, in all probability, be influenced by the emotion used in its advertising – humour or strengthening of family bonds. Unlike in the cities, a majority of people in small towns get their houses constructed themselves. There, the purchase decision for a certain brand of cement will, in all probability, be influenced by the emotion used in its advertising – humour or strengthening of family bonds. Emotion is just the right way to go in such low- involvement categories. Emotion is just the right way to go in such low- involvement categories.

7. Emotions… The basis of all emotional ads, and of life, is emotional blackmail. Emotion is also the fastest way to make things go your way. The basis of all emotional ads, and of life, is emotional blackmail. Emotion is also the fastest way to make things go your way. Emotionality is not a trait exclusive to Indians, a human being is a human being anywhere Emotionality is not a trait exclusive to Indians, a human being is a human being anywhere However, the inclination to sell something on the peg of emotionality should depend on the nature of the product or service. However, the inclination to sell something on the peg of emotionality should depend on the nature of the product or service.

8. Emotions… About 70 per cent of advertising abroad uses humour. In India, it is one of the two, humour or sentiment. About 70 per cent of advertising abroad uses humour. In India, it is one of the two, humour or sentiment. Therefore, sentimental, humorous or any other type of emotional advertising finds greater space. Therefore, sentimental, humorous or any other type of emotional advertising finds greater space.