More and more lately, it seems that advertisers are trying to make us cry. This trend towards emotional advertising has been demonstrated by brands ranging from shampoo to cereal to beer, and its actually rooted in neurology. Researchers have found that human decision-making is driven by the subconscious rather than by logic, leading advertisers to try to appeal to the heart through emotional content.
Moreover, in today’s digitally connected world, brands are struggling to cut through the noise to reach consumers. People have a thirst for realistic, meaningful stories and marketers who create emotional content are able to make an impact. The likelihood that an ad will be shared increases if it creates a human connection or tells a story. A quick look at your Facebook newsfeed proves that sadvertising is shareable.
So next time an ad makes you tear up don’t feel bad. It’s not just you—and it’s totally on purpose.