Study Shows How Emotions in Ads Elicit Different Responses During the Pandemic / Digital Information World

Showing a specific emotion in an advertisement is one of the best ways to relay the feeling that a particular product could potentially end up giving you, and a big part of the reason why that is the case has to do with the fact that human beings are pretty empathetic by nature and with all of that having been said and out of the way it is important to note that this is the sort of thing that can have some pretty serious results if you were to look into them and all that they can accomplish.

Usually happiness could be relied on as a really useful emotion to show in an ad. After all, everyone wants to be happy right? Well, it turns out that according to a recent study conducted by VidMob, during the pandemic happiness is actually drawing 64% fewer conversions than before and because of the fact that this is the sort of thing that could potentially end up negatively impacting ad campaigns a lot of agencies have started to look into ways in which they can change things up.

Surprise is one emotion that is seeing a lot more traction, seeing an incredible 360% increase in its success rate. Men seem to be having a rough time of it in ads, with ads featuring men seeing 41% decrease in their performance. Ads featuring women seem to be soaring in their popularity though, with ads that feature women seeing a 325% increase in their rate of conversion which is a massive number and probably means that women are more than likely going to end up getting a lot more jobs in advertising in the near future. Calmness is also a quality that has become more popular than ads recently as have outdoor settings, and all of these factors could indicate a shift in how advertising is created at least in the coming months.

Read next: This Data Scientist Did an Analysis of YouTube Trending Content to Describe What Makes a Video Viral

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