Emotions as a Booster for Advertising Impact

As part of the new Screenforce study “Follow the Feelings – Emotional Advertising as an Impact Booster,” W&V published an interview with our eye square experts, Stefan Schoenherr and Marvin Vogt.
Emotions are more than just a tool for creativity, and they give a practical interpretation of the study’s results in the interview. Advertisements that appeal to consumers’ emotions are more likely to stick in people’s minds, get a positive impression, and result in more sales, as our experts show.

The “Follow the Feelings” study, which was created in conjunction with Screenforce, serves as the basis for this. An analysis was conducted on forty different emotional reactions to advertising content using measuring methodologies powered by AI. The findings demonstrate that the specific emotions evoked are more important than the total number of feelings. Measurably improving advertising efficacy is possible with the help of our specialists’ demonstration of certain emotional patterns, appropriate platforms, and creative design components.

Do you want to know more about the research so you can understand it better? You can find the complete study and the interview with W&V here.

Stefan Schoenherr
Executive Vice President Brand & Media Experience und Partner

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Marvin Vogt
Senior Research Consultant

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