Great ads evoke strong, high-arousal emotions

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Understanding these fundamental human drives and cognitive shortcuts is the starting point for crafting impactful advertising.

Emotion (The Ultimate Driver):

Principle: Humans are primarily emotional beings. Emotions drive decisions far more than logic.
Joy/Amusement: Makes people feel good, associate positive feelings with the brand. (e.g., Old Spice, E-Trade babies)
Awe/Inspiration: Connects to aspirations, a sense of wonder. (e.g., Nike, Dove's "Real Beauty")
Fear/Anxiety (used ethically): Highlights a problem or potential negative outcome that the product solves. (e.g., security systems, insurance, some public health campaigns). Must provide a clear solution.
Anger/Frustration (used ethically): Taps into shared grievances that the product alleviates. (e.g., ads for inefficient services).
Curiosity: Piques interest, makes people want to know more. (e.g., teaser campaigns, mystery elements).
Impact: Emotional ads are more memorable, more shareable, and build stronger brand connections.
Social Proof:

Principle: People are influenced by the actions and new zealand mobile number list opinions of others, especially when they are uncertain. "If others are doing it, it must be right."
Application:
Testimonials & Reviews: Real people sharing positive experiences.
User-Generated Content (UGC): Showing real customers using the product.
"X million users," "Best-selling," "Most-loved": Quantifying popularity.
Expert Endorsements: Leveraging authority figures.
Influencer Marketing: A form of social proof where trusted figures promote a product.
Impact: Reduces perceived risk, builds trust, and validates the purchase decision.
Scarcity & Urgency:

Principle: Opportunities seem more valuable when their availability is limited or time-bound. (Loss Aversion at play).