Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

The message in advertising is irrelevant, new research shows

05.12.2006
Creativity and emotion are what makes advertising successful, not the message it is trying to get over, new research shows.

Dr Robert Heath, from the University of Bath’s School of Management, found that advertisements with high levels of emotional content enhanced how people felt about brands, even when there was no real message.

However, advertisements which were low on emotional content had no effect on how favourable the public were towards brands, even if the ad was high in news and information.

Dr Heath, working with the research company OTX, tested 23 TV ads that were on air at the time in the USA and 20 that were on air in the UK, for their levels of emotional and rational content.

They then asked a second sample of 200 people in each country how favourable they were towards the brands in the advertisements. Those who had been exposed to ads with high emotional content showed a marked positive shift in their favourability towards the brand. But those who had seen ads with low emotional content showed no real shift in favourability, even when they had a high level of news and information.

In a paper in the December issue of Journal of Advertising Research, Dr Heath cites the Renault Clio as an example of successful emotional advertising. Launched in the UK in 1992, the firm avoided running a straightforward factual campaign in favour of the ‘Papa/Nicole’ series of ads about philandering French people.

“The launch of the Renault Clio was an outstanding success, despite the ad failing to communicate the main message of small car convenience and big car luxury” says the paper. “The success…suggests that it was some aspect of the emotional appeal of the scenario portrayed that influenced viewers.”

The findings question “the assumption in most advertising models that it is the communication of the factual message that gives advertising its persuasive power. It seems to be the case that those who want their advertising to build strong relationships between the consumer and the brand would be well advised to focus more attention on the emotional metacommunication – the creativity – in their advertisements, than they do on the rational message communication.”

The paper also suggests that evoking positive emotions lowers attention, making people less likely to realise that their emotions are being influenced.

But the research says that advertisers who want to get particular information across have a problem: the most effective advertisements seem to be those with little information and a lot of emotional content.

Dr Heath, who wrote the best-selling monograph The Hidden Power of Advertising, and has worked in advertising and marketing for 30 years, said of his findings: “It has been believed in the advertising industry for some years that the creative idea gives the brand a competitive edge, and that the claims in advertising are often there just to allow the brand to set up a dialogue with the consumer.

“Our research findings seem to indicate this is true. In advertising, it appears to be the case that it’s not what you say, but the way that you say it, that gets results.”

The research, which used the.OTX CEPTM Test pre-testing system, was notable for being done online – one of the first academic advertising studies conducted entirely on the internet.

Tony Trueman | alfa
Further information:
http://www.bath.ac.uk/news/articles/releases/advertising-message041206.html

More articles from Communications Media:

nachricht On patrol in social networks
25.01.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO

nachricht Tile Based DASH Streaming for Virtual Reality with HEVC from Fraunhofer HHI
03.01.2017 | Fraunhofer-Institut für Nachrichtentechnik Heinrich-Hertz-Institut

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Giant Magnetic Fields in the Universe

Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.

The results will be published on March 22 in the journal „Astronomy & Astrophysics“.

Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...

Im Focus: Tracing down linear ubiquitination

Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.

Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...

Im Focus: Perovskite edges can be tuned for optoelectronic performance

Layered 2D material improves efficiency for solar cells and LEDs

In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...

Im Focus: Polymer-coated silicon nanosheets as alternative to graphene: A perfect team for nanoelectronics

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.

Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...

Im Focus: Researchers Imitate Molecular Crowding in Cells

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.

Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

International Land Use Symposium ILUS 2017: Call for Abstracts and Registration open

20.03.2017 | Event News

CONNECT 2017: International congress on connective tissue

14.03.2017 | Event News

ICTM Conference: Turbine Construction between Big Data and Additive Manufacturing

07.03.2017 | Event News

 
Latest News

Argon is not the 'dope' for metallic hydrogen

24.03.2017 | Materials Sciences

Astronomers find unexpected, dust-obscured star formation in distant galaxy

24.03.2017 | Physics and Astronomy

Gravitational wave kicks monster black hole out of galactic core

24.03.2017 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>