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 Between filter bubbles, uneven visibility and transnationality
06.12.2017 | Schweizerischer Nationalfonds SNF

nachricht New Technologies for A/V Analysis and Search
13.04.2017 | Fraunhofer-Institut für Digitale Medientechnologie IDMT

All articles from Communications Media >>>

The most recent press releases about innovation >>>

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

Im Focus: Error-free into the Quantum Computer Age

A study carried out by an international team of researchers and published in the journal Physical Review X shows that ion-trap technologies available today are suitable for building large-scale quantum computers. The scientists introduce trapped-ion quantum error correction protocols that detect and correct processing errors.

In order to reach their full potential, today’s quantum computer prototypes have to meet specific criteria: First, they have to be made bigger, which means...

Im Focus: Search for planets with Carmenes successful

German and Spanish researchers plan, build and use modern spectrograph

Since 2016, German and Spanish researchers, among them scientists from the University of Göttingen, have been hunting for exoplanets with the “Carmenes”...

Im Focus: First-of-its-kind chemical oscillator offers new level of molecular control

DNA molecules that follow specific instructions could offer more precise molecular control of synthetic chemical systems, a discovery that opens the door for engineers to create molecular machines with new and complex behaviors.

Researchers have created chemical amplifiers and a chemical oscillator using a systematic method that has the potential to embed sophisticated circuit...

Im Focus: Long-lived storage of a photonic qubit for worldwide teleportation

MPQ scientists achieve long storage times for photonic quantum bits which break the lower bound for direct teleportation in a global quantum network.

Concerning the development of quantum memories for the realization of global quantum networks, scientists of the Quantum Dynamics Division led by Professor...

Im Focus: Electromagnetic water cloak eliminates drag and wake

Detailed calculations show water cloaks are feasible with today's technology

Researchers have developed a water cloaking concept based on electromagnetic forces that could eliminate an object's wake, greatly reducing its drag while...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

See, understand and experience the work of the future

11.12.2017 | Event News

Innovative strategies to tackle parasitic worms

08.12.2017 | Event News

AKL’18: The opportunities and challenges of digitalization in the laser industry

07.12.2017 | Event News

 
Latest News

The body's street sweepers

18.12.2017 | Life Sciences

Fast flowing heat in layered material heterostructures

18.12.2017 | Materials Sciences

Life on the edge prepares plants for climate change

18.12.2017 | Life Sciences

VideoLinks
B2B-VideoLinks
More VideoLinks >>>