AN OVERVIEW OF THE IMPORTANCE OF EMOTIONS IN ADVERTISING.

"People don't buy for logical reasons. They buy for emotional reasons." Zig Ziglar, Iconic Salesman and Motivational Speaker. We all know, for example, that sugary snacks and drinks are bad for you, but ads for Pepsi and Coca-Cola don't talk about fat, calories, and diabetes. Rather the focus is on youth, vitality, and good times. Chocolate is associated with luxury, indulgence, and sensuality. And other positive emotions are used to sell everything from laundry soap to video games, mayonnaise, and life insurance. Studies show that emotionally charged events create powerful memories in people's minds. In turn, these memories motivate us into taking action. Strong emotions in advertising may drive us to make an expensive purchase or donate money to a cause. Not surprisingly, the goal of marketers everywhere is to tap into the emotions of consumers in order to make sales! [ABSTRACT FROM AUTHOR]