CHAPTER-I

Introduction
Emotional appeal is where it appeals to your emotions making you think like you need or deserve it such as: - you work hard, you're beautiful, you're smart, you deserve this or that. Type of advertising in which the copy is designed to stimulate one's emotions, rather than one's sense of the practical or impractical. When copywriters use emotional appeal in advertising, they are attempting to appeal to the consumer's psychological, social, or emotional needs. The copy is written to arouse fear, love, hate, greed, sexual desire, or humor, or otherwise create psychological tension that can best be resolved by purchase of the product or service. Emotional Appeal is mostly to really convince someone or something to buy or sell the product. EXAMPLE: This teddy bears Re very special, because if you purchase one u are donating to Hattie. Please help save a child in need. This is an example of an emotional appeal. An emotional appeal is related to an individuals psychological and social needs for purchasing certain products and services. Many consumers are emotionally motivated or driven to make certain purchases. Advertisers aim to cash in on the emotional appeal and this works particularly well where there is not much difference between multiple product brands and its offerings. Emotional appeal includes personal and social aspects. 1. Personal Appeal Some personal emotions that can drive individuals to purchase products include safety, fear, love, humor, joy, happiness, sentiment, stimulation, pride, self esteem, pleasure, comfort, ambition, nostalgia etc.

2. Social Appeal Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval. 3. Fear Appeal Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective. Emotional Appeals In Advertising Emotion-based advertising speaks the primal tongue. It communicates through design and color. Motion and stagecraft. Music and tonality. While the rational mind acts on logical relationships, the primal mind seeks symbolic relationships. Symbols are, indeed, the vocabulary of emotional marketing. Just as we instinctively trust the person with a warm, firm handshake, we have confidence in the announcer with a smile in his voice. The best radio and voice-over announcers understand this. They know just when to smile - even though they're not on camera. The primal mind evaluates the photo in a magazine advertisement or a televised image just as it would a real life situation. We immediately recognize that the Marlboro man is a rugged individualist because we see his tattoo. He controls his destiny as we would like to be in command of ours. By emulating him, we, too, might find fulfillment.

CLASSIFICATION OF ADVERTISING HAVING EMOTIONAL APPEALS

PERSONAL FEELINGS Care, safety, security, Affection, Happiness, Joy, Excitement, Arousal, Pride, Sorrow, Achievement, Selfesteem, Pleasureetc SOCIAL FEELINGS Reorganization, Status, Respect, Embarrassment, Rejection, Acceptance, Approval etc

TYPES OF EMOTIONAL APPEALS

Positive Feeling Love and Sentiments Laughter Attitude Happiness Joy Excitement Affection Pride Respect Hate Fear Attitude Negative Feeling Jealousy Anger Tears

Love and Sentiments

Associates with a close and happy home life Baby products, pet products, foods, cameras, greeting cards.

Attitude
Ego appeal Desire for status For comfort item, clothing, luxury items, luxury cars, credit cards etc

10 Common--and Effective--Emotional Triggers

It is important to appeal to consumers' emotions when crafting marketing messages. Think about how you feel when you hear marketing messages and how those feelings affect your own buying decisions. Just like you're moved to action by an emotional response to marketing messages, so are all consumers. Your copywriting should accomplish two goals: It should make consumers feel something, and it should make them act on those feelings. Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages. Following are 10 common emotional triggers that you can tie into your marketing messages to make the sale. 1. Fear: Fear is an emotion that can be used in a wide variety of marketing messages. Insurance companies often appeal to the emotion of fear with messages like "Don't get caught with too little insurance." 2. Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Nonprofit organizations use the guilt trigger effectively in copy such as "Don't let them suffer anymore."

3. Trust: Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing
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messages. Financial companies are leading the way with messages like "no hidden fees." 4. Value: Value is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal. For example, promotional messages that say "If you find a better price for the same product, we'll match it" are effective in piquing feelings related to value. 5. Belonging: Few people truly want to be alone. Human nature dictates that most people want to feel like they belong to a group, and customers often purchase products in an attempt to feel part of a specific group. Many companies effectively appeal to consumers' desires to belong, using copy like "You're part of the family." 6. Competition: The old adage of keeping up with the Joneses is an adage for a reason. Many consumers are affected by a competitive desire to feel equal to or better than their peers. Copy like "Make them drool" is a great example of a message that elicits feelings of competition. 7. Instant Gratification: We live in a world where people expect instant gratification in all aspects of their lives. Messages that cater to a sense of urgency are well-received by consumers who already desire instant gratification. Use words like now, today, in one hour or less, within 24 hours, and so on to appeal to the emotional trigger of instant gratification. 8. Leadership: A lot of consumers want to lead the way in trying new products, and this audience responds strongly to marketing messages that appeal to their feelings related to leadership. Messages that make them feel like they're first or in control are powerful for this audience. Phrases such as "Be the first on your block" effectively appeal to the emotional trigger of leadership.

9. Trend-setting: Many consumers want to feel cool or trendy, so appealing to those emotions in copywriting is fairly standard. Variations of "all the cool kids are doing it" are commonplace in copywriting and can be used to market a wide variety of products and services to an even wider audience. The famous Gatorade ad featuring Michael Jordan and the copy "Be like Mike" is a perfect example. 10.Time: In the 21st century, people are busier than ever. As such, they desire more free time to pursue personal interests, spend time with family and friends, and so on. Marketing messages that appeal to that desire for more free time are extremely effective, such as "Cut the time it takes to vacuum your house in half." There are many emotional triggers that you can use to evoke feelings among your target audience and move them to action through your marketing messages. People see a lot of marketing messages every day, so you have to give them a reason to digest yours by making them feel something when they see or hear it. Feelings are powerful, and copywriting offers a unique opportunity to tap into that power and leverage it for your business's gain.

Establishing an Effective Brand through Emotional Appeal

Branding is the process of creating an identity for your company that will resonate in the minds of your target audience. That process relies heavily on emotion to create value associations and to evoke a positive response in the mind of the viewer when he encounters your brand. Companies that learn what branding elements will create emotional responses within their target audience will outperform competitors, even when better products or prices can be found elsewhere.

Many companies focus on appealing to their customers' logic, but the truth is that most buyers ultimately rely on emotion to make a decision. After all the research has been done, it's the company that the customer feels an emotional connection with that wins the day. Effective branding seeks to accommodate the role of emotion in buying by building appealing to the emotional pulls of their target audience throughout the branding process.

Reason without emotion creates paralysis in the shopper because the array of similar choices makes it impossible to choose the best one based on logic. But when a prior emotional attachment has been developed with a particular brand, the decision becomes easy. For example, marketers will never forget the Coke debacle in which consumers shunned the new, better-tasting Coke in favor of their beloved classic Coca-Cola. The emotional attachment between consumers and the brand proved to be so strong that attempts to alter that brand were met with stubborn refusal.

Because the final decision in the buying process usually relies at least partially on an emotional connection, your primary goal during the branding process should be to determine how to connect emotionally with your target audience. Accomplishing this goal effectively will give your company a head start compared with competitors who haven't.

ADVANTAGES FOR BUILDING BRAND WITH EMOTIONS:o Long Lasting Impact Promotions like small offers & reduction in price or buy & win leaves short term impact on customers mind where as emotional appeals helps an advertiser to put long lasting impact. o Improves brands impression, personality, and value with feelings. Such emotions help advertisers to create brands. Brands are built in the minds and hearts of customers and it is important to understand that consumers like and consumes brand rationally as well as emotionally.

o India being the country of rituals and festivals gives an opportunity to advertise to generate emotions for their brand amongst consumers.

DISADVANTAGES
o Emotional appeal advertisements have often had negative effect on the audience. People have been seen to commit suicide too. Also, there has been a restrained desire in the heart of people who are not sufficient enough to purchase a product that generates a desire in them. This leads to disappointment. o Advertisements for fairness creams in which people are emotionally targeted.

CHAPTER-II RESEARCH METHODOLOGY & OBJECTIVE, LIMITATION

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Objective of the Study: To know the consumers perception about emotional appeal. To know the consumers buying behavior attached with emotional appeal or not. To know the effect of emotional to capture the market or not. To study the new innovative emotional advertising strategy implement by the companies to attract customers. To know whether people completely trust emotional brand advertisement.

Limitation of the study: Some of the respondents may have not given actual information because of hurry. Some people may be dissatisfied and respond in anger. Many peoples are not aware about emotional brand advertisement

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Types of research
Descriptive Research In this project this technique is used. It answers the questions peoples perception on emotional appeal.

Sample Size Sample size: 50 Sample area covered: The area covered in this survey was DSI.

Collection of Data
Primary data collection Structured Questionnaire Secondary data collection Internet

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CHAPTER-III
DATA ANALYSIS AND INTERPRETATION

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(Q.1) Are you aware of Emotional appeal for brand building? i. Yes Respondents opinion-1
YES 43 NO 7

ii. No

GRAPH:-1

45 40 35 30 25 20 15 10 5 0 YES NO

INTERPRETATION From the above graph we can see that almost 14% respondent doesnt know what emotional appeal for brand building is and most of the respondent knows about this type of strategy used in advertisement. So here graph shows that people are aware of Emotional appeal for brand building.

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(Q.2) Give your rating according to your choice out of 10 rating scale.
Mountain Dew Titan Horlicks Ponds Johnson & Johnson Maggie Dairy Milk Saffola Oil Tata Salt Amul

RESPONDENTS OPINION-2
MD TITAN HORLICKS PONDS J& J MAGGIE DM SO TS AMUL 255 328 329 274 205 398 385 208 198 440

GRAPH:-2

450 400 350 300 250 200 150 100 50 0

INTERPRETATION From the above graph AMUL has the maximum impact on customers by using emotional appeal than all the product, and Maggie also creating good impact on customers by using such strategy.
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(Q.4) Are you attracted by such type of appeal at the time of purchasing any brand?
1 2 3 4 5

RESPONDENTS OPINION-3
STRONGLY DISAGREE STRONGLY DISAGREE NEUTRAL AGREE AGREE 3 3 12 25 7

GRAPH:-3
25 20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION:From the above analysis of graph we can see that more than 25 respondent are agreed that they are attracted by such type of appeal at the time of the purchasing any brand. So we can assume that emotional appeal has impact for create brand building.

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(Q.5) Is your attraction converted into purchasing decision?

1 2 3 4 5

RESPONDENTS OPINION-4

STRONGLY DISAGREE

STRONGLY DISAGREE NEUTRAL AGREE AGREE 2 4 17/14 21 6

GRAPH:-4

25 20 15 10 5 0 STRONGLY DISAGREE NEUTRAL DISAGREE AGREE STRONGLY AGREE Series1

INTERPRETATION:Here we can see that 21 respondents are agreed that their attraction converted into purchasing decision at the time of purchasing any brand, and around 17 respondents are doesnt want to give their opinion. Only few of them are disagree on their opinion. So it has a strong impact on customers.

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(Q.6) Do you think this type of appeal will help to create brand building?
1 2 3 4 5

RESPONDENTS OPINION-5

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 5 4 9 24/2 8

GRAPH:-5

25 20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION:In this graph 24 respondents are agreed and 8 respondents are strongly agreed on this type of appeal help to create brand building. Only few of the respondents are not agree. But it has strong impact to brand the product.

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(Q.7) I experience same emotion as visualize in Advertisement while using that product?
1 2 3 4 5

RESPONDENTS OPINION-6
STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 7 21/13 11 7 4

GRAPH:-6

25 20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION:Here, in this graph we can see that most of the people are disagree, and 11 respondents are doesnt want to give their opinion, it shows that that product is not giving same emotion at the time of use.

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(Q.8) While using that product, I feel should not purchase the product by seeing Advertisements?
1 2 3 4 5

RESPONDENTS OPINION-7

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 7 12 7 17/13 7

GRAPH:-7

20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL

AGREE

STRONGLY AGREE

INTERPRETATION:From the above graph 17 respondents are agreed on this statement and 12 respondents are disagreed on this statement, so it showing that there is a mix review on this question.

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(Q.9) While purchasing product I go by my emotion?

1 2 3 4 5

RESPONDENTS OPINION-8

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 8 19 8 10 2/5

GRAPH:-8

20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL

AGREE

STRONGLY AGREE

INTERPRETATION:Here only 10 respondents are agreed on this statement and most of the respondents are not agreed which shows that people are not so much focusing on their emotion, they may go with by the product quality, price etc.

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(Q.10) I remember a brand more for its emotional appeal than its benefit?
1 2 3 4 5

RESPONDENTS OPINION-9

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 5 7 5 1/24 9

GRAPH:-9

25 20 15 10 5 0 STRONGLY DISAGREE NEUTRAL DISAGREE AGREE STRONGLY AGREE Series1

INTERPRETATION:Here we can see that 24 respondents are agreed on this statement and 9 respondents are strongly are agreed. This shows that emotional appeal on advertisement is creating good market potential. And people are recall this advertisement because of this type of appeal in ads.

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(Q.11) Since all brands provided almost equal benefits, it is emotion that really matter?
1 2 3 4 5

RESPONDENTS OPINION-10

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 2 12 24 8/9 3

GRAPH:-10

25 20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL

AGREE

STRONGLY AGREE

INTERPRETATION:Here 24 respondents are doesnt want to give their opinion in this statement and 12 respondents are disagree about this statement. And only 9 respondents are agreed on this statement. Which shows peoples want only benefit not emotionally matter.

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(Q.12) I always share Emotional advertisement with my friends?

1 2 3 4 5

RESPONDENTS OPINION-11

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 3 5 11 19 12

GRAPH:-11

20 15 10 5 0 STRONGLY DISAGREE DISAGREE NEUTRAL

AGREE

STRONGLY AGREE

INTERPRETATION:Here 19 respondents are agreed on this statement and 12 respondents are strongly agreed on this statement. So it has significant effect on consumers.

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(Q.13) While purchasing any product, I go by the general opinion about a brand?
1 2 3 4 5

RESPONDENTS OPINION-12

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 3 4 7 11 25

GRAPH:-12

25 20 15 10 5 0 STRONGLY DISAGREE NEUTRAL DISAGREE AGREE STRONGLY AGREE Series1

INTERPRETATION:Here 25 respondents are strongly agreed, 11 respondents are agreed and only few respondents are not agreed on this statement, which shows peoples are going by the general opinion while purchasing any product.

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(Q.14) Im comfortable with those brands which are widely used emotional appeal?
1 2 3 4 5

RESPONDENTS OPINION-13

STRONGLY STRONGLY DISAGREE DISAGREE NEUTRAL AGREE AGREE 4 16 5 15 10

GRAPH:-13

16 14 12 10 8 6 4 2 0 STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE

INTERPRETATION:Here it shows that 16 respondents are disagreed and 15 respondents are agreed on this statement, here it shows that peoples are mostly influencing by the emotional advertisement.
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CHAPTER- IV
SUMMARY OF FINDING, SUGGESTION AND RECOMMENDATION

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FINDINGS:- Emotional appeal on brand building will play an all-important role

in the youth marketing and media trends in the years to come, as they have become part of the youth lifestyle and culture. The following trends will make it easy to see why they are and will continue to be a dominant force and impact in the youth market and beyond. Social media Smartphone Apps BBM(BlackBerry Messenger) Mobile commerce Blogging

Now peoples are more aware of emotional appeal for brand building.

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RECOMMENDATION
The Emotional appeal in advertising of the future is going online--and going local. This hot trend is growing rapidly and shows no signs of letting up. There's no question that consumers are not attracting by such type of strategy.

Company should have provide such type of feature in that brand, what they are showing at the time of advertising. Include your keywords in your headline. Mention some additional feature that encourages users to remind the product.

CONCLUSION

The last thing we can say about the world of emotional appeal in advertising is that it is going to stay the same for years to come. As a new area of business, rapid and constant change is helpful to increase market share. This is why it makes perfect sense to peek into the future of the industry in search of trends that will soon shape. The emotional appeal in advertisement is a golden opportunity to increase our business sales volume. The importance of growing your business and expanding your brand recognition using all the strategic available cannot be overstated. Obtaining quality sales leads, gaining new customers online, expanding market reach, communicating with existing customers, and increasing your companys sales reach should absolutely be a part of the overall strategic sales and marketing strategy for any business today.

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BIBLIOGRAPHY
www.en.wikipedia.org/wiki/Appeal_to_emotion www.articleswave.com/advertising.../types-of-advertisin www.raventools.com/blog/the-6-step-emotional-appeal/

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QUESTIONNAIRE
This questionnaire is prepared to fulfill the partial requirement of course during the session. Please give your opinion according to your preference. Here, 1- Strongly Disagree, 2- Disagree, 3- Neutral, 4-Agree, 5- Strongly Agree NAME:SEX :E-mail ID:Age:-

(Q.1) Are you aware of Emotional appeal for brand building? i. Yes ii. No

(Q.2) Give your rating according to your choice out of 10 rating scale.
Mountain Dew Titan Horlicks Ponds Johnson & Johnson Maggie Dairy Milk Saffola Oil Tata Salt Amul

(Q.3) Describe what does these Brand mean to you? ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------(Q.4) Are you attracted by such type of appeal at the time of purchasing any brand?
1 2 3 4 5

(Q.5) Is your attraction converted into purchasing decision?

1 2 3 4 5

(Q.6) Do you think this type of appeal will help to create brand building?
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(Q.7) I experience same emotion as visualize in Advertisement while using that product?
1 2 3 4 5

(Q.8) While using that product, I feel should not purchase the product by seeing Advertisements?
1 2 3 4 5

(Q.9) While purchasing product I go by my emotion?

1 2 3 4 5

(Q.10) I remember a brand more for its emotional appeal than its benefit?
1 2 3 4 5

(Q.11) Since all brands provided almost equal benefits, it is emotion that really matter?
1 2 3 4 5

(Q.12) I always share Emotional advertisement with my friends?

1 2 3 4 5

(Q.13) While purchasing any product, I go by the general opinion about a brand?
1 2 3 4 5

(Q.14) Im comfortable with those brands which are widely used emotional appeal?
1 2 3 4 5

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THANK YOU

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