Print Ads That Will Tug on Your Heart: How Emotions Improve the Effectiveness of Advertising
Studies show that shoppers are more motivated to make a purchase when they feel an emotional connection to it. Emotional responses to ads have a greater impact on a person’s intent than the content of the ad itself. The following print media ads aren’t necessarily encouraging people to make a purchase, but they are asking people to perform a certain action. To motivate readers, these magazine and newspaper ads use visuals and captions to trigger emotions of concern, sadness, disgust, and passion, all of which are powerful and effective. Here are some of the best print media ad templates that target the emotions.
Examples of Print Ads That Target Emotions
Only One Earth: “We Are the World”
To express to the public the importance of changing our habits of overconsumption and pollution, Only One Earth created a graphic of planet Earth on the brink of destruction. Since environmental experts are terrified for the future health of our planet, this graphic hits viewers with a visual representation of what our actions are doing to the world we live in.
Global Warming: I Scream Penguin
Since the Arctic is too far away from most North American cities, images of polar bears and other wildlife suffering from melting ice and snow don’t seem to bother us. However, by using a painted image of a penguin literally melting on a stick, this ad creates a morbid concept that makes the viewer uncomfortable. It implies that creatures on our planet are suffering because of our lifestyles that favor convenience and consumption. At what cost do we want comfort?
Drop by Drop: Time Is Running Out
This advertisement shows water gushing from a pasta strainer that holds the planet Earth. Using this visual, the ad targets our concern for the planet and emphasizes that we need to develop renewable methods of using our natural resources before we have none left.
ADESF: Quit Smoking Now
Most people are aware that smoking while pregnant is dangerous for both the mother and the baby, but fewer know that smoking during pregnancy can create babies with nicotine addictions. The graphic shows a silhouette of an expectant mother smoking with a large pregnant belly, but the negative version of the image shows the baby with a cigarette in its mouth. Most adults would be horrified to see a little child smoke, so the shock factor of this ad helps get its message across.
Good Parent: Child Abuse
To emphasize how much child abuse, both verbal and physical, affects children, this ad campaign showed a series of children with broken body parts. In this graphic, a little girl has part of her face broken off as if she were made of fragile porcelain. It’s enough to tug at anyone’s heartstrings.
Earth Day: Tar Bath
Imagine filling your tub to bathe your child, only to find it full of tar. That’s what this Earth Day ad campaign wants readers to imagine. The ad also asks, “What will it take to make you care about the environment?”
From up North: Cyber-Bullying Hurts
Educating adults and children about the harmful effects of cyber-bullying is something schools and advertisers have been strongly promoting. In this ad, a hurt teen is seen with mouse pointer stab wounds all over his body. It’s easy to type and send a hurtful message, but those messages can cut deep and seriously harm others.
Charity Water: Dirty Water Baby Bottle
This ad could make anyone’s stomach turn. It shows a baby bottle full of water…dirty, sandy, yellow water. According to the ad, 4,100 kids die each day from water-related diseases around the world. It then expresses the need for sustainable freshwater solutions and encourages readers to donate to the cause.
Unicef: Child Labour
In some countries, children begin working at around the same age most North American and European students begin kindergarten. In this visually gripping ad, one child is seen carrying bricks from a garbage-covered yard, and as he walks past a broken mirror, a reflection of a child carrying schoolbooks becomes visible. “Say no to child labour,” the ad says.
Earth Day 2035
macromaIn this ad, a politian stands against a backdrop of a fake forest, while the real world behind him has become a landfill. The ad implies that if we continue to consume as we do, by 2035 this will be our reality.
How Macromark Can Help with Your Print Advertising
The six core emotions people feel include happiness, surprise, fear, disgust, anger, and sadness. These ad examples trigger negative emotions and inspire readers to want to do something about a problem. Although targeting reader emotions can seem manipulative, they can be used respectfully and appropriately to help your message stand out and get a response from your readers. If you need help catching the eyes of your readers and establishing an effective advertising campaign, consider working with our newspaper advertising agency.
With our help, you can improve your marketing strategy by creating ads that engage your readers and appeal to their emotions and interests. We can help you stand out from your competitors and engage readers, so you can grow your customer base and get a response from them.
If you want to experience the advantages of a successful print media strategy, seek direction from the experts. Macromark can help you set up a successful print advertisement campaign. We can provide all the information, and assistance you need to get your print catalog marketing campaign up and running. Our services also include print media, direct mail marketing, list brokerage, data solutions, list fulfillment, and list management. For more information about how we can help grow your business, contact us at 1-(845)-230-6300.
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