Over the course of time, man has sought to understand himself and how he reacts to external influence. The subject of human emotion and the cause-effect relationship that exists between it and stimuli is one that has intrigued man for a long time. In order to get a better understanding of this, the Cannon-Bard theory of emotion was proposed. This theory suggests that there is a simultaneous experience of emotions and bodily reactions. For example, a woman walking in a dark alley at night confronted by a shadow she considers threatening makes her frightened and she trembles.
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The advent of media, mass production and hyper-consumerism have necessitated companies to create commercials and broadcast them via radios and televisions. The commercials are usually carefully planned and strategically placed with the goal of appealing to consumers or potential consumers. Human beings respond to what they see and hear over mass communication outlets, especially if its repeated in a very clever and inviting manner. Advertisers tap into peoples feelings in order to get them to buy their products.
The advert applies the concepts of the Cannon-Bard theory of emotion. The advert is about the entry of a new fabric softener for babies in the market. The commercial will utilize human emotion in order to encourage the customer to buy it.
The use of the font colors was also with intent. Such colors are usually associated with the peace, joy, and tranquility of babies. Seeing such colors triggers an emotional reaction albeit at a sub-conscious level. The pricing of 1.99 also appeals to the consumer emotion since they presume that they are saving money, hence they will feel good about themselves. Stating that it is the number one brand in the market also indulges human emotion as people more often like to be associated with the best things in life.
The commercial will most likely be aired accompanied by a picture of a cute and adorable baby in order to help sell the brand as baby-friendly. The picture of a baby will create a feeling of happiness, most likely followed by a smile whenever a customer sees the product. The picture will be ingrained into the customers psyche and emotions such that whenever he/she goes shopping, they will be subconsciously attracted to the Baby soft product.
Fournier, G. (2016). The Cannon-Bard Theory
Retrieved from https://www.psychecentral.com/encyclopedia/cannon-bard-theory/
Cherry K. (2016). The Cannon-Bard Theory
Retrieved from http://www.verywell.com/what-is-the-cannon-bard-theory-2794965
D Van Praet. (2010). Unconscious Branding: How Neuroscience Can Empower (And Inspire) Marketing
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