Survival Instinct

Simon Lugassy | Thesis 1 | Paul Carlos | Fall 2011 | PUCD 4205 | CRN: 5339

The role of emotions in advertising and their impact on our decision making.

My goal is to create a better understanding of the role of emotions involved in advertising, the triggers that cause them and their influence on the

viewer.

The target audience for this project is mainly young creatives who want to learn more about the way advertising uses emotions to communicate and persuade

but also people interested in understanding how advertising influences us on a daily basis. I believe an understanding of these emotional triggers is important

in order to adapt the way we build emotional connections to the emerging media and new technologies, increasingly used in advertising.

I will use both medical and psychological research as a basis for my project in order to understand the mechanisms involved in emotion building such as empathy, confrontation or guilt. Articles and books written by professional

researchers as well as industry recognized Ad men will be used to establish a connection between scientific data and the creative process of advertising.

In order to communicate the results of my research I will analyze a series of successful advertisements and dissect the different emotions and triggers they use. The result will be a three-dimensional matrix or grid mapping a wide range

of emotions and providing a clearer understanding of where these emotions come from and their impact on our decision making as consummers. Each

advertisement will be positioned along an axis of the grid according to the emotion it uses.

The final matrix will take the form of an interactive information design piece. Each advertisement chosen will be broken down into the emotions they appeal

to. The user will be able to access the different levels of analysis of that advertisement, from the definition of the emotion itself to the way it is

communicated to the viewer and the scientific data explaining the way our brain interprets this emotion in order to make a decision. Each level of analysis will be

represented in a physical layer, accessible by the user via clicking. This organization of information will allow users to choose how deeply they

want to investigate each emotion.

Research

The major part of my research is to identify the main human emotions, define them clearly and establish a map of their

relation with each other. The study of emotions being controversial, there are several

theories as to which emotions are the most basic ones, around which all the other secondary emotions are a variation of. I decided to use the theories and classification system of Robert Plutchnik. These basic emotions are biologically

primitive and have evolved in order to increasethe reproductive fitness of the animal.

Robert Plutchnik argues for the primacy of these emotions by showing each to be the trigger of

behaviour with high-survival value, such as the way fear inspires the fight-or-flight response.

Even though advertising is rarely a matter of life and death, our decision making is at its core, determined by

these primal emotions.

The 8 primary emotions are identified as:

JoyTrustFear

SurpriseSadnessDisgustAnger

Anticipation

Hunter B. Shirley’s approach to classifying emotions is to associate them with basic states of mind.

I am–Unity–Healthy Pride–assimilative self-awareness

I want– Mobility–Desire – acquisitive movement (we are happy when we get stuff)

I love– Affinity– Human love and friendship– herd sociability (we can be in love with another)

I wonder– Variety– Curiosity– Looking for something new, exploratory endeavours (we find love in discovery)

An important part of my research consists of studying the mechanisms that take place in our mind when we

make a decision. The research by a psychologist named Damasio established

the fact that all our choices are based on the criterion: “How will I feel if I do that?” Since that event has not taken place

yet, we rely on past experiences to imagine what our feelings will be. Again, it appeared that all our choices are rooted in

our survival instinct, a simple predilection for pleasure (surviving and thriving) and against negative feelings (danger

and pain), even if sensory pleasure and pain are not obviously involved.

The associations made in our brain to identify, remember and distinguish pleasurable from painful feelings are

accomplished by what is called a somatic marker. This marker forces attention on the negative outcome to which a given action may lead and function as an automated alarm signal

that says: “Beware of future danger if this option is chosen”. This system protects us from future losses. There is still room for using a cost/benefit analysis but only after this automated

step drastically reduces the number of options.Somatic markers are a special instance of feelings generated

by secondary emotions. These emotions and feelings have been connected by learning, to predicted future scenarios or outcomes. When a negative somatic marker is juxtaposed to a

particular futur outcome the combination functions as an alarm bell. When a positive somatic marker is juxtaposed

instead, it becomes a beacon of incentive. This type of mechanism is at the basis of what we call “subconscious”.

Another task is to identify the different types of persuasion mechanisms used by advertising.

Argument: Rationale, concrete and simple reason to choose this product

Testimonials: Your neighbor likes it and so should youNarrative: Present the product through story-telling. This technique has more potential for grabbing attention as it

operates in subconscious or peripheral ways. It can be more memorable because it allows the viewer to identify with the

protagonists or situation present in the advertisement.

When brands advertise their products, the focus is very much on the image but the advertising aims to change, not just

the way we prceive the brand itself, but how we perceive the stereotypical user of the brand and the situation in which

the brand or product is used.If the portrayed user of a brand is someone we aspire

to be, how doest the prospect of becoming a user of this brand make us feel?

Once again, our desire to improve, to be more desirable revolves around the idea that we will be fitter for survival

and will have more chances of procreating.

What changes from one product to another is the state of being that acts as a transition for our innate desire to thrive.

Whether this state is translated into being perceived as popular, attractive, dominant, successful or rich, it is almost

always stimulated to a certain extent by our survival (or domination) instinct.

A way for creatives to try to appeal to the most essential desire of the consumer is through the technique of the

5 Why’s. By always trying to dig a little deeper into what motivates out choices, we as communicators can reach the

targeted audience at a much more primal level. That is why sex sells.

Emotions and the evolution of advertising

Advertising is quickly evolving from disruptive media such as print or television and moving towards ways to get the

consumers involved in the campaign by offering experiences in which they are interested in and can participate to.

Despite the great difference in the communication techniques traditional and new media, it is important to remember that

our basic emotions have not changed all of a sudden, rather it is the way they are stimulated that has evolved.

One of the questions that we must ask ourselves when building a camapign is now: Why would someone want to

participate in this event I am launching? How can we get our audience to share a video with their friends or even post their

own on Youtube?In a way, those new advertising-or rather communication-

media are bringing the consumer’s motivations at the center of our thinking process. Advertising is shifting from a monologue where brands try to impose a certain idea upon consumers to a

dialogue that involves a much deeper understanding of consumer behavior.

Most of my precedents are in the form of books, essays and articles. The medium for communicating this type of research

is, I believe, the reason why so many young creatives have not had the opportunity or the desire to study the role of emotions

and consumer behavior as it pertains to advertising and communication in general.

An important part of the research I found involves only one aspect relevant to my project, studying either emotions or ad�vertising but without establishing a real connection between

the two.

Precedents and Inspiration

This diagram represents the theory of classification of Robert Plutchnik. This

illustration maps the relationship between the different emotions and

their degree of intensity. Each emotion corresponds to a color and its degrees

of intensity to a value of that color.

The color coding is something I might use in my project in order to quickly and clearly communicate the emotion being analysed.

Perception / Sensory Memory

World and Body SensorsOuter World SimulationVisual: Sight, Color, 3D, IllusionAural: Sound, Music, SpeechTouch: Textual, Itch, Hot/ColdSmell, Taste, Electrical ShockBody Orientation, Balance, Pressure, Location of Limbs, Visuospatial sketch pad, Phonological loop ,

Cognition / Working Memory

Working Emotions

Maslow Hierarchy ofNeeds

-Unity Pride - Shame - Contempt -Mobility (lack -Boredom) Desire - Anger - Anxiety/Fear -Affinity Affection - Pathos - Hauteur -Variety Curiosity - Distraction - Disdain

SensoryInput

Emotional Impulse

Based largely on sensory input Impulsive and SpontaneousBehavior. Surprise, Shock, Disgust, Rage,Fear /Terror (Hide, Run, Fight)Current General MoodAmygdala / Thalamus

Long Term Memory

Explicit (declarative) MemoryGeneral Knowledge Episodic Events Semantic (facts)

Implicit (non-declarative) MemoryPersonal Knowledge Skill / Procedural Memories

Long Term Emotions

Long Term Emotions, AttitudePsychological IllnessDepression, No ReferenceBeliefs and Virtues: Joy, LoveLoyalty, Obedience, PatiencePurpose, Respect, Discipline,Excellence, Gentleness, HonestyJoyfulness, Justice, Tact,Modesty, Unity, CompassionHelpfulness, Wisdom

Physiological NeedsSafety NeedsLove and BelongingnessNeedsEsteem NeedsSelf Actualization

Body Energy

AwakefulnessHungerSexual desireUrge for sleepUrge for change

BehavioralOutput

WiseConsiderationsHighly Weighted

Considered Action

EmotionalThoughtSourced

Logical ThoughtSourced

EmotionalWorldPresented

SensedWorldPresented

AidsChunkingPracticeElaboration

AssociateRecallStories

HigherEmotionalControls

Libido, Appetite Drives

Mood, Perceived Energy

EmergencyResponse

Current perception, thoughtsusing logic and feelings.

Neutro-networks with activenodes supported by primed(Unconscious) nodes

Memory capacity per chunkis 5 to 9 items Referenced to one personality (if healthy)

Last Decision

(c) 2008 George Norwood

Well Emotion - Frustrated Emotion - Sick Emotion

Principles

RulesSourced

Reference for Goodness Guidance and (Superconscious)

Knowledge Sourced

Gate

1 2 3

4 5 6

7

8

9

Importance Sourced

Needs

This diagram shows in a rather explicit way the process that takes place when

an emotion is felt. This drawing is particularly helpful as it also shows the

relationships between the different principles associated with emotions, what causes them and what some of

their consequences are.

My goal is to achieve the same results in my analysis of the relationship between advertising and emotion. The way the different parts of the diagram are connected and the perception of the process as a whole might be a way for me to show the connection between several inter-connected emotions and communication principles.

Similar to Plutchnik’s visualization the diagram proposes a slightly different

organization of emotions, focusing rather on our “states of being” and

mood dispositions than emotions in themselves.

This approach could be helpful in establishing and clarifying how each emotion translates into a state of mind, which could help the viewer associate abstract concepts with real-life situations.

This project by ... aims at mapping the human brain and tries to have a clearer

understanding of the way information travels in our brain as well as the differ�

ent interaction between the different parts of the brain.

I was particularly interested by the way this project shows such intricate mecha�nisms in a visual, three-dimensional way.

This information design piece by Nicholas Felton is part of a larger

project that consists in the mapping of the author’s activities throughout

an entire year.

The project is part of my visual inspiration as it shows an efficient way to classify and present information. I saw the use of an actual map as a possible way to organize the content of my research.

This advertising picturing the iconic “Rosie the Riveter” is one of the first

image I cam accross whem looking for iconic advertising.

I thought it was an interesting image to look at considering that it is an advertisement for something that not only goes beyond a simple product or brand. Being related to the war, this advertisement is dealing very closely with primal emotions and the idea of self-preservation.

Joy

Trust

Fear

Surprise

Sadness

Disgust

Anger

Anticipation

The problem with this classification will appear with ads that use several distinct emotions. The communication could get a bit confusing.

1

Other classification methods for the ads include placing then according to either the media used ( print, TV, guerilla, interactive, etc.) or the type of mechanism used in the ad/campaign to communicate with the viewer (argument, testimonials, narrative, etc.)

Argument

Narrative

Testimonials

Print

TelevisionGuerilla

Interactive

2

3

Other classification methods for the ads include placing then according to either the media used ( print, TV, guerilla, interactive, etc.) or the type of mechanism used in the ad/campaign to communicate with the viewer (argument, testimonials, narrative, etc.)

The interactive piece will also act as a dictionary, a lexicon of all the technical terms used in the analysis of the ads. Users will be able

to access the definition of all the mechanisms evoked in each description.