046: Brands on the Brain: The Role of Emotion in Advertising

<div class="et_pb_row et_pb_row_2"> <div class= "et_pb_column et_pb_column_4_4 et_pb_column_2 et_pb_css_mix_blend_mode_passthrough et-last-child"> <div class= "et_pb_module et_pb_text et_pb_text_3 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"> <p>Today’s article focuses on the key idea that how our brain encodes advertisements is more important than the advertisement itself. Researchers conducted two experiments using brain scanning technology and pharmacological treatments to examine how areas of the brain responsible for emotional response and cognition are activated when participants viewed video advertisements.</p> <p>The conclusions from this study reveal that emotion precedes logic, but both are crucial parts in the response to advertising. As copywriters, we want to speak to our prospects’ emotions and minds. Tune in to find out how you can target both responses in your copy to drive sales. </p> </div> </div> <div class= "et_pb_module et_pb_text et_pb_text_4 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"><strong>What To Look For In This Episode:</strong></div> </div> <div class= "et_pb_module et_pb_text et_pb_text_5 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"> <ul> <li aria-level="1">The role of emotion and logic in purchasing behaviors.</li> <li aria-level="1">Two easy ways to use emotion in your copy. </li> <li aria-level="1">How to speak to your prospects’ emotions and minds.</li> </ul> </div> </div> <div class= "et_pb_module et_pb_text et_pb_text_6 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"> <p><strong>Journal Article:</strong></p> </div> </div> <div class= "et_pb_module et_pb_text et_pb_text_7 et_pb_text_align_left et_pb_bg_layout_light"> <div class="et_pb_text_inner"> <p>Brands on the Brain: Neuro-Images of Advertising</p> <p><a href= "https://www.researchgate.net/publication/227582799_Brands_on_the_Brain_Neuro-Images_of_Advertising"> https://www.researchgate.net/publication/227