Emotional advertising is combined with special activities.

One night, an old couple was having dinner when the phone rang. The old lady went to the other room to answer the phone. After returning to the dining table, the old man asked him, "Who are you?" The old lady replied, "It's my daughter." The old man asked again, "What can I do for you?" The old lady said, "No."The old man was surprised and asked, "Nothing? Called for dozens of miles? " The old lady choked and said, "She says she loves us!" The two old people were relatively silent and excited. At this time, the commentator said, "Call to send your love!" This is a classic family advertisement of American Bell Company. Advertising is just a very common life scene. The beauty of a daughter calling her parents is that she conveys an emotion to her parents. She loves her parents. Generally, we only call when we have something to do, so the old man will be surprised that his daughter has nothing to call. After the old lady told him, they were all moved by this deep love. Why don't they love their daughters themselves? I just never wanted to express it in this way, so Bell told us to use the phone to express love. The whole advertisement gives people the feeling of a peaceful and harmonious life scene, but it brings people a surging trend of thought about love.

A loving couple walked hand in hand for seven years. One night before going to bed, the wife asked her husband, "Will we die together, just like we got married at the same time?" Looking at his wife's misty eyes, the husband hugged his wife and said with a deep smile, "Wait for me in heaven first, so that you won't see me die ..." The wife cried with her husband in her arms. This is the corporate image advertisement of Prudential Life Insurance Company in the United Kingdom, "Sincerity begins with listening". The eternal love between husband and wife is touching. It is also a very common scene. The common conversation between husband and wife, combined with the corporate image, can make people feel good about the company and make people feel emotional.

"My site, listen to me" is an advertisement in China Mobile M-Zone, which reflects the attitude towards life. M-Zone is a communication product for fashionable young people. In addition to simple communication functions, it also designs novel and interesting additional products that many young people like, such as color ring tones, multimedia messages, GPRS networks, games and so on. And its advertisement "My site, listen to me" reveals young people's flamboyant personality, so it quickly won the universal love of young people and became an autonomous region for young people's communication. Be sure to have true feelings and avoid false feelings. Emotional advertisements rely on emotions to impress people. If there is no true feelings in advertisements, only high-sounding empty words or false feelings, then such advertisements are not allowed.

Once upon a time, there was a pattern in domestic mobile advertising, which used the feelings of young men and women to interpret products, which was basically a gender story. It is called a gender story because there is only one man and one woman in the advertisement, and then a little story happens, but such a story doesn't make people feel that there is real emotion in it, just like the advertisement of the golden partner. Due to the success of melatonin advertising (melatonin was rated as one of the top ten vulgar advertisements in that year, however, it still played a great role in promoting sales), many advertisements aimed at giving gifts appeared one after another, and the golden partner was one of them. It gives gifts to everyone, such as father, mother, uncle and aunt. It seems to be a "dog skin plaster" in the gift industry. Consumers will probably think: Why use your golden partner to give gifts? We can't see any affection, friendship or any kind of emotion in such advertisements. What we see is only empty gift-giving films, and China's culture of "reciprocity" for thousands of years has been destroyed.

On the contrary, a few years ago, the advertisement of Diao brand washing powder "Laid off" was a very touching advertisement. The young mother was laid off and ran around looking for a job. The sensible little daughter felt sorry for her mother and helped her wash clothes. Innocent and lovely children's voice said: "Mom said that' carved brand' washing powder can wash a lot of clothes with a little bit, which can save money!" The curtain bounced gently, but mother returned in vain. She was about to kiss her beloved daughter in the sleeping center when she saw her daughter's message-"Mom, I can help you with your work!" " "Tears of the young mother * * can't help rolling down. Although this advertisement has also attracted some criticisms, saying that it uses the tears of laid-off workers to make money, it is indeed a very touching advertisement. It doesn't matter what you make money with. What's important is that this is a very touching advertisement, which combines products and emotions on the basis of reality. Some people in Zhao Benshan say that he put the image of China farmers on the stage to make fun of everyone, but his artistic status is recognized. Grasp the boundaries of feelings and avoid immoral content in advertisements.

Emotional advertising creativity should also pay attention to grasp the emotional boundaries to avoid immoral content in advertisements. China's traditional feelings are relatively reserved. When expressing love, it may be just a affectionate eye, or a hug, far less unrestrained than westerners. There are many creative advertisements in the west, which are not needed in the China market. Therefore, we can learn from the creative methods of westerners, but we can't copy their creative contents. Although with the mutual penetration of popular culture, countries will inevitably absorb some foreign cultures, but the boundaries of feelings should be grasped.

Here is a case of Coca-Cola advertisement: when the heroine is playing video games with her boyfriend at home, she asks him if he wants a can of Coca-Cola, and he agrees. But the heroine found that there was only one can of Coca-Cola left in the refrigerator, and she decided to share it with her boyfriend, but her boyfriend actually grabbed the Coca-Cola and prepared to drink it all at once. In a rage, the heroine threw her selfish boyfriend into the pool outside the window, while she stood by the window, enjoying Coca-Cola alone.

This idea aims to tell people that modern young people have their own criteria for judging everything in life and will not compromise easily. But I dare say that most people in China won't see the theme of "don't compromise easily" after watching this advertisement. On the contrary, we saw a couple of young people fighting over a can of coke. One of them threw the other into the pool and enjoyed the coke alone. When others emphasize that "good things should be shared together", Coca-Cola tells people to try to enjoy it alone. Perhaps its starting point is good and it is not easy to compromise. Young people do have this spirit, but it is not properly expressed. Although it is called "love", it does not actually grasp the boundaries of feelings, and as a result, love becomes immoral. Avoid cultural conflicts.

Advertising strategy pays attention to localization, and advertising creativity should also be localized. Different nationalities have different traditional cultures and beliefs. Therefore, when advertising, we must understand the local customs and avoid conflicts with the local culture. Especially when carrying out emotional advertising creativity, advertising creators should first understand the local customs, and don't make an advertisement that is spurned by consumers, which not only harms the interests of advertisers, but also hurts the feelings of consumers.

Two years ago, a Japanese brand car made a fatal mistake in China. The main reason is that it ignores national feelings, history and the national spirit of China people. When Japanese products are sold in China, everything needs to be cautious. However, that brand has violated this taboo and even made the lion representing the king in China kneel down to the brand's car, which has seriously hurt the feelings of the Chinese nation. Coupled with the subtle relationship between China and Japan, as soon as the advertisement was put into the media, it immediately caused an uproar and was opposed by countless consumers. Soon, the advertisement was banned, and the advertising company and advertiser who made the advertisement publicly apologized to the brand car.

In bos frontalis, it is regarded as a kind of god, so there must be no disrespect for cattle in advertisements in the Indian market. In the United States, racial discrimination is a very sensitive topic, so we must avoid racial issues when advertising creativity. These are obvious and easy to think of, and there are some hidden problems that need to be carefully discovered by advertising creative personnel. The creativity of emotional advertising must be absolutely localized, and the consequences of accidentally stepping into the restricted area are unimaginable. Using people's emotions can make a brand successful, but it can also destroy a brand. After all, emotion is the most powerful thing that human beings have.

On the contrary, Coca-Cola began to express its products in China with the folk customs of China, trying to make the enterprise closer to people's hearts. In 2005, AIA launched the brand promotion activity of "Originating from China" in Chinese mainland for the first time, which left a deep impression on consumers with its striking AIA Red, the door with China traditional characteristics and the distinctive slogan of "The world insurance giant-Originating from China". According to the market survey after advertising, consumers have a high recall rate of AIA's advertising pictures and messages, and their brand impression of AIA has also been greatly improved. AIA was also rated as one of the most influential multinational companies in 2005, which was a victory of national sentiment.