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

The Psychology of Copywriting

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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.

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.

What To Look For In This Episode:

The role of emotion and logic in purchasing behaviors.
Two easy ways to use emotion in your copy.
How to speak to your prospects’ emotions and minds.

Journal Article:

Brands on the Brain: Neuro-Images of Advertising

https://www.researchgate.net/publication/227582799_Brands_on_the_Brain_Neuro-Images_of_Advertising

Ambler, T., Ioannides, A., Rose, S. (2000). Brands on the Brain: Neuro-Images of Advertising. Business Strategy Review 11(3), 17–30. https://doi.org/10.1111/1467-8616.00144

Resources:

Register for my workshop – geoffkullman.com/workshop
How To Write Your Own 6-Figure Sales Page
Brand Voice Template

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