UNSPEAKABLE
TRUTHS
Diagnosing emotions in advertising with
Neuroscience and A.I.
Contributors

A decadeslong backstory
Emotions create
memories that build
lasting brand impact
Diagnosing emotions
can be challenging
through consumer
research2

Our approach uses two “System 1” technologies
1. Neuroscience: Facial expression coding  Emotional Response

2. Artificial Intelligence: NeedScope AI  Emotional Positioning3

We endeavored to answer 3 broad questions:Do emotions help ads
succeed in China?

Do certain types ofemotion work better forcertain styles ofadvertising?

If the emotions in an adalign with brand’s position,
will it amplify advertisingsuccess?
4

When consumers come out of an ad viewing experience with apositive feel they are likely to better engage with your ad
ADValence bottom 30

Valence top 30

NET POSITIVEFEELINGS ADEFINITE
ENHANCER FOR
ADVERTISING
SUCCESSVALENCE MORE
Ad performance is Cut through measured using a System 2 approach.
Valence is NET positive facial expression using a System 1 approach (Positive minus negative facial response).

It’s not just about getting the audience to smile
While our focus tends to be on
extent of positive emotions, it
might be more than smiles

ADSmile bottom 30

Smile top 30

Watch out for negative
emotional response to yourads

Frown top 30

Frown bottom 30

FROWN
Ad performance is Cut through measured using System 2 approach. Smile and Frown measured
through Facial coding
LESS(System 1)
SMILE MORE

Though emotional response for advertising success could differ
by advertising task
PROBLEM-SOLUTION ADS

THEMATIC ADS
Augment positive emotions and minimize
negative emotions equally

Smile bot 30

Smile bot 30

ADImportant to minimize negative emotions

Smile top 30

SMILE MORE

Frown top 30

FROWN
LESS

Frown bot 30

Smile top 30

SMILE MORE

Frown top 30

Frown bot 30

FROWN
LESS

Ad performance is Cut through measured using System 2 approach. Smile and Frown measured through Facial coding (System 1)

Also negative emotional response work differently on advertising
performance metrics
UNDERSTANDIN INVOLVEMENT WITH BRAND LINKAGE
GAD

AD

More than a lackof claimed
understanding,frowns could
lead to lower
involvement andlower brandedmemories
Frown top 30

FROWN
LESS

Frown bottom 30

Frown top 30

Frown bottom 30

FROWN
LESS

Frown top 30

Frown bottom 30

FROWN
LESS
Ad performance is Cut through measured using system 2 approach. Frown measured through Facial coding (System 1)

Emotional response to ads - what have we learned so far?
• Positive emotional response gives higher probability for advertising
success.
• Role of emotions differ by advertising task. Minimizing negative
emotions could be more important in certain situations.
• Negative emotions play out differently – more than creating
comprehension issues, they are likely to lower involvement with the adand brand linkage.

Hence advertising success is about nuances of emotional
response and understanding which emotional nuance toleverage…

Measuring emotional positioning and alignment with the brand
STEP 1. SCAN

STEP 2. AGGREGATE

Ad frames NeedScope A.I.

STEP 3. COMPARE

STEP 4. CLASSIFY

Brand positioning

Pre-test scores*(NeedScope)

BRAND A, Ad 1
BRAND A, Ad 1

BRAND A
BRAND A, Ad 2

BRAND A, Ad 2

BRAND B
BRAND C
BRAND D…

* Pre-test scores: 276 cases, from personal care, food & beverage, automotive and apparel, both finished film and animatics. A.I. Scan for finished films.

BRAND B
BRAND C
BRAND D…

11

Affiliative ads, especially upbeat, fun (“yellow”) generally dobetter on ad performance

ADAware. Index
SmilePeace, caring

Relaxed, friendly

Upbeat, fun

Energised, dynamic

Power, assertion

AFFLILIATI
VE
Ad performance is Cut through (System 2). Smile measured through Facial coding (System 1)

Competence, focus

INDIVIDUALISTIC

AmbiguousWhile Ads showing affiliative emotions generally do better,
performance improves when aligned with brand position
AD PERFORMANCEADPERFORMANCEBrand Affiliative& Ad not Affiliative

116

104
Ambiguous
96111659611193

Brand Affiliative& Ad Affiliative
AFFLILIATIVEINDIVIDUALISTIC
13

Timberland – A USE CASE
EXAMPLEWhile ads showing affiliative emotions generally do better, performance
improves when aligned with brand position
CHAPTER
1

Frown Line – Chapter 1
Complexity of storyline

Emotional Response

CHAPTER
2
Emotional
Response

Frown

Frown

Smile

Smile
Frown Line – Chapter 2
A more single minded storyline

Impact-Understanding,
Persuasion

Impact-Understanding,
Persuasion
15

Overall ad performance is helped by the fact that both ads alignstrongly with the brand’s emotional position
Emotional
positioning – Chapter
1

Emotional
positioning – Chapter
216

What we would like to leave you with….

System 1 andAI makes
emotionsmeasurement
stronger andquickerRole ofemotions
differ byadvertisingtask

Understanding
negative
emotions as
crucial as
positive
emotions

Triggering
specific
emotional
need states
gives higher
chance ofsuccess

Aligning ad’s
emotional
position withthe brandposition helps