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Emotion is nothing but a synonym of a feeling. Love, hatred, happiness, sorrow, anger, fear, jealousy and
disappointment are all emotions. All the incidents and circumstances around us
create some emotions. When we recollect something which has happened
in the past it creates some emotion, whenever we think of the future
it creates some emotions. Emotions are important part of every
human's life. We also experience physiological changes, such as feeling
hot; having our heart beat faster, changes in our breathing patterns,
knotting in our stomach, etc. when we feel an emotion. And these feelings
and emotions always impact our decision making.
This article is an attempt to study the use of emotions for
insurance advertising. We can observe that all commercials of
insurance companies are today playing with the emotions of the target
markets and are trying to attract the customers toward their own products.
Such feelings help marketers to build their brands. Brands seek to
create a position for themselves in the minds of the customers and it
is well-known that customers like and use brands rationally as well as
emotionally.
Insurance is a product, which deals inherently with
emotional events like life, death, disaster, etc., and for the same reason most of
the marketers of insurance products use emotions in their
advertisements; the right use of emotions can grab great rewards for the marketers. |
