Here we are again, working hard dissecting ads and what triggers emotional activation on different audiences. We still haven’t found the formula for success, but we can definitely tell you what are some great ingredients that will ensure considerable marketing results.

We already discussed the effect that music has on emotional activation (The late Oscar’s night show with…MindProber), and at the beginning of the year we also referred a trend of 2018 – video as the king of advertising and content as the queen! This is an evidence: more and more brands create ads following a clearly emotional and engaging trend story-line based on a well-structured narrative.

A good story which people relate to is more effective in changing attitudes than an ad focusing on the product or brand.

Following from this, we wanted to analyze ads which fall into this new type of category, and present here some insights from an advertisement for a Portuguese retail brand (Jumbo / Auchan Portugal). The ad uses a very simple (yet more famous by the day) formula, which tries to directly strike its audience emotionally – mother-daughter relationship, complicity, daily challenges, learning… and a brand that has everything it takes for that journey.

Some interesting details:

  • The biggest peak of emotional activation for women (yellow line), comes right after the moment of the greater density of negative declarative answers, meaning the moment was successful in engaging its target but the subjective evaluation of the ad probably wasn’t what was expected. We can see that, overall, men exhibited a more positive valence throughout the ad.



  • Another curious aspect is the constant level of activation for men (blue line) during all ad, while in women, the arc of emotional activation is more oscillating. This indicates that the ad resonated more with the female audience in terms of emotional engagement but, as said before, that doesn’t translate directly to a more positive feedback towards the ad.

  • At the end of the ad, there’s a new peak of positive declarative answers, coinciding with the moment when the brand and the ad message appear, which can usually be seen as the result of a summarizing effect coming from the exposure to the video, reinforcing the thesis – content is the queen


Now, why would you leave all these details to luck and focus on post-hoc analysis instead of pre-testing your content with us?