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Infusing pasión (passion) into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness

Author

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  • Wood, Orlando

Abstract

Hispanic marketing in the USA has traditionally centred on Spanish language advertisements. But effective advertising may not rely on language or ‘message’. This paper asserts that the most efficient communications are emotional and work by drawing people closer to the brand and enabling fast, emotional and instinctive ‘System 1’ decisions in its favour. This paper shows that communicating a ‘message’ actually restricts advertising's efficiency. If ‘message’ and language are less important than previously believed, the implications are far-reaching for how multicultural advertising is conceived and bought in the USA. This paper suggests that the opportunity for marketers may centre on developing culturally appropriate tactics within an emotion-based advertising model.

Suggested Citation

  • Wood, Orlando, 2014. "Infusing pasión (passion) into mainstream advertising: Using an emotional model to improve the measurement of advertising effectiveness," Journal of Brand Strategy, Henry Stewart Publications, vol. 3(3), pages 212-234, October.
    • Handle: RePEc:aza:jbs000:y:2014:v:3:i:3:p:212-234
    as

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    More about this item

    Keywords

    advertising; emotion; System 1; communications; multicultural; message; ROI; efficiency;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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