Emotion in advertising persuasion: The case of Social Networks

Advertising is a complex and vast field. Emotion is a notion linked to passion. It speaks of joy, sadness, fear, anger, disgust, surprise. In this spirit, social networks are a new communication space that unites emotion and sensation in advertising. In this research, we have chosen to study these three areas in order to clarify their links, their role, but also their impacts and consequences. The brain is constantly solicited by advertising: at work, at home, in the street, in transport, and on social networks themselves. Brands are trying to send us messages. What are these messages? How do brands manage to convince us, to make us adhere to their vision, to their products? This study tries to understand and explain these relationships: how does the use of emotions in advertising on social networks impact the consumer experience and what are the consequences? We analyze the case of short films on social networks.