Neurocommunication and Emotional Advertising: Exploring Neuromarketing Techniques to Optimize Advertising Campaigns

Abstract

This research project aims to analyze the impact of emotional advertising messages, designed with neurocommunication principles, on the brain responses and decision-making processes of consumers, in comparison with more rational messages. In the advertising field, for the success of a campaign, capturing attention and establishing an emotional connection with the target audience, are essential. Emotional advertising has become an essential tool to connect emotionally with consumers, since the sale of products and services are considered constant challenges in the advertising sector. Based on the direct interaction between communicologists, creatives, and clients, there is a growing interest in neurocommunication, whose discipline studies how the brain processes information during the communication of a brand to its target market; offering a valuable perspective to understand and improve the effectiveness of these campaigns.

Through the utilization of the Eye Tracking neuroscientific technique, the study delves into the exploration of the relationship between visual attention, emotions, and purchasing decisions. Identifying influential visual factors through the study of heat maps and quantitative analysis, contributing to a deeper understanding of consumer behavior. Furthermore, the research seeks to identify patterns and trends based on Neuromarketing principles, facilitating the adaptation of communication strategies to optimize emotional connection and campaign effectiveness.

As research in the advertising industry continues to evolve, it is crucial to analyze the efficacy of communications carried out by advertisers to ensure that communication objectives are being met. This study provides valuable insights into the evolving landscape of advertising research, from its historical roots in the 19th century to the application of neuroscience techniques in modern marketing communications, leading to the emergence of neuromarketing. By analyzing the effectiveness of emotional advertising and its impact on consumer decision-making, this research contributes to a deeper understanding of the intersection between neuroscience and marketing, ultimately enhancing brand communication and fostering deeper connections with consumers.