Here’s a question we get asked sometimes. If emotion is the main driver of advertising effectiveness, and if there’s a common set of universal human emotions – does the same advertising work all around the world?
The answer, of course, is no. We’ve researched almost 4000 ads in 43 countries, and we’ve consistently found that the most powerful and effective commercials are emotional – and use the positive emotions of happiness and surprise. But beyond that emotion is highly culturally sensitive – an ad that makes people happy in one market might leave others entirely cold.
We recently did some self-funded testing work in Thailand and Indonesia to further explore what makes emotional advertising work there. These are the two largest economies in ASEAN (Association of South-East Asian Nations) and Thailand in particular has a reputation as a regional bellwether: what works there ought to work across South-East Asia. Maria…
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