Emotion Effect

One of the strong TV commercials stuck in my memory is the emotional advertisement of "Zalando". In its humorous TV ads German e-commerce company emphasizes the scream of people receiving the delivered box from "Zalando". The ad shows how husband, suffering from his wife's addiction to "Zalando" shoes and clothes warns other men about the consequences of such addiction.

The ad makes special accent to one of the best advantages of purchase from "Zalando", i.e. the possibility of return of any ordered article free of charge. This free return feature in my opinion has a long-term effect but.... the most impressive thing in any "Zalando" ad is the SCREAM effect.

Instinctively human nature is very sensitive to any loud voice and scream. Prehistorically it determined the readiness to the possible warn. And this is the main reason the ads with strong emotions are easily stuck in our minds. Any of us may know how penetrating is the child cry, hysterical laughter or sometimes even gentle whisper. All these emotional experience has mental effect and which, as a rule, long-lasting impact in our minds.

http://www.youtube.com/watch?v=XHpWoAmVQm8
http://www.youtube.com/watch?v=dnNyy0xzG2k