Article
Take Laughter, Add Tears: The Secret Recipe for the Most-Liked Super Bowl Ads
The Conversation
(2024)
Abstract
Viewers gravitate toward Super Bowl commercials that incorporate both happiness and sadness, our 2023 study shows.
On the other hand, advertisements that blend happiness and fear turn people off.
And people are indifferent to ads that pair happiness with either anger or disgust.
As researchers with extensive experience in consumer behavior, we’ve had the opportunity to delve into the compelling emotional narratives television advertisers try to portray in less than 30 seconds.
Keywords
- marketing,
- advertising,
- emotions,
- Superbowl,
- consumer habits,
- quick reads,
- new research,
- TV advertising,
- research brief
Disciplines
Publication Date
January 9, 2024
Citation Information
Niusha Jones and Anne Hamby. "Take Laughter, Add Tears: The Secret Recipe for the Most-Liked Super Bowl Ads" The Conversation (2024) Available at: http://works.bepress.com/anne-hamby/38/
Creative Commons license
This work is licensed under a Creative Commons CC_BY-ND International License.