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Examples Of Emotion Based Copy

by Michael Taylor
8 replies
An old gem from the 1970s featuring Ricardo Montalban. Somehow, I remembered him talking about rich, Corinthian leather...hhmmm...

If you're interested in examples of emotion laden copy, this is a good example. It reminds me of some of the copy I've read by David Ogilvy. The Rolls Royce ad comes to mind for some reason.

Give it a look and tell me what you think.

#emotional copy #khan #reliant #ricardo montalban #rich corinthian leather
  • Profile picture of the author Michael Taylor
    Here is the David Ogilvy ad I mention in the first post.



    Click image for larger version hosted off site...
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  • Profile picture of the author ntrikate
    I vaguely remember this (wow). I don't know much about emotional copy, but for this commercial its the changing music and his accent that makes it feel "rich" I like that he's describing how the car makes him feel as the car owner, as opposed to "hey, our car has this and that and its shiney and fast!" is that what you mean?
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  • Profile picture of the author Michael Taylor
    Yeah...there's massive difference between presenting fact based, sterile verbiage versus cradling your buyer in lush, emotion based language.

    He's still giving us features, but they're more like benefits since the description is filled with rich, sensory phrasing. You can almost feel the softness the way he talks about it.

    Very smooth copy, and very artful, I think. Same with the Ogilvy ad. Copy written like this is poetry.
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    • Profile picture of the author Lawrh
      Another tidbit about the Cordoba ad, there is no such thing as "Corinthian Leather". The term was made up by the marketing department just for it's sound.


      http://en.wikipedia.org/wiki/Corinthian_leather
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  • Profile picture of the author kendrickyi
    LOL I wasn't born yet haha.
    I think advertising has come a long way, but the basic principles still remain the same. I guess if you want an emotional ad copy, you'll need to make the viewer jealous that you have the product and he/she doesn't have it yet.
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    • Profile picture of the author Michael Taylor
      Originally Posted by kendrickyi View Post

      I guess if you want an emotional ad copy, you'll need to make the viewer jealous that you have the product and he/she doesn't have it yet.
      I've always thought that about testimonials. Their primary use is for social proof, but I think they also can trigger envy. "If Joe Sixpack is getting all these great benefits, I want it, too!"
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  • Profile picture of the author Michael Taylor
    Originally Posted by Traffic-Bug View Post

    Not all copy can be emotion-laden like this. They sometimes need to passive-objective, a presentation of facts and nothing else, and no indication of 'you want to buy this thing' attachment.
    Perhaps. But people buy for emotional reasons. Even a necessary commodity like toilet paper is sold on TV using emotion based language.
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