Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 2: Content For Emotional Resonance
Tenderness represents another low intensity emotion. But unlike the affective state of liberation, the sensation is triggered substantially by one of the passive distress factors such as sadness, guilt, pity, or embarrassment. It is especially suitable for drama minifilms averaging over 3.5 minutes in duration.
Mood Provoking Devices
Also shown in Appendix B is the impact of five mood-provoking devices used by marketers to evoke emotions: humor, social experiments, amazement, reflective vignettes, and theatrical performances. Humor remains a dominant form of mood setting devices. As of 2023, an estimated 3,000 videos remain on YouTube, Facebook, Vimeo where total views exceed 100K, the vast majority of which are recasts from 30-sec. to 1-min. spot TV commercials. Our own research (Barry and Graca, 2018) found that ten forms of humor operate under three very distinct theories: incongruity-resolution, superiority, and relief-release.
PASSIVE DISTRESS
TENDERNESS
Stories embodying themes of tenderness typically score the highest in comment engagement (both in terms of number of comments and average words per comment). It’s not unusual to find over a million words of YouTube commentary posted in response to these videos as viewers share their own relatable struggles or other heartfelt moments.
Relief-Release (Physiological (Ahh!))
Incongruity-Resolution (Cognitive (Ah-Hah!))
Superiority (Emotional (Ha-Ha!))
The incongruity-resolution theory proposes that we laugh when we see something out of sorts. This comic-wit is cognitive in
Wittiness
Goodness
Irony
Exaggerated Outcome
Generosity
Acceptance
Innocence
Nostalgia
Malicious Joy
Unruliness
Fond Memories
Mockery
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