Emotions in Advertising and Their Connection to Consumers

After the Covid-19 pandemic, several brands started using emotional content in their [advertising] spots. These companies focus their campaigns not only on offering a product, but also on triggering a feeling for their brand and creating a moving environment for their current and potential customers. This study analyzes the emotions generated by the campaign, “Este 2022, unidos nada nos podrá vencer” [“This 2022, [if we are] united, nothing can defeat us”]. This study was conducted on engineering students at a private university in Lima to persuade them in their purchase decision. This study is positioned on a phenomenological paradigm and design. Twenty (20) semi-structured interviews were conducted with university students between the ages of 19 to 25 years old. The data was then processed through thematic analysis. This campaign generated the following emotions: were joy, pride, hope, pride (sic), nostalgia, motivation, engagement, and longing to be Peruvian. The spot communicates the integration of people’s diversity and that their services are available for everyone equally, so no one would feel discriminated against.