The Use of Emotion as a Successful Marketing StrategyIn a 2013 advertisement for Pearl Izumi running shoes, a jogger, wearing a pair of blue Pearl Izumi shoes sky, appears to be stopped on a trail and performing CPR on his yellow Labrador who is lying on the ground beside him. Above the jogger and his dead dog, there is a bright red box in the upper left corner that reads "CAN YOU MANAGE THE DISADVANTAGES OF RUNNING MORE EFFICIENTLY?" in bold white letters. Also, in the bottom left corner of the ad it says “RUN LONGER”. again in bold white letters. Below, the ad has a section in very small print that contains several important phrases, including "Project EMOTION is not for the faint of heart" and "Of course, not everyone will appreciate your increased efficiency, but ironically , not everyone is born. run like an animal. The last line that says "run like an animal" is printed in dark red letters, unlike the rest of the paragraph, which is printed in white. Throughout the ad, the company logo appears a total of four times: once in black on the blue running shoe worn by the jogger, once in bold white letters in the lower right corner, once in thin white font in the lower left corner as part of the Pear Izumi 'Project Emotion' website URL, and once again in bold, white font directly below. Controversial ads like this often attract viewers by eliciting or eliciting an emotional response that can potentially cause the company's name and product to stick in our lasting memory rather than our fleeting attention and inspire us to to deepen the purpose and uniqueness of the company. marketing strategies. After review...... middle of paper ...... towards healthy pets. In conclusion, our emotions can be affected by many factors, including colors, past experiences, morals or values, lifestyles, and opinions. . As noted previously, consumers tend to be an extremely opinionated group, and their decisions regarding a wide variety of products are easily influenced by how the advertising describes the use of the product. Practitioners have realized that understanding the dynamics of activities such as emotional experience can help develop a marketing strategy (Mizerski & White, 1986). Ultimately, these Pearl Izumi running shoes are the key to breaking free from emotional constraints by allowing you to continue running faster and faster away from anything that might hold you back as well as proving your loyalty and dedication to business, the sport of running. , and also to your beloved canine companions.