As viewers are not readily available in a voluntary information intake mode, rational appeal is expected to be a poor performer in capturing audience attention. When the mental resource devoted to the advertisement is low, the possibility of recall and retention of message, and the subsequent persuasion to act upon them is also low. Therefore, emotional appeal, which is more engaging, is the only way to stimulate emotions that will stick to the memory.

The Bajaj Allianz Child Plan advertisement, in which a small kid is asking his father "Have you planned for my future" or the "Education is Insurance" campaign by Aviva Life are etched in our mind. These are some of the next generation ads used by insurers in order to attract, or we can say induce, the next generation of smart and young parents who have good disposable income and are keen to provide for the secure future of their children. Most of the advertisements are either audio visual or outdoor and are prepared keeping in mind the right emotional appeal. These advertisements, on a cursory survey, reveal that the parents are targeted and reminded of their responsibilities of providing for their children's secure future.

Employing emotional appeal in advertisements is not new to insurers and has been often used. The reasons are not far to seek—insurance is said to be sold and not bought and the category is crowded with large number of products as well as players. The emotional appeal is, therefore, said to be clutter breaking as the message indirectly affects the cognitive beliefs of the customers by entering into their thought process through the feelings route. Insurance campaigns today are designed to carry a realistic feel so that driving home the message becomes easier, without a need to beat around the bush.

But, are they really addressing an existing consumer need? Yes, because, in most financial, or to be specific, insurance marketing situations, companies decide on emotional appeal, only after having arrived at the necessary logic and supporting data to strengthen a decision.

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