Emoción, publicidad y mercadeo: análisis del concepto Top-of-Heart

Abstract

Since the Industrial Revolution in the 18th Century, the relation between producer and consumer have had changed. The competition in this field had increased the obstacles for the producer to sell and for the consumer to choose among a lot of new products to buy. Over the time, industries had to create new strategies, in order to achieve its goal of inducing to the consumer to buy their product. Many years ago, the idea was only to sell the product for obtaining benefits, nowadays, the principal core is to generate a relation with the consumer. Taking that into account, concepts as emotional marketing and emotional advertising are the result of the relevance that has the emotions currently. In this context, top-of-heart is a measure that implies an emotional impact, being a central strategy for the most desired and beloved brands. The central idea of this review is to study the emotions through advertising, taking into account that emotions are used by brands to get a position in the top-of-heart.