Creating Emotional Resonance in Advertising Language Strategies and Consumer Identity

Abstract

This study explores the interplay between language strategies in advertising and consumer identity, focusing on their combined effect on emotional resonance. Through a mixed-methods approach that includes content analysis, surveys, and experimental designs, the research examines how storytelling, metaphors, and informational language strategies impact emotional engagement, brand recall, and purchase intention. The findings reveal that storytelling and metaphorical language significantly enhance emotional resonance, with advertisements employing these strategies evoking stronger emotional responses and higher engagement scores compared to informational ads. The study also highlights the critical role of consumer identity in moderating the effectiveness of these language strategies. Advertisements that align with the consumer’s self-concept and social identity are perceived as more relevant and compelling, leading to better marketing outcomes. Furthermore, the research underscores the importance of cultural context, showing significant variations in how language strategies are received across different cultural settings. These insights provide valuable guidance for advertisers and marketers seeking to enhance the emotional appeal and effectiveness of their campaigns.