The emotions ads are written to
Every ad and video in the library is tagged with the one emotion it is written to. 24 of the names come from The Emotion Map, the free report on this site. 10 are the library's own, added because most consumer ads are written to feelings the Map does not name, and each rests on research. A tagged ad either makes the emotion's Say move, makes its Avoid mistake, or does neither clearly.
5,846 of 8,747 ads and videos are tagged. 3,336 make the Say move and 704 make the Avoid mistake.
The Emotion Map covers the 24 feelings of B2B buying. The Consumer Emotion Map covers the 10 feelings consumer ads run on, with the library's data behind them.
Boredom
A restless flatness when nothing holds your attention, even though you're itching for something that would.
Interest
Light, open attention toward something that draws you in.
Curiosity
Interest that grows into a need to know.
Stress
The demands feel bigger than you can handle, but you are still keeping things moving.
Overwhelm
Stress piled so high you freeze up and can't think or get much done.
Anxiety
Tense, unsettled feelings about an uncertain future, with no single clear threat.
Dread
Heavy anticipation of something bad you expect is coming.
Frustration
Hitting a wall you can't move while still wanting what's past it.
Disappointment
The letdown when things turn out worse than you'd counted on.
Resignation
Discouragement hardened into giving up.
Comparison
Ranking yourself against others, pulled between matching everyone and beating them.
Envy
Wishing someone else's advantage were yours.
Admiration
Looking up to someone for what they do or who they are, in a way that makes you want to grow, not take what they have.
Confusion
Not knowing what to make of something.
Cognitive Dissonance
Discomfort when beliefs clash with actions or new facts.
Vulnerability
Putting your real self out there with no promise of how it lands.
Fear
A gut lurch when danger feels right here.
Trust
Letting someone hold something that matters to you, knowing they could drop it.
Regret
Wishing you'd acted differently, knowing the choice was yours.
Relief
The release when a feared outcome passes or a hard stretch ends.
Pride
The glow of having earned something through your own effort.
Betrayal
Broken trust, whether through a dramatic lie or the quieter act of someone slowly ceasing to care.
Not part of The Emotion Map. Written for consumer ads, with the research on each page.
Joy
A sudden rush of delight that makes you feel connected to something bigger.
Belonging
Being your unedited self and wanted anyway.
Desire
Wanting a thing for itself: how it looks, tastes or feels, or the life it opens.
Amusement
Light, playful pleasure when something strikes you as funny, often because it doesn't quite fit.
Nostalgia
A wistful longing for the past.
Excitement
Eager, energized anticipation of something good.
Love
What two people build when they drop their guard, let each other see everything, and handle it with care.
Hope
Wanting a better outcome that is not certain but still possible, and that matters: to get well, to have a child, to pass, to earn more.
Duty
The pull of an obligation to people you belong to (family, country, community, faith), felt as "this is mine to do".
Compassion
Facing someone's suffering as an equal and offering kindness from beside them, not above them.
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