Excitement
Ads and videos written to this emotion: 602. 376 make the Say move, 2 make the Avoid mistake.
What it is
Eager, energized anticipation of something good. It feels like anxiety in the body, but the story is hopeful. It is strongest for things people will do, not things they will own.
Where it shows up
A launch, a match, a concert, a sale opening, a new route, a film premiere, a trip being booked.
Say
Lead with what will happen, then close with the date, the time and one step to be there: book, register, set a reminder. The date and time turn the feeling into a plan.
A firm mailed flu-clinic reminders to its staff; a prompt to write down the date and time they would go raised vaccination by 4.2 points on a 33.1% base, while a date alone added 1.5 points, not a significant gain (Milkman and colleagues 2011, 3,272 employees). Limit: one US firm and a health visit, not an ad.
Avoid
Promising specifics the day will not keep: an act not yet booked, a feature the ad shows but the product lacks, a "last chance" that moves, a countdown that restarts. Obvious, playful exaggeration is fine; a claim people can check has to be true.
Higher expectations went with higher satisfaction, not lower, and only 2 of 99 studies found the reverse; satisfaction tracked how the product performed (Schiebler and colleagues 2025, 150 records, 58,597 people). Limit: mostly surveys, and very large gaps between promise and product could not be tested.
The UK advertising code allows obvious exaggeration people will not take literally as long as it does not mislead, requires proof for claims people will take as fact and bans falsely saying an offer is available only for a limited time (CAP Code, rules 3.2, 3.7 and 3.30). Saudi Arabia's E-Commerce Law bans false or misleading claims in electronic ads (Article 11).
Sources
- Milkman, Beshears, Choi, Laibson and Madrian (2011). PNAS 108(26).
- Schiebler, Lee and Brodbeck (2025). Journal of the Academy of Marketing Science 54(1).
- Committee of Advertising Practice. UK Code of Non-broadcast Advertising (CAP Code), Section 3, rules 3.2, 3.7 and 3.30.
- Kingdom of Saudi Arabia (2019). E-Commerce Law, Royal Decree M/126. Article 11.
Doing it right
Ads that make the Say move.
Alinma Bank: Card spending abroad moves you toward the race
It shows friends already on the move and a car climbing the tracker, then gives the dates, 15 September to 15 November 2026, and the one step: register in the app.
"A touch of brimstone" comedy play poster
One drawing of a man between two women states the comedy, then the type answers in order: opens Wed., March 3, evenings at 8:30, 25c to 55c, at the Columbia.
Alinma Bank: Spend abroad, compete for a Doha or Abu Dhabi race
It leads with being at the race and closes with what it takes to get there: the dates 15 September to 15 November 2026, registration in the app, and card use abroad.
Canada's Great Industrial Fair broadside, Toronto
A ring of pictures shows what visitors will see, from livestock to racing and fireworks, then the red dates, Sept. 3rd to 15th, and cheap excursions on all railways answer when and how.
Mutiny on the Bounty film ad at Cinema Metro, al-Kawakib 1963
Brando in an officer's coat embracing an island woman promises adventure and romance, and the top line gives the step: from Wednesday 3 April at Metro in Cairo and Alexandria.
Federal Theatre Marionettes "A Christmas Carol" poster
A horn player striding over rooftops announces the marionette Christmas Carol, and the black band carries afternoons at 2:30 on six December dates, with admission 25 cents in its own tab.
Mickey magazine Tunisia issue ad, al-Kawakib 1964
It leads with what comes next, Mickey's tour of Tunisia, land of generosity and olives, then closes with the day and price: out Thursday 4 June for 30 milliemes.
Campbell Playhouse Algiers radio broadcast newspaper ad
Orson Welles in 'Algiers' with Paulette Goddard comes first, then tilted TONIGHT and WABC 8 TO 9 cards give a curtain time and one step: tune in.
Samir children's magazine free board game ad, al-Kawakib 1964
The Halma board gets a holiday to fill, 'a gift to spend the Eid al-Adha holiday with', then the step: wait for it with the issue of 19 April 1964, 30 millimes.
Charles Leroux parachute flight flyer
It leads with what will happen, a solo climb to 5000 feet without a gondola and a parachute drop, then gives Sunday 10 September at 4 o'clock, seat prices and advance tickets at Stude's confectionery.
Samir magazine Adham adventure ad, al-Kawakib 1967
It leads with Adham the clever hero on Treasure Island, adds the stamp contest and 90 prizes, then closes with the date and step: wait for Sunday 1 October 1967, 30 millimes.
Spelterini and Leona Dare balloon show poster
It leads with the startling ascent, a woman hanging below a vast balloon, then closes with six Saturdays from June 2, five o'clock, one shilling, or 1/6 return from London including admission.
روح العيد | سيرك دو سوليه في موسم جدة
It leads with what the night will hold, fire, rings and acrobats, then closes with the dates, the venue and one step: book your ticket at jeddahseason.sa.
It builds the countdown with 'حاضرين؟ مستعدين؟' and fan energy, then closes with what happens and exact dates, 23 to 30 October, so the anticipation has somewhere to go.
It leads with the trip, Moscow's domes and squares, then closes with the full terms, 10GB for 30 days at 299 riyals, and the website to act on.
It leads with what the family will do on the break, fishing, food, events, stars, and anchors it to a date everyone knows: next week's school holiday.
سجّل بالحملة وخلّك من بين 12 فائز ⚽
It leads with what winners will do, fly business, stay in a luxury hotel, watch the World Cup, and closes on the one step to take: register and use the card.
فعاليات وأماكن متنوعة تخلّي رحلتك أجمل 😍
It leads with what the trip will be, yachts, white lanes and open sea, and closes on a single step to be there, 'احجز رحلتك الآن', without promising dates or prices it does not state.
Doing it wrong
Ads that make the Avoid mistake.
No ad in the library does this yet.
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