Pride
Ads and videos written to this emotion: 84. 70 make the Say move, 9 make the Avoid mistake.
The Emotion Map's entry, written for B2B buyers.
What it is
The glow of having earned something through your own effort. It's about the work, not being better than anyone.
Where it shows up
When the client's own team hits a number it worked toward.
Sounds like
"Our team did this."
Say
Give the credit to the client's team, and make the case study about them.
Avoid
Taking the credit. A win the supplier claims stops feeling like the client's win.
In consumer ads
Say: Give the credit to the customer's own effort: the meal they cooked, the distance they ran, the home they built. The product helped; they did it.
Avoid: The brand taking the credit. A win the product claims stops feeling like the customer's win.
Doing it right
Ads that make the Say move.
Am I proud home canning poster
The headline AM I PROUD and her own line about fighting famine by canning food at home put the credit for the war work on her jars and her effort.
Sohar International: Retirement account, after years of giving
'بعد سنوات من العطاء' credits the retiree's own working years, and the bank arrives second with a thank-you, so the glow belongs to the customer, not the brand.
Boy, did we do a day's work poster
The grinning old worker's own words, 'Boy, did we do a day's work', credit the shift's output to the workers' effort, echoed by THEY GIVE THE JOB ALL THEY'VE GOT.
Arabian Oud: worth that gets recognized, not announced
The line 'Worth isn't announced. It's recognized.' credits the wearer's own worth, and the frame of one man alone on a cliff shows no bottle or logo to take that credit.
A quoted Army Air Forces report has the B-26 the workers build survive 30 Messerschmitts, send 3 down and fly proudly home, so the credit goes to their own craftsmanship before the ask for more.
Sunlight soap ad, al-Musawwar 1945
A British mother tells how a soldier called her white apron her war uniform, so the credit goes to her night-canteen work, and Sunlight arrives only at the end, apologising for being scarce.
"I'm building the ships we need to win" poster
The headline is the shipyard worker's own first-person claim, 'I'm building the ships we need to win', with the hulls he works on behind him and the Maritime Commission signing only at the foot.
Yardley cosmetics ad, Bint al-Nil 1950
The payoff line, 'tomorrow your mirror will tell you that you did well', credits the reader's own night routine, and the headline keeps the beauty hers, with Yardley only revealing it.
Home canning campaign piece: I'm fighting famine
The homemaker boasts in her own voice, "AM I PROUD", arms full of jars she filled, so the credit for fighting famine goes to her own work at home.
Holeproof stockings ad, Misr al-Hadithah 1928
The line buying Holeproof shows good taste in choosing credits the buyer's own judgement, and the toddler tugging at her lap shows the daily wear her choice will survive.
It gives the farmer's own work the credit: his tractor rides ahead of the tanks and bombers under "FOOD COMES FIRST", so the war's glamour follows his effort, not the other way round.
al-Malika al-Saghira silk fabrics ad, al-Kashkul 1928
Its 'four-month balance sheet' credits Cairo's shoppers, women above all, with the sense to buy Lyon silk direct from the maker, and names the shop only as where that judgment led.
Keep writing your success story with Emirates NBD فصل جديد في قصة نجاحك مع بنك الإمارات دبي الوطني
Lines like a journey well traveled and a story of your making give the credit to the client's own effort, and the bank claims only a supporting role.
اعلان موبايلي اليوم الوطني 88 - الوطن هو انت
It gives the credit to the viewer's own effort, your goals are the song and your achievements the flame, and keeps Mobily out of the praise until the closing line.
أصحاب المشاريع الصغيرة والمتوسطة... لكم من "بيتك" كل الدعم
The film credits the founders' own courage, quitting safe jobs and staying optimistic through hard times, and keeps KFH in a supporting role, offering services 'until you arrive'.
It gives the credit to the viewer, 'مكانتك إنجازاتك تجعلك نموذج نفتخر فيه', and casts the bank only as help for what comes next.
Framing the oil as 'سر طبخك الجديد', the cook's secret for impressing the toughest judges at home, hands the praise to her cooking rather than to the bottle.
It gives the credit to the young people's own drive, the boxer, the singer, the chef, and the brand never claims their progress as its own.
Doing it wrong
Ads that make the Avoid mistake.
Sultana Coffee 'perfect cup of coffee' trade card
George finally praises the cook's perfect cup, and she hands the credit away, 'it isn't me, its the brand', so SULTANA takes the praise meant for her skill.
Nabati al-Sabaa cooking fat ad, al-Kawakib 1959
The copy promises the cook her husband's and guests' praise, then ends the sentence with because it is made with, handing the credit for the meal to the two tins rather than her cooking.
Larkin Club News customer magazine, January 1917
The hostess baked the admired cake, but a walking box of Larkin Shredded Cocoanut strolls in to claim it, and the caption Enough Said hands the box the credit.
Roamer watches ad, Akhir Saah 1966
The headline 'my Roamer, you are my pride' hands the pride to the watch itself, so the glow comes from owning a Swiss product, not from anything the grinning wearer earned.
Sunlight laundry soap ad, Bint al-Nil 1949
The spotless lace dress could be the household's win, but the maid's line hands the credit straight to the return of Sunlight soap, so the brand takes the glow instead of the lady.
بثقتكم..حققنا النجاحات وتخطينا الصعوبات، ووصلنا إلى 15 سنة من الإنجازات.. ومازلنا مستمرين
The film mentions همة موظفين and ثقة مسافرين, but the 15 years of achievements stay the airline's own; travelers are thanked rather than given the credit.
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