When an individual is exposed to an advertising message, they can experience a whole range of feelings and emotions that constitute what is known as an emotional response. This response, depending on its nature, has the power to greatly influence the effectiveness of an advertising campaign as well as the perception of the brand being promoted. Sometimes this emotional response is negative, which can damage the image of the brand or the advertiser. Analyzing these emotional responses is crucial in evaluating an advertising campaign.

Today, it is possible to measure such emotional responses using specialized applications or advanced technologies. A concrete example of this approach is facial coding, a method used in the field of marketing. A relevant illustration would be Bentley’s campaign, which offered a car model based on the emotional profile detected in individuals when they watched an advertising video. This approach provides a concrete insight into how emotional responses can be evaluated in relation to the broadcast of a commercial.