Published Paper Details:

In an increasingly cluttered advertising environment, emotional and creative elements are widely used to capture attention and shape consumer perception. This study examines how emotional cues such as nostalgia, empathy, warmth, and relatability, along with creative elements including humour, music, and visual storytelling, influence consumer recall, brand recognition, and purchase consideration. Adopting a qualitative exploratory approach, the study involved showing five advertisements to participants, followed by semi-structured interviews supported by structured survey responses. The findings reveal that emotional and creative elements significantly enhance advertisement recall and viewer engagement, with music and humour emerging as particularly strong memory triggers. However, the results also indicate that high recall and positive emotional response do not consistently translate into purchase intent, as consumers continue to prioritise perceived product value, trust, and prior brand experience. The study highlights the importance of strategically integrating emotional depth and creative execution with clear brand cues to create advertisements that are both memorable and effective.