Reaching out with a specific message to consumers is the idea of marketing. Advertising is among the most common elements when it comes to marketing a product or a service. There are various ways to provide marketing with a message. A relatively new way that has become larger in marketing is to provide marketing with emotions. It has been shown in several studies that emotions can have a direct or an indirect effect such as ad-attitude and brand-attitude, and that is what our essay is about. This essay will make a research on perfume ads and see if the emotions in the ads have any connection to ad- and brand attitude.

The research began with a preliminary study to make sure that correct ads were selected for the purpose of the main study, which was to gain a greater understanding of how we are positively affected by different emotions in perfume-ads and how it may affect different variables in the effect hierarchy, such as attitude toward the ad, attitude toward the brand and brand awareness. The method that was chosen for the study was quantitative. The main study contained 5 perfume ads where emotions, ad-attitude, brand-attitude and brand-awareness were measured.

The results showed that emotions have a tendency to act as moderating variables when it comes to ad-attitude and brand-attitude. Depending on the design and conception of the ad, the results showed a stronger or weaker correlation between these variables.