Mastering the art of emotion in advertising: A guest lecture by Robert Ng’ang’a
By Leslie Kashando
On March 27, students in the Advertising and Media Audiences class attended a dynamic and insightful lecture titled Emotions in Advertising by Robert Ng’ang’a, an advertising expert.
Robert’s message was clear, ‘make your audience feel more than you make them think’. He emphasized that emotions are more powerful than logic when it comes to advertising because they shape brand awareness, create differentiation, build trust, and ultimately drive sales. Whether it’s joy, nostalgia, excitement, or even fear, emotions influence how consumers perceive and connect with brands. They affect pricing, brand loyalty, and even market penetration.
But this wasn’t just another lecture filled with theory. Robert brought his topic to life with colorful examples, engaging stories, and practical tips on how to craft compelling advertisements that truly resonate with audiences. He explained the science behind emotions, touching on how they trigger neurotransmitters like dopamine and oxytocin, which influence consumer behavior on a deep, psychological level.
Throughout the session, he kept the room energized, answering students' questions with enthusiasm and offering valuable advice on sorting creative ideas, choosing the right emotions for different campaigns, and making advertisements that leave a lasting impression. His colleague, Mr. Ngaruiya, was a fantastic addition to the discussion, providing complementary insights that enriched the experience even further.
By the end of the lecture, students had gained a deeper understanding of how emotions drive advertising success. They left feeling inspired and grateful. “I had a meaningful experience with our guest and I would say his lecture was informative. I didn’t know a lot about emotions in advertising but he made me deepen my understanding and appreciation in the use of emotions in advertising. I also got to understand that emotions play important roles like bringing connections in that it creates a bond between consumers and the audience,” said Dinah Yidah, a student from the class.
