How can audiovisual media be used to evoke emotions and reactions in the audience?

0.2 seconds — that’s the time it takes for your communication to capture the attention of internet users.
30 seconds — that’s enough time to hold your audience so they can remember your message.

In other words, it only takes a few seconds for your video to fail. As you can understand, nowadays the exposure time to advertising campaigns is reduced. That’s why your video must be able to evoke emotions in viewers to keep them hooked. The stronger the emotion, the easier the memorization and the recall.

I: The role of emotions in the relationship between the client and the company

Neuroscience reveals that emotions play a crucial role in the relationship between the customer and the brand. This emotional connection is essential at every stage, from purchase to long-term loyalty. Video, as a medium, proves to be the ideal tool to convey these emotions. Indeed, it allows you to play with a wide range of emotions, from humor to tears, depending on the message you want to communicate to your audience. It is also a powerful tool to evoke emotions and reactions in the audience because of its ability to stimulate multiple senses simultaneously.

However, care must be taken, as emotional reactions can flip quickly, potentially ending a relationship with a brand overnight. Still, companies that do not try to create an emotional bond with their audience could end up facing more serious problems, such as lack of connection, which could cost them more than simply trying, failing, and trying again. To increase the chances that your video will work, ask yourself questions about your target; it’s essential to think about them and their sensitivity.

Ways audiovisual media can provoke emotions and reactions:

• Music and sound: The soundtrack of a video or film is essential for creating an emotional atmosphere. Music can enhance tension, increase anxiety, evoke sadness, or provoke joy. Appropriately used sound effects can also strengthen the emotional impact of a scene. Adding voiceover and music in a video generates more engagement and feelings in listeners.
• Visuals: Images and visual sequences play a crucial role in transmitting emotions. Colors, contrasts, camera movements, changes in rhythm — all these visual elements can influence the viewer’s emotions.
• Editing: The editing of a video can help create emotional contrasts, surprise the viewer, or build dramatic tension. The choice of shots, their sequencing, and the duration of shots are all parameters that can influence the emotion felt by the viewer. Fast and dynamic edits can create excitement and tension, while slower, contemplative edits may evoke melancholy or reflection.
• Dialogues and acting performances: Dialogues and acting are key elements for conveying emotions to the audience. The words chosen, their intonation, and the temperament can have a major impact on the viewer’s emotional reaction.
• Storytelling: Telling a captivating story is an effective way to evoke emotions in the audience. A well-constructed script, credible and complex characters, and unexpected twists can create a strong emotional bond between the viewer and the story.

In conclusion, audiovisual media is a powerful tool for evoking emotions and reactions in the audience by creatively and effectively combining visual and sound elements.