Is It Normal To Cry During Commercials Emotional Triggers Marketers Exploit

It starts quietly—a child’s voice, a faded photograph, a dog returning home after years. Then, without warning, your eyes well up. You’re not watching a film or reading a novel. You’re sitting through a commercial break. Yet here you are, reaching for a tissue. If this has happened to you, you're not alone. Millions of people report crying during advertisements, especially those tied to major events like the Super Bowl or holiday seasons. But why does this happen? And more importantly, is it normal?

The answer is yes—crying during commercials is entirely normal. In fact, it’s often by design. Marketers have spent decades refining emotional storytelling techniques that tap into universal human experiences: love, loss, reunion, hope, and nostalgia. These aren’t accidental tear-jerkers—they’re carefully engineered moments meant to forge deep psychological connections between consumers and brands.

The Science Behind Emotional Advertising

Emotions play a central role in decision-making. According to neuroscientist Antonio Damasio, emotions are not distractions from rational thought—they are essential components of it. When people make choices, including what to buy, they rely heavily on feelings rather than pure logic. This insight has reshaped modern marketing.

Studies using fMRI scans show that emotionally charged ads activate regions of the brain associated with memory, empathy, and reward processing—specifically the amygdala, hippocampus, and prefrontal cortex. When an ad makes you cry, it’s not just manipulating your feelings; it’s embedding itself into your long-term memory.

A landmark study by the Institute of Practitioners in Advertising (IPA) found that campaigns with strong emotional content outperformed purely rational ones by nearly 2:1 in terms of profitability. Emotion doesn’t just move us—it moves markets.

“People will forget what you said, but they’ll never forget how you made them feel.” — Maya Angelou, poet and civil rights activist (frequently cited in branding literature)

Common Emotional Triggers Used in Commercials

Marketers don’t rely on random sentimentality. They use well-researched emotional archetypes proven to resonate across cultures and demographics. Here are some of the most effective triggers:

• Nostalgia: Ads that reference childhood memories, family traditions, or past eras create a warm, bittersweet longing. Think of Coca-Cola’s “Holidays Are Coming” trucks or Apple’s “Misunderstood” Christmas ad.
• Reunion: Stories of separation followed by joyful return—soldiers coming home, pets reuniting with owners—are classic tear-inducers.
• Sacrifice: Parents putting their children’s needs first, or individuals giving up something valuable for someone else, evoke deep empathy.
• Hope and Resilience: Ads showing recovery from hardship, disability, or grief inspire admiration and emotional release.
• Pet Loyalty: Animals, especially dogs, are emotional powerhouses in advertising due to their symbolic association with unconditional love.

Tip: Recognize when an ad is using emotional manipulation by asking: \"Is this story about me or the product?\" Often, the brand becomes secondary to the narrative.

How Story Structure Amplifies Emotion

Most tear-jerking commercials follow a three-act structure borrowed from cinema:

1. Setup: Introduce characters and establish emotional stakes (e.g., a boy and his dog).
2. Conflict: Create tension—loss, illness, distance, misunderstanding.
3. Resolution: Deliver catharsis through reunion, healing, or realization, often ending with a subtle brand reveal.

This formula mirrors Joseph Campbell’s “Hero’s Journey,” a narrative pattern found in myths worldwide. When advertisers use this structure, they’re not just selling soap—they’re offering meaning.

Real Example: The John Lewis Christmas Campaigns

No brand has mastered emotional advertising quite like UK retailer John Lewis. Since 2007, its annual Christmas ads have become cultural events, routinely reducing viewers to tears.

In 2011, the “The Long Wait” ad featured a young boy struggling to contain his excitement as he waited for Christmas morning to give his parents a gift. The twist? His parents were equally excited to open their present from him. The ad generated over 25 million views and increased sales by 8.6% that quarter.

What made it work? It flipped the typical parent-child dynamic, highlighting mutual love and anticipation. The brand wasn’t mentioned until the final frame, yet its association with warmth, generosity, and family was cemented.

John Lewis didn’t invent emotional storytelling, but it proved that consistency matters. By releasing high-quality, emotionally resonant ads every year, the company built a tradition—one that audiences now anticipate with emotional investment.

Are We Being Manipulated?

Critics argue that emotional advertising crosses ethical lines when it exploits vulnerable feelings—grief, loneliness, insecurity—for profit. A 2019 paper published in the Journal of Consumer Ethics warned that “emotional hijacking” can erode consumer autonomy, especially when ads mimic personal milestones or real-life tragedies.

Consider a 2017 ad by a funeral service company that depicted a man writing letters to his future children before dying of cancer. While praised for its artistry, many viewers felt disturbed by the blurring of grief and commerce.

However, not all emotional advertising is exploitative. When done authentically—with respect for the audience and alignment between message and brand values—it can elevate advertising from mere promotion to shared cultural experience.

“We don’t want people to like our ads. We want them to love them—and remember them.” — Sir Martin Sorrell, former CEO of WPP, world’s largest advertising group

Do’s and Don’ts of Ethical Emotional Marketing

Do’s	Don’ts
Base stories on real human experiences	Fabricate trauma or suffering for dramatic effect
Ensure brand actions match ad messaging (e.g., sustainability claims backed by policy)	Use emotional narratives to distract from poor product quality
Test ads with diverse audiences to avoid cultural insensitivity	Exploit sensitive topics like war, abuse, or terminal illness without purpose
Allow space for viewer interpretation and emotional response	Overwhelm with music, narration, or melodrama

Why Crying Is a Sign of Healthy Emotional Engagement

Tears during commercials aren’t a weakness—they’re evidence of emotional intelligence. Crying is a physiological response to intense feelings, whether sadness, joy, or awe. Psychologists distinguish between different types of crying:

• Sadness-based tears: Triggered by loss or empathy.
• Joyful tears: Released during moments of overwhelming happiness or relief.
• Moral elevation: Tears that come from witnessing acts of kindness or courage.

Many tear-jerking ads aim for moral elevation. For example, Google’s 2020 ad “Loretta,” where an elderly man uses Google Assistant to remember his late wife, didn’t focus on features—it showed technology serving human connection. Viewers didn’t cry because the man was sad; they cried because love endured beyond memory.

Neurologist Dr. Robert R. Provine found that humans are the only species that shed emotional tears. From an evolutionary standpoint, crying signals vulnerability and trust—traits that foster social bonding. When an ad moves you to tears, it’s not just selling a product; it’s inviting you into a shared emotional space.

Tip: If an ad makes you cry, take a moment afterward to reflect: What emotion did it trigger? Was it genuine or manufactured? This awareness builds emotional resilience.

Step-by-Step: How to Process Emotional Ads Mindfully

You don’t need to suppress your reactions—but you can engage with them more consciously. Follow this simple process:

1. Pause the Moment: If you feel overwhelmed, pause the video or step away briefly. Give yourself space to breathe.
2. Name the Emotion: Are you feeling sad, touched, nostalgic, or hopeful? Labeling helps regulate intensity.
3. Trace the Trigger: Was it the music? The storyline? A personal memory the ad reminded you of?
4. Evaluate the Intent: Ask: Does this ad reflect true brand values, or is it borrowing emotion to sell something unrelated?
5. Decide Your Response: Will you share the ad, research the brand, or simply appreciate it as art? Make a deliberate choice.

This practice doesn’t diminish the power of emotional advertising—it empowers you to experience it without being swept away.

FAQ: Common Questions About Emotional Ads

Is it weird to cry at commercials?

No, it’s completely normal. Research shows that over 60% of adults have cried during an advertisement. Emotional sensitivity is a sign of empathy, not immaturity.

Can emotional advertising be harmful?

In rare cases, yes—especially if it triggers traumatic memories or promotes unrealistic expectations (e.g., equating products with love or healing). However, most emotional ads are safe and even uplifting when created responsibly.

Do these ads actually work?

Yes. Data from Nielsen and Kantar shows that emotionally engaging ads generate higher brand recall, loyalty, and purchase intent than informational ones. Feeling connected to a brand increases the likelihood of choosing it—even subconsciously.

Checklist: Evaluating Emotional Ads Like a Pro

Next time you watch a moving commercial, use this checklist to stay aware and informed:

• ✅ Did the story feel authentic, or overly dramatized?
• ✅ Was the brand integral to the story, or tacked on at the end?
• ✅ Did the ad align with the company’s actual practices (e.g., sustainability, inclusivity)?
• ✅ Did I feel manipulated, respected, or inspired?
• ✅ Would I share this ad with someone for its message, not just its emotion?

Conclusion: Embrace the Tears, But Keep Your Awareness

Crying during commercials isn’t a flaw in your self-control—it’s proof that you’re still capable of deep feeling in a world saturated with noise and distraction. The best emotional ads don’t just sell products; they remind us of what matters: connection, memory, love, and hope.

At the same time, awareness is power. Understanding how marketers use emotional triggers allows you to appreciate great storytelling while staying grounded in your values. You can be moved without being misled.

💬 Have you ever cried during a commercial? What was it about? Share your experience in the comments—your story might help others feel less alone in their emotional reactions.