Brazilian consumers respond best to emotional ads

Brazilians respond best to advertising which have strong emotional appeal according to research across 10 countries conducted by Millward Brown. The report – entitled ‘Global – How cultural differences influence advertising performance” tested 31,000 publicity films form a variety of markets as well as collating pre-existing data and interviewing industry professionals in each country. Brazilians apparently have one of the lowest reactions to rational advertising, unlike countries such as India and China, preferring the more irreverent in advertising.