I sat down this morning to write about emotional coding in advertising. Wanted to use a Canva ad I’d seen yesterday as an example.
Couldn’t remember a single thing about it.
Not the story. Not the message. Not even what problem it claimed to solve. Just the logo at the end and a vague sense of... something happening on screen.
That’s not a memory problem. That’s a coding problem.
Because here’s what most marketers miss: triggering emotion isn’t the same as encoding emotion. You can make people feel something in the moment and leave zero trace in memory. You can stimulate without imprinting. You can shock, confuse, or provoke and still be completely forgettable.
Real emotional coding doesn’t just activate feelings. It attaches those feelings to fundamental human drives. The deep psychological forces that shape how we see ourselves and move through the world.
Miss that connection, and you’re just making expensive noise.
What Emotional Coding Actually Means
Emotion is how the brain decides what’s worth remembering. It’s a tagging system. “This matters. Store this. You’ll need it later.”
But not all emotions code into memory equally. Surface reactions fade fast. Confusion, mild surprise, random amusement. The brain processes them and moves on.
What sticks are emotions connected to something deeper. To drives. To the fundamental motivations that govern human behavior.
These drives are multidimensional. Each one has an opposite, a shadow side. Jung saw this in human psychology: we carry both the persona (the acceptable face we show the world) and the shadow (everything we deny or suppress). The same duality exists in our drives.
Curiosity has contentment. Competition has forgiveness. Independence has connection. You can express one side or suppress it in favor of the other. Express curiosity and you speak to exploration. Suppress it and you speak to gratitude for what already is.
Both code memory. Both drive behavior. Both are strategic choices.
The best advertising doesn’t just trigger feelings. It speaks to these drives. The things we’re reaching for or running from. The parts of ourselves we’re trying to express or the parts we’re afraid to acknowledge.
That’s where emotional coding happens. That’s where memory structures form. That’s where brands stop being wallpaper and start meaning something.
The Sixteen Drives That Code Memory
Psychologist Steven Reiss identified sixteen core human motivations through extensive research. Each one has two faces, like Jung’s persona and shadow. Each can be expressed or suppressed. Each creates distinct emotional territories. Each codes memory differently.
Here’s the complete map:
1. Curiosity
The need for knowledge and truth.
Express it: Learn. Explore. Discover. Think independently. Question everything.
Suppress it: Accept what you know. Be satisfied. Trust without questioning.
Codes as: Discovery, growth, intellectual stimulation, contentment.
In practice: The New York Times expresses curiosity (”The truth is worth it” - investigate, question, find facts). Trump’s “fake news” narrative suppresses it (believe me, don’t question, accept what I tell you).
2. Acceptance
The need for approval and positive self-regard.
Express it: Fit in. Belong. Avoid criticism. Seek approval. Be part of the group.
Suppress it: Be yourself. Stand alone. Value authenticity over acceptance.
Codes as: Belonging, validation, authenticity, self-acceptance.
In practice: Shein expresses acceptance (wear what’s trending, follow TikTok, fit in cheap). Diesel suppresses it (be stupid, reject conformity, stay authentic).
3. Order
The need for organized, stable, predictable environments.
Express it: Plan ahead. Stay organized. Follow rules. Seek stability. Avoid chaos.
Suppress it: Embrace spontaneity. Welcome change. Break convention. Imagine possibilities.
Codes as: Security, structure, flexibility, innovation.
In practice: Notion expresses order (organize your entire life, structure everything). Miro suppresses it (embrace the storm of yellow post-its, random associations, organized chaos).
4. Saving
The need to collect and value material goods.
Express it: Collect. Save. Preserve. Be prepared. Build security through resources.
Suppress it: Give freely. Share generously. Value experiences over possessions.
Codes as: Security, preparation, generosity, altruism.
In practice: Investment platforms like Vanguard express saving (accumulate wealth, build long-term security). Trading apps like Robinhood suppress it (trade now, live for today, YOLO).
5. Honor
The need for loyalty to one’s parents and heritage.
Express it: Respect tradition. Honor heritage. Follow moral codes. Uphold duty. Value loyalty.
Suppress it: Live for today. Have fun. Don’t take life too seriously. Make your own rules.
Codes as: Legacy, tradition, joy, freedom.
In practice: Jeep expresses honor (heritage since 1941, duty, tradition). Mini Cooper suppresses it (go kart fun, playful, reject boring sensibility).
6. Idealism
The need for social justice and fairness.
Express it: Fight for causes. Make the world better. Stand for justice. Be principled.
Suppress it: Take care of yourself. Put yourself first. Enjoy what you’ve earned.
Codes as: Purpose, activism, self-care, reward.
In practice: Renewable energy companies like Tesla Solar express idealism (fight climate change, invest in the future). Fossil fuel companies like ExxonMobil suppress it (affordable energy today, keep your costs low, practicality first).
7. Social Contact
The need for relationships with others.
Express it: Connect. Build friendships. Be part of a community. Enjoy company.
Suppress it: Value solitude. Protect privacy. Be self-sufficient. Stand alone.
Codes as: Connection, belonging, independence, privacy.
In practice: Social platforms like Instagram express social contact (connect with everyone, share your life). Privacy-focused apps like BeReal suppress it (authentic moments, close friends only, anti-social-performance).
8. Family
The need to raise one’s own children.
Express it: Nurture others. Put family first. Care for children. Sacrifice for loved ones.
Suppress it: Put yourself first. Prioritize your needs. Receive care rather than give it.
Codes as: Caregiving, nurture, self-worth, independence.
In practice: Johnson & Johnson expresses family (caring for loved ones). L’Oréal suppresses it (”Because you’re worth it”).
9. Status
The need for social standing and wealth.
Express it: Achieve recognition. Display success. Earn prestige. Stand out. Win respect.
Suppress it: Stay humble. Value equality. Put virtue above wealth. Live simply.
Codes as: Achievement, prestige, humility, equality.
In practice: Luxury brands like Balenciaga express status (logo saturation, flex culture, visible wealth). Brands like Muji suppress it (no-brand goods, functional simplicity, reject display).
10. Vengeance
The need to win, compete, and get even.
Express it: Compete fiercely. Win. Get ahead. Don’t let others beat you. Prove yourself.
Suppress it: Forgive. Find common ground. Promote peace. Accept others’ success.
Codes as: Competition, drive, peace, acceptance.
In practice: Nike expresses vengeance (beat the competition, defeat opponents, just do it). Alo Yoga suppresses it (mindful movement, accept your body, peace over performance).
11. Romance
The need for sex and beauty.
Express it: Seek beauty. Pursue intimacy. Make things attractive. Form over function.
Suppress it: Value substance. Function over form. Be modest. Avoid superficiality.
Codes as: Desire, beauty, intimacy, practicality.
In practice: Lingerie brands like Victoria’s Secret express romance (sex appeal, beauty, seduction). Body-positive brands like Aerie suppress it (real bodies, comfort, substance over superficiality).
12. Eating
The need for food.
Express it: Enjoy food. Indulge. Savor taste. Celebrate eating. Nourish yourself fully.
Suppress it: Show restraint. Eat simply. Practice discipline. Control appetite.
Codes as: Indulgence, pleasure, discipline, health.
In practice: McDonald’s expresses eating (enjoyment, indulgence). Weight Watchers suppresses it (restraint, discipline).
13. Physical Activity
The need for exercise and movement.
Express it: Move your body. Seek physical challenge. Be active. Push limits. Test yourself.
Suppress it: Rest. Conserve energy. Be still. Avoid unnecessary exertion.
Codes as: Vitality, energy, rest, conservation.
In practice: Fitness brands like CrossFit express physical activity (extreme intensity, push through pain, never stop). Meditation apps like Calm suppress it (rest, conserve energy, stillness over movement).
14. Tranquility
The need to be safe and avoid pain and anxiety.
Express it: Seek calm. Avoid stress. Find peace. Play it safe. Reduce anxiety.
Suppress it: Embrace risk. Seek adrenaline. Test boundaries. Be fearless. Take chances.
Codes as: Peace, safety, excitement, courage.
In practice: Corona expresses tranquility (relaxation, escape, find your beach). Red Bull suppresses it (extreme sports, adrenaline, gives you wings).
15. Power
The need for influence and leadership.
Express it: Lead. Influence others. Take control. Make decisions. Command respect.
Suppress it: Follow. Support. Be compassionate. Listen. Serve others.
Codes as: Leadership, influence, empathy, service.
In practice: American Express expresses power (membership has privileges, exclusive access, command respect). Amnesty International suppresses it (serve human rights, listen to victims, compassion over control).
16. Independence
The need for self-reliance and individuality.
Express it: Be autonomous. Make your own choices. Resist conformity. Stay free.
Suppress it: Be part of something. Connect warmly. Be open. Accept help.
Codes as: Freedom, autonomy, connection, openness.
In practice: Harley-Davidson expresses independence (freedom on the road). Airbnb suppresses it (belong anywhere, connect with hosts).
How To Code Emotion Into Memory
Understanding the drives is step one. Using them to code memory is step two.
Here’s the method:
Step 1: Identify the category drive
What fundamental motivation brings people to your category? Baby food taps family. Dating apps tap romance. Beers tap social drive.
Step 2: Map competitor positions inside the overarching category drive
Which drives are they activating? Corona expresses tranquility (escape, relax on the beach). Heineken suppresses it (embrace the party, social energy, UEFA Champions League excitement). Guinness tapped honor (heritage since 1759, respect the ritual, patience).
Step 3: Find white space
Which drives remain untapped? Can you express a drive competitors suppress? Can you suppress one they express?
Step 4: Build the emotional code
Connect your brand to the drive through story, imagery, language, ritual. Make the drive visible. Make it feel earned. Make it consistent.
Step 5: Repeat until it’s automatic
Memory coding requires repetition. Not repetition of the ad. Repetition of the drive. Every touchpoint should trigger the same fundamental motivation.
Example: The Duolingo Shift
For years, language learning apps competed on the same drive: curiosity. Learn a new language. Expand your world. Grow your skills.
Duolingo owned that space early. But they did something smarter.
They layered vengeance on top of curiosity.
Not competition against others. Competition against yourself. The streak counter. The daily goal. The gentle owl reminder that turns threatening when you miss a day. All of it designed to activate the need to win, to not lose, to stay ahead of yesterday’s version of yourself.
That’s vengeance turned inward. And it’s why millions of people open the app daily not because they’re curious about Spanish verb conjugations, but because breaking a 487-day streak feels like losing.
Same product as competitors. Different emotional code. Billions in valuation.
Every category has its inherent drive. Language learning is curiosity. But you can add your brand’s signature drive on top. Duolingo layered vengeance onto curiosity. That stack codes memory in ways competitors can’t copy.
Why The Canva Ad Failed
Back to that Canva ad I can’t remember.
It probably triggered something. Confusion maybe. Mild surprise. A quick “huh?”
But it didn’t code anything. It didn’t attach to curiosity (learn, create, grow). It didn’t tap power (influence others with your designs). It didn’t connect to status (look professional, get noticed).
It just stimulated. Surface emotion with no drive underneath. No connection to how I see myself or what I’m reaching for.
My brain processed it, found no coding instruction, and discarded it.
That’s not a failure of attention. That’s a failure of strategy.
The Difference That Matters
Emotional advertising triggers feelings. Emotional coding attaches those feelings to drives.
One makes people react. The other makes people remember.
One creates momentary engagement. The other builds mental availability over time.
One might get you views. The other gets you bought.
The Canva ad triggered something. It just didn’t code anything worth keeping.
And that’s why I forgot it completely.
This framework is based on psychologist Steven Reiss’s research on the 16 basic desires that motivate human behavior.
This is great, thank you! This fills in some blanks around Memory > Attention.
I genuinely wish I'd read this years ago. Thank you, you've articulated something I've struggled to express for ages. Brilliant and thanks for making it practical with examples and giving a framework too.