Abstract
Big companies have more and more interest in improving the image of their brand to increase their sales but also their profits and there are several reasons for this: According to Malinvaud, using ads enable the brand differentiate itself from its competitors, so this is for a company a way to avoid a price competition (the products are not homogeneous anymore). Thanks to globalization new opportunities are given to companies to export their products, so ads are important for companies which come in new markets, and the power of negotiation of a firm (against supermarket like Wal-Mart for instance) increases when the brand is demanded by customers, and then the company has a biggest margin room to negotiate the prices of its products. Ads became a major stake for companies and marketers try to increase the efficiency of their ads. In our study we will focus on the way to optimize the efficiency of happy ads and with this aim we will try to determinate the impact of the context (happy or sad) in which happy ads are broadcast.
