“HAPPINESS” ADVERTISING IN DIGITAL SOCIETY

Abstract

This academic article presented an analysis of emotional marketing communication through advertising “happiness” as a consumer satisfaction mechanism. The objectives were: To analyze the strategies for constructing meaning in advertising “happiness” that stimulated symbolic consumption; and to examine the strategies for conveying the value of “happiness” through advertising content. This study yielded benefits for advertising literacy and provides recommendations on balancing the business functions with the socio-cultural aspects of marketing communication. The case study selected a purposive sample of 28 advertisements related to “happiness” from websites and social networks in February 2026 for qualitative content analysis. The study was found that: 1. Strategies for constructing the meaning of “happiness” in advertising texts that stimulate symbolic consumption include: 1. presenting a high level of emotional satisfaction, 2. making the emotion of happiness tangible, and 3) using “happiness” to create emotional attachment between consumers and the product. 2. The strategies for conveying the consumer value of “happiness” in advertising content revealed that “happiness” is presented in a manner consistent with the overall values of Thai society and the subculture values of the target consumer group. Recommendations included: 1) Advertising should provide additional information or knowledge for consumer decision-making, and 2) Businesses should promote respect for human dignity to counterbalance advertising that prioritized consumerism and materialism, and also contributed to the collective happiness that social institutions aim to achieve for all members in society.