Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude PDF Download
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Author: Tapas K. Panda
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in employing such a strategy across the board. Further, an attempt has been made to interpret the current body of knowledge on the subject and create a context for general application of emotional appeal in advertising. The paper identifies products and services for which emotional advertising appeals will be more suitable. It also elaborates the risk involved in using emotional appeals. Factors influencing effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have suggested future direction of research in the area of use of advertising appeal and its influence on brand attitude formation.
Author: Tapas K. Panda
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in employing such a strategy across the board. Further, an attempt has been made to interpret the current body of knowledge on the subject and create a context for general application of emotional appeal in advertising. The paper identifies products and services for which emotional advertising appeals will be more suitable. It also elaborates the risk involved in using emotional appeals. Factors influencing effectiveness of emotional appeals are discussed in detail and guidelines are drawn for effective use of emotional appeals. The authors have suggested future direction of research in the area of use of advertising appeal and its influence on brand attitude formation.
Author: Emmanuel Mogaji
Publisher: Emerald Group Publishing
ISBN: 1787563014
Category : Business & Economics
Languages : en
Pages : 121
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Book Description
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author: Yara Nabil El-Sabagh
Publisher:
ISBN:
Category :
Languages : en
Pages : 51
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Book Description
This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality. *****This research paper seeks to study the influence of adverting appeals on brand attitude. The research question this paper seeks to answer is as follows: How can advertising appeals influence brand attitude? By using the quantitative method through an online survey, the brand attitude of three nonexistent brands was measured and a comparison was set between the emotional and the rational appeal of the advertisements. The results showed that for all three brands, the advertisements which employed an emotional appeal led to a more positive and desirable response towards brand attitude than the advertisements with a rational appeal did. Which allows the conclusion that advertisements that target the emotions of consumers create a more desirable brand attitude than advertisements that target logic and rationality.
Author: Tanu Bura
Publisher: The Little Booktique Hub
ISBN:
Category : Fiction
Languages : en
Pages : 150
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Book Description
Emotions are in charge of so much in our life. Emotions are elusive at the same time as they are the means by which we transmit our deepest feelings to people around us. We couldn't live without them, but we rarely think about how many there are. Emotions, and how we experience and express them, can be blatant or surprisingly subtle. The basic emotions, however many there may be, serve as the foundation for the more complex and subtle emotions that make up the human experience. We are all affected by emotions. It's one of the characteristics that distinguishes us as human beings. Anger, despair, fear, joy, and love are all feelings that almost everyone has experienced at some point in their lives. “A Plethora of Emotions” is a collection of poetry and proses by 31 writers that revolves around emotions.
Author: Gupta, Monika
Publisher: IGI Global
ISBN: 1668458993
Category : Business & Economics
Languages : en
Pages : 317
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Book Description
Emotional impulses heavily influence the behavior of customers. Sensory marketing establishes an emotional connection between the company and the customers, thus yielding a positive response towards the brand. It has a strong influence not only on the perceptions but also on the choices of the customers. It assists the organizations in delivering a unique multisensory experience and capitalizes on new marketing opportunities. Therefore, businesses should carefully formulate sensory marketing strategies revolving around the details of offered product mix, prospective modes of communication, as well as point-of-sale actions. Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing provides strategies for approaching customers through their senses to better formulate effective sensory tactics. It strengthens the research in communicating brand image, enhancing brand recognition, generating brand loyalty, and increasing brand appeal through sensory marketing. Covering topics such as customer engagement, brand experience, and service quality, this premier reference source is an indispensable resource for business leaders and executives, marketing professionals, brand specialists, students and faculty of higher education, librarians, researchers, and academicians.
Author: Emmanuel Mogaji
Publisher: Routledge
ISBN: 1000384748
Category : Business & Economics
Languages : en
Pages : 341
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Book Description
This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Author: Martin K.J. Waiguny
Publisher: Springer Nature
ISBN: 3658322012
Category : Business & Economics
Languages : en
Pages : 349
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Book Description
This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
Author: Emmanuel Mogaji
Publisher: Emerald Group Publishing
ISBN: 1787563022
Category : Business & Economics
Languages : en
Pages : 121
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Book Description
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author: Manish Srivastava
Publisher: GRIN Verlag
ISBN: 3640217942
Category : Social Science
Languages : en
Pages : 17
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Book Description
Research Paper (postgraduate) from the year 2008 in the subject South Asian Studies, South-Eastern Asian Studies, grade: A, , language: English, abstract: Online media and its increasing usage rate have changed the marketer’s world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.
Author: Sharma Ajeet
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Consumer advertising appeals in television commercials are strategic techniques employed by advertisers to capture the attention and interest of their target audience. These appeals leverage various psychological, emotional, and rational factors to influence consumers' attitudes and behaviors. A closer examination of television commercials reveals a diverse range of advertising appeals that advertisers utilize to create memorable and impactful messages. One common type of advertising appeal is emotional appeal. Advertisers often tap into consumers' emotions, aiming to create a strong connection between the product or service and positive feelings. This could include evoking happiness, nostalgia, love, or even empathy. For example, a commercial for a family car might depict heartwarming scenes of a family enjoying quality time together, associating the product with the emotional value of family bonding. Conversely, advertisers also employ fear as a powerful emotional appeal. This approach relies on instilling a sense of urgency or anxiety in viewers, compelling them to take action. Anti-smoking campaigns, for instance, often use graphic imagery and emotionally charged narratives to evoke fear and discourage smoking. The fear appeal is designed to provoke a strong emotional response that can influence consumer behavior and decision-making. In addition to emotional appeals, rational appeals focus on logic, facts, and reasoning to persuade consumers. These commercials provide information about the product's features, benefits, and competitive advantages. This approach is common in advertisements for technology products, where consumers are often swayed by specifications, performance metrics, and comparisons with competing brands. Rational appeals aim to engage the audience's intellect and convince them based on the product's functional attributes. Another widely used advertising appeal is the humor appeal. Comedic elements in commercials serve to entertain and amuse viewers, creating a positive association with the product or brand. Humor can make a commercial memorable, and the positive emotions elicited can contribute to brand recall and consumer liking. However, it's crucial for advertisers to ensure that humor aligns with the target audience's preferences and does not overshadow the product or message.Celebrity endorsements represent a form of testimonial appeal, leveraging the popularity and credibility of well-known personalities to promote a product. Celebrities can lend their influence to enhance a brand's image, establish trust, and create a sense of aspiration among consumers. This appeal is often used in industries such as fashion, beauty, and luxury goods, where associating with a celebrity can elevate the perceived value of the product. Moreover, advertisers frequently employ the scarcity appeal to create a sense of urgency and exclusivity. Limited-time offers, exclusive deals, or products in short supply can drive consumers to take immediate action, fearing they might miss out. This appeal capitalizes on the psychological principle that people are often more motivated to acquire something if they perceive it as scarce or exclusive.
