Emotional Appeal In Advertising

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Emotions are a vital and natural part of life (Richins 1997). They are seen as an indispensable element of rational thinking and behavior, and seen as dominant to cognition (Poels and Dewitte 2006). In the year 1999 Bagozzi, Gopinath and Nyer defined emotions as a “mental state of readiness that arises from cognitive appraisals of events or thoughts, has a phenomenological tone, often expressed physically, accompanied by psychological processes and may result in specific actions to affirm or cope with emotions”. Emotions can steer our attitudes, behavior (Bagozzi, Gopinath and Nyer 1999) and also motivate and persuade consumers (Andrade and Cohen 2007). Over the past decade, advertising has increased 10-fold, but viewers still pay less attention…show more content…
Emotional advertising has proved to effect customer’s reaction (Burke and Edell 1989) and enhance their attention (Olney et al., 1991). According to Belch and Belch (1998), advertising appeal is used to draw consumers’ attention and it focuses at influencing consumers’ attitude and emotions about a related product or service. Emotional appeals generate either positive or negative emotions which can stimulate a particular purchase (Hongxia 2014). These appeals influence the consumers’ opinion about themselves and also how the advertised product would be helpful for them (Nauman et al., 2014). There are three basic types of emotions, happiness, anger, concern, sorrow and love (Huang 1997) but different consumers respond differently to the same executional content as they render the content of the ads differently (Hoffman’s 1986). Consumer behavior researchers have also pointed out that the individual differences among the consumers lead to variations in their responses to advertising appeals (David, Harris and Chen 1995). According to Aaker and Stayman (1989) some individuals experience their emotions at a greater magnitude when exposed to an ad with emotional…show more content…
It is observed from the previous researches that realistic fear can generate positive effect in ads and promotional campaigns (Ferguson and Phau 2013; Lee and Ferguson 2002; Schmitt and Blass 2008). Playing with words and appeal to ridicule are two magnificently strong tools that marketers use to catch audiences’ attention (Nauman et al., 2014). Laviosa (2005) describes Wordplay as “a joke that depends for its positive effect on playing with totally different levels of language, i.e. phonological, graph-logical, morphological, lexical, syntactic and textual”. Appeal to ridicule is a humorous way of informally presenting the opponent’s argument as unreasonable and bizarre (Kaid and Johnston 1991). Whatsoever the type of appeal is, it should match the type of product (Johar &Sirgy, 1991). Consumer choices are driven by utilitarian and hedonic considerations (Ravi & Klaus 2000). Hedonic goods provide more experiential consumption, fun, joy, and excitement (designer clothes, sports cars, luxury watches, and so forth), whereas utilitarian goods are mainly instrumental and functional (microwaves, minivans, personal computers, etc.; Hirschman and Holbrook 1982; Strahilevitz and Myers

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