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Other companies besides Proctor and Gamble have created advertising with emotional appeal. Consider, for example, print ads for McDonald's restaurants that show a mother and her young daughter taking time together for lunch. Think of ads that show a sleek car speeding through empty city streets or a teary-eyed young woman surprised with the gift of an engagement ring. Recent research validates the wisdom of these creative decisions. "Emotions dominate cognition and need to be considered as the most crucial factor in the advertising process. Emotional reactions function as the gatekeeper for further cognitive and behavioral reactions" (Poels and Dewitte 18).
Advertisers also use color to provoke emotional responses in consumers. Some research has been done, but the field is still wide open for further study. Lichtle noted that "despite its importance surprisingly little is known about the influence of colour in advertising," (37).
Billions of dollars is spent on advertising each year in the United States. With so much at stake, advertisers are availing themselves of the latest research in efforts to make ad campaigns more...
Appealing to consumers' emotions is one way that marketing experts use the power of advertising.
References
Baker, William E., Heather Honea & Cristal Antonia Russell. "Do Not Wait to Reveal the Brand Name." Journal of Advertising 33(3). Fall (2004): 77-85.
Bulbul, Cenk, and Geeta Menon. "The Power of Emotional Appeals in Advertising." Journal of Advertising Research 50(2) June (2010): 169-180.
Heath, Robert, & Pam Hyder. "Measuring the Hidden Power of Emotive Advertising." International Journal of Market Research 47(5) (2005): 467-486.
Lichtle, Marie-Christine. "The Effect of an Advertisement's Colour on Emotions Evoked by an Ad and Attitude Toward the Ad: The Moderating Role of the Optimal Stimulation Level." International Journal of Market Research 26(1) 2007: 37-62.
Furthermore, if any established company is bouncing back or recovering from a scandal or bad press, advertising can be the beacon by which one regains one's footing. "In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, punctures "overstated" bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy" (moneymailer.com). Advertising can divert the attention of consumer's
Advertising is Essentially a Negative Influence on Society: Generally, advertising has been part of economies across the globe since the commencement of trade as merchants have primarily sorted out the benefits of their goods in the marketplace. Some of the most common advertising means that were present in ancient advertisement include shop signs and broadsides in posts, walls, or trees. Since then advertising has continued to grow and develop to an
Advertising Agency Government's Role in Advertising Regulation History of attitudes towards advertising Changing attitudes Government's authority Taste and decency The advertising is a major contributor and visual segment of the complete marketing strategy of a business. It is also noted as one of the image carrier for an organization. The businesses seek support of advertising agenciesdealing in print and electronic media to establish an advertising campaign along with the design of such activities to further their
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Not only are the campaigns coherent, but they also support each other and the essential key concepts, represented by the characteristics of the brand: social awareness and implication, innovation, the ability to do anything, the belief in people and their potential to achieve their dreams. The main weakness that the approach to PR and advertising is the repeated focus on the concepts of innovation and social responsibility without insisting
, Leung, R., Manios, Y., Monteiro, R., Pedley, C., Prell, H., Raine, K., Recine, E., Serra-Majem, L., Singh, S., & Summerbell, C.. (2010). Television Food Advertising to Children: A Global Perspective. American Journal of Public Health, 100(9), 1730-6. Li, L., Mei, T., & Hua, X.. (2010). GameSense: game-like in-image advertising. Multimedia Tools and Applications, 49(1), 145-166. McAlister, A., & Cornwell, T.. (2010). Children's brand symbolism understanding: Links to theory of mind and