Managing Emotional Appeal in Advertising: Concepts and Cases

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Emotions play different roles in making advertising effective. Different emotions and emotional-stimulators like happiness, curiosity, sorrow, humor, fear, beauty, etc., have been portrayed in advertisements. A punchline in an advertisement accompanied with strong emotional appeal, touches customers’ psychological needs and influences the perception about the brand image. In many advertisements, without actually conveying the product qualities, beautiful people (models) are used to connect with the audience at an emotional level. The audience then associate the brand with a specific emotion. Thus, human feelings are transferred towards a product or brand. This is an important and widely used process. In the advertiser’s world, this is termed emotional transfer. It is important to note that not all emotional appeals and emotional brands are successful. For advertisers, it is a matter of research to find the correlation between lifestyle-trends and emotional attachments and to answer questions, like why the audiences notice some advertisements and tend to forget others. There are many perceptions in the advertisers as well as the audience about emotional appeals in advertising. Particularly varied perceptions are observed in people regarding the use of fear or the use of sex appeals in advertising. With the changing lifestyles, emotional appeals used in the advertisements have also been changed. In today’s highly competitive world, emotional appeal to the customer is very critical and needs a thorough study of the lifestyle of the target audience, as the emotional preferences of customers make a difference in decision making. This book focuses on the above issues and throws light on the use of various emotional appeals as a strategy in advertising and its impact. The book is divided into two sections. The first section is about Concepts and the second section is about Cases.

ABOUT THE AUTHOR Pramod Rao

Pramod Rao holds a Mechanical Engineering degree from the Regional Engineering College, Rourkela. He has 35 years of varied industrial experience. He started his career with Voltas Ltd., where he worked in the marketing division for 18 years and held various senior managerial positions. For the next 17 years he co-founded and ran his own enterprises. He co-founded ‘Raaga Vacations', based at Connecticut, USA and 'BSO', based at Mumbai, India. These firms were involved in tourism marketing business. Later, he co-founded and was Managing Director of 'Glenridge Executives Center Pvt. Ltd.' at Bangalore which offered ready-to-use, fully furnished offices and allied services to MNCs, wanting to begin their operations at Bangalore. He currently heads Icfai Business School Research Centre, Pune.

ABOUT THE AUTHOR Ravikant S. Wawge

Ravikant S Wawge holds an MBA from Shri Sant Gajanan Maharaj College of Engineering, Shegaon. He is also a certified trainer of the Junior Chamber International, India. He is currently working as a Faculty Associate with Icfai Business School, Pune. Prior to joining Icfai, he served as Managing Editor for 'In-House News Service', Academic Director for 'Students Competency Development Program' and Secretary for Khamgaon City Chapter of the Junior Chamber. He was also the member of the board of studies of 'Shaashwat Business and Economic Research' where he had exposure to business management and economics. He also worked as visiting faculty for various institutes and taught Commerce and Management. His areas of interest include finance, marketing, public relations and socio-economic behavioral studies. 

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Bibliographic information

Title
Managing Emotional Appeal in Advertising: Concepts and Cases
Author
Edition
1st ed.
Publisher
ISBN
8131414035
Length
232p.
Subjects