Developing Emotional Appeals In Internet Advertising

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.

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.

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Why attractive things work better and other crucial insights into human-centered design Emotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products. In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user's must take precedence over a designer's aesthetic if anything, from light switches to airplanes, was going to work as the user needed. In this book, he takes his thinking several steps farther, showing that successful design must incorporate not just what users need, but must address our minds by attending to our visceral reactions, to our behavioral choices, and to the stories we want the things in our lives to tell others about ourselves. Good human-centered design isn't just about making effective tools that are straightforward to use; it's about making affective tools that mesh well with our emotions and help us express our identities and support our social lives. From roller coasters to robots, sports cars to smart phones, attractive things work better. Whether designer or consumer, user or inventor, this book is the definitive guide to making Norman's insights work for you.

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

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.

Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.

'Moral character, so to say, constitutes the most effective means of proof.' In ancient Greece, rhetoric was at the centre of public life. Many writers attempted to provide manuals to help improve debating skills, but it was not until Aristotle produced The Art of Rhetoric in the 4th century bc that the subject had a true masterpiece. As he considered the role of emotion, reason, and morality in speech, Aristotle created essential guidelines for argument and prose style that would influence writers for more than two millennia. Brilliantly explained and carefully reasoned, The Art of Rhetoric remains as relevant today as it was in the assemblies of ancient Athens.

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.