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Essay / Research Paper Abstract
This 8 page paper considers how emotion is used to sell products with marketing. The paper analyses two television advisements; the Coca Cola Polar Bear advert and the sensual advertising by Haagen Dazs which used a thermal imaging camera. Both campaigns also had print version of their advertisements. The bibliography sites 6 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEemotionad.rtf
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Unformatted sample text from the term paper:
not gain the attention of the target market. An interesting advertisement is more like to gain attention, but the message may not be retained meaning the influence on the purchase
process may be lost. To gain real impact an advertisement needs to appeal, there are three types of appeal; rational, emotional and moral (Kotler, 2003). It may be argued that
the most difficult but also the most effective is the emotional appeal, where marketers have sought to appeal to either negative or positive emotions with attempts to find the
right emotional selling proposition (ESP) (Kotler, 2003). The message also has to be structured to allow this appeal to come though. If we look at two examples of the way
in which emotion is used we can consider this from the psychological perspective. We will use one of the Coca Cola Polar Bear advertisements and the Haagen Daze ice cream
advertisements. Coca Cola Polar Bears This advertisement can be seen at http://www.coca-cola.co.uk/accessibility-version/articlemm.asp?selectedcat=3&articlenav=3&category=0&subcat=0§ion=ENJOY&title=ADVERTS Coca Cola as a product is not an essential product. People will get thirsty and
need to drink, the noise of the lid being taken of a bottle with the refreshing sounding hiss is designed to appeal to thirst. However, this alone is not a
true emotional. If we look at the polar bear advertisements we can assess the emotional appeal. As stated emotional appeal can appeal to either the positive or the negative emotions.
Negative emotions are fear and resentment, whereas positive emotions love or excitement. If we look at the contents of the polar bear advisements the first emotional appeal may be
seen with the subject. Where there are cute animals or children there are numerous emotional appeals made from the outset. The cute factor or ahhhh factor will start out by
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