A STUDY ON THE IMPACT OF EMOTIONAL ADVERTSING IN 21ST CENTURY

Abstract

This study has been conducted to understand the concept of emotional advertising and how it has an impact on our lives. “Every ad generates an emotional response, because everything we encounter in life generates an instinctive emotional response. Everything and   Every kind of advertisement   will generate emotion to people, as we humans, always feel a particular emotion towards everything, whether it is boring or plain, it is still an emotional response. These advertisements strategically manipulate consumer feelings and stimulate the emotional triggers that influence how we make decisions. Marketing in 20th century was almost based on specific message(s); however consumers in 21th century mostly intend to decide emotionally. Therefore, that type of advertisement in this era will succeed attracting consumers that relies upon human emotions and motivate people’s feelings. Hence, emotional positioning emerges as a new area regarding the supply of daily goods and differentiating among various products. While products’ pertaining features are important for products with ‘’ high emotional involvement’’, emotional transmission is important at the face of differentiating among products with ‘’ low emotional involvement’’. The research aims at investigating the issue of emotional advertisement and its impact on consumers’ tendency towards purchasing daily products with low emotional involvement whether it is recalled directly or indirectly.