Emotional Advertising Research Articles

The effects of a value-oriented advertising strategy on brand attitude

Some advertisements refer to the product price indirectly through a value proposition espoused in the ad such as „Good value for money“. In the present paper the effects of a value-oriented (good deal) advertising strategy are described and tested across several product categories and brands. The empirical findings presented here indicate that value-oriented advertising leads to a less favourable attitude toward the brand than emotional or informational advertising strategies. This negative effect is even stronger if premium brands are advertised. However, in advertisements for products which are characterised by a frequent change in technology value-oriented advertising can be seen to be partially effective.

Reconsidering Recall and Emotion in Advertising

ABSTRACT Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.

Age‐Related Differences in Responses to Emotional Advertisements

This research investigated motivational influences associated with age on responses to emotional advertisements. Experiment 1 showed increased liking and recall of emotional ads among older consumers and that time horizon perspective moderates these age-related differences. Experiment 2 revealed influences of age and time horizon perspective on responses to different types of emotional ads. Ads focusing on avoiding negative emotions were liked and recalled more among older consumers and among young consumers made to have a limited time horizon perspective. This research illustrates the importance of considering age-related differences in information processing due to motivational as well as to cognitive changes.

Endorsement advertising in aboriginal tourism: an experiment in Taiwan

AbstractAboriginal cultures have become important tourism attractions worldwide. Cultural villages provide ready access to selected aspects of these cultures in a staged format. They package and promote culture to tourists. Advertising is one component of the promotional mix. Using brochures as the advertising media, the objective of this research is to ascertain the types of advertising endorsers and advertising appeals that are most likely to be successful in attracting visitors to such cultural villages. Adopting an experimental approach, a two‐factor experimental design is manipulated. The causal effect is obtained by using MANOVA and Scheffe tests. The findings are twofold: the advertising effectiveness of using an aboriginal employee is better than using other types of endorsers; an emotional advertising appeal elicits a better response than a rational advertising appeal. Copyright © 2005 John Wiley & Sons, Ltd.

The Advertising Effectiveness of Aboriginal Endorsers: An Example from Taiwan

Endorsement of products by successful aboriginal people might enhance the effectiveness of their marketing. While there is much research regarding aboriginal tourism, there is apparently little discussion of marketing strategies other than frequent criticism of the stereotypical portrayal of aboriginal people. The purposes of this study were to explore the effectiveness of different types of endorsement and to determine what types of advertising appeals are most effective in attracting tourists to visit aboriginal cultural sites. This research adopted a between-subjects experimental design. In total, 610 samples were valid. Among them, 461 questionnaires were returned by the six experimental groups, and 149 were obtained by the two control groups. The main interest of this study was to explore the effectiveness of endorsement advertising of aboriginal products, in this case aboriginal culture villages in Taiwan. The results revealed that an employee endorser (i.e., aboriginal dancer) stimulates a better response than a celebrity endorser. In addition, an emotional advertising appeal was more effective than using a rational advertising appeal in an aboriginal cultural village's brochure.

Gender Differences in Responses to Emotional Advertising: A Social Desirability Perspective

Two studies examine gender differences in responses to advertising with emotional content that varies on agency—a fundamental component of the male, but not female, stereotype. As hypothesized, males reported a less pleasant viewing experience and a less favorable attitude toward the advertisement (Aad) when a low‐agency emotion (i.e., stereotype‐incongruent) ad was viewed with another male, while their responses were not affected by the presence of another person when they were exposed to a high‐agency emotion (i.e., stereotype‐congruent) ad. Males’ and females’ private responses were not significantly different, and females’ responses were invariant across social contexts and type of ad.

Exploring a new typology of advertising appeals: basic, versus social, emotional advertising in a global setting

This study proposes, and empirically examines a new typology of emotional global appeals in terms of consumers' similarity of response. Each basic emotion possesses an evolutionary survival value, is associated with a different pattern of autonomic nervous system activity and facial expression, and is acquired early in the socialisation process. Basic emotions are universal in all demographic groups. Alternatively, social emotions are the blends of basic emotions. They are culturally specific because they are the social reactions that are acquired later in the socialisation process. Six Benetton ads were used to generate three pairs in the basic-social emotional hierarchy: happiness versus humour, love versus warmth, and sadness versus surprise. Two hundred and forty-seven male and female undergraduate consumers from the US, UK, Taiwan, and mainland China served as the subjects. Ads that employ basic emotions (happiness, love, and sadness) are found to generate more similar emotional responses among global consumers compared to those ads that elicit social emotions (humour, warmth, and surprise). Thus, this study suggests that basic-emotional appeals can be used to capitalise on the similarity between consumers globally, while social-emotional appeals can be used to capitalise on the uniqueness of consumers.

Exploring a New Typology of Emotional Appeals: Basic, versus Social, Emotional Advertising

This study examines a new typology of emotional appeals in terms of consumers' similarity of response. Basic emotions are universal due to their being instinctual biological reactions shared by all human beings. Alternatively, social emotions are culturally specific because they are the social reactions acquired at a later stage of human development. Basic emotional appeals are found to generate more similar emotional and evaluative responses in consumers compared to social emotional appeals. Thus, this study suggests that basic emotions can be used to capitalize on the similarity, while social emotions can be used to capitalize on the uniqueness, among consumers.

Creating advertising that appeals to Chinese women

This study examines Chinese women as a target group for television commercials and their perception of differing advertising strategies. The study employs an adjective survey adopted from Aaker and Bruzzone (1982) to gauge respondents opinions of informative and emotional advertising techniques. The results are compared with similar studies made in the US in order to discern any cross‐cultural similarities.

Chinese Viewers' Perception of Informative and Emotional Advertising

A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected fr...

Do spontaneous thoughts mediate the effect of affect intensity on attitude formation and behavioural intention?

Subjects who were classified as high or low on the affect intensity measurement (AIM) scale were exposed to either an emotional or a non-emotional version of a public service advertisement concerning child abuse. The results showed that high A1 subjects engaged in a greater number of spontaneous thoughts (cognitive operations) only when exposed to the emotional advertising appeal; and that cognitive operations which involved personalizing, emotional and globalizing thoughts served as the process through which affect intensity influenced attitude and behavioural intention formation. The implications of these findings for advertising researchers and marketing practitioners are also discussed.

Affect Intensity: An Individual Difference Response to Advertising Appeals

The Affect Intensity Measurement (AIM) scale assesses the strength of the emotions with which individuals respond to an affect-laden stimulus. This study investigated the extent to which individual differences in affect intensity influence the message recipient's responses to emotional advertising appeals. In two experiments high affect intensity individuals, compared with those who scored low on the AIM scale, (1) manifested significantly stronger emotional responses to the emotional advertising appeal and (2) showed no differences in emotional response intensity when exposed to a nonemotional appeal. Both negative and positive emotions mediated the influence of affect intensity on attitude formation.

An exploratory study of emotional attributes in radio commercials

Certain advertising attributes can trigger emotional responses and advertisements employ such features in order to stimulate audiences in a pleasurable way. This study of radio commercials tried to isolate some of the attributes in advertising that elicit an emotional response, specifically happiness. The results show that variances in some commercial attributes can, indeed, predict variances in subjective emotional experience.

Consumers' emotional response patterns to advertising stimuli

This paper empirically examines consumers' emotional response patterns to various stimuli in the form of three print-media financial services advertisements. The empirical investigation was conducted using a standard emotional profile scale and measures developed on advertisement effectiveness. The main aims of the research were to investigate emotional responses to advertisements, test their effectiveness and analyse for any significant correlations between emotional responses and advertisement struc-ture. In order to test three hypotheses, a series of analyses of variance were conducted and the data revealed two regression equations were explicable in predicting con-sumer responses.

Public Freedom, Private Constraint

My 1992 Hamlyn Lectures, 'Speech and Respect', addressed the fundamental problem that communication, which makes us human and constructs society, also can inflict some of the greatest harms emotional, reputational, economic, and political on both individuals and collectivities.' I considered and rejected the two extreme responses to this problem: state regulation and what I called civil libertarianism. The latter position, typically an American fetishising of the important values underlying the First Amendment, takes the absolutist view that the state may neither favour nor limit speech. I offered a number of criticisms. First, even purists concede a large number of ad hoc exceptions: defamation, invasion of privacy, tort liability for intentional infliction of emotional distress, misrepresentation, professional advertising and solicitation, promotion of dangerous products (such as tobacco), obscenity and pornography, and criminal conspiracy and attempt. Governments limit speech in moments of heightened political fervor, especially in wartime. During the Persian Gulf War the California Department of Motor Vehicles recalled the vanity license plate '4 Jihad' until the car owner produced a birth certificate showing that his son's name was Jihad. Governments are obsessed with secrecy, broadly proscribing what their employees can say. The United States Department of Health and Human Services prohibited an Assistant Secretary of Health from testifying about the ill effects of American tobacco exports. Governments limit political activity by civil servants and members of the military. They silence aliens through exclusion and deportation. As publishers of printed matter, producers of films, and owners of radio and television stations, governments determine or influence content. The United States Office of Personnel Management deleted six pages on contraception and adolescent sexuality before distributing 275,000 copies of a childcare manual to federal employees. Government threatens dissident speakers through investigators and police. The FBI interrogated a British scientist about his visa status when he had the temerity to testify for the defence that DNA 'fingerprinting' was scientifically unreliable. Government uses security clearance and funding for scientific research to frighten critics. The United States of America threatened to prosecute an MIT professor who