Pink Sheet is part of the Informa Intelligence Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

This copy is for your personal, non-commercial use. For high-quality copies or electronic reprints for distribution to colleagues or customers, please call +44 (0) 20 3377 3183

Printed By

UsernamePublicRestriction
UsernamePublicRestriction

Emotion in advertising

This article was originally published in The Tan Sheet

Executive Summary

Advertisers should craft ads around creativity and emotion and not factual content to build strong brand relationships, a study published in the December issue of Journal of Advertising Research finds. "High attention weakens the effect of emotional content," so ads might be more effective "processed at lower levels of attention," report Robert Heath, School of Management, University of Bath, UK, et al. The authors worked with research firm OTX to assess the rational and emotional content of 23 U.S. on-air ads and 20 in the UK. They then surveyed 200 people in each country to gauge their responses to the featured brands. "The results confirm that favorability towards brands is strongly correlated with emotional content in advertising, but not with factual content," Heath states, adding that subtle emotional elements are more likely to work "because the viewer has less opportunity to rationally evaluate, contradict and weaken their potency"...
Advertisement

Topics

Advertisement
UsernamePublicRestriction

Register

PS100048

Ask The Analyst

Please Note: You can also Click below Link for Ask the Analyst
Ask The Analyst

Your question has been successfully sent to the email address below and we will get back as soon as possible. my@email.address.

All fields are required.

Please make sure all fields are completed.

Please make sure you have filled out all fields

Please make sure you have filled out all fields

Please enter a valid e-mail address

Please enter a valid Phone Number

Ask your question to our analysts

Cancel