The Understanding of Sad Appeal in Emotional Advertisement among Audiences in Klang Valley, Malaysia (original) (raw)
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Advertisement is an important tool to introduce brand to people and television is one of the major source of which can differentiate one brand to the others. Previously, advertisers were only focusing on the utility features of the product but now the scenario has changed. Advertisers are pinpointing and using the emotions of the local public in their TV commercials. This review majorly focuses on emotional appeals used in TV commercials and its effect on the consumers’ buying decision. Literature review has been done from various journals, published papers and information collected from various sources which contributed to the work. Key word: Advertisements, Appeal, Emotional, Consumer, Decision INTRODUCTION In this age of globalization, competition has become a regular feature. Today, the markets have become a battleground and one has to strive hard for their survival and growth. To survive in the highly competitive market, companies have to take advantage of advertising and other...
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In contrast to the Affect Infusion Model, popular advertising planning grids suggest that emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products. In two experiments, 400 and 392 consumers respectively evaluate a non-emotional and a productcongruent or product-incongruent emotional appeal promoting four different product types. In a third study, 909 respondents evaluate 323 existing TV commercials. The findings confirm expectations based on the Affect Infusion Model and indicate that for none of the product types negative effects of emotional advertisements appear. However, emotional ads do work better for some than other product types. In addition to clearing out the moderating role of product type, this paper contributes to the literature by showing that previous poorer results of emotional ads for some products may be partly due to less positive attitudes towards the products themselves instead of to the inappropriateness of the appeal.
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