Examples Of Emotional Appeals

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

This paper will examine Robert C. Solomon's Emotions and Choices article, to best identify what anger is, and to what extent a rational human being is responsible for their anger. Firstly, Solomon's argument must be described. A quick summation of Solomon's argument can be found in the following four points: Emotions are judgements, emotions are chosen, emotions serve a purpose, and emotions are rational.1 To quote Solomon, he explains that “Emotions are not occurrences, and do not happen to us. They ... may be chosen like an action.”2

Advertisements are making a negative impact on American culture, as they sway people’s emotions and moods, causing them to purchase unnecessary products. In the web article, Seven Reasons Why We’re Irrational Shoppers, Dr. Alain Samson observes that, “51 percent of respondents said that ‘feeling happy’ was a trigger for unplanned purchases” (Samson).This shows that, at times, a person’s feelings can also be a play a crucial role in persuading him or her to buy a specific item or good. For instance, a person may be having a great day, due to some special circumstances, and this excitement may cause them to purchase unnecessary items, such as

Jennifer S. Lerner, author of Emotion and Decision Making, talks about how our emotions can actively affect our actions. In Lerner’s book, it states, “We start with emotions arising from the judgement or a choice at hand, a type of emotion that strongly and routinely shapes decision making.” Our emotions cause us to make certain decisions in our everyday lives. For example a person who is feeling nervous and anxious about a specific outcome of a risky situation may choose a more safe route. A person who admires an organization may donate money. In both cases, our the way we feel about something or someone determines how we address a situation and how we treat someone or something. In some way our emotions act as our conscience in each situation we go through that requires us to choose an outcome .

In Neil Postman’s novel, Amusing Ourselves to Death, he argues that rationality in America has become dictated by television. Through the use of ethos, pathos, and logos, Postman demonstrates that his claim is valid and reliable. These are three forms of persuasion that are used to influence others to agree with a particular point of view. Ethos, or ethical appeal, is used to build an author’s image. Ethos establishes a sense of credibility and good character for the author (Henning). Pathos, or emotional appeal, involves engaging “an audience's sense of identity, their self-interest, their emotions” (Henning). If done correctly, the power of emotions can allow the reader to be swayed to agree with the author. Logos, or logical appeal,

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

Today, one can see the tactic of persuasion being used as a standard avenue to influence a person’s attitude or beliefs by presenting them with different messages that encourage things like using certain brand name products, vote a certain way, or where to take a vacation just to name a few. There are four types of people that include gullible people, skeptical people, firm believers, and people who are leaders who trust others as well as make others follow their ideas. Persuasion is a widespread topic of social psychology and may be done in different ways. There are two types of cognitive processes by which to persuade someone, which are the central route or the peripheral route. For this assignment I used mostly the central route approach as well as using a little of the peripheral route approach. To reinforce the peripheral route approach the use of pathos was also used during the video to play on the emotions of the watcher. This PowerPoint is effective at using the central route of persuasion, peripheral

In Rhetoric, Aristotle identifies one rhetorical appeal, the emotional appeal, as "awakening emotion in the audience so as to induce them to make the judgment desired” (Book 2.1.2–3). The appeal to emotion as described by Aristotle is used to persuade the audience by developing emotions in them that support a final argument. Emotions or emotional connections to certain ideas can serve to sway the opinion of the audience. The emotional appeals that a writer uses can take many forms from subtle word choice to straightforward comparisons. Writer Eric Schlosser uses an appeal to emotion in his essay where he describes the modern technique of marketing to children. Schlosser evaluates how pervasive advertising directed at children has become in

When studying fear appeals one research article noted that it was most effective when the threat component preceded the recommendation component. The rise or increase aspect suggests persuasion is a function of the magnitude of the difference between baseline fear and peak fear. The peak aspect highlights the level of fear aroused regardless of the individual’s state of fear prior to the message. The decrease aspect implies the possibility that it is the degree to which fear is reduced, presuming that it is first aroused, that determines persuasion (Dillard & Anderson, 2004). The study tested a person’s positive BIS correlation associated with a premessage of fear as well as its increase and peak. BAS, however, is unrelated to all parts of

Researchers have debated about the phenomenon with emotions. Debates on this topic have and will continue to for many more years. Researchers have attempted to understand why one has emotions and came up with the five different theories. The first theory is the James-Lange theory, which argues that an event can cause physiological arousal first and, it can be interpret this as an arousal. Second theory is the Cannon-Bard theory that argues that all humans experience a physiological arousal and an emotional one at the same time. It still does not give any attention to the role of the thoughts or an outward

The second source, The End Of Rational Vs. Emotional: How Both Logic And Feeling Play Key Roles In Marketing And Decision Making, Douglas Van Praet argues that contrary to the belief that emotional appeal is the best way to persuade an audience, both rational and emotional appeals should be used interchangeably to get the message across. Van Praet suggests that, “Our critical mind is always looking for evidence to support our beliefs,” in other words, while our feelings do seem to be the root of our decisions, we still make those decisions based on logic and seek rational evidence to support those emotions. This source also reveals that some companies, such as Dyson, base their advertisements solely on factual information. They offer a short and sweet ad to prove their point quickly and effectively, which seems to be a successful route for the popular company. Logical appeal, or Logos, is primarily used in Praet’s article to show the advantages of intertwining the two appeals, especially with his thorough example of James Dyson’s vacuum company. He also uses Pathos by revealing

In the next paragraphs I will consider some theories, factors and evidence on cognitive controlling of emotion in terms of

Over the last 2 decades it has been understood that collaboration of different areas play a huge role understanding human behavior. In the other hand, being rational, according to the Oxford definition, is “being able to think sensibly or logically. Using reason and logic”. If emotions did not affect our rationality, how can we possibly have so much crime and at the same time, so much success from others? The same answer is applied to this part of the question; emotions alone do not affect our rationality. It is a complex system of interconnected networks including emotions, cognitions, physiology, psychology and more.

There was a time when advertisement were made only to market and sell the products but now dramatic changes have taken place in this field (Shead and Dobson 01). Today companies not only want to sell their products but also aim to create emotional attachment with the customers for which they do emotional or subliminal advertising.

Consumption is a process of acquiring, using and disposing of goods and services. Emotions play a very large role in consumer behavior. This behavior and emotions are affected and created by the society and the culture in which the consumer lives. For example, an American may approach the purchase of a costly car with relatively less pressure than a person in a developing country where a car could be a high unaffordable luxury. The customer will comprehend brands, offers and the meaning of the product based on the understanding that he or she has of similar brands and their experience by analogy or by hearsay from peers and form an opinion. For example a new soft drink from Pepsi may not be very informative in its advertisement but that it is from the stable of PepsiCo makes the users of Pepsi brands take it in without much research. Such an opinion is not based mostly on the complete set of facts. Where there are many alternatives or the information is scarce the customer has to make a lot of effort or 'high effort' to reach a decision and such a situation could be a turnoff. On the other hand the customer may not be inclined to devolve deep into facts in case where the brand value is established and may make a decision on little or even sometimes no information. (Hoyer;