Using Emotions to Build Advertisements

955 WordsFeb 26, 20184 Pages
The need, purpose, and effectiveness in cooperating emotions in advertising has been looked at and studied for many years trying to find the most productive form of speaking to consumers. By assessing consumers and their responses to different types of emotional marketing, the value of emotions in advertising and the field of marketing can then be determined (Bagozzi, Gopinath, & Nyer, 1999). In the following studies, emotions in ads and the psychological and emotions reactions of consumers are reviewed to see if emotions can further the productivity of the marketing industry (Rajecki & Gerber, 2012). USING STUDIES TO SHOW EMOTIONS IN ADVERTISING/MARKETING Study #1 Studies in the past two decades has provided that there should be a scientific inquiry in the field on marketing (Ming-Hui, 2001). Psychology theories have been heavily adapting to marketing and trying to appeal to emotions of consumers. Although psychology is not regularly incorporated when developing ad campaigns, it can indeed enrich the campaign. In the study The Theory of Emotions in Marketing by Ming-Hui Huang, one of the main concerns of scientists is, do emotions have a legitimate place in the field of marketing? There are three characteristics of emotional marketing says Ming-Hui, that stress the need/existence of emotions in marketing (Ming-Hui, 2001). These characteristics are are: range of emotions, intensity of emotions, and positive/negative emotions (Ming-Hui, 2001). When studying the range of
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