A Study Of Advt To Know Effect Of Emotional Appeal.

Abstract

1. What is an emotion: Emotion is a feeling of a person which he can, understand and co-relate. Emotion is a state of psychological arousal an expression or display of distinctive somatic and autonomic responses.


2. Emotional Appeal: This relates to the customers’ social and/or psychological needs for purchasing a product or services.


3. How it plays vital role in marketing via advertisement? : Emotional appeal is so effective because many consumers’ motives for purchase decisions are emotional. Many advertisement believe an emotional appeal to work better at selling brands that do not differ markedly from competing brands. There are two subsets of emotional appeal i.e. the personal and the social. These are made up of: Personal-Safety, fear, love, humor. Social- Recognition, Status, Respect, Recognition.

     Emotion-Emotion is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy a brand. The way consumers think and act is triggered and shaped by their initial emotional response to events, and that includes advertising.

1. What factors marketers should consider ?


2. a) Language: Honorific (showing respect/honour)or pejorative(tending to make or become worse)to generate emotional appeal.


3. b) Psychological facts: To understand the consumers psychology is very difficult. Marketers have to understand the psychology so that they can make proper advertisement which can touch consumers easily.

c)Situation: Which situation touch or affects the consumers emotion is very important. Marketers should focus on situation to be made.

d)Proper message to the consumer Whatever message marketer wants to display it should be clear and easily understable. Consumer should get exact  message what marketer wants to say. Consumer should be able to correlate the advertisement with their life.