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Emotional appeals in advertising

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Srikanth Lanke

The document discusses the use of emotional appeals in advertising. It identifies two types of emotional appeals: positive appeals which use emotions like love, pride, humor and bravery to encourage purchasing; and negative appeals which use fear-based emotions like fear of death to induce customers. Specific positive appeals mentioned include humor, love, prestige and bravery, while fear appeals are discussed as a common negative emotional appeal technique.

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JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY SCHOOL OF MANAGEMENT STUDIES KAKINADA Promotion & Distribution Management (Emotional appeals In advertising) Presented by L. Srikanth
Introduction Emotional appeals are those appeals which are not preceded by careful analysis of pros and cons of making a buying. These are of two types Positive emotional appeals Negative emotional appeals
Positive appeals Love Pride Prestige Humor Bravery
Examples of positive appeals Humor Love Prestige Bravery
Negative appeals Fear appeals Induce the customers for purchase by creating fear in their minds. Death appeal Induce the customers by the element of fear of death
Examples of negative appeals
Emotional appeals in advertising

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Emotional appeals in advertising