Employing Emotional Appeals to Influence the Recipients of the Advertisement

Document Type : Original Article

Authors

1 Higher Institute of Applied Arts, 6 of October, Egypt.

2 Advertising Department- Faculty of Applied Arts- Helwan University- Egypt

Abstract

Advertising is the crucial element in the marketing process, as it was found that admiration towards an advertisement may lead to the development of a positive attitude towards the product being promoted. And that emotion plays a role, as it is more important than advertisers realize, and can transcend cultural, linguistic..etc. And affect the treatment of elements towards advertising because of the different components of emotions, increased interest in their role and components, and accordingly a classification was developed For emotional responses, and types of emotional appeals in advertising, as they are developed and designed communication messages to be persuasive to the target group. The research focused on studying emotional appeals as one of the important human appeals that must be studied, The research problem appeared in the following question: What are the emotional appeals that the advertising designer relies on in promoting different products, and how do they affect the target group? To what extent is the study of emotional appeals affected in addressing the target group accurately? Hence, the importance of the research enriching the scientific aspect and providing scholars and designers with the value of emotional appeals in the field of advertising. Thus, the aim of the research is to identify the emotional appeals used in different advertisements, such as studying the emotional appeals used in advertising, determining the purpose of them to address the target group. The researcher found the analytical descriptive approach is the most appropriate to achieve the objectives of the research.

Keywords

Journal of Design Sciences and Applied Arts
Volume 4, Issue 1
January 2023
Pages 198-206

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