The secrets of emotionally effective advertising

Measuring the Subtext in Advertising: Emotion in Ad Testing

Persuasive advertising moves people with emotion. At its essence, emotion is a relevance signaling mechanism. It tells us what we should attend to in our environments. It sets the magnitude of positive and negative affect associated with stimulus. It helps encode the associations between concepts in our memories. And it innately produces action tendencies. These functions of emotion map perfectly to recent models of advertising effectiveness, which posit that successful ads take viewers through the sequential processes of attention, affect, memory and desirability. ….[READ]

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s