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Emotional tension is a key characteristic of drive theory. According to the theory, a threat that portrays the negative consequences of non-compliance to a recommended behavior is expected to create fear. In order to relieve the emotional tension of the threat, the "drive" state motivates behavior conduct that reduces the tension.
Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product ) that cannot ...
Usually for advertising rather than political purposes, sexual arousal may also be used. For example, a message promoting a brand of motorcycles to a male target audience may also include sexually attractive bikini-clad women within the advertisement, to make the product more appealing to the audience by targeting sexual desires. However, some ...
Transfer is a technique used in propaganda and advertising.Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it.
The power of emotions to influence judgment, including political attitudes, has been recognized since classical antiquity. Aristotle, in his treatise Rhetoric, described emotional arousal as critical to persuasion, "The orator persuades by means of his hearers, when they are roused to emotion by his speech; for the judgments we deliver are not the same when we are influenced by joy or sorrow ...
Generalised hierarchy of effects sequence. The AIDA marketing model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that ...
Such highly valued concepts attract general approval and acclaim. Their appeal is to emotions such as love of country and home, and desire for peace, freedom, glory, and honor. They ask for approval without examination of the reason. They are typically used in propaganda posters/advertisements and used by propagandists and politicians. Often ...
Therefore, the media are overrun with alcohol ads which appeal to children, involving animal characters, popular music, and comedy. [74] "Kids are among the most sophisticated observers of ads. They can sing the jingles and identify the logos, and they often have strong feelings about products.