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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 ...
For example, this type of advertising is exemplified in large food brands such as Presidents Choice's "Eat Together" campaign (2017), and Coca-Cola's "Open-happiness" campaign (2009). One of the most well-known examples of pathos in advertising is the SPCA commercials with pictures of stray dogs with sad music.
The emotional Christmas ad created by Sam Teale Productions shows a young widower working diligently to make the season special for his son. Over the course of the 3-minute clip, the father is ...
Sam Teale Productions' viral Christmas ad about true meaning of Christmas shows reality of cost of living in the U.K. and mental toll of holidays on parents.
As Majoros told Ad Age, reminiscence therapy is not intended as a “cure or a solve” for Alzheimer’s and other memory-loss conditions, but it can “enable the person going through it to feel ...
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 ...
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.
On Feb. 9, Cetaphil, a skin care brand, released its latest ad, which shows a father unsuccessfully attempting to bond with his daughter as he watches football. The daughter appears to ignore her ...