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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.
Appeal to emotion or argumentum ad passiones (meaning the same in Latin) is an informal fallacy characterized by the manipulation of the recipient's emotions in order to win an argument, especially in the absence of factual evidence. [1]
Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. It is believed that the difference between an ordinary product and a captivating product is emotion.
Emotion works hand-in-hand with the cognitive, or thought, process about an issue or situation. Emotional appeals are commonly found in advertising, health campaigns and political messages. Recent examples include no-smoking health campaigns and political campaign advertising emphasizing the fear of terrorism.
For example, a dental hygiene presentation to a group of high school students reported greater change in attitudes using mild rather than strong fear appeals. When repeated, the reverse effect was true: greater attitude and behavior change occurred when a strong fear appeal was used, versus a moderate or weak fear appeal.
A toothpaste advert that claims that 99 percent of dentists would recommend the product is an example of how testimonial propaganda occurs in advertising. Similarly, companies or campaigns are known to use celebrities in endorsing different products through both traditional and modern advertising channels. [57]
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.