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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.
Fear appeal is a term used in psychology, sociology and marketing.It generally describes a strategy for motivating people to take a particular action, endorse a particular policy, or buy a particular product, by arousing fear.
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]
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 ...
Shock advertising or shockvertising is a type of advertising that "deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals". [1] It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight" [2] a public policy issue, goods ...
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.
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.