Indian Journal of Society and Politics

Open Access Open Access  Restricted Access Subscription Access

The Impact of Emotional Appeal Used in Advertisements: A Study of Advertisements of Cadbury's Dairy Milk Chocolates


Affiliations
1 Vivekananda Institute of Professional Studies, GGSIPU, New Delhi, India
 

Marketing approaches use advertising as a popular form aimed at drawing attention of consumers towards a product, a service or an idea. It can be in an audio or a visual form with an openly sponsored, non-personal message for promotion or selling purposes. Advertisements may employ emotional appeal as a method of persuasion to the consumers. Emotional appeal creates an emotional response and has attracted advertisers in recent years. Yet, little is known about how exactly it works from a consumers‟ perspective. Taking the visual ads of Cadbury Dairy Milk chocolates as a case study, this paper explores the emotional tone of ads and their effect on consumer‟s attitude towards the ad, the brand, and the forwarding intentions.


Keywords

Advertising, Cadbury Dairy Milk, Emotional Appeal.
User
Notifications
Font Size

  • Bulbul, Cenk, and Geeta Menon. "The power of emotional appeals in advertising." Journal of Advertising Research 50.2 (2010): 169-180.

  • Chang, Wan Yu, and I. Ying Chang. "The influences of humorous advertising on brand popularity and advertising effects in the tourism industry." Sustainability 6.12 (2014): 9205-9217.

  • Deliya, Mitul, Mr Bhavesh Parmar, and Mr Bhagvan Karnavat. "Negative Impact of Advertising on Women with specific focus on FMCG products– Patan District." Global Journal of Management And Business Research 12.16 (2012).

  • Khuong, Mai Ngoc, and Vu Ngoc Bich Tram. "The Effects of Emotional Marketing on Consumer Product Perception, Brand Awareness and Purchase Decision—A Study in Ho Chi Minh City, Vietnam." Journal of Economics, Business and Management 3.5 (2015): 524.

  • Lukic, D., and P. E. Flyholm. "Emotional appeals in social marketing-A comparative analysis of positive and negative appeals in two types of social marketing campaigns." Aarhus School of Business Department of Language and Business Communication (2009).

  • Williams, Patti. "The impact of emotional advertising appeals on consumer implicit and explicit memory: an accessibility/diagnosticity perspective." Online.May (2000).

  • www.cadbury.co.uk

  • www.campaignindia.in


Abstract Views: 256

PDF Views: 1




  • The Impact of Emotional Appeal Used in Advertisements: A Study of Advertisements of Cadbury's Dairy Milk Chocolates

Abstract Views: 256  |  PDF Views: 1

Authors

Ashima Singh
Vivekananda Institute of Professional Studies, GGSIPU, New Delhi, India

Abstract


Marketing approaches use advertising as a popular form aimed at drawing attention of consumers towards a product, a service or an idea. It can be in an audio or a visual form with an openly sponsored, non-personal message for promotion or selling purposes. Advertisements may employ emotional appeal as a method of persuasion to the consumers. Emotional appeal creates an emotional response and has attracted advertisers in recent years. Yet, little is known about how exactly it works from a consumers‟ perspective. Taking the visual ads of Cadbury Dairy Milk chocolates as a case study, this paper explores the emotional tone of ads and their effect on consumer‟s attitude towards the ad, the brand, and the forwarding intentions.


Keywords


Advertising, Cadbury Dairy Milk, Emotional Appeal.

References