EMOTIONAL APPEALS AND ADVERTISING EFFECTIVENESS: A THEORETICAL REFLECTION

Abstract

The presentation of the communication message requires that an appeal be made to the target audience. The appeal is important, because unless the execution of the message appeal (the creative) is appropriate to the target audience’s perception and expectations, the chances of successful communication are reduced. This paper theoretically establishes the relationship between emotional appeal and advertising effectiveness. In this paper, the dimensions of emotional appeal were identified which include fear appeal, humour appeal, animation appeal, sex appeal, music appeal and fantasy appeal and the measures of advertising effectiveness were also presented; they include, awareness, the level and quality of customer inquiries, the number and frequency of store visits, the degree of attitude change etc. Theoretical explorations show that emotional appeal relate with advertising effectiveness and the paper concludes that there is relationship between emotional appeals and advertising effectiveness.