Embedding emotional appeals

Abstract

Make a considered decision on portraying the right shade of a certain feeling in an advertisement. Basic emotions such as joy, sadness and anger are universal in nature. Marketing and advertising are predominantly dependent on such emotions. The very nature of these fields depends more on emotion than on cold logic. Emotions are closely aligned to specific cultural aspects present in the environment. Researchers such as Zaltman and Plutchik have emphasised the need to use several degrees of emotion, taking the respective target segment into account. This article probes their usage with a focus on the shade and degree of positive emotions. Read more at: https://www.thehindubusinessline.com/catalyst/embedding-emotional-appeals/article23030969.ece