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- Title
Emotional Intelligence and Effectiveness of Advertising.
- Authors
Sashikala, P.
- Abstract
The technology of electronic media and the art of advertising have combined over the past 60 years to create very powerful tools of influence. These tools have proved to be capable of shaping the attitudes, values and behaviors of large numbers of people. It would therefore be interesting to study the power of advertisements to influence, in the context of recent discoveries in brain science. The most effective ads are not informational, but emotional. In some cases, the feelings evoked by the ad may have no logical connection to the product whatsoever. It does not matter. As long as the desired emotion is linked with the product, the mission has been accomplished. This paper focuses on analyzing the effectiveness of advertisements targeting emotions of an individual and on sales.
- Subjects
EMOTION regulation; COMMUNICATION in marketing; ADVERTISING; DIGITAL media; SELLING
- Publication
ICFAI Journal of Consumer Behavior, 2007, Vol 2, Issue 4, p48
- ISSN
0973-3760
- Publication type
Article