The Effectiveness of Emotional Advertising in Directing the Behavior of the Recipient and the Desired Communication Objectives

El-Mantawy, M. Dr. Doaa Ahmed Mohamed

doi:10.21608/maut.2023.299737

The Effectiveness of Emotional Advertising in Directing the Behavior of the Recipient and the Desired Communication Objectives

Author

M. Dr. Doaa Ahmed Mohamed El-Mantawy

Lecturer at the College of Art and Design, Salman International University. Sharm El , Sheikh

10.21608/maut.2023.299737

Abstract

Marketers usually tend to focus on impression rate, interaction rates, and different price promotions, but often ignore the emotional appeal of advertising. On the other hand, ads that elicit strong emotional feelings often achieve effective results. This type of marketing increases social participation, increases the percentage of purchasing the advertised product, or responds to the advertised message, in addition to increasing customer loyalty to the brand as trust is built between the public and the brand. In addition to improving the user's purchasing experience.
The use of emotions in advertising directly affects the purchase process, the use of the service or the response to the advertising message. People often do not buy for logical reasons, but for emotional reasons. Emotional stimuli arouse great resonance with the target audience, as well as adding facts and information about the advertised topic. There are many emotionally effective examples to motivate the target audience by evoking some feelings such as: happiness, fear, sadness, sympathy, belonging, protection... and other such feelings, and these feelings were chosen only because they are the most prevalent for the purpose of an indicative comparative study to determine advertising strategies. advertising behaviour.
For this reason, the research proposes new ways to apply some of the foundations and rules upon which the message is built in emotional advertising, in addition to how to build an effective advertising sentence that achieves emotional attractiveness and raises interest in the subject of advertising, to develop an effective strategy for building emotional advertising, in order to achieve the desired communication goals successfully

Keywords

Main Subjects

Arts

References

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ثالثاً : المواقع الإلكترونية :