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What is Emotional Appeal? Role in Advertising, Application, Uses and Examples

View all our courses and get certified on https://academy.marketing91.com Getting audiences to support the spokesperson’s reasoning by influencing their emotions is called an emotional appeal. There are many ways to achieve emotional appeal such as by telling a story, through pictures or using a metaphor, so as to act like a hook. Producing an Emotional Appeal The audience and their receptiveness to different emotions need to be understood to generate an emotional appeal. The emotional appeal of "I Have a Dream." Martin Luther King, Jr.’s “I Have a Dream” speech is a good example of the emotional appeal successfully achieved by a speech. Emotional Appeal in Advertising Emotional appeal advertising sets off the emotions of customers to encourage them to purchase services and products instead of urging their rationality. It is not just a technique but a science that big companies use to know how the inner world of a typical customer works. Magnetic resonance imaging (MRI), electrocardiogram (EKG), and other neuroscientific methods are used by advertising scientists to study customers' brain activity. This video is on Emotional Appeal and it has the following sub-topics. Time Stamps 0:00 What is Emotional Appeal? 0:15 Definition of Emotional Appeal 0:32 Producing an Emotional Appeal 0:48 Emotional Appeal in Advertising 1:12 Types of Emotional Appeals