Emotional Resonance as a Strategic Tool: Assessing the Effectiveness of Emotional Appeals in Advertising

Abstract

With the media being a clutter, advertisers are resorting to emotional appeal as a great strategic means of attracting consumers attention and swaying their purchasing. This article will discuss the determinants of Emotional Appeals in Advertising. Based on the psychological principles of persuasion and processing of emotions, the study utilizes the mixed methods approach--which integrates both content analysis of advertising campaigns and survey data collected in 200 consumers. The results of this research indicate that the emotional appeal is quite strong in terms of creating the brand engagement and memory. The analysis informs that the emotional tone must be aligned to the principles of the brand and expectations of the audience to be the most effective. It arrives at a conclusion that emotional resonance is not only intended to differentiate brands but also allows attributing to the strengthening of consumer-brand relationships. The created insights can be used both at the academic level and designing emotionally persuasive advertising strategies.