Advertising creative appeals
Description
Discusses the six most common and successful advertising creative appeals: emotion, rationality, sex, humor, fear, and scarcity. Features commentary by psychologist Jeffrey Dunn, director of the Center for Living Enrichment, and discusses proven approaches to employing each type of appeal based on advertising research. Covers means-end chain theory, informational vs. transformational reinforcement, and using leverage points. Uses both print ads and TV commercials as examples.
Runtime
20 min
Series
Subjects
Genre
Date of Publication
2006
Database
Alexander Street
Direct Link
Similar Films
Volkswagen's Snowplow
Defending privacy vs. defending country
How do you define an app?
King of the infomercial. A. J. Kubani
Who's really in control of cyber security?
K.F.W.B. commercial
How to play big data
Boeing Dreamliner image suffers another blow
Anchorfree sees user spike in Turkey
A Conversation With Jon Reinish. Conversations with Giants
Yahoo's Tumblr buy. David Karp saw exit strategy
Roubini. European recession continues to spread
Winoker. Manufacturing needs more than cheap energy
U.S. dollar gains on euro, bolstered by Jobs report
E-commerce. Business to business