Loading...
Please wait, while we are loading the content...
Empathy for Emotional Advertisements on Social Networking Sites : the Role of Social Identity
| Content Provider | Semantic Scholar |
|---|---|
| Author | Rawal, Monika |
| Copyright Year | 2018 |
| Abstract | Emotions have long been used in advertising. A direct attention to emotions through emotional appeals can make people notice advertising and thus brands. Advertisements are created with the hope to stir emotions so that their message is strengthened and consumers are motivated to purchase the product advertised (Stewart, Morris, & Grover, 2007). Advertising evokes a diverse range of emotions (e.g. humor, sad, happy, love), and response to these emotions plays an important role in creating a relationship between consumers and products (Stewart et al., 2007). Advertisements are meant to strike a chord on some level with the target audience so that they can relate to the situation portrayed in the ad, and empathize with the content of the ad. Empathy in advertising specifies “the extent to which viewers participate vicariously in events, feelings, and behaviors that are shown in a commercial” (Schlinger, 1979, p. 47). Empathy plays an important role in advertising because it triggers consumers’ certain stimuli, and thus maximizes advertising effectiveness (Bagozzi & Moore, 1994). Empathizing with an ad makes consumers imagine being a character in the advertisement and creates an emotional connection between the consumer and the ad. This emotional connection, in turn, creates a positive impression about the product being advertised and also helps consumers remember the ad for a longer period of time (Friestad & Thorson, 1993). |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.mmaglobal.org/publications/MMJ/MMJ-Issues/2017-Fall/MMJ-2017-Fall-Vol27-Issue2-Rawal-SaavedraTorres-pp88-102.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
