Role Of Emotions In Advertising - Literature Review Assessment Answer

Role Of Emotions In Advertising
Literature Review

Introduction
Emotions play a very important role in advertising and they can be used in several categories such as happiness, sadness, surprised or afraid and angriness. The organisations want to connect with the customers who are happy, smiling laughing in order to create a positive image of the brand and spread happiness. The organisation uses these emotions in a smart way in order to attract new customers and expand their business. This literature review highlights the emotions that have been used in the business and their roles to make the advertisement successful. In this interactive environment of media, the consumers are not only able to control the messages of advertisement in order to expose it in their own way, but they are also able to generate marketplace information and share it with others. The consumers act according to the emotions included in the advertisement, it is necessary to add positive emotions which make the customers happy and smile and also inspire them. This study highlights how disgusting content can be prepared and sold to the consumers at a low price which creates a negative impact. The society members are easily getting attracted to celebrities. The brand uses dead celebrities in order to create emotions in the advertisement but probably they are beneficial for the business only rather than customers. In this literature review, trust is considered as the most important factor in order to influence viral ad outcomes. Viral advertising refers to the generated content online to spread a meaning full message which can be shared by the consumers with others and make it popular. The viral message can affect the attitude of the customers so it is necessary to understand the source of trust. This study also addresses several gaps which help in analysing the effectiveness of using the nature imagery in advertising. People prefer natural surroundings and the advertisement with greenery theme are able to have a positive impact on the customers.
Literature review
Role of disgust advertisement
According to Shimp amp Stuart (2004), sometimes the consumer responds surprisingly to advertisements with a horrible expression. The paper represents the disgust in the context of advertisement in more depth. The research determined that marketer with disgusted emotion sold the items at a lower price and marketer with the neutral emotion state sold the items at a higher price. The research work has included the theory and lay viewpoint on disgust emotion. The disgust theory states that it is an emotion which forms perception on the basis of liking and disliking the things (Parker, 1998). The disgust emotion forms the negative perception and its outcome is pain and non-pleasurable engagement. Generally, the disgust emotion directed towards the food items and animals linked concept. The author states that disgust is a feeling or emotion of dislike towards unpleasant objects. According to the viewpoint of a layperson, the disgust emotion is the combination of anger and revulsion (Spotts, Weinberger, amp Parsons, 1997). In theoretical words, it refers to sickness type reaction towards toxic items. The lay individual grasps the various meaning of disgusting emotion. The disgusted emotion directly affects the food associated advertisement (Baker, Honea amp Russell, 2004). This kind of emotion also affects the purchasing intention of the consumer. The research has done the experiment on beef and chicken which have proved disgusted emotion related to food effect on the advertisement content and purchasing purpose of the customer (Taylor, Hoy amp Haley, 1996). The disgusted emotion is less dominant than guilt, humor and fear in consumer behaviour. The researched studied was limited to the food domain but the concept of this research will figure out the various advertising requests and visualization (Orth amp Holancova, 2003). If the advertisement perceived as disgusting and unpleasant then it will fail. In the food industry, the consumer feels unpleasant with undercooked food, unclean restaurant surroundings. Disgust emotion is a practice of moral emotions which is a part of anger and contempt emotion. Customers strongly feel disgusted when in advertisement representing a situation as morally unpleasant or repulsive (Muehling, Sprott, amp Sprott, 2004). The offensive marketing impact on the consumer purchasing decision related to brands or product. The researchers classified the disgusting advertising according to their rate of occurrence. The disgusting advertisements are gross depictions, offensive sexist portraying, human and animal waste scenes, associational disgust demonstrations, disgusting political advertisement and various forms of advertisement. The disgusted emotion shows the negative effect on the advertisement (James amp Hensel, 1991). Hence, from the research, it is to determine that disgusting emotion and advertisement impact on consumer judgment. The disgusting advertisement considers as gross and negative by the customer
Usage of dead celebrities in advertisement
According to Petty amp Rozario (2009), society is attracted to celebrities so with the help of technology the video and audio clips of dead celebrities are developed. From the past decade, the use of dead celebrities licensing in branding and advertisement industry has increased. In the context of using dead celebrities in an advertisement, this research has created a new and innovative policy suggestion to address the issue regarding it (Wicks, Warren, Fosu amp Wicks, 2009). The leading celebrities are creating their own licensed products. Celebrities in the advertisement can be profitable and earned a lump sum amount of money. But the living stars found expensive and risky in terms of their attitude and behaviour so the advertisement and merchandising are involving the dead celebrities (Tinkham, Lariscy, amp Avery, 2009). Using dead personalities in the advertisement is profitable because they are less expensive. To protect the rights of dead celebrities difference in state law in developed. The state law is significant for dead celebrities as some courts protect and address the rights. Yet, no court has addressed the rights of unlicensed usage of deceased celebrities in the advertisement (Nyilasy amp Reid, 2009). The research paper has analyzed the policy regarding dead personalities. Celebritys inheritor and the licensing manager are influencing 14 state legislatures to regulate viable use of dead personality in the advertisement. The famous personalities like to generate the revenues and capable to use the intellectual property rule to accomplish the licensing with the help of copyright and trademark on their name and image (Kim, Haley amp Koo, 2009). The state law is confused that it should allow a few famous personalities or not in the postmortem. Moreover, it has been observed that analysis of policy determines that in past the state law was too liberal in permitting postmortem advertising rights (Soh, Reid, amp King, 2009). Thus, the research paper suggests the changes in the law that is allow the postmortem of famous personalities as long as the customer appears doubtful. The suggestion anticipates the few factors of state law, that the law does not protect completely the celebritys successor from relishing the rights. The court has questioned whether the regulators should permit the celebrities who generate high revenues through the legal control on their name, identity and image. The living celebrities will be digitized and ready to modify look and expression and marketers are interested in the usage of celebrity image and voice in the advertisement (Beverland, Lindgreen amp Vink, 2008). Hence, the personalitys inheritors can regulate and earn profit through authorized use of their personality by creating copyright and trademark after their death. The study determines that the use of dead personalities in advertisement and reanimated them through modern technology. It also analyzed the state law which protects celebrities from unauthorized use after their death.
Violence Advertisement
According to Jones et al. (2010), the study concern about the increase of violence in society as well as in the advertisements. The society is concern about the advertisement violence which is used in video and computer games and gradually the violence is increasing. In this research, the multilayered content method is used. The analysis of content includes creating the theme from the information and then creating rules to assigning the cases into this theme. The outcome of the multilayered method is a set of strategies for policymaker and experts. As well as the group of potential variables is used to direct upcoming research on the vicious advertisement. The multilayered method contains three layers that are manifest content analysis, latent content analysis and normative content analysis. The study recommends that ethical principle should be considered in violent content. It also represents the set rules for advertisers and policymaker for improving advertising practices. The rules should be implemented under the foundational statement. Compliance with guideline is a standard for ethical advertisement. Many countries have established the laws and code of conduct for advertising content. The rules for violent advertising provide a simple framework but this rule does not recommend what should be done with the powerful violence advertisement. But it can be ethical with positive intention like an advertisement showcasing the victim with positive intention. This study provides suggestions to advertisers that the rules should be added during the creation of strategy. For better advertising work policymaker and supervisors should use the guidelines to take direct decisions. With the use of guidelines and rules panel should identify the ethicality of advertising content. The violence in an advertisement may impact positive or negative on the society but the multilayers analysis increased the occurrence of ethicality (Jones, Cunningham amp Gallagher, 2010). The research suggests that there are various sides of violence advertisement implementations that are strength, purpose, identification, portrayed outcomes. The analysis also contradicts the traditional statement that violent advertisement is always disreputable but it can have a positive result from advertisement. The analysis of content also helps to understand the ethical ways to create the advertising content. The intensity of advertisement directly affects the customer. Violence in the advertisement is a social power which affects customer perception in sudden a way. This research state that violent advertisement is more multifaceted than it was previously recognized. The contribution of the research is to give a framework for marketers and policymaker for analyzing the violent adverting content.
Role of Emotional Information management
According to Taute et al. (2011), the researchers investigate the emotional data management in response to public service requests. Emotional encouragement is universal in marketing interaction. There is research on emotional advertising which focuses on the reactions or concerns. The emotional content influences the consumers attitude towards the brand. The emotional advertisement can be identifying by their valence like warmths, friendly, guilt and shame etc. The emotional message in the advertisement strengthens the advertisement. The emotional persuasive influence the peoples thinking the process through advertisement. Emotional intelligence has developed an individuals problem-solving technique and enhances productive thinking. (Delbaere, McQuarrie, amp Phillips, 2011) The emotional intelligence embraces the three sides they are a capability to recognize sentiment, to classify among emotions and the usage of information. Emotional data management is a feature that varies from person to person. Emotional management model creates non-intuitive forecasts about the various effects of optimistic and undesirable emotions. Controlling the negative sentiments decreases the understanding and positive emotion increases understanding. The emotional management model recommends that individual who better control negative feelings may less influence by the negative appeals. Constructive appeals provide profit to individuals who control better emotional evidence (Kim, Han amp Yoon, 2010). The research supports the theories of affecting data and recommends the large part for emotional elements in identifying convincing appeals with emotional implications. Emotion governing function have specific significance for enhancing understanding towards nonlinear influence towards with distress appeals.
According to Micheaux (2011), the instinctive idea that customer uses more data than rational data to develop an emotional advertisement. Displaying the emotional advertisement is significant that the emotional information management enlarges the marketer understanding. It shows how the customer uses and reacts to emotional publicity content. The research highlights the impact of emotion management on public service appeals (Moore amp Lee, 2012). The positive emotional content in public service appeal is based on the funniness rather emotions like happiness. The study also found a few limitations to measure competencies in emotional information management. The study shows that making the advertisement message produce positive states which are more helpful for manipulating the behaviour of individuals who own high emotional information management skills.
Importance of Trust and Sources
According to Cho et al. (2014), the conceptuality of the source is different from the credibility of the source that is why it is important for the markets to put emotions in order to build trust. When compares with the credibility of the advertising source, the source trust should have more focus on the relational characteristics which could involve two parties. It has been observed that the relationship between the sender and the receiver also decides the success of the shared message. It results in generating more content and increased awareness and interest in the content that has been shared. It has been noticed that the ways in which content is generated and shared through viral ads, the trust can be easily built among the consumers (Terlutter amp Capella, 2013). The viral ad source trust refers to the belief of the person that the message shared by the sender is original and provides benefits to them and creates a positive image in the behaviour of the person. This kind of trust can be developed by spending time with each others, sharing values and needs as well as by developing mutual understanding (Rose, Merchant, amp Bakir, 2012). The multistage in viral advertising contains several stages such as firstly it is delivered to the persons email inbox. If the person did not notice it, the effects or outcomes generated are nothing. If the message is noticed by the person, then the receivers who get the message make perception about the person who sends that message. On the basis of the person, one can decide to further check-out the message or not. After opening the e-mail, one can make their attitude towards the viral ad and it changes the perception of the person towards the brand. This could only be possible if emotions are used in the message in an effective manner. It has been observed that when the email of the viral ad is sent to the family members of friends, then the relational trust is built between both parties (Puntoni, de Hooge, amp Verbeke, 2015). The receivers expect that the sender provides them useful information and their feeling must be taken care of. The attitude of the receivers get affected when the useful information and their feeling are included in the message, it also increases the chances for the brands to get a positive response from the customers. These emotions create an outstanding impact on the attitude of the customers and help the advertisers to attract customers.
Role of Green Advertisement
According to Hartmann et al. (2016), advertising watchers are attracted by a pleasing and pleasant nature background. The corporate social responsibility and green advertisement have supported the ubiquity of nature. The green advertising spread the message of protecting nature and it focuses on eco-friendly products. The non-green advertisements are different from green advertisement because they possess different pattern and process (Hudders et al., 2017). The non-green advertisement does not promote the products related to nature or the environment. The emotional psychology determines that individuals generally choose a natural environment with green background over urban surroundings. The study depicts that the nature presentation in the advertisement accomplishes most optimistic emotional responses. Customers generally prefer green vegetation like mountain, flowers etc. And advertisers should focus on the advertisement which specifically effective on green customers.
Effectiveness of Advertising
According to Eisend amp Tarrahi (2016), the effectiveness of the advertisement is very essential in order to create a positive impact on consumers. The advertisers must be able to influence the consumers and evaluate their responses so that they are able to perform better in their future advertisement. In this article, it has been observed that advertising would have a small impact on the consumers which also depends upon the execution of the advertisement and the responses collected from the consumers (Voorveld, van Noort, Muntinga, amp Bronner, 2018). The two specific contributions have been provided which are a comprehensive and well-grounded assessment of the effectiveness of advertising and also contributes in showing the hierarchy of the effect model with the help of showing the combination of input as well as outcomes. This research helps in analysing the effectiveness of advertising and their impact on the customers by evaluating and analysing the responses from the customers. It has also observed that emotions help in attracting the customers for the long term and if there are included in the advertisement in an appropriate manner, then it will improve the efficiency level of the advertisement (De Jans, Cauberghe amp Hudders, 2019). Influence of advertising should be analysed by evaluating the sense-making process of the consumers that develops information, measuring the changes in the attitudes, and their emotions.
Conclusion
Advertising is one of the most important social forces and it helps in creating a positive impact on the customers mind by the advertisers of the organisation. It helps in creating awareness and promotes the products and services which are beneficial for the consumers. Including emotions in advertising improves the chances of getting succeeded and it helps in attracting potential customers. It depends on the advertiser how they involve emotions in the business. When consumers are able to get the advertisement which takes care of their feelings and provide the appropriate information, they get attached to the advertisement. However, if consumers do not find the advertisement appropriate, they do not respond to them. There are several negative aspects of emotions in the advertisement such as violence, disgusting content and sadness which decreases the potential of the consumers. Execution of the advertisement also helps in evaluating its success rate and enables the advertisers to evaluate the response of the consumers. It can be concluded that it is the attitude and behaviour of the consumers and the way they respond to the advertisements. Emotions such as happiness and surprises create a positive impact on the consumers about the brand whereas emotions like sadness and angriness somehow have a negative impact on the behaviour of the consumers.
Recommendation
The advertisement should not involve violence in their message it will create a negative impact on the consumers.
The advertising should be done by following the ethical standards and principles in order to create a positive impact on the minds of customers.
Compliance with regulation must be the minimum standard of making the advertisements.
If the advertisement contains violence content, then warning should be provided to the viewers so that they decide whether to view the advertisement or not.
The disgusting advertisement has a negative impact on consumers. They should be avoided by the advertisers and include emotions which spread happiness and make the customers smile and motivate them.

References
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