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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
The Application of Emotion Creative Strategy in Advertising Design
Author(s)
WEI Zhao, CHEN Ji
Full-Text PDF
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DOI:10.17265/2159-5836/2019.10.012
Affiliation(s)
The University of Huddersfield, Huddersfield, UK; Jilin Art College, Changchun, China
ABSTRACT
The meaning of advertising is generated through how audience perceive, observe, describe, and interact with advertising. Modern advertising is not only a bare statement of fact, it is far from being a reliance on literal and logic. On the contrary, it is rather a combination of many types of concept communications, containing language. Applying the emotion idea can be easily to elicit perceptions, interpretations, and the affective response of the consumers with regard to the information being advertised. The key concept also facilitate the process of explicating different situational phenomena that demonstrate certain attitudes, beliefs, and values.
KEYWORDS
emotion resonance, communication, subjective, behaviour, divergent genres
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References
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Barthes, R. (1978). A lover’s discourse: Fragments. New York: Macmillan.
Barthes, R. (1986). Well, and China? Discourse, 8, 116-122.
Barthes, R. (2012). Mythologies. (R. Howard & A. Lavers, Trans.). New York: Hill and Wang.
Bessarabova, E., Turner, M. M., Fink, E. L., & Blustein, N. B. (2015). Extending the theory of reactance to guilt appeals. Zeitschrift für Psychologie, 223(4), 215-224.
Bolls, P. D. (2010). Understanding emotion from a superordinate dimensional perspective: A productive way forward for communication processes and effects studies. Communication Monographs, 77(2), 146-152.
Buster, B. (2013). Do story: How to tell your story so the world listens. Shoreditch, London: Do Book Company.
Cherry, K. (2018). The 6 types of basic emotions and their effect on human behavior. Retrieved from https://www.verywellmind.com/an-overview-of-the-types-of-emotions-4163976
Conway, M. A., & Pleydell-Pearce, C. W. (2000). The construction of autobiographical memories in the self-memory system. Psychological Review, 107(2), 261.
Dennis, C., Michon, R., Brakus, J. J., Newman, A., & Alamanos, E. (2012). New insights into the impact of digital signage as a retail atmospheric tool. Journal of Consumer Behaviour, 11(6), 454-466.
Dennis, C., Michon, R., & Newman, A. (2008). New kid on the block: The impact of digital signage as a retail atmospheric tool. Paper presented at the Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference.
Dennis, C., Newman, A., Michon, R., Brakus, J. J., & Wright, L. T. (2010). The mediating effects of perception and emotion: Digital signage in mall atmospherics. Journal of Retailing and Consumer Services, 17(3), 205-215.
Dillard, J. P., & Peck, E. (2000). Affect and persuasion: Emotional responses to public service announcements. Communication Research, 27(4), 461-495.
Ferreira, M. C. O., Brandão, M. M., & Bizarrias, F. S. (2017). Understanding consumer’s responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: The mediating role of coping. Revista de Administração (São Paulo), 52(4), 431-442.
Fiske, S. T., & Taylor, S. E. (2013). Social cognition: From brains to culture. Thousand Oaks, California: Sage.
Fog, K. (2010). Storytelling: Branding in practice. Frederiksberg: Samfundslitteratur.
Fredickson, B. (2001). The role of positive emotions in positive psychology. American Psychologist, 56(3), 218-226.
Lam, S. Y. (2001). The effects of store environment on shopping behaviors: A critical review. Advances in Consumer Research. Association for Consumer Research (U.S.), 28(1), 190-197.
Louie, K. (2008). The Cambridge companion to modern Chinese culture. Cambridge: Cambridge University Press.
Morris, J. D., Bradley, M. M., & Wei, L. P. (1994). Global advertising and affective response: SAM ratings in USA and Taiwan. Paper presented at the presentation made at the National Conference of the Association for Education in Journalism and Mass Communications, Kansas City.
Morris, J. D., & Waine, C. (1993). Managing the creative effort: Pre-production and post-production measures of emotional response. Paper presented at the Proceedings of the 1993 Conference of the American Academy of Advertising.
Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention. Journal of Advertising Research, 42(3), 7-17.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). New York: Springer.
Pillemer, D. B. (1998). What is remembered about early childhood events? Clinical Psychology Review, 18(8), 895-913.
Plutchik, R. (2001). The nature of emotions: Human emotions have deep evolutionary roots, a fact that may explain their complexity and provide tools for clinical practice. American Scientist, 89(4), 344-350.
Quartier, K., & Van Cleempoel, K. (2008). The influence of lighting in the build environment: A study to analyse human behaviour and perception as measured by mood and observation. Proceedings of Measuring Behavior 2008. Maastricht, The Netherlands, August 26-29, 2008.
Rodgers, S., & Thorson, E. (2012). Advertising theory. New York: Routledge.
Strongman, K. T. (1978). The psychology of emotion. New York: Wiley New York.
Wang, J., & Wu, L. (2015). Two-factor model of affection-behavior in green purchase: Hypotheses and test. Journal of Management Science, 28(6), 80-94.
Yim, M. Y.-C., Yoo, S.-C., Sauer, P. L., & Seo, J. H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5), 528-544.