Digital Libraries

Advertising Creative Appeals

Contributor(s): Kanopy (Firm)Publisher number: 1046938 | KanopyPublisher: [San Francisco, California, USA] : Kanopy Streaming, 2015Description: 1 online resource (streaming video file)Content type: two-dimensional moving image Media type: computer Carrier type: online resourceSubject(s): Business Skills | Marketing; Advertising and PROnline resources: A Kanopy streaming video | Cover Image Summary: Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising.  Using both print ads and  TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by 15 advertising research studies cited in the program.  A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced and interesting for students.
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Title from title frames.

In Process Record.

Originally produced by D.E. Visuals in 2012.

Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising.  Using both print ads and  TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by 15 advertising research studies cited in the program.  A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced and interesting for students.

Mode of access: World Wide Web.

In English

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