Emotions and Marketing

EMOTIONS AND MARKETING 1

Emotions And Marketing

Keith Glover

Capella University

EMOTIONS AND MARKETING 2

Introduction

There are numerous tactics that advertisers use to get your attention to help promote their agenda. The top five appeals that advertisers use to sell products are fear, humor, rational, sex, and bandwagon ( Wimbush, 2015). These all generate a response that is intended to make the viewer buy a product or have the same opinion on a certain topic. This paper will look at political advertising, public health advertising, and commercial advertising campaigns

Political Advertising

The first ad that I viewed was called Creep Uncle Sam. This was the fourth installment in a series of four about Obamacare. In this commercial Uncle Sam is shown as a doctor that is incapable doing his job ( Listitude, 2013). It portrays Obamacare as something that is negative for young adults and not needed. At the end of the commercial it tells you to visit OptOut.org which is a website that gives there opinion on Obamacare and why it is wrong for young adults (Listitude, 2013). The website has the opinion that Obamacare is inferior and more expensive for the younger generation. It is full of satire and uses the appeals of rational and bandwagon to promote their opinion. The bandwagon appeal creates a sense that a product is needed or not needed depending on the intention. Bandwagon appeal is saying here do this because everyone else is doing it. Rational is also used as a tool to show that the use is beneficial or non-use is the intention.

Public Health Advertising

The second ad that I observed was about the harmful and deadly consequences of smoking ou cigarettes. It uses the emotional appeal of fear. The commercial is called the "Toxic Cycle". This...