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Understanding The Role of Emotion in Advertising
Emotion is an important mediator of how we process
information.
We must be careful not to confuse emotion with positive affect
or liking.
Emotion, even negative emotion, energizes how we process
information.
It is not necessary to like all advertising for it to be
effective.
nly when we are dealing with positive motives is it necessary to
likeadvertising, and then it is critical.
something is emotionally active doesnt mean it must be an
affectively!oriented or called as emotional or feeling advert, not
in terms of the
affect!psychology differention generally made "psychologically
thatadvertising dealing with unpleasant or sometimes disturbing
sub#ects,such as cancer or motor accidents, can be emotionally
arousing$.
%he link between emotion and motivation, and look at how this
arguesstrongly for a dynamic understanding of the way emotion works
as weprocess advertising.
EMOTION AND PERSUASION IN ADVERTISING: !AT E DO ANDDON"T #NO
A$OUT A%%E&T'Emotion and persuasion is an old topic in
psychology and a difficult one to apply to advertising.
Affectappears to have four possible effects on "learning" from
advertising and a direct effect on advertisingeffectiveness in low
depth-of-processing situations. But understanding and measurement
of thecognitive neuropsychological underpinnings of the effect of
affect is incomplete and often applied inan over simplistic way.An
unequal understanding of affect in advertising has probably been
the cause of more wastedadvertising money. Today we do not
adequately understand if advertising must entertain in order tosell
or whether, lie the headache ads that seem to sell through their
very irritation, pleasantness is
senselessto thoughtfulness of advertising effectiveness.
This study investigates the role of affect in attitude
formation. Two e!periments, using establishedconditioning
procedures, assessed the impact of affect on attitude formation.
The results ofE!periment indicate that affect can influence
attitudes even in the absence of product beliefs. Theresults of
E!periment # suggest that affect plays as important or more
important a role than the beliefmechanism in attitude formation,
depending on the number of repetitions. $mplications of the
resultsfor understanding the role of affect in advertising are
discussed.
Fast-Food Restaurant Advertising on Television and Its Influence
on Childhood Obesity
Using the 1979 Child-Young Adult National Longitudinal Survey of
Youth and the 1997National Longitudinal Survey of Youth,
researchers estimate the effect of fast-food
restaurant television advertising on children and adolescents
and being overweight.
hat resear(hers fo)nd: Overall, exposure to fast-food restaurant
advertisingincreases the likelihood of children and adolescents
being overweight. Banning fast-food
and restaurant television advertisements would reduce the number
of overweightchildren ages 311 by 18 percent. The number of
overweight adolescents aged 1218
http://www.shabdkosh.com/translate/senseless/senseless-meaning-in-Hindi-Englishhttp://www.shabdkosh.com/translate/senseless/senseless-meaning-in-Hindi-English
8/13/2019 Emotion is an Important Mediator of How We Process
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would decrease by 14 percent. By eliminating the tax
deductibility of food advertisingcosts, the number of overweight
children and adolescents would reduce by 7 and 5
percent, respectively.h* +e (hose this ,)-li(ation: While
previous studies have examined the
association between childhood obesity and television viewing,
this study provides
evidence that a ban solely on television fast-food restaurant
advertising may effectivelyreduce the prevalence of overweight and
obesity among children. These researcherssuggest that the
elimination of the tax deductibility of television fast-food
restaurant
advertising may serve as another policy option worthy of further
exploration.hat resear(hers st)died:Fast-food restaurant television
advertising data was
collected from Competitive Media Reporting (CMR). Both the1979
Child-Young AdultNational Longitudinal Survey of Youth and the 1997
National Longitudinal Survey of
Youth provided information on children and adolescents.
The Cost of Annoying AdsThe main result of this paper is that
annoying ads lead to site abandonment and thus fewer
impressions than good ads or no ads. In what might be seen as
good news for publishers, good
ads and no ads led to roughly equal numbers of impressions.
Annoying ads impaired peoples
ability to carry out an email classification task, suggesting
that annoying ads have a real cost to
users beyond mere annoyance.
Nevertheless, we expect that our finding that annoying ads cost
the user at
least $1 CPM over more pleasant ads will be obtained in some
other environments.
(CPM is cost per impression)
This work also suggests a variety of policy recommendations.
Most directly, the $1 CPM user
cost is a reason that publishers should insist on a substantial
premium for annoying
advertisements.
Challenges in Measuring Online Advertising Systems:
% &earch ads are largely key!word based so far% Websites ads
use location but probably not behavior% &ocial network ads use
all profile attributes to target users
Online advertising supports many Internet services, such as
search, email, and social networks. At the
same time, there are widespread concerns about the privacy loss
associated with user targeting. Yet,very little is publicly known
about how ad networks operate, especially with regard to how they
use userinformation to target users.
This paper takes a first principled look at measurement
methodologies for ad networks. It proposes newmetrics that are
robust to the high levels of noise inherent in ad distribution,
identifies measurement
pitfalls and artifacts, and provides mitigation strategies.It
also presents an analysis of how three different classes of
advertising -- search, contetual, and
social networks, and use user profile information today.
!ategories and "ub#ect $escriptors !.%
&'erformance of "ystems() *easurement techni+ues !omputers
and "ociety) 'ublic 'olicy Issues-'rivacy eneral Terms
perimentation, *easurement /eywords Advertising, 'rivacy,
0ehavioralTarget...
http://en.wikipedia.org/wiki/Cost_per_impressionhttp://en.wikipedia.org/wiki/Cost_per_impression
