Emotions in Advertising Part III

Emotions in Advertising Part III

Team

BSCOM/234: Communication Research

Emotions in Advertising Part III

Several methods can be helpful when reviewing persuasive messages or persuasive advertising. Methods such as quantitative and qualitative may be used to collect data and analyze content. Analyzing content allows you as a researcher to examine text or media with trends or patterns. What makes analyzing data important is to be able to have a result to back up studies and even duplicate research. During our research, we showed an example of a long term company who advertises undergarments and how they persuade customers into purchasing with them over other companies. We also analyzed this by using a coding method to develop data with that number one sales company and other companies similar to establish some of the emotion technique that is used to persuade consumers. With all the research data that we provided we determined that commercials use a plethora of tools to market consumer-based of their emotion. Does how long an advertisement run also persuade consumer sales? As we take a closer look into analyzing our research will investigate the emotions of persuasive advertising and the longevity of the advertisement.

We have found that emotion-based persuasion has a strong impact on the human mind, especially in advertising. In the article, Observation: The Long and Short of Persuasive Advertising a qualitative method was used to conduct the study. Not only during the observation study it reflects on the advertisements that gear on emotions it also took a look at the longevity of the effects of the commercial on consumers watching them. Theories such as the approaches by brands achieve consistent success with long term advertisement. Online advertising is on a rise due to consumers engaging online. Companies are advertising products online now which leads to consumer’s advertisement more and more. Long term advertisements use strategies by the brand did have a high level of success. The long term advertises achieved above.

Based on the shift-testing the emotional-based persuasion is a challenge that hasn’t been an easy challenge for observing long and short persuasive advertising. One thing that must be taken into consideration is understating that advertising is based off several factors and not just the emotional aspect of it. You must determine if this is for long term success or short-term success. Short-term success can lead to long success and with the right exposure you can increase sells, viewers and have more impact on the market. Emotionally, when you see something time after time, it becomes burned into your mind. You then think that is it something that you need or when something happens you have an idea of what or who you can use simply because of what you have seen or hear so many times in the past. You may not realize it, but you become attached to the commercial or the posting which eventually will make you emotionally attached. This is why we have so many impulsive buyers.

Empirical method was chosen but does not support the research. There was no theory but rather a quantitative approach because they wanted to see if the numbers would change based off of long term and short-term advertising on two types of exposure. If you want to be a successful company and make as must profits as possible, advertising is important and too much advertising is a great thing when you think about. The feeling of thinking you want or need something is mind control and if you keep seeing or hearing the same thing long enough your mind becomes sustainable to whatever it is. This is a good way to gain insight into what works long term versus what works short term with numbers.

There are many advantages and disadvantages of using content analysis for emotion-based persuasive messages in online advertising. Personalization is a way to increase customers engagement and loyalty, as it delivers messages that are adjusted to their personal needs and anticipates their desires. You can personalize things and persuade your customers to purchase items by offering the specific content based on their personal information or conducting surveys to see what type of items they have purchased or are interested in purchasing. More advantages are that it can allow for quantitative and qualitative methods, and different units can be used to engage the many different types of people. Some disadvantages are coming up with content analysis for emotion-based persuasive message online advertising can be time-consuming and which such a large audience it can be difficult to make sure you have the right content.

Our team was in agreeance when it came to coding and we mostly agreed when it came to analyzing the content. We felt that the best approach was to use a color-coded scheme because colors are often associated with emotions. We looked at several different ads and listed the emotions that we felt while viewing the ads and then we researched different colors and found the ones that matched the emotions that were chosen. Although we did not just settle for what the websites informed us of what emotion each color represented; we also took the time to review the ads again to look for those colors and see if we still felt the same emotions as we previously did before we researched the meaning of the colors. When it came to analyzing the content and picking which emotions, we felt went with the different brands our answer differed. With both brands (Victoria Secret and Pretty Little Things) we were in agreeance with three out of the five emotions, which left two emotions that we disagreed on. After discussing how we viewed each brand and the emotions that we perceived upon reviewing the advertisements it was determined that the disagreement was due to different styles and preferences. 

Our Content Analysis research study evaluated the type of emotions popular brands of women’s lingerie use to appeal to consumers. The five emotions that were identified by our research team were looks sexy, comfort, stylish, affordable, and self-care; the two brands that we studied were Victoria Secret and Pretty Little Things. The conclusions and implications that were drawn from our content analysis findings are that both brands share two out of the five codes which are to look sexy and being stylish. Victoria Secret scored a unit in comfort, Pretty Little Things scored a unit in being affordable and neither brand scored a unit in self-care.

In this course, we discussed how advertisers use emotions to persuade the view of an audience. During our research, we showed an example of a long-term company who advertises undergarments and how they persuade customers into purchasing with them over other companies. We focused on advertisements from businesses such as Victoria Secret and Pretty Little Thing and how they used emotion to persuade consumers for sales. Our team was in agreeance when it came to coding and we mostly agreed when it came to analyzing the content. We discussed our findings by analyzing our research with a color-coding the information. We also discussed peer-reviewed research and compared it to the investigation of emotion-based advertisements. In conclusion, we take a closer look into analyzing our research by investigating the emotions on persuasive advertising and the longevity of the advertisement and how effects an audience.

Reference

Observations: The Long and Short Of Persuasive Advertising Karl Rosenburg, Margaret Blair

http://eds.a.ebscohost.com/eds/pdfviewer/pdfviewer?vid=5&sid=824f9b1e-1b45-4624-9bdd-07b40a59ff6a%40sdc-v-sessmgr03