Findings From Experimental Studies
- The arousal of emotions persuade viewers in a way that is quite different from that if argument.
- To stimulate emotions, communicators use characters, pictures, music, sequences of events and humour.
- Emotion does not raise viewers natural attention, but draws the viewer into the action and distract them from the advertisers intention to persuade.
- Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence.
- The arousal of emotions, especially indirectly with a story, generally requires more time than the communication of a message through the argument.
- Viewers could get so involved in the emotions that they may miss the central message.- Characters are most engaging if they are similar to those the audience experiences.
- Biting humour is mostly not allowed as it will cause complaints from other companies.
- Resonance is a form of humour that probably occurs more often in advertising than in literature.
- Humour must be painless
No comments:
Post a Comment