role of negative emotions in the interaction of ad is a bit more complex. During the study participants are shown three films in which the bank has encouraged the use of credit cards. The first of these men focused on the fact that it is easier with a card regulate all the bills (we do not have to wait to release the rest, wearing a stuffed wallet, etc.). in the second introduces some elements of anxiety: a bank employee pointed out that abound theft and carrying it with you money you can lose them - credit card entails no such risk. In the third film was definitely a strong risk exhibited: viewers were told that carry a money, exposure to murder, because the motive of financial profit is the most common cause of seizures.
then examines the circumstances in which people remember most of the information provided. It turned out that memorizing is the best average level of anxiety, This means shown in the second movie. If we fear is not very pronounced, it stimulates attention and facilitates active information retrieval. However, if you exceed this optimal level, takes on the popędowego, which leads to the removal of the memory associated with the unpleasant information. It is interesting that the negative effects associated with the hearings of the respondents information about the murders were clearly weaker when the hero ad said a warm, pleasant voice. It is probable that the speaker drew the attention of consumers and those concerned with the not so much the threat.
Since specific negative emotions may reduce or increase the persuasive power of the content presented in them, and some of the emotional states appear unexpectedly, usually to suggest that the impact of such ads to consumers has always been carefully examined before a decision on their emissions (Huang 1997). The use of negative emotions can take the most positive character. Any advertising aimed at social activities for the needy in their own content using the atmosphere of sadness, pain and suffering. More about social advertising, I say a little later.
then examines the circumstances in which people remember most of the information provided. It turned out that memorizing is the best average level of anxiety, This means shown in the second movie. If we fear is not very pronounced, it stimulates attention and facilitates active information retrieval. However, if you exceed this optimal level, takes on the popędowego, which leads to the removal of the memory associated with the unpleasant information. It is interesting that the negative effects associated with the hearings of the respondents information about the murders were clearly weaker when the hero ad said a warm, pleasant voice. It is probable that the speaker drew the attention of consumers and those concerned with the not so much the threat.
Since specific negative emotions may reduce or increase the persuasive power of the content presented in them, and some of the emotional states appear unexpectedly, usually to suggest that the impact of such ads to consumers has always been carefully examined before a decision on their emissions (Huang 1997). The use of negative emotions can take the most positive character. Any advertising aimed at social activities for the needy in their own content using the atmosphere of sadness, pain and suffering. More about social advertising, I say a little later.
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