Lecture 16 - I. Message Characteristics/Strategies A. Use...

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I. Message Characteristics/Strategies A. Use of Evidence B. Positive Emotional Appeals 1. Vivid messages designed to arouse good feeling (color arouses excitement, soothing music, visual things (puppy) that is amusing, etc). a. Humor, joy, love, sentimentality, hope. 2. Effective if can “condition” a response (pair the good feelings with the argument/product). 3. Potential problem in ads: “vampire creativity” a. If you push this too far you can loose the connection between person and product. It could be so funny that they don’t even remember what the add was for but just how funny it was. C. Negative Emotional Appeals 1. Designed to arouse unpleasant feelings a. Guilt/Shame, sadness b. Emotions can only last so long, that’s the problem cause they can provoke the emotion and then they go away and then you forget the add. 2. The “Fear Appeal” a. Basic human needs threatened i. E.g., safety, personal relationships (anti-drug campaigns, risky behavior in terms of sexuality, etc.)
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This note was uploaded on 01/20/2010 for the course COMM comm10 taught by Professor Klein during the Spring '10 term at West Valley.

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Lecture 16 - I. Message Characteristics/Strategies A. Use...

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