{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

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

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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.) b. Most effective when audience sees: i.
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern