The Emotional Communication Effectiveness of Advertising on Consumer Behavior
Qutp, M., Abodonia, S., El Sharkawy, A. (2022). The Emotional Communication Effectiveness of Advertising on Consumer Behavior. EKB Journal Management System, 12(6), 271-280. doi: 10.21608/idj.2022.267603
Maysoon Mohamed Qutp; Samar Hany Abodonia; Ahmed Zakaria El Sharkawy. "The Emotional Communication Effectiveness of Advertising on Consumer Behavior". EKB Journal Management System, 12, 6, 2022, 271-280. doi: 10.21608/idj.2022.267603
Qutp, M., Abodonia, S., El Sharkawy, A. (2022). 'The Emotional Communication Effectiveness of Advertising on Consumer Behavior', EKB Journal Management System, 12(6), pp. 271-280. doi: 10.21608/idj.2022.267603
Qutp, M., Abodonia, S., El Sharkawy, A. The Emotional Communication Effectiveness of Advertising on Consumer Behavior. EKB Journal Management System, 2022; 12(6): 271-280. doi: 10.21608/idj.2022.267603

The Emotional Communication Effectiveness of Advertising on Consumer Behavior

International Design Journal
Article 24, Volume 12, Issue 6 - Serial Number 49, November and December 2022, Page 271-280  XML PDF (1.7 MB)
Document Type: Original Article
DOI: 10.21608/idj.2022.267603
View on SCiNiTO View on SCiNiTO
Authors
Maysoon Mohamed Qutp1; Samar Hany Abodonia2; Ahmed Zakaria El Sharkawy3
1Prof. in Advertising Design - Dean of Faculty of Applied Arts - Helwan University
2Prof. in Advertising Design - Faculty of Applied Arts - Helwan University samar_abodonia@a-arts.helwan.edu.eg
3Faculty of Applied Arts - Helwan University
Abstract
Emotion is the core of the relationship between the recipient and the brand as it influences conscious decisions and drives unconscious decisions. It is a neurobiological response, which is an extremely important component of the whole life. Thus, emotion plays an important role in survival and extends to reach the safety and well-being of society, so emotion plays a pivotal role in regulating the behavior of the recipient. Emotion occupies an important position in advertising, as it is seen as an important component of creativity, and the emotional response to an advertisement is a vital part of the successful communication process. So basically successful advertising depends on emotion. The emotional response always highlights a kind of biological change in the behavior of the recipient, and the emotional response is the one that leads the feelings, the feeling is a response to the emotion, and here comes the role of feelings, which is the mental sensory perception of the behavioral change resulting from the emotion. Objective: The research aims to study emotion and its importance in advertising as the essence of the recipient's relationship with the brand. Employing emotion in a way that contributes positively to enhancing the value of the brand and its implicit associations with the recipient. Results: Among the most important findings of the researcher, first, emotion has a direct impact on the decision-making of the forum, who feels first and thinks second, because emotional thinking works much faster than logical thinking. Second, emotion is powerful indicators of the multiple situations the recipient is exposed to through their ability to detect positive or negative emotions. Methodology: The research followed the descriptive analytical method to study the effect of emotional communication in advertising on the behavior of the recipient and display models of advertisements. 
Keywords
Brand; Emotion; Feeling
Supplementary Files
References

1.     EstherEijlers, Maarten  Boksem, AleSmidts: MeasuringNeuralArousalforAdvertisementsandItsRelationshipWithAdvertisingSuccess,Frontiers,Volume 14 ,Switzerland   , 2020, pp. 1:2

2.     JonahBerger, KatherineMilkman: WhatMakesonlineContentViral?  ,JournaLofMarketingResearch,UnitedStates,Volume 49 , issue2 , 2012 , p.  8

3.     JoostBroekens: InDefenseofDominance: PADUsageinComputationalRepresentationsofAffect,InternationalJournalofSyntheticEmotions,UnitedStates,VirtualReality,Volume 3 ,issue1 , 2012 , pp. 33:34

4.     KarenFrance, ReshmaShah, WhanPark: TheImpactofEmotionalValenceandIntensityonAdEvaluationandMemory,ConsumerResearch,Volume  21, Issue 1 , 1994 , pp. 583:588

5.     MarcFabri, DavidMoore, DaveHobbs: MediatingtheExpressionofEmotioninEducationalCollaborativeVirtualEnvironments: AnExperimentalStudy,Springer,UK,VirtualReality,Volume 7 , issue2, 2004,  p.  72

6.     OanaBălan, GabrielaMoise, LiviaPetrescu, AlinMoldoveanu, MariusLeordeanu, FloricaMoldoveanu: EmotionClassificationBasedonBiophysicalSignalsandMachineLearningTechniques,Symmetry,Volume 21 ,  Issue1 , Switzerland ,  2020 , pp. 3:4

7.     PaulKleinginna, AnneKleinginna: Acategorizedlistofemotiondefinitions, withsuggestionsforaconsensualdefinition,  MotivationandEmotion, VoL5,No. 4,  USA, 1981, p.  355

8.     AnastasiaKarandinou: Data, ArchitectureandtheExperienceofPlace,Routledge,UK, 2018,  pp.  162:163

9.     AndrewGoatly: WashingtheBrain, MetaphorandHiddenIdeology,JohnBenjamins,Netherlands, 2008 ,p. 225

10.  HamishPringle, PeterField: BrandImmortality: HowBrandsCanLiveLongandProsper,KoganPage,UK , 2008 ,p. 176

11.  RobertHeath: SeducingtheSubconscious: ThePsychologyofEmotionalInfluenceinAdvertising,WileyBlackwell, 2012 ,UnitedStates,pp. 128 : 130

12.  SandraHockenbury, SusanNolan, DonHockenbury: DiscoveringPsychology,WorthPublishers , 7thedition,USA, 2016 ,p.  336

13.  SimonTaukeni: TheScienceofEmotionalIntelligence,IntechOpen,UK, 2021, p. 76

14.  SusanFiske‏: EnvyUp, ScornDown: HowStatusDividesUs,RussellSageFoundation, UnitedStates,2012 ,,p. 39

15.  https://link.springer.com/article/10.1007/BF00992553

16.  https://imotions.com/blog/difference-feelings-emotions

17.  https://link.springer.com/article/10.1007/s10055-003-0116-7

18.  https://www.youtube.com/watch?v=4SgcjLC-Wcc

19.  http://www.multivu.com/players/English/7636651-reddi-wip-sharethejoy-campaign

20.  https://profiles.ucr.edu/app/home/profile/sonja

21.https://d3nuqriibqh3vw.cloudfront.net/styles/aotw_detail_ir/s3/jpeg_tiger.jpg?2ytR.tMYR3x2wsm0jTBHzDaueq1ZNwJD&itok=n8tSV0a

22.  https://doi.org/10.1509/jmr.10.0353

23.  https://www.nytimes.com

24.  https://www.albawabhnews.com/Upload/libfiles/163/6/751.jpg

25.  https://www.adeevee.com/aimages/201712/11/paris-aeroport-angry-bags-outdoor-print-401599-adeevee.jpg

26.  https://www.youtube.com/watch?v=f9B9HGQsx0k

27.  https://pbs.twimg.com/media/C4FAhHmUEAAPBel?format=jpg&name=small

28.  https://www.youtube.com/watch?v=Mo83rqYoAeU

29.  https://www.imdb.com/title/tt2567026

30.  http://www.kaaj.com/psych/bio.html

31.  https://www.guilford.com/author/James-A-Russell

32.  https://www.acrwebsite.org/volumes/7654/volumes/v21/NA

33.  https://www.acrwebsite.org/volumes/7654/volumes/v21/NA

34.  https://i.ytimg.com/vi/TantVyEo7sg/maxresdefault.jpg

35.  https://www.acrwebsite.org/volumes/7654/volumes/v21/NA-

36.  https://www.youtube.com/watch?v=rnFVBDmMfEY

37.  https://www.frontiersin.org/articles/10.3389/fnins.2020.00736/full

38.  https://www.youtube.com/watch?v=JFJahqO-q5o&t=1s

39.  https://omnilogos.com/emotions-in-advertising

40.  https://www.youtube.com/watch?v=Hd_2Y29_FLU

41.  https://www.igi-global.com/gateway/article/66088

42.  https://www.nccpimandtip.gov.eg/uploads/aboutImages/1539020881-AboutUs1.jpg

43.  https://www.nccpimandtip.gov.eg/en/home

44.  https://ipa.co.uk/about/about-the-ipa

45.  https://www.youtube.com/watch?v=R55ov1phVYM

46.  https://research.aston.ac.uk/en/publications/effect-of-fatigue-on-consumers-advertising-processing

47.  https://www.tuck.dartmouth.edu/faculty/faculty-directory/punam-anand-keller

48.  https://www.kellogg.northwestern.edu/faculty/directory/sternthal_brian.aspx

https://dornsife.usc.edu/cf/faculty-and-staff/faculty.cfm?pid=1008328

Statistics
Article View: 225
PDF Download: 278