mba (ft) – 7202 advertising management karan aggarwal-f-123, manish yadav, f 39 pranay...

MBA (FT) – 7202Advertising Management

Evaluate two advertisements that have made memorable use of

“emotional” appeal. Design the same advertisements using

“rational” appeal.

Karan Aggarwal-F-123, Manish Yadav, F 39

Pranay Singh-F-135,Sridhar N, F- 76

Piyush Sikaria- F-133

Amarpreet Singh, F -90Abhinav Khanka, F -85Anupam Yadav, F -101Deepanshu Rajoria, F- 113

Group 12

Agenda

Emotions and their measurement

Evaluating effectiveness of an advertisement

Distinction between “rational” and “emotional” approach

Framework used for evaluation

3 Appeals of Measurement

Advertisement 1 : Tata Voltas

Advertisement’s effectiveness – “emotional” appeal

Redesigning advertisement – “rational” appeal

Advertisement 2 : Asian Paints & Nerolac Paints



What are Emotions?

Two theorists of Emotions:

Appraisal theorists: Emotions result from the comparison between desirable

or undesirable goal and the degree of goal attainment

Biologically oriented theorists: emotions are genetically programmed

Most current emotion researchers thus regard both theoretical accounts as

legitimate.

Primary emotions: Characterized by special qualities, such as cross-cultural

transferability, developed in earliest childhood, and certain physiological, mimic and

behavioral reactions that inextricably accompany them

Secondary emotions: Complex, are the result of the blending of basic emotions

Measurement of Emotions (1/2)

How can emotions be validly measured?

Can they simply be captured by self-report or standardized verbal scales?

Neuroscientific methods: measure physiological indicators of emotions such as

heart rate, skin conductance level, or regional brain responses

Observational methods: for capturing emotional facial expressions llike the Facial

Action Coding System

These approaches are highly objective

Can capture emotions while they are occurring

Disadvantages when it comes to their application in marketing

Not all emotions have a unique physiological or mimic pattern

Application of these methods requires much time, effort and high levels of

expertise, making them almost impracticable for large samples

Measurement of Emotions (2/2)

Verbal methods: Capturing the conscious emotional experience by questionnaires

or think-aloud techniques.

Self-report provides the only access to the subjective experience level of emotions,

despite all the progress in the neurosciences. The variety of more complex secondary

emotions cannot be revealed in any other way.

Questionnaires are easy to apply, cost-effective, both in data collection,

analysis

Criticized for inducing rationalizations in respondents, preventing intuitive ans

Picture-based approaches: facilitate intuitive access to emotions that are difficult

to verbalize

Give a fresh impetus to the interview, increase interest, motivation, response

For the basic emotions, picture scales have the additional advantage of cross-

cultural applicability

Finally, ease and efficiency of application are comparable to verbal scales

Agenda












Emotional Vs. Rational Appeal

Advertising’s main role is to reinforce

feelings of satisfaction with brands

already being used by consumers, or

with an entirely new brand

- Ehrenberg’s “reinforcement” theory

Attitude changes via “Central Route”

appear to be more persistent,

resistant, and predictive of behaviour

than changes induced via the

“peripheral route”

- Petty & Cacioppo, 2006

The emotional content of a stimulus

induces ‘phasic’ activation, i.e. arousal

and activation promotes information

processing in cognitive mind

- Kroeber’s “activation” theory

Agenda












Three Appeals of Argument (1/2)

Logical Appeal (logos)

Use of Logic, claims & evidence

Correct Logical Appeal contains:

Strong & Clear claims, Clear reasons for claims, Strong evidence (Facts,

statistics, expert opinion, personal experience

Ethical Appeal (ethos)

To establish the writer as fair, open minded, honest

Correct Ethical Appeal makes writer seen as:

Well informed about the topic, sincere & honest, understanding the reader’s

concerns & objections

Three Appeals of Argument (2/2)

Emotional Appeal (pathos)

Target the emotions of the reader to create connection

However, can be misused to mislead the reader

Correct Emotional Appeal should:

Reinforce logical arguments, use diction & imagery to create bond, Appeal

to idealism, beauty, humor, nostalgia, etc in balanced way

Credibility vs. Effectiveness

Credible argument is logically sound & well-supported

Effective argument works in convincing or persuading its audience

Agenda












Emotional cues• TVC is simple and concentrated on the storytelling, using the idea as the

overriding factor. The commercial does not have dialogues, only background music, composed by Rajat Dholakia

• Visual cues such as avg Indian middle class house setup, the act of sweating, emotional worry about the expense of operating an AC

• Silent background score, Audio cues such as “Dil par bill ka bhoj na leejiye”, “India ka AC”

Gaurav Malik – Marketing Manager, Voltas AC & Euro RSCG • Ad agency, conducted a pro-summer nationwide and concluded that Indian

consumers were becoming increasingly proud of Indian brands.• “The emotional quotient was used as there was a need to connect with the

consumer at a brand level and not at a product level.”

http://www.youtube.com/watch?v=3q7AaQcXC3g

Source: http://www.afaqs.com/news/story.html?sid=14413

TATA Voltas “Jaisa India ka Dil, Waisa India Ka AC” - Emotional Appeal

http://www.youtube.com/watch?v=3q7AaQcXC3g

http://www.afaqs.com/news/story.html?sid=14413

Emotional cues• TVC is idea selling mode. The commercial has children preaching adults, sub

titles of key messages• Visual cues of occasions where AC is used extensively – while asleep, while

exercising, regular usage• emotional incentive of saving money• Audio cues such as “Sensible hai Sensible hai yeh cooling”, “India ka AC”

http://www.youtube.com/watch?v=KL9B71LP8Jk

TATA Voltas AC “Sensible Cooling” Campaign- Rational Appeal

Agenda












Both Audio and Visual a lot of emotional cues such as • Visual cues such as the kid playing, the old lady, the act of moving furniture etc• Audio cues such as “Kaun is Makaan me apna GHAR basaata hai”, the

background score etc Interviewed 16 People

• People were shown the TVC and then discussed about what they feel about the Ad

• Words like Nostalgic, Poignant, Family, Childhood etc. were the most used by the people to describe the TVC

The Asian Paints “Har Ghar Kuch Kahta Hai” Campaign- Emotional Appeal

The Nerolac Eco Green Paints TVC- Rational/Emotional Appeal

Product is being talked about All the benefits explicitly spoken out

The Asian Paints can be changed to a rational one by including information about the product range and the value proposition

THANK YOU

mba (ft) – 7202 advertising management karan aggarwal-f-123, manish yadav, f 39 pranay...

Documents

theorists of emotions

primary emotions

themsecondary emotions

complex secondary emotions

objectivecan capture

emotional approachframework

pranay singhf

piyush sikaria f