Lecture 8: Emotions /persuasive appeal Flashcards
Why is using humor as a strategy very sensitive?
Because of the cultural differences
Why would you use humor in your ad / to persuade?
- Reduces the number of negative thoughts + negative cognitions related to advertising
- It reduces the reactance against public service announcement.
- Based on the affective model, the effect of humor on resistance is mediated by positive effect
In what two ways can you look at why humor helps to reduce resistance?
- Affective process
- Cognitive process
What does the affective model state about humor being used in advertising?
The effect of humor on resistance is mediated by positive effect.
We find something fun and entertaining and as a positive effect it allows us to reduce the motivation to offer resistance.
What is an alternative idea of the affective model?
Humor gives you a positive feeling. People have the natural tendency to stay positive when we are happy, we don’t want to think about negative things so we will not offer resistance just to stay happy.
What does the cognitive model say?
Resistance requires more thinking and humor distracts us from thinking and formulation counter arguments.
Humor distracts from the resistance of the ad or campaign.
What is the main process in the relationship between humor and resistance according to the article according to the cognitive model?
Distraction is the main process
What was investigated in study 1?
The phenomena of affect-transfer where they state that if you have resistance you feel negative, which will lead to negative brand associations
What was investigated in study 2?
See if human can be used to neutralize the resistance in study 1. In a similar experiment they manipulated resistance by showing different text and found that indeed humor leads to less negative brand association because of humor.
What was investigated in study 3?
Distraction was the main underlying phenomena
When should you use humor in advertising?
- With hedonic products
- Ads that wok on emotion instead of persuasive arguments
- If you expect high resistance; use unrelated humor
- Avoid the topics tobacco, loan providers and plastic surgery
When can sex appeal being used?
Often used not only to reduce resistance, often been seen with hedonic products.
Why does sexual appeals work?
Based on evolutional insights, it draws attention because it relates to our fundamental need to reproduce.
Why does sexual appeal not work?
Distracts too much while people will have good attitude towards that ad and the message
What did the study about sex appeal found?
Did not lead to more attention to the advertisements. But there was a difference in attention with regards to the models, when there was a model there was more attention to the model with sexual appeal.
