Emotions in Advertising
The use of emotion in adverting has undergone academic scrutiny inception of the idea into advertising in mainstream media. Scholars have widely acknowledged that emotion plays a very crucial in determining the effectiveness of advertisements. Most advertainments in mainstream media today try to elicit certain kinds of emotion, whether in the form of love, pride, or gratitude, and are catalysts to certain behavioral adaptations. However, the article under review pays specific attention to the emotion of awe in advertising. Awe is featured in advertising by images of natural wonders, panoramic views, and beautiful scenery, among other forms that elicit a kind of intense emotional experience. This feature has been a significant element of modern advertising forms and has been used in many target markets. Awe is a feeling that of wonder and amazement that results after experiencing something vast that needs time to be accommodated into the mental space.
The study draws upon the construal level theory, which sheds light on how advertisers use awe to increase advertising effectiveness. According to the theory, advertising has benefited from eliciting awe by activating an abstract mindset among the consumers. Awe is traditionally aa consumer behavior changing strategy since the beginning of advertising, although a recent study has been limited. According to the construal levels theory, awe is constructed in individuals according to the psychological distance that the advertising idea creates. Awe is like an element that leads to the appeal in an advertainment among its target audience. According to this article’s conclusive analysis, it is appropriate to argue that awe impacts adverting when the advertainments are set at a temporary distance. However, this does not underestimate other forms of emotion, which my lo impact advertainments either positively or negatively.