The role of emotions in advertising and their relation to effectiveness: Theoretical foundations and empirical evidences

Valentina Salice

Student thesis: Master thesis


The objectives of this paper are: 1. To delineate the role of emotions in advertising, differentiating between aroused and represented emotions: in fact, advertising might cause an emotional response in the consumer notwithstanding its content or execution, or contain emotional core ingredients; 2. to analyse how emotions work in consumers’ elaboration of advertising message: to achieve this purpose, we will make use of consumer behaviour and neuropsychological models; 3. to describe the characteristics of emotional advertising, that is the type of advertising, opposed to informational advertising, with an high content of emotions or an emotional execution; 4. to highlight a link between aroused and represented emotions, by theoretically prove that represented emotions in advertising generate an emotional response; 5. based on our theoretical conclusions, to furnish empirical evidence of emotional advertising effectiveness through a field study: whether emotional advertising is more effective than rational advertising, notwithstanding it refers to a high or low involving product or service category.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
Publication date2009
Number of pages133