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| Tekijä: | Huang, M-H. |
| Otsikko: | Exploring a new typology of advertising appeals: Basic, versus social, emotional advertising in a global setting |
| Lehti: | International Journal of Advertising
1998 : VOL. 17:2, p. 145-168 |
| Asiasana: | ADVERTISING SOCIAL VALUES GLOBAL MODELS |
| Vapaa asiasana: | TYPOLOGY EMOTIONS |
| Kieli: | eng |
| Tiivistelmä: | This paper proposes and empirically examines a new typology of emotional global appeals in terms of consumers' similarity of response. Each basic emotion possesses an evolutionary survival value, is associated with a different pattern of autonomic nervous system activity and facial expression, and is acquired early in the socialisation process. Basic -emotional appeals can be used to capitalise on the similarity between consumers globally, while social-emotional appeals can be used to capitalise on the uniqueness of consumers. |
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