Colour and Emotions in Marketing

Good Essays
Advertising Appeals: Numerous authors have discussed the various types of persuasive appeals that are used during advertising. Although most of their work overlaps, there is a difference in the way each author has categorized the various appeals, as well as in the degree of importance they have allotted to the appeals with regard to aiding brand recall. (Scott, L.A. (1994)

Advertising appeal may be defined as

“The approach used to attract the attention of consumers and/or to influence their feelings toward the product, service or cause”.
(Belch & Belch 1995, pp. 288)

An advertising appeal can also be viewed as

“Something that moves people, speaks to their wants or needs, and excites their interest”
(Moriarty 1991, pp. 76, quoted in Belch and Belch 1995, pp. 288)

2.2 Informational/Rational and Emotional Appeals: Emotional Appeal: Persuasion based on non-logical, non-intellectual aspects of viewer's personality. Appeals to feelings rather than reason. Self-preservation (strongest motivator of human behavior), Lifestyle, Power, Prestige, Good taste, Status/Class, Patriotism, Security, Fear, Humor, Sex, etc. Appeal to emotion is a logical fallacy which uses the manipulation of the recipient's emotions, rather than valid logic, to win an argument. Scott, L.A. (1994) This kind of appeal to emotion is a type of red herring as well as encompasses several logical fallacies, including:
• Appeal to consequences
• Appeal to fear
• Appeal to flattery
• Appeal to pity
• Appeal to ridicule
• Appeal to spite
• Wishful thinking

Belch and Belch (1995) have broken down the appeals into two broad categories: Informational/rational appeals as well as emotional appeals. They describe informational/rational appeals as those that “focus on a consumer’s practical, functional or utilitarian need for the product or service” (Belch and Belch 1995, pp. 288) such appeals highlight the feature as well as benefits of owning or using a particular brand. The

You May Also Find These Documents Helpful

  • Powerful Essays

    Colour: Color and Emotion

    • 2225 Words
    • 9 Pages

    Does Selective colour in a photographic image influence the perception of the viewing audience in the sense of manipulating the emotions seen in the imagery observed? With that said, do photographs loose that exact emotion when seen in black and white? Color is defined as “the quality of an object or substance with respect to light reflected by the object, usually determined visually by measurement of hue, saturation, and brightness of the reflected light; saturation or chroma; hue” (quoted from…

    • 2225 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Colours

    • 443 Words
    • 2 Pages

    Colours Imagine a world without colours. If you see only shades of grey around you, wouldn’t you find it dull and boring? Would it make you feel gloomy and that everything is ugly and uninteresting? I am quite certain you would say yes to all these questions. We humans love colours. We love colours because colours make our world beautiful. All things on earth have their own colours and hues. Even things of the same type may have many shades and colours. Flowers, for example, come…

    • 443 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Colours

    • 1029 Words
    • 5 Pages

    thought that perhaps, the only colour in real life is white? White light is indeed the bearer of all colours. The colours we see are reflections bouncing off an object or are the light source itself. The light sources change and the colours with them. Colour is not a stable affair. Colour is light alone, but our experience is so direct that we trust our eye and believe that a colour is inherent to an object. Imagine living in a world where everything is white in colour! However, the world we live…

    • 1029 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Colour

    • 1891 Words
    • 8 Pages

    Colours for living and learning The Universe is a magnetic field of positive and negative charges, constantly vibrating and producing electro-magnetic waves. Each of these has a different wavelength and speed of vibration; together they form the electro-magnetic sphere. White light when seen through a prism or water vapour splits into the colours of the spectrum. Of all the electro-magnetic sphere it alone can be seen. Radio waves, infra-red waves, ultra-violet waves, x-rays and gamma waves can…

    • 1891 Words
    • 8 Pages
    Good Essays
  • Good Essays

    Colour

    • 522 Words
    • 3 Pages

    Importance of Colour Published on May 18, 2007 at 4:59 PM Colour is an important part of our everyday lives. We judge how healthy we, our crops and our food are, with the help of colour. Our choice of decoration, furnishing and clothing is strongly influenced by colour. Colour is involved in almost every aspect of our lives. People and colour perception The human eye is the means that we use to detect colour and it is very sensitive at detecting colour and differences in colour. However…

    • 522 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Blue Colour

    • 552 Words
    • 3 Pages

    My Favourite Colour Open our eyes and everything we see is colourful. We all live in a world where colour is often a part of us despite affecting us in our daily lives. Colour in everyday life is varies, from knowing that a fruit is ripe to eat, to understanding how colour can affect and influence our lives. Scientifically, colour is is known as light of different wavelengths and frequencies and light is just one form of energy that we can actually see that is made up from photons. We are all…

    • 552 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Colour Personalities

    • 760 Words
    • 2 Pages

    COLOUR PERSONALITIES A very good morning to the honourable judges, worthy timekeeper, teachers and fellow friends. Have you ever wondered, certain colours can determine your true personality. That is why you will feel comfortable wearing red rather than blue. But, for others they may prefer soft blue than bright red and if I ask your favourite colours, different people will choose different colours. So, do lend me your ears as I’m, going to share with you today an interesting topic on ”colour personalities”…

    • 760 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Colour Blindness

    • 303 Words
    • 2 Pages

    Colour blindness is a very well known deficiency that affects approximately 8% of the population worldwide (Fluck 2006). People who are colour blind are not technically blind, they have a decreased ability to identify colours and in the most extreme cases, not able to see colours at all. The technical term for being colour blind is achromatopsia which means the inability to see any colours at all. However, most people are only colour deficient and not fully color blind therefore they can be classified…

    • 303 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Psychology of Colours

    • 1433 Words
    • 6 Pages

    Psychological Properties Of Colours * The Colour Affects System * Research * Personality Type 1/Colours * Personality Type 2/Colours * Personality Type 3/Colours * Personality Type 4/Colours Colour Affects 908 Keyes House Dolphin Square London SW1V 3NB Tel: +44 (0)20 7233 9904 © 2008-12 Angela Wright. All Rights Reserved. * Why Colour Affects? * Colour Psychology * Corporate Colour * Colour Courses * Personal Colour Why Colour Affects? *…

    • 1433 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    Importance of Colour

    • 1979 Words
    • 8 Pages

    Magic of Colours | How to choose a Colour scheme? The colours we surround ourselves influence our lives psychologically and our mood swings are monitored by the kind of environment we are surrounded by. That is why it is vitally important to use colour schemes in a way that they would inspire us to remain active and do a better job and stay happy. When it comes to decorating homes, colour scheme is very important as it should be one that inspires us and makes us happy at the end of the day. Our…

    • 1979 Words
    • 8 Pages
    Better Essays