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Emotion In Advertising: Theoretical And Practical Explorations-new
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Written By Leading Industry Practitioners And Academic Researchers, This Book Explores The Complex Relationship Between Emotion And Advertising. The Chapters Include Both Theoretical And Empirical Papers Representing A Broad Spectrum Of Approaches And Techniques. Some Of The Key Topics Include The Measurement Of Mood, Emotion And Feeling In An Advertising Context, The Effects Of Mood On Recall And Advertising Effectiveness, The Interaction Of The Message With The Emotional Makeup Of The Recipient,And The Structural Aspects Of An Ad And How They Relate To Emotional Responses. Taken Together, These Papers Represent The Cutting Edge Of Research In The Area Of Advertising And Emotion And A Major Contribution To The Literature Of Consumer Psychology.The Volume Is Organized Into Six General Sections. Part I Provides An Overview Of The Ways In Which Emotions Affect The Advertising Environment. The Next Group Of Chapters Investigates How Emotional Responses To Advertising Can And Should Be Measured. The Third Section Is Comprised Of Empirical Chapters Which Examine Such Issues As The Potential Role Of Facial Expression In The Arousal Of Emotion, Differential Emotional Responses To Storyboards, Animatics And Finished Commercials, And The Impact On Emotional Response Of The Introductory Position Of The Brand Name And Product Category Within A Commercial. In Part Iv, The Contributors Look At How The Emotional Reactions To Ads Affect Other Constructs Or Behavior Of Interest To Advertisers, Including Message Recall And Attitude Toward The Ad. The Following Section Contains Two Chapters That Explicitly Examine How The Emotional Makeup Of The Viewer Interacts With The Emotional Fabric Of The Ad. The Final Chapter Presents An Overview Of The Role Of Consumer Psychology In The Social Sciences. Ideal As A Set Of Readings For Graduate Students And Researchers In Consumer Psychology And Advertising Research, This Book Would Also Be Invaluable As A Supplemental Text For Advanced Undergraduate Or Graduate Courses In Cognitive Psychology, Social Psychology, Mass Media/Communications/Journalism, Or Family Economics.
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- Q: What is the binding type of the book? A: The book is hardcover. This makes it durable and ideal for frequent use, ensuring longevity.
- Q: How many pages does the book have? A: The book contains four hundred eight pages. This extensive length allows for thorough exploration of topics related to emotion in advertising.
- Q: What are the dimensions of the book? A: The book measures six point fourteen inches in length, zero point ninety-four inches in width, and nine point twenty-one inches in height. These dimensions make it a manageable size for reading.
- Q: Who is the author of this book? A: The author of the book is Stuart Agres. He is recognized in the field for his insights on emotion and advertising.
- Q: What is the main focus of this book? A: The book focuses on the relationship between emotion and advertising. It includes theoretical and empirical research from various experts in the field.
- Q: Is this book suitable for graduate students? A: Yes, this book is ideal for graduate students. It serves as a comprehensive resource for those studying consumer psychology and advertising research.
- Q: Can this book be used in undergraduate courses? A: Yes, it can be used as a supplemental text for advanced undergraduate courses. It provides valuable insights for students in related fields.
- Q: What topics are covered in the book? A: The book covers topics such as measurement of mood in advertising, emotional responses, and the influence of emotions on advertising effectiveness. It provides a broad spectrum of approaches.
- Q: How does the book address emotional responses to advertising? A: The book investigates how emotional responses can be measured and how they affect advertising outcomes. It includes empirical studies and theoretical discussions.
- Q: What is the target audience for the book? A: The target audience includes researchers, graduate students, and professionals in advertising and consumer psychology. Its content is tailored to those seeking a deep understanding of emotion in advertising.
- Q: Does the book include empirical research? A: Yes, the book includes empirical chapters that examine emotional responses and measurement techniques. This adds practical insights to its theoretical framework.
- Q: What kind of insights can readers gain from this book? A: Readers can gain insights into the interaction of emotional make-up with advertising content and its implications for consumer behavior. It offers a cutting-edge perspective on the subject.
- Q: Who published the book? A: The book is published by Bloomsbury Academic. This publisher is known for its scholarly contributions across various fields.
- Q: Is there a specific section that discusses consumer psychology? A: Yes, the final chapter provides an overview of consumer psychology's role in social sciences. It ties together the themes discussed throughout the book.
- Q: What makes this book a major contribution to literature? A: This book represents cutting-edge research, integrating theoretical and empirical findings in advertising and emotion, thus significantly enriching consumer psychology literature.
- Q: Are there practical applications discussed in the book? A: Yes, the book discusses practical applications of emotional measurement in advertising strategies. This helps advertisers understand consumer responses better.