ADPR 3100 Lecture Notes - Lecture 4: Commodification

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Nate Evans

Document Summary

#8 logic or argument is the most effective advertising appeal: People aren"t always logical-too much effort: we respond more quickly and more effectively when it is something emotional. Stereotyping-thinking and making assumptions for people-heuristics; make thinking simple and easy: humans are lazy. We already have built in connections with emotions: behave more towards something that triggers an emotional connection, less effort and energy. Emotional ads are more interesting because we don"t have to think about it: easier to remember due to emotional association in our heads, past events that the ad may tack itself onto. More prone to lead to action and less likely to arouse our defenses. Elaboration likelihood model: we process things in the central and peripherial route, central-quality of info and arguments prevented. We try to refute this information due to existing belief structure: peripherial route-process quickly through emotions and entertainment. Much more effective way to get consumers to have a positive response.