The forgotten characteristic of print advertising: how magazines generate emotions

It is often assumed that television is the only medium which can convey emotions. This paper argues that print advertisements are also capable of arousing emotions.

The forgotten characteristic of print advertising. How magazines generate emotions

Vivian BeckVNU/Admedia (Netherlands)

INTRODUCTION

Media are often selected on the basis of common assumptions. One of the most prevalent assumptions regarding media is that television is good at conveying emotions and that magazines are good at conveying information. Advertisers wishing to establish emotional values round their brands generally choose television, while magazines tend to be reserved for campaigns which focus on the instrumental characteristics of brands.

It is certainly easier to convey emotions with the help of moving images and sound - particularly music. But are music and moving...

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