The forgotten characteristic of print advertising. How magazines generate emotions

Vivian Beck
VNU/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 images prerequisites to stir the hearts of audiences? In the author's opinion, no. The aim of this paper is to raise two issues. First of all, print advertisements are perfectly capable of conveying emotional advertising messages. Secondly, magazines are particularly suitable to carry emotional messages because they happen to provide an emotional environment.