Exploring a new typology of advertising appeals: basic versus social, emotional advertising in a global setting

Ming-Hui Huang

Proposes and tests a new typology of global emotional appeals, in terms of consumers' responses. Emotions are of two kinds: basic emotions which have survival value (fear, anger, love etc.) and social emotions, which are blends of the basic ones.

Exploring a new typology of advertising appeals: basic versus social, emotional advertising in a global setting

Ming-Hui Huang

 

This study proposes, and empirically examines, a new typology of emotional global appeals in terms of consumers' similarity of response. Each basic emotion possesses an evolutionary survival value, is associated with a different pattern of autonomic nervous system activity and facial expression, and is acquired early in the socialisation process. Basic emotions are universal in all demographic groups. Alternatively, social emotions are the blends of basic emotions. They are culturally specific because they are the social reactions that are acquired later...

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