Emotional or Informative? Creative or Boring?
The Effectiveness of Different Types of Radio Commercial
Wim JanssensUniversity of Antwerp
Patrick De PelsmackerUniversity of Antwerp Ghent University
INTRODUCTION
Advertising professionals can use a multitude of appeals, formats and execution strategies to get their messages across. Two types of appeal can be distinguished: emotional and rational/informative messages. Emotional appeals are executions the main purpose of which is to elicit an affective or emotional response. Advertising professionals frequently employ different types of emotional execution, such as humour, eroticism, warmth, fear appeals and music. Rational/informative appeals, on the other hand, contain evaluative messages...