Emotion in Advertising: Theoretical and Practical Explorations

(Hardback)

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This book explores the complex relationship between emotion and advertising. Key topics include the measurement of mood, emotion and feeling in an advertising context, the interaction of the message with the emotional make-up of the recipient and the structural aspects of an advertisement. Taken together, these papers aim to represent the cutting edge of research in the area of advertising and emotion and consumer psychology. Empirical chapters examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on the emotional response of the introductory position of the brand name and product category within a commercial.

Author Bio

STUART J. AGRES is Executive Vice President and Director of Strategic Planning at Lowe & Partners. JULIE A. EDELL is Associate Professor in Duke University's Fuqua School of Business. Her previous work has been published in journals such as the Journal of Marketing Research, Journal of Consumer Research, and Advances in Consumer Research. TONY M. DUBITSKY is Group Head in the Marketing Research Department at Lowe & Partners.