Advertising creative appeals.

Discusses the six most common and successful advertising creative appeals: emotion, rationality, sex, humor, fear, and scarcity. Features commentary by psychologist Jeffrey Dunn, director of the Center for Living Enrichment, and discusses proven approaches to employing each type of appeal based on a...

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Bibliographic Details
Corporate Author:	D.E. Visuals (Firm)
Other Authors:	Dunn, Jeffrey A.
Format:	Video
Language:	English
Published:	Sunrise, FL : D.E. Visuals, 2006.
Series:	Business and economics video online.
Subjects:	Advertising > Psychological aspects. Publicité > Aspect psychologique. Alexander Street Video. Educational films. Films éducatifs.
Online Access:	Connect to this streaming video (Alexander Street Press)

Description
Summary:	Discusses the six most common and successful advertising creative appeals: emotion, rationality, sex, humor, fear, and scarcity. Features commentary by psychologist Jeffrey Dunn, director of the Center for Living Enrichment, and discusses proven approaches to employing each type of appeal based on advertising research. Covers means-end chain theory, informational vs. transformational reinforcement, and using leverage points. Uses both print ads and TV commercials as examples.
Physical Description:	1 online resource (20 min.)