The impact of Emotional Appeal used in Advertisements: A Study of Advertisements of Cadbury s Dairy Milk Chocklates

 Marketing approaches use advertising as a popular form aimed at drawing attention of consumers towards a product, a service or an idea. It can be in an audio or a visual form with an openly sponsored, non-personal message for promotion or selling purposes. Advertisements may employ emotional appeal as a method of persuasion to the consumers. Emotional appeal creates an emotional response and has attracted advertisers in recent years. Yet, little is known about how exactly it works from a consumers’ perspective. Taking the visual ads of Cadbury Dairy Milk chocolates as a case study, this paper explores the emotional tone of ads and their effect on consumer’s attitude towards the ad, the brand, and the forwarding intentions.

Keywords:
Advertising, Cadbury Dairy Milk, Emotional appeal