Brand Loyalty Through Emotional Advertising Media Essay

Brand Loyalty Through Emotional Advertising Media Essay Many authors have discussed about what is emotional advertising and its importance over rational advertising but very little work has been done on building brand loyalty through emotional advertising. In this paper I will give a theoretical based view of how we can generate brand loyalty through emotional advertising. Plus what are the drivers of emotional appeal and how to achieve emotional satisfaction through advertising and its experience. Keywords: Emotional advertising, brand loyalty, drivers of emotional appeal, emotional satisfaction and experience Introduction McGuire (1969) argues that there is no difference between emotional appeals and rational appeals in terms of the effectiveness or emotional appeals are more effective. Holbrook and Hirschman (1982) suggested that emotional appeals come from the emotional, experiential side of consumption. Choi and Thorson (1983) found that emotional ads were better than rational ads by most recall measures. Emotional appeals make a brand liked or friendly (Batra and Ray 1985). Where, Kotler and Armstrong (1991, 426-427) define emotional appeal as an: attempt to stir up either negative or positive emotions that can motivate purchase. These include fear, guilt, surprise and shame appeals that get people to do things they should or stop doing things they shouldnt. Communicators also use positive emotional appeals such as love, humor, pride, hope and joy. An appeal, according to Manrai et al. (1992), is the basic idea behind an advertisement or the basic reason why an audience should act. Emotional appeals are often strategically employed to influence consumers indirectly and make the consumer feel good about the product (Calder and Gruder 1989) relying on feelings for effectiveness (Aaker et al 1992). When it comes to changing the message receivers beliefs about the advertised brand (Stafford 1993), Emotional appeal ads may have rational appeal components while rational appeal ads can have emotional appeal component respectively. Stafford (1993) suggests that both types of meanings occur in all ads and only case by case does the balance vary. However, Aaker, Stayman and Hagerty (1986) found a positive relationship between the level of warmth created by a commercial and the attitude toward the ad Page, Goldberg and Gorn (1987) also reported more positive reactions for emotional appeal advertisements than for informational appeal advertisements. Thorson and Heide (1990) also found that emotional advertisements may be more effective and memorable than rational advertisements. One of the most critical concerns advertisers express about television advertising is the potential decline of the persuasive impact on TV spots because of increasing clutters in the media environment. To make advertising appeals more distinctive and hence, perhaps more persuasive, advertisers frequently use dramatic emotional ads messages designed to shock the emotions and make the brain itch (Moore 1989) Such advertising executions often feature high impact, sensually evocative appeals that stimulate strong positive emotions (e.g., the Hallmark greeting card ads dramatizing precious moments and nostalgic memories in life). However, advertisers also employ graphic and sensational negative emotional advertising messages such as those used by insurance companies, healthcare institutions, drug and alcohol abuse clinics, food manufacturers exploiting consumers fears of cancer and cardiac diseases (Alsop 1988), and public service agencies making appeals to prevent child abuse or to promote the use of contraceptive devices (LaTour and Pitts 1989). I have gone through the definitions of emotional advertising from different authors given in different times. Their thoughts and findings are similar somewhat but also vary as the time changes, from these definitions we can get a clear view about emotional advertising and to some extend its importance. Emotional advertising leave a deeper effect and can persuade viewers immensely, but can emotional advertising also develop band loyalty? Very less work is being done from this perspective. I will talk about brand loyalty through emotional advertising and what are the drivers of emotional advertising. Emotional Advertising The human spirit is a rich reservoir of powerful emotions; Passion, ambition, vanity, love, desire, fear, hope and much, much more. Emotional advertising arouses these emotions to get our attention, to touch us more deeply and to persuade us more effectively. Emotional advertising discovers how a product truly fits into a persons life and how it satisfies an emotional need. When that truth is revealed and understood, it becomes possible to create a more honest, relevant and lasting relationship between the consumer and the product. Ideas and the executions that are conceived and created to awaken, stir and stimulate emotional responses produce advertising that is new, unexpected and audacious, advertising that is most persuasive and provides the greatest return on investment. Emotional Advertising drivers Emotions matter because if we do not have them, nothing else would matter (Elster 1999) To make an ad impactful one should be very careful while choosing the drivers because these drivers are the soul of the ad, only wisely chosen drivers can make an ad generate brand loyalty through its experience. In my opinion the basic drivers of emotional appeal are given as under: Figure shows Drivers of Emotional Appeal Brand Loyalty through Emotional Advertising Basic purpose of emotional advertising is to engage more and more viewers into the ad and ultimately influence them to buy the product. As we know that marketings basic function is to target the need of people while emotional appeal aim the hidden feelings behind that need, and then eventually through this we can create brand loyalty. Figure 2 shows brand loyalty through emotional advertising Emotional Satisfaction through Advertising and Experience Future belongs to emotional advertisement. Most of the advertisers try to find out those minor points which were never taken out before, they seek to create something new which is not new and they try to explore that side of emotions that have yet not being tested. The best strategy is to blend emotional appeal with rationale appeal, but in this more percentage is of emotional appeal and less is of rationale appeal. As we have discussed earlier that emotional appeal is to target the hidden emotion of the viewer and then relate it with the advertised product. Emotion is very important is advertising, here we take an example of Dove. When dove started is Campaign for Real Beauty theme is 2004. Prior to this time, the brand communicated largely rationale benefits, such as its moisturizing properties and mildness. It mainly used testimonial-style advertising, but, with little sense of uniqueness, vibrant or conceiving personality, its growth was limited. The Campaign Real Beauty aimed to build the brand at an emotional level by conveying a more self-governing, independent, natural and iconic vision of beauty. In doing so, Dove made women who were tired of trying to live up to the idealized and unachievable standards shown by other brands. Almost overnight, Dove changed from being dull and inactive into a highly distinctive and admired brand with a resulting huge uplift in sales across its entire range and finally it paid off in the shape of growth of its brand loyalty. Future Research

Hamlet’s Values Prevail Essay

Mark Twain once stated, â€Å"It is curious – curious that physical courage should be so common in the world, and moral courage so rare.† The zealous struggles between internal and external gratification and somatic and ethical honour have incontrovertibly led to man’s continual battle for integrity – pride versus ethics. Religious teachings impart that one show respect to all and utilize the power of oration to convey ideologies; yet religious crusades have instigated the bloodiest and most deadly battles in human history. Man’s universal and timeless question asks whether it is ethical to defend one’s honour through brutality or if the use of language and moral lessons are sufficient to deliver the message. Analogously, William Shakespeare’s The Tragedy of Hamlet bequeaths enlightenment to its audience of the universal beauties and faults of mankind on the comprehensive debate of integrity. The tragic hero, Prince Hamlet of Denmark, vies to comprehend his uncomfortably altered environment, while he relentlessly endeavors to seek morality, logic, and reason in a world where corruption and greed autonomously dictate action. His mother’s precipitous remarriage, the tormenting death of his father, and the forsakenness Hamlet feels from those he held close lead him to render epiphanic cognizance. Shakespeare’s use of soliloquys bestows unto the audience a voyeuristic view into Hamlet’s personal meditations, highlighting Hamlet’s introspective state. Though his vulnerability and pathos at times render him ineffectual and indecisive, it is purely reflective of his humanity and that is what entices him to the audience. Hamlet is in an internal battle with the imperfections of the world around him. In the hypocritical nation of Denmark, Hamlet is thrust into witnessing indecencies, both externally and in his own home; thus Hamlet’s lack of action is conjured not by feebleness of character. It is the moral contradictions and duplicity in the world before him that hinder his actions; he operates therefore with ethics, prudence, and wisdom. Heroic valor sets Hamlet apart from the supplementary nobility in Denmark. After the enigmatic death of the erstwhile King Hamlet Senior, goes unquestioned, Hamlet’s morals compel him to seek answers. Before Hamlet can pursue the truth he must however come to terms with his mother Gertrude’s remarriage to his father’s brother, Claudius. Disappointment in his mother and grief for his father, lead Hamlet to his first soliloquy, wherein he describes the consequences of suicide and his mother’s immorality. Even in his melancholia Hamlet understand the magnitudes of â€Å"self-slaughter,† as â€Å"the Everl asting [has] fixed / his canon ‘gainst† it (1.2.135-136). His ability to look past the superficial transient benefits of iniquitous actions helps Hamlet to stay firm in his beliefs throughout his journey. Though dismayed as to how â€Å"rotten in the state of Denmark† it is, Hamlet expresses his emotions by reacting to his surroundings in a gallant manner (1.4.90). Upon meeting the ghost of the late King, Hamlet is incensed by the horrific crime his â€Å"uncle-father† has committed (2.2.399). However, Hamlet does not immediately take the words of the ghost as factual; in his second soliloquy he concludes â€Å"the spirit that [he has] seen / may be a devil† and that he cannot trust him without evidence (2.2.627-628). Hamlet decides â€Å"the play’s the thing / wherein [he will] catch the conscience of the king† (2.2.633-634). Hamlet realizes the depravity of slaughtering a man based on the conjecture that he is a murderer. He refuses to place such marginal worth on an individual life as to take it without knowing the truth. In the most famous soliloquy of all the Shakespearean plays, Hamlet debates the value of life and the consequences of death; Hamlet asks â€Å"to be or not to be† (3.1.64). Realizing that death is a misleading and temporary fix, as one knows not of what lies hereafter – possibilities of eternal suffering from â€Å"the pangs of despised love† and life’s unanswered questions – Hamlet concludes â€Å"conscience does make cowards of us all† and with over analysis action is lost (3.1.74-96). Though the ghost’s words attest to be true as the players reenact the murder of the late King Hamlet in The Mousetrap, Hamlet waits to execute his plan. Morality often stifles one’s acceptance and trust in others. As his family has forsaken him, his childhood friends Rosencrantz and Guildenstern comply with the will of the king to remove him, and those living within the walls of Elsinore Castle perceive him to be insane, Hamlet has but one true confidant – Horatio. Hamlet’s most enlightening epiphanic moment comes as he prepares for the match against Laertes; he finally untangles the webs of deceit which have been clouding his moral judgment. He responds to Horatio’s worry for the battle’s conclusion by telling him, â€Å"not a whit, we defy augury † he further explains, man does not control fate; if it is meant to happen, it will (5.2.231-238). Hamlet has hitherto looked at life like a slow moving game of chess, evaluating each move he makes by weighing the consequences of the subsequent moves; he now understands he must leave his fate in the hands of providence. Hamlet’s dawdling journey comes to a rapid close in the final act of the play. During the match against Laertes Hamlet is made witness first hand to his â€Å"uncle-father’s† crimes; Claudius accidentally murders both Gertrude, with the wine he had poisoned for Hamlet, and Laertes, by the poisoned sword intended for Hamlet. Hamlet no longer stands idly by whilst the injustices of Claudius tear his country down. Though he too is poisoned by Laertes’ blade, Hamlet fights for the justice of Denmark and slays Claudius once and for all. The tragic resolution leaves a bloodstained Denmark distraught and uncertain, yet the heroic legacy of Hamlet’s valor and morality live on. Horatio recounts Hamlet’s tragic tale as Fortinbras of Norway captures Denmark. Hamlet is buried â€Å"like a soldier to a stage, / for he was likely, had he been put on, / to have proved the most royal† (5.2.442-444). Though Hamlet never wishes to be king, his pure humanity and strong morals prove to manifest his capabilities, even after death. It is integral for any actor playing the role of Hamlet to be well versed in the characteristics of his Hamlet predecessors, and to embrace their qualities while learning from their frailties. Whether on stage or on film, Hamlet is one of the most challenging roles for any actor to play. Two contemporary silver screen adaptations of Hamlet by Kenneth Branagh and Franco Zeffirelli portray the young Prince as a grieving individual vying to keep his virtue as corruption ensues. Branagh presents Hamlet’s famous â€Å"To be or not to be† soliloquy as the cinematic essence of the unraveling of Hamlet’s layers. Hamlet questions the meaning of right and wrong, while searching for his own purpose within the mirrors. Unfortunately for Hamlet, the mirrors neither hold truths nor divulge answers, thus he is left feeling a forsaken sense of betrayal. Branagh’s acting and directing are impressive in this scene, his emotions depict Hamlet’s internal conflict; he attempts to keep hold of his morals in a world void of any such ethics. Zeffirelli’s interpretation of Hamlet’s renowned â€Å"To be or not to be† soliloquy captures a darke r side the tragic hero. Though Mel Gibson’s superb acting highlights Hamlet’s emotional conflict of where he morally stands, the distrait directorial choice to locate the scene in the family crypt conveys too nefarious a mood and is confusing to the audience. Zeffirelli’s redemption comes in a glorious form – his interpretation of Hamlet and Horatio’s conversation in the play’s final act. Zeffirelli shows an excellent understanding of the play’s overall purpose. He depicts Hamlet’s epiphany as a monologue rather than the end of a discourse between friends. By omitting Horatio from the latter portion of this scene, the audience is able to see Hamlet’s shift in perspective develop on its own. Hamlet overlooks the ocean and its horizon as he decides let his fate rest in the ebb and flow of life. Contradictorily, Branagh, using Shakespeare’s original context, does not enhance the viewer’s perception of Hamlet’s conflict. Rather Branagh chooses to show the intimate relationship between Hamlet and Horatio. Kenneth Branagh’s brand of symbolism in â€Å"Hamlet† delves into the true meaning beneath the pages of Shakespeare’s written word. He surpasses the usual film adaptations of a drama, which fail to provoke the imagination. He probes the audience with strong symbolism forcing thought, questioning, and imagination beyond the physical. Franco Zeffirelli, dissimilarity attempts to engage the viewer by shortening the scenes and speeches apropos to the common Hollywood adaptation. While the pace may be more exciting, it loses in cinematic depth. A great production of Hamlet incorporates the strife between the external forces pulling man from his values and learned morals. Hamlet should be portrayed by his struggle to protect his humanity while those he cares for try to strip the essence of morality from him. As Hamlet traverses grief, the actor should have the emotional depth to connect with the viewer, and versatility to surpass the realm of pure poignancy to enter profundity. Hamlet’s instructions to the players should be heeded by any director â€Å"let your own / discretion be your tutor. Suit the action to the / word, the word to the action, with the special / observance, that you overstep not the modesty of / nature† (3.2.17-21). Plays should convey a universal struggle of man and act as a window to the natural world, where the audience members are permitted to view the intimacies of a society contrasting their own – to this rule, Hamlet is no exception. Works Cited Hamlet. Dir. Franco Zeffirelli. Perf. Mel Gibson, Glenn Close, and Alan Bates. DVD. Hamlet. Dir. Kenneth Branaugh. Perf. Kenneth Branaugh, Julie Christie, and Derek Jacobi. DVD. Shakespeare, William. Hamlet. Ed. Barbara A. Mowat. Simon & Schuster, 2003. Print.

The 30-Second Trick for Help Writing Term Papers

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Hamlet, By William Shakespeare Essay - 1453 Words

Hamlet by William Shakespeare explores many aspects of mankind--death, betrayal, love, and mourning. Out of these, the most prominent theme in this play is death in the form of suicide. The main character, Hamlet, finds himself questioning the quality of life and the uncertainty of the afterlife once he discovers news of his father s death and the corruption in the kingdom that follows. Ophelia, Hamlet’s lover, is found dead later in the plot and is presumed to have committed suicide. In Hamlet’s famous soliloquy, â€Å"to be, or not to be,† and various other instances we get a better understanding of why he contemplates suicide throughout the play. So, what keeps Hamlet from ending his life? Religion, specifically Christianity, is what ultimately persuades him to not follow through with self-destruction. To better understand the theme of suicide in the play Hamlet, it is beneficial to understand the mastermind behind this literary piece. Because William Shakespeare lived more than 400 years ago, many records on him are lost or quite possibly never existed at all. There are no known personal journals, diaries, or other documents available to help us understand Shakespeare’s thoughts or daily routine. Although there are numerous gaps in the concrete information known about his life, a substantial amount of information abstracted from available resources helps us make assumptions about the creative mind behind some of today’s most recognizable plays. As there is no known officialShow MoreRelatedHamlet, By William Shakespeare880 Words   |  4 PagesWilliam Shakespeare is praised as the pioneering English poet and playwright whose collection of theatrical works is regarded as the greatest artistic value throughout the history of English literature. Shakespeare delved into the spiritual and mental component of humanity and the consequences that arise from this human spirit when it is disputed. The most famous revenge tragedy play, Hamlet, is an excellent illustration of Shakespeare’s philosophical study of human nature. In Hamlet, the arguableRead MoreHamlet, By William Shakespeare899 Words   |  4 PagesWilliam Shakesp eare, author of Hamlet, was a well-known author in the 1500s and is still popular today. He was born on April 24, 1564 in London, England. Although there were no birth records at that time, it shows he was baptized one year prior to that, which leads us to believe his birthday was in 1564 because children were normally baptized a year after their birth. Shakespeare’s writing style was very different than others at that time. He used many metaphors and rhetorical phrases, and most ofRead MoreHamlet, By William Shakespeare996 Words   |  4 PagesHamlet, written by William Shakespeare, with out a doubt holds the most famous soliloquy in English history spoken by Hamlet in Act III, scene i, lines 57-90. This soliloquy holds much importance to the play as a whole because it ties together the reoccurring themes of suicide and Hamlet’s inaction portrayed by Shakespeare. Hamlet poses a problem, which is the driving force of the play: â€Å"To be or not to be?†(III.i.5 7). Shakespeare uses this logical question asked by Hamlet to drive out his underlyingRead MoreHamlet, By William Shakespeare1178 Words   |  5 Pages In William Shakespeare’s play Hamlet, the protagonist suffers from struggles with major characters, especially with the women in his life. While reading the play Hamlet, Hamlet appears to be a disillusioned man. Throughout the play, Shakespeare has only casted two females: Gertrude and Ophelia. Gertrude is defined to be incestuous, naà ¯ve and cold-hearted. On the other side, Ophelia is characterized to be ignorant, innocent and fearful. After the quick marriage of his mother and evil uncle, Hamlet’sRead MoreHamlet, By William Shakespeare1308 Words   |  6 PagesHamlet is arguably one of the greatest tragedies in all of literature and when most people think of tragic plays, they think of none other than the one who wrote it, William Shakespeare. This classic story of revenge excites it’s readers with its main character, Prince Hamlet, who goes through the unique human-like process of revenge that is often overlooked. Many other stories rely heavily on the logi c of good people doing good things and bad people doing bad things just for the sake of their natureRead MoreHamlet, By William Shakespeare1146 Words   |  5 PagesA character so complex, enticing and fascinating, his name is Hamlet. We are all Hamlet, and that, is the argument. Hamlet is an enigmatic character with many flaws. These flaws are the ones that prove similarities between us and him. A play so popular and significant is due to its huge relevance to us as a society. In the play Hamlet, William Shakespeare uses Hamlet’s character and metaphor to demonstrate that when one is left alone to their thoughts, these thoughts overtake reason. ConsequentlyRead MoreHamlet by William Shakespeare1456 Words   |  6 PagesThe play Hamlet, by William Shakespeare, takes place in a time where the impossible was a part of the lives of everyday people. Occurrences that people in the modern time would believe unbelievable. Yet, with just a quill and parchment Shakespeare’s is able to connect the past and present by weaving a plot with skill that is still unparalleled to this day. The play Hamlet this exceeds this expectation by revealing depth of Hamlets, the protagonists, character personality through the useRead MoreHamlet, By William Shakespeare1920 Words   |  8 PagesIn the play Hamlet by William Shakespeare, the character Hamlet must deal with both external and internal conflict. Hamlet encounters many struggles and has trouble finding a way to deal with them. With so many corrupt people in his life, Hamlet feels as if there is no one that he can trust and begins to isolate himself from others. A result from this isolation leads Hamlet to become melancholy. Hamlet struggles with suicidal thoughts, wants to kill King Claudius, and is distraught over his mother’sRead MoreHamlet, By William Shakespeare846 Words   |  4 Pagesalways been a contemplative topic. In Hamlet, the main character Hamlet thinks to himself about suicide. Hamlet was written by William Shakespeare. Shakespeare wrote Hamlet between 1599 and 1602. William Shakespeare is one of the greatest playwrights in history. Hamlet is about Prince Hamlet of Denmark who is trying to find out about the death of his father after his father s ‘ghost’ comes to him telling him it was his uncle who had killed him. While Hamlet contemplates suicide he gives his famousRead MoreHamlet, By William Shakespeare900 Words   |  4 PagesIn this story Hamlet, by William Shakespeare, there was an excessive deal of questions surrounding Hamlet’s mental state. Claudius’s nephew hadn’t been the same since his father passed away. It’s been up for discussion as if he’s actually senseless surrounding the death, or the wedding between his mom and uncle. Gertrude and the King married approximately a month or two after the funeral. At this point it’s not actually established what the cause of his actions is. Was Hamlet at fault for Polonius’s