Power of Advertising in the Research Paper

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In Bulbul and Menon 169).

Other companies besides Proctor and Gamble have created advertising with emotional appeal. Consider, for example, print ads for McDonald's restaurants that show a mother and her young daughter taking time together for lunch. Think of ads that show a sleek car speeding through empty city streets or a teary-eyed young woman surprised with the gift of an engagement ring. Recent research validates the wisdom of these creative decisions. "Emotions dominate cognition and need to be considered as the most crucial factor in the advertising process. Emotional reactions function as the gatekeeper for further cognitive and behavioral reactions" (Poels and Dewitte 18).

Advertisers also use color to provoke emotional responses in consumers.

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Some research has been done, but the field is still wide open for further study. Lichtle noted that "despite its importance surprisingly little is known about the influence of colour in advertising," (37).

Billions of dollars is spent on advertising each year in the United States. With so much at stake, advertisers are availing themselves of the latest research in efforts to make ad campaigns more effective. Appealing to consumers' emotions is one way that marketing experts use the power of advertising......

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