Emotion Theory in Advertising

Jennifer Pyfrom

University of Texas at Austin

Advertising 382J

Dr. John D. Leckenby

Center for Interactive Advertising

Introduction

Cognition & Emotion

Emotional Flow & Integration

Brand/Character Linkages                                                                                                             

Character/Viewer Linkages   

Viewer/Brand Linkages: Brand Relevance & Ad Involvement, Self-Brand Image Congruity, Purchase Intentions

Humor Appeals

Fear Appeals                                                                                                                                  

How Fear Appeals Work

Conclusion

References