Advertisements are used to create image and symbolic appeal for a company's product or service brand. Different appeals help to enhance effectiveness of advertisements that evokes some emotional reaction in viewer's mind. Advertisers often believe that positive emotional message directly stimulates the customer toward the use of the brand while negative emotional message will give the same result by an alternative route. It is often discussed that up to what extent this negative emotional message are stimulating the customers to buy a brand. Even though it works, its impact is always questioned on the basis of nature of customer and the type of product category for which it has been used. The authors have tried to measure the effect of some selected commonly used negative emotional messages in context of its application in selected FMCG products advertisements
Advertising appeal, FMCG products, Cognitive message, Emotions
