2 pages due in 6 hours

Hello, this is my group work. I need 2 pages for the section written insert text here. The other sections already done. It’s due in 6 hours. Whatever you write has to be in line with what is already done. 

Assignment:

Refer to the University of Phoenix Material: Learning Team Final Project document for instructions on completing your Learning Team final project assignment. The Learning Team Final Project includes deliverables in Weeks 2 and 3, as well as the final project due in Week 5.

Finalize the Learning Team Paper and Presentation.

Analyze peer-reviewed articles related to emotion-based persuasive advertising and content analysis.

Write a 1,050- to 1,400-word paper by addressing the following:

What theories have been used in peer-reviewed research when investigating emotion-based persuasive messages?  

What has peer-reviewed research revealed about the implications of emotion-based persuasive messages? 

What type of research methods have been used in peer-reviewed research related to emotion-based persuasive advertising? Why do you believe these research methods were chosen?

What are the advantages and disadvantages of using content analysis for emotion-based persuasive messages in online advertising?

Where did your team members agree and disagree on coding and analysis, and why?

What final conclusions and implications would you draw about your content analysis findings?

What additional specific research questions and hypotheses might you propose to uncover what you do not know about emotion-based persuasive messages in online advertising?

Reference at least three peer-reviewed sources per team member in your research for this assignment

Emotion In Advertising: Part III

Amber Winfrey,

BSCOM/324

Abstract

In this final paper, we will be performing a content analysis on peer-reviewed articles based on emotions in persuasive advertising. Each of us will answer specific questions related to the effectiveness, methods that were used, and other conclusions we have drawn from the articles.

Emotion In Advertising: Part III
Theories
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Implications
Through research using peer-reviewed articles on the effectiveness of emotional persuasive advertising, it can be implied that emotion positively affects the success of the advertisement overall. Humans have created “the general conception that emotions are not a useless by-product but are essential for rational thinking and behavior” (Karolien and Siegfried, 2006, pg. 18). People tend to make their ultimate decision on a product or service based on the emotion that they have attached to it. Emotion can override cognition if presented correctly. Advertisements have figured this out, and the use of emotional appeal has skyrocketed. One peer-reviewed study article explains that the use of pride and sympathy in advertisements yields the most effective results (Kemp, Kennett, and Kees, 2013). Another peer-reviewed article explains the positive affects of nostalgic advertising techniques. “We conducted two empirical studies to examine these processes. Our results show that nostalgic advertisements evoke more positive emotions and more intensive mental images than non-nostalgic advertisements which in turn affect consumers’ attitudes toward the ad and toward the product and their purchase intentions” (Bambauer-Sachse and Gierl, 2009). With these studies done, we can see a positive influence emotion has of the effectiveness of advertisements.

Research Methods
As mentioned above, researchers tend to use Empirical research to find data on the effectiveness of emotion-based advertisements. Empirical research allows researchers to observe the reactions of the advertisements’ audience. There are specific ways to test the effectiveness of emotion in advertisement, and one way is called self-report measurement. These measures have been widely used to measure emotional reactions to advertisements. “Self-report measures register the respondent’s subjective feeling. A ‘subjective feeling’ can be defined as the consciously felt experience of emotions as expressed by the individual (Stout and Leckenby, 1986) In general, we distinguish three types of self-report methods that all measure subjective feelings: verbal self-report, visual self-report, and moment-to-moment rating” (Karolien and Siegfried 2006, pg. 19). Verbal self-report has individuals verbally express how they are feeling about the advertisements using open-ended questions. Visual self-report is similar, but individuals are asked to choose how they feel about the advertisement from cartoon-like figures that each expresses a different emotion. Moment-to-moment rating simply has the individual express how engaged and interested they are in real time as they observe the advertisement (Karolien and Siegfried 2006, pg. 21).
Advantages and Disadvantages of Content Analysis

One of the most non-attractive dinner conversations to have is about politics. Nine times out of ten, the evening may end in an argument. However, like politics, one of the aspects that we can universally agree on is the importance of freedom of speech and the ability to analyze our own conclusion. The same can be said about content analysis. Being able to identify the target audience and their potential opinions is one of the advantages of content analysis. With such data, this can produce polling that leverages results for political campaigns, television products, or even emotion-based advertisements. Take for example the super bowl, one of the most watched sports event by enthusiasts. Every year, football fans and families gather around television or a local restaurant to watch the sporting event. Multibillion dollar corporations all over the world do their homework, poll what is popular, and run 30-second commercials that catch viewers in the first 10 seconds. Companies and their media teams analyze the sexiest and most attractive advertisements that they know will catch the attention of people all over the country. Content analysis allows big businesses to combine their research methods, observations and records, and turn it into profits by understanding the demand of society. Of course, content analysis is only a research method as it does not include real person interviews or underlying motives for trends. However, one thing is true. As human species, we often act on emotion. People spend based on emotion. Businesses and online advertisers have identified this, which is why we see such commercials as the ASPCA or donating money to third-world countries. This is not because companies bank on scamming people with soft and heartfelt videos. Rather, it is because they understand society’s emotional weakness, and tools like content analysis allows them to capitalize when our guard is down. Politics seems no different.

Team Agreements and Disagreements on Coding and Analysis
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Final Conclusions
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Additional Research Questions and Hypotheses
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References

Bambauer-Sachse, S., & Gierl, H. (2009). Effects of Nostalgic Advertising through Emotions and the Intensity of the Evoked Mental Images. Advances In Consumer Research, 36391-398.

Kemp, E., Kennett-Hensel, P. A., & Kees, J. (2013). Pulling on the Heartstrings: Examining the Effects of Emotions and Gender in Persuasive Appeals. Journal Of Advertising, 42(1), 69-79. doi:10.1080/00913367.2012.749084

Poels, K., & Dewitte, S. (2006). How to Capture the Heart? Reviewing 20 Years of Emotion Measurement in Advertising. Journal Of Advertising Research, 46(1), 18-37.

Christine- Lichtle, Marie (2007). The Effect of an Advertisement’s Colour on Emotions Evoked by an Ad and Attitude Towards the Ad. International Journal of Advertising, Vol. 26 Issue1, p37-62.

Small, Deborah A, Nicole, M (2009). The Face of Need: Facial Emotion Expression on Charity Advertisements. Journal of Marketing Research (JRM). Vol. 46 Issue 6, p777-787.

Telxeira, Thales, Wedel, Michel, Pleters, Rik (2012). Emotion-Induced Engagement in Internet Video Advertisements. Journal of Marketing Research (JRM). Vol. 49, Issue 2, p144-159.

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