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ADVERTISING CREATIVE APPEALS - New Version!
Discusses rational appeals used extensively in B2B advertising vs. the use of emotional appeals common to consumer advertising. Using both print ads and TV commercials, shows examples of the five most common emotional appeals of Humor, Sex, Security, Fear, and Shock. The success of each appeal is well documented by 15 advertising research studies cited in the program. A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced and interesting for students.