Emotional appeal in advertising: Why it works

emotional appeal in marketing and advertising

Advertisements generally have two kinds of appeal- rational appeal and emotional appeal. Using rational appeal in advertising means giving your target audience a logical reason to buy from you. Using emotional appeal in advertising involves creating an emotional connection between your brand and your target audience. An advertisement- any advertisement- is an offer made by …

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Cognitive Behavioural Theory explained

cognition

“Men are disturbed not by things, but by the view which they take of them.” – Epictetus The above quote captures the essence of Cognitive Behavioural Theory (CBT). Cognition refers to thinking. Cognitive Behavioural Theory talks about how cognition shapes behaviour and vice versa. There’s a third component to the theory- feelings. CBT explains how …

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16 Motivation theories briefly explained

Motivation theories attempt to explain what motivates human behaviour, especially in the context of a workplace. Motivation theories try to explain what motivates workers in the hopes of yielding insights that can help organizations improve the productivity of their workers. Though motivation theories largely focus on business contexts, understanding them can help you understand human …

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Types of needs (Maslow’s theory)

Abraham Maslow, a humanistic psychologist, arranged the different types of needs in a hierarchy. Humanistic psychologists believed in humanism, an approach that assumed humans have inherently good qualities and a potential for achieving greatness. Maslow put forward his theory in the first half of the 20th century at a time when psychodynamic and behaviouristic approaches dominated …

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Understanding multiple personality disorder

Multiple Personality Disorder, also called Dissociative Identity Disorder or Split Personality Disorder is a condition where a person has multiple personalities or identities. These identities tend to think and behave differently. People with this disorder act like there are two or more people in their heads who occasionally take control of their bodies, making them …

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Stages of group development (5 stages)

This article will explore how groups form and disintegrate in the context of the stages of group development. In Human Resources Management, there’s this 5-stage model of group development that was put forward by Bruce Tuckman. I’ve always been interested in group dynamics and group development and behaviour. I found this model useful in explaining …

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Does mindfulness work?

In the last decade or so, the practice of mindfulness at work has gained immense popularity in self-help and therapy circles. There are innumerable articles, courses, and books on the topic and a group that seems to be the most in need of being mindful is the workforce. The goal of mindfulness is to shift …

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States of unconsciousness

Perhaps one of the most common states of unconsciousness you might be familiar with is the coma state. Coma is a state of unconsciousness from which a person cannot be roused. A person in the coma state is neither awake nor aware. He’s alive but incapable of responding to stimuli.  You may be able to …

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Why are there gay people?

Why are some people gay?Why are there trans people?Are gays born or made? I’ve studied in an all-boys school and since a very young age, I noticed that not all boys in our class were similar in terms of masculinity and masculine behaviours. On one end of the spectrum, there were those highly aggressive, dominant, …

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