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Volume :35 Issue : 139 2017      Add To Cart                                                                    Download

Emotions and Advertising: The Persuasive Advertising Language of Modern Kuwait in the 1960s.

Auther : Khaled Abdullah al-Najdi

This paper demonstrates the emotional appeal and its influence on consumer behaviour through the persuasive language in Kuwaiti advertising in the 1960s. The aim of this article is to explore and describe the effect of adding emotional appeals to the utilitarian aspect of the product or service as conveyed in advertising language. A content analysis was performed on 2,446 advertisements from 471 newspapers and magazines of the 1960s, and a personal interview is used. The main hypothesis is that advertising language of the 1960s conveyed aspects of emotions that had a great effect on the consumers, who were induced and emotionally driven to buy the advertised goods and services. The document analysis focuses on the emotional design used in persuasive techniques in local newspaper and magazine advertising and its effect on shaping the social behaviour of consumers. The findings offer evidence of the emotional manifestations in persuasive language in advertising and of its potential influence on demand.
Key Words: Advertising, Advertising Language, 1960s, Design and Emotion, Persuasive Advertising

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