Will Shakespeare

Emotions evoke change Social advertising (public service advertising) is the form of advertising that is designed to educate or motivate people to undertake socially desirable actions. Emotions are a basic component of advertising, and especially of social advertising. Emotions have a huge influence on perception, remembering, recall as well as change in attitudes and behavior. Emotions help people to remember the situations and messages in which they appeared, they evoke physiological changes as well as changes of perception (halo effect), reduce criticism and rational thinking abilities. Those changes have a strong impact on people and can motivate them to act, follow the suggestions expressed in advertising and deliver the promise of satisfaction. Emotions can be divided into 2 continuums: Positive vs. Negative, Rational vs. Emotional. Social ads use the wide EasyAzon range of emotions to influence our behavior. They scare us, affect us, sadden us, make us laugh or anger us. Rational arguments aren?t enough to change behavior or attitudes. There are two types of social advertising: Ads that warn us against dangerous behavior or prod us to change behavior for our own good. Ads that invite us to help others. Both forms of advertising are based on emotion. Warning ads create the threat (car accident, death), present the cause of the threat (driving under the influence of alcohol) and show the solution of how to avoid the consequences (don?t drink and drive). They both refer to negative consequences and evoke fear. Click here for an ad from The Danish Road Safety Organization. However, too heavy a load of negativity can have the reverse effect on the viewer, creating psychological discomfort and leading them to reject the message.