Reading Notes
Sec 2, Chapter Six
Charge It Up – pgs 202-227
Viewers
respond to photos that are emotionally charged.
Emotion
is a powerful (short-lived) experience that is a reaction to a specific
stimulus.
Feelings
are the subjective and internal experiences of emotion.
Mood
is a longer-lasting, generalized experience that is milder than emotion.
Grabbing
attention gets viewers involved, stimulates interest, and motivates them to
decode the rest of the message.
Fear
is affective at persuasion
Advertisements
that arouse positive emotions result in more positive emotions result in more
positive feelings toward the product and greater intent to comply with the
message.
(That
“anti” smoking poster for Indians was stupid)
Pleasant
phenomena are processed more efficiently and accurately and recalled more
quickly.
Don’t
evoke anger and fear together
Colors
can change mood
Composition
– stable or tension
Faces
– emotional expression, eye gaze
Metaphors
need to use familiar objects
Humor
is interesting and leaves a positive emotional impact.
