| Résumé : |
In today's consumer-oriented world, marketing plays a significant role in shaping consumer behavior and influencing purchasing decisions. Companies in all sectors use the marketing mix to effectively link their offering to the market by creating a solid value proposition. Among the marketing mix levers, this study concentrates on the communication lever, in particular on advertising. Advertising specifically refers to the creation and dissemination of promotional messagesthrough various media channels, such as print, broadcast, and digital media, to reach a target audience, build brand awareness, and persuade consumers to purchase products or services. The advertising concepts, domains, and activities have changed widely in the last decades, due to the change in consumer behavior, the development and spread of new technologies and communication, and the increase in social consensus. Accordingly, definitions in the literature have been updated as well with regard tothe historical context. Nowadays, advertising can be defined as the “paid, owned, and earned mediated communication, activated by an identifiable brand and intent on persuading the consumer to make some cognitive, affective or behavioral change, now or in the future” (Kerr & Richards, 2021). Over the years, consumers have become increasingly desensitized to traditional advertising methods (Davis & Brotherton, 2013), such as interruptive ads during TV shows or pop-up ads on websites. As a result, companies have had to find new ways to capture and maintain the attention of their target audience. One effective method has been to leverage emotions in advertising. By creating emotionally engaging ads,companies can tap into the subconscious minds of consumers and establish a deeper connection with their audience. Emotions like joy, sadness, fear, or excitement can evoke a visceral response in consumers, making them more likely to remember the ad and take action. However, using attention-getting tactics might lead consumers to infer that the advertiser is attempting to manipulate or unfairly persuade consumers (Campbell, 1995). Therefore, companies need to be careful when leveraging emotions in advertising, in order to avoid an undesired effect on consumers. |
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