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Consumer Behavior Research Project March 1 2001 Advertising in our world today has inundated us with endless descriptions of why you should buy this product instead of that one why this product is better than another and mostly that you can just not bare to live without this product for another moment So how do different advertisements spark your interests They often use emotional appeal to entice you The project that I chose brought me to seek out advertisements for different products that used strong emotional appeal as well as ads for similar products that lacked emotional appeal This task proved to be very entertaining as I was able to spend many hours of homework just looking through magazines for ads that caught my eye I chose advertisements of products that many people use or come into contact with in their daily life routines The five areas that I mainly focused on are clothing companies Liquor companies car companies insurance agencies and shoe companies I found one ad for each of these companies that I felt showed a strong sense of emotional appeal and another ad in these same areas that lacked in emotional appeal The next step in my research was to show these advertisements to ten people and have them rank them in order of how they liked them I also had them describe why they liked one ad more than another did I was then to have ten additional students look at each ad and then talk about their reaction to it I chose to show the advertisements for clothing first I did this because I feel that clothing is subjective and everyone displays different interests in what they like to wear I chose an ad for Varcity which is a Jeans company The ad gives off a rugged look as it is set in the wilderness This ad elicited a strong emotional response from about half of the
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