2. Emotional and rational appeals Should emotional appeals be mixed with rational appeals? Click this slide for the answer. Adapted from AdPrin.com 2
3. If you build a mood, don’t spoil it with a rational argument, and if you have good information, do not distract viewers with emotion. Evidence In an experiment involving donations to “Save the Children,” a narrative description of a victim’s plight led to higher donations than when the description also included statistics about how the donations would help. The latter information damped the emotional effect and led people to think that their contributions would be negligible (Small, Loewenstein, and Slovic 2006). See AdPrin.com to learn more.
4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, identify whether you emotion and rational arguments in your ads. Adapted from AdPrin.com
