Apelo emocional em propagandas virtuais: Uma análise dos clientes do banco Alpha

Abstract

The propaganda became fundamental to the Corporations. It has, as its main goals, attract the consumer and publicize the brand. The companies begins to use the emotional appeal, in their propagandas, looking for achieving their objectives. This study has as goal analyse the propaganda’s effects, like emotional appeal, in the consumer, and than compare the reactions with those that does not use such artifice. The evaluation of the propagandas that use the emotional appeal was performed based on Wells’ scale. It is an emotional appeal tool used to analyse the effects of the propagandas on the consumer. In this study, were analyzed the positive effects of two banking company’ propagandas with this artífice, one with emotional appeal and the other one, with not. The results demonstrate that exists advantages in the using of emotional appeals in the propagandas, as well as, confirm that it is an important Marketing tool.