Topic: Critically evaluate the effectiveness of emotional appeals in advertising
Description:
Coursework – Individual Essay
For the assessment you are required to submit a 3000 (excluding the references and appendix) words essay that critically evaluates the effectiveness of emotional appeals in advertising. It is suggested that emotional appeals are often applied to cut through the clutter. Some research has shown that emotional appeals may have effects in non-profitable contexts such as charity and donations (e.g. www.redcross.org.uk,
https://www.unicef.org.uk, https://www.savethechildren.org.uk).
Choose one charity/non profitable organisation as the focus of your essay, search for its most recent advertisement (can be online/offline or both), and answer the following questions:
1) Analyse what emotional appeals have been used by your chosen advertisement, who is its target audience(s), and what is its message. Provide theoretical justification.
2) Evaluate how effective is the advertisement and make recommendation for improvement.
Your essay should be coherent and succinct. Your evaluation, argument and suggestion should be well supported by credible sources.
Common references include books, academic articles, database and newspaper. Information source must be cited and presented in the APA referencing style. A brief note of how to use APA format is available on Blackboard. Note that the reference material used to refer to your essay should be recent and contemporary (e.g. 3-5 years or less) and not old (e.g. 1945) unless it is a seminar paper.
Only one-page appendix (i.e. your chosen advertisement) is allowed for the essay plan submission