Students Response To Differences In Emotional Appeal Ads

According to different appeals, advertisements are divided into rational advertisements and emotional advertisements. Emotional advertising mainly resorts to the emotional response based on consumers' experience. Taking 192 college students as subjects, this present research discusses and analyses college students' different reaction to emotional advertising under the influence of gender and specialty by way of experiment and questionnaire. The results are as follows: (1) gender affects the evaluation of emotional advertising; (2) specialty has a little effect on the evaluation of emotional advertising; (3) for female college students, specialty doesn't affect the evaluation of emotional advertising; (4) for male college students, specialty affects the evaluation of emotional advertising on the dimensions of appeal and behavior; (5) for arts college students, gender affects the evaluation of emotional advertising on the dimensions of interest, appeal and behavior; (6) for science college students, gender has a little effect on the evaluation of emotional advertising. These conclusions are supplementary to previous study, and provide a theoretical basis for the design of advertisements which aim at college students.