Emotional Appeal in Television Advertising and Its Impact on Buying Behaviour

Advertising is a part of the business and economy of every country. Emotional Advertising is a common factor in television advertisements. Many companies and brands tend to use a rational and emotional appeal to attract viewers to purchase and use their products. The aspect of having an emotional element in the advertisement is now a global phenomenon. The study aims at assessing the impact of emotional advertisements on purchase decision and the role of emotional appeal in advertisements with respect to various demographic factors and various kinds of products. Structural Equation Modeling (SEM) tool in AMOS was employed for conducting the analysis. The study found that competition in almost all industries, emotional advertisements would play a very significant role in shaping the opinion of the viewers to buy their products. Emotional advertisements are also seen as game changers in the business world as it is able to touch the hearts of many people.