The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia

The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The...

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Main Authors:	Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:	http://journalarticle.ukm.my/13160/ http://journalarticle.ukm.my/13160/ http://journalarticle.ukm.my/13160/1/29056-92219-1-PB.pdf

id	ukm-13160
recordtype	eprints
spelling	ukm-131602019-07-13T11:42:20Z http://journalarticle.ukm.my/13160/ The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar, The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The research methodology of qualitative method and phenomenological approach were applied. The data of this study was then collected by conducting in-depth interview. The data from the interview session was transcribed verbatim to ensure the words and sentences are transcribed accordingly. The findings discuss the attitude shown by the audiences towards the emotional contents in advertisements. The attitude shown by the audiences was observed closely on their reactions after watching advertisements that contains emotional appeals; particularly sad appeals. In point of fact, this research has managed to reveal on the pattern involved among advertisement audiences in navigating the content from advertisements with emotional appeals. This study is predominantly a study of emotional advertisements; Sadvertisement, as catchy as it sounds, as a popular culture terminology that describes an advertising trend for consumers in which advertisers are using a certain set of game plan to jockey on people's emotions and galvanise feelings of sadness, melancholy or wistfulness. The study adheres to the idea of a growing number of emotional advertisements and its effect on the advertisement audiences. Penerbit Universiti Kebangsaan Malaysia 2018-12 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/13160/1/29056-92219-1-PB.pdf Mohd Shahnawi Muhmad Pirus, and Sara Yazmin Zulqahar, (2018) The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia. Jurnal Komunikasi ; Malaysian Journal of Communication, 34 (4). pp. 319-336. ISSN 0128-1496 http://ejournal.ukm.my/mjc/issue/view/1129
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The research methodology of qualitative method and phenomenological approach were applied. The data of this study was then collected by conducting in-depth interview. The data from the interview session was transcribed verbatim to ensure the words and sentences are transcribed accordingly. The findings discuss the attitude shown by the audiences towards the emotional contents in advertisements. The attitude shown by the audiences was observed closely on their reactions after watching advertisements that contains emotional appeals; particularly sad appeals. In point of fact, this research has managed to reveal on the pattern involved among advertisement audiences in navigating the content from advertisements with emotional appeals. This study is predominantly a study of emotional advertisements; Sadvertisement, as catchy as it sounds, as a popular culture terminology that describes an advertising trend for consumers in which advertisers are using a certain set of game plan to jockey on people's emotions and galvanise feelings of sadness, melancholy or wistfulness. The study adheres to the idea of a growing number of emotional advertisements and its effect on the advertisement audiences.
format	Article
author	Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar,
spellingShingle	Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar, The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
author_facet	Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar,
author_sort	Mohd Shahnawi Muhmad Pirus,
title	The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
title_short	The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
title_full	The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
title_fullStr	The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
title_full_unstemmed	The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia
title_sort	understanding of sad appeal in emotional advertisement among audiences in klang valley, malaysia
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2018
url	http://journalarticle.ukm.my/13160/ http://journalarticle.ukm.my/13160/ http://journalarticle.ukm.my/13160/1/29056-92219-1-PB.pdf
first_indexed	2023-09-18T20:04:14Z
last_indexed	2023-09-18T20:04:14Z
_version_	1777407051144626176

The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia

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