EMOTIONAL APPEALS 219study shows that elaborate processing and credibility of comparative advertising may be
diff erent for men and women. For men, comparative advertising seems to increase brand
evaluations and purchase intentions because it increases their brand involvement and
enhances processing. For women, on the other hand, comparative advertising leads to
heightened persuasive intent perceptions and these perceptions decrease brand evaluation
and purchase intentions.^54
Concerning product positioning, positive eff ects can be observed. With new brand
introductions, advertisers oft en stress the superiority of the new brand over a more familiar
competitor on a typical attribute. By doing so, two desirable goals seem to be reached: (1) the
new product is associated with the comparison brand and, as a consequence, more easily
included in the consideration set of the target consumers; (2) the brand advertised is diff erent
from, and is more likely to be preferred to, the comparison brand.^55
Th e attitude towards the brand usually is positively infl uenced by comparative ads, while the
contrary holds for the attitude towards the ad.^56 Th e latter is perceived to be less personal, less
friendly and amusing, less honest and more aggressive.^57 Although conative or behavioural
eff ects have not been extensively studied, it seems that comparative ads have a positive infl uence
on purchase intention.^58 Furthermore, comparative as opposed to non-comparative ads seem
to enhance purchase behaviour, as indicated by coupon redemption.^59
Although the balance of advantages and disadvantages turns out to be in favour of com-
parative advertising, one should also take into account the following threats. Th e use of
comparative advertising may lead to aggressive, competitive media wars when the comparison
brand feels attacked (the so-called boomerang eff ect). Furthermore, comparative advertising
may be misleading and confusing for consumers.^60 One should try to avoid promoting a
competitive brand. Th is occurs when, as a result of the ad, the consumer wrongly thinks the
ad sponsor is the comparison brand. Costs may also rise because of lawsuits etc. Finally,
remember that comparative ads are not appreciated to the same extent in diff erent cultures
and countries. Th e fi ndings reported in US studies may not hold at all for Europe, Asia, etc.Emotional appeals
Emotional advertising refers to advertising that tries to evoke emotions in consumers rather
than to make consumers think. Emotional ads mainly consist of non-verbal elements such
as images and emotional stimuli. It should be clear that there is a diff erence between the
intended emotional content of a stimulus, or the emotional technique used, and the emotions
experienced by a consumer as a result of being exposed to an ad. Emotional appeals do not
necessarily evoke emotions in all people, although they are designed to do so.Humour
Humorous advertising can be defi ned as an appeal created with the intent to make people
laugh, irrespective of the fact that the humour is successful (people indeed perceive the ad as
humorous) or unsuccessful (people do not think the ad is funny). Humour seems to be one
of the most frequently used emotional techniques throughout the world. A survey in 1992 in
33 countries revealed that approximately 35% of all magazine and outdoor advertising con-
tained humour. No signifi cant diff erences could be detected between the diff erent countries,
nor between the two media.^61 More current estimates also indicate that humorous advertising
takes a share of about 10% to 30% ( Photo 7.3 ).^62
Are humorous appeals eff ective? No doubt most people appreciate a good joke, but can
humorous ads convey a brand message? Or do they leave people remembering the joke, but
neither the brand nor the brand message? Can humour be used for ‘serious’ products, or does
a humorous approach make a clown of the advertising company? Humour seems to raise aM07_PELS3221_05_SE_C07.indd 219M07_PELS3221_05_SE_C07.indd 219 6/5/13 3:01 PM6/5/13 3:01 PM