Location
University of Windsor
Document Type
Paper
Keywords
advertising, argumentation, multi-modal argumentation, emotional cognition, Gilbert, ra-tional cognition
Start Date
18-5-2011 9:00 AM
End Date
21-5-2011 5:00 PM
Abstract
From Spinoza to today, it has been noted that human beings respond to what is unusual in our lives. The advertising community knows this and struggles to find ways to be unusual in the face of an estimated 3,500 ads per day. One way is through emotion. This paper examines arguments made in advertisements where emotional cognition is appealed to and how they differ from ads that appeal to rational cognition.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Included in
Argumentation and emotional cognition in advertisements
University of Windsor
From Spinoza to today, it has been noted that human beings respond to what is unusual in our lives. The advertising community knows this and struggles to find ways to be unusual in the face of an estimated 3,500 ads per day. One way is through emotion. This paper examines arguments made in advertisements where emotional cognition is appealed to and how they differ from ads that appeal to rational cognition.
