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

Creative Commons Attribution 4.0 License
This work is licensed under a Creative Commons Attribution 4.0 License.

Included in

Philosophy Commons

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May 18th, 9:00 AM May 21st, 5:00 PM

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.