1. When to use emotion View as slide show Adapted from AdPrin.com

2. When should you use emotion in ads? Make a list. Then click for a list of situations where emotion is used. In 1,059 tested TV commercials, 37% used emotional appeals for well-known brands and frequently purchased products, with situations with a low need for information (Stewart and Furse 1986, see Persuasive Advertising p 85) Adapted from AdPrin.com When to use Emotion to Persuade 2

3. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, identity when emotional appeals would be persuasive and write ideas of how to appeal to your customers’ emotions. Adapted from AdPrin.com