TY - GEN
T1 - Emotions in advertising
T2 - AHFE International Conference on Human Factors in Communication of Design, 2019
AU - Ho, Amic G.
AU - Lam, Sunny Sui kwong
N1 - Publisher Copyright:
© Springer Nature Switzerland AG 2020.
PY - 2020
Y1 - 2020
N2 - Advertising delivers messages in innovative ways to attract target audience. While some evidence shows that emotions, as well as cultural values, are key factors affecting the process of advertising and communication. In this paper, the influence of human factors, including social recognition and emotion concerns in the communication design process. However, few studies investigated how human factors can enhance creativity and interact with the communication process. Hence, this research study aimed at investigating the relationships between emotion and social recognition to motivate the interactions between the roles in the communication process. The effects of introducing emotional concerns into the design process of advertising design is also discussed. This study was conducted to develop a new strategy that could provide an optimised communication process, which would essentially include the emotional concerns of the creative and target audience.
AB - Advertising delivers messages in innovative ways to attract target audience. While some evidence shows that emotions, as well as cultural values, are key factors affecting the process of advertising and communication. In this paper, the influence of human factors, including social recognition and emotion concerns in the communication design process. However, few studies investigated how human factors can enhance creativity and interact with the communication process. Hence, this research study aimed at investigating the relationships between emotion and social recognition to motivate the interactions between the roles in the communication process. The effects of introducing emotional concerns into the design process of advertising design is also discussed. This study was conducted to develop a new strategy that could provide an optimised communication process, which would essentially include the emotional concerns of the creative and target audience.
KW - Advertising
KW - Communication design
KW - Creativity
KW - Emotion
UR - http://www.scopus.com/inward/record.url?scp=85070748621&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-20500-3_6
DO - 10.1007/978-3-030-20500-3_6
M3 - Conference contribution
AN - SCOPUS:85070748621
SN - 9783030204990
T3 - Advances in Intelligent Systems and Computing
SP - 55
EP - 64
BT - Advances in Human Factors in Communication of Design - Proceedings of the AHFE 2019 International Conference on Human Factors in Communication of Design
A2 - Ho, Amic G.
Y2 - 24 July 2019 through 28 July 2019
ER -