Propose how the findings may explain the audience response to the British Army advertising campaign.

British Army advertising campaign

Read the case study attached on the British Army advertising campaign

Critically review the research which explores the role of emotion in advertising and propose how the findings may explain the audience response to the British Army advertising campaign.

Guidelines with case study attached in additional materials area
Around 2000 words

Useful to this essay question is ‘How Advertising Works: Elaboration Likelihood Model’ and ‘Creativity, Content and Appeals’.

Elaboration Likelihood Model’: Morris, J. D., Woo, C. and Singh, A. J. (2005), ‘Elaboration Likelihood Model: A Missing Intrinsic Emotional Implication’, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 14, No.1, pp79-98.

Creativity, Content and Appeals’: Hornick, J., Ofir, C and Rachamim, M. (2017), ‘Advertising Appeals, Moderators, and Impact on Persuasion: A Quantitative Assessment Creates a Hierarchy of Appeals’, Journal of Advertising Research, Sept, pp306-318.

Propose how the findings may explain the audience response to the British Army advertising campaign.