Mary Stewart in her textbook, Launching the Imagination, wrote a section about ad narration and useful strategies. These strategies include appealing to rationality, emotion, seriousness, humor, realistic connection, or exaggeration (336). As an example of an ad that plays on emotion, Stewart uses an example of a commercial that is meant to evoke emotion about a product that isn't an immediate need for people. According to Stewart, this commercial (which is displayed in Figure 14.29) evokes emotion because it shows the food from a dog's perspective, which is then meant to show that the food is "a manifestation of love for the dog" (337). There is a commercial that quickly came to mind for me which conveys emotion to a depth that shows not only the love directed from the owner to the animal, but also love is conveyed from the animal to the owner (because the owner buys the food). I really like this advertisement because it is so effective at an emotional level. The imagery is bright and enlightening while the communication is short, simple, and compelling.
https://www.youtube.com/watch?v=iNUdeXKd6QU
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