Emotional Advertising Using Children's Choir for Apparel Brands: Effects of Emotional Engagement and Implicit Persuasion on Brand Attitudes and Memory
Year: 2025
Type: article
Abstract: This study proposes an innovative emotional advertising strategy designed to maximize marketing effectiveness for apparel brands by integrating emotional engagement and implicit persuasion. Specifically, the strategy utilizes a children's choir performance within a warm, emotionally evocative setting, designed to subtly draw consumer attention to brand-specific apparel without explicit promotion. Throughout the advertisement, viewers experience an emotionally resonant performance devoid of overt marketing cues, facilitating implicit brand associations through visual continuity and emotional immersion. A single static camera angle is maintained, enhancing visual coherence and cognitive fluency. The advertisement concludes minimally with the display of the brand logo alone. Drawing from theories of emotional engagement, implicit persuasion, and cognitive fluency, this paper proposes that advertisements employing implicit, emotionally charged appeals foster reduced cognitive resistance, deeper emotional connections, and more enduring brand memories, thereby strengthening long-term brand loyalty.
Author: Joo, Hyeonsoo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6911984292
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