Findings From Experimental Studies
From reading this article on findings from experimental studies I've found out :
The arousal of emotions persuade viewers in a way that is different from that if arguing.
Emotion does not raise viewer’s attention, but it does draw them in and distracts them from the advertisers intention to persuade.
Viewers could get so involved in the emotions from watching the advert that they may miss the central message.
Humour is mostly not allowed as it will cause complaints from other companies.
Resonance is a form of humour that occurs more often in advertising than in literature.
Humour must be painless
To stimulate emotions, communicators use pictures, characters, sequences of events, humour and music.
Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence.
Characters are most engaging if they are similar to those the audience experiences.
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