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Emotions in Advertising: How Emotions Affect Creativity and Communication

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Advances in Human Factors in Communication of Design (AHFE 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 974))

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Abstract

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.

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Notes

  1. 1.

    Lion Rock spirit (獅子山精神) is used to represent Hong Kong’s core values and spirit. It is traditionally articulated in terms of the Hong Kong stories of hardship and perseverance in a TV series ‘Below the Lion Rock’ (獅子山下) produced by RTHK in the 1970s and 1980s.

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Author information

Authors and Affiliations

  1. Department of Creative Arts, School of Arts and Social Sciences, The Open University of Hong Kong, Ho Man Tin, Hong Kong

    Amic G. Ho & Sunny Sui-kwong Lam

Authors
  1. Amic G. Ho
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  2. Sunny Sui-kwong Lam
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Correspondence to Amic G. Ho .

Editor information

Editors and Affiliations

  1. School of Arts and Social Sciences, Creative Arts, Open University of Hong Kong, Jubilee College, Ho Man Tin, Kowloon, Hong Kong

    Amic G. Ho

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Ho, A.G., Lam, S.Sk. (2020). Emotions in Advertising: How Emotions Affect Creativity and Communication. In: Ho, A. (eds) Advances in Human Factors in Communication of Design. AHFE 2019. Advances in Intelligent Systems and Computing, vol 974. Springer, Cham. https://doi.org/10.1007/978-3-030-20500-3_6

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  • DOI: https://doi.org/10.1007/978-3-030-20500-3_6

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-20499-0

  • Online ISBN: 978-3-030-20500-3

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