MediaSpace DME Journal of Communication

Published Annually by Delhi Metropolitan Education (Affiliated to GGSIP University)

Emotional Advertising Impact on masses: A case study of Life Insurance Corporation (LIC) years
April 21, 2022
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Emotional Advertising Impact on masses: A case study of Life Insurance Corporation (LIC) years

Emotional Advertising Impact on masses: A case study of Life Insurance Corporation (LIC) years

Anant Seth, Prof. (Dr.) Pijush Dutta

Research Article: Open Access

MediaSpace DME Journal of Communication, Vol. 2, Issue 1, 2021, Pages: 81 – 87

Abstract

It is an essential part of any study to undergo research to understand the application of theoretical theories in practical situations. In this report, the first part adheres to the general overview of Emotional Advertising, (and its effect on masses) how it’s different from rational advertising. After the general introduction, there is a literature review on Emotional Advertising. In the next chapter, there is a case study of LIC and its ads in lieu of their emotional impact over the years and how they have helped build the brand image and also the loyalty from the customers. Television Commercials taken from Life Insurance Corporation’s archive are used for the study. The same Television Commercials have been categorised with respect to the emotional appeal they portray, and how they resonate with the brand’s message. In the case study we analyse the change in the emotional appeal of the print ads, radio ads, as well as television commercials in the recent few years. The study has the limitations of a secondary research, with the information not being precisely reliable or out of date. In conclusion, a shift in the stratosphere of media channels is seen in Life Insurance Corporation (LIC) advertising, with emotional appeal being a constant pillar for the same. There is a scope for further study as the advertising world goes digital. However, emotions are going to be an integral part of the future as well.

Keywords: Brand image, Emotional Advertising, Emotional appeal, Functional advertising, Masses, Impact, Mindset, Rational advertising.