Abstract:
The purpose of the present study was to investigate the relationship between emotional
appeal advertisement (social appeal, personal appeal, humor appeal, fear appeal) and
brand recall. The study broadens previous research by focusing on the emotional appeal
advertising researches and consumer behavior variables with special reference to personal
appeal, social appeal, fear appeal and humor appeals researchers.
The Lanka Bell communication company had been used emotional appeal television
advertisement as strategy .The researcher selected one advertisement among advertisement
series. That advertisement based on cut the jack tree for surveyor land. The
survey was distributed to implement a total of 120 Lanka bell southern province consumer
participated in this study. The questionnaire design was scale items for measures of 5
point - Likert scales (Strongly Agree - Strongly Disagree) used to measure the construct
dimensions.
The results indicated that the researcher justify the positive relationship between
emotional appeal advertisement and brand recall. There is a significant positive relationship
between the personal appeal advertisement and brand recall (r=o.83, t=3-3o) hypothesis
and fear appeal advertisement and brand recall (r=o.82, t=3.30) hypothesis.
Other tow hypotheses were a partially positive relationship between the social appeal advertisement
and brand recall (r=o.87, t=i.9i) hypothesis and the humor appeal advertisement
and brand recall (r=o.77, t=i.42). The findings of the present study emphasize on
the importance of emotional appeal advertisement and touching consumers’ mind. The
results also suggest to marketers to use emotional advertisement strategy when they aim
to change consumers’ attitudes towards their brands.
