Publicidade e a emoção: a utilização do apelo emocional em operadoras de telefonia

Abstract

This paper will seek to understand how emotional appeals are used in the construction of television commercials and which consequences are brought to the public. In this regard, it was essential to analyze the awakening of public attention and establish an emotional connection. Therefore, this paper will examine the emotional appeal that telephone companies use to attract customers to buy phones and plans. The study stressed the importance of emotion in advertising, and, in particular, showed the brand engagement with the public.