Emotions in Advertising: How Emotions Affect Creativity and Communication

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.