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Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages.

Since Mitchell and Olson (1981) highlighted the major influence of the attitude towards the ad (Aad) for advertising effectiveness, emotional responses in advertising have received increasing attention. Since then, numerous authors have found that ad evaluations were debilitated by negative affect and stimulated by positive affect, and that liking an ad could lead to developing a positive attitude towards a brand (Ab) and purchase intention (PI). In most models of advertising effectiveness, knowledge comes first, and affect (attitude and evaluation) is developed later. Van Raaij (1989) proposed a model in which "primary affective reactions" or ad-evoked feelings play an important role as a gatekeeper for further processing of the ad. Others have found that ad-evoked feelings influence Ab and PI directly, but more importantly indirectly, through the mediating effect of the attitude towards the ad. Several authors have shown that different types of emotional executions, such as using humor, warmth, and eroticism, lead to different ad-evoked feelings, and differences in Aad, ad and brand recognition, Ab and PI. The question remains which role ad-evoked feelings play in the communication process, and whether there relative importance depends on the type of emotional execution used.