International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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THE POWER OF EMOTION: ANALYZING THE IMPACT OF EMOTIONAL APPEAL IN ADVERTISING
1 Author(s): DR.A.SREE LAKSHMI
Vol - 16, Issue- 3 , Page(s) : 78 - 82 (2025 ) DOI : https://doi.org/10.32804/CASIRJ
Advertising plays a crucial role in influencing consumer behavior, and emotional appeal is a key strategy used by advertisers to create a lasting impact. This research paper examines the effectiveness of emotional appeal in advertisements by analyzing consumer perceptions and purchasing decisions.