*Requirement：
3 paragraphs for the topic, and at least 5 sentences each paragraph.
2-3 references applied for each topic and in-text citation.
The last sentence of each paragraph should not be a reference, because it will take the author’s voice away.
* Topic:
Event Marketing
* Example:
With the severe homogenization of products, consumers’ demand for products rises from functional satisfaction to emotional satisfaction and realization of personal value. Therefore, emotional appeal advertising can better cater to consumers and attract consumers compared with rational appeal advertising. “Emotional appeal advertising persuades customers to buy products and services by triggering emotions (happiness, fear, passion) rather than emphasizing rational thoughts (statistics and facts). “（Glint, 2021）. In other words, emotional appeal appeals to consumers’ emotional response to convey the added value or emotional satisfaction brought to them by products so that consumers can form a positive brand attitude. Emotional appeal uses human emotions to resonate with users and excavates the connection between products and users’ emotions from a deep perspective.
Emotions with others include family affection, friendship, and love, which are the most basic and essential emotions of human beings. Many advertisements incorporate these emotional elements, which can create a warm atmosphere. This type of advertising reminds consumers of cherished people around them and provokes emotional resonance. In addition, self-actualization and positive values can also inspire consumers and produce subtle psychological changes, thus deepening brand memory and occupying the position of consumers’ psychology. Other emotions, including memory, nostalgia, the pursuit of individuality, yearning for freedom, and the pursuit of health, are also human emotions. In particular, memories, familiar scenes, or special things, it is easy to evoke some of the past experiences in people’s hearts, triggering resonance.
Corona Extra’s tagline is “Find your Beach,” which is a great example of an emotional appeal. “Essentially, the beach can be anywhere a consumer wants it to be. It’s not only a “place,” it’s an attitude, a state of mind.” （Laurie，2019）Corona finds that most people crave sun, beach, and relaxation and uses advertising slogans and posters to convey this brand culture to consumers. When this tropical vibe is tied to Corona’s brand value, even opening a Corona at home feels like a hidden connection to the holiday atmosphere.
References:
Glint Advertising, (October 2021), Emotional Appeals Most Commonly Used by Brands, https://glintadv.com/2021/10/25/emotional-appeals-most-commonly-used-by-brands/
Laurie Fontenot, (August 2019), Find Your Branding Beach: How Corona Won with Strategic Partnerships, https://foodmarketingnow.com/marketing-trends-and-insights/find-your-branding-beach-how-corona-won-with-strategic-partnerships/
