Emotional Strategies in Advertisements in the German Press

Abstract

Due to the increasing importance of emotionality in human decision-making pointed out in recent years from the emotional intelligence, this paper focuses on the presence of emotional aspects in a formal level in persuasive oriented texts such as advertising texts, and in particular in advertising texts in the German press. Thus, it has been carried out a qualitative analysis in order to codify indicators regarding emotionality. Those have been selected both from existing categories in the literature, as well from own developed categories. At that end, the final list of categories has been classified according to either the existing bound between participants (proximity/distance) or to the use of empathy. Therefore, it can be argued that the presence of emotional aspects reflects indisputable characteristics of a contemporary society focused on leisure and the emotional search.