Affect Theory in Advertising
Why we have a Smile with our Coke
Why we have a Smile with our Coke
With all the commercials released in the past 60 years, there are plenty of options for TV viewers to pick their favorites. Plenty of formulas and theories exist for making an advertisement work, but what characteristics verify exactly what will succeed with the audience? This project pulls research from media studies, business, psychology, neuroscience, and cultural studies to identify how affect theory is used in advertising and how understanding its principles better equips advertisers and other presenters to reach their audience.Â
My name is Trevor Bowerman, I am a senior at Miami University. I am a media and communications major and an individualized study major, allowing me to do in-depth research on public opinion and appeal to mass audiences. I look for solutions to these unanswerable questions in many disciplines, with educational backgrounds in media studies, marketing, economics, and history, and spending immense time researching consumer psychology and neurology. Some fun facts about me: I am heavily interested in music, singing, performing, and competing in acappella groups for the past six years. I also play on Miami's Handball Team and I spent my time, patience, and sanity learning to build a personal computer, which I finished in January.