Presenting the pattern of cognitive and emotional elements in visual advertisements

Subject Areas : Sustainable Development

ALLAHYAR GHASEMI ¹ , ahmad Rahchamani ² , Hamidreza saeednia ³

1 - PhD student, Department of Business Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2 - Assistant Professor, Department of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
3 - Associate Professor, Business Management Department, North Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2022-11-07 Accepted : 2023-02-28 Published : 2023-03-01

Keywords: classic grounded theory, Visual Advertising, Cognitive Elements, Emotional Elements,

Abstract :

AbstractThis research has been done with the aim of providing a model of cognitive and emotional elements in visual advertisements. This research, which was carried out with the qualitative approach of Classic grounded theory, deals with the identification, discovery and modeling of cognitive and emotional elements in visual advertisements. In this research, after conducting semi-structured in-depth interviews, open coding was done during the implementation and auditing of the interviews. The formation of the main category and its concepts, as well as theoretical coding, were implemented in order to discover the relationship between the elements of the model. In this research, theoretical saturation was done after 16 deep interviews. After completing the above steps, 51 codes were extracted for this research, which led to the emergence of the category "Effectiveness of visual, cognitive and emotional aspects of the organization's environmental advertising" and four concepts, 1- Innovation in organizational color design in environmental advertising with the aim of arousing emotion and visual recognition From the organization, 2- Designing and implementing a minimal organizational logo in environmental advertising with the effect of increasing recognition, 3- Using a website with a short and long-lasting domain in environmental advertising with an effect on recognition, 4- Using an organizational slogan in environmental advertising with the effect of increasing recognition. turned around in order to be successful in advertising campaigns, the correct use of emotional and cognitive visual elements is necessary and necessary, which is discussed in this research.