Emotional Communication for Brand Appeal and Acceptance

Abstract

India is a land of diversity where we find varieties of culture at each step throughout the country. The various approaches discussed in this chapter have emotional connect so that the communication will be applicable to culturally diverse groups using a common creative theme. Communication such as the above requires skills like persuasion, comparison, response generation, image building etc. Many advertising methods and attempts suggest that the audience must derive meaning and use imagination to recreate cultural context and meaning. This chapter presents an emotional approach applied to various products to carry meaning in what is influenced by the cultural orientations across India. . The purpose of this paper is to discuss overall fundamental dimensions of Indian culture and its core values and resultant marketing implications. A few examples have been taken and primary research has been conducted to understand the connection between emotions and brand appeal in India.