Emotion in Processing Advertising and News

Abstract

I analyze work on the role of emotion in how people respond to advertising and news. Measuring emotion with brain waves to self-report, the role of valence and intensity of emotion engendered by ads demonstrates their important role in how ads persuade. Emotional response to ads is well theorized by the evolution of mechanisms evolved to approach or avoid stimuli to maximize survival. Response to news stories can be similarly theorized to suggest how surveillance is influenced by perceived importance and negative emotions registered during news consumption. I posit that increased understanding of news processing will follow when emotion’s role becomes better understood.