EMOTIONAL IMPACT IN PARENTING ADVERTISEMENTS: INVESTIGATING RESONANCE WITH DIVERSE EMOTIONS

Abstract

Busy work puts a lot of pressure on young parents, which has led to some problems in regulating their emotions and parenting styles, such as the lack of scientific parenting knowledge. In the current era of information explosion, the high frequency and variety of advertising information make the effective transmission of parenting advertising information face great problems. This study is part of a larger study designed to investigate the different effects and characteristics of emotional resonance generated by different emotions in parenting advertisements using a literature review. This study reported results from a systematic literature review synthesis process to understand how busy parents could gain more parenting knowledge through emotionally contagious parenting advertisements in public spaces. The results led to the development of an alternative approach to communicating an emotional resonance parenting training model for parenting advertising. The proposed parenting advertisement would attract audiences from different cultural environments and help them generate basic emotions from the advertising messages based on their experience, thinking styles, physiology, and psychological being. These antecedents were expected to be affected differently by emotions thus leading to beneficial and progressive actions, which had the potential to mediate memory generations and trigger emotional resonance. This study was expected to benefit designers in designing parenting advertisements with emotional appeal and for parents to create a happier family atmosphere for children. Future study is recommended to develop public advertising communication modules for healthy family well-being.