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Test Deep appeals: Empathy, Nostalgia and Inspiration
Agenda
QUESTION 1: What effect does advertising that evokes empathy or controlled sadness seek to achieve?
Enhance visual recognition of logos only
Generate a deep and memorable emotional response
Reduce attention and avoid viewer involvement
Provoke laughter and absurd humor as main objective
QUESTION 2: What technical elements are used to intensify compassion and human connection?
Strobe lighting and accelerated cut-offs
Strident sound effects and extreme saturation
Total silence and absence of color
Slow music, subdued colors and expressive close-ups
QUESTION 3: Why is authenticity key in this advertising approach?
Because real stories or truthful testimonials generate a greater impact than fiction by provoking a more genuine response
Because fiction is always cheaper to produce
Because the use of unknown actors guarantees virality
Because it reduces the need for music or visual resources
QUESTION 4: How does nostalgia in marketing become more effective depending on the generation of the target audience?
Repeating the same ad for all ages with no changes
Using only new and futuristic products
Adapting music, visual aesthetics, and cultural references from decades past that resonate with their childhood or youth
Eliminating any reference to previous eras
QUESTION 5: What do brands offer by bringing back discontinued products, retro styles or iconic characters?
A lower price guarantee than the competition
A time travel that reconnects the consumer with an idealized version of themselves and their personal history
A strategy to reduce the duration of ads
A total replacement of your current brand identity
6th QUESTION: What do stories of achievement suggest about the role of the product?
That the product is irrelevant in the face of personal challenges
That only celebrities can achieve dreams with the product
That with the help of the product the viewer can also achieve their goals
That the product completely replaces individual effort
QUESTION 7: What is the effect of including authority figures, athletes or role models in inspirational messages?
Transfer to the brand admired qualities such as perseverance, innovation or bravery
Guarantee immediate sales without the need for strategy
Decreases message credibility due to excessive fame
Isolate the brand from lofty and aspirational ideals
8th QUESTION: What does this inspirational approach sell besides a product?
A permanent price reduction
A promise of entertainment without compromise
A break with any value or ideal
A vision of the future and a sense of purpose that appeals to a desire to better oneself and belong to something transcendent
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