Final answer:
Advertisers are more likely to design ad campaigns that appeal to emotions using associative learning and emotional appeals. They use these strategies to influence consumer behavior and drive sales, manipulating both emotions and the mind.
Step-by-step explanation:
Advertisers design ad campaigns to elicit consumer reactions that lead to a purchase. They achieve this by appealing to emotions or the mind. Human behavior is influenced by associative learning, which is often used in advertising, such as associating a car with an attractive model to convey desirability. Advertisements also use emotional appeals to target a spectrum of emotions like fear, pity, love, or aversion. Furthermore, the attention economy has evolved with companies combining branding strategies to perpetuate a consistent marketing message across various platforms. Advertising can manipulate a consumer's perception of demand and can also influence perceived differentiation between products.
Regarding the route of persuasion, when a product requires analytical thinking, such as a computer, advertisers may use the central route by focusing on the product's features and quality. On the other hand, for general consumer goods appealing to emotions or societal values, such as optimism or patriotism, can be more effective. Ultimately, advertisements are designed to manipulate both the mind and emotions to drive sales, often leaning heavily on emotional rather than rational appeal.