turanВестник университета «Туран»Bulletin of "Turan" University1562-29592959-1236Университет «Туран»10.46914/1562-2959-2025-1-2-373-383turan-4705Research ArticleТРИБУНА МОЛОДОГО ИССЛЕДОВАТЕЛЯPLATFORM OF YOUNG RESEARCHERРоль эмоциональных обращений в эффективности рекламыThe role of emotional appeals in advertising effectivenesshttps://orcid.org/0009-0003-5746-7795ОразаевА. Ж.OrazayevA. Zh.

докторант.

Алматы

PhD student.

Almaty

askhat.orazayev@kimep.kzhttps://orcid.org/0009-0005-7774-781XГаркавенкоВ.GarkavenkoV.

PhD, доцент.

Алматы

PhD., associate professor.

Almaty

gvlad@kimep.kzУниверситет КИМЭПКазахстанKIMEP UniversityKazakhstan20252906202502373383Copyright © Оразаев А.Ж., Гаркавенко В., 20252025Оразаев А.Ж., Гаркавенко В.Orazayev A.Z., Garkavenko V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vestnik.turan-edu.kz/jour/article/view/4705

Это исследование проводит библиометрический анализ научной литературы по эмоциональным апелляциям в рекламе с целью выявления ключевых тенденций, тематических кластеров и эволюции области эффективности рекламы. Для сбора данных использована база Scopus, которая предоставляет доступ к широкому спектру рецензируемых публикаций в таких областях, как маркетинг, психология и социальные науки. Анализ показывает, что интерес к эмоциональным апелляциям в рекламе значительно возрос с 1980-х годов, особенно после 2015 г., когда цифровые платформы и новые технологии оказали значительное влияние на методы и стратегии рекламных кампаний. Основные теоретические концепции, такие как модель вероятностного расширения и гипотеза переноса эмоций, остаются важными для понимания того, как эмоциональные апелляции влияют на поведение потребителей, в том числе на восприятие бренда и принятие решений о покупке. В ходе анализа также было выявлено несколько исследовательских кластеров, включая такие темы, как эмоциональные и рациональные апелляции, кросс-культурные различия в восприятии рекламы и этические аспекты цифровой рекламы. Важно отметить растущий интерес к нейромаркетингу и персонализации рекламных стратегий с использованием новых технологий. Это исследование подчеркивает важность эмоциональных апелляций в цифровом маркетинге, акцентируя внимание на персонализированном контенте, маркетинге через инфлюенсеров и взаимодействии с потребителями в реальном времени. Будущие исследования должны учитывать культурные особенности и этические вопросы, а также использование таких технологий, как искусственный интеллект, для повышения эффективности рекламных стратегий.

This study conducts a bibliometric analysis of the academic literature on emotional appeals in advertising to identify key trends, thematic clusters, and the evolution of advertising effectiveness. The Scopus database was used for data collection, which provides access to a wide range of peer-reviewed publications in fields such as marketing, psychology, and social sciences. The analysis shows that interest in emotional appeals in advertising has significantly increased since the 1980s, especially after 2015, when digital platforms and new technologies had a significant impact on advertising methods and strategies. Key theoretical concepts, such as the Elaboration Likelihood Model (ELM) and the Affect Transfer Hypothesis (ATH), remain essential for understanding how emotional appeals influence consumer behavior, including brand perception and purchase decision-making. The analysis also identified several research clusters, including topics such as emotional vs. rational appeals, cross-cultural differences in advertising perception, and ethical aspects of digital advertising. It is important to note the growing interest in neuromarketing and the personalization of advertising strategies using new technologies. This study highlights the importance of emotional appeals in digital marketing, emphasizing personalized content, influencer marketing, and real-time consumer interaction. Future research should consider cultural differences and ethical issues, as well as the use of technologies such as artificial intelligence to enhance the effectiveness of advertising strategies.

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The authors declare that there are no conflicts of interest present.