Title: Perceiving e-emotional conscience in Indian advertisements

Authors: Anila Aravindakshan Pillai

Addresses: R.V. Patel and V.L. Shah College of Commerce, VNSGU, Surat, Gujarat, India

Abstract: A more complete understanding of one's own behaviour is made possible by positive psychology, which offers a unique viewpoint on what drives people, how they feel, and how decisions are made. The psychology of advertising focuses on fostering empathy for a good or service in order to increase one's propensity to use or purchase it. How we relate to advertisements can be influenced by their physical components, such as people, images, and even colours along with the shared feelings on screen. The objective is to examine advertising, which is generally considered a time invader, through the lens of emotional intelligence. The paper also proposes a new term, 'e-emotions', for the analysis since the emotions that are the key element of the study are expressed through the digital space of advertisements in traditional media using self-awareness dimension of emotional intelligence proposed by Daniel Goleman to analyse selected Indian advertisements.

Keywords: emotional intelligence; self-awareness; decision making skills; Indian advertisements; emotions; soft skills; traditional media.

DOI: 10.1504/IJICBM.2025.145667

International Journal of Indian Culture and Business Management, 2025 Vol.34 No.4, pp.526 - 540

Received: 04 Aug 2023
Accepted: 12 Aug 2023
Published online: 14 Apr 2025 *

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