Cognitive and affective

[Dr.Appalayya]

Context:

The advertising message workson the readers at both cognitive levels and affective levels.

I am aware that cognitive level is sub-conscious level. But I dont understand the meaning of the latter, affective. Can somebody help?

 

[GEmatt]

Dr. A,

There is a WR entry on this, here.

GEm

 

[panjandrum]

Are you sure that cognitive is sub-conscious? Surely that refers to the impact on the audience at the explicitly conscious level?

 

[Kelly B]

Are you sure that cognitive is sub-conscious? Surely that refers to the impact on the audience at the explicitly conscious level?

I agree.

I think the phrase is intended to mean intellectual and emotional.