Essays about: "advertisement appeals"

Showing result 1 - 5 of 6 essays containing the words advertisement appeals.

  1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    University essay from

    Author : Alice Sbrogio; Kristian Shamon; [2023]
    Keywords : sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Abstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE

  3. 2. The effect of marketing appeals on consumers' intention to pro-environmental behaviour : A social marketing study applying the Theory of planned behaviour in Jönköping, Sweden

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Senja Lunden; LisaBeth Sundström; Aya Suliman; [2020]
    Keywords : Social Marketing; Theory of Planned Behaviour; Marketing Appeals; Intention to Behavioural Change; Palm oil;

    Abstract : Background: Due to increasing environmental issues, the social marketing efforts from organisations are increasing with the aim to push for more sustainable behaviour. One recurring issue in these campaigns is palm oil production. READ MORE

  4. 3. Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Davi Rogerio Waltrick; [2020]
    Keywords : Country of origin image COI ; purchase intent; experiment; advertisement appeals;

    Abstract : The purpose of this paper is to investigate how dimensions of Country of Origin Image (COI) can impact the purchase propensity of consumers. Drawing on the literature of international marketing, consumer behaviour, and social psychology, an experiment with a three-product category (experiential, functional, and symbolic) was designed to analyse purchase propensity of Swedish consumers for Brazilian products. READ MORE

  5. 4. Discourse and Language in Marketing Communication, with Specific Regard to the Fear of Social Exclusion. A Single Case Study on Apple Inc.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrea Lo Dolce; Alan Ryan; [2016]
    Keywords : Fear in Advertising; Social Exclusion; Critical Discourse Analysis; Means of Persuasion; Marketing Communication; Apple.; Business and Economics;

    Abstract : The purpose of this study is to analyse the communication of Apple to illustrate how social exclusion is used to produce fear, and how it has played the role as a means of persuasion in a constructed reality. In the present investigation process the researchers have taken a critical stance. READ MORE

  6. 5. Beauty Advertising - Message and Content

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Philip Jonzon Jarl; [2013]
    Keywords : Beauty advertising; advertising strategy; advertising message; creative content; message;

    Abstract : By an extensive analysis of TV commercials from 38 large brands and sub-brands from beauty segments skin care andcolor cosmetics, the thesis provides a mapping and an insight into beauty advertisement. This is done by exploring theconnection between advertising strategy, message and creative content. READ MORE