Essays about: "advertising message appeal"

Showing result 1 - 5 of 11 essays containing the words advertising message appeal.

  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 Creator Effect: A quantitative study of the impact on consumer perceptions and judgements when exposed to an AI-created advertisement

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Elina Heidenborg; Linnea Kaveryd; [2023]
    Keywords : artificial intelligence; advertising; consumer perceptions; the machine heuristic; advertising outcomes;

    Abstract : Artificial intelligence is expected to disruptively change the future of marketing, and the benefits of the technology are widely known. However, despite a general skepticism around AI, there is still a lack of research investigating consumer perceptions in the field. READ MORE

  4. 3. Influencing consumer behavioural intentions: Reducing household water consumption

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Daria Granina; [2022]
    Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

  5. 4. Take A Chance On Shock : Facilitating Effective Shockvertising

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Duaa Kaddoura; Josef Gemhed Magera; [2020]
    Keywords : Marketing; Advertising; Shock Advertising; Shockvertising; Shocking Advertising; Shock Appeal;

    Abstract : Shockvertising is a set of advertising tactics that sends its message through the breaking of norms, presentation of shocking images, exploiting the audience’s anxieties, and various other ways. It is a quick way to break through the clutter of similar advertisements in today’s oversaturated world of advertising. READ MORE

  6. 5. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
    Keywords : Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

    Abstract : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. READ MORE