The objective of this thesis is to initiate development of a valid and reliable measurement process to assess a viewer's emotional response to television advertising. The development of this measure is based on current psychological theories about the emotional process, and takes advantage of current methods available to measure emotional response. The goals for the measurement process are to provide information on emotional response to television advertising from two diverse sources, automatic real-time response, and cognitive after-the-fact responses. The selection of instruments to meet these goals first involved a review of the psychological literature on emotional theory to provide direction on defining what is an emotional response, and how the emotional subcomponents relate. This provides direction for evaluating the instruments available for measuring emotional response, and selecting two that will satisfy the above goal. The use of these measurement instruments in a pretest is then outlined, and the thesis concludes with directions for future research. The construct of emotion is complex and multidimensional, including interactions among neural hormonal systems, conscious and unconscious cognition, physiological adjustments, affective response, and expressive behavior. These dimensions suggest four categories that emotional response measurement instruments can be grouped into; cognitive, affective, psychological and behavioral. Measurement instruments in each of the four above categories have problems in their applicability as stand alone measures of emotional response to television advertisements. Of all the measurement instruments reviewed, the Beaumont Emotion Battery and the Facial Action Coding System appear to be compatible with the construct of emotion and each other. These measures can provide similar data, and capture virtually the same categories of emotional response. The usefulness of combining these two measures should be explored through a pretest. In designing the pretest, the success in capturing specific emotional responses attributable to the advertisement will depend on the setting used, the selection of advertisements and the program these advertisements are embedded in. The setting should copy a normal viewing environment to encourage normal behavior in subjects. The advertisements used should maximize the variability in emotional response, while being new to the subjects to avoid frequency biases. The program should be carefully selected to avoid content effects. When subjects proceed through the pretest procedure of watching a television program while having their facial expressions videotaped, and then responding to the Beaumont Emotion Battery after the program ends, careful attention to the environment, advertisements, and program will reduce the potential for error and bias in the pretest. To structure and delineate areas for new research, emotional response to television advertising can be approached from the viewpoint of what could impact or influence the response. This leads to the definition of the following areas of influence: the advertisement; the group of advertisements the advertisement is placed in; the program; the viewing environment; and the viewer. / Business, Sauder School of / Graduate

by Luk Anne. / Publication date from spine. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 167-174). / Abstract --- p.i / Acknowledgements --- p.iii / Chapter: / Chapter 1. --- Introduction --- p.1 / Chapter 2. --- Ethnography of Communication --- p.5 / Chapter 2.1. --- Definition --- p.5 / Chapter 2.2. --- Previous Studies --- p.8 / Chapter 2.3. --- Reasons for Conducting the Research --- p.16 / Chapter 3. --- The Theoretical Framework and Its Application --- p.21 / Chapter 3.1. --- Saville-Troike's Model --- p.21 / Chapter 3.2. --- The Application of Saville-Troike's Model --- p.31 / Chapter 4. --- Language usage in Advertisements --- p.44 / Chapter 4.1. --- Linguistic and Advertising --- p.44 / Chapter 4.2. --- The Different Techniques of Foregrounding --- p.46 / Chapter 4.3. --- Justifications of Using the Techniques of Foregrounding --- p.53 / Chapter 5. --- Methodology --- p.56 / Chapter 5.1. --- Research Design --- p.56 / Chapter 5.2. --- Data Collection --- p.57 / Chapter 5.3. --- Data Analysis --- p.68 / Chapter 6. --- Findings --- p.72 / Chapter 6.1. --- Interpretations of the Advertisements --- p.74 / Chapter 6.2. --- Linguistic Preference in Advertisements --- p.82 / Chapter 6.3. --- The Role of Language in Advertising --- p.92 / Chapter 6.4. --- Attitude of English advertisementsin Chinese Magazines --- p.113 / Chapter 7. --- Discussion --- p.120 / Chapter 7.1. --- Interpretations of the Advertisements --- p.121 / Chapter 7.2. --- Linguistic Preference in Advertisements --- p.125 / Chapter 7.3. --- The Role of Language in Advertising --- p.127 / Chapter 7.4. --- Attitude towards English advertisements in Chinese Magazines --- p.133 / Chapter 7.5. --- Relations of Social Background factors to the different Aspects of Studies --- p.133 / Chapter 7.6. --- Interactions of the different components in Advertising --- p.153 / Chapter 7.7. --- Limitations of the Study --- p.157 / Chapter 8. --- Conclusion --- p.160 / Chapter 8.1. --- Summary and Conclusion --- p.160 / Chapter 8.2. --- Implications --- p.162 / Chapter 8.3. --- Recommendations for Further Research Studies --- p.165 / References and Bibliography --- p.167 / Appendices --- p.175

Ng Wing Kei. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 73-81). / Abstracts in English and Chinese. / Chapter Chapter One --- Introduction / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- The Present Study --- p.4 / Chapter Chapter Two --- Literature Review / Chapter 2.1 --- The Internet as an Advertising Medium --- p.5 / Chapter 2.2 --- Advertising Hierarchy of Effects and Internet Advertising Effectiveness --- p.9 / Chapter 2.3 --- Effect of Context on Advertising Effectiveness --- p.14 / Chapter 2.4 --- Effect of Clutter on Advertising --- p.18 / Chapter 2.5 --- Effect of Advertising Repetition --- p.23 / Chapter Chapter Three --- Hypotheses / Chapter 3.1 --- Primary Hypotheses --- p.28 / Main Effect of Clutter on Advertising Effectiveness / Chapter - --- Main Effect of Advertising Repetition on Advertising Effectiveness / Chapter - --- Interaction Effect between Clutter and Advertising Repetition on Advertising Effectiveness / Chapter 3.2 --- Secondary Hypotheses --- p.32 / Chapter - --- Relationship between Attitude toward the Web page and Constructs of Advertising Hierarchy of Effects / Chapter Chapter Four --- Methodology / Chapter 4.1 --- Operational Definitions of Variables --- p.33 / Chapter 4.2 --- Pre-Test --- p.38 / Chapter 4.3 --- Design and Stimuli --- p.40 / Chapter Chapter Five --- Findings / Chapter 5.1 --- Number of Valid Responses --- p.43 / Chapter 5.2 --- Reliability of Measures --- p.45 / Chapter 5.3 --- Manipulation Check --- p.47 / Chapter 5.4 --- Data Analysis --- p.48 / Chapter 5.5 --- Primary Findings --- p.49 / Chapter 5.6 --- Secondary Findings --- p.57 / Chapter 5.7 --- Summary of Findings --- p.58 / Chapter Chapter Six --- Discussion and Conclusion / Chapter 6.1 --- Discussion of Findings --- p.61 / Chapter 6.2 --- Limitations and Future Research --- p.68 / Chapter 6.3 --- Conclusion --- p.71 / Reference --- p.73 / Chapter Appendix 1 --- Pre-Test Questionnaire / Chapter Appendix 2 --- Experimental Web page (four versions) / Chapter Appendix 3 --- Post-Experiment Questionnaire

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Past consumer research on mood has focused mainly on the impact of pre-processing mood on attitude formation, cognitive process, or behaviour. The present study, however, opens a new research direction by investigating the impact of ad characteristics on pre-processing mood. In particular, this research develops a model by combining the mood management and mood disruption mechanisms to answer the following interrelated research questions: (1) How does a consumer's mood interact with an ad's characteristics? (2) What is the effect of this interaction on subsequent mood and ad evaluation? (3) When will the above effect on ad evaluation be more likely to occur? Before the main experiment was conducted, a scale was developed to measure the mood potency of an ad -- a construct developed to capture the dimensions of an ad in eliciting affective responses. Following a systematic psychometric scale-development procedure, a reliable and valid scale with eighteen items was obtained. A 2x2x2 between-subject factorial design was conducted to test the model. The treatments included pre-processing mood pleasure, pre-processing mood arousal, and mood potency of an ad. The experiment involved exposing groups of subjects to one ad after listening to one piece of music, then comparing ad evaluations by music condition. The ad's mood potency was manipulated to elicit either a positive or negative feeling. Music was employed to vary pleasure and arousal prior to ad processing. Altogether two ads and four pieces of music were used. For the dependent measure considered (i.e., ad evaluation), findings were in accordance with a mood management interpretation. It was found that a positive mood potency ad was preferred to a negative mood potency ad either in a good or bad mood condition. Moreover, this effect was more pronounced when the arousal level was high. Regarding predictions on change in pleasure/arousal due to an exposure of an ad, only the change in pleasure yielded marginal support for the mood disruption mechanism. The findings of this study not only contribute to our understanding of research on advertising context and affective responses but also have important implications for managerial decisions on ad placing, design, and copy testing.

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The analysis of advertising English reveals the function of language in the communicative process and shows how language can be used as a means of manipulation. Only an explicit formulation of how the advertiser uses language, and a reflection about its effect, can protect the individual from being manipulated through language and make him less susceptible to the appeals that advertising has.It is the purpose of this paper to analyse a selected group of advertisements from magazines published currently in the United States in order to determine how language and other persuasive devices operate in those dimensions of advertisements which are set up by the model of communication. While in the first three chapters advertising in general is stressed with respect to linguistic and non-linguistic means, the fourth chapter on the aesthetic function describes explicitly the morphological and syntactical levels of the linguistic means involved. A purely morphological and syntactical analysis is not possible, as there is no clear-cut distinction between these levels and the semantic dimension.

Past consumer research on mood has focused mainly on the impact of pre-processing mood on attitude formation, cognitive process, or behaviour. The present study, however, opens a new research direction by investigating the impact of ad characteristics on pre-processing mood. In particular, this research develops a model by combining the mood management and mood disruption mechanisms to answer the following interrelated research questions: (1) How does a consumer's mood interact with an ad's characteristics? (2) What is the effect of this interaction on subsequent mood and ad evaluation? (3) When will the above effect on ad evaluation be more likely to occur? Before the main experiment was conducted, a scale was developed to measure the mood potency of an ad -- a construct developed to capture the dimensions of an ad in eliciting affective responses. Following a systematic psychometric scale-development procedure, a reliable and valid scale with eighteen items was obtained. A 2x2x2 between-subject factorial design was conducted to test the model. The treatments included pre-processing mood pleasure, pre-processing mood arousal, and mood potency of an ad. The experiment involved exposing groups of subjects to one ad after listening to one piece of music, then comparing ad evaluations by music condition. The ad's mood potency was manipulated to elicit either a positive or negative feeling. Music was employed to vary pleasure and arousal prior to ad processing. Altogether two ads and four pieces of music were used. For the dependent measure considered (i.e., ad evaluation), findings were in accordance with a mood management interpretation. It was found that a positive mood potency ad was preferred to a negative mood potency ad either in a good or bad mood condition. Moreover, this effect was more pronounced when the arousal level was high. Regarding predictions on change in pleasure/arousal due to an exposure of an ad, only the change in pleasure yielded marginal support for the mood disruption mechanism. The findings of this study not only contribute to our understanding of research on advertising context and affective responses but also have important implications for managerial decisions on ad placing, design, and copy testing. / Business, Sauder School of / Graduate

Throughout the history of physiology and psychology. much effort has been devoted to the study of the functions of the emotions and their subsequent effects on behavior. A systematic investigation of the powers have proved to be extremely fruitful for further understanding of how the emotional appeal can be used, within advertising limits, on individuals.

D.Phil. / The purpose of this study was to investigate the role of the cognitive orientation in consumer behaviour, and thereby move towards a consumer-oriented context for the analysis of the communicated effects of advertisements. Advertising theory and research were reviewed, and the conclusion was drawn that the different variables studied by researchers represent unidimensional approaches which are seldom analysed within the integrated cognitive framework of the consumer. The various dimensions of the consumer's cognitive orientation were specified within an integrated theoretical framework formulated from various theories and findings with regard to cognitive factors such as attitudes, self-concept, motivation and learning. From this emerged two cognitive orientations, viz. a rational orientation which is characterized by price consciousness, performance risk, formal information seeking, etc. and a social orientation which is characterized by self-enhancement, normative and informal social influences, etc. It was hypothesized that the consumer's cognitive orientation is predictive of his evaluation of products (and consequently also of advertisements about products). It was, however, postulated that the cognitive orientation will also be influenced by the nature of particular products. A further implication of the theory was also taken into account, namely that the effects of advertising on cognition do not necessarily imply attitude change, but that the consumer's involvement with the product plays an important role. This resulted in another proposition, namely that the higher the product involvement, the greater the amount of information seeking, evaluation of alternatives, etc. The study was conducted according to these guidelines. The factorial structure of consumer orientation was firstly determined.