As the rapid development of the Internet advertisement, the Internet as a kind of advertising media has a greater competitive ability among all kinds of media. This study is designed to figure out the difference of print media and the Internet, especially in the field of advertising research. Using the laboratory experimentation and factorial experimental design, there are three factors in the study, including media properties (the Internet active media, the Internet static media, and print media), advertising appeals (rational and emotional appeal), and product involvement (high and low product involvement). Under such arrangement, the three factors result in 12 (3´2´2) different advertising strategies. The findings are as the followings: 1.The Internet active media can increase the advertising effect efficiently, while the machine-interactivity can¡¦t increase advertising effects. 2.Advertising appeals aren¡¦t able to influence the advertising effect efficiently. 3.The composition of emotional appeal and the Internet active media is the best advertising strategy to advertising effects; while the composition of rational appeal and each media property will not be able to achieve better advertising effects. 4.Product involvement is irrelevant to the advertising effect in the study. 5.The male consumers preferred the composition of the Internet active media and high product involvement, and they also like the composition of the Internet static media and low product involvement. 6.Consumers with BS. Degree or above preferred the composition of the Internet active media and emotional appeal. 7.The 46 above age group preferred the composition of low product involvement and emotional appeal, and they also like the composition of high product involvement and rational appeal.

Many cross-cultural advertising studies in the last decade focus on matching the advertising messages to consumers’ self-concepts. Despite the cultural differences in self-concept, research on self-concept still has some limitations given the lack understanding of the dialectical thinking style. Dialectical thinking represents one’s perception of conflicted information. To develop the understanding of dialectical thinking in predicting the persuasiveness of advertising messages, this research uses arguments proposed in the literature and validates the importance of dialectical thinking in predicting advertising appeals’ persuasiveness for East Asian bicultural consumers. In addition to dialectical thinking, Benet-Martinez et al. (2002) proposed the concept of Bicultural Identity Integration (BII) to group biculturals into high Bicultural Identity Integration individuals and low Bicultural Identity Integration individuals. Lau-Gesk (2003)’s work claimed that Chinese Americans who perceive Chinese and American cultures are compatible (high Bicultural Identity Integration) tend to favour ads appeals that emphasizing on both cultural values. Whereas, those individuals who perceive the two cultures are contradicted and compartmentalised tend to favour ads appeals that emphasizing on only one cultural value. This research aims to examine the role of product type in moderating the relationship between Bicultural Identity Integration and the persuasiveness of dual-focused advertising appeals. Building upon marketing and psychology literature, the aim of this research is to extend our understanding of impacts of dialectical thinking and Bicultural Identity Integration (BII) on the persuasiveness of dual-focused advertising appeals. This research adopts both qualitative and quantitative techniques to examine the research questions. Firstly, 10 in-depth interviews with Chinese participants from The University of Manchester were conducted to understand the predictors of dialectical thinking. To examine the impacts of dialectical thinking and Bicultural Identity Integration on the persuasiveness of dual-focused advertising appeals, 161 participants were recruited in Experiment 1 and 164 participants were recruited in Experiment 2. The findings suggest that individuals’ perspective-taking and flexibility and openness capabilities tend to predict one’s degree of dialecticism. In Experiment 1, the results showed that dialectical thinking only explains the attitudinal differences among the immigration-based Chinese bicultural group when shared products were promoted. The differences in attitudes among high and low dialectical globalisation-based Chinese biculturals were not significant when either shared or personal products were promoted. Bicultural Identity Integration explains the attitudinal differences within both immigration-based and globalisation-based bicultural groups when shared products were promoted. Experiment 2 results suggested that language cues tend to have a priming effect on immigration-based Chinese biculturals’ degrees of dialecticism. They have shown higher degree of dialecticism when advertising appeals were written in Chinese and are less likely to favour dual-focused advertising appeals; participants also reported lower degree of dialecticism when advertising appeals were written in English and favour dual-focused advertising appeals. However, such priming effects were not significant within the globalisation-based Chinese bicultural group.

Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals

No description available.

"It is the purpose of this study to determine the type of appeal, the size and cost, the plan of insertions, and the extent superlatives are used in The Dallas Morning News used car advertisements of twenty automobile dealers during the month of April. Fourteen advertising appeals were used by the twenty automobile dealers advertising in The Dallas Morning News in the month of April. The fourteen appeals used were: efficiency, friendliness, style, curiosity, safety, convenience-comfort, economy reliability-reputation, durability-dependability, social distinction, fear-caution, ambition, pleasure, and family affection. The economy was the one most used appeal by the dealer. As shown in Table 12, the number of advertising appeals used corresponds or exceeds very little the total number of advertising insertions. Excepting one case, the dealers place the largest advertisements in the Sunday paper. The general procedure was that of placing large advertisements in the Sunday paper and smaller ones throughout the week. The total cost for the twenty automobile dealers was $6,452.08. The total advertising cost per dealer ranged from $38.20 to $1613.81. Only nine of the twenty dealers used superlatives in advertising during the month of April. The nine dealers used nine different superlatives for a total of 281 times."--leaves 1 and 35.

Using 2 of Hofstede's cultural dimensions (power distance and uncertainty avoidance) associated by the research of Albers-Millers and Gelb with some of Pollay's value appeals used in advertising, this study successfully replicated 3 of 8 dependant relationships when analyzing the content of print magazines in U.S. and France. Going beyond the scope of a highly educated audience in which Hofstede's cultural dimensions were developed and retested, we indirectly found that these 2 dimensions of culture are partially salient in non-business, less elitist environments in the form of value appeals such as "dear", "untamed", "magic", and "youth" reinforcing the idea that cultural differences can sometimes be empirically tested by contrasting these appeals.

Social media and their accompanying smartphone apps have opened brands to consumers in unprecedented ways. Of these sites, none, with the exception of Facebook, are more popular than Instagram, a social networking app that is image-centric and image-driven. As a free platform for potentially reaching, attracting, and engaging with millions of consumers, Instagram offers brands an unprecedented avenue for free advertising—all on a relatively level playing field. This means that brands, even startups, have the same access to potential followers as larger, more established brands. This advertising is more fluid, more frequent, and more inconspicuous than traditional advertisements; e.g., magazine spreads, billboards, or commercials. To better understand what elements are commonly found in startups image posts on Instagram, as well as to learn if or how those elements translated to engagement, this study employed a content analysis to deconstruct 438 image posts aggregated from the Instagram accounts of ten U.S. startups. Images were coded for salient image features, viral advertising appeals, fundamental image functions, and creative message segments as outlined by Taylor's seminal advertising model, the six-segment message strategy wheel (1999). Likes and comments were recorded during coding in order to measure engagement. Two approaches to analyzing the data were then taken. First, descriptive statistical analyses were applied to the data to determine how frequently elements appeared among startups' image posts. The second approach involved two phases. In Phase 1, crosstabs were conducted to discover what interrelationships exist among these elements. In Phase 2, a qualitative content analysis of the data compiled from the initial content analysis was conducted to determine if certain schema were commonly manifest among posts with high and low engagement in respects to likes and comments. The subsequent findings indicated that object(s) were the most common image feature, informing was the most common function, ration was the most common image function, and humor was the most popular viral advertising appeal, although as a whole, viral advertising appeals were rarely manifest. The qualitative content analyses suggested that more schema negatively affected engagement than schema that positively affected it, though several important themes and base combinations were perceptible among the top 10 percent of posts in relation to engagement.

Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.

本篇論文研究主要針對香菸警示圖文相關政策做消費者廣告效果的衡量，主因為世界反菸相關運動及政策近幾年不斷的在興起，而台灣在政策上雖然也有相同的聲音出現，但在相關研究上卻寥寥可數，並無足夠實證證據去推動相關法案的運行，且在警示圖文的面積及廣告訴求上，台灣目前所推行的警示圖文相對世界而言，不僅單調且在與消費者的溝通效果上也不如預期，因此引發本研究之動機，警示圖文面積對消費者的影響為何?而是否在不同的廣告訴求下，會使警示圖文面積的放大對消費者的影響有加成效果，而面對香菸消費者對香菸的不同涉入程度，警示圖文面積是否仍然有效? 本研究先利用現行實施的警示圖文政策中，面積佔比最大及最小的警示圖文做為本次研究實驗的基準，並取兩者中位數定義為面積佔比中，主要衡量警示圖文面積的改變與廣告效果的關係，並根據文獻推論這三個層次的廣告效果會受到消費者對涉入程度以及警示圖文之廣告訴求的干擾。 理論架構以3*2的實驗設計，利用不同廣告訴求之警示圖文，採用實際菸盒大小比例，設計包含了大、中及小三種層次的警示圖文，研究樣本為有抽菸習慣的人，並將對香菸的涉入程度做為組內設計，隨機抽樣180人進行實驗後填答問卷，以隨機分配的方式至六組，有效問卷為177份，先利用敘述性統計及因素分析檢驗樣本及問卷，再利用變異數分析進行後續的統計分析。 經實證研究後發現以下結果，(一)單純香菸警示圖文面積佔比的改變，對消費者的廣告效果並無顯著的影響，且台灣現行警示圖文已失去該有的警示效果，(二)考慮干擾效果之後可以發現，不同的廣告訴求確實會對香菸警示圖文面積佔比的廣告效果，對態度上有顯著的影響，對理性訴求來說，警示圖文的放大仍然會有影響力，但總體效果並不如感性訴求的警示圖文(三)不同涉入程度水準，也會對香菸警示圖文面積佔比的廣告效果，對購買意願有顯著的影響，對涉入程度較低的香菸使用者而言，警示圖文確實能造成其未來對香菸購買行為的改變，而對香菸涉入程度高的消費者而言，警示圖文可產生的廣告效果並不會對其行為有太大影響。 / The anti-smoking campaign and relative policies is growing around the world in these years. However, there were not much related researches in Taiwan. In addition, our anti-smoking policy really fallen behind which compared to other developed countries. It’s became the motivation of this study. This thesis focuses on cigarette warning label issues, and measure advertising effectiveness of warning label area. In addition, it also considers the disturbance variables, including involvement and advertising appeals. This study conducted experiment method. According to literature review, the Independent variable based on current world warning label policy, we define three levels of different warning label area. This study take the smoker in Taiwan as research objects in order to distribute 180 questionnaires, 177 of which are retrieved and the valid ratio is 98%. As the result of experiment, we found that the advertising effectiveness of cigarette warning area wasn’t distinct, but that would be affected by involvement and advertising appeals. The result of research supported part of fundamental hypothesis. The effectiveness of attitude could be higher when the warning label was emotional appeals. The smoker with lower involvement would have higher effectiveness of purchase intension. Beside of that, this study also found that the current cigarette warning label isn’t work anymore.

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. Literature has found emotional appeals to be the superior alternative, but are yet to fully grasp the dynamics of the different emotional appeals as several researchers have called for further establishment and knowledge in the area. In this study, a new approach to emotional appeals has been taken in terms of including a wider range of emotions than has been previously done, and the aim is therethrough to receive a more nuanced and complete understanding of the phenomenon emotional appeals. Purpose: The purpose of this paper is to explain the different effects of emotional message appeals on purchase intention. Methodology: This study utilized an explanatory purpose along with a deductive, quantitative research approach, as well as a cross-sectional research design to test a conceptual model based on six hypotheses. The data collection method was completed through the distribution of a self-administered questionnaire in various online forums. The questionnaire received 212 valid responses. Findings: The hypotheses for four out of the six basic emotions were tested. The Happiness appeal showed to have the most positive effect on purchase intention (0.412), whilst Fear (0.269) and Sadness (0.273) also displayed positive tendencies, even though the Sadness appeal had been hypothesized to have negative effects on purchase intention. Furthermore, the Disgust appeal was - as hypothesized - suggested to have a negative influence on purchase intention (-0.277). The Surprise and Anger appeals displayed insignificant F-values and could thereby not be further investigated. Conclusion: Based on the four remaining emotions an adjusted conceptual model was presented in which one can observe the varying effects of emotional message appeals on purchase intention. This model can be valuable for marketers and marketing practitioners looking to apply emotional appeals as part of their marketing strategies, as well as to researchers looking to more fully understand the dynamics of emotions and emotional appeals in marketing contexts. Last, this study calls for further establishment within the field of emotional appeals in terms of gathering insights into the fluidity of emotions. / <p>Appendix 3 is in a separate file.</p>