Although recent studies have begun to examine potential factors that might affect sexual appeals effectiveness, many questions remain unexplored. Based on previous studies relevant to sexual appeals, this study firstly distinguishes and explores two types of sexual appeals: implicit and explicit. Furthermore, this study compares the effects of two types of sexual appeals when product types are considered. In addition, sensation seeking is also incorporated into this research to examine how it may sway the effectiveness of the sexual appeals. The present study uses experimental design to investigate the advertising effects of different types of sexual appeals (non-sexual appeal vs. explicit appeal vs. implicit appeal) and product type (sex-related vs.non sex-related). A 3X3 factorial design is conducted. The ad effects are measured by purchase intention and attitude toward the brand to observe the response under different scenarios. The results indicate that when a sex-related product is promoted, sexual appeals are more effective than non-sexual appeals. There is an interaction effect between sexual appeal and product type. To be specific, the explicit sexual appeal is more effective than the implicit sexual appeal when a sex-related product is promoted. However, such superior effects disappear as it turns to non sex-related product promotion. Additionally, for individuals with higher sensation seeking, the explicit sexual appeal is more effective than the implicit sexual appeal when the product is related to sex. On the opposite, for those with median degree of sensation seeking, the implicit appeal is more effective than the explicit appeal to promote the product which is not sex-related. Finally, for those with low degree of sensation seeking, there is no difference in advertising effectiveness between explicit and implicit appeal. According to these findings, this study suggests that marketers should consider not only the product they promote but also the sensation seeking of the target consumers before choosing an appropriate sexual appeal to maximize the advertising effects.

An administrative appeal procedure is for an administrative action to be examined in terms of legitimacy and adequacy by an administrative agency according to Administrative Appeal Act and then an administrative appeal decision is made. Therefore, an administrative appeal procedure is substantially a general administrative procedure. An administrative appeal procedure and an administrative procedure both belong to the system which guarantee procedure justice, but the former is set afterwards while the latter is mainly beforehand. There are still some differences between them in terms of the objective of Administrative Appeal Act and the values of procedures. An administrative appeal procedure after an administrative action is similar to a quasi-judiciary one that needs to be made exactly to conform to the intention of Article 16 of the ROC Constitution and the expectations from the public.I am of the opinion that the contents of an administrative appeal procedure concerned with due process of law need to be expounded. Furthermore, since an administrative appeal is part of administrative remedy, the procedure made to the inferior agency by the agency with jurisdiction of administrative appeal authorized by the laws needs to be examined. Thus while agency with jurisdiction of administrative examines a case, whether the principles are followed according to due process of law should be thoroughly examined. This paper makes comment and discussion from real appeal cases. There are five chapters included: Chapter 1: Motives, objective, scope and method of this research. Chapter 2: Introduction to the contents and conception of due process of law. Chapter 3: Analysis and discussion of the principles involved with due process of law in administrative appeal procedures. Chapter 4: Views from discussion of the cases to see whether the decisions and the administrative actions violate the basic principles in due process of law. Chapter 5: Conclusion and suggestions for amendment to Administrative Appeal Act and for improvement on appeal system. Keywords: administrative appeal procedure, administrative procedure, due process of law, the agency with jurisdiction of administrative appeal

The art of storytelling is one of the oldest forms of creative discourse. Apart from finding stories, the most important job in television is the construction of stories to have a broad audience appeal. This first-hand review of Missing Persons Unit, hereafter referred to as MPU, a prime time program on the Nine Network in Australia with immense audience appeal, is an original work by the executive producer (development and series producer Series One, executive producer Series Two and Three) based on an overview of two-and-a-half years of production on three series. Through a case study approach, this Masters project explores how story is constructed into a television format. The thesis comprises two parts: the creative component (weighted 50%) is demonstrated through two programs of MPU (one program for evaluation) and the academic component through a written exegesis (50%). This case study aims to demonstrate how observational hybrid series such as MPU can be managed to quick turn-around schedules with precise skill sets that cut across a number of traditional genre styles. With the advent of radio and then television, storytelling found a home and a series of labels called genres to help place them in a schedule for listeners and viewers to choose. Over recent years, with the advent of digital technology and the rush to collect the masses of content required to feed the growing television slate, storytelling has often been replaced by story gathering. Today even in factual series where a clear story construct is important, third party ‘quick fix’ specialists are hired to shape raw content shot by a field team, who never put their own work together and may never come into the edit suite during a project. This thesis explores the art of storytelling in fast turn-around television. In particular it explores the layer cake approach used in the production process of MPU, that enables producers of fast turn-around television to shepherd their own stories from field through to post-production. While each new hybrid series will require its own particular sets of skills, the exploration of the genesis of MPU will demonstrate the building blocks required to successfully produce this type of factual series. This study is also intended as a ‘road map’ for producers who wish to develop similar series.

This study examines whether hope appeal and fear appeal in service advertisements would significantly influence consumers¡¦ perception of innovation characteristics such as relative advantage, compatibility, and perceived risk, thus further influence the consumers¡¦ decision on whether to adopt the innovative service product or not. As to the literature support, the researcher advocate that when consumer perceives a stronger appeal of hope or fear, he/she will generate a selective exposure to the information from the specific advertisement, thus further influence the consumers¡¦ adoption decision. And by experimental design, besides the main effect of hope and fear appeal, the researcher also considered and included the negative reactivity of consumers and also the amount of benefit information within the advertisement to explore their moderating roles in the effects of emotional appeal on the customers¡¦ adaptation of service innovation. The results shows that except perceived risk, other perceived innovative characteristics (compatibility and relative advantages) are significantly affected by the hope and fear appeal. The result also shows that perceived innovative characteristics partially mediate the effect of emotional appeal on the customers¡¦ adaptation of service innovation. But unexpectedly, negative reactivity and the amount of benefits information within the advertisement do not show significant moderating effects on the relationship between emotional appeal and adaptation of service innovation.

Yes / Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.

Yes / Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.

Seeing wildlife in our Nation's parks is often a highlight of many visitors' trips, but close range human - wildlife interactions can have negative consequences for both wildlife and people. The purpose of this study was to evaluate the effectiveness of two interventions (fear and moral appeals) designed to reduce the feeding of deer by visitors in Shenandoah National Park by measuring changes in visitor attitudes and behavior. The study was conducted from July - September 1999 in a campground and picnic area, by placing the interventions (a small sign) on all picnic tables. Visitor attitudes and beliefs about the different components of the fear and moral appeal interventions were assessed by conducting surveys of campers under each experimental condition (control, moral appeal, and fear appeal). The impact of the interventions on behavior was tested in the picnic area by observing the responses of visitors to deer that frequently begged for food. Under current Park intervention conditions, visitors generally believe that feeding deer is not healthy for the deer. They have considerably less knowledge about potential threats to themselves from feeding deer. The fear appeal significantly changed attitudes about the risks to people (ANOVA, p=0.001). Under control conditions the majority (63%) of groups picnicking fed deer. Although the fear appeal produced an attitude change, it did not reduce feeding behavior by visitors (39% fed) as much as the moral appeal did (25% fed). The conflicting results between attitude and behavior change strongly suggest that researchers need to measure behavior and not just attitudes. / Master of Science

Attraktion avser gillandet och dragningskraften till en annan människa som kan leda till en relationsutveckling, vänskaplig som romantisk. Syftet med den här studien var att visa hur främst romantisk attraktion upplevs i det vardagliga livet. Studien utfördes med en kvalitativ forskningsmetod, med ett blandat urval i åldrarna 22-70 år. Undersökningen avser tio intervjuer som är genomförda i Mellansverige och som kan bidra med en bredare studie inom attraktionsforskning till skillnad från tidigare nischade undersökningar inom ett fåtal variabler. Analysen visade att samtliga fann det attraktivt med; 1) att bjuda på sig själv, 2) intellekt, 3) ömsesidighet och systematik i kontakten, 4) tillit, 5) likhet och komplement, 6) yttre attribut, 7) spänning samt 8) bekräftelse. Generaliserbarheten är begränsad med tanke på antal deltagare i undersökningen.

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Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.