Relevant bibliographies by topics / Advertisement appeal / Dissertations / Theses
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Dissertations / Theses on the topic 'Advertisement appeal'

Author: Grafiati
Published: 10 September 2021
Last updated: 29 July 2025

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1

Hussain, Rahim. "The Impact of Banner Advertisemnet Frequency on Consumers' Attitudinal, Behavioural, and Cognitive Responses Moderated by Banner Advertisement Type and Appeal." Thesis, Griffith University, 2007. http://hdl.handle.net/10072/367008.

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In offline media, one of the most important determinants of advertising effectiveness is advertising frequency. However, it is not known whether this determinant applies to Web advertising and particularly to banner advertisements, the dominant form of Web advertising until recently. However, in addition to advertising frequency, advertising appeal (emotional or rational) (Dahlen & Bergendahl, 2001) and advertising type (static and pop-up) have been found to influence consumers’ responses. Thus, the problem driving this research is: What is the impact of banner advertising frequency on consume
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Mogaji, Emmanuel. "Emotional appeals in UK banks' print advertisement." Thesis, University of Bedfordshire, 2016. http://hdl.handle.net/10547/622103.

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The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested
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Johansson, Andreas, and Erik Lindmark. "Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105203.

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To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected t
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Bäckelie, Anna. "Leadership Style and Readiness Requirement in Job Advertisements : Exploring gender differences in wording appeal within technological corporate culture." Thesis, Uppsala universitet, Institutionen för psykologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-353990.

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Organizational leadership is predominantly male, even after decades of effort to even out this gap. The gender gap in corporal leadership was here assessed by investigating the possible effect of job advertisement configuration. Requesting a democratic or autocratic leadership style and high or low level of readiness for the leadership position in job advertisements was hypothesized to affect their appreciated appeal differently depending on the reader’s gender. A democratic leadership style and a low level of readiness requirement was thought to appeal more to women. Additionally, an effect o
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Marisha, Daniels Ashley. "EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546.

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Rousseau, Diane. "Effectiveness of fear appeals in anti-smoking advertisements." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq25998.pdf.

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Brown, Lucy Maud. "A typology of aesthetic appeals for television advertisements /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.

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Lin, Yi. "Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements." Digital Commons @ East Tennessee State University, 2009. https://dc.etsu.edu/etd/1809.

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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
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Wetterstrand, Adam, Albin Fransson, and Julius Nordmark. "Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of effective native advertisements’ influence on users’ feeling of non-intrusiveness." Thesis, Linnéuniversitetet, Institutionen för ekonomistyrning och logistik (ELO), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85740.

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Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid
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Waltrick, Davi Rogerio. "Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42566.

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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. To collect the data, Swedish consumers divided into three groups were part of the experiment. Each group had contact with one product category having five advertisements with different app
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OLIVEIRA, ADRIANE SILVA DE. "APPEALS TO THE HEART: ASPECTS OF THE BRAZILIAN CULTURE FOUND IN ADVERTISEMENTS AND ITS USE IN PORTUGUESE AS A SECOND LANGUAGE FOR FOREIGNERS." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2006. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9013@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Dada a importância dos meios de comunicação de massa na sociedade contemporânea, torna-se evidente a existência de um mundo que é fortemente marcado pela influência da propaganda. No tocante ao ensino de PL2E, acredita-se que o uso de textos publicitários como material didático poderia facilitar a compreensão de como os falantes de português se relacionam com os outros e com o mundo. Em outras palavras, possibilitaria ao aprendiz de PL2E conhecer o sistema de valores que impregna o sistema lingüístico. Outrossim, permitiria ao aluno
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Renton, Michelle Susan. "Influencing consumer perceptions of a social issue: an experiment on the effects of credibility of the source, message sidedness and inward/outward focus on consumer attitudes toward genetically modified foods." Thesis, University of Canterbury. Management, 2008. http://hdl.handle.net/10092/874.

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This thesis aims to increase understanding of New Zealand consumer reactions to messages promoting genetically modified food products (GMFs) and to determine how the manipulation of three persuasion variables, message sidedness, source credibility and inward vs. outward focus impact upon consumer attitudes. To achieve this aim, the study integrated two frameworks, Bredahl's, (2001) determinants of attitudes towards GMFs and Wansink and Kim's, (2001) strategies for educating consumers about GMFs, into a new model. To empirically examine the model, a web-based experiment using a 2x2x2 between
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Li, Chia-Yun, and 李家芸. "The effect of advertisement source, advertisement appeal and information seeking on advertisement by using mobile media." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/34712146395168638124.

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碩士<br>義守大學<br>管理研究所碩士班<br>95<br>The technology nowadays is developed fast, marketers have a lot different choices for communication tools. Marketers need to understand tool’s characteristics more and get know what kind of consumer they approach. Although using mobile phone is popular in Taiwan, to receive advertisement by this media is under-research and under-discussed. This study attempts to invesgate the effects of advertisement source (network users or official company), advertisement appeal (rational or emotional) and information seeking way (active or passive) on advertisement and uses t
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Lai, Yan-Ting, and 賴妍婷. "The Use of Sex Appeal in Advertisement Images." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/8fv76z.

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碩士<br>臺中技術學院<br>商業設計系碩士班<br>98<br>“Sex” is an enduring topic in commercial advertisement, and always popular. Moreover, such as advertisement is getting more and more common , also more creativity in expression for opening of social condition. Although sex topic advertisement is noticeable, can is it worth to explore that the expression topic arouse the consonance of the target audiences? Which factors has possibly to affect its effect the display? The key content of this article mainly regards sex and opposite sex relationships as the foundation of analysis, and documentary analysis and the
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Chen, Tze-Ling, and 陳姿伶. "The advertisement effect upon self-monitoring, advertisement appeal and media types---take male cosmetics for example." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/8yrej2.

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碩士<br>國立交通大學<br>傳播研究所<br>94<br>ABSTRACT Most of the objects in cosmetics studies are females but a little male. In this research, we focus on males who are 20 to 30 years old to probe into the advertisement effects upon self-monitoring, advertisement appeals and media types. Moreover, we compare the differences between television and internet. The study design is Laboratory Experiment, we choose the male students in National Chiao Tung University who are 20 to 30 years old as the samples of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are se
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Wu, Lin-Gi, and 吳玲綺. "The study of the effect of nostalgia appeal on advertisement performance." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/04447611682990984521.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理所<br>92<br>The movie of “A City of Sadness” has started the rebuilding of Jiu-Fen Old Street, which reappears the elegance of old days, and also drove the trend of first period old street nostalgia. Along with this trend, business people has also started to design series of activities, such as nostalgia advertisement, nostalgia subject store, ancient-modernized stylish cloth, classical old song remixed, has strongly shown the irresistible trend of this nostalgia. According to the previous research indicated, the most significant period for the memory of nostalgia is
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Chou, Mei-Chin, and 周梅菁. "The Impact of Advertisement Appeal and Message Framing on Advertisement Effects-Perception of Environmental Protection as Moderator Variable." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/58650127688840876652.

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碩士<br>淡江大學<br>國際貿易學系國際企業學碩士班<br>98<br>Recently, many entrepreneurs realize the importance of saving energy and try to launch activities related to this issue not only to fulfill social responsibility but also to improve company image. One main purpose of advertisement campaign is to attract consumers then motivate them to purchase. Therefore, one main focus of this research is to figure out how to use advantage of advertisement appeal and message framing in order to achieve maximum effect. Due to fewer studies about the interaction of appeal and framing, this research discussed the interact
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Trivedi, Rohitkumar, T. Teichert, and D. Hardeck. "Effectiveness of pull-based print advertising with QR codes Role of consumer involvement and advertisement appeal." 2019. http://hdl.handle.net/10454/17841.

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Yes<br>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 stee
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Lin, Ya-fen, and 林雅芬. "The Influences of the Green Advertisement Appeal and Cause-Related Marketing on Advertisement Effects－A Study of Bottled Water." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23158786375871650371.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>100<br>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 consist
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Lin, Chieh-Ying, and 林潔瑩. "An Investigation of Consumers'' Purchasing Willingness to the Advertisement Appeal of Vitural Channel." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/93567304720250465843.

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碩士<br>國立高雄第一科技大學<br>企業管理研究所<br>97<br>No matter at any age, when your world connect with internet, extend the field of vision meanwhile connect to the track of world brains. Virtual world is also consumer’s real world. From the point of view of integrated marketing, we adopt strategy planning to view the advertisement appearance of virtual channel market. It has been formed to subvert the traditional advertisement appeal pattern completely. Along with the time change and technology advance, the media and channel pattern is developing different advertisement appeal, which belong to a new age
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Ko, Chi-Ting, and 柯琪婷. "The Classical Conditioning Effect of Fear Appeal Advertisement─ Based on Assimilation-Contrast Theory." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39852531945860234222.

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碩士<br>雲林科技大學<br>國際企業管理研究所<br>99<br>There are many researches about fear appeal advertisement but not many of them discussed about the conditioning effect. In recent years, climate anomalies occurred globally and related disasters frequently take places that forces people to pay more attention toward issues related to environmental protection and carbon reduction and energy saving. Thus, the research aimed to discuss the fear appeal conditioning effect by the method of experiment focused on public service advertisement of green consumption. Furthermore, the degree of people concerning about the
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Lai, Jin-Xian, and 賴錦賢. "The influence of advertisement appeal, hierarchy of needs and product category on consumers’ purchase intention." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/42150607280388252303.

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碩士<br>國立中興大學<br>高階經理人碩士在職專班<br>102<br>This study explores whether types of products and the consumer''s psychological needs for the product influence the consumer''s assessment of prices and purchase intention for the product under different advertising appeals in terms of Maslow''s hierarchy of needs, hoping that the research result can provide corporations reference for the execution of marketing projects or development of product images. According to previous studies, this study divides types of products into utilitarian and hedonic products while advertising appeals are divided into rati
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WANG, YUE, and 王悅. "The Impact of Advertisement Preference for Perfume Sexual Appeal on Purchase Intention Gender and purchase purpose as Moderators." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6q57jb.

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碩士<br>中原大學<br>企業管理研究所<br>106<br>The advertising industry is a supportive industry. The surplus of the industry usually fluctuates along with the prosperity of the economy. Reichert and Carpenter (2004) found that from 1983 to 2003, in order to achieve the advertising effect that sexual appeals can achieve in the past, the sexual appeals become more visualized and visually stimulated. Whether or not these sexual elements in perfume advertisements are related to the product itself? and whether the use of sexual elements is a prerequisite for perfume ads? whether it can achieve positive publicity
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LIN, CHIH-YU, and 林芷伃. "Effects Of Advertisement Appeal, Message Framing And Involvement On The Well-being And Adoption Willingness Of Pet Adoption." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/upqq3d.

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碩士<br>國立勤益科技大學<br>專案管理研究所<br>107<br>Since ancient times, there have been human behaviors of keeping pets. Modern people keep their pets like families as someone of emotional attachment, but in the face of social changes and urbanization, the owners are subject to many environmental restrictions and abandon pets, plus zero culling policy, which leads to the outbreak of shelters and resources. In the past, there was no literature on pet adoption, and most of the research on the status of shelters or pets can affect the physiological, psychological and medical aspects of the diet. This study used
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Hsu, Ming-Chih, and 許名志. "The Influence of Spokesperson’s Persuasive and Advertising Appeal to The Advertisement Communication Effects－the Moderate Effect of Advertising Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/10535322897994386200.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>98<br>As consumers change food culture, coffee has already become the necessities in our life. Therefore, coffee market was growing up vigorously. However, more and more consumers want to pursue a cheap but high quality goods in a limited budget. Therefore, many stores pushed their reasonable price of freshly brewed coffee to attract consumers. The fastest way is to use the advertising marketing media to marketing their products. Therefore, this study investigated the effect of what advertising can be the best ads, fo-cus on the investigation of the influences of a
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PO, YU WEN, and 郁文博. "The Impact of Goal Orientation, Advertisement Appeal and Product Attribute on Advertising Persuasiveness：A Case of the Innovative Esiten Shampoo." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/02189041894778351538.

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碩士<br>實踐大學<br>企業創新與創業管理研究所<br>99<br>Advertising is an important communication between manufacturers and consumers a bridge, and many different advertising appeals of goods used to enhance the future of advertising products, consumer attitudes, to change people's perception of product and brand attitude, induced to increase the potential demand for purchase of actions, And to corporate profits. This study is to explore different advertising appeals to the cosmetics produced convincing, and in turn research into natural ingredients and cosmetic properties of biotech ingredients because, from 198
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Weng, Yichi, and 翁羿諆. "The Impact of Advertisement Appeal, Message Framing and Risk Tendency on Advertising Effectiveness: A case of the Innovative BERYL’S W Green Juice." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/35040325690484512204.

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碩士<br>實踐大學<br>企業創新與創業管理研究所<br>99<br>While the science and technology is progressive, the consumer receives the news also quickly and easier. How to let the consumer to know the advertisement content and how to send the product news to them are the important topics. The first is to catch the consumer vision. In addition, how to make the consumer to trust and accept the brand of the product, make the consumer to buy the product that are the very important link of the sales and marketing. According tot a result of population structure and environment changed, the market expense pattern with
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Gonçalves, Maria Beatriz Galan Coimbra Nobre. "Assessing advertising effectiveness in social network media for products with different appeals." Master's thesis, 2018. http://hdl.handle.net/10400.14/25522.

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Advertising on Social Networked Media is becoming more relevant for marketers. In fact, marketers’ budget for online advertising is gaining more weight in total marketing budget for brands. Therefore, it is becoming far more important these days to understand the aspects that build up an effective advertising campaign within SNS channels. This dissertation aims to study the effect that appeal types – hedonic or utilitarian – have on advertising effectiveness, whilst considering the impact of the platform in which the ad was being ran. This paper presents a multiple linear regression develope
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chang, Shu-chen, and 張淑貞. "Creativity in advertisement and the influences of message that advertisement appeals toward consumer’s interest." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/77y4z3.

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碩士<br>國立中山大學<br>傳播管理研究所<br>95<br>Abstract Competitions between the brands of the real estate commodity are intense. With regard to sales, the advertisement must bring into full play in the marketing situation which engages in hand-to-hand combat. Goal of the creativity person in message designs of the advertisement is trying to have the consumers sharing same feeling. Allow the advertising creativity has more accurate effect, the appeal strategy complement each other reduces the advertisement being invalid and waste. This research is aimed at the advertisement of the real estate. It is to disc
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Tseng, Pei-Chuan, and 曾佩涓. "The Impact of Advertising Appeals and Authenticity on Advertisement." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/24833370296792287247.

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碩士<br>逢甲大學<br>企業管理學系<br>103<br>There are more and more advertisements adopt emotional appeals to increase customers’ brand recognitions. Do emotional appeals have higher advertising effects than rational appeals? In the past, the true story is usually used in the movies and some micro-films. Respondents also have more discussions and sharing when they watch these kinds of commercial campaigns. In this study, we try to investigate the effects of brand advertising appeals and authenticity on consumers’ attitudes. We adopt a 2(emotional advertising appeals: warm appeals vs. humor appeals) X 3(au
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鄭晴文. "The Relationship among Advertisement Appeals, Emotions and Behavior Intention." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/28h5tt.

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碩士<br>國立彰化師範大學<br>企業管理學系<br>106<br>Due to the popularity of smart products, people often indulge in the use or viewing of social media. More and more people share their favorite video advertisements on social media and continue to forward them through social media. The advertisement that could only be watched by media such as television now can be quickly and widely spread to all users. Good advertisements are widely known through viral marketing methods, indirectly affecting brand image and increasing brand awareness. This fast-selling word-of-mouth marketing approach will be the most effecti
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Lin, Te-Hsun, and 林德勳. "A study of appeals of housing print advertisements." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/68644282987133046041.

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碩士<br>大葉大學<br>人力資源暨公共關係學系碩士在職專班<br>95<br>In this study, the content analysis method was adopted to analyze product attributes of housing and its advertising appeals, explore the tendencies of housing advertisements in different economic phases and examine various combinations of advertising appeals and strategies. The results of this study were concluded with ten different combinations between situations and strategies. They were residential housing / parking lot, residential housing / open space, residential housing / security, automatic system / security, advertising space / irrelevant figur
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Ho, I.-Hsin, and 何以新. "The Study for the Antecedents and Moderators to Sex Appeal Advertisements." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/69329354919294225429.

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碩士<br>台南應用科技大學<br>商學與管理研究所<br>100<br>Interpersonal relationships in the cyber age appear estranged. Related researches show that the younger people&apos;&apos;s point of view becomes shallow and materialistic. The rise of materialism, causes many women in the pursuit of outer appearance lift-up and body shaping, which makes them do not think that overexposure of female body in advertisements is a result of being materialized by men. There are also quite many advertisers lay much focuses on sex appeal in advertising. Therefore, in this study, is mainly to explore whether sex appeal in advertisi
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Yeh, Wan Ting, and 葉婉婷. "Research on Advertisement Effects under the Advertising Appeals: Time Pressure and Advertisement Context as Moderator Variable." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/92547174351340796981.

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碩士<br>國立臺北大學<br>企業管理學系<br>97<br>This study focuses on the consumer's changing in mood while watching the advertisement in both psychologically and environmental surroundings differences. Enterprises use advertisement to control consumer’s emotions, which affects the consumer’s attitude toward advertisement and purchase intention. But when the enterprise faces the questions of "Which type of advertisement are shown?”, “Which period of time of the advertisements are shown?" and related questions, these key decisions often lack of objective credential's related study. Thus, the development of t
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LO, WEI-AN, and 羅偉安. "The Advertisement Effect of Mobile Advertising Appeals and Product Types." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5xedym.

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碩士<br>東吳大學<br>企業管理學系<br>103<br>Since the smart mobile devices increase the penetration in the market, it brings a vast effect of human’s life. So when the mobile devices become an advertising medium, it would be easier to attach the consumers than other advertising medium. Therefore, the mobile advertising is growing vigorously in the recent years. This research discuss how the different type of Mobile Advertising Appeals (Rational vs. Emotional) and different type of products (Hedonic vs. Utilitarian) influence the consumer’s advertising effectiveness, and uses the locus of control as a dist
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Yi-Fan, Chen, and 陳逸帆. "Research on Switching Intention under Rational and Emotional Advertisement Appeals." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/03453443370243918119.

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碩士<br>輔仁大學<br>管理學研究所<br>92<br>In competitive markets, switching behaviors have great influence on corporation benefits. As a fledgling company, the marketer should try everything to appeal to wishes of the customers of experienced rivals. As to existing companies, markets in these companies should persuade customers out of switching. For both inexperienced and experienced corporations, it is crucial to know factors evoking switching intentions. This research focuses on the messages part to discover which kind of commercial appeal is useful. Involvement and satisfaction are also discussed.
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Yang, Yu-Ying, and 楊侑穎. "Does the advertisement work? From Construal Level and Advertising Appeals Perspectives." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/39973667973362647901.

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碩士<br>國立交通大學<br>經營管理研究所<br>104<br>Because of the different feature of products, company usually use different advertising appeals to attract customers and increase their purchase intensions. The issue of environmental conservation is getting more and more attention. The corporates have to deal with the sustainability of the business be developing the environmental-friendly products. Rational/ Emotional advertising appeals are really common. Also, most of time, the environmentally-friendly products are made by natural ingredients. It is not only good for the environment, but also good for the u
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Russkina, Tamara. "Reklama na potraviny v médiích." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-342899.

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1 ABSTRAKT The topic of this thesis is "The food advertising in the mass-media". It focuses basically on defining the conception of advertisement, determines its purpose and intentions. There is a following analysis of the chosen audiovisual and printed advertisement materials for the groceries of the Czech and Russian social environments and their comparison. First of all this thesis focuses on the advertisement research from the linguistic and psycholinguistic point of view, nevertheless other approaches to advertisement analyses are described as well, mostly marketing which is a part of adv
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Teichert, T., D. Hardeck, Y. Liu, and Rohitkumar Trivedi. "How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics." 2017. http://hdl.handle.net/10454/15643.

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Yes<br>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
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Yang, Yu-ling, and 楊宥鈴. "The Effects of Message Appeals and Product Types on Attitude Toward Advertisement." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/74873239343567552262.

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碩士<br>國立高雄大學<br>經營管理研究所<br>101<br>Most prior research pointed out that the emotional or non-emotional/informative appeal in advertising has considerable influence on the consumers’ perception but without considering the effect of product types (utilitarian product vs. hedonic product). This study argued that the using emotional or non-emotional/informative appeal in advertising should depend on product types. The purpose of this study was to investigate the interaction effects of emotional appeal in advertising and product types on the consumer attitude toward the advertisements. An experi
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Huang, Teng-han, and 黃騰翰. "The influence of advertising appeals and source credibility on green product advertisements." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/d2q95f.

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碩士<br>國立中央大學<br>資訊管理研究所<br>99<br>The recent trend towards being “green” has had certain undeniable effects upon the consumer market, with many companies rapidly introducing new “green” products. Consumers are constantly exposed to more and more advertisements for these items. Such ads stress how the product will save energy, use low amounts of power, or not produce pollution. Although the ads used this or any other appeal to the consumer to “love the planet”, their real goal is to emotionally move a consumer into buying the product, thereby increasing the company’s revenue. Thus, does the sigh
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Wang, Yunchuan, and 王韻荃. "The Effect of Virtual Avatars’ Facial Appearance, Lip-Synchronization, and Sex Appeal upon On-line Advertisements." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/72003941051985719452.

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碩士<br>國立臺北大學<br>企業管理學系<br>99<br>The prior researches have shown that utilizing avatar resulted in positive advertisement effectiveness, but seldom have investigated the features of avatars. To fill the research gap, this study synthesizes three dimensions of virtual spokes-characters, including facial appearance, lip-synchronization, and sex appeal. The features are used to comprehend the effect of online advertising including consumer trust, ad attitudes, and purchase intention. Furthermore, this study can discover what type of animated avatars the consumer prefers, and aid companies in estab
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Ju, Yu-Ying, and 朱宥穎. "An Eye-Tracking Study of Advertising Appeals, Graphic and Text Layout, and Website Advertisement Effectiveness." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11679502229560725874.

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碩士<br>銘傳大學<br>資訊管理學系碩士班<br>102<br>This research studied advertisement effectiveness of the main advertising area on a travel website. With Elaboration Likelihood Model (ELM) as a theoretical basis, this research investigated how different advertisement appeal and graphic and text layout combinations affect advertisement effectiveness. A 2x2 factorial experimental design was adopted, and data on eye movement and attention were collected and analyzed with eye-tracking technique and questionnaires. The findings of this research include: (1) the best visual attention distribution and advertisement
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TSENG, TA-WEI, and 曾大衛. "The study of Eastern - Western differences, Culture connection and Advertising appeals of Tea Culture Advertisement." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/40144828787387027907.

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碩士<br>輔仁大學<br>企業管理學系管理學碩士班<br>104<br>This seminar is about the research of the “tea culture advertising”, aiming to find out how customer feels about these historic and culture meaningful tea culture advertisement, hope that we can find out what kind of culture product advertisement will have the most influence to the customer, and how these advertisement become acceptable for customer. This research using Experimental method as research method, by using multiple “tea culture” advertising design as target, and these advertisements can be break into three kinds of input elements : (1)the advert
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YE, YI-WEN, and 葉憶雯. "The Impact of Humor Appeals and FearAppeals on the AdvertisingEffectiveness- The Case of PublicService Advertisement." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/74106167289758444119.

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碩士<br>國立屏東商業技術學院<br>國際企業所<br>101<br>Abstract Advertising is a persuasive communication channels, how to persuade, you need to take the nature of the subject itself, as the advertising different types of appeals, public service ads, not in marketing products as the main appeal, the main purpose is to promote the concept, such as the protection of animals public service ads, in what advertising appeals presented to philosophy or social care advocacy education imperceptibly forward, was the subject of this study is to investigate. According to this view, this study set advertising often used humo
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WANG, TUNG-RUEI, and 王騰睿. "The Influence of Advertisement Appeals on the Effect of Internet Advertising on Pre-sale housing." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/22718723559090544972.

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碩士<br>逢甲大學<br>土地管理所<br>102<br>Today, technology is changing rapidly. Because of the complexity of the estate pre-sold housing marking, internet advertising has become an important communication platform between managers and consumers. This study investigates how to design internet advertisements for the estate pre-sold housing market that enhance advertising effectiveness and attract the attention of consumers. This study explores the theoretical literature of advertising appeals including rational and emotional appeals, as well as the principles of advertising effectiveness which include adve
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Chang, Chun-Hsi, and 張君熙. "The Impact of Message Framing, Temporal Distance and Goal Gradient on Public Service Advertisements with Guilt Appeal." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/74c2ae.

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碩士<br>國立臺灣師範大學<br>管理研究所<br>104<br>The purpose of this research is to understand how message framing, temporal distance and goal gradient affect public service advertisements with guilt appeal. Since the sense of guilt was confirmed one of the emotions which could actually influence consumers, it has been used in commercials frequently. Recently, people attach importance to the public welfare gradually. Profit organizations, nonprofit organizations, governmental organizations, non-governmental organizations, social enterprises or even some crowdfunding commercials may adopt public service adver
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Lee, Shih-Chi, and 李世麒. "The Study of Advertising Appeals and Power Distance in Domestic and Foreign Financial Advertisements." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/ffq7uw.

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碩士<br>中原大學<br>企業管理研究所<br>102<br>Advertising is one of the important media in our life. Advertising messages are around us. Advertising is everywhere; there are flyers, newspaper ads, billboards, TV ads. Advertising with us live. It seems that you can feel the differences in advertising content and cultural values between domestic and foreign magazine advertisements. The purpose of this study is to identify the application of advertising practices in domestic and foreign financial advertisements. The samples are collected from financial management magazines. The content analysis is adopted to f
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Yu, Yu-an, and 俞昱安. "Use cuteness, Do charity! The Effect of Cute Type and Charity Appeals in Advertisements." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/5r5g6m.

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碩士<br>國立中山大學<br>行銷傳播管理研究所<br>106<br>Cute things are approachable, bring you the positive emotions of pleasure and satisfaction, and play an important role in social interactions. The Kindchenschema is a prototype of human infants, perceived as a potent positive stimulus, which can elicit cuteness feeling, evoke emotion, trigger care-taking motivation, and induce wide prosocial behaviors. Along with the progress of cuteness concept, scholars have found that whimsical things or circular geometrical shapes and patterns are also described as cute. Compared with the vulnerable nature inherent in th
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Wu, You Yi, and 吳猷義. "An Empirical Study of the Influence of Green Advertisement Appeals and Attitudes toward Green Advertisement to Green Consumption Behavior with Demographic Variables as Moderator Variable." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/53990638362633524665.

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碩士<br>大葉大學<br>事業經營研究所<br>96<br>This research mainly studies the influences of green consumption behavior from different green advertisement appeals and attitudes. This article takes both the enterprise image appeals and advocate environmental appeals categorized from the green advertisement as a foundation, to discuss the differences between the attitude and behavior arose from the different advertisement appeals to consumers. Further to attempt and construct the green advertisement marketing causes and effects pattern according to the literature discussion and traditional theory construction
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