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Dissertations / Theses on the topic 'Comparison in advertising'
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Dröge, Cornelia. "An experimental investigation of the differential effectiveness of comparative versus noncomparative advertising /." Thesis, McGill University, 1986. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=72841.
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Marks, Danelle Miller. "A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives." Virtual Press, 1986. http://liblink.bsu.edu/uhtbin/catkey/474662.
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The purpose of this thesis was to examine the attitudes toward corporate advertising held by those individuals most closely associated with it: corporate and advertising agency executives. No previous research had been conducted in this particular area.An attitude scale was administered to eighty-two corporate and advertising agency executives, representing a sample from Fortune's one hundred largest corporations and the one hundred largest advertising agencies. A frequency distribution, factor analysis, and Q-study were conducted on the data collected.Findings showed the general attitude toward corporate advertising to be favorable. Two factors underlying respondent's attitudes were revealed and broadly identified as "positive value" and "negative value." Rather than viewing corporate advertising in specific terms, respondents' attitudes were factored on the basis of valence, or direction of the statements.The Q-analysis identified three types of attitude patterns existing among the respondents. Type I respondents represented large industrial manufacturers who believe corporate advertising is an effective tool for improving employee morale and recruiting new employees. Type II, consisting of advertising agencies involved in marketing to consumers, saw corporate advertising as a tool for increasing corporate awareness and creating unity among products. A conglomeration of industrial manufacturers, consumer goods manufacturers, and advertising agencies, Type III viewed corporate advertising as an effective part of a total plan, though not capable of achieving tangible objectives by itself. Type and size of firm were the only demographics which could be significantly related to the attitude patterns.These findings indicate that although differences can be found in the management function provided by corporate advertising, respondents hold similar favorable attitudes toward corporate advertising.
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Wang, Ye. "Cultural values, emotions and information a comparison of webpages from two culturally different countries /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5771.
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Thesis (M.A.)--University of Missouri-Columbia, 2008.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 17, 2009) Includes bibliographical references.
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Wang, Zhenzhen. "A comparison of visual and verbal content of print cosmetic advertising between the US and China." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Thesis/Fall2008/z_wang_091108.pdf.
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Thesis (M.A. in communication)--Washington State University, December 2008.Title from PDF title page (viewed on June 30, 2009). "Murrow College of Communication." Includes bibliographical references (p. 74-84).
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Wang, Wenlin. "A comparison of cosmetic advertising between the United States and Taiwan: A content analysis." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2942.
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The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
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Yen, Ju-Yu. "The power of advertising awards a comparison of effectiveness between award-winning & none-award TV commercials /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/5983.
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Thesis (M.A.)--University of Missouri-Columbia, 2006.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 29, 2007) Includes bibliographical references.
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Li, Beibin. "A comparison of the information content of TV advertising in the United States and the People's Republic of Chinna." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.
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Veselková, Martina. "Ethics in Advertising. The Comparison of Czech Republic and Foreign Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-77030.
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This thesis deals with the ethics approaches in advertising in different countries. First of all I describe the culture influence to the ethical values in the countries which need to be respected in the advertising appeal selection especially in the international advertising. In order to identify the concrete ethical values and attitudes in particular countries, the legal regulations and self-regulatiuons rules in advertising were analyzed. Furthermore, I choosed the unethical ads in particular countries and explained that approach through the theory of Hofstede's Cultural Dimension Model. The conclusions of such ethical analysis could be used in the international advertising. For this cross-country ethical comparison was chosen Czech Republic, China, India and Great Britain.
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Li, Connie. "The effects of self-relevance of the comparison dimensions and social comparison orientation on consumers' purchase behavior." HKBU Institutional Repository, 2010. https://repository.hkbu.edu.hk/etd_ra/1167.
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Yang, Yi-Chen. "A comparison of women's roles as portrayed in Taiwanese and Chinese magazine print advertising." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2630.
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The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.
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Sofia, Karlsson. "Advertising as Discourse : A study of print advertisements published in The New Yorker." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45406.
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In this thesis, I am concerned with the language of advertising. By analyzing advertising from a discourse perspective, this paper further examines the context of communication and the participants’ roles in the context. This study focuses on commercial advertising, based on the assumption that the intended meaning of the advertiser is to persuade the viewer to perform a purchase. Therefore this study observes persuasive messages and how they are presented in advertising. To analyze and compare real texts from a discourse perspective present an opportunityto examine social changes that might have taken place in a society due to different temporal settings. The social changes are examined by comparing assigned gender roles in advertisements published in 1956 and advertisements published in 2014. The material consists of a total of eleven transcripts description of printed advertisements collected from The New Yorker. The examples used for this study have been hand picked to illustrate theories described in the background, such as those provided by Leech (1966), Hermerén (1999), Romaine (1999), Cronin (2000) and Hillier (2004). The framework for the analysis is based on Leech’s (1966) concept of primary and secondary situations with corresponding primary and secondary participants. The findings suggest that advertisers can persuade the viewer by addressing the viewer directly and by using exophoric references, or by inserting secondary participants to convey the message. In addition, the assigned role of women seems to have changed more than the assigned role of men in advertising discourse.
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Qi, Ma. "A Case Study of L’Oreal/Maybelline Advertising in the United States and China." Marietta College / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=marietta1304363651.
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Avdic, Nasiha, and Israa Badran. "How do consumers perceive online advertising? : a cross cultural comparison between Sweden and China." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9795.
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The purpose of this dissertation is to investigate cultural differences in consumer perception of online advertising. As the Internet grows it has become important for companies to adjust website design to cultural differences in online advertising. Internet users are more comfortable with website design related to their own culture. There have been a limited number of previous investigation regarding website design and our study aims to fill this gap. Schwartz cultural values are used to investigate cultural differences on a micro level. Our study aims to compare Sweden and China based on cultural values. The two countries were chosen because of the cultural differences. Schwartz cultural values have been selected since Schwartz investigates cultural differences on an individual level. The result of the dissertation indicates that there are other factors than colour text and image that influence consumers’ perception of the website design. One of the challenges in the dissertation was to connect the conceptual model to the collected data from the focus group interviews. However, some of the Schwartz’s cultural values could be captured where the participants were motivated by the culture in the responses. The result of the study can be used for companies and their website design in connection to Swedish and Chinese culture. The investigation gave us more understanding regarding the area of online advertising in connection to website design.
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Ratti, Anna. "European and Chinese legislation regulating the portrayal of women in television advertising: A comparison." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2015. http://amslaurea.unibo.it/8880/.
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This dissertation has two main purposes. On the one hand, it aims at comparing the gender stereotypes presented in the television commercials in China and in Europe. Considering the cultural, historical and socio-economical differences between these two contexts, it is interesting to examine the gender role models offered and used by the advertising industry in European Union and China in order to see if the gender stereotypes are similar and to evaluate to which extent they reflect, challenge or reinforce the gender roles of the society where they are broadcasted. On the other hand, the objective of this dissertation is to establish the degree of adequateness and effectiveness of the existing regulatory framework through an analysis of the positive and negative aspects of the regulatory acts issued to safeguard a fair representation of genders in the EU Member States and in China.
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Ho, Wai Kei Vickie. "Converging consumer culture : an inter-cultural comparison of sex appeal advertising in Hong Kong, China, the United States and the United Kingdom." HKBU Institutional Repository, 2008. http://repository.hkbu.edu.hk/etd_ra/932.
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Hao, Ye. "A cross-national comparison of the use of sex in Chinese and British television advertising." Thesis, University of Leicester, 2012. http://hdl.handle.net/2381/10257.
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The use of words and images which explicitly or implicitly convey sexual meanings in selling messages has been commonplace in the recent history of the advertising industry. Many brands, such as Calvin Klein, Guess, and Victoria’s Secret, have set a high bar for provocative nudity and sexual fire (Reichert, 2003). The manner in which sex appeals are presented in television advertising has received some attention (Downs & Harrison, 1985; Lovdal, 1989; Lin, 1998). This thesis will investigate the use of sexual themes in television advertising in Britain and China. Sexual themes have featured as an important aspect of advertising since the earliest days of media advertising in the 19th century (Reichert, 2003).These themes have continued to be used and their use in advertising has expanded and diversified. Whilst sexual themes in television advertising have been studied in Britain previously, there is little research of this kind in China. The use of sexual themes in Chinese advertising has risen along with economic growth; however, no systematic research has yet been carried out into the ways these themes are deployed in advertising in China. This thesis attempts to gain a comprehensive understanding of what ‘sex’ in advertising is, how it is represented in Chinese advertising, and how it works to affect audiences or even the whole Chinese society. This thesis also contributes to an understanding of the differences and similarities in how sex appeals are presented in China and Britain.
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Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.
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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketing educators, and eight from the advertising educators. As a result the responses from each disciplines comprised, respectively, 53.3 percent, 60 percent, and 53.33 percent of the total sample.The statements in Q-Sorting were collected from the review of literature and in interviews with the Ball State University advertising, and public relations professors. Each statement either agreed or disagreed with the perception of integrated marketing communications. Each educator was asked to indicate how strongly they agreed or disagreed with each statement.A computer program developed for Q-Methodology studies was used to extract the factors from the educators' responses. After the Q-Sorts were tabulated, the researcher identified two factors, Factor I, and Factor II. The majority of Factor I respondents were the marketing, and advertising educators. The majority of Factor II respondents were public relations educators.The researcher concluded that these two groups had clearly different attitudes toward IMC. Stated in another way, marketing educators and advertising educators had similar perceptions of IMC, while public relations educators perceived the IMC concept very differently. Public relations educators indicated that the concept of IMC would be acceptable if it should be viewed as a total organizational communications function.Department of Journalism
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Montano, Jesse Raúl. "Characteristics of U.S. Hispanic advertising a comparison of award-winning and non-award-winning commercials /." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005381.
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Millwee, Casey Hale. "Standardization of international advertising in Latin America a comparison of advertisements from the United States and Costa Rica /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0017891.
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Romero, Joshua Paul. "The effects of priming body shape on men's selective exposure to magazine advertising featuring models with ideal and non-ideal body shapes A social comparison approach /." Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1211985495.
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Biricik, Aslı Erkarslan Önder. "The role of logo design in creating brand emotion: a semiotic comparison of the apple and IBM logos/." [s.l.]: [s.n.], 2006. http://library.iyte.edu.tr/tezler/master/endustriurunleritasarimi/T000560.pdf.
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Zhu, Yu, and 朱宇. "Commercial advertisements in Ming Pao (Hong Kong) & Jin Wanbao (Tian Jin)." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2001. http://hub.hku.hk/bib/B31225597.
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Stewart, Malcolm Hynd. "Antecedents, policies and practices of promotional standardisation strategy : a comparison of British MNC's and advertising agencies in three countries across the European Union." Thesis, University of Strathclyde, 2012. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=22553.
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The aim of this thesis is to provide a new insight into the "cause-effect" chain that "traditional" research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies' promotion standardisation decision making which, in turn affects the level of standardisation of these promotional elements - Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC's were compared across the UK, France and Germany. In-depth Interviews were conducted after the questionnaire to further confirm the findings from the questionnaire. The framework supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The thesis finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
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Adams, Dallin Russell. "Depictions of Female Body Types in Advertising: How Regional Visual Attention, Body Region Satisfaction, Media Influence, and Drive for Thinness Relate." BYU ScholarsArchive, 2020. https://scholarsarchive.byu.edu/etd/9042.
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Through continuing technological advancement, increased media exposure occurs as consumers are able to obtain access more easily. Various media formats, including video, are a means whereby consumers gather information about the world around them, and continually make comparisons between that information and themselves. Among the information obtained from media channels is how bodies are portrayed in the media. Comparisons between media images of body and self-perceptions of body are particularly prevalent in women. The current study employs the use of eye-tracking to examine how women view other women's body types and areas of the body in video-based advertising. The study also employs self-report measures to further understand how individual body region satisfaction, drive for thinness, and media influence relate. Findings indicate that women, regardless of personal satisfaction, tend to look longer at thin women than plus-sized or average women. Furthermore, media pressures and internalization were found to play a strong role in women's drive for thinness and personal satisfaction, while media as a source of information played no such role.
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DePriest, Alexander. "Bus Shelters as Shared Public and Private Entities; and Bus Shelter Advertising Contracts (BSACs), a Product and Source of Global Change: an Overview, History, and Comparison." ScholarWorks@UNO, 2014. http://scholarworks.uno.edu/td/1867.
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The transit shelter, the space where riders make the transition from open space to more controlled buses and trains, is in many cases the site of a public-private transaction. Here, government agencies contract private companies to build and maintain shelters in exchange for governmental allowance of advertising in these locations. This dual purpose—the shelter serves concurrently as protection for transit users and as a moneymaker—means the space is contested, with economic and social needs often at odds. Bus shelter advertising contracts (BSACs), increasingly operated by large corporations, have resulted in widespread networks of bus shelters; observing these renders processes of globalization—generally not visible at the street level—more legible. Drawing from case studies of Lyon, France, and Los Angeles and New Orleans, United States, this thesis describes successes and failures both in the implementation of bus shelter contracts and in the provision of public amenities via shelters.
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Romero, Joshua Paul. "The effects of priming body shape on men’s selective exposure to magazine advertising featuring models with ideal and non-ideal body shapes: A social comparison approach." The Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=osu1211985495.
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Brathwaite, Kyla Noni. "BOPO-PRIATION:Exploring the Effects of The Corporate Adoption of the Body Positivity Movement and Audience Feedback on Women’s Perceptions of the Movement." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1587501502000494.
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Ok, Pelin. "European luxury fashion brand advertising and marketing relating to nostalgia: a focus on Dolce&Gabbana adverts with a comparison to Italian cinema after World War II." Doctoral thesis, Universitat Pompeu Fabra, 2019. http://hdl.handle.net/10803/667066.
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La investigación examina cómo las marcas europeas de moda de lujo utilizan la nostalgia en su estrategia de publicidad y marketing, y en concreto, cómo el concepto de nostalgia utilizado en los anuncios de Dolce & Gabbana refleja la sociedad italiana, su estilo de vida y el cuerpo de la mujer. Asimismo, la tesis compara estos elementos con los tópicos presentes en el cine producido en Italia tras la II Guerra Mundial, estableciendo paralelismos y divergencias entre la publicidad y el neorrealismo cinematográfico italiano. La investigación utiliza el análisis de contenido de imágenes, la teoría del transporte narrativo, y la semiótica. Para ello se realizó un análisis cualitativo del contenido de las imágenes a través del programa NVIVO. El análisis se centra también en los anuncios nostálgicos de Dolce & Gabbana y en la comparación con los elementos característicos del cine italiano neorrealista, producido después de la Segunda Guerra Mundial.This research examines how European luxury fashion brands use nostalgia in their advertising, and marketing, and how the nostalgia related adverts of Dolce & Gabbana reflect Italian society & their lifestyle, and female body after World War II with a comparison to Italian cinema. The research adopts content analysis of imagery as a research method, Narrative Transportation Theory, and semiotics. A qualitative content analysis of imagery was conducted via NVIVO to analyze the adverts of five luxury fashion brands. The research focused on nostalgic D&G adverts since they were inspired by Italian cinema after WWII, and made a comparison among the adverts, and Italian cinema characteristics after WWII by establishing similarities, and differences. This research offers a different product category to investigate for nostalgia literature: Luxury fashion brands’ advertising, a different cultural context to examine: European luxury fashion brands, and examines these brand characteristics within the adverts’ narratives by semiotics.
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Gerdman, Thomas, and Felicia Nordqvist. "An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?" Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35964.
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The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target individuals. The purpose of this research is to generate insights of Swedes’ experiences of intrusion of their privacy online, and their behavioural response to personalised banner advertisements. The research will also observe if there are differences depending on the consumers’ ages. Mediating factors will be regarded how they influence the online users perceived intrusiveness and usefulness of personalised ads. The study is exploratory and aims to provide extensive awareness and beliefs around a complex phenomena. It will have a qualitative approach where data collection is conducted through semi-structured, in-depth, interviews with Swedish consumers from two age groups, complemented by three expert interviews. The results show that, in comparison, elderly consumers have less knowledge of personalised advertising, as well as BI-technology, leading to higher privacy concern and perceived intrusiveness when exposed to these ads. Members of the generation Y comprehend the phenomena to a greater extent, and more easily see the usefulness presented, but are overall ambiguous. Attitudes are likely to be formed based on the experienced intrusiveness contra usefulness, but are not clearly influencing trust, loyalty of future purchasing behaviours. Generally, marketers and consumers’ views show incongruence, as marketers remain very positive to using personal information to customize ads, while consumers do not always perceive it similarly. A balance can be difficult to achieve, but a unanimous belief demand high accuracy of content and placement of the personalised ads to be perceived as useful.
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Simonavičienė, Alma. "Reklamos palyginimas šiuolaikinėje ir tarpukario farmacinėje spaudoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140701_144804-68249.
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Šio darbo tikslas – išanalizuoti reklamos niuansus šiuolaikinėje ir tarpukario farmacinėje spaudoje, remiantis trimis pasirinktais farmacinės tematikos leidiniais. Tyrimo objektu pasirinkti dešimties metų laikotarpio vieno tarpukario farmacinio profesinio leidinio „Farmacijos žinios“ 1923-1932 m. numeriai ir dviejų šiuolaikinių farmacinių žurnalų „Lietuvos farmacijos žinios“ 2002-2011 m., bei „Farmacija ir laikas“ 2002-2011 m. numeriai. Reklama minėtuose leidiniuose išanalizuota siekiant įgyvendinti tokius darbo uždavinius: įvertinti nagrinėjamų leidinių reklamos paskirstymą ir vaizdo elementus; išanalizuoti ir palyginti šiuolaikinės ir tarpukario farmacinės spaudos reklamos tekstą ir turinį; įvardinti ir palyginti esminius šiuolaikinės ir tarpukario reklamos bruožus farmaciniuose leidiniuose. Darbo metodai: atsižvelgiant į darbo tikslą ir uždavinius, reikalingi duomenys apie minėtuose leidiniuose rastą reklamą buvo surinkti į Microsoft Excel programą. Surinkta informacija susisteminta ir duomenų analizė atlikta MS Excel ir SPSS 18.0 (Statistical Package for the Social Sciences) kompiuterinėmis programomis. Atliekant mokslinės literatūros ir dokumentų analizę, bei taikant istorinį – aprašomąjį metodą ir statistinės analizės metodus surinkta informacija išanalizuota ir įvertinta.
Įvertinus gautus rezultatus galima teigti, jog abiem nagrinėtais laikotarpiais farmacinės spaudos reklama turėjo ir panašumų, ir skirtumų. Vertinant reklamų pasiskirstymą ir vaizdinius elementus... [toliau žr. visą tekstą]The aim of this study is to analyze the nuances of advertisement in modern and in interwar pharmaceutical press, on the basis of three selected pharmaceutical publications. As a study object it has been chosen 1923-1932 editions of one interwar pharmaceutical professional publication “Farmacijos žinios“ („Pharmaceutical news“) and 2002-2011 editions of two modern pharmaceutical magazines „Lietuvos farmacijos žinios“ („Lithuanian Pharmaceutical news“) and „Farmacija ir laikas“ („Pharmaceutics and time“). Advertisement in these publications was analyzed in order to implement the following tasks: to assess the advertisement distribution and visual elements of analyzed publications; to analyze and compare the text and content of advertisement in modern and also in interwar pharmaceutical press; to identify and compare the essential modern and interwar advertisement features in pharmaceutical publications. The study methods: according to the aim and tasks of the study, the necessary data on advertisement in above mentioned publications was collected in Microsoft Excel. The collected information was structured and data analysis carried out in MS Excel and SPSS 18.0 (Statistical Package for the Social Sciences). On the basis of scientific literature and document analysis and applying historical – descriptive method and statistical analysis method, the collected information has been analyzed and assessed. Assessing of the results suggests that during the both examined periods... [to full text]
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Barqueta, Clelia. "O íntimo e o coletivo em dois mundos diversos: análise comparativa dos discursos utilizados em peças publicitárias alemãs e brasileiras." Universidade de São Paulo, 2007. http://www.teses.usp.br/teses/disponiveis/8/8144/tde-06112007-103132/.
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O objetivo deste trabalho é fazer uma análise comparativa entre os anúncios de publicidade das empresas BASF e PFIZER, veiculados nas revistas semanais VEJA (brasileira) e DER SPIEGEL (alemã) durante o ano de 2005, a fim de detectar diferenças e semelhanças entre os trabalhos elaborados para esses dois países. A peça publicitária será encarada como uma construção multimodal, cuja existência advém da interação dos vários elementos que a compõem. Espera-se, com esse estudo comparativo entre os mecanismos argumentativos, acionados pelas publicidades brasileira e alemã, desvendar um pouco mais os sentidos próprios dessas criações em cada um desses países. Será pesquisado: de que forma esses percursos argumentativos - visuais e lingüísticos - vão sendo montados nas peças publicitárias e quais sentidos buscam criar; com qual inventário perceptual os produtos ou serviços vão sendo ligados; quais elementos mitológicos são acionados, recriados, cultivados, estimulados em ambos os países, com o intuito de ancorar a marca na mente dos leitores. Será examinado, ainda, de que forma a transmissão de informações acerca do produto ou da marca reflete possíveis valores dos consumidores e da cultura na qual estão imersas. Em relação aos pressupostos teóricos, nos apoiaremos, principalmente, na Análise Crítica do Discurso, na teoria da Argumentação/Retórica de Aristóteles, Perelman e Spang, assim como em Kress; van Leeuwen e Dondis, para as análises visuais e em Jung, Campbell e Randazzo para as categorias mitológicas.This piece of research aims at making a comparative analysis between advertisements for the companies BASK and PFIZER found in the weekly magazines VEJA (Brazilian) and DER SPIEGEL (German) during the year 2005 in order to detect differences and similarities between the work produced for these two countries. The publicity piece will be considered to be a multimodal construction whose existence derives from the interaction of different elements. By comparing the argumentative mechanisms triggered by both Brazilian and German advertisements, we expect to reveal, a bit further, the meanings of these creations in each of these countries. The research will cover: how the argumentative paths - both visual and linguistic - are built in advertising and which meanings they seek to create; which perceptual inventory the products or services are being linked to; which mythological elements are triggered, rebuilt, cultivated, motivated with the intention of anchoring the brand on the readers\' minds. It will also be examined how the transmission of information about the product or the brand reflect customers\' possible values and the culture in which they are immersed. In relation to the theoretical framework, the research will rely heavily on the Critical Discourse Analysis, the Theory of Argumentation/Aristotles\' rhetoric, Perelman, Spang, as well as on Kress, van Leeuwen and Dondis, for the visual categories and on Campbell and Randazzo for the mythological categories.
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Ngamsiriudom, Waros. "Phantom Menace: the Effect of Narcissism on Word-of-mouth Communications." Thesis, University of North Texas, 2014. https://digital.library.unt.edu/ark:/67531/metadc699949/.
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Previous empirical research and anecdotal accounts suggest that “subclinical narcissism” or “average Joe’s narcissism” is one of the most prevalent social phenomena in many parts of the world. Research also suggests that there will be an unprecedented escalation “in average Joe narcissists” among future generations of consumers. The objective of this study is two-fold. The first objective of this study is to explore the moderating effect of the individual’s level of narcissistic personality on their word-of-mouth (WOM) communications. The second objective of this study is to explore the boundary conditions of the first objective. The data were collected from a large number of consumers through Amazon Mechanical Turk. The results support many of the hypotheses accordant with the characteristics of the subclinical narcissistic individual. Specifically, the moderating effect of an individual’s level of narcissistic personality trait on the decision to engage in different types of WOM communications varies across the tested contexts. This study is intended to respond to social scientists' recent call for studies that investigate the fundamental motives behind the individual’s propensity to engage in WOM communication as a function of individual characteristics. The results of this study provide some prescriptive guidance to help companies target appropriate consumers to increase the effectiveness of WOM communication. In addition, this study explores the effect of individual and contextual differences on consumers’ willingness to engage in different types of WOM communication.
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Schultheiss, Rakel, and Nicolas Philipp Kalmer. "Self-disclosure on Facebook : Social Network Site privacy and personal information disclosure of Germans and Norwegians - A cross-cultural comparison." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76235.
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Social Network Site (SNS) users’ disclosed personal information is beneficial for marketers, as targeted advertising can be provided accordingly. This study identifies the three privacy concepts of concerns, attitudes and intentions, along with culture (i.e. Hofstede’s masculinity) to be key drivers of users’ self-disclosure on SNSs. Hence, this study evaluates these antecedents and their potential effect on self-disclosure, considering Facebook as the SNS of choice. To account for potential cross-cultural differences, data has been gathered via two online questionnaires, resulting in one German and one Norwegian sample of respondents. Multiple regression analyses were carried to evaluate the antecedents of self-disclosure and one-way ANOVA to examine potential differences amongst Germans and Norwegians. Results indicate that privacy intention is the strongest predictor of self-disclosure on SNSs; whereas privacy concerns and attitudes only reveal an indirect effect on self-disclosure. In addition, significant differences have been found for all of the constructs, indicating that there exist fundamental differences between Germans and Norwegians with regards to their cognitive processing behind personal information disclosure on SNSs.
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Jacobson, Jennifer Cardall. "Analysis of Weight-Related Advertisements and Nutrition Articles in Popular Women's Magazines." Diss., CLICK HERE for online access, 2003. http://contentdm.lib.byu.edu/ETD/image/etd312.pdf.
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Bourcier-Béquaert, Bénédicte. "Les effets de la similarité d'âge entre un modèle publicitaire et son récepteur : le cas des femmes âgées de 60 à 70 ans." Thesis, Aix-Marseille, 2013. http://www.theses.fr/2013AIXM1062.
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Ce travail doctoral s’interroge sur le bien-fondé des stratégies publicitaires mettant en avant des mannequins séniors dans le but de séduire cette cible de consommateurs. Trois théories - la comparaison sociale, l’identité sociale et les effets persuasifs de la source –permettent d’élaborer un cadre d’analyse intégrateur des effets de la similarité liée à l’âge. Il met en relation les variables suivantes : l’écart d’âge entre le mannequin et le récepteur, la similarité ressentie avec le mannequin, l’évaluation de la marque (proximité, attitude, considération à l’achat) et l’estime de soi du récepteur suite à l’exposition publicitaire. Deux variables modératrices sont étudiées : la tendance d’âge subjectif et l’âge de divergence. L’étude empirique se fonde sur un échantillon de 444 femmes âgées de 60 à 70 ans et sur un groupe de contrôle constitué de 195 femmes âgées de 20 à 30 ans. L’expérimentation fait varier l’âge du mannequin (la même femme est représentée à trois âges différents : 25, 55 et 65 ans) et le type de produit (alimentaire et cosmétique). Les tests des hypothèses sont réalisés à partir d’équations structurelles (approche PLS). Les principaux résultats montrent : (1) l’impact négatif de l’écart d’âge sur les trois variables d’évaluation de la marque ; (2) le rôle de l’âge dans la formation du jugement de la similarité ressentie avec le mannequin; (3) l’influence positive de la similarité ressentie sur l’évaluation de la marque. La route persuasive de la similarité est plus marquée pour le produit cosmétique et pour les femmes séniors qui ont une faible tendance d’âge. Enfin, elle fonctionne mieux sur les femmes séniors que sur les femmes jeunesOur doctoral work questions advertising strategies using senior models to appeal to this target. Three theories - social comparison, social identity and persuasive source effects – enable us to construct an integrative framework of the similarity effects due to age. This includes the following variables: the age gap between the model and the receiver, the perceived model similarity, brand evaluation variables (proximity, attitude and purchase consideration) and the receiver’s self-esteem after ad exposure. Two moderating variables are taken into account: the subjective age tendency and the discrepancy age.Our empirical study consists of a sample of 444 women aged between 60 and 70 and a control group of 195 women aged between 20 and 30. The experimental design manipulates the model’s age (the same women is represented at three different ages: 25, 55 and 65 years old) and the type of product (food and cosmetics).Testing hypotheses are made from structural equations (PLS approach). The main results show: (1) the negative impact of the age gap on the three brand evaluation variables; (2) the age role when the similarity judgment is forming; (3) the positive influence of the perceived similarity on the evaluation of the brand. The persuasive similarity route is stronger for the cosmetic product and the senior receivers whose subjective age tendency is low. Finally, this similarity route works better on senior women than on younger women
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Ravalo, Bethel Ann. "Creative strategies in El nuevo herald comparisons of advertising executions 1996 and 1998 /." [Florida] : State University System of Florida, 1999. http://etd.fcla.edu/etd/uf/1999/amg2054/ravalo%5Fb.pdf.
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Chen, Po-Yu, and 陳柏宇. "A Comparison of the influence of Advertising Spokesperson and Advertising Appeal on Advertising Effectiveness:The Moderating Effects of Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/12583918518641724198.
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碩士國立臺北商業技術學院
商學研究所
98
Spokesperson for the study of the past, most will focus on the respondents of attitude(eg, reliability, preferences, confidence)to further discuss the effect of its Spokesperson Frieden(1984), or direct discussion of different spokesperson types of purchase intention. The study of foundation in previous research, and extend to advertising attitude, product attitude and pruchase intention depth spokesperson advertising effectiveness. And add little research exploring consumer involvement adjust this variable to discuss the effectiveness of its advertising message on spokesperson types and the advertising of appeals. The results of this study show that this moderating variable involvement of different spokesperson types, advertising appeals and advertising effectiveness with a regulatory role between. Low-involvement consumers, the expert is better than celebrity spokesperson advertising spokesman, emotional appeals are better than tational appeals; in the high involvement consumers, experts, celebrity spokesperson and spokesperson of its advertising effect is not significant between differences, and rational appeals are better than the emotional appeals. In a word, different spokesperson types and different advertising appeals in the high / low involvement of consumers, the advertising effect is signigicant.
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Grohs, Susi Gelbrich Katja. "Fear appeals in advertising : a comparison across cultures /." 2007. http://www.gbv.de/dms/ilmenau/abs/538799757grohs.txt.
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Yi-Lun, Lee, and 李宜倫. "The Comparison of the Influence of Advertising Appeal and Advertising Media Type on Advertising Effect between Taiwan and China." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/52872073526482602738.
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碩士大葉大學
國際企業管理學系碩士班
93
Advertisement is the most important and commonly used ways in marketing activities. The purpose of advertising is to deliver and promote information of products or services to consumers. Different appeal, media and advertising products can result in different advertising effects. The purpose of this study is to explore the different advertising effects resulted from different kind of advertisement. The variables in this study include advertising appeal (rational & emotional) and media type (print ads & TV commercials) as independent variables; advertising effects (advertising attitude & product attitude) as dependent variable and product involvement (high & low) as mediating variable. Finally, another test was performed to examine the relationship between advertising effects and purchase intention. The samples in this study consist of consumers in Taiwan and China, and all subjects were asked to finish the same questionnaire, contains the advertisement of cellular phones and instant noodles. The results are listed below: 1.Results show that different advertising appeals (rational & emotional) result in different advertising effects. 2.Results show that different media type (print ads & TV commercials) result in different advertising effects. 3.As a mediator, the involvement causes some mediating effects in the effects above. 4.The advertising effects were positively related with the purchase intentions.
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Liao, Fang-yu, and 廖方瑜. "Comparison between Permission-based Email and Spam: The Impact of Advertising Value, Perceived Intrusiveness, and Advertising Attitude on Advertising Effectiveness." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/79181742658325970547.
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碩士國立成功大學
企業管理學系碩博士班
95
From the viewpoint of marketing communication, new digital marketing channels, such as those concerned with the Internet and email, are considered to be powerful opportunities to reach consumers by delivering a personalised message with relevant content. With low marginal cost, email presents itself as an effective way to engage customers in dialogue: messages can be tailored to each customer according to his/her stage of the buying process. Email also allows customers to select their own preferences. Permission marketing applied in emails helps marketers to deliver relevant messages to consumers that are different from spam. However, consumer perception suggests that permission for such email is often assumed by an ambiguous evaluation. The perceived advertising value and perceived intrusiveness of such emails (including spam and permission emails) can be assessed by consumers indicating their opinions based on the content and presence of emails by receipting the messages. The goal of Internet advertising is to build brand names and induce consumer response to commercial campaigns and an assessment of consumer attitude towards the senders of such emails has been introduced as a measure of the effectiveness of advertising. Between the relation of perceived intrusiveness and advertising effectiveness, advertising attitude has been adopted as a mediator, as prior research has found it to be a predictor of advertising effectiveness. Besides an investigation into the causal relations between each construct, a comparison between permission email and spam has been conducted in this research. The results supported the hypotheses and demonstrated a difference between spam and permission emails. The results gave evidence to support the theoretical statement and hence, offer keys to implementation to both the theory and management.
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Hu, Dun-Yi, and 胡惇怡. "The communications-effectiveness of comparison advertising in telecommunication industry." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/77359131838294163178.
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碩士國立成功大學
電信管理研究所
93
Using comparison advertisings to promote the preferential measure has become a popular advertising strategy on telecommunication industry these years. The advertiser persuades consumers to adopt their preferential measure by comparing the charge between the competitor and the advertiser. But, do comparison advertisings really be suitable to all consumers? Would consumers still have the positive advertising attitude when they are the subscribers of the competitor? Does the comparison advertising be suitable to the consumers with high brand loyalty? Would the product involvement affect the advertising effect of comparison advertisings? To discuss the questions above, this research uses the experimental advertisings and the questionnaire survey to analysis the difference of the advertising effect between the comparison advertising, which is including the direct comparison advertising and the indirect comparison advertising, and the non-comparison advertising. Furthermore, this research analyses the brand usage, the brand loyalty, and the product involvement’s influence to the advertising effect of different types of advertising. There are four conclusions on this research. First, using comparison advertisings will decrease the consumer’s memory of advertising. Second, the brand user will have high communications-effectiveness at comparison advertisings, and the brand nonuser will have high communications- effectiveness at non-comparison advertising. Third, the high brand loyalty consumer will have high communications-effectiveness at the non-comparison advertising, and the low brand loyalty consumer will have high communications-effectiveness at comparison advertisings. Last, the product involvement will not affect the communications-effectiveness of different types of advertising. This research proposes some suggestions. First, It needs to be more careful to use comparison advertisings especially to the new corporations. Second, the news of the mergence between two corporations must propagate more to enhance the consumers’ cognition of the brand. Third, it suggest not to use comparison advertisings on high brand loyalty consumers whatever they are the brand subscribers or the competitor’s subscribers.
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Horng, Jong-Sheng, and 洪忠聖. "THE STUDY ON ADVERTISING EFFECTIVENESS OF COMPARISON PRINT AD." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/46732700461012717741.
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博士大同大學
設計科學研究所
103
Advertising must accomplish two missions: attract attention and convey meaning. The purpose of vendors to conduct marketing communication is to persuade consumers that the advertising brand is superior to other brands, and comparative advertisement is able to achieve the advertising purpose effectively. Most of the print advertisements are composed of three basic elements of visual image, text title and brand name. The reason for the advertising agency creative people to add images in the advertisement design is to produce a better persuasive effect, thereby enhancing consumers’ perceived value and intention to purchase. In fact, the present or absent of advertising reference material is quite similar to the comparative intensity concept of comparative advertisement. The aim of this study is to explore the advertising effect of comparative advertisement by investigating on the impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention through experiments. (1) The impact of different forms of comparative advertisement and non-comparative advertisement towards advertising attitude, brand attitude and purchase intention. (2) Whether or not different prices of product advertisement will generate an impact towards consumers’ brand image variances, advertising attitude, brand attitude and purchase intention. Four significant results were summarized from the experimental findings: (1) Based on advertising forms, the advertising effect of direct comparative advertisement and non-comparative advertisement is significantly greater than indirect comparative advertisement. (2) In comparative advertisement and non-comparative advertisement, the advertising effect of consumers towards high-priced commodities will not be necessarily higher than low-priced commodities. (3) In direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement, the advertising effect of high-priced commodities to adopt direct comparative advertisement is able to generate a higher advertising effectiveness. (4) The brand image attitude of high-priced products to involve adopting non-comparative advertisement is poorer that direct comparative advertisement, indirect comparative advertisement and non-comparative advertisement. The purpose of advertising is to convey the correct message of commodities to achieve the sales objectives. The study has proposed the intimate consumer advice and research direction to serve as an important reference for advertising design workers, advertisers and advertising researchers.
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"The Effect of specialty advertising on consumer behaviour as an advertising medium and its comparison with other media." Chinese University of Hong Kong, 1992. http://library.cuhk.edu.hk/record=b5887155.
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by Ling Sau Shan, Samuel.Thesis (M.B.A.)--Chinese University of Hong Kong, 1992.
Includes bibliographical references (leaves 79-80).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iv
ACKNOWLEDGEMENT --- p.vi
Chapter I. --- INTRODUCTION --- p.1
What is Advertising --- p.1
What is Specialty Advertising --- p.4
Purpose of this Study --- p.9
Chapter II. --- METHODOLOGY --- p.12
Research Design --- p.12
Data Collection Format --- p.13
Sampling --- p.16
Data Collection Method --- p.18
Data Anaylsis and Intepretation --- p.18
Chapter III. --- DATA ANALYSIS AND INTERPRETATION --- p.19
Return Rate of Questionaires --- p.19
Recipient Recall of the Advertiser --- p.21
Building up of Reciprocity --- p.22
Building up of Goodwill --- p.23
Comparison with Other Media --- p.24
Points to be noted in using Specialty Advertising --- p.26
How to make the Specialty Items be Impressive --- p.28
Demographic Characteristics of the Respondents --- p.30
Summary of Findings --- p.31
Chapter IV. --- DISCUSSION --- p.33
Perception --- p.33
Cognition --- p.35
Persuasion --- p.36
Comparison with Other Media --- p.37
Chapter V. --- LIMITATION OF THE STUDY --- p.40
Chapter VI. --- RECOMMENDATION --- p.44
LIST OF APPECNDICES
Chapter Appendix 1 - --- Questionaire --- p.47
Chapter 2 - --- Covering Letter signed by Advisor --- p.54
Chapter 3 - --- Covering Letter signed by Researcher --- p.55
Recipient Recall of Advertiser
Chapter 4 - --- Table 3.1 --- p.56
Chapter 5 - --- Figures 3.1.1 and 3.1.2 --- p.57
Building up of Reciprocity
Chapter 6 - --- Table 3.2 --- p.58
Chapter 7 - --- Figure 3.2 --- p.59
Building up of Goodwill
Chapter 8 - --- Table 3.3 --- p.60
Chapter 9 - --- Figures 3.3.1 and 3.3.2 --- p.61
Chapter 10 - --- Table 3.4 --- p.62
Comparison with Other Media
Chapter 11 - --- Table 3.5 --- p.63
Chapter 12 - --- Table 3.6 --- p.64
Chapter 13 - --- Comparision with T.V. Figures 3.5.1 and 3.6.1 --- p.65
Chapter 14 - --- Comparison with Radio Figures 3.5.2 and 3.6.2 --- p.66
Chapter 15 - --- Comparison with Magazine Figures 3.5.3 and 3.6.3 --- p.67
Chapter 16 - --- Comparison with Newspaper Figures 3.5.4 and 3.6.4 --- p.68
Chapter 17 - --- Comparison with Direct Mail Figures 3.5.5 and 3.6.5 --- p.69
Chapter 18 - --- Comparison with Fax Advertisment Figures 3.5.6 and 3.6.6 --- p.70
Chapter 19 - --- Comparison with Yellow Pages Figures 3.5.7 and 3.6.7 --- p.71
Chapter 20 - --- Table 3.7 --- p.72
Chapter 21 - --- Figures 3.7.1 and 3.7.2 --- p.73
Chapter 22 - --- Figures 3.7.3 --- p.74
Chapter 23 - --- Points to be pointed in using Specialty Advertising --- p.75
Chapter 24 - --- Demographic characteristics of respondents --- p.76
Chapter 25 - --- Comparison with Direct Mail and Fax Advertisement Figures 4.1 --- p.78
BIBLIOGRAPHY --- p.79
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Chang, I., and 莊翊健. "The Importance of Advertising Effectiveness Factors through Fuzzy Analytic Hierarchy Process: Comparison of the Different Product Attributes and Advertising Appeal." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/45279644662607293569.
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碩士正修科技大學
經營管理研究所
99
As time goes by, technology has moved forward, and types of media have changed since new era comes. Consumer changes their own habits to consume differently nowadays. Marketing environment has changed from productive age into new milestone: marketing concept. Enterprises are more eager to prompt their products instead of mass production. More often way to prompt enterprise products is to use advertisement (ads). Many studies have found out that AD has changed consumer behaviors. Companies often use ads to be the representative of the products or services to convey to consumers, to create awareness and help companies increase sales. Although many ads showed outstanding success, some of the ads did not meet the expected performance results. The main purpose of this study is to explore the impact of important factors and advertising effectiveness in different types of products and advertising. Fuzzy AHP, for scholars, experts and consumers is used as the objects of study. The research results obtained the following four conclusions (1) the factors that affect advertising effectiveness can be divided into personal and subjective factors, the potential memory, advertising and cultural values which four criteria for dimensions, also contains a detailed assessment of 13 indicators; (2) factors that are relatively important in affecting advertising effectiveness were “subjective factor”, “potential memory”, “advertising” and “cultural values”, while the overall index in detail in the top five were sort of “advertising type”, “well-known voice”, “female hero”, “the ad's first impression”, “advertising content”; (3) in different products, the impact on advertising effectiveness, product-category purchase goods, low-risk products and high product involvement degree are the highest among the criteria of the comprehensive assessment; (4) in the different advertisements, comparative and rational assessment is the highest among the criteria. The study also found indicators of assessment emerged in detail, providing marketing decision-making reference for the industry.
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Chiang, Yu-Ting, and 江育亭. "With Women’s Hands：Effects of Mental Simulation and Social Comparison Mechanisms in Print Advertising." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/7433u2.
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碩士國立中山大學
企業管理學系研究所
103
What kind of advertisements can break the siege and capture the hearts of customers in the competitive markets？ Previous studies indicate if customers can imagine interacting with the product in their mind, their purchase intentions towards the product will increase. “Visual depiction” is one of the methods which can induce consumers to form the mental simulation; when the product handle is oriented toward consumer’s dominant hand (hereafter designated as action-fit), it will elicit more simulation of using the product. However, except for the product, models occur commonly in the ads in our lives. In recent years, there is more criticism for the pressure on women which comes from the upward social comparison caused by highly attractive models. Thus, some companies have changed their endorsers to using average-looking or obese models. However, there are still few studies analyzing the impact of models’ occurence and physical attractiveness on “Visual Depiction Effect”. As to the related research of social comparison, there are also few studies exploring the function of the portrait completeness of the model. Therefore, this study combines mental simulaton and social comparison, exploring how the visual depiction of products as well as the portrait completeness and the attractiveness of ad models influence advertising effectiveness through the mechanisms of mental simulation and social comparison. There are seven hypotheses proposed in this study. A 2 (product types) x 2 (visual product depictions) x 2 (model’s physical attractiveness) x 2 (model’s portrait completeness) between-subjects factorial experiment was conducted. Additionally, another four experimental groups (no model’s portrait) were added. The experiment results reveal the following. (1) Action-fit increases consumers’ mental simulation and ad-effect responses in specific conditions. (2) If the portrait completeness of the ad model is low, or there is no model in the ad, both conditions generate more mental simulation and improve ads effects than does the condition that the portrait completeness of the ad model is high. However, if the portrait completeness of the model is high, the degree of social comparison increases. (3) When the model in the ad is highly attractive, it would elicit consumers’ upward social comparison and therefore result in negative impact on moods and ad effects. However, if the model is lowly attractive, it not only induces downward social comparison but also worsens consumers’ mood and ad effects. (4) High completeness (vs. low completeness) of model portrait would strengthen upward social comparison toward the highly-attractive model and further worsen consumers’ moods and ad-effect responses. (5) If the portrait completeness of the model is low, a highly-attractive model (vs. a lowly-attractive one) would strengthen the positive impact of action-fit on ad effects. This study makes theoretical contribution to the related studies on mental simulation and social comparison. It also offers practical suggestions on the use of visual product depictions to improve ad effects and how to choose correct ad models.
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Wang, Chen-Yu, and 王振宇. "The Comparison of the Influence of Advertising copy and Product Category on Advertising Effect between Taiwan and China by Taiwan Consumer's Viewpoint." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/42280899030274796279.
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碩士中原大學
企業管理研究所
94
The cross-strait commercial trade is being more prosperous, but cultural values which cause the interaction to exchange easily to have the misunderstanding, are different. This research attempts to understand the intercourse of the cross-strait populace being frequent. The cross-strait consumer can get information of the product advertisement from the internet. The cross-strait consumer face the same brand, if the advertisement copy has the different content, then consumer’s advertisement consciousness whether tends to be inconsistent or not? This research discovers the Taiwan consumer when faces the different types of the cross-strait advertisement copy which shows the different advertisement effect. Although Taiwan and mainland China are in the same geography position and use same language, they should be treated as different parts. That way could obtain the higher advertisement effect, and promote the advertisement benefit. Under the different types of products and the different kinds of consumers, the advertisement effect will be different. All in all, the advertisement copy can be changed with market construction and social value. Cultural habit and the connotation in different areas also can make the advertisement copy have a difference. Therefore the cross-strait advertisement although has been allowed to break through the simple and traditional writing and the question of geography border barrier. However, expressing the information still has the cultural differences.
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Benitez, Sugeily, and 貝妮恩. "Sexual Appeals in Advertising: a Cross-cultural Comparison between the United States and China." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/11059165856525062896.
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碩士輔仁大學
國際創業與經營管理學程碩士在職專班
101
This study analyzes the complexities of culture as it pertains to advertising, specifically how it can impede successful sexual advertising in international markets. Advertising is analyzed for both the United States and China. Initial background research on advertising, sexual appeal and culture was conducted in order to understand the key elements regarding the three topics and their relationship. The interconnected nature of these three concepts was discovered, which allowed for a proper examination of four past studies based. In providing a review of the studies and their respective discoveries, this analysis was able to deduct the nature of similarities and differences that exist between the United States and China. Furthermore the conclusion was that sexual advertising differs between the two countries in levels of nudity, each country prefers their own race for models, they have different factors of attractiveness but they are similar in the sense that both countries’ males prefer sexual appeal and both countries’ females appeal more to emotion.
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Tseng, Wen-yu, and 曾玟瑜. "A study of consumer Attitude of Product Involvement-A comparison between telemarketing and SMS Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/16947948975020035228.
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碩士國立中山大學
傳播管理研究所
98
The Mobile media has flourished more and more recently. In terms of NCC (National Communications Commission) statistics, the mobile phone penetration had been more than 100% in Taiwan in 2008. In addition, the proportion of Mobile phone revenue was the highest part of telecommunication services in 2008. The marketing pattern developed from both of the highest revenue of Mobile phone business, “Voice Service and Short Message Service (SMS)”, telemarketing and SMS advertisement are the most significant. Therefore, it is definitely a useful study for advertiser who wants to compare both of the most important marketing tools, and which one is suitable for which product’s marketing, additionally, the purpose of understanding the consumer’s attitude and behavior intension. According to research methodology, this study has employed questionnaire survey technique. It had surveyed the consumers who have had received telemarketing and text-message advertisement, and for understanding the differentia of attitude and behavior intension when consumers face both of the marketing tools on different products. There are totally 300 valuable questionnaires. Make time from 18 April to 9 May in 2010. According to the findings of the study, to sell high-involvement with rational products, the telemarketing is better. And the object of the students, the military and housewife will likely purchase are more than people who serve as commercial and manufacturing. If advertiser wants to sell high-involvement with perceptual products, both telemarketing and SMS advertisement are useful. If advertiser wants to sell low-involvement with rational products, the telemarketing is easier to succeed. Furthermore, we can pay attention on that the attitudes and behavior intentions of female that are definitely better than male, and people with low educational level whose attitudes and behavior intentions are better than with high educational level, and low income people whose behavior intentions are better than high income people. If advertiser wants to sell low-involvement with perceptual products, the SMS advertisement is much better. In summary, it is important to mention that: People serve as the "services" whose attitudes and behavior intensions are “low”, and serve as "housewife", "military", "manufacturing" and "students" are “high”.
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Wang, Heng-Chao, and 王恆超. "Comparison of The Paths from Consumer Involvement Typesto Ad Responses Between Corporate Advertisingand Product Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/3fqsba.
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碩士中原大學
企業管理研究所
98
As the industries in Taiwan move toward globalization, the fast changing consumer market has led to fierce competition. Therefore, companies should make efforts to maintain customer relationships and increase communication with them in order to enhance corporate image and competitiveness. As consumers not only value of products and services, but also treat corporate image as an important criterion in decision-making, companies should actively utilize corporate advertising to attract consumers. Although corporate advertising and product advertising are seemingly similar, and can both influence sales and business operation, they are slightly different. Since there are few related literatures in Taiwan, this study aims to apply the findings in “Comparison of the Paths from Consumer Involvement Types to Ad Responses Between Corporate Advertising and Product Advertising” published by Sora K, Eric H & Gi-Yong Koo(2009) on the Smart Phone industry in Taiwan in order to probe into the differences between these two kinds of advertising by “concept of different involvement types”. This study further analyzes the influences of different types of involvement on consumers’ attitudes and behaviors. This study intends to provide a more valuable model to companies in Taiwan. Two different types of advertising questionnaires are designed, and SEM is conducted to respectively analyze the relationships between involvement, attitude and behavioral intention in two different kinds of advertising. The findings of this study suggest that product and corporate advertisings are seemingly “similar”; however, they are different. It is supported by this study, and it is consistent with Kim et al. (2009). The model proposed by this study is suitable for Smart Phone industry in Taiwan. Regarding corporate advertising model, the direct effect of technical involvement on product involvement is the most significant. In other words, when consumers are more familiar with the technology and knowledge related to Smart Phone, or are interested in Smart Phone, they are more like to value the products. Regarding product advertising model, the direct effect of advertising attitude on attitude toward brand is the most significant, indicating that consumers’ preference for advertising content would directly affect the overall evaluation on the brands.
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Logan, Kelty Irene. "The medium may determine who listens to the message : a proposed criterion for comparison of media." 2009. http://hdl.handle.net/2152/10681.
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This research suggests that, because media choice is integral to the effectiveness of an advertising message, there is a need to compare the effects related to media choice. This paper establishes the need for a new way to evaluate comparative media effectiveness. Specifically, it provides a perspective regarding how media effectiveness is currently evaluated and indicates why the transformation of mass media requires a new model. A new conceptual model, The Advertising Receptivity Model, is proposed for this purpose. The results establish a relationship between the context of the media usage, the perception of advertising value, and receptivity to the advertising message.text