Download PDF by Sabine Bacou?l-jentjens Anshu Saxena Arora: Advertising Confluence: Transitioning Marketing

By Sabine Bacou?l-jentjens Anshu Saxena Arora

ISBN-10: 1137492260

ISBN-13: 9781137492265

ISBN-10: 1349504580

ISBN-13: 9781349504589

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Extra resources for Advertising Confluence: Transitioning Marketing Communications into Social Movements

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4). Soft-sell emotional appeals of warmth, humor, and eroticism lead to more positive feelings than the nonemotional hard-sell appeals. Brand interest and positive emotion and impression about the brand and an ad lead to positive purchase intention. Soft-sell strategies make ads more interesting and likeable leading to positive intentions to buy, while hard-sell strategies ignite more likeability but do not strike interest in the target audience. 0009  John Hudson and Anshu Saxena Arora accepted definition for an appeal.

Another ad uses more of a sexual appeal by using a topless male actor and a female feeling on his genital area. When a small focus group was asked to select the best way to convey the message, the views were split 50 percent by 50 percent. Many of the students in the focus group felt the clothed models were more decent and more interesting. ” Some female students felt that the shirtless model in the second ad was a lot better because they viewed the model as sexy. ” It is safe to say that sexual appeals can be used and be effective but often if the message is conveyed correctly through words, it can be just as effective.

Engle R. W. (1987). Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context. Journal of Consumer Research, 12, 31–46. Taylor R. E. (1999). A Six-Segment Message Strategy Wheel. Journal of Advertising Research, 39 (6), 7–17. Turban D. (2001). Organizational Attractiveness as an Employer on College Campuses: An Examination of the Applicant Population. Journal of Vocational Behavior, 58, 293–312. , & Ambler T. (1999). How Advertising Works: What Do We Really Know?

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Advertising Confluence: Transitioning Marketing Communications into Social Movements by Sabine Bacou?l-jentjens Anshu Saxena Arora


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