Creative approaches: Factual

 

This article explores how ads convey information, which need not be simply facts or news. There are two kinds of information: semantic (knowledge-based, scientific, transferable, objective, outer-dire ...

Various examples - ranging from the Turner and Booker Prize to Carry On films, John Player cigarettes/cricket, famous socialites and modern works of art, to new internet businesses - are used to illus ...

A discussion of the differences between American and British advertising, which the author feels are misunderstood. Three US print advertisements are analysed to show how they deploy functional claims ...

Advertising planning models, such as the FCB Grid, suggest that for products/brands for which attitudes are based primarily on affect, advertisers would be best served by using affective appeals. Conv ...

Does framed advertising influence consumer purchase decisions? If so, with which consumer segments is it more influential? How does it influence the purchase process? In this paper the impact of posit ...

A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected from ...

Eight basic types of advertising were identified, based on the tasks they were expected to perform. These were: corporate; brand image; political; retail; public service; advocacy; direct response, an ...

A content analysis of 324 Chinese television commercials that appeared on Chinese national and local channels was conducted. The Resnik and Stern (1977) evaluation criteria were adopted to determine t ...

This study examines differences in informational strategies by product categories in Japanese and American television advertisements. Overall findings suggest that American advertisements are perhaps ...

Suggests that many TV commercials contain too many short camera shots, which are not easily assimilated, and that persuasion and recall are suffering as a result. A research study is described in whic ...

The results of this four country-four media study indicate that different countries/cultures have varying degrees of information cues in their advertising. Broadcast media (television and radio) have ...

Examines whether or not repetition of features of a stimulus are subject to wear-out effects that have until now only been tested for the stimulus as a whole. When consumers process features in either ...

The studies reported investigate the antecedents and consequences of the self-positivity bias in judgements of the risk of contacting AIDS. The authors show that the perceived similarity of another p ...