How the tone and wording of advertisements interact
Ekant Veer and Simon PervanUniversity of Bath
INTRODUCTION
Positive ads abound in advertising. For instance, Sony Ericsson used a television ad which showed a young woman sitting in a café chatting on the phone. Presumably, she is enjoying her leisure time by using the mobile phone. Affective tone is defined here as the overall feeling of the advertisement. For instance, a recent Ford S-Max ad shows a man wakeboarding on an open lake with the slogan: 'Fly without wings, Feel the Difference?' In the context of the present study,...