How the tone and wording of advertisements interact

Ekant Veer and Simon Pervan

This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones.

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,...

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