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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands