How the tone and wording of advertisements interact

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...

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