The Effectiveness of Different Advertising Message Appeals In the Eastern Emerging Society: Using Taiwanese TV Commercials As an Example

This study explores the effectiveness of transformational vs. informational and traditional vs.

The Effectiveness of Different Advertising Message appeals in the Eastern Emerging Society: Using Taiwanese TV Commercials as an Example

Jyh–shen ChiouNational Chengchi University

INTRODUCTION

Past research found that the link between traditional...