TV Advertising – Executional Elements
Mi hui Pak
One of the ongoing debates in advertising research has been: Is what you say more important than how you say it, or vice versa?
Using real drama commercials, Boyd (2006) found corroborating evidence that
the viewer's assessment of delivery (execution) triggers emotional response (i.e., upbeat and warm feelings).
By contrast, dialogue quality (content) seems to affect more distal measures of persuasion, namely attitudinal and behavioral response.
At the same time, the effect of dialogue on advertising attitude, brand attitude, and purchase intention appear to be qualified by higher order two-way...