By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)
Advances in ads study are released by way of the eu advertisements Academy (EAA). This quantity is a compilation of study offered on the tenth foreign convention on examine in ads (ICORIA) which was once held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services, in addition to an more and more cluttered media setting, advertisements examine is faced with a number of demanding situations. in contrast historical past, Advances in ads learn (Vol. three) is gaining value in advancing, selling, disseminating, and stimulating top of the range ads examine. This ebook presents cutting-edge examine in foreign advertisements with twenty-nine articles by way of popular advertisements and communique students from the global ICORIA network.
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Extra resources for Advances in Advertising Research (Vol. III): Current Insights and Future Trends
However, the empirical findings also reveal that not all visual representations of nature are equally appropriate to evoke emotions similar to actual nature. Some of the advertisements with natural landscapes and vegetation rated significantly lower on most emotional dimensions. This was the case of the eucalyptus, savannah elephants, savannah trees, and pine forest advertisements. The specific pictures in question probably did not match with the subjects’ internalized conceptions of encounters with natural environments.
Note, that we collapsed data across the conditions of the second experimental factor. The ratings of body size and attractiveness for the models are contained in Table 1. 781 * Body size ** Attractiveness * Scale ranges from -5 = has high overweight to 5 = is very slim. ** Scale ranges from -5 = is very unattractive to 5 = is very attractive. Based on the pretest results, we developed fictitious test advertisements for the two selected product categories perfume (of the Diesel brand) and mobile telephony (of the Vodafone brand).
For each ad, the respondents had to evaluate the advertisements and the advertised products as well as their category involvement on the scales described above. Finally, demographic data was assessed. 4 Results The findings are summarized in Figure 5 for the Diesel brand and in Figure 6 for the Vodafone brand. 27 vs. 29 vs. 032). 67 vs. 49 vs. The results regarding purchase intentions differ across the considered categories. 70 vs. 038). 30 vs. 667). As described above, we controlled for category involvement.