Abstract
The purpose of this study was to examine the effective communication strategies used between image types (metaphoric and nonmetaphoric) and message types (assertive and nonassertive) for prevention focus and promotion focus consumers. Results indicate that for sports advertisement using metaphoric image, assertive message would have higher advertisement attitude than nonassertive message. Also, for sports advertisement using nonmetaphoric image, nonassertive message would have higher advertisement attitude than assertive message. For promotion focused consumers, using metaphoric image with assertive message have higher advertisement attitude than with nonassertive message. In contrast, for prevention focused consumers, using nonmetaphoric image with nonassertive message have higher advertisement attitude than with assertive message.
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