Advertising Appeals Research Articles

Managerial framework for bank advertising

Purpose The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision. Design/methodology/approach The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters. Findings The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals. Research limitations/implications The study could be extended for different target market, creative strategy, other media and more countries. Practical implications The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category. Originality/value The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.

Associations of Tobacco Advertising Appeal With Intentions to Use Alternative Tobacco Products Among Young Tobacco Users Experiencing Homelessness.

Virtually nothing is known about the potential effects of tobacco advertising on tobacco use among youth experiencing homelessness, a vulnerable population with high tobacco use rates. This study examines associations between the appeal of advertising for 5 classes of tobacco product (electronic cigarettes, hookah, cigars, cigarillos, and smokeless tobacco) and future intentions to use those products again among homeless youth who had indicated any level of lifetime use. A cross-sectional design was used. Settings were 25 service and street sites in Los Angeles County. A probability sample of 469 young tobacco users experiencing homelessness (mean age = 22; 71% male; 29% non-Hispanic White) was recruited. Assessments included product-specific tobacco advertising appeal and future intentions to use the product again, as well as a range of covariate controls (eg, demographics, homelessness severity, current tobacco use, general advertising exposure). Linear regression tested for associations between the appeal of advertising for a specific tobacco product and intentions to use that product again in the future, controlling for myriad covariates. Advertising appeal was positively associated with future intentions to use again for electronic cigarettes (P = .006) and hookah (P = .001), but not cigars (P = .486), cigarillos (P = .126), or smokeless tobacco (P = .109). Results suggest that advertising appeal may increase use of certain tobacco products among youth experiencing homelessness. However, differences in themes emphasized by advertising for specific tobacco products could differentially influence use in this population.

Adapting advertising appeals to individualism or collectivism: The role of thought activation

Research into international advertising has shown culturally adapted value appeals to be more persuasive and better liked than non-adapted value appeals, especially when they appeal to the individualism–collectivism dimension. The exception to this observation is in Europe, where, despite significant cultural differences across the continent, such effects have not been identified. This study replicates the material from a previous, highly successful study, and adds a qualitative part to the study. Dutch participants completed a cognitive response task, placed either before or after the main dependent measures, to investigate whether inviting participants to think actively about an advertisement may lead to value activation and consequently to cultural value adaptation effects. The results indicate that cultural value adaptation has no effect on liking or persuasion, even when the cognitive response task occurred before the main dependent measures. This study adds to a growing body of literature indicating that Western Europeans do not consider advertisements adapted to the individualism–collectivism dimension to be more persuasive than non-adapted advertisements; likewise, Western Europeans do not prefer them over non-adapted advertisements.

Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

PurposeThis paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers.Design/methodology/approachOn the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated.FindingsThe study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories.Originality/valueThe value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising

In this study, we examine how two message appeals—feasibility vs. desirability—and anthropomorphism jointly shape the effectiveness of environmental persuasion. The findings of Study 1 showed that the feasibility appeal was more effective than the desirability appeal in an ad promoting recycling. In Study 2, we found that this effect was moderated by anthropomorphic imagery in the ad. That is, the desirability appeal was more effective than the feasibility appeal when the ad featured a reusable cup with a smiley face and first-person copy, whereas the feasibility appeal was more effective than the desirability appeal when the ad featured a reusable cup with no smiley face and third-person copy. Theoretical and practical implications for sustainability marketing strategies are discussed.

The effects of advertising appeals on consumers’ behavioural intention towards global brands

PurposeThis study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship.Design/methodology/approachThe proposed model was tested using a 2 × 2 experimental design with a sample size of 372.FindingsResults showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP.Practical implicationsThe authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, sebsequently enhance the intention of Muslim consumers to use global brands.Originality/valueA moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.

Does Sexual Appeal in Advertisement Really Attract Viewers and Affect Consumer Buying Decision? With Special Reference to Rural Area in India

Marketing is an important functional area in the business organization that provides interface not only with customers but also with stakeholders such as media, investors, regulatory agencies, channel members; trade associations’ etc. and so marketing ethics plays an important role. Advertising is that it facilitates the dissemination of information about the product. Use of sexual appeal or sexually explicit material in promotions is one of the important issues for ethics in an advertisement. The sexual appeal in the advertisement is always a creative way to capture the consumer’s attention. Sex appeal in advertising is generally viewed as an effective strategy to attract attention to the brand. The use of overt sexual appeals in adverting has increased considerably. While ethics & the role which it plays in advertising continue to generate a great deal of attention, the role of the educator has become important. The purpose of this paper is to discuss the role of ethics plays in the use of sexual appeal in advertising. The study also examines if sexual appeal actually sells and if so, when and where is it being used in advertising? It also studies the perception of rural youth about these advertisements & their spending decision based on these advertisements.

The interactive effect of emotional appeals and past performance of a charity on the effectiveness of charitable advertising

Past research has shown the significant role of emotional appeals in charitable advertising. Most studies in this area have examined the effects of negative emotions, but it is less clear when and how positive emotions can also be effective in encouraging donation allocations. Across two experimental studies, the present research demonstrates that the congruent matching of pride with positive past performance and compassion with negative past performance increases donation allocations. This ‘match-up’ effect emerges because pride elicits concerns for merit, whereas compassion elicits concerns for need. These findings offer important implications, both theoretically and managerially, by systematically highlighting how different, discrete positive emotions – pride and compassion – can be beneficial in charitable advertising, depending on the message highlighting the past performance of a charity.

RATIONAL APPEAL VS EMOTIONAL APPEAL IN FORMING CONSUMER’S INTEREST THROUGH ADVERTISEMENT

The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.

Curiosity as an Effective In-stream Advertising Appeal: Visual and Textual Study of Levi’s Circles Ad

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Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising

In three experiments, the authors study charitable behaviors and demonstrate that consumers who feel socially excluded react more positively to altruistic, other appeals rather than egoistic, self-benefit appeals. In Study 1, a child poverty relief campaign with a message persuasiveness variable, consumers who feel socially excluded are more persuaded by other-benefit appeals, but other appeals and self-benefit appeals have equal effects on consumers who feel socially included. Study 2 replicates the findings in a cancer research campaign with an amount-to-donate variable: consumers who feel socially excluded allocate more dollars to the charity in response to other-benefit rather than self-benefit ads, but the effects are not observed among consumers who feel socially included. Study 3, a campaign for providing drinking water, further validates the findings with a donation intentions variable: other-benefit ads rather than self-benefit ads drive consumers who feel socially excluded to be more willing and likely to donate, but the effects are not observed among consumers who feel socially included and those in the baseline control condition.

Emotional Appeals in Tourism TV Commercials: A Psycho-Physiological Study

This study adopts psycho-physiological techniques to examine the impacts of different types of emotional appeals (used in tourism TV commercials) on consumers’ emotional and evaluative responses. A total of 101 participants were exposed to 18 existing tourism TVCs while their psycho-physiological and self-report data were collected. Findings suggest that emotional appeals in tourism advertising should not be considered as homogeneous. Specifically, different types of emotional appeals in tourism TVCs can be discriminated based on their ability to evoke emotional responses. More important, the results of this article have advanced the general theories addressing the effects of ad-evoked emotions on advertising effects and concluded that the role ad-evoked emotion plays in generating consumers’ emotional and evaluative responses depended on the type of emotional appeal used. Methodological, theoretical, and practical implications of this study are discussed.

A content analysis of fear appeal advertising in Canada, China, and France

We content analyzed 4155 Chinese, French, and Canadian print ads to examine how fear advertising differs across countries or cultures. Findings show that advertisers use fear appeals more frequently in Canada and China than in France. Moreover, fear appeals appear in all three countries more frequently for convenience than for shopping-type products, and more frequently for shopping than for search-type products. Beauty and personal care products, as well as drugs and medical products are more prone to fear appeals than all other product categories. However, the frequency of fear appeals in relation to the product category varies across countries. We also find variations in relation to types of fear appeals. Social and self-esteem fear appeals appear most frequently in China, while physical fear appeals are most dominant in France and Canada, and economic fear appeals most frequent in France.

Fear appeals in road safety advertising: an analysis of a controversial social marketing campaign in Russia

ABSTRACTThis study reports the results of a content analysis that used the Extended Parallel Processing Model (EPPM) to measure the levels of threat and self-efficacy messages in a series of controversial public service announcements (PSAs) that promoted road safety in Russia in 2008. The analysis showed that threat messages overwhelmingly outnumbered efficacy messages. The results suggest that the Russian social marketing campaign to promote road safety neglected to follow the recommended pattern of fear appeal message construction. The road safety campaign had the potential to induce fear, but the campaign messages may not have been sufficient to make the audience feel able to prevent or avoid harm by complying with the road safety rules. The results suggested that future campaign designers should give more attention to efficacy messages, particularly response efficacy messages that contain a clear call for actions and recommendations on how to prevent injury and death.

The Influence of Time Landmarks on Consumers’ Advertising Appeal Preferences

As one of the main carriers of corporate product promotion—advertising plays a vital role, and advertising always contains the words of time landmarks or the time landmarks embedded in its content, so this article from the two major advertising The constituent elements—time landmarks (fresh/ ending) and the type of advertising appeal (emotional/rational appeal), start to study the influence of time landmarks on the preference of consumers’ advertising appeals. This study explores the impact of time landmarks on consumer preference type’s preferences through two experiments, and studies the mediating role of self-depletion perception. Consumers who activate the fresh time landmarks prefer a rational advertising appeal, while consumers who activate the ending time landmarks prefer an emotional advertising appeal.

Visual Representation of Fear Appeals in Chinese Public Service Advertising -Focused on HuangHe Award-winning Public Service Posters-

Visual Representation of Fear Appeals in Chinese Public Service Advertising -Focused on HuangHe Award-winning Public Service Posters-

Commentary to “Analyzing Consumer Responses to Humane-oriented CSR Advertising Appeals in an Age of Corporate Social Responsibility: The Case of Japan vs. the U.S.”

Culture is a concept that has a long history in business studies, and yet, its popularity, as either antecedent or explaining variable, has not diminished. The same seems to apply to the practitioner literature dealing with people from different backgrounds our way to conceptualize or explain the differences or difficulties is culture (Ajiferuke and Boddewyn, 1970; Pagell, Katz, and Chwen, (2005). Interestingly, even if there are numerous levels of culture – from subcultures to company cultures, – the most used concept seems to be that of national culture. Since Hofstede’s seminal work on national cultural dimensions followed by GLOBE, the research community had similarities and differences and explained them with the cultural dimension (Hofstede, 2001; Hofstede, 1991; Chhokar, Brodbeck, and House, 2008; House, Hanges, Javidan, Dorfman, and Gupat, 2004).

Analyzing Consumer Responses to Humane-oriented CSR Advertising Appeals in an Age of Corporate Social Responsibility: The Case of Japan vs. the U.S.

This investigation seeks to explore the role of Humane Orientation (HO) – one of the cultural dimensions outlined in the GLOBE framework – in responses to advertisements containing corporate social responsibility (CSR) messages among consumers in Japan and the U.S. The academic literature examining Japanese consumer responses to CSR messages in marketing communications is particularly sparse. The model of cross-cultural consumer responses to HO appeals in advertising developed by Diehl, Terlutter, and Mueller (2015) is tested using structural equation modelling in the two countries. A non-student sample of 251 Japanese was compared with data previously collected in the U.S. Results revealed the model to be valid for Japan as well. The higher the perceived degree of HO in an ad, the more positive was the evaluation of the ad, and the more likely subjects were to evaluate the advertiser as being socially responsible. These two variables positively influenced attitude toward the product and subsequent purchase intention. Individual HO values were lower in Japan than in the U.S., and HO paths were found to be lower as well. In summary, despite the lower but still significant influence of HO on ad effects in Japan, results suggest that international advertisers may pursue a standardized campaign in multiple markets when incorporating humane-oriented ad appeals.

Effect of Rational Advertisement Appeal on Online Branding in Pakistan

The purpose of this study is to identify the effect of rational advertisement appeal on online branding within the context of Pakistan. Customer attitude is the moderator. The relationship between attitude of customers and online branding is also taken into consideration. Personal items and gadgets are two types of products considered in order to determine differences in purchases while being online. A quantitative survey based research design is used in this study. Nonprobability sampling technique of convenience sampling is used. Data were collected through an online questionnaire. 244 usable responses were obtained. Data was analyzed using SPSS 22. Factor analysis was performed followed by regression analysis and T-test. Results of data analysis revealed that a rational advertisement appeal is a significant predictor of online branding. Customer attitude did not moderate the relationship between rational advertisement appeal and online branding. However, customer attitude had a positive influence on online branding. There were some differences between the product types when consumers purchased online for personal items and gadgets. This study made an important contribution in the literature by investigation the effect of rational advertisement appeal on online branding.

The influence of advertising appeals on consumer perceptions of athlete endorser brand image

ABSTRACTResearch question: Analogous to traditional brands, athlete (i.e. personal) brands require management and maintenance. While the use of athlete endorsers is an effective marketing strategy for companies wanting to increase visibility, research has failed to indicate how advertising influences perceptions of the athlete endorser (i.e. spill-over effects). This research addresses this gap by examining the influence of four advertising appeals on perceptions of an athlete endorser expertise, trustworthiness, attractiveness and likeability.Research method: Experimental between-subjects study design. MANOVAs with post hoc analyses were used to examine differences between advertisement appeals. Regression was used to examine the influence of respondent attitudes towards the advertisement on perceptions of the athlete endorser.Results: Results revealed that perceptions of the athlete endorser were influenced by the type of advertising appeal. In opposition to existing research, emotional appeals did not outperform informational appeals. However, results demonstrated that spill-over effects existed from the advertisement appeal to the athlete endorser.Implications: The results indicate that advertising influences consumer perceptions of athlete endorsers. Consequently, athletes must consider how advertising appeals are applied and consider the residual effects that are generated from product advertisements.