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Full-Text Articles in Public Relations and Advertising
Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Master's Theses (2009 -)
The purpose of this study was to discover whether the Theory of Planned Behavior (TPB) (Ajzen, 1991) could be applied and tested toward the improvement of destination advertisements. Specifically, the purpose was to understand the process through which a destination advertisement could influence behavioral intention. Understanding this process would help advertising professionals in the tourism industry. The destination used in this experiment was fictitious. The study used a posttest-only experiment with three conditions. One condition saw an advertisement with a behavioral belief appeal. Another condition saw an advertisement with a descriptive normative belief appeal. The third condition saw an advertisement …
Selling "Kawaii" In Advertising: Testing Cross-Cultural Perceptions Of Kawaii Appeals, Tao Deng
Selling "Kawaii" In Advertising: Testing Cross-Cultural Perceptions Of Kawaii Appeals, Tao Deng
Master's Theses (2009 -)
"Kawaii" (cute) culture has become a major global consumer culture. Advertisers in Asia have adopted kawaii appeals to attract attention and promote product images. From a cultural value perspective, this literature review proposes that culture not only affects ad content and appeal, but also influences consumer attitude and ad effects. While kawaii appeals are culturally specified, the effects of those appeals across distinct cultures might be systemically predictable. Today, the concept of kawaii and its effects still remains vague to Western academia. This thesis provides a deeper understanding of kawaii examining the rich origin of kawaii culture in Japan and …