Chinese viewers' perception of informative and emotional advertising

Research output: Contribution to journalArticlepeer-review

26 Citations (Scopus)

Abstract

A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected from a list of twenty adjectives adopted from the Aaker and Bruzzone (1981) study. Results indicated great differences in viewers' perceptions: informative commercials were most frequently considered to be ‘dull’, ‘uninteresting’ and ‘informative’, while emotional commercials were described as ‘appealing’, ‘interesting’ and ‘original’. Emotional advertising scored higher on ‘liking’ and perceived brand image than informative advertising. Factor analysis was carried out across commercials and individuals.

Original languageEnglish
Pages (from-to)152-166
Number of pages15
JournalInternational Journal of Advertising
Volume15
Issue number2
DOIs
Publication statusPublished - 1996

Scopus Subject Areas

  • Communication
  • Marketing

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