An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis (CROSBI ID 62264)
Prilog u knjizi | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Bušljeta Banks, Ivana ; De Pelsmacker, Patrick
engleski
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis
Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder, 1985) or to enhance the credibility of the claim (Areni, 2002).
Purchase Intention Uncertainty Avoidance Television Advertising Rational Appeal Emotional Appeal
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Podaci o prilogu
299-312.
objavljeno
10.1007/978-3-658-02365-2_23
Podaci o knjizi
Advances in Advertising Research (Vol. IV)
Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro
Wiesbaden: Springer
2013.
978-3-658-02364-5
1869-6929
1869-6937
Povezanost rada
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)