| Author: | Veer, E. Pervan, S. |
| Title: | How the tone and wording of advertisements interact |
| Journal: | International Journal of Advertising
2008 : VOL. 27:2 p. 191-207 |
| Index terms: | advertising advertising research New Zealand |
| Language: | eng |
| Abstract: | In this study the authors examine how the wording and the tone of advertisments interact. Interaction of these two variables is studied in the context of television advertisements for mobile phones. The study was conducted in New Zealand with 187 marketing class students. The authors find in their study that opposite matching works, in more detail; happy ads with negative frames and sad ads with positive frames, giving new insights for actors and academics in advertising. The authors also discuss managerial and theoretical implications and directions for future research. |
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