search query: @author Vézina, R. / total: 3
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| Author: | Vezina, R. Paul, O. |
| Title: | Provocation in advertising: a conceptualisation and an empirical assessment |
| Journal: | International Journal of Research in Marketing
1997 : MAY, VOL. 14:2, p. 177-192 |
| Index terms: | ADVERTISING CREATIVITY STRATEGY |
| Language: | eng |
| Abstract: | This paper offers a definition of provokative appeals as they are currently used in advertising, especially in the clothing and fashion industry. It also positions this execution strategy with respect to other execution strategies used and currently researched in advertising, and identifies relevant constructs useful to understand the effects of provocative appeals. These effects are measured through a preliminary empirical investigation which shows that provocation may be a valid strategy to attract attention. |
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