search query: @author Chiou, J-S. / total: 3
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| Author: | Chiou, J-s. |
| Title: | The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example |
| Journal: | International Journal of Advertising
2002 : VOL. 21:2, p. 217-236 |
| Index terms: | Advertising Psychology Taiwan Asia |
| Language: | eng |
| Abstract: | This study explores the effectiveness of transformational vs. informational and traditional vs. Westernized appeals in the market of Taiwan. Using 116 television (TV) commercials in Taiwan as objects of the study, the results show among others that although Westerinized appeals were becoming popular, transformational and traditional appeals were still favoured more in the market. |
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