| Tekijä: | Birch, D. McPhail, J. |
| Otsikko: | Does accent matter in international television advertisements? |
| Lehti: | International Journal of Advertising
1999 : VOL. 18:2, p. 251-268 |
| Asiasana: | ADVERTISING INTERNATIONAL TELEVISION ADVERTISING |
| Kieli: | eng |
| Tiivistelmä: | Standardisation of international advertising campaigns and relaxed advertising regulations have led to Australian consumers being exposed to higher levels of foreign-produced advertising. The study described here assesses the impact on Australian consumers of foreign spokespersons in TV advertisements using a "voice-over" technique. This technique was assessed with respect to the following characteristics: expertise, trustworthiness, professionalism, likability, dynamism, similarity to audience, and their overall attitude towards the advertisement. |
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