haku: @indexterm corporate image / yhteensä: 407
viite: 57 / 407
| Tekijä: | Pope, N. K. Voges, K. E. Brown, M. R. |
| Otsikko: | The effect of provocation in the form of mild erotica on attitude to the ad and corporate image - differences between cause-related and product-based advertising |
| Lehti: | Journal of Advertising
2004 : VOL 33:1, p. 69-82 |
| Asiasana: | ADVERTISING ATTITUDES CORPORATE IMAGE |
| Kieli: | eng |
| Tiivistelmä: | Over the last twenty years the use of provocative images in advertising has become more common. Provocative advertising often is perceived a deliberate attempt to gain attention through shock. This article investigates individuals reactions to a provocative ad. Two analyses are made, and 391 adult subject was conducted. Also two analyses about provocative ads are performed in this article. The analyses examine the effect of stimululs type by product category on attitude to the ad and the effect of stimulus type by cause on corporate image. |
SCIMA