Sociology 2172A/B Chapter Notes - Chapter 1: Collectivism, Content Analysis, Advertising Campaign
14 Jul 2016
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Central message values and motives included in the appeal. Execution the casting and activities of people, the setting, and the interrelationship. Includes values and motives that define the central message. Connects with some emotion that makes the product particularly attractive or interesting (e. g. , security, self-esteem, fear, sex, and sensory pleasure: used to describe a general creative strategy. Advertising style = appeal (including motives) + basic advertising form + execution. Appeals reflect the values of that culture o. The the values of consumers are congruent with the values reflected in advertising, the link to liking the ad, the brand, or the company increases (more effective advertising) Content analysis based studies have revealed culture-specific appeals in advertising that can be explained by the hofstede dimensions. Most research conducted to analyze values in advertising appeals is comparative content analysis of advertising o. Content analysis has been criticized for providing description without prescription.
