Chinese Viewers' Perception of Informative and Emotional Advertising

Kara Chan

41 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Media, Gender, and Advertising Advertising and Communication Studies

Abstract

A systematic analysis of Chinese viewers' perception of television advertising was conducted using a sample of sixty commercials which were viewed by 160 respondents per commercial, who selected from a list of twenty adjectives adopted from the Aaker and Bruzzone (1981) study. Results indicated great differences in viewers' perceptions: informative commercials were most frequently considered to be ‘dull’, ‘uninteresting’ and ‘informative’, while emotional commercials were described as ‘appealing’, ‘interesting’ and ‘original’. Emotional advertising scored higher on ‘liking’ and perceived brand image than informative advertising. Factor analysis was carried out across commercials and individuals.

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References

1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1986Affective Responses Mediating Acceptance of Advertising 1981Attitude toward the AD as a Mediator of Consumer Brand Choice 1977An Analysis of Information Content in Television Advertising 1979A Profile of Responses to Commercials 1990Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact 1987The Role of Affect in Consumer Behavior: Emerging Theories and Applications 1970A multidimensional set of rating scales for television commercials.

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