The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example

Jyh‐Shen Chiou

28 citations0/0 files storedInternational Journal of Advertising

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

Abstract

This study explores the effectiveness of transformational vs. informational and traditional vs. Westernised appeals in the Taiwanese market. Using 116 televised commercials in Taiwan as the objects of study, the results showed that although Westernised appeals were becoming popular, transformational and traditional appeals were still favoured more in the market. The results also showed that the information/effective factor was not as effective as the warmth factor in generating ad liking in this Eastern and rapidly developing society.

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References

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