Advertising Content and Irritation

Patrick De Pelsmacker · Joachim Van den Bergh

59 citations0/0 files storedJournal of International Consumer Marketing

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

Abstract

The irritation caused by 226 Belgian commercials, broadcast in 1995, is measured across a representative sample of consumers and an extensive content analysis of the commercials is carried out. The relationship between ad characteristics and the level of irritation is studied. Furthermore, the interaction effects between ad characteristics on the one hand and the product category advertised and campaign weight on the other is analysed. On the basis of our findings, we can conclude that, as far as avoiding irritation in advertising is concerned, it not only matters how advertisers say it, but also what they are talking about and how often they repeat it. Moreover, each of the factors mentioned influence each other.

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2025Advances in Consumer Research 1968Attitudinal effects of mere exposure.1986Communication and Persuasion 1981Attitudes and Persuasion: Classic and Contemporary Approaches 1983Advances in Consumer Research 1992Advances in Consumer Research 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?2014Cognitive Responses in Persuasion

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