Advertising appeal and tone: Implications for creative strategy in television commercials

This exploratory study examines the effectiveness of social robots’ ability to deliver advertising messages using different “appeals” in a business environment. Specifically, it explores the use of three types of message appeals in a human-robot interaction scenario: guilt, humour and non-emotional. The study extends past research in advertising by exploring whether messages communicated by social robots can impact consumers’ behaviour. Using an experimental research design, the emotional-themed messages focus on the health-related properties of two fictitious energy drink brands. The findings show mixed results for humour and guilt messages. When the robot delivered a promotion message using humour, participants perceived it as being less manipulative. Participants who were exposed to humourous messages also demonstrated a significantly greater intent for future purchase decisions. However, guilt messages were more likely to persuade consumers to change their brand selection. This study contributes to the literature as it provides empirical evidence on the social robots’ ability to deliver different advertising messages. It has practical implications for businesses as a growing number seek to employ humanoids to promote their services.

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“…. " [41][42][43][44][45][46]. It refers to the theme of the message, which assists in communicating the message content [42].…”

Section: Message Appealsmentioning

confidence: 99%

“…In the field of marketing communications, an advertising appeal "is the basic idea that the advertiser wants to communicate to the audience…" [41][42][43][44][45][46]. It refers to the theme of the message, which assists in communicating the message content [42].…”

Section: Message Appealsmentioning

confidence: 99%

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

et al. 2022

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“…The appeal of an advertisement will provide the initial impetus for a viewer to act (Manrai et al, 1992). Advertisement appeal can be classified as either rational or emotional, with a consumer choosing to act either because of an emotional or rational response (Stafford, 1993).…”

Section: Advertisement Appealmentioning

confidence: 99%

The Inference of the Characteristics of Pharmaceutical Drug Advertising upon the level of Physicians’ Acceptance of Drugs in Jordan

Al-Dmour¹,

Al‐Zu'bi²,

Fahmawi³

2013

IJBM

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This research aims to identify the characteristics of pharmaceutical drug advertisements and to investigate its influence upon the level of physicians' acceptance. The population of the research consists of all physicians working in the private sector in Amman. The researchers used a questionnaire to collect the primary data for the sample of the research in order to achieve the researcher's objectives. The results of the research showed that the level of physicians' acceptance is affected by different characteristics of pharmaceutical advertisement, such as advertisement through broadcast, network media, and advertisement language and advertisement duration.The results also showed that advertisement duration is the most influential characteristic of advertisement on the level of physicians' acceptance, while the effect of broadcast media is stronger than network media on the level of physicians' acceptance, the advertisement through print media, advertisement appeal, advertisement simplicity, advertisement credibility and advertisement frequency have no influence on the level of physicians' acceptance.The researchers recommended that marketing managers should focus on different characteristics of pharmaceutical drug advertisement to increase the levels of physicians' acceptance mainly through broadcast and network media.

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Advertising Execution Styles Matter - A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour

Terblanche-Smit

Huyssteen²,

Preez

2015

Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing

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Advertising appeal and tone: Implications for creative strategy in television commercials

Cited by 6 publications

References 18 publications

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

The Effectiveness of Robot-Enacted Messages to Reduce the Consumption of High-Sugar Energy Drinks

The Inference of the Characteristics of Pharmaceutical Drug Advertising upon the level of Physicians’ Acceptance of Drugs in Jordan

Advertising Execution Styles Matter - A Fear-Based Experiment on Attitude, Susceptibility, Efficacy and Behaviour

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