The Cultural Meaning Transfer of Fashion Aesthetics

Fowler, Jie G.; Muncy, James A.; Iyer, Rajesh

doi:10.1080/10641734.2017.1291380

Cited by 5 publications

(1 citation statement)

References 45 publications

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“…Subsequently, consumers perceive and decode the advertised meanings, and the meaning transfer is reflected in consumer attitudes towards and beliefs about the advertised service (McCracken, 1989). The meaning transfer model has been widely applied in a variety of contexts such as the use of celebrity endorsers in advertising (e.g., Roy, 2018;Miller and Allen, 2012; Halonen-Knight and Hurmerinta, 2010), the use of animals in advertising (Spears et al, 1996), cultural values in advertising (Czarnecka et al, 2018), or fashion and beauty (Fowler et al, 2017…”

Section: Cultural Meaning Transfermentioning

confidence: 99%

How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers

Czarnecka

Mogaji

2020

IJBM

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Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferred to consumers via advertising. Design/methodology/approach Study 1 employed content analysis to examine the use of emotional appeals in loan advertisements. Over 2,900 editions of eight British newspapers were monitored for advertisements for loans containing emotional appeals. Study 2 employed 33 semi-structured interviews to explore consumers’ perceptions of emotional appeals in loan advertisements. Findings Loans were positioned as services providing relief, security and excitement. The use of negative emotional appeals such as guilt, fear and sorrow was sporadic. Loans that carried the most risk were advertised with positive emotional appeals the most frequently. Five dimensions of perceptions of emotional loan advertisements were conceptualised from the reported data in Study 2. Originality/value This is the first study in the UK to examine the use of emotional appeals in loan advertising and to explore consumers’ perceptions of loan advertisements featuring emotional appeals. The study identified five dimensions of perceptions of emotional appeals.

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