Content Analysis In Advertising

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A CONTENT ANALYSIS OF EMOTIONAL AND RATIONAL APPEALS IN SELECTED PRODUCTS ADVERTISING

DR. PRIYAKA KHANNA
Department of Commerce
Khalsa College for Women, Ghumar Mandi
Civil Lines, Ludhiana-141001, Punjab
Email: khanna_priyaka@yahoo.com
(M): 98148-18576

ABSTRACT
A content analysis of 200 television commercials was conducted in order to identify the frequency of emotional and rational appeals under important product categories. The study also investigated the most preferred appeals by rural and urban children of Punjab.480 respondents in the age group 8-14 years were selected for the study. Age and gender differences with respect to preferences in regard to appeals were also analyzed. The study indicated that all number of appeals present
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The study of content analysis of children’s television advertising has become very interesting area in academic research. The whole idea about the content analysis revolved around understanding the commercial processes involved while children view advertising. This also considers the manner in which children perceive and react to these advertisements. A relatively small number of studies have concentrated on the content of advertising aimed at children. The content analysis of advertising can provide a rich data source about the underlying assumptions of advertisers concerned with which advertising characteristics will attract specific audience groups. It is a valuable tool for predicting the effectiveness of advertising. One important antecendent of the effectiveness of a persuasive message is the enjoyment triggered by its content. It is an important instrument to improve our understanding of advertising effectiveness. Previous content analysis studies had focus primarily on what is being advertised but scholar in recent studies had attempted to examine what is being said to children and how it is being said (Palan and Lacznicak,…show more content…
It is the specific way in which a commercial relates to certain tastes and preferences of customer. It is connection between the emotions or logic of the advertisement and the consumer’s response to the advertisement (Wells, Moriarty and Burnett, 2006)2. Both brand attitude and purchase intention are largely determined by the consumers’ attitudes towards the commercials. When children like the commercial, the chance that they also like the brand and ask their parents to buy the brand is greatly enhanced (Derbaix and Bree, 19973: Moore and lutz, 20004). It is evident, therefore that the use of appeals that suit the tastes and preference of children and teenagers can contribute greatly to advertising effectiveness. In general message appeals can be categorized into two overarching categories; Rational and

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