Informativeness In Advertising

1329 Words6 Pages
In a book "Advertising and promotion" it is described "Because of the role advertising and promotions are inquire to assume, the message and media strategies design to accomplish the sales support objectives are again different from those in the consumers products market. Messages tend to be more information loaded to the point and design to draw out inquiries or a question. Illustration, humor or sex appeals are much less commonly employed (George & Michael, 1998).
In a research paper, Jean Masquit explains that we are being exposed to the media from very early ages. The images shown through media surround us and teach us lesson about how the world should be viewed. Television is the main source to get information for the today's youth. This
…show more content…
The study described that French advertisements made greater use of humor, emotional appeals and sex appeals, while U.S. advertisements enclosed a greater amount of information signals.
Content Analysis of Advertising Weinberger and Spotts (1989) conducted a comparative content analysis of the information content in television advertising in the United Kingdom and the United States. The results revealed that U.S. television advertising enclosed a greater level of information content than British advertising. A comparison between the U.S. sample and a (Resnik and Stern)1977 study discovered that informativeness has increased in U.S. advertising over a decade. Overall, the ads for high connection and normal products contained higher information content. The researchers explained that the differences between the American and British advertising are related to the primary socio-cultural setting in the respective
…show more content…
Using the content analysis method they attempted to establish if there was any cultural value difference in advertising in terms of individual determinism and materialism. The study found that the U.S. advertisements put more emphasis on individual determinism and materialism as compared to the Japenese.
Mueller (1987) studied magazine advertisements of United States and the Japan. Using a content analysis method, the investigator compared the themes in advertising and concluded that there were major similarities among the consumers in the two countries. The researcher found that the same crucial advertising appeals were used in both U.S. and Japanese advertisements. However, the level to which these appeals were used varied from one country to another. Muller suggested that the sensitivity to cultural differences is highlighted through the changing degrees of the same appeal. The author concluded that appeals such as status appeal and product worth are

More about Informativeness In Advertising

Open Document