Dominant Advertisement Strategies in Iranian TV Commercials and their Cognitive Effect

Parvaneh Khosravizadeh, Saeedeh Jafari Pazoki

Abstract


Advertising strategies are some factors in the content and form of advertisements which are intended to have certain effects on ad viewers or potential customers. These effects could be defined as the kind of cognitive responses they are expected to elicit in their audiences. This study examined 39 Iranian TV commercials in seven product categories to identify the most dominant strategies used by the advertisers and investigated the effect of product type on the selection and use of these strategies. The results showed that Iranian TV commercials used a mixture of analytic and effective cognitive strategies among which “elaborating on the reasons to buy”, “explaining the quality appeal” are the most favorite analytic based strategies and use of emotion and mood arising words is the most dominant affective based advertising method. The results also endorse significant effect of product type on types of strategies employed in the ads. 


Keywords


Communication, Advertisement Strategies, Cognition, TV Commercials, Cognitive Strategies

Full Text:

PDF

References


Chaudhuri, A., & Buck, R. (1995). Affect, reason, and persuasion advertising strategies that predict affective and analytic‐cognitive responses. Human Communication Research, 21(3), 422-441.

Cook, G. (2001). The discourse of advertising. London: Routledge.

Fennis, B. M., & Stroebe, W. (2010). The psychology of advertising. USA: Psychology Press.

Harris, R. J., Sturm, R. E., Klassen, M. L., & Bechtold, J. I. (1986). Language in advertising: A psycholinguistic approach. Current Issues and Research in Advertising, 9(1-2), 1-26.

Keller, P. A., Lipkus, I. M., & Rimer, B. K. (2002). Depressive realism and health risk accuracy: The negative consequences of positive mood. Journal of Consumer Research, 29(1), 57-69.

Loken, B. (2006). Consumer psychology: categorization, inferences, affect, and persuasion. Annu. Rev. Psychol., 57, 453-485.

Robinson, M. D. (1998). Running from William James' bear: A review of preattentive mechanisms and their contributions to emotional experience. Cognition & Emotion, 12(5), 667-696.

Venkatraman, M. P., Marlino, D., Kardes, F. R., & Sklar, K. B. (1990). The interactive effects of message appeal and individual differences on information processing and persuasion. Psychology & Marketing, 7(2), 85-96.




DOI: https://doi.org/10.7575/aiac.ijalel.v.7n.1p.1

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

2012-2023 (CC-BY) Australian International Academic Centre PTY.LTD. 

International Journal of Applied Linguistics and English Literature

To make sure that you can receive messages from us, please add the journal emails into your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.