Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Emotional vs. Rational Approach of Print Advertising: from the Swedish consumer's perspective
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Nowadays, marketers can choose between plenty of different marketing channels when reaching out to consumers. It is difficult for marketers to achieve successful advertisement due to all advertisements the world contains and because of more and more homogenous products. Also, consumers are being exposed to large amounts of advertisements and can easily choose not to pay attention to them, especially when it comes to printed ads, since they can choose whether to look at them or not. Marketers must find a way to create successful ads, and the approach can be either rational or emotional. There is an ongoing debate about which approach is the best, and the purpose of this study is to gain a better understanding on how consumers perceives rational versus emotional ads.This study is a qualitative study and six people have been interviewed around the city of Luleå. The purpose of this study is to help international advertisers gain a deeper understanding of the Swedish consumer’s perception, of both emotional and rational printed ads, by looking at how to capture their attention and how describe their attitudes toward the ad.Our main findings are that celebrities and sexual content generate a high level of attention from the viewers. Further, rational ads should include understandable and trustworthy information in order to receive positive attitudes from the consumer. The emotional ads received mixed and strong feelings, and generated attention. However, marketing managers need to be careful in order to not influence the consumer negatively.

Place, publisher, year, edition, pages
2014.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: urn:nbn:se:ltu:diva-58752Local ID: f511cbb6-2975-4422-a90d-1abce1690c90OAI: oai:DiVA.org:ltu-58752DiVA: diva2:1032140
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Supervisors
Note
Validerat; 20140829 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(709 kB)106 downloads
File information
File name FULLTEXT02.pdfFile size 709 kBChecksum SHA-512
0cc60bc9477540699c9d1deae391e0d3fc7dab26783ed6a2b94dec8f5373d9fded85a8a2c7c5a7c6414657ef821896ee01f7b2ecb46961effd84f0232e1449aa
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 106 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 48 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf