期刊
JOURNAL OF ADVERTISING
卷 31, 期 2, 页码 49-61出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/00913367.2002.10673666
关键词
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Humorous, warm, and rational television and print advertisements are tested in similar television and print contexts. The impact of ad style/context style congruency and context appreciation on the attitude toward the ad and recall was studied. Results show that low involvement persons perceived ads embedded in a congruent context as clearer and more likable. High involvement persons perceived ads embedded in a contrasting context as having a higher likeability and clarity. Ads shown in a highly appreciated television or print context resulted in a more positive attitude toward the ad. As opposed to a print environment, in a television context, ad content and brand recall were positively influenced by a positively appreciated context.
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