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An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis


Bušljeta Banks, Ivana; De Pelsmacker, Patrick
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis // Advances in Advertising Research (Vol. IV) / Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro (ur.).
Wiesbaden: Springer Fachmedien Wiesbaden, 2013. str. 299-312 doi:10.1007/978-3-658-02365-2_23


Naslov
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis

Autori
Bušljeta Banks, Ivana ; De Pelsmacker, Patrick

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, znanstveni

Knjiga
Advances in Advertising Research (Vol. IV)

Urednik/ci
Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro

Izdavač
Springer Fachmedien Wiesbaden

Grad
Wiesbaden

Godina
2013

Raspon stranica
299-312

ISBN
978-3-658-02364-5

ISSN
1869-6929

Ključne riječi
Purchase Intention Uncertainty Avoidance Television Advertising Rational Appeal Emotional Appeal

Sažetak
Probability markers are specific words or phrases used to signal to which degree is it likely that a given claim or argument is true. They indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers’ tendencies to counter-argue the claim of the ad (Vestergaard and Schroder, 1985) or to enhance the credibility of the claim (Areni, 2002).

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Kognitivna znanost (prirodne, tehničke, biomedicina i zdravstvo, društvene i humanističke znanosti)



POVEZANOST RADA


Ustanove
Zagrebačka škola ekonomije i managementa, Zagreb

Profili:

Avatar Url Ivana Bušljeta Banks (autor)

Citiraj ovu publikaciju

Bušljeta Banks, Ivana; De Pelsmacker, Patrick
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis // Advances in Advertising Research (Vol. IV) / Rosengren, Sara ; Dahlén, Micael ; Okazaki, Shintaro (ur.).
Wiesbaden: Springer Fachmedien Wiesbaden, 2013. str. 299-312 doi:10.1007/978-3-658-02365-2_23
Bušljeta Banks, I. & De Pelsmacker, P. (2013) An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis. U: Rosengren, S., Dahlén, M. & Okazaki, S. (ur.) Advances in Advertising Research (Vol. IV). Wiesbaden, Springer Fachmedien Wiesbaden, str. 299-312 doi:10.1007/978-3-658-02365-2_23.
@inbook{inbook, year = {2013}, pages = {299-312}, DOI = {10.1007/978-3-658-02365-2\_23}, keywords = {Purchase Intention Uncertainty Avoidance Television Advertising Rational Appeal Emotional Appeal}, doi = {10.1007/978-3-658-02365-2\_23}, isbn = {978-3-658-02364-5}, issn = {1869-6929}, title = {An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis}, keyword = {Purchase Intention Uncertainty Avoidance Television Advertising Rational Appeal Emotional Appeal}, publisher = {Springer Fachmedien Wiesbaden}, publisherplace = {Wiesbaden} }

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