Journal ArticleDOI
Nostalgic advertising in India: a content analysis of Indian TV advertisements
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TLDR
In this article, the authors examined the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).Abstract:
Purpose
The purpose of this paper is to examine the presence of nostalgic advertising in Indian television and its execution with reference to extent of information disclosure, level of involvement, type of products and stages in product life cycle (PLC).
Design/methodology/approach
This research uses a content analysis of 700 TV advertisements aired between January-December 2013 from top five Indian TV channels based on their rank according to Gross Viewership in Thousands.
Findings
Humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy (vis-a-vis high/medium information disclosure strategy) and are more commonly used for low involvement products (vis-a-vis high involvement products), experience products (vis-a-vis search products), and non-durables (vis-a-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC (vis-a-vis introduction stage).
Originality/value
This is the first research to analyse the content and execution of nostalgic advertising in India. This study is also one of the first to provide a comprehensive framework on nostalgic advertising. The interrelationships among variables such as product category, process of emotional appeal, degree of information disclosure and stage in PLC has not been investigated earlier, in the context of nostalgic advertising. Moreover, this study is the first attempt to present a snapshot of TV ads in India.read more
Citations
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Journal ArticleDOI
The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures
TL;DR: In this paper, the effects of different emotional green appeals on consumers' attitude towards the advertisement, perceived value, and purchase intention were analyzed through the conditional process model analysis based on the data.
Journal ArticleDOI
The roles of message appeals and orientation on social media brand communication effectiveness: An evidence from Indonesia
TL;DR: In this article, the effectiveness of brand communication activities on Facebook, Twitter, and Instagram among major Indonesian brands by assessing the message appeals, orientation, and consumer responses was explored, and a content analysis of 10,752 social media posts was conducted from the official Facebook and Twitter accounts of 43 leading brands in Indonesia during a six-month period between July and December 2016.
Journal ArticleDOI
The effects of different, discrete positive emotions on electronic word-of-mouth
Felix Septianto,Tung Moi Chiew +1 more
TL;DR: This article examined the effect of discrete positive emotions on the acceptance of electronic word-of-mouth (EWOM) and found that not all positive emotions are equally effective to increase acceptance of EWOM.
Journal ArticleDOI
Antecedents of consumers’ perception towards online advertising in malaysia: the structure equation modeling approach
TL;DR: In this paper, the antecedents of consumers' perception towards online advertising in Malaysia have been determined by reviewing the existing literatures available in the same field, and the results indicated the significant positive relationships between consumer perception and consumer acceptance.
Journal ArticleDOI
The impact of nostalgic emotion on brand trust and brand attachment: An empirical study from China
Tao Wen,Tong Qin,Raymond R. Liu +2 more
TL;DR: Zhang et al. as discussed by the authors constructed a theoretical model of the impact of nostalgic emotion on brand trust and brand attachment and corresponding research hypotheses are proposed to make up the deficiency of theoretical research in nostalgic marketing and is helpful for the original theories of brand marketing and experiential marketing.
References
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Journal ArticleDOI
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
TL;DR: This article found that manipulation of argument quality had a greater impact on attitudes under high than low involvement, but the manipulation of product endorser had a higher impact under low than high involvement.
Journal ArticleDOI
Free Competition and the Optimal Amount of Fraud
Michael R. Darby,Edi Karni +1 more
TL;DR: In this paper, the authors explore the reasons for and determinants of the provision by a firm of false information to a consumer so as to induce purchases which would not be made if the consumer possessed full information about the qualities of his purchase.
Journal ArticleDOI
Advertising as Information
TL;DR: In this paper, the major features of the behavior of advertising can be explained by advertising's information function, and it is shown that the most important information conveyed by advertising is simply that the brand advertises.
Journal ArticleDOI
Content Analysis in Consumer Research
TL;DR: The use of documentary evidence such as historical records, novels, existing advertisements, and photographs has been little used in consumer research as mentioned in this paper, which has been shown to be useful in consumer behavior analysis.
Journal ArticleDOI
Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information From Ads
TL;DR: In this article, the authors show that advertising executional cues can influence communication effectiveness, and that communication effectiveness is in part driven by consumer behavior, which is similar to our findings.
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