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Final Master Thesis _MDaniels.pdf (1.82 MB)

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EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION

Marisha, Daniels Ashley
http://orcid.org/0000-0002-4750-1043
http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546

Abstract Details

2018, Master of Applied Communication Theory and Methodology, Cleveland State University, College of Liberal Arts and Social Sciences.
This study empirically investigates the effects of advertisement appeals on transportation, cognitive response activity, attitude toward the ad, and attitude toward the product. Participants were a mixture of college students and individuals who were recruited via social media. Participants were selected at random to view the hard-sell or soft-sell advertisement. Results found that participants who viewed the soft-sell advertisement had higher transportation scores, and participants who viewed the hard-sell advertisement had higher scores of cognitive response activity. The were no significant interaction effects of transportation and type of ad on attitude toward the advertisement, and cognitive response activity and type of ad on attitude toward the product. Evidence shows that advertisements with narrative elements can lead to transportation. This study contributes to the understanding of the transportation imagery model and advertising appeals.
Richard Perloff, PhD (Advisor)
Kimberly Neuendorf, PhD (Committee Member)
Cheryl Campenella Bracken, PhD (Committee Member)
92 p.
Communication
transportation, narrative persuasion, cognitive response, soft-sell advertisements, hard-sell advertisements, attitude toward the product, attitude toward the advertisement

Recommended Citations

Citations

  • Marisha, D. A. (2018). EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546

    APA Style (7th edition)

  • Marisha, Daniels. EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION . 2018. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546.

    MLA Style (8th edition)

  • Marisha, Daniels. "EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION ." Master's thesis, Cleveland State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546

    Chicago Manual of Style (17th edition)

csu1530195903610546
1,290
© 2018, some rights reserved.Creative Commons License EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION by Daniels Ashley Marisha is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Cleveland State University and OhioLINK.