Advances in Advertising Research (Vol. V): Extending the by Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro

By Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

Advances in advertisements learn are released through the ecu advertisements Academy (EAA). This quantity is a compilation of analysis provided on the twelfth overseas convention in advertisements (ICORIA) which used to be held in Zagreb (Croatia) in June 2013. The convention collected one hundred and five major researchers from 23 international locations less than the convention subject matter “To Boldly Go... Extending the limits of Advertising”. The e-book presents foreign cutting-edge learn with 23 articles via popular students from the global ICORIA network.

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1, 37-54. ;J. O'Malley;D. Serwadda and C. Apisuk (2008), "The history and challenge of HIV prevention" in: Lancet, Vol. 372, No. 9637, 475-488. G. (1986), "Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance" in: Journal of Consumer Research, Vol. 13, No. 2, 196-213. S. J. " in: Health Policy, Vol. 91, No. 2, 135-141. Mukherjee, A. and L. Dubé (2012), "Mixing emotions: The use of humor in fear advertising" in: Journal of Consumer Behaviour, Vol. 11, No.

30, No. 9, 811-825. Brennan, L. and W. Binney (2010), "Fear, guilt, and shame appeals in social marketing" in: Journal of Business Research, Vol. 63, No. 2, 140-146. G. S. Babrow (2004), "The Role of Empathy in Responses to Persuasive Risk Communication: Overcoming Resistance to HIV Prevention Messages" in: Health Communication, Vol. 16, No. 2, 159-182. D. Pelsmacker;W. Janssens and N. Dens (2009), "Fear, Threat and Efficacy in Threat Appeals: Message Involvement as a Key Mediator to Mesasge Acceptance" in: Accident Analysis and Prevention, Vol.

205-206). Further, there is evidence, if only limited, suggesting that color is conceptually processed (Mecklenbrauker, Hupback and Wippich, 2001; Wippich and Mecklenbrauker, 1998); color “may become part of a semantic memory representation and is thus accessible in conceptual tests of implicit memory” (Wippich and Mecklenbrauker, 1998, p. Thus, it is predicted that 38 Kyrousi and Panigyrakis the background color of an advertisement will become part of the meaning attached to the stimulus via a semantic analysis, thus enhancing conceptual fluency.

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