Abstract

ULLAH, Rahat; AHMAD, Ghayur; ADIS, Azaze-Azizi Abdul  and  ZEB, Atya. Advertisers use online reviews to design more effective advertisements. J. appl. res. technol [online]. 2022, vol.20, n.2, pp.237-244.  Epub Jan 27, 2023. ISSN 2448-6736.  https://doi.org/10.22201/icat.24486736e.2022.20.2.982.

The key advertisement element “text” has a unique effect on advertisements and a number of studies have examined how advertisements need to be effective and persuasive. This paper aims to mine the customer reviews for emotional, non-emotional content to design more effective advertisements. The results suggest that the recall effect is higher for print advertisements containing emotional content. Also, we found that advertisements with a mix of emotional and non-emotional content will have a positive attitude towards the print advertisements. Furthermore, It has been found that viewing advertisements with a mix of both emotional and non-emotional text will increase purchase intension among consumers.

Keywords : Print advertisements; recall effect; attitude; emotional words.

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