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Journal of applied research and technology
versión On-line ISSN 2448-6736versión impresa ISSN 1665-6423
Resumen
ULLAH, Rahat; AHMAD, Ghayur; ADIS, Azaze-Azizi Abdul y 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 27-Ene-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.
Palabras llave : Print advertisements; recall effect; attitude; emotional words.