Global ETD Search
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Showing 1 to 3 of 3 for “"Advertising copy."”.
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Narrative advertising copy with hedonic and utilitarian products: when does narrative persuasion attenuate?
… aims to test persuasiveness within narrative ads copy. It is suggested that narrative advertisements are better at persuading consumers than non-narrative advertisements because stories transport people into the narrative world, which prevents people from counterarguing and scrutinizing ad copy …
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An investigation of multiple message processing within the context of purchase intention change
… results when people read and think about written advertising copy. The three models were derived from the principals of information processing 4 theory. This framework predicts that change in intention is a function of the discrepancy between a message and the person's initial stance before …
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Toward a Rhetoric of Marketing for High-Tech Services
The market for high-tech services is expanding, and writers will have to create more documents to market these services. Researchers note marked differences between traditional goods marketing and services marketing. A rhetorical framework for high-tech services marketing will give writers a tool …