Perception Of Television Advertising From Chinas Young Generation

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Lijie Li
Laurent Scaringella


Television Advertising, Celebrity Endorsement, Credibility, Product and Brand Recalls


This paper aims to examine the elements employed in television advertising, which affect consumer attitudes toward advertised products and brands. 384 young Chinese responded to a survey questionnaire. This paper finds that celebrity endorsement positively affects creativity in television advertising. The credibility of television advertisement positively affects the recall of products and brands. Celebrities in television advertising or people who have professional knowledge as endorsers decrease the credibility of television advertisements contrary to the results of previous research. Creativity in television advertising has a negative effect on the recalls of products and brands. This paper offers insight about the young generations perception of television advertising in China. It provides a debated perspective that creativity in television advertising negatively affects product and brand recalls.


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