A Content Analysis Of Advertising Transitions: Impact Of Brand Name, Persona, And Appeals

Abstract

Advertising has long been considered an element of Integrated Marketing Communication (IMC) tools and has played a crucial role in delivering messages that are reflected by various environmental situations. The authors of this paper posit that components of advertising including contents of messages, language, choice of persona and appeals are strongly affected by such environmental factors as social, cultural, and economic movements. Based on this consideration, this study investigates the trend in advertising markets by reflecting transitional market issues. In particular, this study investigates the effects of brand name, celebrities’ roles, age groups, gender, and advertising appeals. The purpose of the study is to investigate the following elements of advertising that are often affected by such recent transitions as social, cultural, and economic movements: i) effects of a brand name containing meanings; ii) effects of a brand name stemming from the native language; iii) effects of celebrities appearances in ads, iv) effects of age groups and the role of gender in the persona; and v) effects of advertising messages that include rational or emotional appeals. This study conducted content analysis by examining selected TV commercials and gives implications of how the effectiveness of advertising is related to the aforementioned environmental movements, emphasizing which issues should be considered for future advertising content.