The Impact of Advertisement Slogan on the Brand Image and Purchase Intention of Consumer
| Autor: | Lee Hsiao Yuan, 李曉源 |
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| Rok vydání: | 2007 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 95 The design purpose in advertising slogan genre, is the research on accurate, vivid vocabulary expression, incurring consumers’ highest resonance. Nowadays many classic advertising slogans have become necessary vocabulary in general public’s lives. There exists a certain figure of speech behind every familiar advertising slogan, it is worth to go into detail. Advertising slogans can generate different advertising effects through various mass media platforms, this survey research is based on television, broadcasting and newspapers, which are unique in their own characteristics. The thesis is focused on consumers’ improved brand awareness and buying preference under exposure in different figure of speeches and advertising slogan messages conveyed by different types of media. Variants such as consumer age, gender and income are also analyzed to study the differences. The research result shows: 1. Consumers’ brand awareness and buying preference are different under exposure in different figure of speeches and advertising slogan messages conveyed by different types of media. 2. Consumers’ brand awareness and buying preference under exposure in different figure of speeches and advertising slogan messages conveyed by different types of media, are different by influence of consumer age, gender and income. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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