TY - GEN
T1 - Attitudes toward animation in television advertising : a cross-cultural study
AU - Ly, Wenny
AU - Evangelista, Felicitas
PY - 2010
Y1 - 2010
N2 - This paper presents the results of an experiment about adult attitudinal responses towards animated and non-animated television advertisements for different product types. In addition, a cross-cultural comparison of responses of viewers from high-context and low-context cultures was undertaken. On the basis of the results, the study identifies the conditions under which animation is indicated to be an effective television advertising tool.
AB - This paper presents the results of an experiment about adult attitudinal responses towards animated and non-animated television advertisements for different product types. In addition, a cross-cultural comparison of responses of viewers from high-context and low-context cultures was undertaken. On the basis of the results, the study identifies the conditions under which animation is indicated to be an effective television advertising tool.
UR - http://handle.uws.edu.au:8081/1959.7/563097
UR - http://kamsconference.org/2010/main.htm
M3 - Conference Paper
BT - Marketing in a Turbulent Environment: Proceedings of the 2010 Global Marketing Conference\,Tokyo, Japan, 9-12 September 2010
PB - Korean Academy of Marketing Science
T2 - Global Marketing Conference
Y2 - 19 July 2012
ER -