A3 Vertaisarvioitu kirjan tai muun kokoomateoksen osa
Emotional Persuasion in Localized Advertising: Analyzing the Dialectal Language and Visual Images
Tekijät: Pajuranta Katariina
Toimittaja: Alexandra Vignolles, Martin K.J. Waiguny
Kustannuspaikka: Wiesbaden
Julkaisuvuosi: 2023
Kokoomateoksen nimi: Advances in Advertising Research (Vol. XII)
Sarjan nimi: Advances in Advertising Research
Numero sarjassa: 12
Aloitussivu: 351
Lopetussivu: 366
ISBN: 978-3-658-40428-4
eISBN: 978-3-658-40429-1
ISSN: 2626-0328
DOI: https://doi.org/10.1007/978-3-658-40429-1_24
Verkko-osoite: https://doi.org/10.1007/978-3-658-40429-1_24
Rinnakkaistallenteen osoite: https://research.utu.fi/converis/portal/detail/Publication/180228838
The purpose of this study is to investigate emotional persuasion in localized advertising by exploring how language and images are used to appeal emotionally. The empirical data consists of 32 TV commercials in spoken Swiss-German dialect by the Swiss cooperative Migros. The study is conducted through a mixed-methods approach of content analysis and qualitative analysis (linguistic and semiotic analysis). The outcome of the study is a framework of emotionally persuasive advertising in emotionally appealing dialectal language, emotionally appealing images, and their interplay. The framework opens new perspectives on understanding emotionally appealing advertising.
Ladattava julkaisu This is an electronic reprint of the original article. |  |
