메뉴 건너뛰기




Volumn 48, Issue 3, 2008, Pages 418-432

Attributes of likeable television commercials in Asia

Author keywords

[No Author keywords available]

Indexed keywords


EID: 56249112305     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849908080422     Document Type: Article
Times cited : (28)

References (78)
  • 1
    • 0007206121 scopus 로고
    • Viewer Perceptions of Prime-Time Television Advertising
    • Aaker, D. A., and D. E. Bruzzone. "Viewer Perceptions of Prime-Time Television Advertising." Journal of Advertising Research 21, 5 (1981): 15-23.
    • (1981) Journal of Advertising Research , vol.21 , Issue.5 , pp. 15-23
    • Aaker, D.A.1    Bruzzone, D.E.2
  • 3
    • 0002357963 scopus 로고
    • Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact
    • _, and D. M. Stayman. "Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact." Journal of Advertising Research 30, 4 (1990): 7-17.
    • (1990) Journal of Advertising Research , vol.30 , Issue.4 , pp. 7-17
    • Aaker, D.A.1    Bruzzone, D.E.2    Stayman, D.M.3
  • 4
    • 56249089299 scopus 로고    scopus 로고
    • Recall the Brand?
    • Agee, T. "Recall the Brand?" Marketing Magazine 16, 6 (1997): 63.
    • (1997) Marketing Magazine , vol.16 , Issue.6 , pp. 63
    • Agee, T.1
  • 6
    • 3042892456 scopus 로고
    • Love the Ad. Buy the Product? Why Liking the Advertising and Preferring the Brand Aren't Such Strange Bedfellow After All
    • September
    • Biel, A. L. "Love the Ad. Buy the Product? Why Liking the Advertising and Preferring the Brand Aren't Such Strange Bedfellow After All." Admap, September 1990.
    • (1990) Admap
    • Biel, A.L.1
  • 10
    • 84965624454 scopus 로고    scopus 로고
    • Chinese Culture Connection. Chinese Values and the Search for Culture-Free Dimensions of Culture. Journal of Cross-Cultural Psychology 18, 2 (1987): 143-64.
    • Chinese Culture Connection. "Chinese Values and the Search for Culture-Free Dimensions of Culture." Journal of Cross-Cultural Psychology 18, 2 (1987): 143-64.
  • 11
    • 30744473765 scopus 로고    scopus 로고
    • Creative Failures
    • Cummins, D. "Creative Failures." Ad/Media 11, 7 (1996): 35-37.
    • (1996) Ad/Media , vol.11 , Issue.35-37 , pp. 7
    • Cummins, D.1
  • 14
  • 15
    • 33748532153 scopus 로고    scopus 로고
    • Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers
    • Dou, W., G. Wang, and N. Zhou. "Generational and Regional Differences in Media Consumption Patterns of Chinese Generation X Consumers." Journal of Advertising 35, 2 (2006): 101-10.
    • (2006) Journal of Advertising , vol.35 , Issue.2 , pp. 101-110
    • Dou, W.1    Wang, G.2    Zhou, N.3
  • 16
    • 33845283694 scopus 로고
    • Likeable Ads Work Best, But What Is Likeability? Sharp New Light on Advertising Communication Styles
    • May
    • Du Plessis, E. C. "Likeable Ads Work Best, But What Is Likeability? Sharp New Light on Advertising Communication Styles." Admap, May 1994a.
    • (1994) Admap
    • Du Plessis, E.C.1
  • 18
    • 33748722935 scopus 로고    scopus 로고
    • Communicating with the Cohort: Exploring Generation X Asia's Attitudes towards Advertising
    • Ewing, M. T., and A. Caruana. "Communicating with the Cohort: Exploring Generation X Asia's Attitudes towards Advertising," Journal of International Consumer Marketing 11, 1 (1999): 41-53.
    • (1999) Journal of International Consumer Marketing , vol.11 , Issue.1 , pp. 41-53
    • Ewing, M.T.1    Caruana, A.2
  • 19
    • 85135311196 scopus 로고    scopus 로고
    • The Influence of Religion on the Attitudes towards the Advertising of Controversial Products
    • Fam, K. S., D. Waller, and Z. Erdogan, "The Influence of Religion on the Attitudes towards the Advertising of Controversial Products." European Journal of Marketing 38, 5/6 (2004): 537-55.
    • (2004) European Journal of Marketing , vol.38 , Issue.5-6 , pp. 537-555
    • Fam, K.S.1    Waller, D.2    Erdogan, Z.3
  • 20
    • 56249086416 scopus 로고    scopus 로고
    • Franzen, G. Advertising Effectiveness: Findings from Empirical Research. Henley-on-Thames, U.K.: NTC Publications Limited, 1994.
    • Franzen, G. Advertising Effectiveness: Findings from Empirical Research. Henley-on-Thames, U.K.: NTC Publications Limited, 1994.
  • 21
    • 30744455347 scopus 로고
    • Observations: What Drives Commercial Liking? An Exploration of Entertainment vs. Communication
    • Greene, W. F. "Observations: What Drives Commercial Liking? An Exploration of Entertainment vs. Communication." Journal of Advertising Research 32, 2 (1992): 65-68.
    • (1992) Journal of Advertising Research , vol.32 , Issue.2 , pp. 65-68
    • Greene, W.F.1
  • 22
    • 0031092620 scopus 로고    scopus 로고
    • Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico
    • Gregory, G. D., and J. M. Munch. "Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico." Psychology & Marketing 14, 2 (1997): 99-119.
    • (1997) Psychology & Marketing , vol.14 , Issue.2 , pp. 99-119
    • Gregory, G.D.1    Munch, J.M.2
  • 23
    • 0001081862 scopus 로고    scopus 로고
    • The Influence of Cultural Individualism-Collectivism, Self Construais, and Individual Values on Communication Styles across Cultures
    • Gudykunst, W. B., Y. Matsumoto, S. Ting-Toomey, T. Nishida, K. Kim, and S. Seyman. "The Influence of Cultural Individualism-Collectivism, Self Construais, and Individual Values on Communication Styles across Cultures." Human Communication Research 22, 4 (1996): 510-43.
    • (1996) Human Communication Research , vol.22 , Issue.4 , pp. 510-543
    • Gudykunst, W.B.1    Matsumoto, Y.2    Ting-Toomey, S.3    Nishida, T.4    Kim, K.5    Seyman, S.6
  • 24
    • 56249124896 scopus 로고    scopus 로고
    • Haddon, R. Chinese Civilisation: Study Guide. Palmerston North, New Zealand: Massey University Press, 2000.
    • Haddon, R. Chinese Civilisation: Study Guide. Palmerston North, New Zealand: Massey University Press, 2000.
  • 26
    • 0004134847 scopus 로고
    • Garden City, NY: Anchor Books
    • Hall, E. T. Beyond Culture. Garden City, NY: Anchor Books, 1976.
    • (1976) Beyond Culture
    • Hall, E.T.1
  • 28
    • 21344490207 scopus 로고
    • Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies
    • Han, S. P., and S. Shavitt. "Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies." Journal of Experimental Social Psychology 30, 4 (1994): 326-50.
    • (1994) Journal of Experimental Social Psychology , vol.30 , Issue.4 , pp. 326-350
    • Han, S.P.1    Shavitt, S.2
  • 29
    • 32544433873 scopus 로고    scopus 로고
    • Low Involvement Processing - A New Model of Brand and Advertising
    • Heath, R. "Low Involvement Processing - A New Model of Brand and Advertising." International Journal of Advertising 19, 3 (2000): 287-98.
    • (2000) International Journal of Advertising , vol.19 , Issue.3 , pp. 287-298
    • Heath, R.1
  • 32
    • 0038560626 scopus 로고
    • Like It or Not, Liking is Not Enough
    • Hollis, S. "Like It or Not, Liking is Not Enough." Journal of Advertising Research 35, 6 (1995): 7-16.
    • (1995) Journal of Advertising Research , vol.35 , Issue.6 , pp. 7-16
    • Hollis, S.1
  • 33
    • 84952214166 scopus 로고
    • Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising
    • Hong, J. W., A. Mudderrisoglu, and G. M. Zinkhan. "Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising." Journal of Advertising 16, 1 (1987): 55-68.
    • (1987) Journal of Advertising , vol.16 , Issue.1 , pp. 55-68
    • Hong, J.W.1    Mudderrisoglu, A.2    Zinkhan, G.M.3
  • 36
    • 84952252478 scopus 로고
    • Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal
    • Johar, J. S., and J. Sirgy. "Value-Expressive Versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal." Journal of Advertising 20, 3 (1991): 23-33.
    • (1991) Journal of Advertising , vol.20 , Issue.3 , pp. 23-33
    • Johar, J.S.1    Sirgy, J.2
  • 37
    • 0002934032 scopus 로고
    • Content Analysis in Consumer Research
    • Kassarjian, H. A. "Content Analysis in Consumer Research." Journal of Consumer Research 4, 1 (1977): 8-18.
    • (1977) Journal of Consumer Research , vol.4 , Issue.1 , pp. 8-18
    • Kassarjian, H.A.1
  • 39
    • 0032384055 scopus 로고    scopus 로고
    • High-Versus Low-Context Culture: A Comparison of Chinese, Korean, and American Cultures
    • Kim, D., Y. Pan, and H. S. Park. "High-Versus Low-Context Culture: A Comparison of Chinese, Korean, and American Cultures." Psychology & Marketing 15, 6 (1998): 507-21.
    • (1998) Psychology & Marketing , vol.15 , Issue.6 , pp. 507-521
    • Kim, D.1    Pan, Y.2    Park, H.S.3
  • 41
  • 42
    • 0040321074 scopus 로고
    • The Importance of Likeability as a Measure of Television Advertising Effectiveness
    • Leather, P., S. McKechnie, and M. Amirkhanian. "The Importance of Likeability as a Measure of Television Advertising Effectiveness." International Journal of Advertising 13, 3 (1994): 265-80.
    • (1994) International Journal of Advertising , vol.13 , Issue.3 , pp. 265-280
    • Leather, P.1    McKechnie, S.2    Amirkhanian, M.3
  • 43
    • 0000230822 scopus 로고
    • A Multidimensional Set of Rating Scales for Television Commercials
    • Leavitt, C. "A Multidimensional Set of Rating Scales for Television Commercials." Journal of Applied Psychology 54, 5 (1970): 427-29.
    • (1970) Journal of Applied Psychology , vol.54 , Issue.5 , pp. 427-429
    • Leavitt, C.1
  • 44
    • 2442622376 scopus 로고    scopus 로고
    • A Test of Ad Appeal Effectiveness in Poland and the United States
    • Lepkowska-White, E., T. G. Brashear, and M. G. Weinberger. "A Test of Ad Appeal Effectiveness in Poland and the United States." Journal of Advertising 32, 3 (2003): 57-67.
    • (2003) Journal of Advertising , vol.32 , Issue.3 , pp. 57-67
    • Lepkowska-White, E.1    Brashear, T.G.2    Weinberger, M.G.3
  • 46
    • 0012028285 scopus 로고    scopus 로고
    • Cultural Values Reflected in Chinese and American Television Advertising
    • Lin, C. A. "Cultural Values Reflected in Chinese and American Television Advertising." Journal of Advertising 30, 4 (2001): 83-94.
    • (2001) Journal of Advertising , vol.30 , Issue.4 , pp. 83-94
    • Lin, C.A.1
  • 47
    • 0002467211 scopus 로고
    • An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context
    • MacKenzie, S. B.. and R. J. Lutz. "An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context." Journal of Marketing 53, 4 (1989): 48-56.
    • (1989) Journal of Marketing , vol.53 , Issue.4 , pp. 48-56
    • MacKenzie, S.B.1    Lutz, R.J.2
  • 48
    • 0012085261 scopus 로고
    • Analysis of Information Content in U.S. and Japanese Magazine Advertising
    • Madden, C. S., M. J. Caballero, and S. Matsukubo. "Analysis of Information Content in U.S. and Japanese Magazine Advertising." Journal of Advertising 15, 3 (1986): 38-45.
    • (1986) Journal of Advertising , vol.15 , Issue.3 , pp. 38-45
    • Madden, C.S.1    Caballero, M.J.2    Matsukubo, S.3
  • 49
    • 84925892132 scopus 로고
    • The Relationship of Advertising and Culture in the Philippines
    • Marquez, F. "The Relationship of Advertising and Culture in the Philippines." Journalism Quarterly 52, 3 (1975): 436-42.
    • (1975) Journalism Quarterly , vol.52 , Issue.3 , pp. 436-442
    • Marquez, F.1
  • 50
    • 28244448891 scopus 로고
    • Copy Factors Related to Persuasion Scores
    • Muldovan, S. E. "Copy Factors Related to Persuasion Scores." Journal of Advertising Research 24, 6 (1985): 19-24.
    • (1985) Journal of Advertising Research , vol.24 , Issue.6 , pp. 19-24
    • Muldovan, S.E.1
  • 51
    • 56249141065 scopus 로고    scopus 로고
    • Oxford Dictionary, 3rd ed. Oxford, U.K.: Oxford University Press, 2005.
    • Oxford Dictionary, 3rd ed. Oxford, U.K.: Oxford University Press, 2005.
  • 52
    • 84960662068 scopus 로고
    • Measuring the Cultural Values Manifest in Advertising
    • J. H. Leigh and C. R. Martin, eds. Ann Arbor, MI: University of Michigan, Graduate School of Business
    • Pollay, R. W. "Measuring the Cultural Values Manifest in Advertising." In Current Issues and Research in Advertising, J. H. Leigh and C. R. Martin, eds. Ann Arbor, MI: University of Michigan, Graduate School of Business, 1983.
    • (1983) Current Issues and Research in Advertising
    • Pollay, R.W.1
  • 57
    • 33748341132 scopus 로고    scopus 로고
    • Frogs, Bears and Orgasms: Think Zany If You Want to Reach Today's Consumers
    • June 9
    • Robinson, E. A. "Frogs, Bears and Orgasms: Think Zany If You Want to Reach Today's Consumers." Fortune, June 9, 1997.
    • (1997) Fortune
    • Robinson, E.A.1
  • 58
    • 56249135533 scopus 로고    scopus 로고
    • Roland, S. In Search of Self in India and Japan. New Delhi: Sterling Paperbacks, 1988.
    • Roland, S. In Search of Self in India and Japan. New Delhi: Sterling Paperbacks, 1988.
  • 60
    • 0002276656 scopus 로고
    • Conclusions from the ARF's Copy Research Validity Project
    • Rossiter, J. R., and G. Eagleson. "Conclusions from the ARF's Copy Research Validity Project." Journal of Advertising Research 34, 3 (1994): 19-32.
    • (1994) Journal of Advertising Research , vol.34 , Issue.3 , pp. 19-32
    • Rossiter, J.R.1    Eagleson, G.2
  • 61
    • 0002328655 scopus 로고
    • A Profile of Responses to Commercials
    • Schlinger, M. J. "A Profile of Responses to Commercials." Journal of Advertising Research 19, 2 (1979): 37-46.
    • (1979) Journal of Advertising Research , vol.19 , Issue.2 , pp. 37-46
    • Schlinger, M.J.1
  • 63
    • 0002182395 scopus 로고
    • Value Expressive Versus Utilitarian Appeals: A Reply to Shavitt
    • Sirgy, J. M., and J. S. Johar. "Value Expressive Versus Utilitarian Appeals: A Reply to Shavitt." Journal of Advertising 21, 2 (1992): 53-54.
    • (1992) Journal of Advertising , vol.21 , Issue.2 , pp. 53-54
    • Sirgy, J.M.1    Johar, J.S.2
  • 64
    • 33845303191 scopus 로고    scopus 로고
    • Effects of Advertising Likeability: A 10-Year Perspective
    • Smit, E. G., L. V. Meurs, and P. C. Neijens. "Effects of Advertising Likeability: A 10-Year Perspective." Journal of Advertising Research 46, 1 (2006): 73-83.
    • (2006) Journal of Advertising Research , vol.46 , Issue.1 , pp. 73-83
    • Smit, E.G.1    Meurs, L.V.2    Neijens, P.C.3
  • 65
    • 0039906891 scopus 로고
    • Will the Busters Be Spenders?
    • May 11
    • Spiers, J. "Will the Busters Be Spenders?" Fortune, May 11, 1992.
    • (1992) Fortune
    • Spiers, J.1
  • 66
    • 3043000552 scopus 로고
    • Observations: A Brief Observation about Likeability and Interestingness of Advertising
    • Stapel, J. "Observations: A Brief Observation about Likeability and Interestingness of Advertising." Journal of Advertising Research 34, 3 (1994): 79-80.
    • (1994) Journal of Advertising Research , vol.34 , Issue.3 , pp. 79-80
    • Stapel, J.1
  • 67
    • 85011387941 scopus 로고    scopus 로고
    • The Impact of Information Level on the Effectiveness of U.S and Korean Television Communication
    • Taylor, C. R., G. E. Miracle, and R. D. Wilson. "The Impact of Information Level on the Effectiveness of U.S and Korean Television Communication." Journal of Advertising 20, 3 (1997): 1-15.
    • (1997) Journal of Advertising , vol.20 , Issue.3 , pp. 1-15
    • Taylor, C.R.1    Miracle, G.E.2    Wilson, R.D.3
  • 68
    • 30744454077 scopus 로고
    • Likeability: 10 Years of Academic Research
    • New York: Advertising Research Foundation
    • Thorson, E. "Likeability: 10 Years of Academic Research." In Proceedings of Eight Annual ARFCopy Research Workshop. New York: Advertising Research Foundation, 1991.
    • (1991) Proceedings of Eight Annual ARFCopy Research Workshop
    • Thorson, E.1
  • 70
    • 0040506181 scopus 로고
    • The Self and Social Behaviour in Differing Cultural Contexts
    • _. "The Self and Social Behaviour in Differing Cultural Contexts." Psychological Review 96, 3 (1989a): 506-20.
    • (1989) Psychological Review , vol.96 , Issue.3 , pp. 506-520
    • Triandis, H.C.1
  • 71
    • 0002964963 scopus 로고
    • Cross-Cultural Studies of Individualism and Collectivism
    • John J. Berman, ed. Lincoln, NE: University of Nebraska Press
    • _. "Cross-Cultural Studies of Individualism and Collectivism." In Nebraska Symposium on Motivation, John J. Berman, ed. Lincoln, NE: University of Nebraska Press, 1989b.
    • (1989) Nebraska Symposium on Motivation
    • Triandis, H.C.1
  • 72
    • 30744471497 scopus 로고
    • Beyond Validation: Advertising Research for the 1990s
    • New York: Advertising Research Foundation
    • Walker, D. "Beyond Validation: Advertising Research for the 1990s." In Proceedings of the Seventh Annual ARFCopy Research Workshop. New York: Advertising Research Foundation, 1990.
    • (1990) Proceedings of the Seventh Annual ARFCopy Research Workshop
    • Walker, D.1
  • 74
    • 56249126735 scopus 로고    scopus 로고
    • Gender Attitudes Towards the Advertising of Controversial Products in China
    • Waller, D., and K. S. Fam. "Gender Attitudes Towards the Advertising of Controversial Products in China." Journal of Interdisciplinary Gender Studies 6, 2 (2001): 83-91.
    • (2001) Journal of Interdisciplinary Gender Studies , vol.6 , Issue.2 , pp. 83-91
    • Waller, D.1    Fam, K.S.2
  • 77
    • 34547923268 scopus 로고    scopus 로고
    • World Bank. World Development Indicators cited in, April 29
    • World Bank. World Development Indicators cited in The Economist, April 29, 2006.
    • (2006) The Economist
  • 78
    • 84940846914 scopus 로고    scopus 로고
    • Visual Differences in U.S. and Chinese Television Commercials
    • Zhou, S., P. Zhou, and F. Xue. "Visual Differences in U.S. and Chinese Television Commercials." Journal of Advertising 34, 1 (2005): 11119.
    • (2005) Journal of Advertising , vol.34 , Issue.1 , pp. 11119
    • Zhou, S.1    Zhou, P.2    Xue, F.3


* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.