Literature review on effectiveness of advertising

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The message is partially dependent upon graphic design, and psychoanalytic theory is also important. Psychoanalytic theory can help explain persuasion, because it explains how the human psyche decodes and deconstructs ads.

Critiques of commercial art verses fine art is also relevant in this analysis, because much of advertising can really be considered to be art. However, as this paper will argue, commercial art is more relevant to society than fine art, because commercial art is more easily interpreted and decoded by society at large.

The basics of advertising persuasion Advertising persuasion happens in many different ways. The use of semiotics is one persuasive devise.

Literature Review on Advertising Effectiveness

Semiotics consists of two parts — one is the symbol, or the signifier; the other is the connotation for the sign. The connotation is the connection that one makes when seeing the symbol, that connotation being all that Nike represents to the individual person — athleticism, celebrity spokespeople, perhaps sweatshops. Semiotics is basically a "system of signs, and can be verbal, visual, or a combination of the two.

The king corn documentary essay of semiotics would indicate that the meaning of advertisements is not found within the ad, but its meaning depends on how it operates, how signs and its ideological effect are organized internally within the text and externally in relation to its production, circulation and consumption and in relation to technological, economic, legal and social relations.

The audience are active participants in the decoding of the signs, bring experience and social background to the act of semiotic review. One individual, who has Nike shoes, and love them, will decode the sign differently from somebody who has Nike shoes, and hates them.

In literature and practice the evaluation of advertising effectiveness has used two basic models: The dichotomous model is applied mainly in product and brand advertising, tending to isolate and evaluate separately the following: For Batra et al.

This advertising performance measurement is based on the marginal theory Chamberlin, The advertising is therefore regarded as an effectiveness literature that can be combined with other marketing variables to have a certain effect on the dependent variable, i.

The Effectiveness of Advertising: a Literature Review

The aim is to seek the best combination of the determinants of the sales increase. The effect of communication refers to the ability to reach, with appropriate messages, a more significant share of public. Such effect is examined in literature with different approaches: Sociological analysis focuses on the community, considered as a system governed by rules and social norms, and on the social behavior Moingeon, The role of advertising and consumption in the society change is a very fertile topic.