Abstract
The research focuses on consumer advertising appeals on a cross-cultural spectrum. It is imperative for advertising agencies to understand that each culture is not only different on a global cultural spectrum but also unique in different subcultures. The perceptions of advertising appeals are ever changing and this research study discusses the different appeals used to target consumers across the global cultural spectrum. This chapter proposes the AD Hard-Soft conceptual framework which focuses on attitudes toward the ad, brand and purchase intentions through the usage of hard-and soft-sell advertising appeals. The chapter uses qualitative research wherein different ads with varying advertising appeals were utilized and their findings are recorded. The differences between hard- and soft-sell are highlighted through this research.
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© 2015 John Hudson and Anshu Saxena Arora
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Hudson, J., Arora, A.S. (2015). Creative Advertising Appeals on Global Cultural Spectrum. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_2
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DOI: https://doi.org/10.1057/9781137492265_2
Publisher Name: Palgrave Pivot, New York
Print ISBN: 978-1-349-50458-9
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