GET TOUCHED AND GO: EMOTIONAL APPEAL OF GERMAN CAR ADVERTISEMENTS
Journal Title: European Journal of Business and Social Sciences - Year 2014, Vol 3, Issue 4
Abstract
Research reveals how authenticity is constructed in commercial contexts in order to distinguish the advertiser’s products from those of their competitors and respond to the perceived needs of consumers. Many writings focus on the rhetoric of how authenticity is manufactured in advertisements. The reason is that consumers naturally assess advertising in terms of authenticity and functional, social and emotional needs. This study is an analysis of German television commercials that identifies the emotional effects of these advertisements on university students of the German language in Malaysia. The quantitative research is based on a questionnaire constructed on the PANAS-X Manual for the Positive and Negative Affect Schedule. The findings portrayed Joviality, SelfAssurance and Attentiveness as the emotional affects evoked in the audience by the adverts. The component attentiveness was identified as the emotional affect with the higher relevance compared with joviality and self-assurance. The study also showed that the viewers’ language preferences in everyday life have only minor influence on the emotional effect of the commercial on Malaysian and Non-Malaysian foreign language learners. The knowledge of eliciting special emotional effects would be useful for marketing specialists and educators who are planning language writing tasks in the foreign language.
Authors and Affiliations
Waltraud Brigitte Mayr| School of Languages, Literacies and Translation, Universiti Sains Malaysia 11800 Penang, Malaysia Tel.: 006 012 495 2258 Email: waltraud@usm.my
Keywords
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- EP ID EP10458
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