| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 105 === Per the existing literature (Geuens, Pelsmacker, & Faseur, 2011), utilitarian goods are more suitable for rational appeals. But consumers are not just need the goods' function or services now. They pay more attention to the moving, want to show their personal characteristics, advocate and highlight the value of self-expression via shopping. Therefore, the modern marketing strategy is more and more attention to emotional marketing. We also can find many of the functional products star to use the emotional appeal in the advertisement.
Now, computer, communication and consumer electronics are indispensable tools in modern life. Internet advertising has also played an important role for every enterprise. In recent years, communication between Taiwan and Japan is more and more frequently. We can say Taiwan's consumers receive advertising and merchandise messages from Japan without any time difference. Therefore, this study selected the banner ads on YAHOO!TAIWAN and YAHOO!JAPAN as a study sample.
This study will be use content analysis to realize:
1. The category for functional goods that use emotional appeals in advertisement.
2. The emotional elements in functional goods' advertisement.
3. The differences between Taiwan and Japan's emotional appeals.
|
|---|
