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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1361-2026
- DOI
- 10.1108/eb022598
- Publisher site
- See Article on Publisher Site
Abstract
This study examines whether a unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. Also studied were the effects of emotions on evaluative perceptions of apparel brand advertisements ad attitude. Test advertisements consisted of 90 advertisements representing 56 different brands. Using an aggregatelevel communication model, all analysis in the study was performed across advertisements, not across people, as sampling units of interest. Findings show a unique set of three emotional dimensions generated by the apparel brand advertisements. Two emotional dimensions, pleasureactivation eg activation, bored, desired, social affection and hypoactivation drowsy, restful, soothed, had a positive influence on ad attitude. The third dimension, domination anger, fear, irritation, tension, did not have a significant effect on ad attitude, having neither good nor bad effect on evaluations of advertisements.
Journal
Journal of Fashion Marketing and Management – Emerald Publishing
Published: Apr 1, 2000