Young Adult's Response Towards Two Seat Belt Advertisements With Emotional Appeal: Fear-Based And Love-Based Appeals
The objective of this study is to explore the response of young adult towards the seat belt advertisements with different emotional appeals. Theory of StimulusOrganism-Response (SOR) was selected to support the response given by the young adult after watching the seat belt advertisement with appea...
Saved in:
| Main Author: | |
|---|---|
| Format: | Final Year Project Report / IMRAD |
| Language: | en |
| Published: |
Universiti Malaysia Sarawak, (UNIMAS)
2017
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/37140/2/Tan%20Wan%20Teng.pdf http://ir.unimas.my/id/eprint/37140/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | The objective of this study is to explore the response of young adult towards the
seat belt advertisements with different emotional appeals. Theory of StimulusOrganism-Response (SOR) was selected to support the response given by the young
adult after watching the seat belt advertisement with appeal stimuli. There were two
seat belt YouTube videos with fear appeal and love appeal were given to the young
adults. Moreover, qualitative method was conducted in this study. There were 24
respondents from different states in Malaysia were tested in this study. The findings
of the qualitative study were presented based on respondents' demographics and the
responses given by the respondents after watching two seat belt advertisements. The
finding shows that young adults prefer the seat belt advertisement with fear appeal
approach as they prefer a straightforward message and consequences instead of upbeat
and warm advertisement. This study provides a better understanding of the way in
which young adults in Malaysia respond to the use of different emotional appeal
advertising in seat belt advertisements. Not only that, this study provides useful
managerial implication for advertisers in Malaysia. |
|---|