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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials
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| Zeitschriftentitel: | ELOPE: English Language Overseas Perspectives and Enquiries |
|---|---|
| Personen und Körperschaften: | |
| In: | ELOPE: English Language Overseas Perspectives and Enquiries, 13, 2016, 2, S. 181-197 |
| Format: | E-Article |
| Sprache: | Unbestimmt |
| veröffentlicht: |
University of Ljubljana
|
| Schlagwörter: |
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Komar, Smiljana Komar, Smiljana |
|---|---|
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Komar, Smiljana |
| spellingShingle |
Komar, Smiljana ELOPE: English Language Overseas Perspectives and Enquiries The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials Literature and Literary Theory Linguistics and Language Language and Linguistics Education |
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komar, smiljana |
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Komar, Smiljana 2386-0316 1581-8918 University of Ljubljana Literature and Literary Theory Linguistics and Language Language and Linguistics Education http://dx.doi.org/10.4312/elope.13.2.181-197 <jats:p>Analyses of consumer response are important for successful advertising as they help advertisers to find new, original and successful ways of persuasion. Successful advertisements have to boost the product’s benefits but they also have to appeal to consumers’ emotions. In TV advertisements, this is done by means of verbal and non-verbal strategies. The paper presents the results of an empirical investigation whose purpose was to examine the viewers’ emotional responses to a DRTV commercial induced by different verbal and non-verbal features, the amount of credibility and persuasiveness of the commercial and its general acceptability. Our findings indicate that (1) an overload of the same verbal and non-verbal information decreases persuasion; and (2) highly marked prosodic delivery is either exaggerated or funny, while the speaker is perceived as annoying.</jats:p> The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials ELOPE: English Language Overseas Perspectives and Enquiries |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
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the effects of verbal and non-verbal features on the reception of drtv commercials |
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Literature and Literary Theory Linguistics and Language Language and Linguistics Education |
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http://dx.doi.org/10.4312/elope.13.2.181-197 |
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2016 |
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181-197 |
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<jats:p>Analyses of consumer response are important for successful advertising as they help advertisers to find new, original and successful ways of persuasion. Successful advertisements have to boost the product’s benefits but they also have to appeal to consumers’ emotions. In TV advertisements, this is done by means of verbal and non-verbal strategies. The paper presents the results of an empirical investigation whose purpose was to examine the viewers’ emotional responses to a DRTV commercial induced by different verbal and non-verbal features, the amount of credibility and persuasiveness of the commercial and its general acceptability. Our findings indicate that (1) an overload of the same verbal and non-verbal information decreases persuasion; and (2) highly marked prosodic delivery is either exaggerated or funny, while the speaker is perceived as annoying.</jats:p> |
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| description | <jats:p>Analyses of consumer response are important for successful advertising as they help advertisers to find new, original and successful ways of persuasion. Successful advertisements have to boost the product’s benefits but they also have to appeal to consumers’ emotions. In TV advertisements, this is done by means of verbal and non-verbal strategies. The paper presents the results of an empirical investigation whose purpose was to examine the viewers’ emotional responses to a DRTV commercial induced by different verbal and non-verbal features, the amount of credibility and persuasiveness of the commercial and its general acceptability. Our findings indicate that (1) an overload of the same verbal and non-verbal information decreases persuasion; and (2) highly marked prosodic delivery is either exaggerated or funny, while the speaker is perceived as annoying.</jats:p> |
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| spelling | Komar, Smiljana 2386-0316 1581-8918 University of Ljubljana Literature and Literary Theory Linguistics and Language Language and Linguistics Education http://dx.doi.org/10.4312/elope.13.2.181-197 <jats:p>Analyses of consumer response are important for successful advertising as they help advertisers to find new, original and successful ways of persuasion. Successful advertisements have to boost the product’s benefits but they also have to appeal to consumers’ emotions. In TV advertisements, this is done by means of verbal and non-verbal strategies. The paper presents the results of an empirical investigation whose purpose was to examine the viewers’ emotional responses to a DRTV commercial induced by different verbal and non-verbal features, the amount of credibility and persuasiveness of the commercial and its general acceptability. Our findings indicate that (1) an overload of the same verbal and non-verbal information decreases persuasion; and (2) highly marked prosodic delivery is either exaggerated or funny, while the speaker is perceived as annoying.</jats:p> The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials ELOPE: English Language Overseas Perspectives and Enquiries |
| spellingShingle | Komar, Smiljana, ELOPE: English Language Overseas Perspectives and Enquiries, The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials, Literature and Literary Theory, Linguistics and Language, Language and Linguistics, Education |
| title | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| title_full | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| title_fullStr | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| title_full_unstemmed | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| title_short | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| title_sort | the effects of verbal and non-verbal features on the reception of drtv commercials |
| title_unstemmed | The Effects of Verbal and Non-Verbal Features on the Reception of DRTV Commercials |
| topic | Literature and Literary Theory, Linguistics and Language, Language and Linguistics, Education |
| url | http://dx.doi.org/10.4312/elope.13.2.181-197 |