文章基本信息

标题：A Study on Most Popular Emotional Appeals used in Television Commercials of FMCG Sector
其他标题：A Study on Most Popular Emotional Appeals used in Television Commercials of FMCG Sector
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作者：Malini Singh
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2017
卷号：9
期号：34
页码：7-11
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：Indian Television is playing a pivotal role in creating awareness about the variety of products available in the market. TV Commercials are one of the major sources which persuade and remind the viewers about the products and attract the consumers to buy the specific brand. Keeping this fact in mind, this study has majorly focused on the TV Commercials of FMCG sectors and different emotional appeals used in the different categories of the products. It has been observed that in Food & Beverages, Household care products and in Personal Care product’s advertisements are mostly using Humour, Amazement and Love & Affection appeal respectively. Keywords: Advertising appeals, Emotional appeals, TV Commercials and FMCG Sector
关键词：Advertising appeals; Emotional appeals; TV Commercials and FMCG Sector