 THEORETICAL FRAMEWORK OF ADVERTISING - SOME INSIGHTSStudies and Scientific Researches. Economics Edition, 2014, issue 19 Abstract: Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses on the analysis of advertising in terms of its specific persuasive effort and communication process. Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. The persuasive effort is related to creation of favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues that are debated in the literature. Keywords: advertising; theory; persuasion; models; effects (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bac:fsecub:14-19-21 Access Statistics for this article More articles in Studies and Scientific Researches. Economics Edition from "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences Contact information at EDIRC. |
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