For the love of IT®: Comment améliorer l’efficacité des slogans contenant le pronom IT ?

Mohamed Didi Alaoui () and Elise Mathurin ()
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Mohamed Didi Alaoui: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - UniCA - Université Côte d'Azur
Elise Mathurin: HCTI - Héritages et Constructions dans le Texte et l'Image - UBS - Université de Bretagne Sud - UBO - Université de Brest - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest

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Abstract: This article presents a framework to improve the efficiency of advertising slogans using the pronoun "it". Based on research on reference in linguistics and on the Construal Level Theory, we argue that slogans with a low (vs. high) referential pronoun "it" are more efficient when they are used in advertisements that offer abstract (vs. concrete) framings. We suggest that the effect of fit between the referentiality continuum of it and the abstraction level of advertisement enables the consumer's treatment of information to become more fluent, which then improves his/her attitudinal and behavioral answers. We also show our theoretical contributions in slogan literature and we suggest several managerial implications that match with already existing practices.

Date: 2020-12
Note: View the original document on HAL open archive server: https://hal.science/hal-03126707
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Published in Projectics / Proyéctica / Projectique, 2020, 2020/3 (27), pp.55-73. ⟨10.3917/proj.027.0055⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03126707

DOI: 10.3917/proj.027.0055

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