Symbols, Themes and Liking: A Study of Advertisements

Kaushal Geetika

No WP2000-03-05, IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Advertisers use various strategies to make an advertisement effective. The use of symbols and themes is one of these strategies. This is a qualitative study aiming to understand whether the presence of some symbols and particular themes in an advertisement affects the liking for that advertisement. 48 subjects were given 20 advertisements to analyze in terms of the symbols present. Themes were then drawn from the symbols mentioned by the subjects. It was concluded that certain themes make an advertisement more likable.

Date: 2000-03-05
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Persistent link: https://EconPapers.repec.org/RePEc:iim:iimawp:wp01666

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