Creation and Validation of a Classification Scale according to Informational or Emotional Characteristic of the Advertisement

Création et validation d'une échelle de classification publicitaire selon la caractéristique d'information ou d'émotion de l'annonce

Philippe Jourdan ()
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Philippe Jourdan: IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: The purpose of this article is to propose a new classification scale for advertisements based on their informational or emotional characteristics. After a review of the literature, we proceed to the creation of a measurement scale based on induced affective and cognitive reactions. The creation and validation method follows rigorously Churchill's Paradigm to form a scale with 2 distinct constructs and 9 items. A classification of 10 different ads based on the scale scores illustrates by example the diagnostic value of the instrument.

Date: 1998
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Published in Acte du 14ème Congrès de l'AFM, sous la direction de B. Saporta, 1998, Paris, France. pp.97-124

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01134671

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