Effects of comparative advertisement on attitudes and evaluation of its persuasiveness
2010
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Advisor: Doç. Dr. Ferruh Uztuğ
Abstract (EN)
This study explores Turkish consumer?s evaluation about the use of comparison in advertsing. It focuses on attitude toward the ad and comparative advertising persuasiveness.Three comparative and three noncomparative television commercials are shown to the consumers and responses for attitude towards the ad and evaluation about the use of comparison in advertising were obtained.The results show that attitudes towards the ad are positive and comparative ads received more persuasive than noncomparative ads by consumers.
Author
Dr. Gamze Yılmaz
How to Cite
Gamze Yılmaz (Master Thesis). Effects of comparative advertisement on attitudes and evaluation of its persuasiveness, 2010, Anadolu University.
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