2.1 Elements in Television Advertising
Melewar and Vemmervik (2004) found in their research that the visual and verbal elements of advertising are particularly sensitive to/and are more dependent on cultural differences. They continue with saying that the use of local language, models and scenery increases the probability for the advertisement to be effective. Laroche and Teng (2006) added another element appeal, which will add another dimension to our research and provide a more comprehensive and clear picture of the research area.
Advertising appeals are defined as message designed to motivate customers to make a purchase. (Mueller, 1992) According to Laroche and Teng (2006) the most basic elements associated with advertising are the choice of appeal. Kelley and Turley (1997) state that advertising appeals are commonly categorize…