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Title: The perception and attitude of urban Young adults to television Commercials and the commercials Influence a study
Researcher: Anurekha S
Guide(s): Viswanathan D
Keywords: Science and humanities
Upload Date: 10-Oct-2014
University: Anna University
Completed Date: 01-12-2006
Abstract: Attitudes and perceptions towards advertising in general are expected to influence the success of any particular advertising It is seemed reasonable to anticipate a person s predisposition to respond consistently towards advertising in particular for the current study Television Advertising either favourably or unfavourably The influence of the attitude toward television commercial is even more significant under low involvement conditions, and for emotionally based transformational advertising newline This study explores the profile of contemporary advertising in the wider context of trends in television advertising directed for young adults the recent changes in the strategy the perception and attitude of young adults to television advertising in Chennai Use of emotional strategy in advertisement seems to be the predominant strategy prevalent today and humour is the predominant concept used in the commercial strategy newline newline newline newline
Pagination: xxv, 294p.
Appears in Departments:Faculty of Science and Humanities

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02_certificate.pdf5.87 kBAdobe PDFView/Open
03_abstract.pdf14.36 kBAdobe PDFView/Open
04_acknowledgement.pdf6.45 kBAdobe PDFView/Open
05_content.pdf39.9 kBAdobe PDFView/Open
06_chapter1.pdf71.86 kBAdobe PDFView/Open
07_chapter2.pdf92.63 kBAdobe PDFView/Open
08_chapter3.pdf56.93 kBAdobe PDFView/Open
09_chapter4.pdf202.26 kBAdobe PDFView/Open
10_chapter5.pdf316.67 kBAdobe PDFView/Open
11_chapter6.pdf122.06 kBAdobe PDFView/Open
12_chapter7.pdf77.59 kBAdobe PDFView/Open
13_chapter8.pdf44.37 kBAdobe PDFView/Open
14_chapter9.pdf28.08 kBAdobe PDFView/Open
15_reference.pdf21.11 kBAdobe PDFView/Open
16_publication.pdf9.02 kBAdobe PDFView/Open
17_vitae.pdf6.29 kBAdobe PDFView/Open

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