The perception and attitude of urban Young adults to television Commercials and the commercials Influence a study

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