dc.contributor.author	Pakakorn Rakrachakarn	en_US
dc.date.accessioned	2560-06-15T04:21:16Z
dc.date.available	2017-06-15T04:21:16Z
dc.date.issued	2555
dc.description	EFFECTS OF ANIMATION ON OFFENSIVE PRODUCT ADVERTISING.International College, Sripatum University. 2012	en_US
dc.description.abstract	The main purpose of this study was to investigate the effects of animation in offensive product advertising. An experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. For theoretical contribution, the findings support that information processing model (IPM) is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers in determining the ad designs that are suitable for offensive products.	en_US
dc.description.sponsorship	International College, Sripatum University	en_US
dc.identifier.citation	Pakakorn Rakrachakarn. EFFECTS OF ANIMATION ON OFFENSIVE PRODUCT ADVERTISING. International College, Sripatum University. 2012	en_US
dc.identifier.uri	https://dspace.spu.ac.th/handle/123456789/5287
dc.language.iso	th	en_US
dc.publisher	International College, Sripatum University	en_US
dc.relation.ispartofseries	SPU_F065612	en_US
dc.title	EFFECTS OF ANIMATION ON OFFENSIVE PRODUCT ADVERTISING	en_US
dc.type	Other	en_US

EFFECTS OF ANIMATION ON OFFENSIVE PRODUCT ADVERTISING

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