Skip to main content
Top

2020 | OriginalPaper | Chapter

Study on How Television Commercials Affect Consumer Reactions with Visual Strategies

Authors : Pikki Fung, Amic G. Ho

Published in: Advances in Human Factors in Communication of Design

Publisher: Springer International Publishing

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Visual communication is not only significant and indispensable in outstanding in advertising, but also a form of language for art to visually communicate the idea of advertisements. This study aimed at discovering how can visual elements be applied in television commercials to associate with the observers’ emotion psychologically as well as to affect their decision-making process behaviourally through conducting the depth interview, content analysis and library research. This is done by showing the application of visual elements and the findings on the research in term of lighting and colours, mood and tones, signs, symbols, key signifiers, and typeface. This research focuses on the use of visual strategies, and explore how they could evoke male and female audience using different approaches. Another goal of the study is to reveal the impacts in terms of sociology and psychology when certain visual elements applied in television commercials.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Springer Professional "Technik"

Online-Abonnement

Mit Springer Professional "Technik" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 390 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Maschinenbau + Werkstoffe




 

Jetzt Wissensvorsprung sichern!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Literature
7.
go back to reference Berger, A.A.: Media Research Techniques. Sage Publications, Thousand Oaks (1998)CrossRef Berger, A.A.: Media Research Techniques. Sage Publications, Thousand Oaks (1998)CrossRef
8.
Metadata
Title
Study on How Television Commercials Affect Consumer Reactions with Visual Strategies
Authors
Pikki Fung
Amic G. Ho
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-030-20500-3_17

Premium Partners