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The Influence of Different Media Modes of Advertising on the Attractiveness of Consumers
- 1 The Affiliated High School of Peking University
* Author to whom correspondence should be addressed.
Abstract
Nowadays, more and more people begin to learn about a product through advertising, and the content of the advertisement usually determines whether people buy the product. Therefore, the author began this study to explore the influence of different advertising media on consumers. This study was conducted by questionnaire, asking respondents to watch four types of video advertisements, and then ranking them according to the most attractive to the least attractive, and finally writing down the reasons for ranking. The results show that fashion ads are the most popular. This kind of advertisement usually appears in a popular, fashionable and high-end image. This was followed by celebrity endorsements and song types, tied for second place. This type of advertising usually uses celebrity and musical elements to increase its appeal. Finally, there is the genre of situational drama, which often conveys the characteristics and advantages of the product through plots and story lines. Therefore, advertising companies in the production of advertising, should not only consider the production of fashion types of advertising, but also choose the media mode of advertising according to the specific groups, in order to improve the attractiveness and effect of advertising, and to promote the promotion of product sales and market share.
Keywords
different advertising modes, consumer markets, buying intentions, engaging consumers
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Cite this article
Yang,Y. (2023). The Influence of Different Media Modes of Advertising on the Attractiveness of Consumers. Advances in Economics, Management and Political Sciences,40,91-97.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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