Trends in Television Commercials Directed Towards Young Adults

9 Pages Posted: 25 Feb 2016

See all articles by Anurekha Thiyagu

Anurekha Thiyagu

M.O.P. Vaishnav College for Women

Date Written: February 25, 2016

Abstract

Attitudes and perceptions towards advertising in general are expected to influence the success of any particular advertising. It 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.

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.

Keywords: Television commercial, young adult, emotional appeal

Suggested Citation

Thiyagu, Anurekha, Trends in Television Commercials Directed Towards Young Adults (February 25, 2016). Available at SSRN: https://ssrn.com/abstract=2737772 or http://dx.doi.org/10.2139/ssrn.2737772

Anurekha Thiyagu (Contact Author)

M.O.P. Vaishnav College for Women ( email )

20, Nungambakkam High Road, GAA 4th Ln
Chennai, Tamil Nadu 600034
India

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