TY  - JOUR
AB  - This study examines whether a unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. Also studied were the effects of emotions on evaluative perceptions of apparel brand advertisements (ad attitude). Test advertisements consisted of 90 advertisements representing 56 different brands. Using an aggregate‐level communication model, all analysis in the study was performed across advertisements, not across people, as sampling units of interest. Findings show a unique set of three emotional dimensions generated by the apparel brand advertisements. Two emotional dimensions, pleasure/activation (eg activation, bored, desired, social affection) and hypoactivation (drowsy, restful, soothed), had a positive influence on ad attitude. The third dimension, domination (anger, fear, irritation, tension), did not have a significant effect on ad attitude, having neither good nor bad effect on evaluations of advertisements.
VL  - 4
IS  - 4
SN  - 1361-2026
DO  - 10.1108/eb022598
UR  - https://doi.org/10.1108/eb022598
AU  - Kim Hye‐Shin
PY  - 2000
Y1  - 2000/01/01
TI  - Examination of emotional response to apparel brand advertisements
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - MCB UP Ltd
SP  - 303
EP  - 313
Y2  - 2024/04/23
ER  -