Liu and Westmoreland observed that the most common words in advertisements are positive--new, good, soft, warm and free are the top five adjectives in female clothing advertisements. When it comes to advertisements that play off fears, however, the focus shifts to negative words instead. Liu and Westmoreland found the following:
- advertisements that portrayed a problem before it has been solved ("before" advertisements) use an average of 2.5 negative words per advertisement;
- advertisements that portrayed a problem after has been solved ("after" advertisements) use an average of 1 negative word per advertisement; and
- advertisements that portrayed a problem both before and after it has been solved ("before and after" advertisements use an average of 2.4 negative words per advertisement.
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