Please use this identifier to cite or link to this item: https://www.um.edu.mt/library/oar/handle/123456789/12598
Full metadata record
DC FieldValueLanguage
dc.date.accessioned2016-10-04T12:32:24Z
dc.date.available2016-10-04T12:32:24Z
dc.date.issued2015
dc.identifier.urihttps://www.um.edu.mt/library/oar//handle/123456789/12598
dc.descriptionM.A.INT.MARKETING COMM.en_GB
dc.description.abstractThis dissertation carries out a causal study between the informational/transformational dichotomy, creativity, and the attitudes towards the ad. Such constructs were used to identify the differences between an animated advert and a live action commercial produced by Red Bull. Due to the lack of empirical information on these types of advertisements, a study on the adverts‘ relationship and underlying differences in their characteristics seemed like an interesting and essential gap to fill. Through the use of a quantitative study, two surveys were used as an instrument to gather essential data about the degree of information and transformation, the attitudes of the subjects towards these ads, and how creative the subjects perceived the ads to be. The subjects were aged between 16 to 40, thereby representing the target audience of Red Bull. The results revealed that the live action ad is more transformative than the animated ad, whereas in addition, it also resulted in an attitude change. Both adverts produced equivalent results on the informational and creative aspects. It was therefore concluded that the live action ad managed to change attitude due to the emotions elicited while creativity played no role in this attitude change.en_GB
dc.language.isoenen_GB
dc.rightsinfo:eu-repo/semantics/restrictedAccessen_GB
dc.subjectAdvertising -- Carbonated beveragesen_GB
dc.subjectConsumer behavioren_GB
dc.subjectCreativity in advertisingen_GB
dc.titleThe effect of two types of ads on attitude toward the advert : an experimental investigationen_GB
dc.typemasterThesisen_GB
dc.rights.holderThe copyright of this thesis/dissertation belongs to the author. The author’s rights in respect of this work are as defined by the Copyright Act (Chapter 415) of the Laws of Malta or as modified by any successive legislation. Users may access this full-text thesis/dissertation and can make use of the information contained in accordance with the Copyright Act provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
dc.publisher.institutionUniversity of Malta and King's College, University of Londonen_GB
dc.publisher.departmentFaculty of Media & Knowledge Sciences. International Masters Programmeen_GB
dc.description.reviewedN/Aen_GB
dc.contributor.creatorFormosa, Lara
Appears in Collections:Dissertations - FacMKS - 2015
Dissertations - IMPMIMC - 2015

Files in This Item:
File Description SizeFormat 
15MAIMC005.pdf
  Restricted Access
1.05 MBAdobe PDFView/Open Request a copy


Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.