The understanding of sad appeal in emotional advertisement among audiences in Klang valley, Malaysia
The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The...
| Published in: | Jurnal Komunikasi: Malaysian Journal of Communication |
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| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Universiti Kebangsaan Malaysia Press
2018
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85059447633&doi=10.17576%2fJKMJC-2018-3404-19&partnerID=40&md5=326b6f01dcbb6554b9acdb213f5ae754 |