Symbols, themes and liking: a study of advertisements

dc.contributor.author	Kaushal, Geetika
dc.date.accessioned	2009-12-14T04:24:57Z
dc.date.available	2009-12-14T04:24:57Z
dc.date.copyright	2000-03
dc.date.issued	2009-12-14T04:24:57Z
dc.identifier.uri	http://hdl.handle.net/11718/638
dc.description.abstract	Advertisers use various strategies to make an advertisement effective. The use of symbols and themes is one of these strategies. This is a qualitative study aiming to understand whether the presence of some symbols and particular themes in an advertisement affects the liking for that advertisement. 48 subjects were given 20 advertisements to analyze in terms of the symbols present. Themes were then drawn from the symbols mentioned by the subjects. It was concluded that certain themes make an advertisement more likable.	en
dc.language.iso	en	en
dc.relation.ispartofseries	WP;2000-03-05/1585
dc.subject	Advertisements	en
dc.title	Symbols, themes and liking: a study of advertisements	en
dc.type	Working Paper	en