Appeals in Web Advertising : Exploring the influence of ethical and financial appeals on consumer attitudes
Advertising has been a common element in the web experience for years. Advertisers can use many strategies to reach their intended consumer, and can appeal to for example rationality, emotion or ethics. Using theories on the composition of ads, their context and the web user, this paper presents a s...
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| Format: | Others |
| Language: | English |
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Linköpings universitet, Institutionen för datavetenskap
2014
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| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-107579 |