‘A tongue tells a thousand truths’: narration, translation and illustration in Mohamed Mrabet's<i>Chocolate Creams and Dollars</i>

Sánchez, María Porras; Simour, Lhoussain

doi:10.1080/13629387.2019.1706168

Cited by 1 publication

(1 citation statement)

References 8 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Another study on print media advertisement found that ambiguity in the advertisement positively affected attitudes towards products and services (Oryila & Umar, 2016). Researchers believe many firms, through ambiguity in their messages, tend to misinform consumers, entertain consumers, evade truth, and make efforts to make their products or services more plausible than they are (Sánchez & Simour, 2021;Nasar, 2020).…”

Section: Strategic Ambiguitymentioning

confidence: 99%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

View full text Add to dashboard Cite

It has become difficult for firms to attract and retain customers in the prevailing competitive era. Therefore, they spend considerable resources on advertising mediums, including billboard advertising, apart from other strategies. Given its importance, we have developed a new model that examines the effect of attitudes, perception, brand motives on consumer attention. The study has also examined the effect of tagline ambiguity on consumers' attention and the moderating role of brand image. The study has collected the data from the e leading private business institutes of Karachi, as they are more familiar with the terminologies used in the study. The selected target would reduce variances in the self-administered questionnaire. The study found that consumer attitude is a significant antecedent of consumer attention. And consumers' attitudes, perceptions, and brand motives significantly affect tagline ambiguity. The study has several implications for marketers and practitioners. Deliberate ambiguity significantly affects consumer attention. It promotes cognitive thinking, brand recall, and brand recognition. This allows firms the flexibility of changing value proposition. Many firms have successfully used ambiguity in their taglines. For example, Volkwagen'slogan "Somewhere between tuxedo and birthday suit." This slogan does not communicate anything definite about the products but forces the consumers to form an association. The study has focused on the private business students in Karachi. We recommend others extend this model to other cities and countries. We did not use control variables in this study, which future researchers can incorporate in their studies.

show abstract

Section: Strategic Ambiguitymentioning

confidence: 99%