Communicating a Key Benefit Claim Creatively and Effectively through Five Conveyor Properties

Althuizen, Niek

doi:10.1002/mar.20970

Cited by 10 publications

(8 citation statements)

References 57 publications

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“…For example, the use of analogy has been found to be effective (Madrigal and King 2017) and so has metaphor, but irony has been shown to have a negative effect on ad evaluation and little to no effect on persuasiveness (Burgers et al 2015). Some argue for a focus on products' "key benefit claim" (Althuizen 2017). In addition, it has been found that consumers are able to assess the expense and effort involved in creative work and both are positively correlated to attitudes toward the brand (Modig, Dahlén and Colliander 2014).…”

Section: Identifying Creative Executional Factors and Measuring Theirmentioning

confidence: 99%

Future Directions for Advertising Creativity Research

West

Koslow

Kilgour

2019

Journal of Advertising

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Section: Identifying Creative Executional Factors and Measuring Theirmentioning

confidence: 99%

Future Directions for Advertising Creativity Research

West

Koslow

Kilgour

2019

Journal of Advertising

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“…What is meant is to avoid discussions that are out of the scientific context and extend to things that are not the substance of the learning. A teacher also needs to convey knowledge creatively and in a fun way but avoid conveying things that are unnecessary and unrelated to the subject matter (Althuizen, 2017).…”

Section: Resultsmentioning

confidence: 99%

Teacher Analysis Study According to Imam Al Ghazali in the Book of Al Adab Fi Al-Din

Aryanti,

Mutathahirin,

Rahman

et al. 2022

JIE

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Imam Al Ghazali is the only great Islamic scholar who is nick named Islamic document because of his enormous influence in various Islamic sciences, starting from theology, philosophy, jurisprudence, sufism and ethics. Regarding ethics, imam has a work that discusses it specifically, namely the book al-Adab fi al-Din. Among the ethics discussed in the book al-Adab fi al-Dinis teacher ethics. This research aims to analyze the ethics of a teacher according to Imam al-Ghazali. This research is descriptive research using the library method library research, this research approach uses a descriptive analysis approach, namely by collecting, compiling, and analyzing interpretations or interpretations in the book al-Adab fi al-Din chapter adab Muallimi al-Shibyanwhich discusses teacher ethics in teaching students. Data collection and data analysis were carried out by reviewing related books and books to obtain more accurate information. The research results show that the book al-Adab fi al-Din chapter Adab Muallimi al-Shibyan this work by Imam Al-Ghazali explains: First, teacher ethics according to Imam Ghazali in the book al-Adab fi al-Din bab Adab Muallimi ash-Shibyan consists of two concepts, namely; teacher personal ethics and teacher interaction ethics. Regarding teachers' personal ethics, Imam al-Ghazali put forward a keyword, namely improving oneself, because the aim of education is not only to make students smart but more than that, education is to make them true individuals and, a teacher can't make his students become righteous individuals if their own personalities are crooked. Meanwhile, regarding the ethics of teacher interaction, Imam al-Ghazali places great emphasis on three things, namely; objective, professional, andtawassuth, second, everything that Imam al-Ghazali explained regarding teachers' personal ethics and their ethics in interacting with students feels very current and relevant to the current conditions of education and educators, because what Imam Al Ghazali wrote are things that are universal and apply throughout time. What was problematic and problematic at that time, is also happening now, with the substance of the same problem, even though the context is different.

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“…Finally, by combining research on marketing communications using rhetoric devices and concentrating on the creative text descriptions in general, our claims integrate and extend other studies of creative marketing messages to the descriptions of products that appear online. This is a novel and necessary extension of the literature on traditional advertisements (Althuizen, 2017;Dahlén et al, 2018) given the prevalence of e-commerce today. This paper also identifies a moderator (i.e., construal level) that is more applicable to an online context, thus expanding and enriching the literature.…”

Section: Theoretical Implicationsmentioning

confidence: 96%

“…Recent research has found that abstract mindsets help recipients to process metaphors in health communication (Landau et al, 2019 ). A creative text description in this research contains more rhetoric devices with figurative language using analogies such as metaphors and personification (Ang and Low, 2000 ; Dahlén et al, 2008 ; West et al, 2019 ), which means claiming product's key benefits with “remote conveyors” that are seemingly unrelated to the product (Althuizen, 2017 ). More precisely, for example, in the Supplementary Material , “female treasure” has been used to depict the shea butter's superior advantage while the two objects have different surface attributes.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

2021

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Recent years has witnessed a rapid growth in online shopping. This paper draws from the construal level theory to examine the divergent effects of the creative text descriptions of products on consumers' purchase intention in an online context. It also investigates consumers' construal level and the moderating role of construal level in this relationship. An assumption has been made that the creative description embraces more rhetorical devices with analogies. In doing so, such texts are in need of consumers who are having a more abstract, top-down, flexible mindset, which makes it more persuasive to some consumers with high-level construal. Three experiments add evidence to this study. These results suggest that the creative text descriptions are generally more persuasive than the non-creative ones in an online context, and that the persuasiveness of the creative descriptions can be accentuated (vs. attenuated) especially for high- (vs. low-) level construal individuals. The findings hold various theoretical implications for the creative marketing messages and construal level theory. First, in the current research, broadening, and integrating relevant research were possible by exploring the creative language in an online context. Also, it demonstrates that construal level—that is, consumers' internal thoughts, rather than external factors—influences their preference for a creative description style, thus helping extend the applications of the construal level theory to the field of creative marketing communications and integrate the research discoveries in metaphor communication.

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Communicating a Key Benefit Claim Creatively and Effectively through Five Conveyor Properties

Cited by 10 publications

References 57 publications

Future Directions for Advertising Creativity Research

Future Directions for Advertising Creativity Research

Teacher Analysis Study According to Imam Al Ghazali in the Book of Al Adab Fi Al-Din

Is Creative Description Always Effective in Purchase Intention? The Construal Level Theory as a Moderating Effect

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