Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

Banks, Ivana Bušljeta; Pelsmacker, Patrick De

doi:10.1007/978-3-8349-4291-3_1

Cited by 1 publication

(2 citation statements)

References 19 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Another important factor that has not been taken into account is the analysis of probability markers. The term probability markers refer to specific words or phrases used to signal to which degree is it likely that a given claim or argument is true (Banks & de Pelsmacker, 2012b). Vestergaard and Schroder (as cited in Banks & de Pelsmacker, 2016) stated that probability markers can indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers' tendencies to counter-argue the claim of the ad.…”

Section: Introductionmentioning

confidence: 99%

“…Vestergaard and Schroder (as cited in Banks & de Pelsmacker, 2016) stated that probability markers can indicate various levels of probable (hedges) or certain (pledges) truth, and can be used in advertising to reduce the consumers' tendencies to counter-argue the claim of the ad. Studies showed that the persuasiveness of the advertisement intervenes between the stimulus (advertisement that contains probability markers) and the response which is purchase intention (Banks & de Pelsmacker, 2012a, 2012b, 2013, 2014.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Analysis of the Usage of Probability Markers in Print Advertising of Hygiene and Cleaning Products

Kinasih

Gusti

2022

Metathesis.J.Engl.Lang.Lit.Teach.

View full text Add to dashboard Cite

Language plays a role in the meaning of consumer products in numerous ways. As a result, while establishing an advertising campaign for any ethnic group, language and media are crucial concerns. Surprisingly, English is being increasingly widely used in print advertising in countries like Indonesia, where English is not the predominant language of communication. This study aims to find the effect of using English and the usage of probability markers in triggering purchase intentions towards hygiene and cleaning related products due to Covid-19. This study adopted the mixed-method approach. The researchers distributed questionnaire adapted from Hornikx et al. (2010) to 150 participants and interviewed 15 people. The results showed that the participants preferred English version ads. In addition, when making an advertisement, advertisers must not only choose the appropriate language, but also the appropriate diction. Then, the participants agree that pledges as probability markers influenced their decision to purchase hygiene and cleaning products. Lastly, while designing advertisements, related to hygiene and cleaning products, the advertiser should pay special attention to the body-copy (writings).

show abstract

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%