Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 40 , 10 November 2023


Open Access | Article

The Influence of Different Media Modes of Advertising on the Attractiveness of Consumers

Yujia Yang * 1
1 The Affiliated High School of Peking University

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 40, 91-97
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yujia Yang. The Influence of Different Media Modes of Advertising on the Attractiveness of Consumers. AEMPS (2023) Vol. 40: 91-97. DOI: 10.54254/2754-1169/40/20232000.

Abstract

Nowadays, more and more people begin to learn about a product through advertising, and the content of the advertisement usually determines whether people buy the product. Therefore, the author began this study to explore the influence of different advertising media on consumers. This study was conducted by questionnaire, asking respondents to watch four types of video advertisements, and then ranking them according to the most attractive to the least attractive, and finally writing down the reasons for ranking. The results show that fashion ads are the most popular. This kind of advertisement usually appears in a popular, fashionable and high-end image. This was followed by celebrity endorsements and song types, tied for second place. This type of advertising usually uses celebrity and musical elements to increase its appeal. Finally, there is the genre of situational drama, which often conveys the characteristics and advantages of the product through plots and story lines. Therefore, advertising companies in the production of advertising, should not only consider the production of fashion types of advertising, but also choose the media mode of advertising according to the specific groups, in order to improve the attractiveness and effect of advertising, and to promote the promotion of product sales and market share.

Keywords

different advertising modes, consumer markets, buying intentions, engaging consumers

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-101-8
ISBN (Online)
978-1-83558-102-5
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/40/20232000
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated