Symbols in service advertisements

Article Abstract:

Visual imagery in service industry advertisements are a significant factor in influencing and informing customers what they are paying for. Service oriented industries such as financial institutions rely on sets of tangible impressions to convey intangible products. Advertising firms must see the customer as an active participant in the creation of the service and not merely as a casual observer in order to attract more attention.

Research, Commercial art, Customer relations

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International services advertising: an examination of variation in appeal use for experiential and utilitarian services

Article Abstract:

The authors empirically researched experimental and utilitarian service advertising in 11 countries and compared rational and emotional appeals and cultural differences.

World, Statistical Data Included, International aspects, Advertising research

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