Date of Award

2017

Publisher

North Dakota State University

Document Type

Thesis

Degree Awarded

Master of Science (MS)

Program

Communication

Department

Communication

College

Arts, Humanities, and Social Sciences

Faculty Advisor

Westerman, David

Description

Comparative advertising is widely used in the U.S and much remains to be learnt about when comparative advertising is used with the two forms of verbal claim; factual and evaluative claim. An experimental design with the 2 forms of verbal content (factual vs evaluative) and the two forms of comparative advertisements (direct vs indirect) were examined to identify the form of verbal content and comparison that would be most persuasive. In measuring the persuasiveness, attitude towards the brand and purchase intention were included as dependable variables. Results show that there was no significant difference between the two types of verbal content and the two types of comparisons which indicate that any forms of verbal content under any form of comparative advertisements is equally persuasive.

Rights

NDSU Policy 190.6.2

Rights Link

https://www.ndsu.edu/fileadmin/policy/190.pdf

Handle Identifier

https://hdl.handle.net/10365/28459

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