Article ; Online: Analysis of the Persuasion Effect of Micro-Shaping Advertisements based on the Theoretical Framework of Planned Behavior
SHS Web of Conferences, Vol 162, p
2023 Volume 01012
Abstract: In terms of communication performance, micro-shape advertisements often rely on a variety of advertising persuasion techniques to influence the visual performance of advertisements. Based on this phenomenon, this survey uses a questionnaire to survey the ...
Abstract | In terms of communication performance, micro-shape advertisements often rely on a variety of advertising persuasion techniques to influence the visual performance of advertisements. Based on this phenomenon, this survey uses a questionnaire to survey the respondents and summarizes the persuasion effect of micro-shape advertisements based on data analysis. This survey found that different factors such as gender, place of origin, and monthly income all affect the persuasion effect of the respondents’ micro-shape advertisements. Therefore, communicators should fully consider the needs of the audience, develop appropriate communication strategies, and comprehensively improve the communication effect of micro-shape advertisements. |
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Keywords | planned behavior theory ; micro shaping ; advertising persuasion effect ; user behavior ; Social Sciences ; H |
Language | English |
Publishing date | 2023-01-01T00:00:00Z |
Publisher | EDP Sciences |
Document type | Article ; Online |
Database | BASE - Bielefeld Academic Search Engine (life sciences selection) |
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