Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Park, Sejin | - |
dc.contributor.author | Lee, Jinhee | - |
dc.contributor.author | Park, Jin Seong | - |
dc.date.accessioned | 2021-11-08T04:35:31Z | - |
dc.date.available | 2021-11-08T04:35:31Z | - |
dc.date.created | 2021-09-10 | - |
dc.date.issued | 2017-03 | - |
dc.identifier.issn | 1049-6491 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/106235 | - |
dc.description.abstract | A content analysis of 125 U.S. Army television commercials revealed that information about recruiting process and military lifestyle, the top two information needs of potential recruits, were not addressed as prominently in the commercials. The study also showed that Army commercials presented occupational motivations, which are more appropriate for potential reservists than active soldiers, more frequently than institutional motivations. The usage of information needs and motivational cues rested on a range of situational factors such as the number of wars in which the United States was engaged and the campaign's target audience. Implications for improving Army advertising were discussed. © 2017 Taylor & Francis. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Informa UK Limited | - |
dc.title | Evaluating the Message Strategy of U.S. Army Advertising: With Focus on Information Needs and Motivational Cues | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Park, Sejin | - |
dc.identifier.doi | 10.1080/10496491.2016.1251528 | - |
dc.identifier.scopusid | 2-s2.0-85004107325 | - |
dc.identifier.bibliographicCitation | Journal of Promotion Management, v.23, no.2, pp.303 - 319 | - |
dc.relation.isPartOf | Journal of Promotion Management | - |
dc.citation.title | Journal of Promotion Management | - |
dc.citation.volume | 23 | - |
dc.citation.number | 2 | - |
dc.citation.startPage | 303 | - |
dc.citation.endPage | 319 | - |
dc.type.rims | ART | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Army advertising | - |
dc.subject.keywordAuthor | content analysis | - |
dc.subject.keywordAuthor | message strategy | - |
dc.subject.keywordAuthor | recruitment advertising | - |
dc.subject.keywordAuthor | television commercials | - |
dc.identifier.url | https://www.tandfonline.com/doi/full/10.1080/10496491.2016.1251528 | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
55 Hanyangdeahak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Korea+82-31-400-4269 sweetbrain@hanyang.ac.kr
COPYRIGHT © 2021 HANYANG UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.