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Preliminary communication

CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING

Marija Pleše
Jasmina Dlačić ; University of Rijeka, Faculty of economics, Rijeka, Croatia

Fulltext: english, pdf (163 KB) pages 41-54 downloads: 3.198* cite
APA 6th Edition
Pleše, M. & Dlačić, J. (2015). CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING. Zbornik Veleučilišta u Rijeci, 3 (1), 41-54. Retrieved from https://hrcak.srce.hr/139690
MLA 8th Edition
Pleše, Marija and Jasmina Dlačić. "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING." Zbornik Veleučilišta u Rijeci, vol. 3, no. 1, 2015, pp. 41-54. https://hrcak.srce.hr/139690. Accessed 9 Jul. 2020.
Chicago 17th Edition
Pleše, Marija and Jasmina Dlačić. "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING." Zbornik Veleučilišta u Rijeci 3, no. 1 (2015): 41-54. https://hrcak.srce.hr/139690
Harvard
Pleše, M., and Dlačić, J. (2015). 'CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING', Zbornik Veleučilišta u Rijeci, 3(1), pp. 41-54. Available at: https://hrcak.srce.hr/139690 (Accessed 09 July 2020)
Vancouver
Pleše M, Dlačić J. CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING. Zbornik Veleučilišta u Rijeci [Internet]. 2015 [cited 2020 July 09];3(1):41-54. Available from: https://hrcak.srce.hr/139690
IEEE
M. Pleše and J. Dlačić, "CREATING A PROMOTIONAL MESSAGE: EXPLORING THE ROLE OF NONVERBAL COMMUNICATION IN ADVERTISING", Zbornik Veleučilišta u Rijeci, vol.3, no. 1, pp. 41-54, 2015. [Online]. Available: https://hrcak.srce.hr/139690. [Accessed: 09 July 2020]

Abstracts
The purpose of this paper is to explore the influences of different nonverbal elements, which are related to both products and personal characteristics, on individuals’ perception of products advertised. Nonverbal elements augment the communication message that particular product or service aims to deliver to its target audience. Empirical research is conducted using two different sets of commercials, i.e. comparing video and static commercials for three different products in a fast consumer moving goods category. The research results
indicate that the role of nonverbal communication is repeating, conflicting, replacing and highlighting or mitigating the verbal component of a communication message. In an advertisement equal attention should be addressed to both verbal and nonverbal communication components. Depending on the product category,
non-verbal communication contributes to a greater or a lesser extent, but always in positive way in evaluating characteristics of the person that uses the advertised product. Non-verbal communication, therefore can be used to augment the desired brand perception. Managerial implications are also considered.

Keywords
nonverbal communication; verbal communication; advertising; communication message

Hrčak ID: 139690

URI
https://hrcak.srce.hr/139690

[croatian]

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