• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Advertising Likability: A View from South Africa
Advertising likability: A view from South Africa
Erik DuPlessis

One reason advertisers still debate whether it is important to make advertising that consumers like is that they do not understand what advertising likability is or how it works. In this chapter, I bring all the dimensions of advertising likability into perspective. I examine modern views about the physiology of the brain, scientists’ views of the role of emotions in attention, and the empirical evidence for ad liking. I also try to define ad liking and comment on the implications of research in this area.

NOTE: This chapter was originally published as an article in ADMAP (April 1998), and is reproduced by permission.

How Advertising Likability Works

Let us start with how the ...

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