Abstract

This study examined the effectiveness of two distinct advertising strategies —Displacement and Transformation — using the Persuasion Knowledge Model (Friestad & Wright, 1994) and advertising strategies as the foundation. As individuals encounter countless advertisements daily across various media outlets, understanding consumer preferences is crucial for marketers. The study focused on print advertisements for the Chevrolet Equinox, with Displacement advertisements placing the product in unusual contexts and Transformation advertisements altering the product’s appearance to resemble other objects. A survey of 105 students from a Midwestern liberal arts college was used to gather responses to these advertisements. Findings indicate no significant overall preference between the two strategies, though specific elements like color, high-value and directness in the Displacement advertisements received higher ratings. The study emphasizes the importance of detailed design elements and consumer familiarity with advertising in shaping perceptions. Limitations include the use of a single product and medium, and a narrow sample. Recommendations for future research include exploring diverse products and media, incorporating more varied questions, and recruiting a broader sample to enhance the generalizability and applicability of the findings.

Advisor

Johnson, Michelle

Department

Communication Studies

Disciplines

Advertising and Promotion Management | Communication Technology and New Media | Graphic Communications | Graphic Design | Marketing | Mass Communication | Public Relations and Advertising

Keywords

Advertising Strategies, Displacement Advertising, Transformation Advertising, Advertising Design Strategies, Creative Advertising Techniques, Print Advertisements, Magazine Advertisements, Print Media Advertising, College-Aged Consumers, Young Adults, University Students, Consumer Preferences, Product and Context, Chevrolet Equinox Advertising, Automotive Advertisements, Car Advertisements, Psychological and Behavioral Aspects, Consumer Behavior, Consumer Preferences, Advertising Effectiveness, Persuasion in Advertising, Attitude Toward Advertisements, Survey Questionnaire, Experimental Design in Advertising Research, Likert Scale in Advertising Research, Theoretical Frameworks, Persuasion Knowledge Model (PKM), Advertising Rhetoric, Visual Persuasion, Evolution of Advertising, History of Print Advertising, Digital Advertising Trends

Publication Date

2024

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2024 Jennifer J. Copeland