Emotional Persuasion in Localized Advertising: Analyzing the Dialectal Language and Visual Images

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dc.contributor.authorPajuranta Katariina
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id180228838
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/180228838
dc.date.accessioned2025-08-27T21:34:05Z
dc.date.available2025-08-27T21:34:05Z
dc.description.abstract<p>The purpose of this study is to investigate emotional persuasion in localized advertising by exploring how language and images are used to appeal emotionally. The empirical data consists of 32 TV commercials in spoken Swiss-German dialect by the Swiss cooperative Migros. The study is conducted through a mixed-methods approach of content analysis and qualitative analysis (linguistic and semiotic analysis). The outcome of the study is a framework of emotionally persuasive advertising in emotionally appealing dialectal language, emotionally appealing images, and their interplay. The framework opens new perspectives on understanding emotionally appealing advertising.</p>
dc.description.edition
dc.format.pagerange351
dc.format.pagerange366
dc.identifier.eisbn978-3-658-40429-1
dc.identifier.isbn978-3-658-40428-4
dc.identifier.issn2626-0328
dc.identifier.olddbid200634
dc.identifier.oldhandle10024/183661
dc.identifier.urihttps://www.utupub.fi/handle/11111/46101
dc.identifier.urlhttps://doi.org/10.1007/978-3-658-40429-1_24
dc.identifier.urnURN:NBN:fi-fe2025082785074
dc.language.isoen
dc.okm.affiliatedauthorPajuranta, Katariina
dc.okm.discipline511 Economicsen_GB
dc.okm.discipline518 Media and communicationsen_GB
dc.okm.discipline511 Kansantaloustiedefi_FI
dc.okm.discipline518 Media- ja viestintätieteetfi_FI
dc.okm.internationalcopublicationnot an international co-publication
dc.okm.internationalityInternational publication
dc.okm.typeA3 Book
dc.publisherSpringer
dc.publisher.countryGermanyen_GB
dc.publisher.countrySaksafi_FI
dc.publisher.country-codeDE
dc.publisher.isbn978-81-322;978-3-540;978-3-642;978-3-662;978-3-7908;978-3-8274;978-3-8347;978-90-481;978-94-007;978-94-009;978-94-010;978-94-011;978-94-015;978-94-017;978-94-024;978-0-387;978-0-8176;978-1-4419;978-1-4612;978-1-4613;978-1-4614;978-1-4615;978-1-4684;978-1-4757;978-1-4899;978-1-4939;978-1-5041;978-3-319;978-1-4020;978-0-85729;978-1-4471;978-1-84628;978-1-84800;978-1-84882;978-1-84996;978-1-85233;978-3-211;978-3-7091;978-4-431;978-3-322;978-3-409;978-3-531;978-3-658;978-3-663;978-3-8100;978-981-287;978-981-10;978-981-13;978-3-030;978-981-32;978-981-15;978-981-16;978-981-329;978-981-334;978-981-336;978-3-031;978-981-19;
dc.publisher.placeWiesbaden
dc.relation.doi10.1007/978-3-658-40429-1_24
dc.relation.ispartofseriesAdvances in Advertising Research
dc.relation.volume12
dc.source.identifierhttps://www.utupub.fi/handle/10024/183661
dc.titleEmotional Persuasion in Localized Advertising: Analyzing the Dialectal Language and Visual Images
dc.title.bookAdvances in Advertising Research (Vol. XII)
dc.year.issued2023

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