Comparison of the Linguistic Message in Advertisements According to the Criteria of Effective Writing |
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Authors: | Francis Buttle |
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Affiliation: | Department of Hotel, Catering and Tourism Management University of Surrey |
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Abstract: | There have been many attempts to form an explanatory theory of how advertising works, but no one has yet postulated a theory of merchandising. Drawing heavily on the developing science of environmental psychology, which studies the effects of physical environments on human behaviour, a theory of merchandising is established. The theory proposes that in-store behaviour, assessed in terms of approach—avoidance, is determined by emotional responses to merchandising stimuli, tempered by the characteristic response sets of the shopper. |
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