Suggestions for Future Research and Implications

Chapter V Conclusion and Suggestion

5.2 Suggestions for Future Research and Implications

Previous studies regarding luxury goods mostly were investigating mass consumer behavior and seldom of them disclosed the effectiveness of luxury goods print ads, not to mention deeply looked into the aspect of content and target groups. This study reveals wholly how advertising appeals were used in the setting of luxury watch print ads investigates whether those advertising appeals can actually influence viewers or consumers’ recall, attitude. Some of the results in the study unravel the reason why functional appeal is employed only in the context of male luxury watches since the males tend to take central route in processing information. If that approach is harnessed in the female luxury watch, the effect would be pretty limited. Some of results can implicate the notion that perhaps luxurious appeal is not always the best use among advertising appeals. Its recall rate is not consistent because of keen severe visual competition. Readers cannot recall those watches unless the brands themselves are well known. In addition, the readers attitude toward this advertising appeal vary significantly. Some subjects dislike the highlight of lavish expression that seems

cliché. Others displayed relatively negative attitude toward sex appeal although it achieves great recall. This specific appeal may function well in beer commercial (La Tour, 1993) but it is not as good as it was in the context of luxury watches. Aesthetic appeal did not reach favorable outcome in terms of recall because its advertising appeal is relatively mild. If readers or consumers have difficulty in recall the exposed print ads, then it is impossible to produce positive attitude, not to mention the

following purchase behavior. In short, the study showed that there is no one

advertising appeal is the best speaking of reaching the most effective on all consumers and all dimensions (recall as well as attitude). Before taking on whichever advertising appeal, luxury watches manufactures and advertisers must consider each factor

including brand images and positioning, target segment’ demographic elements so that manufactures’ investment on print ads would be more lasting and fulfilled in the long run.

In the light of this study, future researches regarding the use of advertising appeal can be made or replicated to print ads for other product categories such as car, real estate and so on in Taiwan to understand what advertising appeal constitutes the print ads and the reasons, the effectiveness of taking these tactics. Besides, it will be interesting to compared to uses of advertising appeal during discrepant time periods, i.e. their frequency, the different transformations of luxury watches’ symbols or change of consumers’ recall and attitude. What’s more, Cross cultural comparison and analysis will also be interesting to see whether different nations have different

preferences on employing advertising appeal even in the same luxury watch category.

References

Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising:

Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365-381.

Adrian, F., Jenny, B., & Barrie, G. (2002). Memory for television advertisements as a function of advertisement-program congruity. Applied Cognitive Psychology, 16(5), 525-545.

Avery, A. &Calder, B.(1998). New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 18(3), 23-32.

Baudrillard, J. (1991). The consumer society: Myths and structures.

Belk, R.W. Pollay, R. (1985). Materiallism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.

Belk, R W. Pollay, R. (1985). Images of ourselves: The good life in twentieth century advertising. Journal of Consumer Research, 11(4), 887-897.

Bohner, G. & Schwarz, N. (1993). Mood states influence the production of persuasive arguments. Communication Research, 20, 696-722.

Bollapragada, S., Bussieck, M. R., & Mallik, S. (2004). Scheduling commercial videotapes in broadcast television. Operations Research, 52(5), 679-689.

Campbell, D., & Wright, R. (2008). Shut-up I don't care: Understanding the role of relevance and interactivity on customer attitudes toward repetitive online advertising. Journal of Electronic Commerce Research, 9(1), 62.

Cacioppo, J. T., & Petty, R. E. (1982). The need for cognition. Journal of Personality and Social Psychology, 42, 116-131.

Catherine, A. L. (2009). Importance placed on physical attractiveness and

advertisement-inspired social comparison behavior among Japanese female and male teenagers. Journal of Communication, 59(2), 279-295.

Chattonadhyay, A., Dahl, D. W., Ritchie, R. J. B., & Shahin, K. N. (2003). Hearing voices: The impact of announcer speech characteristics on consumer response to broadcast advertising. Journal of Consumer Psychology (Lawrence

Erlbaum Associates), 13(3), 198.

Claypool, M.(2004). Inferring queue sizes in access networks by active measurement.

Lecture Notes in Computer Science, 30(15), 227-236.

Cohen, A. S. (1983). Informationsaufnahme beim Befahren von Kurven, Psychologie für die Praxis 2/83, Bulletin der Schweizerischen Stiftung für Angewandte Psychologie

Cutler, B., & Javalgi, R. (1992). A cross-culture analysis of the visual components of print advertising. Journalof Advertising Research, 32(January), 320–224.

de Mooij, M. (2003). Convergence and Divergence in consumer behavior: implication of global advertising, International Journal of Advertising, 22, 183-202

Dubois, B. Bernard& Patrick Duquesne (1993), "The Market for Luxury Goods:

Income vs Culture", European Journal of Marketing, vol.23, n¦1, pp.35-44.

Dubious, B. & Paternault, C. (1995), Observations: Understanding the world of international luxury brands: The dream formula. Journal of Advertising Research, 35(4), 69-76.

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

Erkip, F. (2005). The rise of shopping mallin Turkey: The use and appeal of a mall in Ankara. Cities, 22(2), 89-108.

Flueckiger, W. (2009), Lifestyle, aesthetics and narrative in luxury domain advertising.

Popular Narrative Media, 2(2), 195-212

Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a Web-based advertisement. Journal of BusinessResearch, 58, 387–396.

Frieden, J. B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 24(5), 33-41.

Gardner, M. P. (1985). Mood states and consumer behavior: a critical review. The Journal of Consumer Research, 12(3), 281-300.

Gelb, Betsy.D. Jae.W. Hong and George, M, Zinkhan, (1985). Effects on advertising elements: An update, Current Issue and Research in Advertising, 2, PP.75-98 Gilbert, D.T.& Malone, P. S. (1995). “The correspondence bias” Psychological

Bulletin, 117(1), 21-38.

Graham, J., Kamins, M., & Oetomo, D. (1993). Content analysis of German and Japanese advertising in print media from Indonesia, Spain, and the United States. Journal of Advertising, 22, 5–15.

Hagen, I. and Wasko, J., 2000. Introduction. In: I. Hagen and J. Wasko, eds.

Consuming audiences?: Production and reception in media research. Cresskill, NJ: Hampton Press, 1–18.

Hetsroni, A. (2000). The relationship between values and appeals in Israeli advertising: A smallest space analysis, Journal of Advertising. 29(3). PP.

55-68.

Just, M.A. Carpenter, P.A. (1980). Journal of Experimental Psychology, 111(2), 228-238

Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23-33.

Jong Woo, J., Chang-Hoan, C., & Hyuck Joon, K. (2008). The role of affect and

cognition in consumer evaluations of corporate visual identity: Perspectives from the United States and Korea. Journal of Brand Management, 15(6), 382-398.

Kanso, A. (1992). International advertising strategies: Global commitment to local vision. Journal of Advertising Research, 32(1), 10-14.

Kapferer, J.-N. (1997).Managing luxury brands, Journal of Brand Management, 4, 4, 251–260.

Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356

LaTour, M. S., & Henthorne, T. L. (1993). Female nudity: Attitudes toward the ad and the brand, and implications for advertising strategy. The Journal of Consumer Marketing, 10(3), 25.

Lepkowska-White, E., Brashear, T. G., & Weinberger, M. G. (2003). A test of ad appeal effectiveness in Poland and the United States: The interplay of appeal, product, andculture. Journal of Advertising, 32(3), 57–67.

Leong, M.E.& Chatterjee, S.& Schnedier, S.M.(1998). Rule engine interface for a visual workflow builder. United States Patent.

Levitt, Theodore. (1983). The globalization of markets. Harvard Business Review, 61 (May-June), 92-102.

Louie, T. A. and Obermiller, C. (2002). Consumer’s response to a firm’s endorser association decisions. Journal of Advertising, 31(4), 41-52.

Macias, W.& Lewis, L. S.(2003). A content analysis of direct-to-consumer (DTC) prescription drug web site. Journal of Advertising, 32(4), 43-56.

MacInnis, D.J. and Jaworski, B. (1989). Marketing jobs and management controls:

Toward a framework. Journal of Marketing Research, 26(4), 406-419.

Monroe, B.M., & Read, S.J. (2008). A general connectionist model of attitude structure and change: The ACS (Attitudes as Constraint Satisfaction) Model, Psychological Review, 115(3), 733–759.

Mortelmans, D. (1998). Socio-semantic analysis of print advertisements for luxury products. Semiotica, 120(1), 181-206.

Neimark, J. (1994). The beef caking of America. Psychology Today, 27(6), 32.

Nelson, M.R. and Paek, H.-J. (2007), “A content analysis of advertising in a global magazineacross seven countries”, International Marketing Review, 24(1), pp.

64-86.

Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumer intentionto purchase. Journal of Advertising Research, 31(1), 46-54.

Onkvisit, S., & Shaw, J. J. (1999). Standardized international advertising: Some research issues andimplications. Journal of Advertising Research, 39(6),

19-24.

Peter, V., Christoph, K., & Ute, R. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388-408.

Petty, E. W.and Cacioppo, J. T. (1986), The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-162 Petty, E. W. and Priester, J. R. (1996) The influence of motor processes on attitudes

toward novel versus familiar semantic stimuli. Society for Personality and Social Psychology, 22(5), 442-447

Romberg, A.D. (2009) Cross-strait relations: First the easy, now the hard. China Leadership Monitor

Silvera, D. H. and Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 33(11),

1509-1526.

Southwell, B. G. (2005). Between messages and people: A multilevel model of memory for television content. Communication Research, 32(1), 112-140.

Terpstra, V. & David, K. (1991). The Cultural Environment of International Business, 3rd ed. Cincinnatti, OH: South-Western

Tellis, G. J. (1988). Advertising exposure, loyalty, and brand purchase: A two-staged model of choice. Journal of Marketing Research (JMR), 25(2), 134-144.

Unwin, S. (1974). How culture affects advertising expression and communication style. Journal of Advertising,3, 24–27.

Vigneron, F. and Johnson, Lester W. (2004). Measure perceptions of brand luxury:

The Journal of Brand Management, 11(6), 484-506.

Wong, Angela C. Y.& Zaichkowsky, J. (1999), "Understanding luxury brands in Hong Kong", European Advances in Consumer Research, Vol.4, 310-316

Wright, R.(1986). The redistributive roles of unemployment insurance and the dynamics of voting. Journal of Public Economics, 31(3), 377-399.

Zhou, N. & Belk, R. W. (2004). Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3), 63-76.

Zhang, M. and Wang, Y. (2010), Research on specialty of the print ads dissemination based on SCE attributes of the luxury brands. 2011 International Conference on Multimedia and Signal Processing.

Zhang, Yang and Betsy, D. Gelb (1996). Matching advertising appeals to cultures: The influence of products’ uses condition. Journal of Advertising. 25 (3). PP. 29-46

Chinese& Electronic References

Albatross (2010). China Luxury Forecast: http://www.albatrossasia.com/clf.html Business Today, 今週刊(2005):

http://www.businesstoday.com.tw/v1/content.aspx?a=W20050609190 內政部. (2010). 人口調查資料庫: http://www.moi.gov.tw/index.aspx

陳霈霖, (2009). 顧客經由虛擬通路購買的滿意度及其通路品牌之忠誠度之研究-以精品錶消費者為例, (The research of two issues the purchased satisfaction and the loyalty of brand from the virtual channel to the consumer- taking the consumer of luxury watches as a hypothesis)

周芸如, (2009). 名牌消費部落的成型-年輕族群的精品消費行為研究, (Tribal aspects of luxury consumption research: The case of young people)

鐘紫芸, (2008). 大學生名牌精品消費現象研究, (College student luxury brands consumption phenomenon research)

詹采萍, (2006). 台灣精品之購買意向-以年輕族群購買名牌包包為例, (The purchase intention of luxury products in Taiwan- The case study of the young people buying famous brand bags)

Appendix

The following is the transcription of the questions and responses for the interview (Q refers to the researcher and A represents participant A)

100

Q: How do you define luxury watch? What does luxury watch mean to you?

A: To me, luxury watch must be quite expensive. The price should be hard to affordable to the mass so that the meaning of luxury is prominent, right?

Q: Ok! Price is an important factor to define luxury watch. What else?

A: Indeed, and the price also come with decent brand equity. Some well-known brands like TISSOT or LONGINES or OMEGA are luxury watches to me. They are at high price and the brand equity is high. You can see their watches so delicate and their print ads are placed in VOGUE or ELLE some big magazines. More importantly, luxury watches, to me, must be very lavish in the external and internal aspect and the brands of these watches must be able to get track of hundreds of years. Due to the long history, the value of luxury watches can keep passing along and the detailed, exquisite techniques for making the watches become luxurious and special.

Q: Do you think how you perceive luxury watch has to do with your gender, age or social economic status?

A:I don’t know. I guess so. I think age may influence a little bit. I know there are hundreds of luxury watches brands over there but I only know a few of them. I think once I’m getting older, and I might know more and have different visions toward luxury watches. Social economic status counts too. I mean OMEGA is a luxury watch brand to me but for certain people OMEGA is not.

Q: After you read the print ads, can you notice differences, like different advertising appeal tactics in the stimuli? Any different examples?

A: Yes, those differences are very clear. Like Calvin Klein and Rolex are so different for the print ads. Calvin Klein likes sexy models and Rolex doesn’t because their target consumers have different preferences on how the watches print ads should look like.

Q: I understand. More examples?

A: OMEGA invited Nicole Kidman as its endorser so we may notice the watches.

However, Emporio Armani’s print ads are not using this appeal.

Q: Do you think different watch print ads stand for different tokens behind them? Can

101

you give me some examples?

A: Yes, after I see those print ads, I think those watches are representing different symbols. Like I said, different ads are slightly different to certain degree. For instance, PATEK PHILIPPE_GENEVE’s print ads treat luxury watches as family heritage. I think that’s the token for this watch brand. And the Rolex, it is a symbol of traditional royal family and you can see the ads’ and watches’ color are associated with that token.

Q: What are the five print ads that on the top of your mind? Why are those print ads?

A: I can list more than five, actually. For me, I remember Calvin Klein, Rolex,

OMEGA, LONGINES and Dior. I like OMEGA and LONGINES so much. Whenever I saw their print ads. I can always recall them very vividly. I think Rolex print ads are simple and clear. Rolex told a story about nobility. You can see the castle and feel the royal status behind the background illustration. Rolex keeps emphasizing the idea that only small amount of people with high status can wear Rolex. Dior’s design is a big attraction to me. I’m looking for a white watch to go well with my outfits. That kind of color and design suits me very well. I think it may be the reason why I can

memorize Dior print ads because usually I don’t have any preference on this particular brand. As for Calvin Klein, it’s really hard to forget since the print ads themselves are really sensational.

Q: I understand. Do your emotions get aroused as reading stimuli? Which print ads are you referring to?

A: Yes, some of them, I would say. As I mentioned above, Calvin Klein is really sensational and I think I can be as sexy as the models in that print ads. I mean a woman at my age would hope I could be very sexually attractive toward opposite sex, right? I think another print ads that arouse me are OMEGA and LONGINES. I mean Lin is so pretty and spiritual. She is a great icon to me and whenever I see her I feel very delightful and joyful. I think the other print ads are Chanel and Rolex. I saw their print ads make me wonder it would be great to have chances to get into life like that. Those royal life experiences may be a little bit far away from my current life but the print ads give me a space to imagine.

Q: How do you think of print ads you mentioned? You like their presentations or not?

Why?

102

A: Of course, I like those aforementioned print ads. I think even though the presentations can be different, reading print ads always makes me joy. As we said, luxury watches become discrepant tokens here and function variously. Still, there are different degrees of affection toward each print ad. I mean, I like OMEGA and LONGINES most. These are the brands and endorsers I am familiar with. Also, I think I can afford them so I would pat extra attention toward the content. Calvin Klein and Rolex are all right to me compared to OMEGA because I won’t have strong intention to purchase them due to my current situation.

Q: There are some advertising appeals you rare mention and how do you feel about them?

A: Well, PATEK PHILIPPE_GENEVE is really warm to me. I like the way it presents although I was not born with a wealthy family. Family hood is something we keep emphasizing especially in Chinese culture. Cartier’s print ads are ok but I don’t personally connect to it, so is JAEGER-LECOULTRE. PIAGET’s print ads are really stunning, but I think its background makes the image of watch blurry. For the male watch, I seldom pay attention to the content and I don’t have a strong positive or negative feeling toward them.

(Q refers to the researcher and B represents participant B)

Q: How do you define luxury watch? What does luxury watch mean to you?

B: Um…. Luxury watch means it has a decent, beautiful design that people would be jealous once they saw someone wearing them. Watches’ must be at high price also.

Luxury watches are perfect gifts to me. They have outstanding value and represent the token of eternality. The quantity of luxury watches can be few but each one should possess a particular meaning.

Q: Do you think how you perceive luxury watch has to do with your gender, age or social economic status?

B: Yes, I have been in the workplace for a while and I am able to purchase luxury watches. This item can be the reward, which shows several years of hard working.

Luxury watches must be showing your personality and characteristics. Price is not the

103

priority. Wearing luxury watches that can stand you out matters most.

Q: After you read the print ads, can you notice differences, like different advertising appeal tactics in the stimuli? Any different examples?

B: Yes, I can see different tactics are being used in the stimuli. Emporio Armani describes the sexually attraction of female character. However, Rolex portrays the female character as a professional person. OMEGA uses Nicole Kidman to show the elegant, inner-beauty of the female. I guess these can be seen as different examples of advertising appeals.

Q: I understand you employ female character to illustrate different uses of advertising appeal. Do you think different watch print ads stand for different tokens behind them?

Can you give me some examples?

B: I think it is. Like Louis Vuitton, it shows that the watches mean professional, functional and for people who like travelling and adventure. Nonetheless, Calvin Klein simply depicts the typical gender issue. Wearing watches can elevate feminine attraction to men. Print ads said different stories and we can clearly see the symbols behind them. Cartier’s watches are like piece of jewelry and certain women would fell for them.

Q: What are the five print ads that on the top of your mind? Why are those print ads?

B: PIAGET, OMEGA, LONGINES, PATEK PHILIPPE_GENEVE, Emporio Armani and Chanel. I always love PIAGET. I have their watches and they suit me perfectly well. They are not over lavish but they do have some details that are different from other luxury watches brands. Their print ads have similar style so it is easy for me to connect images. OMEGA and LONGINES are easy to pick up because they use celebrity endorsement. In fact, I remember the brand rather than the watches

在文檔中精品手錶之平面廣告訴求研究 - 政大學術集成 (頁 94-119)