| บทคัดย่อ(English) |
The study used experimental design to compare the effectiveness of rationalappeal and emotional appeal in television commercials (TVCs) featuring childpresenters in terms of recall, understanding main idea, opinion toward TVCs, likingand intention to buy. Subjects are 120 women aged between 20-40 years who have baby or child agedunder 12. Subjects were voluntarily recruited and divided into 3 groups: twoexperimental groups viewed either rational commercials or emotional commercials andcontrol group viewed both rational and emotional commercials. Each group was alsodivided into 2 sub-groups: housewives and working women. Then they viewed thecommercials and filled in their questionnaires. Data from the experiments wereanalyzed by using percentage, mean scores and t-test. Results of the research are as follows: 1. While the use of different appeals did not result in the difference inrecall of product category, brand name and actor, it affected the difference invisual and audio recall. 2. The use of different appeals did not result in the difference inunderstanding the main idea of TVCs. 3. When determined opinion toward commercials, samples were able to classifythe use of appeal correctly for baby powder product, but not for detergent product. 4. The use of different appeals didn't significantly affect the difference inliking of TVCs. 5. When determined intention to buy, samples were likely to buy baby powderwhen rational was used rather than emotional appeal. But the use of differenceappeals did not result in the difference in intention to buy for detergent product. |
