The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia

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The understanding of sad appeal in emotional advertisement among audiences in Klang Valley, Malaysia

The rise in emotional advertising comes at a time when brands are making every effort in creating contents rather than just making advertisements. The aim of this study is related to advertisements that contain sad emotional appeals, and its impact on the viewers and their purchasing decisions. The...

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Bibliographic Details
Main Authors:	Mohd Shahnawi Muhmad Pirus, Sara Yazmin Zulqahar
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2018
Online Access:	http://journalarticle.ukm.my/13160/ http://journalarticle.ukm.my/13160/1/29056-92219-1-PB.pdf

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