Author(s)

Wang Jingjing, Zhang Xiaoyan

Corresponding Author

Wang Jingjing

Abstract

Advertising is the most commonly used and most intimate marketing tool. Marketers often use advertising strategies to develop consumer attitudes and willingness to buy. The paper takes social adaptation theory as the research perspective, and attempts to analyze whether different advertising appeal methods, source country stereotypes, and product type matching have significant influence on advertising effects.

Keywords

Social Adaptation Theory, Advertising Appeal Method, Product Type, Source Country Stereotype