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A comparison of factual/low context versus emotional/high context message appeals: persuading Chinese smokers to ring the Chinese quitline

Conference Paper


Download full-text (Open Access)

Abstract


  • This study does not support the notion developed from cross cultural advertising literature

    that members of a particular cultural group will prefer a particular message advertising appeal

    if it reflects values that are congruent to its culture. An experimental design is applied to

    examine whether emotional/ high context appeals (n=120) are more persuasive than factual/

    low context appeals (n=124) among target groups from collectivist cultural backgrounds.

    Analysis of Chinese smokers’ pre-and-post intentions to contact the Chinese Quitline after

    viewing print advertisements determined that there was no difference between the two ad

    groups’ shift scores. The common use of direct translations of Australian mainstream

    campaigns for this culturally and linguistically diverse (CALD) target group could be viewed

    as an acceptable practice.

Publication Date


  • 2009

Citation


  • Camit, M., Noble, G. I. & Algie, J. (2009). A comparison of factual/low context versus emotional/high context message appeals: persuading Chinese smokers to ring the Chinese quitline. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3328&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2279

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://www.anzmac2009.org/index.php

Abstract


  • This study does not support the notion developed from cross cultural advertising literature

    that members of a particular cultural group will prefer a particular message advertising appeal

    if it reflects values that are congruent to its culture. An experimental design is applied to

    examine whether emotional/ high context appeals (n=120) are more persuasive than factual/

    low context appeals (n=124) among target groups from collectivist cultural backgrounds.

    Analysis of Chinese smokers’ pre-and-post intentions to contact the Chinese Quitline after

    viewing print advertisements determined that there was no difference between the two ad

    groups’ shift scores. The common use of direct translations of Australian mainstream

    campaigns for this culturally and linguistically diverse (CALD) target group could be viewed

    as an acceptable practice.

Publication Date


  • 2009

Citation


  • Camit, M., Noble, G. I. & Algie, J. (2009). A comparison of factual/low context versus emotional/high context message appeals: persuading Chinese smokers to ring the Chinese quitline. Australia and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian & New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3328&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2279

Start Page


  • 1

End Page


  • 8

Place Of Publication


  • http://www.anzmac2009.org/index.php