About this document

Art by Jonalyn Manangan is a document available to read on EtoBox.

This thesis examines the role of art in advertising. It aims to determine whether a higher level of artistry in advertisements leads to better evaluations of the product or brand. The thesis also seeks to establish whether art is the primary driver of positive effects that have been linked to art in previous research, such as increased luxury perceptions. Through a series of pre-studies and a main study involving surveys, the thesis tests the impact of different levels of art in advertisements on consumer e

Author

Jonalyn Manangan

Language

EN