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Creation and Validation of a Classification Scale according to Informational or Emotional Characteristic of the Advertisement
[Création et validation d'une échelle de classification publicitaire selon la caractéristique d'information ou d'émotion de l'annonce]

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  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

The purpose of this article is to propose a new classification scale for advertisements based on their informational or emotional characteristics. After a review of the literature, we proceed to the creation of a measurement scale based on induced affective and cognitive reactions. The creation and validation method follows rigorously Churchill's Paradigm to form a scale with 2 distinct constructs and 9 items. A classification of 10 different ads based on the scale scores illustrates by example the diagnostic value of the instrument.

Suggested Citation

  • Philippe Jourdan, 1998. "Creation and Validation of a Classification Scale according to Informational or Emotional Characteristic of the Advertisement [Création et validation d'une échelle de classification publicitaire se," Post-Print hal-01134671, HAL.
    • Handle: RePEc:hal:journl:hal-01134671
    Note: View the original document on HAL open archive server: https://hal.science/hal-01134671
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