AIDA yet? – A historical and critical review of hierarchy of advertising effects
The aim of this paper is to conduct a historical and critical review of AIDA model (Attention-Interest-Desire-Action), well known for explaining the effects of advertising. We also intended to review other hierarchies of advertising effects, considered developments or radical changes of AIDA model....
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2017 |
| País: | Brasil |
| Institución: | Universidade Federal de Santa Maria (UFSM) |
| Repositorio: | Revista Animus (Santa Maria. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/21084 |
| Acceso en línea: | https://periodicos.ufsm.br/animus/article/view/21084 |
| Access Level: | acceso abierto |
| Palabra clave: | AIDA model Hierarchy of advertising effects Phenomenology. Modelo AIDA Hierarquia dos efeitos publicitários Fenomenologia |
| Sumario: | The aim of this paper is to conduct a historical and critical review of AIDA model (Attention-Interest-Desire-Action), well known for explaining the effects of advertising. We also intended to review other hierarchies of advertising effects, considered developments or radical changes of AIDA model. This paper try to understand why this model persists for more than a century, noting that it is not because the confirmation of empirical data, but because the model fits the dominant cultural and organizational worldview. Finally, we present the main criticisms of the hierarchy of effects, from the basic notion of sequential process to the subordination of the emotive elements. |
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