Title: The Effect of Hero Archetype in Advertising on Perceived Product Efficacy
Abstract: This study aimed to examine the effect of the hero archetype in advertising on perceived product efficacy and purchase intention. The hero character was tough and brave to overcome a great trial; he was fighting to achieve a noble goal, and successfully demonstrated the pride's superiority. The use of archetype in advertising attempts to convey meaning to products ; the universal archetype characters can help tell the story of a brand in an easier way. The results of this study suggested that the use of hero archetype in an ad can trigger anthropomorphism, and had a positive effect on perceived product efficacy and purchase intention. Further, the results indicated that the warrior character in a hero had positive effects on perceived product efficacy for male consumers and for consumers with less power.
Publication Year: 2017
Publication Date: 2017-05-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 3
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