英语翻译The appeals which were used most often were rational,particularly effectiveness,convenience,modernity and neatness.The emotional attribute stated most often was ornamental,which mostly referred to the shape or presentation which was perce

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英语翻译
The appeals which were used most often were rational,particularly effectiveness,convenience,modernity and neatness.The emotional attribute stated most often was ornamental,which mostly referred to the shape or presentation which was perceived as beautiful.Within the ten appeals stated most often,70% were rational.Furthermore,the average use of the different appeals was almost homogeneous across the different product groups,resulting in 3.96 rational and in 2.34 emotional appeals on average per advert.
In reality of course,there is always more than one appeal per advertisement.Therefore,we also analyzed the balance of rationality and emotionality per advert.Table 6 shows that in almost 71% of the adverts,there were more rational than emotional appeals.Thus,we can conclude that the adverts are predominantly rational,overall as well as per advert.
For the whole sample,this means that only 11% point out the superiority of the technology and only 15% of the adverts explain the functionality of a technology to a certain extent.Overall,it seems that technology itself or incorporated in the product,does not play an important role in advertising in the consumer electronics industry.Our findings regarding these hypotheses contradict proposals of Easingwood and Koustelos (2000) and Easingwood and Harrington (2002),who suggested emphasizing technological superiority.The functionality was frequently not explained either in the adverts,which stands in contrast to the suggestions of Moreau et al.(2001).

上诉是会经常是合理的,尤其是有效性、便利性、现代性和整洁.情感属性声明最常被称为观赏,主要的形状或陈述被觉察一样的美丽.在十上诉表示大多数时候,70%是合理的.此外,平均使用不同的上诉,几乎是不可能的在不同的产品组均匀,导致在额39.6理性、情感诉求平均234每广告.
当然,现实中总是有一个以上的上诉每广告.因此,我们也分析了平衡的合理性与感动每广告.表6显示,几乎百分之七十一的广告相比,有更理性情感诉求.因此,我们可以得出这样的结论:广告主要是理性的,整体以及每广告.
为整个样品,这意味着只有11%的现状,指出了该技术的优越性,只有15%的解释的功能,广告的一种技术有一定的影响.总的来说,它似乎技术本身或纳入产品,没有起重要作用,在广告,在消费类电子行业.我们的研究结果对于这些假说相抵触的建议和Koustelos Easingwood(2000)和Easingwood和哈林顿》(2002),是谁建议强调技术优势.常常没有人解释的功能,无论在广告上的对比,提出Moreau孙俐.(2001年).

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