问题描述：
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).
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).
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