Advertising appeal and tone: implications for creative strategy in television commercials

The relationship between two elements of creativestrategy in television advertising, message content and message execution, and the resulting appeal and tone of commercials is investigated. Results indicate that message content distinguishes between rational and emotional commercials. On the other hand, message execution discriminates positive commercials from negative commercials. Emotional commercials are also found to contain more message content than rational commercials, while positive commercials carry more executional elements than negative commercials.