INFLUENCE OF LANGUAGE CHOICE AND GRAPHIC REPRESENTAION OF TELEVISION ADVERTISMENT

ABSTRACT

This study explores the influence of language choice and graphic representation in television advertisements on the purchase decisions of Mass Communication undergraduate students. The research aims to understand how language and graphics influence the attitudes, perceptions, and buying behavior of this target audience. Using a survey methods approach, data was collected through surveys and interviews from undergraduate students in the Mass Communication department. The study examines the types of language choices and graphic presentations commonly used in television advertisements and analyzes their effects on consumer attitudes and perceptions. The findings reveal the preferences and responses of Mass Communication undergraduates towards different language styles and graphic representations in television advertisements. The study also investigates the factors that influence their purchase decisions, including emotional appeal, brand recognition, and aesthetic appeal conveyed through language and graphics. The results have practical implications for advertisers and marketers seeking to engage Mass Communication undergraduates effectively through television advertisements. The study emphasizes the importance of selecting appropriate language choices and utilizing compelling graphic presentations to capture the attention and interest of the target audience. Understanding the influence of language and graphics on purchase decisions can assist advertisers in creating more impactful and persuasive television advertisements tailored to the preferences and needs of Mass Communication undergraduates. Overall, this research contributes to the existing knowledge on advertising and consumer behavior by examining the specific influence of language choice and graphic representation in television advertisements on the purchase decisions of Mass Communication undergraduates. The insights gained from this study can inform advertising strategies and help marketers establish stronger connections with their