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Hello:
This survey is being carried out to find out the effectiveness of the “shocking advertising” in the context of fashion. Shocking is a very common technique used in the fashion advertising to attract audience’s attention from violating the social norms. Please answer the questions freely. You cannot be identified from the information you provide, and information about individuals will be only given to this academic research.
ALL THE INFORMATION YOU PROVIDE WILL BE TREATED IN THE STRICTEST CONFIDENCE
The questionnaire should take you about 5 minutes to complete. Please answer the questions in the space provided. Your answers are essential in building an accurate picture of the issues that are important for the advertising effectiveness research.
Thank you very much for your time and support. Please click Continue button below to start the questionnaire.
Hui-Hua Hsu
Leeds Business School
MA Advertising and Marketing
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Please see this advertising image carefully for 30 seconds.
Because once you click the Continue button below, you CAN'T return to this image again.
Thank very much for your assistance!
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To what extent do you think the advertising attract your attention?
Please give the score to each component of the advertising on a scale of 1-5.(1=being the least, 5=being the most)
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After seeing the image, on a scale of 1-5, how do you feel about the following statement?
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To what extent do you understand this advertising? In other words, could you understand the association with this advertising image and its advertised products? Please give the score to each component on the scale of 1-5.
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4. Involvement in Advertising - Cognitive Processing
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After seeing the image, on a scale of 1- 5, which one does best describe your situation?
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* 1. I can understand the advertisement by?
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| * 2. How much efforts does it take to associate the advertising image with its advertised brands and products, e.g. it is advertising clothes? |
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| * 3. I paid more attention to the “picture” in the advertisement |
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| * 4. I paid more attention to the “headlines and text” in the advertisement |
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A. True of False: Please read the following statements. If you think the statement is right, please choose "True". If you think it is wrong, please write "False", and provide the right answer in the space provided.
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| 1a. The product in the advertising is clothes |
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| 1b. If you choose "False", please indicate the right answer if possible.
If you don't remember, you can leave the space blank. | | |
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| 2a. The brand in the advertising is Tough. |
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| 2b. If you choose "False", please indicate the right answer if possible.
If you don't remember, you can leave the space blank. | | |
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| 3a. The advertising mentions something about Impossible. |
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| 3b. If you choose "False", please indicate the right answer if possible.
If you don't remember it is fine to leave the space blank. | | |
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| 4a. The products are worn by a model in the picture. |
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| 4b. If you choose "False", please indicate the right answer if possible.
If you don't remember it is fine to leave the space blank. | | |
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| B. What is the headline in this advertising approximately? If you don't remember, you can leave this space blank. | | |
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6. Attitude toward advertisement
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How do you feel about the following statement? Please choose the score you think best describing this new brand on a scale of 1-5.
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| * 1. To what extent do you like this advertising |
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| * 2. What is your overall evaluation of this advertising? |
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| * 3. I believe the content of this advertising |
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| * 4. I think the presentation of the advertising is |
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| * 5. This advertising makes me feel good |
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| How do you feel about the following statement? Please choose the score you think best describing this new brand on a scale of 1-5.
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