The relationship between advertising claims, believability, and purchase intention in advertisements on food, and supplement products appearing in women's health magazine

Name: Piyaporn Pornsuriya

ThaSH: Burapha University.English for Communication

ThaSH: Advertising

Abstract: In the competitive world where marketing is tensed and advertisements are everywhere. The language of advertising claim becomes an important factor to influence consumers into buying the products. It leads to the objectives of the study which were to analyze the language of advertising claims on food and supplement products’ headlines and body copies in Women’s Health Magazine issued during the years 2012 to 2015, to measure the level of believability and purchase intention, and to study the correlation between believability and purchase intention. The verbal element in the advertisements was focused in terms of the language role and how it is used to persuade as well as how effective it results. The participants for the survey were 50 international female students sampled from non-native English students, studying at Babeș-Bolyai University, Romania. The result found that the highest frequency of occurrence of advertising in headline was the vague claim (25.97%), followed by the weasel claim (22.37%). The highest frequency of occurrence of advertising in body copy was the scientific and statistic claim (31.17%), followed by the weasel claim (24.24%). The believability level was moderately high with the score of 4.53 of 7-point scale and the purchase intention level was considered moderate with the score of 5.17 of 11-point scale. Additionally, there were positively significant correlations (p< 0.01) between believability and purchase intentions level. In conclusion, the language of advertising claims and believability were the factors that lead to the purchase intention of the products in the advertisements of food and supplement in Women’s Health Magazine.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Name: Suchada Rattanawanitpun

Role: Principal advisor

Name: On-Usa Phimsawat

Role: Co-advisor

Created: 2018

Modified: 2020-03-25

Issued: 2020-03-25

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 659.1 PE694R

eng

DegreeName: Master of Arts

Level: Master's Degree

Descipline: English for communication

Grantor: Burapha University

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