Mapapa-‘wow’ ka sa galing: A study of audience reception towards hyperbole as exhibited in select television advertisements

Hipos, Raphael Louis Y. (2019). Mapapa-‘wow’ ka sa galing: A study of audience reception towards hyperbole as exhibited in select television advertisements. Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication

Abstract

Advertising as an industry has relied on a variety of strategies in order to convince people to purchase the wares that they are hawking. One model that is used in advertising is the persuasive model, and this often involves the use of hyperbole in setting one’s product or service apart from the competition. This study seeks to find out how the use of hyperbole in television advertisements affects the purchasing patterns of its audience, specifically college students from around the country. The Elaboration Likelihood Model formulated by Petty and Coccioppo is used as a guide in determining the attitudes of the viewers towards said advertisements. A qualitative approach is employed in this study. The data was gathered through in- depth interviews with 10 college students who were chosen based on convenience sampling.

Keywords: Advertising, hyperbole, Elaboration Likelihood Model, consumer behaviour