Vagueness embedded in advertising slogans play an important role in determining consumers' experiences and attitudes upon receiving the message. Vagueness was generally defined as violation of semantic standard of informativeness, explicitness and clarity (Kaufner 1983); incomplete definition (Bosch et al. 1983); and the opposite of precision (Cook 2007). This paper investigated the effects of vagueness on cognitive response by measuring the magnitude of evoked thought and the effects of both related constructs on consumer's attitude and purchase intention. Preliminary study of content analysis applying Meta Model coding (Bandler and Grinder 1976) was used to set the foundation as to how various vagueness levels existed in the slogan, how vagueness was recognized, coded and analyzed. The result of the content analysis also showed how vagueness is pervasively found in advertising slogan and in what kind of patterns it usually appears.
展开▼
