<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1665-6423</journal-id>
<journal-title><![CDATA[Journal of applied research and technology]]></journal-title>
<abbrev-journal-title><![CDATA[J. appl. res. technol]]></abbrev-journal-title>
<issn>1665-6423</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Ciencias Aplicadas y Tecnología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-64232022000200237</article-id>
<article-id pub-id-type="doi">10.22201/icat.24486736e.2022.20.2.982</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Advertisers use online reviews to design more effective advertisements]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ullah]]></surname>
<given-names><![CDATA[Rahat]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ahmad]]></surname>
<given-names><![CDATA[Ghayur]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Adis]]></surname>
<given-names><![CDATA[Azaze-Azizi Abdul]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zeb]]></surname>
<given-names><![CDATA[Atya]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Westminster International University of Tashkent  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Uzbekistan</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Prince Mohammad Bin Fahd University College of Business Administration ]]></institution>
<addr-line><![CDATA[Khobar ]]></addr-line>
<country>Saudi Arabia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universiti Malaysia Sabah Faculty of Business, Economics and Accountancy ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Malaysia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<volume>20</volume>
<numero>2</numero>
<fpage>237</fpage>
<lpage>244</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-64232022000200237&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-64232022000200237&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-64232022000200237&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The key advertisement element &#8220;text&#8221; has a unique effect on advertisements and a number of studies have examined how advertisements need to be effective and persuasive. This paper aims to mine the customer reviews for emotional, non-emotional content to design more effective advertisements. The results suggest that the recall effect is higher for print advertisements containing emotional content. Also, we found that advertisements with a mix of emotional and non-emotional content will have a positive attitude towards the print advertisements. Furthermore, It has been found that viewing advertisements with a mix of both emotional and non-emotional text will increase purchase intension among consumers.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Print advertisements]]></kwd>
<kwd lng="en"><![CDATA[recall effect]]></kwd>
<kwd lng="en"><![CDATA[attitude]]></kwd>
<kwd lng="en"><![CDATA[emotional words]]></kwd>
</kwd-group>
</article-meta>
</front><back>
<ref-list>
<ref id="B1">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Arnon]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<name>
<surname><![CDATA[Snider]]></surname>
<given-names><![CDATA[N.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[More than words: Frequency effects for multi-word phrases]]></article-title>
<source><![CDATA[Journal of memory and language]]></source>
<year>2010</year>
<volume>62</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>67-82</page-range></nlm-citation>
</ref>
<ref id="B2">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Coenen]]></surname>
<given-names><![CDATA[F.]]></given-names>
</name>
<name>
<surname><![CDATA[Leng]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Sanderson]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Wang]]></surname>
<given-names><![CDATA[Y. J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Statistical identification of key phrases for text classification]]></article-title>
<source><![CDATA[International Workshop on Machine Learning and Data Mining in Pattern Recognition]]></source>
<year>2007</year>
<page-range>838-53</page-range><publisher-loc><![CDATA[Heidelberg ]]></publisher-loc>
<publisher-name><![CDATA[Springer, Berlin]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B3">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Dodds]]></surname>
<given-names><![CDATA[W. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Monroe]]></surname>
<given-names><![CDATA[K. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Grewal]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Effects of price, brand, and store information on buyers&#8217; product evaluations]]></article-title>
<source><![CDATA[Journal of marketing research]]></source>
<year>1991</year>
<volume>28</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>307-19</page-range></nlm-citation>
</ref>
<ref id="B4">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Fazio]]></surname>
<given-names><![CDATA[R. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Zanna]]></surname>
<given-names><![CDATA[M. P.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Direct experience and attitude-behavior consistency]]></article-title>
<source><![CDATA[Advances in experimental social psychology]]></source>
<year>1981</year>
<volume>14</volume>
<page-range>161-202</page-range><publisher-name><![CDATA[Academic Press]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B5">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Gotlieb]]></surname>
<given-names><![CDATA[J. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Sarel]]></surname>
<given-names><![CDATA[D.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Comparative advertising effectiveness: The role of involvement and source credibility]]></article-title>
<source><![CDATA[Journal of advertising]]></source>
<year>1991</year>
<volume>20</volume>
<numero>1</numero>
<issue>1</issue>
<page-range>38-45</page-range></nlm-citation>
</ref>
<ref id="B6">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Houston]]></surname>
<given-names><![CDATA[M. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Childers]]></surname>
<given-names><![CDATA[T. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Heckler]]></surname>
<given-names><![CDATA[S. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Picture-word consistency and the elaborative processing of advertisements]]></article-title>
<source><![CDATA[Journal of marketing research]]></source>
<year>1987</year>
<volume>24</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>359-69</page-range></nlm-citation>
</ref>
<ref id="B7">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Hu]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<name>
<surname><![CDATA[Liu]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Mining and summarizing customer reviews]]></article-title>
<source><![CDATA[Proceedings of the tenth ACM SIGKDD international conference on Knowledge discovery and data mining]]></source>
<year>2004</year>
<page-range>168-77</page-range></nlm-citation>
</ref>
<ref id="B8">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lafferty]]></surname>
<given-names><![CDATA[B. A.]]></given-names>
</name>
<name>
<surname><![CDATA[Goldsmith]]></surname>
<given-names><![CDATA[R. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Corporate credibility&#8217;s role in consumers&#8217; attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad]]></article-title>
<source><![CDATA[Journal of business research]]></source>
<year>1999</year>
<volume>44</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>109-16</page-range></nlm-citation>
</ref>
<ref id="B9">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Leong]]></surname>
<given-names><![CDATA[S. M.]]></given-names>
</name>
<name>
<surname><![CDATA[Ang]]></surname>
<given-names><![CDATA[S. H.]]></given-names>
</name>
<name>
<surname><![CDATA[Tham]]></surname>
<given-names><![CDATA[L. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Increasing brand name recall in print advertising among Asian consumers]]></article-title>
<source><![CDATA[Journal of Advertising]]></source>
<year>1996</year>
<volume>25</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>65-81</page-range></nlm-citation>
</ref>
<ref id="B10">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Lutz]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Affective and cognitive antecedents of attitude toward the ad: A conceptual framework]]></article-title>
<source><![CDATA[Psychological process and advertising effects: Theory, research, and application]]></source>
<year>1985</year>
<page-range>45-63</page-range></nlm-citation>
</ref>
<ref id="B11">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MacKenzie]]></surname>
<given-names><![CDATA[S. B.]]></given-names>
</name>
<name>
<surname><![CDATA[Lutz]]></surname>
<given-names><![CDATA[R. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Belch]]></surname>
<given-names><![CDATA[G. E.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations]]></article-title>
<source><![CDATA[Journal of marketing research]]></source>
<year>1986</year>
<volume>23</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>130-43</page-range></nlm-citation>
</ref>
<ref id="B12">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[MacInnis]]></surname>
<given-names><![CDATA[D. J.]]></given-names>
</name>
<name>
<surname><![CDATA[Price]]></surname>
<given-names><![CDATA[L. L.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The role of imagery in information processing: Review and extensions]]></article-title>
<source><![CDATA[Journal of consumer research]]></source>
<year>1987</year>
<volume>13</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>473-91</page-range></nlm-citation>
</ref>
<ref id="B13">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Mehta]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Advertising attitudes and advertising effectiveness]]></article-title>
<source><![CDATA[Journal of advertising research]]></source>
<year>2000</year>
<volume>40</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>67-72</page-range></nlm-citation>
</ref>
<ref id="B14">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Moriarty]]></surname>
<given-names><![CDATA[S. E.]]></given-names>
</name>
</person-group>
<source><![CDATA[Creative advertising: Theory and practice]]></source>
<year>1991</year>
<publisher-loc><![CDATA[Engelwood Cliffs, New Jersey ]]></publisher-loc>
<publisher-name><![CDATA[Prentice Hall]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B15">
<nlm-citation citation-type="">
<collab>Ogilvy &amp; Mather</collab>
<source><![CDATA[How to Advertise in the People&#8217;s Republic of China]]></source>
<year>1979</year>
</nlm-citation>
</ref>
<ref id="B16">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pieters]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Wedel]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Attention capture and transfer in advertising: Brand, pictorial, and text-size effects]]></article-title>
<source><![CDATA[Journal of marketing]]></source>
<year>2004</year>
<volume>68</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>36-50</page-range></nlm-citation>
</ref>
<ref id="B17">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Pang]]></surname>
<given-names><![CDATA[B.]]></given-names>
</name>
<name>
<surname><![CDATA[Lee]]></surname>
<given-names><![CDATA[L.]]></given-names>
</name>
<name>
<surname><![CDATA[Vaithyanathan]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Thumbs up? Sentiment classification using machine learning techniques]]></article-title>
<source><![CDATA[Proceedings of the ACL-02 conference on Empirical methods in natural language processing-Volume 10]]></source>
<year>2002</year>
<page-range>79-86</page-range><publisher-name><![CDATA[Association for Computational Linguistics]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B18">
<nlm-citation citation-type="">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Riloff]]></surname>
<given-names><![CDATA[E.]]></given-names>
</name>
<name>
<surname><![CDATA[Wiebe]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Learning extraction patterns for subjective expressions]]></article-title>
<source><![CDATA[Proceedings of the 2003 conference on Empirical methods in natural language processing]]></source>
<year>2003</year>
<page-range>105-12</page-range></nlm-citation>
</ref>
<ref id="B19">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Shavitt]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<name>
<surname><![CDATA[Lowrey]]></surname>
<given-names><![CDATA[P.]]></given-names>
</name>
<name>
<surname><![CDATA[Haefner]]></surname>
<given-names><![CDATA[J.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Public attitudes toward advertising: More favorable than you might think]]></article-title>
<source><![CDATA[Journal of advertising research]]></source>
<year>1998</year>
<volume>38</volume>
<numero>4</numero>
<issue>4</issue>
<page-range>7-22</page-range></nlm-citation>
</ref>
<ref id="B20">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Wu]]></surname>
<given-names><![CDATA[S. I.]]></given-names>
</name>
<name>
<surname><![CDATA[Wei]]></surname>
<given-names><![CDATA[P. L.]]></given-names>
</name>
<name>
<surname><![CDATA[Chen]]></surname>
<given-names><![CDATA[J. H.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[Influential factors and relational structure of Internet banner advertising in the tourism industry]]></article-title>
<source><![CDATA[Tourism Management]]></source>
<year>2008</year>
<volume>29</volume>
<numero>2</numero>
<issue>2</issue>
<page-range>221-36</page-range></nlm-citation>
</ref>
<ref id="B21">
<nlm-citation citation-type="journal">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Ullah]]></surname>
<given-names><![CDATA[R.]]></given-names>
</name>
<name>
<surname><![CDATA[Zeb]]></surname>
<given-names><![CDATA[A.]]></given-names>
</name>
<name>
<surname><![CDATA[Kim]]></surname>
<given-names><![CDATA[W.]]></given-names>
</name>
</person-group>
<article-title xml:lang=""><![CDATA[The impact of emotions on the helpfulness of movie reviews]]></article-title>
<source><![CDATA[Journal of applied research and technology]]></source>
<year>2015</year>
<volume>13</volume>
<numero>3</numero>
<issue>3</issue>
<page-range>359-63</page-range></nlm-citation>
</ref>
</ref-list>
</back>
</article>
