Indigenous Re-Emergence: A Research on the Current Market Status and Advertising Appeal of "Pasiking” To Millenials

DOI

10.2991/iccsr-18.2018.76How to use a DOI?

Keywords

Indigenous Re-emergence; pasiking; emotional advertising; rational advertising; advocacy; buying decision

Abstract

The concept of indigenous re-emergence is to strengthen the current market status of indigenous products. These products are locally produced and outsourced throughout the Philippines and due to the crammed and vast variations in the media, Pasiking, a native Filipino product that boasts ethnicity and tradition, had become less prominent and dampened the product’s sale-ability thus generating a divide, not only for the consumer – seller, but also to the individuality of the Filipino and its native products. By creating advertisements that aim to persuade the consumer, the study emphasizes on advocacy theories, together with the communal aspects of the product that affect the consumer and in order to unite the aforementioned, the study focused on the effects of emotional and rational appeal while vying for a response of purchase decision, therefore measuring the effectivity of the advertisements to the consumer. By applying these concepts, the research is aimed to educate and create an influence to the market by determining which advertising appeal is effective while bridging the gap between product and consumer.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Dhonel Martinicio
PY  - 2018/07
DA  - 2018/07
TI  - Indigenous Re-Emergence: A Research on the Current Market Status and Advertising Appeal of "Pasiking” To Millenials
BT  - Proceedings of the International Conference of Communication Science Research (ICCSR 2018)
PB  - Atlantis Press
SP  - 345
EP  - 351
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccsr-18.2018.76
DO  - 10.2991/iccsr-18.2018.76
ID  - Martinicio2018/07
ER  -