Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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Analysis of Advertisement Strategies and Effectiveness Oatly as a Case Study

Authors
Xiaoxiao Chen1, *
1Experimental High School Affiliated to Beijing Normal University, Beijing, 100000, China
*Corresponding author. Email: b20160905106@stu.ccsu.edu.cn
Corresponding Author
Xiaoxiao Chen
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_11How to use a DOI?
Keywords
Advertisement; Advertisement effectiveness; Oatly company; Case study; DAGMAR model; Means-end chain model; Visual Rhetoric; The Elaboration Likelihood Model
Abstract

Advertisements are increasingly used by companies to attract consumers and persuade them to make purchases. Oatly is one of the most successful companies using advertisement techniques. This paper is aimed at analyzing Oatly’s advertisement strategies and effectiveness using different subject knowledge and related theories. The significance of the study is to summarize some of the central theories in advertising and apply the integrated literature framework in the case analysis. This process provides evidence for established theory and support for practical cases, and also provides references for future advertisement designs. In the case that the paper analyses, Oatly company’s advertisement has achieved awareness, comprehension, conviction, and action successfully using rhetoric communication in advertisements.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
10.2991/978-2-494069-05-3_11
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_11How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xiaoxiao Chen
PY  - 2022
DA  - 2022/11/19
TI  - Analysis of Advertisement Strategies and Effectiveness Oatly as a Case Study
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 76
EP  - 87
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_11
DO  - 10.2991/978-2-494069-05-3_11
ID  - Chen2022
ER  -