Teoría del Hexágono de Apelaciones Publicitarias y de Necesidades Emergentes
Abstract
This paper presents the Advertising Appeals and Emergent Needs Hexagon theory (HAPYNE). This theory is rooted in many empirical and theoretical research concerning advertising messages and the responses of consumers to them. Hapyne is a methodological tool thantpermits, on one hand, to rigorously classify every contemporary piece of advertising concerning the Advertising Appeals, and on the other hand, to analyze –by means of the empirical responses of the consumer– the possible Emergent Needs, their nature and the degree of persuasion for the receiver.Downloads
Download data is not yet available.
Article download
Crossmark
Published
2007-08-29
How to Cite
Bermejo Berros J. (2007). Teoría del Hexágono de Apelaciones Publicitarias y de Necesidades Emergentes. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 1(1), 99-130. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0707120099A
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
