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Advertising Research, August/September 1990, pp. 32-38 1K*. Craig, C., Sernthal, B., Humor in Advertising, Journal of Marketing, October 1973, pp. 12-18.

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tive, 5th ed., McGraw-Hill, NY, 2001, pp.192; Shimp, T., Advertising, Promotion & Supplemental Aspects

of Integrated Marketing Communication, 6th ed., Thompson/South-Western, Mason, 2003, pp.301-303. 2 Ford, J., Comments, International Journal of Advertising, 25 (3), 2006, pp. 409-416; Spotts, H., Weinberger,

M. Parsons, A., Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Ap-

proach, Journal of Advertising, Volume XXVI, 3, Fall 1997, pp. 19-32.

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1E($+!+#(% "0#1+),'(+ 0' ,1".("+$% (' 491$9!'$' " 2%-$%3(% (' 8+*)9491$9!("$+ !'01"3". ,6!;9

$,%!3+#4"$+ #$"1%,+ , !+41'8' + 29:1"49,'(% , Marieke de Mooij, Global Marketing and Advertising:

Understanding Cultural Paradoxes, SAGE Publications, London, 1998. 2K*. Laskey, H., Fox, J., Crask, M.., Investigating the Impact of Executional Style on Television Commer-

cial Effectiveness, Journal of Advertising Research, November/December, 1994, pp.9-16. 3M"$"!'(% %$ Marieke de Mooij, Global Marketing and Advertising: Understanding Cultural Paradoxes,

SAGE Publications, London, 1998. 4K*. Stern, B., Resnik, A., Information Content in Television Advertising: A Replication and Extension,

Journal of Advertising Research, June/July, 1991, pp.36-46. 5K*. Muleler, B., Standartisation vs. Specialization: An Examination of Westernization in Japan+se

Advertising, Journal of Advertising Research, January/February, 1992, pp.15-24.

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1K*. Wells, W.D., Lectures and Dramas, in P. Caferata and A. Tybout (Eds.), Cognitive and Affective Re-

sponses to Advertising, Lexington, MA: D.C. Heath, 1988. 2K*. Leiss, W., Kline, S., Jhally, S., Social Communication in Advertising, London: Methuen, 1986.

3K*., Appelbaum, U., Halliburton, C., How to Develope International Advertising Campaigns That Work:

The Example of the European Food and Beverage Sector, International Journal of Advertising, 1993, No11,

pp.223-241.

!"#$% &'$!'()*"+,360

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• la Seduction – "049F+("+, #6:1'0(.,'(+;

• le Spectacle – $+'$6!, )!'8', F%9;

• l’Amour – !%8'(#, +!%$"4', 4%2(+*, *+1'("+;

• l’Humour – ;98%!, "7!' (' )98", '#%="'="".

10. Q"823

<!+)#$',. " %$#$%.,' #$'(%,"/+$%, 3+ $,%!3+#4"$+ #$"1%,+ , !+41'8'$' 8%-

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• #!',(+("+ # 4%(49!+($" (side – by – side comparison, competitive

comparison);

• !+41'8(% %:.,1+("+ %$ 7%,%!"$+1/2!+0+($'$%! (announcer);

• )"'1%7/"($+!,N/!'07%,%! (dialogue/interview/conversation);

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G$4!%.,' 8 $"2' $+1+,"0"%((" " 2+3'$(" !+41'8" (' :'0' (' "0#1+),'(+ , 11

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• #2+="'1(" +@+4$" (special effects).

1K*. Cutler, B., Javalgi, G., A Cross-Cultural Analysis of the Visual Components of Print Advertising: The

United States and the European Community, Journal of Advertising Research, 1992, January/February,

pp.71-80. 2K*. Taylor, R., Hoy, M., The Presence of la seduction, le spectacle, l’amour, and l’humour in French Com-

mercials, in S. Madden (Ed.), Proceedings of the 1995 Conference of the American Academy of

Advertising. 3K*. Laskey, H., Fox, J., Crask, M.., Investigating the Impact of Executional Style on Television Commer-

cial Effectiveness, Journal of Advertising Research, November/December, 1994, pp.9-16. 4K*. Moriarty, S., Creative Advertising: Theory and Practice, 2nd ed., Englewood Cliffs, NJ: Prentice Hall, 1991.

5K*. Franzen, G., Advertising Effectiveness, Henley-on Thames, Oxfordshire, UK: NTC Business Books,

1994

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CLASSIFICATION OF BULGARIAN ADVERTISING STYLES –

FINDINGS OF ADVERTISING CONTENT ANALYSIS I N BULGARIAN MEDIA

Abstract

The objective of the study presented in this paper is to classify the executional styles in Bulgarian

advertising. For the completion of this task the author applies the research method of content

analysis of advertisements in Bulgarian media. Creating a typology of executional styles in

modern advertising means to identify and classify the typical or most often used executional

styles. At the same time the author analyzes the connection between the advertising appeals from

one hand and the executional styles from the other. The major advertising appeals are described

and analyzed from the point of view of their practical application in advertising practice.

The results of the study confirm the existence of 7 major executional styles in Bulgarian

advertising practice. These executional styles include: (1) style of advertising presentation; (2)

style of advertising associations; (3) "educational" style; (4) dramatic style; (5) entertaining style;

(6) "fantastic" style; (7) style of urging consumer to action. The detailed analysis however revealed

numerous "sub"-styles within each major executional style. All of them are described and

illustrated in the paper.