Werbung mit Geschichte : eine inhaltsanalytische und experimentelle Untersuchung der Werbewirkung von History Claims in Anzeigen

Though history claims have already been analysed, rarely anything is known about the usage of claims in Ads and their effect. That is why this paper deals with the question which claims are used the most. The method of content analyses has been chosen in order to answer this question. This study analysed 6,145 advertisements from two different magazines, published within six years. More than eight percent of the advertisements contain at least one history claim, which shows an increase of its usage in comparison to prior studies, which dealt with earlier time frames. History claims occur more frequently than borrowed-history claims. An empirical study which involved 515 participants, verifies the effect of growing trust caused by brand history claims and borrowed-history claims. Only brand history claims influence the image of brands only slightly positively. The analysed history claims neither influence the recipients’ attitude towards the advertisement nor the perception of the brand as out of date. Furthermore, the results of the analysis show the disadvantages of the combined usage of innovation claim and brand history claim in advertisements.