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Disclaimers in Real Estate Print Advertisements

Disclaimers in Real Estate Print Advertisements

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2019) Disclaimers in Real Estate Print Advertisements. In: 18th International Conference on Research in Advertising (ICORIA) 2019. European Advertising Academy, Krems, Austria.

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Abstract

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. While acknowledging the complex and multi-faceted due diligence that buyers usually invest before buying houses, the role of advertisements in marketing new-build homes cannot be overemphasised. The textual content of the 1645 new-build projects in London advertisements were thematically analysed to gain insight into the disclaimers presented in their advertisements. Disclaimers were around CGI, price changes and source of information. Disclaimers in the new-build homes sector are still under research. Therefore, this study offers both theoretical and managerial implication on how the disclaimers are being presented.

Item Type: Conference Proceedings
Title of Proceedings: 18th International Conference on Research in Advertising (ICORIA) 2019
Uncontrolled Keywords: disclaimers, real estate, london, advertisement, print media, off-plans
Subjects: H Social Sciences > HB Economic Theory
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 08 Jul 2019 10:28
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/24710

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