18



2004). "SAM may be used to evaluate feelings or other promotional tools or for the


brands itself' (Morris, 1995, 67).


AdSAM, Perceptual Map,


 -rA

ADSAI


 ictorlous
 happy cheerful
 kind


 polite thankful warm stimulated

 rela> ed bold
 m iture

 childlike

 provocativE
 serene wholeso ie
 modo.

 te pted
a( aggressive
L.- nor chalant

 Caloof
a) anxious
 Quietly indignant

 unemotional cy ical startled
 --------- --------- ---------s~~b ke p tiu a ---------------------
 bored sus vicious
 blase disbelieving
 irrta ed
 displeased eaiful
 w ary
 disgusted angry
 glo my disappoint, d troubled

 insecure
 te rrlfied
 decei ed
 sad
 reject d crushed

 Aro jsal