For Research : Action Impulse Effectiveness

Television advertising media is different from other media as the respondents can see the moving image such as digital creation and action done by the models. The model is dancing in the commercial is as action done by the model. The definition of Dancing is that a move rhythmically usually to music, using prescribed or improvised steps and gestures. The earliest history of human dance is a continuing mystery. From the evidence of illustrated ceramic fragments, some archaeologists have speculated that dance originated some 5,000 to 9,000 years ago in early agricultural cultures located in a swath running from modern Pakistan to the Danube basin. Archaeological finds indicate that the Myanmar dance originates during the Pyu period. For Myanmar dance, Kaw Saw Han, 2001 described as the following.

The essence of the Myanmar dance is its gentle and graceful style resembling a floral arabesque. Although the dance looks elegant, gentle and graceful, the dancer has to exert all his physical and mental efforts to perform it well. As the dancer needs to completely concentrate his mind on his performance from the start to the end, it is fully endowed with artistic values. Generally speaking, the performance of the Indian dance is quick and fast, and the Thai dance is slow. Compared with these two styles of dances, the Myanmar dance is slower than the Indian dance and faster than the Thai dance, or in other words, it is in the middle of the two, neither too fast nor too slow.

However, have expressed caution regarding the reconstruction of social behavior from such sources. Speculation aside, specific knowledge of prehistoric dances is lacking, and thus many experts have extrapolated dance history from the preserved ritual dances of various preliterate societies. There are many kinds of dance in the world depends on the demographic and different preference of the dancing style.

However, dancing is the movement of the body based on the music. The people like to watch dancing and some are the participants of dancing society for many reasons. For example, Salsa dancing is part of a scheme to improve staff motivation and encourage employees to consider further training (Nottage, 2003) and belly dancing is the ealth exercise for the American Council as it is a low-impact destressor that works hundreds of muscles, according to the council, an innovative blend of hula and aerobics for loosing weight. Best known in marketing circles for putting String together with sleek carmaker Jaguar, Mr. Copeland is now building a multimedia franchise around two troupes of professional belly dancers (Stanley, 2004).

Therefore using dancing in several ways and the techniques used to deliver the messages vary enormously. The people around the world are interesting and dancing in different ways with different meanings. However, for the action impulse of the peripheral route persuasion for advertisement, model should dance or not is a kind of bias. Even some people like to dance by themselves and also like to watch the dancing concert, using dancing as action impulse for persuasion tool may be not effective in all countries.