Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers’ emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners’ attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads – Attitude to Brands – Purchase Intention), showing significant value of (β=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

The research is a correlational study to look for causes and factors relating to the design of written documents (professional reading materials) and identify those relationships that are useful for communication designers. The research specifically targeted the relationships between perception and reader’s past experiences and appearance of the written documents. A preliminary survey, such as interviews, discussions, questionnaires and brainstorming sessions are conducted to establish the observable attributes related to perception which are reader’s interests, importance of information and written documents complexity. Finally, the research used Structural Equation Model (SEM) to identify significant differences and analyze strong and weak correlations between these attributes. In general, the results of the study shows that the attribute appearances of a written documents with excellent visualizations for information display shows a strong correlation with interests while the attributes importance is weakly correlated with the complexity of the documents.