Advertising Messages Research Articles

Effects of conflicting prescription drug information from direct-to-consumer advertising and drug injury advertising on patients' beliefs and medication adherence.

Patients are often exposed to contradictory information about pharmaceutical products from various types of advertising. For example, direct-to-consumer advertising (DTCA) tend to emphasize a drug's benefits, while drug injury advertising emphasizes the worst side effects. Regarding DTCA as a drug information source, many researchers in pharmacy field focus on investigating the misinformation in DTCA and corrective advertising. However, no prior research has examined the effects of such contradictory advertising messages on patients' prescription medicine-related beliefs and medication adherence. This is a significant gap in the research literature on pharmaceutical advertising effects and medication adherence. This is aimed to examine how exposure to DTCA and drug injury advertising would influence patients' chronic accessibility of drug-related beliefs and their medication adherence behavior. An online survey was conducted with a sample of 213 patients taking prescription blood thinners. The findings from this study did not support the predicted relationship between exposure to DTCA and consumers' drug-related belief accessibility or their medication adherence. However, this study found a significant interaction effect of exposure to DTCA and exposure to drug injury ads on patients' medication adherence. The analysis results demonstrate that, for those who were exposed to drug injury ads, a significant negative relationship emerged between DTCA exposure and medication adherence. This study provides important empirical evidence of a negative interaction effect of exposure to DTCA and drug injury ads on patients' medication adherence, which demonstrates that the influence of DTCA and drug injury ad exposures on patients' medication adherence is not independent, separate process but an interactive process. A communication campaign with corrective advertising could alleviate the negative interaction effect of exposure to contradictory information from different types of pharmaceutical ads on patients' medication adherence.

Selling stories of social justice. How consumers react to and learn from social ads

Advertising strategies are constantly changing and today, companies often take a position regarding current social topics in their advertis-ing messages. With two experimental studies using actual ads, we explore how people react to and learn from social ads regarding particular social issues they tackle. With the first study, we examine whether an ad that deals with modern sexism raises awareness about this issue and whether it performs more effectively than a non-narra-tive, informative video (TED-talk) with the same topic. Second, as corporate social responsibility (CSR) ads are discussed to be received controversial among viewers, we explore how a social ad communi-cating a CSR message (gay rights) compared to a “classic” product ad performs on brand-relevant outcomes. Both studies indicate that raising awareness for a social issue through social ads could poten-tially backfire and might only work under certain circumstances. Advertisers, therefore, should elaborate on how they integrate CSR ads into their marketing strategies.

Pharmaceutical advertising and the consumption of over the counter (OTC) medicines in users of the SUPERFAR drugstore in Barrios Altos-Cercado de Lima, 2022.

Background: To determine the relationship between pharmaceutical advertising and the consumption of over-the-counter (OTC) medicines in users of the SUPERFAR drugstore in Barrios Altos-Cercado de Lima, 2022. Methods: The methodology used was a quantitative approach, non-experimental, cross-sectional, descriptive-correlational design. The sample consisted of 269 users, who were administered a questionnaire with 20 questions; the technique used was the survey. The results were obtained using SPSS Version 22 and Spearman's correlation statistical test with a significance level of 5%. Results: The correlation for the general hypothesis was determined with a P value of 0.000 and a Spearman's Rho value of r=0.729 indicating a strong and direct correlation between Variable 1 pharmaceutical advertising and Variable 2 consumption of over-the-counter (OTC) drugs. For the pharmaceutical advertising message dimension, a P value of 0.000 was obtained, Spearman's Rho value of r=0.597 indicating a moderate and direct correlation, for the mass media dimension (P value is 0.000), Spearman's Rho value of r=0.525 indicating a moderate and direct correlation, for the pharmaceutical product promotion dimension (P value 0.000) Spearman's Rho value of r=0.637 showing a moderate and direct correlation and for the dimension of excessive consumption of medicines under the influence and responsibility of the pharmaceutical industry (P value 0.000) was obtained. Spearman's Rho value of r=0.670 indicating a moderate and direct correlation. Conclusion: The conclusion is that there is a significant relationship between the variables pharmaceutical advertising and drug consumption.

Influence of Ethnocentric Billboard Advertising Messages on Product Consumption in Nigeria: a Study of Hero Lager

This study takes an empirical dive into the enormous use of ethnic and cultural appeal as an emerging advertising trend in Nigeria, using Ebonyi state and the Hero Lager as case studies. A survey research method was adopted, and a structured questionnaire was used to gather responses from 383 respondents. The purposive sampling method was used to select the respondents who filled out the questionnaire. The study's findings reveal that most Hero Lager consumers are significantly aware of the use of ethnocentrism by the brand in their billboard advertising and agree they patronise the Hero beer brand based on ethnocentricity. This study establishes that ethnocentric billboard advertising messages significantly influence product consumption in Nigeria, especially on the Hero Lager beer brand. As a result of the findings, the researchers recommend that manufacturers should adopt the ethnocentric advertising approach to increase product sales and that since the brand's use of ethnocentric advertising messages has recorded huge success in Ebonyi state – an Igbo-speaking part of Nigeria, they should extend the application of this advertising strategy to other ethnic regions as a way of enhancing brand awareness and ensuring optimal dominance in the Nigerian market.

A STUDY OF THE OUTCOMES OF ADVERTISING IN COVID-19 TIME

This study investigates the relationship between the threat of COVID-19 and consumer testing of a product with complaints about authenticity in advertisements. We suggest that threatening situations like COVID-19 encourage consumers to reduce their uncertainty and increase their choice of products through authentic advertising messages. Because people respond differently to threatening environments based on their pre-existing experience, which is often reflected in a child’s socioeconomic status, we assessed whether the child’s socio-economic status balances the relationship between the threat and consumer authenticity in advertisements. First, the second data from Google Trends provided strong support for our speculation. In an additional exploratory study, participants evaluated different targeted products in four subjects that may have been forgotten or measured COVID-19 threat. Our results provide compelling evidence that consumers are thoroughly evaluating products with authentic advertising messages under the threat of COVID-19. Consumer motivation to reduce their uncertainty is the basis for the effect of the COVID-19 threat in their analysis of factual messages. This effort to reduce uncertainty is more likely to occur to consumers with the highest social and economic status of the child. These findings suggest that the use of factual complaints during an epidemic can effectively reduce consumer uncertainty and produce positive consumer analysis.

Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19

Research has showed that aligning brand messages with topical events is a success formula for evoking positive consumer responses, in which ad creativity (i.e., originality, meaningfulness, and craftsmanship) and timing (i.e., the time between the start of an event and the appearance of a Topical Advertising message) play a pivotal role. This was demonstrated in the context of short, ending topical events. Less is known about the effects of aligning brand messages with enduring events that have no anticipated end date. Relying on news value theory and creativity literature, this paper explores the effects of Topical Advertising on engagement and the role of creativity and timing in the context of an enduring event: COVID-19. Based on a content analysis of 1,454 Twitter brand messages, the results showed positive effects of Topical Advertising for enduring events too. However, brands only benefited from chiming in at the start of an enduring event, considering that the positive effects on engagement declined as time progressed. Implications are discussed.

Representation of Health Messages in Bear Brand’s Advertisement Series Using Barthes’ Semiotics Analysis

<p>In this digital era, advertisement is a form of communication. Messages can be included in advertisements. One example is the Bear Brand advertisement, which broadcasts health messages during the COVID-19 pandemic. Bear Brand is a milk drink brand. As a brand, it has several advertisements in media. The purpose of this study is to analyze health messages in the Bear Brand New Normal series advertisements. This study uses qualitative research methods. This study analyzes advertisements in the official channel of Bear Brand on YouTube. Purposive sampling is used in this study. This study examines the channel's New Normal ad series. This study employs Roland Barthes' semiotic theory to explain the level of signification of the relationship between the signifier and the signified in the Bear Brand advertisement, as well as to describe the denotative and connotative forms and myths in the advertisement. This study also employs Stuart Hall's representation theory to examine the representation of health messages in advertisements that include both verbal and nonverbal cues. The findings of the study show how health messages are represented in advertisements related to the COVID-19 pandemic.</p>

What they are really saying: An analysis of the messages in full-time virtual school television-length advertisements

Virtual schooling in America is a complex notion, one riddled with simultaneous claims of provenance coupled with poor achievement results when compared to other forms of schooling. Recruitment practices for virtual schools, specifically available television-length advertisements from a national list of fully online schools, comprised a data set around which this study revolved. We examined how virtual school television-length advertisements represented or misrepresented their approach to schooling by utilizing a cultural studies technique of performing preferred, negotiated, and oppositional readings. Qualitative analysis—including an independent interrater process—led to findings that often directly contradicted the messages present in the television-length advertisements, as well as currently available research on the performance and practices of virtual schools. Thus, virtual schools should consider the manner in which race, student performance, and teacher quality are portrayed in the teaching, learning, and collaboration of their television-length advertisement recruitment efforts.

Gender Differences in Influencer Advertisements on Instagram: A Multimodal Perspective

Congruent with the rapid development of internet users worldwide, social media advertising has been mushrooming on various social network platforms, including Instagram. Among the many forms of advertising that marketers have relied on is influencer advertising, which pertains to hiring popular Instagram influencers to endorse particular products or services on their Instagram accounts. This study explores how these Instagram influencers use both texts and images to convey their advertising messages. Further, the study explores the differences in how male and female influencers construct their endorsement posts. A total of 20 advertisement posts were collected from 10 influencers and were analyzed from the multimodal approach integrated with the concepts of linguistic metafunctions in Systemic Functional Linguistics. Then, the gender differences in texts and images were elaborated. It is shown that interpersonal language dominates the language used in the captions, despite the specific differences in the linguistic items used by men and women. Likewise, in the images, the influencers seem to consistently put the spotlight on themselves rather than on the products to captivate the followers' attention. The findings of this study will eventually contribute to the literature on advertising language and multimodal analysis.

Multimodal Analysis of “Lemonilo” Instant Noodle Ads

This research discusses the multimodal analysis in the advertisement of Lemonilo Healthy Instant Noodles. Advertising is a promotional medium that has the aim of promoting or introducing a product to a wide audience. Advertisements in print and electronic media are also texts that have a complex meaning. The complexity of meaning occurs because in conveying messages in advertisements not only use language elements but also nonverbal language elements and other visual means. Therefore, to understand the complexity of meaning it is necessary to do multimodal analysis in the advertisement. The multimodal analysis discussed in this paper uses functional systemic linguistic theory (LSF). The multimodal analysis model was developed from a combination of multimodal theory by Anstey & Bull (2010), and multimodal analysis by Kress and Van Leeuwen (1996-2006). From the analysis of the Lemonilo Healthy Instant Noodle advertisement, the results show that the Lemonilo Instant Noodle advertisement has a multimodal semiotic system which includes linguistic, visual, audio, gestural, and spatial elements.
 Keywords: Multimodal Research, Advertisement

Public Awareness of Consumer Products Containing Radioactive Materials: Empirical Evidence from Malaysia.

The emergence of online purchase platforms makes products containing radioactive materials more accessible to consumers. These products are gaining popularity and are widely available and easily accessible in the market today. This study examined how consumer’s psychological factors affect their decision of purchasing products containing radioactive materials in the market. Based on the protective action decision model (PADM) and the heuristic-systematic model (HSM), this study proposed a model to add to the literature on consumer awareness of risky products. In particular, this study investigated which type of regulatory focus message (promotion-focused advertisement or prevention-focused advertisement) is significant in moderating the effects of radiation safety knowledge and product knowledge on risk perception when purchasing products containing radioactive materials. The relationship between consumers’ risk perception and information seeking, which leads to the purchase intention of such products was also investigated. Advertisements with varying regulatory focus messages were randomly distributed to participants to determine whether consumers are more influenced by promotion-focused advertisement or prevention-focused advertisement to mitigate the risk of purchasing products containing radioactive materials. The results revealed that promotion-focused advertising messages evoked a positive effect on consumers’ radiation safety knowledge and product knowledge toward risk perception. However, prevention-focused regulatory advertising messages did not moderate the relationships between both radiation safety knowledge and product knowledge on consumers’ risk perception. This study offers guidelines for manufacturers, sellers, and marketers of products containing radioactive materials, and, importantly, for the government to devise strategies in designing effective social marketing advertisement for business, environmental and societal benefits.

Game-Based Advertisement: Uludag Lemonade and Lipton Ice Tea Example

Consumer behavior is influenced by technological advancements and socioeconomic changes. Consumers have become tired of traditional advertising channels. Those in the Z generation, in particular, have a strong desire to avoid traditional advertising. As a result, this change has an impact on marketing and shows itself in advertising strategies. Businesses have begun to advertise in many mediums in order to get the attention of consumers. Digital games are one of these mediums. Digital games attract not only children and young people, but also adults, as they provide a fun time. In addition to amusement, the virtual world of gaming provides an opportunity for self-development and escape from the responsibilities of the real world. While playing these games, which have many different types, the gamers can get the information about the brand in their minds in a fun and positive environment, and they also witness the interactive advertising messages of the business. The aim of this study is to look at how advertising is used and classified in digital games in light of the conceptual framework of digital advertising, the digital advertising market, and the digital game market, as well as the effects of game advertising on consumers in the games “Uludağ Lemonade World of Flavor” and “ Lipton Ice Tea Pointing Sneijder”. The research is a review study, and the material gathered from primary and secondary sources for the subject under investigation was evaluated and inferences drawn using two game-based commercial samples. This compilation research is expected to contribute to the assessment of present potential by throwing light on new studies to be conducted within the scope of game-based marketing and associated applications.

CONSUMER ATTITUDE TOWARDS ADVERTISING ON INSTAGRAM: THE ROLE OF ADS PERSONALIZATION AND CONSUMER EXPERIENCE

Instagram account users in Indonesia are increasing, in 2020 it was recorded that 69.2 million people have an account on Instagram. For marketers, the increasing number of Instagram account is a market opportunity. It predicts that consumer attitudes and consumer experiences will be influenced by personalized messages in advertisements. The purpose of this study was to analyze the relationship between advertisement personalization, consumer experience, and attitudes towards advertising and brands. The research design is descriptive quantitative with a sample survey method. Research respondents are owners of Instagram accounts in Indonesia, with a total sample of 200 people. The analysis tool uses PLS. From the results of the study, it is known that there is a significant association between the personalization of advertising on Instagram on consumer attitudes of Instagram users towards these advertisements. Research also shows that there is a significant association between consumer experience on consumer attitudes of Instagram users. Furthermore, the study also illustrates a significant association between consumer attitudes of Instagram users towards brand attitudes. It is hoped that the results of this study will contribute empirically to thoughts related to advertising personalization and consumer attitudes towards advertising and brands on social media, particularly through Instagram.

VISUAL ARTISTIC MEANS IN FRENCH ADVERTISING DISCOURSE

The article is devoted to the study of the use of artistic means of visualization, namely visual metaphor and personification in the discourse of French social advertising. The artistic, rhetorical and stylistic features of the use of metaphor and personification in advertising discourse are demonstrated on concrete examples of advertising messages of modern French advertising, taken from print and Internet sources. In general, the discourse of modern French social advertising is rich in artistic means. Many examples of figures of emphasis or understatement, figures of construction and figures of speech were found in the analysed corpus of advertising messages. However, in our opinion, the use of figures of speech, such as metaphor and personification, gives advertising more vivid clarity and imagery, and is therefore the most effective in achieving the final goal of the advertising message – to influence the potential reader. The research demonstrates that the most characteristic of French advertising discourse is the use of zoomorphic metaphor and subject metaphor. The second visual stylistic figure frequently used in French advertising discourse after metaphor is personification. The use of personification is typical of the discourse of French social advertising, as the authors of advertising messages tend to give certain phenomena or objects human qualities.

IMPACT OF THE PANDEMIC ON RETAIL TRADE IN UKRAINE

The coronavirus pandemic has had a significant impact on all areas of society. The epidemiological environment has given much uncertainty to consumers and companies alike, resulting in adaptation to the new insular environment. This article examines the impact of the coronavirus pandemic on the retail industry. Emphasis is placed on how COVID-19 has influenced changes in assortment policy in the retail sector. The prevailing epidemiological situation led to increased prices. Moreover, due to the introduction of social distancing requirements, retail shop closures and recommendations for isolation measures to prevent the spread of the virus, consumers have been spending more time purchasing goods online, using contactless payment and receipt. The study also shows that the behavioural shift in consumer actions has predominantly occurred towards digital platforms and digital content, which has created real opportunities for brands to promote beauty products by targeting advertising messages to the audiences through new Internet marketing tools. With the rise in social media engagement and the desire for digital content, new opportunities have opened up for cosmetic retailers to help maintain communication with consumers even during a pandemic.

The rhetoric of the brand advertising message and its role in community awareness

The success of global institutions and their continued success for successive decades is due to the brand that they have adopted and known by. Which is defined as the characteristics, advantages and added values of the product and represents a set of emotions and feelings provoked by the use or vision of the recipient of this product. The importance of the brand for these institutions is to create a strong relationship with the recipient. It has the power to influence his attitudes and behavior. Hence the social responsibility of the brand towards the "issue of the danger of using a mobile phone while driving" because of the serious danger it poses as car accidents while driving have become the biggest danger on the roads due to the use of mobile phones, especially social networking applications. Given the role that advertising contributes to developing the recipient’s visual culture and experience, which consequently affects his ability to deal with the various visual stimuli that surround him, the importance of interpreting the language of advertising through the eloquence of the advertising message to reach the maximum levels of effectiveness. Hence the importance of employing rhetorical formulas in advertising, which is an important step in revealing the semantic values raised by the advertising message, which has social and cultural dimensions.

Oral Communication in Advertising Copy: Reviews and Implication

There is a natural contradictory tendency in consumers towards advertising. They tend to ignore or actively avoid the messages conveyed through advertisements. However, when the proposed messages in advertisements are communicated in oral form, they may be able to bypass consumers' mental barriers and work effectively. The origin of texts is inseparable from oral language, which has been an essential tool of communication since ancient times. In the current age of "secondary orality" where media platforms are highly developed, oral expression is still critical. For example, in the process of advertising, when text information is transformed into oral expression especially with certain rhythms, rhymes or a fixed mode, consumers are more likely to precisely understand the message. For the brands, they can produce advertisements that not only correspond to their core values but also better create a friendly image. However, oral communication in advertising also has its limitations for regionality and variabilit.

Patient-Centered Care and Healthcare Consumerism in Online Healthcare Service Advertisements: A Positioning Analysis.

Patient-centered care and healthcare consumerism are the two most dominant ideas about the relationship between patients and providers in the United States. To identify providers’ positions between the two perspectives, we analyzed the content of direct-to-consumer healthcare service advertisements. The advertisements were collected in the state of Nevada (N = 323) and their landing pages were analyzed for provider attributes, patient experience features, and terms referring to patients and providers. The results showed that the advertisements fully embraced the notion of patient-centeredness by commonly claiming patient-centered care and frequently using the term “patient.” The advertisements also contained multiple indicators of healthcare consumerism, although they avoided using the terms “consumer/customer/client” closely associated with consumerism. Contrary to the prominence of patient experience features, provider attributes were not common. An additional analysis of inter-specialty differences in advertising features confirmed the strong consumerism position of cosmetic surgery providers. Application of the healthcare service advertising analytic scheme developed for this study could help providers and healthcare administrators recognize how their advertising messages may reflect their values.

Pup-ularity contest: The advertising practices of popular animal influencers on Instagram

• The research analyzes the social presence strategies and the social media influencer advertising practices of top animal influencers. • Using parasocial relationship theory and social presence theory, the research adapts and refines Men et al. (2018) coding schema to analyze Instagram images and captions. • The research identifies that affective and cohesive strategies are more widely used amongst animal influencers, in comparison to the interactive strategy; this suggests that emotion and community are more important than conversation for animal influencers. • A significant finding is the prevalence of engaging in advertising by animal influencers. Given the rise of online influencers, this research aims to analyze non-human social media influencers. Using a qualitative in-depth content analysis of Instagram images and captions, we analyze the social presence strategies—affective, interactive, and cohesive strategies—and the social media influencer advertising practices of top animal influencers. While all three social presence strategies were used, animal influencers most often employed affective and cohesive strategies. The results suggest that emotion and community are more important than interaction for animal influencers. Most of the influencers engaged in social media advertising by sharing brand-related posts, yet their social media feeds do not overly feature advertising messages. As an implication of the research, the research shows how animal influencers grow their parasocial relationships with followers in a way that is beneficial to brands. Thus the research reveals the role that digital animal influencers play in the social customer journey for the brands that work with them.

Context Culture in CDC's Health Alert: For All Travelers

The high number of covid-19 cases and the US's mortality rate encourage The Centers for Disease Control and Prevention (CDC) to socialize and promote prevention guidance to stop the spreading. One of the preventive measures is by issuing travel warnings. Scholars have noted that the linguistic and cultural concept conveys norms of behavior and values in society at a particular stage of its development. In brief, advertisements messages are influenced by communicators' cultural backgrounds and references. It means the signs in the CDC poster can show American values. To examine and explore those cultural values in CDC publication materials, the authors conducted a semiotic analysis on a poster entitled Health Alert: For All Travelers. The method used is Ferdinand de Saussure's semiotic model. The study shows that the signs presented on the CDC poster are simple, use direct communication structures, and are equipped with universal meaning to understand the message conveyed easily. It indicates a representation of the dominant culture in the United States, the low-context culture with a high level of individualism values. Multidisciplinary research is needed to help create a universal communication model so that messages conveyed in advertisements can reach a wider audience.