Television Advertising Research Articles

Research on Marketing Strategies for Optimizing Entertainment Products Using the Internet

Abstract: The rapid development of science and technology has profoundly altered the way people live and consume. As a significant aspect of cultural consumption, the marketing approach to entertainment products has undergone a profound transformation in response to the Internet. The traditional marketing of entertainment products is mainly reliant on the use of television advertisements, newspaper publicity, and other offline activities. Though these methods have achieved notable results over time, their reach and marketing power are constrained, making it challenging to meet the diverse and personalized needs of todays consumers. The paper aims to explore the potential of the Internet and online media to enhance product marketing strategies in the entertainment industry in the digital age. Through a comprehensive analysis of literature reviews, case studies and data studies, this paper explores the concept and current status of online marketing, as well as the application of online marketing in entertainment industries such as movies, music and games, and how existing data analysis can be used to help the modern entertainment industry optimize its existing online marketing strategies. The results show that by rationally applying online marketing strategies and adapting them to local conditions, not only can audience and user engagement be increased, but sales performance and brand image can also be significantly improved.

Interactive advertising as a new factor of influence on consumer behaviour of youth

The article is devoted to the analysis of interactive advertising as a relatively new factor influencing the consumer behaviour of Moscow youth. The empirical basis of the work are statistical and sociological research data, including the authors’ own research conducted using the methods of mass survey and indepth interview. As the study has showed, the Moscow youth are quite familiar with the interactive advertising, most often encountering it on mobile devices and in gaming applications. The article analyses several types of the interactive advertising, differing in the degree of their impact on the consumer behaviour of young people. The authors come to the conclusion that the most effective in this regard are playable and video advertising placed in mobile device applications. As advantages of the interactive advertising, in comparison with the traditional format, the authors highlight its innovation and playful nature. At the same time, many young Muscovites express a negative attitude towards the interactive advertising, mainly because of its intrusiveness. Moreover, young men demonstrate greater loyalty to this format of advertising influence in comparison with young ladies. The authors come to the conclusion that, despite the noted shortcomings, the interactive advertising has great potential for development in modern society.

The journey metaphor in Huawei mobile phone commercials

Abstract This paper investigates the creative use of the structural, embodied journey metaphor within the genre of video advertising using Conceptual Metaphor Theory (CMT). Conducting a qualitative analysis of eight Huawei mobile phone commercials, I examine how multimodal resources — visual, verbal and written language, as well as music and sound — are orchestrated to construct and communicate the metaphorical narrative of using a Huawei mobile phone in terms of a journey. The analysis reveals a heavy reliance on visual elements, supported by the strategic use of sound and music, to create metaphors that communicate progress and exploration — themes central to the journey concept. This paper shows how the journey metaphor in audio-visual advertising diverges from its purely verbal varieties by drawing on medium-specific capabilities such as time and space compression, and on hyperbole. It is argued that the journey metaphor’s embodied nature and its potency in aligning the mobile phone with consumer aspirations contribute to the universal appeal and understanding of the commercials.

Evaluation of the 'A walk can work wonders' mass media campaign in South Australia.

Few population-wide efforts have targeted physical activity in Australia. Mass media campaigns are used to promote physical activity and walking, and World Health Organisation recommends their linkage to broader cross-government initiatives. This project evaluates a South Australian (SA) walking mass media campaign linked to the overall SA Walking Strategy. Between January and June 2022, Wellbeing SA (a SA government agency) conducted two waves of a mass media campaign, 'A walk can work wonders', to promote walking. The campaign was part of the SA Walking Strategy, targeting the goal to change the 'community culture towards recognising walking' as convenient, affordable and health-promoting. Evaluation was formative (pre-campaign), process (campaign implementation and delivery) and impact. Formative evaluation comprised concept and tagline testing with adult SAs to develop the campaign messages and theme. Process evaluation was comprised of media monitoring of social media, mainstream media and other media monitoring metrics. The process evaluation was dominated by social media marketing in Wave 1, with substantially more paid TV media and radio in Wave 2. The impact evaluation comprised two independent sample surveys of adult SAs (n = 800 each) following each wave of the campaign. Measures included generic and prompted campaign recall and attitudes to physical activity. An independent South Australian Population Health Survey (SAPHS) tracked walking and physical activity behaviours from 2021 to the end of 2022. Process evaluation showed intensive social media usage in Wave 1, and through increased paid television and radio in Wave 2. Generic recall of any walking message (23.9%) and prompted recall of the specific campaign message (27.8%) reached most socio-demographic groups, especially those with chronic health problems. Increases in intention to increase activity and increased self-reported activity were seen between the campaign Wave 1 and Wave 2 notable as the Wave 2 increase followed substantial television advertising. The SAPHS data showed increased population walking following the campaign waves, compared to the same period in 2021. Detailed and structured evaluation of a comprehensive mass media campaign showed good reach, and population changes in intentions and walking behaviour amongst SAs. SO WHAT?: It is likely that comprehensive approaches are needed to support mass media campaigns and amplify their effects. Serial, sustained campaigns are needed to monitor ongoing effects.

What Do Privacy Advertisements Communicate to Consumers?

When companies release marketing materials aimed at promoting their privacy practices or highlighting specific privacy features, what do they actually communicate to consumers? In this paper, we explore the impact of privacy marketing on: (1) consumers’ attitudes toward the organizations providing the campaigns, (2) overall privacy awareness, and (3) the actionability of suggested privacy advice. To this end, we investigated the impact of four privacy advertising videos and one privacy game published by five different technology companies. We conducted 24 semi-structured interviews with participants randomly assigned to view one or two of the videos or play the game. Our findings suggest that awareness of privacy features can contribute to positive perceptions of a company or its products. The ads we tested were more successful in communicating the advertised privacy features than the game we tested. We observed that advertising a single privacy feature using a single metaphor in a short ad increased awareness of the advertised feature. The game failed to communicate privacy features or motivate study participants to use the features. Our results also suggest that privacy campaigns can be useful for raising awareness about privacy features and improving brand image, but may not be the most effective way to teach viewers how to use privacy features.

생성형 AI를 활용한 광고디자인 연구 - 광고디자인 요소에 따른 생성형 AI 영상광고 사례 분석을 중심으로

This study aims to examine the characteristics of AI and image Generative AI as an advertising design study using AI, extract advertising design elements as AI media based on prior research, and analyze the latest Generative AI video advertisement cases to suggest the design direction of image-generating AI video advertisements in the future. As a result of the study, it was confirmed that the first spatial factor plays a very important role in image Generative AI video advertising, and as a result of the case analysis, it was analyzed that the spatial factor was more prominent in AI advertising of corporate or brand images (cases 1 and 3). Second, as a result of case analysis of shape elements, it was found that shape elements were more prominent in shorts advertisements (cases 2 and 4). Third, as a result of case analysis of the time factor, the effect of playback time was similar. In the time element, it was analyzed that the dynamics according to the strength and weakness of message delivery and the appropriate expression method according to the story line are important. The significance of this study is to extract and analyze objective advertising design elements for image Generative AI video advertisements, which have recently become a hot topic. The limitation is that there were not many targets for case analysis of video advertisements using image Generative AI, so meaningful data were somewhat insufficient. It is expected to be supplemented through future research.

Television Advertising in Spain: Cost, Profitability and Commercial Scenarios

We present the research results that analyze the changes that have taken place in the prices and profitability of advertising spaces in national free-to-air television and the possible scenarios that the medium may face to survive in the audiovisual environment in Spain. To this end, two correlative studies with different methodologies were carried out to analyze the prices and profitability of television spots and, on the other hand, to know professionals' opinions about the medium's future. The results show an ever-increasing price of TV spots and a drop in profitability, especially in terms of impact on adults over 16 years of age. Also, the professionals argue that television must adapt to the digital environment in the long term but that, in the short term, they can still hold their own with advertising revenues as they continue to maintain coverage and notoriety as competitive advantages over other media. The aim is to highlight the effectiveness of television as an advertising medium today despite its loss of efficiency.

The pastoral station: an overlooked ‘outback’ location space in Australia’s regional screen history

ABSTRACT The pastoral station is an under-examined location space in Australia’s screen history. Using the case study of Belmont Station in far west NSW and focusing specifically on the production of television advertisements in the 1980s−1990s, this article proposes the pastoral station as a popular filming location for Australian ‘outback’ imaginaries. Furthermore, I argue that the station has embedded environmental and spatial histories that have enabled it to develop as a film-friendly screen infrastructure. Firstly, the article proposes a new approach to screen studies in Australia that draws from media infrastructures and environmental history to address previously unknown screen production histories. The article then introduces the pastoral station in line with the reoccurring aesthetics of the ‘outback’ imaginary. Finally, it examines how the environmental affordances of the station such as geography, property holdings, and in-house labour ensured a film-friendly location space. Reflecting on environmental histories, it reveals how land degradation caused by settler-colonial industries has shaped the geophysical environment, and how this has in turn shaped the ‘outback’ imaginary. Overall, the article purports that by examining how screen production is co-produced by humans and non-humans, new screen histories are illuminated.

To What Extent Does Online Advertising Influence Consumer Purchases?

This research is to evaluate the extent to which online advertisements influence consumer purchases. With the popularization of the Internet, online advertising has become increasingly rich and diverse. First of all, this research analyzed the history of advertising and how advertising works, explored all the different types of advertising. Then, based on the existing research content and practical situation, three representative types of influential advertisements were selected from various types of online advertising for research. These three representative types of advertisements are: paid search advertising, social media advertising, and video advertising. The study conducted an in-depth analysis of the operational models of three types of online advertising, their impact on consumers, and the similarities and differences among the three types of advertising. Based on comparative research, draw research conclusions. Online advertising can have a certain degree of impact on consumer behavior, and compared to social media advertising and video advertising, paid search advertising has a greater impact. Finally, based on the analysis of the impact of online advertising on consumer purchases, the role and economic benefits of online advertising in the entire purchasing process were further summarized. This will be more helpful for production enterprises, advertisers, and consumers to make better decisions and facilitate the efficient operation of the market economy.

Impact of Online Video Advertisement on Impulsive Buying Tendency with the Mediating Effect of Attitudes (Evidence from University Students in Sri Lanka)

Purpose: TikTok is a growing video-sharing application that allows users to make and share short videos on any topic. At present, young consumer’s impulsive decisions have been increased steadily, due to higher exposure to TikTok on online context. Thus, this research was carried out to examine the factors impacting on impulsive buying tendency of young consumers with a particular focus on attitudes toward online advertisements. Design/methodology/approach: Through a comprehensive survey conducted among 200 undergraduates at University of Ruhuna, data was collected based on a convenient sampling technique. Further, the collected data was analyzed using Smart PLS 4 software. Findings: The findings indicated that informativeness, personalization, and credibility of online video advertisements positively affect attitudes toward online video ads. Additionally, the mediating effect was proved revealing that young consumers make impulsive purchasing decisions based on the attitude formation through informativeness, personalization, and credibility. Originality: Although, the application of Tik Tok is important as a marketing tool, research on the TikTok platform is still scarce and inadequately documented. Implications: The study provides practical advice for marketers and brand managers to focus on improving consumers’ perceptions through the video ad’s informativeness, entertainment, personalization, and credibility to encourage consumers to purchase impulsively.

TRANSCENDING BOUNDARIES – REPRESENTATION OF CHANGING GENDER DYNAMICS IN SELECT INDIAN TELEVISION ADVERTISEMENTS

Advertisements are primarily intended to persuade the consumers to buy a particular brand of product. In modern times Television advertisements or TV commercials as they are known, have emerged as one of the most visible and popular form of advertisements. Traditionally, selling a product entailed roping in a celebrity to either pose with the product or to highlight its advantages over other products. But the advent of various domestic and foreign channels offered the viewers the option to skip the advertisements and switch over to more interesting content in other channels. Besides, the stiff competition between the brands necessitated the advertisements to be more creative, resulting in the incorporation of engaging storylines. Thus, advertisements have transitioned from a means for merely selling products to cultural artefacts mirroring the socio-cultural practices and values of the society. They portray social norms, cultural reality, and gender patterns in keeping with the patriarchal ideology. Culture profoundly impacts gender-related behavior, roles, values, identity, and their perception in various social contexts. It governs the expectations placed on men and women and influences their attitudes and behavior. Since advertisements are predominantly created by men with the intention of appeasing the male consumers, women are often objectified. The recent decades have seen women progress in leaps and bounds but the advertisements have been slow in acknowledging their achievements. The winds of change have been very subtle but steady progress is being made in making progressive and socially relevant ads which has captured man - woman equation from a different angle. This paper proposes to analyze select TV advertisements that appeared after 2000 which show both men and women breaking away from the narrow confines of patriarchy to don new and unconventional roles.

Teaching Optimization of AIGC and Film and Television Advertising Editing

As the core link of film and television advertising production, the efficiency and quality of film and television advertising editing directly affect the communication effect of advertising.Traditional teaching focuses on technical operation and aesthetic training, ignoring the intuitive idea, the diversification of material sources and the efficient performance of special effects.AIGC technology can realize the instant visual preview of creative scripts, greatly enrich the source channels of materials, provide efficient and convenient special effects production tools, and inject unprecedented vitality and possibility into teaching practice.The application of this technology not only significantly improves the teaching efficiency and the artistic level of the works,but also greatly broadens the students' knowledge vision and promotes the film and television advertising editing education to be more intuitive, diversified and efficient.

Celebrity and Athlete? Depictions of German Soccer Star Jérôme Boateng in Mass Media

Starting in the 1970s, West German athletes were not only competing on the field but also off the field for television commercials, advertisement space, newspaper articles, and lucrative endorsement deals. New consumption patterns and changes in television audiences made it possible for athletes like Franz Beckenbauer to achieve celebrity status in Germany. Beckenbauer and his life achievements paved the way for subsequent soccer generations such as 2014 FIFA World Cup winners Lukas Podolski and Jérôme Boateng. These soccer players, who have a Migrationshintergrund, have gained attention in tabloids, social media, music, and fan forums, elevating them to celebrities. Changes in consumer culture, commercialization of soccer, and technological advancement make a compelling case for re-examining the role of media in constructing and perpetuating German soccer celebrities in the 21st century. This article examines the depiction of Jérôme Boateng, the first Afro-German World Cup champion, in Germany’s leading sports media (Das aktuelle Sportstudio, 11 Freunde, and Kicker), and in Michael Horeni’s 2012 biography of Boateng, Die Brüder Boateng.

Parental Perception of the Impact of Television Advertisements on Children’s Buying Behavior: A Case of Kathmandu Valley

This study examines the parental perception of the impact of television advertisements on children’s buying behavior in Kathmandu Valley. Buying behaviour is the dependable variable. The independent variables are television advertisement, marketing, child responsiveness, price, taste and parent potential. The primary source of data is used to assess the opinions of the respondents regarding the parental perception of the impact of television advertisements on children’s buying behavior in Kathmandu Valley. The study is based on primary data of 130 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of television advertisement, marketing, child responsiveness, price, taste and parent potential on children’s buying behavior in Kathmandu Valley. The study showed that television advertisement has a positive impact on buying behaviour. It indicates that creative and innovative television advertisement impulse children buying behavior. Similarly, marketing has a positive impact on buying behaviour. This implies that effective marketing concerning children’s stimulates children buying behavior. Likewise, child responsiveness has a positive impact on buying behaviour. It indicates that child responsiveness content on the advertisement impulse children buying behavior. Similarly, parental potential has a positive impact on buying behaviour indicating that parental potential stimulates children buying behavior. Moreover, price has a positive impact on buying behaviour. It indicates that higher price for the product stimulates children buying behavior. Similarly, taste has a positive impact on the buying behavior. It shows that the good taste attracts children to buy products. The regression result also that beta coefficients are significant for television advertisement, price, parental potential and taste at one percent level of significance.

The Use of Children in Television Advertising. Analysis and Perspective

The Use of Children in Television Advertising. Analysis and Perspective

Comparing Product Advertising Videos: User Comments on Traditional Celebrities vs. Youtubers

Businesses are modifying their strategies to respond to the constantly changing media environment. In the past, marketing teams relied on traditional celebrities to promote brands and boost sales. Recently, social media celebrities such as Instagrammers, Tiktokers, youtubers, and influencers have emerged as popular options for marketing communication due to their significant attention and preference. Despite considerable research on traditional and social media influencer endorsements, there remains a gap in understanding how social media users perceive and interact with these endorsements. This study investigates the differences in topic, sentiment, and pragmatics of user comments on Youtube advertisement videos showcasing traditional celebrities and youtubers. We examined user comments on eight advertisement videos using content analysis, with half featuring traditional celebrities and the other half featuring youtubers. The findings indicate that including traditional celebrities in videos leads to increased user focus on brand features, along with greater expressions of admiration and positive sentiment. Furthermore, traditional celebrities are more effective than influencers in fostering favourable and reliable brand awareness. Possible explanations for these results are considered, and their theoretical and practical implications are derived.

Digital Advertising Trends and Effectiveness in the Modern Era: A Systematic Literature Review

This research aims to understand the latest trends in digital advertising and measure the effectiveness of video content and social media in increasing engagement, conversion, brand awareness, and customer loyalty. This research utilizes a quantitative study design with a cross-sectional survey to collect data from social media-active consumers exposed to video advertisements. Data analysis used descriptive and inferential statistical techniques to test the relationship between these variables. The findings showed that video content is highly effective in attracting attention and maintaining consumer interest longer than text or static images. The video also allows for more complex and emotional messaging. Social media facilitates two-way interaction between brands and consumers, strengthening relationships and increasing customer loyalty. Integrating video content with social media platforms such as YouTube, Facebook, Instagram, and TikTok significantly increases engagement and conversion. Personalization of ads through artificial intelligence (AI) technology has also been shown to increase campaign relevance and effectiveness. This research contributes to the digital advertising literature by demonstrating the importance of integrating video and social media content and using AI technology for personalization. The findings offer practical guidance for advertisers to improve the effectiveness of their campaigns. However, this study has limitations in sample coverage and quantitative analysis focus. Future research should expand the sample and incorporate qualitative approaches to gain more comprehensive insights.

Revealing the Beauty Standard of Miss Universe 2019 in Video Advertisement: Systemic Functional Linguistic

This study examines the YouC 1000 'Confidence' edition video advertisement, focusing on the interplay between verbal and visual elements to convey a nuanced message about beauty, health, and cultural identity. The purpose of this study is to reveals the interplay between verbal and visual that constructing beauty standard meaning of Miss Universe 2019. Qualitative study as the method applied and documentation as the data. There are several theories implies to find out the beauty standard including Systemic Functional Multimodal Discourse Analysis (SF-MDA) by O’Halloran (2004), Systemic Functional Linguistic especially in Transitivity and Mood analysis by Halliday (1960), Visual Grammar especially in Representational meaning by Kress and Leeuwen (2006), and Interplay between verbal and visual. The findings shows that verbal and visual elements work together to create meaning in beauty and convey that beauty is exist in confidence, well-being, and inner validation.

Trends in Children’s Exposure to Food and Beverage Advertising on Television

Reducing children's exposure to advertisements promoting unhealthy foods and beverages has been recognized by the World Health Organization as a key strategy to improve children's diets and reduce childhood obesity. To examine changes in children's exposure to food-related (food, beverage, and restaurant) television advertising, including for products high in nutrients to limit (NTL; ie, saturated fat, trans fat, total sugars, and sodium) based on federal Interagency Working Group guidelines, following changes in the voluntary industry self-regulatory Children's Food and Beverage Advertising Initiative (CFBAI). This repeated cross-sectional study used US television ratings data on advertising exposure from The Nielsen Company for 2013, 2014, 2015, 2018, and 2022. Food and beverage product advertisements were assessed for nutritional content. Participants included 2- to 5-year-old and 6-to 11-year-old children. Data analysis was performed from July 2023 to January 2024. Changes in CFBAI standards in 2014 and 2020. The primary outcome was the number of food-related advertisements seen per year and percentage of food and beverage product advertisements high in NTL, on all programming and children's programming (defined as ≥35% child audience share). From 2013 to 2022, total advertisements seen per year declined by 77.6% (from 4611 to 1035) for 2- to 5-year-olds and by 78.5% (from 4860 to 1046) for 6- to 11-year-olds. Advertisements seen on children's programming decreased by 95.1% (from 1703 to 84 per year) for 2- to 5-year-olds and by 97.0% (from 1745 to 52 per year) for 6- to 11-year-olds. The percentages of advertisements for products high in NTL decreased from 2013 to 2022 but were still high: 68.9% for all programming and 63.9% for children's programming for 2- to 5-year-olds, and 68.4% for all programming and 60.6% for children's programming for 6- to 11-year-olds. The majority (51%-52%) of CFBAI-member food and beverage advertisements on children's programming remained high in NTL. Black children saw more food-related television advertisements than White children (58% more for 2- to 5-year-olds and 72% more for 6- to 11-year-olds); however, the percentage of advertisements for food and beverage products high in NTL seen was similar by race. In this repeated cross-sectional study of children's exposure to food-related television advertisements, exposure via children's programming decreased substantially. However, most advertisements seen were still for unhealthy products, and exposure from all programming remained substantial. Findings of more than 90% of advertising exposure not from children's programming and more than 1000 food-related advertisements seen per year suggest the need for government regulations based on time of day rather than programming.

Vegetable oils marketing strategies: Multimodal discourse analysis on advertising in Indonesian television

Abstract This study aims to map the marketing strategies for vegetable oils in Indonesian television advertisements. Qualitative-explanatory research was conducted on vegetable oil advertisements from 1992-2023. Theo van Leeuwen’s multimodal discourse analysis is used as an analytical framework to describe linguistic signs, images, and sounds in data sources. The results showed that among the marketing strategies for vegetable oils are exploring the features of palm fruit as a raw material, the oil processing process, which involves the latest technology, the chemical properties of the oil, and the vitamins and nutrients in the oil. Another strategy is to describe the delicious cooking results and the positive psychological effects consumers feel. Oil producers also elaborated on the economic aspects of consumers by promising low prices and lottery prizes. Environmental and health issues emphasise vegetable oils’ long-term positive impact. Several experts in relevant fields appeared to strengthen arguments for the features of each commodity. The marketing strategy through advertising is quite interesting, with stunning visual illustrations, sounds, and words. Paying attention to today’s digital world, this marketing strategy will continue according to the trends and media consumers widely use.