Advertising Industry Research Articles

Struggling to Achieve High Creative Standards in Romanian Advertising Industry

The creative industry daily faces genuine challenges in its work when it comes to advertising and meeting clients’ demands. Indeed, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in the creative department. Extrinsic and intrinsic motivation stand for essential aspects in challenging new resources of creativity in a field where copywriters and art directors unfold incredibly sensitive messages based on strong and relevant insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by exploring the purpose, the barriers and the prospects of this activity in the context of a complex relationship between client and agency, brand and consumers. One could perhaps say that copywriters are just gifted people able to simply follow instructions given by the planning department. Actually, they have their own psychological and social barriers, which represent real challenges. Therefore, we have investigated these issues by conducting semi-structured interviews based on their creative experiences in both cases, as juniors and seniors, respectively. The data collected via semi-structured interviews are investigated by using content analysis.

The California Privacy Rights Act of 2020: A broad and complex data processing regulation that applies to businesses worldwide

The California Privacy Rights Act of 2020 (CPRA) introduces sweeping changes to the California Consumer Privacy Act of 2018 (CCPA), most of which will become operative as of 1st January, 2023, with a ‘look back’ to 1st January, 2022. Key revisions include a new definition of ‘sensitive personal information’ and detailed obligations regarding the processing of sensitive personal information for non-essential purposes; a new and counterintuitive definition of ‘sharing’ personal information and related restrictions aimed at the digital advertising industry; new data subject rights to correct inaccurate information and opt out of the use of automated decision-making technology; new requirements to include data protection and processing terms in contracts with data recipients and vendors; new requirements regarding what privacy notices must include and how they must be furnished to data subjects; and the establishment of a new privacy authority, the California Privacy Protection Agency. Although some requirements are similar to those in other jurisdictions, some are unique in their scope and even more onerous and detailed than those of the European Union General Data Protection Regulation. For example, CCPA also applies to ‘household data’ and will require companies to include California-specific language in their vendor contracts and privacy notices. This paper summarises some of the key revisions that CPRA makes to CCPA and offers practical recommendations on how companies subject to the law must comply. Companies that do business in California must comply not only with the revised CCPA but also detailed laws specific to particular sectors, industries, harms and activities.

The Application of Neuromarketing Techniques in the Spanish Advertising Industry: Weaknesses and Opportunities for Development.

Neuromarketing has aroused great interest in scientific research about consumer behavior and, consequently, in the advertising industry, which is searching for an alternative to traditional techniques for measuring efficacy. However, despite its development in the academic world, in the professional sector, its use is still very limited. The aim of this work was to find out the perception of advertising professionals as regards neuromarketing techniques for identifying its advantages and disadvantages compared to other research techniques, as well as the reasons why the use of neuromarketing is so much lower than expected in the Spanish market. The technique chosen for data gathering was the semi-structured interview, which made it possible to go into more depth with the subjects that came up. The interview, after a pre-selection of 100 professionals who matched the set criteria, was carried out individually, face-to-face, with a sample of 30 people with considerable professional experience in the field of marketing, sales communication, and market research; all of them belonged to leading companies from the sector. Once the information had been categorized into units with common themes, the results obtained were interpreted to explain how neuromarketing techniques are being used in the field of advertising. The results obtained led us to the conclusion that, even though neuromarketing provides more objective data and it is closer to what really happens to consumers when they are exposed to an advertising message, the ignorance of its true possibilities, the inability of suppliers of these techniques to transmit the value they add to research, its complexity, its high cost and time requirements explain why it has had scarce use in advertising research. The results revealed the real reasons for the rejection of neuromarketing techniques which, in turn, will make it possible to introduce both technological and formative solutions, allowing it to be incorporated into future research designs.

Adding Individual Cognition to Organizational Theories Changes Everything

This symposium explores how integrating individual cognition into organization-level theories alters well-trodden predictions in organization and management theory. While augmenting traditional macro- level management theory with cognition typically begins as a micro- foundational effort to bolster extant theory, it often results in the development of an entirely different, novel theory. The symposium explores this approach in the context of a variety of firm-level theories and is intended to prompt rich discussion between micro and macro communities regarding the benefits and drawbacks of incorporating cognition into traditional management and organizational theories. The Effect of Organizational Aggregation Structures on Individuals’ Voting Behavior Presenter: Henning Piezunka; INSEAD Presenter: Oliver S. Schilke; U. of Arizona New Wine in an Old Bottle? How Analysts Evaluate Product Failures During Technological Change Presenter: Ram Ranganathan; U. of Texas at Austin Presenter: Kinde M. Wubneh; U. of Texas at Austin Framing Transaction Value: The Role of Rhetoric in the Emergence of the U.S. Advertising Industry Presenter: Sekou Bermiss; U. of Texas at Austin Presenter: Johann Peter Murmann; U. of St. Gallen Presenter: Christina Kyprianou; Clemson U. Perceptions of Asset Specificity: Bias and Manipulation in Interfirm Exchanges Presenter: Russell Coff; Wisconsin School of Business Presenter: Libby Leann Weber; U. of California, Irvine

Relationships among commercial practices and author conflicts of interest in biomedical publishing.

Recently, concerns have been raised over the potential impacts of commercial relationships on editorial practices in biomedical publishing. Specifically, it has been suggested that certain commercial relationships may make editors more open to publishing articles with author conflicts of interest (aCOI). Using a data set of 128,781 articles published in 159 journals, we evaluated the relationships among commercial publishing practices and reported author conflicts of interest. The 159 journals were grouped according to commercial biases (reprint services, advertising revenue, and ownership by a large commercial publishing firm). 30.6% (39,440) of articles were published in journals showing no evidence of evaluated commercial publishing relationships. 33.9% (43,630) were published in journals accepting advertising and reprint fees; 31.7% (40,887) in journals owned by large publishing firms; 1.2% (1,589) in journals accepting reprint fees only; and 2.5% (3,235) in journals accepting only advertising fees. Journals with commercial relationships were more likely to publish articles with aCOI (9.2% (92/1000) vs. 6.4% (64/1000), p = 0.024). In the multivariate analysis, only a journal’s acceptance of reprint fees served as a significant predictor (OR = 2.81 at 95% CI, 1.5 to 8.6). Shared control estimation was used to evaluate the relationships between commercial publishing practices and aCOI frequency in total and by type. BCa-corrected mean difference effect sizes ranged from -1.0 to 6.1, and confirm findings indicating that accepting reprint fees may constitute the most significant commercial bias. The findings indicate that concerns over the influence of industry advertising in medical journals may be overstated, and that accepting fees for reprints may constitute the largest risk of bias for editorial decision-making.

Suggestive Phrases in the German Industrial Advertising Text (Based on the Material of Mining Equipment Advertising)

The present research featured German texts of mining equipment advertising, namely phrases with suggestive pragmasemantic potential. The research objective was to reveal the semantic characteristics of these language units. The article classifies and describes various pragmasemantic types of suggestive phrases using methods of componential, morphological, and syntactic analyses. The function of suggestion in mining equipment advertising proved to be of specific nature, as it has to oppose the conscious desire of a technical specialist to purchase effective and profitable equipment. The suggestion function in these texts belonged to words and phrases that created a positive image of the advertising object and suggestively described its usefulness to the consumer. A significant proportion of phrases contained the seme "safety", which could be explained by the following pragmatic presupposition: mining is highly dangerous; therefore, equipment should help to increase production safety. Such ergonomic characteristics of mining equipment as "controllability", "manufacturability", and "masterability" also depended on industrial safety. Most suggestive phrases appeared to have an adjective nuclear component, because German primarily uses adjectives to describe quality.

Association of Exposure to Court-Ordered Tobacco Industry Antismoking Advertisements With Intentions and Attempts to Quit Smoking Among US Adults

In 2006, a US district court judge ordered tobacco companies to sponsor nationwide antismoking advertising campaigns. This landmark ruling and its subsequent execution represent an unprecedented tobacco control event; however, the association of this campaign with intentions and/or attempts to quit smoking is unknown. To assess the reach of the expanded court-ordered tobacco industry antismoking advertisements (via television, newspapers, tobacco company websites, and/or cigarette packages), to examine associations between exposure to industry antismoking advertisements and intentions and/or attempts to quit smoking among cigarette smokers, and to calculate the numbers of US smokers who would have quit intentions associated with exposure to multiple advertisements. Data for this study were obtained from 5309 US adults, including 610 smokers, who responded to the Health Information National Trends Survey, a nationally representative cross-sectional survey conducted from January 22 to April 30, 2019. Respondents were representatives of households selected by equal-probability sampling of a database of US residential addresses. Reported exposure to antismoking messages. Cigarette smoking cessation attempt in the past 12 months and intentions to quit cigarette smoking in the next 6 months. Covariates were age, sex, household annual income, race/ethnicity, educational level, and geographical residence. Data were weighted to be nationally representative after applying survey weights specified for the survey cycle. The overall sample of 5309 respondents were a mean (SD) age of 55.6 (19.1) years and included 3073 women (51.2%), 3037 non-Hispanic white respondents (59.1%), 4645 respondents who lived in urban US areas (84.7%), and 610 current smokers (12.5%). Findings indicate that 2464 US adults (45.8%; 95% CI, 43.2%-48.5%) and 410 current smokers (66.8%; 95% CI, 61.1%-72.4%) were exposed to antismoking advertisements. Exposure to multiple antismoking messages was associated with 2.19 (95% CI, 1.10-4.34) greater odds of having intentions to quit cigarette smoking but was not associated with attempts to quit (adjusted odds ratio, 1.31; 95% CI, 0.69-2.52). Furthermore, an examination of the association of cumulative exposure to antismoking messages with cessation intentions revealed that, with each additional exposure to an antismoking message, the odds of smoking cessation intentions increased by 1.21 (95% CI, 1.02-1.44). If all smokers were to be exposed to multiple antitobacco messages, there could be an estimated 3.98 million (95% CI, 492 480-7 223 040) current smokers in the United States with intentions to quit. Although the reach of court-ordered industry advertisements increased among smokers, the reach of these advertisements within the general population remains suboptimal. The finding that industry advertisements helped smokers consider quitting highlights their potential to aid smoking cessation. However, the lack of association with actual attempts to quit suggests that the industry antismoking advertisement campaigns were inadequate. The design and content of industry antismoking advertisement campaigns should be enhanced to help smokers quit.

Sex sells? The role of female agency in sexualized advertisements

Advertising with sexualized female models is a commonly used technique in the advertisement industry. While “sex sells” is often successful in eliciting positive responses from male consumers, it often elicits negative responses from female consumers. On the one hand, female consumers might perceive sexualization as lacking in value (i.e., as a cheap display of sexuality lacking any kind of commitment). On the other hand, they might perceive sexualization as lacking in agency (i.e., as the model being displayed as an object rather than a subject). In two studies we investigate whether it is the lack of value or the lack of agency in sexualization that leads to more negative evaluations by young female perceivers. We manipulated the slogan in a sexualized advertisement so that it either adds value to sex (but does not add agency to the model) or so that it adds agency to the model (but does not add value to sex). Furthermore, we investigate the role of relatedness between the consumer and model with two advanced methodological approaches manipulating the facial characteristics of the model in the advertisement. In Study 1, we manipulated relatedness via perceived familiarity of the model’s face, whereas in Study 2, we manipulated relatedness via actual similarity between the perceivers’ and the model’s face in the advertisement. Results indicate that the lack of agency rather than the lack of value leads to negative evaluations by female consumers. This effect was pronounced if the advertisement model was relatable to the consumers.

Detection of Fraud in Mobile Advertising using Machine Learning

With ongoing advancements in the field of technology, mobile advertising has emerged as a platform for publishers to earn profit from their free applications. An online attack commonly known as click fraud or ad fraud has added up to the issue of concerns surfacing mobile advertising. Click fraud is the act of generating illegitimate clicks or data events in order to earn illegal income. Generally, click frauds are generated by infusing the genuine code with some illegitimate bot, which clicks on the ad acting as a potential customer. These click frauds are usually planted by the advertisers or the advertising company so that the number of clicks on the ad increases which will give them the ability to charge the publishers with a hefty sum per number of clicks. A number of studies have determined the risks that click fraud poses to mobile advertising and a few solutions have been proposed to detect click frauds. The solution proposed in this paper comprises of a social network analysis model – to detect and categorize fraudulent clicks and then test sample datasets. This social network analysis model takes into consideration a wide range of parameters from a large group of users. A detailed study is conducted for analyzing these parameters in order to separate the parameters, which affect the click fraud generation process largely. These parameters are then tested and categorized into sample datasets. The mobile advertising industry forms a large part of the revenue generated by the advertising industry. Hence, detection of click fraud in mobile advertising is important to ensure that no illegitimate sources are used to generate this revenue. To be precise, the proposed method touches an accuracy of about 92%.

Click-Through Rate Prediction of Online Banners Featuring Multimodal Analysis

As the online advertisement industry continues to grow, it is predicted that online advertisement will account for about 45% of global advertisement spending by 2020.a Thus, predicting the click-through rates (CTRs) of advertisements is increasingly crucial for the advertisement industry. Many studies have already addressed the CTR prediction. However, most studies tried to solve the problem using only metadata such as user id, URL of the landing page, business category, device type, etc., and did not include multimedia contents such as images or texts. Using these multimedia features with deep learning techniques, we propose a method to effectively predict CTRs for online banners, a popular form of online advertisements. We show that multimedia features of advertisements are useful for the task at hand. In our previous work [ 1 ], we proposed a CTR prediction model, which outperformed the state-of-the-art method that uses the three features mentioned above, and also we introduced an attention network for visualizing how much each feature affected the prediction result. In this work, we introduce another text analysis technique and more detailed metadata. As a result, we have achieved much better performance as compared to our previous work. Besides, for better analyzing of our model, we introduce another visualization technique to show regions in an image that make its CTR better or worse. Our prediction model gives us useful suggestions for improving design of advertisements to acquire higher CTRs.

Privacy preserving targeted advertising and recommendations

ABSTRACT Recommendation systems form the centerpiece of a rapidly growing trillion dollar online advertisement industry. Curating and storing profile information of users on web portals can seriously breach their privacy. Modifying such systems to achieve private recommendations without extensive redesign of the recommendation process typically requires communication of large encrypted information, making the whole process inefficient due to high latency. In this paper, we present an efficient recommendation system redesign, in which user profiles are maintained entirely on their device/web-browsers, and appropriate recommendations are fetched from web portals in an efficient privacy-preserving manner. We base this approach on precomputing compressed data structures from historical data and running low latency lookups when providing recommendations in real-time.

Leaders' Perspective of Millennial Employees in the Central & Eastern European Advertising Industry

This study focuses on leaders’ perception of their Millennial employees in advertising agencies within Central and Eastern Europe. Millennials are popularly associated with laziness, entitlement and narcissism, which can seemingly manifest in undesired attitudes to work. A qualitative research, based on semi-structured interviews with leaders in advertising agencies provided rich data to confront the perceived stereotypes from their perspective. Young individuals in advertising are predominantly well-informed and ambitious, benefiting from their technological savvy as digital natives. In this self-selected group their work informs the lifestyle, and success seems to be manifested through social media rather than the display of material goods. The study challenges simplified stereotypes and contributes to under-researched segments of Millennials in the advertising industry and CEE.

CTR Prediction Models Considering the Dynamics of User Interest

Click-through rate (CTR) prediction is one of the key areas in industrial bidding advertising. Recently, to improve prediction performance, researchers have proposed the interest-based deep models that learn the user's latent interest from historical click behaviors. However, the interest-based deep models lack the ability to trace the dynamics of interest from both the positive and negative samples, which leading to prediction errors. In particular, user's interest in candidate advertisements could be positive (i.e. interested) or negative (i.e. uninterested), and changing over time. To solve this problem, we propose a deep-based dynamic interest perception network (DIPN) that can trace both positive interest and negative interest. The proposed DIPN model introduces three new parts to the interest-based deep model: a gated recurrent unit (GRU) learns the implied interest vector from historical click sequences; an attention mechanism improves the expressiveness of interest vector with the weight vector; an interest degree feature scales the weight vector by the d-Softmax function to improve the expressiveness of interest vector. We evaluate the effectiveness of the DIPN model by conducting extensive comparative experiments using real datasets. The experimental results demonstrate that compared with state-of-the-art models, DIPN achieves the highest prediction performance.

Rural Transformation and the Double Burden of Malnutrition Among Rural Youth in Developing Countries

Adolescence and early adulthood are periods of major biological, economic and social transitions for rural youth. They provide a critical window of opportunity for addressing chronic nutritional deficits from childhood, for “catch-up” growth, for providing a solid foundation for a healthy productive and reproductive life, and for arresting the intergenerational transmission of malnutrition. In this study we show that rural transformation processes are associated with improvements in rural youth nutrition – malnutrition and underweight – in nearly all regions, although the pace of change varies considerably across countries. Most low- and middle-income countries (LMICs) are faced with the double burden of malnutrition and overweight/obesity, and in some countries this double burden is increasing, with the prevalence of underweight and overweight/obesity rising concurrently. The effect of rural transformation processes on rural youth nutrition is mediated by its effects on the external and personal domains of the “food environment”. Transformation of agri-food systems are bringing about large changes in the diets of rural youth in LMICs, and particularly of the younger age groups, who appear to be witnessing rapid dietary transitions. The Young Lives dataset suggest that certain near-universal changes in patterns of dietary and nutrient intake patterns can be discerned in LMICs, although the pace of change varies. Dietary transitions are also driven by “globalisation influences” – especially dissemination of information through digital/social media and food industry advertising and marketing strategies – even in countries with low/slow rural transformation. Our results show that rural transformation processes can have both positive and negative effects on rural youth nutrition in LMICs. Despite the globalisation influences of international trade and agri-food systems, dietary changes in individual LMICs are still influenced by national policies and production patterns. Understanding the pathways to impact of rural transformation on rural youth nutrition is crucial for designing “nutrition-sensitive” rural transformation policies.

The Tobacco Products Advertising in the First Big Boom of the Argentine Advertising Industry of the Beginnings of the XX Century

espanolA comienzos del siglo XX Argentina vivio el auge de tres rubros economicos profundamente vinculados entre si: la prensa periodica, la actividad publicitaria y la industria tabacalera. Este trabajo, inscripto en una investigacion en etapa de inicio, explora y describe como se expresa el mencionado auge en la publicacion de avisos de productos tabaquicos en periodicos argentinos de circulacion nacional -en especial la primera revista de circulacion masiva, Caras y Caretas- como parte de un proceso modernizador de los sistemas de comunicacion industrializada. El relevamiento muestra que el producto era ya objeto de criticas por sus danos a la salud, situacion que lo diferenciaba de muchas publicidades que promovian productos prohibidos pocos anos mas tarde por su peligrosidad y/o engano. De alli que tambien se releva que referencias hacen los avisos tabaquicos a sus posibles efectos sobre la salud. Se concluye que estos avisos nunca responden a los argumentos contrarios, sino solo los aluden en mensajes que apelan al humor, la hiperbole y la ironia evitando un debate o contrastacion; asocian los temores con aspectos de la fabricacion tangenciales al tabaco y ya resueltos por la industria, y al consumo de tabaco con gratificaciones emocionales, mientras sostienen una estrategia de relaciones publicas para desprestigiar la cientificidad de las acusaciones, y mostrar figuras de liderazgo social y/o cientifico avalando el consumo. EnglishAt the beginning of the 20th century, Argentina experienced the rise of three economic items deeply linked to each other: the periodic press, advertising activity and the tobacco industry. This work, enrolled in an investigation in the beginning stage, explores and describes how the mentioned rise is expressed in the publication of notices of tobacco products in Argentine newspapers with national circulation -especially the first mass circulation magazine, Caras y Caretas- as part of a modernizing process of industrialized communication systems. The survey shows that the product was already criticized for its damage to health, a situation that differentiated it from many advertisements which promoted products that will be prohibited a few years later due to their dangerousness and / or deceiving. Hence We look for references in tobacco advertisements about their possible effects on health or about de critics.It is concluded that these notices never responded to the contrary arguments, but only indirectly allude to it in messages that appeal to humor, hyperbole and irony, avoiding a debate or contrast; they associate fears with tangential manufacturing aspects of tobacco that were already resolved by the industry, and associate tobacco use with emotional gratifications, while upholding a public relations strategy to discredit the scientific caracteer of accusations, and present scientific or social well known persons to endorse tobacco consumption.

Goal-Based Categorization: Dynamic Classification in the Display Advertising Industry

Goal-based categories have recently emerged as an alternative perspective to the dominant account of prototypical market categories. However, key questions remain regarding the mechanisms that would enable stable market exchanges to form around ad hoc and idiosyncratic goal-based categories. Thus, we sought to answer the following question: How can goal-based categorization enable stable market transactions? Through an inductive study drawing on industry discourse, participant observation, and interview data from the online advertising industry, we describe the category infrastructure that enables buyers and sellers to engage in market exchanges using goal-based categorization. Three mechanisms are integral to goal-based categorization in market exchanges: dimensioning (establishing a possibility space in which valuation can take place through the identification, addition, and/or deletion of product features), scoping (selecting particular features in the possibility space), and bracketing (excluding certain actors from participating in market transactions). Moreover, the fundamental principle of valuation in goal-based categorization is goal-based attribution, which involves iteratively adding and deleting features to accommodate evolving goals. Our findings suggest novel directions for work on goal-based categorization as an important element of valuation in modern markets.

‘MARKING THEIR OWN HOMEWORK’: TRUST AND AUDIENCE MEASUREMENT IN THE AUSTRALIAN DIGITAL ADVERTISING INDUSTRY

This paper examines how the Australian advertising industry debates trust in the infrastructures of digital advertising. The advertising industry is undergoing a major change as digital advertising is increasingly dominated by new advertising technology (adtech) players and major tech companies such as Facebook and Google. These new companies which rely on automated systems of ad targeting, pricing and placement to control large amounts of digital advertising inventory and offer new more ‘efficient’ ways to micro-target advertising.
 Yet these companies have garnered reputations for misrepresenting their numbers; a problem compounded by Google and Facebook’s reticence to provide independent audience verification. This has led to a high degree of mistrust from Australian advertisers. Neither Google or Facebook offers serious third-party auditing, leading many in the advertising industry to say that they are ‘marking their own homework’.
 In this paper I ask, how is trust of measurement and verification infrastructures debated within the digital advertising industry? Is it fair to compare businesses that distribute advertising in very different ways? I answer these questions through qualitative analysis of submissions made to the Australian Competition and Consumer Commission (ACCC) as part of its current Digital Platforms Inquiry (DPI) in 2018 and 2019. I also draw on summaries of four public forums the ACCC held in 2018 as well as wide reading in the advertising industry trade press. This paper aims to contribute to a better understanding of the role standards and measures play within industry and how they relate to trust during industry transformation.

Pilot study to inform young adults about the risks of electronic cigarettes through text messaging

IntroductionYoung adults are rapidly adopting electronic cigarette (e-cigarette) use. The popularity of e-cigarettes among young people can be attributed to heavy industry advertising and misleading health claims. Data indicate that young e-cigarette users who have never used conventional cigarettes may transition toward smoking combustible cigarettes. Communicating e-cigarette risks via text messaging is limited. This pilot study assessed the impact of exposure to 16 text messages on e-cigarette knowledge and risk perception. The short text messages delivered to participants conveyed e-cigarette use may lead to addiction to nicotine and explained the latest health-related findings. MethodsA two-group randomized pretest and posttest study was conducted among 95 racially, ethnically diverse young adults recruited from vocational training programs. Fifty percent of participants were randomized to receive either gain- or loss-framed messages. Knowledge and risk perceptions about e-cigarettes and tobacco use were assessed pre- and post-message exposure. ResultsParticipants had a mean age of 20.8 years, SD = 1.7. Current use of e-cigarettes was reported by 10.5% (10/95) and 27.4% (26/95) used a variety of other tobacco products. Findings revealed significant increases in knowledge about e-cigarettes after exposure to the messages (range for ps: p < 04 to p < 0.0001). A statistically significant increase in perceived e-cigarette risk was found post-exposure (p = 0.002). Participants randomized to gain-framed messages reported a significantly higher perceived risk of using e-cigarettes post-exposure than did those who received loss-framed messages (p = 0.02). ConclusionsThis was a small-scale pilot requiring additional evidence to support the effectiveness of text messaging for increasing e-cigarette knowledge and risk perception. Future research may apply text messages to test new ways to educate young populations about tobacco use and consider addressing these messages to specific subgroups at high risk of use such as non-college bound young adults.

Magic Lantern Glass Slides Materials and Techniques: The First Multi-Analytical Study

This paper presents the first systematic investigation of hand-painted magic lantern glass slides using multi-analytical techniques combined with a critical analysis of historical written sources of the painting materials and techniques used to produce them. The magic lantern was an optical instrument used from the seventeenth to the twentieth century that attained great success and impact on the entertainment industry, science, religion, and advertisement industry. The glass, colorants, and organic media of five magic lantern slides from the Museum of Natural History and Science of the University of Lisbon were studied. By means of energy-dispersive X-ray fluorescence spectrometry, the glass was characterized and the oxide quantification unveiled that the glass substrate was possibly produced between 1870 and 1930. Ultraviolet-Visible, Raman and Fourier transform infrared spectroscopies allowed the characterization of the colorants: Prussian blue, an anthraquinone red lake pigment of animal origin (such as cochineal), an unidentified organic yellow, and carbon black. The remaining colors were achieved through mixtures of the pure pigments. Infrared analysis detected a complex fingerprint in all colors, nevertheless, a terpenoid resin such as shellac was identified. Metal carboxylates were also detected, contributing to the assessment of the state of conservation of the paints.

Changes in Attitudes towards Advertising: 2007- 2018 Evidence from the New Generation Bangladeshi Consumers

This paper presents a comparison of the attitudes of New Generation Bangladeshi consumers (18 – 24 years old) towards advertisement 10 years apart – in 2007 and 2017. Within five years of gaining independence in 1971, Bangladesh abandoned her socialistic path of economic development to adopt the capitalistic alternative. By the early 2000s, the country experienced substantial economic growth which resulted in the emergence of a “new rich urban consumer class. To attract these consumers, the then infant advertising industry in Bangladesh started to grow at a fast pace; but neither the marketers nor the advertisers had a clear understanding of the attitudes of these consumers towards advertising. In 2007, I conducted an empirical research that examined the perception of these consumers on various aspects of advertising as well as their media usage behaviour.Bangladesh economy made spectacular progress during the last decade resulting in the fast-paced development of a better organised consumer market and a thriving advertising industry to support the current new generation Bangladeshi consumers who are more affluent, technology savvy and who seek better information. This study examines the perception of these consumers on various aspects of advertising as well as their media usage behaviour and compares them with the responses of their cohorts of 2007. The analyses of the data reveal discernible differences in the attitudes of the two similar groups. The paper tries to explain the reasons for the differences and argues that they have important implications for the consumer marketing and advertising industry in Bangladesh.