Political Advertising Research Articles

The Formation of Industrial Brewing and the Transfer of Knowledge and Demand in Mandatory Palestine

Abstract This article traces the development of brewing and the transfer of knowledge in Mandatory Palestine. Brewing in Palestine proceeded under the watchful eye of the mandate government. Although the reluctance of the British to endorse local enterprises inhibited the progress of beer production in the first decade of the mandate, a thriving brewing industry began to prosper and expand in the latter half of the 1930s. The Palestine Brewery Ltd. exemplified this change. Soon after it started operations, the company gained public confidence and diversified its product range; its products circulated throughout the nation. The challenges by British firms notwithstanding, it gradually took the place of foreign beer in the Palestine market. The company pioneered new methods of communal advertising campaigns and attuned its operations more sensitively to the requirements of the day, elevating it to a symbol of business success and the national economy. Not only popular periodicals but also activities in public relations took on increased significance when it came to promoting products in the market. The demand by military forces allowed further expansion of the company, and the company transitioned into an unprecedented phase of prosperity during World War II. The differing fates of this company and its predecessors proved the primacy of political and social factors for the successful transfer of knowledge between Palestine and Europe.

Effect of advertisement focus on donation intention

ABSTRACT This study examined whether different types of focus in donation advertisements affected potential donors’ mental imagery fluency and donation intention. Construal level theory was employed in the research framework to explore how fundraising period and advertisement focus (process or outcome) affect consumers’ mental imagery fluency and donation intention. Participants recruited from a marketing research company panel were asked to read process- or outcome-focused donation advertisements and answer questionnaires. The mental imagery of some participants was assessed in a product design scenario. This study revealed that consumers’ construal level was likely to affect their mental imagery fluency in terms of imagining how raised funds are used; this in turn affected their donation intention. Furthermore, individuals’ imagination visual mental imagery affected their donation intention. This study fills a gap in the literature related to advertisement focus and provides a valuable reference for those designing advertising campaigns for charitable organizations.

The Role of Machine Learning in Enhancing the Customer Relationship of Indian E-commerce Sector

The integration of machine learning technology in the Indian e-commerce sector shows promise in bolstering customer relationships. By leveraging machine learning within customer relationship management (CRM) systems, businesses can analyze customer behaviors and make data-driven decisions which facilitates personalized advertisement campaigns, improving customer engagement and satisfaction. Machine learning aids in developing customer churn systems to identify and address factors contributing to customer attrition, enhancing overall satisfaction levels. The technology's data mining capabilities enable the prediction of customer purchasing behavior, allowing for personalized product recommendations and improved brand awareness. Furthermore, machine learning models, such as the random forest algorithm, assist in analyzing customer characteristics to devise effective relationship enhancement strategies. Moreover, sentiment analysis and natural language processing functionalities of machine learning contribute to automating customer service, further strengthening customer relationships within the Indian e-commerce landscape.

Analisis Semiotik Iklan Politik Prabowo Gibran Pada Pilpres 2024

General elections are a crucial moment in the life of the nation and state. This moment is used by political figures to build positive perceptions through political advertising. Political advertising has the main function as a strategic communication tool in the democratic process. This research aims to uncover the meaning and communication strategies used in Prabowo Gibran's political advertisements during the 2024 Presidential Election. The focus of this research is to decipher the symbolic meaning and messages contained in political advertisements using Charles Sanders Pierce's semiotic theory as a basis for exploring the signs- signs that appear in these political advertisements. By referring to Charles Sanders Pierce's semiotic theory, this research tries to identify and analyze the signs that appear in the Prabowo Gibran couple's political advertisements, both visual and verbal. Charles Sanders Pierce's semiotic analysis carried out by outlining three important components, namely Sign, Object, Interpretant, shows that political advertisements have a distinctive communication style as part of their political communication strategy. Semiotic analysis also places this advertisement in the positive category, indicating that the message conveyed is able to create meaning that supports the positive image of the couple.

The Role of the Aesthetic Function in Printed Ecological Advertising

The aesthetic dimension in ecological advertising plays a crucial role in establishing an emotional connection between the audience and environmental issues, stimulating involvement and commitment to conservation efforts. The aesthetic function embedded in ecological advertising serves as a foundation for raising awareness and mobilizing the public regarding environmental issues. This aesthetic approach fosters deep emotional connections, motivating active involvement in environmental initiatives and significantly contributing to leaving a lasting impression and focusing attention on the ecological message conveyed. The use of visually captivating imagery, including landscapes and vibrant colors, grabs attention and sparks curiosity among viewers. Their distinctive style, together with origindesign elements, elevates them to an artistic level, enriching their impact and resonance. Ecological advertising draws inspiration from diverse aesthetic influences, similar to those found in fine art, with deliberate reinterpretations and realignments to serve its purpose. Adherence to fundamental design principles ensures impactful and memorable ecological advertising campaigns. By presenting aesthetic means, namely disturbing aspects of environmental degradation, ecological ads can evoke a strong emotional response among the audience, prompting them to take action or support initiatives for nature conservation. However, it is essential for such imagery to be used judiciously and accompanied by messages/texts that provide solutions or inspire hope and positive action in the face of environmental issues. We will observe how techniques like unity, harmony, and balance, along with intentional emphasis and contrast, enhance the effectiveness of ecological advertising in conveying its message to the public.

Public perceptions of television and online political advertising

Public perceptions of television and online political advertising

Understanding Digital Campaign Competence: Conceptualizing Data-Driven Political Advertising Literacy

ABSTRACT Technological advancements create new ways of informing and persuading citizens in the political advertising context. Insights are limited regarding how citizens deal with data-driven political advertising (DDPA). This is problematic because the collection and combination of large amounts of data render them vulnerable to information and power asymmetries. Using multidisciplinary perspectives, this article discusses the digital campaign competence of voters. We look at the interplay of literacy components, offer a typology, and predict campaign behavior, such as ad engagement and ad avoidance. We use data from a multiple-wave panel survey (N W1 = 1914, N W3 = 1303) conducted during the 2021 German federal elections. A latent profile analysis reveals five voter profiles with varying levels of DDPA literacy (i.e. conceptual understanding and evaluative perceptions). People mostly evaluate DDPA as neutral or negative, highly differ in their level of objective conceptual understanding, and underestimate the effectiveness of DDPA. We find no differences between the five profiles in their ad engagement but find differences concerning ad avoidance. The results deepen our understanding of a digitally campaign-competent electorate and highlight areas in which citizen empowerment is needed in light of the inequalities that DDPA has produced.

EVOLVING DYNAMICS: A COMPARATIVE ANALYSIS OF DIGITAL MARKETING AND TRADITIONAL MARKETING STRATEGIES IN RESHAPING BRAND CUSTOMER RELATIONSHIPS

The dynamic evolution of marketing strategies from traditional to digital methodologies has fundamentally reshaped the landscape of brand-customer relationships. This paper presents a comprehensive comparative analysis of digital marketing and traditional marketing strategies, focusing on their respective impacts on brand-consumer interactions. Traditional marketing, rooted in tangible mediums like print ads and television commercials, operated on a broadcast model with limited customization. In contrast, digital marketing harnesses the power of online platforms, social media, and data analytics to engage with consumers on a personal level, offering unparalleled opportunities for targeted advertising, real-time interaction, and measurable campaign effectiveness. The significance of integrating digital marketing into overall business strategies is highlighted, emphasizing advantages such as targeted marketing, real-time performance tracking, cost-effectiveness, deeper customer connections, and global reach. Case studies of successful transitions from traditional to digital marketing by companies like Nike and Dove illustrate the transformative impact of embracing digital strategies to cultivate authentic brand-consumer relationships. Moreover, the paper delves into the rise of digital marketing catalysts, including the accessibility of the internet, democratization of information, data analytics, and mobile technology, driving innovation and connectivity in marketing practices. It underscores the importance of integrating traditional and digital marketing strategies to create cohesive, omnichannel campaigns that resonate with diverse audiences. Additionally, the paper discusses the significance of personalized experiences, ethical considerations, and the need for agility in navigating the evolving digital landscape. Future research avenues include exploring emerging technologies like AR, VR, and blockchain in marketing, as well as addressing ethical implications such as data privacy and algorithmic bias.

앱솔루트보드카 시티시리즈에 나타난 도시정체성 특성 연구

In the era of city competition, value and role of visualized city identity is getting bigger. The study aims to methods for building and visualizing city identities through city series advertisement campaign by Sweden Absolut bodka brand to make premium image. The study is done by literature research and case study. Absolut releases creative advertisements to break up Russian low-graded image of bodka for penetration toward US market. City series ads of Absolut combining unique bottle shape and symbolic images of cities help to build premium brand image and penetrate global market. Images of cities represented on ads can be categorized as landmark. symbolic objects, historical events, representative artists, city culture, national objects, While ads using concrete objects such as architecture and product can be understood easily, ads using history and culture require higher leveled visual metaphor. Absolut ads show the diversity of city identies and importance of visual communication using creative expression. In order to build city identities effectively, collaboration with consumer brand and creative expression are required.

AI-Driven Sustainable Video Marketing Strategies: Harnessing Deep Learning Algorithms to Sustainable Advertising Campaigns with Special Reference to the Education Industry

Purpose: This research explores the interplay between deep learning algorithms, trust in sustainable advertising, and prior knowledge of deep learning algorithms in shaping perceptions of sustainable advertising in the context of education. The study aims to uncover the impact of these factors on sustainable advertising and examine the moderating role of prior knowledge of deep learning algorithms. Design/methodology/approach: The study employs a quantitative research design, utilizing a structured survey instrument for data collection. Simple random sampling techniques were used to select participants from a population of 194,366 1st year students. Data analysis includes multiple regression, mediation analysis, and moderation analysis using Hayes PROCESS Model 58. Findings: The results reveal significant positive effects of deep learning algorithms (independent variable) and trust in sustainable advertising (mediator variable) on sustainable advertising (dependent variable). Prior knowledge of deep learning algorithms (moderator variable) also has a positive influence on sustainable advertising. Trust on sustainable advertising mediates the relationship between deep learning algorithms and sustainable advertising. However, above mediator relationship is negatively moderated by prior knowledge of deep learning algorithms. This suggests that prior knowledge can weaken the positive impact of trust. Originality: This research contributes to the understanding of how AI-driven marketing strategies, trust, and knowledge influence sustainable advertising perceptions. It offers valuable insights into the moderating role of prior knowledge in this context. Implications: The findings have implications for educational institutions and marketing practitioners. They suggest that deep learning algorithms and trust in sustainable advertising can positively impact sustainable advertising perceptions. However, practitioners should be cautious in situations where individuals have high prior knowledge, as trust can reduce impact. Educational institutions can use these insights to optimize their marketing campaigns and foster sustainable advertising in the education sector. Limitations of the study include the reliance on self-reported data and the potential for response bias, which may affect the generalizability of the findings. For future research, investigating the role of other potential moderators and mediators in the relationship between deep learning algorithms and sustainable advertising could provide a more comprehensive understanding of this phenomenon. Keywords: Deep Learning Algorithms, Education Industry, Prior Knowledge of Deep Learning Algorithms, Sustainable Advertising, Trust in Sustainable Advertising

Simulacra Politics: Digital Advertising for the 2024 Presidential Election on Social Media

The presidential election in Indonesia will be held in 2024, but the excitement of conversations on various social media platforms has been felt at this time. This political party, which is held every 5 years, has attracted a lot of public attention, one of which is through political advertising on social media. Social media is relatively dominant in human use today, and until the way we interact and communicate using social media can understand identity in context is one area that attracts a lot of interest in using it. It is considered like a boon, as a way to connect many people and streamline communication. One of Baudrillard's thoughts is simulation in social media which becomes simulacra in digital advertising. Humans today live in a world full of simulation, almost nothing is real outside of simulation, nothing is genuine and can be imitated. Industrial culture disguises the distance between facts and information, between information and entertainment, between entertainment and political interests. The purpose of this research is to evaluate symbols or signs in political advertisements for the 2024 presidential election on social media. The method will be carried out with netnography through big data analysis by finding simulacra signs in digital advertisements for the 2024 presidential election. The existence of digital advertising in elections offers a great opportunity to increase voter participation and engagement. However, keep in mind that the use of digital advertising also brings challenges and responsibilities that must be handled wisely by all relevant parties.

Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising

Green consumers increasingly consider animal welfare (AW) in their decision-making, demonstrating a growing awareness of ethical considerations beyond conventional environmental concerns. However, with an increase in greenwashing, skepticism has grown among consumers. Regardless of manufacturers' efforts to enhance consumer awareness via green advertising, consumer skepticism toward these advertisements creates doubt and consequently reduces positive attitudes and intentions to buy green products. This study investigated the variables that impact Vietnamese consumers' decision-making processes toward green beauty care products. Specifically, we focused on the role of AW concerns and skepticism toward green advertising. For this study, we adopted the timulus-response organism (SOR) framework, which is known for its ability to analyze the impact of environmental stimuli (S) on personal perceptions (O), leading to specific responses (R). We elucidated the relationship between concern for AW and green advertising skepticism (GAS) as stimulus factors, green brand trust (GBT) and attitude toward green products (ATT) as organism factors, and three sub-dimensions of behavioral intentions (BI): green purchase intention (GPI), word-of-mouth (WOM), and willingness to pay (WPP) as response factors. We explored the mediating effect of ATT on the relationship between GAS-GPI and AW-GPI. This study involved 386 Vietnamese participants surveyed using convenience sampling. Smart PLS v3.2.9 software was used to analyze the data using structural equation modeling. The hypothesis test using PLS-SEM confirmed that (a) GBT had a positive effect on BI and ATT; (b) ATT had a positive effect on BI; (c) GAS had a negative effect on GBT and WPP, but not on GPI and WOM; and (d) AW had a positive effect on GPI and WOM, but not on ATT and WPP. Surprisingly, this study found insufficient statistical evidence to support the mediating role of ATT in the relationship between GAS-GPI and AW-GPI. This study highlights the importance of integrated advertising and education campaigns in increasing customer awareness toward green products and the significance of comprehending the cultural context when developing marketing strategies, especially in emerging markets such as Vietnam, where environmental concerns are skeptical and AW issues are relatively new. The study delved into the Vietnam market and specifically examined beauty care products labeled as “not tested on animals.” Additionally, we addressed a gap in the existing research by investigating the combined influence of AW concerns and GAS on the formation of green behavioral intentions (GBI).

Donate to help us fight back: Political fundraising and toxic rhetoric online

Political candidates utilize social media to mobilize supporters, persuade voters, and raise money. However, little is known about the structure of mass electoral appeals when donors are the primary target instead of voters. Because candidates’ donors and voters can differ significantly, with donors more partisan and ideologically extreme on average, we theorize that candidates use strategic rhetoric tailored to specific audiences. To analyze how campaigns perceive and target their “financial electorate,” we leverage data from the Facebook Ad Library for 2020 U.S. congressional candidates and distinguish political ads by their persuasion targets. Using text analysis, we test the hypotheses that donor-targeting messages are more toxic, negative, and likely to reference a polarizing president than voter-targeting messages. The results support our hypotheses, and Republican candidates, on average, used more toxic language than their Democratic counterparts. As campaigns’ scramble for donations intensifies, these characteristics of fundraising appeals may further polarize the electorate.

Visual Metaphorical Advertising: The Moderating Role of Creativity and the Mediating Role of Informativeness

The use of visual metaphor is a creative and prevalent practice in the advertising industry, but it poses a significant challenge in terms of understanding the intended advertising message. This study suggests the importance of determining the appropriate level of creativity in designing effective advertising campaigns. It also emphasizes the significance of incorporating informativeness into advertising messages, as visuals alone may not suffice in creating a successful advertising campaign. To address these aspects, a combination of research methods was employed, including the analysis of 3,000 conceptual advertisements. Existential-phenomenological interviews were conducted with eight domain experts, and responses were collected from 305 participants, which were analyzed using Smart PLS. This extensive research effort unravels latent dimensions and provides valuable guidelines for advertising and creative agencies’ design teams. The findings underscore that dependence on visual metaphor alone is inadequate to capture the audience’s attention and elicit their emotions without the addition of informativeness and/or creativity. These findings have profound implications for advertising and creative agencies, offering valuable insights for the design of visual metaphorical advertising campaigns.

Tesla Corporate Management Review: Analysis of Tesla’s Marketing Strategy in Chinese Market

Tesla is one of the world’s leading electric vehicle (EV) manufacturing companies. Its market entry into China has been marred with several challenges and wins, some of which are discussed in this document. Drawing from a secondary literature review analysis, the findings of this document demonstrate that Tesla's market entry strategy into China has been multipronged with tenets in celebrity advertisement, collaborative marketing, and hunger campaigns. This multifaceted marketing campaign has enabled Tesla to reach different consumer groups within the Chinese EV market. Key sections of this paper further interrogate the firm's marketing campaign in China, relative to the 4Ps of marketing. The findings of this discussion equally discuss the establishment of the Tesla brand in the Chinese market, its development over the years, and the current market situation. The goal is to identify key strengths and weaknesses associated with the brand that could be useful in consolidating its market position and exploiting emerging opportunities in the EV market.

Role of Emotional Appeals in International Advertising Campaigns in Cameroon

Purpose: The aim of the study was to assess the role of emotional appeals in international advertising campaigns in Cameroon. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Research on the role of emotional appeals in international advertising campaigns in Cameroon indicates that emotions play a significant role in influencing consumer behavior and brand perception. Emotional appeals, such as humor, nostalgia, and empathy, have been found to effectively capture consumers' attention and evoke positive attitudes toward advertised products or services. However, cultural nuances and socio-economic factors must be considered when crafting emotional appeals for international advertising in Cameroon. While certain emotions may resonate universally, others may vary in effectiveness depending on cultural values and preferences. Therefore, successful international advertising campaigns in Cameroon require a careful balance of emotional appeals that align with local cultural norms and resonate with the target audience's emotions, ultimately leading to increased brand engagement and purchase intent. Implications to Theory, Practice and Policy: Cultural dimensions' theory, elaboration likelihood model and cross-cultural consumer behavior framework may be use to anchor future studies on assessing the role of emotional appeals in international advertising campaigns in Cameroon. Marketers should prioritize crafting emotionally resonant narratives that are tailored to specific cultural nuances while maintaining a cohesive brand message. Policymakers should advocate for policies that promote cultural sensitivity and inclusivity in international advertising practices.

Everybody votes for Heimat: a study to examine the affective influence of feelings of Heimat on the persuasive impact of political advertising

Contemporary events are marked by profound social changes and the resulting insecurity among many people. Political appeals on an emotional level and beyond facts are therefore currently popular. The German construct of Heimat conveys feelings of safety and shelter like no other. It is therefore not surprising that the term is instrumentalized in political advertising across the entire party spectrum in Germany. In an empirical study, the influence of Heimat references in visual political advertising on the attitudes of recipients is examined, whereby the feelings of Heimat evoked are modeled as a mediator of this relationship. It is assumed that the strength of this affective influence depends on the moderators information processing (heuristic or substantive) and the personality expression on the factor neuroticism. Party identification complements the model, also moderated by information processing, as an additional factor influencing political attitudes. The results show, however, that the explanatory power for the feeling of Heimat is rather to be found in the identification with the communicating party. Against this background, the persuasive instrumentalization of a feeling of Heimat for the evaluation of political issues can certainly be worthwhile. In this context, it is not decisive whether the content of the advertising material explicitly references the Heimat issue, but how the party itself is perceived by the recipients. No effects were found for personality and information processing.

Translation Strategy Through Pragmatic Lens: Speech Act Analysis on The Campaign Media

Communication plays an essential role in transporting messages, feelings, ideas, or even an influence. They are transmitted both verbally and non-verbally. This study elaborates on the use of speech acts in campaign advertising, specifically on billboards and posters as a means of conveying a candidate’s message through written communication in non-English languages in Tasikmalaya City. The capacity to use language in an assortment of settings while reflecting the relationship between the speakers and social cultural context of the situation is known as pragmatic competence. This research is a descriptive qualitative study; data analysis was conducted in two steps. firstly, it was carried out through a translation process which was done by English Education Department students in varied study grades; furthermore, the translation result was analyzed by the researcher to seek Chesterman's translation strategy through the lens of Pragmatics. The writer applied Miles and Huberman's data reduction, data display, and conclusion drawing to analyse the data. The data reduction categorized the message into several categories of illocutionary acts using the translations that have been organized, then it was continued by classifying them according to Searle’s theory of speech act. This study shows that coherence change at 42.3%, trans editing at 23.1%, explicit change at 19.2%, cultural filtering at 11.5%, and illocutionary change at 3.8%; those reflect the translation strategy usage. Furthermore, the illocutionary act shows assertive 58.3%, directive 25%, and commissive 16.7%. Moreover, the pedagogical implications of the analysis are leading students to the awareness that translation can be done using various strategies, enhancing students’ understanding of translation strategies, and sharpening students’ critical thinking.

Analysis of Pepsi Brand Advertising Implementation Using #Betterwithpepsi for Fast Food Brands

Pepsi's recent advertisement campaign, which features the tagline #BetterWithPepsi, was launched in honor of National Burger Day. The campaign has been promoted across all social media platforms and showcases portraits of fast-food packaging that incorporate Pepsi's signature colors into the branding of popular fast-food chains such as Burger King, McDonald's, and Wendy's. This advertisement has been analyzed using semiotic theory by Roland Barthes, who suggests that the use of the advertisement is akin to a collaboration or combination between fast food and drinks that complement each other, such as Pepsi. The tagline #BetterWithPepsi implies that the public will consume food and drinks that are always together, thereby creating a mindset that associates the consumption of food with the use of Pepsi. The advertisement's use of semiotics is evident in the incorporation of Pepsi's colors into the branding of other fast-food chains, which creates a visual association between the two. This association is further reinforced by the tagline, which suggests that the consumption of food is incomplete without the addition of Pepsi. The advertisement's effectiveness can be attributed to its ability to tap into the public's desire for convenience and the need for a complete dining experience. By positioning Pepsi as an essential component of the fast-food experience, the advertisement creates a sense of loyalty and brand recognition among consumers.

Exploring the Use of Cluster Analysis in Market Segmentation for Targeted Advertising

In the rapidly evolving field of digital marketing, precise targeting and segmentation have become essential for optimizing advertising efforts, yet traditional methods often struggle to adequately address the dynamic nature of consumer behaviors. This study delves into the efficacy of cluster analysis as a robust tool in market segmentation, particularly aimed at enhancing the precision of targeted advertising campaigns. By employing a case study approach, the research meticulously analyzes real-world advertising campaigns across various industries, utilizing cluster analysis to segment the market and employing qualitative data analysis to evaluate the outcomes in terms of engagement and conversion improvements. The results indicate that cluster analysis not only facilitates a deeper understanding of market segments but also leads to more tailored and effective advertising strategies. Companies implementing this method reported significant improvements in campaign performance, with higher engagement and conversion rates compared to traditional segmentation approaches. This study underscores the advantages of employing advanced statistical methods like cluster analysis in market segmentation, highlighting its potential to transform targeted advertising by enabling advertisers to adapt more swiftly and effectively to market dynamics. The implications for practice suggest that businesses should integrate cluster analysis into their marketing strategies to gain a competitive edge through enhanced customer insights and optimized advertising effectiveness, thereby contributing valuable empirical evidence to the existing literature.