Advertising Communication Research Articles

ПРИХОВАНИЙ ВПЛИВ НА РЕЦИПІЄНТА У РЕКЛАМІ СОЦІАЛЬНОЇ МЕРЕЖІ “FACEBOOK”

The development of the information society has an impact not only on the quality of life of people, but also on the formation of new communication links. The rapid penetration of information technology into different areas of our lives has contributed to the global spread of the Internet, in which social networks are actively used for communication. For advertisers, social networks provide unique opportunities for rapid dissemination of information and direct contact with consumers. The specifics of advertising communication are not only informing the recipient about goods or services, but also influencing him/her through various means. The article raises the problem of discourse of social networks, where various manipulative strategies, tactics and techniques of influence are used when communicating in virtual space. Attention is focused on communicative and pragmatic techniques of manipulative influence on the consciousness of consumers in Ukrainian-language advertising texts of the social network “Facebook”. It is noted that in order to implement the strategy of manipulative influence, advertisers resort to various tactics. The most common of them is the transaccentuation tactic, which consists in forming a positive mood through shifting the emphasis from buying the advertised product or service to receiving pleasant emotions and sensations. Transaccentuation is most often transferred to a feeling of joy, happiness, comfort, peace, help, the absence of obstacles. A value-oriented tactic is also used, which is aimed at activating positive value guidelines in the mind of the addressee and their association with the advertised product or service. In analyzed advertising texts, the following basic values are most often manipulated: freedom, security, rest, family. Less common is the tactic of masking – the creation in an advertising message of such a position of the addressee, which allows you to play different roles in order to transfer communication with the addressee to the plane of personal communication (position of the mentor, interlocutor, adviser).

Application of micro film advertising communication under new media form

Application of micro film advertising communication under new media form

Tüketici Perspektifinden Dijital Pazarlama

The internet, which is called the invention of the century, has caused a significant change and transformation in all areas of economic and social life. These developments have forced the advertising field, which has a direct human subject, to make a remarkable development in terms of both the methods used and the technologies included. However, the effects of this change in communication channels on consumers and how renewed the new consumer behavior is is a matter open to discussion. The available literature shows that consumer behavior preserves its essence, even though it is seen that the renewal and change in our age is progressing at a dizzying pace. The transformation experienced at this stage is rather the diversification and integration of the tools used and the diversification of the options in order to reach the highest benefit. What can be considered as remarkable is the increase in consumers' awareness of advertisements and their sensitivity about their own limits. In order to examine this change from the eyes of consumers, the research was carried out with a sample focus of 14 people, with in-depth interviews, which is one of the qualitative research methods. The obtained data were analyzed and interpreted by creating themes. As a result, it has been determined that age groups still have a certain effect on the attitudes of the participants toward advertising communication, and the expectations are built on creating value at the time of encountering an advertisement. In addition, it has been seen that sharing personal data for advertising purposes is largely acceptable, but privacy and perception of manipulation constitute an important limit. Keywords: Digital Advertising, Consumer Behavior, Media Tools, Digital Marketing, Digital Communication

The Communication Errors of Short-video Advertising: Taking the Ad of Yihetang and Rolls-Royce in 2021 as an Example

With the continuous development of new media platforms in recent years, short-video advertising has gradually become the mainstream form of advertising communication by virtue of its advantages of simple production, accurate audience and significant market driving. However, in order to win a place, some brands have created a breaking circle effect by openly using various means that take advantage of the loopholes of polices to carry out vulgar and malicious marketing. This not only backfires on the brand image, but also challenges the public bottom line and social ethics. Taking the advertisements of Yihetang and Rolls-Royce in 2021 as examples, this paper aims to explore the communication errors in today's short video advertisements, and provide a valuable reference for how to make more competitive short video advertisements.

Каламбур в японской рекламе: языковые, культурно-специфические и коммуникативные особенности

The article dwells upon cultural specific of pun in Japanese advertisement. Indirect communication strategy which includes word play is an essential part of advertising communication. Pun (word play) is considered to be amusing, humorous use of homophones, however, despite humorous effect and ambiguity of pun, pun is not necessary a joke in advertisement. The study is considered to be relevant due to a distinct role of pun in advertisement. About 28% of Japanese TV advertisement is humorous and 12% contains pun. 
 Game, and language game in particular, are considered to be culturally influenced and play important social role. This influence is reflected in using of precedent-related phenomena, idioms, cultural-specific realia. The paper shows that phonetic puns are used more frequently due to abundance of homophones; graphic transposition is also one of frequent types, but Japanese puns in ads do not use Latin alphabet – this is linked to specific of Japanese writing system and language competence; in order to solve a pun communicative competence is required as a large number of puns are created on the basis of linguocultiral and precedent-related phenomena; among jokes in Japanese ads harmless, nonaggressive are prevail that shows specific of Japanese humor and advertising communication. However transformation of linguistic and social standards may cause communicative fail. 
 The object of this research is pun in Japanese advertisement. The principle aims are to reveal cultural specific of pun. 
 As illustrative material pieces of Japanese advertisement and TV commercials were selected via Internet – all of them were published in 2014-2020.

Employing multimedia communication in digital advertising

يعد الاعلان القوة المحركة للبيع وأداة من ادواته ومن اجل هذا فان الاستخدام الامثل له هو وحده طريق النجاح , فصناعة الاعلان ميزة حضارية تتطلب عقلية متفتحة في مجال الاعلان وهذا يتطلب من مصمم الاعلان ان يتعرف بعمق على نفسية المستهلك الذي يخاطبه وأن يكون تصميمه للإعلان مبتكرا وغير تقليدي وملفتا للنظر ويمتاز بالصدق ,كما تكمن اهميته كونه وسيله اتصال مرئية تحمل مقومات بناء البنية الداخلية للتأثير على مدركات المتلقي الحسية والفكرية والنفسية , بما تحمله من عناصر مرئية محفزة تحمل من خلالها دلالات رمزية وتعبيرية تسهم في التأثير على المتلقي وتجذب اهتمامه ,أذ ان توظيف الوسائط المتعددة يعد لغة تخاطب وعنصر جذب يضفيان دعما حسيا وعاطفيا كبيرا ,فضلا عن ماتحمله من قيم تعبيرية يتحكم من خلالها المصمم عن طريق توظيف الخصائص البصرية لتحقيق الاستجابة لدى المتلقي وتتلخص مشكلة البحث بالتساؤل الاتي: مامدى توظيف الوسائط المتعددة في اعلانات المواقع الالكترونية؟

Original Interpretation of Attitudes in the Context of Advertising

Research on consumer attitudes and their change under advertising influence is becoming a defining feature in advertising communication. The present review aims to outline recent advances in social psychology on the concept of “attitude” with an emphasis on the possibility of consumer attitudes being shaped by various advertisements. Some models of attitude formation and change are discussed, as well as some current views on the stability and strength of attitudes as part of advertising. The importance of the general attitude towards advertising, the credibility of advertising, as well as the ways of promoting products and services to achieve the most effective perception, remembering and the achieved impact through advertising is emphasized. Generalizations are synthesized for future research on the different attitudes and achievement of advertising effectiveness as a marketing communication tool.

The problem analysis and optimization strategy research of the advertising strategy of the Bilibili platform

In contemporary society, the Bilibili platform has gained popularity incrementally in the world. Undoubtedly, the advertisement strategies indirectly have such a conducive effort to assist Bilibili in achieving great success. However, there are still some problems in the advertising strategy, which need to optimize the advertising communication strategy. The literature research and analysis method can be properly harnessed to find out the problem of the strategies about the advertisement propagation and address them by supporting many optimization strategies. Unfortunately, there have been multiple issues with the content of the advertisements on the Bilibili platform, such as piracy of the animation, inappropriate content, false propaganda, and fierce competition. The strict supervision of the government might solve that problem, and the supervision can include inventing the monitoring application, universal education, and related regulations or law. Meanwhile, the platform should be capable of investigating the irregular contents of the advertisement. And the consumer should be aware of judging the latent, risky advertisements. To establish a harmonious website environment, many advertisers should consciously comply with the regulation related to advertisement dissemination. By taking the case of the Bilibili platform, the other similar type of industries can acquire constructive experience from this paper, learning how to address the current issue about advertisement strategies.

On the critical approach of advertising communication broadcast in private non-commercial radio stations in Côte d'Ivoire. A study of local radios stations in the district of Abidjan.

On the critical approach of advertising communication broadcast in private non-commercial radio stations in Côte d'Ivoire. A study of local radios stations in the district of Abidjan.

Intelligent Advertising Design Strategy Based on Internet of Things Technology

With the rapid development of modern economy, the advertising industry is crucial to economic and social development, and information technology has made a significant contribution to the development. Outdoor advertising is not only an important part of a city’s image but also reflects the overall appearance of a city’s economy, politics, and culture. With the emergence of IoT technology, new advertising communication modes are constantly updated. The Internet of Things is at the forefront of information technology and provides a major impetus for the development of the advertising industry today. This paper studies the intelligent advertising design strategy based on the Internet of Things technology, which is a truly responsive advertising communication mode that serves the needs of the audience. Through multisensory interaction design, an effective interaction between people and advertisements can be formed. And it adopts a variety of crawling strategies to analyze the intelligent web advertisement crawler system to collect advertisement data in the Internet. The research results show that the repetition rate of advertisements captured by the best priority strategy is stable at around 25%, and the overall advertising information repetition rate is the lowest.

Airlines: Standardize Your International Advertising!

The aim of this article is to determine whether it is appropriate to standardize airline communication at the international level. Most previous research on international services advertising has carried out content analyses only, without measuring effectiveness. The contribution of this article lies in measuring the effectiveness of advertising strategies in an international service sector. The reaction of consumers to specific advertisements in France and the United Kingdom (UK) was measured. A sample of 200 consumers from these two countries were exposed to various airline advertising campaigns representing the five main advertising strategies presented in the literature. The effectiveness of each advertising strategy was measured. The results show that there are no major differences in the effectiveness of the different advertising strategies in France and the UK. These findings seem to indicate that when airlines are present in the two countries, they should standardize their advertising communication.

CULTURAL-AESTHETIC COMPONENT OF COLOR IN ADVERTISING DESIGN

This research on the cultural-aesthetic component of color in Advertising Design aims at systematizing visual means and defining their complex functional features in the communication space. The problems of advertising are visualization, stylistics, and development tendencies. Methodology is based on socio-cultural, axiological, and comparative methods. Originality includes the scientific study of possible solutions in advertising communication, using associative connotations of color images. Color harmony in advertising is interpreted as a dynamic balance of contrasting elements of the visual info media. As an alternative to globalization processes with an aspiration to standardization and assimilation of cultural peculiarities, the process of a nation’s self-identification is actualized in posters. The functions of color in advertisements are here considered, e.g., expressive, physiological, emotional, informative, and aesthetic. The study on color in Advertising Design in a vast cultural context pays special attention to art-aesthetic aspects. The authors conclude that the use of visual means in advertising is orientated to a target audience with aesthetic ideals and national colors from Italy, Switzerland, and Ukraine. The practical value of the obtained results lies in the application of this complex approach to color designing posters.Keywords: сolor semantics, visual aesthetics, advertising poster, media, cultural context.

RESEARCH ON THE CHANGES OF AVOIDANCE PSYCHOLOGY AND EMOTIONAL BEHAVIOR OF CONSUMERS IN ONLINE VIDEO RELATED ADVERTISING

Abstract Background In the Internet era, online video related advertising is growing at an alarming rate. Its role has become more and more important and obvious. However, at present, most online video related advertisements appear in front of consumers in the form of coercion, which has aroused consumers' disgust to a certain extent and led to avoidance psychology and behavior. Avoidance behavior reduces the effect of advertising communication and causes advertising waste to enterprises. Therefore, it is more meaningful to study the changes of audience's emotional behavior under coercion. Research Objects and Methods This paper aims to reduce consumers' avoidance psychology and behavior of online video related advertising. Firstly, this paper introduces the general situation of consumers avoiding online video related advertising. Secondly, it analyzes the influencing factors of avoidance psychology and behavior. These four factors are the information exposure degree of relevant advertisements, the frequency of relevant advertisements, the visual effect design of relevant advertisements and the form of relevant advertisements. According to the influencing factors, put forward the research hypothesis. Thirdly, this paper adopts the methods of second-hand data collection and questionnaire survey, and takes the group as the survey object. Through the data analysis methods of descriptive analysis and correlation analysis, the research results are obtained. At the same time, this study investigated the emotional behavior of consumers in different regions. This study used the positive emotion scale. The Panas emotion scale developed by Watson et al. Is widely used to measure emotion. The scale includes two dimensions: positive emotion and negative emotion. There are 6 questions in this dimension, and Likert scores 5 points (1 means “very inconsistent”, 5 means “very consistent”, the same below). In this study, the clonbach coefficient of the questionnaire is 0.90. Results Through the data analysis method, it was found that assumptions 1 and 4 were correct and assumptions 2 and 3 were wrong. The results are as follows. Consumers are more likely to avoid video related advertisements with high information exposure. The greater the barrier of online video related advertising to consumers' normal viewing of video, the greater the possibility of consumers' avoidance behavior. Consumers are unlikely to avoid advertising related to high-frequency video. Consumers are unlikely to avoid video related advertisements with good visual design effects. There was a significant positive correlation between advertising interest and emotion regulation ability (P < 0.01). Network analysis showed that consumers' state anxiety and adolescent trait anxiety (r = 0.63), state anxiety and trait anxiety (r = 0.56) and state anxiety and trait anxiety (r = 0.53) had the greatest correlation intensity. At the same time, state anxiety was positively correlated with mother's state anxiety (r = 0.28), trait anxiety with mother's trait anxiety (r = 0.16), and state anxiety with state anxiety (r = 0.09). Trait anxiety (r = 0.05) and state anxiety (r = 0.06) were also positively correlated with trait anxiety. Conclusion According to the research results, this paper puts forward some suggestions for enterprises to invest in online video related advertising. First of all, humorous advertising can attract consumers more. Enterprises should integrate more humorous advertising elements to attract consumers' attention, improve the browsing volume of advertisements, and appropriately combine different styles to increase the attraction of relevant advertisements, so as to improve the publicity effect of advertisements. Secondly, shocking and simple related advertisements can attract the attention of female consumers. For commodity advertisements targeting young women, enterprises can attract the attention of target consumers by making shocking non plug-in related advertisements. Third, consumers are unlikely to avoid product placement with low information exposure. As long as the exposure rate of advertising information is high, consumers are more likely to have avoidance behavior. Therefore, relevant advertisements are more likely to be ignored or closed. Fourth, the correct release of public service advertisements can improve brand awareness and reputation. Enterprises can properly put in public service advertisements related to product brands, improve brand awareness and reputation, and then improve the conversion rate of advertising purchase. Fully understand the role of audience irrational factors in advertising design elements, effectively understand the changes of consumers' consumption will and emotional behavior, create a good consumption environment for consumers and promote an excellent market. Acknowledgements Supported by a project grant from Fujian Social Science Fund General Project: Mining and Application of Elements of Brand Stories of Local Enterprises in Fujian under the Guidance of Cultural Self-confidence (Grant No. FJ2021B121).

The Internet of Things as a Promising Channel of Advertising Communication

The study explored the future of the advertising industry. In particular, the possibility of a new advertising communication channel associated with the development of Internet of Things technologies is being considered. In his reasoning, the author started from the fact that at present, along with the omnipresence of the Internet, there is a rapid growth of the Internet of Things segment. The further development of the Internet of Things is largely due to the quantitative and qualitative improvement of its physical infrastructure. "Smart" things connected in networks capture and analyze data, exchange information, and take over part of the communications familiar to humans. As a result, new social practices are emerging, including those related to the involvement of connected things in the human decision-making process. A favorable scenario assumes the appearance in the future of many "smart" technologies that will make things even smarter, give them the opportunity to perform a variety of functions and services in the interests of a person. With their help, the interaction of things with things, things with a person can lead to the emergence of completely new forms of interaction that do not fit into the standard framework of ideas about communication. Based upon the analysis, the author concluded that "smart" structures, which, due to the presence of specific technological and communication parameters, can become a fundamentally new channel of advertising communication and even transform the entire advertising industry. The study examined the features of the model of advertising communication based on the Internet of Things, in which connected physical and virtual things can act as both subjects and objects of advertising communication. The study identified technical solutions that will allow to create the basis for the functioning of advertising communications based upon the Internet of Things. The methods that can accelerate the implementation of the idea of using the Internet of Things as an advertising communication channel were described.

An image of a man in a sports advertisement

Sport is an attractive business platform for communication not only with customers, but also with all stakeholders. It can be observed not only in advertising communication of the producers operating on the broadly understood sports market, sponsors or companies using ambush marketing. It is also used in brand marketing by companies which, despite their lack of connotation with sport, willingly benefit from a number of sports attributes, values and connotations.
 The study aims to present the image of a man in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of a man in advertising sports communication and verify the declarations of the companies that pursue their goals using this level of communication. The author analysed selected advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 advertisements representing 254 brands were analysed. The analysis covered six different areas: image and product advertising, share of sports disciplines, sports accessories, the man's attitude, an area of the sports involvement, and the valued presented.
 The analysis showed that the man presented in a sports advertisement is multidimensional, just as sport is. Traditional areas connotated with sport, such as competition and team support, are not the only ones to penetrate the advertising’s contents. While the former area is very common in general, this is one of the least frequently used sports motives. Much more often, sport appears as an element to build man’s identity, his inner strength, heroic spirit. The sport spirit and values underlying such an identity appears to be more important than most of the sport disciplines presented in advertisements. Exception to the rule is football, which continues to be the number one, regardless of whether it concerns the man’s image promoted by a male sports star or by an anonymous man.

A Cross-Media Advertising Design and Communication Model Based on Feature Subspace Learning.

This paper uses feature subspace learning and cross-media retrieval analysis to construct an advertising design and communication model. To address the problems of the traditional feature subspace learning model and make the samples effectively maintain their local structure and discriminative properties after projection into the feature space, this paper proposes a discriminative feature subspace learning model based on Low-Rank Representation (LRR), which explores the local structure of samples through Low-Rank Representation and uses the representation coefficients as similarity constraints of samples in the projection space so that the projection subspace can better maintain the local nearest-neighbor relationship of samples. Based on the common subspace learning, this paper uses the extreme learning machine method to improve the cross-modal retrieval accuracy, mining deeper data features and maximizing the correlation between different modalities, so that the learned shared subspace is more discriminative; meanwhile, it proposes realizing cross-modal retrieval by the deep convolutional generative adversarial network, using unlabeled samples to further explore the correlation of different modal data and improve the cross-modal performance. The clustering quality of images and audios is corrected in the feature subspace obtained by dimensionality reduction through an optimization algorithm based on similarity transfer. Three active learning strategies are designed to calculate the conditional probability of unannotated samples around user-annotated samples in the correlation feedback process, thus improving the efficiency of cross-media retrieval in the case of limited feedback samples. The experimental results show that the method accurately measures the cross-media relevance and effectively achieves mutual retrieval between image and audio data. Through the study of cross-media advertising design and communication models based on feature subspace learning, it is of positive significance to advance commercial advertising design by guiding designers and artists to better utilize digital media technology for artistic design activities at the level of theoretical research and applied practice.

Преломление социальной инклюзии в образах современной рекламы

Today's rapid transformation of the social landscape, coupled with expansion of the media space and intensive digitalization in various areas of public life, focuses humanitarian research on overcoming the problem of alienation, rejection, and intolerant attitude towards the Other. Inclusion in a broad sense is a large-scale process that penetrates various spheres of life of modern society, to which advertising can also be attributed. At the same time, the topic of inclusive advertising, as well as the term itself, is a lacuna in Russian-language philosophical and interdisciplinary research. The purpose of the article is to outline the contours of inclusive transformations that are related to advertising mechanisms, and to put forward a typology of advertising based on the use of images of 'special' people. The analysis of examples of advertising communication attempts to identify trends of social transformations in this specific segment. Such an analysis might help to apply positive experience of inclusion in Russia, using prerequisites for inclusion both in reality and in the media, where advertising belongs. The article dwells upon the concept of visual normalization which acts at the superindividual level of reality construction, supported and shared by communities through visuality, including advertising. The paper allows for drawing certain conclusions regarding a possible inversion of values in consumer society in connection with proliferation of inclusive advertising; it is resumed that traditional utopianism, idealization of a person and a product inherent in advertising, as well as dystopism, focusing on negative phenomena that is typical of the genre of social advertising, give way to advertising without prejudice, based on the use of representative images that convey the diversity of modern society.

Вербализация концепта МИР в современных российских эргонимах (на материале рекламного дискурса)

The aim of the study is to identify the features of the implementation of the general cultural concept МИР (WORLD) in modern Russian ergonyms, in which it is objectified by the lexeme “world” and its derivatives. The article considers the semantic components of the concept МИР (WORLD), as well as the ways of their verbalization in the ergonymic space of the Russian city. The scientific originality of the work lies in the fact that it for the first time analyses the means of representing the concept МИР (WORLD) in modern Russian advertising discourse considered by the material of ergonyms that nominate commercial organizations from various fields. As a result of the study, the author has identified a set of the most relevant semantic components of the concept МИР (WORLD) for advertising communication implemented in ergonyms using various means (grammatical, graphic, precedent texts, contamination of meanings, etc.).

Концепт общества потребления в современном коммуникационном пространстве рекламного дискурса

The article is devoted to identifying the essence of the concept of consumer society, which is implemented within the framework of modern advertising discourse in the conditions of digitalization and information technologies. Based on the provisions of the theory introduced by J. Baudrillard and taking into account the linguistic and semiotic features of up to date advertising discourse, it is shown that advertising communication is a part of the global information and communication space, which tends to multicultural codes, an international semiotic system, when interaction with the audience is carried out on the platforms of web 2.0 network social services primarily using various iconic signs and symbols. These features are found in the conceptual content of consumer society of the concept, which reflects such categories as network society, marketability, demand engineering, handling consumer practices and following consumption models, and also demonstrates the shift of the social hierarchy towards eHomo. It is established that consumer society in the modern global world is organized not by the idea of materialism, but by the idea of a dream, which the advertising discourse transmits through myths and simulacra, stereotyping, influencers, etc. Advertising communication is characterized by the reduction of the verbal component, polycode and multimedia content, striving for social-and-cultural symbols.

DIGITAL ADVERTISEMENT: THE ORIGINAL AND ETHICAL POSITIONS

The purpose of the research is to study modern approaches to the functioning of digital advertising. The research methodology were: sociological survey, bibliographic and descriptive methods. The scientific novelty. The article deals with the problem of researching of modern Ukrainian society needs, new forms of implementation of advertising communication. There is rapid development of new genres and platform in social communications in the XXI century. One of these genres, which gave an impetus to the development of new platforms and ways of introducing product used digital advertising. The description of digital advertising as a modern Internet genre is made in this artice.. Also payd an attention to the ethical positions to the way of using Ukrainian digital advertisement. Conclusions: among the current existing approaches to the study of the mechanisms of digital advertising in the media space of Ukraine include: ethical postulates, modern figurative elements, updating existing traditional layouts, cooperation with target audiences, audience targeting. The paper presents the main results of the survey on the audience's knowledge of ethical concepts of advertising. It is proved that the Ukrainian audience is now well aware of the main mechanisms of digital advertising, its operating parameters and basic provisions.