Advertising Images Research Articles

Investigating Gender-Based Stereotypes in Advertisement Landscape: A Multimodal Analysis of an Indian Town

Abstract This study examines the prevalence of gender stereotypes in outdoor advertising within an Indian satellite town, focusing on the portrayal of women and men in stereotypical gender roles. Images of outdoor advertisements were collected from the busy streets and subjected to purposive sampling for analysis. The analysis was done with critical discourse analysis and multimodal discourse analysis. The results reveal a clear endorsement of men in powerful and high-status positions, while women are consistently depicted as objects and confined to traditional roles as homemakers. The purpose of this study is to emphasize the importance of addressing gender issues, not only for cultural understanding but also for recognizing the pervasive influence of gender-based social conditioning, which undermines the foundation of an equitable society.

The Role of Transformer-cGANs Fusion in Digital Marketing

Advertising images play a key role in digital marketing and are an indispensable tool to attract users, convey messages and promote products. However, current advertising image generation faces many challenges, including insufficient image quality and diversity, and high production costs. In this context, the rise of deep learning technology provides a powerful tool to solve these problems. Deep learning is increasingly used in the field of computer vision, bringing new hope for advertising image generation. This article introduces an innovative Transformer-cGANs model that combines the sequence modeling capabilities of Transformer with the image generation technology of Generative Adversarial Networks (GANs). This model shows excellent performance in advertising image generation tasks in digital marketing. Through extensive experimental verification, our model successfully overcomes the insufficient image quality and diversity issues present in traditional methods.

How verbal text guides the interpretation of advertisement images: a predictive typology of verbal anchoring

Abstract One of the key functions of verbal text in modern advertising is to anchor (i.e., constrain) the meaning of the accompanying image, thereby leading the audience toward a preferred interpretation. However, despite the importance of verbal anchoring, there is limited understanding of the various forms it can take and the related effects on audience responses. To address this gap, we propose a new typology that distinguishes verbal anchoring based on the underlying sense-giving strategy and degree of completeness. We then delineate a set of empirically testable predictions on how these verbal anchoring types may influence information processing and subsequent persuasion. The article concludes by discussing the contributions of the typology to communication research and by suggesting new avenues for future studies.

Assessing Selected CNN Models for Efficient Feature Extraction in SSD for Text Detection in Advertisement Images

Assessing Selected CNN Models for Efficient Feature Extraction in SSD for Text Detection in Advertisement Images

Effects of Cosmetic Advertising Image Recognition and Advertising Credibility on Purchasing Action of Cosmetic Products

Investigating how advertising-related factors affect cosmetic purchasing action may be necessary for the cosmetics industry or consumers. Therefore, this study targeted women who have purchased or used cosmetic products. The following results were obtained as a result of analyzing 388 copies collected through a survey conducted from March 11 to March 15, 2024. The survey results show that the medium having the greatest influence on purchasing cosmetic products is social media, and the biggest influencing factor for direct purchases is an advertisement emphasizing the efficacy of the product. Teenagers and people in their 20s or 30s answered social media as a medium for purchasing action, but those in their 40s and up answered broadcasting as the most efficient medium. The efficacy of the product was given top priority as an influencing factor in purchasing. Advertisement image recognition and advertising credibility directly influenced purchasing action, and it was found that advertisement image recognition had a greater influence. The biggest factor influencing purchasing action is product information, and it can be seen that consumers place great importance on the content of advertisements. Therefore, it can be concluded that purchasing action of cosmetic products highly depends on the information learned from advertisements, and so in order for cosmetics companies to be recognized by consumers, it is necessary to focus on advertising strategies that accurately and quickly deliver product information.

Employing Digital Images In Outdoor Road Advertising

يعد الاعلان الطرقي مصدر للمعلومات عن العناصر بأختلاف شكلها مما يحويهِ على معلومات عن منتج معين لاسيما أن اغلب المنتجات تستخدم وسيلة الإعلان لترويج عن منتجاتها , وكان عندهُ التساؤل التالي وهو : كيف يتم توظيف الصورة الرقمية في الأعلانات الضوئية للطرق الخارجية ؟

Size-inclusive advertising in the Asian fashion market: Female consumers' responses to a plus-size vs. Thin-size model in South Korea.

Global fashion brands have embraced size-inclusive advertising featuring plus-size models, yet the responses of Asian consumers to such advertising-where the average body size of women is smaller than in Western markets-have garnered little attention. This study, utilizing the S-O-R model, aimed to investigate whether the relationships among perceived actual and ideal self-congruence, perceived attractiveness and familiarity of a fashion model, and purchase intention vary based on the body size of the fashion model. We tested the hypothesized relationships using ANCOVA, confirmatory factor analysis, and multi-group structural equation modeling, analyzing 623 online survey responses from South Korean female consumers. Actual self-congruence had a greater influence on perceived familiarity in consumers exposed to a thin-sized model compared to those exposed to a plus-sized model. In contrast, ideal self-congruence had a more significant positive impact on the perceived physical attractiveness of the plus-size model than the thin-size model. Furthermore, the plus-size model's perceived physical attractiveness had a more significant positive effect on purchase intention than that of the thin-size model. This study highlights the importance of crafting advertising images that portray plus-size models as physically attractive to elicit favorable responses from Asian consumers.

Trait-based Imitation of CSR: The Moderating Effect of Corporate Image Advertising

Trait-based Imitation of CSR: The Moderating Effect of Corporate Image Advertising

Identification and Prevention of Financial Fraud of Merger and Acquisition Target of Public Company: Taking the Acquisition of Grand Image Advertising by Tianshan Animal Bio-Engineering as an Example

The purpose of this paper is to discuss the Financial Fraud of Merger and Acquisition (M&A) Target of public company in the process of M&A of target company, and take the case of Grand Image Advertising being merged and acquired by Tianshan Animal Bio-engineering as an example for in-depth analysis. Firstly, starting from the background and significance of M&A activities of public companies, it is pointed out that weak regulation leads to the prominence of financial fraud problems, especially in the context of the full implementation of the registration system for the issuance of shares, the market is facing new opportunities and challenges. This paper analyses the motivation of Financial Fraud of Merger of M&A Target of public company through GONE theory. At the same time, combined with cases, it analyses the signs of financial fraud in depth. Finally, this paper puts forward suggestions on how to prevent Financial Fraud of M&A Target of public Company. This study provides useful theoretical and practical references for further promoting the reform of comprehensive registration system, standardising the market regulatory environment, and guiding the market participating institutions to practice correctly.

Image sentiment considering color palette recommendations based on influence scores for image advertisement

Image sentiment considering color palette recommendations based on influence scores for image advertisement

The application of graphic language personalized emotion in graphic design

Emotion Recognition is the experience of attitude in graphic language expression and composition. People use both verbal and non-verbal behaviours to communicate their emotions. Visual communication and graphic design are always evolving to meet the demands of an increasingly affluent and culturally conscious populace. When graphic designing works, designers should consider their own opinions about related works from the audience's or customer's standpoint so that the emotion between them can resonate. Hence, this study proposes a personalized emotion recognition framework based on convolutional neural networks (PERF-CNN) to create visual content for graphic design. Graphic designers prioritize the logic of showing objects in interactive designs and use visual hierarchy and page layout approaches to respond to users' demands via typography and imagery. This ensures that the user experience is maximized. This research identifies three tiers of emotional thinking: expressive signal, emotional experience, and emotional infiltration, all of which affect graphic design. This article explores the subject of graphic design language and its ways of emotional recognition, as well as the relationship between graphic images, shapes, and feelings. CNN initially extracted expressive features from the user's face images and the poster's visual information. The clustering process categorizes the poster or advertisement images into positive, negative, and neutral classes. Research and applications of graphic design language benefit from the proposed method's experimental results, demonstrating that it outperforms conventional classification approaches in the dataset. In comparison to other popular models, the experimental results demonstrate that the proposed PERF-CNN model improves each of the following: classification accuracy (97.4 %), interaction ratio (95.6 %), emotion recognition ratio (98.9 %), rate of influence of pattern and colour features (94.4 %), and prediction error rate (6.5 %).

The Intelligent Advertising Image Generation Using Generative Adversarial Networks and Vision Transformer

With the continuous evolution of digital marketing, the generation of advertising images has become crucial in capturing user interest and enhancing advertising effectiveness. However, existing methods face limitations in meeting the diverse and creative demands of advertising content, necessitating innovative algorithms to improve advertising generation outcomes. In addressing these challenges, this study proposes a deep learning algorithm framework that cleverly integrates a generative adversarial network and an VGG-based visual transformer model to enhance the effectiveness of advertising image generation. Systematic experimentation shows that the model proposed in this article achieves an AUC metric value of more than 0.7 on several datasets. The results of the experiments demonstrate that the novel algorithm significantly improves the attractiveness of advertising content, particularly showcasing substantial benefits in website operations during online evaluation experiments.

Advertisement Synthesis Network for Automatic Advertisement Image Synthesis

Image advertising is widely used by companies to advertise their products and increase awareness of their brands. With the constant development of image generation techniques, automatic compositing of advertisement images has also been widely studied. However, the existing algorithms cannot synthesise consistent-looking advertisement images for a given product. The key challenge is to stitch a given product into a scene that matches the style of the product while maintaining a consistent-looking. To solve this problem, this paper proposes a new two-stage automatic advertisement image generation model, called Advertisement Synthesis Network (ASNet), which explores a two-stage generation framework to synthesise consistent-looking product advertisement images. Specifically, ASNet first generates a preliminary target product scene using Pre-Synthesis and then extracts scene features using Pseudo-Target Object Encoder (PTOE) and true target features using Real Target Object Encoder (RTOE), respectively. Finally, we inject the acquired features into the pretrained diffusion model and reconstruct them in the preliminary generated target goods scene. Extensive experiments have shown that the method achieves better results in all three performance metrics related to the quality of the synthesised image compared to other methods. In addition, we have done a simple and preliminary study on the effect of synthetic advertisement images on real consumers’ purchase intention and brand perception. The results of the study show that the advertisement images synthesised by the model proposed in this paper have a positive impact on consumer purchase intention and brand perception.

Exploring the Relationship Between Women’s Empowerment and the Diversity and Positive Representation of Female Images in Fashion Advertising

This paper investigates the relationship between women’s empowerment and the diversity and positive representation of female images in fashion advertising. Using a qualitative content analysis approach, the study examines a selection of fashion advertisements from various magazines and online platforms over the past two years. The analysis focuses on the portrayal of women in terms of diversity, body positivity, and empowerment. The findings reveal a gradual increase in the diversity and positive representation of female images, with more advertisements showcasing a broader range of body types, ethnicities, and ages. There is also a notable trend towards portraying women in more empowered and active roles. However, persistent gaps remain, with limited representation of certain groups, such as older women and plus-size individuals, and some advertisements continue to perpetuate unrealistic beauty standards and objectification. The paper concludes with recommendations for the fashion industry to further promote diversity and positive representation as a means to empower women. Future research should explore the long-term effects of exposure to diverse and empowering representations on women’s self-perception and societal roles.

The preferences of people in Australia to respond and engage with advertisements to promote reproductive health: Results of a discrete choice experiment

ObjectivesThe health of people prior to pregnancy impacts pregnancy outcomes and childhood health, making the preconception period an important time to optimise health behaviours. Low awareness of the importance of this issue is a recognised barrier to achieving good preconception health. Public health messaging can help to address this barrier. MethodsA discrete choice experiment to assess the preferences of people of reproductive age for a health promotion advertisement for preconception health was conducted. Attributes of the advertisement image, title, additional text content and positioning, and the location of advertisement were assessed by fitting a mixed logit model to the choices made. ResultsThree hundred and thirty-four responses were obtained, from people of reproductive age, both planning and not planning a pregnancy, in Australia. Participants placed most importance on the image, and the location in which they saw the advertisement. An image of adult and baby hands was preferred to adult hands only, and healthcare settings were preferred to more general media locations such as advertising online or on public transport. Preference was also given to the advertisement title of “Healthy you, Healthy baby”, closely followed by “Are you ready for pregnancy?”. The location and content of additional text did not significantly impact engagement with the advertisement. ConclusionThe image and title on the advertisement, and the locations in which they are placed were the most significant features to impact engagement with a health promotion advertisement for preconception health. This can inform health promotion efforts for preconception health.

Opinion convergence-based sentiment prediction of image advertisement

Opinion convergence-based sentiment prediction of image advertisement

Neologisms in Polycode Text of Image Advertising: Some Peculiarities of the USE in the Context of Media Sphere

The article considers the problem of neologisms functioning in mass media on the material of image advertising texts. The relevance is determined by the importance of advertising communication as an integral part of modern society, as well as the need to study the peculiarities of compositional structure of polycode texts of image advertising, in particular, correlation of verbal and nonverbal parts of an advertising text involved in the process of influencing an individual to manipulate both the collective behavior and consciousness.Development of globalization processes, availability of Internet and mass media could not but affect the advertising language having transformed it by introducing neologisms which are used in everyday language but not quite familiar to the majority. Newly coined words can be both Russian derivatives and borrowings. The purpose of the research is to study some peculiarities of neologisms usage in polycode texts of image advertising as well as to define a system forming factor in the structure of verbal/nonverbal that influences formation of an advertising objects image in an individual lexicon. The objectives of the study are to consider the notion of image, image advertising and its structural and compositional features along with the analysis of cognitive-psychological influence of images formed by neologisms combined with iconic signs on an individual.The need in reasoned influence on the individual when advertising has led to hybridization of the advertising text which became a complex and integrated textual entity with the integration of verbal and non-verbal elements.The analysis of image advertising language material showed that neologisms when correlating with other verbal and visual/graphic elements develop and/or adapt associative connections and internal images behind the image in an individual lexicon

Study on the Symbolic Construction of Female Stereotypes in TV Advertisements

Since television advertisements entered the field of mass communication in the 20th century, the presentation of female images in advertisements has been influenced by gender stereotypes for a long time. Despite the recent increase in female subjectivity, the values behind them still face the problem of “breaking without standing.” This study suggests that the impact of stereotypes on the portrayal of women in television advertisements from the early 20th century to the present is mainly due to their goal of promoting consumption and not making necessary adjustments to their values. This study found that using visual and auditory symbols deepens the impact of gender stereotypes on television advertising communication, and consumerist values influence current advertising communication.

A Study of Reinforcement Learning Algorithms for Artistic Creation Guidance in Advertising Design in Virtual Reality Environments

Abstract The innovative application of virtual reality technology in advertising design greatly promotes the development of advertising design work in the media field and also provides a new guiding direction for art creation in advertising design. After analyzing the advantages and performance of VR technology applied in advertising design, the article elaborates on the use of art creation rules and related skills in advertising design. To facilitate the guidance of art creation in advertising design within a virtual reality environment, this paper employs chunked feature-matching technology to visually process print advertisement images, thereby providing an interactive design process for advertisements in virtual reality. Then, using a reinforcement learning algorithm as a framework, we combine the DDPG strategy with a neural renderer to construct a virtual reality advertisement design art creation style migration model and conduct design experiments to verify its effectiveness. Finally, we conduct an experience evaluation analysis for the design of virtual reality advertisements. The model in this paper converges after 225 epochs, at which time the loss value is 17.09% lower than that of the CycleGAN model; the mean value of the advertisement image style migration score is 4.08; and the mean value of the comprehensive score of the on-campus test for virtual reality advertisement design is 8.12. Reinforcement learning not only facilitates the art creation guidance of advertisement design in a virtual reality environment but also enhances the user’s understanding of the advertisement design content, thereby laying the foundation for improving the communication effect of virtual advertisements.

The motif of billboard texts of adverts in four cities: Apropos of Bantu and African languages

Advertising, which is but one link in the value chain of marketing, is the hallmark of the postmodern world, ubiquitous and dominant in all public spaces and spheres of life. A random count of billboards, posters, and electronic and digital advertisements can attest to this without recourse to systematic empirical evidence. However, there is a need to interrogate the basis of this status quo, its ‘superstructure’ and ‘base’, and address the impact of advertising on African peoples and their values; how they are influenced and directed in public sphere in African localities, where their values should be predominant. The impetus that inspired the thematic exploration of this article is that in public spaces where indigenous languages and values should logically be dominant, they are marginalised and patronised, in ways that are cynical and are an instrument of capitalist motives and agenda. This article seeks to explore manifestations of this marginalisation and undermining of values of speakers of Bantu and other African languages in advertisements, a genre that is so ubiquitous that it imposes a subliminal crisis among indigenous languages speakers, who are demographically in the majority on the African continent. The impact of this genre pervades spaces in languages, in style, diction, and undertones that have an ideological impact in environments and settings where African languages and values are expected to be predominant, or at least should indigenously and logically be strongly anchored. This premise is the base of my inquiry.Contribution: This dominance is achieved by means of visual and textual images of advertisements that have sought to ‘sustain alienation’ and establish subordination of the consumer.