Advertising Images Research Articles

Child images affect sports fans' prosociality and aggression

This study explores the effect of child images in advertisements on financial support provided by team fans -including the intention to buy licensed club products- and reported aggression toward rival team fans. An online experiment was conducted on Turkey's three largest rival club fans (Fenerbahçe, Galatasaray, and Beşiktaş). Used visual materials were derived from Football (Study 1) and Basketball (Study 2). Fans (N = 496) exposed to the appeals with child images showed a higher intention to support their team financially and buy licensed club products; however, the stated aggression toward rival club fans did not differ. A follow-up experimental study (N = 132) was conducted on Fenerbahçe fans to retest this insignificant effect, in which fans’ state aggression is increased through a motivation video. It is concluded that this approach was only effective on aggression for the fans whose team identification was significantly higher. Findings are discussed within the kin selection theory and kindchenschema cuteness concept.

Communication Impact according to the Level of Information Ambiguity Avoidance and Social Empathy in Online Image Advertising

Communication Impact according to the Level of Information Ambiguity Avoidance and Social Empathy in Online Image Advertising

Visual Analysis of Female Images in Advertisements --Taking Advertisements in the Republic of China as Examples

The period of the Republic of China is an important period in Chinese history. It started from the 1911 Revolution when the Republic of China was established and continued until the founding of the Peoples Republic of China in 1949. During this period, although there were some efforts to improve the status of women, the status of women was not fully improved and was still limited by many traditional concepts and social structures. In the early years of the Republic of China, advertising flourished in China. At that time many advertisements used images of women Especially, when female images appear in some commercial advertising, they may contain some stereotypes of women. In addition, the female characters in these advertisements will subtly shape or define women in society. This article will collect typical commercial advertisements of the Republic of China that contain female images in China and interpret these advertisements from two levels composition and image expression. Moreover, this paper finds that when advertisements were popular in the Republic of China, the image of women in domestic advertisements have a positive image of independent women and a negative image of women as a vulnerable group appeared. The research on the images of women in the advertisements of the Republic of China is conducive to a comprehensive exploration of the factors that caused the images of Chinese women in society during this period and the impact of these images of women on society.

The Impact of Congruence Between Self-concept and Female Advertising Image on Advertising and Brand Attitudes

With the rise of women's personal consciousness, femvertising has become one of the key topics in today's research. Researchers mostly explore the impact of feminist advertising on consumers from the perspective of social comparison and self-identity. However, there is still a research gap on how consumers awareness of self affects their perception and acceptance of femvertising. Therefore, this paper connected the consumer self-concept with the female image in feminist advertising and explored the relationship between the consistency of the two and the consumer's advertising attitude and brand attitude. Through the review and analysis of 19 relevant literature, this paper found that the high consistency between consumers' ideal self and female image in femvertising will make them have a more positive attitude towards advertising and brands, compared with the impact of the consistency between actual self and advertising image. Enterprises should understand the self-concept and values of target consumers in order to better meet their needs and expectations in advertising and marketing activities.

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 the use of visual and auditory symbols deepens the impact of gender stereotypes on television advertising communication, and current advertising communication is influenced by consumerist values.

Politics as a Spectacle: The Role of Advertising and Physical Image in Visualizing a Political Candidate as Merchandise and Their Impact on Voting Intentions

Advertising no longer describes objects but can impose on Society the obligation to consume whatever is produced. In this way, political advertising has become more commercial, bringing new ways of doing politics where advertising strategies achieve an adapted policy. New advertising strategies have turned the political process into a spectacle encouraging new political behaviour. Through the Society of the Spectacle and the Visual Frame, this quantitative study analysed how advertising uses the physical image of a political candidate as the merchandise that voters acquire as a force of social relationships. In addition, this study is novel in exploring the role of political ideology as a moderating variable that may dampen the effects between image advertising and voting intention. With 582 participants in an electronic survey analysed through PLS-SEM, the study reflects that, during the spectacle process, the political candidate can generate relationships, value and satisfaction through their physical attributes. It enables a purchase through the vote since, once the perception is manifested, the frame is accepted, leading the voter to make non-objective decisions. This research contributes new knowledge to the Spectacle Society and Visual Frame theory by providing a new way of analyzing political candidates and how advertising activates political behaviour.

How Sexualised Images in Advertisements Influence the Attention and Preference of Consumers with a Modern View

This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes.
 This research used a methodological approach based on eye tracking of the perception of advertising images – an eye-tracking study measured how the general attitudes towards gender roles mediate attention. A control question for attitudes towards gender stereotypes was used. The degree of preference for advertising was also examined in the study.
 The results show that sexual stimuli are not more eye-catching than non-sexual, as sexual advertisements do not capture attention faster and are not viewed for a longer time than non-sexual advertisements.
 The originality and value of the study lies in the fact that the article supports the right marketing decisions to overcome gender stereotypes in advertising, to avoid advertising errors associated with unjustified sexualisation and eroticisation of visual advertising images and models. It also suggests directions for future research on various aspects of gender stereotypes in advertising.

OCR 및 Average Hash 기법을 사용한 이미지 기반 유해사이트 판별 방법

Recently, websites containing harmful information such as gambling, illegal drugs, pornography, and prostitution are exposed to the public. These harmful sites cause damage to copyright holders and related service industries, and cause various social problems. In this paper, we propose an image-based harmful site identification system using OCR and Average Hash techniques to identify and classify harmful sites. This system uses the characteristic that most gambling banner advertisements repeatedly use similar images, and analyzes the similarity with the average hash value of the banner advertisement image. And using Easy OCR, it determines whether the phrase written in the banner advertisement is harmful or not. To evaluate the performance of the proposed idea, a program was created to determine harmfulness by collecting and analyzing the site"s banner advertisement image when the site name was entered, and it was confirmed that the discrimination accuracy was 84%. In addition, since the information collected while running the program is stored in the database, trends in harmful sites can be identified. This will be effectively used to search for harmful sites that are expected to occur.

Text Recognition Using Image Processing Technology for Visiting Card

Abstract: Image recognition and optical character recognition technologies have become an integral part of our daily lives due to increasing computing power and the proliferation of scanning devices. A printed document can be quickly converted to a digital text file using optical character recognition and edited by the user. The time required to digitize documents is therefore minimal. This is especially useful when archiving large print volumes. In this study, we show how image processing techniques can be used in combination with optical character recognition to improve recognition accuracy and improve efficiency in extracting text from images. Two of his software systems are developed and tested in this study: a character recognition system applied to cosmetics-related advertising images and a recognition and text recognition system for natural scenes. Experimental results show that the proposed system can accurately recognize text in images. Keywords: Image processing, Text detection, Visiting card, Optical character recognition (OCR),Named entity recognition (NER),Computer vision, OpenCV, Pytesseract, Tesseract OCR engine, Grayscale conversion, Noise removal, Thresholding, Named entities, Business name extraction, Owner name extraction, Address extraction, Contact number extraction, Email address extraction, Website extraction, Data categorization, Information extraction, Data organization, Spreadsheet integration, Accuracy enhancement, Efficiency improvement, Error reduction, Python programming, Data processing, Data extraction, Text extraction

The place and role of political advertising in the system of manipulative technologies: the linguistic dimension

Issues of language and political discourse form a very dense framework for theories and studies of argumentation, the new rhetoric. The political discourse analysis is gaining in scope and epistemological precision. However, discursive effects remain largely understudied regarding linguistic means as manipulative tactics. This phenomenon shapes the relevance of this study. It also analyses how linguistic traces of political discourse affect the population in terms of psychosociology and manipulative tactics. The ideology of discursive persuasion reveals issues in cognitive activity (meaning, intentionality, and strategy) that the speaker performs, as well as the impact on a known target. The study focuses on the norms and use of language, image, text, and sound in political advertising. It also analyses scholarly works related to the topic, offering an analysis based on observations on political communication and its media staging of the functioning of sociolinguistic variation regarding the norms and representations that operate in this official/dominant language market and specific to the language of politics. Research related to advertising and advertising language in relatively recent studies is still approached with some caution. Therefore, this paper attempts to deal with them from the perspective of linguistics in its broader discussion. To do so, the article focuses on studying linguistic means specific to political advertising on billboards during political campaigns. The most peculiar aspects of the contextual and formal expression of political advertising on billboards are identified.

Gendered Portrayal in Contemporary Chinese Beauty Video Advertisements

Advertising images play a significant role in gender studies because they reflect and model the public's opinions about gender. In this study, we will narrow our focus down to gender role portrayals in contemporary Chinese beauty product video advertising to examine whether they show some particularities. At the same time, we will analyze the representation of both male and female roles and distinguish concept and product advertisements, expecting further discoveries that could be informative and valuable for future studies. First, we intend to unveil the implying messages about gender through the content analysis of a sample of 60 advertisements collected on the website Meihua.info, using different parameters including genders, appearances, family and social identities, and personalities. Then, we attempt to provide possible explanations for these research results, connecting them to specific social backgrounds.

Content Aspects of Advertising Images of Modern Media Advertising in Ukraine

Research aim is to study the content aspects of visual advertising images that have been spread by media advertising in Ukraine in recent years and were created before the full-scale invasion of the russian federation. The research methodology is based on an analytical and comparative aspect and combines general scientific and special methods that provide an opportunity to consider the ″visual image″ concept through the prism of advertising design. Scientific novelty. The article examines successful Ukrainian media advertising in recent years and reveals the commitment of Ukrainian advertisers to anthropocentrism in direct and indirect manifestations. The advertising visual image is constructed from design elements, which are mostly signs-indexes and signs-symbols of the active way of Ukrainians’ lives and the spectrum of their emotional states. Conclusions. Visual images are of particular importance because they are stored in the memory much longer compared to the read advertising text. Visual communication combines color, language, writing, and images, which together create a single message, aesthetically pleasing to the recipient’s eyes, and filled with understandable and necessary information. The desired effect is achieved due to the successful synthesis of concepts of presentation of visual material (the most popular: anthropocentrism, emotional marketing, the ″problem-solution″ method, and ″comparison limits″). Techniques and means of designing the visual image of advertising at its various levels play an increasingly significant role, as they allow effective influence on recipients not by increasing the number of advertising messages, but by creating internal connections between parts of the advertising text, image, commercial, and also between individual advertising messages. We see the prospects for further scientific research in the study of static and dynamic parameters of visuality in the space of modern media.

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Visual communication has received much attention from studies in the field of foreign language education. In the Vietnamese context, however, little research has been conducted to explore the meanings of Vietnamese cultural aspects in visual advertising. To fill such a gap, this article investigated visual meanings of Vietnamese cultural values represented in visual elements of common advertising in the Vietnamese market. The data were firstly selected from various logos and images of popular brands in the Vietnamese market and then interpreted based on the Iceberg Model for Interpreting Vietnamese Images (IMIVI framework) (Huynh, 2022). The results revealed the selected advertisements carried core Vietnamese cultural values in terms of visible and invisible elements. Specifically, culturally specific images such as flowers, animals, and traditional clothing were identified as visible factors. Buddhist, Confucian, and Taoist values were found as invisible factors in selected images of popular advertisements in the Vietnamese context. Findings reported this article might be helpful for research in visual communication, multimodality, and foreign language education. The outcomes of this article are also interesting for cultural studies, especially for the roles of culture in commercial advertising, intercultural communication, and foreign language education.

Competitor Analysis Using Business Intelligence for Product Innovation

Competitor analysis and product innovation are important requirements for both strategic and operational management. The competitive characteristics of reviewers' comments are used to innovate and improve the product. The primary objective is to develop a comprehensive framework that intelligently learns from competitors’ data and suggests innovative methods to aid the product to become a market leader with the help of artificial intelligence. The goal of this project is to create a model for analyzing and understanding the competitor’s performance, its strengths, weakness, methods through various ways such as competitive attributes from consumers' perspectives, observation of the competitors' adverts etc. This model is expected to help in business decisions, a decision support system is created and help in the innovation of their product. The proposed system consists of the following modules: Trust computation module to compute the amount of trust in a product and its advertisements, Information storage module to store and process the video and image advertisements required efficiently, Video analytics module to derive key information from the filtered videos based on trust score, a Decision support system to make intelligent decisions for determining the multi-objective parameters for product innovation.

Secular spirituality versus religiosity – communication strategies in advertising

RESEARCH OBJECTIVE: The aim of the article is to identify the specificity of religious and spiritual content in advertising aimed at different markets.
 THE RESEARCH PROBLEM AND METHODS: The article demonstrates that the use of religious and spiritual content is specific to image advertising and is a trend that is functional: it serves to disguise the purpose of persuasion, to increase the contextual effect, to build community between sender and receiver and to inspire trust in the addressee. The methodology used in the text is content analysis, desk research, research into the persuasive potential of advertisements, and ancillary semiotic research.
 THE PROCESS OF ARGUMENTATION: Preliminary considerations introduced the concept of faith and secular spirituality. The body of the article then analyses the research material, which is a selection of television and online advertisements for the Merci brand, the jewellery manufacturer and retailer Pandora A/S, the Cartier brand and Ikea shops. In collecting the material for the article, purposive sampling was used, taking into account commercials aired in Italy, Poland, Germany, France, the Czech Republic and Russia before Christmas Eve between 2014 and 2022.
 RESEARCH RESULTS: The research showed that content relating to religious values and secular spirituality is selected syncretistically in order to broaden the group of planned ad addressees. The very construction of the advertisements resembles a multi-level structure, the elements of which, by levelling the criticism of the recipient, serve to achieve the inference planned by the sender.
 CONCLUSIONS, INNOVATIONS AND RECOMMENDATIONS: The process of secularisation is evident in advertising, which is reflected in spots aired during religious holidays, which are explored by advertising broadcasters. This is facilitated both by the temporal context and by different consumer experiences derived from knowledge structures built on religious and cultural perceptions.

Idealization of Motherhood in Advertisements of Maternal and Child Products

Advertisements both reflect and shape ideology; they influence motherhood ideology without failure. This study aims to examine the mother images in advertisements of maternal and child products in China and then investigate the social meanings behind the representations. First, advertisements were collected from TMALL.com, the largest e-commerce platform in China; then a multimodal discourse analysis method with a content analysis method was adopted to explore the details of the advertisements. Through the analysis, the study found that mothers in the advertisements were typically portrayed as attractive, well-groomed middle-class women, which can be termed as “yummy mummy”. In addition, intensive mothering is emphasized among mothers, in which mothers are primarily caregivers. Several reasons contribute to this phenomenon. First, the prevalence of idealized mothers is due to the emergence of a new generation of mothers, who grew up in a more affluent era in China. Second, it is propelled by consumerism in contemporary consumer culture, though the trend indicates aesthetic freedom.

Social Media Advertising: How Do Consumers Respond to Ads on Instagram?

Utilization of social media marketing greatly influences a brand in terms of awareness, the relationship between the organization and consumers, and purchase intention. Therefore this research was conducted to study the interactions that social media users give to image or video advertisements displayed on Instagram. The research model used in this study is descriptive quantitative, by distributing questionnaires to respondents online via Google form. The study uses descriptive statistical analysis to measure the average, frequency distribution, and calculate the value of the distribution in the resulting data. The results of this study indicate that there is an influence on consumer response to advertisements on social media Instagram. This study shows that Instagram is the right choice for one of its marketing strategies because consumers give a good response.

Multimodality of Make Over Power Stay Advertisement

This research entitled "Multimodality of Make Over Power Stay Advertisement" is a multimodal research which contains interactions between verbal and visual semiotic modes to find the generic structure and the intent of the advertisement image. The purpose of this study is to identify potential generic structures in the advertisement image of 'Make Over Power Stay' and this thesis is prepared using a qualitative descriptive method to describe hidden meanings that are displayed in verbal and visual elements. In this thesis, the object that the writer analyzes is "Make Over Power Stay" advertisement. The data collection instrument in this thesis is selecting, focusing, simplifying, and abstracting empirical data. This analysis focuses on the Generic Structure Potential concept by (Cheong, 2004)in analyzing verbal and visual texts. The results of the analysis of the verbal text used in the ad advertisement are Announcements and the visual element most commonly used in the advertisement is the Lead.

A Comparison of Female Images in Advertisements Between China and Japan

This paper focuses on the differences and similarities between the images of women in Chinese and Japanese advertisements, analyzes the psychosocial reasons behind the images, and proposes suggestions and outlooks through content analysis and qualitative case studies, using the influential video advertisements of clothing, home appliance, medical beauty care, and vehicles in both countries in the past ten years as research samples. The study found that women in advertisements in both countries are objectified in appearance and rigidified in professional image. The phenomenon of reducing aesthetic bias in Japanese ads came earlier than that in China. However, professional women in China get more respect than those in Japan. With the rapid development of China’s economic society and the increasing status of female subjects, feminist advertisements have grown and tended to be polarized at the same time. Women’s independent personalities should be respected in advertisements. The media should guide the public to get rid of stereotypical perceptions of women, shape a pluralistic image of women, and build a harmonious society.

Visual Communication Effect Modeling of Public Service Advertisements Based on Fractional Differential Equations

Abstract This paper establishes the visual communication effect model of public service advertisement based on a fractional differential equation. In this paper, a guided filter is used to smooth the image and improve the grayscale phenomenon of the image. Then this paper adopts a method based on wavelet transform to obtain the reference line of the target point source. This achieves the suppression of the background baseline of the target point. Finally, this paper extracts the edge detail feature value in the public service billboard, which realizes the fusion recognition of the missing part in the advertising image. Then this paper transforms it into the problem of separating the object's foreground from the image's background. Finally, this paper uses an improved nonlinear diffusion method to suppress the tiny image detail signal. Experiments show that the algorithm has good optical transmission performance and is not limited by the size of public service advertisement images.