Advertising Of Products Research Articles

Advertising of medicinal products in Polish law in the light of Directive 2001/83/EC on the Community code relating to medicinal products for human use

Advertising of medicinal products in Polish law in the light of Directive 2001/83/EC on the Community code relating to medicinal products for human use

Increasing Branding Awareness of Alfath Mart as UMKM in Medan City Through Video Advertising Creative Media

This research was conducted to produce an advertising video concept that is attractive, creative and economically valuable. This research is based on the desire to produce a creative and innovative product that can be applied as a promotional medium that can be useful for building the economic activities of the Medan City UMKM group. This research aims to produce a method for producing video advertisements for UMKM products as branding media for Medan City UMKM. The method used in this research is a qualitative approach. The process of searching for data and information was carried out using in-depth interviews with videography experts, Medan city UMKM, and Medan city UMKM product consumers as informants. Apart from that, literacy studies were also carried out such as journals, newspapers, magazines and other materials containing information about branding and UMKM. The research results concluded that in introducing and promoting a product or brand, the use of promotional videos could be an option. Publication of Medan City UMKM products through advertising video media can be done as an effort to increase brand awareness. Promotional videos are able to convey messages well so that they get the desired response.

Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement

Based on the fast-growing sustainable consumption trend and the importance of social media in consumer decision-making, increasingly companies are introducing green products and promoting them through social media platforms. Virtual influencers (VI), as interesting alternatives to human influencers, have a lower risk of being involved in scandals and unethical behaviors, and can convey consistent ethical signals, showing a higher fit with green products. However, how to design effective VI green product endorsement solutions remains unknown. This study explored the effectiveness of VI green endorsement from three dimensions: VI image, emotional appeal, and product involvement. Four experimental studies (N = 1027) showed that human-like VI (HVI) was more credible and had an endorsement advantage compared to anime-like VI (AVI). Second, HVI was more suitable for using pride appeals, while AVI was a better match for gratitude appeals, and AVI using gratitude appeals was considered as credible as HVI. It is worth noting that emotional appeals are only applicable in low-involvement green products, and HVI is more advantageous in high-involvement product advertisements regardless of the appeal used. The findings provide a new direction for the VI green marketing of enterprises.

PERLINDUNGAN HUKUM BAGI KONSUMEN AKIBAT PERIKLANAN PRODUK KOSMETIK

This article aims to determine consumer protection due to misleading cosmetic product advertisements also about influencer liability due to advertising cosmetic products that do not match the truth. The method in this study is a normative legal research method, with legal and a conceptual approach. The analysis technique is qualitative analysis technique by reviewing laws and regulations and analyzing them. The result of this study is that the state has regulated consumer protection in terms of misleading cosmetic advertisements, but the position of influencers has not been clearly regulated in Indonesian law. So in demanding accountability and to protect consumer rights, the rules are still unclear.

Consumer Reviews on TikTok and Their Impact on Millennial Saving Decisions

The purpose of this study is to investigate customer reviews of banking advertisements onTikTok. The current phenomenon is the emergence of formal banking product advertisements on social media such as in Instagram, Twitter or FB. Another phenomenon that appears is the way customers make decisions has also changed. Before making a decision, customers prefer reviews given by customers uploaded on social media, Data collection was collected by survey method. Questionnaires distributed on Instagram. Respondents were screening only for those who had seen a review of a savings product ad on TikTok which consisted of 171 people. The findings show that positive reviews (P-Reviews) and negative reviews (N-Reviews) influence customers' saving decisions. However, our particular finding is that N-Review has a greater influence on customers' saving decisions than P-Review. The product weakness construct is the biggest determinant in deciding to buy a product. This concludes that customers are very careful about product deficiencies. N-Reviews published on social media make customers more careful when buying products because customers don't want to lose money. On the other hand, for a product that is considered good, the volume of (P-Reviews) must be high in order to create a positive impression on customers.

Analisa Semiotik Iklan Produk Makanan Indomie Lima Puluh Tahun

Periklanan adalah penggunaan media untuk memberitahukan kepada konsumen tentang sesuatu dan Advertising is the use of media to tell consumers about something and encourage them to do something. The research aims to explain the meaning of Pierce's semiotics in fifty years of Indomie food product advertisements based on electronic media. The research method used in this research is a gradual observation and observation method: 1. Collecting research data on written objects from the internet, and advertising documents for Indomie products with the theme "Fifty Years", 2. Searching for libraries that support the documents according to the link, and 3. Prepare a research observation sheet. Data analysis was used using Carles Pierce's semiotics (icons, indexes, and symbols) from the advertisement with the theme "Fifty Years. The research results showed that the concept in the advertisement for Indomie food products for the past fifty years conveys the richness and natural beauty of Indonesia from Sabang to Merauke. The concept of this advertisement also emphasizes cultural diversity in Indonesia. The conclusion is that all semiotic theory (icons, indexes, and symbols) is present in the Indomie advertising videos from fifty years which were broadcast on electronic media.

Research on the Design of VR Video in Advertising and the Problems It Faces

At present the development of VR video in advertising has been changing, VR technology provides a lot of new creative and interactive ways for advertising.VR advertising is also a hotspot of current research, which has been applied in many fields, and it has a very good prospect for development in the future. Since there is less literature in the research direction of virtual reality advertising, the discussion and research on this aspect of the application of VR video in advertising is carried out. This paper discusses and analyses several aspects of VR advertisement product demonstration, brand narration and advertisement comparison, at the same time, through the comparison and analysis of VR advertisement and traditional advertisement to understand the advantages and disadvantages of VR video at present, and analyses the problems encountered in the four aspects of virtual reality video in terms of technology, cost, experience sense and limitations. Finally, this paper gives an outlook on the hot spots and development prospects of this research topic.

Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising

PurposeThis study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.Design/methodology/approachAn experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.FindingsYoung consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.Practical implicationsFirst, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.Originality/valueTo the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

Developing publishing industry in Turkestan at the turn of the 20<sup>th</sup> century

The authors attempt the comprehensive study of developing publishing industry in the Turkestan region after accession to the Russian Empire in the second half of the 19-th century. The study is based on the periodicals, research papers, archival materials related to the period under study. The authors summarize information on the first printing houses, bookstores and their owners in the materials available from the rare book and manuscript collections of the National Library of Uzbekistan, the Fundamental Library of the Academy of Sciences of the Republic of Uzbekistan, and the Central State Archive of the Republic of Uzbekistan. The authors emphasize that despite private publishing houses and printing houses were then established in Turkestan, the book publications by government institutions, departments, scientific and cultural societies prevailed. The authors conclude that the enhancement of the publishing industry in the end of the 19-th century was stipulated by the increasing population demand for printed products, as well as by the increasing demand for printed advertising products owing to the growth of industry and trade. The authors describe the evolution of the book distribution system within the socio-economic and cultural processes in the regional in society. The authors argue that the book distribution in the region combined with the principles of entrepreneurship and enlightenment, while the involvement of the regional administration in the management of this industry was insignificant.

Legal Review of Producers' Liability for Trademarks Incompatible with Product Advertisements in the Perspective of Consumer Protection Law

People's lives in the digitalization era are heavily influenced by online activities. This online activity reflects cultural changes and digital transformation that is happening in society. The internet has become an integral part of everyday life, facilitating convenience, global connectedness and greater accessibility in various aspects of our lives. Advances in technology and the development of the internet have changed the way we interact, work, shop, communicate and access information. Online shopping has become very popular in recent years. Consumers only need to use gadgets to find the items they need, therefore it is not uncommon for manufacturers to create attractive advertisements to market their products in e-commerce. However, behind these attractive advertisements, there are not a few manufacturers who advertise their products excessively and do not match the trademarks they market, so that consumers are deceived by these attractive advertisements. This research involves collecting data through searching and analyzing literature such as journal articles, books and other resources relevant to the research topic through academic databases and digital libraries. The results of the study show that business actors must be responsible for the advertisements they create if they are not in accordance with the trademarks they market.

Teachers' perspectives on the adoption of a Chatbot in the teaching and learning process

Chatbots are programs that, with respect to the principles of Artificial Intelligence, have the ability to engage in a conversation either through the use of text messages or through oral speech and offer services such as assisting program users, guiding web visitors, customer service, product advertising, or even answering questions about a specific subject matter. Considering the usefulness and proven benefits of Chatbots in numerous areas of daily life, a careful study, regarding the utilization / adoption of Chatbots in the teaching/learning process, is necessary. The introduction of Chatbots in the field of education, attributing to them the role of a teacher assistant who, on the one hand, will be available 24/7 to the students, supporting the learning process and answering their questions and, on the other hand, improving the working conditions of teachers, offering them more free time and the opportunity to add more quality features to their teaching work, constitutes a great challenge. In that context, the results of a relative research are presented, where teachers in secondary education after having tested Chatbots at a pilot stage, express their opinions.

Beauty Standard in Malaysian Advertisements: An Analysis from Local Advertisers’ Perspective

The impact of Westernization in Malaysia in recent years has brought a decrease in public identity and an increase in adapting Western beauty standards. The literature directed Malaysians in demonstrating slim and fair idealness has predominant in well-off, urban settings. This study examines the beauty standard in local beauty product advertisements on Instagram. An in-depth interview was conducted with advertisers to gain insights into the local advertising perspective. The result concludes that advertisers still keep up with the traditional beauty standard since it fits society’s preference which results from the hike in revenue. However, diversity of beauty is equally accepted among millennials.

Social Practice and Portrayal of Women in the Choice of Cosmetic Products in Lagos Nigeria

Purpose: The purpose of the study was to examine the influence of socio-cultural practice features and portrayal of women in the choice of cosmetic products in Lagos Nigeria.
 Materials and Methods: The study examined social practice features and portrayal of women in choice of cosmetic products in Lagos Nigeria using a mixed method design. The study adopted purposive sampling because this study was only to investigate cosmetic product advertisements and involved only women. The data were collected from seven advertisements of popularly used cosmetic products from company websites and transcribed to ease the process of analysis. They were then analyzed based on Fairclough’s three-dimensional framework of Critical Discourse Analysis. Data for the quantitative aspect data was collected using a questionnaire based on Likert-type scale questions ranging from 1-5 to capture the variables and analysed using descriptive statistics such as mean and standard deviation and inferential statistics as correlation analysis and regression analysis through SPSS and presented in tables.
 Findings: The findings indicate that socio-cultural practice features significantly predicted portrayal of women in the choice of cosmetic products as the result shows direct positive of social-cultural practice. Most of the portrayal of women tend to persuade the women on a certain form of beauty despite the Nigerian culture. As a result, many people believe what the advertisement says and choose to see themselves in the light of these advertisements. This is part of the effect on social change created by advertisements in the society. Thus, advertisers tend to change the way society views beauty by creating a new beauty ideology and a new standard of beauty derived from what their advertisement says.
 Implications to Theory, Practice and Policy: The study was guided by CDA and the Magic of Meaning theory. Results show that there is a statistically significant relationship between the influence of socio-cultural practice features and the portrayal of women in the choice of cosmetic products. Using CDA, this indicates some social wrongs in the advertisements including the issue of self- esteem in women thereby eroding confidence of the consumers; the demand for women to continually look attractive through these products and compulsive impulse to buy these products. Issues of self-esteem in women are raised thus, cosmetic companies should learn to advertise their products with less manipulative words that will be more societally acceptable. Also, further research is recommended since advertising has an essential role in society.

Discourse Strategies and Portrayal of Women in the Choice of Cosmetic Products in Lagos Nigeria

Purpose: The purpose of the study was to examine the effect of discourse strategies and portrayal of women in the choice of cosmetic products in Lagos Nigeria.
 Methodology: A mixed method design was adopted for this study using purposive sampling because this study was only to investigate cosmetic product advertisements for women. The data were collected from company websites, YouTube and outdoor ads of popularly used cosmetic products ads which were transcribed for the qualitative analysis and analyzed based on Fairclough’s three-dimensional framework of Critical Discourse Analysis (CDA) while for the quantitative aspect data was collected using a questionnaire based on Likert-type scale questions to capture the different variables. They were then analyzed using descriptive statistics and inferential statistics.
 Findings: The study findings show that there is a statistically significant relationship between discourse strategies and portrayal of women in choice of cosmetic products in Lagos. It noted that advertisers utilise strategies such as Informing strategy, Skin Inadequacies, scientific evidences and Celebrities to influence people to choose their products. Findings affirm the direct positive of discourse strategies as R2=0.935 depicts that the model explains 93.5% of the variance thereby supporting the hypothesis that there is a significant relationship between the discourse strategies and portrayal of women in the choice of cosmetic products as the ideology of a woman wanting to look better is preyed upon by advertisers.
 Unique Contribution to Theory, Practice and Policy: The study was guided by CDA and theory of Imitative Desire. It reveals that there is a statistically significant relationship between discourse strategies and portrayal of women and using CDA - a kind of social practice it notes that advertisers influence the view of beauty by creating a new beauty ideology and standard derived from the Ads. Therefore, women bodies should engage in campaigns for women to value themselves, reject manipulation and advocate that adverts only reflect socially acceptable portrayals.

A Morpho-Syntactic Analysis of Gender-Fair Language in Advertisements of Cosmetic Products in Ghana

Gender-fair language challenges and dismantles prevailing societal gender preconceptions. Cosmetic advertisements have been criticized for unfair language choices that perpetuate gender stereotypes. This study is a morphosyntactic examination of gender-fair language in cosmetic advertisements. The social constructionist theory underpins the study. Thirty (30) product packages and labels for the Ghanaian market were used in this qualitative descriptive survey. Gendered terms were analyzed on the morphological level using Quirk et al.’s (1985) functional principle of word categorization. The data collected revealed that Gender-unfair language is prevalent in cosmetic advertisements. Product names, descriptions and claims often use gendered nouns, pronouns, adjectives, phrases of different types and imperative clauses. This reinforces the idea that certain beauty concerns and products are exclusively tailored to specific genders. Gender-unfair language in cosmetic advertisements results in a limited representation of beauty ideals and practices. The use of inclusive language and representations that challenge gender stereotypes and promote diversity was recommended for cosmetic advertisers. The paper provides insight into academic discourse and practical approaches in gender, communication and marketing studies. Keywords: Advertisements, Cosmetics, Gender-Fair Language, Stereotype, Morphosyntactic

Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products

PurposeThe purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products.Design/methodology/approachThe authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising.FindingsStudy 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships.Research limitations/implicationsThe two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products.Practical implicationsThe findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier.Originality/valueBased on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.

Strategy Analysis of Health Care Products Advertising for the Aged: Optimization Suggestions Based on Appeal Presentation and Advertising Elements

With the increase in the elderly population, the advertising strategy of healthcare products for older people needs to be systematically analyzed and optimized. Through literature review, this study adopted the advertisements targeting the elderly of three famous Chinese health products brands as cases, analyzing the typical strategies of current advertising practices based on the expression of appeals including rational and perceptual appealing and advertising elements related to social power, then offering suggestions on needs, advertising content and media mix. The results showed that as the basis of perceptual appeal, rational appealing contained product information and health problems. Product information focused on communication at the core benefit level, while the description of health problems promoted purchasing behavior through negative reinforcement. Perceptual appeal mostly adopted the framing of family affection with the appeal objects were simultaneously the elderly and their children. Advertising elements were related to legitimate, reward, and referent power, corresponding to the use of uniform image, incentive enticement and upward social comparison related to the idealized self-image of the elderly. Recommendations involved broadening the appealing technique corresponding to alternative types and higher levels of needs, attempting heuristics including humor and celebrity endorsements, and considering social media-related touching points. This study provided mechanism clarification and theoretical support for health communication and advertising practice.

Understanding the longitudinal associations between e-cigarette use and general mental health, social dysfunction and anhedonia, depression and anxiety, and loss of confidence in a sample from the UK: A linear mixed effect examination

ObjectiveOur objective was to the longitudinal associations between e-cigarette use and general mental health, social dysfunction & anhedonia, depression & anxiety, and loss of confidence in a sample from the UK. MethodsWe analyzed data of 19,706 participants from Wave 9 (collected from 2017 to 2018) and Wave 10 (collected from 2018 to 2019) of the Understanding Society: the UK Household Longitudinal Study using a confirmatory factor analysis, linear mixed effect model, and one-sample t-tests. ResultsWe found that there is a significant time by e-cigarette use status interaction on mental health issues (b = 0.32, p < 0.001, 95 % C.I. [0.15, 0.49]), social dysfunction & anhedonia (b = 0.36, p < 0.001, 95 % C.I. [0.18, 0.54]), and loss of confidence (b = 0.24, p < 0.01, 95 % C.I. [0.06, 0.41]). Indeed, participants who became e-cigarette smokers at Wave 10 had worse mental health (t(107) = 2.64, p < 0.01, 95 % C.I. [0.07, 0.48], Cohen's d = 0.28), social dysfunction & anhedonia (t(107) = 3.16, p < 0.01, 95 % C.I. [0.12, 0.52], Cohen's d = 0.32), and loss of confidence (t(107) = 2.08, p < 0.05, 95 % C.I. [0.01, 0.37], Cohen's d = 0.19) comparing to one year ago. LimitationLimitations of this study included its self-report measures, unclassified e-cigarette type, limited generalizability to other populations, and lack of experimental manipulations. ConclusionWe revealed longitudinal associations between e-cigarette initiation and adverse general and dimensions of mental health except for depression and anxiety, which have significant implications for public health, specifically in terms of e-cigarette product regulation and advertising.

The Influence of Different Media Modes of Advertising on the Attractiveness of Consumers

Nowadays, more and more people begin to learn about a product through advertising, and the content of the advertisement usually determines whether people buy the product. Therefore, the author began this study to explore the influence of different advertising media on consumers. This study was conducted by questionnaire, asking respondents to watch four types of video advertisements, and then ranking them according to the most attractive to the least attractive, and finally writing down the reasons for ranking. The results show that fashion ads are the most popular. This kind of advertisement usually appears in a popular, fashionable and high-end image. This was followed by celebrity endorsements and song types, tied for second place. This type of advertising usually uses celebrity and musical elements to increase its appeal. Finally, there is the genre of situational drama, which often conveys the characteristics and advantages of the product through plots and story lines. Therefore, advertising companies in the production of advertising, should not only consider the production of fashion types of advertising, but also choose the media mode of advertising according to the specific groups, in order to improve the attractiveness and effect of advertising, and to promote the promotion of product sales and market share.

System Oriented Social Scrutinizer: Centered Upon Mutual Profile Erudition

Social recommender systems are getting up more attention for product advertisement and social connectivity. A good recommender should think about the system and the user. The user will have a preference list of some items and these preferences can be useful in suggesting the things which can help the endorsing system to identify better items. In this paper, the idea of social recommender systems as a pattern matching and regular expression making is used for unification of similarities. The concept of mutual profile pattern expression can be applied on various networking platforms. In these type of shared platforms, people all around the globe share resources and interact with each other. In order to manage or scrutinize users according to their interests and likeness, the mutual profile pattern of users can be used. Further predicting of membership function is performed to show how much extent does the profile matches.