Audiovisual Advertising Research Articles

The journey metaphor in Huawei mobile phone commercials

Abstract This paper investigates the creative use of the structural, embodied journey metaphor within the genre of video advertising using Conceptual Metaphor Theory (CMT). Conducting a qualitative analysis of eight Huawei mobile phone commercials, I examine how multimodal resources — visual, verbal and written language, as well as music and sound — are orchestrated to construct and communicate the metaphorical narrative of using a Huawei mobile phone in terms of a journey. The analysis reveals a heavy reliance on visual elements, supported by the strategic use of sound and music, to create metaphors that communicate progress and exploration — themes central to the journey concept. This paper shows how the journey metaphor in audio-visual advertising diverges from its purely verbal varieties by drawing on medium-specific capabilities such as time and space compression, and on hyperbole. It is argued that the journey metaphor’s embodied nature and its potency in aligning the mobile phone with consumer aspirations contribute to the universal appeal and understanding of the commercials.

РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА

The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); advertising in cinemas; Digital (Internet) Media advertising. Marketing services include: Trade marketing (Merchandising, Trade promo, Personnel motivation and control programs); Loyalty marketing (Mailing, DB management, Contact Center); Consumer marketing; Event Marketing and Sponsorship. Digital advertising includes: banner advertising, ads in social networks, rich media; digital video, incl. Youtube; search (paid publication in search engines), including part of GDN; influencer marketing and other digital. Quantitative indicators of the advertising market were studied and significant growth of Digital advertising in 2013-2022 was revealed. The influence of macroeconomic factors, in particular, digital technologies, the COVID-19 pandemic, the Russian-Ukrainian war on advertising and communication activities is analyzed. The study showed that the COVID-19 pandemic contributed to the development and increase of market volumes, and the war led to a significant decrease in the quantitative indicators of the media advertising, marketing services and PR market. The digital market also declined, but only to the indicators of the pandemic period. It was established that the technological factor had a significant impact on the advertising market, not only by changing traditional platforms, but also by additional opportunities in the field of production of advertising materials and creativity. The changes in the legislation of Ukraine introducing the norms of the European legislation into the national legislation through the implementation of certain provisions of the EU legislation in the field of audiovisual advertising are indicated.

Pengaruh Media Iklan Audio Visual Terhadap Kemampuan Menulis Teks Persuasi Pada Siswa Kelas VIII SMP Swasta Panca Jaya Galang

The aim of the research is to determine the superiority of students in writing persuasive texts before and after using audio-visual advertising media in class VIII of Panca Jaya Galang Private Middle School. This type of research is experimental research with Total Sampling techniques taken from two classes, namely VIII-A as the control class and class VIII-B as the experimental class with a total sample of 47 students. The data collection technique used was a description test. The data analysis technique used is quantitative analysis techniques, namely normality, homogeneity and hypothesis testing on variables, namely Audio Visual Advertising Media. The research output obtained from the experimental class and control class was 68.33 for the pre-test and 67.21 for the control class and 85.29 for the post-test mean and 77.47 for the control class. Data from the normality and homogeneity tests showed that the data were normally distributed and based on homogeneous data, namely the pre-test for the experimental class was normally distributed Lcount < Ltabel (0.08334 < 0.1798, the post-test was normally distributed because Lcount < Ltabel (0, 114339 < 0.1798), control class pre-test normally distributed Lcount < LTabel (0.098318 < 0.1798), post-test normally distributed because Lcount < LTabel (0.16621 < 0.1798). Hypothesis testing shows the results if the value of Sig (2-tailed) is 0.000 < 0.05, then the research hypothesis is accepted, namely that there is an influence of the use of audio-visual advertising media on the ability to write persuasive texts in class VIII students at Panca Jaya Galang Private Middle School.

Composition of authors of advertising as an audiovisual work

The article examines the composition of the authors of an advertising as an audiovisual work. Particular, theconcept of advertising is analyzed, it can be embodied in different forms — visual, sound, audiovisual. The main attention is to the analysis of audiovisual advertising. The legislation of other countries (USA, France, Germany) was analyzed, and it was concluded that the list of authors of audiovisual advertising in different countries is determined differently.It was noted that a distinctive feature of audiovisual works compared to other objects of copyright are created, mainly, by a large number of persons, among whom the authors of the work occupy a prominent place.The list of authors of the audiovisual work is given in accordance with the legislation of Ukraine. It is noted that the current Law of Ukraine «On Advertising» does not specify who is the author of the advertisement, but defines the concept of the producer of the advertisement.Attention is focused on the legal nature of an audiovisual work, as a form of advertising expression and an object that includes other objects-elements. Since this work is a complex object, the creation of an audiovisual work takes place in the mode of co-authorship. However, it is stated that the authors of the pre-xisting works included in the advertisement do not become co-authors of the audiovisual work, what included these preexisting works. Therefore, it is important to separate the legal regime of co-authorship and inclusion of a work in the composition of another work.The concept of «collective work» in the USA and France is considered. The term «collective work» does not exist in the legislation of Ukraine. Therefore, the following definition of a collective work is proposed: created as a result of the creative activity of two or more co-authors, which can structurally include a work or works of other persons who are not part of the collective of co-authors but united into a single whole.Taking into account the proposed definition of a collective work, the definition of advertising as a collective audiovisual work is formulated: it is the result of the creative activity of two or more co-authors, which structurally may include a work or works of other persons who are not part of the collective of co-authors but are united into a single whole by synchronization.

Inclusive Advertising through the Soundtrack: Insights from People with Visual Impairments

Today’s audiovisual advertising is heard more than seen, as many viewers feel overloaded with visual information or engage in multitasking while viewing. The fact that many viewers are not watching the screen is a problem that should concern the entire advertising industry. Are there technological solutions that enable us to hear what we do not see? Audio description (AD) is an established option in the field of visual impairment, but is it the only option to make advertising accessible to people who are not looking at the images? This study considers these questions, applying a methodology based on Qualitative Data Analysis (QDA) and combining Grounded Theory and the focus group model as a data collection technique. Three focus groups ⎼two comprising people with a visual disability and the third made up of people without one explored the question of whether contemporary advertising has been drifting towards an exclusion of spectators with visual impairment. Participant responses were split between the view that commercials should incorporate AD but with clear improvements that take viewer opinion into account and the belief that advertising should return to its origins and make its soundtrack more explicit, perhaps rendering AD unnecessary.

The representation of phenotypic diversity in audiovisual advertising in Spain: professional perspectives and implications for the cultural dynamics of inclusion

Visual and audiovisual advertising is an influential social language that transforms representations of reality into cultural references, with direct implications for the perception of diversity. However, despite its impact on the fabric of society, few studies have tackled the representation of phenotypic variability in advertising by combining academic and professional perspectives on the phenomenon in Spain. Our study explores this matter through systematic data collection from 834 TV adverts, coding data on 359 on-screen characters, and in-depth interviews with 38 advertising professionals. The conclusions of the study show, among other findings: (a) the low level of phenotypic diversity in television advertising; (b) the under-representation of certain groups; and (c) the complexity of decision-making between clients and agencies, who have to reconcile risk aversion with the effectiveness required for any advertising campaign. This research can be of use for companies in the advertising sector (giving them improved knowledge of specific targets) and policymakers (by helping to promote better intercultural dynamics and the integration of minority groups).

Audio identity in branding and brand communication strategy: a systematic review of the literature on audio branding

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011–2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding.

Means of expression in advertising audiovisual works

The purpose of the work. The study focuses on expressiveness in an audiovisual advertising work. The methodology consists in applying the methods of observation, analysis and theoretical generalization of practical data in the field of audiovisual art. Scientific novelty. The type of television audiovisual advertising, which is divided by types, is defined: social advertising with national-patriotic symbols, social-household and commercial musical-image advertising. The system of means of artistic expressiveness of audiovisual works is revealed, and the visual means and the musical-linguistic structure are described, where the functions of music, noise and language in the television advertising audiovisual works are specified. Conclusions. Audiovisual TV advertising is today the most popular cinematic work. Due to the different stylistic direction of the audiovisual work, all means of expressiveness adhere to a certain image. The synthesis of visual and musical sound scores and the whole range of expressive media adds an audiovisual product of saturation and bright palette, which has a strong influence on the viewer and an incredible impression. Key words: advertising audiovisual works, advertising videos, means of expression.

Inclusive advertising through the soundtrack: Insights from people with tinnitus

ABSTRACT This study explores the question of inclusive advertising soundtracks for people with tinnitus, a group that until now has been largely ignored by the marketing industry. The research applies a methodology based on Qualitative Data Analysis (QDA) and combines grounded theory and the focus group model as a data collection technique. The study took an objectivist approach for the first stages of data coding, and a constructivist approach to develop the theory, in an effort to tell a story about people with tinnitus and their relationship with today’s audiovisual advertising. A comparison of the contributions of three focus groups of tinnitus sufferers reveals a specific pattern that may provide clues for the creation of inclusive ads that will be tolerable to this target. The participants agree that they need clear and simple sound that poses fewer interpretation problems for the brain, and that advertising messages can be made more receptive and persuasive for them by improving the audio, through high-quality equalization. As a strategy to facilitate understanding of the advertising message, tinnitus sufferers suggest that ads should make what is heard visible, establishing the diegetic relationship between image and sound.

KEMAMPUAN MENULIS TEKS PERSUASIF BERDASARKAN MEDIA IKLAN AUDIOVISUAL PADA SISWA KELAS VIII SMP NEGERI 1 ULUERE KABUPATEN BANTAENG

Ability to Write Persuasive Texts Based on Audiovisual Advertising Media in Class VIII Students of SMP Negeri 1 UluereBantaeng Regency. This study aims at the ability to write persuasive texts based on audiovisual advertising media in terms of structure, application and characteristics of language use. This research belongs to the type of quantitative description research. The research instrument used was a written test. The results showed that: (1) the ability to write persuasive texts in terms of structure, namely students who scored 78-100 found 12 students with proportions (36.36%) while students who scored 0-74 revealed 21 students with proportions (63 ,64%) is included in the category of quite capable. (2) writing persuasive texts if it can be viewed in terms of linguistic rules, namely students who get a score of 78-100 get 18 students with a proportion (54.54%) while students who score 0-74 get 15 students with a proportion (45.46% ) is included in the capable category. (3) the ability to write persuasive texts when viewed in terms of the characteristics of language use, namely students who scored 78-100 had 15 students with a proportion (45.45%) while students who scored 0-74 obtained 18 students with a proportion (54.55 %) ) is included in the category of quite capable. This shows that the ability to write persuasive texts based on audiovisual advertising media in class VIII SMP Negeri 1 Uluere Bantaeng Regency is included in the quite capable category.

Psychosemantic interpretation of media space video advertising for brands (Mcdonald’s, Coca-Cola, Nestlé, Roshen)

The relevance of the research topic is due to the need to increase the evidence-based studies on enhancing the development effectiveness of audiovisual advertising message, which creates an urgent demand for further scholarly elaboration of such a complex phenomenon as psychosemantic analysis of video advertising. The purpose of the study is to identify opportunities to increase efficiency of audiovisual communication by conducting the psychosemantic study of the perception of video advertising of brands. The methodological basis of the study is a set of marketing, sociological and psychological methods. In particular, the focus group, survey, semantic differential and George Kelly's repertory grid methods were chosen to study the psychosemantic space of the target audience. Correspondingly, the qualitative results of psychosemantic influence of video advertising on consumer consciousness were achieved through mathematical calculations and graphic illustrations. The study presents the results of psychosemantic research of video commercials, which highlight the features of their psychosemantic perception by the consumer. The emphasis is placed on the fact that the previous experience, knowledge and personal values of target audience representatives have an impact on their perception of different types of video advertising of the brand within one advertising campaign. The recommendations for improving the efficiency of audiovisual communication have been developed.

Sounds Like Respect. The Impact of Background Music on the Acceptance of Gay Men in Audio-Visual Advertising.

Companies increasingly seek to use gay protagonists in audio-visual commercials to attract a new affluent target group. There is also growing demand for the diversity present in society to be reflected in media formats such as advertising. Studies have shown, however, that heterosexual consumers (especially men), who may be part of the company's loyal consumer base, tend to react negatively to gay-themed advertising campaigns. Searching for an instrument to mitigate this unwanted effect, the present study investigated whether carefully selected background music can shape the perceived gender of gay male advertising protagonists. In a 2 × 2 between-subjects online experiment (musical connotation × gender of the participant), 218 heterosexual participants watched a commercial promoting engagement rings that featured gay male protagonists, scored with feminine- or masculine-connoted background music. As expected, women generally reacted more positively than men to the advertising. Men exposed to the masculine-connoted background music rated the promoted brand more positively, and masculine music also enhanced (at least in the short term) these men's acceptance of gay men in general (low and medium effect sizes) more than was the case for feminine background music. Carefully selected background music affecting the perceived gender of gay male advertising protagonists may prevent negative reactions from heterosexual audiences and, therefore, motivate companies to use gay protagonists in television commercials on a more regular basis.

Discursive Approaches of “Space,” “Place,” and “Land” in Touristic Audio-Visual Advertising

Tourism at large represents a massive exchange of signs that are meant to represent and stand for a signified place as a totemic recognition of identity. In our paper we envisage to debate on the relocation of the anthropological notions such as ‘space’, ‘place’ and ‘land’ that shape identities in a semiotic approach on the media map of tourism advertising. We shall demonstrate that local identity is still submerged to postcolonial intrusions, while the techniques of promotional language are deployed in a ubiquitous understanding of the tourist’s gaze.

Pengaruh Celebrity Endorser dan Iklan Vidio terhadap Brand Image Produk Pembersih Wajah Garnier pada Mahasiswi Universitas Negeri Padang

The purpose of researche is to know the effect of celebrity endorser and video advertising on brand image face lightening product of Garnier Lingh Complete Super Foam. This research used causative form, the population in this research were students of State University of Padang. Number of samples were decided base on hair et. As many as 100 people and were chosen by using proportional sampling method and purposive sampling technic. Data were used is primer data were provided through questionnaire shared to students of State University of Padang based on predetermined criteria. Analysis method was used is multiple regression by using spss 2. The result of this research shows (1) celebrity endorser and video advertising any significant effect to brand image, (2) celebrity endosrser have no significant affect on brand image, (3) audio visual advertising have significant effect on brnad image Keywords: celebrity endorser, video edvertising, brand image

The influence of different levels of musical fit on the efficiency of audio-visual advertising

Music acts as a prominent element of advertising, but its simple presence does not automatically improve the effects of advertising. The concept of musical fit was developed more than 25 years ago to address the question of how music can be used effectively in advertising. However, existing empirical research on this concept has yielded inconsistent results. Recently, we developed an instrument to determine musical fit systematically in audio-visual advertising (Herget et al., 2018). To test this instrument empirically, we created six advertising stimuli (“commercials” or “ads”) representing six types of musical fit on four levels of musical fit, which varied only in terms of how many advertising reference points (spot narration, product, and/or target group) matched the background music. The findings of our between-subjects laboratory experiment (participants: 178 students, 74% female) reveal that the stimuli at different levels of musical fit differed sharply in terms of the intuitively perceived degree of musical fit (η2 = .33). In addition, increasing the level of musical fit improved advertising efficiency in terms of participants’ attitudes toward the ad (η2 = .12) and product (η2 = .12), as well as their purchase intentions (η2 = .06) and memory performance (η2 = .06). If other researchers were to use the instrument described, which defines and operationalizes musical fit systematically and transparently, results of future empirical studies would be more consistent. The results of the present study indicate that advertisers are well advised to select music to fit the commercial’s reference points as closely as possible, to intensify the music’s efficiency.

PENERIMAAN KHALAYAK PADA KAMPANYE AUDIO VISUAL: ANALISIS RESEPSI IKLAN ANIES-SANDI PILGUB JAKARTA 2017

Nowadays, industry and politicians often use audio visuals to package their messages on an advertisement. For example, the election of the Governor of DKI Jakarta, where one of the candidates uses a video campaign on YouTube. This media has been dominated by a juvenile audience that can be categorized as swing voters in political concepts. Therefore, this study aims to find out how audio visual campaigns can be accepted by swing voters. Researcher used the Reception Analysis method to see how the audience received media exposure. The results of this study indicate that Anies-Sandi campaign ads are interpreted as egalitarian by the audience, and are able to display SARA problems with the concepts of harmony and tolerance. However, the Anies-Sandi campaign ad does not have a clear message because the message that delivered is very conceptual. Keywords: Audio Visual Advertising, Reception Analysis, Political Campaign DOI: https://doi.org/10.26905/nomosleca.v5i2.3258

The Branding of Jember Tape Chips Products Through Audio Visual Ads

Jember is a district with the geographical conditions of mountains, agriculture, and plantations. The connection between these three characteristics gave birth to a diversity of arts, languages, tourism, and culinary. Utilization of the agricultural sector, especially in the Ajung sub-district, there are people in this area who rely heavily on natural resources, especially in agricultural and plantation resources. This beneficial natural potential makes the people in Ajung Subdistrict, especially in Pancakarya Village, much to build a home industry for processing agricultural products in the form of tape industry. The problem faced by partners is the lack of familiarity of products that are widely owned, thus causing the partner's economy to not be optimal. This problem is the basis of the service program proposed by the proponent to strive to increase the marketing of tape chips. Based on the specific targets to be achieved, the main purpose of the community service activities proposed is to strengthen the brand image of the chips product through audio-visual advertising. The method of implementing this service program is adjusted to the standard operating procedure for making audiovisual works consisting of stages: 1) pre-production consisting of idea-finding, planning, and preparation; 2) production; and 3) post-production. The results of audio-visual advertising of tape chips are expected to be a promotional media for products owned by Koplak Food Homemade Industry so that they can be widely known to the public and build brand image products for tape chips.

Estrategias discursivas en la publicidad audiovisual de productos de bajo valor nutricional dirigidos al público infantil: felices, valientes y obesos

Los niños españoles ven una media de 9000 campañas publicitarias en televisión al año. La mayoría de ellas corresponden a alimentos de bajo valor nutricional. Dados los índices de obesidad infantil, la estrecha relación entre la publicidad dirigida a ese colectivo y el consumo de este tipo de alimentos, España aprobó en 2005 el Código de Autorregulación de la Publicidad de Alimentos Dirigida a Menores (PAOS). Este artículo tiene como objetivo analizar las estrategias discursivas utilizadas en las campañas de alimentos de bajo valor nutricional, poniéndolas en relación con el contenido del Código PAOS. Utiliza para ello una metodología mixta que integra técnicas cuantitativas para el análisis de audiencias y cualitativas para el estudio del discurso publicitario. La investigación concluye que, a diferencia de otro tipo de alimentos, la publicidad de productos de bajo valor nutricional centra su estrategia discursiva en palabras y campos semánticos vinculados a la felicidad, la acción y la diversión, entre otros. Las conclusiones apuntan asimismo a la necesidad de revisar el contenido del Código PAOS, de una mayor implicación por parte de la industria alimentaria española, de agencias y de anunciantes, con el objetivo de que la autorregulación de los contenidos publicitarios resulte realmente efectiva. La contribución original del artículo radica en la aportación teórica y empírica que toma como punto de partida la obesidad infantil en España y la interrelaciona con las estrategias discursivas de la publicidad de productos de bajo valor nutricional dirigida a los menores y el marco normativo existente.

ADVERTISING AS AN ELEMENT OF CLIP CULTURE OF INFORMATION SOCIETY

The article discusses the modern phenomenon of the information society - clip culture. Aim - to analyze the impact of advertising on modern society as an element of clip culture. The approaches to the definition of the “clip-like” phenomenon in foreign and domestic studies are identified. The genesis of clip culture in the context of the development of audiovisual advertising is considered. It is concluded that advertising in clip culture directly contributes to the decomposition of the linear logical structure of society, forming a new kind of person with fragmented, emotionally-imaginative thinking - Homo Figuralis (from the Latin. "Shaped man").

Multimodalidade e persuasão em uma peça publicitária audiovisual

Multimodalidade é a integração de dois ou mais sistemas semióticos na construção dos sentidos dos textos. Com a popularização das mídias digitais, como a internet, textos multimodais estão cada vez mais presentes no dia a dia de leitores provenientes dos mais diversos contextos sociais, servindo como instrumentos de persuasão, seja para o consumo de bens, serviços ou ideologias. O presente artigo busca analisar as estratégias utilizadas pela publicidade audiovisual, naturalmente multimodal, para induzir seus leitores ao consumo. Para isso, apresentamos um olhar sobre a propaganda “O que faz você feliz?”, do supermercado Pão de Açúcar, divulgada tanto na TV quanto na internet. Como suporte teórico, utilizamos a Teoria da Multimodalidade (KRESS; VAN LEEUWEN, 2001; KRESS, 2010) e a Gramática do Design Visual (KRESS; VAN LEEUWEN, 1996), que estabelecem categorias de análise de textos multimodais visuais. Os resultados da análise mostram que a peça publicitária em tela utiliza uma mescla de elementos dos videoclipes e outros recursos multimodais para construir sentidos que levam os leitores a consumir as ideologias e os comportamentos veiculados pelo comercial, tal como a ideia de que a felicidade pode ser encontrada na rede de supermercados.