Audiovisual Advertisements Research Articles

THE STYLISTIC ANALYSIS OF PAKISTANI HAND WASH ADVERTISEMENTS DURING COVID-19

The study focused on style of advertising language used in Pakistani hand wash products’ audiovisual advertisements during COVID-19 to explore what is conveyed through visual, musical, verbal, and nonverbal features, and how it is conveyed to the target audience through the use of linguistic & figurative devices. Guy Cook’s (1992) model ‘describing TV advertisements’ recommended in his book discourse of advertising was used as a theoretical framework for the investigation of the link between verbal, visual, image, & music used in audiovisual advertisements to target audience. The findings showed that hand wash products’ advertisements were full of creativity and for marketing perspective they used diverse verbal and nonverbal features to arouse interest, attract attention, create conviction, stimulate desire, and get action from the target group in the COVID-19 context. The results offer significant information in extracting the desired outcomes and reaching the conclusion & making decision. In this drive, the study can be advantageous for those who want to understand the socio-pragmatic functions of language in AV advertisements through a stylistic lens from commercial to academic perspective.

Emak-Emak Representation in Start-Up Ads: Verbal and Non-Verbal Analysis of Indonesian Moms

Women stereotyping is always interesting to be discussed. This paper is concerned with verbal and non-verbal meanings to portray Indonesian moms, or Emak-Emak represented in two official videos of GoMart and GrabMart. This study owes the framework of Halliday’s transitivity system (2014) to analyse the verbal meaning and Kress & Leeuwen’s interpretation of visual grammar to analyse the non-verbal meanings. The outcome of the verbal analysis using transitivity shows that the procedures used by GrabMart and GoMart are focused differently. While GrabMart focuses more on the material process of “doing” rather than “happening”, GoMart tends to emphasis on the relational process of “attributive” and primarily on “identification”. GoMart portrays Emak-Emak's stereotypes more objectively, whereas GrabMart is more subjective to shape the viewer's perception of them. This study offers recommendations for future research by taking a comprehensive approach to the phenomenon of gender stereotyping in online audio-visual advertisements, analyzing the interaction of verbal and non-verbal meanings in various advertisements, thoroughly examining the relevant stream of metafunctions, and proposing ideas.

Persuasive Advertising Cause Sin Goods Consumption by Students in Arab Region

Objective: This investigation aims to determine whether persuasive advertising outweighs health warnings and sin taxes to entice students to purchase unhealthy products in two Arabian cities in the Middle Eastern Region, such as Amman, Jordan, and Dubai, UAE. Method: We first expose the participants to audio-visual advertisements of unhealthy goods before asking them to respond to a structured questionnaire. The SEM result indicates that product knowledge and brand expertise significantly increase consumer knowledge of unhealthy products and lure the students into buying them. Results also support that Impulsive buying and materialistic personality traits exacerbate the unhealthy product buying habits of students. Result: In sum, it implies that mandatory health warnings fail when producers can respond with counterbalancing persuasive advertisements. Surprisingly, perceived sin tax policy intervention does not appear to affect purchasing intent - indicating impulsive buying and materialism among students. The result also allows the government to address budgetary constraints by increasing the sin tax. Conclusion: The findings have ramifications for consumer policy, especially in safeguarding children and students. Health advisories prove ineffective when manufacturers can counter them with promotional campaigns. Additionally, levying additional taxes on such items has proven futile. Frequently, regulations' intended objectives diverge from their actual outcomes, as is evident in this scenario. Industries exhibit adaptability in navigating mandatory health warnings through compelling advertising cues.

LGBTQ+ identities in the Indian audiovisual advertisements: A content analysis.

In the late 2000s, LGBTQ+ (lesbian, gay, bisexual, transgender, queer, and others) identities began to surface in Indian audiovisual marketing campaigns. By 2021, brands had produced at least 105 advertisements featuring LGBTQ+ identities. This research conducts an analysis of these campaigns, examining aspects such as their release date, featured characters, gender identity, sexual orientation, character age, narrative usage, genre, theme, and setting. The study reveals a substantial surge in advertising campaigns since 2018, with brands strategically launching them during Pride Month, Valentine's Day, and Women's Day. Characters embodying gay, lesbian, and transgender identities were most prevalent. Advertisements spotlighting gay, lesbian, or both gay and lesbian characters predominantly emphasised themes of love, featuring youthful characters and urban settings. In contrast, advertisements featuring transgender characters centred on human rights, with older characters and non-urban settings. Based on these findings, it is recommended that the number of LGBTQ+ marketing campaigns should continue to rise, diversifying character identities, ages, and settings while being released throughout the year.

Language Blending in Tanzanian Adverts: Codeswitching between Swahili, English, and Kiswahili cha Mtaani

This study interrogates the strategic use of code-switching involving Standard Swahili, English, and Kiswahili cha Mtaani in audio-visual advertisements by telecommunication companies (Telecos) in Tanzania. A purposive sampling method was used to gather the data: codeswitched advertisements for the purpose of demonstrating the blending of codes. The data on advertisement was gathered from audio-visual advertisements by selected Telecos in Tanzania on social media platforms. Underpinned by theories of codeswitching, this study establishes that beyond codeswitching between Kiswahili and English as a language choice for advertising by Telecos in Tanzania, an emerging trend is the use of codeswitching between Standard Kiswahili and Kiswahili cha mtaani (an urban youth variety of Kiswahili); also, some adverts feature three-way codeswitching involving Standard Kiswahili, English and Kiswahili cha mtaani. The study further argues that codeswitching in the advertisements is carefully thought of, intentionally blending the languages in a strategic way to attract customers from different linguistic, economic, and sociological backgrounds as well as different age groups, making this kind of codeswitching distinct from codeswitching which occurs in natural conversation.

Fungsi Pragmatik Permainan Kata pada Wacana Iklan Audiovisual “Santarou” Berbahasa Jepang

Wordplay or paronomasia is a type of verbal humor based on the ambiguity between two similar-sounding words or one word with multiple meanings. Wordplay is known for being used in advertisement, but it is still unclear what specific function it has in realizing the communicative purpose of the text, especially in regard to pragmatic function, that is, whether the text is informative, appellative, commissive, or contactive. This research aims to analyze how wordplay is used in the Japanese-language audiovisual advertisement titled “Santarou” and identify its pragmatic functions. It is qualitative research using the observation method for data collection and the identity method for data analysis. The results indicate that wordplay could be used to indirectly discuss the product being offered with ambiguous utterances in the case of informative and appellative advertisements, to connect the situation depicted in the advertisement with the product in the case of commissive advertisement, and to attract the audience’s attention and associate a characteristic with the brand in the case of contact advertisement.

The representation of ideal city in property advertisements in Indonesia

In 2016 and 2017, Meikarta and Podomoro Golf View (PGV) were offering the Ideal City for the consumers in Indonesia. These projects were promoted by audiovisual advertisements. Therefore, the research aimed to compare the representation of ideal city in Meikarta and PGV advertisements. The research used a qualitative design in conducting the study. The data were the Meikarta audiovisual advertisement “Aku ingin pindah ke Meikarta” and the PGV audiovisual advertisement in 2017. To find the objective of the research, the researcher used Critical Discourse Analysis by Fairclough (1996) in emphasizing on language and power inequality. Fairclough (1996) introduced the model of discourse analysis, such as: text, interaction, and context. Moreover, to identify whether were or not the relationship between language; ideology; and power, the researcher applied three dimensions by Fairclough in analyzing the data, namely: Description, Interpretation, and Explanation. Then, the research figured out that both of advertisements had concepts to attract the consumers to buy the products by demonstrating the concepts of ideal city, such as: no traffic jam, modern transportation system, health center, good weather, greenery, and easy access. Besides that, the researcher found out on how ideology and power tightly displayed in the advertisements.

When background music in audiovisual advertisements can boost the perceived competence of the advertised brands – an empirical study from South Korea

PurposeThe authors aim to explore whether and how variations on pitch levels of background music in audiovisual commercials affect consumers' judgments of the competence of the advertised brands and for which group of consumers such changes in ad backgrounds are more influential.Design/methodology/approachConsumers are presented with an audiovisual advertisement in which the pitch of background music is lowered or raised. They are subsequently asked to evaluate the music and traits of the advertised brand and indicate their predisposed styles of thinking.FindingsConsumers tend to judge a brand in an audiovisual commercial as possessing a higher level of competence traits when the brand is accompanied by lower-pitched (vs higher-pitched) background music, which is mediated by levels of powerfulness they perceive from the background music. Consumers with holistic (vs analytic) thinking styles, who are known to devote more focused attention to background information, tend to be more (vs less) susceptible to the changes in pitch.Research limitations/implicationsThe current research approaches thinking styles as predisposed individual differences as in prior works in marketing. Provided that the predisposed thinking styles can be influenced by individuals' cultural backgrounds, the authors suggest cross-cultural studies as an approach to further validate the present findings.Practical implicationsGiven the recent trends that consumers are increasingly exposed to audiovisual ads with the rapid growth of various video-based platforms (e.g. YouTube) and mobile advertising, this empirical study may assist contemporary marketers in considering an acoustic strategy for brand communication using the audiovisual advertisement. This study suggests that the pitch of ad background music can serve as a manageable strategic tool that can assist in establishing an image of a competent brand.Originality/valueThis research highlights a seemingly-trivial element in audiovisual advertisements, the pitch of background music, as a crucial determinant of the perceived competence of an advertised brand upon which further brand evaluations (e.g. brand trust, purchase intention) are based. An important yet overlooked effect of ad recipients' predisposed thinking styles on how consumers respond to the changes of background cues in audiovisual commercials is also proposed.

Multimodal Analysis in Cigarette Advertisements

Abstract Multimodality is a term widely discussed by linguistics and semiotics. It means the combination of different semiotic modes, for example, language and music in a communicative artifact or event (Leeuwen, 2005). In this research, the researcher examines multimodal advertising for cigarette products. The cigarette products named is Djarum 76 and Sampoerna Kretek. This research is intended to 1) how semiotic systems in Djarum 76 and Sampoerna Kretek advertisements express meaning? 2) What is the generic structure placed in both advertisements? 3) What are the differences between semiotic systems in Djarum 76 and Sampoerna Kretek cigarette’s audiovisual advertisements? This research used the descriptive qualitative method. Analysis in this research using the semiotics approach focused on multimodal systems that include linguistic, visual, audio, and gestural aspects. Linguistic analysis using Systemic Functional Linguistic by (Halliday, 2004), visual, audio, and gestural analysis using Anstey and Bull (2010) theories, and Choeng (2004) formulation of generic structure potential for print advertisement. Keywords: Multimodality, advertisement, cigarette product, semiotic systems

Universal emotional arc structure in advertisements and their favorability

PurposeThis study aims to propose a novel way to explore the narrative structure of advertisements, a nascent area of research, through the protagonist’s emotional arc progression.Design/methodology/approachThe multi-methods approach is used. In Study 1, the authors explore the basic universal emotional arcs through the analysis of narrative advertisements from six key economies. In Studies 2 and 3, the authors experimentally test hypotheses concerning the narrative structure and viewers’ attitudes toward the narrative using representative samples (317 and 193 ads, respectively).FindingsThe authors identify five broad emotional arcs of the protagonist in audiovisual advertisements. Different emotional arcs are found to induce different attitudes in the audience. Narratives ending in a positive mode and the narrative arcs with higher emotional shifts are more favorably evaluated by the audience.Research limitations/implicationsThe present study is limited to textual stimuli tested in a US population and does not consider protagonist characteristic portrayal.Practical implicationsUnderstanding consumer preferences for different emotional arcs can help practitioners to develop more clutter-breaking and relevant advertisements.Originality/valueTo the best of the authors’ knowledge, this study is the first to explore the narrative structure theory in the context of advertisements using a positivist approach.

EMERGING POWER IN INDUSTRIALIZATION: EMPOWERING INDIA THROUGH ENTREPRENEURSHIP

The ‘soft power’ can be brought forward and achieved for any developing country through softer means. Advertising (both direct and indirect approach) is a powerful tool for disseminating information to various stakeholders concerning the MSME sector. To introspect the potentiality of India’s MSME’s emerging power, the researchers attempted to answer the different components that shaped Indian industrialization over the years and also analyzed the direct and indirect audio-visual advertisements created on MSMEs to encourage entrepreneurial activities throughout the nation. The observation indicates that direct and indirect advertisements that promote and encourage the growth of entrepreneurship have their advantages and disadvantages; however, direct advertisements are proven to be preferred over indirect advertisements, while the reason behind it can be the dilution of concept or the prominence of commercialization.

Multimodal forms of tourism promotional discourse in the age COVID-19

The study aimed at finding out the multimodal forms of tourism promotional discourse of promoting hotels in Bali in the age of COVID-19. The theory used in this study is the semiotic theory. In addition, descriptive qualitative is a method used to find forms of advertising, text construction, linguistic aspects, and visual elements of hotel advertisements in the Sanur and Kuta areas in the era of implementing the new normal with researchers as instruments or tools in this study. The data, then, were analyzed inductively. Based on the results of the study, the forms of hotel and tourism advertisements during the implementation of the New Normal were categorized into hotel and tourism audiovisual advertisements and printed hotel and tourism advertisements. Text construction in marketing hotels covers three aspects, namely representational aspects, relational aspects, and textual identity aspects. In addition, the type of semiotic system found in hotel and tourism advertisements during the implementation of the New Normal consists of linguistic aspects, visual forms, and body language. Transcreation of tourism advertisements after the implementation of the new normal consists of verbal, visual, and cultural aspects of advertising.

Applying the Culture-Centered Approach to visual storytelling methods

ABSTRACT Visual and digital storytelling methods can reposition research participants as coproducers of knowledge, foster engagement and collaboration with marginalized peoples, and offer greater depth of self-expression. However, these methods are constituted in complex terrains of power. Without continual attenuation to power imbalances, the methods will contribute to the silencing and erasure of marginalized communities. This study outlines how reflexivity as a methodological tool and part of the Cultured-Centered Approach can enable the interrogation of terrains of power, allowing for the continual opening of democratic possibilities and community ownership of visual and digital storytelling infrastructures. Excerpts from the “Poverty Is Not Our Future” campaign illustrate the argument. The campaign's cocreated audio-visual advertisements communicate everyday stories of poverty among residents living in a poor suburban site in Auckland, Aotearoa New Zealand, and serve as a visual narrative of resistance to dominant structures. This study contributes to critical theorizing of culture and communication and the coconstruction of visual stories.

The Perception and Comprehension of Audiovisual Advertisements Among Learners of Polish

The Perception and Comprehension of Audiovisual Advertisements Among Learners of PolishThe main aim of this article is to examine the extent to which international learners of the Polish language are able to understand audio-visual advertisements based on idiomatic phrases. To answer this question, research was conducted amongst students of B2 level or higher, according to the Common European Framework of References for Languages (Council of Europe, 2002). This paper joins two distinct but inseparable disciplines in this field of study – namely marketing and language – in order to demonstrate audio-visual commercial advertising as a language discourse. Postrzeganie i rozumienie reklam audiowizualnych wśród uczących się języka polskiego jako obcegoCelem artykułu jest zbadanie, w jakim stopniu uczący się języka polskiego jako obcego są w stanie zrozumieć audiowizualne przekazy reklamowe, oparte na związkach idiomatycznych. Aby odpowiedzieć na to pytanie, przeprowadzono badania wśród studentów na poziomie B2 lub wyższym, zgodnie z Europejskim systemem kształcenia językowego (Rada Europy, 2002). Artykuł ten łączy dwie odrębne, ale nierozłączne dyscypliny nauki – marketing i lingwistykę – w celu przedstawienia reklamy audiowizualnej jako dyskursu językowego.

Retention of televised advertising in L2: An experiment with Chinese–English bilinguals

Aim: This paper examines bilinguals’ retention of a television (TV) advertisement in their second language (L2) to test whether L2 competence, liking for the advertisement, and involvement with the advertised product cause a change in L2 retention. Methodology: An experiment exposed 304 Chinese–English bilinguals to audio-visual advertisements that were technically (e.g. similar executions) and linguistically alike (e.g. discourse with similar ratios of ‘content words-to-grammatical lexicon’) in their native language (L1; control) and L2 (treatment). Data and analysis: Content analysis of four unstructured items operationalised L2 advertisment memory by ranking retention scores from 0 to 4. We performed t-tests (with Cohen’s d) and F-tests to compare retention across the levels of independent variables. Findings: L2 proficiency did not facilitate meaning-deduction from within context, but the length of bilinguals’ residence did, indicating that subjects linguistically adapt to their L2 environment in time. Content features (e.g. message clarity) increased liking for the L2 advertisment while execution (e.g. music) increased L2 advertisement memory. Involvement with the advertised product did not affect L2 retention. Originality: Print stimuli use has limited the utility of earlier findings from research on advertising to bilinguals for exercising one language skill (i.e. L2 reading). The use of audio-visual stimuli to exercise concurrently L2 listening and reading skills have been rare despite the increased consumption of TV advertisements through online video-sharing platforms. Implications: When designing audio-visual inputs for bilinguals, ‘what’ (i.e. content) hardly matters in relative to ‘how’ (i.e. execution) unless bilinguals orient themselves to the natural contexts of their L2 settings. Firms in bilingual markets can optimise their communicative (e.g. belief reinforcement or creating awareness) and behavioural objectives (e.g. sales) by provoking the peripheral processing of their straightforward messages using appeals (e.g. music, emotional, and animated visuals) for longer retention among their non-native-speaker targets.

Propagandas religiosas na era do marketing: comparação entre as campanhas da Catholics Come Home e da Jornada Mundial da Juventude Rio 2013

Esse artigo se ocupa em examinar o modo como duas propagandas audiovisuais vinculadas à religião Católica se adéquam, ou tensionam, as práticas, conceitos e metas estabelecidas na tradição do marketing católico; que tem se afirmado como uma das principais formas de midiatização religiosa na atualidade. Para tanto, apresentamos em breve panorama da relação do catolicismo com formatos expressivos em momentos históricos, culturais e tecnológicos distintos. Metodologicamente, realizamos uma análise qualitativa do conteúdo dessas peças publicitárias a partir da categoria de marketing católico. A partir dela foi possível tematizar os elementos que compõem ambas as narrativas e compará-las entre si. Concluímos que mais que mero uso instrumental dos meios de comunicação, a apropriação das técnicas e recursos do marketing evidencia uma nova etapa nas estratégias católicas de evangelização na mídia na sociedade contemporânea.

El análisis multimodal del anuncio publicitario audiovisual para el aula de Lengua Castellana y Literatura en Educación Secundaria y Bachillerato

El objetivo de este artículo consiste en proponer una metodología para el análisis y la comprensión de mensajes publicitarios en el aula de Lengua Castellana y Literatura durante la Educación Secundaria y el Bachillerato en España. Dada la complejidad semiótica de este tipo de mensajes, en el presente trabajo se plantea la posibilidad de llevar a cabo un análisis de tipo multimodal que permita desentrañar los diferentes modos que integran el mensaje y llegar a alcanzar así su significado de conjunto. Para lograr este objetivo, expondremos, en primer lugar, un apartado en el que se apuntará la necesidad de encontrar nuevas formas de análisis para las distintas formas de publicidad. Posteriormente, propondremos un marco teórico en torno al concepto de multimodalidad y el tipo de análisis que deriva de esta disciplina. Finalmente, plantearemos las bases teóricas sobre las que hacer un análisis multimodal de un anuncio audiovisual.
 

A Study of Multimodal Analysis in Smartphone Advertisement

This research aims to analyze multimodal in Samsung Galaxy S9 audiovisual advertisement. The systemic functional linguistics theory by Halliday, multimodal theory by Kress and van Leeuwen and generic structure analysis theory by Cheong were applied to analyze this research. The method used in this research was a descriptive research method. The data in this research were images, texts, symbols, sounds, and gestures used in Samsung Galaxy S9 advertisement video. The source data of this research was obtained from Samsung Youtube account. The finding of this research obtained that all semiotic systems in Samsung Galaxy S9 are in harmony and complete each other. The analysis also shows that there are five generic structures found in this advertisement video; lead, display, announcement, emblem, call and visit. Meanwhile, the other structures (tag and enhancer) are not found in this advertisement.

Promotion of Can Macanan Kaduk Traditional Arts Through Audio Visual Technology

Jember Regency is one of the regencies in East Java Province. Here, the growth and development of the culture are extremely rapid and cultural diversity has spread through the southern and northern regions with its respective uniqueness. The southern region is famous for its Javanese culture and the northern region with its Madurese culture. This has led to a combination of the two cultures, resulting in a performing art that is the combination of Javanese and Madurese culture, known as Can Macanan Kaduk. This traditional performing art is an art in Jember that is still maintained by some people. It is needed to support the creation of this performing art and promote it through audio-visual marketing technology so that it will ultimately become widespread and will be better known by the other people outside of Jember. To realize the program objectives, coaching and mentoring has been carried out, regarding the performing arts management with the artists of Can Macanan Kaduk. We create audio-visual work for them to help promote Can Macanan Kaduk. The promotion materials are based on audio-visual technology, consisting of the documentary film, profile videos, and audio-visual advertisement. Through audio-visual promotion and online marketing in websites and offline marketing in DVDs, it is hoped that this traditional performing art, Can Macanan Kaduk, will be widely recognized and gain stronger attention from foreigners, becoming a traditional performing art that characterizes the cultural identity of the Jember Regency.
 Key Words: Audio Visual Technology, Can Macan Kaduk, Promotion.

Strategies to foster an adequate compromise of the pharmacist with respect to over the counter medicines’ advertisement.

The advertisement has a great influence on the public and, in over the counter medicines (OTC), it can generate health risks on the population if it is misregulated. The aim of this work is to analyze and disclose strategic viable actions emerged from a forum debate during an online course for fostering the pharmacist’s compromise related to OTC advertisement. Methods: A content analysis was carried on, grouping by themes and categories the opinions of community pharmacists participating in a forum debate about OTC advertisement. Two audiovisual advertisement pieces were analyzed as triggers of discussion. Results: Sixty-five professionals participated in 3 groups of debate, and 103 opinions were collected. Among individual strategies, to guarantee the attention by a pharmacist was highlighted when health conditions or the use of medicines are consulted about. Other strategies include denouncing to the ANMAT the advertisements that do not comply with the norms, procuring a better regulation and assuming a critical posture. Within the collective strategies, including pharmacists in the evaluation committee of advertisement of ANMAT and furthering norms to reassess the role of the pharmacist and the community pharmacy in minor illnesses were stressed. Conclusion: The contribution of the community pharmacists allows disposing a set of professional strategies, both individuals and collectives, to promote a rational use of OTC for the patients and the community.