Commercial Advertising Research Articles

Perception of commercial advertising by generations Y and Z

Generations Y and Z make up a significant share of consumers, so businesses need to adapt their advertising strategies and communication methods to the characteristics of each generation. The purpose of the paper is to investigate the differences in the perception of commercial advertising by generations Y and Z. The methodological basis of the study is marketing theory and the theory of generations. Comparison of means tests, linear regression, and Lasso regression were used as research methods. The data set of the study is represented by data from a survey of 308 respondents conducted in February 2023 and designed us ing the semantic differential method. Our findings show statistically significant differences in the perception by generations Y and Z of the colour temperature of a commercial, the dynamism and volume of the music, and friendliness of the actors. Among the factors affecting the probability of purchase by both generations are the need for product, colour temperature, and high-quality commercial editing, while generation Z is influenced by the semantic component and friendliness of the actors, and generation Y – by the emotional component. Generation Y consumers are more prone to impulse buying behaviour. The factors influencing the likelihood to purchase are ranked in descending order of importance: for generation Z, these are the need for product, inter est in the plot of the commercial, attractiveness of the actors, and exclusivity of the offer; for generation Y, these are the need for product, inspiration after watching, depth of meaning of the advertisement, and exclusivity of the offer. The results of the study may be useful to representatives of the marketing and advertising industry.

E-cigarettes and vaping, new spotlight on smoking as an old cardiovascular risk factor?

Smoking is one of the leading causes of chronic non-communicable diseases and asignificant risk factor for cardiovascular and respiratory diseases. While global tobacco consumption has decreased over the past two decades, the use of e‑cigarettes and water pipes (shisha) has surged at an alarming rate, particularly among younger individuals. E‑cigarettes do not offer acompletely risk-free alternative to traditional cigarettes, as the vast array of flavors and ease of use contribute to agrowing number of dependent users. Furthermore, they are not necessarily effective in overcoming nicotine addiction. This contribution provides an overview of the cardiovascular health impacts associated with shisha smoking and e‑cigarette vaping, with aparticular emphasis on the detrimental effects on endothelial function. The harmful biological effects of the toxic substances in these products, especially oxidative stress and inflammatory responses, are also discussed. Finally, the current state of recommendations, legal regulations, and commercial advertising are summarized.

الاستمالات الإقناعية في الإعلانات التجارية لدى المؤثرين على شبكات التواصل الاجتماعي ودورها في تسويق المنتجات لدى الشباب الجامعي الأردني

Persuasions Grooming' in Commercial Advertisements Among the Influencers on Social Media and Their Role in Marketing Products Among the University Jordanian Youth The study aimed to identify the habits and patterns of university Jordanian youth’s exposure to advertisements presented by Social Media Influencers and their confidence in them and the persuasion techniques they contain. This study is classified as descriptive-analytical research, which relied on the survey methodology, where the sample of the study consisted of (393) items from the study community, represented by the students of Yarmouk University and Jadara University in the northern part of Jordan, who use social networks and follow the advertisements of influencers on them. To achieve the study's objectives, the researchers relied on the questionnaire as a data collection tool. The study found that the degree of university Jordanian youth’s follow-up to Social Media Influencers and their follow-up to commercial advertisements presented by them was (Medium), it also showed that the degree of university Jordanian youth’s confidence in commercial advertisements presented by influencers was also (Medium). The study showed that psychological persuasion ranked first as the most prominent persuasion that works to attract university youth to the advertisements presented by Social Media Influencers. The study also found that the most prominent factor that drives university Jordanian youth to pay attention to commercial advertisements presented by influencers is the influencer himself, followed by the way the advertisements are presented. It revealed a significant direct correlation between the extent to which university youth trust commercial advertisements submitted by Social Media Influencers and the extent to which they respond to advertisements submitted by them in terms of purchasing the product or not.

Impact of death-related media information on the effectiveness of in-feed advertising: A compensatory consumption perspective

With the increasing availability of news related to unexpected and catastrophic events, such as public health issues, natural disasters, murder cases, and terrorist attacks, the coexistence of death-related media information and commercial advertising has become prevalent in media platforms. This study is to clarify whether, when, and why death-related media information impacts the effectiveness of in-feed advertising. We conducted a field study along with three laboratory experiments. Results indicated that users are more likely to click in-feed advertising when it was exposed to death-related information compared to information unrelated to death. Moreover, this positive effect would be amplified when the ads framing is loss (vs. gain) or the ads image brightness is high (vs. low). The findings not only enrich literature on death-related information but also contributes to practice regarding how to improve the effectiveness of in-feed advertising.

Model of the “Economic Cross” of the Digital Platform: Opportunities and Conditions for Interindustry Technological Convergence

The platform economy is an objective stage in the evolution of the digital economy, whose development is carried out under the influence of the trend of involving a large number of SMEs and individuals in economic relations as their direct participants. Unlike the pre-digital era, when operational commercial direct interaction between small participants in economic relations turned out to be impossible, communication technologies of the second decade of the 21st century have created favorable opportunities for the development of independent businesses of individuals and small professional teams. The process of commercialization of household resources is actively taking place in the form of the development of private blogs as platforms for commercial advertising and mutual trade of goods and services by individuals online, which creates a direct competitive threat to traditional trading companies. The current stage in the development of online participation of SMEs and individuals in commercial relations is the development of outsourcing relationships, within which part of the processes implemented by large businesses independently using hired personnel and their own infrastructure will be delegated to independent network structures on a competitive basis. At the same time, in proportion to the growing popularity of e-commerce, public demands for the security of such transactions are increasing, which is especially important in conditions of sanctions uncertainty and high risks of supply chain collapse. This circumstance determines the business request for systematization of the digital space and its centralization, the terminal stage of which is an inter-industry digital platform. The purpose of the scientific article is to develop a system of proposals for the formation of a national intersectoral outsourcing platform based on the “economic cross” model. A system of innovative solutions has been developed regarding the organization of economic interaction between subjects, the procedure for financing the activities of the platform by its participants, and the distribution of indirect industry income arising from the functioning of the platform.

More Consumption, More Benefits: How Does Consumerism Affect the World Through Advertising

Currently, there are followers and defenders of consumerism all over the globe. During the worldwide spread of consumerism, it is doubtless that commercial advertising plays an inevitable role. This article, in order to clarify the principle of the spread of consumerism and demonstrate measures to avoid being affected by the negative side of consumerism, will analyze the approaches, harm, and solutions of ads that promote consumerism. The nature of consumerism is to prefer symbolic value to practical value, to correspond consumption with a perfect life, and to form an illusion for consumers. Consumerism can get a growing number of people stuck in a financial crisis, and it can also make society lack personal styles, diversity, and morality. This paper concludes that solutions include strengthening the construction of regulations and their execution, enhancing media literacy education, and persuading the public to pay attention to self-awareness, self-recognition, and self-improvement, to name but a few.

GREEN PRODUCT PLACEMENT IN TV SERIES: AN EVALUATION ON CONSUMER ATTITUDE AND PURCHASE INTENTION

Purpose: The main purpose of this study is to measure the effect of green product placement strategy on consumer attitude and consumer purchase intention. In addition, the study examined whether attitudes towards green product placement and intention to purchase green products vary according to demographic variables. Material and Method: This study was conducted in Istanbul, Turkey and the main population of the research consists of consumers who are 18 years old and over and watch television series. The sample size was determined to be 402 participants since it would not be possible to reach all participants in the universe in generalizing the analysis result. The data obtained was analyzed with PLS and SPSS programs. In order to test hypotheses; frequency analysis, validity analysis, reliability analysis and confirmatory factor analysis were performed. Findings: As a result of the research, it was concluded that the reality and response to advertising dimensions had a statistically positive effect on the intention to purchase green products. In addition, it was concluded that the consumer attitude variable towards green product placement and the intention to purchase green products differ according to gender. Result: In order to develop a positive attitude towards green products and increase the purchasing tendency towards such products, it would be appropriate for practitioners to focus on realism in product placement strategies, avoid creating a perception of commercial advertising, and increase environmental awareness. Generalization of the subject study would be possible in future studies if comparisons of green product placements in different communication channels are taken in consideration

Improving fake news detection on social networks through a novel machine learning approach

Recent years have seen an increase in societal information, such as commercial advertisements, celebrity information, political news, etc., due to the growth of online social networks. Some social media sites including Facebook, Instagram, and Twitter, were impacted by Fake News (FN) spread by their users. Nevertheless, some individuals propagate false information using words, images, and videos to increase their connections and reputation. The most current information is unreliable and misleads other members on an online social network. Because FN is circulated to encourage users to trust disinformation, it’s hard for detection algorithms to recognize false information according to uploaded material. In this research, we will provide an autonomous false news detection strategy called Grey Wolf optimized Adaptive Bidirectional Gated Recurrent Unit (GWO+ABi-GRU) that can identify FN on Twitter. The TF-IDF method translates textual material into a mathematical representation that accurately captures the value of terms and their context in the dataset. We improve the overall efficiency of the BiGRU by applying this GWO, which leads to increased accuracy when spotting false news. The experimental examination of real-world data shows that the proposed FN detection strategy GWO+ABi-GRU outperforms traditional approaches regarding recall, accuracy, F1 score, and precision. This enhanced performance proves essential in preventing the circulation of false news on social media, protecting the integrity of information sources, and mitigating the potential damage caused by false information.

HYPNOINDUCTORS OF THE EFFECTIVE FORMULA OF POSITIVATION IN SOCIAL ADVERTISING DISCOURSE

The article is devoted to influential elements of social advertising discourse, where Milton-model inductions are arranged, which is proposed to be nominated as hypnoinducers. The purpose of the study was to identify actual hypnoinducers of the influential formula of positivity in social advertising discourse. The object of intelligence research is Ukrainian advertising megadiscourse, the subject is suggestive markers of Ukrainian social advertising discourse. General scientific methods contributed to the delineation of specific features of social advertising discourse, various types of hypnoinducers (descriptive method); identification of the components of a communicative suggestion and combining them into a whole (methods of analysis and synthesis); concretization of general conclusions (method of induction); construction of formula models of advertising influence (modeling method). Special linguistic — the study of the semantic load and functional features of linguistic components of social advertising discourse (contextualinterpretive and component analysis) and the communicative nature of advertising suggestogens (elements of discursive analysis). The methodological base of the latest scientific directions (suggestive linguistics and neurolinguistic programming) made it possible to differentiate and systematize relevant markers (hypnoinducers) of advertising suggestion (methods of meta- and Milton-model identification and suggestive qualification, which are distinguished by R. Bandler, J. Grinder, M. Erikson, T. Yu. Kovalevska. The formulas of vectors of emotional orientation of influence are presented: positivity, negation and change of vector (in commercial, political and social advertising discourses), where special attention is paid to the formula of positivity realized in social advertising discourse. Relevant hypnoinducers, which are fixed in the above formula. In particular, hypnoinducers of complex syntactic structure + lexical-semantic hypnoinductors ("point" markers) and actually lexical-semantic hypnoinducers are singled out. Truisms can act as hypnoinducers of complex syntactic structure; pattern break; "reading thoughts" complicated by other hypnoinducers, and quotations, or "quotes" of an established and transformed structure, which, in turn, often act as separate hypnoinducers without the support of lexical and semantic markers. Elements of the inverse metamodel of the processes of omission (nominalization, nonspecific vocabulary) and generalization (universal quantifiers, modal operators of necessity) act as lexical-semantic hypnoinducers. The characteristic feature is the presence of affectives as super (powerful) hypnoinducers, the presence of ergonomics varies, and predicates are not clearly represented. Prospects for research development: in-depth analysis and systematization of current hypnoinducers in various genres of advertising discourse, which will expand the spectrum of the most effective influential dominants.

The Comparison of Rhetoric in Chinese and English Commercial Advertisements

The Comparison of Rhetoric in Chinese and English Commercial Advertisements

The impact of commercial advertising on the public

Throughout the world, commercial advertising’s have become an art and effective method of communication. It is a recent necessity for all countries, nations, classes, and races. All of them are working on commercial advertising and commercial advertising are the work of all. It is crucial that the Commercial advertisements are used properly and must at a high level, Kurdish satellite channels can live and manage business in this way. Advertisements can provide facilities for citizens and consumers especially when The commercial advertisings were used properly and correctly of the direction and goals of the right and bright way. In Kurdistan Region, commercial advertisements have passed through a short period of time. In the early stages they were at a very low level, until they were within technology development and the emergence of necessary instructions to organize advertising ,becoming more advanced and developed.The significance of this research which is a scientific attempt to demonstrate and determine the effect of the commercial advertisements of The Kurdish Channels in encouraging behavior of transaction by a pattern of This research ambition is to certify the emphasis extent of advertising Commercial advertisements on Kurdish channels. To what extent Kurdish satellite channels encourage consumer’s behavior to acquisitions Goods? Which are the business rhetoric that attracts more consumer attention to buy equipments. This research is a described research, we have used the method of surveying that is the most appropriate The method is set because the most accurate data and information can be obtained in this way. This research in which the theory of relying on practical media tools.It is one of the most significant theories in the domain of media. The society of this research consists of the population of Kurdistan region which consists of 500 individuals of male and female in all four provinces of Region (Erbil ,Sulaymaniyah ,Duhok and Halabja) participated in it. the researcher to collect data and Knowledge and achievement of research studies survey formused it, and in this study, the statistical text known as the SPSS system It's used.The most important results of the research are: the relationship between commercial advertising and Kurdish channels which Are a strong and effective direct connection, and a connection between commercial advertising and buying, it is a strong and effective direct relationship, in addition to commercial advertisements on Kurdish-sourced satellite channels.the importance of user information in selecting the necessary goods and services for the election It's the best choice. In addition, commercial advertising on Kurdish airlines has an important role to play in building trust and agreement with the Kurdistan Regional Government, particularly on topics that have been advertised commercially.

The impact of commercial advertising on Facebook on the economy of Kurdish satellites in the Kurdistan Region

The impact of commercial advertising in Facebook on the economy of Kurdish television channels in the Kurdistan Region is the subject of this study, which is part of a PhD thesis. The aim of this study is to reveal the reality of advertising and other economic resources of the media in Kurdish satellite channels in the Kurdistan Region, and understanding level of knowledge and of these channels to the process of commercial advertising in Facebook and its characteristics. And determine the impact of commercial advertising in Facebook on the rate, price and revenues of advertising in Kurdish satellite channels. And determine the extent to which these channels have taken various measures to address the impact that commercial advertising in Facebook may have on the economy of their channels. This study is descriptive in nature and its approach is to survey the public opinion. As for the study community is the Media cadres of Kurdish satellite channels in the Kurdistan Region. But the sample is the Media cadres of seven Kurdish news and political channels, they are: GK, Rudaw, KNN, NRT, K24, Kurdsat news, Payam. The data collection tools for this study are interviews and questionnaire format which distributed to 70 media personnel who are also those concerned with the economics of Kurdish satellite channels. This study is also benefited from these previous studies.The most important findings of this study are that commercial advertising in Facebook has had a cognitive, emotional and behavioral impacts on the economy of Kurdish satellite channels in the Kurdistan Region. And advertising is just accounts for 25% of these channels' revenue.

O-161 #Infertility: a systematic review of information available on social media platforms

Abstract Study question How accurate, credible, reliable and readable is online information obtained from social media content in relation to the diagnosis and management of fertility problems? Summary answer Information available on social media regarding infertility often uses language that is inappropriate for a lay audience and lacks sufficient accuracy, credibility and reliability. What is known already Social media has become a popular source of information for people seeking guidance, advice and educational resources related to their own fertility journey. Social media can provide free and easily accessible information and can act as a space for community support to share real-world experiences. Many of the platforms delivering this information have not been verified and there is a growing concern regarding the accuracy of the content on these posts. A variation in expertise among content creators and the rapid spread of anecdotal experiences may contribute to the unreliability of information. Study design, size, duration Using real-time analytics software, the #infertility was tracked prospectively during National Infertility Awareness Week, an annual campaign organised by the National Infertility Association (USA) to raise awareness around infertility, on Twitter and Instagram platforms. During this one-week period, a total of 28,612 posts containing the #infertility was posted on Twitter and Instagram. Posts containing non-English language, commercial advertising and content related solely to the lived experience of infertility, for example, a patient’s blog, were excluded. Participants/materials, setting, methods Once screening was completed, 673 posts (310 on Twitter and 363 on Instagram) were identified as containing information pertaining to the diagnosis and management of fertility problems. Two independent researchers screened the included posts. Posts were evaluated using validated instruments across four domains, including assessments of 1) credibility (White Paper instrument) 2) quality (adapted DISCERN instrument) 3) accuracy (assessed by prioritized criteria developed in consultation with healthcare professionals and researchers) and 4) Readability (Flesch-Kincaid instrument). Main results and the role of chance A total of 28,612 posts, with a reach of 285,826,087 people were identified. Once screening had been completed, there were 310 posts on Twitter containing information pertaining to infertility, with 20,136 engagements and an overall reach of 75,184,476. For Instagram, 363 posts were identified as containing information pertaining to infertility, with 46,443 engagements. The most discussed topics included: 1) lifestyle interventions including nutrition and supplements, 2) polycystic ovarian syndrome, 3) endometriosis and 4) infertility in relation to COVID and the COVID vaccination programme. Only 87 Twitter posts (28%) had clear demonstration of credibility and of those posts the information contained within them was accurate 92% of the time. Of the remaining 72% of Twitter posts, no clear credentials were displayed, and the accuracy of those posts dropped to 34%. 139 Twitter posts (45%) appeared to have an undeclared Trial registration number Not applicable

An Analysis of the Use of Religious Values in Commercial Advertising

An Analysis of the Use of Religious Values in Commercial Advertising

Belief and Prediction Narratives in Rethinking Discourse: The Experience of Soviet Science Fiction and Ad in the 1950s

In the USSR of 1950s, the sociocultural foundations for the functioning of social practices and institutions were the opposite to those in subsequent periods of the USSR history and modern Russia. In addition, they are opposite to the currently dominant trends in world’s development, depicted in “Retrotopia” of Zygmunt Bauman. In the culture of that time, people poorly expressed mass nostalgia as they searched for an emotional community with collective memory. Rationality was the main defining feature of the 1950s. From this point of view, the author examines narratives aimed at correcting the “Soviet” discourse, discredited during the Second World War and political changes in Soviet society in the late 1940s — early 1950s. There are two types of narrative: the belief and prediction, which were broadcast through commercial advertising and science fiction literature. The prediction narrative remained a specific attribute of the1950s culture and did not receive further promotion.

SOSİAL MEDİA REKLAMLARINDA EVFEMİZMLƏRİN FUNKSİONAL XÜSUSİYYƏTLƏRİ

The Functional Characteristics of Euphemisms in Sosial Media Advertisements Summary The study describes the functions of euphemistic units used in English commercial and social advertising. Euphemism in social media is used as a refinement of words in new forms of words, phrases and sentences of meanings that tend to be negative and harsh. Recently, the world has paid great consideration to the sosial media in many fields of life. Due to this consideration, the need for euphemistic expressions becomes one of the most important matters in many fields, especially in advertising. The author highlights that euphemisms are a big part of both social and commercial advertising, although they do carry different messages. When used in commercial ads, euphemisation is largely a tool allowing to describe a product vividly and catchy while at the same time observing etiquette rules. When used in social ads, on the other hand, euphemisms help unveil some problematic social issues of public importance and make people reflect on them. Key words: Social advertising, commercial advertising, euphemism, Mass Media, manipulation

SOSİAL MEDİA REKLAMLARINDA EVFEMİZMLƏRİN FUNKSİONAL XÜSUSİYYƏTLƏRİ

The Functional Characteristics of Euphemisms in Sosial Media Advertisements The study describes the functions of euphemistic units used in English commercial and social advertising. Euphemism in social media is used as a refinement of words in new forms of words, phrases and sentences of meanings that tend to be negative and harsh. Recently, the world has paid great consideration to the sosial media in many fields of life. Due to this consideration, the need for euphemistic expressions becomes one of the most important matters in many fields, especially in advertising. The author highlights that euphemisms are a big part of both social and commercial advertising, although they do carry different messages. When used in commercial ads, euphemisation is largely a tool allowing to describe a product vividly and catchy while at the same time observing etiquette rules. When used in social ads, on the other hand, euphemisms help unveil some problematic social issues of public importance and make people reflect on them. Key words: Social advertising, commercial advertising, euphemism, Mass Media, manipulation

The Role of Metonymy in Shaping the Advertising Worldview (Based on the Appliance and Electronics Advertisements)

This article explores the use of metonymy in advertising discourse through a detailed analysis of slogans in appliance and electronics advertisements. The influence of metonymy on one’s worldview in the context of commercial advertising was studied based on its contribution to the construction of the images of the object (product or service), subject (seller or manufacturer), and addressee (consumer), as well as to the development of connections between these three elements. The value and relevance of the research lie in the fact that advertising broadcasts ideas about reality and has the potential to influence the consumer’s mindset and behavior. This supports the concept of advertising worldview. It is also important to perceive metonymy as a linguistic and cognitive tool, yet in advertising discourse it is often viewed as a trope. The dynamics of the advertising situation can be defined as follows: the manufacturer/seller offers a solution to the consumer’s problems and promises them joy in the final result, with the product or service acting as a tool to achieve the desired outcome. A number of examples were provided to show that the knowledge about the components of the advertising situation is arranged in the categories of different conceptual structures which determine the type of metonymic transfer. In appliance advertisements, the most frequent metonymic models were found to be as follows: the product’s quality–the product, the result of using the product–the tool employed to achieve the result, describing the situation through the nomination of the stage of turning on the device or achieving the result. It was concluded that metonymy emphasizes the most important characteristics of the product and its role in human life, not only as a problem-solving tool but also as a source of positive emotions and joy, as well as a symbol of a certain lifestyle. Therefore, the metonymic approach is effective in fitting the product into the everyday life of the consumer with respect to their system of values.

Factors influencing caterers' selection of cooking oils in Sekondi-Takoradi, Ghana

Background: Cooking oil is a plant or animal liquid fat used mostly in frying, baking, and other types of cooking methods. Oils are the basis for many recipes of caterers. There is a variety of cooking oils on the market, each with their specific benefits and nutritional value. This study explored factors that caterers consider when choosing cooking oils and how frequently they use them. Method: Forty-five hotels and restaurants were sampled from the Sekondi-Takoradi Metropolitan area: 30 hotels (3 four-star, 5 three-star, 22 two-star) and 15 restaurants. Self-administered questionnaires were used to gather data from 198 respondents. Descriptive statistics were used to analyze the data. Results: The study found out that caterers and clients mainly chose cooking oils based on nutritional value, quality, flavour/taste, and price. Respondents considered quality metrics on oil labels such as smoke point and fatty acid profiles, when selecting good frying oils to purchase. Conclusion: The accuracy of the cooking oil information obtained from advertisements is unclear. Further consumer education on interpreting and verifying claims made in commercial advertising may be beneficial. The research offers insights into the decision-making process and preferences caterers employ when selecting cooking oils and their typical frying frequencies.

A binarization method for logos

In the field of digital image processing, the binarization of logo images presents a significant challenge due to the diversity in their color distribution and graphical structures. Logos, as distinctive visual symbols, are integral to brand recognition and commercial advertising. Traditional binarization methods often struggle with this diversity, leading to difficulties in preserving the original color and details of the images. To address this issue, this paper introduces a novel binarization approach specifically designed for logo images. The method comprises three stages: preprocessing, binarization, and noise removal. In the binarization stage, the Otsu method is adapted from a global to a local thresholding technique, combining both global and local thresholds for each pixel. The efficacy of this method is demonstrated through comparative experiments with logos of varying colors and structures, showing superior performance in maintaining image color and detail restoration over traditional methods. Additionally, the preprocessing and noise removal steps further enhance the method's effectiveness in handling logos with rich background colors and complex details. Overall, this approach proves to be highly adaptable across a wide range of logo types.