Television Commercials Research Articles

Use of Twitter during Televised Election Debates: Spanish General Election (28 April 2019) vs. French General Election (24 April 2022)

Social media have become key in political communication, playing a crucial role in election campaigns due to their fast, ubiquitous communication. This paper focuses on the comparison of the use of the social network Twitter in Spanish and French public and commercial television stations, during the last televised debates held during their general elections (2019 and 2022). It seeks to find whether conversation and interaction with their audiences take place, and whether these meet the dialogic principles set forth by Kent and Taylor adapted to Twitter by Ribalko and Seltzer to include usefulness of information, generation of return visits and dialogic loop preservation. To do this, the content of the general Twitter profiles of two French television stations, together with their profiles focused on informative content, were analyzed before, during and after the televised election debate held on 20 April. Likewise, the Twitter profiles corresponding to two Spanish television stations, together with the profiles corresponding to their news programs, were studied before, during and after the televised election debates held on 22 and 23 April. After screening all their posts, those referring to the debate and generating the largest engagement figures were selected, in order to compare the topics covered in the televised debates with those covered in Twitter. The results reveal that the information-focused accounts originate more posts whose content is linked to the televised debates, in contrast with the general accounts. Furthermore, both the unidirectionality of their content, and the lack of dialogue and interaction between these accounts and their audiences, become apparent, in addition to the minimal occurrence of “debate about the debate” flow among users.

The relationship between differential media exposure and attitudes towards Muslims and Islam and the potential consequences on voting intention towards banning veiling in public

Abstract This article focuses on how exposure to different media genres relates to two components of attitudes, Muslims as a group and Islam as a religion. It also highlights how these components mediate the relationship between media exposure and behavioral intention, namely voting intention towards banning veiling in public spaces. The analysis builds on an online survey conducted in Switzerland. We found that exposure to specific media genres is not equally associated with attitudes towards Muslims versus attitudes towards Islam. Contrary to our expectation, we did not find the association to be stronger when it came to influencing attitudes towards Muslims as compared to influencing attitudes towards Islam. However, our findings clearly showed that it matters whether people consume news via television or newspapers, especially mass-market (commercial television and tabloids) versus upmarket news (public television and quality newspapers). Attitudes towards Muslims living in Switzerland are more negative among those consuming mass-market news than those consuming upmarket news. Anti-Islam attitudes, however, were only associated with reading newspapers—both tabloids and quality newspapers. The findings provided only partial support for the mediating role of attitudes towards Muslims and Islam concerning the indirect relation between media exposure and voting intention towards banning veiling.

FINANCIAL INDICATORS OF CORPORACIÓN TAPATÍA DE TELEVISIÓN FOR 2020-2021

The article is presented within the deductive method, under a gloss order and with a quantitative approach, with the objective of performing a financial analysis of channel 6 (later channel 5 and 35) of Guadalajara. Channel 6 was born in 1960 and in 1982 its concession was transferred to Corporación Tapatía de Televisión (CORTAP), a Grupo Medcom company. Until September 2020, it maintains a transmission contract with Televisa, which is declared economically predominant agent by the Instituto Federal de Telecomunicaciones (Federal Telecommunications Institute). Performing some tests of financial ratios for CORTAP, it is inferred that it is going through a critical moment since the end of 2020 and during the whole year of 2021, detecting a serious problem in its internal finances, since it presents a problem of acute indebtedness, caused by stock certificates that it issued in the Mexican Stock Exchange. We analyzed the financial information using the most recent methodologies of financial strategy, such as the Dupont system, the Ansoff matrix and the balanced scorecard, not finding how to solve the indebtedness problem. Recently (a few months ago) it became public knowledge that the concession was transferred to Telsusa Televisión México. KEYWORDS: commercial television; economics of communication; financial resources; financial statements; television advertising.

The Effect of Dettol Soap Television Advertisment to Gender Myth Through Semiotics

Advertisement is a form of mass communication. Advertisements contain about language, whether verbal and non-verbal. For that reason, advertisements can also analyze by language theories, like semiotic. Most television commercials portray the patriarchy of common perceptions where men make decisions for women and there is no place for gender equality. This work illustrates the analysis of the bold "liquid Dettol" advertisement in Indonesia that conveys a gender problem message. Semiotic analysis, qualitative, descriptive method, is used to analyze the signs associated with the message of gender issues, namely as high as the education of women, must be able to build their households, especially in comforting their children. In this research, researcher used the theory of Roland Barthes, through his semiotic theory to analyze gender myths in the ad. Myths can be analyzed through signs, which are contained in advertisements. In addition, the authors also use qualitative theories to analyze and describe this research.

Jezični alati u njemačkim televizijskim reklamama i doživljavanje određenih emocija prema spolu

The purpose of the paper is to explore the influence of verbal impulses of selected German television commercials on triggering emotions. The research aimed at finding out the interconnection of verbal and psychological dimension of television commercials and the comparison and analysis of the data, obtained with the help of test subjects, including the dimension of the gender of test subjects. In addition, the standard techniques and instruments of collecting quantity data were applied – a questionnaire and a grading scale. The data, obtained with the help of the questionnaires, completed by the test subjects, were statistically analysed. The results of statistical tests show that the language tools, applied in the German commercials concerned, do influence triggering of certain emotions. The analysis also showed that the influence of verbal impulses of television commercials on triggering emotions depends on the gender of participating test subjects, taking into account the exceptions.

Consumer perceptions of advertising appeals in television commercials: A critical study

Consumer perceptions of advertising appeals in television commercials: A critical study

How Likely Are Viewers to Watch Television Commercials: A Connectedness Perspective

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among younger (18-34) and older (35+) consumers with different connectedness levels. We discuss implications for television networks and subscription-video-on-demand (SVOD, streaming) providers that seek to enhance revenue with advertising-supported content on their platforms.

“Portrayal of Women in TV advertisements”: A Quantitative Study of Advertising Experts

For a number of years, there has been discussion over how women are portrayed in television commercials. The diverse representations shown for women in television advertisements over the past years are examined in this abstract. The study examines the preconceptions reinforced by advertisements that have run in the 21st century. The study discovered that even while there has been improvement in the way women are portrayed, there is still more work to be done. In many advertisements, women are still seen as objects and sexualized, with their outside looks taking precedence over their inner selves and accomplishments. In addition, women are frequently portrayed as housewives, mothers, or sexual objects, which perpetuates gender stereotypes and restricts their responsibilities in society. Nonetheless, there are also effective portrayals of women in TV commercials. These depictions include those of women as strong, capable leaders as well as autonomous, successful professionals. Such representations support the cause of gender equality by questioning established gender roles.

Building Brand Image as Beauty and Lifestyle E-Commerce (Case Study IStyle.id Branding Strategy)

Pandemic COVID-19 affect in ecommerce industry, iStyle.id is one of ecommerce company managed by Lotte Group and Salim Group did rebranding due to the COVID-19 pandemic. To rebrand and rebuild new brand image as a beauty and lifestyle e-commerce, iStyle.id carried out a series of strategies that are divided into four processes, namely repositioning, renaming, redesigning, and relaunching. Repositioning process is carried out by replacing product highlights and making TVC (Television Commercial). The renaming process is done by changing the company name and slogan. The redesigning process is carried out by redesigning the logo and appearance of the company’s application and website User Interface. The relaunching process is carried out by rearranging the list of media relations, social media branding, and utilizing KOL (Key Opinion Leader) in the form of influencers and communities. This research was conducted using qualitative methods in the form of case studies by seeking data through interviews with relevant sources. Through this research, the researcher found that the used of this rebranding for i-Style is really important by giving a new position among the target and showing the new impression to attract the real focus of their segmentation.

Primena Nušićevih retoričkih postupaka u vođenju jutarnjeg programa Jovane Joksimović

Jovana Joksimović is a journalist and presenter who has devoted most of her career to leading the same show format, which is the morning program, and she has been working on this type of television format for almost 20 years. It is for this reason that she can be considered one of the most experienced presenters in Serbia when it comes to this type of program and the presenter who has been continuously engaged in the form of morning programs in Serbia for the longest time. During her career, she worked on three different commercial television stations, namely: Pink, Prva and K1. It should be noted that on Pink and Prva she often hosted the program together with Srđan Predojević. In addition, she worked with the same colleague at the Public Media Service (RTS). Because of all the above, the subject of this paper is the rhetorical actions of Jovana Joksimović during the morning program. In his book "Rhetorics", Nušić indicates that a good style is based on "clarity and purity of speech, as well as on correct tonal articulations". The basic hypothesis from which the paper is based is that, regardless of the different commercial television channels on which she worked, Jovana Joksimović is prone to the same rhetorical actions such as interrupting the interlocutor or speaking in parallel with the interlocutor, which makes it difficult to follow the conversation she leads. In addition, the research and analysis showed that Jovana Joksimović's journalistic expression is dominated by an illogical and incongruous approach, which has the consequence that there is no proper order during the interviews she does in her television program. Such an approach has far-reaching consequences for the development of a culture of dialogue in the public sphere.

Analisis Emotional branding Visualisasi Iklan Televisi Yamaha Fazzio Hybrid-Connected

This study analyzes emotional branding in the visualization of Yamaha Fazzio Hybrid-Connected television commercials. This study applies a qualitative-descriptive method with the approach of Marc Gobe's emotional branding theory. The results of the study show that visualization of Yamaha Fazzio Hybrid-Connected advertisements seeks to build emotional branding through a series of strategies such as building relationships with consumers, multi-sensory experiences, affirming vision, and imagination to establish communication with consumers as self-actualization.

White noise

First Nations content on commercial Australian television drama is rare and First Nations content makers rarely produce the content we see. Despite a lack of presence on commercial drama platforms there has been, and continues to be, a rich array of First Nations content on Australian public broadcast networks. Content analysis by Screen Australia, the Federal Government agency charged with supporting Australian screen development, production and promotion, aggregates information across the commercial and non-commercial (public broadcasting) platforms which dilutes the non-commercial output. The research presented in this article focused on the systemic processes of commercial Australian television drama production to provide a detailed analysis of the disparity of First Nations content between commercial and non-commercial television. The study engaged with First Nations and non-Indigenous Australian writers, directors, producers, casting agents, casting directors, heads of production, executive producers, broadcast journalists, former channel managers and independent production company executive directors—all exemplars in their fields—to interrogate production processes, script to screen, contributing to inclusion or exclusion of First Nations content in commercial television drama. Our engagement with industry revealed barriers to the inclusion of First Nations stories, and First Nations storytelling, occurring across multiple stages of commercial Australian television drama production.

Commercial television and primate ethology: facial expressions between Granada and London Zoo.

This article examines the significant relationship that existed between commercial British television and the study of animal behaviour. Ethological research provided important content for the new television channel, at the same time as that coverage played a substantial role in creating a new research specialism, the study of primate facial expressions, for this emergent scientific discipline. The key site in this was a television and film unit at London Zoo administered by the Zoological Society and Granada TV. The Granada unit produced 'Animal expressions', a twenty-five-minute television film based on research on monkeys and apes by the Dutch postgraduate student and soon-to-be-leading-authority Jan van Hooff. Recovering the production and multiple uses of 'Animal expressions', this paper offers the first sustained historical analysis of science on commercial television. I show how Granada patronage helped Van Hooff to support his argument that human expressions such as smiling and laughter shared common evolutionary origins with similar facial movements in nonhuman primates. Emphasizing the mutual shaping of science and ITV, I argue that 'Animal expressions' repurposed televisual conventions of framing talking heads, and blended serious science with the comedy of 'funny faces', thereby epitomizing Granada's public-service strategy at a time when commercial television was defending itself from criticism in the Pilkington report.

Right-Wing Authoritarianism and Social Dominance Orientation as Mediators Between News Media Consumption and Perceived Migrant Threat

ABSTRACT In recent years, Europe has seen a rise of authoritarian sentiments in both politics and among the public, which is frequently manifested through perceived threats from immigrants. This study investigates the link of news media consumption with right-wing authoritarianism and social dominance orientation through an online survey sample in seven European countries (N = 10,599; Austria, Belgium, Germany, Hungary, Italy, Spain, Sweden). Our findings indicate that viewing commercial television and reading popular newspapers is linked with greater levels of authoritarianism, and, in turn, greater perceived threat. Viewing public service television and reading quality newspapers is linked with lower levels of authoritarianism. We find this both through direct and indirect relationships. This pattern is replicated in most countries, although Hungary is an exception. Here, the pattern of public service and commercial television viewing is reversed. These results offer grounds for refinements and nuances in media effects theories and political debates in Europe.

Using marketing frameworks to predict the effects of e-cigarette commercials on youth

PurposeThis paper aims to apply the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth.Design/methodology/approachSurveys were administered over a three-year period to 417 alternative high school students from Southern California who had never used e-cigarettes, cigarettes or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were used to test competing hypotheses from the PLC and PEC frameworks.FindingsResults support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars.Practical implicationsThis investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior.Social implicationsRising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.Originality/valueRegulations in the USA that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage.

Teaching Ad Analysis Skills

Abstract: This teaching article explores the strategies used by advertising and media studies professor Cynthia B. Meyers to teach semiotics and visual analysis in advertising and communications classes. Rather than assigning dense theoretical readings, Meyers models ad analysis through various in-class activities. She asks students to select television commercials they are drawn to and watch them repeatedly, thinking critically about how the ads try to appeal to them through various persuasive strategies. Students then write an essay analyzing the commercial, using key concepts such as hard sell, soft sell, denotation, connotation, and more. Meyers also uses historical ads as examples to show students how advertising has evolved over time. The class also examines emotional appeals based on family relationships, sexual relationships, success in sports, fear, and humor. Additionally, Meyers guides students to recognize associations with wealth and high social status that brands make in ads and identify the values being conveyed, as well as the targeted market segment. Meyers shares her assignment, challenges students may encounter with it, and advice for other instructors on how to use it in their classes.

Persepsie en retensie van televisiereklame deur kinders

THE aim of the study was threefold: to establish children's general feelings and re- sponses towards television commercials; to test their knowledge as regards the purpose of commercials and finally, to deter- mine the influence of the different compo- nents of television commercials on the child's retention of these. Thirty children in three different age groups were tested. It was established that although children do not always believe the claims that are made, they enjoyed commercials. Furthermore, they generally knew what commercials are about. A final conclusion was that vision is the most important non-verbal component which aided retention of the commercials.

Kleuters se persepsie van televisieadvertensies

An empirical study was conducted to examine pre-primary children's perception of television commercials. When video stimulus material, containing both ads and programmes were showed, most of the children could only remember that they had seen a television programme. Most of the children could not define a television commercial and the results showed that most of the children did not know what the objectives of television commercials are. Pre-primary children believe that television commercials constitute reality. Television commercials prompted child-ren to ask for specific products. The survey also included the televisionviewing patterns of pre-primary

First Live Production and Transmission of Immersive Audio on Commercial OTA Digital Television in Latin America

Since 2017, Globo Television has been testing and evaluating immersive audio systems to use on over-the-air (OTA), pay TV, and streaming services to increase the user experience of our viewers and listeners, giving a sense of “being there” and exploring off-screen sound information, especially on live events. From that point until the present experimental content has been produced, some experimental transmissions made via streaming services, over-the-top (OTT), and OTA. This was done in collaboration with representatives from industrial and academic sectors in a regulatory committee. In 2020, a reviewed standard NBR 15602–2—the audio coding part of Brazil’s Digital TV standards—was published, which included immersive audio systems as optional. In September 2020, immersive audio was delivered on an OTA commercial channel in São Paulo, reaching more than 17 million people. Dolby Atmos audio service was used in the transmission with no negative impact on legacy receivers. This innovation presents live immersive audio transmissions across an entire workflow, from venue microphone audio capture, through an audio production chain, and extending from the exhibition center to TV transmission.

A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents

PurposeThis study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children’s social abilities influence the development of their advertising literacy.Design/methodology/approachSemi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40).FindingsResults revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children’s advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children.Originality/valueThis study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children’s knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.