Characteristics Of Advertisements Research Articles

Antecedent Research on Cross-Border E-commerce Consumer Purchase Decision-Making: The Moderating Role of Platform-Recommended Advertisement Characteristics

Relying on the development of big data, internet technology, and digital trade, consumers are seeking cross-border e-commerce platforms increasingly. Platform-based advertising communication, characterized by low cost and wide coverage, is notable as one of the marketing strategies favored most within general cross-border e-commerce platforms. It furnishes consumers with abundant shopping options while it exerts influence on their purchasing decisions concurrently. Using Behavioral Reasoning Theory to explore in-platform advertisements’ effect on consumer purchasing decisions in cross-border e-commerce platforms, this study introduces advertising features as moderating variables. From the perspectives of self-efficacy, behavioral rationality, and inclusiveness, a behavioral reasoning model for consumer purchasing decisions is constructed. This paper focuses on cross-border e-commerce platform consumers as the research object, and uses Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze the data and validate the model. The results show that self-efficacy and behavioral rationality can have a direct effect on consumers’ purchase decision-making behaviors, while self-efficacy plays a significant mediating role between behavioral reasonableness and purchase decision-making behaviors. Inclusiveness has a significant direct effect on self-efficacy and behavioral reasonableness; moreover, advertisement characteristics have a significant negative moderating effect on inclusiveness and behavioral reasonableness-adoption. This study revealed the influencing mechanisms of consumers’ purchasing decision behavior on cross-border e-commerce platforms, and expands the scope of Behavioral Reasoning Theory’s application. Further, it provides valuable insights for the development of cross-border e-commerce platforms that have both theoretical and practical significance.

Young adults' attention to reduced exposure claims in IQOS advertising and associations with product perceptions and use intentions.

Non-combusted tobacco products, particularly those authorized as modified risk tobacco products (MRTPs), may appeal to young adults. This cross-sectional study explored young adults' attention to reduced exposure claims in IQOS advertising and its associations with product perceptions and use intentions. Fifty-one young adults aged 21-29 (mean age = 24.5 years old, 54.9% who smoked cigarettes, 47.1% male, 66.7% White) viewed an IQOS advertisement containing two reduced exposure claims (one large, one detailed) for 20 seconds during eye-tracking, then completed post-exposure questionnaires (risk beliefs, harm perceptions, attitudes, use intentions). We compared attention and questionnaire measures by smoking status and examined associations between attention to reduced exposure claims and questionnaire measures. Overall, the large (vs. detailed) reduced exposure claim attracted young adults' attention more quickly, but the detailed claim held attention longer than all other advertisement features (p's < .001). There were no differences by smoking status in how quickly either claim attracted or held initial attention, but young adults who smoked (vs. did not smoke) spent more cumulative time looking at the large claim and less time looking at the detailed claim (p's < .05). Among those who smoked, greater dwell time on the detailed reduced exposure claim was associated with more beliefs about reduced harm, lower perceived risk of addiction, and greater intentions to try IQOS (p's <.05). Detailed information on reduced exposure in IQOS advertising may convey reduced risk and potentially promote uptake of IQOS among young adults who smoke and attend to this content. Findings from this exploratory, single-exposure study demonstrate differences in young adults' attention to reduced exposure claims in an IQOS advertisement based on their smoking status. Among those who smoke, greater attention to detailed reduced exposure information was associated with reduced perceptions of harm compared to cigarettes, and greater intentions to try IQOS. Findings suggest that among young adults who smoke cigarettes and visually engage with this content, detailed text containing IQOS' authorized reduced exposure claims is interpreted as reduced risk information and may promote uptake of this product.

A Sustainable Inventory Model with Advertisement Effort for Imperfect Quality Items under Learning in Fuzzy Monsoon Demand

In this paper, we proposed a sustainable inventory model with a learning effect for imperfect quality items under different kinds of fuzzy environments like crisp, general fuzzy, cloudy fuzzy, and monsoon fuzzy. We divided the mathematical model into three parts under the learning effect according to the real-time fuzzy components (crisp, cloudy, and monsoon environments) of the demand rate of the items. We minimized the total inventory cost with respect to cycle length in each environment under the proposed assumptions. The non-linear optimization technique is applied for the algorithm and the solution method to find the decision variable. Finally, we compared the total inventory cost under different fuzzy environments and our finding is that the fuzzy monsoon environment is a more effective fuzzy environment than crisp and cloudy fuzzy environments. We have presented a numerical example for the validation of the proposed model and have shown the impact of the inventory input parameters on the cycle length and total inventory fuzzy cost. The managerial insights and future scope of this proposed study have been shown in the sensitivity analysis and conclusion. The limitations, application, future extension and scope, and social implementation have been shown in this research study.

Effect of Web Advertisement Measures on Consumers’ Brand Awareness of Selected Food and Beverage Companies in Lagos State, Nigeria

The association between web advertisement measures and consumer brand awareness of selected food and beverage companies in Lagos State, Nigeria, was investigated in this research. In this study, a survey was used. A total of 125,393 students were found in the selected higher institutions in Lagos State and total sample size of 776 was calculated using Cochran formula. As a result, 776 under-graduate and post-graduate students of the chosen Universities in Lagos State were sent questionnaires. In this research, a proportionate stratified sampling technique was adopted, and only 627 copies (or 80.3 percent) of the questionnaire were properly completed and recovered. To determine the link between the variables, the data were examined using the multiple regression statistical technique. The investigation revealed that web advertisement measures (online discussion forum, internet advertisement features and social media advertisement) had effect on consumers’ brand awareness of selected food and beverage companies in Lagos State, Nigeria. As a result, it was concluded that online discussion forum, internet advertisement features and social media advertisement affected consumers’ brand awareness of selected food and beverage companies in Lagos State, Nigeria. It was suggested, among other things, that management of food and beverages companies should strive to adopt the measures of web advertisement as a marketing strategy.

The Effects of TikTok Advertisement Characteristics on Advertising Attitude and Advertising Acceptance Intention -The Moderated Mediating Effect of Self-Regulatory Focus-

The Effects of TikTok Advertisement Characteristics on Advertising Attitude and Advertising Acceptance Intention -The Moderated Mediating Effect of Self-Regulatory Focus-

The lasting impact of the Go for 2&5 campaign.

Little is known about the executional techniques that are most likely to make healthy eating messages memorable over the longer term. The aim of this exploratory study was to identify factors contributing to the ongoing salience of the Go for 2&5 social marketing campaign among older audience members. Interviews were conducted with 75 Western Australians aged 60+ years. A peer-interviewing method was used whereby eight older people recruited and interviewed members of their extended peer groups. The interview guide included questions about interviewees' recollections of healthy eating messages across their lifespans. Around one in five interviewees discussed the Go for 2&5 campaign that was on air in Western Australia between 2002 and 2011. These discussions focused on either specific advertisement features that were considered to be especially memorable (in particular, humour and the use of anthropomorphised depictions of produce) and/or their recollection of the number of daily servings of fruits and vegetables recommended in the campaign. Few were able to recall other healthy eating campaigns, and in some cases it was assumed that advertisements for specific food stores or products constituted health advice. Different campaign attributes may influence shorter-term attitudinal and behavioural responses versus longer-term recall. The characteristics of the Go for 2&5 campaign appear to have enabled it to achieve relatively high levels of recall among older people. SO WHAT?: The study results suggest that some advertising approaches that activate the peripheral route to persuasion may achieve recall over a longer period of time.

Language Style Used in Advertisements for Harper’s Bazaar Magazine: A Literary Study

This study investigates the language styles used in advertisements for Harper’s Bazaar magazine advertisements. The objective of the current study is to identify the stylistic features of magazine advertisements, particularly the stylistics features to provide valuable insights into how advertisers leverage linguistic and visual techniques to connect with their target audience and convey the essence of their brands. Understanding these stylistic strategies is not only valuable for advertisers and marketers but also for readers and consumers who engage with the content, making it an enriching exploration of the synergy between language, style, and fashion in the context of a prestigious British fashion magazine. The study was descriptive-qualitative and used documentation as the instrument. The data was taken from the September 2019 and April 2020 issues of "Harper's Bazaar Magazine which consisted of 28 advertisements. Content analysis was employed to analyze the language styles of advertisements. The results reveal that noun and noun phrases are the most frequently used in Harper’s Bazaar magazine. It also found figurative language, straightforward language, and emotive terms to accomplish their goals. This study contributes to the understanding of language styles in advertising and provides insights into the role of language in promoting products and shaping consumer behavior.

Development and testing of two tools to assess point-of-sale food and beverage marketing to children in restaurants.

To describe the development and testing of two assessment tools designed to assess exterior (including drive-thru) and interior food and beverage marketing in restaurants with a focus on marketing to children and teens. A scoping review on restaurant marketing to children was undertaken, followed by expert and government consultations to produce a draft assessment tool. The draft tool was mounted online and further refined into two separate tools: the Canadian Marketing Assessment Tool for Restaurants (CMAT-R) and the CMAT-Photo Coding Tool (CMAT-PCT). The tools were tested to assess inter-rater reliability using Cohen's Kappa and per cent agreement for dichotomous variables, and intra-class correlation coefficients (ICCs) for continuous or rank-order variables. Waterloo, Ontario, Canada. Restaurants of all types were assessed using the CMAT-R (n 57), and thirty randomly selected photos were coded using the CMAT-PCT. The CMAT-R collected data on general promotions and restaurant features, drive-thru features, the children's menu and the dollar/value menu. The CMAT-PCT collected data on advertisement features, features considered appealing to children and teens, and characters. The inter-rater reliability of the CMAT-R tool was strong (mean per cent agreement was 92·4 %, mean Cohen's κ = 0·82 for all dichotomous variables and mean ICC = 0·961 for continuous/count variables). The mean per cent agreement for the CMAT-PCT across items was 97·3 %, and mean Cohen's κ across items was 0·91, indicating very strong inter-rater reliability. The tools assess restaurant food and beverage marketing. Both showed high inter-rater reliability and can be adapted to better suit other contexts.

Template cohesion in perfume advertisements

The article deals with features of perfume advertisements, in particular, cooperation of verbal and visual semiotic modes. It has been found that this cooperation is reflected in multimodal cohesion which is realized as reiteration of some mode components and sub-components in the set of perfume advertisements chosen for semiotic research. Reiteration of visual mode components is the background for selecting advertisements chosen according to the template cohesion. The whole multimodal cohesion investigation rests on template reiteration of verbal and corresponding visual components. For more detailed and thorough research the perfume advertisements of two different types have been chosen. The first type which has been distinguished as professional trader's catalogue advertisement functions as a detailed verbal representation of perfume information, goods description. It represents verbal semiotic mode involving all mode components and a net of sub-components. The second type has been recognized as potential consumer's advertisement. It has stressed on the visual semiotic mode representing detailed visualization of perfumery goods advertised giving some visual information which is not relevant to the perfume mentioned and described in the verbal semiotic mode. The whole research rests on template cohesion which belongs to the cross-advertisement cohesion, reiteration of visual semiotic mode components in the set of advertisements. Correlation of verbal and visual semiotic mode component and sub-component reiteration has helped to distinguish cryptic cohesion which has the intermediate position between verbal and visual semiotic modes, being a semi-independent element, it belongs simultaneously to both (verbal and visual) modes and it is very problematic to distinguish its definite belonging and connection with a definite mode. Revealing the cohesion is a very uncertain, hidden procedure. Verbal visualization creates cryptic cohesion which rests on typeface. According to the class of design typeface is divided into basic and additional. All classes are separated into eight cases of design devices. Further division is represented in twenty variations, which reflect typography codification as a set of typeface parameters. Cryptic cohesion has provided additional consolidation of perfume advertisements, grasping together verbal and visual semiotic modes, twisting these modes firmly in the chain of advertisements.

Optimal strategies for green investment, sharing contract and advertisement effort in a supply chain coordination problem

The global environment is experiencing increasingly rapid pollution due to the presence of harmful products generated by human activities, the emissions from vehicular traffic, and the release of carbon dioxide from industrial sources. To save this beautiful earth as well as human beings, it is necessary to reduce pollution by producing eco-friendly products and reducing reckless carbon emissions from industry. Furthermore, advertising serves as a very efficacious strategy for promoting sustainable green products and encouraging customer engagement. In response to the current circumstances, a supply chain model including a manufacturer, a retailer, and customers is devised, incorporating investments in green practices and advertising. This study examines the relationship between client demand and three key factors: marketing effort, the product's green level, and the selling price. In addition, a sharing contract policy between the manufacturer and the retailer on green investment costs is applied in this model. The main focus of this study is to find the optimal values of advertisement effort, the product's green level, the manufacturer's wholesale price, the retailer's selling price and the sharing percentage of green investment that maximize the profits of the retailer and manufacturer, as well as the integrated supply chain system of the proposed model. In order to demonstrate the practical significance of the concept, a numerical example is solved and then a comparative analysis is conducted. Moreover, sensitivity studies are performed to assess the impact of different model parameters on decision factors and profitability. In conclusion, this study provides management insights and offers some closing observations, along with suggestions for future research directions. The findings indicate that the implementation of a sharing contract policy yields more earnings to the participants in the supply chain compared to a decentralized situation. The centralized strategy in supply chain management (SCM) results in higher joint earnings for the manufacturer and the retailer compared to the decentralized and sharing contract policies.

Criminal clickbait: a panel data analysis on the attractiveness of online advertisements offering stolen data.

Few studies have examined the sales of stolen account credentials on darkweb markets. In this study, we tested how advertisement characteristics affect the popularity of illicit online advertisements offering account credentials. Unlike previous criminological research, we take a novel approach by assessing the applicability of knowledge on regular consumer behaviours instead of theories explaining offender behaviour. We scraped 1,565 unique advertisements offering credentials on a darkweb market. We used this panel data set to predict the simultaneous effects of the asking price, endorsement cues and title elements on advertisement popularity by estimating several hybrid panel data models. Most of our findings disconfirm our hypotheses. Asking price did not affect advertisement popularity. Endorsement cues, including vendor reputation and cumulative sales and views, had mixed and negative relationships, respectively, with advertisement popularity. Our results might suggest that account credentials are not simply regular products, but high-risk commodities that, paradoxically, become less attractive as they gain popularity. This study highlights the necessity of a deeper understanding of illicit online market dynamics to improve theories on illicit consumer behaviours and assist cybersecurity experts in disrupting criminal business models more effectively. We propose several avenues for future experimental research to gain further insights into these illicit processes.

Effectiveness of Recruitment Sources in a Multicenter Clinical Trial for Dementia Prevention ‐ rrAD study

AbstractBackgroundExercise and Intensive Vascular Risk Reduction in Preventing Dementia (rrAD Study) was a NIH‐funded multisite, clinical trial. The rrAD Study assesses the effects of aerobic exercise training and intensive pharmacological reduction of vascular risk factors on cognitive performance in older adults at high risk for Alzheimer’s disease (AD). The enrollment goal was 640 participants across the span of two years. We report herein our recruitment and enrollment results of the rrAD Study.MethodThe major inclusion criteria were older adults, age 60‐85, who had family history (FH) of dementia or subjective memory complaints, hypertension, and a sedentary lifestyle. Individuals with dementia and other neurodegenerative diseases, or unstable medical conditions were excluded (NCT02913664). 3,291 potential participants were recruited and 2,747 were phone screened to participate in the rrAD Study. 513 cognitively normal older adults, aged 60 to 85 years with hypertension and increased risk for AD were randomized.ResultThe rrAD Study had a 15.5% recruitment yield of total phone screened individuals to randomization. E‐mail brought in the largest number of phone screen contacts and was the overall most cited recruitment source (20.9%, n = 574, Figure 1), followed by interviews/editorials (18.7%, n = 515), other/unknown source (17.9%, n = 492), and broadcast advertising (11.8%, n = 325). E‐mail and interview/editorials led to greatest number of consented and randomized participants. However, the recruitment sources that were more likely to lead to consent/participation were, professional referral (i.e. physician, 57.1% yield), social media (49.2% yield), and mail/phone from site (45.2% yield).ConclusionFrom this outreach, the utilization of multiple recruitment sources prove to be a dominant factor to meet recruitment and enrollment goals. E‐mail and interview/editorials demonstrate to be the most effective recruitment sources that led to the greatest number of phone screens, consents, and randomizations. In future studies, we might limit the broadcast advertisement effort since it did not lead to a high volume of consents and randomization; this could be due to the limited amount of study information stated on a 60‐second radio advertisement. Whereas, e‐mail and interview/editorials may produce more qualified participants since these sources can provide a wide scope and detailed information about the study.

한국 글로벌 기업의 기업광고에 나타난 ESG

In a rapidly changing global environment, corporate advertising is one of the means by which global companies in domestic communicate with various public. The purpose of this study is to analyze the characteristics of corporate advertising by type and how ESG activities appear in corporate advertising to suggest the message strategies for neo-corporate advertising. For the purpose, this study analyzed TV advertisements and digital video advertisements of companies executed for three years from 2020 to 2022 in Korea. Also this study analyzed the characteristics of corporate advertisements that dealt with ESG messages according to the type of corporate advertisement, the specificity and global fit of ESG message. As a result, corporate advertising does not critical element of ESG as message strategies. In order to effectively communicate ESG activities to public, corporate advertising should aim to deliver the messages deals G(Governance) regarding to the execution and performance of advertising in ESG. In terms of execution and performance, the specificity and global fit of message as message strategy should be used and global and regional strategies must be explored.

#FS Murayta: Lexical Features in Online Advertisements

In this study, I examined the linguistic features of advertisements, specifically the lexical features used in online advertisements of plant sellers and their merging combination of lexical features. I utilized the summative content analysis design to gather and analyze data. The data source of this research were the online advertisements of the top five plant sellers in one of the cities in Bukidnon. The inter-coders used a code book as an instrument in the analysis. The results showed that the most frequent lexical features used in the online advertisements were simple vocabulary, glamorization, and merging combinations. I conclude that online sellers use simple words and glamorization to enhance their advertisement. Furthermore, their advertisements display combined lexical features. I recommended that future researchers explore the structure of advertisements and the accompanying images of different products sold online for further development of this study.

An Analysis of the Linguistic Features of English Advertisements: A Case Study of Inclusion &amp; Diversity-Open by Apple Inc.

Advertisements permeate various aspects of our daily lives, and people often employ them to achieve a range of objectives, such as marketing and appeal. This article will examine an advertisement &lt;em&gt;Inclusion &amp;amp; Diversity-Open&lt;/em&gt;, released by Apple. Inc, as the subject of this study, aims to analyze its linguistic features from four perspectives: writing techniques, lexical features, syntactic features, and rhetorical devices. Additionally, based on this ad, the author gives a profound reflection, urging each individual to work together to achieve diversity and inclusivity.

The cultural aspects of ecological non-commercial advertisements in Arabic and Kazakh

Non-commercial environmental advertisements is a topical social phenomenon in many countries around the world. Studying its multidimensional aspects is the subject of several disciplines in human sciences. The linguistic analysis of non-commercial advertisements is aimed primarily at studying the verbal component of a polycode (print advertising) or polymodal (video clips) text. The connection of verbal and nonverbal components (images of various types) and codes, such as color and kinesics, is subject to the intention of the creator of the advertisement. One of the approaches of researching these ads is the comparative analysis of the tools used in polycode texts in two or more languages. The purpose of our comparative analysis is the study of polycode text in printed environmental advertisements in Arabic and Kazakh. The hypothesis of the study suggests that there are two kinds of characteristics to this form of advertising: the universal characteristics resulting from the effect of globalization on covering the traditional subjects in environmental advertising, as well as the cultural characteristics of non-commercial advertisements in Arabic and Kazakh. The study showed that the advertising strategy is based on constantly raising the viewer’s awareness about the environmental issues and projects by including culturally specific elements (moral guidelines, ethnic symbols, precedents of national and civilizational levels, colloquial and topographic vocabulary). Universal elements of non-commercial environmental advertisements have become the use of colored fonts, imperatives, paragraph-based means, poster designs.

Caster Semenya as a “can-do” hero for “at-risk” girls: analyzing Nike’s neoliberal postfeminist advertisements

ABSTRACT To solidify itself as a socially progressive global brand, the U.S.-based sports apparel corporation Nike produces and distributes advertisements featuring women from around the world as empowered, independently motivated athletes, capable of transcending all boundaries through their pursuit of athletic excellence. Some advertisements feature celebrity non-Western athletes such as South African track and field star Caster Semenya as part of an overall marketing message founded on the purportedly universal ideal of “girl power.” This article argues that Nike’s global pro-women advertising can be understood as a Western-centric, neoliberal, postfeminist branding strategy that reinforces existing social inequalities and reproduces the economic exploitation endemic to contemporary capitalism. The article analyzes three of Nike’s advertisements from 2018 featuring Caster Semenya, focusing on how each universalize and normalize particularly Western, neoliberal, postfeminist ideals. Attention is given to the advertisements’ reliance on the specific neoliberal postfeminist themes of individual empowerment and Western-centered gender norms.

Outdoor Advertising and Consumer Behaviour- Marketing mix- Review of P

The purpose of this study was to determine the influence ratio of outdoor advertisements on survey participants (consumers) and to measure the effects on participants' purchasing behavior. The research also attempted to specify the different characteristics of outdoor advertisements in comparison to other advertising instruments. The other research aims are to designate the status of outdoor advertisements among the advertisement instruments which are thought to have an effect on the purchasing behavior of consumers and to determine the effects and dimensions of outdoor advertisements. A face-to-face interview survey is conducted on 200 respondents who are selected with non-random sampling. Data were analyzed by using T-test, variant analysis and factor analysis. The result of the analysis shows that people generally have positive opinions about outdoor advertisements. They think that outdoor advertisements are more eye-catching and creative when compared to other advertisement types and their physical size lends them an effective visual impact. Respondents also stated that outdoor advertisements contribute to the cityscape in terms of variety and beauty, and they do not pollute the environment. However, awareness of outdoor advertisement amongst some people is relatively low. The results of the study indicate that outdoor advertisements which create different ideas, which are effective in informing and persuading people and which are sensitive to the environment can be viewed positively by consumers. In particular, amongst consumers with higher educational and income levels, outdoor advertisements are becoming striking and their visibility is increasing.

An Eye Tracking Investigation of Young People’s Gaze Behaviour to Gambling and Non-Gambling Moving Adverts

Introduction: Data from several areas of public health (e.g., harmful alcohol and tobacco) are consistent with the assertion that children’s exposure to advertising strategies increases intention to consume such products. Most studies have measured self-rated impact of gambling advertising using questionnaires. Given that gambling advertisements come in different forms such as print media/television advertising and contain variable content, it is difficult to understand using subjective measures which aspects of the gambling advertisements increase craving and desire to trigger a gambling session. In the present study, we applied a novel data-driven methodology that directly tracks eye movements to reveal attentional biases towards gambling adverts and promotions by examining differences in young people’s eye gaze behaviour when watching gambling and non-gambling (control) moving adverts. Method: A total of 98 (16–18 years old) children who self-identify as having a low or high craving to gambling watched gambling and non-gambling (control) television adverts, while their eye movements were recorded. Results: The results show that the data-driven method can isolate video clips that best distinguish people on the low-high craving spectrum, reveal the type of each video clip with the largest group differences, and accurately predict young people’s gambling craving on the basis of eye movement patterns. Conclusion: Our findings demonstrate that young people’s craving for gambling can be predicted based on their eye movements to video clips of gambling advertisements and that certain features of gambling advertisements may be more appealing to some group of viewers, particularly those with high craving for gambling.

A Study on Sports Advertisement Translation from the Perspective of Skopos Theory

With the study of Skopos theory, the paper searches for the translation strategies of sports advertisements. Based on the study of language characteristics of sports advertisements, the paper compares the linguistic differences between Chinese and English sports advertisements. This paper briefly discusses some problems of sports advertisement translation. By analyzing the translation strategies adopted by different translators, the paper attempts to find appropriate solutions to problems of translating. These solutions touch on four aspects, including adherence to Skopos theory, respecting foreign cultures, mastering the linguistic features of sports advertisements in English and Chinese, and achieving the function of communication. The paper draws the following conclusions: there are differences and similarities between Chinese and English sports advertisements. Translators can choose different methods to overcome cultural and linguistic barriers with the guidance of Skopos theory. Moreover, the Skopos theory is the best way to assess the quality of translation.