Indirect Advertisements Research Articles

Reform of Article 46 Paragraph (3) Letter C of the Broadcasting Law Regarding the Phrase "Prohibition of Advertisements Demonstrating the Form of Cigarettes": Comparative Study With Singapore

<em>This study has been motivated by the weaknesses in the formulation of the Article 46 Paragraph (3) Letter c of Broadcasting Law No. 32 of 2002, which bans only those cigarette ads showing the shapes of cigarettes and leaves room for the tobacco industry to practice indirect advertisement. The focus of this research is to assess the enforcement of limitations on cigarette promotion in broadcasting law and to explore the legal modification of c of Broadcasting Law Article 46 paragraph 3. The method of the study is a normative juridical approach and comparative law method. The findings reveal that current laws in Indonesia have been ineffective in controlling the increase of the smoking population, among the youth in particular, due to a number of issues that the tobacco industry exploits. In contrast, smoking problems are much less prevalent in Singapore which has imposed more stringent policies. Most importantly, the research also discusses that ineffective regulation in Indonesia results from poor enforcement and light punishments offered for violations of the law. Therefore,there is need for restructuring section Article 46 Paragraph (3) Letter c of the Broadcasting Law, by promoting a bitter pill approach towards cigarette advertising, in addition to the current ineffectual position interrogated, to enhance public health.</em>

FEATURES OF WORDS USED IN RESTAURANT MENUS

The culinary business has been growing so fast and competitively that it needs specific ways to attract customers. The food names, one thing people can directly see in restaurants or cafes, should be attractive and persuasive as they can be used as an indirect advertisement. This research aims at tracing the features of words used in naming foods for restaurant menus and how they fulfill the function of informing, attracting, and persuading customers. This study used a qualitative method to explore the naming of food on the menus of fifty restaurants in Malang, East Java, Indonesia. The finding showed the words related to the element of the ingredient were mostly found in the naming of dishes on the menus. There were food names consisting of only one feature of the word, such as Krengsengan, Lodeh, and Mendol, which were the traditional food names; however, there were also names that used a combination of those features.

Smokeless tobacco industry's brand stretching through FM radio: A study from Delhi National Capital Region, India.

Smokeless tobacco (SLT) consumption is associated with multiple adverse health effects and mortality, with the highest burden in India. The WHO FCTC has banned tobacco advertisement, promotion and sponsorship via Article 13. Indian laws also prohibit any kind of direct or indirect advertisements in all forms of audio, visual, and print media; brand promotion; and sponsorship of tobacco products. However, the tobacco industry continues to find aggressive marketing ways to advertise their products. This study aims to assess the extent of surrogate advertisement of smokeless tobacco products through frequency modulation (FM) radio stations in the city of Delhi (National Capital Territory of India). In this study, the advertisements broadcasted over FM radio across different channels (private and government owned) in total 162 h were analyzed. The time duration was spread evenly over morning peak hours, off hours, and evening peak hours. It was found that multiple brands including Vimal, Kamla Pasand, and Rajshree have used surrogate advertising to market their brands that are commonly associated with smokeless tobacco products. However, no such advertisement was found to be aired on government-owned FM channels. The total surrogate advertisements broadcasted were over 286 times, where no significant difference was found in distribution among peak and non-peak hours. The study indicated that the tobacco industry is making its way to sell the products through indirect advertisements. The need of the hour is to not only enforce tobacco advertising ban laws in all forms of advertising media but also to strictly regulate smokeless tobacco products.

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.

Tobacco Control Measures in Bangladesh: KAP Survey on Informal Tobacco Economy

This research aims to explore the ‘Knowledge, Attitude and Practices (KAP)’ of government’s current tobacco control measures among informal tobacco sellers in Bangladesh. The KAP survey method was applied for collecting information from 400 sellers over seven regional divisions in Bangladesh. The subsequent data analysis was performed using SPSS software to derive the findings from the survey. The study explores that more than half of tobacco sellers are tobacco consumers themselves, of which more than four-fifth consumed tobacco at their Point of Sale (POS). Majority of informal tobacco shops were found in the public places although these sellers reported their acquaintance with the government’s tobacco control Act prohibiting the tobacco usage in such locations. Indirect advertisement was prevalent in about half of those shops. Majority of the sellers used to sell tobacco to minors. About one-fifth of sellers received some form of incentive from tobacco companies while two-third of them received gift items. Since informal tobacco sellers, mostly mobile, reach out the largest pool of consumers making tobacco available near-at-hand, government’s current tobacco control regulations should encompass the informal economy of tobacco sales to prevent massive violation of tobacco control Act by these sellers.
 Social Science Review, Vol. 37(2), Dec 2020 Page 201-215

SNS에서 광고모델 유형, 광고형식에 따른 스포츠의류 구매의도에 미치는 영향 : 상향사회비교성향의 조절효과

This study commence with primary purpose to examine the effect of advertising model (sports star vs. influencer) and the type of advertising (direct vs. indirect) on the purchase intentions towards the sportswear product in a social media context. and to analyze the moderating effect of upward social comparison on the aforementioned relationship. The experimental situations were divided into 4 versions; sports star & direct advertisements, sports star & indirect advertisements, influencer & direct advertisements, influencer & indirect advertisements. A questionnaire was distrubuted to a total of 232 people in their 10s- 40s. This study carried out an online and offline survey obtaining 228 valid samples. The study conducted data analysis of Descriptive Analysis, Confirmatory Factor Analysis, (2×2×3) Anova Analysis using SPSS 25.0 to analyze the data. The results of this study indicated as follows. First of all, results show that there is a significant effect of model type on the purchase intentions of participant. second, results revealed that there is a significant model purchase intention only for the high and middle.

Attention, memory and preference for direct and indirect print advertisements

We examined the effectiveness of direct and indirect advertising. Direct ads openly depict advertised products and brands. In indirect ads, the ad message requires elaboration. Eye movements were recorded while consumers viewed direct and indirect advertisements under fixed (5 s) or unlimited exposure time. Recognition of ads, brand logos and preference for brands were tested under two different delays (after 24 h or 45 min) from the ad exposure. The total viewing time was longer for the indirect ads when exposure time was unlimited. Overall, ad pictorials received more fixations and the brand preference was higher in the indirect condition. Recognition improved for brand logos of indirect ads when tested after the shorter delay. Consumers experienced indirect ads as more original, surprising, intellectually challenging and harder to interpret than direct ads. Current results indicate that indirect ads elicit cognitive elaboration that translates into higher preference and memorability for brands.

중국 TV 드라마에 나타난 간접광고 유형에 대한 시청자의 태도 분석 - 드라마 [환락송 : 欢乐颂] 중심으로 -

중국 TV 드라마에 나타난 간접광고 유형에 대한 시청자의 태도 분석 - 드라마 [환락송 : 欢乐颂] 중심으로 -

From housekeeper to status-oriented consumer and hyper-sexual imagery: images of alcohol targeted to Italian women from the 1960s to the 2000s

Advertisements not only mirror ideals of masculinity and femininity that prevail in a specific place and time, but also contribute to influencing them. This article analyses alcohol-related advertisements published in women’s magazines from 1967 to 2008 in Italy. The main aim is to understand cultural processes that underlie gender differences in drinking and more generally in Italian society. The sample consists of 376 direct and indirect advertisements collected from well-established women’s magazines. The study identifies continuities and changes in women’s subject positions in alcohol-related advertisements. Italian advertisements of the 1960s and 1970s still reflect a female condition that entails no recognition of women’s own desires and tastes. Advertisements from the 1980s and 1990s reflect a more complex representation of female consumers, associating them with their own desires and pleasures. In the 2000s, the focus on women’s physical appearance and social image has become the prevailing feature. In conclusion, the study shows that changes in female representations in advertisements in the last 50 years do not represent a shift toward a more balanced gender representation. The insistence on women’s appearance, with a correlated predominance of bodily pleasures and attractiveness, reproduces old stereotypes about drinking women.

Effect of Indirect Advertising and Promotion Activities of Tobacco Products in Khulna

<p>Different forms of tobacco advertisement and promotional activities are the burden of tobacco epidemic in Bangladesh. A descriptive type of cross-sectional study was carried out on a total of 404 adults, randomly selected from urban and rural areas. Data were collected implementing both qualitative and quantitative methods from July to September 2013 and found 52% of the respondents were smoking cigarette or bidi, within them only 30% of the male adults were never user of tobacco of any kind. The respondents mainly noticed packet wall (52%), posters (65%), and big size packets (38%) as indirect advertisement as well as free sample (51%) and free gifts (43%) as promotional activities. A significant effect was identified of the activities on increasing consumption which tobacco control advocates and practitioners always argue. Existing laws do not allow giving free samples and free gift to persons, it should be enforced adequately as well as all tobacco control activists should be vigilant on unlawful activities of tobacco traders.</p>

Effect of Indirect Advertising and Promotion Activities of Tobacco Products in Khulna

<p>Different forms of tobacco advertisement and promotional activities are the burden of tobacco epidemic in Bangladesh. A descriptive type of cross-sectional study was carried out on a total of 404 adults, randomly selected from urban and rural areas. Data were collected implementing both qualitative and quantitative methods from July to September 2013 and found 52% of the respondents were smoking cigarette or bidi, within them only 30% of the male adults were never user of tobacco of any kind. The respondents mainly noticed packet wall (52%), posters (65%), and big size packets (38%) as indirect advertisement as well as free sample (51%) and free gifts (43%) as promotional activities. A significant effect was identified of the activities on increasing consumption which tobacco control advocates and practitioners always argue. Existing laws do not allow giving free samples and free gift to persons, it should be enforced adequately as well as all tobacco control activists should be vigilant on unlawful activities of tobacco traders.</p>

Influence of tobacco industry advertisements and promotions on tobacco use in India: Findings from the Global Adult Tobacco Survey 2009-2010

The developing world, including countries like India, has become a major target for the tobacco industry to market its products. This study examines the influence of the marketing (advertising and promotion) of tobacco products on the use of tobacco by adults (ages 15 and over) in India. Data from Global Adult Tobacco Survey 2009-2010 was analyzed using methods for complex (clustered) sample designs. Multivariate logistic regression was employed to predict the use of different tobacco products by level of exposure to tobacco marketing using adults who have never used tobacco as the reference category. Odds ratios (ORs) were adjusted for education, gender, age, state of residence, wealth index, and place of residence (urban/rural). Adults in India were almost twice as likely to be current smokers (versus never users) when they were exposed to a moderate level of bidi or cigarette marketing. For bidis, among adults with high exposure, the OR for current use was 4.57 (95% confidence interval [CI]: 1.6, 13.0). Adults were more likely to be current users of smokeless tobacco (SLT) with even a low level of exposure to SLT marketing (OR = 1.24 [95% CI: 1.1, 1.4]). For SLT, the ORs showed an increasing trend (P for trend < 0.001) with greater level of exposure (moderate, OR = 1.55 [95% CI: 1.1, 2.2]; high, OR = 2.05 [95% CI: 0.8, 5.1]). The risk of any current tobacco use rose with increasing level of exposure to any marketing (minimum, OR = 1.25 [1.1-1.4]; moderate, OR = 1.38 [1.1-1.8]; and high, OR = 2.73 [1.8-4.2]), with the trend highly significant (P < 0.001). Exposure to the marketing of tobacco products, which may take the form of advertising at the point of sale, sales or a discounted price, free coupons, free samples, surrogate advertisements, or any of several other modalities, increased prevalence of tobacco use among adults. An increasing level of exposure to direct and indirect advertisement and promotion is associated with an increased likelihood of tobacco use.

유료방송시장의 광고규제 정체 원인과 규제완화 방안

콘텐츠의 디지털화와 네트워크의 광대역화로 인한 다매체 다채널 환경은 광고시장에도 많은 변화를 초래하고 있다. 콘텐츠 유통 윈도우로서의 플랫폼은 증가하고 있지만 이를 장악하는 미디어는 제작능력과 자본능력을 보유한 소수의 매체라는 점에서 증가하는 플랫폼을 통한 추가 광고의 수익은 대부분 이들 거대 독점 미디어에 쏠려 있는 것이 현실이다. 여기에 미디어렙 법안이 국회 본회의를 통과하면서 일부 미디어에 편중된 광고시장의 쏠림현상이 가속화될 전망이다. 이와 같은 현실에서 다양한 장르와 실험적인 도전으로 새로운 콘텐츠 제작과 유통의 성장이 예견되고 있는 유료방송시장이 직접적인 영향권에 놓일 전망이다. 따라서 본 연구는 유료방송광고시장의 확대를 위한 방법론과 대안을 제시하고자 한다. 연구의 결과, 간접광고와 가상광고, 광고금지 품목에 대한 개선방안이 제시되었고, 기업과 정부 차원에서 광고시장 확대를 위한 방법론이 제시되었다. As contents go digital and networks go broadband, there are a lot of changes made to Ad market caused by multimedia and multichannel environment. While platforms as the contents distribution window are increasing, the reality is that additional Ad revenue through platforms is concentrated on mammoth exclusive media because there are small number of the media that has control over platforms is able to create production and provide capital. In addition, as Media rep laws is passed at the Assembly plenary session, tipping effect in Ad market concentrated to some media. In this reality, pay TV market is expected to be within its direct orbit as it is predicted to produce new contents and distribution growth thanks to a wide variety of genres and experimental challenge. Thus, this study is to propose the methodology and an alternative for pay Ad market expansion. As the result of this research, an improvement scheme of indirect advertisement, virtual advertisement, and prohibited advertising item is suggested, and methodology for advertising market expansion is suggested through enterprise and government.

The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand: The Moderating Effects of Symbolic Consumption and Face-Saving

Abstract As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ‘star marketing’ strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming ...

Spit Tobacco Use Among College Students—A Changing Scenario in India

ISEE-832 Objective: Teenagers, especially students in this state are increasingly getting addicted to tobacco products, especially spit tobacco. Some take to it despite knowing its harmful effects. The government may not be in a position to take every righteous step for our children. The government should cancel the license of shops that sell tobacco products. The warning “selling tobacco products to those below 18 years is punishable” is displayed at shops. However, these serve as indirect advertisement that tobacco products are available there. No agency is deployed to ensure that tobacco products are not sold to those below 18 years. This study was conducted to determine the tobacco habit among college students. Materials and Methods: A total of 1800 college students participated in the study. Results: About 23% of the students were with the habit of using spit tobacco. Only 12% were with the habit of using both spit tobacco and smoking tobacco. Most of them developed this habit at the age of 14 years itself. This is, to a large extent, because of peer pressure, desire to seem fashionable, and also the influence of their role models. None of their parents or relatives was aware of this habit. Conclusions: The role of teacher and parents in society is very crucial in this regard. They need to inculcate sincerity, morality, and other values in children. Parent-Teachers Association should play a proactive role in combating the menace by warning shopkeepers against selling tobacco products in the school or college premises.

Automatic text detection and removal in video sequences

This paper proposes an approach for automatic text detection and removal in video sequences based on support vector machines (SVMs) and spatiotemporal restoration. Given two consecutive frames, first, text regions in the current frame are detected by an SVM-based texture classifier. Second, two stages are performed for the restoration of the regions occluded by the detected text regions: temporal restoration in consecutive frames and spatial restoration in the current frame. Utilizing text motion and background difference, an input video sequence is classified and a different temporal restoration scheme is applied to the sequence. Such a combination of temporal restoration and spatial restoration shows great potential for automatic detection and removal of objects of interest in various kinds of video sequences, and is applicable to many applications such as translation of captions and replacement of indirect advertisements in videos.