Magazine Advertisements Research Articles

Globalizing male attractiveness: Advertising in men’s lifestyle magazines in India

This study examines the construction of new models of masculinity in men’s lifestyle magazine advertising in India. Using textual analysis of advertisements, the study shows how certain kinds of western masculine ideals and body aesthetics are being adopted and reworked into advertising to appeal and facilitate consumption among middle and upper-class Indian men living in the urban centers of India. The contemporary construction of upper and aspirational middle-class masculinity includes size and hypermuscularity, fair skin/whiteness, and a view of self as global ethnic. These types of constructions help to globalize the male body and masculine ideal while also privileging whiteness and class in the local and global arena.

Tobacco Magazine Advertising Impacts Longitudinal Changes in the Number of Tobacco Products Used by Young Adults

PurposeThe present study examined the longitudinal associations between exposure to tobacco advertisements in magazines popular among young adults and changes in the number of tobacco products used by young adults. MethodsParticipants were 4,824 students from 24 Texas colleges participating in a longitudinal study. Tobacco advertisements in 11 magazines, collected from 2015 to 2017, were objectively assessed and young adults self-reported the frequency of reading each magazine on five biannual surveys from 2015 to 2017. The objective and self-reported measures were multiplied to create a tobacco advertisement exposure score. Growth curve models were used to determine if exposure to tobacco advertisements in magazines predicted changes in the number of tobacco products used across the 2-year period, controlling for sociodemographic factors, ever tobacco use, recall of tobacco advertisements on the internet, and personality characteristics. ResultsYoung adults with more exposure to tobacco advertisements reported a slower decline in the number of tobacco products they used across time. ConclusionsTobacco advertising in magazines contributes to the continuation of single-product and polyproduct use among young adults. Findings highlight the need for additional federal regulations limiting advertisements for all types of tobacco products in magazines, particularly those popular among young adults, the youngest legal targets of the tobacco industry.

Mathematical Representations in Magazine Advertisements: Have the Messages Changed in a Decade?

Although people's ideas about mathematics and mathematicians often develop from their school and home experiences, such ideas also are influenced by interactions with popular media. In this article, I report on findings from a study in which I analyzed magazine advertisements for representations of mathematics and mathematicians. Data collection took place in two phases, approximately a decade apart. In each phase, I reviewed a year’s worth of issues in each of six diverse, popular magazines for mathematical representations in advertisements. The frequency of mathematical advertisements decreased from Phase 1 to Phase 2, but the initial frequency was already extremely low, indicating mathematics’ invisibility in popular media. This lack of representation may be due to mathematics not being seen as a “cool” way to sell a product or service since mathematics is linked to many negative stereotypes. The representations were similar in the two phases, with mathematics often depicted in stereotypical ways, such as being difficult or stressful. People rarely featured in the mathematical advertisements, which serves to further dehumanize mathematics. Generally, the findings were consistent with those from studies of other popular media, such as movies and books.

STEM the Bullying: An Empirical Investigation of Abusive Supervision in Academic Science

BackgroundAcademic bullying is a topic of significant interest of late, with high profile cases featured in scientific journals. Our aim is to document the nature and extent of academic bullying behaviors, examining who are the primary targets and perpetrators as well as the responses to and outcomes of bullying.MethodsWe developed a cross-sectional global survey aimed primarily at those in academic science institutions. The survey was administered via Qualtrics and data were collected (between November 2019 and July 2021) from 2006 individuals whose participation was solicited through various means including advertisements in Science and Nature magazines and the American Chemical Society.FindingsAmong the 2006 survey participants, the majority of targets were graduate students or postdocs. An overwhelming proportion of participants reported either experiencing (84%) or witnessing (59%) abusive supervision, or both (49%). While a majority of perpetrators were male, they were proportionately no more likely to abuse than females. Perpetrators were more likely from the highest-ranked institutions and they were most likely PIs. Females were more likely to report being bullied but their scores on the Tepper abusive supervision scale and the contextual behavior checklist we developed were not greater than male targets. Male targets actually reported higher levels of certain bullying behaviors. While international scholars were no more likely to report being bullied, the severity of the behaviors they reported was significantly greater. Targets (64%) were most likely to use avoidant tactics (not reporting and relying on family/friends for support) in response to bullying due to fear of retaliation (61%). The small percentage that did report the abuse (29%) overwhelmingly reported unfair and biased (58%) outcomes. Additional qualitative analysis of open-ended comments revealed similar patterns. We also noticed that the COVID-19 pandemic has exacerbated academic bullying and changed the patterns of behaviors possibly due to the remote nature of interactions. Open-ended responses from targets are analyzed with examples provided.InterpretationOur results elucidated the various forms of abuse, the most likely perpetrators and targets, as well as the typical reactions of targets and witnesses. We investigated the results of targets’ actions following chronic bullying. Our findings highlight the domain, extent, and dynamics of academic bullying to hopefully motivate the scientific community to take action.

UKRAINIAN INTERWAR IMMIGRATION IN СSR AND UKRAINIAN IMMIGRANTS’ BAD HABITS (1921-1939)

Tobacco smoking, alcoholism, drug abuse, coffeemania didn’t bypass the Ukrainians of the second (political) immigration wave, who found themselves on the ground of the interwar Czechoslovakia (СSR). Cigarettes, beer, vodka, morphine and coffee were in the focus of the Ukrainian immigration community’s representatives’ attention due to the scientific discoveries during the interwar period. Rapid development of the Czech automotive and aircraft industries, permanent advertising in newspapers and magazines caused fashion for smoking. Unlike the Czech men, who smoked «Marlboro» and «Camel» (sold on the territory of the Czech Republic since 1904) and the Czech women who preferred «Winston», the Ukrainians smoked cheap local «Vlasta» (known since 1916) because of the lack of money. The excessive use of draft beer and vodka was equally harmful for the Prague residents of the Ukrainian origin. Tapped beer together with traditional snacks were usually served in so called ‘yards’. “Flekovka” (a sort of dark beer) and «Staropramen» (a sort of light beer) were available, and the Ukrainians chose «Staropramen». In general beer was consumed for pleasure (even though with the last bit of money). On the contrary, drinking vodka was caused mostly by the psychological state of the Ukrainians. As for such dangerous habit as drug abuse, fortunately, it was not typical for the immigrants of the Ukrainian origin during the interwar period. Doing opium, morphine and cocaine was the most common habit for the Russian immigration. At the beginning of the ХХ century opium, morphine and cocaine were freely sold in pharmacy chains. For example, laudanum was prescribed to treat insomnia and diarrhea; powder-like heroin was taken in the case of bronchitis, asthma, tuberculosis, depression; laudanum was also considered to be a sedative for children; white crystals of morphine were used as a painkiller. Those drugs were listed in the register “certified financial statements” only in 1927 in Europe and in 1929 in the Czech Republic. The inhabitants of СSR of the Ukrainian origin were more interested in “Nescafe” instant coffee which became popular in 1938. During that period of time instant coffee was an innovative and cheap drink. It was rather important for immigrants because natural coffee cost a lot. Moreover, coffee in shops was sold together with milk chocolate or condensed milk, which psychologically made the life sweeter.

화장품 브랜드 광고에 나타난 여성의 화장문화 분석

In today"s society, makeup is not just an act of caring for a woman"s face. It can be seen as a cultural concept reflecting each era"s social and aesthetic consciousness of ideal women"s image. Cosmetic advertisements express women"s aesthetic consciousness and values most sensitively in that era, and the makeup trend that appears in the advertisement is leading many changes in the image of female makeup. This study aimed to identify Korean women"s makeup culture and provided data on how makeup is expressed by analyzing the makeup culture shown in cosmetics advertisements. This study explored the makeup culture by dividing the makeup type in the magazine advertisement of Hera, a Korean cosmetics brand, from 2000 to the present. As a result of the analysis, skin makeup in the 2010s showed matte and pearly expressions similar to in the 2000s. However, in the 2010s, skin expression"s thickness became thinner, and glossy skin expressions began to appear. The eyebrows" shape steadily used an angled shape and an arched shape different from the general makeup trend and was interpreted to match the brand"s advertising presentation image. Compared to the 2000s, eye makeup was characterized by natural forms the most, which confirmed the popularity of natural makeup. The eye makeup color was interpreted as being influenced by the season because the pink series, which were frequently used in the S/S season, and beige and brown series were commonly used in the F/W season. The significant difference between the 2010s and 2000s regarding the shape of the lips was that basic and natural forms increased. The various lip colors lip were popular in the 2010s.

Content analysis of heated tobacco products on magazine advertisement in South Korea

Content analysis of heated tobacco products on magazine advertisement in South Korea

Veterinarians in a Changing Global Climate: Educational Disconnect and a Path Forward.

Objective: To synthesize the beliefs, knowledge and interest of veterinarians on the relationship between veterinary medicine and climate change, with the intent to identify any educational gaps and opportunities.Sample: Responses from 560 U.S., and 54 non-U.S. veterinarians.Procedures: An anonymous, online survey of veterinarians was distributed through electronic media, state and professional associations, and a veterinary magazine advertisement. The survey was conducted between July 1st and December 31st of 2019.Results: Overall, veterinary respondents were confident that climate change is happening, is caused by human activities, and is impacting both human and animal health. Veterinarians also agreed that the profession should have an advocacy role in educating the public on climate change and its health impacts, particularly in clinical practices where environmental sustainability promotion can be shared with clients. Although veterinarians agreed the profession needs to be involved with climate change advocacy, most reported having had no educational opportunities within their veterinary medicine curriculum or access to continuing education on climate change.Conclusions and Clinical Relevance: The results highlight the need for the development of educational opportunities on the topic of climate change such that veterinarians are equipped to address their concerns about current and future animal health threats.

Association of e-cigarette advertising with e-cigarette and cigarette use among US adults.

To estimate the association of e-cigarette advertisement exposure with e-cigarette and cigarette use behavior among US adults. Data from the 2013-14 National Adult Tobacco Survey (NATS) were linked to Kantar Media and National Consumer Study data to construct measures of e-cigarette advertisements on TV and in magazines. The relationship between advertisement measures and outcomes was estimated using logistic and Poisson regressions, controlling for socio-demographics, state cigarette taxes and state and year fixed-effects. United States. A total of 98 746 adults aged ≥18years who responded to the 2013-14 NATS. The independent variables of interest were the number of e-cigarette advertisements in magazines to which an adult was exposed in the past 6months and the number of e-cigarette advertisements on TV to which an adult was exposed in the past 6months. Outcomes were awareness of e-cigarettes, ever e-cigarette use, current e-cigarette use, current cigarette use and number of cigarettes smoked per month. Exposure to one additional e-cigarette advertisement on TV was associated with a 0.18, 0.13 and 0.03 percentage point increase, respectively, in awareness, ever use and current use of e-cigarettes among all adults (P<0.05). This exposure also was associated with a 0.11 percentage point increase in current cigarette use among all adults and an increase in cigarette consumption of 2.24 cigarettes per month among adults aged ≥45 (P<0.05). Exposure to e-cigarette advertising appears to be positively associated with the use of e-cigarettes and cigarettes among adults of all ages, and with increased cigarette consumption among older adults.

Recall of advertisements after various lapses of time

The recall of 90 magazine advertisements, consisting of a Brand, a Picture and a Slogan, was tested by presenting one of these components as cue and asking for the other two. The advertisements were tested in groups of ten, each group requiring a sequence of 30 test trials (10 advertisements × 3 cues). Backwards analysis of the sequences of responses—that is, starting with the last trial and comparing it successively with the responses on earlier trials—identified many responses as repetitions of previous errors, replicating many of the findings in Laming, D. On the recall of errors in recall. JSMC Brain Science, 2019, 3: 21, https://www.researchgate.net/publication/333448328_On_The_Recall_Of_Errors_In_Recall. Nine different groups of advertisements were tested after various lapses of time up to 4 months. A comparison is made between the (short term) probability of repeating a previous error as a function of lag within a single test sequence and the (longer term) probability of retrieving an advertisement as a function of elapsed time. Both these empirical relationships can be characterised by reciprocal functions, but they are otherwise quite different. Extrapolation of long-term accessibility to short intervals suggests recall in the short term could be much better than it is; extrapolation of short-term accessibility to longer intervals poses the contrary problem. Even though the only relevant variable in this comparison appears to be lapse of time, there is a question whether this comparison between short and long term is truly like with like.

The Cultural Differences And Similarities Of Message Structure In Magazine Advertisements

In term of target user of the product being advertised, both magazine also have differences and similarities. The similarity is both magazines mostly targeted baby from 0 to 5 years old as the primary user of the product being advertised. Meanwhile the differences of both magazines are beside the number of advertisement of target user, they also different in selecting the advertisement which the products are used by parents or the whole family. Mami Baby magazine select the advertisement of product which is used by parents or the whole family lesser than Practical Parenting does.The reason is maybe because of the name of the magazine, Practical Parenting is targeted for both parents, while Mami Baby is targeted only for mother and baby and their relationship. In term of message structure, there are several differences and similarities. Advertisements in Practical Parenting use more resonance than advertisements in Mami Baby magazine. The other differences is advertisements in Mami Baby more using wordplay than double meaning, while advertisement in Practical Parenting more using the combination of wordplay and double meaning. However, there is no differences in term of message framing in both magazine advertisements. Advertisements in both magazines more stress on positive message framing rather than negative message framing.

Products and Services of the Products to the Potential Consumers of the Hindu

A notable feature of the print media, in recent years, has been the greater availability of color printing in periodicals as well as few newspaper. Among the periodicals referred to above 68 out of the 105 accepted advertisement in color. Rates for advertisement in color were double that of black and white as rates, or even higher. Two other developments of interests in magazine advertisements were the use of bleed both in color and black and white and double page spreads. These indicate that a competitive era has already set-in advertising in print media. Increased rated to the face of static circulation have begun to dictate the need of greater attention seeking power of advertisement so that the expenditure incurred on placing them could be justified. Moreover, the print media itself has stated encountering increasing competition from television. Outcome of the projects are, a) Leading Newspaper of Southern India. b) Strengths reflects in the statements “India’s National Newspaper”. c) Acknowledge for its unbiased editorial and articles. d) The newspaper caters to the need of intellectual people and is very favorite among the students who prepare for competitive exams (especially civil services). e) One of the oldest newspaper of India. f) Salaries to the employees are the best when compared to others newspapers. g. Sports coverage is the best among all the dailies.

Financial Inducements: Growth in DTC Magazine Advertisements

Interest in pharmaceutical costs has heightened, as the phenomenon of financial inducements as promotional tools in Direct-to-consumer magazine advertising remains chiefly unexplored. The value of examining financial inducements has accelerated, providing the premise of this article. Employing content analysis of national consumer magazines, 213 DTC advertisements identified were compared to a sample three years later, revealing a reduction in ads to 97 in a similar magazine sample. While the total number of DTC ads has declined, the financial incentives have become prominent increasing from 42.2 percent of the DTC ads to 51.5 percent. The directed emphasis of copay amounts increased from 11.1 to 40.0 percent as opposed to previously merely mentioning possible “savings” which went down from 71.1 to 44 percent. Strategic opportunities and public policy implications are presented.

Exercise Patterns And Perceptions Among South Asian Adults In The Us: The Shape Study

PURPOSE: Our objective was to determine biological differences and perceptions about exercise among a immigrant South Asian population living in the southeastern United States (US). METHODS: This is a descriptive study of exercise patterns and perceptions using baseline data from a diabetes intervention study with immigrant South Asian adults now living in the US. The sample included middle aged, predominantly male, well-educated, immigrant South Asians. Participants were recruited through advertisements in local South Asian magazines, information sent through community organization listservs, and in-person outreach at health fairs and screening, diabetes information events, and South Asian stores. Participants reported to the Georgia Clinical and Translational Science Alliance General Clinical Research Center at Emory University Hospital and completed a baseline visit for the South Asian Health and Prevention Education pilot study. RESULTS: The mean age of this cohort was 44.6 [10.6] years and 35% female. Of the 52 people included in this analysis, 81% did not exercise at least 150 minutes per week to meet the US Physical Activity Guidelines. Of those that did meet the Physical Activity Guidelines, 90% reporting walking as their primary form of exercise. Overall, 65% reported preferring walking to other modes of exercise. There were no differences between exercisers and non-exercisers when asked about the benefits or barriers of exercise. CONCLUSION: South Asians living in the southern US do not meet the US Physical Activity Guidelines. The preferred mode of exercise is walking close to home. Although barriers to exercise are similar to those of other races in the US, preferred mode of exercise and preferences of women should be considered when implementing physical activity interventions.

Exercise Patterns and Perceptions among South Asian Adults in the United States: The SHAPE Study

ABSTRACT Our objective was to determine biological differences and perceptions about exercise among an immigrant South Asian population living in the southern United States. This is a descriptive study of exercise patterns and perceptions using baseline data from a diabetes intervention study with immigrant South Asian adults now living in the United States. The sample included middle-aged, predominantly male, well-educated, immigrant South Asians. Participants were recruited through advertisements in local South Asian magazines, information sent through community organization listservs, and in-person outreach at health fairs and screening, diabetes information events, and South Asian stores. Participants reported to the Georgia Clinical and Translational Science Alliance General Clinical Research Center at Emory University Hospital and completed a baseline visit for the South Asian Health and Prevention Education pilot study. The mean ± SD age of this cohort was 44.6 ± 10.6 yr and 35% female. Of the 52 people included in this analysis, 81% did not exercise at least 150 min·wk−1 to meet the U.S. Physical Activity Guidelines. Of those that did meet the Physical Activity Guidelines, 90% reported walking as their primary form of exercise. Overall, 65% reported preferring walking to other modes of exercise. There were no differences between high exercisers and low exercisers when asked about the benefits or barriers of exercise. South Asians living in the southern United States do not meet the U.S. Physical Activity Guidelines. The preferred mode of exercise is walking close to home. Although barriers to exercise are similar to those of other races in the United States, preferred mode of exercise and preferences of women should be considered when implementing physical activity interventions.

Multimodal Metaphor Analysis of Print Advertisements Based on the Conceptual Blending Theory: Exploring the Hidden Ideology---Sign-Consumption

In today&amp;rsquo;s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people&amp;rsquo;s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.In today&amp;rsquo;s industrial society with great affluence in material goods, consumption in our mind no longer aims at objective function, but at the sign-value connoted in the objects. Advertisement is the main carrier of sign-consumption ideology with rich multimodal metaphorical resources. This study follows the analytical mode of Critical Discourse Analysis (CDA), by analyzing multimodal metaphor in print magazine advertisement from the perspective of Conceptual Blending Theory (CBT) to explore the hidden sign-consumption ideology. The main findings of the research are: 1) metaphors in selected ads are all novel metaphors, in which the target domain is always presented by the advertised products while source domain is always presented in form of image; 2) counterpart correspondences mapped between two input spaces are the imposed selling points and sign-value, which take the main marketing functions; 3) relegating and weakening the objective function but advocating sign-value of goods is essentially because of people&amp;rsquo;s desire for differentiation in homogenized industrial society, which would allow the market more space to conduct secondary exploitation to people instead of labor exploitation. This interdisciplinary study not only adds new content to linguistics but also provides new perspective to consumption issue of sociology and economics. Besides, it provides a rational warning for people to reflect their consumption behavior.

Nostalgia in Brazilian Mass Media Advertising: A Semiotic Perspective

This article seeks to (a) identify and problematize how the themes of history and nostalgia are used in the advertising discourse used—by the Brazilian mass media; and (b) explore the meanings awakened in consumers by the discourse in question. The data used was based on more than four hundred Brazilian magazine advertisements, from 2008 to 2016, and on the testimonials taken from consumers in 2016 using focus groups. The analyses identified five categories utilizing the theme of history: history as a signature; history as a commemoration; history as an opportunity; history as a focus; and history as a support. In the case of the consumers’ discourse, their comments were more focused on a consideration of the credibility of the advertisements and the longevity of the organizations in question that on any traces of nostalgia. It was also noted that the convergence between tradition and innovation (usually dichotomic concepts) was considered not problematic by the subjects. Finally, the theoretical perspective of French semiotics indicated how the body of advertisements and consumer testimonials could support a view of nostalgia as being a mythical discourse that constructs meaning based on the juxtaposition of tradition/innovation.

Adoption of an Electronic Patient Record Sharing Pilot Project: Cross-Sectional Survey.

BackgroundThe Public Private Interface–Electronic Patient Record (PPI-ePR) system was implemented as a new electronic platform to facilitate collaboration between the public and private sectors in Hong Kong. However, its barriers to participate and benefits have not been comprehensively assessed.ObjectiveThis study aimed to evaluate the awareness, acceptance, perceived benefits, and obstacles to participation among private doctors and the general public.MethodsFrom December 2012 to January 2013, 2435 telephone interviews were performed by trained interviewers to survey randomly selected patients who were enrolled or not enrolled in the PPI-ePR system. In addition, self-administered surveys were sent by postal mail to 4229 registered doctors in Hong Kong. The questionnaires for both patients and doctors contained questions on subjects’ awareness, acceptance, and perceptions of the PPI-ePR, perceived benefits and obstacles of participating in the program, reasons for not using the system after enrolling, and perceived areas for service improvement of the system.ResultsMore than 53.1% (266/501) of enrolled patients believed that the PPI-ePR system would improve health care quality by reducing duplicate tests and treatments, while more than 76.8% (314/409) of enrolled doctors emphasized timely access to patients’ medical records as the biggest benefit of their enrollment. Among nonenrolled patients, unawareness of the project was the most popular obstacle to enrolling in the PPI-ePR system (483/1200, 40.3%). Regarding nonenrolled doctors, the complicated registration process hindered them from participating in the program the most (95/198, 48.0%). Television, newspaper, and magazine advertisements and medical profession newsletters or journals were suggested as the most effective means to encourage participation in the program among surveyed patients (1297/1701, 76.2%) and doctors (428/610, 70.2%), respectively. Lack of clinical indication requiring data extraction from other hospitals was the main reason for low level of PPI-ePR use.ConclusionsThis study comprehensively assessed the popularity, perceived benefits, and hindering factors of enrolling in the PPI-ePR system in Hong Kong. Low levels of awareness, few privacy concerns, and inactive use of the PPI-ePR system were among the key features for patients and physicians. Public promotions, simplified logistics, and a user-friendly online interface were suggested to improve the coverage and effectiveness of health information exchange between private and public health care sectors.

In retrospect: the spatial shift of the film publicity industry in Kerala during the 1980s

ABSTRACT Captivating film posters and advertisements with images of idolized actors like Mammootty and Mohanlal blended in with vivid colours and appealing captions is a spectacle that is a part of the cultural identity of Kerala. The massive six-sheet posters that command attention, the smaller 30 × 40 posters that line the walls of the streets and the enticing advertisements that catches one’s eye in a magazine, are all ways in which cinema is weaved into the Malayalee milieu. Publicity materials epitomize aspects of the film that it is promoting. In time it signifies not only the personal, social and cultural memories of the viewer and the augmentation of a film industry, but also the process it goes through to become the cultural product that people see. This article analyses newspaper and magazine advertisements designed by publicity designers working in the Malayalam film industry during the 1970 s and 1980 s. It argues that the publicity industry shifted from Madras (now Chennai) to Ernakulam during the 1980 s while the larger Malayalam film industry was still centred in Madras, and tries to understand the grounds for this spatial shift and evaluate its co-relation with the production of publicity materials, and the rise of an independent film publicity industry in Kerala.

Communication Characteristics of Public Service Advertisement based on Big Data

As we all know, the business image and leading brand of enterprises determine the main position of relevant enterprises and their products in the hearts of consumers. This concept is usually shaped by the comprehensive strength of enterprises and the design and innovation of advertising strategies. In the design of plane advertisement in our daily life, newspaper advertisement and magazine advertisement are paid more and more attention. As a result, they have a large circulation and high credibility. This also means that they have a strong brand building capacity. In addition, the combination of two-dimensional advertising and media technology can greatly enhance the shaping power of daily advertising.