Advertising Messages Research Articles

NONVERBAL COMMUNICATION IN PRINT ADS

The starting point of the present paper is the observation that the message in print advertisements is realized not only verbally but also pictorially. The study of various women’s glossy magazines has shown that most advertisements make extensive use of pictures to convey the message. Moreover, meaning is often communicated nonverbally through paralanguage. This paper focuses on the way in which print advertisements communicate meaning through images and paralanguage.

Adolescent Responses to the Social Campaign Video on Kemdikbud.RI Account about Cyber-sexual Harassment

The primary purpose of a social campaign is to change a person's behavior or attitude regarding some social issues under the message conveyed by the communicator. It is described as persuasive communication. Furthermore, this study aimed to analyze the video content of the #GerakBersama social campaign from the cerdasberkarakter.kemdikbud.ri account about cyber sexual harassment and the audience's responses to the campaign related to awareness of this new phenomenon on social media. This study used mixed methods with data collection through in-depth interviews and surveys to obtain a thorough understanding from audiences and advertising experts regarding video advertising messages. The authors used Aristotle's theory of persuasion communication with three main pillars, namely ethos, pathos, logos, and the AISAS communication model to analyze the responses of the campaign video. These theories were processed and modified to obtain conclusions about the target audience's response to social advertisement videos regarding cyber-sexual harassment and to identify persuasive communication strategies in social campaigns as a reference for advertising professionals and academics in responding to new social problems in online media. The study results were also expected to reference further communication strategies and understanding related to persuasive communication in advertising and social campaigns.

Marketing Overload: The Impact of Information Overload on Brand Recall (A Case Study of Students of the University of Swat)

Marketers promote their products using a different medium to circulate their advertising message to customers in order to inform and persuade customers to buy their products. The emergence of new technology and social media platforms has made it much easier for marketers to reach more audiences than ever before. This excessive advertisement has emerged as a new phenomenon known as infobesity, advertising overload, or marketing overload. The purpose of this study is to find out the effect of Information overload on brand recall, for which a quantitative method was used with a sample size of 148 students and SPSS 21 for analysis of the data. The survey was conducted, and questionnaires were distributed among the students of the University of Swat. The study reveals that a negative and significant relationship exists between information overload and brand recall. This study also reveals that excessive bombardment in advertisements results in a decline in the effectiveness of the advertising message and goes against brand awareness and brand recall. The correlation analysis (r= -0.353, P<0.05) and regression analysis (beta = -0.415, P<0.05) reveal that information overload negatively impacts customer brand recall.

Confronting the deep problem of consumption: Why individual responsibility for mindful consumption matters

AbstractDecades of intentional cultivation of consumerism, materialism, affluence, and hedonism, fueled by advertising messages, have created a consumption culture that is not sustainable anymore. In addition to the problems of climate change, there are also significant social costs associated with overconsumption and harmful consumption. We identify the causes of the consumption problem and why individual consumers must take responsibility to avoid harmful consumption for their own and societal well‐being. Although multi‐faceted action by governments, marketers, and civil societies is essential, a bottom‐up transformational movement is also required to drive the mindful consumption mindset. Top‐down measures of technology‐led efficient product solutions and consumer nudging strategies have had limited success compared to the rate at which the problem is compounding. Thus, we suggest four critical interventions to socialize the bottom‐up mindful consumption movement—education for transformative social learning; alternative hedonism; advertising, tv, and social media messaging; and creating an engagement forum for all like‐minded people devoted to the cause. Through socializing the bottom‐up mindful consumption movement, these interventions will encourage a cultural shift toward alternative lifestyle conceptions of well‐being, leading to increased sustainable consumption behavior and eudaimonia.

Reception Analysis Study on Marketing Communication Strategies in Wardah Cosmetic Advertisements ("Shampoo – the Real Hijab Expert")

Shampoo – The Real Hijab Expert, this product is segmented for Muslim women who wear the hijab. This research was conducted to find out about the audience of wardah advertisements, especially for Muslim women in Islamic organizations who have various backgrounds regarding the contents of messages in wardah cosmetic advertisements "Shampoo - The Real Hijab Expert". This study uses a qualitative methodology, namely through the method by conducting an interview with several predetermined informants. And this research uses a theory in the form of Encoding-Decoding from Stuart Hall. The findings in this study indicate that there are several categories in analyzing reception from audiences based on a variety of different backgrounds. From the findings of this study, there are 2 (two) categories, namely Dominant Hegemonic, Negotiated Reading and there is no Oppositional in this study

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

PurposeThe purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era.Design/methodology/approachCompositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis.FindingsFirstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class.Originality/valueAs no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.

Communicating Sustainability Fashion in Marketing Advertisements on the Context of Malaysia: Stimuli Development and Pre-Testing Results

Although awareness of sustainable fashion in Malaysia is present, it is growing slowly. Consumers may find it challenging to understand messages or communicating advertisements on pro-environmental actions. Accordingly, stimuli development was designed in this study using regulatory focus theory for the structural development of an advertisement message. The advertisement content was generated based on promotion and prevention regulatory focus messages. This pre-testing study involved 30 university students who were randomly assigned to one of two treatment conditions: promotion or prevention regulatory focus message (n = 15 per group). The data were analysed with an independent samples t-test. The advertisement with the promotion-focused message was more persuasive than that with the prevention-focused message. The findings suggest guidelines for practitioners to devise effective strategies when designing advertisements that will not only help firms obtain personal benefits but also benefit society and the environment.

The Influence of Creative Messages in Digital Media Advertising (Liputan6.Com) in Increasing Housewife to Read the News

Creative advertisements are advertisements that are considered original or not imitating others, advertisements that are astonishing, unexpected, meaningful and affect emotions. Creative advertising makes the audience pay attention to the advertisement in detail and detail. This article focuses on the effect of creative advertising on housewives in reading the news. This study uses a qualitative method with a questionnaire approach. The object of this research is housewives and the purpose of this study is to find out whether creative advertising can influence housewives to read the news. The results of the research in the form of creative advertisements on liputan6.com can influence a person's attitudes and behavior in terms of messages, content to the audience, especially in reading news

SADetection: Security Mechanisms to Detect SLAAC Attack in IPv6 Link-Local Network

Neighbour Discovery Protocol (NDP) attacks are a serious security concern for IPv6. Attackers utilise the Stateless Address Auto-configuration (SLAAC) NDP attack type to target the SLAAC process. SLAAC attacks can compromise an IPv6 link-local network and expose private data. Attack detection mechanisms including RA-Guard, Snort IPv6 Plugin, SLAAC detection method by Buenaventura et al., and SLAAC Security Method by Massamba et al. have been proposed by researchers to address this issue. However, the detection algorithms have a number of shortcomings, including a complete reliance on preconfigured router databases. Additionally, fragment packets and packets with Hop-by-Hop Options and Destination Options extension headers are not detectable by the detection techniques for hidden RA messages. In this study, a rule-based detection method called SADetection is proposed for use in IPv6 link-local networks to identify SLAAC attacks. Both an illegal Router Advertisement (RA) message and a concealed RA message in a packet with an extension header have been found by SADetection. SADetection has demonstrated a detection accuracy of 98\% percent and the capacity to defend an IPv6 link-local network from SLAAC attacks.

Negativni efekti humora u marketinškim komunikacijama

Humor is an essential component of human psyche. Smart businesses recognize the value of incorporating humor into their marketing communications. Marketing experts have long recognized that in order to bring their brands closer to their customers, marketing communication must be designed to connect with them emotionally, not just rationally. Because humor captures people's attention, using it into an advertising campaign enables businesses just that, to connect emotionally with their customers. Humor in advertisements is a terrific technique to strengthen companies and elicit favorable emotions in consumers, leaving them with a lasting overall pleasant impression. At the same time, businesses must exercise caution when using humor in their advertising and campaigns. Famous brands have a global presence, and often translate their advertising messages, but this does not always work as planned. Unskillful adaptation of advertising content to foreign markets and misunderstanding of cultural differences can do significant damage to the brand and business in general. Furthermore, if the humor in the advertising message is improper, harsh, or unpleasant, it might elicit negative feelings in customers and provide businesses with the opposite effect than intended. In a digital context, a corporation can enhance brand awareness by creating a creative, hilarious, and viral product promotion that consumers share with their peers. Clumsily created humorous content, on the other hand, is likely to produce consumer unhappiness and trigger negative electronic word of mouth (which is very difficult to control), causing significant damage to brand image and influencing purchasing decisions.

Impact of Subliminal Advertising and Messaging in Influencing Consumer Buying Behaviour

In this study, we look at how the use of covert advertising and marketing impacts customer buying choices. Subliminal advertising is the technique of using hidden or disguised messages in advertisements that are not explicitly noticed by the viewer or receiver. This form of advertising is also known as "invisible" advertising. The goal of this study is to investigate the history and use of subliminal messaging, as well as the various methods used to apply it in ads. Following that, it examines the effect of subconscious advertising on consumer buying decisions, including the degree to which it can alter tastes for companies, product choices, and general consumer behaviour. Furthermore, social concerns and the use of covert messaging in marketing are considered in this study. The study concludes that subliminal advertising can have a significant influence on customer behaviour; however, more research is needed to fully understand the effects of this type of advertising. The sample size of the study was 181 respondents. The data analysis was performed with the help of t-test and mean.

The Effectiveness of the Implicit Subliminal Messages in Awareness Advertising

Advertising has become a well-established phenomenon in the social trajectory by its widespread throughout societies all over the world. It is "part of a new global culture that ignores borders. The advertising is "the art of the modern world in all media, both electronic and print." The symbolic semantics in the formulation of subliminal messages contributes to raising the awareness of the recipient towards issues of social dimension, as the encoding of the subconscious messages in awareness advertisements and their decoding by the recipient represents the semantic meaning of the subconscious message that the advertising creates using a visual structure of symbols that affects the subconscious perception of the recipient, as His subconscious is stimulated through the symbolic connotations of subconscious messages that contribute to the formation of a positive behavior in the recipient and can change his attitudes The research follows the descriptive approach, with the analysis of some models for advertising campaigns to raise awareness of a number of societal issues in a number of foreign countries, then conduct a number of Applied experiences commensurate with the culture of the recipient in Egypt. Statement of the problem: The research problem can be formulated in the following questions: How can the use of subliminal messages be used in designing awareness advertising? How can subliminal messages change the recipient's attitudes and behavior and influence him? How can symbolic connotations contribute to shaping the subconscious messages in awareness advertising"?

ПЕРСПЕКТИВЫ ПРИМЕНЕНИЯ ПОТЕНЦИАЛА НЕЙРОМАРКЕТИНГА

Neuromarketing is one of the new and modern types of marketing, which has a multifaceted specificity, a wide scope of application, has found its target audience and has gained its popularity as an effective technology for managing consumer behavior. It is believed that neuromarketing is the area of formation and action of physiological and neural signals that affect the motives, tastes and preferences of the target audience. The potential of neuromarketing includes a set of special procedures and methods that, with the help of specific operations, fix the necessary information in the minds of consumers and emotionally involve them in the process of promoting goods and services. In this way, the brain's reaction to advertising and other messages about a product or service is recorded, and on the basis of neuroexamination, consumer behavior and his reaction to a new product are evaluated and tracked. The features of neuromarketing and its potential are studied, the prospects of application are determined. The conclusion is made: the symbiosis of complementary branches of science with the effective implementation of the set goals will continue to play an important role in the system of promotion of goods and services.

ВЕРБАЛЬНЫЙ КОМПОНЕНТ КРЕОЛИЗОВАННЫХ РЕКЛАМНЫХ ТЕКСТОВ В КОНТЕКСТЕ ПРОБЛЕМЫ КЛИПОВОГО МЫШЛЕНИЯ

In the article, the author considers the problem of clip thinking of a postmodern era person through the prism of advertising communication. The aim of the work is to identify and systematically describe the features of the verbal part of creolized messages in the format of direct and native advertising, which are focused on the addressee with fundamental changes in the cognitive style and the mechanism of perceiving linear text. The sources of the research are the Russian editions of periodical international glossy magazines of various thematic, age and gender orientation published in 2018-2021. The methods of studying the language material are descriptive-analytical, communicative-pragmatic, comparative methods and the method of contextual analysis. As a result of the study, a set of specific tools and techniques were identified that ensure the retention of the recipient’s attention with fragmentary mosaic perception, the speed of decoding information, its compression, segmentation, visualization. It is noted that the verbal component of direct advertising messages tends to minimize and is distinguished by the primitivization of the syntactic structures, the constant switching of the language code, and the regular inclusion of hashtags. The verbal component of advertising texts in the native advertising format is characterized by an increased volume and hybridity of nature, uses language units that create short-lived emotionally expressive and aesthetically perfect images, means that cause positive associations and ensure switching the recipient’s attention (intertexts, bisubstantial sentences, question-answer complexes, perceptual vocabulary, etc.). The author comes to the conclusion that further research of forms of mass communication in the context of the problem of clip thinking should choose the path of interdisciplinarity, joint activity of psychologists, philologists, cultural scientists, philosophers and other specialists.

체험 승마 관광 광고 메시지 유형에 따른 정서적 반응 비교 : 사회정서적 선택이론을 중심으로

This study is aimed at comparing emotional response of baby boomer and MZ generation to appealing type of experiential equestrian tourism participation advertisement message applying Socioemotional Selective Theory. For this purpose, experimental study and a questionnaire survey were conducted for the subject of 98 in older generation and 97 in youth group(total 195), and the following results have been derived. First, there were differences among groups in participation intention and message attitude to equestrian event, and older generation exposed to emotional based message showed the highest result. Second, there were differences among groups in search intention and sharing intention to equestrian event, and older generation exposed to emotional based message and youth group exposed to information based message showed the highest result.

Analysis of Icons, Indexes, and Symbols in YouTube Advertisement of SilverQueen Very Berry Yoghurt

Advertising as a material for semiotic study, this article describes the signs found in SilverQueen chocolate advertisements for the very berry yogurt flavor variant on YouTube and also the meaning of the signs between the signifier and signified based on the object. This study aims to find out signifiers and signifieds, find out the meaning contained in SilverQueen chocolate advertisements with very berry yogurt flavors on YouTube, such as how semiotics looks at the meaning of messages in advertisements. The method used in this study uses qualitative analysis methods. With this method, researchers can study and examine the meaning contained in a sign based on the information obtained by researchers, such as video footage in advertisements depicting messages for consumers, creating recognizable products with the intention of attracting consumer interest in the form of names, packaging, logo, price, and the power of image visualization.

Sustainability Messages in Residential Property Advertising

Companies and brands are increasingly addressing issues of sustainability in their marketing and advertising as they respond to consumers’ evolving interests and preferences. While studies have examined the presence of sustainability messages in advertising in general, and in a number of discrete industries, the use of these messages in residential property advertising is critically understudied. Some homebuyers, however, appear interested in these messages, as evidence suggests they ascribe value to certain sustainability claims and features. An analysis of the textual and visual content of 100 property adverts for city centre flats, listed for sale in two English cities in early 2022, afforded detailed insights into the positioning of sustainability in residential real estate advertising. Findings from this analysis indicate that explicit sustainability messages are rare. Property and locational features related to environmental sustainability are mentioned more frequently than those related to social sustainability. Features related to economic sustainability are discussed in adverts targeted at property investors. Sparse explicit discussion of sustainability in adverts might imply that there is little general concern for this issue, either amongst those selling property and/or amongst those buying property. An implication of this might be that pro-sustainability measures targeted at the housing sector may encounter a muted response from actors within the sector, potentially frustrating the implementation of those measures. For homebuyers who are interested in a property’s sustainability, the findings suggest that they are poorly served by current practices in property advertising. Estate agents and developers wishing to appeal to these sustainability-minded consumers might do well to incorporate greater commentary on a property’s sustainability features in their advertising materials.

КОМУНІКАТИВНА МЕТА ТА ФУНКЦІЇ СУЧАСНОЇ СОЦІАЛЬНОЇ РЕКЛАМИ

The article is devoted to the study of social advertising as a special type of French advertising discourse, namely, to the definition of the communicative purpose and functions inherent to advertising discourse. Special attention was paid to the development of the classification of communicative goals of the advertising message and the definition of its functions in social advertising. Having studied the message of modern social advertising, we classified its communicative purpose as follows: 1) attracting attention or changing the attitude of the public to a certain problem; 2) call to change the behavioural model of society; 3) promotion of a certain way of life; 4) encouragement to specific actions; 5) forming of public opinion / social consciousness; 6) humanisation of society and its involvement in social processes. It is worth noting that depending on the type of communicative purpose of the advertising message, French social advertising performs the following functions: informative, promotional, explanatory (interpretive), preventive, economic (incentive to pay taxes), educational (educational), persuasive. Usually, one advertising message performs several functions at the same time, since the informative function in social advertising is often combined with a promotional or preventive function, the educational function with an interpretive function, and the persuasive function can be combined with any of the listed functions. The analysis of French social advertising messages showed that the communicative purpose of an advertising message and its functions are closely related, in other words, the functions of a social advertising message depend on its communicative purpose. To be as effective as possible in the process of social communication, advertising slogans must precisely combine language form, pragmatic instructions and communicative functions.

Afrocentric analysis of music in political advertisements of the Economic Freedom Fighters (EFF)

In 2009, South Africa saw another landmark with the introduction of political advertisements on television. Literature is littered with studies of political advertisements on television. In these studies, 1) background music is merely an accompaniment to advertisement voiceover and images, rather than an argument itself. Little is known about 2) the discursive role of background political music as a means of conveying political messages in political television advertisements, 3) the underlying ideology and 4) Afrocentric rhetoric in political music used in political television advertisements. Considering the above, this paper interrogates the Afrocentric perspective underlying the rhetoric of background music in the political television advertisements of the South African opposition political party, the Economic Freedom Fighters (EFF) from 2014 to 2021. This study employs the decolonial thought of the Afrocentric perspective as a theory and a research method to interrogate underlying rhetoric in political music. Findings of the paper revealed that the EFF background music is highly political, Afrocentric and inherently rhetorical.

Gain or loss? The congruence effect of message framing and mindset on consumers’ willingness to pay a premium for pro-environmental hotels

Based on prospect and mindset theories, this study explores the joint effects of gain (vs. loss) message framing and fixed (vs. growth) mindset on the “willingness of consumers to pay a premium” (WTPP) for pro-environmental hotels. The findings of three studies indicate a congruence effect between message framing and mindset. Specifically, there is an increased likelihood that consumers with a “fixed” mindset will pay more when they are presented with loss-framing advertisements, whereas customers with a “growth” mindset are more convinced by gain-framing advertisements. These effects are mediated by guilt and moral obligation. This study enriches the research associated with pro-environmental hotels and advertisement marketing by proving that the persuasiveness of pro-environmental hotel advertisements depends on the joint effects of message framing and mindset. Practically, pro-environmental hotel managers could utilize these findings to target consumers with specific mindsets and deliver a matching advertising message to maximize marketing impact.