Modern Advertising Research Articles

Ieskats drukātās reklāmas vēsturē 20. gadsimta 30. gados: daži Liepājas piemēri

Historical advertisements and their language reflect tendencies and activities of the particular time period. When studying historical advertisement and its language, certain skills are required nowadays in order to understand the peculiarities, usage and significance of the language of the time. Advertisement is the source of history of its time, and its research provides an insight into both the history of the particular place, the city and the society of the time, its habits and values. Also, the political history of the age leaves an impact on the content of the advertisement. In its turn, comprehension of the language is a significant factor, as the text dominates in historical advertisements, and there are few pictures. An insight into the history of printed advertisement proves that a concise “text of advertisement” had to be created in order to get the advertisement printed in a publication, naming and advertising a particular product or service, it was important to show the information where the particular product could have been bought. The aim of the article is to provide an insight into the history of printed advertisement, using advertisements published in Liepāja publications during the 30s of the 20th century, mostly paying attention to the language of advertisements. In the article, the language of origin and problems of printed advertisements of the 30s of the 20th century have been analysed; differences in the language application have been studied comparing them with advertisement language nowadays. Analysis of literature and other resources, students’ surveys, and expert interview methods have been used to achieve the aim of the article. Research methods have been used in order to understand texts of old advertisements as resources of historical evidence, to study the written language of the time, as well as to understand that the advertisement of the time in the language context differs from the modern advertisement language and also from the Latvian literary language in general. It has been concluded that the Latvian language in the course of time is changing and developing. The language used in advertisements is simple; in order to attract attention, the superlative degree of adjectives is used. Advertisements are printed in black-and-white; the effect is achieved with bold letters and font size; the personification of the advertisement is common. Nowadays, youth can perceive the historical advertisement and be surprised that it was also used earlier in order, e. g. to attract customers to products. Some similar advertising slogans can be found that are still used nowadays. However, some difficulties are encountered when reflecting on the language of the time – separate words, expressions, also the applied orthography, as well as the old (Gothic) print. Youth justify difficulties of text perception with language development in the course of time, application of archaisms; they see the impact of the German language. The text of advertisements seems simple, even primitive, topical; it is an offer of practically applicable things. Nevertheless, the expert interviews confirm that the impact of a foreign language can be noticed in the advertising language, forms, words that are not used in the modern Latvian literary language any longer. To sum up, the authors of the article think that the research of the advertising language in the context of history is essential. Also, nowadays, when the digital marketing has developed, the issue about the communication with the consumer is still topical from the advertising point of view, and also the language application and content are important – what and how we want to say to consumers.

FEATURES HISTORICAL AND MODERN ADVERTISING

The article discusses the concept and history of advertising, the formation of advertising in the West and East, its gradual development, types of advertising, the language and style of advertising text, historical and modern advertising, the current role and importance of advertising. as well as the Law of the Republic of Uzbekistan "On Advertising" and some conclusions on the development of advertising in Uzbekistan, achievements and challenges in this area.

Innovative channels and forms of organization of advertising communication in the publishing business

The article analyzes innovations in the field of advertising, acceptable for use in advertising purposes by publishers, bookstores and libraries. In particular, the specifics of using non-traditional channels, as well as creative approaches in advertising communication, sometimes to long-known, to some extent standard solutions (scribing, newsjacking, guerrilla and viral advertising, etc.) as low-cost means of promoting publishing products and services. The directions of modern advertising activity are considered in detail, among which the ambient-appeal is a kind of outdoor advertising that uses the surrounding space for advertising purposes: field, trees, sidewalks, stairs, elevators, etc. The peculiarities of guerrilla advertising (guerrilla marketing), which today unites all low-budget means of advertising influence, are analyzed. In addition to ambient appeals, non-cost advertising options are viral advertising, cross-selling, flash mobs, performances, brand zones and more. It is due to the availability of guerrilla advertising methods that have gained popularity, including in the book industry. Attention is paid to such innovative technologies in the field of advertising as newsjacking — the use of news to promote your own brand; scribing — visualization of information with the help of graphic symbols that simply and clearly reflect its content and internal connections. It is concluded that the establishment of advertising and communication interaction can now be carried out without attracting significant funds, thanks to non-standard channels, creative approaches to the creation and presentation of advertising information.

USING RECEPTIONS SUGESTIES IN THE MODERN ADVERTISEMENT

Purpose of the article. The article discusses current issues of the formation of the terms “advertising” and “suggestion” and analyzes the use of suggestive techniques in modern advertising. The methodology includes the use of a descriptive method, an analysis and a synthesis method to identify the socio-cultural significance of advertising. The scientific novelty of the work lies in the comprehensive characterization of the most typicaltypes of advertising and the analysis of the main techniques of suggestion used in advertising, in linguistic discourse. Conclusions. A detailed analysis of the genesis of the terms “advertising” and “suggestion” proves that they have a long interesting history, which is closely related to the development of world scientific and technological progress. In the course of the study, the origin of advertising in antiquity was examined, thedevelopment of handwritten advertising was analyzed, and a review was made of the emergence of European and Ukrainian advertising publications. The study showed that the concept of “advertising” is perceived by modern scientists as a multidimensional phenomenon since it is studied from a social, economic, psychological,linguistic, aesthetic point of view. It was also noted that the most influential is the verbal impact, carried out with the help of persuasion, suggestion, and motivation (expression of will). The author also emphasizes that the most famous means of disseminating advertising are the press, television, telephone calls, transportation, etc. The article presents the most common classification of advertising. The suggestion also has a multi-valuedcharacter, since it is widely used not only in literary criticism but also in linguistics, psychology, theater learning, advertising and is based on the sensually-associative component of human consciousness. The types of advertising used in magazines, on billboards, and on television are presented as examples. It was alsonoted that linguistic examples of suggestions have a tendency to functional-stylistic deformation, with which advertising managers can manipulate the human mind.Key words: advertising, suggestion, linguistics, manipulation, human consciousness.

The Reconstruction of The Modern Advertising Concept: An Islamic Law Perspective

Islam as a complete religion needs to offer a modern advertising concept to reconstruct the existing advertising concept which tends to be value-free so that it has the potential to cause negative impact on the consumer society. The purpose of this study is to reconstruct the concept of modern advertising using the perspective of Islamic law to serve as an alternative guidance for more Islamic advertising practices. To achieve this goal, the author uses the methods of normative legal research with the conceptual approach. The results of this research conclude that the Islamic legal concept of advertising requires fulfillment of the elements and requirements of advertising contract (arkân wa syurūth al-i’lân) to ensure that the advertiser (al-mu'lin) , the object advertised (al-mu'lân) ,the advertising media (wasilah al-i'lân) and the recipient of the advertisement (al-mu'lan lahu) do not conflict with Sharia principles. A producer/ seller can deliver advertising on a product either directly or through advertising media. The use of advertising media can involve the role of humans and/ or other supporting facilities such as writing, posters/ pictures, and musical instruments. The contract that underlies the advertising agreement between the sponsor and the advertising service provider is the agreement to give authority with a wage system (wakâlah bi al-‘ujrah). Islam sebagai agama paripurna perlu menawarkan konsep periklanan modern untuk merekonstruksi konsep periklanan yang selama ini cendrung bebas nilai sehingga berpotensi menimbulkan dampak negatif bagi masyarakat konsumen. Tujuan penelitian ini adalah untuk merekonstruksi konsep periklanan modern menggunakan perspektif hukum Islam untuk dijadikan sebagai pedoman alternatif praktik periklanan yang lebih islami. Untuk mencapai tujuan tersebut, penulis menggunakan metode penelitian hukum normatif dengan pendekatan konseptual. Dari hasil penelitian dapat disimpulkan bahwa suatu konsel hukum periklanan yang islami mensyaratkan terpenuhinya rukun dan syarat-syarat iklan untuk memastikan agar pengiklan (al-mu’lin) , objek yang diiklankan (al-mu’lān) , media iklan (wasilah al-i’lān) dan penerima iklan (al-mu’lin lahu) tidak bertentangan dengan prinsip-prinsip syariah. Seorang produsen/ penjual dapat menyampaikan iklan suatu produk baik secara langsung atau melalui media periklanan. Penggunaan media iklan dapat melibatkan peran manusia dan/ atau sarana pendukung lainnya seperti tulisan, poster/ gambar, dan instrumen musik. Adapun akad yang mendasari perjanjian periklanan antara sponsor dengan penyedia jasa iklan adalah perjanjian pemberikan kuasa dengan sistem upah (wakālah bi al-‘ujrah) .

Features of advertising placement in the historical environment

The article is devoted to the study of previously unresolved parts of the general problem of development and placement of outdoor advertising in the historical environment, taking into account the historical and urban zoning. The topic studied by the author concerns the analysis and supplementation of the principles of advertising in the historical environment. The novelty of the article is the author's work and establishing a correspondence between the content of the environment and the content of advertising. The practical results of the implementation of the "Urban Planning Concept of Formation of an Integral Architectural and Spatial Composition and the Rules of Building the Historical Part of Kyiv", which came into force in 2018, are presented. It is noted that today there is an oversaturation of urban space with advertising, which is often placed spontaneously and uncontrollably, without taking into account the peculiarities of the environment. Given the complexity, ambiguity of decisions in the organization of modern advertising and information space of the architectural environment, the organization of such space must take into account a number of factors, including the existing historical state of the territory, external factors influencing the assessment and identification of outdoor advertising. The division of advertising by content into business, social, political and religious is analyzed. It is noted that the historical environment also has its content depending on the character (memorial character, sacred character, neutral character, representative character, perform a public function). Accordingly, when placing advertising, care must be taken to ensure that the content of advertising does not contradict the content of the environment.

Revealing Unconscious Consumer Reactions to Advertisements That Include Visual Metaphors. A Neurophysiological Experiment.

The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their effects such as improving advertising recall, enhancing persuasiveness, and generating consumers’ positive attitudes. Previous research has pointed out the existence of an “inverted U-curve” that describes a positive relationship between the conceptual complexity of metaphors and consumers’ positive reactions to them, which ends where complexity outweighs comprehension. Despite the dominance of visual metaphors in modern advertising, academic research on this topic has been relatively sparse. The inverted U-curve pattern has been validated regarding ad appreciation, ad liking, and purchase intention by using declarative methods. However, at present, there is no evidence of consumers’ neurophysiological responses to visual metaphors included in advertising. Given this gap, the aim of this research is to assess consumer neurophysiological responses to print advertisements that include visual metaphors, using neuroscience-based techniques. Forty-three participants (22W–21M) were exposed to 28 stimuli according to three levels of visual complexity, while their reactions were recorded with an electroencephalogram (EEG), eye tracking (ET), and galvanic skin response (GSR). The results indicated that, regardless of metaphor type, ads with metaphors evoke more positive reactions than non-metaphor ads. EEG results revealed a positive relationship between cognitive load and conceptual complexity that is not mediated by comprehension. This suggests that the cognitive load index could be a suitable indicator of complexity, as it reflects the amount of cognitive resources needed to process stimuli. ET results showed significant differences in the time dedicated to exploring the ads; however, comprehension doesn’t mediate this relationship. Moreover, no cognitive load was detected from GSR. ET and GSR results suggest that neither methodology is a suitable measure of cognitive load in the case of visual metaphors. Instead, it seems that they are more related to the attention and/or emotion devoted to the stimuli. Our empirical analysis reveals the importance of using neurophysiological measures to analyze the appropriate use of visual metaphors and to find out how to maximize their impact on advertising effectiveness.

ВЛАСНІ НАЗВИ БУДИНКІВ У СФЕРІ МІСЬКОЇ ТОПОНІМІКИ: ПРАГМАТИЧНИЙ АСПЕКТ

The article discusses the ongoing linguistic problem — the phenomenon of modern houses nomination, which is directly related to the phenomenon of naming, as one of the components of an advertising strategy. Modern advertising is a part of popular culture; it gives information about the individual needs of people, based not only on the information about the product, but also on the demonstration of the benefits that the buyer will receive by purchasing a particular product. The relevance of the problem is tied to the active use of modern language, advertising, marketing technologies in almost all spheres of human activity. The aim of the article is the implementation of a comprehensive qualitative and quantitative study of the Odessa’s oikodomonyms, taking into account their structural and semantic features; the selection of criteria, principles and motives for modern houses nomination. The linguistic status of oikodomonyms in the onomastic space has been determined, the use of appropriate terminology has been justified, and the basic structural and semantic models of oikodomonyms have been identified. The oikodomonyms are mainly formed by onymization, transonymization, which is structurally represented by one-component, two-component and multicomponent (descriptive) constructions, among which the first two types are productive. The substantive model of the oikodomonyms’ nomination is more productive (approximately 57.4 %) than the adjective (approximately 31.48 %). The proper names, which are the names of the houses, have been classified by the author of the article into neutral and connotative. The oikodomonyms as the connotative markers of the onomastic system are based on the associative connections with architectural features, exterior, size of houses, location etc.

Author Meets Critics: The Social Impact of Advertising: Confessions of an (Ex-)Advertising Man

Abstract: This Author Meets Critics conversation focuses on Tony Kelso's book The Social Impact of Advertising: Confessions of an (Ex-)Advertising Man (Rowman & Littlefield, 2019). Kelso meets with other advertising experts from several fields to discuss the following topics: what is meant by the social impact of advertising, the wealth of social and cultural topics covered in the book, using personal reflections in a textbook, the importance of history in understanding advertising, the effectiveness of digital advertising, the applicability of the book in teaching various survey courses, the ideologies and values supported by advertising, and advice for professors and industry practitioners. The book covers a brief history of modern advertising in the United States, advertising's influence on the so-called non-advertising content of the media and digital surveillance, the ideological themes advertising inadvertently delivers, how advertising can privilege or marginalize various social constructions of identity, the controversial practice of targeting children, and how corporations often use advertising to present a positive face while masking some of their profoundly darker sides.

Odnos naučne fantastike i oglašavanja

The paper deals with the relation of science fiction and advertising, specifically in the representation of advertising in science fiction (film, literature and comics) and transformation of their forms into reality. It also includes examples of the influence of reality, which in the form of a certain esthetical discourse may offer a vision of the future and potential forms and modalities of advertising. Additionally, the paper covers possible modalities of advertising with use of (new) technologies, as depicted in the representations of the future in alternative film universes - i.e. in science fiction. Many authors have analysed the film Blade Runner and its visionary elements as prophecies of future reality, trying to answer the question how and to what extent, in their representations of the future, they were right in regard to the utilisation of technological innovations in modern advertising. The paper points to the cause-and effect relation between the occurrence of the fictive technologies in films and very fast prototyping and utilisation of the same or similar technologies for the purpose of advertising. The paper also reviews the consistence of the visual language of advertising through analysis of cult movies Blade Runner, Ghost in the Shell and Blade Runner 2049.

Специфика вербального воздействия в современной интернет-рекламе (на материале курсов иностранных языков)

Специфика вербального воздействия в современной интернет-рекламе (на материале курсов иностранных языков)

Manufacturing Modernity: Innovations in Early Modern Europe-An Introduction.

Manufacturing ModernityInnovations in Early Modern Europe—An Introduction Adam Lucas (bio) Keywords Early modern, technology, innovation, early modern science The early modern period, from roughly 1450 to 1800, was a time of global social and political upheaval. Driven by rivalry between the great powers of Europe and their efforts to explore, colonize, and conquer new territories, it was an era during which revolutionary changes occurred in science, technology, and culture that continue to shape the modern world.1 Theologically, it encompassed the cultural revolutions of the Reformation and Counter-Reformation.2 Intellectually, it witnessed the radical conceptual shifts that have come to be known as the Scientific Revolution and the Enlightenment.3 Technologically, it saw the first economic transformations arising from the British Agricultural Revolution, while laying the foundations for the Industrial Revolution.4 Politically, it was punctuated by revolutions in Britain, France, and the Americas, and included extended periods of military conflict throughout Europe, as well as colonial wars in the Middle East, North Africa, Asia, and the Americas.5 Arguably the most shameful legacies of this period are the European colonizers' despoliation [End Page 995] of indigenous cultures and an enormous escalation in the slave trade between Europe, West Africa, and the Americas.6 All these transformations—however they are now interpreted—are fundamental to what it means to be modern. This special issue highlights some of the early modern period's key contributions to technological development, including some of our unexamined assumptions concerning its continuities with earlier periods, its breaks with the past, and their implications for contemporary life. The articles contribute to current research arguing that competition between political, legal, and cultural institutions in developing rules of practice has been a critical factor enabling innovation, growth, and personal autonomy in the history of humanity.7 The five articles prompt us to reconsider some of the novel practices and inventions that emerged during the early modern period, and to reevaluate our understanding of technological change in the transition from mercantile to industrial societies. The authors variously explore: the mixed origins of the French patent system and intellectual property; revolutionary subversions of utilitarian technology; the emergence of modern advertising and consumer cultures; the misattribution of foreknowledge about physical theories of heat to key innovators in the Industrial Revolution; and the application of experimental quantitative techniques to control water supply in early modern France. Recent scholarship shows that the early modern period provided the material bases for many aspects of contemporary life we now simply take for granted. It can be usefully conceptualized as having gone through two main phases. The first phase is often labeled "pre-industrial" or "proto-industrial," when most economic activity occurred in the context of rural or cottage industries producing goods for external markets mediated and coordinated by merchants.8 During this first phase (1450–1650), advances in shipbuilding, navigation, cartography, metallurgy, weaponry, fortifications, engineering, and construction laid the foundations for advances in the second phase (1650–1800), in mechanics, manufacturing, logistics, agriculture, chemistry, and instrument-making. The second phase, which enabled the transition to urban factory production, would not have been possible without the foundations laid in the first phase. However, the question of what drove the changes which led to the second phase, and what was subsequently called the "Industrial Revolution," remains hotly contested. [End Page 996] According to Marxist social historian Eric Hobsbawm, overseas trade, military expenditure, colonial wars, protectionism, and internal demand constituted the necessary and sufficient conditions for the Industrial Revolution.9 More recently, neoclassical economic historian Robert Allen has maintained that what enabled the Industrial Revolution in Northwestern Europe and North America were supportive institutions and cultures, and higher wages relative to capital costs—together these factors drove the self-reinforcing process of local technological innovation.10 Economist and network theorist Leonard Dudley agrees, but points to the collaborative ventures between inventors, investors, managers, and entrepreneurs in cities and their hinterlands during the Industrial Revolution to explain this self-reinforcing process of change. The countries where those ventures succeeded had large populations with high literacy rates, a shared common language, and openness to cultural diversity. The practitioners' ability to address complex challenges depended on mutual trust, clear...

The Application of Modern Advertising Education andProfessionalism in Nigeria

The Application of Modern Advertising Education andProfessionalism in Nigeria

Hybrid Method on Clickjacking Detection and Prevention in Modern Advertisements

In modern advertisements, clickjacking attacks can be delivered through a vulnerability in web application. To overcome this, web application security is required that will prevent malvertisement. In this study, prevention of clickjacking in the modern web advertisements are implemented. Vulnerability checks on the potentially malicious website were conducted. Implementation of hybrid prevention method of clickjacking into new developed website were carried out. Among top 500 websites, 50 websites were chosen as a dataset in this study out of which 4 case studies were selected. Website with server privileges were required to implement the hybrid prevention method, consisting opacity, Z-Index and X-Frame option policy. A new website was developed to satisfy the requirements for the method implementation. The results show, among 50 selected websites, about 19 websites were vulnerable to clickjacking. When the hybrid prevention method were implemented in the developed website, it increases the security by mitigating the vulnerability of web application to clickjacking attack.

Аdvertising of tourist directions of the Ternopil region

Purpose. The aim of the article is to analyze the changes that have occurred in modern advertising and to find the best ways of advertising the tourism product of Ternopil region. Methodology of research. General and special methods are used in the course of the research, in particular: systematic analysis – to reveal the essence of basic categories; methods of analysis and synthesis – in substantiated the process of finding the best ways to advertise types of tourism; methods of observation and generalization – when considering the changing role of advertising in the modern world. Findings. The characteristic features of modern advertising in the sphere of tourism are considered. Changes in approaches to the advertising process that are taking place in the market are analyzed. The transformation of the advertising consumer himself and the transition of his role from secondary to the main one in initiating the advertising process are analyzed. The ways of promotion of different types of tourism of Ternopil region are offered. Originality. It has been proven that modern advertising has undergone a significant transformation, namely the transition from marketing the advertised product to providing information services about it. It has been established that the consumer of advertising himself has undergone the change. He initiates the advertising process, actively seeking the information he needs. The methods of advertising the tourist product of Ternopil region in terms of its types are offered. Practical value. The obtained results of the study can be used by tourism organizations of Ternopil region in choosing the method of promotion of their services, which will contribute to the constant growth of the number of clients and, accordingly, the successful functioning of the tourist organization in the market. Key words: tourist product; advertising; advertising process; tourist opportunities; types of tourism; advertising means; consumer of advertising; advertising media; advertisers.

Three Ways to Use ASMR-Technologies in Modern Advertising and Marketing

Three Ways to Use ASMR-Technologies in Modern Advertising and Marketing

Review of Coca Wine. Angelo Mariani’s Miracolous Elixir and the Birth of Modern Advertising

Coca Wine. Angelo Mariani’s Miracolous Elixir and the Birth of Modern Advertising, by Aymon de Lestrange. Park Street Press, 2018

“Amongst the Most Desirable Reading”: Advertising and the Fetters of the Newspaper Press in Britain, c. 1848–1914

What is the difference between advertising and news? This essay examines the rise of this dilemma and its precarious resolution in the formative era of modern advertising and press commercialization in Britain, c. 1848–1914, with particular attention to legal powers mobilized in the process. The essay traces a dialectical process, which began with the midcentury campaign to repeal taxes on the press, one of which was the advertisement duty. The campaign framed advertising as a communication of essential information. Its success gave full reign to advertising in the newspaper press, but also triggered a readjustment: Newspaper owners soon faced a threat to their effective control of the medium; their proprietary power to differentiate advertising from their self-proclaimed business - news - was put to the test. Owners' responses established a hierarchic distinction between news and advertising, along an informational metric: advertising was framed as an inferior kind of information, more biased than news. The hierarchy became embedded as a common sense to the point that the process of historical creation has been forgotten; yet, it asserted a difference between news and ads which had little to hang on in theory and practice, giving rise to challenges which still resonate today.

A Review on Effects of Advertisements of Marketing on Tourism Industry

This article aims to review on effects of advertisements on the tourism industry. It is scientific-review. Today, all countries use modern advertising and marketing systems to indicate their power and potential attractions. Advertisement is one of the effective tools to attract tourists. Advertisement in tourism generally is one of the most important tasks of each tourism agency. Methodology: To prepare a marketing program and tourism advertisements and to determine purposes and approaches of the marketer should be done as the first and substantial step. Advertisements and its share have been a diagram of activity limitations of organizations. Results: For advertisements activities in the tourism industry in today’s world, one should look at advertisements with belief and faith so that he would see that advertisements are not expensive but it is a kind of substantial investment to achieve organizational and national purposes and can have valuable achievements if it is performed accurately. Conclusion: Therefore, the present article first presents a review of the concept of advertisements and the concept of tourism. Then, advertisements in the tourism industry and tools of tourism advertisements are investigated. At the rest, the role of oral advertisements and internet advertisements is expressed and finally, the article has a review on the studies which researches have performed on the effective factors in this industry.

Optimization the Universal System of Business Analysis

The purpose of the article is to review the developed universal system of business analysis and to present the main advantages of the system in comparison with modern advertising and analysis systems. The article also explains the principle by which you can increase the effectiveness of conversions.Research methods are a description of the system and the analysis of existing software products and their disadvantages compared with the software product developed; introduction of the concept of a universal customer ID as the main component of the analysis; in-depth analysis of the problem of increasing conversion.The novelty of the research is the method of analyzing the analysis to a specific client with the help of a universal client identifier, which enables the manager and the director of a business engaged in the sale or provision of services, to analyze the inflow of new customers and the outflow of old ones, the display of the number of regular customers at intervals with the opportunity display in various forms and types (list of universal client ids, table statistics, chart statistics, etc.).Conclusions The described system consists in applying an analytical analysis of client activity with an anchor to its universal identifier (mobile number), which allows comparing different variants of service conversion over time intervals with clear and transparent statistics.