Political Advertising Research Articles

On the Use of Proxies in Political Ad Targeting

Detailed targeting of advertisements has long been one of the core offerings of online platforms. Unfortunately, malicious advertisers have frequently abused such targeting features, with results that range from violating civil rights laws to driving division, polarization, and even social unrest. Platforms have often attempted to mitigate this behavior by removing targeting attributes deemed problematic, such as inferred political leaning, religion, or ethnicity. In this work, we examine the effectiveness of these mitigations by collecting data from political ads placed on Facebook in the lead up to the 2022 U.S. midterm elections. We show that major political advertisers circumvented these mitigations by targeting proxy attributes: seemingly innocuous targeting criteria that closely correspond to political and racial divides in American society. We introduce novel methods for directly measuring the skew of various targeting criteria to quantify their effectiveness as proxies, and then examine the scale at which those attributes are used. Our findings have crucial implications for the ongoing discussion on the regulation of political advertising and emphasize the urgency for increased transparency.

Revealing the Strength of CSR Endorsement in an Environmental CSR Advertising Campaign on Instagram: The Role of Interdependent Self-Construal, Regulatory-Focused Messages, and the Number of Followers

The purpose of this research is to study the strength of corporate social responsibility (CSR) endorsement in an environmental CSR advertising campaign on Instagram. A 2 (promotion- vs. prevention-focused messages) × 2 (low vs. high number of followers) between-subjects design was conducted online. Results showed that the indirect effect of interdependent self-construal on CSR endorsement through attitudes toward the environmental CSR advertising campaign on Instagram existed when only promotion-focused messages were presented. However, the moderation of the indirect effect of interdependent self-construal by promotion (prevention)-focused messages did not significantly differ between low and high numbers of followers. Theoretical and managerial implications are discussed in more detail.

The Application of Virtual Reality and Augmented Reality Technology in Digital Marketing

This study investigates the utilization of Virtual Reality (VR) and Augmented Reality (AR) technologies in digital marketing, particularly their impacts on user engagement, brand awareness, conversion rates, and customer experience. With the progression of digital marketing, VR and AR have emerged as significant tools that create immersive and interactive experiences, aiding brands in distinguishing themselves within a competitive market. By analyzing applications such as virtual product demonstrations, interactive advertising campaigns, virtual showrooms, and AR shopping applications, this research underscores the substantial advantages these technologies confer. The findings reveal that VR and AR not only improve user engagement, brand visibility, but also boost customer satisfaction and drive sales. Despite obstacles such as high development costs and technical challenges, the outlook for VR and AR in digital marketing remains promising. This study provides strategic insights for businesses on effectively incorporating these technologies into their marketing frameworks to ensure long-term success and competitive advantage.

It's Magic, You Know

Advertising for Ozempic is inescapable. We have come to expect an advertisement for Ozempic around every corner. From scrolling social media to watching a hockey game, Ozempic is everywhere. This paper seeks to understand the multilayered and multimedia advertising campaigns, alongside lay-advertising on social media platforms that have allowed Ozempic and its producer Novo Nordisk to redefine and reframe the drug from its intended use as an insulin-producing type 2 diabetes medication to a widely sought-after weight loss medication. My analysis examines the role of social media in shaping consumer perceptions of Ozempic, the influence of direct-to-consumer advertising in promoting off-label uses, and the resulting consequences on drug accessibility and health perceptions. Specifically, by scrutinizing media portrayals on TikTok and direct-to-consumer advertising strategies, this paper unveils the dynamics of pharmaceutical product reframing and its effects on the dominant discourses surrounding said products. As Ozempic attempts to redefine what a healthy body should look like, it is imperative to analyze how social media and pharmaceutical advertising campaigns shift cultural understanding, reinforcing anti-fat narratives and limiting access to life-saving drugs for those who need them.

The Austrian Political Advertisement Scandal: Patterns of “Journalism for Sale”

Mounting concern surrounds the influence of political actors on journalism, especially as media outlets face increasing financial pressures. These circumstances can give rise to instances of media capture, a mutually corrupting relationship between political actors and media organizations. However, empirical evidence substantiating such mechanisms and their consequences remains limited, particularly in the context of Western democracies. This chapter investigates a recent case in which a former Austrian chancellor allegedly colluded with a tabloid newspaper to receive better news coverage in exchange for increased ad placements by government institutions. We employ automated content analysis to investigate political news articles from seventeen prominent Austrian news outlets spanning 2012–2021 ( n = 222,659). Adopting a difference-in-differences approach, we find a substantial increase in media visibility of the former Austrian chancellor within the news outlet that is alleged to have received bribes, as well as a decrease in favorability for challenger candidates. Although this study does not aim to prove or disprove the involvement of specific political actors or media organizations in unethical or illegal activities, it introduces an innovative method for detecting unusual patterns in media reporting. Findings are discussed in the context of current threats to media independence and underscore the crucial need to protect journalistic integrity and ensure unbiased information for the public.

Analysis Of Political Communication Ahead Of The 2024 Presidential Election Case Studies On Political Campaigns, Political Propaganda, Public Opinion, Marketing, Political Advertising, And Political Negotiation

The 2024 presidential election is an important moment in the political life of a country. This study aims to analyze the role of various aspects of political communsication in the presidential election, including political campaigns, political propaganda, public opinion, political marketing and advertising, and political negotiations. The research methodology uses a holistic approach with quantitative and qualitative data collection through online surveys, interviews, and media content analysis. Key findings highlight the significance of social media in shaping public opinion and the political communication strategies used by candidates. Practical implications of these findings include recommendations for more effective political campaign strategies and the development of more transparent communication policies.

Understanding the communicative strategies used in online political advertising and how the public views them

Understanding the communicative strategies used in online political advertising and how the public views them

Current issues of legal regulation on political advertising in election campaigns in social media

It is indicated that today the role of the Internet with all the unlimited amount of digital content that is produced in its spaces every day is extremely difficult to overestimate. Nowadays, it is various social networks and other online platforms that have become not only a means of placing and distributing information, but also the main communication field, which over time has made a real revolution in the field of user interaction. The article is devoted to the issues of legal regulation on political advertising and election campaignd in social media and on other online platforms, aims to highlight the central problems, as well as to outline the spectrum of possible ways to solve such problems through the study of Ukrainian and international experience of working with the control of the information field, namely, in the part of campaigning activities of the relevant subjects in social media, on other online platforms during the election process. Special focus in the current study is made on the correlation of national and corporate regulation of issues related to the use of foreign online platforms services for posting information that is considered as political advertising. In addition, it outlines a range of problems that are currently outside the scope of legal regulation and are caused, on the one hand, by the rapid pace of digital technologies development, and on the other hand, by the nature and essence of such a phenomenon as election campaigns and political advertising means in general, namely in terms of a wide range of tools for influencing the audience. As a result, the need for cooperation between the state as a legislator and corporations as non-state entities that own and manage specific resources used for posting election campaign materials is emphasized. It was also concluded that there is a need to pay special attention to the improvement of the national legislative framework in terms of understanding political advertising as a social phenomenon and creating special requirements for the regulation of legal relations regarding such advertising placement in social media and other online platforms.

Invoking ethnic identity in the service of right-wing rhetoric: an analysis of 2022 Latina republican candidates in South Texas

Abstract Growing identification by U.S. Latines with the Republican Party has been of interest since the 2020 presidential election, especially in South Texas. This article presents a rhetorical criticism of three Republican Latina candidates for Congress in the 2022 midterms. Utilizing Latine rhetorical criticism of their campaign ads, we identify the strategic deployment of conservative ethnic identity that disavows racialized identity through anti-immigrant rhetoric. Instead of moderating anti-immigration discourse, as has been suggested by observers on how to attract Latine voters, these candidates instead redirect the immigrant threat narrative towards other subgroups of Latines. Also key in the deployment of ethnic identity for right-wing appeals is the construction of a political persona that emphasizes traditional Latine gender roles in the service of political activism. Finally, there is a mystification of the underlying reasons for economic precarity that is nevertheless based on local histories of exploitation in South Texas.

Changes in Internet Search Behavior After a Direct-to-Consumer Advertising Campaign for Faricimab-svoa.

Purpose: To analyze changes in Google search volume after US Food and Drug Administration (FDA) approval and initiation of a direct-to-consumer marketing campaign for faricimab-svoa. Methods: Google Trends data between December 26, 2021, and June 17, 2023, were downloaded and searched for terms prominently featured in the marketing campaign, including "wet AMD", "diabetic macular edema", "Vabysmo", and "faricimab-svoa". Data were standardized to the week and the term with the highest search volume, resulting in weekly relative search volumes for each term. The mean relative search volume and percentage change in relative search volume were calculated for the time periods of interest. Results: The direct-to-consumer campaign was associated with an increase in relative search volume in the first month for the terms "Vabysmo" (2.5% to 18.0%) and "wet AMD" (3.0% to 77.3%) and was sustained in the second month (P < .01). No significant changes in relative search volume were seen for the terms "diabetic macular edema" or "faricimab-svoa". After FDA approval, "Vabysmo" had the only significant increase in relative search volume (0.3% to 2.8%; P = .02). Conclusions: A direct-to-consumer advertising campaign for faricimab-svoa was associated with a surge in Google search volume of 620% and 2475% for "Vabysmo" and "wet AMD," respectively (P < .01), without a corresponding increase for "diabetic macular edema". Although FDA approval was associated with an increase in search volume for "Vabysmo" (P = .02), the marketing campaign was more influential at driving internet search behavior.

Accepting Exclusion: Examining the (Un)Intended Consequences of Data-Driven Campaigns

Using citizens’ data not only enables precise targeting of campaign messages online, but also the deliberate exclusion of certain groups of citizens. This study asks (a) to what extent have citizens been excluded from political (online) ads during the Dutch 2021 and 2023 election campaigns and (b) how acceptable citizens find the practice of exclusion. To answer these questions, we use data from the Meta Ad Targeting dataset to investigate any employed exclusion criteria by parties and rely on survey data collected during the 2023 Dutch general election to learn about citizens’ opinions. Our study reveals that political parties across the spectrum allocated less budget to targeting and excluding citizens in 2023 compared to 2021. Predominantly, exclusion is based on age, gender, and place of residence, with criteria such as political views, migration background, and religious beliefs being relatively uncommon. Despite citizens considering all forms of exclusion unacceptable, they view exclusion based on political views as the most tolerable. Moreover, individuals leaning towards the political right exhibit greater acceptance of exclusion, particularly based on migration background. In scrutinizing the extent of citizen exclusion from political campaign messaging and citizens’ perceptions, we contribute to the discourse on the unintended consequences of data-driven campaigning.

State responses to counter disinformation in USA, Greece and Republic of Moldova

In several countries, there are voices that ask for government to take steps to restrict information falseness, reduce the news that misrepresent reality and restore people’s trust in media. In USA, legislation is introduced regarding political advertisement, public’s protection from deceptive practices and audience manipulation. Greece endeavors for digital transformation across the spectrum of the public sector, which will promote to have eventually more valid and transparent information flow. The Republic of Moldova is making legislation reforms to modernize its policies and create a more stable environment that potentially brings her closer to the European reforms. In this article, we focus on public policies against disinformation in three different countries including United States, Greece and Moldova. Each state applies its own approach in order to deal with the problem

Market Penetration Strategy by Increasing Firm Competitiveness

To achieve successful market penetration, businesses must navigate complexities related to culture, legal frameworks, economic conditions, and competition. Businesses must decide whether to standardize their marketing strategies across different markets or adapt them to suit unique market characteristics. Competition is the ability to perform better, and faster. In facing competition, companies need to determine the right strategy, because in general companies are trying to survive, grow and develop. The purpose of the Market Penetration Strategy research by Increasing Company Competitiveness can include several aspects, namely, Assessing the company's strengths and weaknesses. Conducting market analysis to understand existing opportunities and challenges, including consumer preferences and behavior, and market trends and Developping an effective Market Penetration Strategy to increase market penetration, such as products, improving customer service, or competitive pricing strategies. This study uses a descriptive qualitative method to find out how PT. AJS Bumiputera markets its products, using market penetration to increase competitiveness, or to find out what the biggest challenges are in its market penetration strategy. This study uses a qualitative method as one of the methodologies in research that does not yet have a standard definition and is generally agreed upon for use. From the results of the study it is known that PT. Bumiputera Sharia Life Insurance, using market penetration through digital platforms such as social media, company websites, and online advertising campaigns to reach a wider audience. Organizing events, seminars, or workshops, related to finance or health. Providing education about the benefits of insurance products to the public, conducting direct promotions through telemarketing, or face-to-face marketing to introduce products directly.

The economic impact of social media marketing: A study of consumer goods in emerging markets

The economic impact of social media marketing on consumer goods in emerging markets has become increasingly significant, driven by rapid digital adoption and the growing influence of online platforms. This study explores how social media marketing strategies employed by consumer goods companies contribute to economic growth in these regions. By leveraging data from various emerging markets, the research examines the role of social media in enhancing brand visibility, consumer engagement, and market penetration. The study highlights the ability of social media to reach vast audiences at relatively low costs, enabling companies to build brand awareness and foster consumer loyalty in markets where traditional advertising channels may be less effective or accessible. Through targeted advertising, influencer partnerships, and interactive campaigns, social media marketing has proven instrumental in driving sales and expanding market share for consumer goods companies. This, in turn, has stimulated local economies by increasing consumer spending, creating jobs, and encouraging competition. Furthermore, the study discusses the multiplier effect of social media marketing on economic development, particularly in how it helps local businesses integrate into the global economy. By providing a platform for smaller companies to compete with established brands, social media has democratized access to markets and facilitated the growth of entrepreneurial ventures in emerging economies. However, the study also acknowledges the challenges and limitations of social media marketing in these contexts, such as digital divides, varying levels of internet penetration, and the need for culturally sensitive content. The findings underscore the importance of adapting social media strategies to the specific characteristics of emerging markets to maximize their economic impact. In conclusion, social media marketing has become a powerful tool for driving economic growth in emerging markets by enhancing brand presence, increasing consumer demand, and fostering competitive business environments. As digital ecosystems continue to evolve, the role of social media in shaping economic landscapes in these regions is expected to expand further, offering significant opportunities for consumer goods companies and local economies alike.

Understanding Potential Mechanisms of Vaping Prevention Messages: A Mediation Analysis of the Real Cost Campaign Advertisements.

The U.S. Food and Drug Administration (FDA) developed a public education campaign, The Real Cost, that reduced youth susceptibility to tobacco product use. We sought to identify the mechanisms that may underlie the impact of The Real Cost ads on susceptibility to vaping to inform youth tobacco prevention campaigns. Our online randomized controlled trial (clinicaltrials.gov, identifier NCT04836455) examined a large sample of U.S. adolescents (n = 1,348) who had multiple exposures to Real Cost ads or control videos over a 3-week period in 2021. To examine potential mediating pathways between The Real Cost ads and susceptibility to vaping, we examined theory-based psychosocial and message-related variables. The largest impact of The Real Cost ads on susceptibility was via more negative attitudes toward vaping (βa*βb = -0.16; 95% confidence interval [CI] = [-0.25, -0.06]). Other mediation paths were via improved health harm risk beliefs (βa*βb = -0.08; 95% CI = [-0.13, -0.04]), addiction risk beliefs (βa*βb = -0.04; 95% CI = [-0.06, -0.01]), injunctive norms against vaping (βa*βb = -0.05; 95% CI = [-0.09, -0.02]), negative affect (βa*βb = -0.05; 95% CI = [-0.08, -0.02]), and cognitive elaboration (βa*βb = -0.03; 95% CI = [-0.05, -0.003]). Our findings suggest that ads that target negative attitudes may decrease susceptibility to vaping among youth. Our findings also introduce normative pressure as a novel factor that may be important for vaping prevention messages.

Abstract B118: “When people don’t look at you as human, then it’s down from there…”: Experiences of 2SLGBTQIA+ people treated for cancer and implications for research participation

Abstract Background: Recent U.S. estimates show 20 million+ people identify as two-spirit, lesbian, gay, bisexual, transgender, queer, intersex, or asexual (2SLGBTQIA+). Despite heightened risk factors for cancer, 2SLGBTQIA+ people are an underserved population and have rarely been included in cancer research. Further, cancer-related mortality and quality of life measures for this population remain unknown. The Elsie Study uses in-depth interviews to better understand the experiences of 2SLGBTQIA+ people who have been treated for cancer and explore recruitment considerations to improve their research participation. Methods: We conducted 60-90 minute one-on-one semi-structured interviews with 2SLGBTQIA+ adults who have been previously treated for cancer. We recruited participants through targeted creative advertising campaigns on dating apps (HER, Scruff, Jack’d, Grindr) and through community organizations, community events, and the study website. Questions explored cancer treatment experiences, intersectional identities and experiences, research participation decision-making, recruitment strategies, and trusted sources of information. We recorded, transcribed, and de-identified interviews, and used thematic approaches for qualitative analysis. Results: Between June 2023-June 2024, we completed 65 interviews with sexually diverse cisgender women (n=17), cisgender men (n=16), transgender women (n=11), transgender men (n=4), and nonbinary, gender-expansive, and two spirit people (n=17). Participants were located throughout the U.S. in rural and urban areas with differing levels of cancer treatment access, social support, and structural support. Participants were treated for many types of cancer, with the most common being breast, prostate, and blood cancers. Among the sample, 38.5% were American Indian or Alaska Native, African American, or Asian/Asian American, and 13.8% identified as Hispanic. Notably, racially/ethnically marginalized 2SLGBTQIA+ participants described the emotional toll of dehumanization and how it impacted their cancer care treatment as individuals with multiple marginalized identities. For example, one participant said “Although I’m going through this physical pain, it’s emotionally painful to have to explain myself and my identifications to people who don’t know and don’t want to know either… What’s the point?” Another participant said, “When people don’t look at you as human, then it’s down from there unfortunately."Most participants had not previously participated in health research, but all interviewees affirmed they wanted to know the results from the study and wanted to be notified about future research opportunities with our team. The use of dating apps and community organizations as recruitment methods was noted as novel and trustworthy. Conclusion: People of all genders and sexual orientations get cancer, and 2SLGBTQIA+ people represent an increasing number of oncology patients. It is imperative that the perspectives of 2SLGBTQIA+ people be considered in cancer care and cancer research. Citation Format: Alexandra M. Ecklund, Ben Weideman, Rhea Alley, Courtney Sarkin, B.R. Simon Rosser, G. Nic Rider. “When people don’t look at you as human, then it’s down from there…”: Experiences of 2SLGBTQIA+ people treated for cancer and implications for research participation [abstract]. In: Proceedings of the 17th AACR Conference on the Science of Cancer Health Disparities in Racial/Ethnic Minorities and the Medically Underserved; 2024 Sep 21-24; Los Angeles, CA. Philadelphia (PA): AACR; Cancer Epidemiol Biomarkers Prev 2024;33(9 Suppl):Abstract nr B118.

Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’

Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.

Analysing Credibility of Femvertising Campaigns: A Focus on Colombian Female Athletes

Advertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns.

Exploring the Power of Visual Aesthetics in Advertising

Marketing plays a crucial role in determining the success of any organisation. Businesses can achieve significant growth by implementing a strategy that prioritises the needs and preferences of their customers. A recent study has emphasised the crucial significance of visual attractiveness in attracting customer attention and involvement. A favourable aesthetic experience can enhance the user's involvement with the interface. This article seeks to examine the capacity of utilising visual aesthetics to mould brand identity, impact consumer perception, and affect behaviour in advertising campaigns. This study will use Gestalt theory principles to enable advertisers to create more impactful and captivating advertising that captures viewers' attention, facilitates information processing, and improves brand recall. The study will utilise a quantitative methodology, using data collected via a self-administered questionnaire. The data analysis will employ structural equation modelling (SEM). The study's findings will unquestionably equip advertising marketers to improve product promotion techniques and tailor advertising campaigns.

Scenting Sapphic Elegance and Queer Promises: Advertisements for Amaryllis du Japon (1891–94)

Abstract: This essay examines the advertising campaign for Amaryllis du Japon, the signature fragrance of the perfumery Delettrez at the fin de siècle, as a case study of the homoerotic dynamics of visual culture for middle-class women of the period. I argue that the campaign’s central motif, the kimono-clad coquette, seduced female viewers and prospective consumers by evoking the intersecting discourses on Japanese femininity, floral scents, and olfactory arousal. The japonesque coquette promised exotic pleasures associated with the sapphic sensuality attributed to fashionable Parisiennes , both real and imagined. Using an analytical framework that ventures outside a heteronormative construction of female spectatorship demonstrates the advertisement campaign’s homoerotic appeal as well as a period concern for it.