Print Advertisements Research Articles

The Structures of Visual Components on a Print Advertisement: A Case on Multimodal Analysis

The goal of this study is to undertake a multimodal analysis of a print advertisement for the Samsung Galaxy S5. According to Cheong (2004), the general structure of print advertisements is as follows: Capture^Focus^Justification. This structure encompasses both the verbal and visual aspects of advertising. The goal of this study is to describe the structure of multimodal analysis observed in a print advertisement for the Samsung Galaxy S5. To achieve the research's goal, descriptive qualitative research was used. The information, which is a print advertisement, was gathered via Google image results. As a result, some data analysis procedures include searching for and printing the Samsung Galaxy S5 print advertisement from a google image result, reading the text and attempting to analyze the advertisement, classifying and analyzing the data (advertisement) according to the verbal and visual components as presented by Cheong (2004), and finally drawing a conclusion. Finally, the researchers discovered that the structure of verbal (Announcement, Enhancer, Emblem, Tag, Cal-and-visit information) and visual (Lead, Display, and Emblem) components are included in the advertisement.

Design and Implementation of Print Advertisement Based on Computer Image Interactive Virtualization

This study aimed to further enhance and enrich users’ visual experience, provide users with a more infectious image sense, and further promote the development of multidimensional, virtualized, and interactive graphic advertising design applications. This study presents a design idea of print advertisement based on computer image interactive virtual technology. Based on the in-depth analysis of the multidimensional expression of plane image interactive virtualization, this idea carries out interactive virtual design with the help of interactive virtual image segmentation algorithm and plane advertising image element optimization technology. Through the test of image interactive edge extraction function on MATLAB platform, the simulation results show that the edge width of single side extraction results with different gray levels of the same width and different widths of the same gray level are 9 pixels, the gray values are 5a0, 110, and 200, respectively, and the edge width corresponds to 3, 9, and 15 pixels, respectively. The results show that the system can effectively enhance the image definition and obtain better print advertising design effect.

Implementation of Advertising and Telemarketing to Increase Room Revenue

Purpose: This study was conducted to determine the application of advertising and telemarketing by a 4-star hotel located in Payangan, Gianyar, Bali, Indonesia and their effect on increasing room revenue.
 Research methods: Data collection techniques used are observation, interviews and documentation. The data analysis technique used is multiple regression analysis which aims to determine the magnitude of the influence of advertising and telemarketing to increase room revenue of the hotel, and processed with SPSS 25. Advertising carried out is in the form of print advertisements through brochures or flyers, newspapers, and magazines, electronic advertisements through the internet and social media, as well as special advertisements.
 Findings: Based on the results of SPSS 25 calculations on multiple determination analysis, it is known that the coefficient of determination is 66.6%, which means that the contribution of advertising (X1) and telemarketing (X2) variables is 66.6% to the rise and fall of room income at the hotel. While the remaining 33.4% is influenced by other factors not included in this study.
 Implication: Partially or simultaneously, the two independent variables have a positive effect on room income.

Comparative and inducement appeals Rx by drug class

ABSTRACT Purpose: Prior to this data collection, no study had documented insights into the usage of financial inducements and comparative appeals in direct-to-consumer magazine ads nor cataloged the ads by ailments associated with drug classes. Since that time, the literature does not suggest strategy changes in DTCA. However, future healthcare regulation to revamp pricing issues may impact the incentives of marketers and their advertising strategies thus calling for a revisitation using this study as a template. Design/methodology/approach: A content analysis was conducted of over 1600 total pages of ads from November 2016 and May 2017 issues of 82 national magazines where 432 DTC advertisements were identified. Findings: Financial inducements were found in over half of the DTC ads. Savings and free options were used most often with copays mentioned less frequently. Comparative appeals were found in only 11% of the ads required. Comparisons revealed differences by drug classes. Research implications: Magazine print advertising is significant in terms of ad quantity and dollars spent by pharmaceutical companies. Content analysis continues to be a useful technique. Originality/value: The examination of financial inducements and comparative appeals as promotional tools used in DTC advertising has not received sufficient attention. Important strategic, managerial and research insights are discussed.

Ireland, Literature, and the Coast: Seatangled by Nicholas Allen

<i>Ireland, Literature, and the Coast: Seatangled</i> by Nicholas Allen

Latin Blackness in Parisian Visual Culture, 1852–1932 by Lyneise E. Williams

Reviewed by: Latin Blackness in Parisian Visual Culture, 1852–1932 by Lyneise E. Williams Lena Hill Lyneise E. Williams. Latin Blackness in Parisian Visual Culture, 1852–1932. New York: Bloomsbury Visual Arts, 2019. $130.00 (cloth); $34.95 (paper); $31.45 (eBook). Whoever thought Josephine Baker's banana skirt might represent a sly critique of the commercial inadequacy and declining colonial power of France? In Latin Blackness in Parisian Visual Culture, 1852–1932, Lyneise Williams begins her keen analysis of French visual interpretations of Latin American immigrants in Paris by provocatively rereading Baker's iconic fruity attire. Miguel Covarrubias, the Mexican designer of the skirt, had long challenged European claims of artistic superiority. Noting this, Williams traces the conspicuous increase in banana imports to France from the Caribbean from 1897 to 1924—drawing attention to the specific banana varieties that likely comprised Baker's skirt—to suggest Covarrubias's familiarity with banana commerce inspired his decision to drape an African American woman in a skirt that symbolically embodies a failure of French capitalism in the Spanish Americas compared to rising US commercial dominance. In other words, Williams argues that as a Latin American's creative work, Baker's heavily codified banana skirt symbolizes much more than primitive sexual potency. With this disruption of established readings of Baker as the French epitome of primitivist modern Black femininity, Williams provocatively poses the broader question her study probes: what do we miss about French depictions of modern identity when we fail to understand their aggressive regulation of popular interpretations of elite immigrants from Latin America arriving in Paris from 1852 to 1932? Williams recovers what she describes as the Parisian "Latinizing" tendency, or their application of visual strategies that justified their promulgation of the inferiority of the Spanish and Portuguese populations they encountered during the eighty-year period when France pursued control over Latin America. Focusing on three case studies, Williams patiently peels back the layers covering distinct Latin American figures to reveal the complicated projections Parisians developed to define these immigrants as Black outsiders regardless of their phenotypic appearance. With careful historical contextualization, Williams details the Parisian attempt to affix a tripartite marking of European, African, and Indigenous Indian ancestry to the Latin American arrivals they sought to exclude from French society. In building the foundation for her study, Williams returns to critical venues such as the 1855 Exposition Universelle to demonstrate the sometimes subtle but persistent methods Parisians employed to substantiate their disparaging characterization of Latin Americans. For instance, A. Marc's 1885 engraving of Francisco Laso's Habitante de las cordilleras del Perú (Inhabitant of the Peruvian Highlands) reveals how the French artist and critic A. J. Pay intentionally revises Laso's depiction of a figure who appears more distinctly indigenous and African than Laso's original portrayal of the character with a more pre-Colombian appearance. Turning to the stage, Williams examines the play Le Brésilien (The Brazilian) to trace the creation of the character Acapulco, a wealthy Brazilian coffee planter whose appearance and inelegant speech highlight his desperate need for French guidance to assimilate into high society. Photographs from the production show Acapulco with darkened skin and prosthetics that exaggerate his mouth and nose. Williams explains that the stereotype that emerged made a lasting impression on Parisian audiences that evolved into the development of the term "rastaquouère" which was an "over-the-top comically showy depiction of Latin Americans" (37). This derogatory characterization quickly migrated beyond the stage to magazine covers and other popular visual media. With this established stereotype, Williams devotes chapter 2 to a nuanced examination of Chocolat the clown, and in so doing she exposes the intricate blossoming of the seed planted by the rastaquouère. While a cursory consideration of Rafael Padilla's performance as Chocolat might place him in the well-established role of a Black minstrel or primitive, Williams investigates Chocolat's character in stage performances, silent films, and print advertisements to reveal the multifaceted ways Parisian audiences interpreted the clown over the years in different venues. Chocolat rose to fame as part of a pantomime duo with British performer George Footit, and for the most part, his character assumed...

Scientific Study Comparing Digital Advertising and Print Advertising

Scientific Study Comparing Digital Advertising and Print Advertising

Scientific Study Comparing Digital Advertising and Print Advertising

Scientific Study Comparing Digital Advertising and Print Advertising

Exploring women’s exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa

ABSTRACT Background Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective The aim of this research was to describe exposure of pregnant women and mothers of young children in South Africa to marketing of commercial formula products, compared to international recommendations and national legislation. Methods Using mobile phone marketing diaries twenty participants in Cape Town and Johannesburg documented the formula marketing they were exposed to for one week. Ten mothers were interviewed to explore their perceptions towards marketing exposure in more depth. Results Women reported limited infant formula advertising, but an abundance of strategies used to market growing-up formula and powdered drinks for children over 36 months. Strategies included product packaging, in-store displays, online distribution channels and educational material about product ranges. Online strategies were reported, namely social media marketing (sponsored adverts and support groups), websites and mobile phone applications providing infant and young child feeding information and price discounts, print and TV advertisements, and competitions. Products for children over 36 months are cross-promoted with products prohibited to be advertised by national legislation. Conclusions South African women are being exposed to covert marketing of infant, follow-up, and growing-up formula. Explicit marketing of products for children over 36 months of age allows formula companies to provide messages about branding and use of commercial formula products to mothers. National legislation should be updated and effectively implemented to address changing marketing strategies.

Empirical investigation of the domain knowledge and team advertising creativity typology: The case of Nescafe coffee

This study proposes and tests a typology of domain knowledge and team creativity by empirically assessing the effects of varying levels of domain knowledge on the creative outcomes of the team members. Two separate studies were conducted to address this inquiry. Study one aimed at determining the level of domain knowledge of each team member in the teams. Eleven groups comprising of thirty-three business students designed eleven advertisements for the products of their own choices. Utilizing the situation judgment test and the grade earned in the advertising course, four teams were formed comprising two balanced and two imbalanced domain knowledge teams. To test the hypotheses of the study, these teams were asked to develop a print advertisement for Nescafe for the summer season (Study Two). Upon creativity assessment of the final ads by twenty-six independent creative personnel in a total of seven advertising agencies in Pakistan, the results revealed that a balanced team with low domain knowledge outperformed the other balanced team with high domain knowledge. Further, unexpectedly, one of the imbalanced domain knowledge teams also outperformed the balanced high domain knowledge team. The study in the light of extant literature presents worthwhile implications for academia and practitioners.

Design and Production of Visual Image of Print Advertisement Based on Mobile Media

With the rapid development of science and technology, various fields (such as information and multimedia) have been combined with each other into a complete field of print advertising design. The visual image is the main part of showing the expressive power of graphic advertising, which intuitively explains the design creativity of the advertisement. It uses visual expression to attract the audience’s first attention and stimulate consumer emotions. However, with the continuous change of people’s aesthetic art and aesthetic needs, ordinary print advertisements can no longer meet the needs of consumers. The continuous development of science and technology has promoted the spread of mobile media. Mobile media applications not only integrate with people’s daily life but also bring people various mobile media advertisements. It realizes the multimedia and diversification of advertising. To meet the ever-changing visual aesthetic needs of users, it is necessary to use mobile media technology to innovate the visual image of print advertisements and provide consumers with a unique visual experience. Therefore, this paper will study the design and production of print advertisement visual image based on mobile media. This paper takes the design process of mobile media as the research process and summarizes the visual image design method of print advertising that meets the needs of users, conforms to the development of the times and aesthetic trends, and has high cultural information dissemination efficiency. It then tests the proposed theoretical method through the comparison of works and finally realizes the second leap of design theory. Experiments show that the visual image of mobile media advertising is more in line with consumers’ aesthetics and can increase product sales. The highest sales of its products increased by 9.26% compared with ordinary products.

Analysis of the Usage of Probability Markers in Print Advertising of Hygiene and Cleaning Products

Language plays a role in the meaning of consumer products in numerous ways. As a result, while establishing an advertising campaign for any ethnic group, language and media are crucial concerns. Surprisingly, English is being increasingly widely used in print advertising in countries like Indonesia, where English is not the predominant language of communication. This study aims to find the effect of using English and the usage of probability markers in triggering purchase intentions towards hygiene and cleaning related products due to Covid-19. This study adopted the mixed-method approach. The researchers distributed questionnaire adapted from Hornikx et al. (2010) to 150 participants and interviewed 15 people. The results showed that the participants preferred English version ads. In addition, when making an advertisement, advertisers must not only choose the appropriate language, but also the appropriate diction. Then, the participants agree that pledges as probability markers influenced their decision to purchase hygiene and cleaning products. Lastly, while designing advertisements, related to hygiene and cleaning products, the advertiser should pay special attention to the body-copy (writings).

A Reflection of Advertisements as an Engine of Change in Behavior and Lifestyle during Covid Period

The scourge of coronavirus has jolted every nation directly or indirectly. Macro level effects were seen as economies plunged with many countries reporting negative growth rates. To tackle this storm, countries across the globe went full ballistic to spread information and bits of coronavirus to its citizens. Information was bombarded via every source that was available in the arsenal be it social media, print advertisement, Tv advertisement and radio. Some things were made compulsory, some were told to modify and some to be completely discarded. India was no different. Here too the government imposed lockdowns and traveling restrictions leaving its citizens no choice but to stay home and simply wait it out. Continuous influx of information from all sides created a new norm for society. Suddenly wearing masks was within my comfort zone and multiple hand washing was not annoying anymore. There was a change in behavior patterns as well. Social distancing became the new norm and people accepted it eventually. All these changes were possible because of the sheer number of advertisements people were subjected to. These advertisements created a new normal. There are so many examples in the past of how advertising has changed our attitude, behavior, lifestyle, likes and dislikes. This paper analyzes in depth synthesis of how advertisement not only creates a market for itself but in a way changed our perception and lifestyle in turn to create new norms.

Multimodal Coherence Revisited: Notes on the Move From Theory to Data in Annotating Print Advertisements

The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. The framework is firmly based on a review of current theorizing on multimodal cohesion and coherence. Following guidelines for good empirical practice, the annotation scheme is tested on 50 ad samples, seeking to illustrate genre-specific qualities of multimodal coherence and to identify difficulties in applying conceptual frameworks to data. The paper employs six dimensions of multimodal coherence: layout, cohesive ties, info-linking, relational propositions, mode-centricity and multimodal rhetorical operations. In conclusion, we outline some of the more general challenges that multimodal annotation raises when it makes close contact with data.

LANGUAGE-PICTURE INTERACTION IN ADVERTISEMENTS: A MULTIMODAL APPROACH

This article studies interesting print advertisements, i.e., those with intriguing pictures, which are viewed here as types of multimodal discourse with an implicit transfer of meaning. It proposes that the advertisements have a unique surface structure, involving concise verbal and unexpected visual elements in interaction, which at the cognitive level prompt multimodal metaphors and metonymies used for inferring meaning. The aims are 1) to show that the intended meaning mainly stems from the interaction of two modes, i.e., language and picture, 2) to specify the dominating types of verbo-visual interaction, and 3) to point to the use of multimodal metaphor and metonymy as the main cognitive structures underlying the carefully designed structure of creative advertisements. Five common types of verbo-visual interaction are identified, whereby surface, i.e., verbo-visual and cognitive dimensions in creating meaning are unified. The specified types of verbal and visual elements in interaction are based on the notion of the level of verbal figurativeness and the visual creative continuum, rather than the notion of rhetorical figures. The article detects the typical functions of multimodal metaphor and metonymy and particularly stresses the role of multimodal metonymy in interaction with multimodal metaphor and the RESULT FOR ACTION multimodal metonymy. It is proposed that the picture acts as an attention-grabber, but that meaning inference results from the interaction of the language and the picture, i.e., multimodality.

Gender in Philippine advertisements: Portrayal patterns and platform differences immediately before the COVID-19 pandemic

Informed by the pioneering work of Erving Goffman, subsequent studies by Mee-Eun Kang, recent innovations in the Geena Davis Institute, and local approaches by Philippine scholars, this study sought to determine the portrayal of gender in Philippine advertising across various media. Specifically, it located gender across products, storylines, characters, pitch, and setting. It provided the baseline data for the depiction of gender immediately before the pandemic, and served as the benchmark against how gender may be portrayed differently in ads in the next normal. The population of TV, print, and radio advertisements was based on a database maintained by Aries Insights and Media Solutions (AIMS), access to which was facilitated by Kantar Media. The study covered two TV stations, three broadsheets, two tabloids, two FM stations, and two AM stations. The researchers constructed two weeks from January – December 2018 for TV and print, while one week was constructed from October to December 2018 for radio. Across platforms, the most advertised products were food and non-alcoholic beverages, pharmaceutical/health/herbal products, and restaurants, retail outlets, and malls. Ads focused on product/brand prestige, appealed to any of the five human senses, or concentrated on health. Certain ad pitches showed noticeable gendered differences. Women rather than men were associated with beauty, youth, and value for money. Print and radio ads featured more men than women, while TV featured more women than men. The study found that while overt objectification was no longer prevalent in advertisements, stereotypically gendered portrayals remain in subtle forms across platforms.

Research on the Application of Computer Graphics Software

With the improvement of computer innovation, the computer program industry develops more rapidly. There are numerous softwares on the showcase, which are pointed at various specialized operations. For case, you'll utilize a computer illustrations and image design computer program when planning a print advertisement. We can utilize this software to simplify the plan operation. It enhances the desired subjects and plan forms. This makes the quality of advertisements superior to before. Therefore, the application of computer graphics computer program is exceptionally advantageous to the plan industry. This paper combines the relationship between computing graphics and realistic promoting design, it discussed the application of computer illustrations within the plan of plane promoting.

Innovative Methods of Assessing the Efficiency of Internet Communications of Enterprises

There are a large number of marketing communication tools that can increase the competitiveness of the enterprise by representing the advantages of the enterprise or its product over competitors on the Internet market. The main forms of enterprise promotion on the Internet are the website of the enterprise, search engine marketing, external company`s activity on the Internet, brand promotion on the Internet, Rich-media. The Internet, as a platform for advertising, is ahead of other media in terms of growth. Therefore, assessing the efficiency of advertising, in particular Internet advertising, as a tool for enhancing the product competitiveness, is an important task for business specialists. In analysing the advertising activities of domestic enterprises, we see that tools such as print, television and radio advertising are less in demand among advertisers, while the volumes of Internet advertising are growing many times over. It is obvious that the pandemic crisis phenomenon caused by the covid-19 virus affected the working innovative methods of enterprises of all spheres and industries, many of them switched to remote work, separate from the consumer, and consumers physically distanced themselves for security purposes and began spending more time on the Internet and on social networks. The study improved the innovative methods of assessing the efficiency of the implementation of Internet communications using indicators "Objectives and key result - OKR", "Key performance indicators - KPI", "Key success indicators - KSI", "Balanced score cards - BSC", "Search distribution coefficient ","Net Promoter Score", "Number of subscribers/channels", "Share of valuable outputs" as criteria. The importance of assessing business process and effective functioning of key indicators is substantiated, its measurement requirements are determined. All indicators are considered over time in order to be able to justify their value, to track the change of indicators in the dynamics, as all indicators should stimulate the implementation of important actions for the enterprise.&#x0D; Keywords: Internet marketing, Internet communications, methods of assessing the efficiency of Internet communication tools

Effect of colours on sponsor recall

PurposeAs sports sponsorship is a common marketing tool among commercial organisations, there had been a large number of studies examining the effectiveness of sponsorship. The aim of this study is to examine whether colour affects sponsorship effectiveness on printed advertisements of sports events. This is an area that has received less research interest.Design/methodology/approachIn total, 85 participants were randomly assigned to a control group and three experimental groups. In each of the groups, the participants viewed an advertisement of a sports event on a computer linked to an eye tracker. In the control group, the logos of sponsors were in their original colours. In each of the three experimental groups, the logos were manipulated and featured greyscale, blue or red backgrounds.FindingsThe study found that sponsor recall and recognition rates were highest for the control group. Visual attention was also the highest in the control group.Research limitations/implicationsThe findings suggest that manipulating colours of the sponsors' logos can negatively affect attention and sponsorship effectiveness.Originality/valueWhile there exist studies that focus on the effects of colour in sponsorship, they are typically conducted with regard to physically attending the event itself. However, sponsorship involves other marketing collaterals such as printed advertisements on the event. In such mediums, colour contrast is also important in print advertisements as it affects readability and legibility. As such, the examination of effect of colour on such marketing collaterals provides additional empirical support to the phenomenon.

Promoting a heritage product to domestic youth markets: should it be localized?

PurposeLocalization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.Design/methodology/approachEight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.FindingsThe localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).Research limitations/implicationsThis study provides theoretical implications in localization, NP, and gender effect in ad strategy.Originality/valueThis study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.