Public Advertising Research Articles

Tobacco advertisement exposure and tobacco consumption among youths in South America

To assesses the statistical association between exposure to tobacco marketing and tobacco consumption among adolescents in South America, by using data from the Global Youth Tobacco Survey. Using data from the Global Youth Tobacco Survey (GYTS), the exposure to tobacco marketing at the school level was studied from advertising in TV, radio, massive public events and street advertisement. Tobacco behaviour was considered. The total pooled sample used was 134 073 youths from Argentina, Bolivia, Chile, Peru, Brazil, Uruguay, Suriname, Colombia, Guyana, Ecuador, Paraguay and Venezuela. The exposure to tobacco marketing is positively and significantly associated to the probability of youths experimenting with tobacco (at least once in their lifetime). For regular smokers, exposure to tobacco marketing is positively and significantly associated to smoking intensity. These results call for the implementation of strong restrictions on tobacco advertisement of various types in South American countries.

(Un-)veiling the west: Burkini-gate, Princess Hijab and dressing as struggle for postsecular integration

The ban of the burkini in the summer of 2016 in France is the latest stage in a long political history, where the French depreciation or fear of the veil, and of Islam, has come to play a more significant role since the end of the cold war. Unveiling female bodies at the beach in Nice expose conditioned values of the French republic. In this context, drawing black veils on public advertisements becomes a performative act commenting on consumerism, religion, secularity, and the imagined Muslim woman. In this article we discuss freedom and integration in “third spaces” via an analysis of “hijabisation” in street art and the official reactions against certain types of beachwear. In line with Talal Asad (2006) we want to raise the issue on how the secular state addresses the pain of people who are obliged to give up part of their religious identity to become acceptable. Race-thinking was once an explicit part of celebrated values like modernity, secularity, democracy and human rights. However, the fact that the idea of races has been erased from articulations of Western nations and international bodies does not mean that traces of race-thinking in the heritage from the enlightenment are gone. By following Princess Hijab and the “Burkini-gate” a nationalist fantasy intertwined with the idea of the secular state reveals itself and acts of un/dressing emerge as signs of integration revealing a challenged imperialist paradigm.

Public Advertising Design Strategies to Promote Power-saving Behavior

Public Advertising Design Strategies to Promote Power-saving Behavior

Between patronage and good governance: Organizational arrangements in (local) public appointment processes

This article investigates whether certain organizational arrangements in (local) public appointment processes could encourage the use of appointments as a tool of good governance rather than as a tool of patronage. Specifically, we studied the role of six organizational arrangements in 10 case studies of intra- and inter-organizational public appointment processes held in Italian local government. We found that good governance (in terms of perception of overall integrity and fairness) was found in processes of public appointments where there was independent scrutiny, and when the process involved local councillors and/or external stakeholders – that is, actors beyond those with the formal power to appoint. In these cases, making appointments was seen as a tool of good governance rather than of patronage. These organizational arrangements were more relevant than other ones such as the transparency of public advertisements, job descriptions and educational/professional requirements, and media and public awareness. The article describes the relevant literature and the research study, and discusses implications for research, policy and management.Points for practitionersIn terms of policy implications, the article discusses the importance of ensuring transparency and some form of checks and balances in the power of making public appointments, as well as of promoting more awareness among citizens and society in general of the issue of public appointments. From a managerial point of view, the article suggests that public managers should consider the implications of the different organizational arrangements that can be used in public appointment processes to exploit the good governance potential of public appointments.

Factors Affecting Visitor Interest to Visit Bhakti Alam as Ecotourism Destination in Pasuruan, East Java

The aim of the study was to identify factors affecting the decision making of the tourists’ interest to visit Bhakti Alam. This study was conducted in Bhakti Alam as one of the ecotourism destination in Tutur, Pasuruan. A set of questionnaire was set up and distributes to 100 visitors in Bhakti Alam on August 2016. In this research, to generate information regarding visitor perception, a series of interview was done. Data was analyzed using multiple linear regression analysis. The research result shows that variables of advertising, public relations, personal marketing, and sale promotion have significant impact on the visiting decision to Bhakti Alam. This condition also supported by determination coefficient value as 0.608. It means that 60.84% variables about visiting decision can be explained by decision-making factors, while the rest of 39.16% explained by another variable that is not being tested. Variables analysed with T test to advertising, public relations, personal marketing, and sale promotion each partially have a significant impact to visiting decision. The multiple linear result analysis showed that between those free variables and visiting decision has a strong connection. The resulting distribution of respondents answer by Likert analysis showed that variable which has the biggest impact started from sale promotion followed by public relations, personal selling, and advertising. While visiting decision more determined by representative location factor, followed by representative condition, access road, price and products. Therefore it means that environment aspect must be maintained and improved. Keywords : Advertising, Bhakti Alam Pasuruan, Ecotourism, Personal Marketing, Public Relations, Sale Promotion.

The Association between Food Group Consumption Patterns and Early Metabolic Syndrome Risk in Non-Diabetic Healthy People.

We investigated the association between dietary habits/food group consumption patterns and early risk of metabolic syndrome (MetS), a main cause for metabolic disease. Study participants were recruited from the health promotion center in Dong-A University Hospital and public advertisement. Study subjects (n = 243, 21–80 years) were categorized into three groups: Super-healthy (MetS risk factor [MetS RF] = 0, n = 111), MetS-risk carriers (MetS RF = 1–2, n = 96), and MetS (MetS RF ≥ 3, n = 27). Higher regularity in dietary habits (breakfast-everyday, regular eating time, non-frequent overeating, and non-frequent eating-out) was observed in the Super-healthy group than in the MetS-risk carriers, and particularly in the MetS subjects. The relationship between food group consumption patterns and MetS-risk related parameters were investigated with adjustment for confounding factors. Fruit consumption was positively associated with HDL-cholesterol, and tended to be negatively associated with waist circumference, triglyceride, LDL-cholesterol, and insulin resistance (IR). The consumption of low-fat meats and fish, and vegetables was negatively associated with hs-CRP. Specifically, the consumption of sea-foods belonging to the low-fat fish was negatively associated with fasting glucose, hs-CRP, and interleukin (IL)-6. Anchovy/dried white baits consumption was negatively associated with fasting insulin and IR. Green-yellow vegetables consumption was negatively associated with fasting insulin, IR, and hs-CRP. On the other hand, sugars and fast-foods were positively associated with LDL-cholesterol. Additionally, fast-foods consumption was positively associated with hs-CRP and IL-6 levels. In conclusion, dietary habits/food group consumption patterns are closely associated with MetS-risk related parameters in Koreans. It may suggest useful information to educate people to properly select healthy foods for early prevention of MetS.

A Study of Synesthesia Used in Public Advertising

A Study of Synesthesia Used in Public Advertising

Transparency for Sponsored Content: Analysing Codes of Ethics in Public Relations, Marketing, Advertising and Journalism

ABSTRACTAs sponsored content is gaining ground globally, the boundaries between strategic communication, advertising and journalism are blurring. As sponsored content becomes more common, it raises novel ethical concerns that no industry alone can answer, such as How much disclosure is needed for transparency? Self-regulation via codes of ethics has been suggested as a remedy to meet the rising transparency expectations, and this article analysed 40 codes of ethics in the fields of communication, advertising, and journalism (United States and Finland) related to sponsored content. The results indicate that there remains excessive variation within the codes of ethics of how transparency of sponsored content is addressed. According to our analysis, most of the codes deal with transparency and the separation between commercial and editorial content only vaguely, and only eight of the total 40 guidelines take sponsored content into account. Therefore, we believe that the strategic benefit of sponsored content is threatened as long as no joint codes of ethics exist for sponsored content. To the degree that sponsored content is practiced across professions, we call for a joint code of ethics for sponsored content transparency, as the current codes of ethics fail to answer this emerging need.

Web-Based Antismoking Advertising to Promote Smoking Cessation: A Randomized Controlled Trial.

BackgroundAlthough hundreds of millions of dollars are spent each year on public health advertising, the advertisement content, design, and placement are usually developed by intuition rather than research.ObjectiveThe objective of our study was to develop a methodology for testing Web-based advertisements to promote smoking cessation.MethodsWe developed 10 advertisements that varied by their content (those that empower viewers to quit, help viewers to quit, or discuss the effects of smoking). We then conducted a series of Web-based randomized controlled trials that explored the effects of exposing users of Microsoft’s Bing search engine to antismoking advertisements that differed by content, placement, or other characteristics. Finally, we followed users to explore whether they conducted subsequent searches for smoking cessation products or services.ResultsThe advertisements were shown 710,106 times and clicked on 1167 times. In general, empowering advertisements had the greatest impact (hazard ratio [HR] 2.6, standard error [SE] 0.09 relative to nonempowering advertisements), but we observed significant variations by gender. For instance, we found that men exposed to smoking cessation advertisements were less likely than women to subsequently conduct smoking cessation searches (HR 0.2, SE 0.07), but that this likelihood increased 3.5 times in men exposed to advertisements containing empowering content. Women were more influenced by advertisements that emphasized the health effects of smoking. We also found that appearing at the top right of the page (HR 2.1, SE 0.07) or at the bottom rather than the top of a list (HR 1.1, SE 0.02) can improve smoking cessation advertisements’ effectiveness in prompting future searches related to smoking cessation.ConclusionsAdvertising should be targeted to different demographic groups in ways that are not always intuitive. Our study provides a method for testing the effectiveness of Web-based antismoking advertisements and demonstrates the importance of advertisements that are tailored according to specific demographics.

Cheap Talk Advertising in Auctions: Horizontally vs Vertically Differentiated Products

This paper explores the possibilities for sellers to usefully transmit product information to buyers by cheap talk public advertising. We explore two polar cases, contrasting vertically differentiated products (a la Milgrom Weber's (1982) general symmetric model) with horizontally differentiated products (a la Hotelling's (1929) line). We consider both the message only case and where reserve price-message pairs can be chosen by the seller. For horizontally differentiated products partitional message-only informative equilibria are shown to exist providing the number of bidders is sufficiently large. The equilibrium is characterized by more precise information provided for less popular product attributes. The seller optimal disclosure policy displays a complementarity relationship between the number of bidders and the amount of product information disclosed. In contrast, for the vertically differentiated products benchmark, message-only informative equilibria do not exist. With reserve prices, informative equilibria exist in both cases. For the vertical case these equilibria yield lower seller revenue than uninformative equilibria. In the horizontal case with sufficiently large number of bidders higher revenue is possible and full disclosure becomes feasible and seller optimal in the limit.

Binocular treatment of amblyopia using videogames (BRAVO): study protocol for a randomised controlled trial.

BackgroundAmblyopia is a common neurodevelopmental disorder of vision that is characterised by visual impairment in one eye and compromised binocular visual function. Existing evidence-based treatments for children include patching the nonamblyopic eye to encourage use of the amblyopic eye. Currently there are no widely accepted treatments available for adults with amblyopia. The aim of this trial is to assess the efficacy of a new binocular, videogame-based treatment for amblyopia in older children and adults. We hypothesise that binocular treatment will significantly improve amblyopic eye visual acuity relative to placebo treatment.Methods/designThe BRAVO study is a double-blind, randomised, placebo-controlled multicentre trial to assess the effectiveness of a novel videogame-based binocular treatment for amblyopia. One hundred and eight participants aged 7 years or older with anisometropic and/or strabismic amblyopia (defined as ≥0.2 LogMAR interocular visual acuity difference, ≥0.3 LogMAR amblyopic eye visual acuity and no ocular disease) will be recruited via ophthalmologists, optometrists, clinical record searches and public advertisements at five sites in New Zealand, Canada, Hong Kong and Australia. Eligible participants will be randomised by computer in a 1:1 ratio, with stratification by age group: 7–12, 13–17 and 18 years and older. Participants will be randomised to receive 6 weeks of active or placebo home-based binocular treatment. Treatment will be in the form of a modified interactive falling-blocks game, implemented on a 5th generation iPod touch device viewed through red/green anaglyphic glasses. Participants and those assessing outcomes will be blinded to group assignment. The primary outcome is the change in best-corrected distance visual acuity in the amblyopic eye from baseline to 6 weeks post randomisation. Secondary outcomes include distance and near visual acuity, stereopsis, interocular suppression, angle of strabismus (where applicable) measured at baseline, 3, 6, 12 and 24 weeks post randomisation. Treatment compliance and acceptability will also be assessed along with quality of life for adult participants.DiscussionThe BRAVO study is the first randomised controlled trial of a home-based videogame treatment for older children and adults with amblyopia. The results will indicate whether a binocular approach to amblyopia treatment conducted at home is effective for patients aged 7 years or older.Trial registrationThis trial was registered in Australia and New Zealand Clinical Trials Registry (ACTRN12613001004752) on 10 September 2013.

방송 광고의 음악 규제에 대한 연구

본 연구에서는 방송 광고의 음악과 관련된 규정의 변화를 비판적으로 검토하고 방송통신심의위원회의 사후 심의 결과를 분석하였으며 그 결과를 바탕으로 문제점에 대해 논의한 후 개선 방안을 제시하였다. 일반 주요 규제로서 동요와 민요 관련 규정의 경우, 동요의 개사는 금지(비 상업적 공익광고 예외)되며 민요의 개사는 가능하지만 가사에 상품과 관련된 표현은 금지된다. 편곡은 동요와 민요가 모두가능하다. 품목별 규정으로서 의약품의 경우 제품명을 노래 가사로 사용하는 것은 금지되며, 주류는 제품명 또는 제조사 등 제품과 관련된 명칭 및 음주를 권장하는 내용이 포함된 가사는 금지된다. 이와 같은 광고 음악의 제한 및 금지 규정의 근거는 불분명하거나 그 타당성이 미약한 부분이 있어 개선의 여지가 필요하다. 또한 모바일 디바이스 사용의 확산으로 방송과 인터넷 등 매체 간의 경계가 불문명한 시대에 청소년 등 특정한 계층을 보호할 목적으로 방송 광고만 규제하는 것은 비합리적이라는 지적을 받을 수 있기 때문에 개선할 필요가 있으며 이를 위해 미래에는 보다 타당성 있는 연구가 실행되어야 할 것이다. This study reviewed critically the music regulations of broadcasting advertising and analyzed the post reviews of Korea Communications Standards Commission(KCSC) to find their problems and suggest alternatives for their improvements. As general core regulations, lyrics changes of children's song is banned except in non-commercial public advertising and lyrics changes to folk songs are permitted unless it includes the product related expressions, such as brand name; both of their arrangements are permitted. According to the items, the lyrics of the CM song of drug advertising should not include its brand name; alcoholic beverage advertising is banned if the lyrics of the CM song include product-related brand name or an expression encouraging drinking. The rationales of these regulations of restrictions or prohibitions of music in broadcasting advertising are unclear and are insufficient. Therefore, it will be necessary to improve them based on the evidence or knowledge by more valid research in the future.

건강 공익광고의 수용효과에 관한 연구 -광고홍보학과 전공 대학생들을 중심으로-

건강 공익광고의 수용효과에 관한 연구 -광고홍보학과 전공 대학생들을 중심으로-

What is Public Relations? An Analysis of Turkish Public Relations Job Advertisements Discourses

From Barnum’s publicities on his circus to Bernays’ studies with its emphasis on research, and to modern and contemporary practices, public relations has been transformed. As strategic communication process, public relations uses research, planning, implementation and evaluation. In a modern sense, its affiliations are corporate social responsibility, stakeholder management, corporate citizenship, corporate governance, crisis and risk communication, media relations, image, reputation and perception management. In today’s Turkey, public relations have often been confused with customer relationship and marketing for many years. This confusion is also reflected in job advertisements. In this study, public relations job advertisements discourses on human resources network will be analyzed. The paper aims to answer the following questions: How academicians define public relations? What are the differences between public relation’s job advertisement discourses and public relations academician’s descriptive discourses? What is the image of public relations profession reflected by job advertisement discourses?

Community Response to a Public Health Advertisement.

The article focuses on the community response to a public health advertisement in 2015. It states a billboard posted in Chicago, Illinois depicted an African American infant next to the message I am an outbreak which was meant to promote flu shots. It mentions days after being put up, graffiti was sprayed on top of it stating beautiful to give the advertisement a more positive theme.

Public Advertising Contents and Storytelling

Background/Objectives: This paper attempts to analyze the characteristics of the public advertising contents in terms of the edutainment that is being persuaded amusing the storytelling. Methods/Statistical Analysis: This research analyzes the structure of storytelling and the emotional factors as communication tool of advertising text in terms of cultural semiotics. Findings: The findings are as follows: First, the digital storytelling approach becomes influential. All advertisements are being made from powerful storytelling. Second, the public advertising contents optimize interaction with empathy between producer and consumer and contribute to expansion of the area of cultural contents. Third, the characteristics presented by combining texts with visual images will be different in western countries and Korea. The main factor comes from the social and cultural differences. The text in the surface structure levels at individual values in western countries, on the contrary the community values represented in Korea. Improvements/Applications: Finally, the success of public advertising contents can be attributed to the acceptance of an active sense of users. To do this, it remains a future research area to utilize the meme code by analyzing the culture of Koreans.

Surveillance and sousveillance on Facebook: Between empowerment and disempowerment

It seems there is no end to the growth of social media. Facebook, in particular, enjoys its hegemonic position as the leading social networking site, with more than one and a half billion global monthly active users throughout 2015. 71 per cent of all adult Internet users in the United States have used Facebook in 2014, which constitutes 58 per cent of the entire U.S. adult population. The website has permeated many aspects of social, cultural, and economic life. It has equipped its users with new ways of online social interaction, governments with new means of communicating policies with the public opinion, and businesses and advertisers with a platform for reaching consumers faster and on a broader-than-ever scale. David Lyon, the leading scholar of international surveillance studies, observes: "Facebook has quickly become a basic means of communicating – of 'connecting', as Facebook itself rightly calls it – and is now a dimension of daily life for millions" (p. 35).The effect of social networking and social media on mass popular culture of the modern world is undoubtedly immense. What is less clear, however, is the normative value and nature of Facebook. From its appearance on the Internet, the website has been an object of criticism pointing to the modern paradigm of individuals' lives being constantly exposed to the public gaze. The increasingly complex and decreasingly intelligible architecture of the globalising "technoscape" have created new means of surveillance. David Lyon (1994) has been at the forefront of this line of thinking, arguing together with Zygmunt Bauman that modernity brought about the rise of a new Panoptic "surveillance society". Lyon sees Facebook as an exemplary modern surveillance system, designed for the purpose of collecting data about its users and turning it into commercial profits. The revelations about the global surveillance of Facebook users by the U.S. National Security Agency, exposed by Edward Snowden in 2013, seem to be a case in point. The international uproar that followed inspired many to reflect critically on the nature of social networking sites and to question their safety.

A Study on the Effect of Emotion Awareness, Perception, Attitude and Intention of Nonsmoking by Media Types and Appealing of Message:Focusing on Comparison with Nonsmoking Public Advertisement of TV and Smartphone

A Study on the Effect of Emotion Awareness, Perception, Attitude and Intention of Nonsmoking by Media Types and Appealing of Message:Focusing on Comparison with Nonsmoking Public Advertisement of TV and Smartphone

EXPLORING COMORBID OBSESSIVE-COMPULSIVE DISORDER AND ALCOHOL USE DISORDER USING NEUROPSYCHOLOGICAL TOOLS: A PRELIMINARY ANALYSIS

abstract By investigating neuropsychological profiles in patients with obsessive-compulsive disorder (OCD) and OCD with alcohol use disorder (OCD+AUD), focusing on tasks of behavioural inhibition, attentional set-shifting and decision-making, we aimed to elucidate factors contributing to compulsive behaviour. Consenting patients (n=24) were recruited from outpatient clinics and attributed to DSM-IV OCD (n=14) or OCD+AUD (n=10) groups. Healthy controls with no relevant family history (n= 15) were identified through established databases and public advertisement. We used the Barratt Impulsiveness Scale (BIS) to assess behavioural impulsivity, the Stop-Signal Task for motor response inhibition, the Intradimensional-Extradimensional (ID-ED) Set-Shift Task for attentional flexibility and the Cambridge Gamble Task (CGT) for decision-making. Analysis of co-variance was used to test for group differences, controlling for depression (Montgomery-Asberg Depression Rating Scale) and anxiety (State-Trait Anxiety Inventory), for which both patient groups scored significantly higher (p When we co-varied for anxiety and depression, both patient groups showed poorer attentional flexibility on the ID-ED task than controls (p=.01, with large effect size). Motor response inhibition (SST) did not differ between groups, however the OCD+AUD group showed poorer attentional inhibition than both other groups on the attentional subscale of BIS (p=.001). The quality of CGT decision-making was also significantly poorer in the OCD+AUD group than in the pure OCD group and controls (p=.05). Interestingly, significantly higher (p Although our interpretations are limited by small sample size, it appears the impairment in decision-making, set-shifting and attentional impulsivity observed in OCD+AUD may be attributable to between-group differences in intelligence. There is some evidence that lower premorbid IQ may be linked with AUD, specifically in those patients with a strong family history of AUD. On the other hand, questions have been raised as to the validity of the NART as a specific measure of premorbid IQ in AUD. Future such studies should pay close attention to measuring to premorbid intelligence and its relationship with neurocognitive performance.

Waynergy Vehicles: an innovative pavement energy harvest system

This paper describes an innovative pavement energy harvest system, called Waynergy Vehicles, developed in Portugal by Waydip in partnership with the Pavement Mechanics Laboratory of the University of Coimbra. This system was installed in a university campus road pavement, which allowed the testing of a prototype. During a peak hour, between 1·00 p.m. and 2·00 p.m., the system was able to generate 37 800 J or 10·5 Wh. The electrical energy generated by several modules of the system located, for example, in speed humps and speed bumps, can be used not only to charge batteries for electric vehicles, but also for general consumption through injection into the electricity grid or direct use by electrical equipment, such as public lighting, traffic lights and outdoor advertising.