Television Advertising Research Articles

The Use of Sentence Types in Positive Beauty Campaign YouTube Advertisements

Beauty products use social media to advertise their products to get people to know them. To attract the audience, the advertisers need to reflect the sentence types as well as the titles as the marketing approach. Understanding the sentence types essential for the company to reach the targeted market. This research studied the sentence types of positive beauty campaign YouTube advertisements. The data collecting technique is through document review by using converted spoken utterances from the positive beauty campaign YouTube advertisement videos. The encrypted videos are from Pantene Pro-V It’s time we see grey hair differently #PowerOfGrey, NEW Rare Beauty by Selena Gomez, Unilever Positive Beauty, and Dove Beauty on your own term #MyBeautyMySay. The results showed that declarative sentences are the most widely used in advertisements. Through declarative sentences, the advertisers persuade the audience to have a look at the message of the positive beauty campaign. Also, the purpose of a positive beauty campaign is to spread and embrace a positive awareness of beauty, therefore the role of the sentence type is significant to support the message of the advertisement.

Design of Pendhapa Village Room Tour Advertising for PT Nauman Property Group's Tiktok Platform

In the increasingly advanced digital era, TikTok has become a platform that is considered by many groups to promote a product or service, including property providers. However, the design of advertising content on TikTok must still be relevant and attractive according to the style and preferences of its users, who are known to be dynamic and creative. In this study, the author aims to design an advertising video that will be broadcast on PT Nauman Property Group's Tiktok account. The research method used by the author is the research and development (R & D) method. The end result of this research is to provide practical suggestions, such as better use of devices, attention to the characteristics of TikTok, creativity in video concepts, choosing the right music, and analysis of video performance which are expected to help PT Nauman Property Group in optimizing the potential of TikTok.

Spillover effects in destination advertising: An electroencephalography study

As more destination advertisements are uploaded on short video-sharing platforms, investigating the effects of in-stream advertising on destination advertising is important. This study examines the spillover effects of residual arousal produced by a prior advertisement on subsequent destination video advertising. It develops and tests new hypotheses by connecting outside appearance (emotion and behavioural intention) and inside neural mechanism (brain activity) using electroencephalography. This study contributes to the theoretical advancement of increasing the explanation power of excitation transfer theory applied to destination advertising. Results confirm the spillover effect. Residual excitation was found to energise female (rather than male) arousal significantly. The participants exposed to the prior advertisement are more likely to visit the advertised travel destinations than those who were not.

Katalog Digital Untuk Promosi Tas Wanita Berbasis Augmented Reality

In today's era, marketing techniques use brochures, pamphlets, video advertisements, newspapers and word of mouth. This has a deficiency in consumer confidence because it cannot interact directly with the product of interest. A good marketing strategy methodology will influence buyer interest and increase sales traffic. In this case it provides opportunities for MSMEs, especially UD. Creative to increase sales traffic. Business progress can be seen from the marketing sector which continues to increase. MSME entrepreneurs use marketing methods in the form of pamphlets and word of mouth. This affects the lack of increased sales. This application is able to provide experience to potential customers to interact directly with products in Augmented Reality. This application displays 3D objects in real time and sees the shape of the object in detail, so that potential customers have more confidence in the product to be purchased. This application feature can add other objects stored in external storage or in the form of links, so users don't have to bother rebuilding the application when they want to add other objects

DISCOURSE ANALYSIS ON VAGUE LANGUAGE USED IN ADVERTISEMENT VIDEOS BY TIKTOK INFLUENCERS

The study aimed to examine how vague language (VL) is employed by social media influencers in their TikTok video advertisements. This study used discourse analysis, specifically pragmatic analysis, which focuses on the meaning of a language within its social context. The corpora consisted of 25 transcribed texts from video advertisements of the five Filipino social media influencers. Results revealed that the selected influencers use VL in their TikTok video advertisements. Results further revealed that three strategies in the use of VL were identified: hedges, vague words and vague implication. Hedges include adapters, rounders, plausibility shields, and attribution shields. Influencers commonly use these strategies to create a more modest and credible image for the product or service they advertise and to avoid making explicit claims that could be challenged or refuted. Finally, it was found that the use of these strategies has contributed to the effectiveness of advertisements as evidenced in the engagement rate. Based on the results, the researchers recommend that social media advertisers should ensure that VL is used ethically and responsibly to avoid deception or misinformation and that there be further research on the use of VL in advertising across different social media platforms and languages.

Assessing Message Deployment During Public Health Emergencies Through Social Media: Empirical Test of Optimizing Content for Effective Dissemination.

During an infodemic, timely, reliable, and accessible information is crucial to combat the proliferation of health misinformation. While message testing can provide vital information to make data-informed decisions, traditional methods tend to be time- and resource-intensive. Recognizing this need, we developed the rapid message testing at scale (RMTS) approach to allow communicators to repurpose existing social media advertising tools and understand the full spectrum of audience engagement. We had two main objectives: (1) to demonstrate the use of the RMTS approach for message testing, especially when resources and time are limited, and (2) to propose and test the efficacy of an outcome variable that measures engagement along a continuum of viewing experience. We developed 12 versions of a single video created for a vaccine confidence project in India. We manipulated video length, aspect ratio, and use of subtitles. The videos were tested across 4 demographic groups (women or men, younger or older). We assessed user engagement along a continuum of viewing experience: obtaining attention, sustaining attention, conveying the message, and inspiring action. These were measured by the percentage of video watched and clicks on the call-to-action link. The video advertisements were placed on Facebook for over 4 consecutive days at the cost of US $450 and garnered a total of 3.34 million impressions. Overall, we found that the best-performing video was the shorter version in portrait aspect ratio and without subtitles. There was a significant but small association between the length of the video and users' level of engagement at key points along the continuum of viewing experience (N=1,032,888; χ24=48,261.97; P<.001; V=.22). We found that for the longer video, those with subtitles held viewers longer after 25% video watch time than those without subtitles (n=15,597; χ21=7.33; P=.007; V=.02). While we found some significant associations between the aspect ratio, the use of subtitles, and the number of users watching the video and clicking on the call-to-action link, the effect size for those were extremely small. This test served as a proof of concept for the RMTS approach. We obtained rapid feedback on formal message attributes from a very large sample. The results of this test reinforce the need for platform-specific tailoring of communications. While our data showed a general preference for a short video in portrait orientation and without subtitles among our target audiences on Facebook, that may not necessarily be the case in other social media platforms such as YouTube or TikTok, where users go primarily to watch videos. RMTS testing highlights nuances that communication professionals can address instead of being limited to a "one size fits all" approach.

Proposed Business Growth Strategy for an Advertising Production Company That Penetrates the Small and Medium-Sized Business Market in Jakarta: A Business Case, Rentjana

Rentjana, a single-person production house, is facing challenges in the advertising industry, primarily driven by intense competition and declining prices, resulting in reduced profitability and difficulties in acquiring customers. This study aims to analyse the advertising production house ecosystem, trends, and competition, with a focus on identifying challenges, opportunities, and successful business models for Rentjana. The research approach includes qualitative analysis using primary and secondary data sources, employing matrices such as VRIO analysis, value proposition, and the Ansoff matrix. Primary data will be collected through interviews, while secondary data will be obtained from relevant sources. The study proposes offering production packages with a complete concept to small and medium-sized enterprises (SMEs), aiming to enhance their product quality and differentiation through design, branding, production, and material selection. This approach facilitates the development of long-term partnerships, expands networks, and increases revenue for Rentjana. Flexibility in pricing is suggested to provide competitive yet profitable rates, giving Rentjana a distinctive advantage. Implementing lean production techniques will contribute to waste elimination, improved efficiency, employee engagement, and the effective utilisation of technology. The study also seeks to understand the role of online video advertising and address the challenges prevailing in the advertising industry.

Evaluating the effectiveness of two behaviour change techniques designed to improve safe food-handling among consumers

Purpose Safe food-handling media campaigns have been successful at improving some safe food-handling behaviours among consumers. However, little is known about whether specific mechanisms of change, such as habit and perceived risk, can improve the effectiveness of safe food-handling campaign materials. Consequently, this study aims to determine if habit and risk-based behaviour change techniques can improve the effectiveness of safe food-handling media campaign materials. Design/methodology/approach A prospective experimental design was used. Participants completed baseline measures of habit, perceived risk and behaviour before watching two short safe food-handling video advertisements. Participants were then randomly assigned to complete either a habit or a perceived risk-based behaviour change technique task. Two weeks later, participants completed the baseline measures again. A series of multivariate analyses of variance were conducted to determine differences over time between the two groups in relation to habit, perceived risk and behaviour. Findings Significant increases in habit (p &lt; 0.001), perceived risk (p &lt; 0.001) and behaviour (p &lt; 0.001) among all participants were found over the study period. However, there were no significant differences in these changes between participants who completed either task for the majority of the target behaviours and related constructs. This suggested that both habit and risk-based behaviour change techniques may help improve campaign materials; however, future research is needed to determine these effects in comparison to a non-active control group. Originality/value To the best of the authors’ knowledge, this is the first study to compare the use of two behaviour change techniques for improving safe food-handling health messaging materials. Future safe food-handling media campaigns would benefit from including habit and risk-based behaviour change techniques.

Audio-post Company Communication Strategy in Jakarta on Maintaining Client Loyalty in Television Advertising

The visual package of an advertisement on television will not be communicated perfectly to the audience if it’s not supported by good audio quality and those who have a role in making audio in television advertisements are audio-post companies. Advertising spending in Indonesia continues to increase every year by seven percent and dominated by television commercial with a total of 79.2 percent. Based on this, more and more audio-post companies are emerging now that produce audio for television commercial in Jakarta and certainly makes competition in this industry more obvious. But even so, they still have their loyal clients that have stayed from the past until now. One of these audio-post companies is Cut2Cut studio, which was founded in 2002 and has loyal clients from well-known brands. Therefore, this study aims to find out how Cut2Cut studio's communication strategy maintains client loyalty to television commercial. The method used is qualitative with a case study approach. The results of the study state that Cut2Cut studio carries out several strategic stages including formulating strategies that focus on approaching clients, implementing strategies by maintaining communication with clients as well as providing special treatment, as well as evaluating strategies by conducting routine evaluations based on obstacles that need to be discussed

P24-134-23 Content Analysis of Food and Beverage Television Advertisements in Urban Accra, Ghana

P24-134-23 Content Analysis of Food and Beverage Television Advertisements in Urban Accra, Ghana

P05-001-23 Characteristics of Actors Used To Promote Healthy and Unhealthy Foods and Beverages in Ghana Television Advertisements

P05-001-23 Characteristics of Actors Used To Promote Healthy and Unhealthy Foods and Beverages in Ghana Television Advertisements

Men-women Interaction in TV Advertisements: A Critical Discourse Analytical Exploration of Issues and Implications

Television advertisements are fundamental in our society and have been the subject of analysis by several analysts and researchers interested in studying gender roles and stereotypes. This research article aims to explore the nature of men-women interaction in Pakistani TV advertisements and examine what issues arise from it, using Fairclough’s 3-dimensional discourse analysis model on a sample of 7 advertisements. Based on the findings, a questionnaire-type survey was conducted to understand further the effect of gender roles, their representation and relationships on the audience’s perception. The research reveals that Pakistani TV advertisements promote and challenge gender stereotypes,moving towards gender neutrality. This research provides analysts with a new outlook to analyze advertisements that not just reveal dominant/submissive relationships but also a healthy, positive and cooperative relationship between husband and wife.

Construction of The Culture in Turkish Television Advertisements

Construction of The Culture in Turkish Television Advertisements

Multimodal Analysis of Mie Sedaap Advertising

One of the texts has a complex meaning is advertisement, both print media advertisements and electronic media advertisements. The complexity of meaning is due to conveying messages in advertisements not only using language elements but also nonverbal language elements and other visual means. Therefore to understand the complexity of meaning, it is necessary to carry out a multimodal analysis in the advertisement. This study aims to analysis of Mie Sedaap advertisements. Advertisements, both print media advertisements and electronic media advertisements, are texts that have a complex meaning. Therefore, to understand the complexity of meaning, it is necessary to do a multimodal analysis of the advertisement. The multimodal analysis discussed in this paper uses the theory of Systemic Functional Linguistics (SFL). This study used a descriptive qualitative method and observation through video advertisements for Mie Sedaap. The data were collected from observations through video advertisements for Mie Sedaap. The findings of the study were analyzed using qualitative data analysis, including data reduction, data display, and conclusion. The research results show that Mie Sedaap advertisements have a multimodal semiotic system that includes linguistic, visual, audio, gestural, and spatial elements.

The Effects of In-Stream Video Advertising on Ad Information Encoding: A Neurophysiological Study

Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and post-roll (before and after the program, respectively) ads. To elucidate how advertising content is encoded in the context of in-stream video advertising, we integrated two theoretical frameworks: the negative emotion–memory model (NEMM) and the limited capacity model of motivated–mediated message processing (LC4MP). We used electroencephalography (EEG) to assess negative emotions and bottom-up attention during advertisement viewing. The findings indicate that the first mid-roll ad induced negative emotions, but these feelings were attenuated during subsequent mid-rolls. In addition, negative emotions induced by mid-roll ads attenuated the role of bottom-up attention in the information encoding process. However, the pre- and post-roll ads were not accompanied by negative emotions; thus, bottom-up attention played a major role in the information encoding of these ads. The results also suggest that despite the negative emotions experienced during mid-rolls, such transient negative reactions did not affect purchase intention for the advertised products.

&lt;em&gt;Roblox&lt;/em&gt; and Meta Verch

&lt;em&gt;Roblox&lt;/em&gt; and Meta Verch

ВЛИЯНИЕ СОЦИАЛЬНОЙ РЕКЛАМЫ НА ЗДОРОВЫЙ ОБРАЗ ЖИЗНИ СТУДЕНТА

Healthy lifestyle and its advertising play an important role in ensuring demographic growth and strengthening the health of the Russian population. Attempts are being made to apply it, but in terms of their content, scope and systematic nature, they often do not correspond to the possibilities of advertising a healthy lifestyle. The means of modern promotion of a healthy lifestyle are outdoor advertising, television, radio and social advertising in print media, social films, educational programs. Social advertising is a type of communication, the purpose of which is to draw attention to the current problems of society and its moral values. The article discusses the importance of social advertising on a healthy lifestyle of students of the Institute of Medicine, M. K. Ammosov North-Eastern Federal University. An anonymous survey was conducted in the form of a questionnaire for 30 respondents. The fundamental principles of the formation of a healthy lifestyle among students, which makes it possible to preserve and strengthen health, were studied; the peculiarities of the influence of social advertising on the preservation and development of students’ health and the formation of a healthy lifestyle among them were highlighted; a number of measures to improve the quality of social advertising for the formation of a healthy lifestyle among students were proposed.

Multimodal Discourse Analysis of KFC Fried Chicken’s Video Advertisement

In recreating new advertisement during the pandemic, the culinary companies, including KFC Indonesia, take full advantage of using Instagram in promoting their brand and product. This study examined the process of how semiotic system create the overall meaning of the advertisement, used in KFC Indonesia’s Instagram video in order to attract customers. The data of this study were collected from a video advertisement published by KFC Indonesia on Instagram.The video was chosen because it was posted in period of the pandemic.This study employed descriptive qualitative study. This study focuses on the analysis of linguistics, visual, gestural and audio analysis of multimodal system occured in the video. The analysis found that the combination of linguistics, visual, and gestural elements in the video advertisement of KFC Indonesia could maintain the aim of advertisement to influence the customers to purchase the products, eventhough it was spesifictly created for pandemic situation.In linguistics analysis, the study found that the video used formal and standard Indonesian language as the script of the video. Further, the language used could deliver the process of informing new policy to the customers. Meanwhile, the analysis of audio used on the video determined that the use of music and narrator’s voice in the same volume could affect the ambiance of the video. The findings revealed that the video was created to influence the customers to keep buying the products despite the pandemic by delivering the video advertisement in the Instagram account.

EXCLUSION AND INCLUSION IN VIVA.CO.ID MEDIA DECEMBER 2022 EDITION (CRITICAL DISCOURSE ANALYSIS USING THEO VAN LEEUWEN'S MODEL)

Technological advancements have led humanity towards practicality in various aspects. The same applies to the realm of information, which moves faster and more agilely in its changes. Therefore, mass media plays a role and has control in shaping public opinion regarding certain events. The use of critical theory as a tool for examination and analysis in this research aims to observe the representation of news on Viva.co.id regarding the controversial Rabbani Advertisement Video case. This study primarily focuses on highlighting Rabbani as the marginalized party in the news coverage. The research adopts a qualitative approach using content analysis as the method. The study is limited to one news text published in a single section of Viva.co.id. The discourse analysis model employed is Theo Van Leeuwen's model, with the aim of examining and detecting how Rabbani is marginalized in a discourse. The research findings reveal the presence of one type of exclusion, namely nominalization, while inclusion comprises three types: differentiation, abstraction, and identification. The limitations of this study are due to the fact that it solely focuses on one news text. Keywords: Exclusion and inclusion, critical discourse, Theo Van Leeuwen

Toward Better Digital Advertising: The Role of the Anthropomorphic Virtual Agent

The advent of the Internet has led to the emergence of online advertising, which has benefited marketing organizations of all sizes. However, the emergence of digital natives as a new generation of consumers necessitates further research to ensure the continued effectiveness of online advertising. In this regard, the purpose of this paper is to investigate the effectiveness of advertising through an anthropomorphic virtual agent (AVA) on consumers’ psychological states and attitude toward online advertising. An experimental website was designed for the study. After interacting with AVA, respondents had to take part in a survey. Structural equation modeling (SEM) analyses using AMOS 24 and a bootstrapping method using SPSS Macro Conditional Process Analysis were conducted to test the research hypotheses. The results confirm the positive influence of the advertising through AVA on flow states and telepresence experience, which is positively associated with the attitude toward the online advertising. Working on AVAs is original as they represent the effective technology that can used for advertising. This study contributes to the existing research on how companies should integrate digital technologies to advertise, which to date has focused on other advertising channels such as social media advertisement, mobile advertisement, video advertisement, and e-mail advertisement.