Television Advertising Research Articles

Study on the Symbolic Construction of Female Stereotypes in TV Advertisements

Since television advertisements entered the field of mass communication in the 20th century, the presentation of female images in advertisements has been influenced by gender stereotypes for a long time. Despite the recent increase in female subjectivity, the values behind them still face the problem of "breaking without standing". This study suggests that the impact of stereotypes on the portrayal of women in television advertisements from the early 20th century to the present is mainly due to their goal of promoting consumption and not making necessary adjustments to their values. This study found that the use of visual and auditory symbols deepens the impact of gender stereotypes on television advertising communication, and current advertising communication is influenced by consumerist values.

Household Air Pollution: A Dire Need Of Awareness In Pakistan.

Dear Editor, Household Air Pollution [HAP] has proven to be associated with an increased risk of acquiring asthma, lung cancer, pulmonary tuberculosis, and acute respiratory infections in adults and children, along with Chronic Obstructive Pulmonary Disease [COPD], cerebrovascular disease, ischemic heart disease, low birth weight, and stillbirth [1]. This pollution is caused primarily by the absence of clean fuels, which includes electricity, biogas, natural gas, liquefied petroleum gas (LPG), solar, or alcohol fuels. Owing to the absence of clean fuels, individuals resort to the use of biomass to meet their needs, exposing themselves to the detrimental effects of biomass usage. Unfortunately, Pakistan is one of the worst-faring victims of this predicament. As of 2020, only 49.3% of Pakistanis primarily relied on clean fuels and technologies for cooking [2]. With only 26% of rural areas having access to clean fuels, traditional, inefficient three-stone stoves for biomass combustion are typical in rural areas[2][3]. Such stoves expel poisonous gasses, including Nitrogen oxides, Carbon monoxide, and formaldehyde, in addition to several toxic organic compounds depending on the type of biomass used, all detrimental to human health [4]. In urban areas, especially in winter, widespread gas shortages are prevalent, restricting an unknown number of citizens to biomass combustion for their day-to-day purposes. In both scenarios, the harms of HAP are imminent. Unfortunately, using gas stoves in poorly ventilated areas also shows milder effects of HAP [5]. Alarmingly, despite the adverse impact and the high prevalence of HAP, the matter remains neglected, with only very few studies connecting the above-stated health risks with the Pakistani population, evaluating the burden Pakistan bears because of HAP, and assessing the correct strategies for intervention. Such studies would result in implementing specific research-backed mitigation strategies customized to be specifically applicable to different socioeconomic backgrounds and regions of Pakistan, for example, efficient ventilatory systems relevant to Pakistani houses designed to reduce HAP. In the meantime, examples of general policies include, but are not limited to, television advertisements, awareness drives, and allotting larger budgets towards cleaner fuel provision. For people utilizing primitive three-stone stoves, a plancha stove, comprising simply a stove and a chimney, can also be provided. The usage of such stoves is associated with a significantly reduced exposure to HAP [6]. Individually, when operating stoves for any purpose, it is crucial to prioritize ventilation. ---Continue

Analysis of the Vision Statement Presented in the Pocari Sweat Video Advertisement

The magnificence and novelty of the Pocari Sweat advertisements in recent years and the fact that its brand has become well-known in Asia are due to the marketing techniques used by the company here. At the same time, the recurring elements in these commercials symbolize the characteristics of the company. This research would explore the vision statement presented in the video advertisement for this product of Pocari Sweat. It also explores whether other businesses outside of the company can also use advertising that is consistent with the vision statement to broaden their market and build brand awareness in the minds of customers. A qualitative analysis of the Pocari Sweat video commercial and Otsukas vision statement was conducted to point out the commonalities in the commercial and the connection to the vision. The study revealed that Otsukas vision statement is to promote the health value of its products around the world and that the content presented in the Pocari video commercial and the way it is shot are an artistic expression of Otsukas strategy.

How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?

With the rapid spread of mobile devices and the Internet, mobile interactive video advertising has become an increasingly popular means of accessing advertising information for a large number of users. Interactive narratives are advertisements that require collaboration between consumers and designers to complete the story. Interactive narratives influence marketing impact and the advertising experience. Building on previous research, this study delves deeper into the design methods of interactive narratives for mobile video advertisements. We developed various interactive narrative samples by controlling video quality parameters, content, and product involvement, and then measured consumer perceptions of these samples in a laboratory environment. The results indicate that six design methods for interactive narratives foster positive perceptions, immersion, and satisfaction in advertisements with low product involvement. For ads with a high degree of product involvement, two design methods can achieve positive consumer perceptions of interactive narratives. This study offers insights for businesses and interaction designers aiming to advance the commercial use of mobile interactive video advertising. At the same time, we propose a design method for mobile interactive video advertising that can also serve as an entry point for theoretical research on interactive narratives.

The impact of skippable advertising on advertising avoidance intention in China

PurposeSkippable video advertising offers users the option to skip directly to their desired video content after viewing a limited amount of advertising and is becoming a format increasingly preferred by advertisers. This study constructed a mediator model based on advertising attitude to examine the influence of users' perceived control and perceived intrusiveness on brand attitude and advertising avoidance intention in skippable video ads.Design/methodology/approachThe study considered the structural equation model using a self-reporting measure method. The research model was tested using a sample of 302 respondents.FindingsThe results showed that perceived control positively affected ad and brand attitude and negatively affected advertising avoidance intention. Perceived intrusiveness negatively affected attitudes toward the advertising and the brand but positively affected advertising avoidance intention. Ad attitude and brand attitude had no significant influence on advertising avoidance intention. The results also confirmed that ad attitude mediates the path from perceived control and intrusiveness to brand attitude.Originality/valueThis study further enriches the theoretical development of skippable video ads and expands the perspective and scope of interactive advertising research.

The Influence of Ad Creativity, Message Quality, and Viewing Frequency on Consumer Purchase Intention: Case Study on Students of Universitas Perjuangan Tasikmalaya

This research focuses on advertising effectiveness by considering three key variables, namely advertising creativity, message quality, and viewing frequency. The main objective of the study is to assess the influence of these advertising effectiveness variables, which include Advertising Creativity, Message Quality, and frequency views, on consumer purchase intention. In addition, this study also aims to identify which variables are dominant in influencing consumer purchase intentions.
 This study uses the Multiple Linear Regression analysis method with the help of SPSS software version 22.0. The research population consists of students of Universitas Perjuangan who have watched Mi Indomie television advertisements at least 3 times. The research sample consisted of 170 respondents selected using non-probability sampling technique with accidental sampling method, namely by distributing questionnaires as a data collection tool.
 The results showed that the variables of advertising creativity, message quality, and frequency of ad viewing have a positive and significant influence on consumer buying interest. The results of the analysis also indicate that the advertising creativity variable is the most dominant variable in influencing consumer buying interest. Thus, this study provides further understanding of how advertising effectiveness, especially through improving advertising creativity, message quality, and frequency of ad serving, can increase consumer purchase intention. These findings can be a valuable guide for advertising and marketing practitioners in designing more effective advertising campaigns.

Gender representations and portrayal of adults in children's television advertising: content analysis of prime cartoon channels in India.

Gender stereotyping in television advertising is a universal phenomenon and has the potential to influence children's perceptions of gender roles. Despite India's enormous child population, gender representation in television advertising is hardly researched. This study was conducted using a content analysis methodology to examine gender stereotypes in children's television advertising in India. A total of 189 unique advertisements were selected from six prime cartoon channels, namely Nickelodeon, Disney Channel, Hungama, Cartoon Network, Discovery Kids, and Pogo TV. A stratified constructed sample of 319 central figures from 102 hours of TV viewing was collected over two consecutive weeks in November 2018 during children's prime-time viewings. This study examines gender role cues in children's television advertising using McArthur and Resko's coding method. The sample was subsequently analyzed using chi-square statistics, and the findings were contextualized and compared with those from other Asian nations. The results indicated that men significantly dominate (voice-over, product authority, autonomous roles, fact-based arguments, other products, end comments, pleasure, and practical rewards), whereas females are stereotyped (dependent roles, product users, portrayal of domestic products in domestic settings, opinion-based arguments, and self-enhancement rewards). However, the results reveal a reduction in certain stereotypical aspects, such as a significant increase in women performing voice-overs and portraying characters with product authority and autonomy, while men exhibit increased involvement with domestic products and rewards such as self-enhancement, practical, and pleasure rewards. The theoretical (social learning and role congruity theory) and practical implications for advertisers and marketers are discussed based on these findings.

ВИКОРИСТАННЯ КОЛЬОРУ В РЕКЛАМІ: ПСИХОЛОГІЧНІ АСПЕКТИ ВПЛИВУ НА СПОЖИВАЧІВ

Studying the psychological aspects of the influence of color on consumers is extremely important in the field of marketing, advertising, design and many other fields. Colors can evoke different emotions, associations and reactions in consumers, and knowing these psychological influences allows you to create more effective and successful strategies to attract customers’ attention. The research focuses on studying the psychological aspects of the influence of color in advertising on consumers in order to determine the optimal strategies for using colors to increase the advertising campaigns effectiveness and achieve the desired response of consumers. The important role of visual perception in business and its impact on potential buyers is considered. The visual perception of a product is one of the strongest and most influential feelings for consumers. Visual elements such as branding, logos, packaging design, promotional materials, web design, video advertising and point of sale are used by producers and marketers to achieve various business goals. Psychological aspects of color perception, their influence on emotions and associations, and practical aspects of use in an advertising context are analyzed. It has been found that each color carries a unique emotional meaning, and the right choice of colors helps to create a positive perception of the advertising message. Aspects of attracting attention and interest of consumers, forming associations and product attributes with the help of color, as well as the influence of color on brand recognition are also considered. The importance of taking into account individual, cultural and contextual differences in color perception is emphasized. Choosing the wrong color combinations can negatively affect the perception of an advertising message. The context in which colors are used can also change their perception and effectiveness, as colors can have different associations in different cultures. Research has shown that color schemes can influence consumers’ purchasing decisions, so getting the color right can be strategically important to advertising success. Research is essential to the development of the psychology of marketing and advertising, allowing to attract and maintain a positive brand image, satisfy the needs of consumers and achieve success in the market.

The Value of Liberal Feminism in “Sì” Giorgio Armani Perfume Line Advertisement

This study aims to find out how verbal communication and visual signs in the "Sì" Giorgio Armani Perfume Line Advertisement reflect the value of liberal feminism. In conducting the study, I used Danesi's theory of Signs in semiotics (2004). This study was done using a qualitative approach in which I transcribed both the song lyrics and the narration that appeared in the video. I also captured the scene of the video to analyze the visual sign aspects. For this study, I analyzed the visual sign through the actress's body language, facial expression, and the color that often appeared in the video advertisement. The data finds that the "Sì" by Giorgio Armani perfume line advertisement uses the concept of liberal feminism to appeal to a modern and empowered audience of women. By incorporating messages of individual choice, empowerment, and self-affirmation, the advertisement positions itself as a brand that supports and celebrates the values of liberal feminism.

Can a Targeted Social Media Campaign Increase Reach of, and Engagement With, Heart Failure Self-Management Resources in Culturally and Linguistically Diverse Communities in Victoria, Australia? An Evaluation Including Cost.

This study investigates whether a targeted social media campaign increases reach and engagement of heart failure self-management educational resources among culturally and linguistically diverse communities in Victoria, Australia. A targeted six-week Facebook social media campaign (from 3 October 2022 to 13 November 2022) was performed using the Precision Public Health Framework. Animated heart failure educational videos were developed, translated, and publicised among Mandarin-, Vietnamese- and English-speaking communities in Victoria, Australia. Data from Facebook, Google Analytics and social marketing costs were analysed. An independent, two sample t-test was applied to investigate differences in the performance (views and cost-per-click) of the English and translated Mandarin and Vietnamese social media campaigns. Webpage views (of the promoted heart failure webpage) during the campaign were compared to the same period 12 months prior. A total of 664,434 English and 182,294 translated Vietnamese and Mandarin video advertisements were placed and seen in individuals' social media feeds (impressions) over the six weeks. Per capita reach was proportionally higher for Vietnamese and Mandarin video advertisements (54% versus 15%). The percentage of those who watched the educational video in the social media posts, for at least 15 seconds (a 'ThruPlay'), was significantly higher in Mandarin and Vietnamese-speaking communities (75% versus 40% among the English-speaking community p<0.0001). However, those viewing in English had significantly longer engagement and watched at least half of the video (2.5% versus Vietnamese and Mandarin viewers (0.31%), p<0.0001). The click-through rate and cost-per-click were significantly higher for the translated social media posts compared with the English (0.77% vs 0.62%, p=0.0185 and AUD$4.48 vs AUD$3.22, p<0.0001). A targeted six-week Facebook social media campaign using translated video animations in Vietnamese and Mandarin had significantly higher reach, initial views (first 15 seconds) and higher click-through rates, but fewer views of at least half of the video, compared with the Facebook English videos. Higher costs-per-click were associated with the translated campaign. Further research is needed to understand the extent that social media translated campaigns can influence health behaviour.

디지털 격차와 사회적 약자

This study analyzes public service advertisements, public campaign videos, and digital care industry advertisement videos to identify the dominant perspective on the digital divide problem of the elderly and to explore the position and meaning of the elderly in digital technology discourse. According to the analysis, public advertisements/campaign texts for bridging the digital divide assume the elderly as the digital weak and the young as the digital strong, and there is a tendency to solve the problem of the digital weak through the practice of the digital strong. This aspect of representation requires reconsideration because it can lead to reinforcing and reproducing negative stereotypes such as dependence and passivity of the elderly. On the other hand, the elderly in advertisements for the digital care industry appear as images of digital users rather than digital weaklings, as users of AI care services. As a result of reproducing the daily life of the elderly with an artificial intelligence care robot, a difference was revealed in the use of digital technology by female seniors and male seniors. It was understood that the dual inequality factors of gender and age were reflected. In the advertisements analyzed, the elderly actively interacting with AI caring robots tended to highlight the digital inclusion of ICT companies that are considerate of the minority and the vulnerable, and digital technology appeared as a friend of the elderly in all texts.

Destination Advertising on YouTube: Effects of Native Advertising and Comment Management on Tourist Perception

This research aims to understand the unique aspects of social media that should be considered by a destination marketing organization (DMO) to create advertisements that attract the interests of tourists on YouTube. It examines the effectiveness of two YouTube-specific practices—native advertising and comment management. Two studies with a multi-method approach examined the effects of such practices on tourists’ perceptions regarding DMOs’ YouTube advertisements and destinations. The results showed that tourists positively perceived the advertisements and the destinations when DMOs’ YouTube advertisements were recognized as non-advertising content, and when native advertising was emphasized in the comment section of the YouTube advertisements. By delving into the necessary adaptations within the current video marketing communication framework for social media platforms, this study contributes to the field of destination advertising. Moreover, it provides practical insights into effective video advertising strategies for social media platforms that DMOs can implement.

Representing Gender Equality through Advertisements from the Electronic Media: A Study in Discourse Analysis

Television advertisements play a significant role in shaping societal norms and values, particularly regarding gender roles and expectations. In India, where television is a major source of entertainment and information for many people, the portrayal of gender in television advertisements can significantly impact how gender is perceived and performed in society. This study attempts to understand and define the equality of gender roles in advertising, using select discourse analysis tools, including speech acts, deixis, politeness theory, modality, presuppositions, and vocabulary, to study the interplay of the verbal and visual effects. The study explores select advertisements from Indian media and finds that the theme of gender equality is gradually gaining prominence. The paper attempts to highlight that advertisements play a major role in creating and transforming gender stereotypes in society and in constructing a world of acceptability for those women who want to create their own identities. The study reveals that women now stand up for their rights against the societal norms and play a substantial role in influencing society, whereas men also participate in the tasks that are stereotypically assigned to women. The study also highlights that the verbal language in advertisements supports visuals in the text.

Semiotic Analysis of Icon and Symbol Found on Ed’s Heinz Video Advertisement

This study aimed to explain and examine the semiotic process as well as the meaning of icon and symbols in Ed' Heinz advertisement videos. The triadic semiosis concept from Charles Sanders Pierce's theory (1991) is used to identify and analyze data that focuses on representamen, object, and interpretant. This research used qualitative research as the method of collecting data which was downloaded from a Youtube Heinz video advertisement, a brand of ketchup produced by the H.J. HEINZ Company from the United States and has been exporting the ketchup all over the world. The result reveals that 16 Icons and 4 Symbols were found in the 3 scenes on Ed’ Heinz Video Advertisement. According to the results analysis, every components of the commercials have different meanings and interpretations.

Short video advertising, emotional response and consumer trust: Input to enhance marketing strategies framework

Short video advertising, emotional response and consumer trust: Input to enhance marketing strategies framework

Is soft information substitutive or complementary to hard news for investor attention? Evidence from corporate advertising in Japan

Corporate advertising is a type of soft information that may not directly target the financial markets but may attract investors’ attention. In this study, we consider television advertisements (TV ads) as soft information, whereas corporate news via disclosure and mass media as hard news. We explore the interactive effect of TV ads (soft information) with corporate news (hard news) on stock market outcomes. Based on daily market data with the multi-dimensional information sources, we find that TV ads significantly increase trading volume and returns, conditional on less corporate news being released. Our evidence supports the information substitution hypothesis that TV ads compete with corporate news owing to investors’ limited attention, while rejecting the complementary relationship between soft and hard information.

IMPROVING FASHION INDUSTRY USING ARTIFICIAL INTELLIGENCE-ENABLED IN-VIDEO ADVERTISEMENTS

It is crucial for advertisers to comprehend the video context when directing video adverts at consumers, given the growing audience for online video content. Important elements like ad relevancy to video content, where and how video advertisements are displayed, and non-intrusive user experience are required to be looked at in sequence to enhance the consumer experience and quality of commercials. We suggest a methodology for better ad suggestion that meets these requirements by understanding the video content semantically. The study focuses on how machine learning technology has significantly influenced the usage of in-video advertisements as a part of the content advertising approach for fashion brands. Every company wants to get in front of consumers when they are most receptive to persuasion. However, because there are so many options for customers, digital media are generating distinctive customer journeys that take an independent tack. Therefore, there is a need for more compelling advertising strategies to grab consumers' attention and make it possible for them to find companies at peak demand periods.

The effectiveness of metaphors in Chinese video advertisements for depression: An experimental study

Metaphors inviting viewers to see and experience one thing in terms of another have been demonstrated as persuasive in print advertisements. However, the extent to which metaphors in video advertisements influence viewers remains underexplored. Given the increasing attention to depression in China and attempts at greater inclusivity in its media representation, we examine metaphors in video advertisements for depression-related products. We examined the influences of metaphors on (i) perceived complexity, (ii) cognitive elaboration, (iii) affective elaboration, (iv) attitudes toward the ad, and (v) purchase intentions through an experimental survey (N = 299) and semi-structured interviews (N = 29). The survey adopted a 3 (metaphor uses: feature-highlighting metaphors vs. needs-highlighting metaphors vs. literal) × 2 (product types: search products vs. experience products) design. The results showed that for (i) cognitive elaboration, (ii) affective elaboration, (iii) attitudes towards the ad, and (iv) purchase intentions, needs-highlighting metaphors outperformed other conditions regardless of product types. For experience products, features-highlighting metaphors outperformed other conditions, whereas for search products, this condition generated the lowest scores. Findings from interviews showed that metaphors activated mental images, elicited diverse emotions, and mediated the persuasive power of advertisements. However, reinforced negative appeals may elicit negative perceptions. Practical implications are discussed.

Speaking, but having no voice. Negotiating agency in advertisements for intelligent personal assistants

With the popularisation of intelligent personal assistants (IPAs) like Amazon’s Alexa and the Google Assistant, natural language-based interaction with machines is increasingly becoming a part of everyday life. The conceptualisation of these tools as agentive assistants who help with a variety of tasks in both the household and at work is guided by their marketing: When Apple introduced the Siri-technology at their keynote event in 2011, the system responded to the question ‘Siri, who are you?’ with ‘I am a humble personal assistant’. This claim to a speaking subject position while at the same time locating this subject firmly in a servile social role has become a defining feature of the social place of IPAs: Designed to postulate agency, they do so not in equality with humans but as their servants. This paper offers an interdisciplinary analysis of video advertisements for IPAs, combining sociological and linguistic approaches. We treat agency and actors not as something given but as something that becomes visible through communicative acts, suggesting an understanding of these advertisements as socio-technical visions in which the negotiation of agency in human–machine interaction serves two functions: Firstly, the asymmetrical relationship between the human and the machine promises a symmetrisation of human–human relationships. In an imagined diversified world of equal human rights and relationships, social inequality is reconfigured in the relationship between human and non-human entities. Secondly, the negotiation of agency between humans and machines deflects from questions regarding the increasing agency and power of the companies behind these IPAs and their growing access to and influence on people’s private lives. Our paper will thus provide insights into how agency is ascribed in human–human and human–machine interaction considering social practices of symmetrisation and hierarchisation as well as a critical investigation into the triangular relationships between humans’, machines’, and companies’ agency.

A large-scale television advertising dataset for detailed impression analysis

Creating impressive video content such as movies and advertisements is a very important yet challenging task in business that requires both a sense of creativity and a lot of experience. Even professionals cannot necessarily invoke the impressions and emotions that they have aimed at. Many video advertisements are created and then disappear without giving a large impact on viewers. This paper presents a large-scale dataset of television (TV) advertisements that consists of 14,490 videos. The impressions of each video such as the recognition rate and interestingness rate are from the results of questionnaires answered by 620 participants. We also present a baseline for predicting the impression effects of TV advertisements by using visual and audio information, metadata such as broadcasting pattern, business category, the popularity of the casts, and text information including texts appearing on videos and narrations in audios. We predict four impressions of the viewers: 1) how much participants remember the video afterward, 2) how much they feel like buying the product/service, 3) how much they become interested in the product/service, and 4) how much they like the content of the advertisement itself. By combining images, audio, metadata, cast data, and text data, our baseline method is able to predict such impressions with a correlation of 0.69-0.82, much better than using a single-modal feature such as visual data or audio data only. This paper also gives some possible applications such as estimating the importance scores of each key frame, which gives us informative insights about how to make the advertisement content more impressive.