TV Advertising Research Articles

A Critical Discourse Analysis: TV advertorials on hope as a vaccine against COVID-19.

Advertisements are the prominent type of discourse analysis. The current qualitative study explores the social effects of national and international TV advertisements about the Coronavirus (COVID-19) on humans. The analysis of advertisements about COVID-19 is done using Fairclough's Critical Discourse Analysis (CDA). By considering the essential features (i.e., images, sounds, Language, and sights)of about four advertisements, we examine how these Ads arose a hope in public to fight against COVID-19.

Examining Chile's unique food marketing policy: TV advertising and dietary intake in preschool children, a pre- and post- policy study.

The Chilean government implemented the first phase of a comprehensive marketing policy in 2016, restricting child-directed marketing of products high in energy, total sugars, sodium or saturated fat (hereafter "high-in"). To examine the role that high-in TV food advertising had in the effect of the policy on consumption of high-in products between 2016 and 2017. Dietary data were obtained from 24-hour diet recall measured in 2016 (n = 940) and 2017 (n = 853), pre- and post-policy, from a cohort of 4 to 6 years children. Television use was linked to analyses of food advertisements to derive individual-level estimates of exposure to advertising. A multilevel mediation analysis examined direct and indirect effects of the policy through advertising exposure. Children's high-in food consumption and advertising exposure declined significantly from 2016 to 2017 (P < .01). Consumption changes were not significantly mediated by changes in advertising exposure, which might suggest other elements of the Chilean Law potentially driving decreases in consumption to a greater extent than TV ads. Preschoolers' exposure to high-in advertising and consumption of high-in products decreased post-policy. Further research is needed to understand how marketing changes will relate to dietary changes after full implementation of the law and in the long term.

Differences in the determinants of purchase intention through advertisements and advertising recognition among product types

The differences in effective advertising creative (intended to communicate a company’s message to consumers) among product types have been poorly understood, despite the importance for advertising success. Using survey data on consumer responses to 2525 TV advertisements in Japan, this study investigates the differences in the determinants of purchase intention through advertisements and advertising recognition among product types defined on the basis of consumers’ perceived risk and product knowledge. An empirical analysis using advertising likability and advertising perceptual scale constructs as factor-side variables reveals the heterogeneity in the determinants of purchase intention—the pattern of which is not predicted by the elaboration likelihood model—and the homogeneity in the determinants of advertising recognition. Furthermore, this study finds that advertising likability does not fully moderate the influence of advertising perceptual scale constructs, which suggests that it is an insufficient indicator to represent various perceptual dimensions of advertising.

Food and Beverage Advertising Influences Children’s Food Choices: An Assessment of Advertising on Bangladeshi TV Channel

Food advertising to children is a frequent burning question that is at the center of the debate. And the purpose of this paper is to critically investigate the assertions and the indication. Several issues are examined: the children’s understanding of advertising, the content of advertising to children, children’s food choice and behavior, and the effect of advertising on food choice. Recognized conclusions are the following: that children understand the function of advertising from the age of 5–9 years, although there are some limitations on how effectively they apply this knowledge; that children play an active role in food choice in families; that children’s dietary preferences and habits are well-established before advertising is understood; and that advertising’s role in children’s food choices and preferences is multi-factorial and complex. The sample of 100 respondents was selected through random sampling all over the country. The study found that food promotion by TV advertising affects children’s food preferences, knowledge, and behavior.

The Representations and Implications of Gender Stereotypes Portrayed in Three Selected TV Advertisements Shown in Bangladesh: A Critical Interpretation

This paper aims at a precise interpretation of gender stereotypes portrayed in the three selected TV advertisements in order to find out their implications in Bangladeshi context. The analysis begins with Goffman's Gender Stereotypes Hypothesis, a theoretical framework to examine and justify the thematic features present in the ads. After critically examining the hypothesis, Kress and Van Leeuwen's Systemic Functional Analysis framework is used to analyze and interpret the semiotic features such as; the signs and symbols. After that, Fairclough's Discourse Analysis is used to find out the stylistic features and their implied meanings in the advertisements to search the social, cultural and political implications. Then the paper uses Pope's The Rape of the Lock and it's Cultural-Ecofeminist Analysis of Francois d'Eaubonne to connect the above mentioned frameworks from a contextual view-point. To give the interpretation of Stereotypes deeply rooted in the minds of both male and female, Freud’s Psychoanalysis is used. Both Qualitative and Quantitative Analysis are taken into consideration for exploring the Gender Stereotypes thoroughly. This research is basically a blend of Literature, Language and Gender along with other Disciplines to interpret Stereotypes from a holistic framework. To predict the future progression of the gender representations and their implications in the coming years in Bangladesh, an umbrella term “Multi-Disciplinary Framework” will be used to examine whether the changes in gender roles both at home and outside in the workplaces due to the changes in different socio-economic and cultural factors are reflected or not in the TV advertisements.

Ценностные ориентации имплицитной информации в российской и китайской телерекламе

The paper aims to identify universal and nationally specific values of implicit information in the Russian and Chinese TV advertising. The researchers’ attention is focused on revealing the potential of implicit information in advertising semasiology of unrelated languages in the aspect of forming an addressee’s value worldview. Scientific originality of the study involves the integrated approach to studying synergy of visual verbal techniques of interpretative, semiotic mechanisms of manipulation in the Russian and Chinese TV advertising. The research findings are as follows: the authors show the role of implicatures as motivators of ethno-cultural values and a brand as a universal representative of implicit meanings.

Moment Marketing: Measuring Dynamics in Cross-Channel Ad Effectiveness

Moment marketing is a new strategy that entails the ability to synchronize online advertising (e.g., sponsored search) in real time with relevant offline events such as TV ads. More and more practitioners are employing this strategy, given the increasing availability of technologies that enable coordination across advertising channels in real time. However, very little is known about the instant impact of TV advertising on the effectiveness of search advertising. We take advantage of a unique opportunity for causal estimation in this research area by leveraging large exogenous variation in TV advertising expenditure over a long period, while at the same time having access to granular consumer search data under relatively stable sponsored search advertising strategies. Utilizing this novel setup, we provide the first empirical evidence that TV moment-based search advertising could be effective for optimizing sponsored search advertising for both TV-advertised brands and their competitors. We also document the mechanisms driving such cross-channel advertising effects. Specifically, TV advertising can change the quality of online search traffic (e.g., who searches, where they search, and how they search) in the moments following a TV ad, so that an average searcher responds differently to subsequent search results.

Investors’ Preference Towards Mutual Fund: An Analytical Evidence From Kathmandu Valley

This paper analysis investors’ preference towards mutual fund. The study was conducted inside the Kathmandu valley. In terms of familiarity with the various financial securities currently available in the Nepalese capital market, investors have high familiarity with fixed deposits, medium familiarity with shares and low familiarity with bonds and debentures and money market instruments. Incase of the preference for the structure of the mutual fund, more than two-third of the total respondent were in favor of Close Ended Mutual Funds. Potential investors of mutual funds prefer family members followed by self-analysis as a medium for getting understanding to create the awareness of mutual funds; TV Advertisement and Print Newspaper are effective, as these sources are preferred by the potential investors. This study concludes that mutual funds could be an admirable institution for bridging the gap between the individual savers and the established business in Nepal. Investors are showing more interest in mutual fund these days.

Анализ, перспективы и проблемы развития рынка наружной рекламы

The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian Federation from 2008 to 2019 has been analyzed. The analysis has illustrated that the most significant segment of the global outdoor advertising market is roadside billboards; second and third places are occupied by street furniture and transit advertising. Roadside billboards are being phased out in many markets due to tightening legislation; according to the experts, by 2021 the share of this segment will decrease by 4%. The research was carried out taking into account the data of such businesses as MAGNA and the Association of Communication Agencies of Russia. The US has the world's largest outdoor advertising market; Japan has the highest outdoor advertising spending. The key factors that ensure the priority of outdoor advertising in comparison with other advertising media are highlighted: wide audience coverage, largest advertising space, relatively low cost of advertising contact, variety of types and formats of advertising structures, etc. Topical problems are formulated that hinder the further growth of the studied segment: low level performance and quality of visual content, difficulties in assessing the effectiveness of outdoor advertising.

Superimposed Text Size and Contrast Effects in DTC TV Advertising

ABSTRACT Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product. This randomized experiment examined three size levels of supers and two levels of background contrast in direct-to-consumer advertisements. Participants (N = 1,272) watched different versions of a television advertisement for a fictitious asthma drug on either a flat-screen television or a tablet computer. Larger supers were more noticeable and memorable than smaller supers. High-contrast supers were less noticeable. Tablet users had more favorable views of the advertisement. Results have implications for the communication of important medical information in direct-to-consumer advertisements.

MEDIA BEHAVIOUR OF PRESCHOOL CHILDREN: TV AND TV ADVERTISING VIEWING

This study aims to analyse the TV and TV advertising viewing habits of preschool children. This study uses a qualitative approach based on media diaries, which were completed by the parents of fifteen preschool children over one week. The findings show that the preferable daypart for viewing TV by preschool children is the evening hours. Furthermore, the children mostly view children’s oriented TV programmes either alone or with their siblings. The results show that advertising influences children’s behaviour. In contrast with several previous studies, this paper does not support the claim that children begin to understand advertising messages from the age of eight as the study shows they understand it at an earlier age. Ultimately, this study confirms that TV advertising is still a convenient tool for communication with preschool children. The findings of this study contribute to the on-going debate about children’s TV viewing behaviour and children’s TV advertising.

Analysis acceptance behavior on Model Reception in the General of TV Advertising

Analysis acceptance behavior on Model Reception in the General of TV Advertising

The study of the attitude of pharmacy specialists to TV advertisement of drugs

Aim. To study the attitude of pharmacy specialists (PhS) to the television advertising of drugs, and their opinion regarding compliance with the requirements for the features of advertising.Materials and methods. The sample observation, questionnaire survey, expert assessments, formal-logical methods, analogies and comparisons, system analysis, analysis of documents and the results of sociological studies were used.Results. Advertising in marketing is considered as a form of communication in order to inform consumers about the quality of goods and services. When advertising the breadth of the consumers reached, the high quality of the content and the high degree of holding attention of the focus groups of consumers are important. These requirements are met by TV advertising of drugs, which as a segment occupies 50 % of all advertising on television. Therefore, it is important to determine the attitude of the PhS to it, and study their opinions on compliance with the requirements for the features of drug advertising. According to the results of the PhS survey, our studies revealed their general attitude to television advertising, their attitude to it according to certain components: the quality of service, the possible impact of TV advertising on the volume of drug sales, compliance with professional aspects, the presence of the possible problematic signs in accordance with the current legislation, advertising of drug manufacturers, the possible effect on self-medication of patients, etc. In addition, the relation of PhS to the periodicity and frequency of TV commercials about drugs was studied.Conclusions. It has been determined that PhS have their own relation to TV drug advertising based on the professional interest in it. They draw attention to the possible impact of television advertising on the volume of drug sales, its objective nature, the need for consultation with a doctor, methods of prevention, diagnosis, treatment of diseases, rehabilitation in general, etc. Among 8 possible problematic aspects selected when drugs are advertised PhS are mostly interested in mentioning the names of famous people and warnings regarding self-diagnosis and self-medication of the disease. The results obtained allow having an idea about the attitude of the PhS to television advertising of drugs and its use in their professional activities.

The Dotcom and the Digital

In Kenya, the terms dotcom and digital have become popular descriptors for particular periods of change, as well as for modes of being. The two terms’ usage extends beyond reference to the age of the Internet or to encounters with new technologies. Rather, the dotcom and the digital—in different ways and in different decades—enable Kenyans to imagine with and through time. Using extensive ethnographic research and reflecting on pop music, TV advertising, and streetscapes, we explore how, for many Kenyans the dotcom and the digital are tools for making sense of the times in which they live. Drawing on the work of Paul Ricoeur, we tease apart what it means to be dotcom and digital in Kenya, exploring how experiences of time are also projects of self-making and critical intervention.

Comparing Methods of Recruiting Spanish-Preferring Smokers in the United States: Findings from a Randomized Controlled Trial.

BackgroundThere is a pressing need to address the unacceptable disparities and underrepresentation of racial and ethnic minority groups, including Hispanics or Latinxs, in smoking cessation trials.ObjectiveGiven the lack of research on recruitment strategies for this population, this study aims to assess effective recruitment methods based on enrollment and cost.MethodsRecruitment and enrollment data were collected from a nationwide randomized controlled trial (RCT) of a Spanish-language smoking cessation intervention (N=1417). The effectiveness of each recruitment strategy was evaluated by computing the cost per participant (CPP), which is the ratio of direct cost over the number enrolled. More effective strategies yielded lower CPPs. Demographic and smoking-related characteristics of participants recruited via the two most effective strategies were also compared (n=1307).ResultsFacebook was the most effective method (CPP=US $74.12), followed by TV advertisements (CPP=US $191.31), whereas public bus interior card advertising was the least effective method (CPP=US $642.50). Participants recruited via Facebook had lower average age (P=.008) and had spent fewer years in the United States (P<.001). Among the participants recruited via Facebook, a greater percentage of individuals had at least a high school education (P<.001) and an annual income above US $10,000 (P<.001). In addition, a greater percentage of individuals were employed (P<.001) and foreign born (P=.003). In terms of subethnicity, among the subjects recruited via Facebook, a lower percentage of individuals were of Mexican origin (P<.001) and a greater percentage of individuals were of Central American (P=.02), South American (P=.01), and Cuban (P<.001) origin.ConclusionsFacebook was the most effective method for recruiting Hispanic or Latinx smokers in the United States for this RCT. However, using multiple methods was necessary to recruit a more diverse sample of Spanish-preferring Hispanic or Latinx smokers.

THEORETICAL AND PRACTICAL USE OF TV ADS IN GERMAN LANGUAGE EDUCATION

In the present study, the role of TV advertisements, which are prepared by blending the cultural, social, and linguistic elements, in language education, how to transform them into course material, and the results obtained by using the transformed material in language education are discussed. For this purpose, a qualitative research pattern consisting of two steps was employed in the situation analysis. In the first step, the teacher candidates who have been theoretically informed were asked to prepare 5 exercises on the Toyota car advertisement to be used in language education. Among 140 exercises obtained from the experimental study, the similar ones were eliminated using the content analysis method, classified within the fundamental language skills, and 37 sample exercises were obtained. In the second step, the same advertisement was used in the course for 9th-grade secondary school students and the course was videotaped in order to objectively analyze the course. Watched twice in the class, the advertisement was discussed in German language and, in case of expressional deficiency problems, in Turkish language. Among the exercises addressing different skills and prepared by the teacher candidates, 10 exercises were first implemented individually first and then together with class. At the end of course, 5 structured questions prepared for the focus group discussion were conducted with students and their opinions were assessed by taking voice records. It was determined that the TV advertisements can be easily transformed into course materials, that they can be used at every level and in developing 4 fundamental language skills, that they increased the students’ motivation since they are fun and pleasant to use, that they successfully teach the speaking-body language and culture of the target language, and that they make it easier to teach the words. For these reasons, it was concluded that TV advertisements should be used in foreign language education gradually more widely. Keywords: advertisements, language education, use of advertisements in language education

Informational and Non-Informational Advertising Content

We investigate the relationship between both advertising content and quantity and several stages of consumers' decision-making, namely, unaided and aided awareness, consideration, and purchase. Understanding how the amount and content of advertisements affect consumers' decision-making is crucial for companies to effectively and efficiently use their advertising budgets. Spanning a time period from 2010 to 2016, we combine a unique data set on TV advertising content and quantities with individual-level data containing information on purchases, consideration and awareness sets, demographic variables, and perceived prices. Our results reveal that advertising quantity significantly increases consumer (unaided and aided) awareness, but has no effect on conditional consideration and conditional purchase. However, when measuring the separate effects of different types of advertising content, we find a more nuanced set of results: advertising only containing non-informational content increases unaided awareness, while advertising only containing informational content increases aided awareness. Advertising with both informational and non-informational content affects shoppers' but not non-shoppers' awareness and the awareness of other groups of involved consumers.

Banning Advertising Unhealthy Products and Services in Iran: A One-Decade Experience.

During the past decade, Iran's health system has attempted to prohibit advertising of unhealthy products and hazardous services. Considerable success has been achieved in the fields of public places and print media advertisements. Conversely, efforts were not effective enough in the fields of TV and radio advertisements. Over the last three years, the Iranian Ministry of Health and Medical Education has published a list of unhealthy products and services on an annual basis. The list has been developed using a criteria-based mechanism, and compared to the previous list that was developed based on the consensus of the main stakeholders. This approach resulted in a significantly shorter list that consisted of three groups: 1) a number of unhealthy food products, 2) some cosmetic products and services, and 3) all tobacco products. We suggest that future strategies should focus on close monitoring of effective implementation; improving inter-sectoral collaboration; making industries more socially accountable; and increasing public demand for protecting children against exposure to hazardous advertisements.

Effectiveness of the Advertisement through Television

Television advertisement has become a permanent means of delivering product and service messages to all upper and middle class households. The study aims at examining effectiveness of TV advertisement. Online survey with structured questionnaire was conducted through the various social media. Sample sizes of 150 people are selected for the study by using random sampling method to collect the data to avoid biasness in the selection process. The study found that the people are more attracted toward the use of internet. Most people tend to spend less time watching television and more time on internet and other activities. It is concluded that there is lack of effectiveness of television advertisements in modern era.

공익광고 언어의 내용 구조와 문체적 특성 연구 -2010년∼2019년 TV 광고와 인쇄 광고를 중심으로-

공익광고 언어의 내용 구조와 문체적 특성 연구 -2010년∼2019년 TV 광고와 인쇄 광고를 중심으로-