TV Advertising Research Articles

Cross-Sectional Evaluation of Food Items Preferred by Adolescents under the Influence of Television Advertisements.

Background: Food and beverage advertisements on television play a significant role in food preferences, especially among children and adolescents. This study aimed to evaluate foods and beverages advertised on television and purchased by adolescents or their families using the World Health Organization (WHO) nutrient profiling model. Study design: A cross-sectional study. Methods: This cross-sectional study was performed on 2,699 students (1380 males and 1319 females) aged 11-16 in Ankara, Turkey, in 2015. Socio-demographic characteristics, television-viewing habits, and the tendency to purchase foods and beverages under the influence of TV advertisements were recorded. The body weight and height were measured by the researchers. All reported food and beverage items (n = 284) were evaluated and classified as permitted or not permitted to advertise, according to the WHO nutrient profile model (2015). Results: The majority (69.8%) of students were underweight/normal weight, whereas 13.3% and 16.9% were classified as overweight and obese, respectively. A total of 69.6% of adolescents declared that they were influenced by food advertisements, and 66.4% bought those foods. The most purchased products included cakes and sweet biscuits (63.8%), chocolate and confectionery (44.9%), savory snacks (39.6%), and soft drinks (25.4%). Only 8.5% of all the advertised products (n = 284) were permitted to be advertised, according to the WHO nutrient profile model (2015). Dairy products, meat products, grains, fruits and vegetables, soup, and some traditional Turkish foods (e.g., cig kofte and Turkish pizza) were permitted. The permitted products were preferred by only 13.6% of the adolescents. Conclusions: Unhealthy foods are advertised on television for adolescents, and food advertisement management may be an essential strategy to provide healthy food choices.

Identifying Metaphors in TV Commercials with FILMIP: The Filmic Metaphor Identification Procedure

The analysis and identification of figurative language is one of the largest research areas in cognitive linguistics, and metaphor is one of these tropes. Focusing on the genre of TV advertising, a structural method for the identification of metaphorical components used in films in a cross-modal fashion is developed in the present paper. A corpus of eleven TV commercials is analyzed under seven steps that guide analysts from the content description of the multimodal materials to the concrete identification of metaphorical elements. This research presents the Filmic Metaphor Identification Procedure (FILMIP, Bort-Mir 2019) as a tool for the identification of metaphorically used filmic components in multimodal filmic materials. More concretely, the paper presents the application of the procedure to two TV commercials from different perfume brands. FILMIP offers a valuable contribution not only to metaphor scholars but also to researchers focused on other fields of study such as multimodality, discourse analysis, communication, branding, or even film theory.

Gender Representation in TV Advertising for Children: Children’s perceptions and advertising literacy

Children are becoming consumers at increasingly younger age and are more influential in consumption decisions within the family. Television still is one of the main ways they are exposed to advertising. Our study focuses on gender stereotypes on TV advertisements for children and combines a content analysis of advertisements and focus groups with children between 7 and 12 years old. Our findings show that, during a period of 3 months, about 75% of TV advertisements for children contain gender stereotypes. In addition, children are able to recognize such stereotypes, and in general do not identify or agree with the way each gender is portrayed. Finally, children display good levels of advertising literacy, as they are able to recognize the intentions of the brands in the commercials.

The Representation of the “Other” in the Turkish TV Advertisements

Turkey, which has a rich cultural mosaic, consists of the combination of many ‘Others’, including cultural, religious and ethnic the ‘Others’; the ‘Other’ as a gender role; as refugees, emigrants, etc. In such a multicultural climate, our research aim is to identify the stereotypes that represent the ‘Other’ in TV advertisements on Turkey’s mainstream channels. For this purpose, we examined 101 prime-time TV commercials that were broadcast on the five most watched mainstream TV channels between September and December 2020.
 Having conducted the quantitative and qualitative content analysis of TV commercials, we revealed the symbolic annihilation of the ‘Others’ in the Turkish advertising environment, which is accordance with the conservative perception of the country. In line with the international research, we came to the conclusion that the white Turkish men with medium-high socioeconomic status were heavily represented in the prime-time Turkish TV advertising. Nevertheless, it was also revealed that gendered visibility of the others as well as women portrayals were considered only as the ‘Other’ in the Turkish TV ads. Besides, our research findings overwhelmingly reflect the hegemonic culture and highly traditional views on gender roles.

TV Advertisements: Assessing the Moderating Effect of Children's Pester Power on Parents Purchase Decision

This research study aims to examine the influence of TV advertisements on children to pester and the moderating role of pestering power for parents buying decisions and TV ads. Data is collected from 487 respondents of 6 to 15 year's age group children and their parents, using convenience sampling through survey and interview method by a structured questionnaire. Finally, 487 (71%) sample data were analyzed using the IBM SPSS and AMOS package using Exploratory Factor Analysis (EFA), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM). The results showed that TV ad factors such as entertainment, advertisement likability, content credibility, quality information, and celebrity endorsement positively impacted children's pestering. Pestering power had a significant moderating role in their parent's buying decisions and TV ads. This research allows marketers and advertisers to create an innovative marketing strategy for attracting children's interest and buying behavior.

Perceived Impact of Ideal Thin Models in TV Advertisement and Behavioral Intention: a Case Study of China National Undergraduate Students in Malaysia

Globally, the influx of Western mass media in non-Western societies has coexisted with the beauty standard of the thin ideal. Therefore, body-image disturbance becomes an emerging issue in Chinese culture as well. Using surveys, this research investigated the perceptual discrepancy between the perceived impact of idealized thin models on self and on others according to the third-person effect theory among mainland Chinese overseas undergraduate female students in Malaysia. It found that respondents perceived that the thin models in TV advertisements exerted a greater impact on others than on themselves. The role of social difference and gender was demonstrated in determining the size of the perceptual gap. This perceptual gap could lead to dieting, excessive exercising, and the likelihood of liposuction undertaking as well as body dissatisfaction. Theoretically, it expands third-person effect theory in body image field in mainland China context. It also gives practical implications to solve body image disturbance among Chinese females.

Effects of Animation and Rotoscoping In Direct-to-Consumer Rx TV Advertising

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug. The authors used an online panel to recruit participants with chronic dry eye (<i>n</i> = 504) and psoriasis (<i>n</i> = 490). The study found no effects of animation or rotoscoping on perceptions of drug risk or benefit, comprehension, or behavioral intentions. Animated advertisements, however, resulted in more negative attitudes than live-action or rotoscoped advertisements. Future research should explore whether animated advertisements are recalled better over time or have any lagged effects on perceptions.

U.S. Households’ Children's Drink Purchases: 2006–2017 Trends and Associations With Marketing

Sugar-sweetened beverages contribute a large proportion of added sugar in young children's diets; yet, companies market sugar-sweetened children's drinks extensively to children and parents. This study examines the changes in children's drink purchases by U.S. households with young children and the associations with marketing practices. Longitudinal Nielsen U.S. household panel data provided monthly volume purchases by children's drink category (sugar-sweetened fruit drinks and flavored water and unsweetened juices) among households with young children (aged 1-5 years) from 2006 to 2017. Differences by household race/ethnicity and income were assessed. The 2-part models examined the associations between household purchases and marketing (including price and brand TV advertising) for each category, controlling for sociodemographics. Data were collected and analyzed in 2019-2020. Households' volume purchases of children's fruit drinks and unsweetened juices declined from 2006 to 2017, whereas flavored water purchases increased. Non-Hispanic Black households purchased significantly more fruit drinks (351.23 fluid ounces/month, 95% CI=342.63, 359.82) than non-Hispanic White (204.43 fluid ounces/month, 95% CI=201.81, 207.05) and Hispanic (222.63 fluid ounces/month, 95% CI=217.11, 228.15) households. Low-income households purchased more fruit drinks and fewer unsweetened juices than higher-income households (p<0.001). TV brand advertising was positively associated with purchases across all categories, and this relationship was stronger for low-income households (p<0.05). Despite expert recommendations that young children do not consume Sugar-sweetened beverages, households with young children purchase more sweetened fruit drinks than unsweetened juices. Extensive TV advertising for children's drink brands may exacerbate the racial and income disparities in sugar-sweetened beverage purchases. Public health initiatives to address sugar-sweetened beverage consumption by young children and restrictions on marketing sugar-sweetened beverages to children are necessary.

How do I chase away this man? From Bosco to Dismas, unpacking the situated knowledges of MTN Uganda’s adverts

ABSTRACT Much of the appeal of advertisements or adverts derives from a capacity to satisfy a primordial wish for pleasurable looking. An advert essentially sets out to impress on its audience a sign with easily readable mythic meaning. The unconscious of society, however, structures materiality of adverts in such a way that recognition could quite easily be overlaid with misrecognition. This paper uses semiotics to discover where and how the visual presence of adverts works against their intended hegemonic positions. Drawing upon a poststructuralist theoretical framework, the paper’s findings depart from claims to comprehensiveness and instead show a deferral of meaning. They also embrace plurality whilst questioning the validity of authorial authority. Results indicate that the alienated subject – MTN Uganda’s TV adverts – gave rise to other identification tags because its target audience knowingly and willingly wanted to have agency over their stories. The counternarrative that this paper unearths in part owes its existence to social media’s calling card, social endorsements or affordances, which trigger several decision heuristics. The poststructuralist situated knowledges in this case open themselves for new, unthought-of, and, perhaps, unexpected forms of knowledge production, unfolding from interrelated material-semiotic nodes.

Cameroonian Consumers' Attitude towards Tv Advertising Form and Content

Objective - The research focuses on analysing the TV advertising in an environment dominated by social networks and its ever-increasing cost in order to evaluate the influence of its content and form on consumer attitudes in Cameroon. Methodology/Technique - A survey was conducted with a convenience sample of 337 individuals in the cities of Douala, Yaoundé, and Maroua. Principal component analysis and multiple linear regression were used to assess the results. Findings - The results reveal the significant influence of the content (character and language) and even the form (traditional advertising and placement) of television advertising on consumer attitudes. Novelty - It contributes to the development of the study of television advertising in relation to the attitude of the consumers in Cameroon by integrating the content and form aspect. Type of Paper - Empirical. Keywords: Attitude, Consumer, Advertising content, Advertisement form, Cameroon JEL Classification: D1, M31, M37.

The Study of Advertisement Quality of Message, Attractiveness, and Display Frequency Influence to Purchase Intention in Indonesia

The objective of this study was to find out the effectiveness of quality of message, attractiveness, and display frequency in Dove TV advertisement in influencing the purchase intention. This study was performed with quantitative as the main approach and supported by a qualitative approach to help explain the findings. The population of this study was the Indonesia TV. The sample was drawn using purposive and quota sampling. Therefore, there were 200 female respondents between 18 to 35 years old. Meanwhile, for qualitative data gathering, there were five resources. The resources are selected randomly from 200 respondents. After quantitative analysis of the data, it is revealed that all the variables in Dove TV advertisement have a positive and significant impact on purchase intention. It means the hypothesis 1, 2, and 3 were accepted. However, the strongest impact belongs to the quality of the message. Followed by display frequencies and the last is attractiveness. Despite that, there is only a slight difference between display frequencies and attractiveness. This result is also confirmed by qualitative data analysis. Hence, the marketers should pay more attention to the quality of the message rather than any variable, without neglecting others in creating the plan for advertisement.

Social TV Advertising in Ukraine and the EU: Topics, Impact, Effectiveness through the Prism of Media Literacy

Social TV Advertising in Ukraine and the EU: Topics, Impact, Effectiveness through the Prism of Media Literacy

English Accent Variations in YouTube Voice-Over Ads and the Role of Perceptions on Attitude and Purchase Intentions

Recent changes in the media landscape have refocused research onto online advertising, such as YouTube advertising, Instagram TV, and Facebook video advertisements. The aim of this study is to investigate the impacts of accented voice-overs ads without the physical appearance of the spokesperson on consumer perceptions, attitudes, and behavioral intentions. Two studies were conducted, and the results show that foreign/nonnative accents and host/native accents are different in their effectiveness when determining consumers’ perceived attractiveness, expertise, and entertainment in their attitudes toward the YouTube ad and purchase intentions. Results show that a nonnative accent is perceived to be more entertaining than a native accent. The perception of expertise was very similar for native and nonnative English accents. The implications based on the two studies suggest that perceived attractiveness of the accent was dependent on the similarity (e.g., tonal language) between the nonnative and native accent. The results imply that the motive of the ad (e.g., information versus entertainment) must be clear so that there is congruency between motives and perceptions toward the respective accent.

Рекламный телетекст в зеркале интертекстуальности и интердискурсивности

Рекламный телетекст в зеркале интертекстуальности и интердискурсивности

Marketing Ecosystem: The Dynamics of Twitter, TV Advertising, and Customer Acquisition

Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online word-of-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on one single medium. Instead, they combine various media to promote their products and services. Recently, they have started to include social media. The aim of this paper is to capture the dynamic relationships among TV advertising, tweets, offline word-of-mouth, and customer acquisition. We call these dynamics the “marketing ecosystem” and attempt to investigate this model. To achieve this goal, this paper employs a structural equation approach, which allows developing a more complete and accurate picture of the inter-relationships among constructs. We incorporate both the direct effects and the indirect effects of traditional marketing actions such as TV advertising, which in turn increase tweets and new customer acquisition. The results of our analysis show that TV advertising increases buzz on social media and offline word-of-mouth. The results also show that TV advertising, offline-word-of-mouth, and tweets have a strong impact on customer acquisition.

Co-occurrence network of TV advertisements revealing Japanese lifestyle

The relationship between culture and the appeals in TV advertisements has been extensively studied. We attempted to reveal the image structure produced by TV commercials in Japan, which may show the cultural features of the country, and to evaluate its temporal change. For this purpose, we constructed and analysed a co-occurrence network of keywords related to TV commercials by using immense data that include the records of all TV commercials aired in the Kanto area in Japan including Tokyo for a period of 15 years. We found a strong heterogeneity of the co-occurrence relationship, where a few keywords, e.g., ‘woman’, ‘man’, ‘animation’, and ‘logo’, co-occur with a huge number of other keywords every year. A community on a co-occurrence network can be regarded as a set of keywords that are mutually associated with each other through TV commercials. We examined the characteristics of the communities by associating them with categories of advertised products and found a temporal change in which the relationship between the communities possessing the image of entertainment and children and the category of PC and A/V gradually increases in strength. However, there was a consistent tendency in the examined period for the product categories related to communities that include ‘man’ to be less associated with those that include ‘woman’ and vice versa, which implicates a gender role inequality underlying the various appeals in TV commercials.

Use of herbal medicine by caregivers in the management of children with sickle cell disease in Mulago National Referral Hospital - Uganda.

IntroductionSickle Cell Disease (SCD) is the leading genetic disease in sub-Saharan Africa and therefore remains a global public health threat. Use of complementary and alternative medicines (CAM) most especially herbal medicine (HM) in chronic diseases such as sickle cell disease has widely been reported in Africa where advanced technologies are greatly lacking. Despite a large presence of the sickle cell disease in Uganda, the extent to which herbal medicines are used in management of children with sickle cell disease has not been documented. This study purposed to determine the prevalence of herbal medicine (HM) use and associated factors among caregivers of children with SCD at Mulago National Referral Hospital.Methodsa total of 384 child caretakers were interviewed in a descriptive cross-sectional quantitative study conducted at the Mulago Sickle cell clinic in March 2019. Enrolment was done consecutively and a structured interviewer administered questionnaire administered to collect data from the caretakers which was managed using SPSS version 23. Multivariate logistic regression was used to identify the factors associated with herbal medicine (HM) use. Factors with p-value <0.05 were regarded significant.Resultsthe rate of herbal use was 77.6% (298 of 384 caregivers). At multivariate analysis, the odds of a caregiver who agreed that; HM cures symptoms faster than conventional medicine (CM) were 3 times those who disagreed with this statement (AOR =3.439, 95% CI: 1.447 - 8.176). The odds that a caregiver who agreed that HM has fewer side effects than CM were almost 4 times those that disagreed with this statement (AOR = 3.528, 95% CI: 1.917 -6.494). The odds that a caregiver who agreed that marketing HM through televisions adverts encourages HM use were 4 times those who disagreed with this statement (AOR = 4.185, 95% CI: 2.036 -8.603).Conclusionthis study reports a high prevalence of HM use among caregivers of children with SCD at Mulago Hospital, in Uganda. The practice is significantly influenced by caretakers´ perception that HM cures symptoms faster than CM, has fewer side effects and that telemarketing has greatly facilitated its use over CM. More effort is therefore needed to encourage clinic attendances and CM use and limit the unfounded TV adverts on HM. There is also need for studies to identify the common HM used so that their efficacy and safety are well studied.

The Association between E-Cigarette Price and TV Advertising and the Sales of Smokeless Tobacco Products in the USA.

This study aims to examine how e-cigarette prices and advertising, key determinants of e-cigarette demand, are associated with the demand for smokeless tobacco (SLT) products in the US. Market-level sales and price data by year (2010–2017), quarter, and type of retail store were compiled from Nielsen retail store scanner database. E-cigarette TV advertising ratings data were compiled from Kantar Media. Four-way (market, year, quarter, store type) fixed-effect models were used to estimate the associations between e-cigarette price and TV advertising and sales of SLT products (chewing loose leaf, moist snuff, and snus). Our results showed that a 1% rise in own price was associated with a reduction in sales by 1.8% for chewing loose leaf, 1.6% for moist snuff, and 2.2% for snus, respectively. In addition, a 1% rise in disposable e-cigarette price was associated with 0.3% and 0.6% increased sales for moist snuff and snus, respectively. The association between e-cigarette TV advertising and SLT product sales was not significant. Our results suggest that disposable e-cigarettes and certain SLT products (moist snuff and snus) are potential substitutes. Policies aiming to regulate e-cigarette use and sales need to consider their potential link with the demand for SLT products.

Confinement narratives: TV advertising during the coronavirus outbreak in Spain

Spain had been one of the worst affected countries during the first wave of the coronavirus pandemic, and by mid-March it had enforced one of the strictest lockdowns in Europe. As ethnographers, we have to deal with the unexpected (Canals, 2020) and cultural narratives embedded in widely broadcast audiovisual productions can be a key source for analysing social discourses and prevalent images during exceptional periods. Of these productions, TV advertising can be extremely valuable, with its intentional micro-stories of everyday life that condense self-contained, meaningful audiovisual tales into less than 60 seconds.I examine here cultural narratives on the quarantine and subsequent de-escalation process in Spain by analysing a sample of 32 spots from 17 different brands and institutions in two different rounds of advertising. Among the recurrent tropes, a consistent storyline on a new sense of communitas is forged by emphasising resilience and continuity as cornerstones for a more robust concept of togetherness based on the idea of mutuality of sharing – drawing upon Sahlins’ “mutuality of being” (2013).

Inferring Individual Preferences and Intra-Household Dynamics with Aggregate Data: An Application to Targeted TV Advertising

While many marketing models claim to incorporate individual-level heterogeneity into estimation and subsequent targeting, they should more appropriately be called household-level models due to the typical lack of data availability for distinct individuals. In this research, we aim to enhance targeting intra-household individuals in situations where individual behavior and consumption are difficult to track and observe. We present a model to describe intra-household consumption at the individual level while estimating the model using only aggregate data. The model takes into account factors that are likely at play when individuals are members of households (beyond and including individual-level heterogeneity) such as preference revision, behavioral interaction, and decision power. Methodologically, the model accomplishes this from aggregated data using a novel, but widely applicable, data augmentation algorithm where we impute, within a Bayesian framework, individual-level choices constrained by the aggregate observed choices. We applied our model to a household TV viewing and ad targeting setting using Nielsen People Meter (NPM) data. Our model estimation and counterfactual analysis show that ignoring intra-household dynamics could lead to significant bias in understanding individuals' behavior and that the proposed model would enable advertisers to improve the efficiency of targeting intra-household individuals significantly yielding a greater ROI.