TV Campaigns Research Articles

Unfolding the entangled geosemiotics of technologically-mediated gated communities: Mountain View’s (2021) advertisement as a case study

Gated Communities (GCs), as residential enclaves in urban and suburban environments that offer exclusive housing and a multitude of onsite amenities, are burgeoning in many fast-growing Egyptian cities. In the past few years, several upscale Egyptian GCs have received unequivocal attention in high-profile TV advertisements and campaigns which package and technologically mediate social spaces overlaid with aesthetics of unique architectural character, distinctive leisure amenities, social exclusiveness, and prestigious lifestyles. Set against this backdrop, this paper takes up a postphenomenological-geosemiotic approach toward the examination of the affects of elitism that transpire in one upmarket urban enclave’s advertisement, namely Mountain View. Arguably, in the filmic narrative of the promoted social spaces, the technological mediation and intentionality of the camera shot scale modulate multi-sensory and multi-spatio-temporal relationships between viewers and the GC lifeworld/residents that are worthy of scrutiny. Key findings include how POV camera shots are employed and appropriated to mitigate (and mediate) the representation of transnational elite semiotic landscapes and the pertinent affective intersubjectivities of doing eliteness. The systematic analysis of MV’s semiotic aggregate unravels an affective aggregate that is, in essence, a concrete instantiation of Foucault’s notions of heterotopia and (post)-panopticism.

Serebral Palside Dil ve Konuşma Bozukluklarına Yönelik Farkındalık Çalışması

Aim: The aim of the study was to examine the social awareness of cerebral palsy (CP) and speech and language disorders in individuals with CP. It was also aimed to investigate the change in social awareness among participants whether they have a relative with CP. Subjects and Method: 95 participants, 57 women and 38 men, participated in the study. A Google survey form developed based on literature review was used. In the form consisting of a total of 18 questions; demographic information of the participants, general information about CP, awareness of speech, language, feeding, and swallowing disorders in CP are questioned. Results: 80% (n = 76) of the participants did not have a relative with CP. Among those who had no relatives with CP, 59.2% stated that they had no opinion about the questions "CP is not a progressive disease" and 56.6% stated that "siblings of children with CP are not expected to have CP". Among the individuals with relatives with CP, 36.3% had no idea whether CP was a progressive disease or not. It was determined that 51.6% of all individuals had no opinion about dysphagia in individuals with CP, followed by 50.5% about feeding difficulties. More than half of those who had no relatives with CP stated that they had no opinion on 6 out of 8 questions related to speech and language. Conclusions: It was observed that the general knowledge level and general awareness of individuals with relatives with CP were higher. Swallowing and feeding difficulties in CP were the least understood by all. Being more aware of speech, language, feeding, and swallowing difficulties in CP can help people participate in activities, communication, and living and improve their quality of life. Trainings, seminars, and TV and social media campaigns can raise public awareness in this area. More than half of those without relatives with CP stated that they had no opinion on 6 out of 8 questions related to speech and language. Conclusions: Those with relatives with CP had better levels of knowledge regarding CP and speech, language, feeding, and swallowing than those without. Swallowing and feeding difficulties in CP were least understood by all. Being more aware of speech, language, feeding, and swallowing difficulties in CP can help people participate in activities, communication, and living and improve their quality of life. Trainings, seminars, and TV and social media campaigns can raise public awareness in this area.

Standby energy consumption and saving potentials in the residential sector in tropical areas: the Caribbean island Curaçao as a case study

Rising levels of carbon dioxide (CO2) are of significant concern in modern society, as they lead to global warming and consequential environmental and societal changes. The standby energy consumption of appliances in households is considerable and can be up to 15% of the appliance energy consumption in the residential sector. Overall, standby energy consumption is accountable for roughly 1% of total global CO2 emissions. When we contrast this impact on global CO2 emissions with the impact of the transportation sector, standby energy’s contribution is minimal. The transportation sector is responsible for about 24% of the global CO2 emissions arising from the combustion of fuel. Nevertheless, a significant reduction in standby energy consumption in the residential sector is crucial to reduce the CO2 footprint accordingly. This paper is among the first to assess the magnitude of standby energy consumption and to explore options for reducing standby energy consumption in the Caribbean. The Caribbean island Curaçao was taken as a first case study. Based on a field study of 20 households, the standby energy consumption of about 300 appliances were measured. It was estimated that about 8% of residential electricity consumption was linked to standby energy consumption. The average standby power of the 20 households in Curaçao is 50.3 W. Past research shows that it may be possible to reduce the estimated standby energy consumption by approximately 43%, which is about 6.4 MWh/year in Curaçao. Besides adopting technical solutions, the intended reduction of standby energy consumption can be realized through the introduction of import regulations to favor the selling of appliances with lower standby energy consumption and the creation of public awareness through TV and other media campaigns.

An image of a woman in a sports advertisement

Introduction. In 1987, sport was known in the literature as an area representing a traditional male power, strength and violence. In 2020, women's sport became recognized as the mainstream, which only confirmed similar conclusions made over the past years. One of the challenges in the area of sport over the next years was women’s sport activation and reaching them through sponsorship communication. This has been facilitated, inter alia, by the development of women's sport and its marketing potential.
 The study aims to present the image of a woman in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of women in advertising sports communication and verify the declarations of the companies that achieve their goals using this level of communication. Another aim is to investigate whether the belief in the feminization of sports fandom and involvement of women in the fan culture finds confirmation in advertising. 
 Method. The author has analysed selected TV, cinema and internet advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 films representing 254 brands was analysed. The analysis covered seven different areas: characters, image and product advertising, share of sports disciplines, sports accessories used, the woman’s attitude, an area of the sports involvement, and the values presented.
 Results. The analysis allowed to obtain an image of a woman being aware of her strength, who can derive great joy from sport. She believes that this is an important and popular area which has a beneficial effect on health and guarantees a shapely figure and great fun. She is a woman being aware of a number of values that come with sport, as she can see how much she benefits in the spiritual, physical and emotional dimensions. However, she feels her emotions much more often through the way to success and fighting for the position of a leader rather than cheerleading.

Critical Action-implicative Multimodal Discourse Analysis of Covid-19 Awareness Campaigns on Pakistani Media

With the spread of Covid-19, many rumors, conspiracy theories, and discourse of fear came into existence. The mainstream media was one of the main sources to educate the masses against such idiosyncrasies and made them save themselves from the disease and its other harmful impacts. In line with this, the study aims at examining Covid-19 awareness campaigns on Pakistani TV channels critically. To evaluate the appropriateness of 24 campaigns/commercials, which were selected through a purposive sampling, a critical multimodal discourse analysis of the campaigns was carried out, using Systemic Functional Grammar proposed by Halliday (2013) (for linguistic resources) along with Kress and van Leeuwen’s Visual Grammar (for nonlinguistic resources). The analysis of campaigns revealed that a few campaigns (e.g., the campaigns of SAMAA TV, PTV, and ISPR) contain sociosemiotic resources (e.g., language, signs, sound, color, picture, animation, actions, etc.) that were more appropriate socio-psychically for Pakistani context, but most campaigns (e.g., the campaigns of Geo TV, ARY, etc.) lack the action-implicative discourse. The study suggests that TV campaigns be culturally and psychologically fit to the context and be action-implicative

Depression and anxiety in Malaysian population during third wave of the COVID-19 pandemic

IntroductionThe outbreak of coronavirus posits deleterious consequences on global healthcare system while affecting human life in every aspect. Despite several measures undertaken to limit the socio-economic effect of coronavirus, various challenges remain pervasive, and one such challenge is mental health, particularly depression and anxiety. Therefore, this study examines the prevalence and determinants of depression and anxiety in Malaysian population during third wave of COVID-19. MethodsA cross-sectional online survey was carried out via social media platforms and 1544 Malaysians were selected. The level of depression was assessed by Patient Health Questionnaires (PHQ-9) and scored accordingly for categorization. Zung's Self-Rating Anxiety Scale (SAS) was used as a self-assessment survey to quantify the level of anxiety of persons experiencing anxiety-related symptoms. Percentage distribution and logistic regression analysis were used in the data analysis. ResultsResults showed that one-fourth (25.1%) of the participants had severe depressive symptoms. Almost one-sixth (18.7%) had mild depressive symptoms and one-third (34.1%) had mild to moderate anxiety symptoms. Age, gender, and friends infected with virus were the three important predictors of depression and anxiety. The odds of having depression (OR = 1.44; C·I. = 1.32–1.62) and anxiety (OR = 1.36; C·I. = 1.27–1.47) were significantly higher among females than in males. ConclusionA significant proportion of the study participants were facing mild to severe depression and anxiety symptoms which is very alarming as the pandemic is still now increasing across the country. Immediate interventions including community counselling programmes, TV and social media campaigns are urgently needed to reduce the psychological stress among the Malaysian population.

Which is the best communication strategy, based on anti-tobacco ads, to impress teenagers? A multicenter cross-sectional study.

Well-planned mass-media campaigns can increase health literacy and raise awareness about the consequences of tobacco use. This study aims to evaluate the emotions and opinions of adolescents about several anti-tobacco spots delivered by the mass media over the world. Cross-sectional study. The study was conducted in Italy in 2016-2017 among students aged 13-17 years. Students expressed their emotions and opinions about seven anti-tobacco spots from all over the world on different topics and styles. 499 students attended. The video "Sponge" was found to be the most impressive (30.2%) and what they would have chosen if they had been responsible for campaign launched by the Minister of Health (40.5%). The "Icons" spot ranged second, with 19.2% and 17.4%, respectively. In summary, this study showed that the communication strategies most effective, according to the students interviewed, are those that give clear messages with a scientific profile or that discover the false stereotypes, as in the video "Icons". However, further research is needed to investigate the effectiveness of TV campaigns against smoking, in terms of habits and knowledge in young people.

Don’t Smoke, Take Drink in Moderation, Do Walk a Lot and Do Not Gorge Yourself beyond Your Satiation: Health Education by Television in West Germany from the 1960s to the 1980s

This article discusses health education through television in West Germany, with a focus on nutrition and physical activity. Public health initiatives on television contributed to the fitness boom of the late 1960s and 1970s that aimed to counterbalance post-war lifestyle changes within the West German population. The article uses individual TV programme formats and campaigns as examples to show that the 1970s marked the beginning of behaviour-oriented health education in West Germany. The ZDF health telemagazine Gesundheitsmagazin Praxis gave advice, for example on proper food and conveyed how the audience was increasingly requested to actively participate, in order to encourage health-conscious behaviour.

Advance Fundraising Techniques: An Evidence from Non-Profit Organizations

The purpose of this research study is to explore the advance fundraising techniques in the non-profit, charitable, philanthropic organizations for the purpose of fundraising. This research study completed on the basis of primary data that is taken from NGO’s in the region of Punjab. Frequency distribution statistical technique is used in this research paper for analyzing the data. Data collection was completed through questionnaire, face to face interviews, telephonic interviews, survey through e-mails from the presidents of the non-profit organization and members of NGO which are working in the Punjab region. NGO’s such as Alpine Welfare, Umeed Welfare, People Woman Welfare Organization, Human development Form etc. were contacted for data collection. Fundraising is the management function. After the research we would be able to understand the advance fundraising techniques and methods. We have found the positive impact of technological media like YouTube, Face book, Twitter, and TV campaigns on the fundraising. In this research it is found that how donor’s relationship can create for fundraising. This research helps to the fundraiser for the fund generating. It gives a way to nonprofit charitable organization to increase their worth of money. The application of this research provides fundraising managers that is the good for any organization profitable or nonprofit able organizations.

Social TV: How Social Media Activity Interacts With TV Advertising

Abstract Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad thing for TV advertisers. While there can be distraction from the ads, marketers can also benefit from positive effects. Consumers’ multiscreen activities can be used to attract more viewers, to leverage TV campaigns and to increase sales. This chatter creates free exposure for the brand online, extends the reach of television ad campaigns to the online space, and offers real-time feedback to advertisers on how their ads are being received. To take advantage of social TV, marketers need to develop a social media and ad design strategy for TV shows. Not every “social show” is good for them. Many programs receive a high volume of program-related chatter at the expense of advertiser-related word-of-mouth, but some programs generate high levels of online conversations that can also benefit their advertisers. Marketers are well served to identify those programs that are conducive to advertiser-related chatter. Also, specific ad designs can further encourage buzz.

Use of new media to support passage of Vietnam's national tobacco control legislation

In November 2012, the National Assembly (NA) of Vietnam passed the country's first comprehensive tobacco control legislation.1 Following guidelines of the Framework Convention on Tobacco Control, the legislation was implemented...

An Integrated Procedure to Pretest and Select Advertising Campaigns for TV

Current practice of TV advertising campaign generation usually starts with a small number of concepts and ends up with a final copy on TV, a funneling process that narrows down quickly without reliably testing the ad concepts’ effectiveness in market. Is this practice optimal? Should more ad copies be generated for testing? We propose a model and evaluation procedure to improve the ad copy generation and evaluation process. We conceptualize the process as first generating a number of alternative advertising campaigns from advertising creative and production sources, screening those campaigns with some advertising pretest methodologies which have specified validity and reliability, and then picking the best campaign based upon the screening. Our method involves variability and distribution of campaign profits, which makes it possible for ad executives to take the risk of investment into consideration. As an empirical illustration, based on estimates of the variability of profitability of alternative TV campaigns by a small sample of senior marketing executives for consumer products, we show a large sum of incremental profit could potentially be obtained if TV advertisers would screen alternative TV campaigns with pretests of modest reliability and validity. We also show how the pretesting community can estimate the validity and reliability of their tests.

이종매체 간 광고캠페인의 통합노출 효과 예측에 대한 연구: TV와 PC 광고캠페인을 중심으로

이종매체 간 광고캠페인의 통합노출 효과 예측에 대한 연구: TV와 PC 광고캠페인을 중심으로

A Semiotic Analysis on TV Advertising Campaigns Appealing to Korean Sentiments

Background In Korea, advertisements of a sociocultural nature that appeal to the sentiments of Korean people aim to have the effect of emotional consensus. TV campaign advertising reflects the change of dominant ideology in the society. This study seeks to identify the social meaning behind campaign advertisements that appeal to korean sentiments. Methods We critically reviewed the literature concerned with Roland Barthes mythology, korean sentiments, and ideology in advertising. And then, this study conducted semiotic analysis by deriving each of two advertisements among three TV campaigns made until the current year from the early 1990s. The study conducted a comparative analysis of social meaning and change on how Korean sentiments have been combined and mythicized with brand values in TV campaign advertising and how the findings reflect ideological changes. Results The appeal of Korean sentiments in commercial campaigns reflects a change of ideology regarding family. The vertical form representing hierarchic family image has been changed into the horizontal form of individual and social relationship, and a change of the females image and family role is also reflected. In addition, ethical emotions of affection and filial duty have been changed into the social expression of emotions. Also, there has been a change in the awareness of emotional space representing the features of hometowns, and constant slogans reflecting Korean emotions in campaigns have fixed the mythicized brand value. Conclusion The appeal of Korean sentiment reflects emotional changes in social and ethical aspects, and naturally combines with the value of mythicized brands. Also, Korean sentiments in TV campaigns have reflected the changes of social and family ideology, Korean ethicality, and the locality of the era. This study has implications of analyzing the change of social meaning behind the utilization of Korean sentiments in sustainable campaign advertisements and recognizing their cultural-psychological appeal.

Modeling advertising impact at campaign level: Empirical generalizations relative to long-term advertising profit contribution and its antecedents

Research on advertising effectiveness is focused on sales and provides few empirical generalizations on profitability and its antecedents. To fill this gap, we develop an econometric model to capture the impact of advertising at campaign level, using retail panel data coupled with TV audience tracking data. Our study involves 31 brands from six packaged goods categories observed weekly and nationally over 4 years and representing 264 TV campaigns. Although we confirm empirical generalizations on the capacity of advertising to increase sales, we establish a different picture for profitability. Only 11 % of campaigns make a positive contribution to profit. Advertising is more profitable for challengers and medium brands, whereas leaders and small brands (recent or established) have a lower profitability. Advertising intensity in the category and campaign carry-over emerge as the strongest (respectively) negative and positive drivers of profitability. The antecedents of carry-over are also analyzed and discussed.

Un estudio preliminar sobre la recepción de las campañas de violencia de género televisivas del Ministerio de Sanidad, Política Social e Igualdad (2008-2011)

En el presente artículo se dan a conocer los primeros resultados obtenidos del estudio piloto realizado sobre las campañas de violencia de género televisivas realizadas por el Ministerio de Sanidad, Igualdad y Políticas Sociales en el período 2008-2011. La investigación tiene como objetivo principal analizar la percepción de los ciudadanos y ciudadanas sobre estas campañas de prevención de violencia de género. Especialmente se trata de saber si son instrumentos eficaces y realmente sensibilizadores en la lucha contra la violencia de género o por el contrario, los medios utilizados en estas campañas resultan ineficaces o insuficientes. Este estudio previo trata también de establecer la validez del cuestionario utilizado, una vez estudiados los resultados obtenidos en esta primera fase de la investigación. Tras su análisis, dichos resultados serán el germen de un macroestudio posterior donde se ampliará la muestra de esta investigación sobre las campañas televisivas contra la violencia de género en España.

The effectiveness of life skills education and HIV prevention for secondary schools in South Africa: a systematic review.

Review question/objective The objective of this review is to assess the effectiveness of secondary school based HIV prevention interventions in South Africa. Due to the specific nature of the context and the specific targeting of secondary schools in South Africa, the review is focused only on secondary school interventions in South Africa. It is anticipated that these findings will inform the continuing development of policy and programmes in South Africa relevant to school based HIV intervention programmes. Inclusion criteria Types of participants This review will consider studies that include South African secondary school based male and female adolescents aged 12-19 years. Types of intervention(s)/phenomena of interest This review will consider studies that evaluate school based life skills interventions that focus on HIV prevention. Comparisons groups may include: usual school programme, other types of interventions such as TV, radio and print media campaigns. To avoid heterogeneity in interventions and outcomes, and due to the very specific nature of the structure in which the life skills programmes are offered, the review will be limited to those conducted in South Africa. Types of outcomes This review will consider studies that include the following outcome measures: HIV infections rate measured as age and gender specific prevalence Knowledge on HIV measured as changes in pre- and post-tests of knowledge and attitudes Condom usage measured as intention to use and reported use of condoms Any other relevant outcomes will be noted.

How to plan TV campaigns

How to plan TV campaigns

The Ethics of Excess

The more I reflect on the health care system, the more I am struck by the divergence between the medical ethics of the individual and the social ethics of the health care system. We spend volumes agonizing and debating informed consent, autonomy, discontinuation of life surf port systems, and the like, but little time debating the ethics of the system. We myopically obsess about individual trees while the whole forest is being clear cut. Take my state, Colorado. Almost every hospital has an ethics committee, but no one asks ethical questions of the entire system. Over 50 percent of our hospital beds are empty; we have twenty-one hospitals doing open heart surgery, and three doing transplants (three times what is needed). We have for (for 3.5 million people) more MRI machines than Canada, and far too many specialists. This, in a state in which 450,000 citizens are uninsured and another 400,000 underinsured. We have a large excess capacity in neonatology, yet 21 percent of our women give birth without adequate prenatal care. Excess capacity sits cheek-by-jowl with great need. California is estimated to have over 400 MRI machines, far beyond any reasonable need, while 5 million of its citizens are uninsured. Half-empty hospitals in Denver hire marketing people to run expensive TV campaigns to get a market share from their neighboring half-empty hospitals, while many children go without vaccinations. Our health science center is constantly practicing supercolider medicine and looking for the next Lorenzo's oil, while in its own backyard large numbers of ordinary people lack basic health care. When asked, the well-meaning people who run these institutions all plead innocent and tell you of the good they are doing for their state. Each snowflake in an avalanche pleads `not guilty,' observed a wise friend. We all have a duty to the community as well as to the individual, yet we are trustees of a painfully inadequate system. The excesses in any one part of it are directly related to the inadequacies in another part. An individual institution may have a wonderful and thoughtful ethics committee, but the system itself does a poor job of producing health for the society. In no category (except life expectancy at age eighty) are we as healthy as citizens in Europe, or Great Britain, or Canada, or Japan. The inability to ask the larger questions of health policy and the refusal to adopt a larger ethical vision has taken a serious toll on our nation's health. Paul Starr, in his book The Social Transformation of Medicine, discusses the victory of allopathic health care over public health and the price society paid for relying so heavily on the least effective system of maximizing the health of the public. The excessive focus on the individual to the exclusion of the society caused us to train too many specialists and too few generalists. …