TV Commercials Research Articles

Aurally enhanced media promotion: Music and sound in Greek television commercials

The sonic dimensions of modern media—including speech, sound effects, and music—play a significant role in communicating signs, meanings, and messages through multimodal channels of audiovisual connotations. Each feature can be regarded as a discrete unit; however, the overall framework is established through an orchestrated “interaction” of these components. Receiving information through televised advertisements is a cognitive process that requires critical analysis. This study examines the functions of music and sound in television advertising, emphasizing the collaboration between visual and audio material. Our objective is to equally investigate optical and musical conventions in selected TV commercials. We will also analyze how meaning emerges through visuals, sounds, and music in correlation to the product, branding, and the purpose of advertisements as short, concise audiovisual narratives. The data for this study were collected from a series of food and drink ads shown on Greek television between 2015 and 2020. The research draws upon contemporary culturally informed, musicological, semiotic, and interpretive methodologies, applying both textual and contextual analyses to examine how these techniques captivate audiences and effectively communicate messages. Understanding music’s psychological and pragmatic effects in advertising is crucial for recognizing its role as a powerful tool that influences consumer behavior and perception.

TRANSCENDING BOUNDARIES – REPRESENTATION OF CHANGING GENDER DYNAMICS IN SELECT INDIAN TELEVISION ADVERTISEMENTS

Advertisements are primarily intended to persuade the consumers to buy a particular brand of product. In modern times Television advertisements or TV commercials as they are known, have emerged as one of the most visible and popular form of advertisements. Traditionally, selling a product entailed roping in a celebrity to either pose with the product or to highlight its advantages over other products. But the advent of various domestic and foreign channels offered the viewers the option to skip the advertisements and switch over to more interesting content in other channels. Besides, the stiff competition between the brands necessitated the advertisements to be more creative, resulting in the incorporation of engaging storylines. Thus, advertisements have transitioned from a means for merely selling products to cultural artefacts mirroring the socio-cultural practices and values of the society. They portray social norms, cultural reality, and gender patterns in keeping with the patriarchal ideology. Culture profoundly impacts gender-related behavior, roles, values, identity, and their perception in various social contexts. It governs the expectations placed on men and women and influences their attitudes and behavior. Since advertisements are predominantly created by men with the intention of appeasing the male consumers, women are often objectified. The recent decades have seen women progress in leaps and bounds but the advertisements have been slow in acknowledging their achievements. The winds of change have been very subtle but steady progress is being made in making progressive and socially relevant ads which has captured man - woman equation from a different angle. This paper proposes to analyze select TV advertisements that appeared after 2000 which show both men and women breaking away from the narrow confines of patriarchy to don new and unconventional roles.

Not always as advertised: Different effects from viewing safer gambling (harm prevention) adverts on gambling urges

Public concern around gambling advertising in the UK has been met not by government action but by industry self-regulations, such as a forthcoming voluntary ban on front-of-shirt gambling sponsorship in Premier League soccer. “Safer gambling” (harm prevention) adverts are one recent example, and are TV commercials which inform viewers about gambling-related harm. The present work is the first independent evaluation of safer gambling adverts by both gambling operators and a charity called GambleAware. In an online experiment, we observed the change in participants’ (N = 2,741) Gambling Urge Scale (GUS) scores after viewing either: a conventional financial inducement gambling advert, a gambling operator’s safer gambling advert, an advert from the GambleAware “bet regret” campaign, an advert from the GambleAware “stigma reduction” campaign, or a control advert that was not about gambling. Relative to a neutral control advert, GUS scores increased after viewing a financial inducement or an operator’s safer gambling advert. In comparison to the neutral control condition, GUS score changes were similar after viewing a bet regret advert, but showed a significant decrease after viewing a stigma reduction advert. Those at higher risk of harm reported larger decreases in GUS after watching a bet regret or stigma reduction advert. Overall, this study introduced a novel experimental paradigm for evaluating safer gambling adverts, uncovered a potential downside from gambling operators’ safer gambling adverts, and revealed variation in the potential effectiveness of charity-delivered safer gambling adverts.

Investigating Moroccan EFL 3rd Year University Students’ Critical Thinking Skills in Analysing Advertisements

TV commercials are ubiquitous, with people worldwide continuously exposed to various forms of commercial communication. This study aimed to assess the extent to which Moroccan university students utilize critical thinking skills when watching advertisements. Specifically, it sought to determine whether these students could analyse and evaluate the content they encounter and the impact of commercials on their purchasing behaviour. A survey was conducted with a sample of 70 third-year university students from Moulay Ismail University. Given the study’s quantitative nature, data from the survey were analysed using SPSS. The results indicated that the university students are adept critical thinkers, capable of analysing and evaluating the advertisements they viewed. A significant number of students could identify persuasive strategies employed by advertisers. Additionally, there was no notable difference between male and female students in their application of critical thinking skills; both groups could critically analyse a Maroc Telecom advertisement. Moreover, their purchasing behaviour was not influenced by viewing TV advertisements.

How Visible Is the Rainbow Flag? LGBT Representation in Philippine TV Commercials and Online Advertisements

How Visible Is the Rainbow Flag? LGBT Representation in Philippine TV Commercials and Online Advertisements

A Semiotic Analysis of Social Class Representation in Pakistani Television Commercials

Semiotics interprets that how different signs are used in everyday lives to represent different things. Different verbal and non-verbal signs are used to reflect different ideologies and hidden agendas in the field of advertisements. The meanings and hidden agendas of TV commercials can be analysed in a more appropriate and effective way by considering semiotics as an influential tool of investigation. The enterprises of different domains as semiotics, linguistics and sociocultural studies make the current study as a multidisciplinary study. Media has become one of the most influential and feasible tool in the diffusion and representation of information and ideas in this globalised world with the advancement of science and technology. It encompasses strength and power to present different ideologies and agendas with the help of different verbal and non-verbal signs. The current study aims to analyse the demonstration of social class distinctive patterns in Pakistani television commercials. The study examines the representation of different social classes in the commercials by keeping in view the agendas and ideologies of advertisers. The nature of the study is qualitative. The theory of semiotics proposed by Dyer (1982) in the book advertising as Communication is the basis of the theoretical framework of the study. The commercials of renowned Pakistani television channels are collected as the data of the study. Non probability sampling technique is used to collect the data which comprises only those commercials which reflect social class representation. The analysis of the study highlights that different social classes as upper and lower classes are represented in different spheres of lives at symbolic level in the selected advertisements. The social class presentation in commercials represent the domination and superiority of upper class. The images of both upper and lower classes presented in the commercials support ideological beliefs about how social class biased practices are prevailed in the Pakistani society.

Softening the Blow: The Power of Rhetorical Frames Used by Social Media Influencers with Sponsorship Disclosure

This study explores how social media influencers’ (SMIs) endorsements preceding commercials can increase positive response, even when sponsorship is disclosed. We employed three rhetorical frames—transparency, co-orientation, and downplaying—in a real-world test scenario involving TV commercials for two energy corporations with problematic reputations. A national survey with 644 respondents revealed that each rhetorical frame significantly bolstered positive attitudes toward the featured corporations. These attitude shifts were mediated by reductions in persuasion knowledge and increases in message credibility. Our findings not only support but also extend existing theories on endorsement effectiveness by integrating the insights from rhetorical theory. It shows that understanding the nuances of ‘how’ a message is delivered, through rhetorical framing, can be as crucial as ‘what’ is being said.

Female Models of TV Fashion Commercials Promote Modern Lifestyle to Young Female College Students of Lahore

This study is about how TV commercials and their fashion elements affect, how women are shown. The current study looks at how people look up to their favourite TV commercial actress and how they want to be like her in terms of style and personality. Employing quantitative survey responses from 360 women who usually watch fashion commercials on TV. The data show that hairstyles, makeup, and the clothes models wear are very popular with female viewers. A study found that a lot of people who watch TV buy the clothes, accessories, and makeup that their favourite stars wear, and 92% of those people are women. A lot of people are also happy to have these things. A study on fashion and how models are shown in TV ads also found that viewers thought the way female models and actresses were portrayed on TV went against religious beliefs.

Health Literacy and Environmental Risks Focusing Air Pollution: Results from a Cross-Sectional Study in Germany.

(1) Background: Environmental risks such as air pollutants pose a threat to human health and must be communicated to the affected population to create awareness, such as via health literacy (HL); (2) Methods: We analyzed HL in the context of environmental health risks, including sources of information and prior knowledge, in a sample from the German general population using Kendall's rank correlations, regression analyses, and explorative parallel mediation analysis; (3) Results: The survey included 412 German participants aged between 18 and 77. HL was found to be problematic to inadequate. The internet, family and friends, and newspapers were the most frequently cited sources of information. Mobile apps were mostly unknown but were requested by sample subjects. Although subjects expressed environmental concerns and exhibited rather good levels of knowledge, the majority perceived no risk to human health and rated air quality quite positively. Knowledge on particulate matter, the term "ultrafine particles", and protective measures was found to be rather low. HL was associated with the use of newspapers and commercials as sources of information. The relationship between age and HL is fully mediated by the use of newspapers and information from TV commercials; (4) Conclusions: HL should be promoted by raising awareness of the health effects of environmental pollutants. In particular, the information channels preferred by the affected population should be used and further information opportunities such as apps should be publicized, e.g., through campaigns. An improved HL can assist policy makers in creating a healthier environment by empowering individuals to become more environmentally aware and protect their own health. This, in turn, has the potential to reduce health-related costs.

Impact of Target-Audience Characteristics on the Portrayal of Women in TV Commercials

Impact of Target-Audience Characteristics on the Portrayal of Women in TV Commercials

CONCEPTUAL METAPHORS IN VINAMILK COMMERCIALS IN VIETNAM

The aim of the study is to discover conceptual metaphors in thirteen Vinamilk television commercials in 2023. The method of identification of metaphor of MIP (2007) is applied to generate potential conceptual metaphors. Two types of target domains relating to the products and target customers are cued while fourteen source domains are interpreted through thirteen tables of mapping of conceptual metaphors in these TV commercials. The generation of these conceptual metaphors reflect the typical features of conceptual metaphors in advertising discourses and four vital marketing strategies and price policy of Vinamilk at present.

Influence of Cosmetic Advertising on Purchasing Patterns: An Examination of Beauty Product Impact on Female University Students in Punjab

In order to reach the target markets, advertisements are being used as main tool by the marketers. These advertisements present a capitative picture of the world, and usually women become victim of these fascinating advertisements. The main objective of this research was to study university female students’ buying behavior towards cosmetic products. This research was conducted in Lahore city and a survey method was used. Cosmetic companies are which are mostly used in different saloons. The findings show that commercials are effective in raising consumer awareness. Different marketing divisions of cosmetic corporations employ TV commercials and billboards to target above the line through these mediums. This study has both theoretical and practical implications. The study suggests the ongoing utilization of newspaper media for advertising, emphasizing the enduring belief and trust people place in it. Advertisers are encouraged to prioritize creativity in the design of print advertisements.

Analyzing IKEA Brand's Media Marketing Strategies and Improving Customer Experience through Inductive Reasoning Approach

As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by IKEA and their impact on customer experience, and through data collection and analysis, identifies the most effective strategies to attract, retain and improve customer satisfaction. In addition, the research delves into how IKEA utilises social media, TV commercials, online advertisements and its own websites and apps for marketing campaigns, providing recommendations on best practices in media marketing. In addition, the study analyses IKEA's brand positioning, consumer targeting and communication strategies to understand its unique marketing approach and success factors. Based on these findings, recommendations are made to improve customer experience, optimise marketing strategies, strengthen IKEA's brand positioning, increase customer satisfaction and drive business growth. This study provides practical insights for IKEA and marketing practitioners by analysing in-depth research on IKEA's media marketing strategy and customer experience improvement, which is important for media marketing strategy and customer experience research. In addition, the results of the study are a catalyst for development, innovation and progress in the furniture retailing industry.

The Role of Turkish TV Series in the Formation of Perception about Turkey and Turkish People: The Cases of Bosnia and Herzegovina, Jordan and Kyrgyzstan

We can say that television still plays an important role in the area of visual media. TV series, commercials and entertainment programs occupy a large place in the daily life of viewers. In particular, the perception, attitude and, accordingly, attitude change in viewers resulting from television series is a phenomenon that gives rise to curiosity in researchers. Therefore, this study aims to measure the level of perception about Turkey and Turkish people in viewers created by Turkish TV series broadcast abroad. The main claim of our research is that Turkish TV series can lead to a country and nation perception in viewers, while the viewers might develop an interest in and affinity with Turkey and Turkish people. In the framework of these arguments, a fieldwork was conducted in Bosnia and Herzegovina, Jordan and Kyrgyzstan, which was the research universe of the present study. In the light of the data obtained, the perceptions of the viewers about the personality traits of Turkish people, their perceptions of Turkey's power, life in Turkey and Turkey's active role were influential on the wish to have an affinity with Turkey. Increased interest in Turkey was found to have resulted in increased wish to have an affinity with Turkish people and Turkey.

IMPACT OF T.V. COMMERCIALS ON INVESTMENT BEHAVIOUR OF WOMEN IN INDIA

The research explores the influence of TV commercials on the investment behavior of women in India. It acknowledges the evolving role of women in the workforce, with a focus on the 51.44% employability rate in 2022. The article highlights factors affecting women's investment choices, such as risk aversion, reliance on others for decisions, and financial literacy gaps. It discusses the impact of TV commercials on shaping consumer behavior, noting a historical bias in investment-related ads favouring men. Despite positive changes, the research emphasizes the importance of encouraging women in financial activities for achieving gender equality in India.

Subtitles in English-only TV commercials

Previous studies on the effects of subtitles in cross-national English spoken commercials have yielded contradictory results regarding young and highly educated viewers’ ad and brand attitudes. Most studies did not examine whether local-language subtitles are still necessary for older viewers to understand the English dialogues in the commercials. In a between-subjects experiment, we examined whether subtitles had a positive effect on (1) participants’ understanding of what the actors in commercials were saying to each other, and (2) participants’ attitudes towards commercials. Our sample (N = 188) consisted of viewers over age forty with different educational backgrounds living in a typical subtitling region. Our study showed that subtitles did not affect viewers’ attitudes towards the commercials. Local-languagesubtitles, however, increased participants’ understanding of what was said in the commercials, regardless of their educational level. Subtitles in English spoken commercials intended for an older and broad audience are, therefore, certainly not superfluous.

Breastfeeding Among Working Mothers in Beijing: Challenges, Awareness Gaps, and Awareness-Practice Gaps

For the health and development of mothers and children, the World Health Organisation (WHO) recommends that mothers breastfeed their children. According to guidelines published by the WHO, it is suggested that mothers exclusively feed their children breastmilk for six months after birth. In China, low breastfeeding, especially in urban areas, has been a concern that the government and health organizations have had for decades. Data collected in 2008 reveals that the exclusive breastfeeding rate of infants under 6 months in urban China is only around 15.8% and the trend continues to decrease. This paper examines the factors contributing to the awareness and awareness-practice gaps of breastfeeding among first-time, working mothers in urban Beijing. In total, 50 postnatal (within two years since given birth), first time, working mothers in urban Beijing, China were recruited. A self-administered survey was conducted for all participants and five in-depth interviews were held among the 50 participants. An awareness gap was identified among 50 working mothers in Beijing, with income loss, COVID-19, and scarce hospital resources as its three main determinants. The main factors of awareness-practice gap are TV commercials, IF promotion, self-perception, partner’s involvement, and workplace experience.

Selling the Scandinavian Ethos: Principal Marketing Strategies of Nordic Design Brands

This text presents and analyses the principal marketing strategies used by Danish, Swedish, and Finnish companies and describes the set of marketing messages characteristic of Scandinavian design brands. The most popular strategies involve geo-recognition, with sociolinguistic mechanisms that influence the names of companies and products and the self-description of brands. The contradictory issues of nobilitation and egalitarianism, which have a pivotal role in the advertising of specific products for different groups of recipients, are addressed. Co-branding, including image collaborations between brands operating in different sectors, and mass media influence (the leading tool of advertisement, through films, series, and TV commercials), are other strategies. Connections are established between design promotion and widely recognisable cultural phenomena, such as hygge or lagom. Analysis reveals that the main marketing strategies characteristic of the design brands of the North revolve around a multitude of connections to Scandinavian heritage and culture.

Di̇ji̇tal Pazarlamada Yapay Zekâ: Şi̇rketleri̇n Yapay Zekâ Starteji̇leri̇ni̇n Seçki̇si̇z Örneklem ile Beti̇msel Analizi

Brands are constantly looking for strategies to meet customer needs in the marketplace and to promote and market their products more effectively. As the new world of technology replaces traditional TV commercials and outdoor billboards, different approaches have emerged. At this point, with the development of computer software and machine learning, Artificial Intelligence (AI) has become an indispensable option for those companies that want to expand their sales and marketing strategies to different dimensions. Artificial Intelligence technologies, deep machine learning and appropriate software can support companies on a wide range of scales, from providing brands with product options suitable for the target audience to offering customers special discounts, or from managing a complete process of collecting marketing data to ensuring that company information is accurately archived in the digital environment. The purpose of this article is to provide a descriptive analysis of the leading companies in today's market, with annual revenues of more than $10 million, that were included in the research through random sampling. At this point, the article draws attention to the importance of AI in the development of brands' marketing strategies and gives several examples of campaigns and applications in which brands have used AI. Finally, as a result of the descriptive analysis, the increase in revenue following the use of AI in marketing strategies and advertising is also considered.

Marketing and Promotion Methods of Different Products Taking Instagram as an Example

With the gradual improvement of people's quality of life, various distinctive products have appeared one after another, and the competition has become more and more fierce. Merchants are looking for the most suitable marketing method in order to promote their products. This article will study the three marketing channels of TV commercials, promotions and social media platforms and the promotion methods of the two major product types of beauty products and daily necessities. This article will compare the contemporary applicability and effectiveness of these three marketing channels to analyze the best contemporary marketing channel and then start with the characteristics of three different types of products to analyze the role of different products in this marketing channel. The best way to market. The study found that social media platform promotion stands out as the most effective promotion method in the contemporary era; the marketing methods of beauty products and daily necessities are all based on blogger promotion and photo promotion.