Types Of Advertisements Research Articles

Web-Series Ads as a New Marketing Media: Toward a Commercial-Independent Digital Integration Model

This study presents a new type of advertisement—web-series ads. This undiscussed form of advertising is unique, as it presents an independent digital cultural field. By examining the main structural and narrative features of web-series ads and consumers’ responses, this research presents an integration model which explains how advertisements, as a commercial system, integrate into an independent new media system. Using thematic, narrative–structural, and textual analysis methods, this research shows how marketers convey messaging by introducing a free-from-constraints new online advertising media type. The use of polysystem theory offers a new theoretical perspective to media research and explains the findings.

The Impact of Different Types of Short Video-Linked Advertisements on Consumer Avoidance Behavior: A Case Study of Douyin Advertisements

With the rapid growth of the Internet, short videos have become increasingly significant in the advertising industry. Advertising linked to short videos has progressively emerged as a primary marketing strategy. However, certain categories of customers cannot be accurately targeted with advertisements, leading to dissatisfaction among some viewers of short videos. Consequently, ads associated with videos often result in consumer avoidance behavior. This article investigates and analyzes the impact of different types of short video-linked advertisements on consumer avoidance behavior, drawing on a variety of previous studies. The findings highlight the demographic traits and behaviors of consumers who tend to avoid product-related marketing in short videos. In an effort to address this issue, the study also provides comprehensive solutions and strategies to mitigate consumer avoidance and improve the effectiveness of short video advertisements. Moreover, the growth of online shopping has influenced consumer behavior and preferences, further emphasizing the need for effective advertisement strategies. By understanding the factors that contribute to ad avoidance and tailoring advertisements to meet consumer needs better, advertisers can enhance viewer satisfaction and engagement. This research contributes to the broader understanding of advertising dynamics in the digital age and offers practical insights for marketers aiming to optimize their short video advertising campaigns.

Research on the Fit between the Co-Branding Approach and the Content of Advertisements

The rise of co-branded products has led many brands to collaborate with other brands, intellectual properties (IPs), and celebrities to launch innovative products. Effective publicity is crucial to achieving successful co-branding. Co-branding advertisements have emerged as a key strategy for promoting these products. This study examines the content of co-branded advertisements in the contexts of brand-to-brand and brand-to-IP collaborations. It identifies two primary advertisement content presentation methods: feature type and story type. For brand and IP co-branding, story-type advertisements tend to be more engaging for audiences with diverse interests, as they provide a narrative that resonates on a deeper level. In contrast, for brand-celebrity collaborations, two distinct methods are highlighted: advertisements featuring direct celebrity appearances and those utilizing suspenseful content. Each approach can yield different results, offering brands the flexibility to choose based on their specific objectives. Interviews and surveys conducted in this study reveal that story-driven advertisements are particularly effective for brand-to-brand and brand-to-IP co-branding. Meanwhile, suspenseful advertisements and those featuring celebrities directly can achieve varying outcomes, making them suitable for different campaign goals. By selecting the appropriate advertisement type, brands can maximize the impact of their co-branding efforts, ensuring they reach and engage their target audiences effectively.

Application of In-Feed Advertisements on Social Media - Taking RED as an Example

Abstract: As a new type of advertisement supported by Big Data Calculus, in-feed advertisement is sought after by a wide range of brand merchants. The article introduces two basic advertising of feed: basic orientation and behavioral orientation. Basic orientation categorizes users based on region, age, gender, and login device, while behavioral orientation tags users based on their searches, comments, likes, and deeper engagement with bloggers. This article studied in-feed advertisements and their impact on the process of the RED platform, from clicking on the homepage to completing the advertisement push. Besides, the advantages of the long exposure time of traffic on the RED platform were listed, as well as the importance of search behavior and high-quality content for the platform, and there were also suggestions for search engine optimization (SEO). Finally, it is concluded that in-feed advertising can achieve precise advertising placement and brand promotion by leveraging the basic and behavioral characteristics data of each user on RED, creating many classic successful cases.

To What Extent Does Online Advertising Influence Consumer Purchases?

This research is to evaluate the extent to which online advertisements influence consumer purchases. With the popularization of the Internet, online advertising has become increasingly rich and diverse. First of all, this research analyzed the history of advertising and how advertising works, explored all the different types of advertising. Then, based on the existing research content and practical situation, three representative types of influential advertisements were selected from various types of online advertising for research. These three representative types of advertisements are: paid search advertising, social media advertising, and video advertising. The study conducted an in-depth analysis of the operational models of three types of online advertising, their impact on consumers, and the similarities and differences among the three types of advertising. Based on comparative research, draw research conclusions. Online advertising can have a certain degree of impact on consumer behavior, and compared to social media advertising and video advertising, paid search advertising has a greater impact. Finally, based on the analysis of the impact of online advertising on consumer purchases, the role and economic benefits of online advertising in the entire purchasing process were further summarized. This will be more helpful for production enterprises, advertisers, and consumers to make better decisions and facilitate the efficient operation of the market economy.

Effects of brand awareness and feminist message level in femvertising: An experimental study

Femvertising is a general advertisement term that builds awareness of women's issues, rights, and gender equality. This particular type of advertisement is used by brands with the expectation that it will be effective on women, especially women with high levels of feminism. This study aims to determine the effects of brand awareness and the level of feminist messages on brand trust, word of mouth (WoM), attitude toward advertisements, and purchase intention. To achieve this aim, a 2 × 2 experimental design was used to manipulate the level of brand awareness and the level of feminist messages in the advertisement. A total of 405 women with high feminist attitudes participated in the experiment. Data analyses revealed that brand awareness exerts a positive effect on brand trust, but the level of feminist messages does not exert any significant effect on either brand trust or purchase intentions. Furthermore, data analyses showed that less familiar brands can achieve more positive results in attitude toward advertising and WoM if they use strong feminist messages in their advertisements, compared to well-known brands.

Adolescents' perceptions of the credibility of informational content on fitness and dietary supplements: The impact of banner and native advertising.

The assessment of online health-related information presents a significant challenge for today's youth. Using the Processing of Commercial Media Content (PCMC) model, we investigated the impact of advertising on the perceived credibility of informational content concerning fitness (in boys) and dietary supplements (in girls). In a survey-based preregistered experiment, 681 Czech adolescents (aged 13-18, 52% girls) were randomly assigned to three groups and exposed to websites with a banner ad, a native ad, or simple informational text without an ad. The presence of ads on websites diminishes the perceived credibility of informational content. While we did not observe the difference between banner and native advertising, we found one gender-specific difference. Specifically, boys perceive informational content linked with native ads as more credible compared to girls. Additionally, no difference was found between younger and older adolescents. Adolescents demonstrated success in identifying both types of advertisements, irrespective of their age. The findings are discussed in light of individual differences and various approaches to processing online content. It appears that adolescents are accustomed to native advertising, which seamlessly integrates with traditional banner ads. Moreover, it is plausible that boys assess advertising texts more heuristically and less systematically than girls. Contrary to PCMC expectations, even younger adolescents seem to possess sufficient skills to identify the advertisements.

Impact of text-only versus large text-and-picture alcohol warning formats: A functional magnetic resonance imaging study in French young male drinkers.

Although the World Health Organization recommends visible and clear warning labels about the risks of alcohol consumption on containers and advertising, many of the currently used labels are too small to be visible. This study investigated the brain activity (using fMRI) and alcohol consumption intentions of French young men exposed to two warning formats displayed on alcoholic beverage advertisements: a small Text-only Alcohol Warning (TAW) currently used in many countries, and a larger text-and-picture alcohol warning (PAW). Seventy-four eligible 18-25-year-old male drinkers completed a face-to-face individual visit with a physician expert in addiction medicine. This was followed by the fMRI session during which they viewed 288 stimuli [96 alcohol advertisements with TAWs, the same 96 advertisements with PAWs, and 96 water advertisements (controls)] for 3 s each. If the advertisement made participants want ("yes")/do not want ("no") to consume the product, they pressed the corresponding button (self-report responses). The number of "yes" responses was compared between advertisement types with a paired sample t-test. Whole-brain and region-of-interest (ROI) analyses of the fMRI data were performed. Whole-brain BOLD fMRI highlighted contrasting effects of PAWs and TAWs. Compared with TAWs, PAWs elicited more activation in the precuneus, angular gyrus, occipital, frontal and temporal areas, and less activation in the nucleus accumbens, ventral tegmental areas, and putamen areas (regions of the reward circuit). The ROI analysis confirmed less activation in the reward circuit (left and right ventral tegmental areas, left and right nucleus accumbens) when viewing PAWs than TAWs. Analysis of the self-report responses indicated that the desire to consume the advertised alcohol product was lower when PAWs were viewed (compared with TAWs) (T = 8.18, p < 10-11). This is the first fMRI study to assess the effect of different alcohol warning formats. Our findings show that compared with TAWs, stronger PAWs in advertisements elicited less activity in key regions of the reward system. This suggests that the effects may influence the desire to consume alcohol products (self-report response analysis). These results could help policymakers who are interested in developing more effective labeling measures that target young people.

Study on the Psychological Effects of Intangible Cultural Heritage Advertising with Different Degrees of Situational Involvement.

This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers' attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers' purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.

SENSORY MODALITY IN ADVERTISING DISCOURSE

The article is dedicated to the study of sensory modalities in advertising discourse. Advertising discourse refers to the language and communication strategies employed in advertising messages as cohesive texts deeply embedded in real-life contexts amidst numerous accompanying background elements within an integrated communicative environment. It encompasses the linguistic choices, persuasive techniques, and stylistic features used to convey marketing messages to a target audience, aiming at attracting attention, creating desire, and encouraging action, typically towards purchasing a product or service. The aim of this article is to analyze the ways of realizing sensory modalities in advertising discourse. The object of the research is advertising discourse, the subject being manifestations of sensory modalities in advertisements. The factual material of the research was selected from the collections of popular or iconic advertisements. Advertising discourse often appeals to emotions and utilizes visual elements to communicate the intended message effectively and influence consumer behaviour. The heterogeneity of advertisements, represented by a phrase alone or in combination with a static or dynamic visual image or acoustic accompaniment, these combinations vary significantly, increasing the desirability of the advertised product to impress us daily. Different sensory modalities — visual, associated with images; auditory, associated with sounds and their perception; and kinesthetic, associated with physical sensations, as well as their manifestations, reflected in certain speech predicates –influence how we think, feel, mentally represent our experiences and make choices. The application of sensory modalities in advertising discourse is observed on three levels: on the first level, we deal with the material representation of the advertising message that results in different communicative types of advertisements; on the second level, the preferred representational system is revealed via predicates or the sensory-based words; on the third level, product names, pragmatonyms, become the bearers of sensory information, consequently appealing to human senses.

The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes

Abstract The continuous trinity model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations and strategic recommendations for managing brand partnerships. For policymakers, the CTM offers guidance on types of advertisements requiring closer scrutiny.

Experimental road safety study of the actual driver reaction to the street ads using eye tracking, multiple linear regression and decision trees methods

The article describes the results of a naturalistic driving study done in Kuwait performed by 34 participants wearing a mobile eye tracker to monitor the effect of roadside advertisements on user attention. Eye-tracking (fixations) are the main dependent variable and examined as a function of driving/roadside characteristics, particularly billboards, speed, and so forth. The results obtained were analyzed using traditional statistics (ANOVA test and multiple linear regression) and machine learning (decision tree estimation methods). From the results, it was found that road advertisements negatively affect driver attention and thus road safety. How the level of safety varies with the type and size of advertisement was also investigated. As a consequence, all of the estimates revealed that different aspects of advertising have a detrimental impact on drivers' behavior, and that the duration of fixation and the rate of acceleration before viewing an ad are impacted by advertising type and size, respectively.

From Eye Movements to Personality Traits: A Machine Learning Approach in Blood Donation Advertising

Blood donation heavily depends on voluntary involvement, but the problem of motivating and retaining potential blood donors remains. Understanding the personality traits of donors can assist in this case, bridging communication gaps and increasing participation and retention. To this end, an eye-tracking experiment was designed to examine the viewing behavior of 75 participants as they viewed various blood donation-related advertisements. The purpose of these stimuli was to elicit various types of emotions (positive/negative) and message framings (altruistic/egoistic) to investigate cognitive reactions that arise from donating blood using eye-tracking parameters such as the fixation duration, fixation count, saccade duration, and saccade amplitude. The results indicated significant differences among the eye-tracking metrics, suggesting that visual engagement varies considerably in response to different types of advertisements. The fixation duration also revealed substantial differences in emotions, logo types, and emotional arousal, suggesting that the nature of stimuli can affect how viewers disperse their attention. The saccade amplitude and saccade duration were also affected by the message framings, thus indicating their relevance to eye movement behavior. Generalised linear models (GLMs) showed significant influences of personality trait effects on eye-tracking metrics, including a negative association between honesty–humility and fixation duration and a positive link between openness and both the saccade duration and fixation count. These results indicate that personality traits can significantly impact visual attention processes. The present study broadens the current research frontier by employing machine learning techniques on the collected eye-tracking data to identify personality traits that can influence donation decisions and experiences. Participants’ eye movements were analysed to categorize their dominant personality traits using hierarchical clustering, while machine learning algorithms, including Support Vector Machine (SVM), Random Forest, and k-Nearest Neighbours (KNN), were employed to predict personality traits. Among the models, SVM and KNN exhibited high accuracy (86.67%), while Random Forest scored considerably lower (66.67%). This investigation reveals that computational models can infer personality traits from eye movements, which shows great potential for psychological profiling and human–computer interaction. This study integrates psychology research and machine learning, paving the way for further studies on personality assessment by eye tracking.

LANGUAGE STYLE IN TASYA FARASYA’S ADVERTISEMENT VIDEO YOUTUBE

Language style in advertisement was conduct on Tasya Farasya’s YouTube Video. The article aimed to investigate the types and describe the realization the language style in Tasya Farasya’s advertisement video YouTube. This research using William Well’s theory and qualitative descriptive method. The data source is YouTube videos and 50 styles of English advertisements were found as data. The result emerged with nine types of language style advertisement: Hard Sell (8%), Soft Sell (4%), Lecture and Drama (2%), Straightforward (10%), Demonstration (24%), Problem Solution (20%), Slice of Life (6%), Spokeperson (12%), and Comparison (14%). Each language style has a different communication style, the hard sell style shows promotional language, the soft sell style shows more subtle promotional language such as lots of stories, the lecture and drama language styles show the language of drama stories created by advertisers, the straightforward style shows honest language. A style shows the language influences the audience by promoting products while using it. The problem and solution style indicates language that points out the problem and then suggest a solution. Lifestyle dramas show language that involves their personal lives through the products they advertise. The spokesperson’s style indicates the advertising language that advertisers usually use. Finally, comparative style shows the language of comparing one product with another.

INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS ON PURCHASING INTENTION: A WEB-BASED CROSS-SECTIONAL STUDY ON THE STUDENTS OF KHULNA UNIVERSITY, BANGLADESH

Advertisers place their advertisements on several social media platforms to market their products and services. These ads may catch consumers' eyes and influence them to select specific products. To persuade the target population, advertisers need to be aware of how well their messages are received. The purpose of the current study is to evaluate the influence of social media advertisements on purchasing behavior. A web-based cross-sectional study was conducted among students at Khulna University under the following conditions: participants had to be enrolled at the university at the time of the survey, had internet access, and had active social media profiles. A total of 400 valid responses were retained for this study after using Google Forms to deliver a structured e-questionnaire. The data were analyzed using IBM SPSS Statistics, version 22. Results indicate that 41.5% of students enjoyed viewing social media advertisements (SMA), with the majority of them favoring the creative and humorous types of advertisements. The majority of consumers looked up items or services online or in physical stores after learning about them from social media ads. After seeing SMA, the majority of consumers bought goods and services and told others about them. Even if SMA had a significant impact on their decisions to purchase, respondents gave traditional media advertisements a higher credibility rating. The biggest factor cited for people's dislike of social media advertisements was their irrelevance. This study is anticipated to assist media marketing specialists and advertisers in creating effective SMA to have compelling, long-lasting, and appealing commercials to influence the purchasing decisions of young customers.

The Impact of Different Types of Advertisements on the Level of Physical Activity Among Postmenopausal Women

Background: Understanding the factors that influence physical activity in menopausal women is important for planning and implementing effective strategies to upgrade women’s health. The purpose of this study was to examine the impact of different types of advertisements on the level of physical activity among postmenopausal women. Methods: The current research employed an analytical cross-sectional design and was conducted on 385 postmenopausal women. Data were collected through physical activity questionnaires to assess the impact of advertisements on social networks and media, as well as word-of-mouth advertisements. SPSS software was used to analyze the data, and PLS software was used to check the model’s fit. Results: The findings of this research showed that advertisements on social networks (T=11.38, B=0.8(, media advertisements (T=6.42, B=0.53), and word-of-mouth advertisements (T=8.92, B=0.60) had a positive and significant effect on postmenopausal women’s physical activity, with the first item (i.e., social media advertisements) exerting the most significant impact according to the value of the T statistic, which must be greater than 1.96 at the 95% confidence level, and the B statistic as the impact coefficient. The overall fit of the model was equal to 0.53, indicating the high overall fitness of the model, further evidenced by an Standardized Root Mean Square Residual (SRMR) index of 0.06. Conclusion: The results of this study indicated that the use of different advertising methods could have significant effects on menopausal women’s tendency toward sports programs and venues. Therefore, it is essential for health organizations to continue to use these advertisements, especially on social media, to promote the physical activity level and improve the health and wellbeing of menopausal women.

Perspectives of Young Digital Natives on Digital Marketing: Exploring Annoyance and Effectiveness with Eye-Tracking Analysis

Currently, there are a wide range of approaches to deploying digital ads, with advanced technologies now being harnessed to craft advertising that is engaging and even tailored to personal interests and preferences, yet potentially distracting and irritating. This research seeks to evaluate contemporary digital advertising methods by assessing how annoying they are to users, particularly when they distract users from intended tasks or cause delays in regular online activities. To pursue this, an eye-tracking study was conducted, with 51 participants navigating a specially designed website featuring seven distinct types of advertisements without a specific content to avoid the effect of ad content on the collected data. Participants were asked to execute specific information-seeking tasks during the experiment and afterwards to report if they recalled seeing each ad and the degree of annoyance by each ad type. Ad effectiveness is assessed by eye-tracking metrics (time to first fixation, average fixation duration, dwell time, fixation count, and revisit count) depicting how appealing an ad is as a marketing stimulus. Findings indicated that pop-ups, ads with content reorganization, and non-skippable videos ranked as the most annoying forms of advertising. Conversely, in-content ads without content reorganization, banners, and right rail ads were indicated as less intrusive options, seeming to strike a balance between effectiveness and user acceptance.

Implicature Analysis of Milk Advertising

This study aims to describe the types of implicatures contained in milk advertisements. This type of research is descriptive qualitative. The data collection method used in this study is the listening method with basic techniques as the basic technique. The free engagement listening technique can be used as an advanced technique. Note-taking techniques are also used in transcribing speech. To test the validity of the data, this study used the method of increasing persistence and using reference materials. The data that has been collected will be analyzed using a pragmatic equivalent technique using a determinant element sorting technique which has a research tool in the form of sorting power which is useful for differentiating reactions and hearing levels. From the results of the analysis the authors found more types of unconventional implicature, because the statements conveyed are not general in nature. The type of advertisement that is displayed has a conversation that only one speaker understands and that is a creative form of the advertisement that is presented. The advertisement does not seem boring and makes the audience curious. This research also has implications for the business of selecting attractive words in advertising.

Sustainable Flying? The Effects of Greenwashed Claims in Airline Advertising on Perceived Greenwashing, Brand Outcomes, and Attitudes Toward Flying

ABSTRACT To respond to consumers’ rising concerns about environmental topics, airlines increasingly use green advertising. However, due to the environmental impact of flying, many green advertisements by airlines can be considered as “greenwashing” practices. In an experimental study with a quota-based sample (N = 329), we investigated the effects of two types of greenwashed advertisements for airlines: concrete compensation and abstract compensation (compared to a control condition). Following the Elaboration Likelihood Model (ELM), we also explored the moderating role of environmental knowledge in the ability of consumers to perceive greenwashing in airline advertising. Results indicated that concrete compensation claims did not increase greenwashing perceptions compared to the control condition. However, abstract compensation claims did, which, via perceived greenwashing, were negatively associated with brand outcomes and assessments of flying. Environmental knowledge did not moderate these effects. Implications for research on greenwashing, as well as practical conclusions for environmental communication, are discussed.

Language Teaching Materials for Writing Advertising Texts

This study is based on extensive library research, utilizing a wide range of information and resources from various sources. Having the right instructional materials is crucial for the successful completion of any academic program, including Indonesian language classes. Junior high school Indonesian language classes in Class VIII explore a range of subjects, one of which is the art of crafting advertisement copy. To achieve optimal outcomes, it is crucial to utilize appropriate instructional resources while acquiring proficiency in the Indonesian language for advertising purposes. This research aimed to provide a comprehensive description of the different types of advertisements that can be utilized as teaching materials in Indonesian language courses, along with an exploration of the diverse concepts associated with these materials.