Visual Advertising Research Articles

Color-advertising strategies of invasive plants through the bee eye.

Invasive plants represent a significant global challenge as they compete with native plants for limited resources such as space, nutrients and pollinators. Here, we focused on four invasive species that are widely spread in the French Pyrenees, Buddleja davidii, Reynoutria japonica, Spiraea japonica and Impatiens glandulifera, and analyzed their visual advertisement signals with respect to those displayed by their surrounding native species using a perceptual approach based on the neural mechanisms of bee vision given that bees are regular pollinators of these plants. We collected 543 spectral reflections from the 4 invasive species, and 66 native species and estimated achromatic and chromatic similarities to the bee eye. R. japonica, S. japonica and B. davidii were inconspicuous against the foliage background and could be hardly discriminated in terms of color from their surrounding native plants. These characteristics promote generalization, potentially attracting pollinators foraging on similar native species. Two morphs of I. glandulifera were both highly salient in chromatic and achromatic terms and different from their surrounding native species. This distinctive identity facilitates detection and learning in association with rich nectar. While visual signals are not the only sensory cue accounting for invasive-plant success, our study reveals new elements for understanding biological invasion processes from the perspective of pollinator perceptual processes.

Advertisement design in dynamic interactive scenarios using DeepFM and long short-term memory (LSTM).

This article addresses the evolving landscape of data advertising within network-based new media, seeking to mitigate the accuracy limitations prevalent in traditional film and television advertising evaluations. To overcome these challenges, a novel data-driven nonlinear dynamic neural network planning approach is proposed. Its primary objective is to augment the real-time evaluation precision and accuracy of film and television advertising in the dynamic interactive realm of network media. The methodology primarily revolves around formulating a design model for visual advertising in film and television, customized for the dynamic interactive milieu of network media. Leveraging DeepFM+long short-term memory (LSTM) modules in deep learning neural networks, the article embarks on constructing a comprehensive information statistics and data interest model derived from two public datasets. It further engages in feature engineering for visual advertising, crafting self-learning association rules that guide the data-driven design process and system flow. The article concludes by benchmarking the proposed visual neural network model against other models, using F1 and root mean square error (RMSE) metrics for evaluation. The findings affirm that the proposed model, capable of handling dynamic interactions among images, visual text, and more, excels in capturing nonlinear and feature-mining aspects. It exhibits commendable robustness and generalization capabilities within various contexts.

VISUAL METAPHORS IN ADVERTISING: A COGNITIVE-PRAGMATIC INTERFACE

The article focuses on the analysis of the visual metaphors in advertising from a cognitive-pragmatic perspective using the method of conceptual blending theory, tools of inferential pragmatics, and visual design grammar. The aim of the article is to identify the cognitive-pragmatic interface of visual metaphor presented in commercial advertising of modern transnational brands from the point of view of metaphorical explicatures, implicatures in their connection with the stages and procedures of reconstructing the metaphorical meaning. It is found that visual metaphors are represented by three main types – juxtaposition, fusion, and replacement, which differ in the level of their explicitness depending on the representation of the source and target of the metaphor in the visual plane of advertising, their merging into one gestalt, or the absence of visualization of input spaces. In metaphors of juxtaposition and fusion types, the restoration and/or detailing of the source and target are carried out at the level of explicatures, establishing a connection between the presented objects. At the implicature level, information about the product characteristics, which are the goal of specific visual advertising, is restored, forming secondary signified – connotations (power, fantasy, stability) intended to create stable associations with the brand and its products. In the case of replacement, implicatures restore both the source and the target spaces, as well as the secondary signified. In all types of metaphors, implicature about the secondary signified is triggered by a violation of the maxim of quality of information through visual metaphorical means, combined with deviations from other maxims as the metaphor becomes more complex. The implicature is restored in the blend of the metaphor as a result of selecting attributes of the generic space with their refinement as the blend develops and elaborates, relying on verbal anchors and background information about the brand and its products.

Pengaruh Media Iklan Audio Visual Terhadap Kemampuan Menulis Teks Persuasi Pada Siswa Kelas VIII SMP Swasta Panca Jaya Galang

The aim of the research is to determine the superiority of students in writing persuasive texts before and after using audio-visual advertising media in class VIII of Panca Jaya Galang Private Middle School. This type of research is experimental research with Total Sampling techniques taken from two classes, namely VIII-A as the control class and class VIII-B as the experimental class with a total sample of 47 students. The data collection technique used was a description test. The data analysis technique used is quantitative analysis techniques, namely normality, homogeneity and hypothesis testing on variables, namely Audio Visual Advertising Media. The research output obtained from the experimental class and control class was 68.33 for the pre-test and 67.21 for the control class and 85.29 for the post-test mean and 77.47 for the control class. Data from the normality and homogeneity tests showed that the data were normally distributed and based on homogeneous data, namely the pre-test for the experimental class was normally distributed Lcount < Ltabel (0.08334 < 0.1798, the post-test was normally distributed because Lcount < Ltabel (0, 114339 < 0.1798), control class pre-test normally distributed Lcount < LTabel (0.098318 < 0.1798), post-test normally distributed because Lcount < LTabel (0.16621 < 0.1798). Hypothesis testing shows the results if the value of Sig (2-tailed) is 0.000 < 0.05, then the research hypothesis is accepted, namely that there is an influence of the use of audio-visual advertising media on the ability to write persuasive texts in class VIII students at Panca Jaya Galang Private Middle School.

AI technologies in the analysis of visual advertising messages: survey and application

AI technologies in the analysis of visual advertising messages: survey and application

The influence of the sociology of culture on the design of visual advertisements directed to Saudi society

يهدف البحث إلى وصف وتحليل محتوى الإعلانات البصرية الموجهة للمجتمع السعودي في ضوء سوسيولوجيا الثقافة، لمعرفة موضوعاتها والوقوف على أهم الغايات التي تسعى الاعلانات البصرية لتحقيقها، ومعرفة مكوناتها الثقافية، وتكون مجتمع الدراسة من الاعلانات البصرية الثابتة الموجهة للمجتمع السعودي، وتم اختيار عينة الدراسة بطريقة قصدية عددها (50) إعلانا ثابتا خلال الفترة الزمنية 2016-2022م، واعتمد البحث على المنهج الوصفي التحليلي وصممت بطاقة تحليل محتوى لعينة الدراسة، ونتجت الدراسة أن موضوع الترويج للمنتجات والخدمات التجارية؛ الموضوع الأكثر تداولاً، وأن مضامين عناصر الإعلانات البصرية الأكثر استخداما بنسب مرتفعة هي (استخدام اللغة العربية، تجنب الخداع والتضليل، مراعاة القيم السياسية للمجتمع السعودي- خلو الإعلانات من العبارات والصور الخادشة للمشاعر- توافقها مع التعاليم الدينية)، وتضاءلت النسب من حيث (مراعاة القيم الأسرية للمجتمع السعودي- تناسب الإعلانات مع عادات وتقاليد وأعراف المجتمع السعودي- البُعد عن نقل وترجمة إعلانات مجتمعات أخرى- خلو الإعلانات من المبالغة والتكلف غير الهادف- تلبية رغبات وحاجات المجتمع الثقافية- تعزيز الإعلانات للهوية الثقافية للمجتمع). ومن أهم التوصيات إعداد دراسات حول تصميم الإعلانات البصرية باستخدام أداة المسح ومعرفة آراء المجتمع من الناحية السوسيولوجية الثقافية، وإعداد دراسات حول أساليب الإعلانات البصرية في المملكة من الناحية الجمالية والتصميمية، وتطوير الأساليب الإعلانية باستخدام أدوات معاصرة تمكن المستخدم من التفاعل مع الإعلان.

The effect of emotion type and similarity of experience on consumers' willingness to pay for cause‐related products: Construal level perspective

AbstractInformation complexity hinders consumer processing and reduces positive responses to cause‐related products. Previous studies on cause‐related marketing (CRM) have focused more on messaging effects on reducing information complexity, such as the presentation of the donation amount, cause description, and image displays. This study discusses the effect of construal fit on consumers' willingness to pay (WTP) for products sold through CRM by focusing on the emotional and perceptual aspects of prior experiences. Notably, sadness has a low‐level construal fit with a high similarity of experience, whereas happiness has a high‐level construal fit with a low similarity of experience. Study 1 employs a between‐subjects design, examining how the construal fit influences WTP for cause‐related products. The results of Study 2 reveal that when consumers are in a sad (happy) emotional state, the higher (lower) they perceive the similarity of their experiences with the cause, the greater their WTP increases owing to processing fluency. Study 3 reconfirms the mediating roles of perceptual and conceptual fluency irrespective of text‐based and visual advertisements for CRM, thus showing the robustness of the construal fit effect on the enhancement of the two types of processing fluency across advertising contexts. These findings contribute to the theoretical understanding of the construal fit between emotional and perceptual experiences in enhancing processing fluency in CRM and suggest that marketers can create a teaser ad that induces either a sad or similar experience or a happy or less similar experience before introducing a CRM campaign.

Relationships among Visual Advertising Value, Brand Attitude and Customer Behaviors in Chinese Alcoholic Beverages Industry

The purpose of this study is to measure the relationships among visual advertising value, brand attitude and customer behaviors based on Value–Attitude–Behavior Model in the Chinese alcoholic beverages industry. PLS-SEM is adopted to analyze data by using SmartPLS 4. Findings demonstrate that informational value and credibility value positively influence brand attitude, which later significantly affects repeat purchases and willingness to recommend. This study makes a theoretical contribution to relationships among advertising, brand attitude and customer behaviors.

Food Advertised to Children: A Content Analysis Study of Saudi Food and Drug Authority Food Advertisement System

Introduction: Evidence showed that some food advertisements may encourage unhealthy dietary practices among children; therefore, regulatory developments were implemented to overcome this issue. Different countries control or ban unhealthy food advertisements marketed to children, whereas in Saudi Arabia, no regulations exist until now. Thus, identifying and analyzing food advertisements aimed at children is crucial for further implementation. Methods: A content analysis of food advertisements was obtained from the Saudi Food and Drug Authority advertisements electronic registration system (Ealan). The data extracted for this study consist of all Ealan system food advertisements’ requests targeted at children (<12 years) and collected over 16 months (from January 2020 to April 2021). We created a codebook to analyze the advertisements’ persuasive techniques. Results: Forty-one advertisements were analyzed; 58.5% were marketed as posters, whereas the rest (41.5%) were visual advertisements. About 95% of the advertisements were aimed to be marketed through social media, and 35% were aimed to be featured on television. The persuasive techniques used in the analyzed advertisements were children (73.2%), health claims (68.3%), and taste appeals (34.1%). In addition, milk powder products were among the most marketed food type (60.9%). Conclusion: This study found that the primary persuasive techniques used in children’s advertisements were children’s appearance, health claims, and taste appeals. Furthermore, most food companies chose social media to promote their products. We recommend designing preventive policies and restrictions to control children’s exposure to unhealthy food and making modifications to the system before implementing any further restriction.

Designing Instagram Advertisement Content: What Design Elements Influence Customer Attitude and

Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.

Spelling of the Language of Outdoor Visual Advertising

In Turkestan, advertising in a market economy has become an integral part of the social life of the city. Advertising is politics, economics, culture, the ideology of the city and activities combined with linguistic science, which should attract the attention of the country. It is obvious that advertising in Turkestan permeates all spheres of human activity and meets the needs of society. The effectiveness of an advertising campaign depends on the rationality of the language design of the advertising text. An important point in the preparation of an advertising text is the choice of language means used in the text, compliance with spelling rules. The identification of the features of the language of the advertising text within the framework of advertising propaganda is carried out within the framework of sociolinguistics, pragmalinguistics, functional stylistics and the theory of communicative linguistics. From a linguistic point of view, there is an interest in language. The correct understanding of the psycholinguistic effectiveness of advertising impact is an assessment of the direct relationship between advertising and the sale of goods, that is, the ability of advertising to influence consumer preferences. More importantly, advertising is understandable to the consumer, it is designed in such a way as to attract attention, be easily remembered and evoke positive emotions. The problems of the theory of psycholinguistics in this direction include the psychological structure of the perception of advertising and, accordingly, advertising activities. The cognitive component depends on a person's perception of advertising information. The main characteristic of the article is the increasing role of Turkestan advertising in the development of society, in particular, significant activity in the development of tourism, patterns of participation, features of the use of language units in psychological impact, the spelling of advertising, how well spelling patterns are observed at the linguistic level, consideration of ways to convey spelling principles in the language of Turkestan advertising.

&lt;em&gt;Roblox&lt;/em&gt; and Meta Verch

&lt;em&gt;Roblox&lt;/em&gt; and Meta Verch

ВИКОРИСТАННЯ МАРКЕТИНГОВИХ ІНСТРУМЕНТІВ, ЗОКРЕМА ЯКІСНИХ ФОТОГРАФІЙ, ДЛЯ ЗАЛУЧЕННЯ ТУРИСТІВ ДО КРЕМЕНЧУЦЬКОГО РЕГІОНУ У ПІСЛЯВОЄННИЙ ПЕРІОД

In the paper a SWOT-analysis of the tourist sphere of the Kremenchuk region is carried out and marketing strategies, which aimed at increasing the attractiveness of the region's tourist potential and increasing the effectiveness of attracting tourists to Kremenchuk, are emphasized out. At the same time, creating quality photos with unique local sights and natural beauty of Kremenchuk will be a strong visual advertising tool that will attract attention and interest of potential visitors. After the end of the war in Ukraine, the return of tourists to the Kremenchug region requires a comprehensive approach, which includes the use of marketing tools to study the behavior of tourist consumers and apply the rules of creating quality photos for effective advertising. Analysis of consumer behavior helps to understand their preferences and needs, which allows to develop an appropriate strategy for attracting tourists. In the paper is noted, that photography plays an important role in tourism, as it can be an effective marketing tool to attract tourists to a certain region. The analysis of the behavior of consumers of tourist services showed that the uniqueness of the place, cultural heritage, availability and quality of services are important factors for choosing a tourist destination. Tourist photography has been analyzed using available research and recommendations for preparing for photography have been highlighted for tourists who wish to create personal aesthetic photos, as well as the objects they visit. Six main accent rules are also emphasized out, which will help to effectively emphasize the main object in the photo. The main goal is to effectively convey the appearance of a place, memories, emotions and everything related to the experience of specific people during their travels.

Advertising an Sub Culture Food: Arm Burger as ‘Underground Meal’

Food sources in food products greatly help the economy in Indonesia, especially in the city of Bandung, thus making culinary products increasingly mushrooming in the community. One of the entrepreneurs in the city of Bandung in food products is Army Zein as the owner of Arm Burger in Bandung since 2017. Arm Burger products have a different concept from other products, because they have an underground music theme. In the process of preparing this design focuses on visual photography on Arm Burger products to avoid a broader discussion. The purpose of this design is to provide a burger image with a strong underground music theme to potential consumers, through visual advertising on social media, to be more interested and make potential consumers want to buy Arm Burger products. The data collection process used in this design uses qualitative methods based on facts that will be developed again. The results obtained in this design are that there are still many people who do not know and think that Arm Burger product photography does not illustrate the theme of underground music. Through the visual design of Arm Burger product photography advertisements, it is hoped that the visual image of underground music can be conveyed better.

Research on the Nature of grotesque and 'pan-Grotesque' phenomenon in Visual Advertising Art -Centered on grotesque image research-

Research on the Nature of grotesque and 'pan-Grotesque' phenomenon in Visual Advertising Art -Centered on grotesque image research-

Visual Communication: Exploring Representations of Vietnamese Culture in Advertising

Visual communication has received much attention from studies in the field of foreign language education. In the Vietnamese context, however, little research has been conducted to explore the meanings of Vietnamese cultural aspects in visual advertising. To fill such a gap, this article investigated visual meanings of Vietnamese cultural values represented in visual elements of common advertising in the Vietnamese market. The data were firstly selected from various logos and images of popular brands in the Vietnamese market and then interpreted based on the Iceberg Model for Interpreting Vietnamese Images (IMIVI framework) (Huynh, 2022). The results revealed the selected advertisements carried core Vietnamese cultural values in terms of visible and invisible elements. Specifically, culturally specific images such as flowers, animals, and traditional clothing were identified as visible factors. Buddhist, Confucian, and Taoist values were found as invisible factors in selected images of popular advertisements in the Vietnamese context. Findings reported this article might be helpful for research in visual communication, multimodality, and foreign language education. The outcomes of this article are also interesting for cultural studies, especially for the roles of culture in commercial advertising, intercultural communication, and foreign language education.

Study on the frequency of ultraviolet (UV) light reflectance and absorption in native and nonnative flowering plants

In addition to the floral shape and colors seen by the human eye, ultraviolet (UV) reflectance serves as a significant visual advertisement for pollinators of many blooming plant species. The interaction between flowers and pollinators is significantly influenced by plant UV patterns. It is common knowledge that many flowers have vacuolated pigments that are UV-absorbing in their petal cells. Nevertheless, the impact of UV reflection and absorption on pollinators to particular plant species hasn't been properly investigated. In this paper, the degree and pattern of UV light reflection in flowers of 240 plant species from 55 families were examined. Four levels of UV absorption and reflection were used to rank the flowers. While white and green flowers often reflect UV weakly, yellow and violet flowers have the highest likelihood of doing so. In general, pollination aids were nonreflective and independent of hue. UV reflection seems to be positively connected with flower size even though it is unrelated to floral symmetry. UV reflection is certainly present in all plant families; however, it seems to be more prevalent in some taxonomic groups. UV reflection and absorption appear to be influenced by the physical features and chemical make-up of the petals, just like other floral petals.

‘There are people like me who will see that, and it will just wash over them’: Black sexual minority men’s perspectives on messaging in PrEP visual advertisements

The high incidence of HIV among US Black sexual minority men is a public health crisis that pre-exposure prophylaxis (PrEP) for HIV can help address. Public health campaigns, which often include pictures of Black sexual minority men alongside PrEP-related messaging, have been developed to encourage PrEP awareness and uptake. However, the acceptability of the messaging within these campaigns among Black sexual minority men is unclear. We conducted four focus groups with 18 HIV-negative Black sexual minority men in Washington, DC to explore their perspectives regarding promotional messaging (textual elements) in PrEP visual advertisements, including their reactions to three large-scale public health campaigns. Primary themes included: (1) the need for additional information about PrEP, (2) preference for slogan simplicity, (3) the desire to normalise PrEP use, and (4) mixed views on the inclusion of condoms. Results indicated that the messaging in current PrEP visual advertisements may not sufficiently address Black sexual minority men’s questions about PrEP. Providing basic PrEP information and methods to access more information; using simple, unambiguous language; presenting PrEP use in a destigmatising, normalising fashion; and conveying the relevance of condoms if included in the advertisement could help increase the acceptability of future PrEP advertising among Black sexual minority men.

Frankenstein’s Revenge: Hegemony of Post-Human Spectacles in Golden Fleece

The rapid development of image media today has been reinforcing what Guy Debord argued as society of spectacle. Ubiquitous visual advertising marks that spectacle has invaded diverse aspects of today’s life. The alienated labor relations proposed by Marx are once again simulated into a pseudo-desire structure guided by consumption symbols. Robert J. Sawyer’s Golden Fleece is even set in a post-human world where a society of spectacle has achieved its full maturity. Seeing from Guy Debord’s theory of spectacle society, this paper analyzes how spectacle seizes hegemony over human in future post-human world by means of coercive monologues and history-denying. Moreover, this paper further liberates science fiction from the anthropocentric perspective and discusses the identity of artificial intelligence in post-human era.

Sukin Skincare Product Advertisement in Social Media: A Multimodal Analysis

This research investigates the level modality of Sukin skincare product advertisement in social media through the descriptive qualitative method. Kress and Van Leeuwen propose the theories supporting this thesis. The primary data sources in this thesis were ten visual advertisements. The steps passed in this analysis are selecting ten visual images, identifying the visual elements of the ten advertisements, categorizing the visual elements into visual contact, social distance, perspectives, modality, and putting them in the table. The result of this thesis shows there are 5 of demand images, 15 of offer images, 12 of far social distance, 7 of close personal distance, 1 of close social distance, 8 of high modality, 2 of low modality, 20 of frontal angle, and 20 of eye level. Thus, it can be concluded that far social distance is dominant, indicating that the company intends to show truthfulness and credibility in convincing the viewer to try the products. It is also demonstrated that the multimodal visual element plays a pivotal role in directing the advertisement's message towards the audience