Informational/Transformational Appeals in Political Advertising: An Analysis of the Advertising Strategies of 2010 U.S. Gubernatorial Campaigns

This study addressed four gaps in political advertising research: (a) a better framework to replace the issue–image dichotomy, (b) differences in advertising strategies between incumbents and challengers, (c) influence of party positioning on candidate positioning in advertising, and (d) political advertising in state elections. Through a content analysis of 210 advertisements from the 2010 U.S. gubernatorial elections, it was revealed that (a) the concept of information/transformation was similar to the notion of issue/image, and the typology of informational/transformational advertising, after modification, adequately captured the complexity of political advertising; (b) the use of advertising appeals did differ between incumbents and challengers—incumbents used more transformational appeals and positive advertisements, whereas challengers used more informational appeals and negative advertisements; and (c) while the informational advertisements of the Republican candidates appeared to be substantially impacted by issues owned by their party, the influence of party positioning on candidate positioning was quite limited.     

Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience

Consumers may be reminded of life mortality by some life events and media content. Mortality salience as a contextual factor has not been sufficiently investigated in the existing literature of advertising. The present research analyzes how the interplay between mortality salience and moral beauty influences consumers’ perceptions of life meaning and their responses to advertisements. Results of two studies confirmed that participants perceived increased life meaning when viewing advertisements that presented moral beauty. In Study 1, participants who were reminded of death evaluated an advertisement that presented moral beauty more favorably than an advertisement without such content. In Study 2, younger (i.e., age 18–25) and older participants (i.e., 55 and above) were recruited and the results indicated that the phenomenon observed in Study 1 was only prominent among younger participants. These results are believed to provide interesting insights to marketing communication both theoretically and practically.     

Culture,cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.     

A longitudinal content analysis of gender role portrayal in Belgian television advertising

This study explores gender role portrayal in advertisements broadcasted on Belgian commercial television. We gathered a sample of 493 commercials (featuring 907 characters) randomly selected out of two periods (January 2002–April 2003, n = 250 and January 2009–April 2010, n = 243) from a database containing all advertisements broadcasted on Belgian commercial television. A content analysis was carried out using a coding scheme based on existing literature. Content categories included gender of the characters, gender roles (i.e. parental, housekeeping and professional expert) and sexual objectification. Hypotheses predicted that men and women would be represented differently in television advertising, and that these differences would reflect traditional gender stereotypes. Moreover, due to regulatory changes, we hypothesize that these differences should decrease over time. Results are largely in accordance with the existing literature. Women tend to be depicted as younger and are portrayed more often within dependent roles as caregiving parent, housewife or as sexual objects than men. A longitudinal analysis of role portrayal changes across two periods within and between genders indicates little change in gender role portrayals in Belgian television advertising between 2002–2003 and 2009–2010. Despite social and regulatory changes, gender stereotypes in advertising seem to persist over time.     

Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses

Short-form video influencer advertising offers new opportunities for user sensory experience to promote advertising effectiveness and induce positive user responses. This unique means of influencer-generated advertising via short-form videos has not yet been investigated. This study builds on the reciprocity norm of social exchange theory to investigate relationships among ad sensory stimuli (i.e., the sensory advertising experience), the efficacy of influencer advertising (i.e., empathy and altruistic motive), and user behavioral responses (i.e., ad avoidance intention, ad engagement, and purchase intention). It also seeks to shed light on the critical role of perceived influencer effort in these relationships. An empirical study using data from TikTok (Douyin) users and results indicate that sensory advertising experience positively affects user behavioral responses through the serial mediation of empathy and altruistic motive. Additionally, perceived influencer effort is found to be a crucial moderator of the effect of sensory advertising experience on user empathy, which further influences user behavioral responses. The findings provide insight into the persuasion effect and mechanism of short-form video influencer advertising and offer suggestions for advertising campaign designers.     

The effect of perceived advertising effort on brand perception: implication for retailers in Hong Kong

This paper examines how advertising effort, specifically advertising creativity and advertising believability, may influence consumers’ perceptions of a retailer’s business philosophy, and in turn consumers’ behavior toward retailers in Hong Kong. Altogether five hundred and eighty-three respondents (i.e. 320 college students and 263 shoppers) were surveyed. The results suggested that retailers that are regarded as having more creative advertising are perceived as being more learning-oriented, which leads to higher brand recognition. Meanwhile, retailers that are regarded as having more believable advertisements are perceived as having higher levels of integrity, and as a result are better recognized and more likely to be patronized. This research contributes to literature in retailing and marketing communication by establishing the antecedents and consequences of building a learning-oriented and trustworthy business philosophy in a cultural specific context. It also provides practical guidance for retailers who aim to increase brand recognition and purchase intentions through promotional effort.     

Are services advertised differently? An analysis of the relationship between product and service types and the informational content of their advertisements

This study examines the informational content of service and product advertisements and analyses the relationship between the amount and type of information in an advertisement and the type of product or service being advertised. The influence that service characteristics have on advertising strategy is still not well understood. One theory is that services need to be more tangible in order to assist in the consumer decision-making process and advertising can assist with this by providing factual information. The purpose of this paper is to establish whether this theory is recognized and adopted in advertising practice. This is achieved by performing a content analysis. The results indicate that product advertisements contain more information than services, which indicates a discrepancy between advertising theory and practice. The results also prove that there are variances in the amount and type of information included in product and service advertisements. The paper examines these variances and applies existing classification frameworks to explain them. Areas for further research are also identified.     

Cultural values in international advertising: An examination of familial norms and roles in Mexico

Past research suggests that the cultural value orientation, individualism-collectivism, should be considered when developing international advertising campaigns. The present study examines how (in)consistencies in collectivist values (e.g., familial norms and roles) may affect attitudes and behaviors toward advertised products within a collectivist culture, Mexico. The findings suggest advertisements that depict consistencies in local cultural norms and roles are viewed more favorably and purchase intention is higher than for advertisements that depict inconsistencies. The data provide no support for the moderating role of individual-level differences in value orientation (i.e., allocentric versus idiocentric tendencies) on persuasion measures. Interestingly, product category advertised appears to be the best moderator of the relative strength of role and norm effects on ad attitudes and purchase intention. © 1997 John Wiley & Sons, Inc.     

The current practices in food advertising

A content analysis and a quasi-experiment were performed to examine the current practices in food advertising, and the usage and the effectiveness of different advertising claims across two food categories (hedonic vs functional). The content analysis revealed that taste and specific nutrition claims are the two dominating types of advertising claims in recent food advertisements. Also, a greater proportion of advertisements for functional (vs hedonic) foods appeared to use such nutrition/health claims as general health and contains nutrient claims, whereas a greater proportion of advertisements for hedonic (vs functional) foods used taste claims. However, these current practices of food advertising were called into question by the results of the quasi-experiment, which showed that the nutrition/health claims were more effective when promoting hedonic (vs functional) foods, whereas taste claims were more effective when promoting functional (vs hedonic) foods in generating favourable attitudes and purchase intention. Implications, limitations and future research directions are discussed.     

Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion

The present research examines the extent to which consumers perceive deceptive advertising claims as effective (i.e., affect one's purchase decision) for themselves and others. Results in two experiments suggest that consumers tend to consider an advertising claim more effective for others than for themselves, when they realize the claim is highly deceptive. In contrast, when perceived deceptiveness is moderate or low, the self–others difference is moderated by consumer dispositional difference in skepticism toward advertising. The effect appears to be driven by the interplay of generalized and specific suspicion, which has a stronger impact on consumer judgment about the effect of deceptive advertising on the self than on others.     

Construct heterogeneity and proliferation in advertising research

Abstract

This paper presents results from a study of measurement practice in leading advertising journals. The focus is on heterogeneity in measurement operationalizations of the same construct and construct proliferation (i.e. when constructs have different names but overlapping content). These issues were addressed by analyzing the measurement operationalizations in all articles published in three leading advertising journals between 2012 and 2014. Results show considerable heterogeneity in the operationalizations of three common advertising constructs (ad credibility, ad irritation and perceived humour) for which almost every study used a unique operationalization. Results also show considerable construct proliferation as different names were used for the same constructs and there was overlap in the operationalizations of several advertising constructs. The paper offers a discussion of implications for advertising research and suggests steps that can be taken towards improving measurement practice.     

Gender roles in advertising

This study discusses and provides a measure for the degree of stereotyping in advertisements. Applying this measure, the study shows to what degree gender stereotypes in advertising differ between public and private TV channels in Germany. The results show that gender stereotyping in advertising still prevails despite the change in the roles of men and women over the years. Contrary to their public mission, public TV channels do not show fewer gender stereotypes in advertisements compared to private TV channels. The degree of stereotyping as related to different stereotyping components differs significantly between these two types of channel. Gender stereotypes on private channels refer to role behaviour and physical characteristics and, thus, function as a means to sell a product. On the other hand, advertisements on public channels stereotype gender in terms of occupational status, and therefore interfere with the major goal of gender equality policy.     

Consumer-perceived signals of ‘creative’ versus ‘efficient’ advertising

The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by including both sender expense and effort, and by including both positive and negative effects. A quantitative analysis of 4,000 consumers’ perceptions of creativity award winning, effectiveness award winning and non-award winning advertisements finds that advertisements with higher-than-average perceived expense and effort have positive impacts on brand attitudes, brand interest and word-of-mouth (WOM), while advertisements with lower-than-average perceived expense have corresponding negative impacts.     

Modeling online advertising: A cross-cultural comparison between China and Romania

Culture and advertising are intrinsically linked. Recent years have witnessed growing interest in examining the mechanism and influence of online advertising. However, the foci of most studies have been on the USA or other developed countries. Little is known about online advertising in developing countries. The purpose of this study is to investigate consumers' beliefs and attitudes toward online advertising (ATOA) across different cultures such as China and Romania. Among the major findings, (1) all five belief factors (i.e. information seeking, entertainment, economy, credibility, and value corruption) were statistically significant predictors of ATOA, (2) ATOA was a statistically significant predictor of both online ad clicking and frequency of online shopping, and (3) as compared to the Chinese, Romanians tended to hold a more positive attitude toward online advertising and were more likely to click advertisements, whereas Chinese were more likely to buy online than Romanians.     

The impact of bias and unexpectedness on message response

Behavioural research has produced mixed results as to the various effects perceived bias can produce on message response. Though bias and unexpectedly unbiased messages have not been much researched in an advertising framework, perceived bias in advertising messages is an inherent problem. This study presents the results of an experiment designed to test the effect of bias and unexpectedness on message response in an advertising context. The results suggest bias may be more of a problem with advertisements using a comparative format. Unexpectedness, while less effective in comparative approaches, performed well in a non-comparative format. Unexpected messages appeared to produce greater attention to message content, suggesting that this tactic may result in lower advertising exposure levels producing response.     

A Hong Kong view of offensive advertising

Considerable research has been conducted on offensive advertising in Western countries. However, not much is known about consumers' views of offensive advertising in an Asian context. This research, which was conducted in Hong Kong, aimed at identifying what product/service advertisements consumers find offensive, what executional styles consumers find offensive, consumers' tolerance of offensive advertisements in different media and the effects of offensive advertisements on consumers' purchase intentions. The results from a survey of 200 consumers showed that chat-line services and funeral services were considered the most offensive products or services to be advertised. When looking at the manner of advertising, sexist themes, indecent language and nudity were found to be the major reasons for the respondents finding advertisements offensive. In general, direct mail was considered to be a medium that prompts lower tolerance by consumers to potentially offensive advertisements while men and women's magazines were considered to be media that prompt higher tolerance to potentially offensive advertisements. Finally, it was found that levels of advertising offensiveness had an effect on purchase intentions.     

Employer branding and CSR communication in online recruitment advertising

While multiple studies have discussed the importance of corporate social responsibility (CSR) in recruiting, two important but unaddressed questions constrain the understanding and practice of presenting firms’ socially conscious efforts to their prospective employees. First, are companies engaged in CSR communicating their CSR practices effectively in online recruitment advertising? And second, what CSR information should companies include in online job advertisements to improve their employer attractiveness to prospective candidates? The findings of this study show that CSR communication in recruitment advertising is often limited, an ad-hoc practice, and mostly focused on company practices concerning employee participation and development. Even companies with a great CSR reputation take surprisingly little advantage of their CSR image when it comes to attracting job candidates. To improve employer attractiveness, we recommend that human resources managers consider (1) optimizing the structure of online job advertisements by including a company overview section in which CSR information can be presented easily, (2) expanding the scope of CSR dimensions in job advertisements to include environmental performance and community relations, (3) offering information about opportunities for employee engagement with CSR, and (4) adopting a strategic approach to the inclusion of CSR content in online job advertisements.     

Processes and effects of targeted online advertising among children

Increasingly, information from children's profile pages on social network sites is being used to target online advertising, a phenomenon known as profile targeting. This practice has raised concerns in society and academia; however, its effects among children remain unstudied. Therefore, we investigated the effects of profile targeting on children's brand responses (i.e., brand attitude and purchase intention). We examined two types of targeting: targeting of product and of form (i.e., color). In addition, we tested three underlying mechanisms: liking the advertisement, perceived personal relevance of the advertisement, and recognizing the targeting aspect of the advertisement (targeting recognition). A between-subjects experiment among 231 children aged 9–13 years showed that targeting the product leads to more positive brand attitudes and purchase intentions. In addition, the effects were explained by ad liking and not by perceived personal relevance or targeting recognition. These findings suggest that, unlike adults, children do not process profile targeting on an elaborate critical level. Rather, the processing seems to be less elaborate.     

Social media advertising value

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreover, the moderating effect of different types of social media on the relationships between the predictors and social media advertising value is also explored. The field study is conducted in Vietnam, a representative of Southeast Asian transitional economies in the current study. The results show that, in Southeast Asian transitional economies, the three social media advertising beliefs – i.e. informativeness, entertainment and credibility – have positive effects on consumers’ perceived value of social media advertising, which in turn positively influences their online purchase intention. Additionally, on social networking websites, the effects of advertising informativeness and entertainment on advertising value are weaker than those on content community websites. Nevertheless, there is no difference in the effect of advertising credibility on advertising value in both types of social media. Based on the findings presented, theoretical and managerial implications are drawn.     

Implementing the concept of transformational advertising

The concept of the transformational effects of advertising is described and refined to provide a definition possibly more useful in empirically studying the construct. Methodological difficulties in testing and using the concept are discussed before proposing projective techniques as an approach which might overcome some of the problems. Finally, a study is reported that illustrates how projective techniques may be used to study transformational advertising.