Self-regulation of sex-role stereotyping: Educating the advertising industry

This study indicates that, even though a massive education campaign has been conducted, knowledge about industry standards for self-regulation of sex-role stereotyping among one group of Canadian advertising practitioners is very low. However, the data suggest that awareness and access to industry standards, once achieved, yield a more positive orientation to self-regulation.

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Selbstreguilierung von Geschlechter-Stereotypen: Die Erziehung der Werbewirtschaft

Zusammenfassung Wie diese Studie zeigt, ist unter kanadischen Werbepraktikern die Kenntnis über Branchenstandards für die Selbstregulierung von Geschlechter-Stereotypen bemerkenswert gering, und zwar trotz einer massiven Aufklärungskampagne, die in diesem Land durchgeführt worden ist. Allerdings deuten die Ergebnisse auch darauf hin, da\ einmal erworbene Kenntnisse solcher Standards und der Zugang zu ihnen zu einer stärker positiven Orientierung gegenüber der Selbstregulierung führen.

     

Animal-companion depictions in women's magazine advertising

Via a content analysis of 1398 advertisements that include both people and pets and that appeared in women's magazines over a period of four decades, this study examines the changing roles played by companion animals and the changes in themes used in these advertisements. Considering both the pictures and text, the study codes advertisements for themes, pet roles, whether or not the pet appears on a leash, and the physical location of the pet. These data show the movement of companion animals from outdoor protectors and companions to loved family members sharing all areas of the home with their human family. The study provides a method for transforming qualitative data so that they can be rigorously tested using a quantitative approach. The findings support prior survey research and provide direction for positioning and marketing-communications strategies to allow for societal trends that influence consumers' self-identities.     

The role of gender identity in explaining sex differences in business owners' career satisfier preferences

This study examines how gender identity explains what male and female business owners look for from their careers. Results suggest that gender identity, represented by the dimensions of masculinity and femininity, serves as a cognitive mechanism that contributes to sex differences in business owners' career satisfier preferences. Masculinity mediates the relationship between sex and preferences for status-based satisfiers. Femininity mediates the relationships between sex and preferences for employee relationship satisfiers and contribution to society satisfiers. These results support the view that entrepreneurship is a gendered process and that incorporation of a feminine perspective into entrepreneurial theories and research is needed.     

The effects of schema congruity on consumer response to celebrity advertising

The trend of celebrity-branded products is on the rise, creating a new domain in which to explore the match-up hypothesis. Moving beyond the celebrity as an endorser, but rather, a brand promoting a brand extension, this article examines how perceived congruence between a celebrity's image and the brand image of products they have developed is related to attitudinal and behavioral measures of advertising effectiveness. Employing a 2 × 3 full factorial design, congruence between the celebrity's image and the brand's image was varied (less vs. more congruent), along with the use of the celebrity's image (present, absent, non-celebrity models) to determine how schema congruity influences consumer's response to celebrity advertising. The results of a multivariate analysis of covariance analysis indicating lower levels of congruence between the celebrity's image and the brand's image led to greater advertising effectiveness compared to higher levels of congruence. Specifically, the means of the attitudinal dependent variables in the less congruent condition were significantly higher than the means in the more congruent condition. These effects were more pronounced when a celebrity's image was featured in the advertisement compared to when it was not featured. The implication of the findings suggests that moderate violations in the consumer's celebrity schema may improve advertising effectiveness.     

The impact of animal metaphors on consumer response to courtesy advertising

This paper investigates how consumers feel and react to animal metaphor advertising in the context of the public service environment. Three studies are carried out using both field and experimental data. The results show that ads with an animal-like transgressor (vs. a human transgressor) elicit a stronger moral outrage response (e.g., contempt, anger, disgust), which generates a stronger perception of dehumanization toward the transgressor, consequently enhancing the consumers’ persuasive reaction to follow public etiquette. The animal metaphor effect is robust, irrespective of whether the metaphorical objects are high or low in conceptual similarity, but the consumer reaction is more intense when the metaphorical pairing is conceptually high in similarity. However, this effect is diminished when the ad is displayed as a drawing as opposed to a photograph. The implications of the findings for retailers or service providers considering the use of animal metaphor in their ads are also discussed.     

The relationship of sex-role norms to household task allocation

Sex-role norms were found to be significantly related to task allocation in families. Less wife responsibility for such traditional “wife” tasks as grocery shopping, laundry, housekeeping, and dishwashing were noted and this finding was strongest among couples in which both spouses held sex-role modern norms. Wives' sex role norms tended to be more strongly related to family task allocation behavior than were husbands'.     

Understanding responses to comedic advertising aggression: the role of vividness and gender identity

As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness become more important. Issues related to the vividness of the aggression, unique audience responses, and legitimacy of the aggression are examined here as potential influences on the impact of comedic advertising aggression. Two experiments are reported that explore how reactions to comedic advertising aggression are influenced by components of vividness (concreteness – aggressive intensity, emotional interest – psychological distance), the audience's gender identity, and whether the aggression was provoked and justified. Feminine identity individuals in close psychological situations react quite negatively to advertising using the highest level of comedic aggression while masculine identity individuals actually prefer the most vivid aggression in some conditions. The response patterns become different for feminine and masculine identity individuals when the aggression is unprovoked and therefore less justified. The results provide guidance about the limits of using comedic advertising aggression.     

The effect of traditionally marginalized groups in advertising on consumer response

Increasingly, national brands have cast people from marginalized groups in advertising. It is important to understand the elements that influence consumers’ responses to advertisements featuring groups who have been traditionally excluded from advertising campaigns. Although consumers may wish to buy brands that support their own views on human rights and equality, we propose that consumers in the target market may be uncomfortable if the group portrayal contradicts their beliefs about the topic, concept, or social groups in the ad. Across two studies, we show that when an ad creates this type of internal contradiction within consumers, it may elicit a more negative response than an ad portraying a more traditional model. However, we also find preliminary evidence that using models from marginalized groups can be more effective than using more traditional models—as long as such portrayals do not violate certain target consumers’ schemas. The implications of these results will be discussed.     

The return to advertising expenditure

Every year companies spend billions of dollars on advertising in an effort to induce consumers to purchase their goods. Yet, unlike almost any other investment that a company makes, management's advertising allocation decision is made with little, if any, substantive information on the return received from that investment. This research presents a methodology for determining the monetary gains from advertising and provides an estimate of the return to advertising investment for a sample of firms. Substantial gains exist for firms from advertising. This effect is seen to vary by type of industry and is strongly related to other positive strategic decisions of the firm.The authors would like to thank Deborah Heisley, two anonymous referees, and the participants at the 1991 Marketing Science Conference for their comments and suggestions. We thank Sylvia Graham, Camilo Riano, Patrick Grant, Patricia James, and Cordy Cates for assistance in gathering the information for this paper.     

Ad hoc Japonisme: how national identity rhetorics work in Japanese advertising

This study examines how a variety of national identity rhetorics are formed with the nuanced aestheticization. We focus on visual rhetorics. We use advertisements for traditional, seasonal gifts in post-postwar Japan as the context of inquiry. Two research questions addressed are: (1) how different rhetorics of national identity are formed between the gifts advertised and the audience, focusing more on visual than merely verbal elements, and (2) how visual genealogy – specific cultural and historical references in contemporary images – is used in rhetorical figures. Underpinned by a critical visual analysis, we apply Western and Japanese art canons to a visual social semiotic approach in order to interpret variations in the semantics of national identity. We discuss three types of rhetorics of national identity: rhe-transfiguration, rhe-truculence, and rhe-trepidation. The study suggests that national identity rhetorics activate a “deep subjectivity” resulting from the aestheticized experience reinforced by the nation’s consumption ritual.     

Attitudes toward the extension and parent brand in response to extension advertising

This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand quality, and perceived fit on attitude toward the extension (Aext), and resulting feedback effects on attitude toward the parent brand (Apb) with a sample of 509 Belgians. Results are compared between two types of advertising strategies (informational vs. positive emotional). The findings indicate that informational appeals, in comparison to emotional appeals, reduce the effects of parent brand quality and fit, but Aad is all the more important. In terms of feedback effects to the parent brand, Aext transfers more easily to Apb with an informational appeal than with a positive emotional appeal. On the other hand, Aad directly influences Apb for positive emotional appeals, but not informational appeals.     

Risk premiums and predictive ability of BAX futures

This study provides an in‐depth analysis of risk premiums in the Canadian Bankers' Acceptances futures (BAX) market. The predictive regressions for excess and holding‐period returns on BAX futures lend empirical support to the presence of time‐varying risk premiums especially at longer horizons. Despite the evidence of time variation in the risk premium, however, the unbiasedness of the basis as a predictor of spot returns in forecast efficiency regressions cannot be rejected. The out‐of‐sample forecasts of spot returns demonstrate the excellent predictive ability of models that exploit the restrictions implied by the unbiasedness hypothesis. Overall, our findings support the presence of a slowly moving risk premium and entail important practical implications for measuring monetary policy expectations and portfolio allocation. © 2010 Wiley Periodicals, Inc. Jrl Fut Mark     

广告之路上的满地梦想

每个人都在路上。或孑孓独行,或浩浩荡荡。一个人如此,一个企业如此,一个行业如此,一个国家亦如此。我们要走自己的路。我们知道自己的目光会落在哪里。我们知道自己应该穿什么鞋,我们也知道自己到底能够走多远。我们会舞之蹈之,我们知道自己会留下一路鲜花。     

Repetition and attitudinal discrepancy effects on the affective response to television advertising

Significant, favorable attitudinal response toward both the brand and ad were observed at the first exposure in a laboratory experiment on the effects of repeated exposure to television advertisements. At higher levels of repetition, lower, although still positive, ratings were obtained. Response was significantly mediated by prior brand attitude. Mean differences in attitude toward the brand and ad were only partially accounted for by changes in brand perception.     

The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

This research examines the impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value. Using proprietary data on annualized advertising expenditures for 1651 firms spanning seven years, we document that both display advertising and paid search advertising exhibit positive effects on firm performance (measured by sales) and firm value (measured by Tobin's q). Paid search advertising has a more positive effect on sales than offline advertising, consistent with paid search being closest to the actual purchase decision and having enhanced targeting abilities. Display advertising exhibits a relatively more positive effect on Tobin's q than offline advertising, consistent with its long-term effects. The findings suggest heterogeneous economic benefits across different types of advertising, with direct implications for managers in analyzing advertising effectiveness and external stakeholders in assessing firm performance.     

Taste and nutrition: the uses and effectiveness of different advertising claims in women's magazine food advertisements

A multi-method study was conducted to examine different advertising claims in current food advertising and to determine the effectiveness of different advertising claims on females’ evaluative judgments of food advertisements. Content analysis results of 678 women's magazine food ads indicated functional food ads appeared to adopt nutrition appeals without taste claims and a combined use of nutrition appeals and taste claims, whereas hedonic food ads tended to use taste claims without nutrition appeals. Nevertheless, these food advertising practices were called into question by the results of two experiments, showing the combined use of nutrition appeals and taste claims was the most effective strategy for both hedonic and functional foods. However, for hedonic foods, advertisers need to include more congruent than extremely incongruent claims. Implications for food advertisers and policy-makers were discussed.     

Marketing hedonics: Toward a psychoanalysis of advertising response

The author advances a psychoanalytic theory of advertising response to theorize the intersection of brand positioning, the semiotics of gender, and consumer desire in advertising discourse. Researchers traditionally focus on the iconic representation of desire in advertising imagery. However, by drawing upon Lacan's theory of scopophelia, the author focuses on the dialectical implication of the spectator/consumer's psychic drives in the visual semiotics of advertising discourse. The consumer identifies with the brand discourse primarily by means of projective identification with the voyeuristic gaze of the camera referenced in the image, and only secondarily because of perceived parallels between consumer lifestyle and the content of the advertisement. By way of illustration, the author analyzes the positioning of consumer desire in homoerotic advertising for Calvin Klein and Dolce & Gabbana, which draws upon resistance discourses in contemporary art to hold the consumer in a passion play of alternative sexualities and subject positions. Though these campaigns deconstruct the conventional binary opposition of male voyeur/female object of the gaze, they have contributed to the broad popularity of these brands because the brand discourse – logo, product placement, and rhetoric – restores a conventional logic to these advertisements that would have been censored from the worlds of popular culture and fine art.     

寻找广告费的那一半——降低广告风险，保证广告效果——重庆电视台广告风险管理机制

编前：目前，广告主考核电视媒介投放效果主要指标包括总收视点、传播广度、有效到达频次、广告千人成本等．其中收视率是左右企业广告投放的关键。但业界也逐步意识到。对于电视节目的广告创收而言收视率不是万能的。     

Testing the Koyck scheme of sales response to advertising: An aggregation-independent autocorrelation test

The Koyck scheme has been a popular assumption in the dynamic modeling of sales response to advertising. This paper proposes an autocorrelation test to assess whether or not available sales series arise from a Koyck-type distributed lag scheme. The test is based on the peculiar nature of the autocovariances of sales series under the Koyck assumption. Since the peculiar property is insensitive to the level of aggregation of the sales series and exists even when the bivariate sales-advertising relationship is embedded in a more general model containing other sales predictors, the testing procedure is readily applicable to any finite sales series.INSEADHelpful comments on a first draft were received from the editor and two anonymous reviewers.