Advertising in the Large-Four Institutional Views

Broad assumptions about how advertising does-and should-function in society influence the thinking and actions of critics and supporters alike. Carey, Norris, Potter, and Sandage have analyzed advertising as an institution in American society. Here their “macro” perspectives are first described and then analyzed for their implications. Carey sees advertising linked with “market information,” and Norris with producers' quest for market power. Potter is wary of advertising's social control in an abundant society, while Sandage views advertising as serving the best interests of citizen and society. Their reasoning-and implications-are intriguing.     

欧盟东扩:各方反应如何

欧盟东扩犹如巨石落水。在世界经济大潮中激起阵阵波澜，国际社会的方方面面将以怎样心态加以对待呢?相关国家的利弊得失又如何呢?     

Some European Attitudes on the Advertising Transference Question: A Research Note

This article reports a portion of the findings of research conducted to determine the attitudes of select French and Dutch advertising agency leaders and German marketing executives regarding specific standardized advertising issues. These findings are compared with results obtained in earlier studies of U.S. advertising agency and corporate executives and the differences are highlighted.     

欧美品牌在中国的本土化传播案例研究

改革开放以来,欧美品牌纷纷落户中国。欧美市场与中国市场的巨大差异,迫使欧美品牌调整其在华广告活动。本研究通过对广告公司从业人员的深度访谈和查阅相关文献,获取16个案例,发现本土化策略分为四个层面:产品本土化、定位本土化、创意本土化、呈现本土化。其中,创意本土化最能体现文化的深层内涵:从赋予个体独立于社会之外的意义到己在群中;亲子关系从独立平等转向儒家的亲慈子孝;夫妻关系从二人世界转向儒家的夫唱妇随、开枝散叶;在两性关系上,从取悦异性转向儒家对性别角色的社会期待。     

PERSPECTIVES ON ADVERTISING RESEARCH: Views from Winners of the American Academy of Advertising Outstanding Contribution to Research Award

To gather insights about the current state and future directions of advertising research, as well as to obtain a glimpse of its evolvement over time, testimony was compiled from experts in the field. The experts were selected from individuals who have won the American Academy of Advertising Outstanding Contribution to Research Award. Their responses provide a chronicle of advertising research that is marked by thoughtful observation, personal introspection, and careful speculation. This paper represents a snapshot of advertising research that is panoramic and clear due to the diversity and contemporaneous comments of the participants. Summary comments are offered that bring attention to general themes that emerge from the contributors' thoughts. It is hoped that this paper will serve as a signpost and catalyst for advertising research both now and in the years to come.     

Advertising Facts and Advertising Illusions

The concept of low involvement has attracted considerable interest, particularly over the last ten years, but its implications f or advertising (strategy, execution and research) are still not clear. This paper reviews the low-involvement literature and attempts to define what is meant by the concept, predict when low involvement is likely to occur and identify its key determinants. The paper then reviews and assesses what the literature has to say about the specific implications for advertising strategy in high- and low-involvement situations and concludes that the potential and power of advertising in low-involvement situations have been misunderstood and underestimated.     

Consumer Ethics in the European Union: A Comparison of Northern and Southern Views

There is a growing interest in understanding consumer ethical actions in relation to their dealings with firms. This paper examines whether there are differences between Northern and Southern European Union (EU) consumers' perceptions of ethical consumer behaviour using Muncy and Vitell's (1992) Consumer Ethics Scale (CES). The study samples 962 university students across four Northern EU countries (Germany, Denmark, Scotland, The Netherlands) and four Southern EU countries (Portugal, Spain, Italy, Greece). Some differences are identified between the two samples, which might question the ability of organisations to consider the EU as one homogeneous market.     

广告需求的变化与广告服务的转型

中国广告业应该如何发展？怎样面对中国自己的问题？中国是后发展的国家，在融入全球化过程当中，有很多问题、很多竞争是在同一个时间出现的。虽然中国广告业不是很成熟，但是最复杂的环境、最复杂的竞争在中国广告业还没有长大的时候已经出现了。在这种背景下会出现共识性迷失。我经常举芙蓉姐姐的例子，     

本土广告赢家——户外广告

过去十年，在中国广告业营业额增长6倍的同时，户外广告以整个广告业2倍以上的速度迅猛发展。[第一段]     

Advertising Decisions and the Long Run Effects of Advertising

The long-run or carry-over effects of advertising have been well documented. These have important implications for decision making in advertising. This article discusses these implications and reports the extent to which directors of advertising of large manufacturing firms are aware of these long-run effects. The study indicates that these individuals do not recognize this phenomenon in making advertising decisions.     

“限广令”后的中国广告业猜想

2011年11月28日,广电总局下发《〈广播电视广告播出管理办法〉的补充规定》,决定自2012年1月1日起,全国各电视台播出电视剧时,每集电视剧中间不得再以任何形式插播广告。本文基于这项规定,探讨今后中国广告的发展趋势,提出了六大变化猜想,并阐述这些变化对不同主体带来的多赢可能性的假设。     

Advertising Education

Abstract

The author asserts that the quality of advertising education in four year colleges and universities has improved with age. Graduate courses in the field of advertising have aided teachers into becoming more research oriented. Schools of business have moved their advertising programs into a management technique direction while journalism/communications programs have stayed more on the functional and creative sides.

Advertising education is stronger today than at any time in its brief history. yet there are weaknesses. Some claim that schools are still not giving a strong moral and social responsible base to our students. Educators feel that there is a lack of current material to use in the classroom. They also feel that there needs to be more campus cross-fertilization bringing students together with other disciplines.     

Offensive Advertising

Abstract

Prior literature regarding offensive advertising relates mainly to western cultures. No work has been done on this area in an Asian context. The research in this article reports on a survey of Singaporean consumers. The survey aimed to identify what types of products and appeals consumers find offensive in advertising, the reasons why they find the advertisements offensive, and how this offensive advertising may affect their purchase intentions. The results found that advertisements relating to chat-line services and sexual diseases were the most offensive, followed by advertisements for dating services. Levels of offensiveness were clearly related to demographic variables such as gender and age. In terms of reasons for offensiveness, consumers were most concerned by advertisements that had a sexual connotation or evoked unnecessary fear.Levels of offensiveness also affected purchase intentions. Based on the results, the article recommends that advertisers and their agencies should think more carefully about the demographic profile of their audiences, how this profile might impact their audiences ?sensitivity“ to potentially offensive advertising, and how this sensitivity should be used as a guide when making media and message decisions