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1.
《Journal of Promotion Management》2013,19(1-2):145-162
SUMMARY This study examines to what extent degrees of nudity presented in advertising differ across five countries (Brazil, China, South Korea, Thailand, and the U.S.). Content is examined by media type (TV vs. magazine) and product category (congruent vs. others). Results show that Thai and U.S. ads employ the highest degrees of nudity, whereas Chinese ads present the lowest degrees. Across all the countries, magazine ads and congruent-product ads employ higher degrees of nudity than TV ads and non-congruent product ads. The effect of product type on degrees of nudity is stronger in TV ads than in magazine ads and the interaction effect between media type and product type also varies across the countries. Our study provides richer and more specific implications for global advertising strategy with respect to representation of models and use of sex appeals. 相似文献
2.
Thomas E. Barry 《广告杂志》2013,42(4):9-16
Abstract Advertising researchers often assume that the audience reacts to ads homogeneously, but evidence suggests that individuals process ads subjectively on the basis of their membership in groups defined by ethnicity or gender, or their life themes or experiences. The authors examine how one group, heterosexuals, reacts to the portrayals of an out-group, homosexuals, in ads. They find that heterosexuals' emotional and attitudinal responses to a homosexual ad depend on their general attitude toward homosexuality. The effect on attitude toward the brand sponsor is more muted. Practical implications are noted for advertisers facing consumer groups that have diverse opinions on social issues such as homosexuality. 相似文献
3.
Peter B. Turk 《广告杂志》2013,42(4):49-50
Abstract This study reports on developments in the international advertising agency business during the 1970s. Findings suggest that U.S. agencies remain the dominant force in international advertising in contrast to the declining performance of U.S. industry in other sectors. Specifically, American agencies have found faster growth in their overseas markets leading to continually larger shares of their total billings; there has been a growing concentration in the international business of U.S. agencies and in the industry internationally; and, the international experience of U.S. agencies has led to a growing penetration of foreign markets, to growth in productivity, and to increasing domestic market power. Results of the study indicate however, that U.S. agencies may be facing increasing challenges from non-U.S. agencies in the future; notably from the West European, Japanese, and some developing countries. 相似文献
4.
Seounmi Youn 《国际广告杂志》2013,32(5):651-683
AbstractThis study explores how young millennials understand and respond to newsfeed native advertising on Facebook, rooting our focus on its covert nature of the ad format. Drawing insight from two persuasion-related theories, we conducted focus group interviews and in-depth interviews with Facebook users aged 19–29. The study revealed three major themes regarding their interactions with newsfeed ads: persuasion knowledge, positive and negative experiences and avoidant coping responses. Participants showed a high level of persuasion knowledge of how Facebook newsfeed ads work and ambivalent attitudes toward newsfeed native ads. Despite some benefits, newsfeed native ads presented strong negative responses, which were often accompanied by reactance and ad avoidance. Multiple themes regarding negative experiences emerged: ad intrusiveness, ad clutter, a lack of relevance, too personal, privacy concern, goal impediment and covertness. Participants also voiced less autonomy in controlling their exposure to newsfeed ads. Theoretical and managerial implications are discussed and a model for future research is provided. 相似文献
5.
Haseeb A. Shabbir Michael R. Hyman Jon Reast Dayananda Palihawadana 《Journal of Business Ethics》2014,123(3):421-436
Although ads with subtle racist imagery can reinforce negative stereotypes, advertisers can eliminate this problem. After a brief overview of predominantly U.S.-based research on the racial mix of models/actors in ads, a theoretical framework for unmasking subtle racial bias is provided and dimensional qualitative research (DQR) is introduced as a method for identifying and rectifying such ad imagery. Results of a DQR-based study of 622 U.K. television ads with at least one Black actor indicate (1) subtle racially biased imagery now supersedes overt forms, and (2) the most popular ad appeals often mask negative stereotypes. Implications for public policy and advertisers, as well as recommendations for future research, are discussed. 相似文献
6.
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. 相似文献
7.
Advertising Management: Its Role in Marketing. Sachs,William S. Tulsa,Oklahoma: PennWell Books, 1983
Martin L. Bell 《广告杂志》2013,42(3):61-62
Abstract The advertising literature contains some evidence that offensive advertising is multidimensional in nature, but little is known about the character of these dimensions. In an exploratory study of TV advertising, two different dimensions of “offensive” were identified. These dimensions were labeled Offensive Products and Offensive Execution. This distinction is important both for the study of the construct as well as for advertisers who are faced with decisions on advertising execution. The Offensive Products dimension contains those products related to consumer problems which social norms dictate should not be discussed in public. The Offensive Execution dimension, the dimension over which the advertiser has more control, consists of those ads which are perceived to be offensive by the nature of the execution or themes and/or topics of the ad and not the product itself. 相似文献
8.
Andres Rodriguez Veloso Diogo Hildebrand Katherine Braun Galvão Bueno Sresnewsky 《国际广告杂志》2017,36(6):893-909
ABSTRACTResearchers have documented whether and how companies use advertising disclaimers in regulated markets. We complement the extant work by analysing a sample of 449 online toy advertisements targeting children in Brazil, a largely unregulated market. Results show that multinational corporations are more likely to include disclaimers in their online ads than local Brazilian companies. Further analyses reveal, however, that advertising disclaimers used by multinational subsidiaries have more distractors that reduce viewer comprehension. Our research contributes to the fields of advertising and institutional theory by being the first to document whether and how multinational subsidiaries use disclaimers in online ads targeting an unregulated market. 相似文献
9.
US advertisers love the Super Bowl because it reaches a huge and highly receptive audience. One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated with sales success. Tomkovick, Yelkur, and Christians (2001, Journal of Marketing Communications 7: 89–108) studied ad likeability for Super Bowl ads in the 1990s. In this paper, we replicate and extend their research using USA Today's measurement of Super Bowl ad likeability in the decade of the 2000s as our dependent variable of interest. Our findings on 438 Super Bowl ads show that humor, animals, and product category were enduring predictors of ad likeability. Product information and the presence of children in Super Bowl ads were found to be emerging predictors of ad likeability. Most notably, the amount of product information provided in Super Bowl commercials was inversely related to ad likeability. Implications for advertisers are presented, as are conclusions, study limitations and directions for future research. 相似文献
10.
Malika Richards 《Thunderbird国际商业评论》2001,43(2):225-242
This study addresses two questions about the U.K. and Thai subsidiaries of U.S. multinationals: (1) What is the relationship between a company's staffing policy and subsidiary performance? and (2) When are companies more likely to use an expatriate rather than a local manager? The study concludes that local managers are most effective in subsidiaries located in a developing country, subsidiaries that rely on a local customer base, and subsidiaries with marketing themes similar to the themes used at their U.S. headquarters. Expatriates are more likely to be in charge of larger subsidiaries and those with a marketing theme similar to that of the headquarters. ? 2001 John Wiley & Sons, Inc. 相似文献
11.
The U.S.–Brazil relationship opportunity: Business synergies for a dynamic global environment
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The U.S.–Brazil relationship features an intersection of public and private sectors characteristic of the post‐2000 dynamics of international business and governmental relations. As a triple helix reference for the private sector, the public sector, and academia, this article explores how further alignment of public and private interests of the United States and Brazil can improve the bilateral relationship between the two largest countries in the Western hemisphere. The first section recaps the U.S.–Brazil public relationship and cultural perspectives shared between Brazil and the United States. The second section reviews the relevance of the U.S.–Brazil relationship in Brazil's economy and business marketplace. Sections 3 through 5 discuss specific trade, investment, and tax agreements that can be mutually beneficial for the United States and Brazil. The final section recommends further areas for public–private cooperation between the United States and Brazil. 相似文献
12.
Abstract The content of Japanese versus U.S. magazine advertisements is assessed to determine relative levels of information content based on the type of magazine, the kind of information, the product represented in the advertisement and the size of the advertisement. It was found that Japanese magazine advertisements were generally more informative than U.S. ads, although the emphasis on specific content varies cross-culturally. 相似文献
13.
CAROL H. ANDERSON 《International Journal of Consumer Studies》1986,10(1):21-34
Substantiation of advertising claims has been a source of concern for consumerists, government and business for over a decade. The research reported in this article uses earlier studies as a benchmark for determining whether advertisers are any more willing to provide proof of advertising claims directly to consumers than they were in the 1970s. Seventy-one per cent of advertisers contacted responded to consumer requests for proof of claims made in television and magazine advertisements. However, only 21 per cent of the original requests resulted in successful substantiation. This finding parallels results obtained by Coney and Patti (1979)4 with the chief difference being fewer unsuccessful attempts at substantiation and more responses that made no attempt at substantiation. Implications for consumer education, public policy and marketing practice are discussed. 相似文献
14.
ABSTRACT Given increasing advertisement clutter, advertisers are increasingly trying unconventional means to attract consumers' attention. One such method involves the use of incongruent ads, which are believed to attract viewers' attention. This research was conducted to ascertain the impact of audiovisual congruency in ads and the moderating role of product involvement on three facets of consumer response: attention to the ad, attention to the brand, and purchase intentions. Participants were shown one of eight TV ads for 30 seconds, following which they were asked to rate the ad on several dimensions. Results indicated, as expected, that congruent product and music type elicited favorable consumer responses. However, contrary to earlier findings that congruency in ads affects consumers in both high- and low-involvement conditions, we find that that the level of involvement moderated this effect on some consumer persuasion measures. In particular, participants under high-involvement conditions were found to be less influenced by congruent product–music situations. Implications for advertisers are discussed. 相似文献
15.
《Journal of Business Venturing》2022,37(2):106184
Where do hybrid companies flourish and why? We draw on economic theories of agglomeration and sociocultural theories of community to examine the specific contexts in which hybrids flourish, and offer an understanding of why place matters to the unique business models they employ. We hypothesize that a community's collectivism, political orientation, and third sector munificence have distinct roles in promoting hybrid company agglomeration. We test these hypotheses with data drawn from a variety of sources, covering 260 U.S. Metropolitan Statistical Areas across 17 years. Our results indicate that both economic and sociocultural theories offer explanatory power, and their union more completely explains hybrid agglomeration. Additional analyses enrich our understanding of how this agglomeration unfolds over time. 相似文献
16.
The use of social relationships as a promotional tool in direct-to-consumer (DTC) advertising has received limited attention despite relational impacts on illnesses and empirical evidence supporting social relationships’ positive influence with some patients. This content analysis provides insights into social relationship appeals’ use in DTC magazine ads for each drug-class category. Further, the current study introduces the concept of social anxiety appeals into the DTC advertising literature, which had previously focused more on fear appeals, such as the fear of pain. Social relationships appeared in 42.5% of the 421 DTC ads included in the sample. Social anxiety appeals appeared in 28.5% of ads with social relationships. Types of social relationships depicted (nonromantic, romantic, non-human pets or cartoon characters, and family) vary across drug-class categories. The current study affirms that DTC advertisers frequently appeal to the theoretical importance of relationships as an aid to improved health. It also raises ethical issues when neither the implied improvements in relationships nor decreased social anxiety are direct consequences of prescribed use of the advertised pharmaceutical. 相似文献
17.
Bryan W. Husted 《Thunderbird国际商业评论》1994,36(5):625-644
This study examines the nature of negotiations between Mexican and U.S. business people. It was learned that U.S. negotiators tend to be more structured, less flexible, more direct, more focused on the specific terms of the agreement, and possibly more assertive than their Mexican counterparts. Factor analysis revealed five factors related to the success of negotiations between Mexican and U.S. business people: attributes of communication, knowledge, good faith in arranging countertrades, delivery requirements, and personal relationships. Communication problems appear to have a more important impact on successful negotiations than do the technical or financial aspects of the negotiation. Contexting and reciprocity are related themes that need to be given more attention if negotiations between Mexican and US. business people are to improve. © 1995 John Wiley & Sons, Inc. 相似文献
18.
Using data on 200 major U.S. advertisers, our empirical analysis examines the relationship between the degree of firm diversification and corporate advertising expenditures, while controlling for competing explanations. Data on corporate advertising expenditures are obtained from Leading National Advertisers (1989). Compustat line of business data and Hoover's Handbook are used to construct measures of firm diversification, and other firm/industry characteristics included as covariates in our empirical analysis to account for possible alternative explanations. Our results suggest that less diversified firms spend more on corporate advertising. 相似文献
19.
《国际广告杂志》2013,32(5):771-798
Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades. It replicates and improves upon Mueller’s investigation (Journal of Advertising Research, 1987, 27(3)). Content analysis determined the existence or absence of five traditionally Japanese appeals vs five traditionally Western appeals in 2005 issues of women’s, general interest, business and sports magazines published in each country. A total of 899 US ads and 853 Japanese ads were collected. Japanese advertisers appear to have turned to a rather more direct and persuasive selling approach, but continue to maintain a tradition of Japanese subtlety. American ads have shifted from a hard-hitting and aggressive strategy to a more benefit-orientated strategy with a distinctly softer touch. Appeals employed, however, were found to vary with the product category promoted. Overall, findings suggest that while Japanese advertising may have become somewhat more ‘American’, American advertising appears to have become significantly more ‘Japanese’. Possible future convergence between Eastern and Western advertising has implications for international marketers as they craft messages to appeal to these audiences. 相似文献
20.
Eileen Daspro 《Journal of Business Ethics》2009,87(Z1):221-232
The frequency of discriminatory language in job advertisements placed by U.S. multinational corporations operating in Mexico
was compared with that of Mexican companies using content analysis. A sample of 300 ads placed by companies from each culture
was analyzed and coded by two groups of coders to calculate the frequency of discriminatory language in the job ads with respect
to age, gender, physical appearance and marital status. Results of a chi square analysis revealed that U.S. multinationals
firms in Mexico utilize discriminatory language in job ads less frequently in the categories of age, gender and marital status.
This result suggests that the legal and cultural framework of the country of origin of U.S. enterprises in Mexico may be influencing
their actual recruitment practice in Mexico, and in turn, help them in setting a positive example of non-discrimination in
recruitment among their Mexican counterparts. 相似文献