A longitudinal view of women's role portrayal in television advertising

This article concerns an issue of interest to both advertisers and consumers: female sex-role portrayal in television advertisements. A comparative study using content analysis was conducted for television commercials observed in 1977 and in 1980, respectively. Significant changes between these years are noted on a number of dimensions relevant to the way women are represented in television commercials. These changes are also interpreted in a broader historical perspective whenever possible. Both positive and negative changes are noted and discussed.     

跨文化广告传播中的语用失误研究

随着经济全球化时代的到来,跨文化、跨国度的广告越来越多。作为广告的主体和传播介质,语言成了跨文化传播中的首要障碍。本文从社会语言学和跨文化传播的角度着手,对跨文化广告传播中的语用失误进行分析,并且就如何规避和减少这一失误提出应对策略,为越来越多走出国门的中国企业提供借鉴。     

广告效应分析与投入策略研究

广告在市场竞争中扮演越来越重要的角色,已成为许多企业发展战略的重要组成部分。论文建立广告—信息扩散模型、广告—商誉模型和广告—消费者模型,试图系统分析广告的效应。以市场份额为状态变量、广告费用为控制变量,建立了企业利润最大化模型,并运用最优控制理论求解与分析广告的投入策略。     

Humor in advertising: A behavioral perspective

Humorous appeals are used extensively in television, radio, and print advertising. This article examines the effectiveness of humor in accomplishing specific communications and sales objectives. A brief review of the literature on humorous advertising research is presented. The author argues that previous unsuccessful applications of light-hearted messages are attributable, in part, to our incomplete knowledge of how consumers process humorously conveyed information. The discussion focuses on the importance of recognizing and managing variables which mediate the impact of humor on audience response and on the need for further development and testing of behavioral theory as keys to the effective utilization of humor in advertising. The author wishes to thank Dr. Phillip D. White for his helpful comments and critical review of an earlier draft of this paper.     

沉淀成本、承揽制度与全球广告市场结构

本文根据统计数据发现,全球广告市场存在着中国、欧美与日本三种不同的结构类型。通过引入业务承揽制度的差别以及由此产生的组织创新,结合广告作业中的沉淀成本,解释了广告市场的结构类型的差异;就动态而言,这一理论框架也解释了全球广告市场近20年来的重大结构变化。最后,文章扼要讨论了中国广告市场存在的主要问题及本土代理公司面临的挑战。     

A meta-analysis of gender roles in advertising

Although interest regarding gender role portrayals in advertising has persisted for many years, the degree of gender stereotyping in advertising, possible changes of gender stereotyping over the years, and the nature of the relationship between gender stereotyping in advertising and role changing developments in society have not yet been studied in previous research. To address these issues, this study provides a meta-analysis of the research on gender roles in TV and radio advertising based on 64 primary studies. The results show that stereotyping is prevalent in advertising. Stereotyping occurs mainly related to gender’s occupational status, meaning gender equality in advertising is least likely in an area that is the primary concern of gender-related politics. Stereotyping in advertising has indeed decreased over the years, although this decrease is almost exclusively due to developments in high masculinity countries. The results of a correlation analysis and a simultaneous equation model show that gender stereotyping in advertising depends on gender-related developments and value changes in society rather than the other way around. These results provide for the first time empirical support for the mirror argument over the mold argument in the long-standing debate about advertising’s consequences for society. The findings further provide implications for researchers, public policy makers, and marketing practitioners.     

An exploration of rule configuration effects on the ethical decision processes of advertising professionals

This study explores the ethical perceptions of advertising professionals regarding two child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using two evaluative rules. The results indicate that variations in advertisers’ ethical judgments and ethical intentions are affected by the type of rule(s) used during the evaluative process, and by the degree to which the rules are embraced. The article concludes with recommendations for advertising management and implications for future research. She graduated with honors in 1989 from Mississippi State University with a D.B.A. in marketing. She has practical experience in marketing research and her research interests are ethics and social responsibility, and professional services marketing. He received his Ph.D. in marketing from Michigan State University in 1980. He is the coauthor of two books on business ethics and has contributed numerous articles on ethics to various academic and applied business journals. He received his D.B.A. in marketing from Louisiana State University in 1969. He has coauthored two books on business ethics and has published articles on ethics in marketing journals. He is a frequent lecturer on business ethics. She graduated in 1990 from Mississippi State University with a D.B.A. in management. Her research interests are business ethics and student ethics, and corporate social responsibility.     

广告语言的跨文化探析

广告语言是文化的一面镜子 ,它反映的文化是否符合广告受众的文化是关系到广告成败的一个关键因素。本文主要对广告语言所反映的社会规范体系、心理文化和社会文化进行了实证分析。     

Cross-cultural research in advertising: An assessment of methodologies

The volume of scholarly work in cross-cultural advertising has been increasing in recent years. This study examines empirical studies in this area from a methodological perspective. Cross-cultural research designs should include many critical facets that do not surface in studies involving single cultures. These facets are discussed within the context of cross-cultural advertising literature. It is apparent from this review that a sharper focus on cross-cultural research tools and considerations can strengthen studies of advertising, lead to more robust results, and increase validity and reliability. Both students and practitioners need meaningful and generalizable findings that will emerge only when strict methodological considerations are adhered to. His articles have appeared in theJournal of Marketing, Journal of International Business Studies, Journal of the Academy of Marketing Science, and others. His areas of interest include global new product development, entrepreneurship, and exporting.     

品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

广告经济学的实证研究述评

本文在回顾相关文献的基础上,从广告投入与销售量、广告投入与品牌忠诚度和市场份额的稳定性以及广告投入的规模经济性三个方面对广告的经验研究进行了评述,认为目前广告经验研究的不足在于研究的对象上缺乏厂商层面的经验研究,以及对于广告的内生化处理方面存在缺陷。     

Developing global products and marketing strategies: A rejoinder

In this issue of JAMS, Dr. Lyn Amine presents a “comment and an extension” to our previously published article. Such efforts are often constructive, and in this spirit, we present a discussion responding to Dr. Amine’s comments. Our response, combined with Dr. Amine’s comments, hopefully will provide constructive research avenues in international product and marketing strategy development. He has published extensively in the areas of international marketing and retailing. His research and publication areas include international marketing, high tech marketing, and advertising management. His research and publication interests include sales management, international marketing, and retail management.     

Outdoor advertising as experiments

Can outdoor advertising substantially influence in purchase rates? The answer in brief: the limited evidence from field experiments indicates that outdoor advertising is likely to increase sales. The evidence from survey research studies in the form of verbal reports indicates substantial increases in shopper/visitor traffic and purchase rates associated with the use of outdoor advertising signs. However, only two published and no unpublished studies could be found that include the use of true experimental or quasi-experimental designs to learn the effects of outdoor advertising on purchase rates. Research on the sales effects of another form of advertising media signage is available for comparing the relative quality of outdoor advertising effectiveness studies. Telling evidence does exist indicating that indoor (point-of-purchase) advertising increases purchase rates. A substantial number of field studies using true experimental and quasi-experimental designs are needed to provide similar hard evidence that outdoor advertising works. Some suggestions for using such research designs are provided for the outdoor advertising industry.     

Television commercials in violent programming: An experimental evaluation of their effects on children

Using an experimental method, this study found that when a commercial was viewed immediately following a high-violence dramatic programming segment, children’s ad copy recognition scores were significantly lower and attitudes toward the ad and the advertised brand were significantly less favorable than when the commercial was viewed following a low-violence (but otherwise near-identical) program segment. The influence of program violence level on some advertising response measures was more pronounced when the commercial was positioned immediately following the dramatic programming segment than when immediately preceding it. The study cautions advertisers to examine carefully whether, in reaching for high audience ratings and cost efficiency through violent television programs, they may be sacrificing communication effectiveness of their brand advertising. He has published numerous articles on advertising effectiveness, children and advertising, buyer behavior, and marketing strategy in theJournal of Marketing Research, Journal of Marketing, Journal of Communication, Journal of Retailing, Journal of Consumer Affairs, Journal of International Marketing, and others. Her primary research interests are in children and advertising issues, buyer behavior, and marketing ethics. Her research has appeared in theJournal of Services Marketing, Journal of Broadcasting and Electronic Media, Journal of Nonprofit and Public Sector Marketing, and proceedings of numerous national and regional marketing conferences.     

This ad’s for you: the indirect effect of advertising perceptions on salesperson effort and performance

Considerable research explores advertising’s role in influencing consumer perceptions and behavior. However, advertising’s impact on another key audience—the sales force—has been largely overlooked. Drawing from social identity and expectancy theories, and using survey and objective performance data across multiple wholesalers, the authors demonstrate that a salesperson’s perception of brand advertising has a significant effect on salesperson effort and performance by positively influencing the extent to which the salesperson identifies with the brand and his or her expectancy that such effort will generate results. These effects are moderated by internal communications and brand size. Model results suggest that advertising’s role may extend beyond “pull” to “push” by motivating salespeople to exert more effort on behalf of a brand. As a result, firms should take steps to proactively manage salesperson perceptions of brand advertising while also considering this dual role when assessing advertising effectiveness and efficiency.     

Does advertising create sustained firm value? The capitalization of brand intangible

This research inquires into the nature and degree of advertising effects on firm intangible values. Based on marketing research on consumer based brand equity, this paper challenges the prevailing decaying assumption employed in the accounting/finance disciplines to model the advertising-firm value relationship. Meanwhile, using financial data and methods, we provide new measures for the marketing discipline to evaluate the effectiveness of advertising to create brand intangible. Results indicate that advertising effects on firm intangible assets are sustainable and accumulative and support the asset/investment-like characteristics of advertising expenditures. The research provides an empirical method to assess long-term advertising performance and suggests firms’ varying effectiveness in creating brand equity through advertising. This study is the first to report negative persistence effects of advertising to firm intangible values.

Gender,income differences,and marketing: Examining the “earnings gap” in three areas of marketing

This research explores empirically a socioeconomic/equity issue that has been extensively investigated in many areas, but never marketing—the so-called “earnings gap.” Specifically, the study investigates income differences between men and women in marketing, while controlling for differences in business experience, level of education, corporate level, type of industry, and size of firm. The research focuses on three areas in marketing: (1) marketing management, (2) marketing research, and (3) advertising agency management. Findings indicate that there is an “earnings gap” for marketers. Importantly, however, the data show that a substantial portion of the gap can be explained by variables other than sex.     

Claim recall and irritation in television commercials: An advertising effectiveness study

The purpose of this research was to measure the relationship between advertising effectiveness and the levels of irritation possessed by the advertisements. A set of television commercials was first assigned to an empirically-derived irritation continuum. Subjects were exposed to the commercials and claim-recall measures were taken immediately after exposure and 48 hours later. Results indicate that both highly irritating and relatively pleasant advertising messages generated higher claim recall than did advertising which was neutral in this dimension. Acknowledgements: The author would like to thank Professor Edwin C. Hackleman for his guidance and assistance in the preparation of this paper.     

Consumer response to advertisements for legal services: An empirial analysis

In the near future, advertisement of professional services will become a reality. This is especially true of the legal profession. On June, 27, 1977, in a historic though confusing decision, the Supreme Court lifted a ban on the advertising of legal fees and routine services. While several theoretical arguments may be advanced favoring professional advertising, there is a scarity of empirical studies supporting these claims. This study represents one modest attempt to rectify this lack of empirical research regarding the impact of advertising upon the demand for legal services.     

Cooperative advertising,pricing strategy and firm performance in the e-marketing age

Cooperative advertising plays a strategically important role in marketing programs. In this paper, we use a game theoretical model to study not only cooperative advertising but also pricing strategy in a manufacturer—e-retailer supply chain with the consideration of product categories. First, two cooperative advertising models (the leader-follower Stackelberg and the strategic alliance) are established and analyzed. We then compare the two models to develop some important theories and managerial insights. Furthermore, we utilize a bargaining model to implement profit sharing and determine the manufacturer’s participation rate for cooperative advertising in the channel coordination of strategic alliance. Based on our results, we derive optimal market strategies and identify probable paths of future research.