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.     

入世后中国广告的发展思路

中国加入WTO之后,跨国广告公司加剧了在华广告竞争。中国广告要在困境中谋求发展,必须进行全面、彻底地国际化改革,才能在竞争中占据主动地位。     

The ad creativity cube: conceptualization and initial validation

Advertising creativity is conceptualized as a function of three dimensions—novelty, meaningfulness, and connectedness. Novelty and meaningfulness involve infocentric aspects, while connectedness incorporates the perspective of the audience. The relationship among these dimensions and ad effectiveness, and the linkage of ad creativity level to persuasion is then posited. Two experiments were conducted among 201 undergraduates. The first tested novelty and meaningfulness; while the second tested connectedness and meaningfulness. The results affirm the proposed conceptual framework. Relative to non-novel and meaningful ads, novel and meaningful ads generated higher ad recall, more favorable ad attitudes, and more upbeat feelings. Novel and non-meaningful ads elicited higher recall, more favorable attitudes toward non-claim elements (Aad-nc), and negative feelings, and less favorable ad attutides toward claim elements (Aad-c) than non-novel and non-meaningful ads. Relative to ads that did not connect with the audience, connected ads elicited higher ad recall, more favorable Aad-c under meaningful ads, lower Aad-c under non-meaningful ads, and higher levels of Aad-nc and warm feelings under both meaningful and non-meaningful ads. The authors Swee Hoon Ang, Yih Hwai Lee and Siew Meng Leong are listed alphabetically as each contributed equally to this paper.     

Comparative advertising and counterargument

One of the primary objectives of a comparative advertisement should be to convince users of competing brands to switch to the sponsored brand, or at least to get them to consider the sponsored brand as an acceptable alternative when they repurchase that type of product. The purpose of this research was to determine whether or not levels of counterargument differ (1) between readers of comparative and noncomparative advertisements, (2) among readers exposed to different types of comparative advertisements, and (3) among owners and nonowners of the competing brand. Findings indicate that comparative ads may have the potential to elicit more counter-arguments than noncomparative ads, and that owners of the competing brand engaged in higher levels of counterargument that nonowners.     

广告形象性别研究述评

广告形象的性别研究主要从两个方面来进行：一方面是对广告形象性别进行内容分析和描述性阐释。另一方面是研究广告形象的性别因素对受众的影响。在当前广告信息爆炸的背景下。从受众的意识性和无意识性两个角度研究广告形象性别的影响效果成为新的课题。     

Return on advertising: Another approach

With companies becoming more cost conscious the need for a more effective method of measuring the Return on Advertising is becoming more crucial. Previous attempts at measuring the return on advertising have focused on measuring either the sales effect or the communicative effect of an advertising campaign. However, both methods of measurement leave something to be desired and yet both techniques have strong points. This article proposes that one should synthesize the best elements of both measurement techniques into an objective design that will enable the practitioner to determine his ROA.     

论中国元素在商业广告中的应用

随着中国的崛起和全球地位的提升,世界经济离不开持续增长的中国经济,世界文明也离不开中国文化。在广告全球化的浪潮下,品牌如何更好地在中国市场发展,中国品牌如何更好地立足世界,广告如何更好地与消费者进行沟通并产生共鸣,孕育中国传统文化精神的中国元素成为广告公司和广告人在商业广告运用中不竭源泉。     

广告设计专业实践教学的改革与创新研究

随着市场经济发展及多元化格局的形成,文化创意产业规模在不断的扩大.广告行业作为其组成重要部分正取得飞快进步,而广告设计专业也成为各大高校发展的重点,本专业受到国家和社会企业的密切关注.本文对目前本专业实践教学中存在的问题进行了剖析,并且针对这些问题提出解决方法和改革创新进行深入研究与探讨,以期为本专业的教育发展提供有效的理论参考.     

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。     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是枸建和谐社会的重要内容。通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议。     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是构建和谐社会的重要内容.通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议.     

Cyclical variations of advertising and personal selling

This paper examines the cyclical behavior of advertising and personal selling, the two major promotional tools, during the period 1958–1976. The study concludes that while advertising expenditures have fluctuated with business cycles (up following increases in corporate income, sometimes up and sometimes down following decreases in corporate income), personal selling effort has shown a steady increase over time, regardless of cyclical moves. The paper also examines economic theory and managerial concerns in order to explain the behavior observed.     

全球化背景与德育模式的创新问题

全球化背景下我国传统德育模式凸显其滞后性和局限性的弊端,针对这种现状,建构适应全球化时代要求的平台德育模式便成为时代必然.平台德育模式是一种有利于促进德育主体双方在平等基础上实现互动交流的德育模式,具有平等性、开放性、动态性和创造性等特征.     

The impact of corrective advertising upon consumers' attitudes,beliefs, and behavior

Laboratory experiments regarding the effectiveness of corrective advertising have produced mixed and somewhat inconsistent results. These findings, as well as previous conceptual contributions to the literature, are reviewed and briefly discussed. An alternate basis upon which to predict the impact of corrective advertising on consumers is proposed and supporting literature from social psychology is reviewed. The authors conclude that corrective advertising is not likely to achieve the goals of FTC policy makers.     

工科院校本科生创造力培养现状调查

为初步了解工科院校大学生创造力的培养现状,并从一个侧面观察学校素质教育的现实状况,特设计了问卷调查表,对江苏省南京市500名大学生进行了抽样调查。分析结果表明:大学生对与创造力相关的知识虽有所了解,但其中也有很大的不足;虽然大学生对自己的创造力评价很高,但与其实际表现出来的创造能力却有很大的差距;在大学教学环境方面,大学生对有利于创造的环境的认同不是很高。     

试析英语广播广告的文体特征

英语广播广告是一种有内涵的实用文体,其形式、语言、内容必须要引人注意,通俗易懂。它应具有吸引力、具有说服力、趣味性,同时便于记忆,使人印象深刻,因此英语广播广告语言有别于其他文体的独特风格。论文就其词汇、句法和修辞等文体特征进行阐述和分析,从中总结出一些英语广播广告的用词、修辞等规律。     

青年的困境与青年的创造力

我国青年正深陷就业困境与创业困境之中,出现这种情况既有社会经济原因又有学校教育原因,要解决青年发展的难题,就要开发青年一代的创造力,在现代社会,青年一代的创造力决定着一个国家在国际经济竞争中的成败。因此,这是一项极为紧迫的任务。教育在完成这一任务的过程中扮演着重要的角色。     

Exploring deception and puffery in television advertising

Public policy decisions dealing with deceptive advertising have relied extensively on case-by-case adjudication with the Federal Trade Commission. Unfortunately, behavioral evidence has not been considered in the vast majority of these cases. The final determination rests with the Commission’s own expertise in judging an advertisement’s “capacity to deceive.” Consumer response data are not required, although recent developments suggest the FTC is seriously considering the inclusion of meaningful behavioral evidence in policymaking and adjudicative proceedings. This study is one of a series dealing with dimensions of perceived deception across different respondent populations (including students, lawyers, housewives, children, and minority groups). The focus here is on the semantics of deception, i.e., the way in which subjects evaluate selected television commercials which were unofficially rated for deception by FTC staff attorneys. The factor analytic paradigm provides one approach for generating summaries of viewer’s evaluative (affective) responses, and thereby providing some normative or benchmark data of potential value in the regulatory process.     

A meta-analysis of humor in advertising

This meta-analysis combines 369 correlations on the effects of humor in advertising and thus quantifies, updates, and expands previous literature reviews on the effects of humor in advertising. In line with previous reviews, the meta-analytic correlations demonstrate that humor in advertising significantly enhances A_AD, attention, and positive affect. Contrary to the assumptions of previous reviews, there is no evidence that humor impacts positive or negative cognitions, and liking of the advertiser. The meta-analytic findings clarify some ambiguous prior conclusions: humor significantly reduces source credibility, enhances positive affect, A_BR and purchase intention. The decline from lower order to higher order communication effects is particularly strong, with the effect size of the impact of humor on A_AD being twice as large as the effect size for A_BR. This impact of humor in advertising has been rather stable over the past decades. A moderator analysis reveals, however, that the findings of academic humor research are somewhat biased. As for the underlying theory, the positive and linear relationship between the funniness of the ad and brand attitudes supports an affective mechanism underlying the impact of humor in advertising.