Attitude Change through Visual Imagery in Advertising

A new theory of the way in which advertising can influence consumers' attitudes toward products is proposed. The theory is based on visual imagery and classical conditioning rather than on the typical verbal belief summation approach to attitude. A supportive experiment is presented and the persuasive function of visual imagery in advertising is discussed.     

Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers

Abstract

Corporate advertising has become a significant business activity. That fact is important for brand managers because consumers' knowledge formed from corporate advertising may influence the way they think about brands the company markets. Brand managers must understand how such potential influence may occur and manage it to their advantage. The authors explore four key questions brand managers should consider in that context. In presenting answers, they integrate several literatures and propose a conceptual framework with a set of research propositions. Finally, they describe general directions for future research.     

Searching for a New Advertising Agency: A Client Perspective

The recent downturn in economic conditions has motivated many organizations to reevaluate their advertising. Many companies have cut their spending and others have changed agencies in the hope of achieving a better return on their advertising expenditure. This article records information from a survey of ninety-five Australian companies which recently changed their agency, and sixty-one companies which thought they might change in the near future. The findings focus on the reasons for changing agencies, the types of information used to help select a new agency, and characteristics of the group of managers which selected a new agency.     

肯德基最新广告,套路太深了

万万没想到,作为餐饮巨头的肯德基,拍起广告来,套路也能如此之深。前一段时间,肯德基西班牙为了宣传旗下限量款菜品"LaInfame"(一种用炸鸡代替两片面包的三明治),发起了一场"套路满满"的营销活动。短片中,肯德基邀请了几位来自竞争对手的员工,并对他们进行了采访,出于对他们各自的"隐私安全"考虑,他们都处于比较阴暗的环境之中。     

Mobile Advertising: A Framework and Research Agenda

Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of stakeholders and market environment; and the use of appropriate mobile ad elements to improve relevant outcome metrics. This article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda to stimulate additional work in this nascent field.     

构建城市视觉秩序下的户外广告规划

城市的视觉呈现是人文景观在地域性上的价值观、生活与情感的物化的高度概括。不同地域、城市有不同内在认同才会给城市带来良性的、可持续的发展可能。这取决于政府和城市民众个体对城市本源文化和自身的了解以及现实状况的判断。本文从户外广告作为城市视觉元素的存在,及其在城市视觉环境中的交互作用,户外广告在城市视觉秩序中的要求等三方面对新型城市的户外广告规划与城市建设的关系进行了探讨。     

商品广告设计中的色彩视觉效果研究

在商品广告设计中,色彩起着十分重要的视感作用。通过对色彩视觉的特性、功能性、情感性三方面分析,了解色彩对人们视觉刺激的心理感应作用,及商品广告色彩运用的表现手法和视觉效果。加强商品广告色彩视觉上的认识,对促进广告色彩设计运用会有帮助作用。     

中国新广告评选

<正>始于2001年中国新广告评选项目项目主持:金定海项目执行:吴冰冰项目成员:朱蓉妮、姚雯菁、朱祺帆、林怡男、马杨欣、李妍希、王昕睿、唐韵本月观点:十一月,美好纷呈。十一月,与小红书一起"露营",重拾认清生活本质的能力;与B站一起"寻光",找到年轻血液的能量。十一月,开启别样欢喜,参加一场特别的鹊桥相亲大会,永璞咖啡联合蚂蚁森林邀你关注滇金丝猴的现状;趁着感恩节翻翻相册,寻找生活中美好的含义,原来都有着每日黑巧的陪伴;十一月,与探探一起对性别语言暴力说不,陪广州银行去"1块美好认领处"收获秋日精彩;当然,还有美团优选带你发现"做饭人"的生活魅力。     

中国新广告评选

始于2001年中国新广告评选项目项目主持:金定海项目执行:吴冰冰项目成员:朱简妮、姚雯菁、张逸江、朱蓉妮、丁环宇、马杨欣、郑昭本月观点:每月广告抢先看:辞旧迎新,新年好!支付宝用34个省的年货好物,拼接成了各个省市的简称,用各地方言为您带来牛年的祝福!新年收红包,爷爷藏,孙女找,招银理财带您一起体验别样的祖孙情!宝马也玩谐音梗,BàMāWǒ,一起来看爸妈,我们,和宝马上演的这一场新春大戏!凯迪拉克灯厂营业,开年的第一道光亮了,一起来看看一眼就认出的特别到底是怎样的?凯迪拉克更把车灯藏进了灯谜里,快来一眼灯谜大会猜灯谜吧!     

Concerns About Advertising Practices in a Developing Country: An Examination of China's New Advertising Regulations

This article examines China's 1993 Interim Regulations on the Advertising Agency System and Interim Advertising Censorship Standards as reflections of a developing country's concerns over advertising practices. Four issues facing a developing country such as China are identified: (1) The influence of foreign advertising practices on the domestic advertising industry; (2) the urge to speed up the learning process of advertising skills and know-how; (3) the threat of advertising to the indigenous culture; and (4) the government's authoritarian role in maintaining order. The new regulations are conceived as the Chinese government's remedies to these issues. The article concludes with a discussion on the enforcement problems and consequences of the regulations on China's advertising industry.     

Towards a New Paradigm in the Ethics of Women's Advertising

This paper identifies the ethical issues involved with women's advertising, and argues that ads can be successful in generating sales without portraying women as things or as mere sex objects, and without perpetuating various weakness stereotypes. A paradigm shift in advertising appears to be at hand. This new model replaces images of women as submissive or constantly in a need of alteration, with a move to reinstate beauty as a natural thing, not an unattainable ideal. This paper also reviews general ethical issues of the advertising industry, including: (1) that advertising equates the pursuit of material gain with human happiness; (2) that advertising pushes its own values, artificial or false as they may be, as to what is "good" for the consumer; (3) that advertising plays on physical appetites and the body; (4) that advertising strives to bypass rational thinking, by desensitizing the viewer and playing on group dynamics.     

An Integrated Framework of Newspaper Advertising: A Longitudinal Analysis

The article develops an integrated framework for analysing newspaper advertising, based on extant theoretical and practical knowledge on the subject. The framework is subsequently used to examine changes in 100 elements of newspaper advertisements over time. For this purpose, 2,250 illustrated advertisements were systematically extracted from national newspapers published in Cyprus during the period 1900-1974. Each advertisement was content-analysed by independent coders, based on a coding frame focusing on three major parts: copy (headlines, subheads, and body copy), art (illustrations, identification marks, and typography), and layout. The analysis revealed that: (a) certain advertising elements are systematically used more frequently than others, irrespective of time; (b) there are significant variations in the use of most of the advertising elements examined among different time periods; and (c) while the use of some of these elements increases systematically over time, others show a steady decrease.     

Creative Analogy As a Means of Articulating Incongruent Sponsorships

Sponsorship congruence refers to the extent to which associations held for a property are perceived as sharing content and meaning with those held for a brand. Congruence has been shown to enhance the benefits derived from sponsorship. Consequently, it is important for an incongruent sponsor to articulate how it is related to a property. Analogical articulation represents a creative way of resolving perceptions of incongruity. A contribution of the current research is that it is the first to distinguish sponsorship effects on the basis of articulation type. Across four studies in which analogical articulations of incongruent sponsorships are compared to unarticulated and nonanalogical articulations (for both congruent and incongruent sponsorships), we find that analogical articulations improve perceptions of an incongruent sponsor's fit with a property and also perceptions of the sponsorship alignment's creativity. Analogical articulations also elicited a more pronounced “aha” moment of insight, which was found to mediate the effect of analogical articulation on perceptions of fit and creativity. Finally, analogical articulations yielded greater recall of the sponsorship.     

A New Economic View of Advertising

This paper takes a view of advertising and an aspect of certain other non-price competition as public goods. This leads to a new fundamental justification of the zero price distribution of advertising coupled with a mark-up of the advertised good as a disguised form of price discrimination which approximates that required for efficient pricing of a public good. Further, a numerical counter-example is presented wherein the commonly-observed zero price distribution of advertising is shown to lead to higher consumer and seller welfare than its separate sale at cost.     

New Developments in Soviet Advertising and Marketing Theory

This paper contrasts Soviet and Western advertising and marketing theory, and explains how Soviet theory has progressed in recent years. Soviet advertising practice has been adversely affected by the central planners' aim of regulating advertising, as well as consumption, so that demand is not stimulated beyond what is thought to be ‘rational’ or desirable. However, without abandoning their traditional product orientation, Soviet marketing theorists are developing the idea that consumer interests should be more important in product development. Moreover, in sharp contrast to previous Soviet practice, market segmentation is being examined as a means to increase the effectiveness of advertising. However, the omission of the important geographical and national group variables from this segmentation strategy implies that political considerations will remain paramount in any changes in theory or practice.     

A New Framework for Service Supply Chains

Despite the extensive amount of academic work devoted to supply chain management, today the structure of service supply chains still remains unexplored. The aim of this paper is to verify and explain this gap with regard to the unique nature of the services industry and the applicability of existing supply chain management literature to service businesses. This paper develops a new model for service supply chains and applies it to the healthcare industry. The results of this study are relevant both to practitioners in the services industry and to researchers conducting further studies in the field.     

New Voting Correspondences Obtained from a Distance-Based Framework

We focus on voting methods that can be described from the information contained in the paired comparison matrix, trying to minimize some type of distance with respect to unanimously good situations. In this context, we obtain a new Voting Correspondence family and, to a certain extent, a new voting method belonging to it, called the Lexicographic MaxMin, and we analyze them with respect to some individual rationality properties like Monotonicity and Participation.     

广告压岁钱

小时侯喜欢过年，原因有很多，最实惠的应该就算是可以穿一身新衣服和得到寄托着亲戚长辈以及伟大领袖殷切希望的压岁钱了。虽然这笔小财最终会被父母以替你保管为由给搜刮去，可就凭从手上过那一遍的兴奋，就足够自己乐着把年给玩完了。     

Visual Metaphors in Ads: The Inverted-U Effects of Incongruity on Processing Pleasure and Ad Effectiveness

ABSTRACT

Ads with visual metaphors are commonplace in advertising, but are characterized by varying degrees of incongruity. Across two experiments, this article presents the first empirical evidence that incongruity in a visual metaphor (VM) ad has an inverted-U (nonlinear) effect on attitude toward the ad. We find that a moderate level of incongruity in a VM ad produces maximal processing pleasure, which in turn yields the most positive attitude toward the ad. The findings confirm that processing pleasure mediates the effects of incongruity on ad attitude. Consequently, when creating ads, advertisers should choose advertising elements to obtain moderate levels of incongruity in the visual figures.     

The Practicality of Super Bowl Advertising for New Products and Companies

Abstract

Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.