广告的虚拟女性形象分析

在3D动画技术飞速发展的今天，虚拟形象正以惊人的速度渗入我们的日常生活。虚拟形象广告虽然对性别刻板印象和性别歧视有一定的突破，但由于广告为了追求大众的认同，在本质上还是跳不出传统的框架。要改变广告中“两性不平等”的现状，需要广告人、广告监督机构和受众的共同努力。     

让形象更丰满——国外影视形象广告评析

形象,从词义上解释是:"能引起人的思想或感情活动的具体形状或姿态。"从文艺学的角度讲,是指"文艺作品中人物的神情面貌和性格特征"。形象广告,顾名思义是广告人用广告的形式来提升某一品牌、某一企业甚至某一区域的整体形象,从而有效地影响受众的品牌选择意向。而影视形象广告则是用影视的手段来塑造将被广而告之的形象。影视形象广告的特点是直观性强,因     

第三代广告人

我想再一次谈谈广告人的形象,或IDENDTITY。在策划大师和点子大王满天飞的今天,对于客户来说,要判断广告公司的水平很难,要判断广告人的专业能力则更难,这里从宏观上将我国广告人划为三代,供各位参考。第一代广告人:美术、影视广告人。这代广告人是直接从事美术、影视工作的。有的人是正在学习美术、影视的。他们从事广告,或者更准确来说,他们兼职做广告,仅是为了顺手赚点小钱,并不把广告当成一种正式的职业。这代广告人出现在七十年代末至八十年代。因为市场经济刚刚开始起动,企业的广告意识还没有完全觉醒,大部分企业仍然抱着“酒香不怕巷子深”的观念。第二代广告人:美术、影视+关系广告人随着中国市场经济的迅猛发展,广告市场突然膨胀,许多人开始从“摸着石头过河”兼职做广告到专职做广告,更多的人发现做广告成本低利润高,于是千军万马扑向广告市场。他们工作的方式灵活多样,兼职的、专业的、机动的、临时的;企业内部的、企业外部的、学校做、学生做、媒介做、工商局也做,一时间凡有本事与广告扯得上关系的,都来做广告,都有资格做广告。中国广告人以每年百倍千倍     

户外广告创造新体验

今年的戛纳国际创意节让广告人看到了技术对广告的改变，甚至很多广告人不禁惊呼：广告已经进入了技术时代。曾经的工业革命让无数的工人下岗失业，而今的新媒体技术革命，显然让各个“广告民工”惶恐不已。广告与新技术的融合已是大势所趋，不管是APP，抑或QR二维码的广泛使用，移动技术现在已经成为广告人关注的焦点。     

聚焦：汽车品牌中国路：潜入消费者心灵，走差异化路线——访同盟广告公司总经理郁海敏

汽车广告是汽车品牌形象塑造和拓展的重要途径，通过一系列的精心设计，向人们传达持续有效的品牌理念和品牌价值，与消费者建立起某种联系，引起共鸣，从而促使消费者产生购买冲动。我们非常有幸邀请到资深的广告人郁海敏先生，与我们分享他多年的广告经验。     

圈内圈外

中国广告人担任美"艾菲"广告奖评委应美国市场协会邀请,受中国广告协会委托,二位中国资深广告人——北京(广西)科嘉艺营销广告有限公司总裁肖开宁与卓越形象创意公司执行创意总监贾丽军赴美出任美国广告效果奖"艾菲"奖的评审。同时,他们还将就"艾菲"奖评奖情况进行考察,学习掌握全套的评奖运作程序与方法,为中广协设立中国广告"艾菲"奖获取宝     

中国台湾广告业一览

中国台湾广告业无论是媒体、广告公司、广告主、广告教育都比大陆相对发达。实质上，台湾地区社会发展的特殊性，自然造就了台湾广告业产业组织的独特样态。从台湾地区1997年开放市场论经验，海峡两岸广告圈生活、生态又是如何？内地台湾广告人又是如何看待内地、台湾两地的广告行业的？台湾地区广告人的先天优势与后天弱势何在？从台湾地区来内地闯荡的广告人们，又把怎样的先进理念带到了内地？此次由《广告导报》发起的中国台湾广告业态报道。得到了众多在内地的台湾广告人的大力支持；同时也得到了台湾地区强势广告杂志《动脑》的大力配合。使得我们能够在本期专题中梳理台湾广告业界提升国际化视野与专业态度的成长脉络。台湾广告人进入大陆工作。或多或少地影响和促进着内地广告人素养的硬着落；反观内地广告市场的巨大空间以及先天优势。从另一个侧面映衬出这片土地吸引着、感动着这些来自台湾广告人，他们改变了各自生活的轨迹、事业的版图、生活形态与价值观念。同时他们带给大陆广告业隐约可见、随机而动、随需而变的跳跃式成长。也深深地触动并影响着每一位大陆广告人。     

“双料”冠军

张志斌，广东电视台广告部负责人、公共频道总监，一个敏锐、果断的电视人、广告人。在广东电视台这个大平台上，游走于节目与广告之间，是个拥有广告经营头脑的电视人。同时也是拥有节目制作视角的广告人。     

冒犯性广告，冰山上的海轮

上帝身份的受众的态度几乎掌握了一个广告的生死，从在2004年闹得沸沸扬扬的丰田汽车的“霸道”广告，到之后的耐克的“恐惧斗室”，中国人无不表现出了愤慨。抗议声连连，直接影响到了广告的效果以及产品所属公司在中国的形象和市场。这事件给国内的很多广告人以及商人上了生动真实的一课，让人们意识到广告中潜藏的东西可能对广告活动、宣传活动带来很大的危害。     

电视广告形象选择的五个误区

电视广告形象选择的五个误区电视是多类产品广告首选的媒体，广告主常煞费苦心地选择广告形象，以其强烈的视觉印象。达到产品促销的目标．但是，当前有许多电视广告由于忽视了广告的文化性因素，在广告形象的选择上陷入了这样或那样的误区，反而带来了出乎意料的负效果．...     

Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance

In this research we distinguish between ads that compare two different brands (Across-Brand Comparison or ABC ads) and those that compare different versions of the same brand (Within-Brand Comparison or WBC ads). Results from an experiment indicate that when comparative ads use attributes that are relevant to product performance, ad type and brand image interact such that an ABC ad leads to less favorable consumer perceptions than a WBC ad when image of the sponsor brand is low but not when it is high. However, when the ads use attributes that are irrelevant to product performance an ABC ad leads to less favorable consumer outcomes than a WBC ad, regardless of the image of the sponsor brand. We further propose and show that ad believability mediates these effects. Theoretical and practical implications of the findings are discussed and directions for future research are provided.     

Ad creativity in a negative context: How a thanking message frame enhances purchase intention in times of crisis

Traditionally, advertising relies on creativity to increase its effectiveness. However, little is known about the use of creativity in negatively-valenced situations. For instance, in times of crisis such as the COVID-19 pandemic, how should retailers engage in advertising? Should they strive to deliver creative advertising, or not? We investigate the role of ad creativity during times of crisis, based on 43,459 consumer responses to 49 retail and service brand ads. To do so, we investigate the separate effects of the two dimensions of ad creativity: originality and appropriateness. Results indicate that creativity works differently in a crisis context, with originality and appropriateness having different effects on consumers. Further, we find that originality and appropriateness trigger emotions in opposite ways. However, ads that engage thanking - be it of employees, customers, or frontline emergency workers - strengthen these effects.     

Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions

Abstract

Recent research suggests men are increasingly concerned with their body size, which has led to a corresponding increase in marketing efforts for weight loss products geared toward them. In many cases, these ads include athlete endorsers of the product. Drawing from the match-up hypothesis and social comparison theory, this study employed structural equation modeling to explore relationships between men’s body image, endorser credibility, advertisement believability, and purchase intentions for weight loss products using two advertisements featuring former professional athlete endorsers. Results indicate an inverse relationship between consumer body image and athlete endorser credibility, such that individuals with lower body image perceived the endorsers as more credible. Further, athlete endorser credibility was positively associated with advertisement believability, which itself was associated with purchase intentions. These findings suggest that athlete endorsers are an effective tool in marketing weight loss products to men, particularly those with negative body image. Further implications and directions for future research are discussed.     

Cause-related marketing ads in the eye tracker: it depends on how you present,who sees the ad,and what you promote

We compare the effectiveness of three visual types of cause-related marketing ads (product-oriented vs. cause-focused with an image of the beneficiary's face- vs. cause-focused with an image of the social cause), along with two moderators: product type and gender differences. In Study 1, the results of an eye-tracking experiment show that a product-oriented ad leads to a longer fixation duration than does a cause-focused ad. Females process the ads faster than do males, regardless of visual type. A cause-focused ad for a hedonic product results in a shorter fixation duration when an image of the beneficiary's face is used than when an image of the social cause is used. The opposite results are observed for a utilitarian product. Gender differences enhance such differences in ad processing. Study 2 is conducted to validate the arguments for the hypotheses proposed in Study 1. We find that using a cause-focused image vs. a product-oriented image impacts the effectiveness of the ad since consumers process these different visual types of ads differently.     

Humor and ad liking: Evidence that sensation seeking moderates the effects of incongruity‐resolution humor

It is widely reported that humorous ads are better liked and therefore more effective than are non‐humorous ones. This study examines whether the liking advantage associated with ads containing incongruity‐resolution humor depends on sensation seeking. Higher sensation seekers are assumed to enjoy arousal induction because they are lower in base arousal level. From this it can be predicted that ads containing incongruity‐resolution humor will not be liked better by such people than will equivalently arousing non‐humorous ads. However, the higher base arousal assumed to characterize lower sensation seekers is claimed to be associated with a preference for reduction of induced arousal. Incongruity‐resolution humor provides a mechanism for reduction of the arousal occasioned by the incongruity. As a result, it is expected that lower sensation seekers will like ads containing such humor more than non‐humorous ads matched in arousal to the humorous ones. The results support those suggestions. The relevance of the findings for advertising is discussed, and requirements for further research are indicated. © 2009 Wiley Periodicals, Inc.     

“Unprecedented,” “extraordinary,” and “we're all in this together”: Does advertising really need to be so tedious in challenging times?

As government-mandated lockdowns and steep declines in trade set in because of the COVID-19 pandemic, a common theme became apparent in the advertising of the time: It was all the same. Regardless of the product category or brand personality, many ads were remarkably similar. They began with melancholy music, voiceovers reminding the audience that the brand is here for them, and referred to these times as “unprecedented” and “extraordinary.” Ads reassured viewers that “together, we can get through this.” In this installment of Marketing & Technology, we articulate the problem of advertising sameness and explore how and why it likely arises during a time of crisis. We then discuss why advertising uniformity is a problem and present a series of strategic, media, and creative considerations—taking into account the constraints of a crisis— to help marketing professionals produce more effective advertising in the context of a disaster.     

Green moms: the social construction of a green mothering identity via environmental advertising appeals

This study explores emerging green motherhood discourse as framed by green advertising in pregnancy magazines. It takes an interdisciplinary perspective, drawing on reflexive modernization, feminist studies and critical discourse analysis and reveals how advertising represents a double bind for mothers. Textual analysis of a sample of green ads in FitPregnancy indicates ads present expectant mothers with solutions for resolving the challenges of parenting in an age of widespread environmental threat, while simultaneously reinforcing those same lifestyle choices that are thought to exacerbate the environmental crisis. This green mothering discourse appears to empower mothers and offer solutions to the risks of pregnancy, while in reality relegating the mother to the sidelines, rendering her nearly invisible while the child is promoted as the primary subject and brands as sources of expert knowledge. These results speak to the broader ways in which seemingly neutral texts work to frame and reinforce certain ideologies.     

Humorous Illustration and Cartooning — A Guide for Editors,Advertisers, and Artists. Nelson,Roy Paul. Englewood Cliffs,NJ: Prentice-Hall,Inc., 1984. 243 Pp. $12.96

Abstract

Previous research on negative political advertising has found both intended and backlash effects, indicating that the impact of these ads is likely to be contingent on other factors. The current study examines some potentially important contingent variables — level of involvement and attention to both newspapers and television for political information. Regression analyses indicate that both enduring and situational involvement and attention to television news increase the impact of negative political ads on voting decisions. Although it initially appears that attention to newspaper is unrelated to the impact of negative ads, analysis of covariance shows that newspaper reading actually reduces the impact of negative ads after controlling for other variables.     

The effects of advertisement picture likeability on information search and brand choice

A considerable amount of advertising research has focused on the effects of affective cues such as likeable people, pictures, or music. The conclusions have been that ads relying on affective cues can influence choice only under limited conditions, when relevant brand information is either unavailable or not useful if present. However, the effects of affective cues on choice may not be as limited as previously thought. When respondents are allowed to explore diagnostic information but must do it sequentially after initial exposure to the ads with pictures varying in likeability, we hypothesize that the positive ad will influence brand choice, and this effect will be at least partially due to the initial effects of the ads on search of this information. Our study manipulated the likeability of pictures in print ads for a ??test brand,?? along with other similarly formatted ads for three other brands. Brand attribute information was not readily available but could be searched and showed clearly that the test brand was only the second-best. Results showed that the ad pictures biased search order in favor of the advertised test brand and increased choice of the second-best test brand when it was advertised with the likeable pictures. Subsequent analysis revealed that search order significantly but not completely mediated the effects of picture on choice. The results suggest that information search can be a useful, sensitive measure of the effects of advertising.     

In Advertising,a Double Negative Does Not Equal a Positive

This research investigates the effectiveness of double negative ads relative to positive, self-promoting ads as it relates to impression formation. The study was conducted using a 3 (ad valence/intensity: extreme double negative, moderate double negative, positive) x 2 (impression type: incidental, intentional) repeated measures design study using print ads designed for fictitious brands. Overall, brands in double negative ads received less positive impression ratings and the double negative ad format was less memorable. These effects were even more pronounced as the valence of the double negative ads became more extreme.