A cross-cultural study of the persuasive effect of fear appeal messages in cigarette advertising: China and Canada

This exploratory study investigated the moderating influence of culture on the persuasive power of fear appeal advertisements differing on type of fear. The conceptual framework for the study was based on Rogers' Protection Motivation model and incorporated type of fear, physical and social, as an independent variable and culture as a moderating variable. An experiment was conducted on a sample of 173 Anglo-Canadian and 180 Chinese subjects. The findings revealed that the physical threat ads had a much greater effect on the Anglo subjects than on the Chinese. Most importantly, these ads brought about an attitude change for the Anglos, but not for the Chinese. For the social fear ads, contrary to predictions, only the Anglos reacted to the ads. They tended to score higher than the Chinese on attitude towards smoking as well as on behavioural intentions.     

从宝马汽车电影广告看广告创意的嬗变

宝马汽车的电影广告是一种从广告的创意到表现在到传播的全新尝试，为广告的创意与表现树立了一种崭新的模式。这种创意表现模式使广告更具艺术性、故事性和观赏性，广告似乎正在从营销的阴影里走出来，而消费者似乎也从被动的接受广告到主动的欣赏广告转变。广告已经不单单是商品信息的传播者，广告更是意识形态的传播者。因此，广告活动的核心内容必将以提炼并传播企业价值理念、文化品味、风格个性、审美情趣等讯息并以此塑造品牌形象为中心职能。     

Subliminal advertising and the psychology of processing unconscious stimuli: A review of research

This article reviews progress to date on research on the effects of subliminal stimulation on subject populations and potential applications to persuasive communications. Three areas of inquiry covered in the literature include psychological, physiological, and behavioral (choice) responses, the last of which is of particular interest to advertising and marketing specialists. The article identifies several fruitful areas for continued research and experimentation, especially in areas of social marketing research. © 1994 John Wiley & Sons, Inc.     

Professionals' views of comparative advertising and the scholarly research literature: A review and synthesis

Comparative advertisements that contrast identifiable, competing products or services may be among advertising's most important tactical weapons. Despite nearly a century of use in the USA, growing use by advertisers in many other countries, and decades of scholarly research, some researchers continue to argue that the status of empirical knowledge regarding comparative advertising's effectiveness remains equivocal. This study addresses this equivocality with a review of the research literature and comparisons with the findings of a recent survey of US advertising creative executives. The findings reveal substantial agreement among the beliefs of academic researchers and advertising professionals in regard to when and how comparative advertising will likely be effective. In addition to offering confirming evidence that academic researchers and advertising professionals do sometimes arrive at the same destination in regard to their shared understandings of advertising effects, the findings also point the way toward important directions for future research on comparative advertising.     

Can cigarette advertising be prohibited? Advertising and the First Amendment to the United States Constitution

Smoking has been considered a health problem virtually since its introduction to Europe in the 1500's. At various times, laws were enacted to attempt to control smoking, while cultivation of tobacco became economically more and more important. The development of widespread recognition of the health consequences of smoking has led to numerous suggestions that cigarette advertising be banned. However, the First Amendment to the U.S. Constitution protects freedom of the press. Analysis of the legal issues involved in such a ban requires consideration of the entire trend of Supreme Court decisions in the area of commercial speech. While it is not possible at this time to predict exactly how the Court would rule in this area, a comprehensive regulatory effort to reduce tobacco consumption could probably include a ban on tobacco advertising.     

Ethical limits to the intrusiveness of online advertising formats: A critical review of Better Ads Standards

ABSTRACT

This article argues that advertising ethics, traditionally focused on ad contents and vulnerable audiences, should be also applied to ad format intrusiveness. The increasing appearance of highly intrusive advertising formats resulted in an extraordinarily growth of ad blocking systems. To fight the economic costs of the ad blocker phenomenon, the most relevant agents of the industry have created a never seen Coalition for Better Ads including marketers, publishers, and agencies worldwide. This article analyses the experiments carried out by the Coalition to create Better Ads Standards establishing the limits of ad format intrusiveness to be implemented worldwide by means of self-regulation. Based on classical and current approaches to advertising ethics, this work explains that highly annoying ads should not only be banned for practical reasons but for overpassing ethical limits in terms of respect for the persuadee, equity of the persuasive appeal, and social responsibility for the common good. A basic exploratory replication study is presented to simulate further research on the ethical limits of intrusive advertising. Establishing which ad formats are allowed to continue and which ones should gradually disappear is such a relevant process for many stakeholders that it requires further discussion by consumers and scholars.     

Gender stereotypes in advertising: a review of current research

The purpose of this paper is to highlight the historical context of gender stereotypes in advertising and then examine the scholarship related to gender stereotypes. Gender portrayals in advertising have been examined extensively in the last five decades and still remain an important topic. Changing role structure in the family and in the labor force has brought significant variation in both male and female roles and subsequently how it is reflected in advertising. It has been noted that there is a culture lag. Sexes for a long period of time were depicted in advertising in more traditional roles. Women were presented in an inferior manner relative to their potential and capabilities, while at the same the data indicated a shift towards more positive role portrayals. The changing role of men is the area that has seen the greatest interest in the past few years. Men are depicted in advertising in ‘softer’ roles, while interacting with their children. Men are also shown in more egalitarian roles. The paper finally attempts to outline the future research direction of gender portrayals in advertising. First, research should focus on examining gender portrayals in online platforms, and find ways to modify current coding schemes to digital formats. Second, companies and the media are beginning to pay attention to a once largely ignored segment the lesbian/gay/bisexual/transgender (LGBT) consumer. Third, recent advertising has focused on the ‘empowered’ women called femvertising.     

Restricting gambling advertising and the third‐person effect

Along with the rapid growth experienced by the gaming industry in the United States has come increasing calls to restrict or ban gambling advertising. To date, little is known about what motivates people to support such restrictions on advertising. However, one recent theory, the third‐person effect, offers a possible explanation. The third‐person effect states that when confronted with negative messages, people will overestimate the messages' effect on others relative to themselves. Additionally, it suggests that it is this misperception that motivates them to take action against such messages. This study investigates whether a third‐person effect occurs for gambling advertising and if this effect is related to pro‐censorship attitudes for lotteries and casinos. The results suggest there is a sizable gap between perceptions of the effect of gambling advertising on one's self versus others, and that the perceived effect on others is related to a willingness to restrict such advertising. © 2000 John Wiley and Sons, Inc.     

向代理公司敲响的警钟

在国内广告传播之中，广告主、代理公司与媒体三方成三足鼎立之势，由来已久。再是一方垄断，也无非是自己的一亩三分地中过一把“带头大哥”的瘾，大抵改变不了三分天下的格局。     

Prior knowledge and the effect of suggested frames of reference in advertising

This research builds on framing and anchoring and adjustment research and proposes suggested frames of reference as a means to influence buyer behavior. Theory and hypotheses are tested in an experiment of video camera purchases. The empirical results suggest that response to suggested frames of reference varies, depending on the buyer's prior category knowledge. Low-knowledge buyers are influenced by price frames. High-knowledge buyers are influenced by outcome frames. Positive frames are more influential than negative frames. © 1997 John Wiley & Sons, Inc.     

中国大陆广告伦理道德研究综述

广告具有经济和文化双重属性，它作为一种重要的商业手段的同时，也对大众的社会生活和价值观念等产生重大的影响甚至起导向作用。然而随着广告业在我国的逐渐发展繁荣，广告也出现了许多问题，逐渐引起社会各界的重视。本文回顾和反思我国广告伦理道德研究十几年来的研究现状，综述了广告伦理道德的相关成果，发现广告伦理道德研究的不足与缺陷，为我国未来广告伦理道德的研究提供依据，为中国广告业更好的发展提供一些建议。     

国内外广告与意识形态研究综述

改革开放30年，大量资产阶级意识形态也涌入中国，有人甚至提出“意识形态多元化”或取消马克思主义意识形态的主导地位。本文对国内外广告与意识形态文献进行综述，结果表明：国内外对广告与意识形态研究深度不够，研究方法单一，研究跨度大的文章极少。总体上看，大部分文献只涉及跨文化广告的语言翻译问题，广告与意识形态相关研究处于浅层状态，亟需吸引更多传播学者的参与。     

寻找广告费的那一半——降低广告风险，保证广告效果——重庆电视台广告风险管理机制

编前：目前，广告主考核电视媒介投放效果主要指标包括总收视点、传播广度、有效到达频次、广告千人成本等．其中收视率是左右企业广告投放的关键。但业界也逐步意识到。对于电视节目的广告创收而言收视率不是万能的。     

Does legal service advertising serve the public's interest? A study of lawyer ratings and advertising practices

This article takes objective data on the quality of lawyers from two rating services and cross-tabulates the data with whether or not the lawyer advertises. The tested hypothesis that there is no relationship between the quality of a lawyer and whether or not he/she advertises is rejected. Since it appears lower quality lawyers are more prone to advertise in the Yellow Pages, there is some question as to whether legal services advertising is in the public's best interest. However, the limitations of the measures in this study and the variety of benefits that consumers derive from advertising leave significant public policy questions unanswered.     

The effect of humor in advertising: An individual-difference perspective

An experiment was conducted to investigate the effect of individual differences in need for cognition on humor's influence on persuasion in advertising. Results indicate that the effect of humor in advertising is moderated by levels of audience members' need for cognition. Advertising humor is more effective in influencing audience members' responses to an advertisement when audience members' need for cognition is low rather than high. Results also suggest that the effect of humor on attitude toward the brand can be mediated by attitude toward the ad. © 1996 John Wiley & Sons, Inc.     

城市户外广告媒体资源市场化配置研究

城市,外广告媒体资源市场化配置是市场经济发展的必然要求,本文基于公共资源的视角,分析城市户外广告媒体资源市场化配置的寻租风险、商业风险和道德风险,通过完善户外广告管理系统,建立有救的产权交易机制,以及系统性的政府立法等,来提高城市户外广告资源的经济效益和社会效益。     

广告学的研究范式探析

现代广告学是广告产业飞速发展的产物，它源源不断地从广告实务界以度传播学、经济学、心理学、社会学等诸多学科汲取理论和实践支持。随着广告学理论研究的深入，以哲学、社会学的理论关照广告学的研究成为本学科走向成熟的必要环节，其中，范式理论的应用，更为广告学提供了不同的研究视角和不同的理论维度。本文试图在梳理广告学研究对不同范式的应用中，借鉴现有研究成果，总结专属于广告学研究的范式，并为广告学研究范式体系的构建提供一种思雏导引。     

Corporate crisis advertising: A framework examining the use and effects of corporate advertising before and after crises

While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. The framework, published in Journal of Marketing Communications, suggested that pre-crisis advertising can increase audience resistance towards negative news of an organization and decrease audience resistance towards future corporate advertisements from the organization. The present study expands on Kim’s work to develop the corporate crisis advertising (CCA) framework. In addition to the inoculation and reactance effects discussed in Kim’s model, CCA aims to discuss the effects of corporate advertising on improving organization’s prior reputation based on halo effect, and how post-crisis advertising messages can be evaluated based on crisis theories. Our proposed framework provides a comprehensive view of the use of corporate advertising both before and after a crisis and is useful for organizations to understand the impact of corporate advertising on stakeholders’ evaluation of the organization in a crisis situation. Potential applications of CCA are discussed and directions for future research suggested.     

A laboratory study of the effect of verbal rhetoric versus repetition when consumers are not directed to process advertising

Rhetorical figures appear frequently in the headlines of magazine ads. This paper examines the effect of repetition on ads containing two types of rhetorical figures: easyto-understand rhymes and challenging puns. The findings indicate that high levels of repetition may not be necessary when ad headlines contain such rhetorical figures, even under conditions where subjects are not directed to process the ads. Moreover, in contrast to some prior work, rhymes appear to be at least as effective as puns when consumers are free to ignore ads. Overall, the research supports the idea that getting the ad message right is probably more important than simply repeating the message a greater number of times.     

A Hong Kong view of offensive advertising

Considerable research has been conducted on offensive advertising in Western countries. However, not much is known about consumers' views of offensive advertising in an Asian context. This research, which was conducted in Hong Kong, aimed at identifying what product/service advertisements consumers find offensive, what executional styles consumers find offensive, consumers' tolerance of offensive advertisements in different media and the effects of offensive advertisements on consumers' purchase intentions. The results from a survey of 200 consumers showed that chat-line services and funeral services were considered the most offensive products or services to be advertised. When looking at the manner of advertising, sexist themes, indecent language and nudity were found to be the major reasons for the respondents finding advertisements offensive. In general, direct mail was considered to be a medium that prompts lower tolerance by consumers to potentially offensive advertisements while men and women's magazines were considered to be media that prompt higher tolerance to potentially offensive advertisements. Finally, it was found that levels of advertising offensiveness had an effect on purchase intentions.