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Women’s empowerment and the promotion of women’s rights have emerged as significant global movements, continually breaking new ground. This study aims at investigating how women empowerment is visually and verbally codified in advertisements. This study examines two beauty advertisement campaigns launched by Olay and Reebok in 2018: Olay’s “#FaceAnything” campaign and Reebok’s “#BeMoreHuman” campaign. Both campaigns aim to empower women to believe in themselves. These campaigns focus on promoting awareness of women’s individuality rather than asserting women’s superiority over men. Presented in the form of advertisements, these campaigns use discourse crafted by producers to convey persuasive messages. To unveil the empowering messages in these advertisement campaigns, this study employs Kress and Van Leeuwen’s (2006) theory of Visual Grammar and Michelle M. Lazar’s Feminist Critical Discourse Analysis (2005, 2007) framework. The findings reveal that both campaigns utilize a variety of linguistic and visual techniques to empower women, challenge traditional gender roles, and promote feminist values. Furthermore, this study explores the inversion of patriarchal discourse within these campaigns as a strategy to empower women. By subverting traditional gender roles and expectations, both Olay and Reebok campaigns challenge patriarchal norms and assert feminist identity and positionality. This analysis sheds light on how advertising language is utilized as a powerful tool to empower women, promote gender equality, and contribute to the ongoing conversation about gender representation in advertising. [ABSTRACT FROM AUTHOR]

Aims: In the UK, nicotine pouches are growing in popularity, particularly among young people. This study investigated the Instagram marketing strategies of one leading brand, Nordic Spirit. Methods: A total of 496 Instagram posts published by Nordic Spirit between 2019 and 2023 were collected and organised into themes using qualitative content analysis to identify recurring patterns. Then, multimodal critical discourse analysis was employed to explore the different linguistic and other semiotic resources at work in posts, their ideological patterns and how they work together to frame nicotine pouches as an essential product for young people. Results: The study identified four key messages that Nordic Spirit uses to target young people: (1) fun and freedom; (2) Nordic happiness; (3) fuss-free and discreet; and (4) healthy and scientifically rational. It found that posts are often misleading, underplay the dangers of nicotine and frame nicotine pouches as trendy lifestyle products rather than as smoking alternatives. Conclusion: The results underline the dangers of such marketing strategies in encouraging nicotine addiction and dependence. Consequently, the UK government and Advertising Standards Authority should do more to clamp down on these social media posts and introduce tighter regulations to protect young people and uphold their freedom from exploitation. [ABSTRACT FROM AUTHOR]

Background/Objectives: The Dietary Guidelines for Americans recommend consuming less than 10% of total calories from added sugars. Low-calorie sweeteners, sugar alcohols, and natural low-calorie sweeteners are used to reduce added sugar intake, but there are concerns about their long-term health impacts, especially for children. This paper describes the food and beverage television advertising landscape as it pertains to sweeteners. Methods: This cross-sectional study uses television ratings data licensed from The Nielsen Company for the United States in 2022. Nutrition facts panels and ingredient lists were collected for food and beverage product advertisements seen on television and assessed for the presence of added sugars, low-calorie sweeteners, sugar alcohols, and natural low-calorie sweeteners (forms of stevia and monk fruit), as well as whether products were high in added sugars based on federal Interagency Working Group guidelines for advertising to children. Results: Of the sweeteners examined, added sugars were most commonly found in food and beverage product advertisements seen on television (60–68% of advertisements seen across age groups), followed by low-calorie sweeteners (6–10%), sugar alcohols (2–4%), and natural low-calorie sweeteners (2%). About one-third (32–33%) of advertisements seen by 2–5- and 6–11-year-olds were high in added sugars, similar to the percentage seen by 12–17- and 18+-year-olds (34–35%). Advertisements seen for cereal (86–95%) and sweets (92–93%) were most likely to have added sugars, while those for sweets (89–90%) were most likely to be high in added sugars. Conclusions: Sweeteners are common in food and beverage product advertisements seen on television, including alternatives to added sugars for which there are concerns about long-term impacts on health. Continued monitoring and additional research on other advertising media platforms used by food and beverage companies (e.g., digital media) is needed. [ABSTRACT FROM AUTHOR]

Advertisers in Israel routinely omit representation of women and girls as a form of adaptation to norms prevalent among ultra-Orthodox Jewish communities, by which the representation or allusion to a woman's body, voice, or garments is considered immodest and distracting. What, if any, should be the response of antidiscrimination law to exclusionary advertisements, and why is this question worth exploring? This article argues that laws banning discrimination in the provision of products and services should also apply to advertisements that categorically refrain from presenting women. Beyond protecting individual members of vulnerable groups, antidiscrimination law should partake in freeing the public sphere of messages that reinforce discriminatory values. The intended, overt, and complete denial of women's existence merits the law's intervention in commercial speech. After conceptualizing the harm caused to unspecified individuals and defining discriminatory advertisements, we outline the considerations that should guide the designing of rules against discriminatory ads and apply them to a set of real-life incidents of exclusionary advertisements, demonstrating how to assess the severity of discrimination in each case. Finally, we consider the free speech implications, as well as the argument that liberal multicultural accommodation renders "modest" advertisements legitimate. [ABSTRACT FROM AUTHOR]

Background: E-cigarette advertising, which often includes various features, may prompt e-cigarette use and product switching. This study examined the associations between noticing e-cigarette ad features and perceived product appeal and interest in completely switching from cigarettes to advertised e-cigarettes among young adult dual users of both products. Methods: We analyzed data from an online heatmap experiment among young adult dual users defined as established cigarette smokers who currently used e-cigarettes (ages 18-34 years; n = 1,821). Participants viewed 12 e-cigarette ads, clicked on ad features (e.g., fruit flavors, nicotine warnings, price promotions, smoker-targeted claims) that attracted their attention (defined as "noticing"), and answered questions about e-cigarette product appeal and interest in completely switching from cigarettes to the e-cigarettes shown. We examined within-person associations between noticing specific ad features and outcomes, controlling for demographic and tobacco use-related characteristics. Results: Noticing fruit flavors (AOR = 1.67 and 1.28) and fruit images (AOR = 1.53 and 1.21) was positively associated with having any e-cigarette product appeal and switching interest. Noticing price promotions (AOR = 1.23) was positively associated with product appeal. In contrast, noticing nicotine warnings (AOR = 0.74 and 0.86), smoker-targeted claims (AOR = 0.78 and 0.89), and tobacco flavors (AOR = 0.92 and 0.90) was negatively associated with product appeal and switching interest. Conclusions: Noticing certain e-cigarette ad features (e.g., fruit flavors and nicotine warnings) may be associated with product appeal and/or switching interest among young adult dual users. More research is needed to assess the influence of e-cigarette ad features that promote product switching interests among cigarette smokers while discourage interests among tobacco-naïve individuals. [ABSTRACT FROM AUTHOR]

Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known to Germasa GPIB Petra, allows consumers to recognize and create their own image. Wardah's advantages include the halal guarantee from MUI and its availability in various online and offline stores. Quantitative research methods This study examines the influence of advertising on consumer purchase decisions based on syringe theory. The validity and reliability of the questionnaire were adequate (Cronbach's alpha 0.749). The analysis shows that the impact of the ad is very small (R² 0.030%). Although the T-test showed a significant influence (tcal 4.384 Ttable 2.0106), overall the influence of advertising was not significant (0.02958%). Internal and interpersonal factors are more dominant, so the syringe theory is not fully proven. Research shows that Wardah product advertising has a significant effect on purchase decisions (reliability 0.766 and 0.749). The hypothesis is accepted, but the R Square value of 0.030% shows very little influence. Consumers of GPIB petra mothers rely more on personal experience and other factors than advertising, so advertising does not play a significant role in purchasing decisions. [ABSTRACT FROM AUTHOR]

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Background: Popular social media platforms have a substantial influence on current skincare practices, the use of cosmetics, and the decision to undergo cosmetic procedures. This study attempts to evaluate the perception, attitude, and influence of social media advertisements on the use of cosmetic products as well as deciding whether to undergo aesthetic procedures among Egyptian adult females. Methods: A cross-sectional study was performed in the interval from March to May 2023 among 384 Egyptian adult females over the age of 16 using an online survey distributed via social media platforms. Data were collected using Arabic-constructed questionnaires. Results: It was found that 81.5% of survey respondents reported their use of cosmetics. In addition, 37.0% of the female participants underwent cosmetic procedures. In contrast, 43.5% of respondents consider undergoing cosmetic procedures in the future. The most frequent cosmetic procedure was fractional laser (33.1%). Social media advertisements influenced 63.5% of female participants. Additionally, 90.0% of respondents reported following pages of cosmetic advertisements. Pages of dermatologists and cosmetic physicians were the most common pages to be followed by participating females, followed by cosmetic company pages (65.9%, 37.8%). A statistically significant association was detected between social media advertisements as well as the use of cosmetics and undergoing cosmetic procedures among participants (p <0.01). Conclusions: This study demonstrated that social media advertisements significantly influence the use of cosmetics and procedures among Egyptian adult females. [ABSTRACT FROM AUTHOR]

Previous literature has examined the effect of using a formal or informal second-person pronoun on consumers' appreciation of an advertisement and the advertised product and their purchase intention. This is the first study that additionally examines the effect of the use of either pronoun on product price estimation. In a between-subjects web experiment, Dutch participants evaluated product ads in which either an informal or formal pronoun of address was used, or no pronoun of address at all (the control condition). Dependent variables were attitude towards the ad and the product, purchase intention, and price estimation. The results show that the use of the formal pronoun leads to a higher estimate of the price of the advertised product, while a higher price estimate may increase the purchase intention. [ABSTRACT FROM AUTHOR]

Purpose: The recent advancements in technology have significantly transformed the way people interact with and perceive both physical and virtual environments. Virtual reality has emerged as a pivotal technology in this ongoing transformation. The purpose of this study was to identify the impact of virtual reality advertising on the flow experience and purchase intention of sports consumers and compare to Two-Dimensional Advertising. Method: The present study is an applied and semi experimental research based on structural equation modeling. Statistical population included customers of Mammut sports products. Measurement tools included Kim and Ko (2019) flow Experience questionnaire and Kang et al (2018) purchase intention questionnaire. The reliability and validity of the questionnaires were assessed using Cronbach's alpha and the composite reliability index in PLS software. The virtual reality headset was also used to create the virtual reality experience. Finally, structural equations in PLS software were used to analyze the research data. Results: The findings showed that the promotion of virtual reality through cognitive absorption, enjoyment and time distortion leads to the flow experience, ultimately indulging in the intention to purchase consumers' sports products. Conclusion: Marketers should prioritize the development of engaging VR content that allows customers to experience products in realistic settings, particularly in the context of sports products, to drive sales. Additionally, as consumer behavior shifts towards online shopping post-COVID-19, investing in innovative VR technologies and content production will be crucial for brands seeking to capture and retain customer attention in a competitive market. [ABSTRACT FROM AUTHOR]

This study examined the key roles, responsibilities, and skills sought when advertising for the recruitment of Applied Performance Analysts (APAs) in UK and Irish professional sports settings. Deductive and inductive content analysis of the job descriptions and personal specifications of 130 job advertisements from 2021 to 2022 across the entire APA spectrum was undertaken. This encompassed 21 different specific role titles. Despite unified advertisement formats, noticeable variations emerged regarding length and content focus, regardless of First-team or Academy positions. The findings revealed a greater focus on Sports Performance Analysis (SPA), sports, and technical expertise coupled with professional behaviours in APA advertisements, with less priority shown to relationship-building skills. First-team positions particularly requested more skill-specific analysis expertise. Academy APAs were expected to focus on collecting data, facilitating feedback, in addition to creating and approving infrastructure for various age groups. Comparatively, First-team roles involved more complex data analysis tasks, including interrogating data, trend identification, and stakeholder reporting. The analysis not only highlights role discrepancies but also serves as a potential framework for employers when creating job advertisements, assists applicants in identifying the key skills to highlight, and informs curriculum and training programmes to cover the entire APA spectrum. [ABSTRACT FROM AUTHOR]

Copyright of Canadian Review of American Studies is the property of University of Toronto Press and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The late early modern period witnessed critical consumer transitions across Europe. Yet, while the explosion of the material world and the transition from an 'old luxury' material culture to a 'new luxury' model is well documented, our understanding of the underlying value systems of consumer goods is still under‐developed. Building on a database of eighteenth‐century advertisements for household auctions in the London‐based Daily Advertiser, this article maps the value systems that characterized elite secondary markets in London. We find the language of consumption growing in complexity and sophistication as the eighteenth century progressed, but historiographically, key concepts such as fashion and modernity played minor and sometimes unexpected roles. While silverware is traditionally perceived as a store of wealth and marker of status, and hence a textbook 'old luxury', in the auction advertisements it is often praised for its design value. Chinaware, often attributed a central role in forging an affordable yet fashion‐sensitive 'new luxury model', is paradoxically valued for its age and patina. In fact, the boundaries between 'new' and 'old' luxuries were never clear‐cut. The intrinsic value of material culture continued to matter, and the language of consumption continued to reproduce social inequalities, much as it did in previous centuries. [ABSTRACT FROM AUTHOR]

From 2011 onward, jewelry advertisements in India have witnessed a surge in multimedia campaigns of branded work wear gold and diamond jewelry. These commercials target the urban Indian working woman with an affinity for fine, workwear jewelry marketed as versatile, cool and chic. This study takes up discourse analysis of 23 select commercials released on television channels and over the top (OTT) platforms between 2017 and 2022 to unravel the many contesting and contradictory displays of women's apparently empowered personas. In doing so, it also seeks to unravel the rather complicated connections between the jewelry business and the gendered cultural habitus of working women in contemporary urban India. Most women depicted in the advertisements possess high economic and cultural capital and are seen as 'doing urbanity' in choosing workwear jewelry. Ironically though these possessors of refined habitus are perfectly adjusted in performing traditional gendered roles and relegating their own self-hoods, a much saleable business trope for advertisers. Such portrayals of urban Indian working women subtly and paradoxically dovetail in valorizing ideals of traditional femininity. This paper further argues that jewelry advertisements become sites where the projection of the 'urban Indian working woman' becomes a conduit for legitimizing a more mutated and reflexive patriarchy. [ABSTRACT FROM AUTHOR]

Ads' use of speech plays a crucial role in persuasion. The current study focuses on the linguistic technique employed in Lux beauty soap advertisements. The researchers aimed to study the language strategies employed by advertising to capture consumers' attention and the persuasive language techniques that influence consumers to make purchases. Fairclough's 3-D Model, or Critical Discourse Analysis, served as the analytical foundation for the qualitative research approach. Convincing consumers is the main goal of advertising. The information is obtained by means of YouTube video advertisements. Scholars have utilized certain language patterns and scenarios to accentuate stereotypes and portray realism, which in turn affects and modifies the audience's attitudes and actions. The findings provide insight on the actions of marketers that use certain word choices to influence their audience and who favor casting actors in their commercials, both of which can boost the sales and market value of their items. [ABSTRACT FROM AUTHOR]

In the MAXSPACE problem, given a set of ads A, one wants to place a subset A′ ⊆ A into K slots B1, ..., BK of size L. Each ad Ai ∈ A has sizesi and frequencywi. A schedule is feasible if the total size of ads in any slot is at most L, and each ad Ai ∈ A′ appears in exactly wi slots. The goal is to find a feasible schedule that maximizes the space occupied in all slots. We introduce MAXSPACE-RDWV, a MAXSPACE generalization with release dates, deadlines, variable frequency, and generalized profit. In MAXSPACE-RDWV each ad Ai has a release date ri ≥ 1, a deadline di ≥ ri, a profit vi that may not be related with si and lower and upper bounds wmini and wmaxi for frequency. In this problem, an ad may only appear in a slot Bj with ri ≤ j ≤ di, and the goal is to find a feasible schedule that maximizes the sum of values of scheduled ads. This paper presents some algorithms based on meta-heuristics GRASP, VNS, and Tabu Search for MAXSPACE and MAXSPACE-RDWV. We compare our proposed algorithms with Hybrid-GA proposed by Kumar et al. [Eur. J. Oper. Res. 173 (2006) 1067–1089]. We also created a version of Hybrid-GA for MAXSPACE-RDWV and compared it with our meta-heuristics. Some meta-heuristics like VNS and GRASP+VNS have better results than Hybrid-GA for both problems. In our heuristics, we apply a technique that alternates between maximizing and minimizing the fullness of slots to obtain better solutions. We also applied a data structure called BIT to the neighborhood computation in MAXSPACE-RDWV and showed that this enabled our algorithms to run more iterations. [ABSTRACT FROM AUTHOR]

In MAXSPACE, given a set of ads A , one wants to schedule a subset A ′ ⊆ A into K slots B 1 , ⋯ , B K of size L. Each ad A i ∈ A has a size s i and a frequency w i . A schedule is feasible if the total size of ads in any slot is at most L, and each ad A i ∈ A ′ appears in exactly w i slots and at most once per slot. The goal is to find a feasible schedule that maximizes the sum of the space occupied by all slots. We consider a generalization called MAXSPACE-R for which an ad A i also has a release date r i and may only appear in a slot B j if j ≥ r i . For this variant, we give a 1/9-approximation algorithm. Furthermore, we consider MAXSPACE-RDV for which an ad A i also has a deadline d i (and may only appear in a slot B j with r i ≤ j ≤ d i ), and a value v i that is the gain of each assigned copy of A i (which can be unrelated to s i ). We present a polynomial-time approximation scheme for this problem when K is bounded by a constant. This is the best factor one can expect since MAXSPACE is strongly NP-hard, even if K = 2 . [ABSTRACT FROM AUTHOR]

The 2020 census reports that 61.2 million Latinxs live in the US, totaling around 19% of all residents, forming the country's largest minority population. With the growing number of Latinxs, there has been a higher level of contact between Spanish and English leading to language mixing or code-switching (CS) in mainstream American culture. This paper examines the Spanish/English CS in radio advertisements on Los Angeles's 96.3 La Mega, a bilingual radio station geared towards today's youth. Using Derrick' 2015 sentential framework for the linguistic analysis of multilingual sentences, I carry out a sentence-by-sentence analysis of the linguistic nature of the on-air bilingual advertisements. I explore both national advertisements, as well as DJ-endorsed advertisements, to discern whether they follow the patterns previously pointed out in the literature for positive consumer evaluations of Spanish/English bilingual advertisements. Furthermore, I am interested in if these advertisements are in line with the ethos of 96.3 La Mega, which prides itself on being fully bilingual. This research will shed light on the linguistic nature of contemporary strategies being used in bilingual advertisements for the US Latinx community and marketing tactics designed to encourage their consumerism. [ABSTRACT FROM AUTHOR]

Jewish ritual objects are rather niche products and yet, the advertisements, as well as other factors, indicate an industrial scale production during the German Second Empire (1871–1918) and the Weimar Republic (1918–1933). As I will argue, these advertisements provide us with intriguing insights into the Jewish community, and how German Jewry was perceived by the non-Jewish population. Especially when companies used methods of ethnic marketing, I surveyed how they addressed the different strata of the Jewish community. In addition, some company advertisements bear traces of an understanding of Judaism on equal footing with Christian denominations. Yet, I also find hints of industrial overproduction which, as I argue, might have been stimulated by stereotypes of Jews. Perhaps in response to the overproduction, some retailers advertised Jewish ritual objects as "decorative" rather than religious items, and therefore veiled their link to Judaism. While this might have been a protective measure against anti-Semitic slurs, it ties in well with the observation that producers and retailers might have expected higher sales. Overall, analysing advertisements for Jewish ritual objects helps us to develop a more nuanced understanding of the positioning of Jewish consumers within the market in Germany before the Shoah. [ABSTRACT FROM AUTHOR]

In this essay, we explore the ways in which argumentation theory can be applied to multimodal advertising. In our discussion we emphasize "auditory" advertisements: advertisements that depend on non-verbal sounds. We show how key tools developed by argumentation theorists (KC tables, argument diagrams, and argument schemes) can be used to analyze and assess advertisements of this sort. Doing so demonstrates one way in which standard methods of argument analysis and evaluation can be applied to one important multimodal genre. [ABSTRACT FROM AUTHOR]

In the 2022 Global Gender Gap Report by the World Economic Forum, the Philippines ranked 19th out of 146 countries. However, delving into the world of media yields a different look on gender equality. Advertisements on baby and childcare products still place the burden of domestic and care work, especially childrearing, solely on the shoulders of women. To examine this status quo, research was conducted to investigate select television commercial advertisements from 2019 to 2023 and to gauge the dominant themes in the videos using qualitative content analysis. To be more specific, a multi-level analysis was employed that explored the themes on a latent and manifest level. It was greatly apparent that Gender and Development (GAD) initiatives have yet to breach the field of advertising as there were gendered depictions on parenthood in the television commercials on baby and childcare products. Conventional and traditional parenthood was still reflected in the advertisements as these lacked the presence of a father or a paternal figure in an active childrearing role. Moreover, the gendered stereotype on women as the sole caretakers of children were capitalized on as all the advertisements clearly targeted mothers due to the notion that they are the ones involved in using the baby and childcare product being advertised. Given these, there is a great need for organizations that monitor advertising agencies to be tapped by the government in a bid to further GAD advocacy and to reshape the way parenthood is depicted. [ABSTRACT FROM AUTHOR]

Copyright of Larq Journal for Philosophy, Linguistics & Social Sciences is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Álabe is the property of Alabe and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The study attempts to analyze the different discursive devices used in the advertisements of private schools in Pakistan, particularly in Khyber Pakhtunkhwa. It explores the role that different discursive devices play in the advertisements of private schools in Khyber Pakhtunkhwa and reveals the implicit, hidden and inherent ideologies behind the use of these discursive devices in private school advertisements. The present study is qualitative in nature. The data were collected from the advertisements posted by the private schools in KP in 2023. There are seven divisions in Khyber Pakhtunkhwa, which have thirty-five districts. The three divisions were selected for the present study from these seven divisions. Two districts per division were chosen for the present study. A total number of six districts were selected. From these six chosen districts, twelve private schools were selected through simple random sampling techniques. After selecting the private schools, advertisements given by them were downloaded and analyzed using Fairclough's (1992) three-dimensional model. Based on the data analysis, the study found that English and urdu are the most dominant languages in the advertisements. The study also found that the schools used poetic words, quotations, and Islamic verses etc. to persuade the readers to take admissions in the schools. The study hopes to stimulate interest in this area so that this area can be revisited afresh and the established views can be reexamined. [ABSTRACT FROM AUTHOR]

Facebook provides knowledge regarding the different varieties of products. It is helpful to increase people's attraction. Nowadays, many organizations have official pages and groups to connect with the customer. Facebook makes it easier to access the company so that consumers express their ideas, opinions, and views, and give feedback commencement through Facebook. The purpose of this study is to inspect trends of brand advertisements on Facebook and their consequences on consumer behaviors. The researcher used a quantitative technique to explore the behavior of consumers toward Facebook advertisements. The size of sample was 300 respondents. This study used a questionnaire-based online survey to assemble the information and implement analysis. The findings of the study show that Facebook advertisements provide awareness about the latest trends and also provide more information about the product. Respondents follow the official Facebook pages of their favorite brands. The study also shows that the respondent believes that the product or services purchased online are cheaper than the same item instore. Moreover, the buying preferences of consumers are often influenced by the social media advertisement which has a strong impact on their buying preferences. A small number of consumers also expressed their doubts about online purchases. [ABSTRACT FROM AUTHOR]

The APOE-ε4 allele(s) is a strong risk factor for Alzheimer's disease (AD). A significant point of access for this allele testing is through services provided by medical facilities in Japan, which advertise out-of-insurance APOE testing on their websites. There is a concern that website advertisements for APOE testing may influence the ability for individuals to adequately self-determine whether to undergo APOE testing. We conducted a cross-sectional survey on medical facility websites in Japan advertising APOE genetic testing. We predefined desirable features for advertisement descriptions based on legal regulations and guidelines published by relevant professional societies and evaluated each website according to these features. We identified 220 medical facilities that had posted advertisements on their websites for the provision of APOE genetic testing, of which 85% were small clinics. Contact information, details, and costs of testing were described in most of the websites. Meanwhile, features such as "explaining APOE as a risk gene," "notes on interpreting APOE results," or "explaining examination methods" (e.g., blood sampling) were described to a variable degree depending on individual facilities. "Notes on genetic testing" or "referring to genetic counseling" were hardly referred to, and specialists with appropriate expertise were considered to participate in clinical practice in approximately one-third of these facilities providing APOE testing services. These website evaluation results showed moderate to substantial reliability between independent raters. These results suggest that self-determination of pursuing out-of-insurance APOE testing at some medical facilities in Japan may possibly be influenced in an inappropriate manner, at least in its entry route of taking the test. [ABSTRACT FROM AUTHOR]

The study aims to explore the use of the conceptual metaphor PRODUCTS ARE WARRIORS in Vietnamese advertisements and analyze its nature from the national cultural and historical approach. Three research methods have been used to accomplish these aims, specifically discourse analysis, statistical analysis and categorization on the basis of a linguistic corpus consisting of 200 Vietnamese advertisements collected from different means of media, including newspaper, magazine, TV, radio, billboards, leaflet for 12 categories of products such as food and drinks, electronics and home appliances, mobile phones, cosmetics, real estate and resorts, telecommunications services, etc. The research findings demonstrate that the metaphor PRODUCTS ARE WARRIORS is used extensively in Vietnamese advertisements; its mappings are constructed on the two domains of PRODUCTS and WARRIORS. Not all the aspects of the source domain are mapped but only the most distinctive ones, including missions of warriors, strengths and powers of warriors, weapons used in the fight, tactics used in the battle, victory gained by warriors and battlefields. The six corresponding aspects of the target domain are functions, impacts on users, nature, operations, superior values of products and areas that products function on. The study also provides some general analysis of this metaphor based on the typical historical and cultural characteristics of Vietnam. [ABSTRACT FROM AUTHOR]

As Internet technology continues to advance and as various social media platforms proliferate, consumers have gained the ability to distribute video content across a multitude of online channels. A vlog (video blog) is an online video documentary format used by vloggers (video bloggers) to record their daily lives and share their experiences with various products. In recent years, Vloggers who publish vlogs on social media have gained increasing popularity. The use of vlogs to convey product information has received widespread attention, leading an increasing number of companies to consider them part of their marketing mix and actively incorporate them into their marketing strategies. However, it is still unclear which factors influence consumer attitudes while watching vlogs. Therefore, it has become a focus of attention in both academia and the business world to clarify how vlog promotion content influences consumer attitudes and to use vlog promotion to improve consumer attitudes, thereby increasing consumers' purchase intentions and achieving brand promotion objectives. The purpose of this paper is to empirically investigate the factors that influence consumer attitudes towards vlog promotion content. This article is based on the ABC attitude model theory, and data collected through an online questionnaire survey of Chinese consumers were analysed to statistically verify the relationship between consumers' purchase intentions and factors related to vlog content. The predictor variables included trust in vlog, vlogger popularity, vlogger personal appeal, understanding of vlogger advertised products, vlog content, and frequency of interaction between vlogger and fans. Path analysis revealed that two intermediate variables related to vlogger (cognition and emotion) had a positive impact, and a model was constructed to further examine their influence on consumer behaviour (dependent variable). The research findings of this study reveal that three key factors significantly influence consumer attitudes towards vlog promotion. These factors encompass the understanding of vlogger's advertised products, vlog's content, and the frequency of interaction between vlogger and fans. For future vlog promotions, it is recommended to augment the vlogger's product knowledge and approachability. To create captivating vlog content, emphasis should be placed on enhancing its entertainment value, establishing personal connections with viewers, and encouraging shareability. Moreover, the vlogger should actively engage with dedicated fans, prioritize valuable fan comments, and foster harmonious relationships. Furthermore, the findings of this study demonstrate the effectiveness of vlog promotion for various brands and services, providing valuable insights into the content of promotional activities for different brands and services. This highlights the strategic significance of vlog promotion and its relevance in guiding promotional strategies. [ABSTRACT FROM AUTHOR]

Animals have always played an important role in the history of humanity. We only have to think of prehistoric cave paintings, or the relationship between our grandparents and animals, or recall the iconic films Alpha or Hachi, A Dog's Tale. However, it is important to note that the nature of the relationship between animals and humans has changed over time. Whereas in the past their relationship was mainly characterised by respect: maintaining their personal independence; nowadays this relationship has taken on a different dimension, as pets - in most families - live in the same household, receiving the same level of attention as the rest of the family. The primary objectives of this study are (1) to identify the product/service categories that are not targeted at dogs and pets, but they appear as the primary communicators in the promotion of the product or service, (2) to identify the characteristics that fundamentally define this type of advertising. [ABSTRACT FROM AUTHOR]

This research aims to explore the verbal and visual resources and cultural aspects used in online toy advertisements. The data comprises 142 advertisements sourced from the official international Lego Facebook page. Three analytical frameworks were employed in the study. First, Halliday's (1994) systemic functional linguistics was used to analyze verbal resources. Second, Kress and van Leeuwen's (2006) social semiotics was used to examine visual resources. Third, Hofstede et al.'s (2010) cultural dimensions were applied to the aspects of culture. The investigation of verbal resources reveals three main ideational metafunctions: material, relational, and mental. Also, declarative mood and unmarked topical themes dominantly occurred in the clauses. For the visual analysis, the advertisements tend to use conceptual symbolic images with vibrant and contrasting colors to make the brand memorable and convey positive values. The positions of participants (RP) also reveal the significance of the brand. There is interconnectedness between visual resources and verbal resources for the advertisements to be cohesive. Remarkably, all six cultural dimensions were found aligned with the American cultural aspects, except for masculinity and long-term orientation. This suggests Lego's commitment to promoting equality, unity, and the attempt to construct more effective worldwide marketing. [ABSTRACT FROM AUTHOR]

INTRODUCTION Exposure to advertising is a determinant of electronic cigarette (e-cigarette) use among young adults. Few studies have explored the underlying mechanisms of advertising exposure on e-cigarette use among young Chinese adults. METHODS An online survey was administered to a sample of 2956 young adults (aged 20-34 years) who were never smokers, from April to May 2022, in China. Mediation analyses were used to test the mediating effects of curiosity and harm perception, and moderated mediation models were conducted to examine whether the relationships in mediation modeling vary across different levels of socioeconomic status (household income, education level, and residence). RESULTS Greater advertising exposure was associated with a higher likelihood of e-cigarette use (AOR=1.39; 95% CI: 1.26-1.54) and curiosity about e-cigarettes (AOR=1.33; 95% CI: 1.25-1.42), and the latter mediated the association between advertising exposure and e-cigarette use (proportion mediated=26.9%; 95% CI: 15.8%-40.7%) while harm perception did not. Additionally, the effect of advertising exposure on curiosity was moderated by household income (p=0.03) and residential area (p=0.001), and was stronger among participants with lower socioeconomic status. CONCLUSIONS E-cigarette advertising may promote young adults' experimentation by increasing their curiosity towards the products. Socially disadvantaged groups may be more susceptible to e-cigarette advertising. The study suggests that the government should explore options for better regulation of e-cigarettes to prevent initiation by never smokers and protect vulnerable populations. [ABSTRACT FROM AUTHOR]

The figure of the teacher is becoming increasingly significant in schooling systems around the globe. In this article, we consider how the market-oriented system of schooling in the Australian state of New South Wales may be reflecting and (re)shaping understandings of who teachers are and should be. To do this, we present a corpus-assisted analysis of advertisements for teaching positions gathered across the public, Catholic and independent school sectors, to explore how schools and school sectors construct images of the 'good' or 'quality' teacher. Findings indicate a stronger focus on the 'person' of the teacher in independent schools; and a surprising lack of pedagogical concerns within any sector. Our contribution is novel in first, using a relatively untapped data source to explore how the figure of the teacher is constructed in the public domain; and second, demonstrating the reciprocal relationship between teachers and schools in the marketing of educational products. [ABSTRACT FROM AUTHOR]

Background: This study conducted an exploratory content analysis of TV food advertisements on the top three most popular channels for Filipino children aged two to 17 during school and non-school days. Methods: Data were collected by manually recording of aired advertisements from 16 non-school days (July to September 2020) and 16 school days (January to April 2021). Descriptive and inferential statistical analyses were used to assess children's rates of exposure to food advertisements (mean ± SD of advertisements aired per channel per hour), the healthiness of promoted foods (as permitted (healthier) or not permitted (unhealthy) according to nutrient profiling models from the World Health Organization), and persuasive techniques used in food advertisements, including promotional characters and premium offers. Results: The results show that the rates of exposure to food advertisements were higher during school days (14.6 ± 14.8) than on non-school days (11.9 ± 12.0) (p < 0.01). Both periods yield a similarly higher proportion of non-permitted food advertisements (e.g. 9.3 ± 9.7 ads/channel/hour for school days and 8.3 ± 8.5 ads/channel/hour for non-school days) than permitted ones. More non-permitted food advertisements during children's peak viewing times were observed than non-peak viewing times (e.g. 11.8 ± 10. vs. 8.3 ± 9.2 ads/channel/hour for school days). Non-permitted food advertisements employed persuasive techniques more frequently, accounting for 64–91% of all food ads during peak viewing times. Conclusion: Children are exposed to a large volume of television advertisements for foods that should not be permitted to be marketed to children based on authoritative nutrient criteria. Paper Context: Main findings: Filipino children experienced a significantly higher rate of food advertisements per hour during school days compared to non-school days, with non-permitted food advertisements being more frequent than permitted ones, especially during peak viewing times. Added knowledge: A large percentage of food advertisements were for non-permitted food products, with common persuasive techniques including the use of images of children, celebrities, and various premium strategies, such as '20% extra' and price discounts, which target both children and their parents. Global health impact for policy and action: The findings support the need for stringent regulations on TV food marketing to children, including the development of clear standards for permitted versus non-permitted food advertisements, redefining children's peak viewing times for more effective monitoring, and extending regulations to other media platforms to curb the influence of unhealthy food marketing on children's dietary choices and overall health. [ABSTRACT FROM AUTHOR]

The digital world offers a wealth of information for children, but in today's digital age, children are increasingly exposed to misinformation and disinformation, posing significant challenges to their well-being and development. In the Nordic states, renowned for their progressive digital infrastructure and commitment to child welfare, addressing this challenge has become a focal point of policy discussions and scholarly inquiry. This research manuscript delves into the nuanced landscape of child protection from misinformation and disinformation within the digital communication sphere of Nordic nations. This research investigates the effectiveness of current legal measures, international conventions, and collaborative strategies in safeguarding children from this harmful content. Drawing upon a multidisciplinary approach, this manuscript scrutinizes existing legislative frameworks and policy initiatives aimed at mitigating the dissemination of harmful content targeting children. Furthermore, it investigates the alignment of these measures with international conventions and treaties pertinent to child rights and digital safety. Moreover, this research explores collaborative strategies among stakeholders, including governments, non-governmental organizations, tech companies, educators, and parents, in fostering a safer digital environment for children. By analyzing best practices and innovative interventions, this manuscript offers insights into effective mechanisms for detecting, addressing, and preventing the proliferation of misinformation and disinformation targeting children. Ultimately, this research contributes to the advancement of evidence-based policies and interventions tailored to the unique challenges posed by misinformation and disinformation in the digital communication landscape of Nordic nations. It underscores the imperative of concerted efforts at the national, regional, and international levels to protect children's rights and well-being in an increasingly complex digital ecosystem. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine the effects of character body size, subject body size and product type on female adolescents' attitudes toward the character. Given prior research showing that adolescents identify more strongly with those whom they view as similar to themselves, it is possible that heavy and obese adolescents will react more favorably to plus-size ad characters. Design/methodology/approach: Two studies were conducted, one with females aged 12–14 and a second with females aged 15–17. Based on their body mass index, subjects were classified as of small/average size or overweight/obese. Ads featured either a thin, average-size or plus-size character, and promoted either a healthful or an unhealthful snack item. Findings: In general, small/average size female adolescents responded more favorably toward thin characters, whereas their overweight/obese counterparts responded more favorably toward plus-size characters. Moreover, subjects' responses were not moderated by the nutritional value (healthful vs unhealthful) of the product being advertised. Research limitations/implications: To effectively promote healthy foods to overweight/obese adolescents, it may be advantageous to incorporate plus-size characters. Additional research is needed, however, to determine whether this approach can effectively influence brand attitudes and consumption behaviors. Social implications: As obesity rates continue to rise, it has become vitally important to encourage healthier food choices among youth. To develop effective communication strategies, marketers need to better understand how young consumers respond to various advertising cues. Originality/value: To the best of the authors' knowledge, this is the first study to examine the effect of character size and subject size on female adolescents' attitudes toward the character. [ABSTRACT FROM AUTHOR]

Background: Given that signage, messaging, and advertisements (ads) are the gateway to many interventions in suicide prevention, it is important that we understand what type of messaging works best for whom. Objective: We investigated whether explicitly mentioning suicide increases engagement using internet ads by investigating engagement with campaigns with different categories of keywords searched, which may reflect different cognitive states. Methods: We ran a 2-arm study Australia-wide, with or without ads featuring explicit suicide wording. We analyzed whether there were differences in engagement for campaigns with explicit and nonexplicit ads for low-risk (distressed but not explicitly suicidal), high-risk (explicitly suicidal), and help-seeking for suicide keywords. Results: Our analyses revealed that having explicit wording has opposite effects, depending on the search terms used: explicit wording reduced the engagement rate for individuals searching for low-risk keywords but increased engagement for those using high-risk keywords. Conclusions: The findings suggest that individuals who are aware of their suicidality respond better to campaigns that explicitly use the word "suicide." We found that individuals who search for low-risk keywords also respond to explicit ads, suggesting that some individuals who are experiencing suicidality search for low-risk keywords. [ABSTRACT FROM AUTHOR]

This discursive study explores the portrayal of empowering women in advertisements, shedding light on the evolving narrative within the realm of marketing and media. The analysis delves into the discursive strategies employed by advertisers to construct empowering representations of women, examining linguistic, visual, and cultural elements. Through a comprehensive review of diverse advertisements, this study investigates how these portrayals shape societal perceptions of women's roles and identities. The research seeks to unravel the underlying discourses that either challenge or perpetuate traditional gender norms, assessing the impact of these representations on both individual and collective consciousness. By critically examining the discursive dimensions of women's empowerment in advertising, this study provides insights into the socio-cultural implications and the potential role of advertisements in fostering positive societal change. [ABSTRACT FROM AUTHOR]

Newspapers emerged as a novel phenomenon in Iran during the Qajar Era following the exposure of Iranian intellectuals to European societal developments. Over time, newspaper publication gained popularity across various regions in Iran. The Constitutional Movement marked a pivotal moment in Iranian journalism with an increase in newspaper publication in several cities following the proclamation of the constitutional decree in 1324 AH. These newspapers underwent significant changes in terms of content. One aspect worth exploring constitutional era newspapers in Qajar is the presence of "advertisements" often referred to as "E'lān". These advertisements provided valuable insights into the social and economic conditions of Iranian cities, shedding light on the neglected aspects of social and economic history that were not found in narrative sources. This study focused on evaluating advertisements in "Anjuman-e Tabriz Newspaper", one of the prominent newspapers of the constitutional era. The study aimed to answer the fundamental question: What social and economic information did the advertisements in Anjuman-e Tabriz Newspaper offered about the life in Tabriz during the constitutional era? In other words, what advertising-related data did Anjuman-e Tabriz Newspaper contain and how significant were these data in understanding urban life in Tabriz at that time? The research utilized a combination of quantitative and qualitative methods. Qualitative research methods were employed in the collection and description of reports, while quantitative statistical methods were utilized for data analysis. Thus, this research adopted a descriptive-analytical approach to studying advertisement. By evaluating and summarizing the available data, the study concluded that the advertisements in Anjuman-e Tabriz Newspaper not only shed light on the neglected social and economic aspects of Tabriz society during that time, but also reflected the emerging nationalist tendencies and promoted social action, such as supporting domestic goods and imposing embargoes on foreign goods. [ABSTRACT FROM AUTHOR]

This study aims to analyze and understand the new role that the intertextuality has gained in the communicative interactions through advertisements (and through their translations). As a concept that expresses the relations of a text with other texts, intertextuality stands out in advertisement language. In this context, intertextual references, their effects and how they work in audiences' perception through advertisements will be discussed and by deepening the meaning of intertextuality and by opening new dimensions to the concept, this study will try to portray that the concept 'intertextuality' requires reconceptualization in the advertisement world different from literary texts in the sense that advertisements use the concept to lead the audience references to a single point either by visuals or through specially chosen language. [ABSTRACT FROM AUTHOR]

The use of language in digital discourse for marketing has rapidly developed through mass media. This paper elucidates how advertisers employ various pragmatic strategies to persuade the recipient to act (behavior) by purchasing specific products. This study utilized different theoretical and conceptual frameworks (Theory of Reasoned Action and Aristotle's Models of Persuasion) to address the shortcomings of the social cognitive approach in studying persuasion, to investigate how language of advertisements can influence the recipient's thinking of a product from a psychological perspective. Guided by the principles of TRA, the present study argues that persuasion in advertisements is structured by three dimensions: attraction (through language features and appeals), evaluation (through beliefs, attitudes, and intention), and behavior (social acceptance or reluctance). This study revealed eight persuasion techniques employed by advertisers including demonstrating distinction, honoring commitment, expressing authority, hyperbolizing, glorification, providing proofs, expressing solidarity, and proving success. Showing distinction and Honoring commitment were the most frequently used strategies. Additionally, the study found that strategies of persuasion involved ethical, logical, and emotional appeals for their large effect on the recipient as they contribute to the recipient's positive evaluations. Appealing to reasoning (logic) is the most common one in slogans. [ABSTRACT FROM AUTHOR]

Background: Despite its numerous health benefits, consumers' daily water consumption is below recommend levels while soft drink consumption remains high. Previous research has shown that the degree to which drinks are cognitively represented in terms of consumption and enjoyment (i.e., through simulations of consumption and reward) predicts desire and intake. Here, we examined whether simulation-enhancing advertisements that frame water in terms of consumption and reward change cognitive representations and increase motivation for a fictitious bottled water. Methods: In three pre-registered online experiments (Nexp1 = 984; Nexp2 = 786; Nexp3 = 907), UK participants viewed three advertisements that either highlighted the rewarding consumption experience of water (e.g., "Refresh all your senses with this smooth, cool water"; simulation-enhancing ads), the health consequences of drinking water (e.g., "This water takes care of your health"; health-focused ads), or control ads. We assessed cognitive representations of the bottled water with a semantic feature production task, and we coded the words used as consumption and reward features or positive long-term health consequences features. We assessed motivation through ratings of the attractiveness of the water (Exp. 1 only), desire to drink it, and willingness to pay for it (WTP). Results: In line with our hypotheses, participants represented the bottled water more in terms of consumption and reward after viewing simulation-enhancing advertisements, and more in terms of positive long-term health consequences after viewing health-focused advertisements. There was no direct effect of advertisement condition on motivation ratings. However, significant indirect effects showed that simulation-enhancing advertisements increased desire and WTP through the proportion of consumption and reward features, whereas health-focused advertisements increased motivation through an increase in the proportion of positive long-term health consequences features. The effects through consumption and reward were stronger. Conclusions: These findings are consistent with research suggesting that the experience of immediate reward from drinking water underlies intake. Public health interventions should emphasize the enjoyment of drinking water, rather than the long-term health benefits. [ABSTRACT FROM AUTHOR]

Advertisements are a wonderful way to raise awareness and provide a sneak peek at the product. As a result, many firms use advertisements and creative slogans to market their products. Advertisements portray worldwide social and cultural norms and have a direct influence on consumer thought. This qualitative study examines the language of advertising slogans from a linguistic standpoint, focusing on how they affect viewers' views. Data from five Pakistani TV channels was collected and evaluated using a Fairclough 3D model with the goal of uncovering the subtle interaction of language, culture, and society norms hidden within these brief messages. The study found that slogans have distinct linguistic properties, distinguishing them from formal language, and may have a positive psychological impact on customers. Advertisements depict global social and cultural conventions and have a significant impact on consumer thought. It strengthens the link between the consumer and the brand by associating the product with special occasions, resulting in increased sales. [ABSTRACT FROM AUTHOR]

This article argues that Daniel Defoe's tendency to write as a form of narrative cartographer predates his novels of the 1720s and owes much to his periodical writing in the early 1700s. Defoe's Review (1704–13) is an unusually peripatetic periodical, written while its author was travelling widely on the business of Robert Harley. Focusing on the periodical's early years (1704–5), this article explores how The Review acts as a repository for geospatial information. It uses correspondence and advertisements to consider how the periodical details the logistics of its publication and distribution, and how that distribution responds to changes in national infrastructure and politics. [ABSTRACT FROM AUTHOR]

This study uses a Fairclough Critical Discourse Analysis to analyze advertisements' textual and visual elements and discursive and sociocultural analysis of beauty product advertisements in Japan. Data were taken and studied from several examples of beauty product advertisements and interviews with seven Japanese women as informants about the discourse in beauty product advertisements. In addition, the speakers were also asked to express their opinions regarding the beauty standards in Japanese society today. The results show that advertising has a role in reproducing and maintaining the standard of beauty in Japanese society. The image of women with clean and shining white skin is still the standard for Japanese women. Taglines and beauty products in Japan offer clean white skin as demanded in Japanese society. From this, it is also known that advertising producers use beauty constructions formed in society to make advertisements for beauty products. This causes the discourse on Japanese beauty standards to persist in Japanese society. [ABSTRACT FROM AUTHOR]

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This article examines 3,517 Facebook ads created by Russia's Internet Research Agency (IRA) between June 2015 and August 2017 in its Active Measures disinformation campaign targeting the 2016 U.S. presidential election. We aimed to unearth the relationship between ad engagement (ad clicks) and 40 features related to the ads' metadata, psychological meaning, and sentiment. The purpose of our analysis was to (1) understand the relationship between engagement and features, (2) find the most relevant feature subsets to predict engagement via feature selection, and (3) find the semantic topics that best characterize the data set via topic modeling. We found that investment features (e.g., ad spend, ad lifetime), caption length, and sentiment were the top features predicting users' engagement with the ads. In addition, positive sentiment ads were more engaging than negative ads, and psycholinguistic features (e.g., use of religion-relevant words) were identified as highly important in the makeup of an engaging disinformation ad. Linear support vector machines (SVMs) and logistic regression classifiers achieved the highest mean F scores (93.6%), revealing that the optimal feature subset contains 12 and six features, respectively. Finally, we corroborate the findings of previous research that the IRA specifically targeted Americans on divisive ad topics (e.g., LGBT rights) and advance a definition of disinformation advertising. [ABSTRACT FROM AUTHOR]

Advertising, a form of publicity, can pass on a social message so that people understand their sobligation towards society. The purpose of this study was to look into how consumers responded to socially conscious advertisements. This study conceptualizes the antecedents of attitude towards commercial advertisements that incorporate the social message, including advertising creativity, informativeness, and emotional appeal; each one can influence consumers' behavior. This study also examined the relationship between (i) Attitude towards the ad with a social message and purchase intention of the consumer and (ii) Purchase intention of the consumer and subjective well‐being. The interrelationships in the proposed model were investigated using structural equation modeling (SEM). A quantitative survey of university students was conducted in order to gather the data, which was based on an experiment. A field survey of 395 students was conducted to test the hypotheses. The results of the empirical tests confirm that attitude towards the advertisement positively affects the purchase intention of the consumer and that advertising creativity and emotional appeal are the key predictors of attitude towards the advertisement that highlights a social issue. And, purchase intention positively influences the subjective well‐being of the consumers. This paper contributes to the theory by giving new insight into the advertising literature. It also provides the necessary knowledge to marketers and advertisers on commercial advertisements incorporating a social message and the subjective well‐being of consumers. [ABSTRACT FROM AUTHOR]

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Social and cultural diversity is the fundamental identity of our country. As the largeness of the society increases, social indifferences will come up and that affects steadiness of the society. Our country is also not free from such social problems and inconsistencies. Such issues range from our complicated political framework to individual family atmosphere. Obviously, these problems have become a constrain for the smooth development of the country. We need smart solutions to overcome all these socially alarming issues and to make the country a better place to live. This study examines how a brand can get involved in such problems and thereby achieving respect from the target audience. Many brands have given pivotal amount of importance to social problems and could incorporate the same in branding and advertisement campaigns. Bringing social cause appeal in advertisement content makes a brand more appealing and respectable. It also focusses on the response and approach of young people towards social cause advertisement. The study explains whether social cause advertisements bring changes in behavior and attitude of youngsters towards social problems and also factors that make social cause advertisement preferred and effective. [ABSTRACT FROM AUTHOR]

Advertising is as creative a story as an infinitely varied one. Also, a highly manipulative one. In a world where everything is for sale and the competition is fierce, what can dairy producers do to stand out on the market? How to persuade the customers using multiple aspects--look, discourse, intonation, colour, energy, and music--except the one that is most important in such industries--taste? In this paper, we examine TV commercials for yoghurt presented in the United Kingdom and Romania in recent years and find out the common traits and aspects that set them apart. We focus on grammatical and stylistic traits. A thorough analysis is made of the function of the sentences, the tenses used, the polarity, and several syntactical strategies such as simple sentences, minor sentences, ellipsis, parallelism, and anaphora. Also, the phonological aspect is tackled, i.e., alliteration, assonance, and rhyme. [ABSTRACT FROM AUTHOR]