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The global coronavirus pandemic (COVID-19) has led to changes in advertising, marketing, advertising spending and media activities, forcing companies and brands to rethink their views on current and future advertising and marketing campaigns in order to maintain a stable revenue stream. This becomes even more important, because as a result of COVID-19, it is expected that starting in 2020, in the future, at least for the next 4-5 years, advertising costs for some advertisers will decrease as revenue decreases and the transition to other forms and channels of communication with the target audience of consumers. As a result, many brands may seek to optimize their marketing practices to better reflect the growth of online transactions, communication, and personal interaction time with consumers.

This article explores the intersection between advertising by food brands, practices on YouTube and child obesity. The objective is to analyse the communication features of marketing content by food brands targeting children on YouTube. The existing literature confirming the relationship between exposure to food advertising and actual consumption prioritizes television while largely ignoring the digital world. When children connect to the internet, watching videos on YouTube is their most common activity. We analyse and compare the advertising by food brands on regular TV networks (traditional advertising) with videos by child YouTubers (influencing) in Spanish. An exploratory study is conducted by means of a content analysis of 304 videos, with 12 variables grouped into 2 categories: prevalence of ultra-processed vs healthy products in advertising, and marketing style. The results reveal marked differences in practices between brands and child YouTubers, along with the rise of hybrid media forms. The conclusions highlight the absence of advertising warnings in content targeting children. Changes are recommended to increase the responsibility assumed by these media spaces that exert such a huge influence on an audience as vulnerable as children., (© 2020 World Obesity Federation.)

Aims: To investigate the association between having a favourite alcohol advertisement and binge drinking among European adolescents., Design: Data were obtained from a longitudinal observational study on relationships between smoking and drinking and film tobacco and alcohol exposures., Setting: State-funded schools., Participants: Baseline survey of 12 464 German, Italian, Polish and Scottish adolescents (mean age 13.5 years), of whom 10 259 (82%) were followed-up 12 months later., Measurements: Pupils were asked the brand of their favourite alcohol advertisement at baseline. Multi-level mixed-effects logistic regressions assessed relationships between having a favourite alcohol advertisement ('alcohol marketing receptivity') and (i) binge drinking at baseline; and (ii) initiating binge drinking during follow-up among a subsample of 7438 baseline never binge drinkers., Findings: Life-time binge drinking prevalence at baseline was 29.9% and 25.9% initiated binge drinking during follow-up. Almost one-third of the baseline sample (32.1%) and 22.6% of the follow-up sample of never-bingers named a branded favourite alcohol advertisement, with high between-country variation in brand named. After controlling for age, gender, family affluence, school performance, TV screen time, personality characteristics and drinking behaviour of peers, parents and siblings, alcohol marketing receptivity was related significantly to both binge drinking at baseline [adjusted odds ratio (AOR) = 2.13, 95% confidence interval (CI) = 1.92, 2.36] and binge drinking initiation in longitudinal analysis (AOR = 1.45, 95% CI = 1.26, 1.66). There was no evidence for effect heterogeneity across countries., Conclusions: Among European adolescents naming a favourite alcohol advertisement was associated with increased likelihood of initiating binge drinking during 1-year follow-up, suggesting a relationship between alcohol marketing receptivity and adolescent binge drinking., (© 2014 Society for the Study of Addiction.)

Brand knowledge is a prerequisite of children's requests and choices for branded foods. We explored the development of young children's brand knowledge of foods highly advertised on television - both healthy and less healthy. Participants were 172 children aged 3-5 years in diverse socio-economic settings, from two jurisdictions on the island of Ireland with different regulatory environments. Results indicated that food brand knowledge (i) did not differ across jurisdictions; (ii) increased significantly between 3 and 4 years; and (iii) children had significantly greater knowledge of unhealthy food brands, compared with similarly advertised healthy brands. In addition, (iv) children's healthy food brand knowledge was not related to their television viewing, their mother's education, or parent or child eating. However, (v) unhealthy brand knowledge was significantly related to all these factors, although only parent eating and children's age were independent predictors. Findings indicate that effects of food marketing for unhealthy foods take place through routes other than television advertising alone, and are present before pre-schoolers develop the concept of healthy eating. Implications are that marketing restrictions of unhealthy foods should extend beyond television advertising; and that family-focused obesity prevention programmes should begin before children are 3 years of age., (Copyright © 2014 Elsevier Ltd. All rights reserved.)

Marketers commonly use ads that associate brands with success in persuasive communications. Yet, these ads may not be the most effective way to promote brands, particularly masculine brands. The current research examines when and why failure messaging can be an effective promotional approach. Across eight studies using both observational and experimental data from field and lab settings, the authors demonstrate that experiences of failure in achievement contexts, and ads that employ failure (vs. success) messaging, are more effective in promoting masculine but not feminine or neutral brands. An increase in consumers' hostility mediates these effects. Feminine brands that employ aggressive branding cues (e.g., the color red) can also benefit from failure messaging. Additionally, the benefits of failure messaging are enhanced when people do (vs. do not) take responsibility for their failures, and this moderating effect is intensified (weakened) when failures are attributed to unstable (stable) causes. Finally, the consumption of masculine options was found to assist consumers in recovering from achievement failures. [ABSTRACT FROM AUTHOR]

The exposure of minors on social media by influencer mothers and fathers is becoming an increasingly common practice, especially on Instagram. Sharenting (a combination of "share" and "parenting"), understood as the sharing of information and photos of children on social media, raises numerous ethical, legal, and advertising-related questions. The digital footprint of minors and its potential effects are intertwined with the practice of influencer parents who use their children's images to promote brands and products. The objective of this study is to contribute to the research on sharenting in connection with influencer marketing, specifically focusing on mothers and fathers who use their children to create advertising content. The study aims to verify the presence of brands targeting minors in their parents' posts, analyze the use of minors' rights to image and privacy by their parents, and determine whether it complies with legal spanish advertising regulations. The presence of minors and brands in a sample of 89 influencer mothers and fathers on Instagram is analyzed through content analysis (363 posts from August 20th to September 20th, 2023, and 295 stories). The results indicate an extremely high presence of minors in posts by influencer mothers and fathers, and they often serve as vehicles for brands (with 96.71% of mothers' posts featuring brands), although fewer than 15% of these are identified as advertisements. The conclusions highlight the misuse of minors' images and privacy on Instagram by their influencer parents for advertising purposes. [ABSTRACT FROM AUTHOR]

This article has several distinct purposes: firstly, I will analyze the reasons why children end up being the target of advertising campaigns from an early age; secondly, I will assess the definite effects of advertising on children; thirdly, I will analyze if the audiences of advertising campaigns develop skeptical attitudes regarding the advertisements they come into contact with; fourthly, I will identify the factors that determine the skeptical attitude toward advertisements; fifth, I will identify and assess the kinds of skepticism that children might develop toward advertisements and whether these kinds of skepticism are real states that children's minds can acquire. The thesis I want to argue is that most research on the possibility of children developing a skeptical attitude towards advertising operates with a diluted concept of skepticism, which has the consequence of identifying a greater number of skeptical children (and adults). A weakened concept of skepticism results in the lowering of the age at which children are declared skeptical and, consequently, fit to be exposed to advertising. Such scientific results, even if they spring from the honest intentions of scientific research, seem to serve the interests of companies that want to make young children legitimate targets of advertising on all channels. [ABSTRACT FROM AUTHOR]

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The study of the influence of socio-demographic factors on the development of marketing communications is relevant, as it helps businesses to interact more effectively with the changing needs and behaviour of consumers in the context of global demographic changes. The purpose of this study was to investigate marketing communications that are preferred by different segments of the population. During the study, the following methods were used: analysis of statistical data, logical, graphic, and generalization methods. The study covers various categories of families and their influence on the consumption and perception of advertising. Large families, Muslims, gay people, and serial monogamists were found to have their own unique characteristics and preferences in advertising. Specifically, large families can be targeted by advertising aimed at children’s goods and services, which can be encountered while walking with children. Muslim families who are allowed to have multiple wives may be interested in advertising that reflects the values and needs of this religious group. Gay people and serial monogamists may show a greater interest in branded clothing and higherpriced goods. Furthermore, the age and income level of the population influence the perception of advertising. Young and middle-aged people may be more trusting of advertising, while older people may show less trust in it. It was also found that advertising in the media and Internet advertising are effective channels of communication with various categories of the population. The results of the study can be used to adjust marketing strategies, from the correction of advertising messages to the selection of platforms for advertising promotion, which, considering the demographic characteristics of the target audience, can significantly increase the effectiveness of marketing activities and business profitability

This article identifies a variety of magical motifs that appear in ads and that consequently shape the popular practices of consumerism. In this context, magic refers to visual and textual content that suggest the world is suffused with supernatural forces and agencies. The author briefly discusses some basic approaches to the study of magic in advertising, proceeds to identify the range of magical themes that reliably appear in ads, and discusses an assignment that can be used to guide students towards a deeper understanding of this key aspect of consumerism. [ABSTRACT FROM AUTHOR]

The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of 'normality' to activate our desire to consume. As the UK's series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes 'normal' life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of 'normality' promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of 'everyday' life. [ABSTRACT FROM AUTHOR]

The article discloses creativity in developing brand assets and explores the relationship between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of an article that explores the combination of distinctive brand assets and divergent thinking might lie in its potential to shed new light on how branding strategies can be used to foster creativity. By examining how certain visual and auditory cues associated with a brand can activate divergent thinking, the study could provide insights into how marketers can design more effective branding campaigns that not only increase brand recognition but also inspire consumers to think outside the box. Distinctive brand assets are unique visual and auditory cues that help consumers identify and differentiate a brand from its competitors. Divergent thinking is generating multiple ideas and solutions to a problem. The article argues that successful distinctive brand assets could result from divergent thinking and creativity, as they enable brands to create assets that are not only distinctive but also emotionally resonant and memorable. Ultimately, the article demonstrates how divergent thinking and creativity are critical components in the development and success of distinctive brand assets, which are an essential part of a brand's overall marketing strategy. [ABSTRACT FROM AUTHOR]

This paper is an attempt to analyze the commercials of juice brands on television of Pakistani Media. The commercials that are taken to be analyzed are the two renowned brands of Juice products in Pakistan. The names of these renowned brands are "Nestle Fruita Vitals" and "Pakola Flavored Milk". The aim of this paper is to analyze the linguistic devices that have been used to promote the specific ideology behind commercializing the two brands of juice products in Pakistan. The specific motto has been highlighted behind each of the commercial advertisements. The article tends to present the catchy phrases and the particular words that have been used in these two advertisements of juice products that inculcate certain ideologies for their listeners to buy their brand. The procedure of analysis was processed with the help of Fairclough's model of the "Three-Dimension Framework" (1989). The analysis has presented the philosophical frame behind these two commercial brands. The critical analysis of discourse helped to know about the different strategies that have been adopted by the advertisement makers to sell the juice products of two separate commercial brands in Pakistan. They are briefly explained and interpreted in the light of the CDA model. The analysis of data has revealed a fact that the commercial designers of the two juice brands tried to use specific rhetorical devices to attract the mindset of people to buy products. The advertisers try to convince the general public that their juice brand as that they wanted should be introduced in the market. It is better in comparison to all the other juice brands in Pakistan. Therefore, the present study has tried to reveal this fact with a comparison of advertisement content in two different juice brands in Pakistan. [ABSTRACT FROM AUTHOR]

The concept of storytelling lacks a theoretical corpus that points to the origin of its use in advertising. Therefore, the aim of this research is to know the historical affiliations of the application of storytelling in advertising, finding its most relevant milestones from the creative strategies. The main conclusion is that advertising, as a profession, is aware of the importance of storytelling, thanks to David Ogilvy. It also indicates that advertising, even before being considered a discipline, has had a narrative component inoculated in a natural way, regardless of the medium and the creative strategies used. [ABSTRACT FROM AUTHOR]

Works dealing with the Attentional White-Bear theory show that people allocate attention to a location they were told to ignore. However, studies have not examine whether the content presented in the ignored location had an impact on participants' attitudes. To explore this question we provide a novel demonstration of the joint effects of the Attentional White-Bear and the Sleeper effect, and show that an instruction to ignore a specific predefined location in the visual field generates attention to the content in that location which influences attitudes. In four longitudinal experiments, a Sleeper effect was revealed. However this effect was eliminated when participants were requested to ignore the predefined location of the discounting cue (Experiments 1 and 3), the persuasive message (Experiment 2) and the incongruent background (Experiment 4). The comparative findings for the parallel groups exposed to the same information (both persuasive and discounting) without the ignoring instruction point to the critical role of this instruction as the source of the difference in attitude change. The discussion centers on the implications regarding the strategic buildup of communicating information that can attract audience's attention in novel unexpected ways. These counterintuitive effects provide an uncommon strategic perspective: paradoxically, in order to generate attention to a message, the target audience should be instructed to ignore its location. [ABSTRACT FROM AUTHOR]

Copyright of GeSec: Revista de Gestao e Secretariado is the property of Sindicato das Secretarias e Secretarios do Estado de Sao Paulo (SINSESP) 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 article discloses creativity in developing brand assets and explores the relationship between creativity, distinctive brand assets, and divergent thinking. The scientific novelty of an article that explores the combination of distinctive brand assets and divergent thinking might lie in its potential to shed new light on how branding strategies can be used to foster creativity. By examining how certain visual and auditory cues associated with a brand can activate divergent thinking, the study could provide insights into how marketers can design more effective branding campaigns that not only increase brand recognition but also inspire consumers to think outside the box. Distinctive brand assets are unique visual and auditory cues that help consumers identify and differentiate a brand from its competitors. Divergent thinking is generating multiple ideas and solutions to a problem. The article argues that successful distinctive brand assets could result from divergent thinking and creativity, as they enable brands to create assets that are not only distinctive but also emotionally resonant and memorable. Ultimately, the article demonstrates how divergent thinking and creativity are critical components in the development and success of distinctive brand assets, which are an essential part of a brand’s overall marketing strategy.

Background: Today’s society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations – in accordance with the Mirror Theory – with mainstreaming, which can influence social change. In this case, analysis is focused on the homosexual community. Methods: A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. Results: The results evidence the transformation of advertising. The main findings show a shift from the total invisibility of the gay men and lesbian community in the 1960s to effective and respectful integration today. Conclusions: Queervertising is proposed as a new theoretical concept as the result of gender and sexual diversity being identified in advertising over time. The inclusion of gay men and lesbians in advertising is a current trend that, moreover, offers a challenge for brands. Although this turnaround in advertising creativity should be highlighted and recognized as being to some extent responsible for changes and social evolution, the commercial messages which are found today are still not always disruptive or excessively explicit, in order to avoid some rejection by audiences.

Background: Today’s society clams to be more inclusive, but there has been a lack of practical examination of this area. This study analyses how advertising and society interact and evolve in parallel, with advertising seeking to balance more traditional representations – in accordance with the Mirror Theory – with mainstreaming, which can influence social change. In this case, analysis is focused on the homosexual community. Methods: A content analysis of audiovisual advertising in Spain from the 1960s to 2021 is carried out in addition to a review of historical milestones and legislation. Results: The results evidence the transformation of advertising. The main findings show a shift from the total invisibility of the gay men and lesbian community in the 1960s to effective and respectful integration today. Conclusions: Queervertising is proposed as a new theoretical concept as the result of gender and sexual diversity being identified in advertising over time. The inclusion of gay men and lesbians in advertising is a current trend that, moreover, offers a challenge for brands. Although this turnaround in advertising creativity should be highlighted and recognized as being to some extent responsible for changes and social evolution, the commercial messages which are found today are still not always disruptive or excessively explicit, in order to avoid some rejection by audiences.

Today, advertising is becoming one of the most important tools not only to promote brands but also to spread awareness about social issues among the masses. Nowadays, marketing managers mainly focus on understanding the mindset of their target audience, as consumers prefer brands they can relate to. The societal marketing aims to pursue both earning revenues and improving society. Coming up with such innovative advertisements that are simple and convincing is what the brands are aiming for. Brands want to advertise themselves in a way that leaves a lasting impression in the minds of consumers. However, oftentimes difficulty arises when people immediately question or raise objections to the ads whenever they sense something unethical or inappropriate. There is a very thin line between being relevant and being controversial. Therefore, the present study focuses on some brands that use advertising techniques to inform the masses about the social ills that are prevalent in society and how these advertisements affect the brand's public image. [ABSTRACT FROM AUTHOR]

This article studies trends in the development of marketing communications as a result of business space transformation and the emergence of new values that are the main determinants of social development in the modern world. This article highlights the main preferences and expectations of users of different promotion channels, which provide the basis for predicting their further use and development. It studies the impact of advertising and promotion channels on the purchase by younger and older generation. Various channels of marketing communications are considered, including the most effective digital marketing methods according to marketers around the world. There are analysed data users such as companies that intensively create, operate, collect and analyse digital data and use what they learn to improve their business. Special attention is paid to the use of such a powerful and promising communications tool as AI, which can significantly affect the quality and speed of service. Commercial content on social media has become the new normal, and users are actively exploring it. It is analysed how niche influencers will play a leading role in promoting commercial content on social media. There is described a way to achieve advanced digital technologies that allows marketers to reach the maximum share of the target audience and establish effective channels of communication with consumers, immersing deeper directly into the sales process.

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding. [ABSTRACT FROM AUTHOR]

The rapid expansion of the advertising arena compels marketers to contest each other for acquiring greater market share than their competitors. Therefore, it has become extremely complex for brands to grab the audience's attention for sustaining a greater market share. Considering this, advertisers nowadays are making a 360-degree shift in their traditional approach of reaching out the customers through rational advertising and communication strategies. Contrary to the rational advertising approaches, emotional advertising approaches are being widely considered more effective to grab and sustain the market share. To incorporate the emotional advertising approaches, advertisers and marketers have yet to innovate the concept of emotional intelligence in the context of advertising and the marketing domain. Emotional Intelligence is defined as "the ability to monitor one's own and others' feelings and emotions, to discriminate among them and to use this information to guide one's thinking and actions." Consumers form an external emotional connection with the brand aligned with their personal experiences. Hence, advertisers want to float advertising messages carrying positive emotional meaning. This, in turn, should help advertisers to acquire a greater market share than their competitors. Specifying the importance of emotional intelligence in the field of advertising, this study aims to investigate the prospects/potential of innovating emotional intelligence for the advertising and marketing field. The objective of this study is to assess the multiple dimensions of consumer research, where emotional intelligence has already been applied. Further, the results have been generated to analyze the gaps where more innovation can be made in terms of incorporating the concept of emotional intelligence. The study uses 33 articles published in well-reputed journals. The exploratory analysis of 33 research articles discussing the role of emotional intelligence in marketing and advertising has been conducted. Based on the analysis, this study assesses the potential that exists in this field and its role in the existing field of advertising regarding consumer association with certain brands. Multiple themes have been identified that hint upon greater connectivity of emotional intelligence in purchase decisions and other relevant advertising processes. This study will further help advertisers and marketers to innovate the concept of emotional intelligence in the context of advertising and the marketing domain. [ABSTRACT FROM AUTHOR]

Resumen: Objetivo: Identificar contenidos de alto riesgo en la comunicación de alimentos que combinen rasgos obesogénicos con un formato de alta activación emocional. Método: Se comparan 304 vídeos (47 h 41 min) de 13 canales de marcas de alimentación (publicidad tradicional) y de 15 canales de menores YouTuber (prescripción e influencia) publicados en 2019. Análisis de contenido exploratorio de variables descriptivas del estilo comunicativo del formato «retos». Resultados: Los retos son el contenido más frecuente (53,3%; n = 162), especialmente en los canales de menores YouTuber (59%; n = 131) frente a los canales de marcas (37,8%; n = 31). Conclusiones: Los contenidos creados por los consumidores no se rigen por la actual Ley de Comunicación Audiovisual. Resulta inaplazable incrementar el control de estas prácticas en el ámbito legal, autorregulatorio y deontológico. La creatividad, la diversión o el mero entretenimiento no son argumentos suficientes para promover de forma persuasiva comportamientos que ponen en riesgo la salud física de la infancia. Abstract: Objective: To identify high-risk content in food advertising that combines obesogenic features with a highly emotionally engaging format. Method: Comparison of 304 videos (47 hours and 41 minutes) from 13 food brand channels (traditional advertising) and from 15 child YouTuber channels (endorsement and influence) posted in 2019. Exploratory content analysis of variables describing the communication style of the “challenges” format. Results: Challenges are the most common type of content (53.3%; n = 162), with a greater prevalence on child YouTuber channels (59%; n = 131) than on brand channels (41%; n = 31). Conclusions: Content created by consumers is not covered by current audiovisual communication legislation. Increased control of these practices is urgently needed, in terms of legislation, self-regulation and codes of ethics. Creativity, enjoyment or mere entertainment is not a sufficient argument for the persuasive promotion of behaviors that endanger the physical health of children.

This article analyzes the reaction of the audience of the Spanish youtuber Verdeliss, who has the largest community of Spanish followers in the field of parenting and motherhood, to the presence of her underage children in the contents that she publishes on YouTube. A survey made among 1.336 followers of her YouTube channel found that the majority of them feel uncomfortable because of the presence of minors in videos where commercial brands are also promoted. This group rates the youtuber worse in almost all dimensions related to her persuasive ability, and they also buy fewer products recommended by her. Likewise, in a qualitative analysis of 284 comments to open-ended questions, it was observed that there are several arguments within this group of uncomfortable followers, among which stand out their discomfort with the excessive exposure of minors, a frontal rejection to the commodification of their image, and a call on competent authorities to protect the minors. Taking into account the differences in the evaluation of the youtuber, these results suggest that sharenting could produce negative effects in the promotion of brands. [ABSTRACT FROM AUTHOR]

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Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones 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 development of digital technologies, the transformation of the Internet into a “communication medium” leads to the formation of a network society with the large-scale development of network culture and the invasion of network business and network forms of education. Replacement of the face-to-face contact by the network communication, destruction of personal space, openness of personal life, its “inclusion in the network”, simultaneous possibility of anonymity, protection and irresponsibility of users become a reality of modern life. Network systems are becoming the basic infrastructure of modern society.

The development of digital technologies, the transformation of the Internet into a “communication medium” leads to the formation of a network society with the large-scale development of network culture and the invasion of network business and network forms of education. Replacement of the face-to-face contact by the network communication, destruction of personal space, openness of personal life, its “inclusion in the network”, simultaneous possibility of anonymity, protection and irresponsibility of users become a reality of modern life. Network systems are becoming the basic infrastructure of modern society.

E-sports, an entertainment activity based on eGames competitions, have their core consumer niche in Generation Z. Previous studies (Ströh, 2017; Elasri- Ejjaberi et al., 2020) already pointed out a strong growth, but the outbreak of the pandemic has notably triggered the interest in this ecosystem. This research analyzes the consumption preferences of a sample of young university students, and to explore perceptions of the audiences towards sponsoring brands as well as the dynamics of the brands themselves in the e-sports ecosystem. The methodology combines quantitative and qualitative techniques. A carried out survey has made possible to quantify the consumption and evaluation of the users. Eight in-depth interviews to e-sports managers, sponsors, professionals from different types of advertising agencies and sports experts were held to confirm the data. This study reveals, firstly, that many brands are using e-sports as a test laboratory in their interaction with the generation Z, generally considered to be a native digital community with unique codes and premises. It also unveils the most important advertising challenges for the sector when trying to consolidate itself as a space for dialogue between brands and audiences. Largely, the strategies in this area could be exported to other territories in future studies. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação Pública is the property of Escola Superior de Comunicacao Social 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.)

Discourse does not exist in isolation, rather it is created within social contexts and reflects the norms of the society in which it is produced and circulated. As Pakistan is a multilingual, multicultural country, its socio-cultural norms are diverse in nature. In this context the present research aims at examining the religiocultural norms, traditions, and belief systems deeply rooted in the Pakistani society, that find expression in the Pakistani discourse of advertising. For this purpose data is collected from the official Facebook profiles of nine brands belonging to three different domains: clothing, food and cosmetics. The data analysis focuses on examining the linguistic, semiotic and thematic elements present in the advertisement texts in order to explore the concepts of religion, nationalism, culture, gender, etc. as presented in the Pakistani advertising discourse. The textual and thematic features of the discourse used in these advertisements are analyzed and integrated into Fairclough's (1989) three dimensional Critical Discourse Analysis (CDA) model to examine discourse and its meanings in social context. The findings indicate that by highlighting the brand's associations with certain religious, social and cultural events and customs in the advertisement texts shared on the Facebook pages, the advertising discourse provides insights into the existing social realities in Pakistan and shows how such discourses reflect the values, ideals and social meanings in the society. In other words, this research explores Pakistani discourse of advertising in terms of linguistic and religio-cultural implications as they emerge in the advertising discourse and to provide further understandings into the discourse practices in Pakistan. The study also helps in understanding the ways in which language is used in the Pakistani advertising discourse in the backdrop of indigenous socio-cultural contexts. [ABSTRACT FROM AUTHOR]

Patanjali Ayurved's entry into FMCG have threatened existing players in all categories. Patanjali had started in 1997 as a small pharmacy in Haridwar and was in corporated as a company in 2006 to produce personal care, food and beverage products through company-owned outlets. It has expanded from 200 Patanjali outlets in 2014 to 5,000 franchise-owned stores today. Patanjali signed a marketing partnership with Future group under which the retailer will offer over 300 Patanjali products at its Big Bazaar stores in around 250 cities. Patanjali hired advertising firms Micann and Mudra to ramp up its advertising campaign. Patanjali has been giving sleepless nights to executives of formidable Hindustan Unilever (HUL), ITC, Britannia, Dabur, Nestle P & G and others. The country's landscape for Fast Moving Consumer Goods (FMCG) is rapidly changing with companies. The spiritual gurus lead company like Baba Ramdev pushing products from Patanjali Ayurved, Gurmeet Ram Rahim Singh, Dera Sacha Sauda and Sri Sri Ayurveda etc. Further, Baba Ramdev promoted Patanjali Ayurved and Art of Living fame Sri Sri Ravi Shankar backed Sri Sri Ayurveda started catching the imagination of people of the wellness of Ayurveda-based products. Now, Consumers are looking at cutting edge technology, competitive price and an ecosystem of value ads. Thus, the 132 - year old consumer goods company Dabur recasts and refreshes several brands. Sachitanand, Rahul (2016) Dabur entered into a license agreement with Central Commercial of Research in Ayurvedic Sciences (CCRAS) which will lead to commercial production of two ayurvedic drugs. Pinto, Viveat Susan (2016). According to Market Research agency Nielsen, the herbal segment in India today accounts for 41 per cent of the Rs 45,000 crore personal care market. HUL has marked its presence in hair oils and skin care, both key constituents of the herbal market with Indulekha and Citra, Pinto, Viveat Susan (2017)

Implicit theories are the beliefs that individuals hold regarding the nature of human and nonhuman attributes, as well as more global phenomena. Over the past three decades, social and consumer psychologists have garnered a rich set of findings from investigating the processing and judgmental impact of implicit theories on various facets of people's day‐to‐day lives. This review begins with a brief summary of the history of implicit theory research before explicating its current state in consumer psychology. The review categorizes the current, and rather fragmented, landscape of the consumer psychology of implicit theories into three broad areas: brands, persuasion, and consumption behaviors. We conclude our review by contributing to an expanding dialogue regarding the future of consumer research pertaining to implicit theories. [ABSTRACT FROM AUTHOR]

This article examines the creation of a national beer brand in Canada. It analyses the challenges faced by the marketing managers at John Labatt Limited ‒ one of Canada's oldest and most successful brewers ‒ in solving the 'national lager problem' (i.e. the inability of Labatt's 'Pilsener' to capture a significant share of the Canadian market). It examines how executives use marketing knowledge to recreate brand identities. It argues that the rebranding of 'Pilsener' as 'Blue' was successful because Labatt's managers fashioned a new brand identity that downplayed the 'ethnic' heritage of the brand by appealing to a new 'Canadian' cosmopolitan modernity. [ABSTRACT FROM AUTHOR]

Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Internet. On the online WOM (measured volume of brand chatter on blogs, user-forums, and Twitter), we find average monthly effects of 0.008 for TV and 0.01 for Internet advertising. Even the categories that have the strongest implied elasticities are only as large as 0.05. Despite this small average effect, we do find that advertising in certain events may produce more desirable amounts of WOM. Specifically, using a synthetic control approach, we find that being a Super Bowl advertiser causes a moderate increase in total WOM that lasts 1 month. The effect on online WOM is larger, but lasts for only 3 days. We discuss the implications of these findings for managing advertising and WOM. [ABSTRACT FROM AUTHOR]

Digital society has caused changes in the conventional forms of advertising. The values and interactive processes associated lead commercial brands to adapt to new situations. This paper reflects on crossmedia and transmedia storytelling concepts and their use in the Latin American context. There has been a transformation built on a hypermodern society, influenced by sociotechnological devices. The main objectives of this work are to define and categorize the new advertising formats arising from this context, as well as to identify the new conceptual manifestations. Through a conceptual revision, the text shows that the traditional forms of strategic advertising planning are changing, determined by conceptual and media hyperrelation. Now there is a sense of growing consumer power, who is also an active consumer of social media and advertising. In the current Latin American context, the consumer becomes a necessary collaborator in the process of producing meaning. [ABSTRACT FROM AUTHOR]