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Objective: This study aimed to compare advertisements for Islamic and commercial insurance companies regarding the cultural values used in their advertisements on social media sites like Instagram, X, and YouTube. Method: This study uses content analysis and comparative methods to analyze the content of 300 advertisements during the period of July 1 to September 30, 2023, the study conducted on the Islamic company in Yemen (United Insurance) and the commercial company in Egypt (Allianz). Results: The most important results showed that Allianz was more likely to use individual values, broad influence, avoidance of doubt, masculinity, and long termism, while United Insurance tended to adopt the values of collectivism, narrow influence, avoidance of doubt, masculinity, and short term more. United Insurance advertisements differ from those from Allianz in that they include many Islamic values, such as family, help, care, and humility; the latter focuses more on values of independence, freedom, excitement, and self-aggrandizement. The study also found statistically significant differences between the advertisements of United Insurance and Allianz in terms of the values of individualism versus collectivism, broad influence versus narrow influence, and masculinity versus femininity. These differences can be attributed to the difference in the type of company (Islamic/commercial). However, there were no differences between the advertisements of these companies in terms of the values of avoiding doubt versus accepting doubt, and long termism versus short term. Conclusions and recommendations: The study recommended identifying the cultural values that suit the consumers’ culture in each society targeted by these advertisements and the importance of companies and advertising agencies using appropriate cultural values. This helps the promotion process through various digital means and makes it successful. [ABSTRACT FROM AUTHOR]

Introduction: The assessment of online health‐related information presents a significant challenge for today's youth. Using the Processing of Commercial Media Content (PCMC) model, we investigated the impact of advertising on the perceived credibility of informational content concerning fitness (in boys) and dietary supplements (in girls). Methods: In a survey‐based preregistered experiment, 681 Czech adolescents (aged 13–18, 52% girls) were randomly assigned to three groups and exposed to websites with a banner ad, a native ad, or simple informational text without an ad. Results: The presence of ads on websites diminishes the perceived credibility of informational content. While we did not observe the difference between banner and native advertising, we found one gender‐specific difference. Specifically, boys perceive informational content linked with native ads as more credible compared to girls. Additionally, no difference was found between younger and older adolescents. Adolescents demonstrated success in identifying both types of advertisements, irrespective of their age. Conclusions: The findings are discussed in light of individual differences and various approaches to processing online content. It appears that adolescents are accustomed to native advertising, which seamlessly integrates with traditional banner ads. Moreover, it is plausible that boys assess advertising texts more heuristically and less systematically than girls. Contrary to PCMC expectations, even younger adolescents seem to possess sufficient skills to identify the advertisements. [ABSTRACT FROM AUTHOR]

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]

Right-wing think tanks are a major source of partisan knowledge. Their influence is rooted in their strategic hybridity, namely their ability to use the resources of fields outside politics to promote their partisan messages. This strategic hybridity is especially powerful in relation to the academy, as arguments can be framed with the trappings of scholarship without first passing muster in the scholarly community. This article documents how strategic hybridity has deepened online as the organization PragerU embraces a new tactic—the influencer-intellectual—and a new genre—social media ads—to advance its right-wing cause. To illustrate this new complexity, I analyze ads PragerU ran on Meta platforms that attacked the 1619 Project and had at least 20 million impressions. Beyond reconceptualizing hybridity, I review the shortcomings of Meta’s Ad Library while making the case for its value in tracking the spilling of partisanship from formal politics into culture.

Distinguishing an invitation to treat from an offer has long been a subject of discussion among scholars. The main question of this research is what criteria can be used to distinguish an offer and an invitation to a transaction. In response to this question, the authors, with a comparative look at the laws of Iran and England and a descriptive-analytical approach, concluded that it is possible to accept a measurement under the title of "suppliability" in English law and based on the theory of "Lord Herschell" and "Lord Parker". Also, considering Sad Dharai (Blocking Means to Evil)[1], leads to the approval of the mentioned approach and the acceptance of this assessment. This approach briefly states that if the merchant cannot supply goods when presenting the offer, the offer should be considered an invitation to treat and not an offer. It is also true and if the store has a history of mass production and it was as much as the customer's offer or more, regarding that considering such a proposal as an offer does not cause a breach of the contract. Trading customs also strengthens the same conclusion. In this research, an attempt has been made to examine the approach of the legal systems of Iran and England in facing similar instances of offer and invitation to treat. [1] The preemption of the means to evil is one of the fundamental principles of Sharia. It is defined as the prohibition of an otherwise permissible matter but which may be used to commit corruptions or prohibitions.

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]

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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]

Abstract Objective: To characterise the nature of digital food and beverage advertising in Singapore. Setting: Food and beverage advertisements within twenty clicks on the top twelve non-food websites and all posts on the Facebook and Instagram pages of fifteen major food companies in Singapore were sampled from 1 January to 30 June 2018. Design: Advertised foods were classified as being core (healthier), non-core or mixed dishes (e.g. burger) using the WHO nutrient profile model and national guidelines. Marketing techniques were assessed using published coding frameworks. Participants: NA Results: Advertisements (n 117) on the twelve non-food websites were largely presented as editorial content. Food companies posted twice weekly on average on social media sites (n 1261), with eatery chains posting most frequently and generating the largest amount of likes and shares. Key marketing techniques emphasised non-health attributes, for example, hedonic or convenience attributes (85 % of advertisements). Only a minority of foods and beverages advertised were core foods (non-food website: 16·2 %; social media: 13·5 %). Conclusions: Top food and beverage companies in Singapore actively use social media as a platform for promotion with a complex array of marketing techniques. A vast majority of these posts were unhealthy highlighting an urgent need to consider regulating digital food and beverage advertising in Singapore.

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

When products were marketed as "Canadian" in the early American press, it meant more than simply "Made in Canada." The author argues that "Canadian" served as a brand in early American advertising to denote the robust and hardy qualities of the product. Like Canada and its inhabitants, both of which were portrayed as rugged and raw, products labelled "Canadian" were marketed as similarly sturdy and tough, even if those products had not actually originated in Canada. As far as early American advertisers were concerned, "Canadian" products were unique, and it was beneficial to advertise that fact. [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]

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]

Throughout the early twentieth century, the widespread growth of coffee drinking in Sweden led for calls by health reformers, doctors and scientists to implement measures to curtail what they deemed "coffee abuse." Debates about the dangers of coffee took place in Swedish Parliament and trickled out into the popular press. It was not long before canny manufacturers saw an opportunity to capitalize upon this, introducing coffee substitutes onto the Swedish market. One of the most popular brands was the roasted wheat bran drink Postum. This article seeks to investigate the early marketing practices of Postum in Sweden and how the brand used advertisements to exploit the public's growing fears around coffee and put itself forward as a viable substitute that was essential for good health. Using a dataset of 200 advertisements published in Svenska Dagbladet between 1926 and 1940, it demonstrates how Postum skewed scientific/medical knowledge on caffeine to their advantage, urging consumers to buy Postum to protect themselves against neurasthenia, insomnia and digestive disorders. In doing so, Postum went far beyond its role as a drink, instead tapping into discourses of wellbeing, morality and productivity, which remain a central part of food marketing today. [ABSTRACT FROM AUTHOR]

In the digital media age, video advertisements are ubiquitous, including on plat- forms such as YouTube and TikTok. People generally do not like advertisements, especially non-skippable ones, and may prefer to do something else while an ad plays. Following recent research suggesting that faster speeds may increase engage- ment with videos, we examine if speeding up video advertisements will increase people’s attention when watching non-skippable ads as well as improve ad expe- rience and memory. In two experiments, college participants were randomly as- signed to watch an ad (Vrbo in Study 1, Five Star Notebooks in Study 2) at either normal or 25% faster (1.25x) speed. We did not find significant effects of play- back speed in Study 1, perhaps because the ad did not have much informational content. However, in Study 2, we found that participants who watched the ad at 1.25x speed enjoyed it less, remembered it less well, and had lower brand sentiment than those who watched it at normal speed. While these findings need replication and further research to test robustness across a range of ad types and lengths, our results suggest that increase the speed of ads may not be beneficial to advertisers.

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.

This paper investigates the introduction of the banana to Sweden in the early twentieth century and how “eating knowledge” of this new and exotic fruit was transferred to consumers through marketing that drew heavily upon scientific discourse. Using a case study of advertisements from Fyffes – the most dominant banana brand of the period – it employs multimodal social semiotics to identify a range of verbal and visual strategies that were adopted to turn the product into a core part of the Swedish diet. It argues that these strategies were critical in educating Swedish people about the link between food and health and shaped their (positive) attitudes toward bananas. The banana, thus, stands as a strong example of how marketing can transport, shape and transform knowledge about food, particularly at a critical time when it is first being introduced into a country. [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 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]

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]

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]

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.)

A primary goal of animal shelters is to adopt animals into permanent homes. Many potential adopters learn about adoptable animals via online advertisements. It remains unclear how to best format these advertisements to increase the likelihood of a successful adoption. Participants (N = 561) completed a questionnaire after viewing fictional dog adoption advertisements in which certain characteristics were systematically varied. Results indicated that characteristics of the advertisements influenced participant opinions. Participants showed preference for advertisements in paragraphs over those written as bullet points. Participants’ perceptions of the dog and their ability to identify potential behavioral challenges were influenced by the type of language used in the advertisements. Participants expressed interest in having additional information in the advertisements, including information about the dog’s behavior. Our findings can help guide the content and structure of dog adoption advertisements to maximize information transfer, meet reader expectations, and result in more successful adoptions. [ABSTRACT FROM AUTHOR]

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.)

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 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]

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]