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Transformative advertising research (TAR) suggests examining advertising's transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effect on society. We employ rhetorical institutionalism as a lens to examine the online speech acts of consumers as they respond to a brand activism campaign focusing on an environmental problem. Our data take the form of written comments by YouTube users and employ a research design using automated text analysis and qualitative thematic data analysis. Our contributions to TAR are threefold. First, we offer a preliminary conceptualization of the role of consumer language as rhetorical institutional work to advance TAR scholars and practitioners' insight. Second, we highlight the role of linguistic tone and clout in giving speakers agency through which consumers as institutional actors create, maintain, and disrupt institutional logics and practices. Finally, we develop a tripartite classification of consumer speech acts used to support brand activism. We label these activist warriors, brand champions, and conscious consumers as typologies that deepen understanding of how consumers' online speech may amplify brand activism, thereby contributing to advertising's transformative outcomes. We conclude by outlining important managerial implications including how practitioners can adopt the tripartite classification to enhance brand activism campaigns. [ABSTRACT FROM AUTHOR]

When Kellogg CEO Gary Pilnick agreed to appear on CNBC's Squawk on the Street show earlier this year, he didn't go into the interview expecting to generate calls for his [...]

Television advertising is an important channel through which brands create equity, based on the brand associations that consumers derive from viewing television advertisements (TV ads). This study examines how these associations' effect on brand authenticity may depend on how brand-related information is received through multiple media channels. The entity-referent correspondence framework conceptualises brand authenticity along three dimensions of truthfulness. Based on a national panel involving food brands, this study indicates that TV ad-related brand associations strongly influence brand authenticity, depending on consumer social brand engagement and brand scandal awareness. In turn, brand authenticity reinforces brand equity by improving brand clarity and uniqueness. Our findings provide insights to assist advertisers design TV advertising campaigns that create authentic brands. [ABSTRACT FROM AUTHOR]

Advertising campaigns that explicitly claim that the advertised product can bring happiness to the consumer's life are often standardized across national markets. While it seems intuitive that most people want to be happy and might respond favorably to calls for happiness, the literature offers little to no evidence to support this common managerial practice. Through two studies conducted in cultural settings as different as the United Arab Emirates and the United States, this research shows that cross-cultural factors matter less than personal and situational factors such as religiosity and religious priming, respectively. Specifically, the author found that lower (higher) religiosity levels led to worse (better) ratings for happiness-based (vs. control) claims. Moreover, exposure to religious cues flipped the relationship between higher religiosity levels and liking for ads featuring happiness-based claims because of altered perceptions of the brand's control over the claim. This research sheds light on the interactive role of religiosity and religious priming on consumer response to standardized secular advertising. [ABSTRACT FROM AUTHOR]

Language plays a crucial role in shaping consumer purchasing decisions, particularly within ethnic communities where cultural backgrounds and linguistic diversity influence perceptions. For companies operating in multilingual societies, strategic decisions regarding language use in branding and advertising are vital. While existing research has focused on visual cues in Western markets, this study fills a gap by examining the impact of textual cues, especially in emerging markets, on ethnic consumer responses. Understanding these dynamics is essential for effective multicultural advertising, enhancing advertising trust and engagement in emerging economies. A survey of 704 non-native English-speaking consumers in South Africa reveals the significant role of ethnic self-identification in mediating the relationship between attitudes toward English advertisements and advertising trust. It also highlights ethnic self-identification as a key moderator in this connection, suggesting that English proficiency alone does not guarantee trust in English advertising campaigns among Anglophone African consumers. Brands operating in this context should not assume that English language proficiency automatically translates to trust in English advertising. [ABSTRACT FROM AUTHOR]

This study analyses the role of consumer perceived value in mediating the relationship between cause-related marketing and consumer brand engagement with emotional and functional brands. Two real brands that had developed cause-related marketing campaigns were selected as case studies for this research. In a survey with 369 participants, one brand was classified as emotional and the other as functional. A second survey with 268 participants tested the hypotheses using PLS-SEM and bootstrapping procedures. The results confirm that consumer perceived value exerts full mediation (in the case of the emotional brand) and complementary partial mediation (in the case of the functional brand) on the relationship between cause-related marketing and consumer brand engagement. The multigroup analysis reveals that the indirect effect is significantly stronger in the case of the emotional brand than in the case of the functional brand. This paper suggests the positive effect of cause-related marketing campaigns on consumer brand engagement and proposes that this relationship is enhanced when consumers perceive the brand as valuable, particularly in the case of emotional brands. This study is the first to test consumer brand engagement as an outcome of cause-related marketing and highlights the importance of brand value in this effect, which is reinforced by brand management that fosters the emotional side of brands. This study is also the first to test the effect of brand type – emotional and functional – on the engagement developed by cause marketing. [ABSTRACT FROM AUTHOR]

The research aims to identify the key characteristics of Generation Z as a target audience for advertising campaigns. To achieve this, a virtual community was established to examine the extent of acceptance and rejection of various advertising aspects, ranging from content creation to how Generation Z is portrayed. The methodology used is qualitative and involves participant observation within the framework of digital ethnography. The findings provide an accurate description of the concerns of a generation that is establishing new ways of relating to technology and content creation. [ABSTRACT FROM AUTHOR]

Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve 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 Catalan brand Estrella Damm (a beer produced in Barcelona) is very popular for its summer advertisements. The 'Mediterràniament' commercials (2009–2021) reinforce the Mediterranean culture through its people, gastronomy and landscape. Estrella Damm commercials are produced in Catalan and Spanish, and some are produced in Catalan, then translated into Spanish, and finally subtitled in English, since Estrella beer is sold internationally. This paper examines how indirect translation (Catalan, Spanish, English) has been used in Estrella Damm 'Mediterràniament' advertising campaign through textual analysis of commercials and through interviews to the translators who created the Estrella Damm international versions from mediating texts. In indirect translation involving related languages, each version can affect one another: creative options for one text in Catalan can be adopted in the Spanish version, which may also influence the final English version. Therefore, translation for advertising in bilingual contexts contributes to visibilizing mediating languages and versions. [ABSTRACT FROM AUTHOR]

This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand's activism authenticity. An online survey was conducted in Italy. Data were analyzed using a structural equation modeling approach. According to the findings authenticity strengthens the relationships between brand value congruence and consumer-brand identification, and the relationship between consumer-brand identification and intention to support an activist brand, respectively. However, it does not moderate the relationship between consumer political ideology and intention to support an activist brand. These findings suggest considering factors beyond authenticity, particularly consumers' political ideology when designing brand activism campaigns. [ABSTRACT FROM AUTHOR]

The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

Changing demographics in rural states have been on the forefront of policymakers' minds. Trends such as high median age, low birth rates, and pronounced youth outmigration compound larger challenges of workforce and community development. Many rural states are promoting recreational and natural amenities as an attraction, hoping to lure established adult newcomers or returnees to resettle. However, it is unclear precisely how rural stakeholders perceive recreation to be an effective tool in attracting and retaining youth and young adults, beyond official branding strategies and campaigns. This study sought to identify macrosystem-level messaging circulating in stories told by stakeholders in education, workforce, and quality of life domains about how recreation relates to youth future orientation and decision making. Thirty-two data collection events (interviews or focus groups) with leaders in the policymaking, state administration, and youth-serving program areas in New Hampshire (NH) were conducted in 2020-2021. Themes were achieved using a story-based methodological approach guided by a master narrative conceptual framework, which states that macrosystem-level messaging impacts individual agency and decision-making. Four themes surrounding recreation emerged: 1) recreational opportunities are storied as less impactful on youth future orientation than educational and employment opportunities; 2) statewide branding focusing on outdoor recreational amenities and experiences may not be accessible or appealing to youth; 3) youth lack meaningful community engagement and leadership opportunities, resulting in low youth voice in community development initiatives; and 4) there is an assumption that youth will ultimately leave rural areas for educational, employment, and recreational opportunities elsewhere and return later as established adults. We make recommendations for recreation providers and stakeholders, including: 1) growing youth community attachment through recreation spaces and places in rural areas, 2) providing more inclusive forms of youth-focused state and community branding, 3) advocating for youth-focused recreation and civic engagement policy/programming, and 4) developing messaging resisting narratives insinuating recreation is unimportant in youth decision making and future orientation. Rural communities following these recommendations may enhance youth quality of life and contribute to a demographically diverse and thriving population. [ABSTRACT FROM AUTHOR]

Geophysics is a fundamental tool to detect buried structures of archaeological interest through non-destructive techniques. The Messapian city walls in Ugento (Puglia, southern Italy) are of great archaeological importance, and some sections are still visible. In order to locate a stretch of the city walls, geophysical prospections were performed using the low-frequency electromagnetic method and ground-penetrating radar. The surveys were carried out in a peripheral area of Ugento, near a visible section of the city walls. The analysis and interpretation of the measured data revealed clear anomalies that could be ascribed to the city walls that aligned with an adjacent section of the visible walls. Archaeological excavation campaigns found a part of the walls and some important elements, as identified by the geophysical data interpretation. [ABSTRACT FROM AUTHOR]

Copyright of Arab Journal of Science & Research Publishing is the property of Mussasat Al-Majallah Al-Arabiyah lil-Ulum Wa-Nashr Al-Abhath 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 growing online retail market has led to the prevalence of multichannel retailing. Meanwhile, retailers are increasingly combining multichannel retailing with a multibranding strategy. Although this can further increase the retailer's sales, it brings new advertising challenges. Multibrand, multichannel retailers usually launch advertising campaigns for different brands on multiple media. Thus, their advertising efforts fall into a set of brand-media units. Each unit's advertising can affect the sales of all brands on all channels. To maximize the advertising returns, a retailer needs to coordinate the advertising expenditures on different units. We develop a stochastic differential equation model that helps the retailer estimate the impact of multimedia advertising on the sales of different brands on different channels. Afterward, we formulate the advertising optimization problems under four coordination strategies: noncoordination, brand coordination, media coordination, and global coordination. By solving the problem for each strategy, the retailers can obtain the optimal expenditure for each unit under that strategy. Finally, we compare the retailer's profits under four strategies. Interestingly, we find that brand or media coordination may result in a profit lower than noncoordination. Our findings provide insights regarding the selection of coordination strategies for multibrand, multichannel retailers with multimedia advertising campaigns. The growing online retail market has led to the prevalence of multichannel retailing. Meanwhile, retailers are increasingly combining multichannel retailing with a multibranding strategy. Although this can further increase the retailer's sales, it brings new advertising challenges. Multibrand, multichannel retailers usually launch advertising campaigns for different brands on multiple media. Thus, the retailer's advertising efforts fall into a set of brand-media units. Each unit's advertising efforts can affect the sales of all brands on all channels. Therefore, retailers need to coordinate the advertising efforts of different units to maximize advertising efficiency in propelling sales. So far, the optimization problem of multibrand, multimedia advertising has not been analyzed in the literature, and our study aims to bridge this gap. We develop a stochastic differential equation model to estimate the impact of multimedia advertising on sales in a multibrand, multichannel context. Using the data from a jewelry retailer in the United States, we show that our model is effective in predicting future sales driven by advertising. Afterward, we formulate the advertising optimization problems under four coordination strategies: (i) noncoordination, (ii) brand coordination, (iii) media coordination, and (iv) global coordination. By solving the problem for each strategy, the retailers can obtain the optimal expenditure for each unit under that strategy. Finally, we compare the retailer's profits under four strategies. Interestingly, we find that brand or media coordination may result in a profit lower than noncoordination. Our findings provide insights regarding the selection of coordination strategies for multibrand, multichannel retailers with multimedia advertising campaigns, especially when they cannot do global coordination. History: Ram Gopal, Senior Editor; Huaxia Rui, Associate Editor. Supplemental Material: The e-companion is available at https://doi.org/10.1287/isre.2022.0283. [ABSTRACT FROM AUTHOR]

Copyright of Universitas, Revista de Ciencias Sociales y Humanas is the property of Universidad Politecnica Salesiana 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.)

Artificially created characters – virtual influencers – amass millions of followers on social media and affect digital natives' engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phenomenon. By looking into followers' engagement with virtual influencers, this study identifies and conceptualizes six primary motivations – namely, novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Furthermore, we found that most followers perceive virtual influencers as uncanny and authentically fake. However, followers also express acceptance of their staged fabrication where curated flaws and self-justification have been found to mitigate the effect of the uncanny valley. Virtual influencers are considered effective in building brand image and boosting brand awareness, but lack the persuasive ability to incite purchase intention due to a lack of authenticity, a low similarity to followers, and their weak parasocial relations with followers. These findings advance the extant literature on U&G, influencer advertising, and virtual influencers in the era of artificial intelligence; provide insights into the mitigating factors of the uncanny valley; and yield theoretical and practical implications for the efficacy of virtual influencers in advertising campaigns. [ABSTRACT FROM AUTHOR]

This study investigates the virtual semiotic landscape of a South African online advertisement campaign, Vagina Varsity, by sanitary towel company Libresse®. The article extends notions of linguistic landscape studies and virtual semiotic landscape studies to bring attention to the various semiotics used in online spaces for communication and meaning-making. Using a social semiotic approach to multimodality as a theoretical framework, the investigation found that the campaign addressed the topic of menstruation in a manner that assuaged cultural sensitivities towards this topic. The campaign advertised sanitary products by drawing on semiotics usually related to a teaching genre, as well as on popular cultural references. The affordances of the internet allowed for the creation of spaces where the female anatomy and related matters were presented, constructing a conducive atmosphere for young women to share, discuss and motivate others within that space. [ABSTRACT FROM AUTHOR]

Out-of-home (OOH) advertising is an important and prominent component in many advertising campaigns. Yet the medium is underresearched, and scholarly research is highly fragmented. The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary research streams, and offer a theoretically grounded agenda to stimulate interest in OOH advertising research. The review includes 454 articles spanning 104 years. Research results are divided between ad management and public policy topics, and 20 research questions are presented to move scholarly research forward. [ABSTRACT FROM AUTHOR]

The purpose of this study was to examine sociological and marketing aspects to identify effective strategies for resource utilisation and budget optimisation in the context of the film industry. For this, the various success factors of a film product were examined in detail, leading to practical recommendations for optimising budget and resources. The study covered the influence of sociocultural factors on audience preferences, which helped to explain the popularity of films of certain genres after events that took place in the real world. The study determined the significance of personal experience, preferences, and cultural context for the audience’s perception of films, leading to the conclusion that focus group participants should be matched to the characteristics of the film’s target audience to maximise film distribution profits. The films examined in this study, namely The Shawshank Redemption, Blade Runner, and E.T. the Extra-Terrestrial, showed that, generally, focus group opinions reliably indicated the prospect of a successful or unsuccessful film distribution, which, however, does not indicate the quality of the film. The advertising campaign of the film “Barbie” was also examined, covering its main aspects (social media, the colour pink, attracting public attention) that led the film to box office success. Recommendations were developed for ethical promotion of film productions, including extensive use of social media to communicate with audiences, effective use of resources, working with focus groups. The findings suggested the essential role of focus groups in shaping the competitiveness of films on the market, as well as the need to consider them when developing marketing strategies and optimising film production budgets

The ever-growing body of research on trans-Eurasian exchange during the third–first millennium bce continues to improve understanding of mechanisms that facilitated the movement of objects, materials, ideas, and even people. However, whether bronze mirrors in Central Asia and China represent the exchange of technological knowledge or movement of the objects themselves remains unresolved, as researchers require extensive knowledge of huge quantities of data generated during the Soviet Central Asia campaigns of the mid twentieth century. The often confusing, impenetrable excavation reports, combined with required knowledge of Chinese, Russian and English, have caused much confusion about dates and contexts. This article presents and compares data published in Russian and Chinese reports. By clarifying the chronology for mirrors in Central Asia and China, we challenge simplistic theories of object diffusion and spread that persist in studies of trans-Eurasian exchange. We argue that the early second-millennium bce appearance of mirrors in western and northwestern China resulted from different exchange mechanisms specific to each local socio-cultural context. This demonstrates not only the complexity of interactions at the group and individual levels, but also how these factors can be integrated with data-driven analyses to explore the role they played in large-scale Bronze Age exchange networks. [ABSTRACT FROM AUTHOR]

• Between 30–56 % of Australians view cyclists as less than 100 % fully human. • Posters using graphic design were more clear and memorable, but. • Posters showing cyclists in photos were more humanising than posters using graphics. • Campaigns portraying cyclists should take care in the design and portrayal of people on bikes. Although riding a bicycle is an efficient, healthy and sustainable mode of travel, in low-cycling countries there continues to be negative attitudes, harassment and aggression toward riders. Recent studies have found that part of this hostility could be due to dehumanization – the belief that cyclists are lesser humans. These beliefs are relatively common, yet we don't yet know how we could reduce or counteract dehumanizing beliefs. In this paper we hypothesize that a 'humanizing' ad campaign may improve attitudes and reduce dehumanization relative to 'non-humanizing' campaigns. Using a survey of cyclists and non-cyclists in the Australian Capital Territory, in this study we developed four version of a static campaign poster, portraying cyclists either from in front (humanizing) or behind (non-humanizing), as a photo (humanizing) or graphic design (non-humanizing). We found that posters using photographs were more humanizing than graphic design, but design had no effect on attitudes. However, photographic posters were seen as less clear, memorable and effective than graphic posters. Showing cyclists from the front vs. the back had no significant effect on dehumanization, attitudes or effectiveness. This study suggests that if the aim of a campaign is to humanize cyclists, that photographic images may help with this effort. Given the high baseline rates of dehumanizing beliefs among the population, it would be counter-productive if safety campaigns failed to humanize this group. [ABSTRACT FROM AUTHOR]

A monopolist platform uses data to match heterogeneous consumers with multiproduct sellers. The consumers can purchase the products on the platform or search off the platform. The platform sells targeted ads to sellers that recommend their products to consumers and reveals information to consumers about their match values. The revenue-optimal mechanism is a managed advertising campaign that matches products and preferences efficiently. In equilibrium, sellers offer higher qualities at lower unit prices on than off platform. The platform exploits its information advantage to increase its bargaining power vis-à-vis the sellers. Finally, privacy-respecting data-governance rules can lead to welfare gains for consumers. (JEL D11, D42, D44, D82, D83, M37) [ABSTRACT FROM AUTHOR]

This research examines the impact of e-marketing on consumers' preference to purchase hybrid cars, through the conduction of a field study on the hybrid car users in the Northern Border Region in Saudi Arabia. The research aims to comprehend the relationship between e-marketing campaigns and increasing consumer awareness of the benefits of hybrid cars, and how their decisions are affected by this awareness when purchasing cars. The research aims to shed light on the role of e-marketing in encouraging the use of hybrid cars and identifying the factors influencing consumers' decisions in this context. The research aims to identify factors influencing users' responses to such information, including advertising campaigns, environmental attitudes, future orientations, and governmental incentives. A survey was conducted to a total of 385 hybrid car users and data analysis relied on structural equation modeling deploying the Amos software. The results indicate the existence of a relationship and impact between e-marketing campaigns and user awareness, leading to an increased preference for hybrid cars. [ABSTRACT FROM AUTHOR]

Incorporating social media into advertising campaigns is of great importance to marketers, as it can result in digital interaction. For various business companies, online involvement is crucial because it highlights their social media marketing efforts. The effectiveness is typically gauged by the amount of involvement as well as the valence of that engagement, that is, by the positive or negative comments, views, shares, and likes, among other metrics. The study investigates how online advertising affects consumer engagement and how consumers interact with social media platforms. Using purposive sampling method, primary data was collected from 120 social media users in Palakkad district, Kerala. Percentage analysis, t-test, factor analysis, and multiple regression were used for analyzing the collected data. The results of t-test show the influence of age and gender on online customer engagement. According to the findings of the study, entertainment feature of social media is the most influencing factor in online engagement of customers, and all the other factors--trust, customization, customer interaction, level of involvement and informative content to an extent--have a significant positive influence on online customer engagement. The study concludes that social media advertising dimensions have the potential to enhance customer attraction and ultimately increase customer engagement. [ABSTRACT FROM AUTHOR]

The rapid growth of digital platforms and the increasing consumption of media have fundamentally transformed the landscape of advertising. As traditional methods struggle to keep pace with the complexity and volume of data generated by modern audiences, machine learning (ML) offers a powerful solution to optimize advertising campaigns. This paper explores the application of machine learning techniques in ad campaign optimization, focusing on how data-driven approaches are revolutionizing media advertising. It examines various machine learning models, such as predictive analytics, natural language processing (NLP), and clustering algorithms, that enable advertisers to target audiences with precision, personalize content, and enhance engagement. By leveraging large datasets from social media platforms, search engines, and digital streaming services, machine learning models can identify patterns, predict user behaviors, and make real-time adjustments to ad placement and content delivery. This approach improves key performance indicators (KPIs), such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Additionally, the study highlights how ML models, combined with automation, allow for dynamic pricing, better segmentation of audiences, and reduction of ad waste. The research also delves into the ethical considerations of machine learning in advertising, including concerns about data privacy and the potential for algorithmic bias. As media consumption habits evolve, the importance of machine learning in maintaining a competitive edge will only continue to grow. [ABSTRACT FROM AUTHOR]

The climate crisis is a human rights crisis, and one of the worst affected groups is children and youth. This same group has been key to climate action in and outside of the courts. As well as engaging in numerous consultative fora such as COP, and in the introduction of a General Comment on the right of children to a healthy environment, they have gone on to become key litigators in climate cases/applications at both national and international level. These justice processes are, however, notoriously ill suited to the particular needs of children and youth. Child friendly justice is a concept which has been elaborated in recent years by the Council of Europe. Yet climate litigation is very different to the cases (e.g. in family law) in which children have traditionally been parties – amongst other things it can involve very public campaigns. This article considers child and youth friendly justice in the context of the climate crisis through the UN Convention on the Rights of the Child, and through the concepts of access, participation, interests, and judgments. [ABSTRACT FROM AUTHOR]

The first televised presidential campaign commercials ran in the 1952 electoral contest between Dwight Eisenhower and Adlai Stevenson, specifically as part of the effort to draft and then elect General Eisenhower. These first spot ads were developed not by political parties or the candidates but by an independent citizens group, Citizens for Eisenhower. The group developed two distinct styles of television advertising. The best known of these stemmed from the hard‐sell Madison Avenue tradition of public relations and its advertising innovator, Rosser Reeves, who produced the “Eisenhower Answers America” campaign. Less well known is an ad created by volunteer workers from the Disney Corporation, who produced an animated, musical rendition promising that “We'll Take Ike to Washington.” Unlike Reeves's more substantive ads that focused on issues, the Disney ads emphasized the image and character of the candidate. Using archival sources, this article shows that the televised marketing of the presidency stemmed not only from the public relations experts and Madison Avenue advertisers like Reeves but also from those connected to the entertainment industry who sought to manipulate the public through character appeals. [ABSTRACT FROM AUTHOR]

This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most salient collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. [ABSTRACT FROM AUTHOR]

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

Copyright of Grafica: Journal of Graphic Design / Documents de Disseny Gràfic is the property of Universitat Autonoma de Barcelona 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.)

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Copyright of Opuntia Brava is the property of Universidad de Ciencias Pedagogicas de Las Tunas, Centro de Documentacion e Informacion Pedagogica 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.)

In a strong competitive environment, differentiation from other manufacturers is essential to ensure the flow of sales and the increase of turnover. Advertising can differentiate the offer of the economic organization from similar products obtained by competitors. The objective of the paper is to identify the effects of advertising on the purchasing behavior of dairy products, based on the data obtained from a questionnaire conducted on a sample of 206 respondents. The research question is: what are the effects of advertising on dairy buying behavior? In order to achieve this objective, the answers of the analysis carried out are analyzed. The results of the research show that advertising has a significant impact on dairy buying behavior. Effective advertising campaigns increase the notoriety and attractiveness of dairy products, contributing to consumer loyalty. In general, consumers are more likely to choose intensively promoted dairy products, demonstrating the importance of advertising in the marketing strategy of producers. [ABSTRACT FROM AUTHOR]

This article examines the artistic and, in particular, poetic response to the COVID-19 pandemic, that was witnessed in the Republic of Ireland in 2020. I will first try to show how this poetic response to the pandemic is linked to the historical and traditional role of the figure of the poet in Ireland, the "file", and to the poet's speaking out in the Irish public sphere during major historical events. With this in mind, I shall then analyze several case studies, such as the remarkable influence of a phrase uttered by Seamus Heaney used again during the Irish lockdown, or the impact of a poem by the President of the Republic of Ireland, Michael D. Higgins, himself a poet, eventually leading to the launch of an advertising campaign designed to reinforce physical distancing during lockdown. After examining other Irish artistic productions linked to Covid-19, I shall conclude with a counterexample, that is poet Paul Muldoon's critical analysis of Derek Mahon's famous poem, 'Everything Is Going To Be All Right', which enjoyed immense success during the pandemic in Ireland and was perceived by many as a poem of comfort and hope. But can any poem be reinterpreted as part of the literary sub-genre of "pandemic poetry"? [ABSTRACT FROM AUTHOR]

The study aims to identify factors influencing the consumption preferences of packaged and unpackaged milk among consumers in Kahramanmaraş province. A face-to-face survey was conducted with 400 consumers selected through proportional sampling in 2020. Tobit regression was employed for data analysis. Results indicate that women prefer packaged milk more than men, and as age increases, consumers tend to prefer packaged milk. Moreover, consumers in higher income groups are more likely to consume packaged milk. Conversely, there is a negative correlation between university education level and unpackaged milk consumption. Additionally, a higher number of family members and the perception of open milk as healthy influence open milk preferences. Advertising campaigns and having children in the family were found to be ineffective in influencing packaging preferences. Thus, decision makers should develop policies to promote open milk consumption among low-income consumers. [ABSTRACT FROM AUTHOR]

This study sought to identify principles to guide the development and implementation of initiatives that aim to prevent child sexual abuse material (CSAM) offending. It did so through a review of research on the implementation and effectiveness of initiatives that aim to prevent CSAM offending, and through input from an international expert advisory group. Seven principles are described in this paper: the use of advertising campaigns; confidentiality and anonymity; an empathetic and non-judgemental approach; accessibility; training and support; tailored programs; and evaluation. These broad principles can act as a valuable resource for practitioners and policymakers. [ABSTRACT FROM AUTHOR]

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

The process of buying creative advertising is often as difficult for marketing clients as it is for advertising agencies. Clients are frequently risk averse in making decisions about creative work and may favor work that is less creative and effective because it is easier to accept. Advertising agencies can also display risk aversion. Fear of losing business may cause them to pander to clients, even toning down ideas that may be the most effective advertising solutions. The authors have coined the term clientelism to describe this phenomenon. Client risk aversion and agency clientelism ultimately suppress the quality of work clients adopt. We show these effects empirically by collecting data on 258 advertising campaigns produced by major London advertising agencies. Although working toward highly creative advertising is uncomfortable for clients—and this discomfort spreads to agencies—clients need to expect agencies to present their best creative work and agencies need to better assist clients in adopting these campaigns. [ABSTRACT FROM AUTHOR]

Advertising campaigns are a tool for transformation and expression of any activity, whether educational, commercial or service, and the vital role they play in shaping the opinions of recipients towards the idea or product. From the traditional format to new heights. Advertising campaigns are one of the weapons that attract recipients, and the role of various advertising means in preparing for advertising campaigns is increasing daily, as they include a major axis in supporting and developing individuals’ awareness and increasing their information and ideas about various goods and services. The research deals with the formulation of visual concepts in designing advertising campaign posters for projects of the sustainable development plan. In Egypt 2030 as an important tool for introducing the most prominent projects and their impact on the individual and society in a positive and effective manner .The applied study attempts to formulate visual concepts by designing posters for advertising campaigns for some projects of the sustainable development plan in Egypt 2030. The goal is to adhere to visual concepts in Egypt and create posters for advertising campaigns that attract targeted recipients. Then a questionnaire was presented to specialists in the field of advertising design, including faculty members and experts, to evaluate these posters and ideas, and then reach the results of the study.