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This study investigates the use of design elements in the advertisement posters on the Facebook pages of ten Thai universities, comprised of five government and five private institutions. Using the Multimodal Corpus Analysis Tool (MCAT), the study systematically analyzed the color characteristics and dominant colors employed in the universities' Facebook advertisement posters. Findings revealed that while color characteristics were similarly employed across the universities, the use of dominant colors varied significantly. Government universities were found to incorporate their theme colors in the designs, reflecting their brand identity. In contrast, private universities predominantly used colors to augment the content of their advertisements, rather than to represent their institutional identities. This study provides valuable insights into how different color and design elements are utilized by Thai universities in their social media communication to enhance their brand identities and content messaging.

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

Given the lack of research into native-speakerism among teachers of languages other than English (LOTEs), this qualitative study aims to bridge the gap by investigating the discriminatory and inclusive language employed in online recruitment for post-secondary institution instructors of LOTEs. The study also looks at how post-secondary institutions phrase language requirements and whether there is a difference in "native-speaker-teacher" bias depending on the language. For the purposes of this study, qualitative content analysis was used to examine 187 online job advertisements for teaching positions of different LOTEs that were posted by different post-secondary institutions across the United States. The findings of the study show that post-secondary institutions use discriminatory language such as "native" or "near-native" much more often than inclusive language such as "superior language skills," regardless of the language(s) that the position advertises for. The findings, however, show that job candidates for teaching positions of LOTEs are often required to have "native" or "near-native" proficiency in at least two languages, most commonly English plus the target language of focus.

The field of advertising has a structure that shapes consumer preferences and behaviors. The field of advertising undertakes the tasks of reflecting cultural values and norms, reinforcing or changing gender roles, and supporting social responsibility and campaigns. In addition, advertising, whose main purpose is sales, has a structure that shapes and informs society when considered in social dimensions. Artificial intelligence, which is today's developing and rising technology, is a technological tool that brings the physical and digital world together and affects many other fields such as economy, industry, social field, education. It is thought that the widespread integration of these technologies, which we use in almost every aspect of our daily lives, in the education sector has a significant potential for progress. In this context, in this study, the attitudes of students studying at universities in the TRNC towards artificial intelligence applications were analyzed in order to make sense of the impact of artificial intelligence technology used in the field of advertising, which reaches social dimensions, affects social situations and changes with the effects of developing and changing technologies, on students studying. In addition, the impact of advertisements developed with artificial intelligence on education was also analyzed.

In this study, since no candidate received more than fifty percent of the votes in the TRNC Presidential election held on October 11, 2020, the election campaign visions of the candidates who made it to the second round and their latest commercials were analyzed using discourse analysis. For this purpose, the political advertising campaign contents of Mustafa Akinci and Ersin Tatar, who made it to the second round of the Presidential election, were examined under the four headings of language clarity and understandability, transmission of political messages, informative content, political ethics and impartiality, which are four items within the scope of educational language in political advertising, and their contribution to the election result was evaluated.

The topic of this academic review is settler slogans that mandate colonial school policy in North America. Also discussed is Indigenous futurity as a strategy for transforming education and countering the educational harm that comes from weaponized language. Beginning in 1887, the US federal government authorized colonial schooling, using the dangerous educational cliché "Kill the Indian in him, and save the man." The purpose of this article was to illuminate this weaponizing rhetoric in education, which served as a guiding principle for imposing Indigenous assimilation that manifested as federal policy in the Americas. Research questions were, How did the kill-and-save slogan shape US and Canadian education and policy? How can the concept of Indigenous futurity improve Indigenous education? Colonial settler efforts to control tribal nations with weaponizing rhetoric leveled at education policy, public perception, and compulsory boarding/residential schools are exposed. Peer-reviewed studies were read, with analysis of 51 sources, many authored by Indigenous academics. Resultant cultural genocide, systemic discrimination, and educational disparity are described. Indigenous resistance to settler ideologies, policies, and settlements, as well as assertions of tribal rights, freedom, and sovereignty, reflect patterns in the material analyzed. Modern-day empowerment of society's most vulnerable ethnic group requires a deep rethinking of schooling processes. Debunking settler futurity, the lesser-known Indigenous view of futurity looks to sustaining Indigenous communities and calls on society for amends.

This study examines the value of a new certification program designed to teach nine principles of ethical advertising. The Certified Ethical Advertising Executive (CEAE) certificate course was added to the curriculum in two undergraduate marketing courses in Fall of 2023. The same courses were taught by the same instructors in the semester prior (Spring 2023). The only substantive difference between the two semesters was that students in the Fall semester were required to complete the CEAE course as a course assignment. An online survey was used to measure students' attitudes toward advertising ethics at the end of each semester. Results showed significant shifts on 9 of 12 survey metrics. The authors conclude that the CEAE course is an effective tool for teaching ethical advertising principles in the university setting.

Introduction: The burden of non-communicable diseases (NCDs) is a major challenge for countries, regardless of their level of development. Social branding is an emerging approach to health promotion for NCD prevention. In this paper, the process of social branding is documented as a case study to help researchers develop similar kinds of interventions in the settings in which they work. Methods: The process of developing a social brand is documented through conversations with the project team, observations in the field, interaction with community local members, and information gathered through photographs, videos and newspaper clippings. Results: The social brand focused upon in this study was named the "Aarogyachi Vaari" (Health Pilgrimage) inspired by the "Pandrapur Wari," a religious pilgrimage undertaken in the state of Maharashtra, India. Various stakeholders from self-help groups, panchayat raj institutions and schools from the local village collaborated successfully to implement the health event in a manner similar to the way in which diverse religious groups come together for the Pandrapur Wari religious pilgrimage. The Aarogyachi Vaari took the form of a strategically planned health event consisting of various health promotion stalls, many developed by local villagers themselves. The organisation of the event was aided by resource mobilisation within the local community. Discussion: Social branding can be an effective tool for health promotion in community settings. Studying people's cultural preferences and what makes them feel connected and excited can lay the foundations for the creation of a social brand that reflects their choices and helps them take up healthy behaviours on their own. It is possible to mobilise a community for health through social branding that is culturally relevant and connected to the interests and priorities of local people.

This paper offers a critical examination of ethical consumption, exploring how it reinforces social identities within the capitalist framework. It argues for the crucial role of educational institutions in addressing ethical consumption within their curricula. While ethical consumption is often promoted for its moral virtues and its potential to address issues such as environmental sustainability and labor rights, the paper contends that it inadvertently perpetuates capitalist ideologies and exacerbates class divisions. Through this lens, the analysis critiques the ways in which ethical consumption practices sustain existing social structures, often cloaked in the guise of moral virtue. The paper suggests that educational institutions should integrate discussion on ethical consumption into their ethics courses in advertising and marketing programs to facilitate a more thorough examination of its consequences. This approach would equip students to critically navigate the complexities of ethical consumer choices, fostering a generation of informed, discerning, and socially responsible consumers.

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that exists by introducing a project-based assignment using the SHIFT framework by White, Habib, and Hardisty (2019a), which outlines the triggers associated with influencing sustainable behaviors among consumers, namely, social influence, habit formation, individual self, feelings and cognition, and tangibility. We explain the relevance of the project via a literature review on the growing importance of sustainability to consumers, outline the project requirements and recommendations for execution, and share our experiences and those of our students using the project.

This study explores advertising students' recognition and comprehension of in-feed native advertising on Instagram, a leading platform for social media native advertising. Data were collected from 303 U.S. college advertising students. It examines the impact of two key aspects of Instagram in-feed native advertising--an additional label ("Shop Now") and ad-context congruency--through both quantitative and qualitative data. Findings reveal a significant deficit in native ad recognition among advertising students. Qualitative analysis identified four themes constituting Instagram in-feed advertising for advertising students: professional photo quality, branded products, persuasive elements, and excessive hashtags. Quantitative results indicate that high ad-context congruency led to higher perceptions of nativeness and more positive emotions, but did not significantly influence ad attitudes or negative emotions. The study underscores practical and theoretical implications for advertising educators and scholars, emphasizing the need for enhanced digital advertising literacy and discussing broader implications for advertising pedagogy and practices.

Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a media planning course. A key feature of their educational package is a custom digital media buying tool developed by the authors. They hope this article will benefit other college educators in this field and spark further discussions on best teaching practices of programmatic buying and digital media planning.

Undergraduate students showed an increase in moral reasoning (DIT) after a semester-long course covering topics of advertising ethics, completing a new advertising ethics training program (CEAE), and engaging in activities that allowed for reflection. Students placed more importance on postconventional stages of moral reasoning over personal interest despite the suggestion that emerging adults are self-focused. Students agreed or strongly agreed that studying ethics is important to developing moral awareness and moral reasoning and found the professional training relevant to their critical thinking skills and moral awareness. Advertising education should continue to use reflection and role-taking activities and consider incorporating professional training and future research should continue to explore the role of moral motivation in moral reasoning.

The qualifications of faculty members play a crucial role in the success of educational systems. Academics with a high level of organizational citizenship behaviour (OCB) are mostly valued due to the excellent services they offer to their students. This study aims to investigate the impact of faculty members' personality traits on their OCB. Additionally, it examines the moderating role of the perceived university brand in the relation between the two variables. This study is quantitative in nature and the sample includes professors working at seven prestigious Iranian universities. Overall, 422 questionnaires were gathered. By the use of Smart-PLS, the results indicate that academic members with "conscientious," "agreeable" and "openness" personality traits tend to show higher levels of OCB. On the flip side, "neuroticism" negatively predicts academics' OCB. Moreover, this research indicates that "perceived university brand" significantly moderates only the effect of "openness" trait on faculty members' OCB, meaning that professors with "openness to experience" traits who are working at such universities, are more likely to engage in OCB.

Following the paradigm of globalization and development as a means of achieving a better life from the domestic sphere to the international landscape, different stakeholders including scholars, researchers, practitioners, policy makers, and institutions have been focusing on better informed policy and practice with an embedded mission of international development. Educational policymaking and implementation processes of a nation-state are constrained by global economic and political environments. The ongoing status of educational efforts in each country and disputing factors to the implementation of the education policies were examined. In this study, systematic literature review was conducted on the research of higher education policy in line with globalization and internationalization to depict the practicalities and dichotomies in implementing the sectors at the Golden Triangle Area (Laos, Myanmar, and Thailand). The internationalization of higher education in Golden Triangle Area needs promoting its strategic advantage in offering business opportunities through government policies to further promoting as an affordable study destination and attracting international students from ASEAN countries. The factors affecting the higher education quality and capacity of Laos, Myanmar, and Thailand include the need for better quality, barriers to research capacity development, the policy process of quality assurance, and the initiatives for internationalization in all three countries.

Job profiles in German adult education are manifold, and the requirements for engaging in professional activity are only minimally regulated by the state. It is primarily the providers in adult education who decide on access to the professional field and influence the historical development of job profiles. The article presents findings from a historical longitudinal analysis of job advertisements and other historical documents, focusing on the historical genesis of job profiles in adult education in the Federal Republic of Germany. The analysis draws on theoretical concepts from "Economics of Convention" (EC) research on occupational categories, intermediaries, and labor markets. The results demonstrate that the conception, dissemination, and long-term establishment of a specific job profile for adult education were only made possible through the interaction of different actors, each taking on different intermediary functions.

Individuals with a high school education represent the largest subset of the U.S. workforce. However, little is known about the employer expectations of these individuals, particularly in the area of soft skills--also known as 21st-century skills. Online job advertisements offer useful data for examining these expectations, as they may supplement employer survey data and reflect actual recruitment practices. Our analysis of 68,505 online job advertisements suggests that employers hold generally lower expectations for the soft skills of high school-educated individuals than they do for postsecondary-educated individuals. However, employer expectations for two soft skills--professionalism and customer service skills--appear to be substantially higher for high school-educated individuals than for postsecondary-educated individuals. Additional results highlight similarities and differences within the high school-educated workforce across nine workplace industries. We discuss the implications of these results not only for high school-educated individuals and the organizations that employ them but also for practitioners and educators charged with assessing and providing training for these skills.

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…') across tobacco use subgroups and (ii) qualitative interviews (n = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation.

Although multimodality has received vigorous attention and debate in English as a foreign language (EFL) research and classroom pedagogies, the practicality of using multimodal activities in curricula that are designed to teach language skills rather than multimodality is under researched. This paper contributes to the ongoing need for practical applications of multimodality in classroom contexts by describing how a multimodal video project was introduced into an EFL classroom in a Japanese university. The class was following a communicative curriculum prescribed by the university, which had not previously focused on multimodal approaches. The multimodal project was used to assess student's communicative performance. The students worked in groups to create public service announcement (PSA) videos, with the aim of delivering an informative message to highlight a health or social issue that they felt was important. In the project the students: (1) analysed several PSA videos; (2) researched social and health issues; and (3) worked together to plan, film, and edit a final digital product that was displayed in class for their peers. The authors found that the multimodal project worked successfully as a means of assessing communicative language because it generated a wide range of learning opportunities for improvement in English language proficiency and the students could engage in communicative activities with a high degree of autonomy and motivation. Moreover, students could gain experience communicating through multimodal platforms and improve their understanding of multimodal literacies. However, the multimodal project created challenges for the teacher in how to give effective feedback on students linguistic output as well as their multimodal output within the constraints of a busy language classroom.

In the past five years, Delta State University's academic library has made significant efforts to develop sustainable outreach programs that support the LGBTQ+ (Lesbian, Gay, Bisexual, Transgender, Queer+) community. This program has increased the library's visibility and enhanced its image among its students, faculty, and staff. The article describes the outreach program's effort, and the collected data will provide a framework for others interested in designing and hosting such programs, including adaptability during the COVID-19 pandemic.

This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in-depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

This study aimed to examine the literature on the skill sets of autistic individuals and determine how these skills align with current and projected future labour market needs. Based on a literature review, researchers identified the following skill categories common to autistic individuals: visual skills, attention to detail and systemizing composite skills. Researchers then gathered aggregated data on occupations and industries from over 90 state and federal sources in the United States. Next, they collected data on the most in-demand jobs, their industries and relevant skills by analysing hundreds of millions of online job postings. The results indicate the most viable occupations aligned with each skill category. There is minimal available research using labour market data to generate special education goals and transition plans for autistic students. By providing educators and practitioners with critical information regarding viable employment pathways, all stakeholders can more effectively and equitably prepare autistic individuals for the 21st-century workforce.

Rapid advancements and emergent technologies add an additional layer of complexity to preparing computer science and information technology higher education students for entering the post pandemic job market. Knowing and predicting employers' technical skill needs is essential for shaping curriculum development to address the emergent skill gap. Examining online advertisements to determine the skills sought by employers of new hires for these emerging areas and ensuring that program course content addresses these skills can be a daunting task. In this paper, the authors describe the development of a data-driven analytics framework that can be used for evaluating emerging skill clusters in online job adverts and the application of the framework to a mobile computing course at the authors' institution.

This study examines the crucial role of electronic word-of-mouth (EWOM) in mediating the impact of marketing mix strategies on international students' study destination decisions. The theoretical framework proposed in this research integrates consumer behavior theories to enhance our understanding of the relationship between marketing mix strategies and international students' enrollment choices. Building upon previous research that underscores the importance of marketing mix strategies in shaping consumer choices, this study focuses specifically on the context of international students deciding to study in Jordan. To achieve its objectives, a questionnaire was administered to a sample of 2000 international students who recently enrolled in both public and private universities in Jordan, with a response rate of 61%. Through rigorous empirical analysis, this study provides compelling evidence that the quality of the product/program, price, place, and promotion significantly influence the decision-making process of international students. Moreover, the study reveals that EWOM plays a critical mediating role in this relationship, underscoring the significance of online reviews, ratings, and recommendations in shaping consumer perceptions and choices. These findings underscore the need for marketers to proactively monitor and manage online reviews and harness the power of EWOM as a potent marketing tool to positively impact consumer decision-making.

To document the change over time in African-American/Africana/Black Studies (AABS) librarianship in the United States, this study analyzed 71 position announcements published in physical and digital sources beginning in 1970 through 2019. Using content analysis, the author found that most AABS librarians should expect to have an MLIS and work in academic settings where they develop collections and provide reference services. This study hopes to fill a gap in the current research by exploring how these positions, the job market, and librarianship in this particular field have evolved. Administrators assessing staffing needs, faculty seeking collaborative partners, students interested in AABS librarianship, and anyone curious about the evolution of library work will find this study useful.

Background: Engineering curricula are built around faculty and accreditors' perceptions of what knowledge, skills, and abilities graduates will need in engineering careers. However, the people making these decisions may not be fully aware of what industry employers require for engineering graduates. Purpose/Hypothesis: The purpose of this study is to determine how industry employer-sought professional and technical skills vary among engineering disciplines and levels of education. Design/Method: Using a large sample (n = 26,103) of mined job advertisements, we use the O*NET skills database to determine the frequencies of different professional and technical skills for biomedical, civil, chemical, electrical, environmental, and mechanical engineers with bachelor's, master's, and PhD degrees. Results: The most frequently sought professional skill is problem-solving; the most frequently sought technical skills across disciplines are Microsoft Office software and computer-aided design software. Although not the most frequently requested skills, job advertisements including the Python and MATLAB programming languages paid significantly higher salaries than those without. Conclusions: The findings of this study have important implications for engineering program leaders and curriculum designers choosing which skills to teach students so that they are best prepared to get and excel in engineering jobs. The results also show which skills students can prioritize investing their time in so that they receive the largest financial return on their investment.

Although it is sometimes falsely assumed that faculty remains static and unchanging in higher education, faculty plays a crucial role in advancing the positive outcomes for change within higher education (Jimenez et al, 2019). A concern which has been around for many decades is whether or not the listing of desired qualifications on faculty job postings results in the hiring of faculty with the knowledge, skills, and attributes that are being sought (Marcus, 1977). Job ads reflect the nature of today's labor market (Carnevale et. al, 2014). The purpose of this explorative study is to review the changing patterns within business faculty job postings over a three-year period. More specifically: To what extent have faculty job postings for business schools evolved during the last three years? How are these job postings evolving concerning experiential learning, learning modality (i.e., online/distance vs face-to-face learning), and diversity, equity, and inclusion?

With the development of communication and information technologies, communication tools in the field of promotion and marketing have shifted from the traditional environment to the digital environment. In this context, the increase in Internet usage and the developing social media channels have started reaching much wider audiences. This situation has also led to transferring advertising and marketing activities to social media environments. Today, a new dimension has been added to the field of advertising, especially the environment prepared for viral ads to become influential on the masses. Viral ads, which are the subject of research, are spread by Internet users by filtering messages by people, transmitting them to another interested person and potentially transmitting and sharing the content of the message to those interested. The influence of social values on advertising, the harmony of the prepared advertisement with society and, in particular, the topics and content of the viral ads have also been affected. In this study, the analysis of the campaign of the "Ice Bucket Challenge" advertisement is included. This ad, an example of a viral ad, has been analyzed in the context of technological, corporate/brand, supporting factors, statistical success, using celebrities and opinion leaders, and its impact on education. In particular, information, awareness and awareness formation appear as essential features that attract attention within the scope of the study.

Real-life threats are at the root of all possible threats to be encountered on the Internet. All risk headings for the Internet are situations that can be encountered in real life. Therefore, we should pay attention to the risks of the virtual world by learning to use the internet consciously, safely and effectively, and by teaching our children this, just as we make efforts to protect our children from all these dangers in real life. In this research, the role of the family in children's use of digital media, the risks and solutions according to age groups, and the effect on the development of the child are discussed.

This study examines the persuasive English language in MasterClass's video advertisements. An analysis framework was formed using twenty-four techniques to identify persuasive language, and the purposes of using different techniques in one hundred and forty-one MasterClass's video scripts. The analysis included identifying the primary argument of the scripts, evaluating language formality and style, indicating persuasive techniques and their examples, and comparing the frequency of each technique from most to least used. The findings showed that the majority of the introduction and body of the scripts were devoted to the contents: critical concepts in the lessons, class contents and activities, backgrounds and experiences of the instructors, methods and processes for developing skills, and professional tips and techniques. The script's conclusion frequently reflected the instructors' attitudes and perspectives. These contents were persuaded using various techniques with different purposes. The top ten persuasive techniques employed in the advertisements were repetition, colloquial language, inclusive language, rhetorical questions, connotations, jargon, anecdotes, hyperboles, similes, and generalizations. The results can be applied as resources for language educators to design persuasive language lessons. Besides, for those interested in creating more effective video advertisements, the findings can help prepare advertising scripts for educational purposes or commercials.

With borders reopening after the COVID-19 pandemic, the travel industry has employed different methods to attract potential customers. One of the popular promotional strategies is advertorials. This study examines 75 travel advertorials from "the Telegraph," a national daily newspaper in the UK, to address two objectives -- 1) to identify moves and steps used in these advertorials and 2) to investigate the moves' typicality and cyclicity. The findings reveal six moves along with some steps. Apart from the headline to attract readers' attentions, key components in travel advertorials include descriptions of the destination and service, reasons to buy the product and advertiser's contact details. On the contrary, pricing incentives are not highlighted. The findings could be beneficial to both students and ESP practitioners especially those who are involved in writing promotional materials. Guidelines for travel advertorial writing could be developed for ESP classroom teaching and professional trainings whereby learners can grasp the organizational structure and be aware of the typicality and cyclicity of moves used in travel advertorials.

Tobacco surveillance in the United States is robust but cannot be quickly modified to capture newly identified tobacco products or behaviors. We present an example of a rapidly deployed nonprobability survey using social media recruitment that collected data on rapidly changing tobacco use behaviors. We recruited 15- to 17-year old current vapers from NY, USA, using targeted social media advertisements to complete the New York Adolescent Vaping Survey (NY AVS), which asked about vaping behaviors not addressed in existing probability surveillance surveys. We used the New York Youth Risk Behavior Survey (NY YRBS) to apply calibration weights to ensure that the distribution of the demographic characteristics accurately reflected the population distribution. We found systematic differences in demographic variable distributions between the probability-based NY YRBS and the convenience sample of the NY AVS that were reconciled in the weighting calibration. We found no statistically significant differences between the NY YRBS and NY AVS estimates after calibration for two outcome variables of interest. Recruiting a sample of adolescents using social media advertising to conduct a rapid survey on vaping provided valuable data that complemented traditional surveillance surveys; this approach could be used to fill future knowledge gaps in youth tobacco surveillance.

Purpose: Vocational education in Hong Kong suffers from an image problem. Stakeholders often perceive it as a second-best option for those who fail to advance in academic education. In 2016, to promote vocational education, the Hong Kong government launched a publicity campaign and rebranded vocational education and training (VET) as vocational and professional education and training (VPET). This study critically analyzes the new discourse crafted by this campaign and assesses its potential to change VPET's status. Design/methodology/approach: This study applies critical discourse analysis to the set of television public service advertisements produced as part of the government publicity campaign. Findings: The messaging of the publicity campaign consists of two major discursive strategies. One stresses the ability to find self-fulfillment through VPET. The other stresses the academic ability and middle-class status of VPET students as well as the non-manual and high-end career opportunities for graduates. While the first strategy offers a new basis on which to value VPET, the second recreates assumptions about the value of academic achievement and what constitutes respectable employment, even as it attempts to challenge stereotypes. It reinforces that the ultimate goal of education is financial gain and social status. It overlooks other values of education and the potential value of VPET in enhancing individual choice and agency. Research limitations/implications: Discourse analysis does not provide information about audience perceptions and interpretations. Social implications: The government could consider reframing their messaging in terms of the diverse values and experiences of VPET students. Highlighting the values that VPET students themselves see in their education provides alternative discourses that can better challenge hegemonic ideas. Originality/value: To the best of our knowledge, this is the first discourse analysis of the government's publicity campaign to promote VPET.

Despite efforts towards diversity, equity, and inclusion in higher education, systemic oppression persists. This study reflects on how initiatives intended to foster inclusion interact with existing exclusionary mechanisms, impeding progress in equity projects. Specifically, we investigate the visual representation of diversity as an inclusion initiative and explore how the new diversity discourse is assimilated into established organizational cultures through intersectional cognitive schemas that help reproduce class, gender, race and ableist relations. Using a gendered lens to analyse university brochure photographs from five universities in Belgium, we identify the distribution of embodied dominant expressions of masculinity and femininity among white and non-white individuals across different professions. Our findings reveal a hierarchy of inclusion based on intersectional cognitive schemas that place non-white individuals under white women and those under white men. These schemas include meritocratic beliefs regarding the required capacities for each profession, with non-white women emerging as the most disadvantaged. The findings suggest that diversity and inclusion initiatives require critical re-evaluation, taking into account the intersectional and systemic nature of oppression.

The scientific problem of the paper is related to the need to improve corporate marketing communication by using innovative technologies to improve consumer experience in the purchase decision process and to reduce purchase risks. The use of augmented reality is one of the innovative marketing communication technologies. So far, the impact of the use of this technology on the consumer experience in the purchase decision process has not been sufficiently explored in both qualitative and quantitative aspects, and no statistical data on the use of augmented reality in marketing communication are available. However, the use of augmented reality became an important milestone during the COVID-19 pandemic, so the aim of this study is to assess the role of augmented reality tools in the purchase decision process and to develop proposals to improve the use of augmented reality tools in corporate marketing. The research hypothesis has been confirmed and it has been concluded that the use of augmented reality in marketing communication enhances the consumer experience in the purchase decision process.

People are inundated with popular press reports about medical research concerning what is healthy, get advice from doctors, and hear personal anecdotes. How do people integrate conflicting anecdotal and statistical information when making medical decisions? In four experiments (N = 4126), we tested how people use conflicting information to judge the efficacy of artificial and real medical treatments. Participants read an anecdote from someone in a clinical trial, or who had undergone a medical treatment previously, for whom the medical treatment was ineffective. We found that reading anecdotes for either artificial or real medical treatments shifted participants' beliefs about the efficacy of a medical treatment. We observed this result even when the anecdote was uninformative, was paired with an icon array, or when participants were provided with thorough medical decision aids about reproductive health procedures. Our findings highlight the pervasive effect of anecdotes on medical decision making.

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher education institutions to respond to a self-administered online questionnaire followed by semi-structured interviews. 49 valid responses were obtained and then 11 interviews were performed. After analyzing the data collected using text coding, the results indicate the emergence of nine digital marketing enablers and barriers, namely training & knowledge, tools, financial resources & measurement results, human resources, leadership, process, internal public relations, organization strategy and external stakeholders. A comparison between the various factors shows a significant dominance of barriers with respect to enablers, reflecting the concerns of Japanese higher education institutions with respect to digital marketing. In addition, the interviews reveal the existence of four environmental factors which have motivated Japanese higher education institutions to adopt digital marketing.

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed using structural equation modelling. The results revealed that only the sincerity and lively facets of university brand personality play a vital role in informing student--university identification. Furthermore, when students perceive their university brand to be more sincere, they are more likely to exhibit citizenship behaviour. The study also found that students who identify with their university engage in various forms of participation and citizenship behaviours. University administrators can streamline their marketing and branding communication to emphasise specific brand characteristics in order to improve student identification with the university and student engagement in university-supportive and extra-role behaviours.

This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568 completed research questionnaires, the proposed hypotheses were tested using multiple regression analysis. In addition, mediation effect of EBA on customer service quality and CCB relationship were tested. The research findings indicated that reputation and academic aspects (primarily represented by teaching quality and student--faculty bonding) were most influential in creating EBA and subsequent willingness towards extra role and voluntary behaviors. The outcome of the mediation analyses showed that non-academic aspects (such as effective complaint resolution, IT support and administrative assistance) had a full mediating effect, whereas access and reputation had partial mediating effect, on students' citizenship behaviors.

Recruiting cisgender, heterosexual young men for research participation can be a difficult endeavour. This is more challenging with qualitative research studies that require substantial time commitment, or be of a sensitive nature, such as discussions of sex, intimacy, and emotion. These challenges can be amplified with the shift to online data collection procedures due to COVID-19. In this paper I reflect on the process of recruiting cisgender, heterosexual men for a qualitative study on sex and intimacy that relied solely on online advertising during the ongoing COVID-19 pandemic. I build on a critical men and masculinity (CMM) studies framework by considering a 'sex-as-dirty-work' approach which centres the uncomfortable practice of talking about and researching sex. I highlight the success of this approach that counters recommended best practice in getting men to participate. I conclude with a discussion of the implications of this approach, and suggestions for researchers.

The 26th annual Teaching Pre-Conference organized by the Advertising Division of the Association for Education in Journalism and Mass Communication focused on the topic of innovating data storytelling and visualization with AI and ChatGPT. Five prominent speakers from leading media companies and universities shared insights with advertising educators, covering the application, impact, and challenges of generative artificial intelligence (AI) in the advertising industry. The five panels also delved into effective ways of integrating generative AI tools into the classroom. Three key trends that arise from the panel presentations are discussed below. Relevant advertising AI tools and class activities are also shared in the report.

Background: Food-related advertisements have been identified as influential factors affecting Australian adolescents' food preferences and dietary habits. Objective: This study aimed to investigate adolescents' (athletes and non-athletes) views about healthy eating, the advertising of discretionary foods and beverages, and the effects of food advertising on dietary behaviours. Method: Qualitative study involving the analysis of data from seven focus group discussions with young people aged 12-17 years (N = 27; 10 males and 17 females; 14 elite athletes, 13 non-athletes) from three different socioeconomic status secondary schools. Results: Both athlete and non-athlete participants discussed the importance of how social media is used for food advertisements. Many adolescents exhibited scepticism about the intent of advertising discretionary foods and beverages targeted toward adolescents. Three themes were identified from the data analysis: (1) physical and cognitive benefits of healthy eating; (2) scepticism, mistrust and ethical concerns about food and beverage advertisements targeted toward adolescents; and (3) portrayal of thin and fit ideals in social media. Conclusion: Health educators and policymakers addressing adolescent healthy eating behaviours should focus more fully on the influence of social media food advertising. Greater promotion of the importance of good nutrition during adolescence may optimise training performance and improve young people's nutritional knowledge and healthy eating habits.

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

The Olympics is one of the world's biggest marketing platforms and, as such, presents the private sector with a vast range of advertising opportunities. One new area of opportunity is school-based Olympic education. While previous studies have revealed some of the marketing strategies used by Olympic sponsors in Olympic education, there is still a lack of understanding about how advertising tactics are employed by private sector players in Chinese Olympic education. In this article, we draw on a critical ethnographic research project conducted within two primary schools in Beijing to examine how and why private sector actors extend 'market logic' into schools through Olympic education programmes in 2022. We use the Foucauldian-inspired concept of "technologies of consumption" [Miller & Rose. (1997). Mobilizing the consumer: Assembling the subject of consumption. "Theory, Culture and Society," 14(1), 1--36. https://doi.org/10.1177%2F026327697014001001] to demonstrate three technologies that private companies used to market their brand through Olympic education: provision of winter sports equipment and initiatives; collaborating with 'experts'; and, hidden support from 'star' teachers. We argue that these technologies enabled private sector organisations and actors to promote their products and brands in schools under the umbrella of Olympic education, and attempt to shape students, teachers, and schools as consumers. We also argue that the 'master key' used by these businesses to access public education in China was aligned with the needs of government, the formation of mutually beneficial relationships with authorities, academics, and schools, as well as the covert involvement of teachers. We conclude by considering ethical and political issues that arise as external Olympic education providers profit from their relationships with children, teachers, and schools.

Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry.

Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic.