Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.

The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that children’s capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the children’s capabilities to process and ultimately scheming valuable communication approaches.Advertising, Cognitive Processing, Communication, Pakistan, Children

The influence of source attractiveness on self-perception and advertising effectiveness for 6- to 7-year-old children

The objective of this article is to examine the effects of using attractive peer models in advertising for 6- to 7-year-old children. This age is important in children’s development, as children of that age are not yet fully aware of the persuasive intent of advertising, are more focused on perceptual than on cognitive information in ads and are more focused on irrelevant rather than relevant ad information. More insights are therefore needed about whether attractive advertising models influence self-perception and advertising effectiveness of children this young, in order to help policy makers, parents and advertisers understand these effects. Two experimental studies are presented in which children are exposed to ads with peer models. Results show that when children of 6- to 7-year-old rate advertising models as being more attractive, advertising effectiveness raises, but children’s perceived self-worth and children’s perceived physical attractiveness are unaffected. We conclude that 6- to 7- year-old children use model attractiveness as a perceptual cue to rate ads but are not yet using comparisons with these models to evaluate themselves

Doctor of Philosophy

dissertationThe theme of my dissertation is users' opinion learning. We propose three different studies to learn users' opinion using various approaches and to address several important research questions. Firstly, in order to discover the significant factors that induce the rating differences from user-generated reviews, we first extract possible specific influences from the review, known as aspects, and then we propose an unsupervised aspect-based sentiment learning system that assigns sentiment scores to potential aspects. Based on the sentiment scores, we adopt linear regression models to identify the aspects that lead to the rating differences. Food quality, service, dessert and drink quality, location, value, and general opinion toward the restaurants are recognized as the main influential factors that cause the Yelp rating differences among chain restaurants. Secondly, to understand the impact of time reminder designs such as counting down clock, progressing bar indicator, and remaining number of advertisements reminder embedded in specific long and short advertisement videos, we propose a 4 by 2 between-subject experimental study with follow-up survey questions to collect user's opinions toward different temporal designs in the video. Thirdly, our study analyzes the advertisement video designs from the content level. We design the advertisement video with high and low content relevance levels with the desired video. A 2 by 2 betweensubject experimental study with follow-up survey questions is proposed. Results point out that advertisement videos with high content relevance levels can lead to shorter video iv duration perception and less negative attitudes toward the video, but can also diminish the effectiveness of the advertisement with users recalling fewer products and brands promoted in both longer and shorter advertisement videos

Videocentric criticism, postmodernism and the deconstruction of television

This research offers an alternative method to the study of visual narrative. It criticizes Western society\u27s videocentrism, or centering of television as the predominant medium of communicating to mass society. This method is known as videocentric criticism; Chapter one assesses the modern and postmodern condition. Philosophy from the Greek and modern Enlightenments suggests that Western society\u27s videocentrism is a developing process originating in these periods. It then addresses modernity and postmodernity. Postmodern cultural phenomena that progressed in proximity with the evolution of television is discussed; Chapter two defines videocentric criticism. Narrative, structuralism, post-structuralism, and deconstruction are applied to televisual information. An example of televisual information is partially deconstructed; Chapter three proposes the Levels of Televisual Reality, which are similar to Plato\u27s Divided Line Analogy. The Levels of Televisual Reality suggest a person interacts with televisual information as an artificial form of: environment, experience, and consciousness. Examples are used

Assessing the what is beautiful is good stereotype and the influence of moderately attractive and less attractive advertising models on self-perception, ad attitudes, and purchase intentions of 8–13-year-old children

This paper investigates (1) whether the physical attractiveness stereotype applies to children, (2) whether children’s self-perception is influenced by the attractiveness of an advertising model, (3) whether children’s attitudes towards an ad and buying intentions for a non-beauty-related product are influenced by the attractiveness of an advertising model, and (4) whether age affects (1), (2), and (3). Results of two experimental studies with respectively 8–9-year-old (N = 75) and 12–13 year old (N = 57) girls and boys confirm the presence of the physical attractiveness stereotype in children. The presence of a moderately attractive (vs. less attractive) model has a negative influence on general self-worth for 8–9-year-old boys, but not for girls, nor for 12–13-year-old children. Exposure to a moderately attractive (vs. less attractive) model also has a positive influence on perceived physical appearance of 8–9-year-old girls, but this effect does not occur for boys, nor for 12–13-year-olds. The studies also show that moderately attractive (vs. less attractive) models increase attitudes and buying intentions for 8–9-year-olds, but not for 12–13-year-old boys and girls

The effect of alcohol marketing on people with, or at risk of, an alcohol problem: A rapid literature review

There is a comprehensive evidence base demonstrating the relationship between alcohol marketing and underage drinking. Far less is known about the impact of alcohol marketing on other potentially vulnerable populations, such as people with, or at risk of, an alcohol problem. For the purposes of this review, this includes people with an alcohol use disorder, in recovery from an alcohol use disorder, and hazardous and harmful drinkers. This report presents findings from a rapid review that aimed to answer the following research questions: • What is the effect of alcohol marketing on drinking behaviour in adults with, or at risk of, an alcohol problem? • What are the psychological and neurological effects of alcohol marketing in adults with, or at risk of, an alcohol problem? A rapid review of primary studies was conducted with the aim of exploring the effect or potential effect of alcohol marketing on people with, or at risk of an alcohol problem, as defined above. Studies were eligible for inclusion in this review if their populations were defined within the paper as being with, or at risk of an alcohol problem, taking into account the possibility of different definitions in different settings. Studies were only included if results or outcomes were presented separately for at least one of the populations of interest. Binge drinkers were not included as a population of interest in this review. Studies covering different aspects of the ‘marketing mix’ (the four Ps of promotion, place, product, and price) were included, with the exception of alcohol outlet density, labelling and non-branded alcohol cues. Children and adolescents were excluded from the review. Quantitative and qualitative study designs were eligible for inclusion. Outcomes related to alcohol use were included, as well as psychological indicators such as awareness of or noticing marketing, appeal or perception of alcohol advertisements, alcohol craving, intentions to consume alcohol, symptoms of alcohol dependence and alcohol-related emotions and cognitions. Searches for relevant literature were conducted through three peer-reviewed electronic literature databases (from inception to November 2021), reference list scanning and citation tracking of included studies, grey literature searching of relevant websites, and enquiries through expert networks. We undertook a narrative synthesis of included papers, grouping studies together by population (participants with harmful or hazardous consumption levels of alcohol and those recovering from an alcohol use disorder) and by type of study (quantitative; qualitative). The review included 11 studies, which focused on participants recovering from an alcohol use disorder (AUD, 6 studies) and those with hazardous or harmful consumption levels of alcohol (5 studies). Seven studies used a quantitative design and four used a qualitative design. Of the quantitative studies, three were crosssectional studies and four were experimental studies. A limited number of studies have investigated the effect of alcohol advertising in harmful/hazardous drinkers. In experimental studies, one included study found no effect of adverts on actual alcohol consumption, but found that alcohol advertising could influence positive alcohol-related emotions and cognitions among heavy drinkers. Another found that individuals who exhibit greater risky alcohol use are more likely to express intentions to consume alcohol upon exposure to beer than water ads. Finally, one study found shorter reaction times in problem drinkers relative to non-problem drinkers when exposed to non-branded alcohol images in a study where participants were instructed to respond as quickly as possible to ‘go’ stimuli whilst refraining from responding to ‘no-go’ stimuli with branded and unbranded alcohol pictures as stimuli. Two cross-sectional studies highlighted the potential risks of alcohol advertising for heavy drinkers: one found that drinkers reporting symptoms of alcohol problems were more likely to notice alcohol brands in magazines and newspapers, while another found that among students, heavy drinkers perceived alcohol adverts as more appealing; however, due to the observational designs used, neither of these studies were able to make causal inferences about the effect of alcohol advertising. Similarly, a small number of quantitative studies have investigated the effects of advertising on drinkers in recovery. Only two studies were found, both of which suggest a relatively small effect of alcohol advertising in this population. One crosssectional study reported that more than three quarters of participants (77%) recalled seeing alcohol marketing in the last six months, with 24% reporting that alcohol marketing was influential. The most influential factors affecting the purchase of a specific alcohol product included price, accessibility, the brand and alcohol percent. Using an experimental design, a further study reported increased craving after exposure to alcohol advertisements and this measure showed a positive association with the number of alcohol-dependence symptoms. In absolute terms, however, craving was relatively low. In three interview studies, respondents indicated that alcohol advertisements triggered a desire to drink, particularly those which contained the participants’ preferred drink and even where the advertisements were perceived negatively. Some reported that they viewed advertisements as being responsible for their relapse. Television was cited as being a particularly powerful medium, with feelings that television intruded into their own home. One study further reported that music and party scenes were particularly troubling in terms of creating an association with good times. Participants in both studies reported negative emotions associated with viewing alcohol advertisements, including loss, lack of belonging, anger, sadness, guilt and exclusion from the norm. Participants in these studies reported needing to use strategies to avoid alcohol advertising, either through turning off and avoiding adverts or recalling the negative aspects of alcohol use. The retail environment was also identified in one further qualitative study as being challenging for drinkers in recovery. High visibility of alcohol, especially in small shops where it is harder to avoid alcohol products, and in-store advertising were identified as risks to recovery. • Taken together, the findings of the studies included in this review suggest that an effect of alcohol marketing in people with, or at risk of, an alcohol problem is likely. • Several studies report effects of alcohol marketing such as influences on positive alcohol-related emotions and cognitions and alcohol craving, which may translate into effects on alcohol consumption. There is also evidence that alcohol marketing is perceived to act as a trigger by people in recovery from alcohol problems and pose a risk to recovery. • This review demonstrates that the impact of alcohol marketing on people with or at risk of an alcohol problem should be a concern for marketing regulators and a focus for future research. • Future research should include longitudinal and experimental studies to determine whether alcohol advertisement has a causal effect on alcohol use in people with or at risk of an alcohol problems, including the differential effects between these groups and of different types of marketing

How to capture the heart ? Reviewing 20 years of emotion measurement in advertising.

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.Research; Emotions; Science; Advertising; Effectiveness; Recommendations;

What is creative to whom and why? Perceptions in advertising agencies

The authors apply recent advances in creativity theory to discover perceptual differences in the factors of strategy, originality, and artistry among creatives and noncreatives. It was found that current advertising position influences subjective perceptions of what constitutes creative advertising. Creatives tend to perceive advertisements as more appropriate if they are artistic, but account executives tend to perceive advertisements as more appropriate if they are strategic. The study also indicates that creatives have a distinctive preference for a strong originality component to strategy. To be original within the confines of a tight strategy is perceived as the most creative by advertising creatives. Account executives are so focused on strategy, they will often accept artistic advertisements as a substitute for truly original work. The authors consider future research implications of the study and its limitations

The influence of context on message-making and audience reception in graphic design

The reception of a graphic design solution is greatly affected by the environment in which it is viewed: the space around it, and how it is approached and accessed. Obviously, the designer cannot control the specific life experiences that shape a viewer\u27s personal response, or how that viewer may be situated in a broader, cultural context. Designers often have at least some degree of control over contextual factors that contribute to the message-making potential of a graphic design solution, as well as the form the solution takes, and how it is presented to an audience. When carefully constructed, content, application, display and context can work harmoniously together to effectively relay the intended message to a viewer (i.e., congruence). Conversely, planned incongruence between context, presentation and form can also be a helpful tool for designers: incongruence has the power to draw viewer attention, promote closer inspection or conversation, and provide a strategy for extending the message to alternative audiences. Graphic design, environmental graphic design, museum, gallery and exhibition studies, interior design and site-specific art take context into account as a primary concern from the upfront conceptual and material processes to final form and presentation stages. This thesis study examines context across disciplines, using these existing examples as the initial inspiration for the development of a group of incongruent, site-specific installations on the Rochester Institute of Technology campus