78 research outputs found

    Do bumper ads bump consumers?: An empirical research on YouTube video viewers

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    YouTube, the most popular present-day online video platform, is also considered one of today’s leading advertising media. There is an ongoing argument that YouTube measures and shares its own ad effectiveness. However, the consumer research results contradict with their measurements. The difficulty of measuring the performance of video ads on YouTube without YouTube’s built-in data increases the debate about its effectiveness as an advertising environment and therefore makes it more important to collect data from consumers through empirical research. This study was carried out with YouTube viewers located in Turkey, whose population is among the most online video watching Internet users in the world, to uncover the determining attitudes and the factors affecting them in the effectiveness of bumper ads, which YouTube introduced in 2016 as 6-seconds unskippable ad videos. The acquired data were tested by correlation and regression analysis under a predicted model that could explain the attitudes towards the ad. According to findings; it has been shown that the attitudes towards bumper advertisements are significantly related to the factors such as entertainment, informativeness, credibility, irritation, frequency of exposure and advertising value. However, it was found that the participants did not develop a positive attitude towards these factors, and the bumper advertisements, along with them

    OrganizationsÂŽ interest in charity campaigns

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    Abstract The following thesis examines the impact of different kind of charities in various Finish companies. The main goal is to give an overview of the possibilities of how charity campaigns are implemented in companies. The results are aimed to show how different forms of charity impacts on companies. The qualitative research method was chosen as it provides a more in-depth understanding of human behavior and the reasons that lead to several actions. As the qualitative research is based on “Why” and “How” questions (Clayton 2010:95), the results of this research method are appropriate for this thesis to achieve the most valuable results. The main questions are trying to find answers about the main interests of companies in charity campaigns and the most efficient ways for companies to benefit from those campaigns. These results were found with semi-structured interviews of six Finish companies. The main reason for companies taking part in charity campaigns are the role of stakeholders which demand socially responsible behavior from companies, the improved position of the customers view and wished for positive long-term effects. The attendance of companies in charity programs have different motives and the way the companies are supporting charity are widespread. Companies are either contacted by organizations to join charity programs or they can have already long-term cooperation partners. Not every kind of company fits for all types of charity, therefore a link between the company®s field of working and the suitable type of charity is inevitable. Besides all these aspects, the role of the customers and the changing image of a company by taking part in charity campaigns are examined in this thesis. Some companies do not communicate their presence in charity while others build real marketing strategies around their social engagement

    Advertising in translation: the translation of cosmetics and perfume advertisements into Portuguese

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    Cross-cultural communication has acquired particular significance in contemporary societies, where the world-wide traffic of people, goods and ideas, which has impacted upon social and cultural values, raises debates over globalisation issues. Translation plays a crucial role in these interchanges, by mediating the socio-cultural contacts between different language communities. The present study aims to look into the translation of advertisements that cross borders, and that are part of the cross-cultural flow. It will attempt to describe and discuss the translation strategies employed in the translation of perfume and cosmetics print advertisements in to Portuguese.F or this purpose, a selection of English and Portuguese advertisements of the major brands of these products has been made, so as to (a) outline the main translation approaches adopted in the translation into Portuguese, (b) compare them to the major approaches adopted in English advertisements of the same type, (c) discuss major issues in translation studies raised by the specificity of international advertising, and (d) infer some of the (cultural) factors conditioning these options. This analysis will consider the different constitutive dimensions of these multimodal messages, namely pictorial and verbal elements, the combination of which is believed to influence the translational approaches and processes. This study also seeks to demonstrate that discursive features and translation strategies a re-connected with the societies they are part of and hence both affect and reflect the existing cultural conditions and power relations. This view of discursive practices, particularly translation, as part of the wide cultural system, has required an approach that draws on different disciplines, namely discourse and serniotic analysis, media studies in advertising and international marketing, as well as studies in translation

    DetecciĂłn de saliencia en secuencias de vĂ­deo basado en segmentaciĂłn

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    Como dilucidĂł PlatĂłn, podemos distinguir dos mundos, el sensible y el inteligible. Al mundo sensible tenemos acceso a travĂ©s de los sentidos y en Ă©l hay dos tipos de entidades, las imĂĄgenes de los objetos y los objetos fĂ­sicos. Dentro de este mundo sensible, los seres humanos prestan mayor o menor atenciĂłn a la informaciĂłn que les llega a travĂ©s de los sentidos y es el contenido de esta informaciĂłn la que motiva al sujeto en sĂ­ a tenerlo en mayor o menor consideraciĂłn y tambiĂ©n despreciarlo. En nuestro desarrollo, la idea que parte como innovadora es tratar de aplicar las tĂ©cnicas de saliencia estĂĄtica dentro de una imagen a una secuencia de vĂ­deo. En este proyecto se ha trabajado con la informaciĂłn visual, con imĂĄgenes y secuencias de imĂĄgenes para detectar sobre las mismas aquellas zonas que tendrĂ­an mayor relevancia para el sistema visual humano, estableciendo un modelo que aporta una mayor estabilidad en el cĂĄlculo de la saliencia para secuencias de vĂ­deo, siendo Ă©sta estabilidad el objetivo principal. Se ha llevado a cabo mediante diferentes tĂ©cnicas de filtrado. Mediante el cĂĄlculo de la saliencia en un vĂ­deo se pretende obtener una salida que concuerde cualitativamente con la percepciĂłn de saliencia visual humana cuando se dispone a visualizar cualquier vĂ­deo.As Platon elucidated, we are able to distinguish among two worlds, the sensitive world and the intelligible one. We can access to the sensitive world through our senses and in it there we able to find two entities, the objects’ images and physical objects. Within the sensitive world, human beings pay more or less attention to the information they receive from their senses and the content of this information motivates the individual to either take it into consideration or despise it. During this development, the idea which starts as innovative is to try to apply the static saliency techniques from an image to a video sequence. Throughout this assumption it has been worked with visual information, also with images and sequences of images to detect those areas which would have more relevance to the human visual system establishing a model providing greater stability in the saliency computation for video sequences, being this the main goal. It was carried out using different filtering techniques. The object of saliency computation in video is to achieve an output that agrees qualitatively with the perception of human visual saliency.IngenierĂ­a de Sistemas Audiovisuale

    Advertising in translation : the translation of cosmetics and perfume advertisements into Portuguese

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    Cross-cultural communication has acquired particular significance in contemporary societies, where the world-wide traffic of people, goods and ideas, which has impacted upon social and cultural values, raises debates over globalisation issues. Translation plays a crucial role in these interchanges, by mediating the socio-cultural contacts between different language communities. The present study aims to look into the translation of advertisements that cross borders, and that are part of the cross-cultural flow. It will attempt to describe and discuss the translation strategies employed in the translation of perfume and cosmetics print advertisements in to Portuguese.F or this purpose, a selection of English and Portuguese advertisements of the major brands of these products has been made, so as to (a) outline the main translation approaches adopted in the translation into Portuguese, (b) compare them to the major approaches adopted in English advertisements of the same type, (c) discuss major issues in translation studies raised by the specificity of international advertising, and (d) infer some of the (cultural) factors conditioning these options. This analysis will consider the different constitutive dimensions of these multimodal messages, namely pictorial and verbal elements, the combination of which is believed to influence the translational approaches and processes. This study also seeks to demonstrate that discursive features and translation strategies a re-connected with the societies they are part of and hence both affect and reflect the existing cultural conditions and power relations. This view of discursive practices, particularly translation, as part of the wide cultural system, has required an approach that draws on different disciplines, namely discourse and serniotic analysis, media studies in advertising and international marketing, as well as studies in translation.EThOS - Electronic Theses Online ServiceUniversidade Fernando Pessoa (UFP)GBUnited Kingdo

    A case of the insta-self: exploring the relationship between Instagram branded content and millennial women's self-image

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    This PhD explores the relationship between Instagram branded content and millennial women’s self-image. Since Facebook bought Instagram in 2012, an abundance of branded content has appeared on consumers’ personal Instagram feeds. The most prominent Instagram users are females, aged 18-24 who engage with Instagram on a daily, or even hourly basis, following peers, influencers, and brands for style inspiration. Our understanding in how such branded content influences millennial women’s self-image is yet to be explored. The literature review focuses on postmodern consumer culture theory, and the significance of identity creations through consumption. Feminist theories, from second-wave to Postfeminism and fourth-wave, are also discussed in order to understand the uneasy relationship between marketing and women’s self-image. Millennials and social media marketing techniques are also addressed. The research methods comprises two data collection tools, 1) ‘Insta-chats’: a digital ethnographic photo-elicitation tool where participants sent screenshots of branded content and gave opinions via Instagram messenger; and 2) semi-structured face-to-face interviews, which allowed further insight into the relationship between participants’ self-image and Instagram branded content. Key findings highlight the significance of Instagram as an influence on participants’ understandings and constructions of self-image. At the same time, there is a clear lack of consciousness amongst participants with regard to how Instagram branded content influences that self-image. In addition, participants expressed concerns towards the ways in which female models’ bodies are portrayed on Instagram branded content. These concerns principally relate to sexualisation and ‘skinny’ body image portrayals. The conclusions of this study contribute towards the field of marketing and consumer research, with particular relevance for our understanding of the construction of digital consumer identity projects. It also provides useful insight into the female millennial consumers’ perceptions of stereotypical gendered portrayals on Instagram branded content

    Watching the Girls Go By: Sexual Harassment in the American Street, 1850-1980

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    From women’s first prolonged entrance into American urban space in the antebellum period, male strangers have harassed women in public places with uninvited sexual remarks, stares, and touching. These intrusive behaviors have been a persistent and pervasive feature of women’s experience of the urban United States ever since. Drawing on a wide range of archival materials—including newspapers, legislation, ethnographic interviews, personal papers, and women’s published and unpublished writings—“Watching the Girls Go By: Sexual Harassment in the American Street, 1850-1980” details the emergence, persistence, and normalization of men’s harassment of women in public space, today commonly known as street harassment. It argues, firstly, that despite significant initial resistance to street harassment in the nineteenth and early twentieth centuries, mainstream American discourse deemed behaviors like ogling or catcalling as the “right” of white, middle-class, heterosexual men by the mid-twentieth century. Meanwhile, men of color, and especially Black men, faced harsh, often violent, consequences for the same behaviors seen as trivial in white men. Secondly, mainstream public discourses generally portrayed targets of street harassment as “respectable” white women, where respectability hinged either on a woman’s middle-class or elite social status or on her perceived virtuousness. The construction of the ideal victim of street harassment as a respectable white woman obscured the experiences of women of color and the often more extreme or violent harassment they endured in public space. Thirdly, this dissertation argues that men’s harassment of women in public places had a material impact on women’s ability to navigate public space freely. Men’s harassment contributed to women’s discomfort and fear of sexual violence in public space and thus curtailed women’s freedom of mobility in the nineteenth- and twentieth-century United States. Throughout, this dissertation considers how idealized masculinities change and adapt in the face of opposition, absorbing attacks and reconstituting critiques into new versions of idealized masculinity. Thus, though women’s groups and law enforcement denounced street harassment from white men in the early 1900s, by the mid-twentieth century, behaviors like ogling and catcalling became part of the construction of an idealized white masculinity. “Watching the Girls Go By” suggests that a focus on trivialized violence can provide insight into the way white supremacist hetero-patriarchy has persisted over centuries.PHDHistory & Women's StudiesUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/163191/1/mmbrook_1.pd
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