Does The Rock Really Rock? The effects of using a celebrity in a B2B advertisement.

Background: Previous studies have investigated the relationship between the content of advertisements and the effect it has on viewers’ engagement and retention. Seno and Lukas (2007) looked into this phenomenon and stated, “research has found that celebrities are more effective than other types of endorsers” (p. 121). Another study by Tantiseneepong, Gorton, and White (2012) found that celebrity endorsers “can improve the effectiveness of marketing communications, by enhancing a product’s image, attracting attention and improving recall rates” (p. 57). Research Questions:This research addresses relationships with having a celebrity in a B2B advertisement. This study sought to answer the following questions: a) How does the usage of a celebrity in a B2B advertisement affect visual fixation? b) How does the usage of a celebrity in a B2B advertisement affect retention of product information presented in the advertisement? Methods: The eye-tracking data was collected in the Customer Experience Lab (a School of Business behavioral research lab featuring two eye-tracking stations). The participants for this research were 37 qualified business managers. This was a between subjects experimental design in which one cell was shown a shredder advertisement featuring a celebrity and the other cell was shown a shredder advertisement with a stock photo model. After viewing their respective advertisements, participants completed a short survey to evaluate their experience. Conclusion: In general, the results indicate that the usage of a celebrity brings greater attention to the advertisement. The data shows that participants spend more time looking at the advertisement with the celebrity in comparison to the advertisement with the stock photo model. Retention of product information included in the advertisement is greater when a celebrity is not present in the advertisement. References: Diana Seno, Bryan A. Lukas,(2007) The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective , European Journal of Marketing,Vol. 41Issue: 1/2, pp.121-134, https://doi.org/10.1108/03090560710718148 Nisachon Tantiseneepong, Matthew Gorton, John White,(2012) Evaluating responses to celebrity endorsements using projective techniques , Qualitative Market Research: An International Journal,Vol. 15Issue: 1, pp.57-69, https://doi.org/10.1108/13522751211191991https://scholarscompass.vcu.edu/uresposters/1269/thumbnail.jp

An exploratory study to design an adaptive hypermedia system for online-advertisement

The revolutionary world of the World Wide Web has created an open space for a multitude of fields to develop and propagate. One of these major fields is advertisement. Online advertisement has become one of the main activities conducted on the web, heavily supported by the industry. Importantly, it is one of the main contributors to any businesses’ income. However, consumers usually ignore the great majority of adverts online. This research paper studies the field of online advertisement, by conducting an exploratory study to understand end users’ needs for targeted online advertisement using adaptive hypermedia techniques. Additionally, we explore social networks, one of the booming phenomena of the web, to enhance the appropriateness of the advertising to the users. The main current outcome of this research is that end users are interested in personalised advertisement that tackles their needs and that they believe that the use of social networks and social actions help in the contextualisation of advertisement

Hilltops and Marches: A Cultural and Semiotic Analysis of Pepsi and Coca-Cola Advertising Strategies

The Coca-Cola Company released an advertisement in 1971 that had powerful themes of unity in a time of significant discord around the world. Almost 50 years later, the Pepsi Company released an advertisement that aimed to accomplish similar values of unity and commonality when the world seemed at odds with itself. While both advertisements sought to convey similar messages, the reception could not have been more different. Coca-Cola has experienced continued praise for their famous “Hilltop” advertisement while Pepsi was forced to take their advertisement down within 24 hours of its release. This paper utilizes semiotic theory to analyze the signs in the advertisements to create an understanding of how each advertisement was perceived differently. In order to understand a semiotic approach, this paper also approaches semiotics with respect to the historical contexts surrounding both advertisements

THE CHARACTERISTICS OF ENGLISH ADVERTISEMENTS CREATED BY STUDENTS OF BUSINESS ENGLISH CLASS AT PGRI UNIVERSITY SEMARANG. LEMBAGA PENELITIAN DAN PENGABDIAN PADA MASYARAKAT, UNIVERSITAS PGRI SEMARANG

This study investigates the characteristics of English advertisements created by the students of Business English Class at the University of PGRI Semarang. There were 25 students taken as the sample since they had been trained how to analyse and make English advertisement. At the end of the training session, 60 pictures of educational, tourism, and health products were distributed and the students were asked to create their own advertisement under each picture. There were only 30advertisement texts eligible for further analysis. The analysis was done to its lexical aspects, syntactical features as well as its rhetorical devices. The results show that most of the students were able to make their own advertisement texts but most of the words are verb and noun (90%), simple sentence (93%), and only 2 out of 30 advertisement (6.6%) used rhetorical devices. They need more time to practice writing informative and attractive advertisement text. Thus, for the next class session, it is recommended that the lesson materials in the Business English shouldbe divided into two mainstreams: Business Writing and Business Advertisement and each mainstream should be taught for 7 class sessions. By having such division, the students will have an ample time to do some advertisement-text practices

Multimodal Content Analysis for Effective Advertisements on YouTube

The rapid advances in e-commerce and Web 2.0 technologies have greatly increased the impact of commercial advertisements on the general public. As a key enabling technology, a multitude of recommender systems exists which analyzes user features and browsing patterns to recommend appealing advertisements to users. In this work, we seek to study the characteristics or attributes that characterize an effective advertisement and recommend a useful set of features to aid the designing and production processes of commercial advertisements. We analyze the temporal patterns from multimedia content of advertisement videos including auditory, visual and textual components, and study their individual roles and synergies in the success of an advertisement. The objective of this work is then to measure the effectiveness of an advertisement, and to recommend a useful set of features to advertisement designers to make it more successful and approachable to users. Our proposed framework employs the signal processing technique of cross modality feature learning where data streams from different components are employed to train separate neural network models and are then fused together to learn a shared representation. Subsequently, a neural network model trained on this joint feature embedding representation is utilized as a classifier to predict advertisement effectiveness. We validate our approach using subjective ratings from a dedicated user study, the sentiment strength of online viewer comments, and a viewer opinion metric of the ratio of the Likes and Views received by each advertisement from an online platform.Comment: 11 pages, 5 figures, ICDM 201

TEACHING RHETORICS THROUGH LANGUAGES IN ADVERTISEMENTS

Advertisements are persuasive communication (Maggie-Jo, 1994). The language used in advertisement is very carefully chosen to have special effects. The words will create images as well as information, and often there will be more than one meaning of some expressions. Duran (1987) says that rhetorical pattern also can be found in the illustration of advertisement. Corbett and Connors (1999) point out that advertisement is a form of deliberative rhetoric. Deliberative discourse is an attempt to change the attitude and actions of the audience or the readers in regard to a matter of public concern. In using deliberative rhetoric, the author is trying to persuade a person to take some future action and that the recommended action is either good in itself or something that will benefit the person. The research is aimed to reach several purposes: 1) observing the text of advertisement, in terms of its type of language, creative strategy, type of sign and its assessment 2) ensuring English teachers that rhetorical pattern also can be found in advertisement, so it can be used as literature source