60,833 research outputs found
Understanding the YouTube generation : how preschoolers process television and YouTube advertising
Preschool children are generally assumed to lack the skills to critically respond to advertising despite being exposed to a high number of advertising messages while watching videos on YouTube. However, research on how preschool children process YouTube advertising is scarce. This study conducts an experiment to examine how preschool children's (4-5 years old, N = 62) responses to video advertising (20-second toy commercial) vary between YouTube and television viewing. The results suggest that almost half of the children were able to distinguish advertising from regular media content, and almost 70% of the children could correctly identify that the video was advertising. No differences were found between the two media. Children were not skeptical toward the video advertisement. With regard to ad effects, the results show low brand and product recall, whereas aided recall was higher (around 40% of the children could correctly recognize the product and brand shown in the advertisement). These findings suggest that 4-5-year-old children already have a proper understanding of advertising, but lack a critical attitude. Furthermore, children's advertising literacy does not vary between YouTube and television advertising
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
Looking Beyond a Clever Narrative: Visual Context and Attention are Primary Drivers of Affect in Video Advertisements
Emotion evoked by an advertisement plays a key role in influencing brand
recall and eventual consumer choices. Automatic ad affect recognition has
several useful applications. However, the use of content-based feature
representations does not give insights into how affect is modulated by aspects
such as the ad scene setting, salient object attributes and their interactions.
Neither do such approaches inform us on how humans prioritize visual
information for ad understanding. Our work addresses these lacunae by
decomposing video content into detected objects, coarse scene structure, object
statistics and actively attended objects identified via eye-gaze. We measure
the importance of each of these information channels by systematically
incorporating related information into ad affect prediction models. Contrary to
the popular notion that ad affect hinges on the narrative and the clever use of
linguistic and social cues, we find that actively attended objects and the
coarse scene structure better encode affective information as compared to
individual scene objects or conspicuous background elements.Comment: Accepted for publication in the Proceedings of 20th ACM International
Conference on Multimodal Interaction, Boulder, CO, US
An Investigation of Incongruency and Distraction Hypotheses: The Context of Dubbed TV Commercials
When one looks at the Television commercials scene in India, one easily sees three distinct patterns of communication. One is the nation-wide campaigns that are language neutral, meaning, they are purely music based. The other kind is a pure regional communications, with regional content starting from the language to the props used. The third variety is more like the ‘transition-ads’ that are between a pure nation-wide and a pure regional communication. These are basically nation-wide commercials dubbed in the regional languages, while not changing any part of the visual: thus they are ‘national’ with their visuals and regional with their sound track. The current study seeks to understand the effectiveness of such dubbed advertisements. Here incongruency and distraction hypotheses are investigated through two experiments. A social message against the use of cell-phones is used with students as target audience. The results of the first experiment while indicates distraction effects, the ANOVA tests have a very low power. The second experiment apart from repeating the first experiment with a little larger sample also looks at amount of counterarguments in the treatment conditions. The results of the second study do not validate any of the hypotheses. However the recall results are intriguing. Divided attention and incongruency are found to be two competing theories in explaining the recall effects of dubbed 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
Entertainment in the 21st Century: Is an Independent Networked Multimedia Production and Promotion Firm a Viable Business Option in the Modern Entertainment Industry?
“Artists are being stifled by the ‘major label’ stance that exclusively demands what’s ours is ours and can only be handled by us. It should be more about creative freedom” (Monstercat Manifesto). Over the past fifteen years, we have witnessed how the internet has changed how entertainment is distributed and consumed. This has led to a change in behavior from major entertainment production firms, and has given way to the surge of independent labels and production houses. Now, entertainers can lead successful careers by reaching their audience through digital platforms, successfully decreasing production and distribution costs. Consumers can find an unlimited amount of ad-supported content that they can access for free. Understanding these change is vital in finding and solving the problems these changes have produced
Food and Beverage Marketing to Children and Adolescents: An Environment at Odds With Good Health
Synthesizes research about the effectiveness of industry self-regulatory marketing practices promoting "better-for-you" foods and beverages to children and adolescents. Examines types of media used for unhealthy food marketing and race/ethnicity targeted
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