How we are tempted into debt: emotional appeals in loan advertising in UK newspapers

The purpose of this study is to examine the use of emotional appeals in loan advertisements and compare it to the use of emotional appeals in savings advertisements. A content analysis of 304 advertisements from nine UK newspapers revealed that the most frequently used emotional appeals in loan advertisements are the following positive emotional appeals: relief, security, and excitement. The use of negative emotional appeals such as guilt, fear, and sorrow was sporadic. Loan advertisements featured more appeals than savings advertisements. Further research will focus on analysing tag lines and images featured in the sample advertisements, and exploring consumers’ responses to, and their understanding of emotional appeals in those advertisements

Peer crowd-based targeting in E-cigarette advertisements: a qualitative study to inform counter-marketing.

BACKGROUND:Cigarette lifestyle marketing with psychographic targeting has been well documented, but few studies address non-cigarette tobacco products. This study examined how young adults respond to e-cigarette advertisements featuring diverse peer crowds - peer groups with shared identities and lifestyles - to inform tobacco counter-marketing design. METHODS:Fifty-nine young adult tobacco users in California participated in interviews and viewed four to five e-cigarette advertisements that featured characters from various peer crowd groups. For each participant, half of the advertisements they viewed showed characters from the same peer crowd as their own, and the other half of the advertisements featured characters from a different peer crowd. Advertisements were presented in random order. Questions probed what types of cues are noticed in the advertisements, and whether and how much participants liked or disliked the advertisements. RESULTS:Results suggest that participants liked and provided richer descriptions of characters and social situations in the advertisements featuring their own peer crowd more than the advertisements featuring a different peer crowd. Mismatching age or device type was also noted: participants reported advertisements showing older adults were not intended for them. Participants who used larger vaporizers tended to dislike cigalike advertisements even if they featured a matching peer crowd. CONCLUSION:Peer crowd and lifestyle cues, age and device type are all salient features of e-cigarette advertising for young adults. Similarly, educational campaigns about e-cigarettes should employ peer crowd-based targeting to engage young adults, though messages should be carefully tested to ensure authentic and realistic portrayals

Opportunity Knocks: An Economic Analysis of Television Advertisements

Certain aspects of advertising–especially on television–are not easily explained with conventional economic models. In particular, much of the imagery and repetitive thematic content seen in advertisements suggests it is "psychological" in nature, as opposed to "informative". To understand the economic rationale for incorporating such material, we develop a theory of preferences in which information about threshold payoffs induces sudden shifts in demand. These threshold payoffs are best understood in the context of human evolutionary history. Furthermore, the presence of threshold payoffs in consumer preferences gives firms incentive for providing threshold-type information. To examine the use of threshold-related content in television advertisements, we look for this con- tent in a sample of 370 television advertisements. We find considerable evidence that advertisers make strategic use of threshold-type content in television advertisements. Specifically, threshold-related content occurred in 83% of food and beverage advertisements for children and in 71% of advertisements for general audiences. Furthermore, the threshold-related content in children’s food and beverage advertisements occurred with statistically greater frequency than factual content, which isn’t true for food and beverage advertisements for general audiences

Arbitrary boolean advertisements: the final step in supporting the boolean publish/subscribe model

Publish/subscribe systems allow for an efficient filtering of incoming information. This filtering is based on the specifications of subscriber interests, which are registered with the system as subscriptions. Publishers conversely specify advertisements, describing the messages they will send later on. What is missing so far is the support of arbitrary Boolean advertisements in publish/subscribe systems. Introducing the opportunity to specify these richer Boolean advertisements increases the accuracy of publishers to state their future messages compared to currently supported conjunctive advertisements. Thus, the amount of subscriptions forwarded in the network is reduced. Additionally, the system can more time efficiently decide whether a subscription needs to be forwarded and more space efficiently store and index advertisements. In this paper, we introduce a publish/subscribe system that supports arbitrary Boolean advertisements and, symmetrically, arbitrary Boolean subscriptions. We show the advantages of supporting arbitrary Boolean advertisements and present an algorithm to calculate the practically required overlapping relationship among subscriptions and advertisements. Additionally, we develop the first optimization approach for arbitrary Boolean advertisements, advertisement pruning. Advertisement pruning is tailored to optimize advertisements, which is a strong contrast to current optimizations for conjunctive advertisements. These recent proposals mainly apply subscription-based optimization ideas, which is leading to the same disadvantages. In the second part of this paper, our evaluation of practical experiments, we analyze the efficiency properties of our approach to determine the overlapping relationship. We also compare conjunctive solutions for the overlapping problem to our calculation algorithm to show its benefits. Finally, we present a detailed evaluation of the optimization potential of advertisement pruning. This includes the analysis of the effects of additionally optimizing subscriptions on the advertisement pruning optimization

Analysis of Automobile Advertisements in American Magazines

The automobile is one of the most important products in American consumer culture. Throughout the history of the automobile industry in America, advertising has been an important strategy for marketing automobiles and their features to consumers on a mass scale. The purpose of this study was to evaluate how print (magazine) automobile advertisements have changed through time (1960-2013) and across different genres of magazines: general (National Geographic, New Yorker), male-oriented (Esquire), female-oriented (Cosmopolitan), and ethnic (Ebony). The trends that we examined included: numbers and proportions of car advertisements, relative numbers of domestic and foreign car advertisements, and the mix of automobile features. We found that the total number of car advertisements per magazine peaked in the late 1990s overall, with differences among the magazine genres. The number of advertisements for cars produced by American manufacturers peaked in the mid-1990s. The number of foreign car advertisements significantly increased after 1975, with Japanese cars leading this group. We discuss the trends in advertising parameters over time and across magazine genres in light of changes in buyer attitudes, including attitudes towards the environment

Meanings in the Process of Signification of Lancôme's Beauty Serum Advertisements

Through this study, the writer aimed to find out how meanings are created in advertisements video. The three objectives of this study are to find out how meanings are created through verbal expressions, how the visual expressions of the advertisements support the verbal expressions and to find out the differences between the two advertisements. The data used to conduct this study were Lancôme Génifique Serum Advertisement (2009) and Lancôme Advanced Génifique Serum (2013). After analyzing the data with the research questions in mind, the writer found out that meanings in both advertisements are created through the verbal captions and what were visually shown on the advertisement videos. The writer also found out that there were a few differences between the first and second advertisements. The second advertisement provides more appealing visuals, more direct and convincing verbal expressions and more facts and needed information regarding the promoted product. These factors make the second advertisement an improved version of the first one

Is Advertising to Teenagers Ethical? Media’s Influence on Body Image and Behavior

An examination of the ethics involved in advertising to adolescents. Specifically, a content analysis and survey research was conducted dealing with how television commercials and magazine advertisements targeted towards males ultimately affect female body image and behavior. The content analysis consisted of Axe Body Spray advertisements, as well as Sports Illustrated: Swimsuit Edition. Findings of survey research include increased body monitoring as a result of exposure to advertisements. Implications and future opportunities are discussed

The impact of green appeals on credibility: a mixed-method approach

Many advertisers use green advertisements to convey their products’ and company’s responsibility towards the environment. However, previous studies suggest that consumers are skeptic towards such claims. As credibility is an important indicator of ad effectiveness, the current paper investigates the impact of green advertising on credibility by relating the green characteristics of advertisements to perceived credibility. In general, results of a quantitative study indicate that level of greenness has a positive impact, while environmental involvement has a negative impact on the credibility of green advertisements