How Do Young Adult Drinkers React to Varied Alcohol Warning Formats and Contents? An Exploratory Study in France

Research on alcohol warnings has increased in the last decade, providing key evidence to governments on warning format and contents. The bulk of this research, however, has been conducted in Anglosphere countries, whereas fewer studies have focused on other countries which have high per capita alcohol consumption, and where the high social acceptability of drinking is liable to affect how people accept and react to prevention measures. Since France has one of the highest per capita alcohol consumption rates in the world according to the World Health Organization (WHO), we therefore explore how young adults in France react to warnings on alcoholic beverage advertisements. We conducted 25 in-depth interviews, in 2017, with 18–25-year-old drinkers in France. Respondents were asked open-ended questions on the perceived impact of various warning contents (i.e., on health risk, social-cost risk, and on short- vs. long-term risk) and formats (text only vs. larger text combined with colored pictograms). Warnings that targeted youth-relevant risks (i.e., road accidents or sexual assault) were considered to be the most meaningful and credible, although warnings communicating longer term risks (i.e., brain, cancer) were also thought to be influential. Less familiar risks, such as marketing manipulation and calorie intake, elicited the most negative reactions. Larger text-and-pictogram warnings were considered to be the most effective format in capturing attention and increasing awareness. Regardless of format and content, however, these warnings were not perceived as effective for decreasing alcohol consumption

COVID-19 symptoms at hospital admission vary with age and sex: results from the ISARIC prospective multinational observational study

Background: The ISARIC prospective multinational observational study is the largest cohort of hospitalized patients with COVID-19. We present relationships of age, sex, and nationality to presenting symptoms. Methods: International, prospective observational study of 60 109 hospitalized symptomatic patients with laboratory-confirmed COVID-19 recruited from 43 countries between 30 January and 3 August 2020. Logistic regression was performed to evaluate relationships of age and sex to published COVID-19 case definitions and the most commonly reported symptoms. Results: ‘Typical’ symptoms of fever (69%), cough (68%) and shortness of breath (66%) were the most commonly reported. 92% of patients experienced at least one of these. Prevalence of typical symptoms was greatest in 30- to 60-year-olds (respectively 80, 79, 69%; at least one 95%). They were reported less frequently in children (≤ 18 years: 69, 48, 23; 85%), older adults (≥ 70 years: 61, 62, 65; 90%), and women (66, 66, 64; 90%; vs. men 71, 70, 67; 93%, each P < 0.001). The most common atypical presentations under 60 years of age were nausea and vomiting and abdominal pain, and over 60 years was confusion. Regression models showed significant differences in symptoms with sex, age and country. Interpretation: This international collaboration has allowed us to report reliable symptom data from the largest cohort of patients admitted to hospital with COVID-19. Adults over 60 and children admitted to hospital with COVID-19 are less likely to present with typical symptoms. Nausea and vomiting are common atypical presentations under 30 years. Confusion is a frequent atypical presentation of COVID-19 in adults over 60 years. Women are less likely to experience typical symptoms than men

Influence de la place du packaging dans la publicité télévisée : une expérimentation sur l'effet d'ordre au sein d'une annonce

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Etude de la place du produit, du packaging et de la marque dans les annonces télévisées

International audienceExecutional elements in TV commercials have been studied since the 1970' s. Many studies have examined the impact of the presence of a celebrity, music or humor but no major studies have considered how people recognize a product or brand in ads. This study aims at examining the place of product, packaging and brand in television commercials. The purpose of this study is to give a better insight into the advertising design as far as these three elements are concerned. The study involved 600 television commercials broadcast in France between 1991 and 2007. The results indicate a large diversity in practices. Finally, we will specify implications and future research.Les éléments d'exécution des annonces télévisées ont constitué une thématique de recherche dès les années 1970. Plusieurs facteurs tels que la présence d'une célébrité, la musique ou l'humour ont fait l'objet d'études. En revanche, peu de travaux ont porté sur les éléments d'identification du produit et/ou de la marque dans les annonces. Cette recherche analyse la place du produit, du packaging et de la marque dans les annonces télévisées. Elle vise à observer de façon systématique la place de ces trois éléments dans le but d'avoir une meilleure connaissance des pratiques publicitaires. Au total, 600 annonces télévisées, diffusées en France entre 1991 et 2007, ont été analysées. Les résultats font apparaître une très grande diversité des pratiques publicitaires. Les voies futures de recherche sont discutées

Les publicités télévisées qui ciblent les seniors diffèrent-elles des autres publicités ? Une analyse de contenu des éléments d'exécution

http://www.marketing-trends-congress.com/2010_cp/Materiali/Paper/Fr/Lacoste.pdfInternational audienceSince 30 years, marketing researchers make recommendations for improving the effectiveness of advertising campaigns that target older consumers. Starting from the contributions of psychology on cognitive aging, they recommend including adjustments in the choice of executional elements. The purpose of this study is to give a better insight into the advertising design as far as these recommendations are concerned. The study involved 140 television commercials broadcast in France between 1991 and 2009 targeting the elderly. The results show that only part of the research advice is taking into account. Finally, we will specify implications and future research.Depuis plus de 30 ans, des chercheurs en marketing formulent des recommandations pour améliorer l'efficacité des campagnes publicitaires qui s'adressent aux consommateurs seniors. Partant des apports de la psychologie cognitive sur les effets du vieillissement, ils préconisent notamment des adaptations au niveau du choix des éléments d'exécution des annonces. L'objet de cette communication est de confronter ces conseils aux pratiques publicitaires. Une analyse de contenu de 140 annonces télévisées diffusées en France entre 1991 et 2009 ciblant les seniors est présentée. Les résultats mettent à jour une prise en compte seulement partielle des recommandations des chercheurs. Des voies de recherche sont finalement présentées

Effets de la manipulation du produit packagé par le personnage dans l'annonce télévisée sur l'efficacité publicitaire

International audienceThis research aims to understand and to explain the influence of product focal integration in a commercial on consumers' memorial and attitudinal responses. The concept of focal integra-tion is operationalized by the physical contact between the actor and product packaged during the ad (product packaged in hand / on a table). Our results show that product packaged in hand improve recall and recognition of the products category, brand, recognition of the pack-aging and also attitude toward the ad. Taking into account these dimension can help design more effective commercials.Cette recherche a pour objectif de comprendre et d'expliquer l'influence de l'intégration focale du produit dans l'annonce télévisée sur les réponses mémorielles et attitudinales des consommateurs. Le concept d'intégration focale est opérationnalisé par le contact physique entre le personnage principal et le produit packagé au cours de l'annonce (prise en main versus pas de prise en main). Les résultats expérimentaux montrent que la prise en main du produit packagé améliore le rappel et la reconnaissance de la catégorie de produits, de la marque, la reconnaissance du visuel du packaging ainsi que l'attitude envers l'annonce. La prise en compte de cette dimension permet alors la conception d'annonces télévisées plus efficaces

Advertising memory: The power of mirror neurons.

International audienceAs part of the insights of neuroscience available for the study of advertising, the concept of mirror neurons provides opportunities for new research. Mirror neurons are a particular class of visuomotor neurons in the brain that show activity both when an individual performs an action and when he observes another individual performing the same action. According to researchers in cognitive neuroscience, mirror neurons are the brain basis for learning by imitation. The observation of 2 types of movement specifically causes the mirror neurons activation: “grasping with the hand” and “bringing to the mouth.” This article seeks to show that TV commercials, in which a character grabs a food product and brings it to his mouth, are more effective. To investigate this research question we designed a between-subjects experiment (n = 130) to compare the memorization of 2 versions of the same ad (featuring an unfamiliar mineral water brand). In the first ad version, the character grabs the product, while there is no contact between the product and the character in the second version. The article outlines that memory was higher in the grasping and drinking condition. Although we cannot conclusively say that the mirror neurons were activated when people saw the character grabbing the product in the ad, the literature on mirror neurons provides an explanatory framework for the observed results. In other words, this study points out that the discovery of mirror neurons is a very new concept for marketing, which can enrich our understanding of advertising processing. (PsycINFO Database Record (c) 2014 APA, all rights reserved

Algumas contribuições da análise institucional para estudar as relações entre os serviços públicos de saúde e a sua clientela

Neste artigo expus as contribuições que a linha teórica da análise institucional pode dar para o estudo das inter-relações entre os serviços públicos de saúde, a enfermagem e a sua clientela. Essa linha teórica possui instrumentos que podem não só ampliar a autonomia dos clientes e profissionais como melhorar a qualidade dos serviços prestados. A metodologia adotada foi problematizar primeiramente a questão teórica, através desse ensaio feito a partir dos pressupostos, conceitos e noções do Movimento Institucionalista analisados por Gregório Baremblitt

Color vs. Black and White: Contrast Effects in Print Advertisements, in Special Session: Eye-Tracking Research (Part 2): How to Design Attention-Grabbing Communications?

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Color vs. Black and White: Contrast Effects in Print Advertisements

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