Who gains, who loses? Recall and recognition of brand placements in 2D, 3D and 4D movies

Brand placements in movies are common throughout the world. During the last 5 years, 3D movie technology has experienced a boost in cinemas and home entertainment. Furthermore advanced cinemas also offer “4”D experiences by adding scent, airflow or tactile stimuli to the 3D film. Based on the limited cognitive capacity model of information processing and the levels-of-processing effect theory, we investigate how the delivery modes of classic 2D compared to 3D or 4D (3D+scent) influence recall and recognition of brands placed in a prominent or in a subtle way. Results suggest that subtle brand placements are negatively affected by the enhancement of 3D or 4D as compared to 2D movies, whereas a prominent brand placement in the movie benefits from 3D technology. Some implications and directions for further research are addressed

Twenty years of research on gamified advertising: A systematic overview of theories and variables

Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising

Twenty years of research on gamified advertising: A systematic overview of theories and variables

Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this article, we synthesize 20 years of research into these types of advertising – and pay special attention to the role played by the International Journal of Advertising (IJA). We give a systematic overview of the most often used theories explaining the persuasive effects of advertising in games (in-game advertising) and through games (advergames) and discuss the main conclusions that can be drawn from the existing gamified advertising literature. Furthermore, we propose a framework that offers an overview of the most important ad, game, and player characteristics influencing the effectiveness of gamified advertising. Finally, we look ahead and discuss the future of research on gamified advertising

General language use, language proficiency and language attitudes as predictors of consumer response to the use of Spanish and English in advertising in Chile and Mexico

There are indications in the literature that consumers’ response to ads in their mother tongue and English as a foreign language may be influenced by their general language use, language proficiency and language attitudes, but empirical evidence is scarce. This experiment tested to what extent these three factors predicted Chilean and Mexican consumers’ response to the use of English and Spanish in advertising. An experiment with 176 participants showed that perceived symbolic value of Spanish (as an aspect of general language attitudes) and general use of Spanish predicted consumer response to Spanish ads. In contrast, general use of, proficiency in and attitudes towards English did not predict consumers’ response to English ads. These findings indicate that there is a positive relation between consumers’ general use of their mother tongue and the symbolic value they attach to it and their response to ads in their own language

The edges of the MCF7 clusters in circle (A), square (B) and cross (C) are shown at the start of the experiment (red), at 6 hours (green), 30 hours (blue) and 48 hours after removal of constraint (magenta).

<p>Scale bar = 500 μm.</p