El presente artículo tiene por objeto estudiar el fenómeno publicitario televisivo en los medios audiovisuales contemporáneos. Para ello, se han establecido unas líneas de trabajo que abarcan, por un ...lado, su evolución en el panorama nacional, así como una pormenorizada aproximación tipológica a sus soportes/formatos. Por otro lado, se ha prestado especial atención al elemento sonoro, incidiendo en diversas cuestiones, tales como su funcionalidad, recursos y «formas musicales» de mayor significatividad. Todo ello evidencia un surgimiento tardío que responde al exponencial desarrollo tecnológico acaecido en las últimas décadas. Consecuentemente, la publicidad audiovisual es un vasto campo de estudio en aras de expansión cuyo corpus bibliográfico debe estar en constante revisión y actualización, debiéndose a la existencia de un amplio abanico de posibilidades –hecho consumado–, teniendo como factor causal los procesos de experimentación y un denominador común: la brevedad y concisión, rasgos determinados por cuestiones de carácter económico.
يعد أسلوب فن البوب آرت هو واحد من الاساليب التي اتبعها المصمم في تصميم الاعلانات التلفزيونية لما له من جمالية وقوة جذب فكل فنان من فنانين البوب آرت كان لديه أسلوب خاص به ووظف هذا الفن في تصاميمه ...الاعلانية فحقق هذا الفن أقبال عليه من قبل المجتمع الامريكي وحضى بشعبية واسعة كونه فن حاكى حياتهم الشعبية وتجسيدها على شكل اعلانات إضافة إلى إستخدام مختلف أنواع المواد والخامات الجاهزة والألوان الاساسية والثانوية. وقد تضمن هذا البحث الإطار المنهجي المتمثل بمشكلة البحث وأهمية البحث واهدافه وحدوده وتحديد المصطلحات. أما الاطار النظري فتناول فيه الجمالية في الاعلان التلفزيوني، مفهوم فن البوب آرت وابرز فناني البوب آرت، فضلا عن اجراءات البحث المتمثلة بمجتمع البحث والعينة واداة البحث وتحليل العينات ونتائج وإستنتاجات التي توصلت إليها الباحثة ومنها.1- تحققت الألوان المستخدمة في فن البوب آرت في الإعلان من خلال خلفية الاستديو والعلامة التجارية للمنتج فظهرت الالوان في اللقطة (1،2،3،4،5،6،7،9،10،11) أي بنسبة 11% من مجموع البحث الكلي. 2- أن مصمم الاعلان عمد الى أستخدام أسلوب جديد في الاعلان وهو قام بإدخال فن البوب آرت في تصميم علبة المنتج والعلامة التجارية فضلا عن الخلفية المستخدمة في الاعلان كي يضيف اسلوب جديد في الاعلان ويحقق جمالية وجذب للمشاهد كون هذا الفن حقق شعبية واسعة من قبل المجتمع
After the art style of the gatekeeper, Art is one of the methods presented by AL-Musamsim in the desing of television advertisement because of its aesthetics and attractiveness. Each pop art artist had his own style and employed this art in his advertising designs. It is wide, being from your popular life and embodied it in the from of advertisements, in addition to using varios types of materials, ready-made materials, and primary and secondary colors. This research included the methodological framework represented by the problem of the research, the importance of the research, its objectives and limits, and defining the terminology. As for the theoretical framework, it dealt with the aesthetic in the television advertisement, the concept of pop-out and the most prominent pop-artist, as well as the research procedures represented by the research community, the sample, the performance of the out and the most prominent pop-art artist. As well as the research proeduers represedented by the research community, the sample, the performance of the out and the most prominent pop-art artists, as well as the research procedures represented by the research community, the sample, the performance of the research, the analysis of samples, and the results and conclusions that it researcher. Researcher and thereof. 1- The colors used in pop art in the advertisement were achieved through the background of the studio and the brand of the product, so the studio and the brand of the product, so the colors appeared in the snapshot(10,11,1,2,3,4,5,6,7,8,9). 2- The advertising designer deliberately used a new method in the advertisement, and he inserted pop art into the design of the product and tge trademark, as well as background used in advertisement, in order to add a new style in the advertisement and achieve aesthetic and attraction to the viewer, since this art has achieved wide popularity by the community.
Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and ...empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions’ effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand’s essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.
BackgroundThe increase in gambling advertising around live sports is under scrutiny in the UK. There is a lack of evidence for the impact of television advertising on behaviour, despite this being ...regulated by the gambling industry. This study explores whether television gambling advertising influences football betting during a live football game.MethodsLongitudinal survey data is collected from a sample of men aged 18–45 in England – recruited in Prolific – over the group stages of the 2022 FIFA Qatar World Cup. Purposive sampling methods are used to ensure that higher-risk gamblers are represented within the dataset. Daily surveys in Qualtrics gather data on the timing of football bets placed on each match day. Bets are grouped into windows around the live game: 60, 30, 15 and 10 minutes. This study employs a quasi-experiment exploiting the pseudo-randomised allocation of football matches, and exogenous variation in television gambling advertising, between ITV (advertising) and BBC (no advertising) during the 2022 FIFA Qatar World Cup. Fixed effects Poisson and Logistic models at the individual (i=365) and match (m=48) level estimate the causal effect of television advertising on betting during the game. Key variables include the number of football bets placed during the game, and a binary variable indicating whether the game was televised on ITV.ResultsWe observe an increased frequency IRR: 1.163 – 1.236,p<0.01 and probabilityOR: 1.220 – 1.326,p<0.01 of betting on football during all windows around live games televised on ITV compared to BBC. Inclusion of safer gambling adverts does not mitigate the effects. Exploratory results suggest a dose-response relationship at the 30-minute window IRR:1.110,p<0.01;OR:1.198,p<0.01, and a positive association between the presence of at least one gambling advert and the frequencyIRR: 1.110–1.219,p<0.01, and probability OR: 1.209 – 1.331,p<0.01 of football betting across all windows around the game.ConclusionThese results indicate that gambling advertising stimulates all betting behaviour, rather than just moving market share between companies. By increasing the overall frequency of football betting in the population, this could increase gambling harms. A policy which restricts this form of advertising might be a valuable part of a wider public health strategy to tackle gambling-related harms. To our best knowledge, this is the first study to use a natural experiment to measure the causal effect of television advertising on gambling behaviour. Given the 2005 Gambling Act review, and international interest in this topic, the results of this study are extremely valuable.
A study with 40 real TV commercials and 421 non-student participants confirmed that advertising persuasiveness could be enhanced when narratives are more relevant to a viewer and produce more vivid ...details. Specifically, greater ad relevance and ad vividness produced more goal facilitation, emotional engagement, and likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Furthermore, the results supported a moderated mediation process, with ad message explicitness as an important moderator. We found that the positive effects of ad relevance and ad vividness were dampened when viewers perceived the ad message to be more explicit.Badania obejmujące 40 autentycznych reklam telewizyjnych i 421 uczestników niebędących studentami potwierdziły, że perswazyjny efekt reklam można zwiększyć, jeśli będą one bardziej adekwatne dla odbiorcy i zawierać będą bardziej wyraziste cechy immanentne. Przeprowadzone badania pokazują, że ulepszona relewancja reklam i ich udoskonalona wyrazistość dawały efekt większej zgodności celów, wzrostu zaangażowania emocjonalnego oraz wysokiego prawdopodobieństwa Eunjin (Anna) Kim, Sidharth Muralidharan, Heather Shoenberger 10 spadku sceptycyzmu odnośnie do danej reklamy, co skutkowało poprawieniem stosunku odbiorców do reklamy i marki. Co więcej, wyniki badań potwierdzają proces moderowanej mediacji, gdzie bezpośredniość wiadomości reklamowej jest ważnym czynnikiem moderującym. Ustaliliśmy, że pozytywne skutki relewancji i bezpośredniości reklamy były niwelowane, gdy odbiorcy postrzegali wiadomość reklamową jako bardziej bezpośrednią. Słowa kluczowe: reklama narracyjna, relewancja reklamy, wyrazistość reklamy, bezpośredniość wiadomości reklamowej, stosunek do reklam.
All Ads Are Narratives Berger, Arthur Asa
Media - Biznes - Kultura. Dziennikarstwo i komunikacja społeczna,
01/2022, Volume:
2, Issue:
13
Journal Article
Open access
This inquiry starts with a quotation from Michel de Certeau about the amount of time people spend with narratives. We proceed to demonstrate that narratives in advertisements have a syntagmatic or ...sequential structure and move from one event to another over time. In addition, people watching these narratives perform paradigmatic interpretations of the characters and events in these narratives. Demonstrating the importance of narratives in people’s lives, the article suggests that some print advertisements can have a narrative element to them. The discussion engages in demonstrating possible methodological approaches derived from this assumption and it offers, among others, an analysis of a classic television commercial, the Macintosh 1984 commercial (1983/1984), which is an example of intertextuality. Another important focus of discussion is overview of the different levels of interpretation one can make of events within a narrative framework of advertisements and commercials.Przedstawione tu podejście badawcze wychodzi od cytatu z Michela de Certeau na temat czasu, który ludzie spędzają na odbiorze narracji. Artykuł opiera się na założeniu, że narracje, również narracje reklamowe, mają strukturę syntagmatyczną (lub sekwencyjną) i przechodzą od jednego wydarzenia do następnego w ciągu czasu. Dodatkowo, podczas wizualnego odbioru narracji ludzie podejmują paradygmatyczny proces interpretacji postaci i wydarzeń w tych opowieściach. Demonstrując rolę narracji w ludzkim życiu, autor artykułu sugeruje również, że niektóre drukowane reklamy bazują na wyraźnym elemencie narracyjnym. Dyskusja zmierza do zaproponowania możliwych metodologicznych perspektyw w ramach tego podejścia i omówienia tego na przykładach. Między innymi analizie została poddana reklama telewizyjna Macintosha 1984 (1983/1984), ukazując, jak działa w niej zabieg intertekstualności. Innym ważnym aspektem dyskusji jest przegląd różnych możliwych podejść interpretacyjnych
Consumers who are uninterested in or annoyed by a TV ad may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance of ads by changing ...the channel—known as “zapping”—is potentially a major concern for both advertisers and broadcasters. In two studies, the authors investigate whether and why ad content drives or mitigates zapping and develop a conceptual framework linking multiple content factors to psychological reactions that then affect zapping. They test the content–zapping relationship by drawing on a data set reflecting the zapping behavior of over 2,500 German television viewers combined with advertising data and content information for 1,315 spots representing 308 brands from 96 categories. The results of the first study show that ad creativity is associated with less zapping, whereas a strong information focus and a prominent or early integration of branding elements are associated with more zapping. The findings also reveal that the effects differ significantly for products with a utilitarian (vs. hedonic) consumption purpose and for search (vs. experience) goods. The results of the second study show that irritation (determined by feeling, e.g., annoyed, offended, or overwhelmed), relative to enjoyment, acts as the central mechanism in explaining why ad content affects zapping.
Given the unprecedented reach of social media, firms are increasingly relying on it as a channel for marketing communication. The objective of this study is to examine the effect of firm-generated ...content (FGC) in social media on three key customer metrics: spending, cross-buying, and customer profitability. The authors further investigate the synergistic effects of FGC with television advertising and e-mail communication. To accomplish their objectives, the authors assemble a novel data set comprising customers' social media participation data, transaction data, and attitudinal data obtained through surveys. The results indicate that after the authors account for the effects of television advertising and e-mail marketing, FGC has a positive and significant effect on customers' behavior. The authors show that FGC works synergistically with both television advertising and e-mail marketing and also find that the effect of FGC is greater for more experienced, tech-savvy, and social media-prone customers. They propose and examine the effect of three characteristics of FGC: valence, receptivity, and customer susceptibility. The authors find that whereas all three components of FGC have a positive impact, the effect of FGC receptivity is the largest. The study offers critical managerial insights regarding how to leverage social media for better returns.
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