Understanding India: Cultural Influences on Indian Television Commercials is a book about Indian television commercial production. It focuses on how key production decisions shape a television ...commercial's visual language. The larger goal of the book is to delineate the link between this visual language and India's socio-cultural identity.
The book is the outcome of an ethnographic study that attempted to capture the nuances of the cinematic or visual aspect of marketing communications strategy. It is, thus, situated at the intersection of interests in marketing and visual culture.
In this book, many of the discussed television commercials have an embedded vision of India. Within the context of a new consumer culture emerging due to economic liberalization, the book discusses these sketches of India.
Unhealthy food advertising can negatively impact children’s food preferences and nutritional health. In Canada, only companies participating in the self-regulatory Children’s Food and Beverage ...Advertising Initiative (CAI) commit to limiting unhealthy food advertising to children. We analyzed food advertising from 182 Canadian television stations in 2018. A principal component analysis explored patterns of advertising by 497 food companies and their targeting of preschoolers, children, adolescents, and adults. Chi-square analyses tested differences in the volume of advertising between target age groups by heavily advertising food companies and by CAI-participating and non-participating companies. In 2018, Maple Leaf Foods, Boulangerie St-Méthode, Exceldor Foods, Goodfood Market and Sobeys advertised most frequently during preschooler-programming. General Mills, Kellogg’s, the Topps Company, Parmalat and Post Foods advertised most frequently during child-programming, while Burger King, McDonald’s, General Mills, Kellogg’s and Wendy’s advertised most frequently during adolescent-programming. CAI-participating companies were responsible for over half of the food advertising broadcast during programs targeted to children (55%), while they accounted for less than half of the food advertising aired during programs targeting preschoolers (24%), adolescents (41%) and adults (42%). Statutory food advertising restrictions are needed to limit food companies’ targeting of young people on television in Canada.
Novelty:
It is commonly assumed that TV commercials successfully influence affective tourism destination image by coupling positive emotions to a destination. In this study we record emotional responses to ...destination pictures before and after viewing a destination TV commercial from participants’ brains using electroencephalography (EEG). A control group of participants watched the same destination pictures, and an unrelated TV commercial. Emotion-related event-related potential (ERP) components, the P2 and LPP, were derived from the EEG. For the participants that watched the destination TV commercial, the P2 and the LPP were larger in response to destination pictures after compared to before having watched the TV commercial. This effect was not observed in the control group. In a behavioral version of the same experiment, we did not observe any effects in the self-report data. It is concluded that ERP methodology is a useful tool to complement the toolbox of tourism marketing researchers.
A growing body of research suggests that exposure to alcohol advertising increases the risk of alcohol-related adverse health consequences among underage populations. The alcohol industry has ...voluntary advertising guidelines to restrict the placement of alcohol advertisements only to media in which youth younger than age 21 comprise no more than 28.4% of the audience. However, the current guidelines do not account for variations in exposure among subpopulations of underage television viewers. Most youth exposure to alcohol advertising in traditional media in the United States comes from advertisements placed on cable television. Therefore, this study assessed trends among underage populations in per capita alcohol advertising exposure on cable television programs.
Advertising placement and audience data on cable television were licensed from Nielsen (New York, NY). Per capita alcohol advertising exposure (gross rating points, or GRPs) was calculated for youth ages 2-11, 12-17, and 18-20 years from 2013 to 2018. We compared relative trends in exposure between age groups.
Alcohol advertising exposure among youth ages 2-11 grew from 13,011 to 15,470 GRPs from 2013 to 2018, whereas exposure declined among youth ages 12-17 (24,663 to 17,780), and 18-20 (35,022 to 25,700). From 2016 to 2018, youth exposure to noncompliant advertising declined for all three underage groups assessed in this study.
Alcohol advertising exposure among younger children grew faster than in other age groups assessed in this study. This was also the case for advertisements that complied with the alcohol industry's placement guidelines. Continued monitoring of alcohol advertising exposure among underage populations can help detect emerging trends.
This article offers a comparative overview of the representation of children and families in TV toy advertisements in Israel, Britain and Spain. It focuses on identifying the similarities and ...differences between the ads tasked with representing children in relation to specific products in different cultural environments. To a lesser extent, the article contributes, through its data, to exploring how advertisements adapt to each of the social and cultural realities in countries with different cultures.
To study changes in food advertising on television after Chile's food marketing restriction was implemented in June 2016.
Food advertisements shown between 6 am and 12 am on the 4 primary broadcast ...and 4 cable channels with the largest Chilean youth audiences during 2 random weeks in April and May 2016 and 2017 were analyzed for product nutrition and child-directed marketing.
The percentage of ads for foods high in energy, saturated fats, sugars, or sodium (HEFSS) decreased from 41.9% before the regulation to 14.8% after the regulation (
< .001). This decrease occurred in programs intended for children (from 49.7% to 12.7%;
< .001) as well as general audiences (from 38.5% to 15.7%;
< .001). The largest declines were seen for sodas, desserts, breakfast cereals and industrialized fruit- and vegetable-flavored drinks. Fewer HEFSS ads featured child-directed content (a decrease from 44.0% to 12.0%;
< .001), and the remaining child-directed HEFSS ads primarily aired on internationally owned cable channels.
The significant postregulation decrease in the prevalence of HEFSS television ads suggests that children in Chile are now less exposed to unhealthy food advertising. However, television originating from national and international outlets should still be monitored for compliance. (
. Published online ahead of print May 21, 2020: e1-e6. doi:10.2105/AJPH.2020.305658).
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This article analyzes women's perception of humor in television advertising messages, emphasizing aspects such as remembrance, perceived humor, use of humor and elements associated with that ...remembrance. For this, a descriptive approach was used with an online questionnaire that collected the perception of 81 women about mentioned aspects. One of the most relevant findings is that there is a relationship between humour and remembrance and that there is greater remembrance when the woman is represented in the content of the advertising message.
Television, the predominant advertising medium, is being transformed by the microtargeting capabilities of set-top boxes (STBs). By procuring impressions at the STB level (often denoted "programmatic ...television"), advertisers can now lower per-exposure costs and/or reach viewers most responsive to advertising creatives. Accordingly, this study uses a proprietary, household-level, single-source data set to develop an instantaneous show and advertisement viewing model to forecast consumers' exposure to advertising and the downstream consequences for impressions and sales. Viewing data suggest that personspecific factors dwarf brand- or show-specific factors in explaining advertising avoidance, thereby suggesting that device-level advertising targeting can be more effective than existing show-level targeting. Consistent with this observation, the model indicates that microtargeting lowers advertising costs and raises incremental profits considerably relative to show-level targeting. Further, these advantages are amplified when advertisers can buy in real time as opposed to up front.
Neeraj G Patel and colleagues examine how drugs approved through the FDA breakthrough pathway are advertised to consumers and argue that the name contributes to overestimation of benefits
Introduction
Gender stereotyping in television advertising is a universal phenomenon and has the potential to influence children’s perceptions of gender roles. Despite India’s enormous child ...population, gender representation in television advertising is hardly researched.
Methods
This study was conducted using a content analysis methodology to examine gender stereotypes in children’s television advertising in India. A total of 189 unique advertisements were selected from six prime cartoon channels, namely Nickelodeon, Disney Channel, Hungama, Cartoon Network, Discovery Kids, and Pogo TV. A stratified constructed sample of 319 central figures from 102 hours of TV viewing was collected over two consecutive weeks in November 2018 during children’s prime-time viewings.
Results
This study examines gender role cues in children’s television advertising using McArthur and Resko’s coding method. The sample was subsequently analyzed using chi-square statistics, and the findings were contextualized and compared with those from other Asian nations. The results indicated that men significantly dominate (voice-over, product authority, autonomous roles, fact-based arguments, other products, end comments, pleasure, and practical rewards), whereas females are stereotyped (dependent roles, product users, portrayal of domestic products in domestic settings, opinion-based arguments, and self-enhancement rewards).
Discussion
However, the results reveal a reduction in certain stereotypical aspects, such as a significant increase in women performing voice-overs and portraying characters with product authority and autonomy, while men exhibit increased involvement with domestic products and rewards such as self-enhancement, practical, and pleasure rewards. The theoretical (social learning and role congruity theory) and practical implications for advertisers and marketers are discussed based on these findings.
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