These days, advertisers make every effort to attract users through coercive exposure, so as to achieve web-advertisement performance. However, the validity of crediting actual performances through ...forced exposure is a moot point, because accompanied unwanted digressive advertisements and unintended mouse clicks imposed on the user, are nuisance factors that can culminate in a negative way. Hence, this study investigates advertisement performance in an elaborate way by focusing on varying effects of coercive exposures. Moreover, when considering advertisement performance, it is appropriate to examine advertisement fit, that is, whether the advertising contents match with services provided by the host website. The results showed that, when subjectively forced to frequent unsolicited advertisement, a user’s negative attitude to the respective advertisement greatly impacts on advertisement performance. Furthermore, if the level of advertisement fit is low, negative attitude is strengthened. This study provides guidelines on more appropriate ways for performing web advertisement, to achieve a genuine performance of advertisement and provide practical web-advertisement strategies for advertisers.
The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a ...research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among members of a social network to verify and validate these scale items and their underlying constructs. From the findings in this study, it is identified that attitudes toward social network advertisement, i.e., any effort to communicate messages about products among network members, who are also consumers of different products, is formed and persuaded by hedonic motivation (HM), source derogation (SD), self-concept (SC), message informality (MI), and experiential messages (EM).
This research aims at evaluating the traditional communication channels, and the possible impact that it may have on consumers purchase decision, particularly toward their choices of restaurants in ...Palestine. To achieve this purpose, two main hypotheses, and the total of four sub-hypotheses were derived based on literature review. Descriptive analytical methodology and inductive quantitative approaches were found most suitable to the nature of the research. The population of the research consisted of consumers who make the purchase decision in choosing restaurants either for themselves or on behalf of others. A self-administrated questionnaire was designed based on previous studies and primary data was collected over non-probability accidental sample (restaurants intercept). 470 questionnaires were distributed in Nablus, Ramallah and Bethlehem, 500 valid questionnaires were retrieved within a timeframe of 25 days, from 24th of June till 18th of July 2018, forming a response rate of 83.6%. Based on the statistical analyses, there is a statistically significant impact of traditional communication channels on purchase decision for Palestinian restaurants, the strength of the effect is moderate. Also, each traditional communication channels (Television, Radio, Newspaper and Outdoor) has, separately, a significant positive impact on consumer purchase decision. The strength of the effect ranged from weak to moderate, the study found that outdoors advertisements had the highest impact on purchase decision, followed by television, radio, and newspapers, respectively. Discussion and recommendations are provided based on the study findings.
ان الاعلانات لها دور مهم في ايصال المعلومات للمتلقي , و ان هناك عدة طرق متداولة لطرح تلك الاعلانات لهم, منها الاعلانات عبر مواقع التواصل, و الاعلانات الضوئية والاعلانات المطبوعة وهنالك اعلانات عبر ...الطرق الداخلية او الخارجية وغيرها , في هذا البحث سيتم التوضيح عن فاعلية المساحة المخصصة داخل المدن بغداد (الرصافة) انموذجا, اذ ان اهمية الاعلان لا تكمن فقط في ايصال مضمون الرسالة الاعلانية الى المتلقين فحسب وانما في الطريقة التي يضع فيها مضمون الاعلان وما يحتويه من عناصر ذات التأثير على المتلقي في جذب والتشويق, اذ يعتبر هدف الرسالة للمنتج المعلن عنه هو اساس الاعلان, فتعد اعلانات الطرق واحده من الاعلانات المطبوعة التي يتم عن طريقها جذب انتباه المتلقي ، وتعد اعلانات الطرق الاكثر انتشارا في شوارع بغداد لما لها من اهمية وفعالية لدى المتلقي, والتي تتم عن طريق العرض وموقع ( المنطقة التي يتم وضع الاعلانات فيها) الاعلان وذلك بطريقة عامودية او افقية , فالترويج للسلع والخدمات التي تتم عن طريق الإعلان المطبوع وكيفية عرضها لها أثر على المتلقي , بسبب ان الاعلانات ليست مقتصرة على الطرق وتشمل البنايات والشوارع والمولات وكافة مناطق تواجد المتلقي , إذ يعد الإعلان وسيلة للتأثير عليه, وفيما بعد يحقق الاستجابة التي تعد الهدف النهائي للإعلان، الذي يمثل محور الدراسة لهذا البحث، لذلك تم تحديد مشكلة البحث بالتساؤل الآتي:ما فاعلية المساحة الاعلانية داخل المدن؟
Advertisements have an important role in delivering information to the recipient, and there are several common ways to present these ads to them, including advertisements through communication sites, light advertisements, printed advertisements, and there are advertisements through internal or external roads, etc., in this research, the effectiveness of the allocated space will be clarified Within the cities, Baghdad (Al-Rusafa) is a model, as the importance of the advertisement lies not only in delivering the content of the advertising message to the recipients only, but in the way in which the content of the advertisement and the elements it contains influence the recipient in attracting and suspense, as it is considered the goal of the message for the advertised product It is the basis of the advertisement, so road advertisements are one of the printed advertisements through which they attract the attention of the recipient, and road advertisements are the most widespread in the streets of Baghdad because of their importance and effectiveness for the recipient, which is done through display and the location (the area in which the advertisements are placed) advertisement This is done in a vertical or horizontal way, so the promotion of goods and services that takes place through printed advertisements and how they are presented has an impact on the recipient, because advertisements are not limited to roads and include buildings, streets, malls and all areas of the recipient’s presence, as advertising is a means of influencing him, and later achieves the response that It is the ultimate goal of the advertisement, which represents the focus of the study for this research, so the research problem was identified by the following question:What is the effectiveness of advertising space within cities?
This study investigates the language styles used in advertisements for Harper’s Bazaar magazine advertisements. The objective of the current study is to identify the stylistic features of magazine ...advertisements, particularly the stylistics features to provide valuable insights into how advertisers leverage linguistic and visual techniques to connect with their target audience and convey the essence of their brands. Understanding these stylistic strategies is not only valuable for advertisers and marketers but also for readers and consumers who engage with the content, making it an enriching exploration of the synergy between language, style, and fashion in the context of a prestigious British fashion magazine. The study was descriptive-qualitative and used documentation as the instrument. The data was taken from the September 2019 and April 2020 issues of "Harper's Bazaar Magazine which consisted of 28 advertisements. Content analysis was employed to analyze the language styles of advertisements. The results reveal that noun and noun phrases are the most frequently used in Harper’s Bazaar magazine. It also found figurative language, straightforward language, and emotive terms to accomplish their goals. This study contributes to the understanding of language styles in advertising and provides insights into the role of language in promoting products and shaping consumer behavior.
Prior research in behavioral economics has examined the effects of nudging and the diverse aspects of choice on individuals' decisions and behaviors. Based on this premise, the current research ...offers a novel and timely view by examining how communication messages in public service advertisements (PSAs) can alter the perception of threat under uncertain situations such as the SARS-CoV-2 coronavirus pandemic. This article investigates the role of additional relative statistical information on the perception of threat and stockpiling intention. First, we examine whether there is a reduction in the perceived threat of the coronavirus if information about the potential severity of an alternative threat (car accidents) is activated, when compared to offering only statistics on the disease caused by SARS-CoV-2, which is known as COVID-19. Furthermore, we established the mediating role of a perceived threat in consumers' decisions and behavior in times of severe crisis. This suggests that organizations and policymakers can influence individuals by increasing or decreasing their perceived level of threat depending on the desired outcomes (e.g., respecting authorities' recommendations or avoiding stockpiling). This research offers a deeper understanding of how consumers can be "nudged" toward desired behavior in the context of public health and safety.
Dajare is a type of Japanese wordplay used in humorous contexts. Previous studies have only examined dajare formed through homophonic or semi-homophonic word pairs, while polysemous wordplay is more ...commonly found in English-language puns. This study seeks to describe dajare based on polysemy found in a series of Japaneselanguage television advertisements titled Santarou produced by Au. This study uses the qualitative-descriptive method to describe polysemous dajare found in the data source. The theory used is Attardo’s (2017) general theory of verbal humor to describe how the dajare creates humor in the advertisements. It can be concluded that polysemous dajare wordplay in the data revolves around the incongruity between the original meaning of a word and its derivation in slang and colloquial language.
Este artigo objetiva verificar como produtos capilares da marca Pantene são representados no discurso midiático da publicidade, visando a impulsionar a marca e o consumo. Numa abordagem de cunho ...qualitativo-interpretativo, analisam-se duas peças publicitárias da Pantene, extraídas do ambiente on-line. A análise ancora-se nas categorias analíticas propostas pelas Gramática Sistêmico-Funcional (GSF), fundamentada em Halliday e Matthiessen (2014), e pela Gramática do Design Visual (GDV), proposta por Kress e van Leeuwen (2021). Conclui-se que a produção de sentidos emerge da interação de vários modos semióticos, dos quais, cada um é responsável por uma tarefa comunicativa, mas são interdependentes entre si. Os resultados apontam para construções multissignificativas, marcadas por processos materiais, mentais e relacionais e pela escolha das funções discursivas de declaração, pergunta e comando, associados às semioses visuais, construindo representações de status, glamour, patriotismo, sedução, maciez, brilho e beleza.
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