Hasil untuk "Advertising"

Jingyu Li, Jingshu Zhang, Xinyi Xu et al.

Background Alzheimer's disease (AD) poses a significant public health challenge to China's aging population. Patients and their families increasingly turn to short-video platforms such as Douyin and Bilibili for information. However, there is currently a lack of systematic analysis regarding the quality and reliability of advertising content on these platforms, creating a critical gap in understanding this emerging information ecosystem. Aim Systematically evaluate the quality and reliability of videos on Douyin and Bilibili, analyzing the relationship between content themes, upload sources, and user engagement metrics. Methods Using “Alzheimer's disease” as the keyword, we retrieved the top 100 videos from multiple platforms. Videos were categorized by uploader type and content. Two qualified researchers assessed their reliability and quality using the JAMA, the modified DISCERN instrument (mDISCERN), and Global Quality Score (GQS) scale. Data analysis employed nonparametric statistical methods. Apply relevance and logistic regression analysis to discuss factors that may influence video quality. Results This study analyzed a total of 171 videos. Results indicate that compared to Douyin, videos on the Bilibili platform scored higher across multiple quality evaluation metrics (GQS: 2.0(1.0–2.0) vs 1.0(1.0–2.0); mDISCERN: 2.0(2.0–2.0) vs. 2.0(2.0–2.0); JAMA: 2.0(1.0–2.0) vs. 1.0 (1.0–2.0); p  < 0.001). This disparity may be attributed to Bilibili's longer video format, which allows for more in-depth content, and its user base that tends to favor detailed, knowledge-oriented media. Regarding uploader identity, videos posted by professionals (e.g. physicians) demonstrated superior quality compared to nonprofessional sources (e.g. patients). However, patient-uploaded videos exhibited stronger engagement metrics (e.g. likes, comments). Content-wise, videos focusing on disease prevention and treatment consistently achieved the highest overall quality (all comparisons p  < 0.05). Correlation analysis indicated that while interaction metrics showed strong internal correlations, they did not significantly correlate with JAMA, mDISCERN, or GQS scores. Ordered logistic regression analysis indicates that uploader identity, content classification, and presentation format are the three key factors influencing video quality. Conclusion This study reveals a pronounced “quality-dissemination paradox” in AD content across mainstream short-video platforms: While scientifically rigorous content published by medical professionals receives high quality ratings, it significantly underperforms in user engagement metrics compared to nonprofessional content centered on patient narratives and lived experiences. This highlights a severe disconnect between scientific rigor and public participation within algorithmic dissemination ecosystems. To address this, platforms should optimize algorithms to enhance the visibility of authoritative content, encourage collaboration between professional and nonprofessional creators to boost content appeal, and strengthen health media literacy education for the public—particularly older adults—to improve their ability to discern information.

M. Vidale, H. Wolfe

Sebastián Sánchez-Castillo, Jorge Nieto-Ferrando, Beatriz Gómez-Morales

The popular Spanish fiction series Money Heist has been seen in more than 190 countries and has won the International Emmy Award for Best Drama. In 41 episodes over five seasons, a group of thieves dressed in red overalls and concealing their faces behind Salvador Dalí masks break into the Royal Mint of Spain and the Bank of Spain with the intention of carrying out an ambitious heist at each location. There are almost no product placements of real-life tourist attractions in the narrative structure of the series. This article discusses whether certain symbolic constructs identified in Money Heist could act as tourism inducers in the same way as the placement of real-life locations, a practice explored extensively in recent research. This study finds a considerable increase in tourist numbers to the Royal Mint of Spain that coincided with a massive rise in searches on YouTube for identifying elements of the series and a significant correlation between those elements and Spanish tourist destinations on Instagram. It thus offers evidence of the presence of symbolic constructs that could serve as inducers of both domestic and international tourism to Madrid.

Marianne Barrett

Book Review

Qiang Wei, An Bao, Dong Lv et al.

Abstract Green consumption is a crucial pathway towards achieving global sustainability goals. Product-oriented green advertisements can effectively stimulate consumers’ latent needs and convert them into eventual purchasing intentions and behaviors, thereby promoting green consumption. Given that neuromarketing methods facilitate the understanding of consumers’ decision-making processes, this study combines prospect theory and need fulfillment theory, employing event-related potentials (ERPs) as measures to explore changes in consumers’ cognitive resources and emotional arousal levels when confronted with green products and advertising information. This enables inference regarding consumers’ acceptance of purchasing and their psychological processes. Behavioral results indicated that message framing influences consumers’ purchases, with consumers consuming more green in response to negatively framed advertisements. EEG results indicated that matching positive framing with utilitarian green products was effective in increasing consumers’ cognitive attention in the early cognitive stage. In the late stage of cognition negative frames stimulated consumers’ mood swings more, and the influence of product type depended on the role of message frames, and the consumption motivation induced by the product, whose influence was overridden by external evaluations such as message frames. These research findings provide an explanation for the impact of frame information on consumers’ purchasing decisions at different stages, assisting marketers in devising diverse promotional strategies based on product characteristics to foster the development and practice of green consumption. This will further embed the concept of green consumption advocated by organizations such as the United Nations Environment Programme (UNEP), World Wildlife Fund (WWF), and Greenpeace into the public consciousness.

T. G. Pyadysheva

The relevance of this work is as follows – the studies conducted in this field reflect the fact that the language of advertising is quite rich, especially structural components. The unity of verbal, graphic, audiovisual aspects is an integrity that can somehow be represented in the form of a text message. The object of the study is the language of advertising, the subject of the study is what is its influence on the structural features of advertising texts. Formulating the objectives of the study, it is fair to ask such questions: what is advertising in principle? What is the language in which it “speaks”? And what are its forms and structural features? Is the difference in advertising texts significant by type of communication, etc. The objectives of the study are to visually reflect the role of the presence of advertising in modern times, to understand the basic terminology, to highlight what goals the advertising text pursues, to establish what are the structural features of various advertising texts. The research methods in this scientific work are theoretical and scientific-literary analysis, bibliographic analysis of conference collections and materials posted on the Internet. The analyzed information of scientific literature made it possible to draw a theoretical conclusion – the structural features of such PR-texts as a press release, an advertising interview, a background, and the practical conclusion of this research work are revealed – an applied opportunity to use the generalized material of this work.

Adam Blumenberg

AbstractBackground Cannabis is a schedule 1 substance that cannot be possessed within the United States according to federal law. On March 31 2021, New York State legalized cannabis for sale and consumption. This study assesses the safety labeling and packaging aimed at children of cannabis containers during the peri-legalization period in New York City.Methods This is a cross-sectional and descriptive comparative study in which sidewalks in New York City were inspected for labeled cannabis containers during the four months prior and four months post legalization, i.e. from December 2020 until July 2021. Packages were systematically analyzed using a scoring system based on advertising techniques that may appeal to children and the American College of Medical Toxicology’s (ACMT) recommendations on cannabis safety labeling.Results and DiscussionOf the 114 packages, none met ACMT’s recommended safety labeling guidelines. Only 52% of containers indicated their contents, 40% referenced food, and 85% included elements that may appeal to children.Conclusion Precautionary measures such as child-resistant packaging, warning labels, and avoiding marketing to children are uncommon. Policy makers should consider regulating the safety labeling and advertising which appeals to children on cannabis packaging.

Alla Belova

Information communication technologies accelerated numerous trends in the world including the shift to online communication and further content digitalization. Technological innovations reverberate throughout complex social and demographic trends which make a significant impact on business, international companies including. The article focuses on linguistic analysis of the current changes in advertising and branding, mainly in the fashion industry. COVID-19 pandemic with online communication and remote work contributed to further transformation of choice, preferences, and options as well as to popularity of social media as an instrument of information search, as the environment for communication and sharing opinions. Lockdowns and quarantines during COVID-19 pandemic, lack of direct contact with clients entailed the shift to online marketing and advertising. Looking for effective online marketing instruments some companies select storytelling as a basis for their videos. Underpinned theoretically by multimodal discourse analysis and narrative studies, this paper shows how storytelling with its appeal to emotions and memorability potential is becoming a noticeable marketing trend and advertising strategy against the background of current radical technological changes in the information abundant world. Companies manufacturing lux products began to diversify marketing strategies and generate multimodal narrative – a string of stories about the brand, its founders, technologies they use. COVID-19 pandemic accelerated the shift to multimodal videos. During COVID-19 pandemic, fashion houses created marketing masterpieces to attract attention to new collections. They replaced traditional physical shows and set a new perspective for online fashion shows. These short films telling brand stories become chapters of a brand’s lookbook available in social media.

Serhat Peker, Gonca Gokce Menekse Dalveren, Yavuz İnal

The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

Dr. Lubna Readh Al-Shekhly Maha Hussein Mohsin

It is a well-known fact that publishing companies spend much money, time and energy in designing their book covers to attract potential customers. As the first thing people do when they buy or intend to buy a book is looking at its front cover. However, if there is a need to know more about the book, people usually look at the information on its back cover. This paper attempts to explore the persuasive function of blurbs beyond the constraints of the academic domain and consequently their connection with advertising discourse in two main sections: The first presents the concept of blurb and its structure while the second defines persuasion and shows the most prominent strategiesused in blurbs. Finally, this paper gives the conclusion that the blurb is a persuasive text as it aims to influence others to buy the book and therefore, blurb is a type of advertising.

Sofía Velázquez Núñez, Nohelia Pasapera Tupiño

Svitlana M. Vernyhora

The relevance of the research is the study of a book summary as an advertising text which is due to transformations of the information market that significantly changed the situation in the publishing business. In particular, the need to buy printed edition disappeared in the Ukrainian society after the invention of the Internet. Readers won’t buy book printed editions because of free access to the same books or similar information on the Internet. The main objective of the research is to study a book summary as an advertising text, in particular, to apply principles and rules of copywriting of printed texts to the book summary. The methods that were used to achieve the main objective are common methods of scientific knowledge, in particular, such as analysis method, synthesis method, generalization method, and descriptive method. The descriptive method was applied to characterize conditions of publishing activity and the requirements to the modern publishing market. The analysis method was used to study summaries of book editions, the synthesis method was applied to identify disadvantages of book summaries, the generalization method was used to define the problem and propose an algorithm of its solution. The main results of the study showed that in the time of developed information technologies and the open information space, the summary of the modern Ukrainian book should be created not only according to publishing standards but also adhere to the laws of advertising sphere. Authors and publishers should be aware of the latest trends, innovations in the publishing, effectively use advertising and PR tools to compete with national as well as foreign publishing product, which is also present on the Ukrainian market. The significance of the study is to identify the main disadvantages of the book summary, which influence on its further sale. In particular, it was proposed to combine principles of the AIDA marketing model with standards of a book summary in order to increase book purchasing power. The conclusion of the research is that the book summary is one of the incentive tools that argue into buying a book by a potential consumer and therefore requires a combination of publishing standards and advertising principles.

C. J. Nester, A. Graham, A. Martinez-Santos et al.

Abstract Background A national survey recently provided the first description of foot orthotic provision in the United Kingdom. This article aims to profile and compare the foot orthoses practice of podiatrists, orthotists and physiotherapists within the current provision. Method Quantitative data were collected from podiatrists, orthotists and physiotherapists via an online questionnaire. The topics, questions and answers were developed through a series of pilot phases. The professions were targeted through electronic and printed materials advertising the survey. Data were captured over a 10 month period in 2016. Differences between professions were investigated using Chi squared and Fischer’s exact tests, and regression analysis was used to predict the likelihood of each aspect of practice in each of the three professions. Results Responses from 357 podiatrists, 93 orthotists and 49 physiotherapists were included in the analysis. The results reveal statistically significant differences in employment and clinical arrangements, the clinical populations treated, and the nature and volume of foot orthoses caseload. Conclusion Podiatrists, orthotists and physiotherapists provide foot orthoses to important clinical populations in both a prevention and treatment capacity. Their working context, scope of practice and mix of clinical caseload differs significantly, although there are areas of overlap. Addressing variations in practice could align this collective workforce to national allied health policy.

Mohamed Abdel Maksoud

The absence of the scientific approach and the design standards of the printed and visual advertising which are compatible with the creative content in the advertising designs leads to the failure of the advertisement and the advertising message and not achieving the goal of the advertising campaign. Research goal The establishment of a systematic basis for a set of design criteria through which one can emphasize one of the most important elements of the formation of the declaration based on a scientific approach and an objective study to analyze the design dimensions of the advertisement and how to reach it to a successful design formulation. Research Methodology The researcher uses the descriptive analytical method using some applied designs in order to identify the facts of the problem and achieve the research objective. Research hypotheses The research assumes that: 1. The effectiveness of the relationship between the foundations and design criteria to form a successful advertising design and the ability of the recipient to receive the idea is essential to the success of the design. 2.  Follow the scientific approach in the design of the advertisement to achieve the success of the design.

Bestian Nainggolan

The weakening macro condition of Indonesia’s economy in the last five years has influenced the economic performance of the television media industry. Since that time, media advertising expenditure as the largest revenue source for the television industry has been declining. The purpose of this research is to know how each group of broadcast media corporations in this country are competing and trying to control the market of the media industry. Methods used in this research was adopting both the quantitative analysis which leans back upon the organization the field of industrial (in theory). Relying on the Structure-Conduct-Performance analysis model, the result of this research reveals that although the economic slowdown impacts the economic performance of the corporate group of television, the roles of three groups of television media corporations: Global Mediacom, Elang Mahkota Teknologi, and Visi Media Asia remain dominant. The market audience and television ads are concentrated in these three groups and build an increasingly uncompetitive structure for other industry players. This research contributes to give insight on the current economic situation of national television industry.

Mohammed Al-Mashikhi

The Effecting Factors in The Mass Media in the Sultanate of Oman: A field study on Omani Journalists This study aimed to look into the most important factors that affect the media in Oman; such as the Press and Publications Law (1984), Finance and Advertising as well as social environments such as cultural aspects. In order to answer the study questions, the researcher applied a questionnaire to more than 200 media professionals to find out journalists’ attitudes towards obstacles affecting media content in newsrooms within media establishments in the country The study concluded that; the Press and Publications law control all mass media content. Findings from the questionnaire points that this law is no longer suitable for the media in Oman, which has witnessed some development in recent years. Journalists’ self-censorship is one of the most serious problem affecting the development of the Omani media The study reveals a lack of adequate salary of broadcasters and journalists The study also points that local newspapers dedicate more space for advertising rather than cultural articles. The study found that social environments such as cultural aspects, perspectives towards media professionals do not create a good media-working environment in Oman.

Lisa K. Goldman, S. Glantz

C. Andrews, Richard G. Netemeyer, Scot Burton

Stephen R. McDaniel

Shelly Rodgers, Esther Thorson