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1
Krisnawan, Gusti Ngurah Aditya, Ni Luh Sutjiati Beratha, and I. Ketut Darma Laksana. "Commercial automotive advertising: semiotic study." International journal of linguistics, literature and culture 5, no. 3 (May 31, 2019): 71–80. http://dx.doi.org/10.21744/ijllc.v5n3.659.
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Automotive commercial advertising is an advertisement that is often aired on television. As one of the countries with the largest automotive vehicle consumers in Asia, many advertisements are issued by motor vehicle manufacturers so that the products they offer are purchased by the public. This paper will discuss how the existing advertisement structure displays signs that are effective and efficient so that with a short duration, an advertisement can provide a lot of information. The problems discussed in this paper are what the role of the icon, index, and symbol in the automotive advertisements that are broadcasted on television. The data source in this paper uses advertisements data from Yamaha and Honda motorcycles. The research method in this paper uses the Peirce semiotic method that discusses the icon, index, and symbol in the advertisement. The method used in presenting the results of the analysis is formal and informal methods.
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Keller-Hamilton, Brittney, Megan E. Roberts, Michael D. Slater, Micah Berman, and Amy K. Ferketich. "Adolescent males’ responses to blu’s fake warnings." Tobacco Control 28, e2 (February 16, 2019): e151-e153. http://dx.doi.org/10.1136/tobaccocontrol-2018-054805.
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ObjectiveBlu’s ‘Something Better’ advertising campaign ran in popular print magazines in 2017. The campaign included advertisements with fake warnings conveying positive messages, which mimicked the Food and Drug Administration (FDA)’s warning requirements for electronic cigarette (e-cigarette) advertisements that took effect in 2018. We report adolescent males’ recall of these fake warnings and how exposure to fake warnings affected recall of other advertisement components, including the actual warning or health risks, brand and product.MethodsOhio males ages 12–19 years (N = 775; 73.8 % white non-Hispanic) were randomly assigned to view an e-cigarette advertisement with or without a fake warning. Afterward, they were asked what they remembered most about the advertisement. Responses were qualitatively coded. Statistical analyses included survey-weighted descriptive statistics and logistic regression.ResultsOf participants who viewed an e-cigarette advertisement with a fake warning, 27.0 % reported the fake warning was what they remembered most, and 18.8 % repeated the fake warning message. Participants viewing advertisements with a fake warning had lower odds of recalling the actual warning or health risks (OR = 0.29; 95% CI: 0.11 to 0.77) or brand (OR = 0.43; 95% CI: 0.22 to 0.85), compared with participants viewing other e-cigarette advertisements.ConclusionsAdolescents viewing an advertisement with a fake warning were less likely to recall the advertisement’s actual warning or health risks. Although e-cigarette advertisements now carry large FDA-mandated warnings, this tactic could be used for cigarette advertisements that continue to carry small warnings in the USA. Findings underscore the necessity of tobacco advertisement surveillance and study of advertisements’ effects on adolescents.
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ZAHRÁDKA, JAROSLAV, VERONIKA MACHOVÁ, and JIŘÍ KUČERA. "WHAT IS THE PRICE OF OUTDOOR ADVERTISING: A CASE STUDY OF THE CZECH REPUBLIC?" AD ALTA: 11/01 11, no. 1 (June 30, 2021): 386–91. http://dx.doi.org/10.33543/1101386391.
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The aim of the paper is to analyze the price of outdoor advertising in various regions of the Czech Republic. The base source of data is the website plakatov.cz, from which the prices of outdoor advertisement in individual regions were obtained. The results show that the prices of outdoor advertisement in the individual regions are the same. The main difference is in how many outdoor advertisements are located in individual regions for the lowest and how many for the highest price. An overview was created, which shows what is the price of outdoor advertisement in each region, how many ads are located in each region and subsequently, the data is displayed using a map. The results show that the cheapest outdoor advertisement is located in the Hradec Králové region. The price of the outdoor advertisement in the Hradec Králové Region is CZK 5,204. On the contrary, the most expensive outdoor advertisement is in Prague. The price of outdoor advertising in Prague is CZK 16,567. Most outdoor advertisements are located in Prague. There are 174 outdoor advertisements in Prague. The lowest number of outdoor advertisements is in the Pardubice and Zlín regions. There are 18 outdoor advertisements in both regions. The difference between outdoor advertisements in the Pardubice and Zlín regions is in their price. While in the Zlín Region outdoor advertising costs CZK 6,466, in the Pardubice Region it costs CZK 12,333. The results are beneficial for people who are interested in outdoor advertising. They are mostly beneficial for outdoor advertising producers to know their standing compared to their competition and other regions.
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Jyothi, K. Tamizh, and C. Samudhra Rajkumar. "An Empirical Study On The Effectiveness of Celebrity Advertisements." Asia Pacific Business Review 1, no. 2 (July 2005): 50–62. http://dx.doi.org/10.1177/097324700500100207.
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Indian market is flooded with global brands which force the organizations to use celebrities, as they would easily arrests audience's attention and thereby enhance the awareness about the product. To accomplish this, they spend huge amount to make the endorsement contract with the celebrity. However it is essential to understand the effectiveness of celebrity advertisement over non celebrity advertisement. Our research shows that the celebrity advertisements are more effective than non-celebrity advertisements; still the product category is the main factor that influences the effectiveness of celebrity advertisements. Other dimensions of celebrity advertisements which includes celebrity loyalty, multi-product endorsement and purchase intention were also explored in this article.
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Kang, Donghyun, Joungheum Kwon, and Sanghun Nam. "Research on Effective Advertising Types in Virtual Environment." Applied Sciences 13, no. 12 (June 12, 2023): 7063. http://dx.doi.org/10.3390/app13127063.
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Virtual reality (VR) applies various types of advertisements (ads) to promote brands while collaborating with companies. This study aims to present effective advertisement types by verifying user responses in a VR environment. First, by analyzing the cases of advertisements with immersive content, the types of advertisements in VR were defined as avatar costumes, products, and wall posters. The user response was measured in two categories: gaze response measured by the eye-tracking VR advertisement monitoring system (EVAMS) and the advertisement effect analyzed through surveys. As a result of analyzing the user responses, the avatar costumes among the advertisement types caused the highest visual attention and advertisement effect. In addition, by analyzing the correlation between visual attention and the advertisement effect, it was observed that there was a positive relationship between the number of fixations and advertisement attention, fixation time, and advertisement recall. Thus, it was confirmed that the higher the number of fixations and the longer the fixation time, the more positively an advertisement was affected. In addition, it is expected that the results of this study can be used as a reference for effective advertisement directing in VR content development and advertisement directing and processing.
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Wisudawati, A'thi Fauzani, and Novi Ika Setyani. "Critical discourse analysis of global warming public service advertisement: implication for students." EduLite: Journal of English Education, Literature and Culture 3, no. 2 (September 2, 2018): 149. http://dx.doi.org/10.30659/e.3.2.149-160.
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Preventing global warming through advertisement is considered as potential appeal. Since advertisement became one of material taught in the school, the importance not only affects the citizen but also influences how the teachers deliver the material by advertisement media. This study aimed at analyzing 4 non-profit public service advertisements and investigating how governments or advertisers use discourse and semiotics to encourage people to commit global warming avoidance. The four advertisements analyzed are global warming advertisements which have been selected from government�s official website. The methodology adopted in this study is qualitative method. The advertisement is analyzed qualitatively in terms of content. Later on some English teachers have been interviewed to illustrate the implication of advertisement in pedagogical activities. This research finds that the teachers with their foresights can enlighten hidden values in public service advertisements.
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Li, Shouwei, Ping Liu, and Wei Li. "The impact of white space on consumers' perception of and attitude toward advertising." Social Behavior and Personality: an international journal 50, no. 2 (February 9, 2022): 1–11. http://dx.doi.org/10.2224/sbp.11179.
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This study explored the impact of white space in advertisements on consumers' perception of and attitude toward the advertisement. Participants (N = 333) took part in two studies online. The results show that more (vs. less) white space increased independent self-construal consumers' positive attitudes toward the advertisement by increasing the relative effect of freedom on advertisement attitudes (Study 1). Moreover, print advertisements with more (vs. less) white space increased interdependent self-construal consumers' negative attitudes toward the advertisement by increasing the relative effect of loneliness on advertisement attitudes (Study 2). The findings contribute to the literature on symbolic associations by demonstrating the multiple effects of white space in visual design. Effective visual design can meet consumers' needs and enhance their preference for an advertisement.
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Km Tri Sutrisna Agustia. "SEMIOTIC ANALYSIS OF HOTEL ADVERTISEMENT." KULTURISTIK: Jurnal Bahasa dan Budaya 5, no. 1 (January 4, 2021): 8–13. http://dx.doi.org/10.22225/kulturistik.5.1.2740.
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The phenomenon of misinterpretation and the mismatch of the desired meaning in a hotel advertisement gives significant losses to hoteliers in Bali. The purpose of this study is to understand the meaning contained in a hotel promotion advertisement. This study aims to align the problem of conveying meaning in promotional advertisements that are often not understood by tourist targets so that there is a misunderstanding between the wishes of the hotel marketing and the needs of the tourists themselves. This study analyzes (1) ads part segmentation, (2) describes the relationship between signs in the form of markers and signs in hotel advertisements, (3) describes and provides an overview of suggestions regarding the role of the proper meaning in hospitality advertisements. The design of this study uses a qualitative design collected from study subjects in the form of hotel advertisements collected from promotional advertisements (brochures or websites) of hotels in Bali. The objects in this study are in the form of words, phrases, sentences, and images in the advertisements. The study stage begins with data collection on hotel advertisements regarding the advertisements being promoted. Then a picture of the proper meaning of promotional advertising based on semiotics will be drawn up. The results achieved are the connection between symbols and meanings used in a hotel promotion advertisement. Semiotic science variables can be added in the design of a hotel advertisement so that it provides an illustration of the suitability between the application of semiotics and hotel marketing practices as outlined in the advertisement. The exact match between the desires and the meaning to be conveyed can be developed properly to avoid misunderstandings between the hotel and the target market.
Keywords: advertising; Bali; hospitality; promotion; semiotics
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Setiawan, Yudi Agus, and Norma Eralita. "Semiotic Study on Cigarette Advertisements." Primanomics : Jurnal Ekonomi & Bisnis 21, no. 1 (January 5, 2023): 1–12. http://dx.doi.org/10.31253/pe.v21i1.1528.
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Semiotic is study of sign. The signs deliver communicative message through verbal (gestures and utterance) or non-verbal information (body language) that leads viewers comprehend the message well. Based on the type, sign divided into three, they are icon, index and symbol. This research analyzes three types of sign, icon, index, symbol on cigarette advertisement. The data of this research are cigarette advertisements which consist of 2 different cigarette brands from two biggest cigarette companies in Indonesia Djarum and Gudang Garam. Those data are then classified into sign (icon, symbol and index). This research applied descriptive qualitative method. To classify the type of sign, the researcher used Pierce theory (Coleman, 2017). Based on the analysis on cigarettes advertisement, each advertisement contains own icon, index, symbol meaning. The icons in the cigarettes advertisement consisted of pictures of human, things and cigarettes product’s logos. While the indexes found in television cigarettes advertisement were mostly the pictures of the human attitude, things, and slogan or the cigarettes brands. From the icon, index, symbol, it can be seen the male characters as their theme. The men's characters used as the theme of cigarettes advertisement are brave, tough, masculine, fond of challenges and strong.
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Esfarjani, Fatemeh. "Content Analysis of Edible oil TV advertisements, and Consumer Perceptions Regarding these advertisements: a Mixed-Method Study." Nutrition and Food Processing 4, no. 1 (February 4, 2021): 01–08. http://dx.doi.org/10.31579/2637-8914/034.
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This study aimed at the content analysis of edible oil TV advertisements and consumer perceptions regarding these advertisements in 2020. A total of 3266 edible oil advertisements broadcasted on five major Iranian national television channels were videotaped for content analysis during three months. The result of content analysis conducted that, the majority of edible oil advertisements were related to frying oils (62%), and olive oil advertising was the last one (6%). The most slogan contents of edible oil advertisements were no palm. During the prime time of TV viewing, the advertisements portrayed unhealthy messages. Then ten focus group discussions (FGDs) were held. Advertising was the main factor affecting consumer edible oil purchases that may motivate them to eat more frying foods and change their purchase behavior towards the consumption of edible oils more than the recommended limits. Advertisement marketing companies must use healthy and informative advertisement content to increase community awareness and promote building consumer trust. Policymakers should pass new laws for controlling edible oil advertisements to prevent non-communicable diseases.
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Shabrina, Winda, Alfrisa Renuat, Dwi Kusuma Ningsih, and Yudha Wirawanda. "Representation of Health Messages in Bear Brand’s Advertisement Series Using Barthes’ Semiotics Analysis." Expose: Jurnal Ilmu Komunikasi 5, no. 1 (April 30, 2022): 81. http://dx.doi.org/10.33021/exp.v5i1.3893.
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<p>In this digital era, advertisement is a form of communication. Messages can be included in advertisements. One example is the Bear Brand advertisement, which broadcasts health messages during the COVID-19 pandemic. Bear Brand is a milk drink brand. As a brand, it has several advertisements in media. The purpose of this study is to analyze health messages in the Bear Brand New Normal series advertisements. This study uses qualitative research methods. This study analyzes advertisements in the official channel of Bear Brand on YouTube. Purposive sampling is used in this study. This study examines the channel's New Normal ad series. This study employs Roland Barthes' semiotic theory to explain the level of signification of the relationship between the signifier and the signified in the Bear Brand advertisement, as well as to describe the denotative and connotative forms and myths in the advertisement. This study also employs Stuart Hall's representation theory to examine the representation of health messages in advertisements that include both verbal and nonverbal cues. The findings of the study show how health messages are represented in advertisements related to the COVID-19 pandemic.</p>
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Tuna, Cliff Albert, and Esther H. Kuntjara. "MEANINGS IN THE PROCESS OF SIGNIFICATION OF LANCÔME’S BEAUTY SERUM ADVERTISEMENTS." K@ta Kita 5, no. 1 (July 18, 2017): 1–7. http://dx.doi.org/10.9744/katakita.5.1.1-7.
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Through this study, the writer aimed to find out how meanings are created in advertisements video. The three objectives of this study are to find out how meanings are created through verbal expressions, how the visual expressions of the advertisements support the verbal expressions and to find out the differences between the two advertisements. The data used to conduct this study were Lancôme Génifique Serum Advertisement (2009) and Lancôme Advanced Génifique Serum (2013). After analyzing the data with the research questions in mind, the writer found out that meanings in both advertisements are created through the verbal captions and what were visually shown on the advertisement videos. The writer also found out that there were a few differences between the first and second advertisements. The second advertisement provides more appealing visuals, more direct and convincing verbal expressions and more facts and needed information regarding the promoted product. These factors make the second advertisement an improved version of the first one.
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H., ShethBhagyashree, and Sandip Solanki. "WHAT IS MORE EFFECTIVE? SINGLE CELEBRITY VERSES MULTIPLE CELEBRITY: A STUDY ON RELATIVE EFFECTIVENESS OF BOTH TYPE OF PRINT ADVERTISEMENTS ON CONSUMERS’ PERCEPTION." International Journal of Research -GRANTHAALAYAH 3, no. 9 (September 30, 2015): 23–35. http://dx.doi.org/10.29121/granthaalayah.v3.i9.2015.2943.
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The Study is mainly done to find out the relative effectiveness of Single Celebrity endorsed Advertisement and multiple Celebrity endorsed Advertisement in influencing the perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product). Further, the Study is done for the Same Product and for the low involvement Product especially Soft drinks.
Given the purpose of the study, the descriptive research technique is used. In the Study, Low-involvement Product Category is considered and two type of endorsed Advertisements (Single Celebrity and Multiple Celebrity) are used and the study is done on 200 Consumers. Created Print Advertisements are used as stimuli.
The study suggest that for low-involvement product category specifically Soft-drink especially in case of Print media, advertisements endorsed by multiple celebrities has more favourable/positive impact in influencing the Perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product) as compared to advertisements endorsed by Single celebrity.
Limitation of the study is that it is restricted/confined to the selected city of Gujarat and therefore the findings may or may not be generalized to the other cities or states of the country.
A major implication from the findings for the managers or advertising agencies is that as the number of celebrities increases in the advertisement, the impact of advertisement in creating positive attitude towards advertisement increases, also the consumer purchase intention for the advertised product and the consumer’s perception towards celebrity’s credibility, trustworthiness, attractiveness and expertise increases for the low-involvement Soft drink Product especially in case of Print media.
The contribution of the study is in addressing an area that has not been very well researched yet, and in addressing a research question that has not been investigated properly.
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Syahputra, Fikry Prastya, and Tengku Silvana Sinar. "The Reflection of Kebhinekaan (Unity In Diversity) in Indomie Advertisement: A Multimodal Study." Talenta Conference Series: Local Wisdom, Social, and Arts (LWSA) 1, no. 2 (December 10, 2018): 329–34. http://dx.doi.org/10.32734/lwsa.v1i2.204.
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This paper aimed to analyze Indomie advertisement in Indonesia. The analysis in this paper used qualitative approach and focused on multimodal text system which includes linguistic, audio, gestural, and position aspects. The resource of the data in this research was Indomie’s advertisement which aired in Indonesia TV in early 2010. The data were verbal and visual elements in the advertisement. The result of the analysis revealed that all five multimodal systems were integrated in the advertisement. Those five systems functioned as message deliverer, theme and concept maker, also information distributor about the product. Based on the result of the research, the Indomie advertisement delivered a message of togetherness which intertwined on the advertisement’s linguistic aspect. The visual aspect showed diversity with the theme of bhineka which became a unique appeal from the advertisement. The conclusion was the advertisement had all multimodal system and also a product with an attractive cultural touch.
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Styśko-Kunkowska, Malgorzata A., and Dorota Borecka. "Extraversion and Evaluation of Humorous Advertisements." Psychological Reports 106, no. 1 (February 2010): 44–48. http://dx.doi.org/10.2466/pr0.106.1.44-48.
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Evaluation of humorous advertisements is supposed to be influenced by the perceivers' traits. The present study assessed the relation of extraversion with ratings of eight characteristics of humorous and informative advertisements. 75 high school students viewed the advertisements; a small positive correlation was found between scores on Extraversion and overall positive ratings of the humorous advertisement, but the correlation of scores on Extraversion with overall ratings of the informative advertisement was not statistically significant. Higher scores for Extraversion were positively correlated with more favorable reactions toward the humorous advertisement. Overall ratings of the humorous advertisement were also positively correlated with the humorousness and informativeness ratings, indicating that the more the advertisement was perceived as humorous and informative, the more positive was the overall rating. The later ratings were significantly intercorrelated at rs = .50. The role of extraversion was small but significant in the evaluation of humorous advertisements.
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Nabila, Nurrizky, Rahmadsyah Rangkuti, and Muhammad Yusuf. "A SEMIOTIC ANALYSIS OF VISUAL PUBLIC SERVICE ADVERTISEMENTS." Journal of Language, Literature, and Teaching 4, no. 1 (July 20, 2022): 92–108. http://dx.doi.org/10.35529/jllte.v4i1.92-108.
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Public service advertisement is advertisement that discuss social problems that occur in the community. Public service advertisements are designed in a multi-faceted manner in terms of concept, content, and also their meaning, to attract the attention of society. However, there are still many people who do not understand what the message is trying to convey from the advertisement. Therefore, this study aims to analyze the semiotic aspects of denotative and connotative meanings in visual public service advertisements. This study aims to identify and describe the denotative and connotative meanings contained in visual public service advertisements. This research applies qualitative method. The analysis of visual public service advertisements are using a semiotic theory by Roland Barthes, provides knowledge about everything that has a good and bad impact from a cause and effect. This knowledge is needed to be useful for people who want to achieve social welfare in their lives. Thus, the public can interpret the meaning and message of a visual public service advertisement properly and correctly. Keywords: Connotative meaning, Denotative meaning, Public service advertisement, Semiotic.
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Farr, Deeonna E., Darian A. Battle, and Marla B. Hall. "Using Facebook Advertisements for Women’s Health Research: Methodology and Outcomes of an Observational Study." JMIR Formative Research 6, no. 1 (January 12, 2022): e31759. http://dx.doi.org/10.2196/31759.
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Background Recruitment of diverse populations for health research studies remains a challenge. The COVID-19 pandemic has exacerbated these challenges by limiting in-person recruitment efforts and placing additional demands on potential participants. Social media, through the use of Facebook advertisements, has the potential to address recruitment challenges. However, existing reports are inconsistent with regard to the success of this strategy. Additionally, limited information is available about processes that can be used to increase the diversity of study participants. Objective A Qualtrics survey was fielded to ascertain women’s knowledge of and health care experiences related to breast density. This paper describes the process of using Facebook advertisements for recruitment and the effectiveness of various advertisement strategies. Methods Facebook advertisements were placed in 2 rounds between June and July 2020. During round 1, multiple combinations of headlines and interest terms were tested to determine the most cost-effective advertisement. The best performing advertisement was used in round 2 in combination with various strategies to enhance the diversity of the survey sample. Advertisement performance, cost, and survey respondent data were collected and examined. Results In round 1, a total of 45 advertisements with 5 different headlines were placed, and the average cost per link click for each headline ranged from US $0.12 to US $0.79. Of the 164 women recruited in round 1, in total 91.62% were eligible to complete the survey. Advertisements used during recruitment in round 2 resulted in an average cost per link click of US $0.11. During the second round, 478 women attempted the survey, and 87.44% were eligible to participate. The majority of survey respondents were White (80.41%), over the age of 55 years (63.94%), and highly educated (63.71%). Conclusions Facebook advertisements can be used to recruit respondents for health research quickly, but this strategy may yield participants who are less racially diverse, more educated, and older than the general population. Researchers should consider recruiting participants through other methods in addition to creating Facebook advertisements targeting underrepresented populations.
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Saputri, Nurul Intan, Didin Nuruddin Hidayat, Alek Alek, and Ismalianing Eviyuliwati. "An Analysis of Illocutionary Acts in Beauty Product Advertisements in Television Broadcast." Journal of English Language Teaching and Linguistics 6, no. 1 (April 15, 2021): 1. http://dx.doi.org/10.21462/jeltl.v6i1.483.
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<p><em>Nowadays, advertising is no stranger to the wider community. We can commonly find advertisements through several media such as television, radio, magazines, billboards, and even YouTube. The present study attempts to investigate the type of illocutionary acts used in beauty product advertisement utterances in television broadcasts. The significance is to enrich the literature on speech acts used by advertisers, especially illocutionary acts in beauty products. This research's main data were several advertisements utterances of beauty products, such as shampoo advertisements, cosmetic advertisements, facial wash advertisements, and other related beauty advertisement products. Further, the data were described by a descriptive study. In addition, data were gathered by downloading the advertisement from YouTube and taking note the conversation to analyse the utterances used in the advertisements. Furthermore, the data were analysed based on context advertisement utterances in the form of conversations on television broadcast and classified the utterances using the theory proposed by Searle about types of illocutionary act. There are five types of illocutionary by Searle: declarative, representative, expressive, directive, and commissive. Above all, the findings showed that the assertive function dominates in beauty advertisements and commissive is the type rarely used in beauty product advertisements.</em><em></em></p>
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I Ketut Kartiawan, Desak Putu Eka Pratiwi, and I Wayan Juniartha. "DISCOVERING THE IMPLIED MEANING OF SIGNS USED IN TOOTHPASTE ADVERTISEMENT VIDEOS." KULTURISTIK: Jurnal Bahasa dan Budaya 6, no. 2 (July 29, 2022): 106–11. http://dx.doi.org/10.22225/kulturistik.6.2.3827.
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Companies use advertisements to promote their products and send particular messages for the target audiences. An advertisement is a piece of text that tells people about something which includes persuading people to buy a product or service. In general, an advertisement is used to introduce a product by a certain company since it has the power to influence and persuade people to do particular action. Signs are commonly used in advertisements so that it is attractive and can convey messages efffectively. This study aimed to analyze the meaning of verbal and non-verbal signs which found in Colgate toothpaste advertisement videos. This study used Colgate toothpaste advertisement videos which taken from YouTube. The theories used in this study are the semiotic theory by Saussure (1983) to determine verbal and non-verbal signs and the theory of meaning by Barthes (1977) to discover the implied meaning of verbal and non-verbal signs found in Colgate toothpaste advertisements. This study uses the descriptive method to analyze the data. As the result, the advertisements show the verbal and visual signs support the company in promoting and informing its product. In this study, connotative meaning occurred dominantly rather that denotative meaning because the advertisements used more hidden meanings rather than literal meaning to convey the messages toward the audiences.
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Prasetyo, Albertus Sebastian Adi. "Masculinity in Selected L-Men Advertisements." K@ta Kita 7, no. 2 (October 29, 2019): 244–50. http://dx.doi.org/10.9744/katakita.7.2.244-250.
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This study analyzes how L-Men persuades its target market to buy its products through the use of a masculinity image in its two advertisements. The two advertisements which the writer studied are entitled “L-Men 2018: 2Go & Gain Mass: Men’s Guide” and “Iklan L-Men Gain Mass Terbaru 2014 Versi Albert Sultan”. In order to find out how masculinity is portrayed in the two advertisements, the researcher sets his analysis on the advertisements’ verbal and non-verbal expressions. In so doing, the researcher conducts his analysis using the theory of Multimodal Discourse Analysis. Within the findings, it is revealed that despite both advertisements are indeed portraying masculinity, how each advertisement shows what is seen as masculine is different from one another. One advertisement shows that masculinity is based on a man’s aesthetical appearance and the other advertisement shows that masculinity is based on the physical strength of a man. Keywords: Multimodal Discourse Analysis, Masculinity, Advertisement, L-Men
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Manik Warmadewi, Anak Agung Istri. "ANALISIS SEMIOTIK IKLAN PARIWISATA NEGARA AUSTRALIA." KULTURISTIK: Jurnal Bahasa dan Budaya 3, no. 1 (January 18, 2019): 64. http://dx.doi.org/10.22225/kulturistik.3.1.941.
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[Title: Semiotic analysis on Australian tourism advertisement] The aim of this study is to analyze the "signifier and signified which contain in two Australian tourism advertisements. Each of them has their own theme, those are “Zoo without Fences” and “Meet the Locals”. The method that is used in collecting the data is documentation method and to analyze the data in this study, semiotic analysis method is used which relies to Roland Barthes theory, for signifier, signified, denotation and connotation. Based on final identification and data analysis, can be known that all advertisements have the same denotation meaning but different connotation meaning. The connotation meaning for each advertisement is different to other advertisement. For example, first advertisement has connotation meaning unlimited tranquility and freedom in Kangaroo Island. While the second advertisement means feeling the patienty of local habitant of Australia.
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Manurung, Roisa Monika, Siti Aisyah Ginting, and I. Wayan Dirgeyasa Tangkas. "SEMIOTIC IN MILK ADVERTISEMENTS." LINGUISTIK TERAPAN 17, no. 3 (January 9, 2021): 281. http://dx.doi.org/10.24114/lt.v17i3.22460.
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Television advertisement has a promotional function as a medium to advertise a product. It implicitly persuades people to create demand of a product that is being advertised. Implicit meaning can be studied with semiotic; it is the theory and study of sign, symbol, and signification as communicative behavior, especially as elements of language or other system of communication. This study is aimed to identify the types of signs of milk television advertisements. The writer focuses on four advertisements of milk products 'Bear Brand Sterilized advertisements, which published on television media since June 2009-2015. The methodology used in this research is qualitative method and the researcher uses semiotics approach of Charles Sanders Peirce. The data of this analysis are phrases, sentences, images, objects, and colors in each advertisement. The writer identifies some signs in each scene of the advertisement. The data are found in 25 in the bear brand advertisements. The result of this study shows that each scene contains signs such as icon,index, and symbol. There are 22 of icons, 8 indexes, and 26 symbols. In the analysis using Charles Sanders Pierce Triadic theory, the writer found that in every advertisement uses signs which consist of representament, object, and interpretant. The combination of the three signs will deliver the meaning of the selected object (advertisement) to the reader. The result of the study shows that the three kinds of signs are used to create clear meanings and both of them have a strong relationship in delivering messages of the products.Keywords: Television Advertisement, Semiotic, Icon, Index, Symbol
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Manurung, Roisa Monika, Siti Aisyah Ginting, and I. Wayan Dirgeyasa Tangkas. "SEMIOTIC IN MILK ADVERTISEMENTS." LINGUISTIK TERAPAN 17, no. 3 (January 9, 2021): 281. http://dx.doi.org/10.24114/lt.v17i3.22460.
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Television advertisement has a promotional function as a medium to advertise a product. It implicitly persuades people to create demand of a product that is being advertised. Implicit meaning can be studied with semiotic; it is the theory and study of sign, symbol, and signification as communicative behavior, especially as elements of language or other system of communication. This study is aimed to identify the types of signs of milk television advertisements. The writer focuses on four advertisements of milk products 'Bear Brand Sterilized advertisements, which published on television media since June 2009-2015. The methodology used in this research is qualitative method and the researcher uses semiotics approach of Charles Sanders Peirce. The data of this analysis are phrases, sentences, images, objects, and colors in each advertisement. The writer identifies some signs in each scene of the advertisement. The data are found in 25 in the bear brand advertisements. The result of this study shows that each scene contains signs such as icon,index, and symbol. There are 22 of icons, 8 indexes, and 26 symbols. In the analysis using Charles Sanders Pierce Triadic theory, the writer found that in every advertisement uses signs which consist of representament, object, and interpretant. The combination of the three signs will deliver the meaning of the selected object (advertisement) to the reader. The result of the study shows that the three kinds of signs are used to create clear meanings and both of them have a strong relationship in delivering messages of the products.Keywords: Television Advertisement, Semiotic, Icon, Index, Symbol
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Soni, Mayank Jyotsna. "Effects of varying involvement level within a television program on recall of cognitive versus affective advertisement." Journal of Consumer Marketing 34, no. 4 (June 12, 2017): 338–48. http://dx.doi.org/10.1108/jcm-09-2015-1532.
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Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests. Findings The influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high. Practical implications Results indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions. Originality/value When the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.
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Meriantini, Ni Luh. "Multimodal Analysis of Mie Sedaap Advertising." Jurnal Pendidikan Bahasa Inggris undiksha 11, no. 1 (June 30, 2023): 91–96. http://dx.doi.org/10.23887/jpbi.v11i1.63840.
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One of the texts has a complex meaning is advertisement, both print media advertisements and electronic media advertisements. The complexity of meaning is due to conveying messages in advertisements not only using language elements but also nonverbal language elements and other visual means. Therefore to understand the complexity of meaning, it is necessary to carry out a multimodal analysis in the advertisement. This study aims to analysis of Mie Sedaap advertisements. Advertisements, both print media advertisements and electronic media advertisements, are texts that have a complex meaning. Therefore, to understand the complexity of meaning, it is necessary to do a multimodal analysis of the advertisement. The multimodal analysis discussed in this paper uses the theory of Systemic Functional Linguistics (SFL). This study used a descriptive qualitative method and observation through video advertisements for Mie Sedaap. The data were collected from observations through video advertisements for Mie Sedaap. The findings of the study were analyzed using qualitative data analysis, including data reduction, data display, and conclusion. The research results show that Mie Sedaap advertisements have a multimodal semiotic system that includes linguistic, visual, audio, gestural, and spatial elements.
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Fontenot, Holly B., Nadia N. Abuelezam, Joshua G. Rosenberger, David Novak, Kenneth H. Mayer, and Gregory Zimet. "The Impact of Advertisement Messaging on Enrollment of Young Men Who Have Sex With Men for Web-Based Research: Observational Study." Journal of Medical Internet Research 22, no. 1 (January 13, 2020): e16027. http://dx.doi.org/10.2196/16027.
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Background Recruiting young men who have sex with men (YMSM) in community settings is difficult. The use of Web-based social networks and dating apps for recruitment can be successful approaches, although little work has been done on the impact of study advertisement content on recruitment. Objective The aim of this study was to evaluate the effects of advertisement message content on the recruitment of YMSM (aged 18-26 years) for a Web-based focus group study, examining perspectives and preferences for a mobile app that was designed to support sexual health among YMSM. Methods Between March and April 2017, a recruitment campaign to promote human papillomavirus vaccination was launched on a popular social networking and dating app for YMSM, with 3 different text-based advertisement themes (technology, cancer prevention, and sexual innuendo). The campaign recruited YMSM across 3 states (Massachusetts, New York, and Pennsylvania). We examined the click-through rates, conversion rates, and enrollment rates of each of the advertisements and examined differences in views and clicks by age, state, and time of day. Results The sexual innuendo advertisement had the highest click rates when compared with both the technology (click rate ratio [CRR] 2.06, 95% CI 1.74-2.45) and cancer prevention (CRR 1.62, 95% CI 1.38-1.90) advertisements. The sexual innuendo advertisement also had higher study enrollment rates compared with the technology (CRR 1.90, 95% CI 1.23-2.83) and cancer prevention (CRR 2.06, 95% CI 1.37-3.13) advertisements. No differences were observed in clicks or enrollment by age, state, or time of day. Conclusions Our marketing campaign, targeting YMSM, was effective in recruiting participants for a qualitative study, using Web-based focus groups. The sexual innuendo advertisement was the most effective and cost-efficient advertisement of the 3 approaches trialed. Different populations need different targeted strategies for study recruitment. Researchers should work with key representatives to develop and test culturally relevant messaging and approaches that utilize current and popular technologies.
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Siswanta, Siswanta, and Desca Angelianawati. "A CDA ANALYSIS ON THE SINGAPORE AIRLINES PREMIUM ECONOMY CLASS ADVERTISEMENT: A NOT-SO-WHITE LIE." JELLT (Journal of English Language and Language Teaching) 4, no. 1 (April 22, 2020): 31–41. http://dx.doi.org/10.36597/jellt.v4i1.7688.
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The present study contextualizes critical discourse analysis on Singapore Airlines Premium Economy Class Advertisement to uncover the discrepancies behind their advertisement. Airline Advertisement is intended to attract prospective customers. Singapore Airlines as one of the biggest airline companies in the world is without exception. Singapore Airlines proposes an advertisement which locates their brand as a low-cost airline to attract potential customers in which affordability and comfortability are their selling points. Their advertisement is marketed through glamorous and convincing advertisements as a find a way to attract more passengers. Yet most people do not realize the “hidden†agenda behind those advertisements. Through critical discourse analysis, one can uncover the signs and interrogate the message which lies behind the advertisement. An advertisement is inseparable with their connotation towards certain ideology and meaning behind the “curtain†which manifest through the word choices, images, symbols, and the colors represented there. This paper seeks to unwrap the “not-so-white-lie†represented in Singapore Airlines’ Premium Economy Class Advertisement through critical discourse analysis and Baudrillard’s four stages of signs.
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Paramitha Sari, Ni Made Dian. "Multimodal Discourse Analysis of Djarum 76 Advertisement Entitled “New Normal”." International Journal of Systemic Functional Linguistics 4, no. 1 (November 4, 2021): 14–21. http://dx.doi.org/10.55637/ijsfl.4.1.4095.14-21.
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Advertisement is one of the communication media that aims to convey information in order to persuade people to buy products. Advertisements use verbal and nonverbal language in conveying the information, as the result it is included as multimodal text. Djarum 76 advertisement is interesting to analyze because they show a different concept from other cigarette advertisements. This study aims to (1) describe language metafunctions, (2) examine visual metafunctions, and (3) explain the relationship between language metafunction and visual metafunction of Djarum 76 advertisements as a multimodal text. The data used in this study are a video of Djarum 76 advertisements entitled "New Normal" in 2020. This video was obtained at Glow Films Jakarta’s YouTube channel, which is the production house for this advertisement. In collecting data, documentation methods and techniques of screenshots, transcripts, and notes were used. This study used the theory of Systemic Functional Linguistics by Halliday (1985), the theory of visual communication grammar from Kress and Leeuwen (2006), intersemiosis (Liu & O’Halloran, 2009) and resemiotization (Iedema, 2003). In explaining the research results, formal and informal methods were used. Based on the analysis of language metafunction, the Djarum 76 advertisement entitled “New Normal” is dominated by mental processes and relational identification processes, declarative mode, and simplex themes. Based on visual metafunctions, this advertisement is dominated by narrative representation process, no eye contact, far social distance, subjective, and center-margin information. The relationship of language and visual metafunctions show that this advertisement is dominated by additive intersemiosis. It means the text elements give a new information to visual elements and vice versa. In addition, resemiotization in this advertisement is used as a marketing technique to attract the attention of the audience.
Keywords: Multimodality, Language Metafunctions, Visual Metafunctions, Intersemiosis, Resemiotization, Djarum 76 Cigarette Advertisiments
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Salarian, Hossein, and Evan Afri. "The Language Used in Advertisements for Herbal Medicines." International Journal of English and Applied Linguistics (IJEAL) 2, no. 1 (April 1, 2022): 13–26. http://dx.doi.org/10.47709/ijeal.v2i1.1358.
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Not only are quality and price important features for products, but environmental awareness or social commitment has a critical function in convincing target audiences in buying the products. Therefore, the present study takes into account the language used in the advertisements for herbal medicines in Tehran, Iran. The researcher considers critical discourse analysis (CDA) as the theoretical framework and empirical grounding for the advertisements of herbal medicines. To this end, using a qualitative approach, the data are collected from the words, phrases, clauses, and sentences of the advertisements through a questionnaire in which 45 participants were involved. The researcher used Fairclough’s (1992) three dimension framework for the investigation of the advertisements in the cases of textual features, discursive features, and social features. The investigation displays the results of the language used in the advertisement for this study. Findings from the study point to the fact that there is a close relationship between the advertisement discourse and the sale of these products. Considering the social practices, the language in the advertisement has control or power over people. Moreover, the advertisement, not the product per se is the selling point and has control or power over the target audience. The findings of this study can contribute in other areas and offer some implications in the research considering the discourse analysis of advertisements.
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Kamboda, Cici Frilly, Nonny Basalama, and Abid . "Examining the Utilization of Multimodal Resources in Avoskin Advertising Campaigns." International Journal of Research and Review 10, no. 7 (July 19, 2023): 335–49. http://dx.doi.org/10.52403/ijrr.20230746.
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The use of language is not only for communication, but also delivering message, expressing emotion, informing each other, and even persuading others. People use different modes of signs for meaning-making, a term referring to multimodality. Multimodal discusses different ways of communication such as verbal, color, gesture, sound, and other resources. The used of multimodal aims to persuade people, and this kind of persuasive is used in Avoskin advertisement to change the viewer into their costumer. Accordingly, this study focused on the persuasive languages used systemic functional linguistic and multimodal. This study conducted to find out the persuasive languages used in Avoskin Beauty advertisement and to investigate how does Avoskin Beauty persuade its audiences. The data this study drew upon analytical tools from systemic function linguistic proposed by Halliday (1976), and multimodal by Kress & Van Leeuwen (1996).Avoskin Beauty advertisements used 5 kinds of persuasive languages to attract the viewers. Furthermore, with the different number of the persuasive language found that not all the persuasive language applied in Avoskin advertisements. In persuading the audiences the advertisements applied all the textual and interpersonal components. While experimental not all the component applied in the advertisement. The music analysis found that the music was not relate to the product advertised, but affecting to the product. In the further, further research can analyze the persuasive language in two or more different advertisement of skincare, or make a comparison the persuasive language used in advertisements of Avoskin and others advertisements. Keywords: Persuasive Language, Multimodal, Systemic Function Linguistic, Advertisement, Avoskin.
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Islami, Syaidah, and Intan Sari Ramdhani. "Analysis of Locutionary, Illocutionary and Perlocutionary Speech Acts in Product Advertisements on Television." AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia 2, no. 1 (January 24, 2023): 547–51. http://dx.doi.org/10.57235/aurelia.v2i1.217.
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This speech act research aims to examine the language used in product advertisements on television. In this study, researchers used a qualitative approach and used descriptive methods. The descriptive method is used to describe the types of speech acts in product advertisements on television. The subject of this study is the product that will be shown on television, while the research object is the speech act in a product advertisement on television. Data collection techniques in this study used recording, observing, and note-taking techniques. Based on the method used, the research results obtained in the form of locutionary, illocutionary, and perlocutionary speech acts in product advertisements on television. The conclusion from the researcher is that the declarative form of locutionary speech acts in the Superstar Snaps advertisement, the illocutionary function in the form of the commissive function of the sentence form "offer" in this study is found in the Teh Pucuk Harum advertisement, while the perlocutionary speech act is in the form of a representative function in the form of the sentence "showing" in this study. This is found in the Ajinomoto advertisement.
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Devi Krisnan, Uma, and Ernest Cyril de Run. "Malaysian Malay’s Perspective on Printed Sexy Advertisement." International Journal of Business and Management 11, no. 8 (July 20, 2016): 145. http://dx.doi.org/10.5539/ijbm.v11n8p145.
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This paper sets out to extend current knowledge on reaction towards different levels of sexiness in printed advertisement by Malaysian Malays. This research test these affected based on male models in the communication and advertising literature on Malay in Malaysia utilizing questionnaire based on a set of different levels of sexiness in advertisement. The advertisement used was for non-controversial product (perfume) but some of the advertisement was contentious. Researcher used three levels of advertisements; a fully clothed male model, a revealing attire male model, and a partially sexy male model. Data collected was analyzed using Mean and compared against the response of male and female respondents. Findings indicates that Malay respondents preferred to view fully clothed advertisement followed by revealing attire and partially sexy advertisements. Main limitation for this research is the study used three different advertisements, but each respondents saw only one. Future research will benefit from further improvement (use female and both male and female models) and replication to other ethnic groups. Implications for business are then provided in this paper. ng produced by UAE-listed firms.
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Hanifa, Rifani Nur, Ana Fitriana P., and Yanti Tayo. "Pengaruh Intensitas Terpaan Iklan Shopee di Televisi Terhadap Minat Beli Mahasiswa." Jurnal Politikom Indonesiana 3, no. 2 (December 31, 2018): 37–45. http://dx.doi.org/10.35706/jpi.v3i2.1653.
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This study aims to find out how the intensity advertisement’s exposure influential on interest to purchase by students. This research uses quantitative approach with multiple linear regression analysis with support from Individual Difference Theory. Based on advertising exposure to buying interest then the theory used Individual Difference Theory. This theory assumes that differences among individuals are targeted by the mass media when they are buffeted so as to have a certain effect. The results of this study found that the intensity of exposure to shopee advertisements affected students' buying interest in terms of language, jingles and models in advertisements. The language in the advertisement has a very high influence of 57%.Keywords: Influence, Shopee Ads Force, Buy Interest
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Hosseini, Seyyedeh Fatemeh, and Setareh Majidi. "The Comparative Study of Image Exaggeration in Old and New Iranian and Foreign Advertisement Based on Semiology." JOURNAL OF ADVANCES IN LINGUISTICS 6, no. 3 (December 28, 2016): 1070–73. http://dx.doi.org/10.24297/jal.v6i3.5169.
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This article has studied the image exaggeration in Iranian and foreign advertisement based on semiology. This study included articles and books that were written about semiotics, advertisements, and also exaggeration. “According to study results, while old and new Iranian and foreign advertisement has differed in latest decades, all of them have used exaggeration but in other way. In addition, there is relation between scientific use of exaggeration and modern societies.
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Ariyanto, Panji, Meida N. Afina, Abdul Ghoni, and Amanda Khusna. "CITRA PEREMPUAN DALAM IKLAN POLITIK PUAN "KEPAK SAYAP KEBHINEKAAN"." Academica : Journal of Multidisciplinary Studies 5, no. 2 (November 3, 2021): 197–214. http://dx.doi.org/10.22515/academica.v5i2.4162.
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In terms of quantity, women are rarely represented in political advertisements. In line with that, studies on how female figures are imaged in political advertisements are minimal. This study aims to provide an understanding of how women (Puan Maharani) are imaged in the political advertisement "Kepak Sayap Kebhinekaan" through the point of view of Roland Barthes' semiotic study. This study uses a qualitative approach by utilizing semiotic analysis. In the political advertisement "Kepak Sayap Kebhinekaan", women, in this case, Puan Maharani, are portrayed as having power as political leaders. In addition, women are portrayed as leaders who are nationalists, revolutionaries, protectors, guardians of diversity and deserve respect. The red color and the kebaya as a sign in Puan Maharani's political advertisement also have a negative connotation, namely opening up the perspective of female leaders with a communist stigma and lack of Islam. Â Keywords: Political Advertisement; Representation; Woman Â
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Arifah, Nur, Djatmika Djatmika, and Riyadi Santosa. "Conjunctive Relation in English Advertisement on Child and Teen Magazines." Indonesian Journal of EFL and Linguistics 4, no. 2 (November 15, 2019): 263. http://dx.doi.org/10.21462/ijefl.v4i2.185.
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There are many previous types of research about semiotics, language style and image in analyzing advertisements. This study analyzes advertisements by conjunctive relations. This is aimed at observing how the conjunctive relation analyzing the advertisement and constructing the meaning to target readers. This study describes the use of conjunctive relation that results from different stages in the advertisement. The data used advertisements published from August – September 2018 in Junior and Teen Magazine. The method of this study is descriptive qualitative. This study used purposive based sampling based on the objectives of the study. In analyzing data, researchers use Systemic Functional Linguistics approach. This step of analysis uses a domain, taxonomy, componential and cultural theme analysis. The study finds out that the advertisement is structured by exposition genre and the message is delivered well to specific target readers; children or teenagers. Besides,conjunctive relation’s analysis finds the invitation meaning explicitly. In conclusion, the language and meaning are easy to understand both the target readers.
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Fitriany, Fitriany. "THE SPEECH FUNCTION IN ADVERTISEMENTS." Journal of Language, Literature, and Teaching 3, no. 1 (July 20, 2021): 31–36. http://dx.doi.org/10.35529/jllte.v3i1.31-36.
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he study aims to describe types of speech functions and reasons for using them in advertisements. Descriptive qualitative method is applied in this research with sentences found in the dialogue or conversation is the advertisement as the data of this research. The data collected is from the advertisement of electronic media. The research results in the finding of six types of speech function used in the advertisement which are the statement acknowledge statement, question, response statement to question, offer, and command with the statement as the dominant. These types are used in advertisements for descriptive and persuasive purposes.
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Sarıkaya, Rasim. "Global brand advertisements and the representation of localization in the example of Turkey." New Trends and Issues Proceedings on Humanities and Social Sciences 2, no. 1 (February 19, 2016): 282–88. http://dx.doi.org/10.18844/prosoc.v2i1.309.
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In the present-day world, globalization has increased the intensity of international competition, transforming the world into a single market. The concept of global advertisements, which gained importance parallel to globalization, is nowadays losing its status as the sole valid advertisement strategy for companies conducting business at a global level. The primary reason for this is the increasingly intense competition environment created by the entry of many new actors into the global and local markets, which has led global businesses to pay greater attention to the cultural variables of their target markets rather than just their economic variables.Culture represents all of the material and spiritual elements associated with a society, and can vary considerably from one society to another; in this context, culture is increasingly becoming the focus point of marketing and advertisements in the present-day world. One consequence of this new approach has been the entry of the concept of “glocal†into the advertisement literature.To summarize, the concept of “glocal†involves the creation advertisements that bear the characteristic and local cultural features of the country where they are broadcast, while also closely adhering to a general global concept and goal.This study focuses particularly on the representation of localization elements and prevailing ideologies in global brand advertisements in Turkey, a country that harbors a highly diverse multitude of different lifestyles, cultural backgrounds and traditions. This study evaluates local advertisement campaigns in Turkey for certain global brands according to their overall preferences and/or differences with respect to the local cultural elements they harbor and represent, and the ideological background for these preferences. This evaluationwas performed based on several advertisement examples/cases examined through semiological analysis methods.Keywords: Culture, Advertisements, cultural differences, Global Advertisement, Glocal Advertisement, Representation, Ideology.
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Sari, Ni Kadek Purnama, Ni Wayan Suastini, and I. Wayan Juniartha. "Hidden messages in pinterest’s public health advertisements: a semiotic analysis." Journal of Language and Applied Linguistics 3, no. 1 (January 24, 2022): 63–73. http://dx.doi.org/10.22334/traverse.v3i1.56.
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Advertisements are the media that used to promote a product, brand or service to a viewership to attract interest. The advertisement that used in this study is public health advertisement that can be found in Pinterest. Public health advertisement is aimed to provide information to the people about the idea of healthy life that would be benificial for society. Furthermore, this study combines verbal and nonverbal sign in order to give a certain effect to the advertisement. This study is aimed to describe the hidden messages that can be found in Pinterest’s public health advertisements. This study uses semiotics theory by Saussure (1983) and theory of meaning proposed by Barthes (1977) that supported by theory of color terms proposed by Wierzbicka (1996). The data were collected through observation method. In conducting this study, the descriptive qualitative method is used to analyze the data.The study concludes that both verbal and nonverbal signs found in each data carry hidden messages. In general, the advertisements convey the messages to encourage the readers to promote a healthy lifestyle that can be achieved through certain activities, namely, exercising regularly, eating healthy food, getting enough rest, and not doing the things that can harm their body as smoking cigarettes.
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Amalia, Diana, and Saifuddin Zuhri. "Analysis of the Beautiful Concept in Marina Ads (Study of Semiotic Analysis on Marina UV White Hand & Body Lotion Advertisement)." JOSAR (Journal of Students Academic Research) 8, no. 2 (October 11, 2022): 197–209. http://dx.doi.org/10.35457/josar.v8i2.2442.
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Advertising is information content that promotes a product or service to be known, demanded, and purchased by the public. However, without realizing it, advertisements are able to persuade and create a point of view for the audience. People are led to create a point of view based on what advertisers put on advertisements. The ability of advertising in creating a construction of reality or point of view and persuading individuals has brought about various changes in lifestyle and culture. Various products and services offered in television advertisements are in the form of primary needs and secondary needs. Examples of secondary needs that are currently considered very important for women are skincare or skin care from the body to the face. One advertisement for body care products is Marina UV White Hand & Body Lotion. This study aims to determine the meaning of the beautiful white concept in the Marina UV White Hand & Body Lotion advertisement. By using Roland Barthes' qualitative semiotic method (denotation, connotation and myth), it can be concluded that Marina's advertisement is able to break the myth that has been circulating in society regarding beauty and women.
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Ningsih, Ni Ketut Tila, and Ida Ayu Putri Gita Ardiantari. "MEANING OF VERBAL AND NONVERBAL SIGN IN CIGARETTE ADVERTISEMENTS." Jurnal CULTURE (Culture, Language, and Literature Review) 9, no. 2 (December 2, 2022): 167–77. http://dx.doi.org/10.53873/culture.v9i2.445.
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Abstract
This study entitled “The Meaning Of Verbal And Non Verbal Sign In Cigarette Advertisements". Advertisements usually contains signs both verbal and non-verbal signs. This study found there are signs contained in advertisement of verbal and non-verbal signs. These advertisements are depicted from the words, pictures and utterances that appear. By using theory purposed by Saussure (1983) and by using Roland Barthes theory (1967), in this study to discuss and analyzes verbal and non-verbal visual sign in cigarette advertisements. The data source of this study is the cigarette advertisements of Esse, Marlboro, Surya, LA Bold, Camel, GG Mild, Gudang Garam Signature, and Lucky Strike. This study used observation method to collect the data that both verbal and non-verbal sign cigarette advertisements contain hidden message.
Keywords: advertisement, verbal, non-verbal, sign, cigarette
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Ahakwa, Isaac, Jingzhao Yang, Evelyn Agba Tackie, and Kwame Bankole. "Exploring the Impact of Traditional Communication Channels on Customer Purchase Decision: A Case Study of University Students in Ghana." SEISENSE Business Review 1, no. 1 (February 12, 2021): 31–44. http://dx.doi.org/10.33215/sbr.v1i1.561.
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Purpose- Marketers want to know the best advertisement medium which can make their advertising more effective. This study seeks to find a linkage between television advertisement, radio advertisement, newspaper advertisement, and outdoor advertisement towards customers’ purchase decisions in Ghana. Design/Methodology- Using University students in Ghana as a population, the study employed a simple random sampling approach and collected data from University students in UCC and KNUST. Seven hundred and fifty (750) responses were gathered from participants, but only seven hundred and thirty-two (732) responses were deemed suitable and were adopted to justify the proposed relationships. Data were analyzed using partial least squared built on Structural Equation Modeling (SEM) Findings- The findings revealed that television advertisement has the greatest impact on customer purchase decision and was statistically significant at p< 0.01. Practical Implications- This finding provides helpful suggestions for advertising professionals, market researchers, existing and emerging organizations to see television advertisements as an opportunity to increase awareness of goods and services as it tends to appeal to viewers’ visual and sound senses, influencing customers’ purchasing decisions and increasing sales of goods and services.
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Luckyardi, S., C. N Albar, and N. N Supriatna. "Analysis of e-Advertising Influence Case Study on Culinary Product." Journal of Business and Behavioural Entrepreneurship 5, no. 2 (January 11, 2022): 6–12. http://dx.doi.org/10.21009/jobbe.005.2.02.
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The purpose of this research is to analyse the influence of e-advertising on consumers. The case study was conducted on culinary product by performing literature study method and questionnaires. Purposive sampling technique was used with two criteria namely age and location of residence. The questionnaires was distributed among 100 respondents with age ranging from 18 to 24 years old and resided in Bandung. The results show that advertisement in social media or e-advertisements is effective to influence consumers, this is indicated by most of respondents stated that they know the product from social media, not only conventional media. In addition, the coverage of e-advertisement exposure is very extensive. This is also supported by the fact that young adults tend to use social media and other online platforms to find information regarding product. This research contribute recommendation to integrate online means in their advertisement method.
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Gita, Intan Swasti, and Ana Ana Rosmiati. "Parodi Pada Iklan Televisi Axis Serial Iritology Melalui Pendekatan Format, Struktur, Gaya Dan Teknik Iklan." CITRAWIRA : Journal of Advertising and Visual Communication 2, no. 1 (June 12, 2021): 01–22. http://dx.doi.org/10.33153/citrawira.v2i1.3658.
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Axis advertisement is an advertisement that uses a parody approach using cultural references and community habits, one of which is the Axis Serial Iritology advertisement. The issue in this study is about parody on Axis Serial Iritology television advertisement through format, structure, style, and advertising techniques with the aim of describing parody on Axis Serial Iritology television advertisements through advertising approach. The research method used is descriptive qualitative to analyze this advertisement based on the format, structure, style, and technique of advertising according to Vilanilam and Varghese. Advertising approach using problem-solution format, a slice of life, burlesque, and testimonial format is used in the Axis serial Iritology ad. The advertising structures used are vignette, comparison, and continue series, whereas the ad style used is dominantly comedy, however, there are some scenes that are inserted in fantasy style. The technique used in the Axis Iritology advertisement uses the touch of animation and special effects in the middle and end of the ad. Parody in advertisements can be the main attraction in presenting an ad.
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javaid, Sahar. "STUDY OF BILINGUAL ADVERTISEMENT STRATEGY IN LOCAL MARKING SCHEME." Advanced Humanities and Social Sciences 6, no. 2021 (2021): 1–10. http://dx.doi.org/10.21065/25205986.6.1.
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The present study “Study of bilingual advertisement strategy in local marking scheme” tends to explore the role of English in Pakistani Bilingual advertisements. Different persuasive techniques are used to attract both global and native consumers. Among other techniques, the technique of bilingualism has prominent position. In Pakistani media context national language Urdu is mixed with English to grab the attention of customers
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Fakhradyan, Dovan. "The Study of Consumer Preferences and Advertising Effectiveness Analysis Towards Studio Hikari Instagram Story Video Ads." Jurnal Ilmu Sosial Politik dan Humaniora 4, no. 1 (March 24, 2021): 10–18. http://dx.doi.org/10.36624/jisora.v4i1.83.
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Currently, one of the fastest-growing platforms for advertisement is Instagram stories. With this relatively new format, Studio Hikari is having difficulties in developing an effective advertisement for its Instagram stories. This research aims to understand factors that influence viewer preferences toward Instagram stories advertisement, assess the Instagram story advertising effectiveness, and give recommendations to Studio Hikari regarding their upcoming advertisement in an Instagram story. This study was conducted with an online survey method, to test the advertising preferences and effectiveness of 7 different planned Instagram story advertisements from Studio Hikari that has a unique combination of three variables (duration, color of background, level of informativeness). The result of this study shows that the most preferred combination is the Instagram story with a duration of 15 seconds, yellow background color, and a medium level of informativeness. For advertising effectiveness, it is found that there is a significant difference between ad effectiveness and the 7 Instagram stories advertisement. The limitations of this research are that the number of variables tested are limited, which is only 3 variables, and all of the respondents are Studio Hikari's target market.
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Fakhradyan, Dovan. "The Study of Consumer Preferences and Advertising Effectiveness Analysis Towards Studio Hikari Instagram Story Video Ads." Jurnal Ilmu Sosial Politik dan Humaniora 4, no. 1 (March 24, 2021): 10–18. http://dx.doi.org/10.36624/jisora.v4i1.50.
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Currently, one of the fastest-growing platforms for advertisement is Instagram stories. With this relatively new format, Studio Hikari is having difficulties in developing an effective advertisement for its Instagram stories. This research aims to understand factors that influence viewer preferences toward Instagram stories advertisement, assess the Instagram story advertising effectiveness, and give recommendations to Studio Hikari regarding their upcoming advertisement in an Instagram story. This study was conducted with an online survey method, to test the advertising preferences and effectiveness of 7 different planned Instagram story advertisements from Studio Hikari that has a unique combination of three variables (duration, color of background, level of informativeness). The result of this study shows that the most preferred combination is the Instagram story with a duration of 15 seconds, yellow background color, and a medium level of informativeness. For advertising effectiveness, it is found that there is a significant difference between ad effectiveness and the 7 Instagram stories advertisement. The limitations of this research are that the number of variables tested are limited, which is only 3 variables, and all of the respondents are Studio Hikari's target market.
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Yaman, Fikret, Semih Acikgozoglu, and Gizem Buyukkalayci. "The effects of the celebrities starring in the advirtesement on brand recogniton and a case study from Afyonkarahisar." International Journal of New Trends in Social Sciences 1, no. 1 (December 6, 2017): 11–22. http://dx.doi.org/10.18844/ijss.v1i1.2769.
Full textAbstract:
Advertising is a marketing tool that has become an indispensable part of everyday life, which is becoming increasingly important for consumers and businesses. Through advertising, businesses try to attract consumers with different methods, and they are involved in promoting and selling activities to introduce brand to the consumers. One of the methods used in advertising the consumer is celebrity starring. Sometimes celebrities from art environment, sometimes sports environment and sometimes from different environment meet with consumers through advertisements. Celebrity starring in advertising; It is seen that advertisers have good results for the businesses and also that it is in bad shape due to the loss of the brand's reputation. Purpose of the study; to determine if the celebrity used in the advertisements is in front of the mark, and to make recommendations about the celebrity use of the advertisements to businesses. The quantitative method was used in the study, sampling was done easily and a questionnaire survey method was applied to the consumers as a data collection tool. Determined celebrities and and brand names of their rolled advertisements were asked to consumers in the questionnaire. After the evaluation, it will be determined whether the consumer between the brand and the celebrity remembers in the advertisement, or whether it establishes a link between the celebrity and the brand, and in this context, we will try to put the contribution of the celebrity starring of the advertiser in the advertisement.
Keywords: Advertisement, celebrity, brand, recognition.
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Nguyen-Viet, Bang, Yen Thi Hoang Nguyen, Tin Hoang Le, and Son Bao Do. "Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam." Asian Journal of Business and Accounting 15, no. 1 (June 30, 2022): 243–79. http://dx.doi.org/10.22452/ajba.vol15no1.8.
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Manuscript type: Research paper Research aims: This study aims to: 1) determine the factors driving consumers’ attitudes towards Facebook advertisements in Vietnam; 2) examine the impact of genders and Generation Z attitudes towards Facebook advertisement in Vietnam. Methodology/Approach: This study employs a quantitative approach. Data were gathered from a sample of 477 Facebook users who are exposed to Facebook advertisements and resided in Ho Chi Minh City. Research findings: The findings of this study show that personalisation, entertainment, interactivity, informativeness, and credibility have positive effects on attitudes towards advertising while irritation and privacy concerns appear to be negatively related. In addition, this study also illustrates that interactivity plays a role in stimulating the ‘entertainment effect’ amongst the consumers. As expected, privacy concern is found to have a negative impact on credibility. Theoretical contribution/originality: This study expands the previous empirical works by integrating two additional variables – personalisation and privacy concerns with user and gratification theory. Policy implications: The result provides valuable input for advertisers. It offers an insight into facilitators and barriers of consumer acceptance towards Facebook advertisements; and how these aspects could shape customers’ perceptions of Facebook advertisements. Research limitation: First, the sample was constrained to Ho Chi Minh City, which may have limited the generalisability of the findings. Second, this study considered only a limited number of predictors of attitudes towards Facebook advertising. The next limitation is that this research was conducted for products and services advertised on Facebook in general and did not focus on a specific category of products or services. Keywords: Advertisement, Attitudes towards Advertisements, Emerging Market, Facebook, Facebook Advertisement JEL Classification: M3
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GUNAWAN, ELIZABETH SUSANTI. "SEMIOTIC ANALYSIS OF ADAPTED ADVERTISING COMMUNICATION BETWEEN CHINA AND WESTERN PEPSI “RISING” GLOBAL ADVERTISING." Serat Rupa Journal of Design 1, no. 3 (January 19, 2018): 475. http://dx.doi.org/10.28932/srjd.v1i3.466.
Full textAbstract:
communication carried through the same advertising message is expected to help consumers easily recognize the brand anywhere. This strategy is also useful in reducing advertising cost because they don’t have to redesign new advertisements for different countries. Pepsi “Rising” TV Commercial was created by CLM BBDO Paris Agency as the Pepsi global advertising for Africa, Caribbean Sea, Central America, South America, Europe, Oceania, and Asia (India). The advertisements for other countries were only shortened and dubbed to make them fit with local languages. However, for the Chinese market, the agency changed the actor and some storyline attributes with those similar to the original ones. They used one global advertisement for many countries, but they deliberately changed it for the Chinese market. This study uses Roland Barthes’ semiotic to analyze the connotation level between the Pepsi global advertisement and the Chinese advertisement that have similar visuals and plot lines in the denotation level. This study aims to determine the elements that can change the message and ideology in the advertisement. The final results show significant differences among the advertisements that represent each unique cultural development. Keywords: adapted advertising; Chinese advertising; global advertising; individualism-collectivism; semiotic analysis