Journal articles on the topic 'Advertising – Cigarettes – Psychological aspects'

The evidence linking tobacco product advertising to adolescent smoking initiation and resulting long-term addiction, premature death, and disability is well established. Each link in the causal chain has been substantiated: children and adolescents are especially vulnerable to advertising; point-of-sale advertising comprises 92.1% of cigarette advertising and marketing expenditures by manufacturers and 71.3% of smokeless tobacco advertising; tobacco companies have targeted youth through advertising; advertising exposure causes adolescents to start and to continue smoking; among adults who become daily smokers, nearly all first use of cigarettes occurs by 18 years of age; adolescents who smoke are at high risk for long-term addiction because their brains are still developing; and long-term addiction results in the tremendous personal, social and financial costs of tobacco-related illnesses.

The paper provides insights to psychological aspects of advertising as marketing communication tools as well as a social and psychological phenomenon. The study seeks to explore the different types of advertising subject to their various effects on consumers, revealing the nature of rational and emotional advertising and the methods of their influence on consumers. The structure of socio-psychological effects of advertising on consumer’s behavior is also disclosed by accounting for their cognitive (gnostic), affective (emotional), conative (behavioral) characteristics. It is assumed that a cognitive component involves the analysis of mental processes and of the information processing model, in the first place: sensation, perception, attention, thinking, memory, etc. The emotional (affective) component is associated with identifying the aspects that foster an emotionally colored attitude towards the advertisement and the product itself. It is argued that the analysis of a behavioral pattern should focus on the study of human behavior underpinned by its purchasing habits under the influence of advertising. The following types of advertising effects have been investigated: AIDA, AIDMA ACCA, DIBABA, DAGMAR and AISAS. The core nature of psychological impact of advertising is disclosed by each of its basic driving elements: attention, interest, motive, action. The methods of advertising psychological effects described in the works by domestic and foreign researchers are discussed. The insights on suggestion and persuasion as the key powerful techniques of psychological influence have been provided. The research findings also present a range of factors regulating human behavior in the advertising environment, revealing the external and internal drivers and effects suggested by the national and foreign scientists. The criteria framework for studying consumer psychological typologies is presented along with suggesting a consumer typologies classification.

As part of the process of implementing an advertising campaign, the participating parties, primarily the advertiser and the advertising agency, respectively communication agency, have social responsibility, which manifests itself in an ethical level. Since the implementation of an advertising campaign is initiated by a specifc company or other client, its recipients or the target group itself, instead of accepting it, may not only perceive it as unsolicited, but also as annoying. It is on the attitudes of the recipients of advertising, in the case of this contribution the attitudes of the inhabitants of the capital of the Slovak Republic, that are oriented to the outputs of the primary research. The article emphasizes the attitudes of recipients towards selected controversial aspects of advertising, namely attitudes towards advertising of cigarettes, hard alcohol, beer, wine and medicines and attitudes towards erotic motives in advertising. The starting point for the research was “Czechs and advertising for year 2020”. In Slovakia, 726 respondents took part in the research.

Abstract The authors of the paper focus on the intercultural dimension in the translation of advertising texts, attempting to compare and illustrate the influence of cultural elements upon advertising text-creation in American, German and Slovak cultural spaces. Reflecting the social, psychological and cultural aspects of translation transfer, they survey the tension between the domestic and the foreign and consequent choices in translation strategy. They present tendencies observed across a span of almost two decades in the translation of advertising texts into Slovak and provide possible explanations for their development.

<em>This study examines the consumer advertising which is directed towards the promotion of some product or service to the public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. Rather, it aims at uncovering the basic elements of the most pervasive, influential and inescapable discourse of the 21st century; the advertising text. It focuses on the interaction of language, image and layout, and examines advertising persuasive strategies. In doing so, it draws on various linguistic (particularly pragmatic, psycholinguistic and sociolinguistic) theories. In addition, this study provides analyses of some ads, using different ways of interpretations; and ends with a discussion on the interrelationship between culture (schemes) and advertising discourse. In this connection, instances from the Egyptian media, and their analyses are provided, with a view to clarifying some rhetorical categories in Arabic Advertising, and showing that texts construct meaning through interaction with other types of discourse, and inseparable from the culture of the advertising text.</em>

Purpose This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools. Design/methodology/approach Two surveys of smokers evaluated cessation tools from electronic cigarettes to hypnosis. Findings Smokers showed a strong preference for electronic cigarettes over other cessation tools. Different aspects of brand personality predicted intention to use different cessation tools. Research limitations/implications The research used online surveys rather than real purchasing behavior. The results indicate that advertisements emphasizing the personality attributes of different cessation tools could be effective in encouraging the use of appropriate cessation tools. Social implications If research validates e-cigarettes as a valuable cigarette smoking cessation tool, then public service advertisements encouraging their use should emphasize their sincerity and excitement. If e-cigarettes have a net negative effect on public health, public service advertising should stress that the marketing of e-cigarettes is not sincere. Originality/value This research extends the idea of brand personality, showing how it can encourage behavior that promotes public health goals.

The background of this research: “Marketing Communication is a subject that students often equate with advertising. Hence, the challenge for authors is to write a text that addresses advertising, without demoting other aspects of marketing communications to significance. Researches present advertising and promotions as two major, distinct elements of Marketing Communications, with personal selling as related areas that are managed in a separate but consistent fashion.” The objective of this research: “Is there an impact of Marketing Communication and Price Promotion on Brand Equity of Cigarettes Product?” The design of this research applies hypothesis testing to examine all hypotheses in this study. The methods used in this study were correlation research; it’s trying to exploration the important variables associated with the problem. Data analysis used in this research was collected by distributing questionnaires which are distributed on 200 respondents in campus, coffee shops, lounges, and offices in Jakarta. There were 180 respondents of which 158 completed and useable for analyzed by multiple regressions. The result of this research conclude that Kohli, Jaworski and Kumar’s market orientation scale provided a good measure of market orientation in this setting. Also the result of analysis indicated a significant link between marketing communication, price promotion and brand equity in cigarettes product. The managerial implications are discussed

Abstract Introduction.The main purpose of advertising certain products or services is to attract customer attention and analyze the impact of advertising on customer behavior. Various studies show that there are significant links between cognitive and psychological aspects. The cognitive effect of an advertisement begins with the influence of the visual aspects of the advertisement. This research was aimed to explore the role of product advertising on consumer buying interest by studying aspects of psychology. Methods. The study design was observational analytic study that seek to see the relationship between exposure to milk mass forming muscle mass and consumer buying interest. The exploration dimensions for advertising exposure are ad frequency, ad duration and ad intensity using questionnaire. Total samples in this study were 60 people, age ranges from 18-35 years and male sex. Results. This study found as many as 70% of respondents understood the message delivered by the milk advertisement. As many as 56.7% of respondents expressed an interest in buying these muscle-building milk products. Around 58% of respondents stated their willingness to promote the product to others. Conclusion. This research shows the role of advertising in shaping consumer behavior and buying interest. The more attractive and the more often the ad is displayed it will trigger aspects of attractiveness and confidence in the product. Along with the need, further reinforce the behavior to buy products.

The features of advertising psychology are investigated and the mechanism of its influence on consumer behavior is simulated in this paper. The basic models of perception of advertising information are considered and supplemented. Advertising has social, cultural, psychological impact on society, as it does not act as a manipulator of public consciousness, but contributes to the formation of relevant, aimed at self-development needs. It gives people knowledge, new experience, enriches their lives. Socio-psychological methods are widely used in advertising making it possible from a qualitative level to choose consumer characteristics of goods, to create the idea about this product consumers. While working on the advertisement production, it is necessary to take into account national trends in psychological theory: perception, memory, thinking, speech. This approach contributes to the creation of advertising product related to the desired image, expressing the right thoughts and is available to the audience for which it is created. In modern society, advertising technologies are widely used for the solution of various problems. We can speak a lot about the advertising psychology, as it directly participates in the formation of psychological attitudes, motivations, images. In order to investigated the effect of advertising message, the psychological mechanisms of the perception process are simulated. This includes the following components: stimulus, attention, interpretation and cognition. Psychological aspects of the process of advertising appeal perception explain how advertising informs and convinces. If we draw a parallel between the goal of the advertiser and the goal of the consumer, then using psychological approach, we get a conformity that takes into account advertising models. Advertising should be based on various advertising models that take into account consumer psychology, because the result achieved by advertising depends directly on the degree of psychological effectiveness of its impact, as the creation of advertising products should contribute to the harmonious development of society, national culture, education of future generations on own spiritual and cultural values, to form the priorities of their own state. In addition to simple advertising principles, there are a lot of more precise mechanisms of advertising effect, based on knowledge of psychology. Simulation of advertising communication processes makes it possible to demonstrate clearly the multi-stage nature of this process, which requires certain assessments for the determination of the effectiveness of advertising impact on consumer behavior. It is noted in this paper that simulation makes it possible to demonstrate clearly the multi-stage process of perception, to build a certain analogue that reflects the real situation and provide necessary information. Modern advertising tries to create conditions for the conscious perception of the buyer's advertising appeal and automatic purchase, ensuring sustainable buying process. All these processes of advertising perception and understanding are processes caused by certain psychological characteristics of advertising appeal consumers, i.e. those people for whom this advertising is intended. Definitely the knowledge of these psychological characteristics and the laws governing them should be the basis for advertising.

AbstractThe regulation of e-vapour products is a relatively new topic. While the e-vapour product sector is fast evolving, the optimal regulation of these products is yet to be fully understood. Some wisdom may be borrowed from the regulation of cigarettes, but many tobacco-relevant policies may not be applied to these new products. Evaluations are underway on many aspects of e-vapour products, for example: their safety, potential health risks, illicit trade, taxation and advertising. This paper examines yet another dimension – one which arises at the intersection of international health and trade law – namely whether e-vapour products and cigarettes may be found “like” in a WTO dispute challenging trade restrictive measures applying to e-vapour products.In particular, the analysis focuses on a hypothetical ban on the importation, distribution, sale and offering for sale of e-vapour products (referred to as a general ban) – a measure that is either being contemplated or already implemented in some domestic jurisdictions. It finds that e-vapour products and cigarettes may be “like” under WTO law. In the event that a positive finding is made on other remaining tests necessary to determine discrimination (importantly the “less favourable treatment”) and provided the regulating member finds no solid evidence to justify the ban under GATT Article XX, a general ban on e-vapour products risks being found WTO inconsistent.

ObjectiveElectronic cigarettes (e-cigarettes) which utilise prefilled‘pods’(pod devices) entered the US market in 2015. One brand, JUUL, captured more than half the e-cigarette market in early 2018, and the US Food and Drug Administration recently warned its manufacturer about adolescent uptake. This is the first qualitative study to describe distinct features of pod devices that appear to contribute to their popularity among young people.DesignQualitative interview study of young adults who had used pod devices. Participants were recruited from Facebook, other social media, street recruitment and via snowball sampling.SettingParticipants were from California, with most from the San Francisco Bay Area.ParticipantsYoung adults (aged 18–29 years) using multiple tobacco products (cigarettes, e-cigarettes and/or smokeless tobacco) were recruited. Of the sample of 60 participants, 24 were included in this analysis: 10 who reported experience with pod devices and 14 who used other non-pod e-cigarette devices.ResultsTen participants had used a pod device in the past year. Of the pod device users, seven still used a pod device at the time of the interview and five did so daily. Nearly all (n=9) pod device users smoked cigarettes in the past month; none were daily smokers. The 14 participants who used non-pod devices provided a point of comparison. Participants highlighted some distinct aspects of pod devices that facilitated use, including their aesthetic similarity to personal electronics, high levels of nicotine delivery with distinct psychoactive effects, more discreet and shorter duration use sessions, and greater social acceptability than more ostentatious non-pod e-cigarettes.ConclusionsPod devices’ unique characteristics likely encourage pod device uptake among young people. Limitations on advertising in youth channels, flavours and distribution, and education about nicotine addiction may decrease initiation among young people and non-smokers.

Public policy toward cigarette health claims should not be based on a “ market effects“ premise that health claim competition will reinforce consumer fears. Many have been influenced to smoke a succession of heavily advertised higher filtration, lower yield cigarettes, relying in part on the implication these were safer. None of these have been shown to reduce risks of smoking-related heart disease and other pulmonary disorders, and they are clearly no substitute for quitting. The Ringold and Calfee content analysis of cigarette advertising is criticized for its limited focus on direct verbal assertions. This approach led them to code what was said rather than what was likely to be understood. For example, claims regarding unique properties of filters were viewed as cigarette construction claims. Despite the high regard I have for the authors’ professional work and their commitment to research in a difficult and important area, I find the Ringold and Calfee [1989] paper to be flawed in three important aspects. The net result, in my view, is that their analysis and evidence contributes little to the dialogue on this topic. I will discuss each of the three problem areas in turn.

В статье рассматриваются некоторые социально-психологические аспекты повышения эффективности социальной рекламы в области безопасности дорожного движения. Автором отмечено, что для достижения цели субъект пропаганды дол- жен осознать взаимосвязь между его индивидуальным поведением на дороге и надежностью всей системы жизнеобеспечения. The article discuses some of the socio-psychological aspects of increasing of social advertising in the field of road safety. The author notes that in order to achieve the goal, the subject of propaganda must aware of the relationship between his individual behavior on the road and the reliability of the entire life support system.

Looking at cigarette product advertisements in various media, there is always a warning about the dangers of smoking to health in addition to information about the product itself. This study aims to identify the level of awareness and knowledge of consumers among smoker employees of PT. TEL Pulp and Paper on the influence of cigarettes on health, then continued by identifying the influence of cigarette advertisement structure on buying preferences, preferences and interests, and identifying whether there are significant differences in the assessment of advertising structure, level of awareness and knowledge, likes and preferences and beliefs and purchases between smokers based on differences in the number of cigarettes consumed per day. Hypothesis testing will be done by the Simple Linear Regression method. The results of the study show that From the output of the summary model, the determination table above gives R Square of 0.824. This shows that the Two Sided Advertisements variable and knowledge and awareness simultaneously have an influence of 0.824 or 82.4% on buying interest, while the remaining 17.6% is the influence of (aspects) or other factors not included in the study this is like preferences and preferences etc. While the correlation value (R) = 0.769. This shows that the Two Sided Advertisements variable and knowledge and awareness, the correlation is very strong against buying interest. Keywords: Two-Sided Ad Structure, Awareness, Knowledge, Preference

In this research, for the first time in Ukraine, a large volume of foreign scientific sources on public service advertising (PSA) was analyzed that allowed to make an assessment of the differences in theoretical approaches to the determination of the PSA and of the main research vectors of exploring this social and communication phenomenon; an attempt to expand its theoretical and methodological fundamentals was taken. The study is based on qualitative analysis of 122 scientific sources. The data was systematized and generalized. Descriptive, comparative and empirical-analytical methods were used to make an objective assessment of the subject. System method was applied to link each item to its role and place in the system. It is shown in the research that scientific approaches to the concept of PSA are ambiguous; they vary depending on historical, cultural, political and other factors. More than half a century American as well as European scientists have been attempting to explore the PSA as a separate subject; currently, the most actual trends in public service advertising development relate to its applicable aspects, its social communication techniques and efficiency. Constantly expanding geography of the research contemplates a tendency towards deeper understanding of the subject, thanks to the outcomes of implemented information campaigns. Special attention in the PSA research is dedicated to the psychological factors of influencing audience, the latest communication channels, and specifics of the content. Considering the international experience and historical factors, the conceptual apparatus of public service advertising was specified in this research, and the ways for improving further scientific studies of the PSA in Ukraine are proposed.

There are numerous reasons for the very rapid increase in the consumption of medicines and other pharmaceuticals that has occurred in Poland in recent years. According to experts, these include easier access to these products, the ageing of Polish society, the development of lifestyle diseases requiring pharmacological treatment, the growing popularity of dietary supplements, as well as marketing activities of pharmaceutical companies. This last aspect is important, as the pharmaceutical industry is at the forefront of the most profitable and fastest growing sectors of the economies of highly-developed countries. It is probably the reason why currently extremely intense advertising campaigns conducted by large pharmaceutical companies can be observed on the Polish market. This paper attempts to define the perception of various aspects of television commercials of OTC drugs and dietary supplements and present various conditions of this process with particular emphasis on the psychological aspects. The results of our own study on the perception of OTC drugs and dietary supplement advertising and its impact on purchasing decisions are presented. On their basis, conclusions were drawn from the analysis of empirical material, indicating the impact of television advertising campaigns for medicines and other pharmaceuticals on the level and structure of their consumption.

Background Many surgical patients are dependent on nicotine. Smoke-free policies in healthcare facilities mandate abstinence from smoking, which could contribute to psychological stress in the perioperative period. The authors tested the hypothesis that nicotine replacement therapy decreases psychological stress in cigarette smokers scheduled to undergo elective surgery and determined whether nicotine replacement therapy affects postoperative smoking behavior, even when not specifically prescribed to promote abstinence. Methods In this double-blind, placebo-controlled trial, 121 smokers, of whom 116 received a study intervention, were randomly assigned to receive either active (nicotine-containing) or placebo patches, beginning on the morning of surgery and continuing for up to 30 days after discharge from the hospital. Outcomes included the Perceived Stress Score, the Nicotine Withdrawal Score, and subject self-report of smoking behavior. Results The Perceived Stress Score and the Nicotine Withdrawal Score did not change significantly from baseline over the immediate perioperative period and did not differ between active or placebo patch groups (all P &gt; 0.19). The percentage of placebo versus active patch subjects reporting 7-day abstinence at 30 days postoperatively (30% vs. 39%; P = 0.29) did not differ significantly between groups. At 30 days postoperatively, subjects in both groups significantly reduced their cigarettes smoked per day from baseline, but those receiving active patches reported a greater decrease (a mean decrease of 11 +/- 11 vs. 15 +/- 7 cigarettes/day in placebo and active groups; P = 0.045). Conclusion Routine nicotine replacement therapy is not indicated in smokers undergoing surgery for the purposes of managing nicotine withdrawal and stress but can modify some aspects of postoperative smoking behavior.

AbstractBialous and Yach have recently published an article in Tobacco Control in which they claim that all smoking-machine standards stem from a method developed unilaterally by the tobacco industry within the Cooperation Centre for Scientific Research Relative to Tobacco (CORESTA). Using a few highly selective quotations from internal tobacco company memos, they allege, inter alia, that the tobacco industry has changed the method to suit its own needs, that because humans do not smoke like machines the standards are of little value, and that the tobacco industry has unjustifiably made health claims about low “tar” cigarettes. The objectives of this paper are to review the development of smoking-machine methodology and standards, involvement of relative parties, outline the significance of the results and explore the validity of Bialous and Yach's claims. The large volume of published scientific information on the subject together with other information in the public domain has been consulted. When this information is taken into account it becomes obvious that the very narrow and restricted literature base of Bialous and Yach's analysis has resulted in them, perhaps inadvertedly, making factual errors, drawing wrong conclusions and writing inaccurate statements on many aspects of the subject. The first smoking-machine standard was specified by the Federal Trade Commission (FTC), a federal government agency in the USA, in 1966. The CORESTA Recommended Method, similar in many aspects to that of the FTC, was developed in the late 1960s and published in 1969. Small differences in the butt lengths, smoke collection and analytical procedures in methods used in various countries including Germany, Canada and the UK, developed later, resulted in about a 10% difference in smoke “tar” yields. These differences in methodology were harmonised in a common International Organisation for Standardisation (ISO) Standard Method in 1991, after a considerable amount of interlaboratory comparisons of the developing methodology had been undertaken by CORESTA. As acknowledged by Bialous and Yach, the purpose of the standards is to determine the “tar”, nicotine and carbon monoxide content of cigarette smoke when the cigarette is smoked under precisely defined conditions, and hence to allow a comparison of the yields from different cigarettes when smoked under identical conditions. Such yields are not predictive of the yields humans obtain when smoking, nor were they ever expected to be so, since no two smokers smoke exactly the same nor does a smoker smoke a cigarette the same way on every occasion. This purpose has been stated consistently many times, originally by the FTC in 1967 and subsequently in the scientific literature, published by the tobacco industry and health/regulatory authorities, over the last 35 years. From the 1950s onwards numerous public health scientists have advocated that lower “tar” cigarettes should be developed on the grounds that they may reduce to some extent the risks of smoking, while at the same time advocating that the best way to avoid risks is not to smoke. Some health authorities have have used the standard machine-smoking yields to set limits on “tar” as a way of reducing the health impact of cigarette use. The tobacco industry has co-operated with these health authorities by developing cigarettes with lower “tar” but has also followed public health advice by not advertising lower “tar” cigarettes as safe cigarettes. The available evidence, taken as a whole, indicates that compensation by smokers who switch from a high to a low “tar” cigarette is partial in the short term, and that such smokers do obtain a reduction in smoke component uptake.

We analyse data collected from a survey of Northern Irish low-income households experiencing varying degrees of financial hardship and examine how debt affects health and health-related behaviours. Our results indicate that the subjective experience of feeling financially stressed has a robust relationship with most aspects of health, including ability to self-care, problems performing usual activities, pain problems and psychological health. In contrast, the size of the debt, the type of debt or the number of different lenders does not add any extra explanatory power. Additionally, our results indicate that the pathway from financial difficulties to worse health runs through worse diets and increased consumption of cigarettes and drugs. This research is timely as household debt burdens will soon surpass the high levels seen at the time of the financial crisis and the introduction of welfare reform in Northern Ireland will put additional strain on low-income households.

The society of "Western civilization" is a consumer society. A special role belongs here to the media, which have become an inseparable element in the life of a modern man. Their universality, as well as rapid development have caused that they deeply penetrated various areas of social life, becoming available not only for adults but also for children from their early age. The life of contemporary children is very strongly associated with the mass media, and the media have become an extremely important link in the process of socialization. The range and influence of the media are not only growing, but they are also completely different than they used to be. In addition to many functions that the media meet, they are also an important carrier for advertising. Children and young people can be both the recipients of the advertisement and its active participants. More and more advertising messages are directly or indirectly addressed to minors. Advertising affects an important cognitive sphere of a child and its interpersonal and social relations. A child left on the impact of advertising, accepts its content uncritically. This leads to the formation of many defective and, unfortunately, lasting beliefs that affect the formation of a child’s personality, the system of beliefs and values. The following text aims to present, based on the literature of the subject, a broad spectrum of advertising impact on a child, with a particular emphasis on television advertising. My assumption is to show the problem from the perspective of social sciences, including sociology. For this reason, I am not concentrating only on the psychological dimension of the phenomenon but I am also trying to outline important aspects of socio-cultural reality in which the process of socialization of child consumption takes place. This is a review article. The basis of the scientific workshop is the research - analysis of the secondary media with regard to reports, publications, newsletters, catalogues and information relating to the influence of media on consumer behavior of children, both in Poland and in some western societies in the world. I hope that the article will help to draw attention to the problem not only of the communities involved in psycho-social aspects of a child's development, but will also increase public awareness of the impact of media advertising on children.

One of the main cultural attractions and the main attraction of tourism in the Kuningan regency is Curug Putri Palutungan. The tourism potential of the Kuningan regency was also supported by good access and transportation facilities. To reach the tourist attraction area that once was separated by many rivers, several bridges were built to facilitate tourists the tourist attraction. The tourist potential of the Curug Putri Palutungan is a mixture of the natural charm of mountainous forests and clear waterfalls, backed by a fresh mountain air that challenges you to explore the nature of the mystery of the forest. In this article, the authors use a qualitative method when conducting descriptive studies on the object of writing, because this method is an appropriate method to search for social fields and in particular communication. Qualitative writing methods that will be used to better understand the phenomena related to psychological aspects, behavior, attitudes, responses, opinions, feelings, desires and desires of a person or group. The marketing communication strategy of the Office of Youth, Sports, and Tourism to increase the tourism potential of the regency of Curug Putri Palutungan is one of them through advertising, that is, the installation of banners/billboards, print media advertising, online media advertising, Kuningan FM radio ads.

Who smokes, and why do they do it? What factors discourage and otherwise reward or incentivize smoking? Tobacco use has been accompanied by controversy from the moment of its entry into European culture, and conflicting opinions regarding its potentially adverse influence on health have coexisted for hundreds of years. Its use in all forms represents the world’s single greatest cause of preventable disease and death. Tobacco was introduced to Europe by Christopher Columbus, who in October 1492 discovered the crop in Cuba. While the next four centuries would see tobacco as the most highly traded economic commodity, by 1900, the now familiar cigarette remained obscure and accounted for only 2% of total tobacco sales. Global tobacco consumption rose sharply after 1914 and became especially prevalent following World War II, particularly among men. Indeed, overall tobacco sales increased by more than 60% by the mid-20th century, and cigarettes were a critical driver of this growth. Cigarettes dominated the tobacco market by 1950, by then accounting for more than 80% of all tobacco purchases. In the absence of clinical and scientific evidence against tobacco, moral and religious arguments dominated opposition voices against tobacco consumption in the 1800s. However, by the mid-20th century, advancements in medical research supported enhanced government and voluntary actions against tobacco advertising and also raised awareness of the dangers associated with passive tobacco smoke exposure. Solid epidemiological work connecting tobacco use with “the shortening of life span” began to appear in the medical literature in the 1950s, linking smoking with lung cancer and related conditions. In subsequent years, these developments led to significant curtailment of tobacco use. This monograph explores aspects of the intersection of tobacco with themes of behavioral incentives, religion, culture, literature, economics, and government over the past five centuries.

Abstract Internet revenue is currently threatened by an increase in the use of advertisement blocking software. This presents a moral problem for Internet users, as by blocking advertisements, they deprive content creators of income for their work. Four hundred and thirty-six comments taken from three naturally occurring online discussions were analyzed from a discursive psychological perspective to explore how posters engage with online debates concerning the morality of blocking advertisements. Posters were found to orientate to a moral dimension against blocking online advertisements. They sought to manage this moral dimension by drawing upon the neutralization techniques of denial of responsibility, denial of injury, condemnation of the condemners, and appeals to higher loyalty. Two aspects of neutralization discourse have also been shown to be used in a novel manner. Rather than denying the victim, Internet users adopt the subject position of “victim” for themselves. Rather than denying injury, they present themselves as injured by online advertising. Posters here present blocking online advertisements as being in their own best interests. In order to change this behavior, then, advertisers must reposition themselves with consumers, to orientate to the presence of advertising online as mutually beneficial, rather than parasitic.

Although the Fagerström Test for Nicotine Dependence (FTND) and the Heaviness of Smoking Index (HSI) are widely used, there is a uncertainty regarding what is measured by these scales. We examined associations between these instruments and items assessing different aspects of dependence. Adult current smokers (, mean age 33.3 years, 61.9% female) completed a web-based survey comprised of items related to demographics and smoking behavior plus (1) the FTND and HSI; (2) the Autonomy over Tobacco Scale (AUTOS) with subscales measuring Withdrawal, Psychological Dependence, and Cue-Induced Cravings; (3) 6 questions tapping smokers’ wanting, craving, or needing experiences in response to withdrawal and the latency to each experience during abstinence; (4) 3 items concerning how smokers prepare to cope with periods of abstinence. In regression analyses the Withdrawal subscale of the AUTOS was the strongest predictor of FTND and HSI scores, followed by taking precautions not to run out of cigarettes or smoking extra to prepare for abstinence. The FTND and its six items, including the HSI, consistently showed the strongest correlations with withdrawal, suggesting that the behaviors described by the items of the FTND are primarily indicative of a difficulty maintaining abstinence because of withdrawal symptoms.

Listening comprehension, as the most challenging receptive aspect of learning a foreign language at a technical university, is considered. It is noted that in addition to linguistic difficulties, students experience such psychological difficulties as a lack of recipient’s own perceptual experience, uncomfortable perception conditions, anxiety and fear of failure to perform this type of speech activity. It is shown that the perceptual activity of students, aimed at the auditory perception of English discourse, is naturally included in the most relevant students’ communicative competence. The study is aimed at considering psychological and pedagogical aspects in teaching ordinary listening comprehension without a video sequence and with the use of video materials. We reveal the advantages of using video materials that contribute to the creation of psychologically comfortable conditions for students in the educational process. Opinion analysis of first-year students of the St. Petersburg State University of Telecommunications on conducting listening comprehension in regular and flipped classroom modes is presented: it turns out that most students prefer to perform listening practice at home. We describe the audiovisual technology of advanced independent work on listening comprehension to professionally oriented video materials using the electronic resources VideoAnt, Mindmeister, LMS MOODLE. An advertising film of the computer company CISCO (USA) was used as video course basis, with its subject fully corresponding to the “Service” programme of St. Petersburg State University of Telecommunications.

Background: Tobacco smoking is a global phenomenon, associated not only with health but also with other issues like employment, trade and revenue. However, the ill aspects of tobacco outweigh any productivity related to it. Various regulatory measures have been devised to control this menace at national as well as international level. In India, COTPA-2003 legislation intends to control and regulate tobacco consumption, advertisement and trade.Methods: The present study assessed the compliance of 157 points of sale and 59 tobacco products to the Sections 5,7,8,9 and 10 of the smoke free legislation using a structured observational checklist.Results: In total (41%) POS were advertising tobacco in one or other form with product showcasing (64%) being the most common modality of advertisement. Actual advertisement boards were seen at only 14.6% of POS. About 87% of the advertisement boards carried a health warning. Loose cigarettes were being sold at about 77% of the POS. All tobacco products available in the city were observed to display good compliance; however none of the smoke product displayed nicotine and tar content on the pack.Conclusions: Negligible number of PoS was seen to display an actual advertisement. Almost all tobacco products displayed good compliance to the Act. The striking shortcoming was the absence of nicotine and tar content on the package of the product even after 16 years of enactment. Discrepancies need to be addressed appropriately supplemented with aggressive monitoring of adherence to the Act in order to sustain the smoke free status of the city.

The aim of the research is to explore the psychometric characteristics of the Serbian adaptation of the Adult ADHD Self-Report Scale (ASRS-v1.1) Symptom Checklist and Screener, as well as the Adult ADHD Self-Report Screening Scale for DSM-5 (ASRS-5). In addition to these scales, the Depression Anxiety Stress Scale-21 (DASS-21), Dickman Impulsivity Inventory (DII) and the questions about frequency of risky behaviours (use of alcohol, cigarettes and drugs, overeating, and physical aggression) were administrated on the sample of 226 adults from the general population (43.8% males). The results of confirmatory factor analysis supported the one-factor structure of the ASRS-5. The three-factor structure had the best fit indices for the ASRS-v1.1 Symptom Checklist (inattention, hyperactivity, and impulsivity factors), while the two-factor structure was the best for the ASRS-v1.1 Screener (inattention and hyperactivity factors). However, there was a large profile similarity between factors, which calls into question their discriminant validity. All scales correlated significantly with dysfunctional impulsivity and aspects of psychological distress, with ASRS-5 having the largest number of correlations with risky behaviours. There were no sex differences, and correlations with age were negative. It can be concluded that, although all scales show satisfactory psychometric characteristics, ASRS-5 is the preferred one, given its clear one-dimensional structure and somewhat better validity.

Psihološko delovanje je pogosto razumljeno kot povsem vojaška vsebina, ki z znanostjo in stroko nima prave zveze. Vendar so v ozadju vojaških aktivnosti in- dividualni in skupinski psihološki procesi, razumevanje katerih omogoča bistveno večjo učinkovitost delovanja. Gre za procese, na katerih temeljijo tudi aktivnosti, s katerimi se srečujemo vsak dan, ne da bi o tem kadar koli razmišljali – marketing, informativni programi, reklamiranje, medijske kampanje. Članek osvetljuje področje psihološkega delovanja z različnih vidikov: z vidika vojaških ved, socialne psihologije ter psihologije tržnega komuniciranja. Pri tem poskuša definirati tako posebnosti, ki so značilne za vsakega izmed navedenih področij, kot tudi določiti skupno polje delovanja oziroma nekakšen presek množic. Poseben segment je namenjen študiji primera zgibanke, uporabljene na Kosovu leta 2007, ki je kot »vojaška aktivnost« analizirana z vidika socialne psihologije in psi- hologije (tržnega) komuniciranja. Psychological operations are often seen as a purely military subject with no real relation to science and profession. However, the background of military activities includes individual and group psychological processes the understanding of which enables a much better operational performance. This involves the processes under- lying the activities we encounter every day without ever even thinking about it – marketing, information programmes, advertising, and media campaigns. The article highlights the areas of psychological operations from various aspects: military science, social psychology and psychology of marketing communication. In this respect, it, both, attempts to define the features specific to each of those areas, as well as to establish a common field of activity or some kind of intersection of all sets. A special part of the article is devoted to a case study of a leaflet used in Kosovo in 2007, a »military activity«, which is analysed from the perspective of social psycho- logy and psychology of marketing communication.

South Korea has pursued a multidimensional public diplomacy strategy in which Korean television exports and capitalization have emerged as a public and commercial cultural diplomacy tool over the last two decades. This article examines the widespread influence of Korean television content, including digital serial delivery, cultural exportation, cultural interactions, and capitalization—that is, content sales, indirect advertising, and media-induced tourism. Empirical data was obtained from Turkey’s audience members using the online survey tool. As a result of the social and cultural impact, the respondents’ opinions on Korean serials are both animated and rational. The creation of audience members’ social, psychological, and cultural experiences with K-Dramas clarifies their intimacy and activeness. Unlike local or other international content, a significant number of respondents claim that Korean TV serials are not only a source of entertainment but also have profound edifying aspects. According to the results, “Cultural Proximity” and “Content Availability” are two of the most important factors in choosing Korean TV serials over foreign content. The “content availability” is based on the emergence and expansion of Streaming TV; however, in cultural proximity, similarities in family norms and values in both nations are notable.

Background: “Expectancies,” or beliefs about outcomes, robustly correlate with and predict several behaviors including electronic nicotine delivery system (“e-cigarette”) use. However, there is limited qualitative research available regarding relevant e-cigarette vaping expectancies. Objectives: The present study used a qualitative approach to derive and refine e-cigarette expectancy themes among young adults. Methods: We conducted 12 focus groups and two individual interviews with young adult nonusers, e-cigarette vapers, cigarette smokers, and dual users to assess beliefs about the effects of e-cigarettes. After a series of open-ended questions, follow-up questions assessed reactions to domains previously examined in expectancy measures for cigarette smoking and e-cigarette vaping. The constant comparative method was used to derive themes from transcripts. Results: Four main themes ( Positive Reinforcement, Social Benefits, Negative Affect Reduction, Negative Consequences) emerged from the results. Each theme contained three associated subthemes ( Positive Reinforcement: Sensorimotor Experiences, Taste, Stimulation; Social Benefits: Social Facilitation, Influence on Others, Convenience; Negative Affect Reduction: Stress Reduction, Appetite Reduction, Boredom Reduction; and Negative Consequences: Health Risks, Addiction, Secondhand Effects). Conclusions/importance: Previously identified smoking expectancies appear relevant for young adult vaping, with some notable refinements. Positive reinforcement aspects encompassed aerosol clouds, vaping tricks, and unique flavors. Social benefits included influencing others via social media and competitive activity, as well as the convenience of use in a variety of places. Negative affect reduction was controversial among user groups, but vaping was seen as more interesting than smoking and thus more effective at boredom reduction. Young adults were uncertain regarding negative consequences, but appreciated a potential for secondhand effects. Measure refinement via qualitative research and future field testing can enhance our understanding of this relatively new behavior, supporting tobacco control surveillance, marketing/labeling regulations, and counter-advertising development/evaluation.

Introduction: It can be argued that beauty is not only an aesthetic value, but it is also a social capital which is supported by the global beauty industry. Advertising kindly offers all kinds of ways to acquire and maintain beauty and youth that require large investments. Recent studies demonstrate that physical attractiveness guided by modern sociocultural standards is associated with a higher level of psychological well-being, social ease, assertiveness, and confidence. What is behind this pursuit of ideal beauty and eternal youth: the life-long struggle for survival, selfless love for beauty, or something else that lurks in the depths of the human unconscious? Purpose: The aim of the paper is to analyze the modern-day feminine beauty ideal through the lens of Jungian archetypes. Methodology: An extensive literary review of relevant articles for the period 2000-2020 was performed using PubMed and Google databases, with the following key words: “Feminine beauty ideal, body image, beauty and youth, mental health problems, C.G. Jung, archetypes of collective unconsciousness”. Along with it, the author used Jung’s theory of archetypes, integrative anthropological approach, and hermeneutical methodology. Results and Discussion: Advertising and the beauty industry have a huge impact on women and their self-image. Exposure to visual media depicting idealized faces and bodies causes a negative or distorted self-image. The new globalized and homogenized beauty ideal emphasizes youth and slimness. Over the past few decades, the emphasis on this ideal has been accompanied by an increase in the level of dissatisfaction with their bodies among both women and men. Though face and body image concerns are not a mental health condition in themselves, they have a negative impact on women’s mental health being associated with body dysmorphic disorder, social anxiety disorder, obsessive-compulsive disorder, panic disorder, depression, eating disorders, psychological distress, low self-esteem, self-harm, suicidal feelings. These trends are of real concern. The interiorization of the modern standards of female beauty as the image of a young girl impedes the psychological development of women and causes disintegration disabling the interconnection of all elements of the psyche and giving rise to deep contradictions. This unattainable ideal is embodied in the Jungian archetype of the Kore. Without maturity transformations, the image of the Kore, which is so attractive to the modern world, indicates an undeveloped part of the personality. Her inability to grow up and become mature has dangerous consequences. Women “restrain their forward movement” becoming an ideal object of manipulation. Thus, they easily internalize someone’s ideas about what the world should be and about their “right” place in it losing the ability to think critically and giving away power over their lives. Conclusion: Overcoming the psychological threshold of growing up, achieving deep experience and inner growth, a woman discovers another aspect of the Kore, ceases to be an object of manipulation and accepts reality as it is, while her beauty becomes multifaceted and reflects all aspects of her true personality

Background: Non-communicable diseases (NCDs) are the leading cause of death worldwide, with a disproportionally rising burden among low- and middle-income populations. While preventable risk factors highly contribute to this burden, population-based studies assessing these factors and the health status of these populations, are scarce. Methods: The Khuzestan Comprehensive Health Study (KCHS)—a cross sectional study—was conducted between 2016-2019, including 30,506 Iranians aged 20 to 65 years, from 27 counties of Khuzestan province, southwest of Iran. KCHS aimed to provide a comprehensive health overview by investigating the prevalence and risk factors of NCDs and psychological disorders, along with viral hepatitis as a common communicable disease. Upon registration, 15 mL of blood and anthropometric measurements were obtained from participants. Afterwards, several interviewer-administered questionnaires were completed to gather data on demographics, socioeconomic status, sleep quality, physical activity, lifestyle habits, nutrition, and medical history. Results: The mean ± SD age of participants was 41.7 ± 11.9 years. The majority were female (64.3%), of the Arab ethnicity (49%), married (83%), and urban residents (73.1%). About 70% had an educational level below high school diploma. Overall, 10.8%, 5.2%, and 2.8% of participants had used cigarettes, hookah, and drugs at least once in their lifetime, respectively. While body mass index and serum cholesterol levels were higher in females, blood pressure was higher in males (P<0.001). Conclusion: KCHS assessed many aspects of health in the Khuzestan province. In addition to develop a biobank along with a comprehensive dataset, KCHS will serve as a valuable infrastructure for future research.

Background Few people successfully maintain lost weight over the longer term. Mobile phones have the potential to deliver weight loss management programs that can encourage self-monitoring while also providing some behavioral therapy to assist users in developing personal skills that may be necessary for improved longer term weight loss maintenance. Objective The aim of this study was to evaluate a program supporting weight maintenance, which uses a behaviorally based mobile phone app to manage weight, food, exercise, mood, and stress. Methods In a randomized controlled trial over 24 weeks, the full version of the app (MotiMate) was compared with a control app (monitoring only; excluding mood and stress) for its effect on weight, diet, and psychological well-being. Both apps had the same visual appearance and were designed to deliver all intervention content without face-to-face contact. The control version included features to track weight, food intake, and exercise with limited feedback and no encouraging/persuasive features. The intervention app included more persuasive and interactive features to help users track their weight, food intake, and physical activity and prompted users to enter data each day through notifications and included a mood and stress workshopping tool. Participants were recruited through advertising and existing databases. Clinic visits occurred at baseline, 4 weeks, 8 weeks, 12 weeks, and 24 weeks. At all visits, the clinical trial manager recorded body weight, and participants then completed a computer-delivered survey, which measured psychological and lifestyle outcomes. Objective app usage data were recorded throughout the trial. Results A total of 88 adults who had lost and maintained at least 5% of their body weight within the last 2 years were randomized (45 MotiMate and 43 control). Overall, 75% (66/88) were female, and 69% (61/88) completed week 24 with no differences in dropout by condition (χ21,87=0.7, P=.49). Mixed models suggested no significant changes in weight or psychological outcomes over 24 weeks regardless of condition. Of 61 completers, 53% (32/61) remained within 2% of their starting weight. Significant increases occurred over 24 weeks for satisfaction with life and weight loss self-efficacy regardless of app condition. Diet and physical activity behaviors did not vary by app or week. Negative binomial models indicated that those receiving the full app remained active users of the app for 46 days longer than controls (P=.02). Users of the full version of the app also reported that they felt more supported than those with the control app (P=.01). Conclusions Although some aspects of the intervention app such as usage and user feedback showed promise, there were few observable effects on behavioral and psychological outcomes. Future evaluation of the app should implement alternative research methods or target more specific populations to better understand the utility of the coping interface. Trial Registration Australia New Zealand Clinical Trials Registry ACTRN12614000474651; https://www.anzctr.org.au/Trial/Registration/TrialReview.aspx?id=366120

The article presents a conceptual basis for the formation of a brand based on the analysis of key ideas of researchers and practitioners engaged in branding issues, business philosophy in market relations, development of trademark and brand, development of marketing strategies, advertising, promotion of goods in the market. According to the analysis of generally accepted conceptions ("Brand capital", "Brand wheel" model, "Theory of image", "Strategic brand management", "4-D Branding", "Maximization of potential shopping brands", "Value-based-Marketing ») and theories of the brand of such scientists as D. Aaker, T. Ged, D. Ogilvi, Y. Ellwood, J.-N. Kapferer was formed the conceptual framework of branding, which includes such concepts as "brand capital", "trademark", "image", "reputation"; the characteristics of the brand are highlighted - leadership, identity, uniqueness, value, advantage; the essence of the brand is defined from the positions of manufacturer, which forms the competitive advantages of the product for the consumer through satisfaction of the functional, social, economic, psychological needs of the latter. Particular attention in the article is paid to the conceptions of brand positioning, where the main "players" of the market are determined as the company, competitors and consumers. The brand’s position provides information on identity through communication tools. The brand’s positioning includes the desire to emphasize its key aspects, and the idea of a positioning strategy is represented by the clear idea of the brand position communicated to the consumer. The brand’s position is disclosed through a set of associations, ideas and expectations that the consumer connects with the brand. This is a relative conception based on a comparison by the consumer of this brand with competing brands. The real confirmation of the use of these conceptions in the formation of the brand of companies is provided by an analysis of the rating positions of such global brands as Apple, Amazon, Mercedes-Benz, Toyota, Google, Microsoft.

Рассматриваются социально-психологические проблемы и направления исследования внешнего облика и сопряженной с ним феноменологии, представленные в докладах, сообщениях, на круглых столах, мастер-классах, включенных в программу работы Всероссийской научной конференции «Внешний облик в различных контекстах взаимодействия» (28-30 октября 2019 г., ЮФУ, г. Ростов-на-Дону). Название конференции отражает наблюдаемые в современном обществе тенденции, а именно возрастание ценности и значимости внешнего облика в регуляции отношений и увеличение влияния социально-психологических функций внешнего облика на различные стороны жизнедеятельности человека. Проблемное поле конференции было сформулировано группой исследователей, представляющих научную школу «Социальная психология внешнего облика», возглавляемую профессором В.А. Лабунской. Оно было отражено в следующих направлениях изучения внешнего облика в социальной психологии: 1.Методологические и теоретические подходы к изучению внешнего облика человека; 2. Культурные и этнические традиции отношения к внешнему облику; 3. Роль рекламы, цифрового пространства в формировании отношения к внешнему облику в молодежной среде; 4. Восприятие, оценка, интерпретация внешнего облика в формировании отношения к жизни (субъективное благополучие, удовлетворенность жизнью и т.д.); 5. Социально-демографические, социально-психологические, личностно-субъектные факторы отношения к внешнему облику; 6. Роль внешнего облика в контексте образовательной среды; 7. Влияние внешнего облика на решение задач трудоустройства, карьерного роста, на семейно-брачные, романтические отношения; 8. Лукизм и практико-ориентированные подходы к изменению отношения к внешнему облику. В содержательном плане эти направления исследований представлены в изданных материалах конференции. The social and psychological problems and the directions of the research of appearance and the phenomenology interfaced to it presented in reports, messages on round tables, master classes included in the program of work of the All-Russian scientific conference "Appearance in Various Contexts of Interaction" was considered (on October 28-30, 2019, SFU, Rostov-on-Don). The name of the conference reflects the trends observed in modern society, namely the increase in the value and importance of external appearance in the regulation of relations and the increase in the influence of social and psychological functions of external appearance on various aspects of human life. The problem field of the conference was formulated by a group of researchers representing the scientific school "Social Psychology of External Appearance," headed by Professor V.A. Labunskoy. It was reflected in the following directions of study of external appearance in social psychology: 1. Methodological and theoretical approaches to study of the external appearance of a man; 2. Cultural and ethnic traditions of attitudes towards appearance; 3. The role of advertising, digital space in shaping attitudes towards appearance among young people; 4. Perception, evaluation, interpretation of external appearance in the formation of attitude to life (subjective well-being, satisfaction with life, etc.); 5. Socio-demographic, socio-psychological, personal-subject factors of attitude to appearance; 6. The role of appearance in the educational environment; 7. Influence of external appearance on solving tasks of employment, career development, on family-marriage, romantic relations; 8. Lukism and practical-oriented approaches to changing attitudes towards appearance. In substantive terms, these areas of research were presented in the published materials of the conference.

The expediency of innovative technologies application in practical work with future choreography specialists in higher education institutions has been substantiated. It has been established that the value of innovative technologies implies the unleashing of the future choreographers’ creative potential, formation of a stable motivation to learn, ensuring a high creative result in the educational process. On the basis of general scientific (analysis, systematization, generalization) and specific scientific (comparative analysis) methods of scientific research, the differences of the innovative technologies has been found out. As a result, pedagogical, organizational and managerial innovations are used in the practical work with future choreography specialists. It has been proved that the creation and realization of various types of programs (author’s, block, integrated), additional developing disciplines (gymnastics, bases of acting skill), game technologies, technologies of “project training” (report concert, master class, academic show), information technologies (digital, video and audio technologies, computer multimedia technologies, artificial intelligence technologies, Internet and communication technologies, virtual reality modeling technologies), non-traditional methods of pedagogical process organization (binary approach, trainings) are fundamental in pedagogical innovations. Non-traditional forms of the educational process organization, technology of “collaborative learning”, innovative methods of space and time organization, technology of health-saving learning, information technologies are components of organizational innovations that provide future choreographers with a sense of tolerance, collectivism and also have a psychological influence on emotional state, behavior, attitude to classes, the level of mastering general and professional competences. The professional activity of future choreography specialists, in particular leadership of the choreographic team, requires mastering managerial innovations (marketing and advertising, basics of entrepreneurship, management principles, information provision of management, cultural and artistic projects, basics of business planning, fundraising techniques) that form image and reputation of the latter. The study does not include all the aspects of the issue of using innovative technologies in practical work with future choreographers and shows the need for its further development in such promising areas as optimizing the content of higher choreographic education by means of information technology, especially teaching choreographic disciplines in conditions of distance learning.

Communication Research field has an extraordinary growth pattern, indeed bigger than other research fields. In order to extract knowledge from such amount, intelligent techniques are needed. In such a way, using bibliometric techniques, the evolution of the conceptual, social and intellectual aspects of this research field could be analysed, and hence, understood. Although the communication research field has been widely analysed using bibliometric techniques and science mapping tools, a conceptual analysis of the whole communication research field is still needed. Therefore, this article introduces the first science mapping analysis in the communication research field based on the Web of Science Subject Category "Communication," showing its conceptual structure and scientific evolution. SciMAT, a bibliometric science mapping software tool based on co-word analysis and h-index, is applied using a sample of 33.627 research documents from 1980 to 2013 published in 74 main communication journals indexed in the Journal Citation Reports of the Web of Science. The results show that research conducted in the communication research is concentrated on the following sixteen disconnected thematic areas: “children”, “psychological aspects”, “news”, “audience”, “surveys”, “advertising”, “health”, “relationship”, “gender”, “discourse”, “telephone communication”, “public relation”, “telecommunications”, “public opinion”, “activism” and “internet”. These areas have progressively disconnected among them, which drives to a Communication field relatively fragmented. El campo científico de la comunicación ha experimentado un enorme crecimiento a lo largo de los años, superando incluso a algunas áreas científicas consagradas. Mediante el uso de técnicas bibliométricas, podemos analizar la evolución conceptual, social e intelectual de esta área, así como comprenderla. En particular, el área de «Comunicación» ha sido ampliamente estudiada desde un punto de vista bibliométrico, pero no se ha realizado un análisis conceptual global del área englobado en un marco longitudinal. En este sentido, este artículo muestra el primer análisis de mapas científicos del área de investigación de la comunicación basándose en la Categoría de la Web of Science «Communication», centrándose en la estructura conceptual y cómo esta ha evolucionado. El estudio se ha realizado mediante la herramienta de análisis de mapas científicos SciMAT, basada en los mapas de co-palabras y en el índice-h. Un conjunto de 33.627 artículos científicos, publicados entre 1980 y 2013 en las 74 principales revistas del Journal Citation Reports de la Web of Science, han sido estudiados. Analizando los resultados, podemos destacar que la investigación llevada a cabo en el área de la comunicación se ha centrado en dieciséis áreas temáticas: «infancia», «aspectos psicológicos», «noticias», «audiencias», «sondeos», «publicidad», «salud», «relaciones», «género», «discurso», «comunicación telefónica», «relaciones públicas», «telecomunicaciones», «opinión pública», «activismo» e «Internet». Estas áreas se han desconectado entre ellas progresivamente, lo que conduce a un campo relativamente fragmentado.

Modern society is increasingly immersed in the digital space, and modern youth, so-called generation Z, considers it a full-fledged part of their living space. It becomes especially important to study the processes of forming value-semantic attitudes and life guidelines of young people in the digital environment. The article provides an overview of current research on the concept of digital opinion leadership and the figure of an opinion leader in the digital environment. The authors have consistently disclosed the concept and strategies of researching the personality of an' opinion leader' in various sciences – sociology, marketing, psychology, while showing the ambiguity of this term and the lack of a unified approach to the study of the phenomenon. Much attention is paid to the concept of an opinion leader in the digital environment – the authors present a comprehensive analysis of modern works in the field of sociology, mathematical processes, marketing, advertising, economics, philology and psychology that define this phenomenon. At the same time, in the article, the authors share the concepts of a popular person, an 'influencer' and an opinion leader. The article presents and classifies existing approaches to identifying opinion leaders in the digital environment, their strengths and weaknesses. The sociological, marketing and psychological studies devoted to the study of the mechanisms of influence of opinion leaders on their audience are considered. Based on the analysis, a theoretical psychological model for identifying opinion leaders in a digital environment is presented, based on the well-known mechanisms of influence of an opinion leader on his audience. In conclusion, the article raises the question of the perspectives for psychological research in this area.

The aim of the article is to establish the specifics of functions of language in advertising discourse, their place and correlations with cognitive and communicative aspects in the pragmatic model of this discourse. The methodological basis of the research is discursive linguistic pragmatics, which is part of the discursive paradigm based on the integration of communicative and cognitive approaches to language. An integrated approach to the study of advertising discourse, which combines three aspects – cognitive, communicative and linguistic, suggests using a complex of linguistic cognitive, linguistic pragmatic and structural semantic methods. Based on the material of English advertising texts of printed consumer advertising, which are considered as multimodal, the analysis of R. Jakobson’s and U. Eco’s six functions of language (imperative, referential, emotive, aesthetic, metalingual and phatic) in advertising discourse is carried out. The pragmatic model of advertising discourse consists of three blocks – linguistic, cognitive-pragmatic and communicative-pragmatic. This model demonstrates the correlation of language functions with goals, strategies and illocutionary types of advertising discourse acts of the addressee and with the motives of the addressee of the advertising discourse. The leading function of language in advertising discourse – imperative – reflects the addressee’s global goal – an incentive to purchase a product/service – and correlates with directive discourse acts. The referential and metalinguistic functions of the language correlate with: 1) the goal of providing the characteristics of the product, the addressee's utilitarian motives, the strategy of argumentation and the fulfilment of assertives; 2) the goal of forming expectations, the addressee's ethical motives, the manipulation strategy and the fulfilment of commissives. The aesthetic and emotive functions of the language are based on the goal of generating emotions, aesthetic motives, the strategy of fascination and the fulfilment of expressives. The phatic function of language reflects the goal of attracting attention, psychological motives, the strategy of suggestion and the fulfilment of contactives. The language performs these functions in advertising discourse through the language means used by the advertiser to influence the consumer.

Latar Belakang: Perilaku merokok tidak hanya memberikan dampak secara fisik, namun juga psikologis. Berdasarkan hasil observasi awal yang dilakukan peneliti terhadap mahasiswa Papua di Salatiga, menunjukan bahwa mahasiswa yang menjalani masa studi lebih dari 4 tahun, memilki manajemen keuangan yang kurang baik, pengendalian emosi yang tidak stabil, pola tidur yang tidak teratur, dan lebih mendahulukan konsumsi rokok daripada kebutuhan dasar lainnya. Pria yang merokok ditemukan memiliki tingkat kesejahteraan psikologis rata-rata yang lebih rendah daripada pria yang tidak merokok. Tujuan: Penelitian ini mendeskripsikan kesejahteraan psikologis, serta membandingkan dua variabel tersebut pada responden perokok dan non-perokok di Kota Salatiga. Metode:penelitian yang digunakan adalah penelitian kuantitatif deskriptif komparatif dengan menggunakan kuesioner: Skala Kesejahteraan Psikologis, data dikelola dengan menggunakan Teknik Analisis t-Test. Hasil: penelitian uji perbandingan setiap aspek kesejahteraan psikologis, menunjukan bahwa nilai t 1,018*, 0,584*, 1,930*, 0,177* dan 0,874* lebih besar dari taraf signifikansi 0,05. Hal ini menunjukan bahwa tidak ada perbedaan yang signifikan pada aspek kesejahteraan fisik, mental, sosial, emosional dan spiritual bagi responden non-perokok dan perokok. According to data from the Ministry of Health of the Republic of Indonesia 2018, smoking based on age ≥10 years is mostly in West Java Province with a frequency every day and sometimes as much as 32%. The average number of cigarettes smoked was 28.8% (equivalent to two packs of cigarettes). Men who smoke were found to have lower mean levels of psychological well-being than men who don't smoke. Purpose: This study aims to compare the psychological well-being of smokers and non-smokers in Salatiga. Methods: the research used is a comparative descriptive quantitative study using a questionnaire: Psychological Welfare Scale, the data is managed using the t-test analysis technique. Results: a comparative test of every aspect of psychological well-being, showed that the t values of 1.018 *, 0.584 *, 1.930 *, 0.177 * and 0.874 * were greater than the significance level of 0.05. This shows that there is no significant difference in the aspects of physical, social, emotional and spiritual well-being for non-smoker and smoker respondents.

RESUMEN El objetivo general de la investigación fue: medir el incremento en la efectividad de la co­municación comercial, a partir de considerar el momento psicológico como elemento en la selección de medios en el caso de revistas juveniles. El estado del arte se definió en cuanto a dos aspectos que son: la percepción y la efectividad de los medios que son las variables de la hipótesis. Para alcanzar estos objetivos se utilizó un método experimental con grupo de control. La muestra fue de 395 personas que de acuerdo con los resultados del estudio tuvo un nivel de error real de 4.24%. Los resultados permitieron probar la hipótesis, lo que significa que la selección de medios debe considerar el concepto de Momento Psicológico, debido a que la efectividad en la comu­nicación es estadí­sticamente significativa. ABSTRACT The overall objective of the research was to measure the increase in the effectiveness of business communication, from the time considered as psychological moment in the selection of advertising media in the case of youth magazines. The state-of-the-art was defined as far as two aspects that are the perception and the effectiveness of the advertising media that are the variables of the hypothesis. We use an experimental method to control group to achieve these goals. The sample included 395 people who agree with the results of the survey had a standard error of 4.24% real. The results prove the hypothesis, which means that the selection of advertising media must consider the concept of Psychological Moment, due to effective communication is statistically significant.

The aim of the article is to analyze and develop an algorithm for organizing advertising campaigns in higher education institutions. Methodology. The research methodology is based on socio-communicative, informational approaches, which enabled scientific understanding of the essence, tasks, main components of the process of developing an advertising campaign for higher education institutions and evaluating its effectiveness. Results. Today we can state that there are significant changes in the field of higher education: competition among higher education institutions has intensified, new specialties have emerged and, most importantly, entrants and their parents have become more serious in terms of quality of education, orientation to the modern labor market. educational environment, psychological and emotional comfort. Undoubtedly, an important factor in the prestige of higher education, its status in the educational system of the city and country, reputation, image, prestige – intangible assets of the university – are becoming increasingly important and require action to strengthen and develop them. Dividends in the effective management of the advertising campaign will be – brand recognition, high competition, stability. Summing up, I would also like to draw attention to some aspects of the technology of organizing advertising campaigns and their documentary support. The expediency of starting work on the project to develop a concept and create the actual text of the project, which spells out: goals, objectives, portrait of the target audience, activities, resources (financial, personnel, technical), deadlines, preliminary performance evaluation, etc. The effectiveness of an advertising campaign depends on a number of factors. Corporate communications specialists should prepare a draft advertising campaign, present and discuss the idea and progress of the project with the administration of higher education. Based on the results of advertising campaigns, it is necessary to evaluate their effectiveness and compile detailed reports, do "work on errors", adjust / replenish partner bases. Qualitative maintenance of project documentation emphasizes the level of professional competence of specialists. All this helps to structure and identify the effectiveness of advertising campaigns of higher education institutions.

AbstractIn recent years there has been a growing interest in analyzing human behavioral data generated by new technologies. One type of digital footprint that is universal across the world, but that has received relatively little attention to date, is spending behavior.In this paper, using the transaction records of 1306 bank customers, we investigated the extent to which individual-level psychological characteristics can be inferred from bank transaction data. Specifically, we developed a more comprehensive feature space using: (1) overall spending behavior (i.e. total number and total amount of transaction), (2) temporal spending behavior (i.e. variability, persistence, and burstiness), (3) category-related spending behavior (i.e. diversity, persistence, and turnover), (4) customer category profile, and (5) socio-demographic information. Using these features, we first explore their association with individual psychological characteristics, we then analyze the performances of the different feature families and finally, we try to understand to what extent psychological characteristics from spending records can be inferred.Our results show that inferring the psychological traits of an individual is a challenging task, even when using a comprehensive set of features that take temporal aspects of spending into account. We found that Materialism and Self-Control could be inferred with relatively high levels of accuracy, while the accuracy obtained for the Big Five traits was lower, with only Extraversion and Neuroticism reaching reasonable classification performances.Hence, for traits like Materialism, Self-control, Extraversion, and Neuroticism our findings could be used to improve psychologically-informed advertising strategies for specific products as well as personality-based spending management apps and credit scoring approaches.

The brand began, quite literally, as a method for ranchers to identify their cattle. By burning a distinct symbol into the hide of a baby calf, the owner could insure that if it one day wandered off his property or was stolen by a competitor, he’d be able to point to that logo and claim the animal as his rightful property. When the manufacturers of products adopted the brand as a way of guaranteeing the quality of their goods, its function remained pretty much the same. Buying a package of oats with the Quaker label meant the customer could trace back these otherwise generic oats to their source. If there was a problem, he knew where he could turn. More important, if the oats were of satisfactory or superior quality, he knew where he could get them again. Trademarking a brand meant that no one else could call his oats Quaker. Advertising in this innocent age simply meant publicizing the existence of one’s brand. The sole objective was to increase consumers awareness of the product or company that made it. Those who even thought to employ specialists for the exclusive purpose of writing ad copy hired newspaper reporters and travelling salesmen, who knew how to explain the attributes of an item in words that people tended to remember. It wasn’t until 1922 that a preacher and travelling “medicine show” salesman-turned-copywriter named Claude Hopkins decided that advertising should be systematized into a science. His short but groundbreaking book Scientific Advertising proposed that the advertisement is merely a printed extension of the salesman¹s pitch and should follow the same rules. Hopkins believed in using hard descriptions over hype, and text over image: “The more you tell, the more you sell” and “White space is wasted space” were his mantras. Hopkins believed that any illustrations used in an ad should be directly relevant to the product itself, not just a loose or emotional association. He insisted on avoiding “frivolity” at all costs, arguing that “no one ever bought from a clown.” Although some images did appear in advertisements and on packaging as early as the 1800s - the Quaker Oats man showed up in 1877 - these weren¹t consciously crafted to induce psychological states in customers. They were meant just to help people remember one brand over another. How better to recall the brand Quaker than to see a picture of one? It wasn’t until the 1930s, 1940s, and 1950s, as Americans turned toward movies and television and away from newspapers and radio, that advertisers’ focus shifted away from describing their brands and to creating images for them. During these decades, Midwestern adman Leo Burnett concocted what is often called the Chicago school of advertising, in which lovable characters are used to represent products. Green Giant, which was originally just the Minnesota Valley Canning Company’s code name for an experimental pea, became the Jolly Green Giant in young Burnett’s world of animated characters. He understood that the figure would make a perfect and enticing brand image for an otherwise boring product and could also serve as a mnemonic device for consumers. As he watched his character grow in popularity, Burnett discovered that the mythical figure of a green giant had resonance in many different cultures around the world. It became a kind of archetype and managed to penetrate the psyche in more ways than one. Burnett was responsible for dozens of character-based brand images, including Tony the Tiger, Charlie the Tuna, Morris the Cat, and the Marlboro Man. In each case, the character creates a sense of drama, which engages the audience in the pitch. This was Burnett’s great insight. He still wanted to sell a product based on its attributes, but he knew he had to draw in his audience using characters. Brand images were also based on places, like Hidden Valley Ranch salad dressing, or on recognizable situations, such as the significant childhood memories labelled “Kodak moments” or a mother nurturing her son on a cold day, a defining image for Campbell’s soup. In all these cases, however, the moment, location, or character went only so far as to draw the audience into the ad, after which they would be subjected to a standard pitch: ‘Soup is good food’, or ‘Sorry, Charlie, only the best tuna get to be Starkist’. Burnett saw himself as a homespun Midwesterner who was contributing to American folklore while speaking in the plain language of the people. He took pride in the fact that his ads used words like “ain’t”; not because they had some calculated psychological effect on the audience, but because they communicated in a natural, plainspoken style. As these methods found their way to Madison Avenue and came to be practiced much more self-consciously, Burnett¹s love for American values and his focus on brand attributes were left behind. Branding became much more ethereal and image-based, and ads only occasionally nodded to a product’s attributes. In the 1960s, advertising gurus like David Ogilvy came up with rules about television advertising that would have made Claude Hopkins shudder. “Food in motion” dictated that food should always be shot by a moving camera. “Open with fire” meant that ads should start in a very exciting and captivating way. Ogilvy told his creatives to use supers - text superimposed on the screen to emphasize important phrases and taglines. All these techniques were devised to promote brand image, not the product. Ogilvy didn’t believe consumers could distinguish between products were it not for their images. In Ogilvy on Advertising, he explains that most people cannot tell the difference between their own “favourite” whiskey and the closest two competitors’: ‘Have they tried all three and compared the taste? Don¹t make me laugh. The reality is that these three brands have different images which appeal to different kinds of people. It isn¹t the whiskey they choose, it’s the image. The brand image is ninety percent of what the distiller has to sell.’ (Ogilvy, 1993). Thus, we learned to “trust our car to the man who wears the star” not because Texaco had better gasoline than Shell, but because the company’s advertisers had created a better brand image. While Burnett and his disciples were building brand myths, another school of advertisers was busy learning about its audience. Back in the 1920s, Raymond Rubicam, who eventually founded the agency Young and Rubicam, thought it might be interesting to hire a pollster named Dr. Gallup from Northwestern University to see what could be gleaned about consumers from a little market research. The advertising industry’s version of cultural anthropology, or demographics, was born. Like the public-relations experts who study their target populations in order to manipulate them later, marketers began conducting polls, market surveys, and focus groups on the segments of the population they hoped to influence. And to draw clear, clean lines between demographic groups, researchers must almost always base distinctions on four factors: race, age, sex, and wages. Demographic research is reductionist by design. I once consulted to an FM radio station whose station manager wanted to know, “Who is our listener?” Asking such a question reduces an entire listenership down to one fictional person. It’s possible that no single individual will ever match the “customer profile” meant to apply to all customers, which is why so much targeted marketing often borders on classist, racist, and sexist pandering. Billboards for most menthol cigarettes, for example, picture African-Americans because, according to demographic research, black people prefer them to regular cigarettes. Microsoft chose Rolling Stones songs to launch Windows 95, a product targeted at wealthy baby boomers. “The Women’s Global Challenge” was an advertising-industry-created Olympics for women, with no purpose other than to market to active females. By the 1970s, the two strands of advertising theory - demographic research and brand image - were combined to develop campaigns that work on both levels. To this day, we know to associate Volvos with safety, Dr. Pepper with individuality, and Harley-Davidson with American heritage. Each of these brand images is crafted to appeal to the target consumer’s underlying psychological needs: Volvo ads are aimed at upper-middle-class white parents who fear for their children’s health and security, Dr. Pepper is directed to young nonconformists, and the Harley-Davidson image supports its riders’ self-perception as renegades. Today’s modern (or perhaps postmodern) brands don’t invent a corporate image on their own; they appropriate one from the media itself, such as MetLife did with Snoopy, Butterfinger did with Bart Simpson, or Kmart did by hiring Penny Marshall and Rosie O’Donnell. These mascots were selected because their perceived characteristics match the values of their target consumers - not the products themselves. In the language of today’s marketers, brand images do not reflect on products but on advertisers’ perceptions of their audiences’ psychology. This focus on audience composition and values has become the standard operating procedure in all of broadcasting. When Fox TV executives learned that their animated series “King of the Hill”, about a Texan propane distributor, was not faring well with certain demographics, for example, they took a targeted approach to their character’s rehabilitation. The Brandweek piece on Fox’s ethnic campaign uncomfortably dances around the issue. Hank Hill is the proverbial everyman, and Fox wants viewers to get comfortable with him; especially viewers in New York, where “King of the Hill”’s homespun humor hasn’t quite caught on with the young urbanites. So far this season, the show has pulled in a 10.1 rating/15 share in households nationally, while garnering a 7.9 rating/12 share in New York (Brandweek, 1997) As far as Fox was concerned, while regular people could identify with the network’s new “everyman” character, New Yorkers weren’t buying his middle-American patter. The television show’s ratings proved what TV executives had known all along: that New York City’s Jewish demographic doesn’t see itself as part of the rest of America. Fox’s strategy for “humanizing” the character to those irascible urbanites was to target the group’s ethnographic self-image. Fox put ads for the show on the panels of sidewalk coffee wagons throughout Manhattan, with the tagline “Have a bagel with Hank”. In an appeal to the target market’s well-developed (and well-researched) cynicism, Hank himself is shown saying, “May I suggest you have that with a schmear”. The disarmingly ethnic humor here is meant to underscore the absurdity of a Texas propane salesman using a Jewish insider’s word like “schmear.” In another Upper West Side billboard, Hank’s son appeals to the passing traffic: “Hey yo! Somebody toss me up a knish!” As far as the New York demographic is concerned, these jokes transform the characters from potentially threatening Southern rednecks into loveable hicks bending over backward to appeal to Jewish sensibilities, and doing so with a comic and, most important, nonthreatening inadequacy. Today, the most intensely targeted demographic is the baby - the future consumer. Before an average American child is twenty months old, he can recognize the McDonald’s logo and many other branded icons. Nearly everything a toddler encounters - from Band-Aids to underpants - features the trademarked characters of Disney or other marketing empires. Although this target market may not be in a position to exercise its preferences for many years, it pays for marketers to imprint their brands early. General Motors bought a two-page ad in Sports Illustrated for Kids for its Chevy Venture minivan. Their brand manager rationalized that the eight-to-fourteen-year-old demographic consists of “back-seat consumers” (Leonhardt, 1997). The real intention of target marketing to children and babies, however, goes deeper. The fresh neurons of young brains are valuable mental real estate to admen. By seeding their products and images early, the marketers can do more than just develop brand recognition; they can literally cultivate a demographic’s sensibilities as they are formed. A nine-year-old child who can recognize the Budweiser frogs and recite their slogan (Bud-weis-er) is more likely to start drinking beer than one who can remember only Tony the Tiger yelling, “They¹re great!” (Currently, more children recognize the frogs than Tony.) This indicates a long-term coercive strategy. The abstraction of brand images from the products they represent, combined with an increasing assault on our demographically targeted psychological profiles, led to some justifiable consumer paranoia by the 1970s. Advertising was working on us in ways we couldn’t fully understand, and people began to look for an explanation. In 1973, Wilson Bryan Key, a communications researcher, wrote the first of four books about “subliminal advertising,” in which he accused advertisers of hiding sexual imagery in ice cubes, and psychoactive words like “sex” onto the airbrushed surfaces of fashion photographs. Having worked on many advertising campaigns from start to finish, in close proximity to everyone from copywriters and art directors to printers, I can comfortably put to rest any rumours that major advertising agencies are engaging in subliminal campaigns. How do images that could be interpreted as “sexual” show up in ice cubes or elbows? The final photographs chosen for ads are selected by committee out of hundreds that are actually shot. After hours or days of consideration, the group eventually feels drawn to one or two photos out of the batch. Not surprising, these photos tend to have more evocative compositions and details, but no penises, breasts, or skulls are ever superimposed onto the images. In fact, the man who claims to have developed subliminal persuasion, James Vicary, admitted to Advertising Age in 1984 that he had fabricated his evidence that the technique worked in order to drum up business for his failing research company. But this confession has not assuaged Key and others who relentlessly, perhaps obsessively, continue to pursue those they feel are planting secret visual messages in advertisements. To be fair to Key, advertisers have left themselves open to suspicion by relegating their work to the abstract world of the image and then targeting consumer psychology so deliberately. According to research by the Roper Organization in 1992, fifty-seven percent of American consumers still believe that subliminal advertising is practiced on a regular basis, and only one in twelve think it “almost never” happens. To protect themselves from the techniques they believe are being used against them, the advertising audience has adopted a stance of cynical suspicion. To combat our increasing awareness and suspicion of demographic targeting, marketers have developed a more camouflaged form of categorization based on psychological profiles instead of race and age. Jim Schroer, the executive director of new marketing strategy at Ford explains his abandonment of broad-demographic targeting: ‘It’s smarter to think about emotions and attitudes, which all go under the term: psychographics - those things that can transcend demographic groups.’ (Schroer, 1997) Instead, he now appeals to what he calls “consumers’ images of themselves.” Unlike broad demographics, the psychographic is developed using more narrowly structured qualitative-analysis techniques, like focus groups, in-depth interviews, and even home surveillance. Marketing analysts observe the behaviors of volunteer subjects, ask questions, and try to draw causal links between feelings, self-image, and purchases. A company called Strategic Directions Group provides just such analysis of the human psyche. In their study of the car-buying habits of the forty-plus baby boomers and their elders, they sought to define the main psychological predilections that human beings in this age group have regarding car purchases. Although they began with a demographic subset of the overall population, their analysis led them to segment the group into psychographic types. For example, members of one psychographic segment, called the ³Reliables,² think of driving as a way to get from point A to point B. The “Everyday People” campaign for Toyota is aimed at this group and features people depending on their reliable and efficient little Toyotas. A convertible Saab, on the other hand, appeals to the ³Stylish Fun² category, who like trendy and fun-to-drive imports. One of the company’s commercials shows a woman at a boring party fantasizing herself into an oil painting, where she drives along the canvas in a sporty yellow Saab. Psychographic targeting is more effective than demographic targeting because it reaches for an individual customer more directly - like a fly fisherman who sets bait and jiggles his rod in a prescribed pattern for a particular kind of fish. It’s as if a marketing campaign has singled you out and recognizes your core values and aspirations, without having lumped you into a racial or economic stereotype. It amounts to a game of cat-and-mouse between advertisers and their target psychographic groups. The more effort we expend to escape categorization, the more ruthlessly the marketers pursue us. In some cases, in fact, our psychographic profiles are based more on the extent to which we try to avoid marketers than on our fundamental goals or values. The so-called “Generation X” adopted the anti-chic aesthetic of thrift-store grunge in an effort to find a style that could not be so easily identified and exploited. Grunge was so self-consciously lowbrow and nonaspirational that it seemed, at first, impervious to the hype and glamour normally applied swiftly to any emerging trend. But sure enough, grunge anthems found their way onto the soundtracks of television commercials, and Dodge Neons were hawked by kids in flannel shirts saying “Whatever.” The members of Generation X are putting up a good fight. Having already developed an awareness of how marketers attempt to target their hearts and wallets, they use their insight into programming to resist these attacks. Unlike the adult marketers pursuing them, young people have grown up immersed in the language of advertising and public relations. They speak it like natives. As a result, they are more than aware when a commercial or billboard is targeting them. In conscious defiance of demographic-based pandering, they adopt a stance of self-protective irony‹distancing themselves from the emotional ploys of the advertisers. Lorraine Ketch, the director of planning in charge of Levi¹s trendy Silvertab line, explained, “This audience hates marketing that’s in your face. It eyeballs it a mile away, chews it up and spits it out” (On Advertising, 1998). Chiat/Day, one of the world’s best-known and experimental advertising agencies, found the answer to the crisis was simply to break up the Gen-X demographic into separate “tribes” or subdemographics - and include subtle visual references to each one of them in the ads they produce for the brand. According to Levi’s director of consumer marketing, the campaign meant to communicate, “We really understand them, but we are not trying too hard” (On Advertising, 1998). Probably unintentionally, Ms. Ketch has revealed the new, even more highly abstract plane on which advertising is now being communicated. Instead of creating and marketing a brand image, advertisers are creating marketing campaigns about the advertising itself. Silvertab’s target market is supposed to feel good about being understood, but even better about understanding the way they are being marketed to. The “drama” invented by Leo Burnett and refined by David Ogilvy and others has become a play within a play. The scene itself has shifted. The dramatic action no longer occurs between the audience and the product, the brand, or the brand image, but between the audience and the brand marketers. As audiences gain even more control over the media in which these interactive stories unfold, advertising evolves ever closer to a theatre of the absurd. excerpted from Coercion: Why We Listen to What "They" Say)? Works Cited Ogilvy, David. Ogilvy on Advertising. New York: Vintage, 1983. Brandweek Staff, "Number Crunching, Hollywood Style," Brandweek. October 6, 1997. Leonhardt, David, and Kathleen Kerwin, "Hey Kid, Buy This!" Business Week. June 30, 1997 Schroer, Jim. Quoted in "Why We Kick Tires," by Carol Morgan and Doron Levy. Brandweek. Sept 29, 1997. "On Advertising," The New York Times. August 14, 1998 Citation reference for this article Substitute your date of access for Dn Month Year etc... MLA Style Rushkoff, Douglas. "Coercion " M/C: A Journal of Media and Culture< http://www.media-culture.org.au/0306/06-coercion.php>. APA Style Rushkoff, D. (2003, Jun 19). Coercion . M/C: A Journal of Media and Culture, 6,< http://www.media-culture.org.au/0306/06-coercion.php>

"Doctor, will I live longer if I give up alcohol and sex?" "No, but it will seem like it." The paradigm of the self as it is conceptualised in Western society includes an implicit assumption that one of the primary activities of the self is to engage in protective behaviours. This is a basic assumption in mass media promotion of healthy behaviours: 'Quit smoking' to protect yourself from lung cancer; 'Work safe' to protect yourself from injury, etc. Mass media social marketing campaigns inform the general population of the dangers to the self's existence of smoking, drink-driving, unsafe sex, over-eating, under-exercising and so on. These campaigns are based on models such as the Health Belief Model (Janz and Becker), the Fear Drive paradigm (Janis; McGuire), the Parallel Response Model (Leventhal), Thayer's Arousal Model, Roger's Protection Motivation Theory (Rogers & Mewborn; Maddux & Rogers), Ordered Protection Motivation Theory (Tanner, Hunt and Eppright) and the Extended Parallel Process Model (Witte). Fundamental to all these models is the assumption that people are motivated to protect themselves from harm. Information is provided that warns of the severity and likelihood of consequences of unhealthy behaviours. In some cases this information does motivate people to give up harmful behaviours and adopt safer options. However, worldwide, we see an increasing prevalence of diseases such as heart disease, diabetes and cancer that are related to preventable causes such as obesity, smoking and a sedentary lifestyle. To meet this challenge, the media strategy has generally focused on how to get health information across more effectively, that is, by making it more persuasive, more vivid, more salient, more imminent, more probable, and so on. Media exhortations to: 'say no to drugs', 'Quit because you can!', 'Respect yourself' etc. do not always achieve the desired change and may increase frustration, hopelessness and even depression (Henley & Donovan). It may be helpful to consider that this protection motivation paradigm does not take into account the prevalence of paradoxical behaviours, that is, behaviours that are harmful to the self (Apter). When talking about health, I think it is useful to divide paradoxical behaviours into two categories: thrill-seeking behaviours such as sky-diving and bungie-jumping where the individual enjoys the experience of being at risk without (usually) craving it; craved or 'addictive' behaviours (using the term loosely), such as smoking, binge-drinking, over-eating, drug-taking, where the individual craves a certain sensation and the gratification of the craving supersedes protective impulses. In both cases, the individual knows the behaviour is potentially harmful but chooses to engage in it. In the first case, there is a conscious choice that the enjoyment of the thrill experience outweighs the risk. The person feels in control of the decision (even if the decision is to abandon oneself to the feeling of being temporarily out of control). In the second case, there is a need to gratify the craving, regardless of the risk. The person is fully aware that it is not in their long term self-interest but feels out of control of the decision (Lowenstein). This second category of paradoxical behaviours consists of many unhealthy behaviours targeted by health practitioners. This paper discusses 1) the concept of the self in Western society; 2) the concept of paradoxical behaviour, distinguishing it from deviant behaviour; and 3) the suggestion that people may engage in addictive paradoxical behaviours to satisfy the 'empty self' (Cushman). Finally, the paper suggests that this attention to the empty self may be in a perverse way protective (though not healthy), and calls for a health promotion approach that directly addresses the needs of the 'empty self'. Concept of Self The concept of the self varies across cultures and time. Cushman (599) defined the concept of the self as 'the concept of the individual as articulated by the indigenous psychology of a particular cultural group.... the self embodies what the culture believes is humankind's place in the cosmos: its limits, talents, expectations, and prohibitions'. The Eastern concept of self extends 'beyond one's physical and psychosocial identity to include all other people in the world' (Westman & Canter 419) while the concept of self as it has developed in Western society 'has specific psychological boundaries, an internal locus of control, and a wish to manipulate the external world for its own personal ends' (Cushman 600). This Western concept of the self has been traced to Augustine's Confessions, identified by Weintraub (cited in Freeman 26) as the first reflective, autobiographical review of a life history in which selfhood is examined and understood. The concept of self encapsulates the most profound sense of cosmic place, worth and meaning. One of the aspects of the Western concept of self is a sense of mastery, of being able to act upon the world. Paradoxical vs Deviant Behaviour Apter makes a distinction between deviant behaviour, which is defined by social norms, and paradoxical behaviour, which is defined as any behaviour potentially harmful either to the individual or to society. Parachuting would be an example of behaviour potentially harmful to the individual, while celibacy, by threatening the survival of the social group, would be behaviour potentially harmful to society. Neither of these behaviours would be regarded as 'deviant'. Apter (10) calls this sort of behaviour paradoxical 'because it has the opposite effect to that which, from a biological and evolutionary point of view, one would expect behaviour to have'. While there will be considerable overlap in practice between deviant and paradoxical behaviour - child abuse, vandalism, drug and alcohol abuse, suicide, etc. would all be both deviant and paradoxical - there is a distinction in perspective between these two terms. Deviant behaviour, by definition, is always regarded by a society as anti-social (and therefore is often harmful); paradoxical behaviour is, by definition, always regarded by the individual's self-concept as harmful or potentially harmful (and therefore is also often anti-social). As our self-concept is socially learned, it is difficult to arrive at a true separation of these definitions but the following example may clarify the distinction: smoking was a widespread, socially acceptable activity in the 1950s, even glamorised by Hollywood. When the scientific evidence showed that it was harmful to the individual's health, that is, paradoxical behaviour, many people were sufficiently motivated to quit. Since the dangers of passive smoking have been highlighted and smoking is becoming regarded as socially unacceptable, that is, deviant behaviour, many more people are trying to stop, and succeeding. For many people, motivation for change is successful when an activity is recognised as both deviant and paradoxical. Social marketing campaigns have targeted these two areas for years, informing of health risks and dispelling the glamorous image. Yet, people still smoke, even when they know the health dangers and daily experience the open disapproval of others. At the extreme is the person who lies in a hospital bed with both legs amputated, being told and believing that continued smoking will result in the loss of remaining limbs, but who is still not motivated sufficiently to quit; this person is clearly exhibiting extreme paradoxical behaviour. It is useful to call this behaviour paradoxical rather than deviant because it is defined primarily by the extreme injury to the individual rather than the degree to which it departs from social norms. Why an individual would persist in such irrational behaviour is a seemingly unanswerable question. As Menninger has said, 'the extraordinary propensity of the human being to join hands with external forces in an attack upon his own existence is one of the most remarkable of biological phenomena' (cited in Apter 10). In trying to understand it, we look at three alternatives: 1) what people say their reasons may be; 2) how people defend against knowledge of risk; and 3) the role of visceral influences. Van Deurzen-Smith (165-6), an existential counsellor, gives some insight into the complexity of one of her patient's reasons for smoking: The dangers of heart disease or lung cancer had, far from making her want to give up smoking, been a real secret attraction which had been hard to give up. She had experienced smoking as playing with fire and that was highly enjoyable.... smoking in this sense had represented her experience of her body as concretely her own. Inhaling smoke was like breathing fire and feeling extra-alive; exhaling smoke was like seeing her own body's power being projected out of her mouth. Carrying cigarettes and fire on her every minute of the day used to give her a sense of oneness with the substances of the natural world; it was like possessing the secret power of some magical ritual. When smoking she was in command of the physical world, she was master of her own destiny. In other words, smoking had become an integral part of this person's self-concept. An alternative viewpoint is that smokers simply defend against knowledge of the health risks. In an examination of 'psychic defences against high fear appeals', Stuteville identified three techniques which people use to reduce fear-arousal: a) they deny the validity of the information; b) they unconsciously assert 'I am the exception to the rule - it won't happen to me'; and c) they defuse the danger by making it laughable or ridiculous. He suggested that campaigns can be more effective if they involve a threat to significant others, especially children, or are made to seem 'offensive to small group norms' (45), that is, seen as deviant rather than paradoxical. Lowenstein attempted to understand the discrepancies between what people do and what it is in their self-interest to do by postulating the operation of 'visceral factors', drive states relating to hunger, fear, pain, sex and emotions. He suggested that the need to satisfy these drives can supersede virtually all other needs, and that people consistently fail to recognise the strength of the influence of visceral factors in themselves and in others, despite all previous experience and evidence to the contrary. One of the characteristics of visceral factors is the effect of time-shortening so that immediate gratification outweighs long-term goals. Attempts to exercise self-control are made when thinking long-term and usually at the expense of short-term gratification (Lowenstein 288). Although this concept of visceral influences explains some irrational behaviour, Lowenstein made little attempt to explain why some people seem to be more at the mercy of visceral factors than others. For this, it may be helpful to explore Cushman's concept of the 'empty self'. The Hungry 'Empty Self' Cushman (600) identified the configuration of the concept of self in the United States as having developed into an 'empty self ... a self that experiences a significant absence of community, tradition, and shared meaning. It experiences these social absences and their consequences 'interiorly' as a lack of personal conviction and worth, and it embodies the absences as a chronic, undifferentiated emotional hunger'. It is this notion of emotional hunger that may have particular relevance to a discussion of paradoxical behaviours generated by cravings. Cushman referred to a strong desire for consumer products to assuage this hunger, but it may be useful when thinking of health to consider the hunger more literally, as a need to ingest substances (drugs, alcohol, food etc) and experiences (shopping, sex, speed, etc) to fill up the emptiness. Emotional hunger may lead to a number of self-destructive but self-nourishing and addictive habits, identified by Firestone as psychological defences against anxiety. Cushman identified advertising as one of the two professions responsible for healing the empty self (the other was psychotherapy), while recognising that it is also one of the professions that perpetuates and profits from the psychopathology. Perhaps the responsibility falls to social marketing which is concerned with the marketing of ideas, attitudes and beliefs, including health and safety lifestyle issues. At present, it could be said that health promotion tends to make people feel bad (Henley & Donovan), with an emphasis on the dire consequences of unhealthy behaviours. Is it reasonable to suggest that social marketing could be used to try to heal the empty self? Interestingly, this is already happening to some extent. Mental health is a priority issue and a recent mental health campaign in Victoria, Australia, 'Together We Do Better', stresses the need for community and social connection. Western Australia is exploring whether to undertake a similar campaign. The campaign includes messages relating to friendship, parenting, talking about problems, bullying, sledging, and inter-generational communication (Campaign materials). The overall aim is to work towards a more inclusive, caring, connected and tolerant society. Conclusion This paper has discussed the apparent limitation of the current paradigm in health promotion that people are primarily motivated to protect themselves by considering the prevalence of paradoxical behaviours, that is behaviours that are harmful to the self, especially those that are generated by a need to satisfy cravings. One explanation for such paradoxical behaviours is that they are motivated by visceral factors relating to physical and emotional drives. However, this does not explain why some people are more susceptible than others. Cushman's concept of the hungry, empty self, alienated from community and disconnected from social traditions and meaning, may go further to explain why some people are more susceptible to cravings than others. Social marketing could play a helpful role in healing people's sense of isolation in mental health campaigns such as VicHealth's 'Together We Do Better'. Finally, it may be more intuitive to understand apparently paradoxical behaviour as an urgent attempt to heal the empty self. This would make it in a perverse way protective, though not healthy. This way, people are seen as doing the best they can to protect themselves against the most immediate threat to the self, a sense of hollowness and isolation. If so, the fact that this need is able to supersede other major health needs suggests that it is one of the most urgent imperatives of the self. References Apter, M.J. 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