Journal articles on the topic 'Gender specific advertising'
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Arakelyan, Ruzanna, and Ani Petrosyan. "Gender Specific English Advertisements." Armenian Folia Anglistika 16, no. 1 (21) (April 15, 2020): 44–50. http://dx.doi.org/10.46991/afa/2020.16.1.044.
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Advertising is a worldwide phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. Advertising is not only an “ideal tool” for reaching people economically, but also a device of attaining and maintaining contact with people socially, culturally, politically and even psychologically. As men and women perceive various social phenomena and often react to certain situations in quite distinct ways, it is also vividly expressed in the ways they perceive the effectiveness of advertising language. This is also conditioned by the fact that men and women create different imagery from the advertisements they see. This confirms the fact that ad specialists should analyze how they choose the target viewers and what language they should use to focus on them. Thus, gender is one of the main segmentation variables for the advertiser, and a significant factor that makes it interesting to advance the study of how gender differences are manifested in the language of advertisements.
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Krupka, L. R., and A. M. Vener. "Gender Differences in Drug (Prescription, Non-Prescription, Alcohol and Tobacco) Advertising: Trends and Implications." Journal of Drug Issues 22, no. 2 (April 1992): 339–60. http://dx.doi.org/10.1177/002204269202200213.
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An overview of the literature regarding drug (prescription, nonprescription, alcohol and tobacco) advertising and the targeting of the genders was presented Prescription drug advertisements of the late 1980s contained less sexual stereotyping than that of the previous decade. In the only article that dealt directly with gender differences in nonprescription drug advertising, it was found that the advertising of specific therapeutic categories was targeted differentially toward men and women. Few investigators have focused on the targeting of special groups in the advertisement of alcoholic beverages. In contrast, there has been a greater research interest in tobacco advertising gender differences. The literature indicates that different tobacco products and advertising messages were targeted for men and women. The authors suggest that the public will become more reluctant to accept the unrestricted advertising of products which are deleterious to health.
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Tsvetkova, Olga L. "REPRESENTATION OF GENDER IN ADVERTISING: STRATEGIES, STEREOTYPES, MEANS." Verhnevolzhski Philological Bulletin 23, no. 4 (2020): 34–43. http://dx.doi.org/10.20323/2499-9679-2020-4-23-34-43.
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The article discusses the problem of cultural design of gender in modern advertising discourse. The existing and emerging types of gender identity are classified in Western advertising of the second half of the XX century. The dual nature of advertising is noted: on the one hand, it broadcasts the process of forming identity, on the other hand, it formulates the norms of feminism/masculinity. Advertising, being a powerful institution of symbolic power of modern consumption society, has a strong influence on the parameters of identity formation, the public position of the individual, as well as on the wide stratum of cultural and social processes in general. The communicative system of advertising as a means of mass influence, ensures the exchange, storage and accumulation of «collective information», «collective memory». At the same time, the process of layering ideologues and archetypes with both existing in the public unconscious and newly emerging phenomena and situations takes place. In creating gender-stratified advertising, techniques such as the use of semantic means of influence are used; creation of a specific design of advertising messages; broadcasting stereotypical emotionally rich images. Advertising hyperbolizes the differences between the sexes and renders stereotypical gender qualities – from the way of thinking of advertising heroes, to manifestations of non-verbal semiotics and paralinguistics. The author concludes that doubts about his own body, its design and representation are a logical result of the general ontological instability of the postmodern era, in which the original concepts of truth, values, traditions are blurred. Objective advertising has a special role in this.
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Prokhorova, Svetlana N. "Advertising insert as a special genre of advertising text." Socialʹnye i gumanitarnye znania 6, no. 4 (December 8, 2020): 388. http://dx.doi.org/10.18255/2412-6519-2020-4-388-397.
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The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.
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Blöhdorn, Lars, Sabrina Meyn-Kruse, and Nadja Linke. "What a Man Wants, What a Man Needs: Markers of Masculinity in Print Advertising." Linguaculture 12, no. 1 (June 15, 2021): 129–49. http://dx.doi.org/10.47743/lincu-2021-1-0192.
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Which advertisements appeal to a male readership? What are the underlying strategies used to target men? With the help of a corpus of adjectives derived from the men's magazine GQ, this study seeks to analyze how masculinity is constructed in print advertising. In doing so, it approaches the phenomenon of 'male language' from a sociolinguistic perspective focused on gender and employs quantitative as well as qualitative evaluation methods to reveal that current advertising campaigns construct 'male lifestyles' around products by using adjectives that convey simplistic and straight-forward messages, but also go beyond that by taking into account non-linear approaches when targeting a male audience. Finally, a comparison with advertisements in the women's magazine Cosmopolitan highlights the emergence of gender-specific features as well as gender-oriented product groups and reveals categories and concepts that are exclusive to their target genders.
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Hidarto, Anderson, and Aryani Andrieza. "Gender Differences in Influencer Advertisements on Instagram: A Multimodal Perspective." Journal of Language and Literature 22, no. 1 (March 23, 2022): 220–37. http://dx.doi.org/10.24071/joll.v22i1.4095.
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Congruent with the rapid development of internet users worldwide, social media advertising has been mushrooming on various social network platforms, including Instagram. Among the many forms of advertising that marketers have relied on is influencer advertising, which pertains to hiring popular Instagram influencers to endorse particular products or services on their Instagram accounts. This study explores how these Instagram influencers use both texts and images to convey their advertising messages. Further, the study explores the differences in how male and female influencers construct their endorsement posts. A total of 20 advertisement posts were collected from 10 influencers and were analyzed from the multimodal approach integrated with the concepts of linguistic metafunctions in Systemic Functional Linguistics. Then, the gender differences in texts and images were elaborated. It is shown that interpersonal language dominates the language used in the captions, despite the specific differences in the linguistic items used by men and women. Likewise, in the images, the influencers seem to consistently put the spotlight on themselves rather than on the products to captivate the followers' attention. The findings of this study will eventually contribute to the literature on advertising language and multimodal analysis.
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Mullany, Louise. "‘Become the man that women desire’: gender identities and dominant discourses in email advertising language." Language and Literature: International Journal of Stylistics 13, no. 4 (November 2004): 291–305. http://dx.doi.org/10.1177/0963947004046277.
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Haraway (1985, 1991) presents a futuristic, utopian vision of a gender-free space as the distinction between human and machine becomes indistinct in the age of global technologization. This article explores how such an idealized perspective corresponds with the current reality of gender identity in cyberspace. The fluidity of gender identities is examined by conducting a linguistic analysis of the strategies advertisers use to address their targeted subjects via electronic mail (email). The option of gender neutrality is available within email as a user’s gender identity can be concealed by a non-gender specific user name, and data are analysed from a series of messages sent to a non-gender specific email account hosted by one of the world’s largest email service providers. While the fluidity of gender identity can be clearly observed, a quantitative analysis reveals that the targeted gender identity is one of heterosexual masculinity. Despite recent statistics that women now use the Internet just as frequently as men, disembodied advertisers can be viewed constructing fictional personae to entice male recipients to pay for heterosexual pornography or products to enhance male heterosexual performance. When female gender identity is invoked within these messages, women are viewed as passive and consumable (Mills, 1995). Therefore, instead of producing an environment where distinctions between genders are diminished as Haraway hoped, binary oppositions are intensified as the dominant gender discourses of femininity and masculinity are produced and reproduced through these messages.
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Kazemi, Foroogh, and Talayeh Jafari. "Persuasion Language in Iranian Newspaper Ads." JOURNAL OF ADVANCES IN LINGUISTICS 6, no. 2 (February 24, 2016): 959–63. http://dx.doi.org/10.24297/jal.v6i2.2959.
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This article has studied the language of persuasion in advertising texts and has examined persuasion in some Persian newspapers with an emphasis on the gender variable. This study was conducted by analytical approach and its data was collected from Iran's most important and widely circulated newspapers. The study results suggested that in persuasive texts of newspapers, the advertisers encourage viewers and audiences to buy the products by emphasizing on some characteristics specific to women such as beauty, adornment and housewifery as well as some special characteristics of men such as fitness, social prestige, responsibility and the role of being a provider. The findings indicated that the studied texts had characteristics in such a way that they use specific linguistic components and literary forms such as foregrounding, alliteration, hyperbole and exaggeration, metaphors and ambiguity to convey the desired concepts and attract the audience according to gender. Thus, the gender variable is an effective factor in the structure of persuasive texts related to advertising in Persian newspapers. The results of the research implied the fact that gender differences have been reflected in advertising in the form of language and other specific metalinguistic elements such as ideology and culture, and these linguistic and metalinguistic strategies are employed differently for men and women, in a way that this unequal gender approach seems to be man-centered.
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Ng, Snady. "Cultural Appropriation, Design, and Gender in Calendar Posters in China (1912-1949)." Cubic Journal, no. 2 (September 2019): 68–75. http://dx.doi.org/10.31182/cubic.2019.2.018.
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This three image-essay looks at how depictions of modern woman were central in advertising designs and imported products in the context of gender, identity, and design in early twentieth-century China. The adaptation of EuroAmerican concepts, linked to modernisation in local contexts resulted in both the production of hybrid poster designs to promote merchandise, they embody gender fluid design. This essay uses three specific images to situate objects, image and context, before highlighting specific elements contained within each as examples of mid-century gender narratives.
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Matušínská, Kateřina, and Michal Stoklasa. "ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS." E+M Ekonomie a Management 24, no. 4 (December 2021): 189–205. http://dx.doi.org/10.15240/tul/001/2021-4-012.
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The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.
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Maynard, Michael L. "Interpretation and identification of gendered selves: Analyzing gender-specific addressivity in Japanese advertising text." Language & Communication 15, no. 2 (April 1995): 149–63. http://dx.doi.org/10.1016/0271-5309(95)00003-9.
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Yasmin, Musarat, Farhat Naseem, and Malik Hassan Raza. "CREATIVE MARGINALIZATION OF GENDER: A DISCOURSE ANALYSIS OF ADVERTISEMENTS IN PAKISTANI NEWSPAPERS." Creativity Studies 11, no. 1 (September 26, 2018): 152–61. http://dx.doi.org/10.3846/cs.2018.5509.
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Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet. The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis. Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people.
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Poon, Stephen T. F. "Objectification and Sensibility: A Critical Look at Sexism as Subtext in Postfeminist Advertising." Asian Social Science 17, no. 2 (January 22, 2021): 17. http://dx.doi.org/10.5539/ass.v17n2p17.
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This paper explores the phenomenon of sex in advertising to understand the relationship between objectification of gender, sex, sexuality and representations of femininity through advertising subtexts, processes and discourses. Literature shows the usage of sexism in advertising and marketing veers in extreme scopes between blatant explicitness and stylish subtlety, depending on the cultural contexts and norms of the target market. Using qualitative case examples, advertising campaigns highlight objectification of sexual desires as an antithesis of postfeminist thought. Rhetorical analysis was performed on advertisement samples, building from postfeminist perspectives in marketing theories. Examples of visual rhetoric in beer, feminine product commercials and social cause campaigns are discussed. Findings demonstrate cultural expressions of postfeminist sensibility adapted for specific femininity contexts. Overall, sexism subtexts are shown to be a continued challenge in developing persuasive advertising rhetoric for the postfeminist era. Non-translatability and cultural adaptations to consumer segments suggests that the use of sex to visually communicate marketing information to an increasingly diverse marketplace face much social pressure today than in the past. Femininity themes in postfeminist advertising could be more effectively portrayed through subtle techniques such as irony and sarcasm, and in more inclusive, diverse, pragmatic and respectful femininity representations.
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Pereira, Francisco Costa, Jorge Verissimo, Ana Castillo Diaz, and Rosário Correia. "Gender Stereotyping, Sex and Violence in Portuguese and Spanish Advertisement." Comunicação e Sociedade 23 (November 25, 2013): 274–92. http://dx.doi.org/10.17231/comsoc.23(2013).1626.
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This study analyses the gender stereotypes, sex and violence in advertisements in all media except radio, from Portugal and Spain. We have conducted this study after ascertaining that gender stereotypes, as well as sexual and violent scenes, are embedded in advertisement as a formula to increase the possibility of remembering them. This advertisement analysis explores gender stereotyping, sex and violence, both for the Portuguese and Spanish advertisement market. We used a sample of 245 messages from Portuguese and Spanish advertising and a specific grid for this analysis from. We used all media, except radio, between July and November of 2008. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female. The messages were selected from the following categories of products: foods and non-alcoholic beverages, cars and accessories, restaurants and commercial spaces, financial services and insurance, household products, electronic devices and communications, clothes and alcoholic beverages. These ads messages were select with a criterion of the characters. All messages must have at least one character, male or female.The results in Portugal and Spain about gender stereotypes are in line with previous advertising studies from different countries across the years, showing that it prevails despite the change in women´s role in the world. However, there were practically no situations of discrimination of women or placing them in subordinate roles to men. The results also show us that sex and violence are in a lower level in the advertising of Portugal and Spain. advertising messages from (all) media – Television 83 – Press – 149 – Outdoor 9 – Internet 4. The TV ads were found from 200 hours watched in prime time, (between July and November of 2008 in all broadcast in open signal in Portugal, and Spain, the press ads were found from 300 titles consulted, between July and November of 2008, 22 mensal review, 5 weekly review like, and diary and weekly press, the Internet ads were found from 90 visits to the sites with more visits in Portugal and Spain, between July 2008 and November 2008. Finally the messages from Outdoor came from 50 visits to locations where they were placed between July 2008 and November 2008 in Lisbon and Badajoz.
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Spasosva, Lyubomira. "Main Dependences between Gender, Financial Status and Indicators Predicting Purchase of Mobile Products and Services in Bulgaria." SHS Web of Conferences 120 (2021): 04005. http://dx.doi.org/10.1051/shsconf/202112004005.
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The present study was conducted in order to establish the main relationships between gender and financial status on indicators influencing the purchase of a mobile operator. Basic indicators for measuring consumer behavior are derived, applying analysis of variations, ANOVA, and correlation analyses to check the strength of indicators influence. According to the results of statistical data processing, two groups were identified: the most favorable group for influence – young women who are financially disadvantaged, and one on which it is difficult to achieve advertising impact of mobile operator. The practical applicability of the study is significant, as mobile operators in Bulgaria can have a much more successful impact on the group with a higher propensity to try new, specific products, as well as those who declare greater confidence in a mobile company, built through the influence of advertising.
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Törrönen, Jukka, and Sara Rolando. "Women’s changing responsibilities and pleasures as consumers: An analysis of alcohol-related advertisements in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s." Journal of Consumer Culture 17, no. 3 (March 8, 2016): 794–822. http://dx.doi.org/10.1177/1469540516631151.
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Since the 1960s, feminist movements have emphasized that men and women should be seen as equal in their roles as parents, breadwinners, and citizens. This conception is not confirmed by the images produced in advertising. This article presents an analysis of alcohol-related advertisements published in Finnish, Italian, and Swedish women’s magazines from the 1960s to the 2000s. The advertisements are approached as performative texts in which gender is made visible “here and now” by placing women in particular consumer positions relative to private or public spheres and by associating specific kinds of gender expectations and norms that reflect women’s shifting responsibilities and pleasures. The article asks what kind of drinking-related identities have been portrayed as desirable in women’s magazine advertisements over the past few decades and how they have changed as we move closer to the present day. The analysis reveals both continuity and variability in alcohol-related consumer identities in advertisements in Finnish, Italian, and Swedish women’s magazines. It shows that as Finland, Italy, and Sweden have developed from modern societies to late-modern societies, women’s responsibilities and pleasures have expanded from the traditional domain of the private sphere into multiple new areas. The expansion of women’s identities has occurred differently in each geographical area. This does not, however, mean that the traditional gender norms have disintegrated and been replaced by equal gender norms. Rather, it seems that traditional gender norms continue to be reproduced with varying nuances in alcohol-related advertising.
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Terblanche-Smit, M., and N. S. Terblanche. "HIV/Aids fear appeal advertisements directed at different market segments: Some considerations for corporate sponsors and NPO’s." South African Journal of Business Management 44, no. 4 (December 31, 2013): 65–76. http://dx.doi.org/10.4102/sajbm.v44i4.169.
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The purpose of social advertising is to influence human behaviour for societal benefit. Given concern about the Aids pandemic in South Africa, this study used structural equation modelling and partial least squares to investigate whetherthe use of fear in social advertising increases the likelihood of adopting appropriate behaviour pertaining to HIV/Aids prevention. Fear, attitude towards the advertisements, severity, susceptibility, response efficacy and self-efficacy were examined for their effect on behavioural intent of young adults within specific market segments. Relationships were found among susceptibility, fear, attitude, and behavioural intent, and different relationship paths were identified for segments based on gender and culture/racial groupings. These differences show the value in tailoring fear appeals to different segments when addressing social cause advertisements.
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MOTSCHENBACHER, HEIKO. "Speaking the gendered body: The performative construction of commercial femininities and masculinities via body-part vocabulary." Language in Society 38, no. 1 (February 2009): 1–22. http://dx.doi.org/10.1017/s0047404508090015.
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ABSTRACTThis study illustrates how body-part vocabulary can contribute to linguistic gender construction. As a starting point, gendering mechanisms pertinent to body-part terms are delineated. On a theoretical plane, the study is indebted to poststructuralism and the notion of performativity in identity construction. Gender performativity via body-part vocabulary is explored by quantitatively and qualitatively analyzing material from a corpus of 2,000 advertisements from the two magazines,CosmopolitanandMen’s Health, yielding evidence on how two specific commercial versions of femininity and masculinity are discursively constructed. The findings are highly stereotypical and therefore bear witness to body-part lexemes as traces of dominant gender discourses whose gender indexicality can be strategically exploited. The concluding discussion advances a theorization of linguistic identity construction in line with performativity, which departs from more traditional variationist approaches that see identity as a pre-discursive fact. (Language and gender, body, advertising discourse, body-part vocabulary, poststructuralism, performativity)
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Wang, Cheng Lu, Terry Bristol, John C. Mowen, and Goutam Chakraborty. "Alternative Modes of Self-Construal: Dimensions of Connectedness-Separateness and Advertising Appeals to the Cultural and Gender-Specific Self." Journal of Consumer Psychology 9, no. 2 (April 1, 2000): 107–15. http://dx.doi.org/10.1207/15327660051044196.
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WANG, C., T. BRISTOL, J. MOWEN, and G. CHAKRABORTY. "Alternative Modes of Self-Construal: Dimensions of Connectedness–Separateness and Advertising Appeals to the Cultural and Gender-Specific Self." Journal of Consumer Psychology 9, no. 2 (2000): 107–15. http://dx.doi.org/10.1207/s15327663jcp0902_5.
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Al-Omar, Nibras. "Ideology in Advertising: Some Implications for Transcreation into Arabic." Hikma 19, no. 1 (May 25, 2020): 43–68. http://dx.doi.org/10.21071/hikma.v19i1.11713.
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Abstract: Ideology has a twofold sense in advertising. One is general and aims to standardize the consumers' needs and traits by globalized means to persuade them to buy the products. The other is specific whereby the advertisement campaigns can introduce, reinforce and /or challenge some ideological values as of politics, religion, race and gender. To sell globally, advertisements are translated into other languages. This requires adjusting the ideological values to the Target Language (TL) audience. When the ideological dimension of the TL is given priority, transcreation, instead of translation per se, becomes the best choice. Unlike the traditional translator who is expected to be faithful to the Source Language (SL), the transcreator should always maintain proximity to the TL ideology so as to avoid unwanted sensitivities of the TL audience and should adopt creative ideas in order to achieve resonance in the TL. The present paper aims to investigate the implications of advertising ideology for transcreation into Arabic. The global advertisement campaigners seem to be aware that Arabic and Islam represent a unified ideology represented in values of national identity, politics and gender. Most transcreation of these campaigns have achieved both proximity to the TL audience and creativity of ideas that do not clash with the ideological status quo in the Arab World. But despite the laudable reputation of transcreation nowadays in the Translation Studies literature as the best strategy of advertisement translation, it looks like it cannot escape the twofold sense of ideology in those texts. While it does embrace diversity of ideological values of SL and TL, an advertisement campaign transcreation is unable to outbalance the general and more solid ideology of standardizing the consumers' needs and motives.
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Lohmann, Juliane, Marina Schmitz, and Silvia Damme. "Portraying gender in external marketing communication, using the example of a fair fashion label." Emerald Open Research 3 (May 20, 2021): 8. http://dx.doi.org/10.35241/emeraldopenres.14090.1.
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The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.
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Navarro-Beltrá, Marián, and Marta Martín-Llaguno. "Bibliometric analysis of research on women and advertising: Differences in print and audiovisual media." Comunicar 21, no. 41 (June 1, 2013): 105–14. http://dx.doi.org/10.3916/c41-2013-10.
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The media in general, and advertising in particular, are considered as important agents of socialization, including genderrelated issues. Thus the legislator has focused on the regulation of the images of women and men in advertisements. However, regulations prohibiting sexist advertising in Spain pay specific attention to audiovisual media. The objective of this study is to check whether this unequal interest also takes place in academic research. This paper analyzes the differences in the scientific literature (national and international) on the sexism in advertising depending on the media. Specifically we examine the methodology, techniques and ways to measure concepts. In order to do this, we conduct a systematic review of studies on gender and advertising published in Spanish or English between 1988 and 2010 in seven databases Spanish (Dialnet, Compludoc, ISOC), or international (Scopus, Sociological Abstracts, PubMed and Eric).The main results of the 175 texts analyzed show that, unlike legislative controls, the academy has studied mainly sexism in advertising in print media, although interest by analysis of the treatment of gender in the discourse of advertising audiovisual seems to be increasing. Los medios de comunicación en general, y la publicidad en particular, son considerados importantes agentes de socialización, incluso en temas relacionados con el género. No en vano el legislador se ha preocupado por la regulación de las imágenes de mujeres y hombres trasmitidas en los anuncios. Sin embargo, las normativas que prohíben la publicidad sexista en España prestan específica atención a los medios audiovisuales en detrimento del resto. En este escenario, el objetivo del presente trabajo es comprobar si este dispar interés según soporte se reproduce en la investigación. Así, se consideran las diferencias en la producción científica (nacional e internacional) sobre el sexismo publicitario en función del medio de comunicación observando específicamente la metodología, las técnicas y la forma concreta de medir este concepto en los artículos. Para ello se realiza una revisión sistemática de los estudios sobre publicidad y género publicados en español o en inglés entre 1988 y 2010 indexados en siete importantes bases de datos españolas (Dialnet, Compludoc, Isoc) e internacionales (Scopus, Sociological Abstracts, PubMed y Eric). A partir del análisis de los 175 textos seleccionados, los resultados apuntan que, a diferencia de los controles legislativos, la academia ha estudiado mayoritariamente el sexismo publicitario en los medios impresos, aunque el interés por el análisis del tratamiento de género en los discursos publicitarios audiovisuales parece irse acrecentando.
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Cartocci, Giulia, Patrizia Cherubino, Dario Rossi, Enrica Modica, Anton Giulio Maglione, Gianluca di Flumeri, and Fabio Babiloni. "Gender and Age Related Effects While Watching TV Advertisements: An EEG Study." Computational Intelligence and Neuroscience 2016 (2016): 1–10. http://dx.doi.org/10.1155/2016/3795325.
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The aim of the present paper is to show how the variation of the EEG frontal cortical asymmetry is related to the general appreciation perceived during the observation of TV advertisements, in particular considering the influence of the gender and age on it. In particular, we investigated the influence of the gender on the perception of a car advertisement (Experiment1) and the influence of the factor age on a chewing gum commercial (Experiment2). Experiment1results showed statistically significant higher approach values for the men group throughout the commercial. Results from Experiment2showed significant lower values by older adults for the spot, containing scenes not very enjoyed by them. In both studies, there was no statistical significant difference in the scene relative to the product offering between the experimental populations, suggesting the absence in our study of a bias towards the specific product in the evaluated populations. These evidences state the importance of the creativity in advertising, in order to attract the target population.
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Owen, Craig, and Nicola De Martini Ugolotti. "‘Pra homem, menino e mulher’? Problematizing the gender inclusivity discourse in capoeira." International Review for the Sociology of Sport 54, no. 6 (November 14, 2017): 691–710. http://dx.doi.org/10.1177/1012690217737044.
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Capoeira is an Afro-Brazilian bodily discipline that has now become a global phenomenon. In 2014 the cultural significance of capoeira was recognized on the world stage when it was awarded the special protected status of an ‘Intangible Cultural Heritage of Humanity’ by the United Nations Educational, Scientific and Cultural Organisation. In the application to this organisation, and in wider advertising material and practitioner literature, capoeira is celebrated as a practice that promotes social cohesion, inclusivity, integration, racial equality and resistance to all forms of oppression. This paper seeks to problematize this inclusive discourse, exploring the extent to which it is both supported and contradicted in the gendered discourses and practices of specific capoeira groups in Europe. Drawing upon ethnographic data, produced through two sets of ethnographic research and the researchers’ 24 years of combined experience as capoeira players, this paper documents the complex and contradictory contexts in which discourses and practices of gender inclusivity are at once promoted and undermined.
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Kim, Jungkeun, and Yuri Seo. "An Evolutionary Perspective on Risk Taking in Tourism." Journal of Travel Research 58, no. 8 (October 29, 2018): 1235–48. http://dx.doi.org/10.1177/0047287518807579.
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Informed by recent developments in the field of evolutionary psychology, we elicit novel insights about the causal relationship between the activation of mating motives and gender-specific preferences for risk taking in tourism. In this endeavor, across four experimental studies, we illustrate that the effect of activating mating motives on the propensity for risk-taking tourism will be greater for men than it is for women. That is, when mating motives were salient, men consistently displayed a greater preference for the choice of high-risk travel activities (studies 1A and 1B), adventurous destination choices (study 2), and adventurous appeals in travel advertising (study 3). Our findings offer important theoretical contributions to research into the role of gender in risk-taking tourism behaviors from the perspectives both of evolution-based theorizing and managerial implications for tourism practice.
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Arnberg, Klara. "Selling the consumer: the marketing of advertising space in Sweden, ca. 1880-1939." Journal of Historical Research in Marketing 11, no. 2 (May 20, 2019): 142–64. http://dx.doi.org/10.1108/jhrm-10-2017-0062.
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Purpose By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand. Design/methodology/approach Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period. Findings The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically. Originality/value The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.
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Siswati, Endah. "Women’s attitude towards representation of women domestication in advertisement." Masyarakat, Kebudayaan dan Politik 32, no. 1 (April 1, 2019): 80. http://dx.doi.org/10.20473/mkp.v32i12019.80-94.
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The persuasive strategies in advertising often use gender-biased signs or languages, which represent women’s subordination and domestication. On the other hand, the construction and development of individual gender concepts begin in childhood through the parents, peer groups, schools and mass media socialisation, including advertisements. Thus, how women, who act as wives and mothers, view and respond to female domestication will influence how they socialise gender concepts towards their children. This study examines how the mother of the student at Laboratory Primary School, Malang, view and address the representation of female domestication advertisements in Nova and Nyata tabloids. This qualitative research was conducted in Malang City and using self-researcher as the primary research instrument. Data was collected through Focus Group Discussion (FGD) and interview; then the data were analysed by qualitative analysis method of Miles & Huberman. This study found that the subjects viewed the tendency of using female models in advertising is reasonable and not a problem as long as fulfil specific criteria. The representation of women’s domestication in the domestic sector in the advertisement is also considered reasonable because the representation is the nature of women and self-reflection of women themselves. However, the subjects disagree if the description of women is only as mother who were responsible for household chores. In addition, about the representation of women’s domestication in the public sector in advertisements, the subjects stated that they agree if the ads depict the success of men in the public, however, the ads should also describe the involvement and success of women in the public sector and not only describe women as servants.
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Bhutada, Nilesh S., and Brent L. Rollins. "Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors." Research in Social and Administrative Pharmacy 11, no. 6 (November 2015): 891–900. http://dx.doi.org/10.1016/j.sapharm.2015.02.003.
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O'Hanlon, Ann, Therese Mendez, and Melissa Morrissette. "Gender Codes and Aging: Comparison of Features in Two Women's Magazines." Innovation in Aging 4, Supplement_1 (December 1, 2020): 324. http://dx.doi.org/10.1093/geroni/igaa057.1039.
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Abstract Magazines and other media promote beauty standards and gender roles in feature articles and advertising. Publications present idealized images of women often in contrast to the average reader’s appearance. Analyses of such images suggest gender roles are reinforced through subtle cues embedded in hand gestures, eye gaze, head posture, and body position (Goffman, 1976). This study analyzed a recurrent feature in two different magazine presenting an idealized standard of aging to mature women. The first magazine, MORE, featured mature women, typically between the ages of 40 and 60, with the banner of “This is what (woman’s age) looks like.” MORE magazine is no longer in press, but another magazine, Women’s Day, began a similar recurrent column featuring a women between 40 and 60 with the title “Own Your Age—Yes, I am (women’s age).” Both features included copy describing the woman’s perspective on life and aging and a listing of specific beauty products that she uses. These features were analyzed as advertisements, because they promote a message about being a woman of a certain age and the specific products used to achieve that look. Three researchers coded 43 images from MORE magazine and 30 images from Woman’s Day for physical characteristics of aging and evidence of Goffman’s gender codes. Most photos presented women who appeared younger than their stated age. Images showed the presence of Goffman’s gender codes including feminine touch, ritualization of subordination, licensed withdrawal, and infantilization and were more prevalent in the MORE feature than Woman’s Day column.
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LIEBERMAN, HALLIE. "Selling Sex Toys: Marketing and the Meaning of Vibrators in Early Twentieth-Century America." Enterprise & Society 17, no. 2 (March 16, 2016): 393–433. http://dx.doi.org/10.1017/eso.2015.97.
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The electromechanical vibrator originated in the late nineteenth century as a device for medical therapy. In the first three decades of the twentieth century, however, marketing of vibrators as consumer appliances became pervasive. Ads appeared in the pages ofThe New York TimesandScientific Americanand plastered street cars. Companies marketed vibrators to grandparents, mothers, infants, and young adults. Vibrators are widely sold today, however, as instruments for masturbation, a use that was rarely mentioned but well known before World War II. How was vibrator advertising able to become so ubiquitous during the early twentieth century, despite draconian antiobscenity laws and antimasturbation rhetoric? This article argues that companies achieved this result by shaping the meaning of vibrators through strategic marketing. This marketing overtly portrayed vibrators as nonsexual while covertly conveying their sexual uses through imagery and the sale of phallic, dildo-like attachments.Companies positioned vibrators within two major consumer product categories in the early 1900s: labor-saving household appliances and electrotherapeutic devices. By advertising the vibrator as both a labor-saving household appliance and a sexualized health panacea, companies could slip vibrator ads past the censors, while supplying user manuals that clued consumers into specific sexual uses. In household appliance ads, companies drew on traditional gender roles to present vibrators as emblems of domesticity and motherhood, whereas in electrotherapeutic ads they presented vibrators as symbols of progressive gender roles, the sexualized new woman and the body-conscious “self-made man.”
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Koubaa, Yamen, and Amira Eleuch. "Gender effects on odor-induced taste enhancement and subsequent food consumption." Journal of Consumer Marketing 37, no. 5 (March 18, 2020): 511–19. http://dx.doi.org/10.1108/jcm-02-2019-3091.
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Purpose The purpose of this paper is to test for gender-specific effects on odor-induced taste enhancement and subsequent food consumption in olfactory food marketing. Design/methodology/approach Lab experiments conducted among female and male participants using vanillin as a stimulus and ratings of sweetness, taste pleasantness and eating of sugar-free food as measures. Findings Odor-induced taste enhancement is gender-specific. Female consumers outperform male consumers in olfactory reaction and sweetness perception. While men outperform women in food consumption. Research limitations/implications Odor intensity was set to the concentration level of 0.00005per cent according to the findings from (Fujimaru and Lim, 2013). The authors believe that this intensity level is appropriate for both men and women. Still, there may be some gender effects on intensity levels, which are not explored here. The author’s test for the effects of one personal factor, gender and odor-induced taste enhancement of sugar-free food. The authors think that investigating the combined effects of more personal factors such as age, culture and so on adds to the accuracy of the results. Practical implications It seems that the stronger sensory capacities of women in terms of odor detection and recognition already confirmed in the literature extends to the cross-modal effects of this sensory detection and recognition on taste enhancement. It seems appropriate to tailor olfactory food advertising according to the gender of the target audience. Originality/value Odor-induced taste enhancement is still a novel subject in marketing. While most of the research has investigated the effects of smelling congruent odors on taste perception and food consumption among mixed groups of men and women, the value of this paper lies in the investigation of the potential moderating effects of gender on this relationship.
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Lee, Sylvia, Michelle Torok, Fiona Shand, Nicola Chen, Lauren McGillivray, Alexander Burnett, Mark Erik Larsen, and Katherine Mok. "Performance, Cost-Effectiveness, and Representativeness of Facebook Recruitment to Suicide Prevention Research: Online Survey Study." JMIR Mental Health 7, no. 10 (October 22, 2020): e18762. http://dx.doi.org/10.2196/18762.
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Background Researchers are increasingly using social media advertisements to recruit participants because of their many advantages over traditional methods. Although there is growing evidence for the effectiveness and cost-effectiveness of social media recruitment in the health sciences, no studies have yet examined this in the context of suicide prevention, which remains to be a highly stigmatized and sensitive topic. Objective This study aims to recruit a general community sample to complete a survey on suicide literacy, stigma, and risk via Facebook advertisements. Specifically, we aim to establish the performance of the advertisements, cost-effectiveness, sample representativeness, and the impact of gender-specific advertising on recruiting men into the study. Methods From June 2017 to March 2019, we released Facebook advertisements targeted at adults 18 years or older, residing in the New South Wales (NSW) trial or control regions, and involved in the LifeSpan suicide prevention trial. Cost-effectiveness was examined descriptively using metrics provided by Facebook. Chi-square analyses were conducted to determine demographic differences between our sample and the general NSW population as well as the impact of gender-specific advertisements on gender engagement. Results The 14 Facebook advertisement campaigns reached a total of 675,199 people, yielding 25,993 link clicks and resulting in 9603 individuals initiating the survey (7487 completions) at an overall cost of Aus $2.81 (US $2.01) per participant. There was an overrepresentation of younger (P=.003), female (P=.003), highly educated (P<.001) participants and mental health conditions (P<.001) compared with the total NSW population. The use of male-specific advertisements resulted in a significantly higher proportion of men completing the survey relative to gender-neutral advertisements (38.2% vs 24.6%; P<.001). Conclusions This study demonstrates the potential of Facebook to be an effective, low-cost strategy for recruiting a large sample of general community participants for suicide prevention research. Strategies to improve sample representativeness warrant further investigation in future research.
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Krasniqi, Vjollca. "Imagery, Gender and Power: The Politics of Representation in Post-War Kosova." Feminist Review 86, no. 1 (July 2007): 1–23. http://dx.doi.org/10.1057/palgrave.fr.9400354.
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The article focuses on the politics of representation in Kosova since the United Nations took over ‘peace management’ in 1999. It uses UN propaganda posters (political pedagogy) and local nationalist political advertising as a way to read the multiple gendered discourses of representation. It shows how gender is used relationally between competing forces – the ‘international community’ and nationalists – as a tool to ensure UN's imposition of Western policies and norms and as a mechanism for local politicians to consolidate their domination of the domestic/private sphere. Moreover, it discusses the price paid to mimic the West: how Kosovar politicians have sought to ‘undo’ national identity in favour of a Western self-representation through a gendered abnegation of Islam. Thus, as an intrinsic part of the discourse of ‘peace-building’, these images represent the site of power production, domination, negotiation, and rejection, involving the collaboration of different actors, institutions, and individuals. Three specific points will be made: first, the article seeks to show that a Western political modernization discourse has, paradoxically, reinforced patriarchal relations of power and traditional gender roles in Kosova through the subjugation of women. Second, it explains the inability to resolve competing Albanian narratives – one relying on the legacy of peaceful resistance and the other on the armed struggle against Serbian domination during the 1990s. Third, through the intermeshing of international peace-keepers and local nationalist patriarchs, it will show how the militarization of culture is perpetuated through, and in relationship to, gender.
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Abitbol, Alan, and Miglena M. Sternadori. "Consumer location and ad type preferences as predictors of attitude toward femvertising." Journal of Social Marketing 10, no. 2 (April 4, 2020): 179–95. http://dx.doi.org/10.1108/jsocm-06-2019-0085.
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Purpose This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising). Design/methodology/approach An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents. Findings The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising. Research limitations/implications The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings. Practical implications Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages. Social implications The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households. Originality/value As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.
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Tsen, Wai Sing, and Benjamin Ka Lun Cheng. "Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing." Young Consumers 22, no. 2 (May 17, 2021): 237–53. http://dx.doi.org/10.1108/yc-10-2020-1226.
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Purpose This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects. Design/methodology/approach This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years). Findings The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories. Practical implications This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets. Originality/value To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.
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V.I., Ivchenko. "AESTHETICIZATION OF ARTISTIC IMAGE IN DESIGN BY MEANS OF ARTISTIC AND AESTHETIC INTERPRETATION." Collection of Research Papers Pedagogical sciences, no. 91 (January 11, 2021): 65–73. http://dx.doi.org/10.32999/ksu2413-1865/2020-91-9.
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The purpose of the article is to substantiate the concept of using the possibilities of artistic and aesthetic interpretation in the process of artistic design activities for the аestheticization of the artistic image.Methods. The following scientific methods were used to solve the tasks and ensure the reliability of the provisions and conclusions: study and generalization of theoretical and practical scientific experience, analysis, synthesis, comparison, classification, artistic and aesthetic interpretation of works of art.Results. The essence of the concept of “artistic image” in its broad and narrow scientific sense is substantiated in the article. The author analyzes the dialectical relationship of the main components of the artistic image, such as: external form, internal form and content. The article describes the specific features of the artistic image, which constitute its nature as a whole. In the article the author highlights the features and specifics of understanding the “aesthetic” in works of art in the Middle Ages, the Renaissance, modern times and postmodern society. The author focuses on the relationship between the purposeful formation of the artistic image of the subject environment and the peculiarities of the request of the target audience. The author reflects the distinctive features of the artistic aesthetic image from the visual advertising image. The article describes the tendencies of transformation of the value picture of the personality under the influence of the visual advertising image. In the article the author analyzes various samples of modern design products. The author compares the aesthetic visualizations and semantic content of artistic images of the XXI century with analogues in the history of art and design on the example of the artistic image of man. The article describes the negative influence of quasi-values of postmodern society on the formation of the artistic image of design products designed for different gender and age groups. In the article the author highlights the examples of competent use of artistic and aesthetic interpretation in the design of artistic images of design products. The article describes the main possibilities of artistic and aesthetic interpretation in design and in the development of the designer’s personality.Conclusions. The author argues that the use of artistic and aesthetic interpretation is effective in the aestheticization of the subject environment. The article identifies its main capabilities in art and design activities and in the development of the designer’s personality.Key words: artistic and aesthetic interpretation, artistic image, visual advertising image, design, aesthetics of the subject environment.
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V.I., Ivchenko. "AESTHETICIZATION OF ARTISTIC IMAGE IN DESIGN BY MEANS OF ARTISTIC AND AESTHETIC INTERPRETATION." Collection of Research Papers Pedagogical sciences, no. 91 (January 11, 2021): 65–73. http://dx.doi.org/10.32999/ksu2413-1865/2020-91-9.
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The purpose of the article is to substantiate the concept of using the possibilities of artistic and aesthetic interpretation in the process of artistic design activities for the аestheticization of the artistic image.Methods. The following scientific methods were used to solve the tasks and ensure the reliability of the provisions and conclusions: study and generalization of theoretical and practical scientific experience, analysis, synthesis, comparison, classification, artistic and aesthetic interpretation of works of art.Results. The essence of the concept of “artistic image” in its broad and narrow scientific sense is substantiated in the article. The author analyzes the dialectical relationship of the main components of the artistic image, such as: external form, internal form and content. The article describes the specific features of the artistic image, which constitute its nature as a whole. In the article the author highlights the features and specifics of understanding the “aesthetic” in works of art in the Middle Ages, the Renaissance, modern times and postmodern society. The author focuses on the relationship between the purposeful formation of the artistic image of the subject environment and the peculiarities of the request of the target audience. The author reflects the distinctive features of the artistic aesthetic image from the visual advertising image. The article describes the tendencies of transformation of the value picture of the personality under the influence of the visual advertising image. In the article the author analyzes various samples of modern design products. The author compares the aesthetic visualizations and semantic content of artistic images of the XXI century with analogues in the history of art and design on the example of the artistic image of man. The article describes the negative influence of quasi-values of postmodern society on the formation of the artistic image of design products designed for different gender and age groups. In the article the author highlights the examples of competent use of artistic and aesthetic interpretation in the design of artistic images of design products. The article describes the main possibilities of artistic and aesthetic interpretation in design and in the development of the designer’s personality.Conclusions. The author argues that the use of artistic and aesthetic interpretation is effective in the aestheticization of the subject environment. The article identifies its main capabilities in art and design activities and in the development of the designer’s personality.Key words: artistic and aesthetic interpretation, artistic image, visual advertising image, design, aesthetics of the subject environment.
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Singh, Swapnil, and Uma Shankar Singh. "A Study Assessing the Brand Loyalty Creation by Promotion Mix for KOTON Brand." Cross Current International Journal of Economics, Management and Media Studies 3, no. 3 (June 18, 2021): 19–28. http://dx.doi.org/10.36344/ccijemms.2021.v03i03.002.
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Today, the competitive markets are full of similar products and goods which sometimes do not have any physical differences also. Therefore, there is a need for the companies to develop a specific feature which makes their brand distinguishable from the commonly available products in the same category. Research problem observed was to have the conceptual verification for promotion mix impact on creation of brand loyalty in the specific case of KOTON brand. The research has adopted the quantitative research method where the design of research is descriptive. Simple random sampling technique of probability sampling is applied for choosing respondents with sample size of 216 respondents. A survey instrument has been adopted to collect the data which comprises of two sections; the first section is of demographic information (Gender, Age, Marital Status, Level of Education and Family Income). The second section is related to Sales Promotion activities (Advertising: Item 1 - Item 4; Sales Promotion: Item 5 - Item 8; Public Relation: Item 9 - Item 12, and Personal Selling: Item 13 – Item 16) and Brand Loyalty consisting of Item 17 - Item 21. The scope of the study is well defined where conceptual scope is promotion mix and brand loyalty, industrial scope chosen is KOTON brand, and the geographic scope is taken as the Kurdistan region for the present study. Data analysis performed using SPSS 24 for statistical tests includes Percentage, Frequency, One sample T-test, Correlation and Regression. Research problem got the solution fulfilling research objectives formulated as the Brand Loyalty of consumers towards KOTON brand. Promotion Mix has shown the highest effect (B) on Brand Loyalty with .472, and the correlation is (Beta) .275. The four variables tested with respect to Brand Loyalty and they justified that Personal Selling has the highest B value (.451) and Beta .315. Public Relation is the second important variable followed by Advertising with a comparatively lower B and
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Zakharov, Alexander, Elena Leontyeva, and Alexander Leontyev. "Advertisements in Russian provincial press at the beginning of the First World War." Journal of Historical Research in Marketing 12, no. 1 (June 6, 2019): 53–73. http://dx.doi.org/10.1108/jhrm-04-2018-0022.
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Purpose This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time. Design/methodology/approach The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911. Findings Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life. Research limitations/implications Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends. Practical implications This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above. Originality/value This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.
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Halford, Jason CG, Emma J. Boyland, Georgina M. Hughes, Leanne Stacey, Sarah McKean, and Terence M. Dovey. "Beyond-brand effect of television food advertisements on food choice in children: the effects of weight status." Public Health Nutrition 11, no. 9 (September 2008): 897–904. http://dx.doi.org/10.1017/s1368980007001231.
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AbstractObjectiveTo investigate the effect of television food advertising on children’s food intake, specifically whether childhood obesity is related to a greater susceptibility to food promotion.DesignThe study was a within-subject, counterbalanced design. The children were tested on two occasions separated by two weeks. One condition involved the children viewing food advertisements followed by a cartoon, in the other condition the children viewed non-food adverts followed by the same cartoon. Following the cartoon, their food intake and choice was assessed in a standard paradigm.SettingThe study was conducted in Liverpool, UK.SubjectsFifty-nine children (32 male, 27 female) aged 9–11 years were recruited from a UK school to participate in the study. Thirty-three children were normal-weight (NW), 15 overweight (OW) and 11 obese (OB).ResultsExposure to food adverts produced substantial and significant increases in energy intake in all children (P < 0·001). The increase in intake was largest in the obese children (P = 0·04). All children increased their consumption of high-fat and/or sweet energy-dense snacks in response to the adverts (P < 0·001). In the food advert condition, total intake and the intake of these specific snack items correlated with the children’s modified age- and gender-specific body mass index score.ConclusionsThese data suggest that obese and overweight children are indeed more responsive to food promotion, which specifically stimulates the intake of energy-dense snacks.
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Fuente, Irene Molina-de la, Andrea Pastor, Paloma Conde, María Sandín Vázquez, Carmen Ramos, Marina Bosque-Prous, Manuel Franco, and Xisca Sureda. "Changes in perceptions of the alcohol environment among participants in a Photovoice project conducted in two districts with different socio-economic status." PLOS ONE 16, no. 8 (August 6, 2021): e0254978. http://dx.doi.org/10.1371/journal.pone.0254978.
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Perceptions of the alcohol environment may influence alcohol consumption patterns. The purpose of this study was to describe changes in perceptions of the urban alcohol environment as experienced by residents of two districts with different socio-economic status after taking part in a Photovoice study. The study was conducted in Madrid, Spain, in a district with a high socio-economic status (HSES) and another district with a low socio-economic status (LSES). A Photovoice project was conducted with 26 participants divided into four groups based on sex and district. Groups met over five sessions in which they discussed photographs taken by the participants themselves on the subject of alcohol in their neighbourhood. A qualitative, descriptive and thematic analysis of participants’ discourses was performed to explore changes in their perceptions of the alcohol environment over the project sessions. Changes in perceptions of the alcohol environment were observed in all groups over the project. The process of change varied by districts’ socio-economic characteristics and gender. Greater changes in perceptions of the alcohol environment were observed in HSES, especially among women, as the participants had a much more positive initial view of their alcohol environment. In LSES, participants showed a more critical perception of the alcohol environment from the beginning of the study, and this broadened and intensified over the course of the sessions. Changes in perceptions also varied by thematic categories, including some categories that were discussed from the start (e.g. socialising and alcohol consumption) and categories that only emerged in later sessions (e.g. alcohol advertising). Involvement in a Photovoice project has favoured a shift in the participant’s perceptions of their alcohol environment towards more critical positions, widening their scope of perceived elements and raising their awareness of specific problems, such as alcohol advertising and social role of alcohol consumption in relation to alcohol exposure.
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Kamandulytė-Merfeldienė, Laura, and Skaistė Nenartavičiūtė. "The Characteristics of Adjective Usage in the Language of Advertisements." Respectus Philologicus 27, no. 32 (April 25, 2015): 147–86. http://dx.doi.org/10.15388/respectus.2015.27.32.17.
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The objectives of the study were to identify the semantic groups of the adjectives incorporated into the advertisements and to discuss the relationship between the adjective usage and manipulation strategy of the advertisements. A total number of 400 advertisements (totally 853 adjectives) have been taken from the newspapers Kauno diena, 15 min, Vakaro žinios and magazines Žmonės, Psichologija tau, Panelė, Cosmopolitan, Autocar, and Keturi ratai.
The analysis revealed that most often the adjectives in the advertisements have the meanings of value, quality, and physical property. The general conclusion of this study is that advertisements in magazines are conveying information about gender differences through their language. The advertisers’ objective is to cater to women and men’s separate interests and their desires. The language used in male advertisements with fewer modifiers seems to be tougher and more straightforward, while the language in female magazines is more colourful. The adjectives used in male advertisements are precise and concrete; whereas, for female viewers – hyperbolised. They usually emphasize emotions, feelings, and femininity.The analysis of adjectives in the advertisements has shown that advertising does not only form stereotypes and images, but as well reflect peculiarities of contemporary world, consumer behaviour, and their specific features.
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Morosan, Cristian, and Agnes DeFranco. "Mapping the impact of hotel promotional factors on consumers’ actual use of interactive systems in hotels." Journal of Hospitality and Tourism Technology 10, no. 2 (June 11, 2019): 169–89. http://dx.doi.org/10.1108/jhtt-02-2018-0012.
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Purpose The purpose of this study was to investigate the impact of several hotel promotional factors and consumers’ behavioral and demographic characteristics on their actual use of specific interactive information systems in hotels. The specific systems examined in this study were a hotel’s website, mobile app, push notification system, kiosk, smart TV in room, and tablet at front desk or in room. Design/methodology/approach A survey was conducted with a sample of 841 respondents who had stayed in a hotel that had interactive information systems. Logistic regression models were designed with the promotional factors (e.g. hotel staff encouraging purchasing products, push notifications or information presented on mobile devices or kiosks, seeing or hearing about other consumers using systems, advertising and press releases), behavioral variables (e.g. frequency and duration of stay) and demographic variables (e.g. gender and age) as independent variables. The independent variables were the individual systems used by guests. Findings The various promotional factors had a differential effect on consumers’ use of various interactive information systems. Information provided on mobile devices, staff encouraging purchasing and press releases and blogs, along with age and duration of stay, was found to have the highest impact on system usage. Originality/value This study examines for the first time, as per the authors’ knowledge, the actual use behavior of several hotel interactive systems, thus advancing the technology adoption literature. This study also utilizes a comprehensive list of hotel promotional factors that are able provide theoretical and empirical insight into the use of interactive systems, which was explained predominantly based on system perceptions and consumers’ characteristics.
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O’Donnell, Rachel, Peter McCulloch, Lorraine Greaves, Sean Semple, and Amanda Amos. "What Helps and What Hinders the Creation of a Smoke-free Home: A Qualitative Study of Fathers in Scotland." Nicotine & Tobacco Research 24, no. 4 (November 10, 2021): 511–18. http://dx.doi.org/10.1093/ntr/ntab228.
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Abstract Introduction Few studies have explored fathers’ views and experiences of creating a smoke-free home, with interventions largely targeting mothers. This study aimed to identify barriers and facilitators to fathers creating a smoke-free home, to inform future intervention development. Methods Eighteen fathers who were smokers and lived in Scotland were recruited from Dads’ community groups, Early Years Centres and through social media advertising. Semi-structured interviews explored their views and experiences of creating a smoke-free home. A theory-informed thematic analysis using the COM-B model highlighted ways in which capability, opportunity, and motivations shaped fathers’ home smoking behaviors. Results Several fathers understood the health risks of second-hand smoke exposure through public health messaging associated with recent smoke-free legislation prohibiting smoking in cars carrying children. Limited understanding of effective exposure reduction strategies and personal mental health challenges reduced some fathers’ ability to create a smoke-free home. Fathers were keen to maintain their smoke-free home rules, and their motivations for this largely centered on their perceived role as protector of their children, and their desire to be a good role model. Conclusions Fathers’ abilities to create a smoke-free home are shaped by a range of capabilities, opportunities, and motivations, some of which relate to their role as a father. Establishing a fuller understanding of the contextual and gender-specific factors that shape fathers’ views on smoking in the home will facilitate the development of interventions and initiatives that fathers can identify and engage with, for the broader benefit of families and to improve gender equity and health. Implications Our findings can inform future development of father-centered and household-level smoke-free home interventions. They identify fathers’ views and experiences and help reframe smoking in the home as a gendered family-wide issue, which is important in building consensus on how best to support parents to create a smoke-free home. Our findings highlight the need for additional research to develop understanding of the ways in which gender-related aspects of family structures, heterosexual relationships, and child living arrangements influence home smoking rules and how to tailor interventions accordingly.
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Smith, Alan D., and O. Felix Offodile. "Ethical and Managerial Aspects of Social Network Advertisement." Journal of Electronic Commerce in Organizations 14, no. 4 (October 2016): 28–51. http://dx.doi.org/10.4018/jeco.2016100103.
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Social networking systems are relatively new to society and clarification on certain aspects of the system can be obtained through further research. There are many positive aspects of social networks, such as Facebook, that organizations could benefit from including stronger customer relationship management (CRM) techniques. On the other hand, questions are raised as to whether or not an organization who advertises on social networking systems experiences an increase in sales as a result. It is unclear whether or not these advertisements actually deter individuals from further using these types of social networking systems. If individuals who spend a large amount of time on social networking sites are deterred from further usage due to these advertisements, are there any benefits to them? Significant amount information can be relayed on Facebook, MySpace and Twitter, but the question remains whether or not organizations are using this to their advantage. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the ‘like' function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of Uses and Gratification Theory. All three specific research hypotheses were accepted in the null form.
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Smith-Drelich, Noah. "Buying health: assessing the impact of a consumer-side vegetable subsidy on purchasing, consumption and waste." Public Health Nutrition 19, no. 3 (June 9, 2015): 520–29. http://dx.doi.org/10.1017/s1368980015001469.
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AbstractObjectiveTo measure the impact of a reimbursement-based consumer subsidy on vegetable expenditures, consumption and waste.DesignTwo-arm randomized controlled trial; two-week baseline observation period, three-week intervention period. Participants’ vegetable expenditures, consumption and waste were monitored using receipts collection and through an FFQ. During the intervention period, the treatment group received reimbursement of up to 50 US dollars ($) for purchased vegetables.SettingParticipants were solicited from Palo Alto, CA, USA using materials advertising a ‘consumer behavior study’ and a small participation incentive. To prevent selection bias, solicitation materials did not describe the specific behaviour being evaluated.SubjectsOne hundred and fifty potential participants responded to the solicitations and 144 participants enrolled in the study; 138 participants completed all five weekly surveys.ResultsAccounting for the control group (n 69) and the two-week baseline period, the intervention significantly impacted the treatment group’s (n 69) vegetable expenditures (+$8·16 (sd 2·67)/week, P<0·01), but not vegetable consumption (+1·3 (sd 1·2) servings/week, P=0·28) or waste (−0·23 (sd 1·2) servings/week, P=0·60).ConclusionsThe consumer subsidy significantly increased participants’ vegetable expenditures, but not consumption or waste, suggesting that this type of subsidy might not have the effects anticipated. Reimbursement-based consumer subsidies may therefore not be as useful a policy tool for impacting vegetable consumption as earlier studies have suggested. Moreover, moderation analysis revealed that the subsidy’s effect on participants’ vegetable expenditures was significant only in men. Additional research should seek to determine how far reaching gender-specific effects are in this context. Further research should also examine the effect of a similar consumer subsidy on high-risk populations and explore to what extent increases in participants’ expenditures are due to the purchase of more expensive vegetables, purchasing of vegetables during the study period that were consumed outside the study period, or a shift from restaurant vegetable consumption to grocery vegetable consumption.
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Kinnear, Susan Lilico. "“He Iwi tahi tatou”: Aotearoa and the legacy of state-sponsored national narrative." Corporate Communications: An International Journal 25, no. 4 (July 17, 2020): 717–31. http://dx.doi.org/10.1108/ccij-11-2019-0133.
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PurposeThe purpose of this paper is to discuss the internal historical forces that shaped national identity in New Zealand and how state-sponsored ideographs and cultural narratives, played out in nation branding, government–public relations activity, film and the literature, contributed to the rise of present days’ racism and hostility towards non-Pakeha constructions of New Zealand’s self-imagining.Design/methodology/approachThe paper takes a cultural materialist approach, coupled with postcolonial perspectives, to build an empirical framework to analyse specific historical texts and artefacts that were supported and promoted by the New Zealand Government at the point of decolonisation. Traditional constructions of cultural nationalism, communicated through state-sponsored advertising, public information films and national literature, are challenged and re-evaluated in the context of race, gender and socio-economic status.FindingsA total of three major groupings or themes were identified: crew, core and counterdiscourse cultures that each projected a different construction of New Zealand’s national identity. These interwoven themes produced a wider interpretation of identity than traditional cultural nationalist constructions allowed, still contributing to exclusionary formations of identity that alienated non-Pakeha New Zealanders and encouraged racism and intolerance.Research limitations/implicationsThe research study is empirical in nature and belongs to a larger project looking at a range of Pakeha constructions of identity. The article itself does not therefore fully consider Maori constructions of New Zealand’s identity.Originality/valueThe focus on combining cultural materialism, postcolonial approaches to analysis and counterdiscourse in order to analyse historical national narrative provides a unique perspective on the forces that contribute to racism and intolerance in New Zealand’s society. The framework developed can be used to evaluate the historical government communications activity and to better understand how nation branding leads to the exclusion of minority communities.
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Campbell, Norah, and Cormac Deane. "Bacteria and the market." Marketing Theory 19, no. 3 (September 6, 2018): 237–57. http://dx.doi.org/10.1177/1470593118796678.
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We present a psychoanalytic reading of 332 images of bacteria in advertising for antibacterial products and in public service announcements since 1848. We identify four dominant and recurring tropes that bring bacteria into the symbolic realm: cuteness, overpopulation, the lower classes and deviant sex. As a first stage of our analysis, we propose that bacteria are symptoms of a capitalist socio-economic order. Bacteria are repressed fears and fantasies about purity, gender, race, community, pollution, class and sexual promiscuity which are tacitly leveraged by antibacterial brands. We then ask why these fears and fantasies take the form of the bacterial. We trace a movement from the psychoanalytical concept of the symptom to the sinthome. If symptoms can be read as a repressed, extrinsic ideology that can/must be revealed, the sinthome is a fantasy that, when brought to light, does not dissolve, because it structures reality intrinsically. We indicate an emerging body of psychoanalytically informed critical marketing that points to the perverse effects of emancipatory, revelatory critical analysis, where the consumer is made to face their symptom. The sinthome is a useful way to summarize this problem. However, while the sinthome is testimony to the impossibility of redemption through the revelation of our ideological prisons, it has a productive, positive contribution to critical marketing theory. It presents a theory of and a tool for analysing fantasies that focus on the form of their expression, rather than their content. In our case, the fact that fantasy takes the form of the bacterial reveals a surprising confluence between the politics of community and the physiology of (auto)immunity, with important and specific strategies on how ideology can be interrupted. This power of the sinthome to straddle the symbolic, imaginary and real creates ways to conceive marketing phenomena as simultaneously psychoanalytic, political, physical and metaphorical.
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Tkach, Bohdan, Lesia Lytvynchuk, Ihor Popovych, Olena Blynova, Larysa Zahrai, and Liybomyra Piletska. "Research on the Experience of Users of Political Slogans in Ukraine." BRAIN. BROAD RESEARCH IN ARTIFICIAL INTELLIGENCE AND NEUROSCIENCE 12, no. 1 (March 29, 2021): 104–17. http://dx.doi.org/10.18662/brain/12.1/173.
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The study partly reveals “Zelenskyi’s phenomenon”, when a person without any political experience confidently won a victory over an experienced politician at the presidential and parliamentary elections. The paper considered neuropsychological understanding of a brand as a multi-modal image with emotional connection and as an artificial addiction. Specific features of the perception of political slogans were studied with EMOTIV Epoc+ 14-channel mobile neurointerface and EmotivPRO and EMOTIV Brain Activity Map software. The ranking of slogans in terms of the efficiency of perception of the individuals of 40-60 years old was carried out on the basis of EEG and the cognitive and emotional indexes: obtained stress, interaction, interest, excitement, concentration, relaxation. The study involved 30 men and 30 women who intended to vote in the presidential elections of 2019. It was established which slogans are the best, good, average, ambiguous, with little effect, ineffective, with a negative effect. It was determined that the most effective and at the same time efficient slogan that evokes emotions and really encourages to support is PRESIDENT IS PEOPLE’S SERVANT. The best slogan that appeals to support it is “We Are Ukraine”, “New Policy of Ukraine”, “Country of Strong People!” The basic cognitive and emotional indexes that would contribute to the creation of effective psychological impact on voters’ behavior are the presence in the slogan of the word “Ukraine”, the avoidance of the so-called “stop words” (for women it is “army” and everything related to violence and death, and for men it is everything related to the provision of material benefits), the use of religious sentimentality in women and gender differences in slogans targeting. The value of the studied phenomenon and the efficiency of slogans and other media products before launching them into mass advertising has been proved.