Relevant bibliographies by topics / Advertisement appeal

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Advertisement appeal'

Author: Grafiati
Published: 10 September 2021
Last updated: 17 July 2025

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Journal articles on the topic "Advertisement appeal"

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P.Viswanathan and K.Pongiannan. "Response towards various Non-Commercial Advertisements among the Public with reference to Coimbatore District." RESEARCH REVIEW International Journal of Multidisciplinary 4, no. 1 (2019): 834–40. https://doi.org/10.5281/zenodo.2557784.

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One of the most serious decisions about inventive strategy in advertisements involves the choice of a suitable appeal. As Creative advertisements appeal for product is used to attract the consumer to buy a particular product similarly a nicely built advertisement campaign with different approach is used to influence the feelings of people for an idea or service. The advertisement agencies use different tricks and types of advertisement appeals that influence the mind of the people targeted in a particular group. Through the use of different kind of appeals, advertisement attempts to communicate and influence the behaviour of individuals. Some ads are designed with the objective to appeal to the rational and logical aspect of the people"s decision making process and others might try to evoke some desired emotional response. A vast amount of time, money and energy goes into the creative work of developing advertisement appeals to influence the behavior of people. Developing advertisement appeals is a challenging task. It is typically the responsibility of creative people in the advertisement agency. Therefore the researcher aims to analysis five noncommercial advertisements taken for the study to analyse the response. The research undertaken for the study was convenient sampling method. Sample size consists of 1064 respondents. Simple percentage method and multiple responses were used to analysis the data collected and result of the study.
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Trivedi, Rohit, Thorsten Teichert, and Dirk Hardeck. "Effectiveness of pull-based print advertising with QR codes." European Journal of Marketing 54, no. 1 (2019): 145–67. http://dx.doi.org/10.1108/ejm-06-2018-0383.

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Purpose Despite quick response (QR) codes’ prominence, little is known about their embedding in pull-based communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements’ informational appeals in a low-involvement product category. Research limitations/implications The effects of QR codes on consumers’ responses cannot be analysed in isolation but depend on advertisement context. They interact with advertisements’ informational and emotional appeals and product category involvement. Practical implications Marketers should not use QR codes indiscriminately but should carefully consider advertisement context. QR codes should be used alongside an emotional appeal if the marketer’s objective is to induce purchase intention in low-involvement settings. Advertisements for high-involvement products need to combine QR codes with an informational appeal. Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
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Amah, Esther, Olaleke Oluseye Ogunnaike, Adebanji William Ayeni, and Mercy Ojo. "A Thematic Analysis of Advertisement in the Telecommunication Industry." Binus Business Review 8, no. 3 (2017): 221. http://dx.doi.org/10.21512/bbr.v8i3.3713.

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The main objective of this research was to determine the types of appeals used in telecommunication advertisement, explain how the themes and appeals used in the advertisement were presented, and see how it could attract subscribers despite the challenges in the industry. Qualitative content analysis method was used to provide a thematic analysis of the messages contained in numbers of selected advertisements shown on YouTube, social media, and television stations in Nigeria. The findings show that the advertisements adopt emotional (love, celebrity appearance, music, comedy, humor, drama) and rational appeal to persuade the subscribers. Moreover, the themes of the advertisements focus on accomplishment and improve service regarding call charges, network coverage, network quality, and customer service. It further shows that these strategies employed by the telecommunication industry are capable of influencing the choice of the subscribers in the Nigerian market. The research recommends and concludes that companies should consistently engage the appeals used with more emphasis on the emotional appeal to retain their size of the market.
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Widya, Pramatatya Resindra. "RATIONAL APPEAL VS EMOTIONAL APPEAL IN FORMING CONSUMER’S INTEREST THROUGH ADVERTISEMENT." Management and Sustainable Development Journal 1, no. 1 (2019): 60–67. http://dx.doi.org/10.46229/msdj.v1i1.103.

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The aim of this study is to examine the impact of emotional appeal advertisement in television and rational appeal advertisement in magazine to customer’s purchase intention. Data were collected using purposive sampling for 100 people and analyzed using multiple regressions. The finding of research is that emotional-appeal advertising in television has less impact on customer’s purchase intention because of switching behavior during commercial break. While the rational appeal advertisement has significant impact on customer’s purchase intention because they have enough time to think and analyze the information in the advertisement.
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Bažantová, Simona, Eliška Štiková, Michal Novák, and Daria Gunina. "Erotic appeals in advertising." Medijske studije 12, no. 24 (2022): 21–39. http://dx.doi.org/10.20901/ms.12.24.2.

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Erotic appeals in advertising are sometimes considered unethical or provocative. This‎study addresses how consumers perceive advertisements with erotic appeals regarding eye movement‎and subjective appropriateness. This study is methodologically based on eye-tracking to capture the‎participants’ visual attention and semi-structured interviews to obtain further in-depth information‎on the perceived appropriateness of erotic appeal in a particular advertisement from the respondent’s‎perspective. The results show a difference in how consumers look at advertising according to their‎perceived appropriateness of an erotic appeal and indicate the importance of a suitably chosen‎protagonist concerning the target group. Concerning the chosen protagonist, marketers must pay‎attention to the strength and congruence of the erotic appeal.‎
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Wisudawati, A'thi Fauzani, and Novi Ika Setyani. "Critical discourse analysis of global warming public service advertisement: implication for students." EduLite: Journal of English Education, Literature and Culture 3, no. 2 (2018): 149. http://dx.doi.org/10.30659/e.3.2.149-160.

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Preventing global warming through advertisement is considered as potential appeal. Since advertisement became one of material taught in the school, the importance not only affects the citizen but also influences how the teachers deliver the material by advertisement media. This study aimed at analyzing 4 non-profit public service advertisements and investigating how governments or advertisers use discourse and semiotics to encourage people to commit global warming avoidance. The four advertisements analyzed are global warming advertisements which have been selected from government�s official website. The methodology adopted in this study is qualitative method. The advertisement is analyzed qualitatively in terms of content. Later on some English teachers have been interviewed to illustrate the implication of advertisement in pedagogical activities. This research finds that the teachers with their foresights can enlighten hidden values in public service advertisements.
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Yoon, Ahyoung, Daeyoung Jeong, Jinhyung Chon, and Ji-Hwan Yoon. "A Study of Consumers’ Intentions to Participate in Responsible Tourism Using Message Framing and Appeals." Sustainability 11, no. 3 (2019): 865. http://dx.doi.org/10.3390/su11030865.

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Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals’ RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people’s attitude towards advertising and intention to participate in RT. Independent-sample t-tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals’ attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people’s attitude towards the advertisement in the high- and low-involvement groups, respectively.
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Kim, Taemin, and SoYoung Lee. "The Hidden Cost of Warmth: Examining the Compensation Effect in a Cluttered Advertising Context." Studies in Media and Communication 13, no. 1 (2025): 421. https://doi.org/10.11114/smc.v13i1.7252.

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This study investigates the negative consequences of warmth appeal in advertising, particularly in competitive cluttered contexts where consumers encounter multiple advertisements with varying warmth levels. Drawing upon the Stereotype Content Model (SCM), which suggests an inverse relationship between perceptions of warmth and competence, the study explores the "compensation effect", where increased perceptions of warmth lead to reduced perceptions of competence. Specifically, this study explores how advertisement exposure conditions (single advertisement vs. competitive clutter) with varying warmth levels affect consumer perceptions and purchase intention. The findings reveal that advertisements with high warmth appeal, when presented alongside advertisements with low warmth appeal, result in lower purchase intention owing to reduced perceptions of brand competence. Additionally, consumers’ self-monitoring was found to moderate these effects, with high self-monitoring exhibiting more pronounced negative reactions in a cluttered advertising context. These findings highlight the importance of strategically using warmth appeal, especially in competitive settings, and considering individual differences in consumer behavior, such as self-monitoring. This study offers valuable insights for advertisers and marketers to optimize warmth-based strategies in cluttered advertising environments.
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Fung, Maggie S. K. "An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong." Young Consumers 18, no. 1 (2017): 1–18. http://dx.doi.org/10.1108/yc-07-2016-00620.

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Purpose The purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and advertising appeals), motivation (attitude and effectiveness towards advertisements, audiences’ reported self-health consciousness, motivation to learn more information) and behaviour intentions (accept and intent to receive CCP vaccination) using the information-motivation-behavioural skills (IMB) model. Design/methodology/approach An experimental study was conducted using a sample of 668 young people aged 18-25 in Hong Kong. Participants were asked to respond to questions relating to self-health consciousness, motivation to learn more information, attitudes and effectiveness towards the assigned print advertisements randomly drawn from a set of eight (4 × 2 full-factorial) experimental designs and behavioural intentions. Findings Results revealed that celebrity endorsers had the most effective CCP ad appeal among young consumers regardless of advertising appeal in Hong Kong. The findings suggested that highly self-health conscious young people are motivated to learn more information about CCP and have a more positive attitude and effectiveness towards the CCP advertisement. Furthermore, effective advertisement predicts higher motivation and behavioural intention, whereas higher “self-health consciousness” and “motivation to learn more information” predicts more positive advertisement attitude. Originality/value By investigating young consumers’ attitude and effectiveness towards CCP advertisements, this paper aimed to expand the knowledge of previous studies and contribute to advertising theory by focusing on CCP aspects in Hong Kong context.
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Hussain, Rahim, Ahmed Shahriar Ferdous, and Gillian Sullivan Mort. "Impact of web banner advertising frequency on attitude." Asia Pacific Journal of Marketing and Logistics 30, no. 2 (2018): 380–99. http://dx.doi.org/10.1108/apjml-04-2017-0063.

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Purpose The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response. Design/methodology/approach A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude. Findings The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers. Practical implications The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies. Social implications The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase. Originality/value This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).
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Dissertations / Theses on the topic "Advertisement appeal"

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Hussain, Rahim. "The Impact of Banner Advertisemnet Frequency on Consumers' Attitudinal, Behavioural, and Cognitive Responses Moderated by Banner Advertisement Type and Appeal." Thesis, Griffith University, 2007. http://hdl.handle.net/10072/367008.

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In offline media, one of the most important determinants of advertising effectiveness is advertising frequency. However, it is not known whether this determinant applies to Web advertising and particularly to banner advertisements, the dominant form of Web advertising until recently. However, in addition to advertising frequency, advertising appeal (emotional or rational) (Dahlen & Bergendahl, 2001) and advertising type (static and pop-up) have been found to influence consumers’ responses. Thus, the problem driving this research is: What is the impact of banner advertising frequency on consumers’ attitudinal, behavioural, and cognitive responses moderated by banner advertisement type and appeal? Based on the literature, a theoretical model was developed comprising one independent, two moderating, and three dependent variables and tested in a two-phase methodology. In phase one, Web sites were content analysed to identify a typology of banner advertisements used to guide the design of the experimental Web site used in phase two. Three pre-tests identified an appropriate experimental product, brand name, and banner advertisements stimuli. In phase two, a laboratory experiment used a convenience sample of 400 students. Sixteen versions of the experimental Web site of more than 400 pages were professionally developed so that manipulating banner advertisement type (static vs. pop-up), banner advertisement appeal (emotional vs. rational), and banner advertisement frequency (1, 2, 3, and 5) could be evaluated. Consumers’ cognitive (brand recall) and attitudinal (brand attitude) responses were recorded in an online questionnaire that was designed in SPSS and linked to the experimental Web sites and tested in a pilot study. Behavioural responses (click through) were measured with a specifically designed script. Two separate databases where linked to the online questionnaire, one for recording the cognitive and attitudinal responses and the other for the click-through responses. Upon completion, the master file was then directly imported into the SPSS for data analysis.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Griffith Business School<br>Griffith Business School<br>Full Text
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Mogaji, Emmanuel. "Emotional appeals in UK banks' print advertisement." Thesis, University of Bedfordshire, 2016. http://hdl.handle.net/10547/622103.

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The unprecedented turbulence and uncertainty experienced in global economic and financial markets because of the 'credit crunch' has had a damaging impact on consumer confidence. Trust and credibility have been eroded as many customers feel let down by the banks suggesting the need for banks to rebuild constructive dialogue and long-term, meaningful relationships with their customers again. Though financial service, in this case, is considered a utilitarian service, based on the fact that money is needed to support people‘s daily activities, the present state of financial service has suggested the need for banks to appeal to consumers‘ emotions with the aim of improving their reputation. Also, the competition within the industry also could suggest the need to adopt an emotionally appealing advertisement strategy as emotions are known to play an influential role in building robust brand preference. This study builds on the communication theory, meaning transfer theory and consumer involvement theory, to understand the messages the banks are sending out and to elicit consumers‘ emotional reaction. One thousand, two hundred and seventy-four UK bank advertisements in nine national newspapers were content-analysed to identify the emotional appeals presented by the banks. The perception of these appeals and their associated meanings were sought through semi-structured interviews with 33 participants in London and Luton. The results of the analysis indicated that UK Banks are utilising emotional appeal in their advertisements to reach out to the consumers to convince them to upgrade their account, to open an additional account or switch their account. The most predominantly used appeals were relief and relaxation followed by excitement and happiness or satisfaction with the bank, and finally, security and adventure. However, variations were found in different financial products that employed emotional appeals. It was found that high-involvement products such as mortgages and loans used fewer emotional appeals. Both bank groups - high street banks, including the big four (Barclays, HSBC, Lloyds and RBS) and non-high street banks, such as the new entrants, supermarket brands, and online banks were using emotional appeals. However, it is acknowledged that the communication strategies between these banks could be different as the non-high street banks are more likely to repeat and publish the same messages across many newspapers, instead of publishing different emotionally appealing advertisements. Though consumers acknowledged these emotional appeals in the advertisements, they were more concerned about their relationship with the banks as they don‘t rely on advertisements to make a financial decision. Rather, recommendations from families, friends and associates and also branch location are more important when deciding on which bank to choose. The lack of congruency between financial services and emotional appeals in advertisements is also observed as customers are more likely to be persuaded by rational appeals however this study has not completely ruled out emotional appeals in bank advertisements as the use of both types of appeals is recommended. The study provides important theoretical and managerial contributions to understanding how the consumers understand meaning-embedded advertisements produced by the banks. Managers will be able to consider the implications of advertisements in enhancing their brand equity and building relationships with customers in anticipation that, by word of the mouth and established relationship, their bank‘s reputation will be enhanced. Limitations of the study and opportunities for future research are identified.
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Johansson, Andreas, and Erik Lindmark. "Generational attitudes towards sexual advertisement : A comparative study between Sweden and South Korea." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105203.

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To break through the clutter of advertisements, some advertisers uses sexual appeal as a technique to increase visibility and sales. The purpose of this study is to examine, from a Swedish and South Korean perspective, how the attitude towards sexual appeal in advertising differ between generations. Culture and age has been proven to be factors affecting attitude towards advertisements, and previous research has found that the attitude towards sexual appeal in advertising between Swedish and South Korean university students only differed slightly. To examine the attitudes, data was collected through a questionnaire. The results suggest that the attitudes of each age group are generally rather similar, regardless of culture. Ages 18 to 30 showed most negativity towards sexual appeal in advertisements.
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Bäckelie, Anna. "Leadership Style and Readiness Requirement in Job Advertisements : Exploring gender differences in wording appeal within technological corporate culture." Thesis, Uppsala universitet, Institutionen för psykologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-353990.

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Organizational leadership is predominantly male, even after decades of effort to even out this gap. The gender gap in corporal leadership was here assessed by investigating the possible effect of job advertisement configuration. Requesting a democratic or autocratic leadership style and high or low level of readiness for the leadership position in job advertisements was hypothesized to affect their appreciated appeal differently depending on the reader’s gender. A democratic leadership style and a low level of readiness requirement was thought to appeal more to women. Additionally, an effect of nearness to a manager of the same sex on the appreciated likelihood of applying for a leadership position was investigated, in line with the theory of same-sex role models. Seventy-nine male and seventy-seven female employees from a technical department within a global industrial company were included in the study where they rated manipulated company job advertisements’ appeal and filled out a survey. The results revealed no gender difference in the employees’ appeal ratings depending on the two variables. No difference in likelihood of applying for a leadership position was found, regardless of same-sex managerial nearness. The unique characteristics of the sample used induces a discussion of when advertisement wording matters and matters not.
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Marisha, Daniels Ashley. "EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546.

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Rousseau, Diane. "Effectiveness of fear appeals in anti-smoking advertisements." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq25998.pdf.

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Brown, Lucy Maud. "A typology of aesthetic appeals for television advertisements /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.

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Lin, Yi. "Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements." Digital Commons @ East Tennessee State University, 2009. https://dc.etsu.edu/etd/1809.

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Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
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Wetterstrand, Adam, Albin Fransson, and Julius Nordmark. "Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of effective native advertisements’ influence on users’ feeling of non-intrusiveness." Thesis, Linnéuniversitetet, Institutionen för ekonomistyrning och logistik (ELO), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85740.

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Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand. Purpose The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness. Method The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing. Conclusion The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.
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Waltrick, Davi Rogerio. "Country of Origin Image Appeals and the Purchase Propensity of Consumers : An experimental study." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-42566.

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The purpose of this paper is to investigate how dimensions of Country of Origin Image (COI) can impact the purchase propensity of consumers. Drawing on the literature of international marketing, consumer behaviour, and social psychology, an experiment with a three-product category (experiential, functional, and symbolic) was designed to analyse purchase propensity of Swedish consumers for Brazilian products. To collect the data, Swedish consumers divided into three groups were part of the experiment. Each group had contact with one product category having five advertisements with different appeals, answering a survey sent via e-mail. Overall, COI appeals was found to have a higher purchase propensity benefit than no COI. Evidence was found that dimensions have different purchase propensity benefit among the product categories. The findings offer evidence that in a cultural distance setting, COI appeals should be implemented for the increase of purchase propensity, with adaptation based on context.<br><p>Due to the Coronavirus pandemic, the presentation took place on-line, in a Zoom conference.</p>
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Books on the topic "Advertisement appeal"

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Environment, Great Britain Department of the. Town and Country Planning Act 1971: Enforcement appeals and advertisement appeals. HMSO, 1985.

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Britain, Great. Town and Country Planning (Appeals) (Written Representations Procedure and Advertisements) (England) (Amendment) Regulations 2013. Stationery Office, The, 2013.

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Montgomery, Fielding. Horror Framing and the General Election. The Rowman & Littlefield Publishing Group, 2021. https://doi.org/10.5040/9781666994797.

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In Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements, Fielding Montgomery reveals a pattern of mostly increasing horror framing implemented across presidential elections from 2000 to 2020. By analyzing the two most common frameworks of horror within U.S. popular culture (classic and conflicted), he demonstrates how such frameworks are deployed by twenty-first-century U.S. presidential campaign advertisements. Televised advertisements are analyzed to illustrate a clearer picture of how horror frameworks have been utilized, the intensity of their usage, and how self-positive appeals to audience efficacy help bolster these rhetorical attempts at persuasion. Horror Framing and the General Election shows readers how the extensionally constitutive ripples of horrific campaign rhetoric are felt in contemporary political unrest and provides a potential path forward.
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Tarulevicz, Nicole. Food Sluts and the Marketing of Singaporean Cuisine. University of Illinois Press, 2017. http://dx.doi.org/10.5406/illinois/9780252038099.003.0009.

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This chapter analyzes print and film tourism advertisements for Singapore. Unlike its neighbors, Singapore, by way of its English-language public sphere, is the “knowable Asia.” As a “Westernized” globalized city, it appears knowable through the consumption of local fare. Tourists are actively encouraged to partake of local food as part of the experience of Singapore—to literally taste the nation. For diasporic communities, food can serve as a reminder of home, of the familiar, and of the national, and for Singaporeans who find themselves outside the borders of their nation-state, local food can become a means to reaffirm identity. As a consequence of both tourism advertising and the growth of the overseas Singaporean population, there is a growing interest in Singaporean cuisine in the West, evident in the pages of food magazines, in the programming of Food Network, and in cooking classes.
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Fields, Sarah K. Owning a Face: Publicity and Advertising. University of Illinois Press, 2017. http://dx.doi.org/10.5406/illinois/9780252040283.003.0005.

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This chapter explores the Don Newcombe's lawsuit against Coors Brewing Company Newcombe played in the Negro baseball leagues until 1949, when the Brooklyn Dodgers signed him after Jackie Robinson broke the color barrier in 1947. He had a stellar career, winning the Most Valuable Player award, the Cy Young Award, and the Rookie of the Year award. However, his career in Major League Baseball was cut short in 1960, in part because of a continuing battle with alcohol. Eventually, Newcombe acknowledged his problem, and, as a recovering alcoholic, he served as a spokesman for the National Institute on Drug and Alcohol Abuse. As an anti-alcohol advocate, Newcombe was shocked when he discovered an advertisement for Killian's Irish Red Beer (a brand produced by Coors Brewing) that featured a drawing of an old-time baseball game in which the pitcher was a recognizable version of Newcombe. He sued Coors for a violation of his right of publicity but lost in the federal district court. Despite that decision, the Ninth Circuit of the U.S. Court of Appeals agreed with Newcombe and overturned the lower court, establishing that celebrity athletes had the right to choose how their image was used in advertising and allowing them to disassociate themselves from products they found distasteful.
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Berry, Bonnie. Beauty Bias. Praeger, 2007. http://dx.doi.org/10.5040/9798400617171.

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Society has always been fixated on looks and celebrities, but how we look has deep ramifications for ordinary people too. In this book, Bonnie Berry explains how social inequality pertains to prejudice and discrimination against people based on their physical appearance. This form of inequality overlaps with other, better-known forms of inequality such as those that result from sexism, racism, ageism, and classism. Social inequality regarding looks is notable in a number of settings: work, medical treatment, romance, and marriage, to mention a few. It is experienced as limitations on access to social power. Berry discusses the pressures to be attractive and the methods by which we strive to alter our appearance through plastic surgery, cosmetics, and the like. Berry also discusses cultural factors, such as the manner in which globalization of media, advertisements, and movies have trended toward homogenization, whereby we are all encouraged to appear tall, thin, white, and with Northern European features even if we are none of those things. She also analyzes the underlying social forces such as economic incentives that, on the one hand, channel us to be as physically acceptable as possible via the sale of diet pills and skin lighteners, and on the other hand, encourage us to accept ourselves as we are by selling us plus-size clothing. The book concludes with suggestions for equal rights extended to all regardless of appearance. Here, Berry describes budding social movements and grassroots endeavors toward an acceptance of looks diversity.
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Book chapters on the topic "Advertisement appeal"

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Boutsikaki, Kallirroy, and George Balabanis. "A New Typology on Sex Appeal Advertisements." In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_60.

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Zotos, Yorgos C., Steven Lysonski, and Lilia Ziamou. "The Use of Fear Appeals in Greek Magazine Advertisements." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17323-8_70.

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Mueller, Barbara, Sandra Diehl, and Ralf Terlutter. "The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers." In Advances in Advertising Research (Vol. VI). Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-10558-7_13.

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Garcia, Eli, and Kenneth C. C. Yang. "Consumer Responses to Sexual Appeal in Cross-Cultural Advertisements: The Moderating Role of Cultural Value Orientations." In Marketing, Technology and Customer Commitment in the New Economy. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11779-9_20.

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Casais, Beatriz, and João F. Proença. "A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals." In Advances in Advertising Research (Vol. V). Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-08132-4_2.

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Diehl, Sandra, Barbara Mueller, and Ralf Terlutter. "The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis." In EAA Series. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-02365-2_24.

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Casais, Beatriz, and João F. Proença. "Quality of Life as an Outcome Disclosure of Positive Appeals in Social Advertisements: The Case of HIV/Aids Prevention Campaigns." In Applying Quality of Life Research. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-83286-5_4.

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Diehl, Sandra, Shintaro Okazaki, and Barbara Mueller. "A Procedure for the Development of Fictitious Advertisements in Multi-country Research: Crafting Messages with Hard-sell and Soft-sell Appeals." In Advances in Advertising Research (Vol. 2). Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6854-8_30.

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Skupin, Karina, Ardion Beldad, and Mark Tempelman. "The Impact of Advertising Appeals on Consumers’ Perception of an Advertisement for a Technical Product and the Moderating Roles of Endorser Type and Endorser Age." In Marketing Opportunities and Challenges in a Changing Global Marketplace. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_85.

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Mallinson, Jonathan. "8. 1919–23: A Lone Furrow." In William Moorcroft, Potter. Open Book Publishers, 2023. http://dx.doi.org/10.11647/obp.0349.08.

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This chapter deals with the short-lived post-war boom, and its aftermath. Surviving factory documents record the continuing (and growing) demand for Moorcroft’s ware, long after other manufacturers struggled to stay afloat. Contemporary correspondence and reviews reveal his enterprise and sense of purpose. At a time of economic slowdown and widespread retrenchment, Moorcroft expanded his facilities, building kilns for both flambé and lustre ware, and defiantly maintaining production through the miners’ strikes of 1920 and 1921, firing his ovens with wood. His trade income continued to increase, allowing him to offset rising prices and to retain his rates of pay, which, in the industry as a whole, were declining steadily. What is striking about Moorcroft’s commercial success is that it was based on designs characterised by their sensitivity, rather than their appeal to fashion. Wares commemorating the Armistice were widely praised for their simple dignity, his lustre wares stirred the imagination of private correspondents and critics alike with their haunting iridescence, and his decorative designs brought serenity to a troubled post-war world. Moorcroft stood apart as an artist potter; as one store put it: ‘Once seen, your sense of the beautiful will never allow you to forget Moorcroft Ware’. The pottery was the expression of the artist. His own advertisements often displayed no more than his name and his signature, eloquently and succinctly conveying the individuality of his ware. Moorcroft openly distinguished himself from pottery manufacturers whose Federation he declined to join, and this distinctiveness was openly recognised. He was often referred to in reviews as an individual rather than as a firm, and his pottery pointedly depicted as a ‘studio ware’, just at the time when Bernard Leach and other independent potters were attracting the attention of critics. Reviews often identified qualities highlighted too in the work of studio potters, and his exhibition pieces commanded the same high prices as the finest studio wares. Against this background of success, Liberty’s decided, quite unprompted, to convert their (secured) debentures into (unsecured) shares, putting their investment on the same financial footing as Moorcroft’s own. At a time of growing economic uncertainty, this was a telling indication of their confidence in the artistic quality and commercial potential of his pottery.
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Conference papers on the topic "Advertisement appeal"

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Shweta, Shashwati, Nilesh Anute, Mayadevi Jadhav, Kunal Patil, Shripad Joshi, and Deepa Kedar Rele. "Evaluating Advertisement Appeals' Effectiveness on Top of Mind Awareness Using AI and Machine Learning Techniques." In 2024 International Conference on Innovative Computing, Intelligent Communication and Smart Electrical Systems (ICSES). IEEE, 2024. https://doi.org/10.1109/icses63760.2024.10910537.

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Grigaliunaite, Viktorija, Ausra Pažeraite, and Mantautas Rackauskas. "The determination of the impact of emotional advertising appeals on willingness to recycle." In 23rd International Scientific Conference. “Economic Science for Rural Development 2022”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2022. http://dx.doi.org/10.22616/esrd.2022.56.002.

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The importance of recycling is undeniable for the circular economy and it is one of the main strategies for waste minimization. Therefore, effectively performed encouragement of recycling becomes urgent. Social advertising that promotes recycling is one of the methods to encourage society to reach higher levels of recycling. Thus, it is of interest to determine whether a negative appeal (fear) or a positive appeal (joy) makes a bigger impact on willingness to recycle. Yet, this has rarely been studied directly. Therefore, the scientific problem solved in the article is: how does joy and fear advertising appeals impact willingness to recycle? This paper aims to determine the impact of joy and fear advertising appeals on willingness to recycle. To reach the aim of the article, the implicit association test and questionnaire survey were provided. The analysis of research results revealed that the fear appeal advertisement for recycling seems more interesting, but the implication can be made that a bigger impact on the attitude toward recycling and willingness to act is made by joy appeal advertisement which is preferred unconsciously.
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Kostenko, V. H., and I. V. Znamenska. "Rational appeal techniques in dentistry commercial advertisement (dentists as consumers)." In THE INTERACTION OF JOURNALISM, ADVERTISING AND PR IN THE MODERN MEDIA SPACE. Baltija Publishing, 2022. http://dx.doi.org/10.30525/978-9934-26-250-0-5.

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Gvarishvili, Zeinab. "Comparative analyses of skincare product advertisements in Georgian and English." In Eighth Brno Conference on Linguistics Studies in English. Masaryk University Press, 2020. http://dx.doi.org/10.5817/cz.muni.p210-9767-2020-2.

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Across the gamut of media formats – from television to the Internet – beauty product advertising influences consumers on a daily basis. Each advertisement seeks to persuade potential buyers of the product's value, or even its necessity for the buyer's well-being and self-image. These techniques, sometimes manipulative in nature, affect consumers’ self-concepts. One of the signature strengths of the beauty advertisement lies in its ability to transform seemingly mundane objects into highly desirable products. In some cases, the beauty industry uses buzzwords and scientific words to convince consumers of a product's value; these linguistic devices describe the product's apparent capabilities and appeal to the consumer's ego by suggesting that the product will enhance the assets the consumer already possesses. All things considered, the present paper deals with a comparative study of skincare product advertisements in English and Georgian and focuses on the use of persuasive strategies, buzzwords and scientific terminology in the advertisements that manipulate and influence potential consumers.
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Shang, Cun, and Kyung Ho Lim. "Research on the Emotional Appeal of Advertisement Design About Youth Consumer Groups." In Proceedings of the 2nd International Conference on Art Studies: Science, Experience, Education (ICASSEE 2018). Atlantis Press, 2018. http://dx.doi.org/10.2991/icassee-18.2018.147.

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Onimaru, Kanta, Yusuke Osawa, Keiichi Watanuki, and Kazunori Kaede. "Effects of Dual Tasking with Visual Display Terminal Work and Advertisement Presentation on Workers' Interest and Emotions." In 15th International Conference on Applied Human Factors and Ergonomics (AHFE 2024). AHFE International, 2024. http://dx.doi.org/10.54941/ahfe1004675.

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In recent years, the use of visual-display terminals (VDTs) such as PCs and cell phones, for work, is proliferating. To perform efficiently, workers must be able to concentrate on and become immersed in their work. Most VDT work is performed while connected to the Internet and unintended distractions such as Internet advertisements (that appear on the display during work) can interfere with concentration. Distracting advertisements are generally considered disturbing and socially problematic. Previous studies have reported that visually disturbing stimuli presented in the peripheral-visual field reduce the ability to concentrate on tasks that are performed using central vision and have suggested that Internet advertisements may adversely affect work efficiency and accuracy. In-feed advertisements that blend into the timeline of articles and SNS, and recommendation-widget advertisements at the bottom of certain articles have been attracting attention recently, and their market is rapidly expanding. These native advertisements deliver value in line with the interests of workers in a natural flow. They promote consumption and fulfil their fundamental role as advertisements. In this context, we plan to investigate appropriate advertisement-presentation conditions, for inclusion in the worker's field of vision, in which the advertisements are recognizable, and worker concentration is unaffected. We aim to consider advertisements that benefit both advertisers and workers. Our objective is to investigate the nature of the interest and emotions generated by the advertisements in the workers. A cognitive memory task will be created, and during its execution the system will place simulated advertisements on the monitor for effect analysis. Task results, subjective evaluation, and eye-gaze information will be used to investigate advertising-element effects (such as color and movement) on worker interest and emotion and the corresponding impact on work concentration. Therefore, this study will provide an in-depth understanding of advertisement impact on worker interests and emotions while examining advertisement presentation conditions that are beneficial to both advertisers and workers. The study will explore the benefits that Internet-advertising optimization can bring to individuals and will contribute to the development of more effective and acceptable advertising strategies.
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Li, Muyang, Erik Serbicki, and Yu Sun. "SmartYoutuber: A Data-driven Analytical Platform to Improve the Subscriber Growth and Sustainability using Artificial Intelligence and Big Data Analysis." In 12th International Conference on Advanced Information Technologies and Applications. Academy and Industry Research Collaboration Center (AIRCC), 2023. http://dx.doi.org/10.5121/csit.2023.130605.

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Youtuber is a new type of freelancer, whose economic profit and personal reputation are highly decided by their own popularity on the Internet, which can be reflected directly by the number of subscribers accumulated. In order to develop the management of YouTube channels and get more advertisement benefits, youtubers need to maintain the current subscriber group and appeal to more new followers by making attractive videos. But they lack efficient methods to analyze their video quality and their communication with subscribers so that they can predict their future development and adjust present strategies. In this paper, we applied several machine learning algorithm and models to study the prediction of short and long term future subscriber increase (we call them as growth and sustainability of youtubers) by analyzing youtuber-related information including video content(e.g. topic type, video tags, etc.) and subscriber interaction(e.g. views, likes, comments, etc.). One highest-scoring regression algorithm is proposed to make the out-performing prediction for certain youtubers, and we have proven its rationality and high accuracy in predicting the growth and sustainability of YouTube subscribers with suitable configuration. Apart from establishing algorithms, a relevant website, which offers services for future prediction and improvement suggestions, is created based on the established random forest regression algorithm. This application allows youtubers to completely analyze their current management situation and assists them to increase popularity for both social and economic benefits.
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Akpınar, Mustafa Eren. "Analysis of Advertisements from Different Sectors in Turkey within the Context of Gender Equality." In COMMUNICATION AND TECHNOLOGY CONGRESS. ISTANBUL AYDIN UNIVERSITY, 2021. http://dx.doi.org/10.17932/ctcspc.21/ctc21.010.

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The concept of gender equality, which is among the most frequently discussed topics in our country, especially in recent years, appears as an area that has been examined intensively in the national agenda. As a result, different discussions may arise about the conceptual dimension. Even today, gender equality can often be confused with different disciplines. The best example of this is the misconception of the concept of feminism as gender equality. However, contrary to popular belief, feminism does not have the same meaning as gender equality. Although feminism is related to gender equality, they are not really substitute terms. Nevertheless, in many articles or researches, it can be seen that they are described as if they were the same. And yet, when the recent studies on gender equality are examined, these misunderstandings are observed to have begun to be overcome. At the same time, awareness is raised about gender equality thanks to these contents, and it is gradually increasing with the support of non-governmental organizations, big brands and platforms. The biggest indicator of this increase is the increased number of advertisements based on gender equality and the granting of awards related on the topic. For this reason, within the scope of this study, literature review is conducted on the advertisements that ranked in the category of Gender Equality at the 2019 Crystal Apple Award Ceremony and semiotic analysis methods, and interpretations are made on the advertisement pillar of the gender equality movement and the perception of gender in our country.
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Šakinytė, Dainora, Rasa Markšaitytė, Laura Šeibokaitė, Auksė Endriulaitienė, and Justina Slavinskienė. "THE EFFECTIVENESS OF SOCIAL ADS TARGETING DRUNK DRIVING." In International Psychological Applications Conference and Trends. inScience Press, 2021. http://dx.doi.org/10.36315/2021inpact069.

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"Social advertisements with threat appeals are widely used to reduce drunk driving. However, research on the effectiveness of such advertising is limited. This study aimed to evaluate, what emotions cause threat appeal ads targeting drunk driving and whether these ads change risky driving attitudes. 41 students (17.1 percent males; mean age 20.9 years; 53.7 percent had a driving license) voluntarily participated in the experimental study. Every participant was randomly assigned to one of three groups: two experimental (watched one of two TV ads with threat appeals) or control group (watched car wash ad with no threatening stimuli). After watching one of three ads, all participants were asked to evaluate seven emotions and to fill in Driving Attitude Questionnaire (DAQ). Results revealed that both road safety threat appeal ads targeting drunk driving did not arouse any stronger fear emotions or differences in driving attitudes compared to control group. Both experimental groups didn’t differ in emotions or attitudes as well. No difference in emotions and attitudes was found when comparing the reaction of participants who have seen the specific ad before the experiment and those who haven’t. The fact of being a licensed driver was also not related to the level of reported emotions or attitude differences in both experimental groups. The study results reveal that the possible effectiveness of threat appeal ads from ongoing social marketing campaigns on reducing drunk driving is questionable and further studies are needed."
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Sadachar, Amrut, and Swagata Chakraborty. "Impact of User-Centric Advertisement Appeals on Consumers’ Emotional Responses and Sustainable Apparel Purchase Intentions." In Pivoting for the Pandemic. Iowa State University Digital Press, 2020. http://dx.doi.org/10.31274/itaa.11830.

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Reports on the topic "Advertisement appeal"

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Nava Marron, Sofia Gabrielle. Exploring Gender Stereotypes in Alcohol Marketing Across Decades. Florida International University, 2025. https://doi.org/10.25148/fiuurj.3.1.11.

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This study examines the evolution of gender stereotypes and emerging gender roles in alcohol marketing over the past century, with a distinctive methodological approach, analyzing advertisements spanning 100 years. By incorporating LGBTQ+ representations alongside traditional gender portrayals, this research provides a comprehensive historical perspective on how advertising strategies have shaped and responded to societal changes. The study employs a detailed content analysis of alcohol advertisements from the 1920s to the present, focusing on emotional appeal, projected values, geographic targeting, psychographics, and distribution channels. By tracing these elements across different periods, the research uncovers how gender roles in alcohol marketing have evolved from rigid stereotypes to more nuanced, inclusive approaches. Findings indicate a shift from overtly gendered messaging, where alcohol was marketed through hyper-masculine or feminine imagery, to contemporary strategies emphasizing lifestyle aspirations and inclusivity. While historical ads reinforced traditional gender norms, modern campaigns increasingly cater to diverse identities, reflecting broader societal shifts. This research highlights the influential role of alcohol advertising in shaping consumer behavior and gender perceptions. Understanding these shifts is crucial for marketers and policymakers seeking to promote responsible and equitable marketing practices in an evolving social landscape.
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