Journal articles: 'Color in advertising'

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Gupta, Dimple. "EFFECTS OF ADVERTISING COLORS ON SOCIETY." International Journal of Research -GRANTHAALAYAH 2, no. 3SE (December 31, 2014): 1–2. http://dx.doi.org/10.29121/granthaalayah.v2.i3se.2014.3583.

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It is visible to us only because of the color of the objects in the ground. Objects of the same color are seen differently due to less and more amount of light on the ground. We get this diverse color from the sun itself. There are seven types of colors in the rays of the sun. And it is through them that the rainbow is formed in the sky. Color is a powerful psychological tool. Each color leaves different effects. Colors have a great impact on society, if color is removed from human life and nature, then all the people on this earth will start to look like monotonous, every person has different feelings towards colors. वस्तुओं के धरातल में रंग होने के कारण ही वह हमें दिखाई देती है। धरातलों पर प्रकाश की मात्रा कम व अधिक होने से एक ही रंग की वस्तुएँ अलग-अलग दिखाई देती है। यह विविध रंग हमें सूर्य के द्वारा ही सब वस्तुओं को प्राप्त होता है। सूर्य की किरणों में सात प्रकार के रंग होते है। और उन्हीं के द्वारा ही आकश में इन्द्रधनुष बनता है। रंग एक शक्तिशाली मनोवैज्ञानिक औजार है। हर रंग अलग-अलग प्रभाव छोड़ता है। रंगों का समाज पर बहुत प्रभाव पड़ता है यदि मानवीय जीवन और प्रकृति से रंग निकाल दिया जाय तो इस धरती पर सब सूना-सूना नीरस सा लगने लगेगा रंगों के प्रति हर व्यक्ति की भावनाएँ अलग-अलग होती है।

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Talaei, Marzieh. "Color , Feeling and Advertising." Kuwait Chapter of Arabian Journal of Business and Management Review 2, no. 6 (February 2013): 25–30. http://dx.doi.org/10.12816/0001205.

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Monica, Monica, and Laura Christina Luzar. "Efek Warna dalam Dunia Desain dan Periklanan." Humaniora 2, no. 2 (October 31, 2011): 1084. http://dx.doi.org/10.21512/humaniora.v2i2.3158.

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In daily life, color gives the spontaneous effect to psychological of people who see that color. When connected to the world of design and advertising, color could become one of the main tools to communicate the message. Therefore, the colour can conduce to increase the sales value or strengthen the image of product or corporate. Color is one of the important parts which can be an attraction of a product, artwork or design. Color provides excellence in design. Each color has difference psychological effects, so that a designer can choose and accommodate the colors with the product to be advertised. Perception of color will be different between one person to the others. It is influenced by the culture of certain countries. In some regions or countries, colors have different meanings, then it becomes the order of designers to compose colors that will be used so thatappropriate to the design that will be made.

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Li, Yibing. "Exploration on the Application of Color Contrast and Harmony in Advertising Design." Asian Journal of Social Science Studies 6, no. 3 (October 6, 2021): 29. http://dx.doi.org/10.20849/ajsss.v6i3.934.

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This paper briefly summarizes the principle of color contrast and color harmony, which mainly explains their applications in advertising design. From the exploration, it is found that the moderate contrast, sharp contrast and progressive contrast of color are often employed in advertising design, furthermore, the identity harmony, approximate harmony and order harmony is also widely used in advertising design. Therefore, in order to better carry out the application of color contrast and harmony, the advertising design department should actively train professionals in color, strengthen advertising design review and conduct the all-around market research.

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Зорина, М. В., and А. А. Садковкин. "Color marketing: how color affects on the emotional state of viewers." Modern scientist, no. 4 (May 27, 2024): 90–94. http://dx.doi.org/10.58224/2541-8459-2024-4-90-94.

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цвет в нашей психике имеет определенное значение и оказывает влияния на поведение человека. Как правило, это работает на бессознательном уровне. Зная это, опытные маркетологи привлекают наше внимание и побуждают к покупке товаров и услуг. Правильно подобранные цвета и мелодии могут серьезно отразиться на эффективности рекламы, причем как в положительном, так и в отрицательном ключе. Роль цвета в рекламе трудно переоценить. Он помогает вызвать определенные эмоции, которые помогут продать продукт, обозначить позиционирование компании, расставить акценты и привлечь внимание потенциальной целевой аудитории. Цветовой маркетинг – востребованное направление, требующее глубинного изучения. Изучив разные исследования на эту тему, мы попытались определить какие цвета вызывают нас те или иные эмоции и понять использование каких из них будут иметь наиболее выгодную для рекламодателей обратную связь. Цель исследования – подтвердить гипотезу о том, что благодаря цвету можно управлять эмоциональным состоянием человека. В дальнейшем эта работа призвана помочь повысить эффективность рекламы, применяя цветовой маркетинг, создавая для своих рекламных кампаний определенный эмоциональный фон. color in our psyche has a certain meaning and influences human behavior. As a rule, it works on an unconscious level. Knowing this, experienced marketers attract our attention and encourage us to buy goods and services. Properly selected colors and melodies can seriously affect the effectiveness of advertising, and both in a positive and negative way. The role of color in advertising is difficult to overestimate. It helps to evoke certain emotions that will help to sell the product, to designate the positioning of the company, to set the accents and attract the attention of potential target audience. Color marketing is a demanded direction that requires in-depth study. Having studied different studies on this topic, we tried to determine what colors cause us certain emotions and understand the use of which of them will have the most profitable feedback for advertisers. The purpose of the study is to confirm the hypothesis that color can be used to control the emotional state of a person. In the future, this work is designed to help increase the effectiveness of advertising, using color marketing, creating a certain emotional background for their advertising campaigns.

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Talafuse, Anna, Brenda Dockery, and Claire Tevaseu. "Menstruation Product Advertising and Color." International Journal of Interdisciplinary Social and Community Studies 17, no. 2 (2022): 79–93. http://dx.doi.org/10.18848/2324-7576/cgp/v17i02/79-93.

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McGann, Anthony F., and David Snook-Luther. "Color Quality in Print Advertising." Journalism Quarterly 70, no. 4 (December 1993): 934–38. http://dx.doi.org/10.1177/107769909307000417.

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This experimental study shows that use of color is important to the reader, but that quality of color is not critical. The authors suggest this finding may suggest to newspaper editors that use of color advertising could heighten their competition with magazines.

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Pilelienė, Lina, and Viktorija Grigaliūnaitė. "Relationship between Spokesperson’s Gender and Advertising Color Temperature in a Framework of Advertising Effectiveness." Scientific Annals of Economics and Business 64, s1 (December 1, 2017): 1–13. http://dx.doi.org/10.1515/saeb-2017-0036.

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Abstract Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.

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Chen, Fenglei, Khunanan Sukpasjaroen, and Thitinan Chankoson. "Influence of light and color of advertising photography on consumers’ purchase intention." Innovative Marketing 18, no. 4 (December 28, 2022): 215–31. http://dx.doi.org/10.21511/im.18(4).2022.18.

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With the rapid progress of information technology, short video advertising has flourished, and the performance of advertising images can stimulate consumers’ purchase behavior through short video platforms. Drawing on stimulus-organization-response (S-O-R) theory, this study explored the moderating role of short video platforms on the relationship between light and color of advertising photography and brand image and the mediating role of brand image between light and color and consumers’ purchase intention. The data were collected using a questionnaire focusing on consumers who purchased detergent products in major supermarkets in East China. The survey covered 200 respondents from different industries, genders, and education levels in various provinces and cities in East China. Collected data were analyzed using regression analysis. It was found that the light and color of advertising photography have a facilitating effect on consumers’ purchase intention. Furthermore, brand image mediates the relationship between light and color and consumers’ purchase intention. Finally, short video platforms can moderate the relationship between light and color and brand image. This study will encourage scholars to use the S-O-R model in academic research to investigate how advertising affects consumers’ purchase intention and guide companies to use short video platforms to advertise and increase product sales. AcknowledgmentThis paper is part of the Doctor of Philosophy Program in Management, Chakrabongse Bhuvanarth International Institute for Interdisciplinary Studies (CBIS), Rajamangala University of Technology Tawan-OK, Thailand. The researchers would like to thank all cited experts that contributed to this study.

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Schindler, Pamela S. "Color and contrast in magazine advertising." Psychology and Marketing 3, no. 2 (1986): 69–78. http://dx.doi.org/10.1002/mar.4220030203.

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Anggraeni, Septi. "MINAT CALON PEMILIK KARTU DEBIT DANAMON MANCHESTER UNITED DI YOGYAKARTA." Jurnal Riset Manajemen dan Bisnis 9, no. 2 (December 2, 2014): 113. http://dx.doi.org/10.21460/jrmb.2014.92.97.

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The purpose of this study is to understanding the influence product, advertising design, advertising color, advertising message, and brand image toward interest to Danamon’s Debit Card Manchester United advertising brochure at Yogyakarta. The data was gained by spreading 100 questionnaires to 100 respondents who has never had the Danamon’s Debit Card Manchester United. The analysis methods that used in this research is multiple linear regressions. Based on the result of multiple linear regressions, the results showed product, brochure design, brochure color, brochure message and brand image that influencing the having interest of Danamon’s Debit Card Manchester United at Yogyakarta Keywords: Product, Brochure design, Brochure color, Brochure message and Brand image

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You, Wei-Tao, Ling-Yun Sun, Zhi-Yuan Yang, and Chang-Yuan Yang. "Automatic advertising image color design incorporating a visual color analyzer." Journal of Computer Languages 55 (December 2019): 100910. http://dx.doi.org/10.1016/j.cola.2019.100910.

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Park, Eun Hee, and Won Ja Lee. "A Study on Advertising Recall Regarding Color Scheme of Fashion Advertising." Textile Coloration and Finishing 25, no. 4 (December 27, 2013): 337–44. http://dx.doi.org/10.5764/tcf.2013.25.4.337.

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Panigyrakis, George G., and Antigone G. Kyrousi. "Color effects in print advertising: a research update (1985-2012)." Corporate Communications: An International Journal 20, no. 3 (August 3, 2015): 233–55. http://dx.doi.org/10.1108/ccij-12-2011-0072.

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Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions. Originality/value – The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

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김유진. "The Color Image Analysis of Public Advertising." Journal of Korea Design Forum ll, no. 24 (August 2009): 305–16. http://dx.doi.org/10.21326/ksdt.2009..24.028.

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Huang, Jen-Hung. "Color in U.S. and Taiwanese industrial advertising." Industrial Marketing Management 22, no. 3 (August 1993): 195–98. http://dx.doi.org/10.1016/0019-8501(93)90005-r.

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Sovyetna, Alyona, and Eduard Sovyetnyi. "MICROFIELD OF GRAY COLOR IN INTERIOR ADVERTISING." SWorld-Ger Conference proceedings, gec22-01 (October 30, 2019): 99–103. http://dx.doi.org/10.30890/2709-1783.2022-22-01-009.

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In our work, advertising texts in three languages were analyzed, in particular gray color in interior advertisements. Achromatic color markings are less commonly used, but one can notice a tendency to activate light tones - microfields of white and gray

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Muljosumarto, Cindy. "A Case Study Color as a Visual Language: Focused on TV Commercial." Nirmana 17, no. 1 (October 22, 2018): 1. http://dx.doi.org/10.9744/nirmana.17.1.1-9.

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Color is an important element of a visual design, it also an essential element in a TV Commercial (TVC). This paper examined color as a ‘language’ to convey the TVC message to the audience, using Kobayashi’s Color Image Scale to be the color descriptor combined with psychological colors theory and some data from professionals. To gain more specific result the data also compared with an experimental method that has been done with a group of potential target audience of this product. The last step is an analysis and conclusion. The result will be a new finding about color function in advertising and hopefully could lead into new creative ideas of TVC ads.

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Neto de Santana Oliveira, Simone. "What color is the Northeast? An analysis of the visual language (images and colors) of tourism advertisements." Applied Tourism 7, no. 4 (April 25, 2023): 15–25. http://dx.doi.org/10.14210/at.v7i4.18886.

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Colors play a very important role in all aspects of people's lives. It would be impossible to imagine a world without this visual perception, which is capable of influencing decisions and arousing emotions by the mere fact that it can be perceived. Despite being a physiological event (visualizing an image, a color), this act awakens a subjective sensitivity that is dependent on the context in which it occurs. The objective of this research is to present a descriptive and qualitative analysis of the use of colors in tourism advertisements in the Northeast region, and how this use impacts the perception of images and the choices made by individuals in these advertising campaigns. Advertising cards (posters and virtual ads) of tourism agencies were collected, and submitted to a detailed analysis of all the signs that compose the image and text, seeking to elucidate points of convergence between these constructions, in the light of Goethe’s color theory and the psychological analysis of colors. The results of this study confirm the premise that colors play a key role in the public's choice of travel routes and influence their perceptions, according to the sensations that the colors provoke in the individual.

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Bitaiev, V. "The evolution of the advertisement graphics in Ukraine: the ethnic art path." CONTEMPORARY ART, no. 18 (November 29, 2022): 329–36. http://dx.doi.org/10.31500/2309-8813.18.2022.273814.

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The study of the cultural and aesthetic component of advertising is aimed at determining the significant influence of ethno-artistic traditions of Ukraine on the stylistics of advertising graphics. The authors consider the problems of the national form and the reasons for pseudo-nationalization in design and advertising. As a result of the color-graphic and semantic analysis of numerous works of art, it was found that the visual components of advertising graphics are deeply rooted in Ukrainian folk art. At the same time, it was found that the separation of modern urban life from the experience of folk imagery gained over the centuries leads to the loss of ethnic artistic traditions. In the conclusion of the article, the author proves that advertising is subject to positive and negative effects of socio-cultural transformations, which is why the use of visual means in advertising must be conditioned by orientation on the target audience, taking into account the defined aesthetic ideals, national color and ethno-artistic traditions.

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Malagó, Graziella Andreia, and Maria Ogécia Drigo. "Os significados da cor preta postos em circulação pela publicidade no jornal Folha de S.Paulo (2020)." Revista Mídia e Cotidiano 18, no. 2 (May 29, 2024): 277–300. http://dx.doi.org/10.22409/rmc.v18i2.59298.

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This article presents results of research into the process of constructing meanings for the color black. In order to explain the meanings of the color black triggered by advertising in the Folha de S.Paulo newspaper, reflections on the process of social construction of the color black are presented; aspects of the collection and selection of data from the Folha de S.Paulo newspaper, of 2020, are described; then advertising pieces from this sample are analyzed through the application of peircean semiotic strategies. The article is relevant because it provides support for producers, in general, involved with visual language.

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Vanny Fiandra Cahyani and Laina Rafianti. "Urgensi Pendaftaran Warna sebagai Potensi Merek Dagang Berdasarkan Undang-undang Nomor 20 Tahun 2016." JURNAL HUKUM, POLITIK DAN ILMU SOSIAL 3, no. 1 (December 20, 2023): 170–82. http://dx.doi.org/10.55606/jhpis.v3i1.3194.

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The use of a mark serves not only as a distinguishing factor for a company but also as a strategic tool for marketing and advertising. Color, as a crucial element in brand identity, has the ability to convey messages, influence consumer perceptions, and enhance brand value. Therefore, it is not uncommon for companies to seek protection for colors as trademarks to ensure a definite level of safeguarding. In Law Number 20 of 2016 concerning Trademarks and Geographical Indications in Indonesia, the registration of color is not explicitly recognized as a trademark that can be registered, but it is also not prohibited. The findings of this research indicate the importance of Indonesian law in allowing the registration of color as a trademark, considering that color has a strong identification power for consumers, and many companies have successfully created associations between colors and their marks through consistent usage.

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Choi, Jungsil, Young Kyun Chang, Kiljae Lee, and Jae D. Chang. "Effect of perceived warmth on positive judgment." Journal of Consumer Marketing 33, no. 4 (June 13, 2016): 235–44. http://dx.doi.org/10.1108/jcm-02-2015-1309.

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Purpose This paper aims to explore how color-based visual sensation affects people’s judgment of other people and their environment. The authors focus primarily on uncovering the causal mechanism in which such effect is mediated by warmth stereotype. Design/methodology/approach The authors used data collected from experiments and field surveys in the USA and South Korea. Findings Pilot study shows that an anonymous person against a warm color background (vs neutral and cold color background) is perceived to be one with warmer personality. Study 1 shows that warm (vs neutral) color in advertising increases a perceiver’s warmth stereotype and trust and, consequently, a favorable attitude toward the advertiser. Study 2 shows that color-based warmth of an e-commerce website increases a web user’s warmth stereotype and trust of the website and higher intention to purchase. Study 3 shows that the nurses’ perception of warmth from a hospital’s ambient color affects their favorable judgment of the hospital and intention to take on an extra role. Importantly, all effects observed across studies were mediated by the activation of warmth stereotype. Practical implications The findings provide practical guidelines to companies for the usage of colors in crafting advertising artifacts, designing a website and creating a workplace environment to induce positive attitudes and motivations toward each target. Originality/value The extant research on warmth experiences focuses on tactile sensation as a key independent variable and transient mood as a dominant mediator. This study extends the stream of research by adopting perceived visual sensation as an independent variable and warmth stereotype as a new mediating construct.

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Sharma, Nazuk. "The effects of matching empty ad space color to featured product’s color on consumer buying impulse." Journal of Consumer Marketing 38, no. 3 (February 11, 2021): 262–71. http://dx.doi.org/10.1108/jcm-10-2019-3477.

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Purpose The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts consumers’ product buying impulse. It tests two competing hypotheses, where the salience explanation proposes a positive effect of empty space–product color matching on product buying impulse, while the contrast account predicts an opposite effect. Design/methodology/approach Data was gathered from US-based MTurk panelists under three experimentally designed studies. The proposed effects were tested across multiple product categories, colors and online advertising formats. Qualitative responses from experienced marketing executives were also assessed for managerial insights. Findings Across all studies, findings reveal that using a product-colored (vs white) empty space in an ad increases consumers’ product buying impulse, favoring the salience rather the contrast explanation. Increased ad salience owing to an enhanced exposure to product color (an important sensory aspect), in turn improving the product’s hedonic appeal work as serial processes explaining this effect. Originality/value This research is not only the first to investigate the effects of using colored empty space (where limited prior research has only focused on white empty space), but also the first to study its impact on impulse buying intentions. Counter to prior advertising research which suggests using greater contrast by using white empty space to achieve positive effects, this research empirically tests and finds that using a product-colored empty ad space instead has a positive impact on product buying impulse.

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Gierl, Heribert. "The Color of Togetherness: A Theoretical Contribution to the Research on Color Effects." Marketing ZFP 46, no. 2 (2024): 32–62. http://dx.doi.org/10.15358/0344-1369-2024-2-32.

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The purpose of this paper is twofold. The first purpose is to contribute to knowledge about the effect of color on brand attitude in a specific case of advertising: the coloration of ads that promote togetherness or avoidance of loneliness. We found that reddish coloration is associated with the feeling of togetherness when compared to blueish coloration and natural color. The second purpose is more methodological. Since Cohn’s publication, 130 years of academic research on color effects have resulted in thausands of papers. Many authors in this field regret that the assumptions of most work are based on intuition and that researchers have presented a wealth of data based on colorimetic designs but have not provided generalizable findings. This problem arises from the fact that authors do not derive hypotheses from specific color theories or general psychological theories before conducting empirical work. For the case of colors in a togetherness/loneliness situation, we show that schema-congruity/incongruity theory, the hiercharcial-network model from schema theory, and regulatory-fit theory in combination with insights about the promotion or prevention orientation of colors enable the development of hypotheses. This article therefore also contributes to research into color effects by providing a perspective on how more theory-based research can be carried out.

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Nelson, Michelle R., and Jacqueline C. Hitchon. "Theory of Synesthesia Applied to Persuasion in Print Advertising Headlines." Journalism & Mass Communication Quarterly 72, no. 2 (June 1995): 346–60. http://dx.doi.org/10.1177/107769909507200208.

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Synesthetic metaphors are prevalent historically in popular culture, including advertising. Such metaphors equate sense A to sense B, such as hearing to sight, as demonstrated in the advertising headline, “Can't You Just Hear This Color?” In clinical terms, synesthesia is a rare condition in which stimulation of one sense produces an involuntary perception in another. For example, a person actually sees vivid, corresponding colors when listening to sound. Although awareness of synesthesia began with the study of synesthetes, the general population can enjoy a synesthetic experience metaphorically. As a consequence of its clinical roots, psychological implications, and aesthetic impact, synesthesia has received attention in diverse disciplines. The experiment reported here tests hypotheses regarding the persuasive impact of synesthetic metaphor in print advertising headlines. Findings suggest that in some circumstances, synesthetic headlines produce less, rather than more, favorable attitudes toward the advertisement and brand than literal equivalents.

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Ramdani, Muhamad Abdilah, and Prawira Fajarindra Belgiawan. "Designing Instagram Advertisement Content." Contemporary Management Research 19, no. 1 (March 4, 2023): 1–26. http://dx.doi.org/10.7903/cmr.23023.

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Technology advancement has changed shopping activities from offline to online (O2O). Businesses must take advantage of digital technology to market their products by creating attractive visual advertising to acquire their consumers. This study empirically investigates purchase behavior and evaluation of Instagram content ads from the visual elements of advertising (color, product image, design, and typography). A total of 496 online consumers participated in the survey. The findings further show that, except for color, all visual elements of advertising directly affect consumer attitude. Our results also confirm that actual purchases are formed by attitudes and purchase intentions. Theoretically, this study furthers the literature on consumer behavior, social media advertisement, and digital marketing. Moreover, it provides practical insights into designing attractive advertisement content on Instagram, which benefits marketers and content/graphic designers.

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Putri, Ika Maurifa Sari, and Moh Kurdi. "OPTIMALISASI MEDIA SOSIAL SEBAGAI MEDIA PEMASARAN DALAM MENINGKATKAN KEMANDIRIAN SECARA FINANSIAL PADA CV. DUA WARNA SUMENEP." Journal MISSY (Management and Business Strategy) 2, no. 2 (November 30, 2021): 7–11. http://dx.doi.org/10.24929/missy.v2i2.1679.

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Social media is an online media that can connect long-distance communication, the process of interaction between one user and another, information can be obtained easily through special application devices using the internet network. Interacting on social networks seems closer and real compared to the presence of one's own neighbors. People are more obsessed with the virtual world. This is what interferes with human attitudes, so that someone prefers to be alone, anti-social tends to be insensitive to the needs of people around him, individualistic and others. The purpose of this study was to find out how optimally the Sumenep Two-Color Advertising & Printing Bureau optimally uses social media in increasing Financial Independence. This study uses descriptive qualitative methods. The location of the research was carried out at the location of the business and the place of product production from the Bureau of Advertising & Printing Two Colors which is located at Jln. Dr. Wahidin No.17c, Pajagalan sub-district, Kota sub-district, Sumenep Regency. The results of this study indicate that the promotion carried out by the Two-Color Advertising & Printing Bureau is still optimizing the old way, namely by promoting through word of mouth. Therefore, it is necessary to optimize social media to advance the company as well as to expand the reach of consumers in order to increase financial independence.

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Sharifi Nowghabi, Azadeh, and Adeleh Talebzadeh. "Psychological Influence of Advertising Billboards on City Sight." Civil Engineering Journal 5, no. 2 (February 26, 2019): 390. http://dx.doi.org/10.28991/cej-2019-03091253.

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The most important contributions of metropolitan cities to modernity is its noise pollution and visual, and structural disturbances in urban life. Due to the fact that these cities have entered into a new world that has not experienced any of its principles before it has tested the urban structure and has a proper connection between the needs of the inhabitants and even the dominant tradition and culture. City billboards and advertisements have doubled the visual disturbances in this new sovereignty of urbanization; this kind of visual pollution causes mental confusion and reduces the intellectual concentration of individuals, and its effects and consequences is progressing through time. The images in the city's atmosphere, including buildings, streets, traffic signs and commercial and exterior signs of buildings and stores, various billboards and urban furniture, and other elements that are exposed to the public, have different colors which have different psychological effects on viewers. Color as one of the most important visual elements can have an active and influential effect on the general public's perspective of the city and its psychological effects on its citizens. The question is whether a suitable solution could be made to regulate the types of commercial billboards and, thus, provide psychological comfort and safety for citizens. This study has used library resources, internet data and survey method and analysed them after observing and investigating the collected data and the analysis of colors in advertising billboards and their layout along with their psychological effects, especially in the intersection of the crowded streets of Mashhad. In addition to searching for major problems in urban advertising in terms of environmental qualities, the researchers have tried to provide appropriate solutions to the challenge through visual comfort components and their evaluation. The results of this research show that the promotion of the level of visual components, including color in advertising, and in particular at the intersection of streets and congestion of traffic signs and warning signs, has a profound effect on urban landscape. Accordingly, encouraging the use of appropriate advertising equipment and providing appropriate solutions for organizing and institutionalizing urban advertising, will enhance its quality and create order and beauty in the environment, and thus provide visual comfort to citizens.

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Sivova, Tatyana. "BERRY FLORA NOMINATIONS IN THE RUSSIAN LANGUAGE COLOR SYSTEM. COWBERRY." Ezikov Svyat (Orbis Linguarum), ezs.swu.v.21.1 (February 26, 2023): 16–28. http://dx.doi.org/10.37708/ezs.swu.v21.i1.2.

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As a result of this study, the purpose of which is to establish on the material of various discourses (lexicographic, artistic, associative, advertising, Internet discourse) the actual composition of color terms used in cowberry’s coloristic descriptions, a coloristic spectrum of plant descriptions has been identified, including more than 30 basic color terms, and also lexemes with the meaning ‘to be in bloom’, ‘not ripe’ / ‘ripe’, with a ‘light’ seme; a number of color composites testifying to the importance of subtle color differentiation of cowberry in the native speaker linguistic consciousness. Other important results of the study are: 1) the identification of the cowberry’s descriptions color dominant (red), confirming the status of the plant as a standard sample of red and manifesting mass color stereotype of its perception; 2) the description of the periphery of cowberry’s color nominations, which made it possible to designate the range of individual author’s characteristics of the plant (more than 20 nominations, according to an associative experiment); 3) the identification of the functional potential of cowberry’s color descriptions, which is manifested in the ontological function, in the function of the aestheticization of reality, cultural-marking, ethnolinguocultural, advertising; 4) the establishment of new color terms, based on floristic nomination, production mechanisms, the lexicography and functionality study which will make some contribution to the Russian color conceptosphere description.

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Sivova, Tatyana V. "WORMWOOD COLOR: FROM LEXICOGRAPHIC TRADITION TO MASS LANGUAGE CONSCIOUSNESS." Proceedings of Southern Federal University. Philology 26, no. 1 (March 20, 2022): 66–80. http://dx.doi.org/10.18522/1995-0640-2022-1-66-80.

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The focus of this study is the reconstruction of the Russian floristic space color conceptosphere, in particular its fragment, represented by the wormwood color descriptions, which is significant plant in the traditional Slavic culture, functioning in various discourses (lexicographic, artistic, advertising). In the course of the study, a number of tasks were solved: 1) based on the lexicographic sources, K. Paustovsky’s prose, linguistic associative experiment, the National corpus of the Russian language data, advertising text, the quantitative and qualitative composition of wormwood color descriptions, represented by more than 70 unique nominations, was determined; 2) color dominants that visualize the plant and are the color stereotype of its perception: green – according to the associative experiment data, gray – according to the K. Paustovsky’s color picture of the world, gray-haired and silvery – according to the main and poetic subcorps of the National corpus of the Russian language were revealed; 3) the functional potential of the wormwood color descriptions, which creates the idea of the plant, was described; 4) on the example of the wormwood color descriptions use in texts, some trends in the development of the Russian color system were indicated, in particular, active color terms production based on color plant descriptions. The results obtained make it possible to make a certain contribution to the Russian color conceptosphere description; can be used both in research activities and in educational and methodical work, in lexicography.

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Horlachova, Viktoriya, and Tatiana Khejlik. "Female’s beauty color in modern English and Russian advertising." Scientific papers of Berdiansk State Pedagogical University. Series: Philological sciences 16 (October 10, 2018): 90–99. http://dx.doi.org/10.31494/2412-933x-2018-1-6-90-99.

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Clarke, Irvine, and Earl D. Honeycutt. "Color Usage in International Business-to-Business Print Advertising." Industrial Marketing Management 29, no. 3 (May 2000): 255–61. http://dx.doi.org/10.1016/s0019-8501(99)00068-1.

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Zhang, Tengxiao, Chuting Bao, and Chunqu Xiao. "Promoting effects of color-text congruence in banner advertising." Color Research & Application 44, no. 1 (October 8, 2018): 125–31. http://dx.doi.org/10.1002/col.22260.

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Xie, Junran. "The Exposure Effect of Static Banner Advertising on Purpose-oriented Users." Frontiers in Business, Economics and Management 6, no. 3 (December 5, 2022): 74–77. http://dx.doi.org/10.54097/fbem.v6i3.3315.

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The investment of advertising companies in online advertising is increasing day by day. The purpose is to hope that their advertising will get the attention and preference of consumers. However, some purpose oriented users will focus on finding information and ignore web ads. Will web ads work for these users? Based on this background, this paper studies the influence of the position and color of static banner advertising on the purpose oriented users. This can not only enable advertisers to understand whether their advertisements play a role, but also enable them to understand how to place and design advertisements to get better results.

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Putri Rahmania W, Rd Rafaida. "Apple Inc Advertising Strategy." Journal of Accounting and Finance Management 3, no. 5 (December 28, 2022): 258–65. http://dx.doi.org/10.38035/jafm.v3i6.154.

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This study aims to find out the results of an analysis of Apple Inc. in developing its marketing advertising strategy, especially related to the increase in advertising that is Apple's trademark. The method used in this study uses qualitative research methods and literature review. The results of this study indicate that Apple adapts User Generated Content (UGJ) to promote its products on social media, namely product placement on influencers/public figures, which are commonly called endorsements and "buzz" generated by positive reviews in the media. Apple nonetheless created a simple promotional concept that led to loyal customers with an unprecedented market share. Even the products themselves are kept sleek and minimal, with simple color schemes and clean, uncluttered designs.

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Yaryhin, A. V., V. I. Nazarenko, P. V. Semashko, and I. N. Cherednichenko. "Investigation of parameters of light characteristics of video screens of dynamic advertising equipment as factors influencing the human visual analyzer." Environment & Health, no. 2 (107) (June 2023): 73–80. http://dx.doi.org/10.32402/dovkil2023.02.073.

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The purpose of the work. Investigation of the physical characteristics of large geometric light video screens of dynamic advertising equipment as factors of possible adverse effects on visual analyzer of inhabitants of a surrounding housing. Results and discussion. Due to the development of outdoor advertising, the new generation of electronic panels can display video, multimedia, color, dynamic information, as well as quickly update advertising materials. This can cause an overload of the visual system and disrupt the normal functioning of brain, lead to visual fatigue. Studies of video screens on standardized parameters: lighting (lx), brightness (cd/m2) and non-standardized: lighting energy (mW/m2), color temperature (K), light pulsation (%) indicate their compliance with regulatory requirements of Ukraine and do not exceed levels regulated by other standards and recommended by the literature for sources of visible radiation. The exception is the angular size of the screen visible from the living room, which requires further studies. Conclusions. The use of geometrically large video screens of dynamic advertising equipment, especially in areas of dense housing and heavy traffic, requires improved methodological approaches to assessing the risks of visual discomfort and influence on public health.

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Putra, Dicky R., and Yuliana R. Prasetyawati. "PENGARUH GREEN PRODUCT TERHADAP MINAT BELI ULANG KONSUMEN MELALUI GREEN ADVERTISING (Studi Terhadap Konsumen Starbucks)." Jurnal Manajemen Pemasaran 15, no. 2 (September 10, 2021): 69–74. http://dx.doi.org/10.9744/pemasaran.15.2.69-74.

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Penelitian ini dilakukan untuk menguji pengaruh Green Product Reusable Color Changing Cups terhadap minat beli ulang konsumen Starbucks melalui Green Advertising yang ada di akun Instagram @starbucksindonesia. Metode penelitian yang digunakan adalah metode penelitian deskriptif kuantitatif dan analisis jalur melalui kuesioner yang dibagikan kepada 80 responden yang merupakan followers Instagram @starbucksindonesia yang menggunakan Reusable Color Changing Cups di Sahid Sudirman Center. Hasil penelitian menunjukan bahwa Green Product berpengaruh positif terhadap minat beli ulang yang dimediasi oleh Green Advertising di Instagram @starbucksindonesia. Starbucks harus terus mempertahankan Green Product yang diusung dan ditunjang untuk terus berinovasi dalam menghasilkan produk yang berkualitas dan ramah lingkungan, didukung juga dengan iklan yang menarik konsumen melalui media yang potensial, seperti Instagram.

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Handoko, Harry, and Ahmad Arifin. "PENGARUH GREEN PRODUCT TERHADAP MINAT BELI ULANG KONSUMEN MELALUI GREEN ADVERTISING." JURNAL MANAJEMEN, ORGANISASI DAN BISNIS (JMOB) 1, no. 4 (December 28, 2021): 574–82. http://dx.doi.org/10.33373/jmob.v1i4.3781.

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Penelitian ini dilakukan untuk menguji pengaruh Green Product Reusable Color Changing Cups terhadap minat beli ulang konsumen Starbucks melalui Green Advertising yang ada di akun Instagram @starbucksindonesia. Metode penelitian yang digunakan adalah metode penelitian deskriptif kuantitatif dan analisis jalur melalui kuesioner yang dibagikan kepada 80 responden yang merupakan followers Instagram @starbucksindonesia yang menggunakan Reusable Color Changing Cups di Sahid Sudirman Center. Hasil penelitian menunjukan bahwa Green Product berpengaruh positif terhadap minat beli ulang yang dimediasi oleh Green Advertising di Instagram @starbucksindonesia. Starbucks harus terus mempertahankan Green Product yang diusung dan ditunjang untuk terus berinovasi dalam menghasilkan produk yang berkualitas dan ramah lingkungan, didukung juga dengan iklan yang menarik konsumen melalui media yang potensial, seperti Instagram.

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VOROBYEVA, E. YU. "COLOR NOMINATION AS A COGNITIVE AND EMOTIONAL ACTIVITY (BY THE EXAMPLE OF COLOR DESIGNATIONS IN THE FRENCH LANGUAGE)." Linguistics and Intercultural Communication 27, no. 1_2024 (June 20, 2024): 194–200. http://dx.doi.org/10.55959/msu-2074-1588-19-27-1-14.

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In the process of creating emotive color structures, color nomination is considered as a product of cognitive-emotional activity. The purpose of the article is to show, using the example of the nomination of colors for consumer goods, the formation of complex mental emotive formations that program human consumer behavior. In today’s world of abundance and aggressive advertising, the consumer becomes immune to the influence of traditional marketing techniques. New methods and techniques that consider the individual psychological characteristics and states of a person (perception, imagination, memory, vision, touch, smell, emotions) are becoming relevant, since consumer behavior represents the interaction of cognitive and emotional processes due to external and internal circumstances. In this regard, the analysis of the perception of new information takes place in parallel with the study of the instincts and emotions that determine our needs, which are transmitted through color associations. Within the framework of neurolinguistic programming, color nomination is considered as a tool for influencing the buyer, its influence on the perception of information and decision making is studied.

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Šliburytė, Laimona, and Ilona Skėrytė. "The Influence of Color Perception on Marketing Decisions." Management of Organizations: Systematic Research 77, no. 1 (June 27, 2017): 169–84. http://dx.doi.org/10.1515/mosr-2017-0010.

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Abstract The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.

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Derki, N. "Connotative Meanings of Color in Algerian Culture: Case Study of Red and Yellow." Professional Discourse & Communication 5, no. 2 (June 2, 2023): 60–69. http://dx.doi.org/10.24833/2687-0126-2023-5-2-60-69.

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This article investigates the connotative meanings of the color terms “red” and “yellow” in Algerian culture from a pragmatic perspective. The study aims to explore the different connotative representations that these colors can acquire in various contexts. The data for this study were primarily obtained from Algerian newspapers, TV series, and social media posts. To pinpoint the accuracy of the analysis, a Discourse Completion Task (DCT) questionnaire was distributed among male and female Algerian students at Jordan University. The DCT comprised 12 situations, with six for each color, and participants were required to determine the appropriate meaning in each situation. The collected data was then analyzed qualitatively in detail. The results have shown that while the red color in Algerian culture has both positive and negative connotations, yellow always bears a negative connotation. These findings provide valuable insights into the cultural associations and symbolism of these colors in Algerian society, which can be relevant for professionals in fields such as marketing, advertising, and international business to enhance their cross-cultural communication and understanding.

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Fan, Zhentao. "A binarization method for logos." Applied and Computational Engineering 53, no. 1 (March 28, 2024): 303–12. http://dx.doi.org/10.54254/2755-2721/53/20241649.

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In the field of digital image processing, the binarization of logo images presents a significant challenge due to the diversity in their color distribution and graphical structures. Logos, as distinctive visual symbols, are integral to brand recognition and commercial advertising. Traditional binarization methods often struggle with this diversity, leading to difficulties in preserving the original color and details of the images. To address this issue, this paper introduces a novel binarization approach specifically designed for logo images. The method comprises three stages: preprocessing, binarization, and noise removal. In the binarization stage, the Otsu method is adapted from a global to a local thresholding technique, combining both global and local thresholds for each pixel. The efficacy of this method is demonstrated through comparative experiments with logos of varying colors and structures, showing superior performance in maintaining image color and detail restoration over traditional methods. Additionally, the preprocessing and noise removal steps further enhance the method's effectiveness in handling logos with rich background colors and complex details. Overall, this approach proves to be highly adaptable across a wide range of logo types.

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Omeje, Sam Okechuckwu, Buike Oparaugo, Roseline Uzoamaka Anigbo, and Mary Onyedikachi Chukwuka. "Celebrity Endorsement and Consumer Choice of Alcoholic Beverages in Nigeria: A Review." International Journal of Applied Research in Business and Management 3, no. 2 (June 6, 2022): 14–22. http://dx.doi.org/10.51137/ijarbm.2022.3.2.2.

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In today’s world, it is quite difficult to find an advertisement on the television or even on newspaper pages without a known celebrity endorsing the product being advertised. This trend has gone from product advertising to service advertising and even ideas. Telecommunication companies, food manufacturing companies as well as companies manufacturing skincare products have all joined. However, it appears that alcoholic beverage manufacturing companies have taken it to a whole new level as there barely exists an alcoholic beverage advertising without celebrity endorsement. This article therefore reviews the use of celebrities in advertising alcoholic beverages. Empirical reviews show that the use of celebrities has impact in advertising and sales of product. In light of the analysis, the researchers conclude that celebrities add color to the power of advertising. In most situations, celebrities' usage in advertising increases awareness of advertisements and advertising campaigns for these companies and organizations' products and services, resulting in increased sales. It is indeed resourceful and stands as a distinctive attribute or product identity. This is a good omen in the business of advertising worldwide, and this paper finally recommends that this new era must continue to recognize these stars.

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Liyana, Cut Irna, Irwan Abdullah, and Sajarwa Sajarwa. "Constructing Urban Lifestyle Through Billboard Advertising: A Case Study In Yogyakarta." Community : Pengawas Dinamika Sosial 7, no. 2 (December 2, 2021): 177. http://dx.doi.org/10.35308/jcpds.v7i2.4455.

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Advertising has an effect on changing lifestyles in urban communities. The massive development of billboard advertising in Indonesia's urban areas makes people exposed to advertising content every day. By using vocabulary and visualizing, directly or implicitly, advertising conveys messages and meanings that have an effect on the evolving lifestyles of urban populations. This paper would highlight how the language of advertising creates urban lifestyles in Yogyakarta by researching how advertising language building transmits a message and advertising language builds a lifestyle with an ideological orientation. It is also intended to support the target audience. This is qualitative analysis and data collection was carried out through observation and recording of the billboard advertising in Yogyakarta. Data was analyzed using the multimodal discourse analysis method of Gunter Kress and Theo van Leeuwen. The results indicate that billboard advertisements not only offer the commodity, but also convey the message of urban lifestyle directly and indirectly. Urban lifestyles are built using semiotic modes; language (using code mixing and foreign language) and visualization (using icon, image and color); in billboard advertising. They as well constructed ideologies that have structured society horizontally and vertically.Keywords:

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HOLDEN, Todd Joseph Miles. "The Color of Difference: Critiquing Cultural Convergence Via Television Advertising." Interdisciplinary Information Sciences 5, no. 1 (1999): 15–36. http://dx.doi.org/10.4036/iis.1999.15.

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Fernandez, Karen V., and Dennis L. Rosen. "The Effectiveness of Information and Color in Yellow Pages Advertising." Journal of Advertising 29, no. 2 (June 2000): 61–73. http://dx.doi.org/10.1080/00913367.2000.10673609.

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Bonanomi, Cristian, Daniele Marini, and Alessandro Rizzi. "From printed color to image appearance: tool for advertising assessment." Journal of Electronic Imaging 21, no. 3 (September 18, 2012): 033016–1. http://dx.doi.org/10.1117/1.jei.21.3.033016.

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Kalinovskaya, Elena A., and Anna S. Kobysheva. "Pragmatics of Advertising Text in the Aspect of its Suggestive Impact." Proceedings of Southern Federal University. Philology 2021, no. 1 (March 30, 2021): 58–67. http://dx.doi.org/10.18522/1995-0640-2021-1-58-67.

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The article defines and describes the main ways of suggestive impact in advertising texts. The language-specific nature of advertising texts is often reduced, as the marketing aspect is highlighted. One of the main functions of the advertising text is the suggestive function, since this type of texts is designed to impact a person emotionally, psychologically, and manipulatively. Despite a number of works devoted to linguistic suggestion in advertising, this aspect remains poorly studied, due to the constant expansion of the range of manipulative strategies used in advertising texts. The empirical material for the present study, i.e. advertising texts, was collected from English versions of ELLE, OUT, WOMEN’S HEALTH magazines. An advertising text is a complex semiotic unity with the following properties: polysemioticity (elements of various sign systems are used to construct such a text), imperativeness (an advertising text is designed to induce an addressee to act), and suggestiveness (texts of this type are saturated with persuasion techniques). Verbal and non-verbal levels of manipulative techniques are distinguished. They are background and color as main medium of conceptual information, re-accentuation, graphic techniques, words and phrases with positive semantics, imperative, lexical-stylistic and grammar-stylistic devices.

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Martínez, Carolina, Gunilla Jarlbro, and Helena Sandberg. "Children’s Views and Practices Regarding Online Advertising." Nordicom Review 34, no. 2 (November 1, 2013): 107–22. http://dx.doi.org/10.2478/nor-2013-0057.

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Abstract This article focuses on children’s relationship with online advertising, a topic which is insufficiently researched. Individual interviews (n=20) were conducted with Swedish children to gain insight into their views and practices regarding advertising on the internet. The interview results are interpreted in relation to de Certeau’s (1984) theory of practices in everyday life, and New dimensions regarding the concept of tactics are highlighted in the conclusion. The results suggest that children have an ambivalent or negative view of online advertising. They report on avoidance tactics used in order to escape advertisements, but they also sometimes find it difficult to cope with advertisements due to their frequent appearance, color and motion. The children also report on their uses of online advertising as entertainment, and the authors stress the need for policymakers to consider whether the regulatory framework for broadcasting could be extended to cover online advertising.

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Journal articles on the topic 'Color in advertising'

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