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Article
Publication date: 1 October 2011

Kihan Kim and Yunjae Cheong

This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four…

1193

Abstract

This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four research questions. What are the message strategies commonly employed in Super Bowl commercials? What are the trends of the message strategies employed in Super Bowl commercials over time? What are the relationships between the message strategies and the commercial likeability? What are the specific roles played by the high- vs. low-involvement product categories?

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 21 March 2008

Kara Chan

The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China…

3066

Abstract

Purpose

The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of judgment children used to determine whether commercials are true.

Design/methodology/approach

Descriptive statistics were compiled to give the perceptions of television advertising and brands of the overall sample, as well as the urban and rural sub‐samples. Chi‐square tests and independent sample t‐tests were conducted to examine the urban‐rural difference in perceptions of television advertising and brands. The sample was divided into two groups that were of similar size (age six to nine and age ten‐15). Chi‐square tests were conducted to examine the age difference in advertising perceptions.

Findings

The urban‐rural difference in consumer perceptions of advertising and brands indicates that children's development in consumer socialization depends on the environment. Urban respondents were more skeptical towards advertising than rural children. Urban and rural children shared two similarities: older children were less likely to perceive television commercials truthful than younger children. Younger children liked television commercials more than older children.

Research limitations/implications

The three surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other Chinese cities. The seven surveyed rural counties cannot be generalized to the very poor rural provinces in China.

Practical implications

The study should serve as an advertising guideline for marketers and advertisers that target urban and rural children in China.

Originality/value

This paper offers insights for employing different advertising message strategies to disseminate market information to urban as well as rural children in China.

Details

Journal of Consumer Marketing, vol. 25 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 8 September 2022

Chi Kit Chan and Anna Wai Yee Yuen

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how commercial

Abstract

Purpose

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how commercial advertisement could be compatible with movement discourses and social resistance. Such hybridization between commercial narration and movement discourses is different from political advertising sponsored by political and civic organizations. This study uses an advertising campaign in Hong Kong which expressed outcry against police search on an outspoken media as a case study to conceptualize advertising activism with the thematic analysis of the movement discourses shown in printed advertisements. This study aims to engage with scholarly dialogue surrounding social movement studies and discuss how movement discourses could hybridize with commercial advertisement.

Design/methodology/approach

This study examines the discourses and textual features of an advertising campaign initiated by the public instead of political elites and social movement organizations in Hong Kong, in which various individual citizens, anonymous participants, business enterprises and civic organizations expressed their anger over a police search against an outspoken media (Apple Daily) by Hong Kong police. This bottom-up advertising campaign shows how the narration of commercial advertising could be hybridized with the activism for social resistance, which is conceptualized as advertising activism in this paper.

Findings

Based on the textual features and discourses embedded in the advertisements, this study investigates the printed advertisements mushroomed in Apple Daily since the police search in August 2020 by the thematic analysis under the concept of advertising activism: frame construction, identities mobilization and decentered solidarity. Advertising activism differs from commercial and political advertising from two ways. Firstly, its advertisements are cosponsored by numerous nonpolitically well-known individuals or organizations. Secondly, advertising activism feature with hybridization between commercial narration and political or movement discourses. Discourses of advertising activism aim to mobilize the commercial identity of consumers for noncommercial means by their consumption behaviors.

Originality/value

The findings illustrate a hybridization of commercial narration and movement discourses stemming from social movement and identity politics, which is coined by our conceptualization of advertising activism. While commercial and political advertising focus on business promotion and political messages, respectively, advertising activism demonstrates multiple layers of cultural meanings on the consumption behaviors which hybridize with political and movement discourses. The authors hope this study could unleash further intellectual dialogue on the social role of advertising in social movement and how movement discourses “spillover” from social events to the commercial advertisement.

Details

Social Transformations in Chinese Societies, vol. 19 no. 1
Type: Research Article
ISSN: 1871-2673

Keywords

Article
Publication date: 1 July 2013

Dohyun Ahn, Yunjae Cheong and Kihan Kim

This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of megasporting events. We hypothesise that embedded commercials are more likeable…

Abstract

This study examines a way to enhance the effectiveness of commercials embedded in the telecasts of mega sporting events. We hypothesise that embedded commercials are more likeable when the cues of the commercials match the motivations induced by the telecasts of sports games. Specifically, we posit that the telecasts of mega-sporting events induce motives of relatedness (rather than motives of competence) and that the advertisements embedded in these telecasts will be more effective when they appeal to the relatedness motive. The results support this hypothesis. Theoretical and practical implications are discussed and future research directions are provided.

Details

International Journal of Sports Marketing and Sponsorship, vol. 14 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 June 2002

Kara Chuen and James U. McNeal

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child…

Abstract

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child policy that China adopted in 1979; like children elsewhere, they appear to pay less attention to commercials as they get older and become more sceptical about their truthfulness. Outlines the methodology used in the research, differences between Hong Kong and mainland children, children’s favourite commercials, and their views of advertised versus non‐advertised brands. Moves on to regulation of children’s advertising: unlike many Western countries, there is a lack of specific regulation of TV advertising to children, and the rapid though uneven growth of TV advertising in China has led to irresponsible practices.

Details

Young Consumers, vol. 3 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 October 2006

Gregg Bennett, Mauricio Ferreira, Yosuke Tsuji, Ron Siders and Beth Cianfrone

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast…

1130

Abstract

This paper examines the effects of advertising type and antecedents of attitude towards advertising in general (AG) on individuals' responses to advertising in a sports broadcast setting. Both AG antecedents and advertising type were assessed using Brackett and Carr's (2001) model. Our results indicate that individual responses to advertising vary according to the type of advertising (television commercials, virtual ads by location).

Details

International Journal of Sports Marketing and Sponsorship, vol. 8 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 2 November 2012

Mohamed A. Nassar and Abdulaziz Al Zien

The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East.

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Abstract

Purpose

The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East.

Design/methodology/approach

The extant literature on issues relating to the effects of television advertising on children was critically reviewed. Data were collected by conducting a series of 15 projective techniques and a series of semi‐structured interviews with a sample of 12 parents and six psychology and marketing experts from the Middle East.

Findings

The results indicate that negative impacts of advertising lead to major social and behavioral problems in children such as physical and verbal violence, materialism and other “values issues” identified by parents, and health problems such as low nutrition and obesity. The results also indicate that although many forms of advertisement affect children negatively, the effects of television commercials are particularly noticeable.

Practical implications

The study provides a list of practical recommendations for marketers and policymakers to help mitigate the negative effects of television advertising on children in the Middle East.

Originality/value

This research is one of very few studies to consider the effects of television advertising on children in the Middle East.

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 5 no. 4
Type: Research Article
ISSN: 1753-7983

Keywords

Article
Publication date: 1 April 1992

Gordon E. Miracle, Kyu Yeol Chang and Charles R. Taylor

More than 2,000 Korean and US television commercials were analysedto determine how soon, how long and how many times the brand, companyname and product are presented. These…

1288

Abstract

More than 2,000 Korean and US television commercials were analysed to determine how soon, how long and how many times the brand, company name and product are presented. These variables represent important decisions that must be made by those who create television commercials. Significant differences between US and Korean television advertising were found. Cultural differences are identified that: (1) suggest reasons for differences in television advertising between countries and (2) provide guidance for international advertising managers who supervise creative personnel doing advertising in Korea and the US.

Details

International Marketing Review, vol. 9 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 12 April 2012

Yi He, Qinglong Gou, Liang Liang, Zhimin Huang and Rakesh Gupta

In today's world, all firms’ corporate social responsibility (CSR) actions are coming under increasing public scrutiny. This is especially true for large companies whose decisions…

Abstract

In today's world, all firms’ corporate social responsibility (CSR) actions are coming under increasing public scrutiny. This is especially true for large companies whose decisions can and do have impact on society. Public service advertisements (PSAs), a mass-media approach, are advertisements which inform audiences of a firm's CSR actions and enhance its public image. In this chapter, we focus on a supply chain system consisting of two firms and their coordination strategy for public service advertising. To describe the synergistic effect between a PSA and a normal commercial advertisement, a modified Nerlove–Arrow model is employed in this chapter. Using differential game theory, we calculate and compare the optimal advertising levels for each stage of the supply chain system under two different decision scenarios, i.e., (i) the two firms make decisions independently and (ii) the two firms make decisions as an integral system. A coordination mechanism on the public service advertising between the two firms has also been proposed for the supply chain system and has been proved effective.

Details

Applications of Management Science
Type: Book
ISBN: 978-1-78052-100-8

Article
Publication date: 14 November 2016

Margaret-Anne Lawlor, Áine Dunne and Jennifer Rowley

While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the…

3078

Abstract

Purpose

While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo.

Design/methodology/approach

A three-stage study was conducted with 12 to 14-year-old girls, using focus group discussions, participant observation and in-depth interviews.

Findings

The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is “fit for purpose” in an online context.

Originality/value

The authors propose an alternative to the advertising literacy concept, namely, the Online Brand Communications literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

Keywords

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