The purpose of this study is to identify the key elements in viral video advertisements disseminated through the sharing of digital media users on their networks, and mostly not perceived as an advertising. Accordingly, sixty award-winning viral video ads from Crystal Apple Award were purposively selected, and were content-analyzed on MAXQDA 2020 through a code sheet developed from the previous related research. The results indicated that viral video ads mostly rewarded Silver Apple award mainly had a length of 30-60 and 91-120 seconds, functioned to build brands, included ‘pass-it-on’ message type, depended upon transformative message strategies, used positive emotional appeals, contained storytelling, excluded voice-over, included background and instrumental music, preferred popular and pop music, mentioned brand in the last third of the video, and avoided product pricing. It also investigated the associations between award type, advertising function and viral ad elements. Finally, drawing upon the findings obtained, this descriptive paper concludes with remarks and suggestions for practitioners and further research.
Climate change with adverse impacts on the environment, economy, and society requires marketing to change current attitudes and behaviors towards sustainable production and consumption, and thus climate change is interrelated to marketing. However, no body of literature has comprehensively investigated the connections and relationships between climate change and marketing. This study examined such connections and relationships from a bibliometric approach using Web of Science and Scopus databases from 1992 to 2022. The search strategy utilized topic and title/abstract/keyword search. The search query retrieved 1723 documents. VOSviewer and Biblioshiny were utilized to analyze data on authors, keywords, institutions, countries, sources, citations, and co-citations. The findings showed an upward trend in the annual number of publications with the top three most productive countries being the USA, the UK, and Australia and the most productive institutions in the USA, New Zealand, and the UK. The top three author keywords were climate change, sustainability, and marketing. The Sustainability journal ranked first in terms of productivity while Energy Policy in terms of citations. International collaborations were mostly between developed countries also known as Global North Countries, and collaborations between these countries and developing and developed countries should be encouraged. During the COVID-19 pandemic, the number of documents increased, and research themes altered. Research on energy, innovation, insect farming, and carbon management is a top priority. The results proved that most studies were conducted outside the field of marketing.
Parental mediation plays a leading role in the process of shaping children's relations with and raising awareness about digital advertisements. This study aims to qıalitatively evaluate the effectiveness of the digital-based education model created to develop digital advertising literacy skills that parents need in this process. For this purpose, action research model was adopted, and a 12-hour digital-based education was conducted with the participation of seven parents residing in Antalya with children aged between 7-13. Semi-structured interview was used to collect research data. The qualitative data obtained through semi-structured interview and observation were qualitatively content-analyzed in the MAXQDA 2020 analysis program. The results obtained from the qualitative data showed that the education model contributed to the development of parents' skills in terms of conceptual, attitudinal and performance dimensions of digital advertising literacy. It was determined that this improvement also reflected positively on parental mediation strategies. Based on the results of the research, suggestions were made to researchers, practitioners and policy makers working in this field.
Bu çalışmanın amacı, toplumsal meseleleri ele alan sosyal reklamların yaşlı temsiliyeti özelinde ülkeler karşılaştırması yaparak irdelenmesidir. Bu amaç doğrultusunda, amaçlı örnekleme yöntemiyle seçilmiş olan,, Dünya Bankası'nın 2019 raporuna göre yaşlı nüfus oranı en fazla olan beş ülke (Japonya, Finlandiya, Portekiz, İtalya ve Yunanistan) ile Türkiye'nin Ads of the World internet sitesindeki sosyal reklamlar arasında yaşlı temsiliyeti bulunan sosyal reklamlar tespit edilmiş olup bu ülkelere ait sosyal reklamlardan elde edilen veriler Hummert (1990), Lee vd. ( 2007) ve Prieler vd. ( 2016)'dan uyarlanan kategoriler doğrultusunda içerik çözümlemesi yoluyla analiz edilmiştir. Tanımlayıcı istatistik testlerinin veri analizi sürecinde kullanıldığı, alanyazında öncülerden biri olan bu araştırmanın sonuçlarına göre, diğer beş ülkedeki sosyal reklamlar ile kıyaslandığında Türkiye'deki sosyal reklamlarda yaşlı bireylerin daha olumlu stereotipler üzerinden temsil edildiği görülürken, bütün ülkelerde yaşlıların yer aldığı sosyal reklamların sayıca yetersiz olduğu, toplumsal cinsiyet açısından bakıldığında yaşlı kadınların yaşlı erkeklere göre sosyal reklamlarda daha az temsil edildiği ve yaşlıların dış ortamlarda diğer yaş gruplarıyla etkileşim halinde gösterildiği bulguları dikkat çekmektedir. Elde edilen sonuçların kültür bağlamında sosyal politika, yaşlılık, medya çalışmaları ve reklamcılık üzerine çalışan araştırmacı ve uygulamacılara yol gösterici olması beklenmektedir.
The growing interest of scholars in bibliometric research can be traced to the abundance of published literature on the subject in various fields and categories. To understand the extent of climate change research in the field of marketing and to identify the major authors, journals, issues, and trends, bibliometric analysis was conducted on publications in climate change and marketing, searched on the Web of Science database between 1994 and 2022. A total of 758 publications were obtained from the search. VosViewer, ScientoPy, and BiblioShiny were utilized to analyze the data on authors, keywords, institutions, countries, sources, citations, and co-citations, and the most prolific ones were identified. The findings show an upward trend in the annual number of publications with the top three most productive countries the US, Australia, and the UK and the most productive institutions are located in the US, Canada, and New Zealand. The top author’s keywords are climate change, sustainability, and ‘marketing’. However, while the use of the social marketing keyword has decreased in the last three years, the keyword sustainability has gained importance. Five main clusters emerged from the data. The largest cluster focuses on environmental conservation, followed by food sustainability and biodiversity, green marketing and consumer behavior, sustainable tourism, and social marketing. The longitudinal investigation contributes to the research on climate change and marketing by exploring the current state and evolution of the field.
Persuasion is a key element for the communication to be established with the target audience whose attitudes, opinions and behaviours are to change in a desired way in line with the specific objective through mass communication outputs. As a sub-type of the advertisements in which this kind of communication is frequently used, the public service advertisements (PSAs) draw upon various appeals in order to persuade their target audience to change their attitudes and behaviours in a desired way. The basic appeal, which the PSAs draw upon in order to
Hedef kitlelerinin zihinlerinde tutunmaya çalışan markaların kullanabileceği araçlardan biri olarak kurumsal reklamların ürün ve hizmet satışını sağlamaktan ziyade, marka imajını ortaya koyup markanın faaliyet gösterdiği pazardaki duruşunu göstererek markaya destek sağlamayı hedeflerken markaya dair içerdiği unsurlar arasında menşei ülkesine dair belirteçler de yer almaktadır. Uluslararası pazarda bir Türk markası olarak değer gören markaların kurumsal reklamlarında menşei ülkelerine dair belirteçlere yer verip vermediğinin, verdiği takdirde hangi belirteçlere ne derece yer verdiğinin incelendiği bu çalışmada, Türkiye’den en değerli markaların listelendiği Brand Finance 2020 raporunda yer alan Türk markalarının kurumsal reklam filmleri MAXQDA 2020 analiz programında nicel içerik analizi yöntemi kullanılarak menşei ülke belirteçleri açısından çözümlenmiştir. Çözümleme sonucunda, erişilen kurumsal reklamların %1,6’sında menşei ülke belirteçlerine yer verilmezken, bu belirteçlere yer veren kurumsal reklamların %95,8’inin düzenlenmemiş ve %2’sinin düzenlenmiş menşei ülke belirteçlerini içerdiği bulgulanmıştır. Sonuç olarak, Türkiye’nin en değerli markalarının kurumsal reklamlarında menşei ülke belirteçlerine çoğunlukla yer vererek hedef kitlelerinin zihinlerinde bir Türk markası imajı oluşturarak yer edinmeye değer verdiği ileri sürülebilmektedir.
This study is aimed to answer how and why illiterate and/or unschooled people use new media through in-depth interviews with 15 unschooled Kurdish women about general observations regarding city, media and people. It shows that these become an important part of people's daily life, and give them a new space to do things they could not do before. These do not make them more secular or modern, nor do they change their main attitudes and perspectives on life. However, these new media help them to preserve at least some of their traditional activities that are now under threat from recent capitalism and urbanization.
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