Computer Aided Advertising System (CAAS) — Einsatz wissensbasierter Computersysteme für die (Pharma-)Werbung

Kroeber-Riel, Werner; Behle, Ivonne

doi:10.1007/978-3-322-90784-4_27

Cited by 5 publications

(8 citation statements)

References 9 publications

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“…This examined how users read news articles online and measured where users looked on a page in the first three glances. Their results show that users' attention was drawn to text over graphics and photos, and run against findings from traditional print media which suggests that users are attracted to photo elements first [Kroeber-Riel 1996].…”

Section: Eye Tracking Usability Studiesmentioning

confidence: 95%

Could I have the Menu Please? An Eye Tracking Study of Design Conventions

McCarthy

Sasse

Riegelsberger

2004

People and Computers XVII — Designing for Society

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Existing Web design guidelines give conflicting advice on the best position for the navigation menu. One set of guidelines is based on user expectation of layout, the other on results from user testing with alternative layouts. To resolve this conflict we test whether placing the menu in an unexpected position has a negative impact on search performance. The results show that users rapidly adapt to an unexpected screen layout. We conclude that designers should not be inhibited in applying design recommendations that violate layout conventions as long as consistency is maintained within a site.

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Section: Eye Tracking Usability Studiesmentioning

confidence: 95%

Could I have the Menu Please? An Eye Tracking Study of Design Conventions

McCarthy

Sasse

Riegelsberger

2004

People and Computers XVII — Designing for Society

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“…16 15 A digital screen is a data processing and data output device for presenting visual information (pictures or signs), unlike in the case of a projection screen. Flat or curved screens may be deployed depending on the technology used to project the image and the desired geometrical accuracy of the image production, flat screens being the more common of the two.…”

Section: Screen As Light-emitting (Output) Medium: Illuminationmentioning

confidence: 99%

“…15 The most desirable brightness of the screen depends on a number of variables, such as the ambient light level and the luminosity of the image source. But in contrast to traditional outdoor media such as billboards, screens actively emit light by means of backlight technology.…”

Section: Screen As Light-emitting (Output) Medium: Illuminationmentioning

confidence: 99%

“…The nature of new media becomes apparent when staging, rather than hiding, its new properties and at the same time anchoring them in the findings of basic scientific research (social and physical space; pervasive computing [32]; visual communication [15,21]). This article puts forward a three-vector model for investigating the communicative potential of this digital medium: …”

Section: Media Characteristicsmentioning

confidence: 99%

“…A prerequisite for conscious perception is the willingness to absorb and process information. The capacity to absorb depends on the degree of activation, the "inner alertness"; a temporary increase of activation is referred to as attention [15]. Furthermore, the reflected light itself becomes a form of communication, giving the space a specific aura [29].…”

Section: Screen As Light-emitting (Output) Medium: Illuminationmentioning

confidence: 99%

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Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space

Stalder

2011

Pervasive Advertising

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Digital out-of-home media and pervasive new technologies are bringing the internet experience into public spaces and stepping up the pace with which brands and products, as well as their virtual representations, penetrate urban environments. This article explores the current phenomenon of pervasive advertising and its underlying perceptions and puts forward a typology for describing a range of applications for the emerging media infrastructure. It argues that the critical dimensions comprise the way in which pervasive advertising and creatives exploit both physical and social contexts by increasingly relying on the effects of illumination, temporality and spatiality. IntroductionTechnology mediates day-to-day experience in cities more than anywhere else, and pervasive advertising is fast becoming an integral part of such postmodern urban environments. Advertising relies on pervasive digital infrastructures and has become a salient feature in popular culture, where shopping has long since developed into a centrally important activity. The city is reinventing itself as a communication hub in which pervasive advertising generally plays a decisive role in creating an emotionally charged environment that is crucial for shaping the behavior of shoppers, tourists and inhabitants.From a sociological perspective, these emerging media in public spaces are manifestations of two social trends: continuing digitization and convergence (first pervading and transforming the workplace, then the private sphere, and now the public space), and a societal shift away from consuming goods and service towards

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Rewriting the Myth of Invisibility: The Presentation of Older Adults in Australian Advertising

Olsen

2024

Europäische Kulturen in Der Wirtschaftskommunikation

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Old age diversity and inclusion in branded communication has become an increasingly important topic in Australia. This chapter establishes why brands should care about old age equity, inclusion and diversity, followed by an investigation into the current presentation of older adults in Australian advertising. Adopting a promotional culture stance, this empirical study examines the social standing of older Australians, those aged 50 years and over, as reflected by advertising, and investigates the previous claims of scant attention, marginalisation and dismissal of this social group. A media content analysis of 1,050 print advertisements shows that while older adults as a whole are frequently presented, there are still intersectional aspects of old age that are neglected in contemporary Australian advertising, such as gender, ethnic and age diversity. Although brands are increasingly offering representations of older adults, this has yet to embrace a more authentic appearance of different experiences and backgrounds commensurate with Australian society. It is recommended that brands and advertising professionals in Australia take inspiration from other countries to accelerate their efforts for equity, diversity and inclusion in branded communication. marginalisation and dismissal from over a decade ago truly reflect contemporary advertising in Australia? This chapter attempts to provide an answer to this question.Building on the body of existing research, this study adopts a promotional culture stance, considering advertising as a "distorting mirror" (Olsen 2022: 52) that indicates and influences the social standing of older people within Australia. It is framed by vitality theory (King Smith/Ehala/Giles 2017), according to which the standing of any social group within a society is reflected by the media and, thus, can be determined through the examination of, for example, advertising. Vitality theory is based on the grouping of individuals via socio-demographic variables, such as their proportion within a population, geographical distribution, political awareness and social status. Behind this lies the assumption that groups of greater number and social importance are considered to have greater 'vitality', and thus continue their survival as groups, and the specific group features are propagated. A group that possesses more vitality will receive much greater support and representation in society as a whole, including in the media (McConnell 1991;Harwood/Roy 2005). Therefore, by looking at how groups are portrayed within media content, one can gain insight into the social standing and the perception of these people within a society (Kessler/Schwender/Bowen 2010). Combined with cultivation theory (Gerbner et al. 2002), and a structurationist understanding of advertising (Cluley 2017), this study assumes that portrayals that are picked up and disseminated by advertising influence audiences-and the wider society-by becoming part of a person's socialisation.

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Computer Aided Advertising System (CAAS) — Einsatz wissensbasierter Computersysteme für die (Pharma-)Werbung

Cited by 5 publications

References 9 publications

Could I have the Menu Please? An Eye Tracking Study of Design Conventions

Could I have the Menu Please? An Eye Tracking Study of Design Conventions

Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space

Rewriting the Myth of Invisibility: The Presentation of Older Adults in Australian Advertising

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