Contemporary Advertising

Coe, Barbara J.; Bovee, Courtland L.; Arens, William F.; Ray, Michael L.

doi:10.2307/1251218

Cited by 8 publications

(9 citation statements)

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“…These two benefits are illustrated as appeals attempting to awaken consumers’ emotions either positive or negative and sometimes, a mixed feeling that can motivate a particular action. It has been acknowledged that advertising appeals are used as specific approaches to convey to consumers how the products and services will satisfy customer wants or needs (Arens, 2006) and had significant influences on the value–satisfaction–trust–WOM context (Kim et al., 2020). Consequently, effective appeals assist green advertising with the ultimate goal of creating awareness and promoting a positive attitude toward the product, service and brand (Dai & Sheng, 2022; D'Souza & Taghian, 2005; Kaur et al., 2021; Yousef et al., 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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When entering foreign markets, effective advertising appeals are usually employed in advertising to convey local consumers how the products and services will satisfy their wants or needs. The purpose of this cross‐cultural study is to investigate the consumers’ differences between a developed economy (USA) and an emerging economy (Thailand) based on Hofstede's cultural dimensions and the advertising appeal in green advertisements. This study investigates the role played by cultural and economic differences on liking advertising appeals in green advertisements which provides new insight into the literature on cross‐cultural studies as well as managerial implications for marketers, especially in Thailand. Using Hofstede's cultural dimensions as a basis for distinguishing cultures, 40 green global advertisements were presented to 40 consumers in Thailand and 40 consumers in the United States. A combination of quantitative and visual content analysis was also used to examine green advertisements and determine the liking of the appeals. Cultural differences in Hofstede's dimensions reflect in advertising appeals preferences. The results indicate that the USA and Thailand preferred similar appeals but in different ranking; these appeals are corporate image, eye‐catching graphic, exaggerated, imaginative, informative, interesting, meaningful, natural, and sad. Possible explanations and implications of the findings are discussed as well as demonstrating the significance of culture on advertisement effectiveness.

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Section: Literature Reviewmentioning

confidence: 99%

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

Ruanguttamanun

2023

Glob Bus Org Exc

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“…There are three main approaches to online video advertising: untargeted, filtered, and personalized approaches (Arens et al, 2012; Langheinrich et al, 1999). Untargeted advertising was adopted in many early video systems (Mehta & Sivadas, 1995), due to its simple setup and preservation of personal privacy; however, this kind of advertising is usually displayed in an online video for a fixed period of time, according to a preset schedule, and most of the ads displayed have little association with the user's interests.…”

Section: Terminology and Background Conceptsmentioning

confidence: 99%

A survey of online video advertising

Zhang

Yan

et al. 2023

WIREs Data Min & Knowl

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With the development of social media and the ubiquity of the Internet, recent years have witnessed the rapid development of online video advertising among publishers and advertisers. Video advertising, as a new type of advertisement, has gained significant research attention from both academia and industry, coinciding with the ever-growing volume of online videos. In this research, we provide a comprehensive survey of online video advertising in the fields of social science and computer science. We investigate state-of-the-art articles from 1990 to the present and provide a new taxonomy of extant research topics based on these articles. We also highlight the factors that cause advertising to affect people and the most popular video advertising techniques used in computer science. Finally, on the basis of the analytics of the surveyed papers, future challenges are identified and potential solutions to these are discussed.

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“…It is a known fact that colour is perceived and remembered much faster than other pictorial and written means (Bovee & Arens, 1989). Modern practice proves that corporate colour is increasingly used as a factor of styling.…”

Section: Semiotic Transformations Of Red Colourmentioning

confidence: 99%

Colour in Advertising Poster: Stereotype vs. Creativity (On Example of Red)

Pryshchenko

2023

Topos

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The visual language of colour in Advertising is represented by the logical reflection of the sociocultural state of society during definite periods. The aim is to characterize problems of Media, such as the means of visualization, the visual stamps, and the stylistics of its contemporary development. The comparative study defined the following scientific methods: structural, semantic, sociocultural, art historical, and method of theoretical generalization. Colour is a component of global info space, therefore content-analysis of visual images in the Ad posters (commercial, political and public) was carried out. The scientific novelty of this article is the consideration of visual stereotypes in colour advertising posters. The result of our study is the assertion that advertising images in red сolour as products of creativity have social meaning only in the systemic understanding of political and cultural processes. Communicative aspects of pictorial are presented in the sociocultural dynamics in accordance with certain stages of society’s development. Conclusions. The Poster actively forms the mass consciousness, is included in the social sign system, has a powerful influence on public opinion, and represents past and present creative experiences. It is proved that the semantic space of the Poster is a visualization of a significant idea, a generalized reproduction of an object or phenomenon in form and colour.

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Contemporary Advertising

Cited by 8 publications

References 0 publications

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross‐cultural study

A survey of online video advertising

Colour in Advertising Poster: Stereotype vs. Creativity (On Example of Red)

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