Message Strategies of Chinese Award-Winning Print Advertisements

Chen, Huan; Taylor, Ron

doi:10.36923/jicc.v12i3.602

J. inc. comm

2012

DOI: 10.36923/jicc.v12i3.602

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Message Strategies of Chinese Award-Winning Print Advertisements

Huan Chen,

Ron Taylor

Abstract: This study analyzes the content of 2,598 award-winning print advertisements from the China Advertising Festival website from 1982 to 2009. The results indicate that ration and sensory strategies are the two leading message strategies of Chinese award-wining print advertisements. Message strategies of Chinese advertising manifested a general shift from an informational approach (transmission view of communication) to a transformational approach (ritual view) during the study period. The study also finds a relat… Show more

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Cited by 3 publications

References 37 publications

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Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Chen¹,

Wang

Liang³

2019

Global Media and China

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A qualitative study was conducted to examine Chinese advertising practitioners' perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-toface in-depth interviews were conducted to collect data. Findings revealed Chinese advertising practitioners' definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity. Theoretical and practical implications were offered.

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Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Chen¹,

Wang

Liang³

2019

Global Media and China

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Creative Message Strategies of Ads in Turkey Listed in YouTube Ads Leaderboard During COVID-19 Pandemic

Aydoğan

2021

Erciyes İletişim Dergisi

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Due to the outbreak of COVID-19 pandemic in Turkey in March 2020, people in Turkey stay at home and spend most of their time on digital media, in which advertisers try to catch their attention through several strategies, including creative message strategies. The main purpose of this study is to identify the creative message strategies of brands in their YouTube advertisements, listed by Google as the most creative ads in Turkey on YouTube Ads Leaderboard during the COVID-19 pandemic in 2020. In line with this purpose, this study content-analyzes 100 YouTube ads of brands in terms of creative message strategies through the application of Taylor's Six-Segment Message Strategy Wheel model on MAXQDA 2020 analysis program. The findings reveal that the most used strategy in the most watched creative YouTube ads during COVID-19 pandemic is the combined message strategy, followed by transformational (including mostly the 'social' strategy) and informational (including mostly the 'ration' strategy) message strategies, and that these ads mostly avoided using COVID-19 theme in their messages. The results offer suggestions for both present and future practitioners and researchers.

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Transparencia e igualdad en los festivales de publicidad en España

Ramos-Serrano,

Castelló-Martínez,

Tur-Viñes

2023

Estud. mensaje periodís.

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Los festivales publicitarios permiten evaluar y diferenciar las producciones destacables del sector. Se revisan las investigaciones al respecto realizadas en la doble esfera académica y profesional. El objetivo es identificar las características de los festivales, detectar las evidencias sobre transparencia, tanto en la composición del jurado como en los criterios de valoración, e indagar la implementación de garantías en igualdad de género. Se analizan las ediciones de 2022 de 29 festivales publicitarios españoles (746 categorías y 1558 premios) mediante análisis de contenido de las webs públicas y cuestionario administrado a quienes los organizan. Se detectan áreas de mejora necesaria en transparencia y cuestiones de género, a pesar de identificar iniciativas de interés, aunque no generalizadas. Se confirma la importancia estratégica de los festivales publicitarios para posicionar a la agencia de publicidad y potenciar la imagen personal del equipo creativo, o jóvenes talentos, aunque no siempre se acompañe de incentivo económico.

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Message Strategies of Chinese Award-Winning Print Advertisements

Cited by 3 publications

References 37 publications

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Americanized or localized: A qualitative study on Chinese advertising practitioners’ perceptions of creativity and strategy in the digital age

Creative Message Strategies of Ads in Turkey Listed in YouTube Ads Leaderboard During COVID-19 Pandemic

Transparencia e igualdad en los festivales de publicidad en España

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