WorldWideScience

Sample records for advertising as topic

  1. Advertising as a communications tool

    International Nuclear Information System (INIS)

    Advertising is one component of the US nuclear industry's co-ordinated communications programme aimed at assuring an understanding of nuclear energy's role and benefits. This communication programme, conducted by the US Council for Energy Awareness (USCEA), includes many media and public relations activities, a variety of publications aimed at key audiences, reports, technical analyses, as well as advertising. Advertising enables USCEA to disseminate key information to very broad audiences continuously and consistently

  2. Reconsidering advertising literacy as a defense against advertising effects

    NARCIS (Netherlands)

    Rozendaal, E.; Lapierre, M.A.; Reijmersdal, E.A. van; Buijzen, M.A.

    2011-01-01

    It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of advert

  3. Advertising

    OpenAIRE

    Crawford, Robert

    2008-01-01

    Sydney is Australia’s advertising capital and the relationship between the city and the advertising industry stretches back to the earliest years of European settlement. Advertising helped propel commercial activity in Sydney and the advertising industry has been no less active in shaping Sydney, illuminating the city’s skyline and streetscape, and influencing the lives of all Sydneysiders – from suburban consumers to esteemed artists. Moreover, advertising has promoted the city itself as a ...

  4. Stickers as effective means of advertising

    OpenAIRE

    V.V. Bozhkova; A.S. Chykalova

    2015-01-01

    The aim of the article. The article presents the research results of the stickers features as effective means of advertising and the possibility of their use in the promotion of various products in the market. The essence of the concept “sticker” is analyzed. It is noted that sticker is understood as a label that is used to attract attention as a temporary means of information transmission (advertising, logistics, etc.). The results of the analysis. Application areas of stickers are invest...

  5. The Dynamics of Price and Advertising as Signals of Quality

    OpenAIRE

    Musa Ayar

    2007-01-01

    A monopolist introduces a new product of either low or high quality. It advertises to make consumers aware of the product and signals product quality using both price and advertising. When consumption does not re- veal product quality, price is higher and advertising is lower than they would be if product quality is observable. Price rises and advertising falls as the fraction of aware consumers increases. When consumption reveals product quality, price is higher and advertising is lower than...

  6. Advertising as a tool of communication mix

    OpenAIRE

    DUFKOVÁ, Iva

    2010-01-01

    The target of the thesis is an evaluation of current advertising offers and budgeting system characteristic of a particular organization. Object of study is advertising on various radio stations, satisfaction with the work of companies, advertising agencies and then to their advertising and consumers look to advertising.

  7. Key Features of Political Advertising as an Independent Type of Advertising Communication

    Directory of Open Access Journals (Sweden)

    Svetlana Anatolyevna Chubay

    2015-09-01

    Full Text Available To obtain the most complete understanding of the features of political advertising, the author characterizes its specific features allocated by modern researchers. The problem of defining the notion of political advertising is studied in detail. The analysis of definitions available in professional literature has allowed the author to identify a number of key features that characterize political advertising as an independent type of promotional activity. These features include belonging to the forms of mass communication, implemented through different communication channels; the presence of characteristics typical of any advertising as a form of mass communication (strategies and concepts promoting the program, ideas; an integrated approach to the selection of communication channels, means and the methods of informing the addressers that focus on the audience; the formation of psychological attitude to voting; the image nature; the manipulative potential. It is shown that the influence is the primary function of political advertising – it determines the key characteristics common to this type of advertising. Political advertising, reflecting the essence of the political platform of certain political forces, setting up voters for their support, forming and introducing into the mass consciousness a definite idea of the character of these political forces, creates the desired psychological attitude to the voting. The analysis of definitions available in professional literature has allowed the author to formulate an operational definition of political advertising, which allowed to include the features that distinguish political advertising from other forms of political communication such as political PR which is traditionally mixed with political advertising.

  8. Key Features of Political Advertising as an Independent Type of Advertising Communication

    OpenAIRE

    Svetlana Anatolyevna Chubay

    2015-01-01

    To obtain the most complete understanding of the features of political advertising, the author characterizes its specific features allocated by modern researchers. The problem of defining the notion of political advertising is studied in detail. The analysis of definitions available in professional literature has allowed the author to identify a number of key features that characterize political advertising as an independent type of promotional activity. These features include belonging to th...

  9. COMMUNICATION AS A TOOL IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    IASMINA PAUNCHICI

    2013-12-01

    Full Text Available This paper deals with a series of phenomena and forces with a great impact on the value system of the organizational communities. Among the present tendencies, we can especially refer to diversity and growth of the consumers’ demand, the changes that occur in the tastes and preferences of the consumers and the last but not the least important, the great development of information technology. Also, there are other forces that have the same importance, although they only appeared some time later: the development of the communication network, the growth of national and international competition, economy globalization and others. As for the chosen subject, we will deal with different ways in which organizations respond to the present market necessities: communication strategies and promotion techniques for agroalimentary companies. The same as other communication techniques, advertising is used to broadcast messages that can deliver a positive response from the target public. There is a strong resemblance between publicity, on the one hand, and sales promotion, direct marketing, public relations and event communication on the other hand. No matter the method used for transmitting the message, the communication mechanism remains the same. This, and the variety of forms that publicity can take, are the reason why it makes it so difficult to establish distinctive features for publicity. Advertising represents an important component in promotional communication. Having in mind the consumers needs for different foodstuff, that eventually appear on the market, advertising tries to inform, to persuade and to remind consumer regarding its existence. There are many strategies but we can say that in Romania advertising is one of the strongest and very successful techniques in getting known agroalimentary foodstuff.

  10. ERGONYMS AS COMPONENTS OF PHARMACEUTICALS ADVERTISING TEXTS

    OpenAIRE

    НАСАКІНА, Світлана Вікторівна

    2016-01-01

    The article deals with the functioning of ergonyms in pharmaceuticals advertising texts. The purpose of the article is the analysis of the ergonyms functioning in pharmaceuticals advertising texts. The tasks are defining the specifics of the ergonyms functioning in pharmaceuticals advertising texts and creating an ergonyms classification on the material under study. There were found similarities in the pharmaceuticals advertising texts in the Ukrainian, Bulgarian and Russian languages. The ar...

  11. Resistance to Persuasion as a Consequence of Influence Attempts in Advertising and Non-Advertising Communications.

    Science.gov (United States)

    Schwarz, Norbert; And Others

    1986-01-01

    College students read a communication about a textbook, designated either as a "review" or an "advertisement," and containing either a highly explicit or a less explicit influence attempt. Both presenting the communication as an advertisement and a highly explicit influence attempt reduced the communication's effectiveness, indicating the…

  12. TROPES AS A MEANS OF MANIPULATIVE COMMUNICATION IN ADVERTISING TEXTS

    Directory of Open Access Journals (Sweden)

    Anna Alexandrovna MAKARENKO

    2015-01-01

    Full Text Available he article highlights the substantial influence of advertising on the mass mind over the last decades. The influence of advertising on people’s opinions, aims and behaviors is of special interest for sociologists, psychologists, marketing specialists and linguists who are seeking to open the essence of the phenomenon of advertising and the mechanisms of its influence. Considering the functions of the advertising text, one can assert that the accent shifts gradually from the informational function to the manipulative one, which in its turn is based on the emotional influence. Expressive and stylistic means of advertising enrich the individual’s speech with particular expressiveness, figurativeness, emotionality and increase greatly its manipulative potential. The article highlights tropes (stylistic transfer of the name or figurative use of words to achieve better artistic expressiveness and their use as manipulative techniques in advertising texts. The article contains the analysis of the modern concept of advertising, considers the types of advertising texts in terms of their influence on the recipients of advertising, reveals the essence and distinctive features of mass mind manipulations through advertising texts, describes different tropes and mechanisms of their influence on the consumers’ mind. Examples of tropes, taken from English advertising slogans (database www.textart.ru served as the material under study. 

  13. Stickers as effective means of advertising

    Directory of Open Access Journals (Sweden)

    V.V. Bozhkova

    2015-12-01

    Full Text Available The aim of the article. The article presents the research results of the stickers features as effective means of advertising and the possibility of their use in the promotion of various products in the market. The essence of the concept “sticker” is analyzed. It is noted that sticker is understood as a label that is used to attract attention as a temporary means of information transmission (advertising, logistics, etc.. The results of the analysis. Application areas of stickers are investigated. It is determined that stickers are used in various fields of economics, in logistics, in management, in social networking, in advertising, etc. Special features of stickers’ application in various areas are analyzed. In particular, it is noted that in logistics stickers fulfil guarantee, identification, inventory and dated functions; in management – auxiliary functions (as stationery products; in social networks they are intended for communication and expressing emotions; in merchandising they are used with different purposes in the entrance area, on the trading floor, in checkout area, etc. Proposals for the use of stickers in various areas are systematized. Industrial companies can reflect logos on them and spread among contractors and potential buyers through exhibitions and personal contacts. In the future, they can be stuck on folders / files with the documents of the company and help them to find quickly. On the other hand, they constantly remind of this producer. The producers of goods (clothing, shoes, toys, etc. for children and teenagers can reflect a series of different images (so that they could be collected. The representatives of the target audience enthusiastically place stickers on their notebooks, diaries, computers, as well as backpacks, special boards, thereby spreading the advertising producers. With the help of stickers higher education establishments can fix in memory of different target groups (potential applicants

  14. Social advertising and radio-ecological education as new principles of advertising campaign

    International Nuclear Information System (INIS)

    Probably everyone would name commercial interest and high costs as the basic features of advertising campaign. In 1998 Radon decided to conduct the public information campaign in radioecology. The program consists of several key areas, which include close contacts with journalists, primarily with TV reporters, relating to the above-mentioned topic. This approach helped to promote the idea of public radiation safety to TV screens. From July to December 1998, TV clips about radioactive pollution in new residential districts located on former waste grounds and dumps came out on a weekly basis. Thus, the new dwellers became well aware of potential danger and could protect themselves against it. We also gave priority to the stories about an increased radiation background or high concentrations of radon or mercury in children's care centers and schools. We hoped that it would make the parents be more careful in choosing the places where their children had to spend a lot of time. The third popular topic with the reporters was the city markets during radiological checks of products, such as mushrooms, berries, meat, etc. The environmental public informational campaign is unique in Russia

  15. Enhancing Newspaper's Value as Local Advertising Medium.

    Science.gov (United States)

    Prater, Bruce W.; And Others

    1994-01-01

    Finds that, to enhance the value of a newspaper's advertising, newspaper executives seek to broaden the scope of their operations by adding new subscribers and advertisers, while marketers tend to prefer narrowing the focus of operations, serving the existing customer base or concentrating exclusively on select market segments. (SR)

  16. Advertising as a Site of Language Contact.

    Science.gov (United States)

    Piller, Ingrid

    2003-01-01

    Reviews work on language contact phenomena in advertising. More emphasis is being placed on multilingual discourses in advertising and the ways in which these index identities, both of the products and services with which multiple cods are associated and of the consumers who peruse them. Also examines the various functions of different contact…

  17. ADVERTISING AS MEAN OF MANIPULATION OF PEOPLE

    Directory of Open Access Journals (Sweden)

    Camelia PAVEL

    2014-04-01

    Full Text Available The article provides a number of issues involved in defining manipulation, because both in the current language as in the specialty literature, the manipulation notion is used with multiple significations, often contradictory ones, and that it’s not firmly delimited by other notions from the same sphere, like persuasion or propaganda. The aim of the article will be, in the end, removing ambiguity that surrounds this concept and offering a better understanding of its very real effects on human lives. We advance and sustain the hypothesis that manipulation is an illegitimate process, justified by the structure of the human conscience and by the mechanisms of the social life. In addition, the paper provides a concrete example of manipulation of public through advertising contracts offered by Roşia Montană Gold Corporation. Finally conclusions were outlined.

  18. New advertising formats: advergames as a marketing communication tool

    OpenAIRE

    Isabel Sánchez García; Rafael Currás Pérez; José Martí Parreño

    2012-01-01

    Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper clarifies the concept of advergame, analysing the different types of advergames and their effects on marketing and communication goals. Furthermore some recommendations for implementing marketing commun...

  19. Corporate Advertising Web Sites as Integrated Relationship Marketing Media

    Directory of Open Access Journals (Sweden)

    Fotini Patsioura

    2008-12-01

    Full Text Available Over the last decade corporate advertising web sites have evolved from simple advertising content carriers to advanced interactive multimedia applications that incorporate multiple promotional, advertising and communication strategies. This study focuses on their role as integrated relationship marketing mediums. Specifically, communication, feedback and customer service are examine as key relationship marketing policies of this unique advertising format. Data from 160 undergraduate and graduate students within the department of Applied Informatics were used to analyse their perceptions and requirements towards the three factors in question. Correspondence Factorial Analysis (AFC was used to examine their contribution to “attitude toward the site” and identify differences of consumers’ behaviour across informational and transformational website advertising.

  20. An Advertisement and Article Analysis of Skin Products and Topics in Popular Women’s Magazines: Implications for Skin Cancer Prevention

    Science.gov (United States)

    Basch, Corey H.; Mongiovi, Jennifer; Hillyer, Grace Clarke; Fullwood, MD; Ethan, Danna; Hammond, Rodney

    2015-01-01

    Background: In the United States, skin cancer is the most commonly diagnosed cancer, with an estimated 5 million people treated per year and annual medical treatment expenditures that exceed 8 billion dollars. The purpose of this study was two-fold: 1) to enumerate the number of advertisements for skin products with and without Sun Protection Factor (SPF) and to further analyze the specific advertisements for sunblock to determine if models, when present, depict sun safe behaviors and 2) to enumerate the number of articles related to the skin for content. Both aims include an assessment for differences in age and in magazines targeting a Black or Latina population. Methods: The sample for this cross sectional study was comprised of 99 issues of 14 popular United States magazines marketed to women, four of which market to a Black or Latina audience. Results: There were 6,142 advertisements, of which 1,215 (19.8%, 95% CI: 18.8-20.8%) were related to skin products. Among the skin product advertisements, 1,145 (93.8%, 95% CI: 93.9-96.3%) depicted skin products without SPF. The majority of skin articles (91.2%, 95% CI: 91.7-100.0%), skin product advertisements (89.9%, 95% CI: 88.2-91.6%), and sunblock advertisements featuring models (were found in magazines aimed at the older (>24 yr) audience. Conclusion: Future research on this topic could focus on the extent to which images in these magazines translate into risky health behaviors, such as sun seeking, or excessive other harmful effects of UV radiation. PMID:26933645

  1. An Advertisement and Article Analysis of Skin Products and Topics in Popular Women’s Magazines: Implications for Skin Cancer Prevention

    Directory of Open Access Journals (Sweden)

    Corey Basch

    2015-12-01

    Full Text Available Background: In the United States, skin cancer is the most commonly diagnosed cancer, with an esti­mated 5 million people treated per year and annual medical treatment expenditures that exceed 8 billion dollars. The purpose of this study was two-fold: 1 to enumerate the number of advertisements for skin products with and without Sun Protection Factor (SPF and to further analyze the specific advertise­ments for sunblock to determine if models, when present, depict sun safe behaviors and 2 to enumer­ate the number of articles related to the skin for content. Both aims include an assessment for differ­ences in age and in magazines targeting a Black or Latina population. Methods: The sample for this cross sectional study was comprised of 99 issues of 14 popular United States magazines marketed to women, four of which market to a Black or Latina audience. Results: There were 6,142 advertisements, of which 1,215 (19.8%, 95% CI: 18.8-20.8% were related to skin products. Among the skin product advertisements, 1,145 (93.8%, 95% CI: 93.9-96.3% depicted skin products without SPF. The majority of skin articles (91.2%, 95% CI: 91.7-100.0%, skin product advertisements (89.9%, 95% CI: 88.2-91.6%, and sunblock advertisements featuring models (were found in magazines aimed at the older (>24 yr audience. Conclusion: Future research on this topic could focus on the extent to which images in these maga­zines translate into risky health behaviors, such as sun seeking, or excessive other harmful effects of UV radiation.

  2. Necromarketing as Advertising Strategy in American Television

    Directory of Open Access Journals (Sweden)

    Shelton Amiee J.

    2016-07-01

    Full Text Available Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

  3. QR code as an advertising tool

    OpenAIRE

    Komarov, Kirill; Dorofeev, Ivan

    2015-01-01

    In the modern world people have a lot of new digital technologies which are trying to make our life simpler. Nowadays these technologies are successfully used in different kinds of advertising, digital media and marketing. One of this technologies is the QR code.

  4. Children as Consumers: Advertising and Marketing

    Science.gov (United States)

    Calvert, Sandra L.

    2008-01-01

    Marketing and advertising support the U.S. economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the…

  5. Consumer As Advertiser: A Conceptual Perspective1

    Directory of Open Access Journals (Sweden)

    Ebru Uzunoğlu

    2011-09-01

    Full Text Available The new mode of Internet, called Web 2.0, is a place which people actively use to share their emotions, thoughts, experiences, and memories on a daily basis. Additionally, they do not only share all of these in written format, but also express themselves visually by using photos and videos through social networks. In Web 2.0 and its phenomenon characteristic User Generated Content (UGC, consumers not only create their own advertisements but also act in them. This could be very beneficial for marketers in terms of understanding customers and reaching a wide range of target audiences. However, this situation shifts the balance of power from marketing practitioners to Internet users, which could create serious challenges for the marketing world. Consumers can promote a product but they can also jeopardize its brand equity, which can be mitigated by brand owners keeping close tabs on consumers. This article aims to provide a clearer understanding of user generated content platform, which would enables consumers to involve directly in advertising process. Additionally, the article discusses how user generated advertising (UGA is an important and contentious issue, because in a positive context it enables companies to gain brand ambassadors if they are satisfied enough, while in a negative context it might create anti-brand spokesmen and activists when they are not happy with brands. This conceptual analysis is designed to provide companies the perspective needed to develop new advertising and marketing communications strategies using a new user-driven approach to marketing.

  6. New advertising formats: advergames as a marketing communication tool

    Directory of Open Access Journals (Sweden)

    Isabel Sánchez García

    2012-09-01

    Full Text Available Advergames are marketing communication-driven videogames. As a hybrid message, they combine advertising content and entertainment content, providing interesting opportunities to marketing communications in a new media environment where traditional advertising has lost effectiveness. This paper clarifies the concept of advergame, analysing the different types of advergames and their effects on marketing and communication goals. Furthermore some recommendations for implementing marketing communication through advergames are provided, as well as ethic and moral issues that should be considered.

  7. Consumer As Advertiser: A Conceptual Perspective1

    OpenAIRE

    Ebru Uzunoğlu

    2011-01-01

    The new mode of Internet, called Web 2.0, is a place which people actively use to share their emotions, thoughts, experiences, and memories on a daily basis. Additionally, they do not only share all of these in written format, but also express themselves visually by using photos and videos through social networks. In Web 2.0 and its phenomenon characteristic User Generated Content (UGC), consumers not only create their own advertisements but also act in them. This could be very beneficial for...

  8. Consumers’ Attitude Towards Advertising Audit As Marketing Communication Tool: Advertising Ethics

    OpenAIRE

    Selma KARABAŞ

    2013-01-01

    One of the methods used by companies, which want to forest all the arrivals, is use effective advertisements aiming to bring out the properties of the product. Advertisement on consumers’ behaviors is one of the effective methods in creating demand for the product. It is a tool used in order to be distinguished in all respects of competition becoming widespread day by day. This study discusses advertisement ethics especially the ads on TV. Advertisement, by its nature, may have a have a misle...

  9. Oral ingestion of a topical benzydamine hydrochloride-containing gynaecological preparation in association with television advertising in Italy: analysis of cases managed by a National Poison Control Centre.

    Science.gov (United States)

    Settimi, Laura; Davanzo, Franca; Lauria, Laura; Casini, Maria Luisa; Ferrazin, Fernanda

    2012-01-01

    Objective To evaluate the impact of a television advertising campaign on the risk of oral ingestion of a topical non-prescription gynaecological preparation containing benzydamine hydrochloride. Design An interrupted time series design with data routinely collected. Setting A National Poison Control Centre. Participants 215 cases of hazardous exposure to the preparation under study occurred in Italy from January 2005 to December 2010. Primary and secondary outcome measures Mean daily rate of cases of exposure by gender in three different periods, that is, pre-advertisement period, before the advertisement was broadcast (from 1 January 2005 to 19 December 2009), advertisement period, when the advertisement was repeatedly launched (from 20 December 2009 to 27 February 2010), post-advertisement period (from 28 February 2010 to 6 March 2010); observed/expected ratios of cases, with expected cases based on data from the pre-advertisement period, adjusted for estimated variations in the number of users. Comparison of the distribution of the main characteristics of cases in the three different periods by means of Pearson's χ(2) test or Fisher's exact test. Results The adjusted observed/expected ratio of cases in women was 7.48 (95% CI 5.76 to 9.56) in the advertisement period and 2.97 (95% CI 2.24 to 3.85) in the post-advertisement period. Regarding the characteristics of cases, there was an increased proportion of cases of exposure due to confusion about the correct administration route in the advertisement and post-advertisement periods (81% and 55%, respectively, compared to 16% for the pre-advertisement period.) and of individuals with clinical effects (55%, 52% and 27%, respectively). Conclusions In Italy, an advertisement for a non-prescription medicine seems to have confused consumers regarding the administration route. This effect was observed even after the advertisement had stopped being broadcast. These results highlight the need for the monitoring of

  10. The Role of Social Media on Advertising: A Research on Effectiveness of Facebook Advertising on Enhancing Brand Image

    OpenAIRE

    Dehghani, Milad

    2013-01-01

    ABSTRACT: This research is based on Social media advertising which is one of the newest marketing topics. Marketers try to find out the best possible way to advertise their product and services in order to build relationship with customers and gain momentum to viral word of mouth marketing in social media. Social media advertising is a new version of corporate advertising which has been adopted as new techniques by many companies. Both two way communication and customized advertising are f...

  11. Semantic Advertising

    OpenAIRE

    Zamanzadeh, Ben; Ashish, Naveen; Ramakrishnan, Cartic; Zimmerman, John

    2013-01-01

    We present the concept of Semantic Advertising which we see as the future of online advertising. Semantic Advertising is online advertising powered by semantic technology which essentially enables us to represent and reason with concepts and the meaning of things. This paper aims to 1) Define semantic advertising, 2) Place it in the context of broader and more widely used concepts such as the Semantic Web and Semantic Search, 3) Provide a survey of work in related areas such as context matchi...

  12. Consumers’ Attitude Towards Advertising Audit As Marketing Communication Tool: Advertising Ethics

    Directory of Open Access Journals (Sweden)

    Selma KARABAŞ

    2013-06-01

    Full Text Available One of the methods used by companies, which want to forest all the arrivals, is use effective advertisements aiming to bring out the properties of the product. Advertisement on consumers’ behaviors is one of the effective methods in creating demand for the product. It is a tool used in order to be distinguished in all respects of competition becoming widespread day by day. This study discusses advertisement ethics especially the ads on TV. Advertisement, by its nature, may have a have a misleading hidden character and cause unfair competition. The approach developed by consumers against such kinds of advertisements has been studied via data obtained by survey method. Consumers’ opinions on advertisement ethics were taken via Likert scale. The methods used for evaluating these surveys are Kolmogorov Smirnov test and One-Sample t-test.

  13. Advertising as a Signal of Quality, A New Explanation

    OpenAIRE

    C. D. Fluet; Garella, P.G.

    1995-01-01

    The present article provides a unified explanation for several phenomena related to advertising by firms. (i) Advertising without repeat purchase of the product, (ii) advertising from established brands, or post-introductory, (iii) simultaneous advertising from low and high quality firms, (iv) its persistence and pro-cyclicality. The explanation is original because it rests upon oligopolistic interaction. The analysis hinges upon two fundamental results. The rst is that advertising allows sep...

  14. Advertising as a Signal of Quality, A New Explanation

    OpenAIRE

    Garella, Paolo; Fluet, Claude Denys

    1995-01-01

    The present article provides a unied explanation for several phenomena related to advertising by rms. (i) Advertising without repeat purchase of the product, (ii) advertising from established brands, or post-introductory, (iii) simultaneous advertising from low and high quality rms, (iv) its persistence and pro-cyclicality. The explanation is original because it rests upon oligopolistic interaction. The analysis hinges upon two fundamental results. The rst is that advertising allows separatio...

  15. DIFFERENCE FACTORS FOR JUDGING THE ADVERTISING CREATIVITY: A STUDY ON THE TURKISH ADVERTISING SECTOR

    OpenAIRE

    Ergüven, Öğr.Gör.Dr. Mehmet Sinan

    2011-01-01

    Advertising is a marketing communication tool that everybody talks on, evaluates and has opinions about whether it is creative or not. People can have different opinions about an advertisement's creativity and judge it as creative or ordinary. On the other hand, the factors for judging the advertisements from the perspective of creativity can't be expressed clearly. The advertising creativity is a hard topic to investigate and it is not a popular research area for the academic literature. The...

  16. ADVERTISEMENT

    Institute of Scientific and Technical Information of China (English)

    2008-01-01

    Polish Airlines launches direct flight to Beijing LOT Polish Airlines has decided to resume flights to the Far East,starting with a direct flight between Warsaw and Beijing.The inaugural flight from Warsaw to Beijing was made on April 2, 2008.Poland’s national carrier returns to the Chinese market after an absence of nearly 10 years. In view of the considerable growth of China’s economy,the rapid development of the Polish market and the increasing economic cooperation and tourist exchange between Poland and the People’s Republic of China,LOT Polish Airlines has decided to expand its flight network with new services to Far Eastern destinations.The first of these will be a direct flight from Warsaw to Beijing."The launching of flights to Beijing is the first step toward expanding our long-distance flight network to include Far Eastern destinations,"said Wojciech K dziolka,LOT spokesman."We want to fly to the destinations our passengers want to go to.Due to the close economic relations between Asian countries and Poland as well as the rest of Europe and an ever-increasing number of tourists traveling to this region,the Far East seems to be a natural destination for LOT,"added Mr. K dziotka.

  17. Covert Advertising as an Example of Unethical Activities in the Media

    OpenAIRE

    Tina Tomažić; Jelena Jurišić; Damir Boras

    2011-01-01

    Advertising is a key factor to stimulate an exchange process between the normal functioning of the market and the respective laws intended to monitor it. As such, advertisers utilize a bevy ofmethods and opportunities to attract the attention of potential consumers. Due to the constantly rising levels of competition in the market, advertisers often resort to newer and ethically questionable means of advertising. This paper shall assess one of the most obvious problems in the media market cove...

  18. TROPES AS A MEANS OF MANIPULATIVE COMMUNICATION IN ADVERTISING TEXTS

    OpenAIRE

    Anna Alexandrovna MAKARENKO

    2015-01-01

    he article highlights the substantial influence of advertising on the mass mind over the last decades. The influence of advertising on people’s opinions, aims and behaviors is of special interest for sociologists, psychologists, marketing specialists and linguists who are seeking to open the essence of the phenomenon of advertising and the mechanisms of its influence. Considering the functions of the advertising text, one can assert that the accent shifts gradually from the informational func...

  19. eReading advertising as a part of integrated marketing communications: advertiser's perspective

    OpenAIRE

    Kännö, Hanna

    2012-01-01

    Objectives of the Study This study has two objectives. First, the purpose of the thesis is to provide an insight into integrated marketing communications and the role of eReading advertising in this context. Second, from a managerial perspective the study aims to provide an understanding of the current state of eReading advertising in the Finnish media market and to identify related challenges and opportunities. Research Methods The research approach is qualitative. The research d...

  20. Advertising as a Communicative Phenomenon during the Spanish Civil War

    Directory of Open Access Journals (Sweden)

    Dra. Araceli Rodríguez Mateos

    2009-01-01

    Full Text Available Advertising is a phenomenon that has helped to model societies during the last century. In order to know how it has participated in some change processes it is essential to analyse its communicative dimension. Within the theoretical framework of the History of Social Communication, this research studies the function of the commercial discourse during the Spanish Civil War. Results in three levels have been concluded with an analytic model focused on the messages spread in the press. First, the modern evolution of the advertising technique is confirmed. Second, the different alignment of advertising is compared with the propagandistic discourse of each faction, as well as with its ideological and commercial interests, and with the different relationship with consumers about events. Third, advertisements allow us to observe many details about current life better than the information censored does; specifically, the struggle to survive in the most damaged republican cities is clearly perceived. - Traducción supervisada por la Dra. María del Pino Montesdeoca (ULL.La publicidad es un fenómeno que ha ayudado a modelar las sociedades durante el último siglo y, para saber cómo ha participado en los procesos de cambio, es imprescindible analizar su dimensión comunicativa. Desde el marco teórico de la Historia de la Comunicación Social, este estudio aborda la función del discurso comercial durante la Guerra Civil española. Con un modelo analítico centrado en los mensajes difundidos en prensa se han obtenido resultados en tres niveles. Primero, se confirma la evolución moderna de la técnica publicitaria. Segundo, se compara la diferente alineación de la publicidad con el discurso propagandístico de las zonas enfrentadas, los intereses a los que respondía y la distinta interpelación a los consumidores respecto a los acontecimientos. Tercero, los anuncios permiten observar, mejor que la información censurada, ciertos detalles relativos a la

  1. Repurposing celecoxib as a topical antimicrobial agent

    Directory of Open Access Journals (Sweden)

    Mohamed N. Seleem

    2015-07-01

    Full Text Available There is an urgent need for new antibiotics and alternative strategies to combat multidrug-resistant bacterial pathogens, which are a growing clinical issue. Repurposing existing approved drugs with known pharmacology and toxicology is an alternative strategy to accelerate antimicrobial research and development. In this study, we show that celecoxib, a marketed inhibitor of cyclooxygenase-2, exhibits broad-spectrum antimicrobial activity against Gram-positive pathogens from a variety of genera, including Staphylococcus, Streptococcus, Listeria, Bacillus, and Mycobacterium, but not against Gram-negative pathogens. However, celecoxib is active against all of the Gram-negative bacteria tested, including strains of, Acinetobacter, and Pseudomonas, when their intrinsic resistance is artificially compromised by outer membrane permeabilizing agents such as colistin. The effect of celecoxib on incorporation of radioactive precursors into macromolecules in Staphylococcus aureus was examined. The primary antimicrobial mechanism of action of celecoxib was the dose-dependent inhibition of RNA, DNA, and protein synthesis. Further, we demonstrate the in vivo efficacy of celecoxib in a methicillin-resistant S. aureus (MRSA infected Caenorhabditis elegans whole animal model. Topical application of celecoxib (1 and 2% significantly reduced the mean bacterial count in a mouse model of MRSA skin infection. Further, celecoxib decreased the levels of all inflammatory cytokines tested, including tumor necrosis factor-α, interleukin-6, interleukin-1 beta, and monocyte chemo attractant protein-1 in wounds caused by MRSA infection. Celecoxib also exhibited synergy with many conventional antimicrobials when tested against four clinical isolates of S. aureus. Collectively, these results demonstrate that celecoxib alone, or in combination with traditional antimicrobials, has a potential to use as a topical drug for the treatment of bacterial skin infections.

  2. Non-comparative versus Comparative Advertising as a Quality Signal

    OpenAIRE

    Emons, Winand; Fluet, Claude

    2011-01-01

    Two firms produce a product with a horizontal and a vertical characteristic. We call the vertical characteristics quality. The difference in the quality levels determines how the firms share the market. Firms know the quality levels, consumers do not. Under non-comparative advertising a firm may signal its own quality. Under comparative advertising firms may signal the quality differential. In both scenarios the firms may attempt to mislead at a cost. If firms advertise, in both scenarios equ...

  3. Oral ingestion of a topical benzydamine hydrochloride-containing gynaecological preparation in association with television advertising in Italy: analysis of cases managed by a National Poison Control Centre

    OpenAIRE

    Settimi, Laura; Davanzo, Franca; Lauria, Laura; Casini, Maria Luisa; Ferrazin, Fernanda

    2012-01-01

    Objective To evaluate the impact of a television advertising campaign on the risk of oral ingestion of a topical non-prescription gynaecological preparation containing benzydamine hydrochloride. Design An interrupted time series design with data routinely collected. Setting A National Poison Control Centre. Participants 215 cases of hazardous exposure to the preparation under study occurred in Italy from January 2005 to December 2010. Primary and secondary outcome measures Mean daily rate of ...

  4. Skybeams and 'light art' defined as 'advertising' for planning purposes

    Science.gov (United States)

    Morgan-Taylor, M.

    2008-02-01

    Skybeams and light projections have been a long standing problem, not just because of possible light pollution, ecological and public safety issues, but also because there was confusion as to when planning permission was required. Under some circumstances a light beam could be used for 28 days without needing permission, whilst other users such as circuses would always need planning permission. The celebrated Guildford case saw a skybeam classified as an advert, and so needing planning permission (after lobbying by the Campaign for Dark Skies with local support), but this was not binding on later cases. So there was a lack of firm national guidance, or a court judgment clarifying the issue. However, the situation is now much clearer due to the new Town and Country Planning (Control of Advertisements) (England) Regulations 2007.

  5. The Digital Medium Meets the Advertising Message.

    Science.gov (United States)

    Nisenholtz, Martin

    1994-01-01

    Discusses the likelihood that companies will use online services as an advertising medium. Topics addressed include the art of interactive marketing; advertising in the digital age; early experiments with interactive marketing, including the use of videotex and videodisc; and recent trends that set the stage for interactive marketing to personal…

  6. Parent and Adolescent Interaction in Television Advertisements as Consumer Socialization Agents

    Science.gov (United States)

    Ozmete, Emine

    2009-01-01

    This study aimed at determining the interaction between parents and adolescents pertaining to television advertisements as a consumer socialization agent and the effects of advertisements on the purchasing decisions of adolescents. The effects of age and sex were also investigated. The sample included 240 high school students in grades 9, 10 and…

  7. Modeling Newspaper Advertising

    Science.gov (United States)

    Harper, Joseph; And Others

    1978-01-01

    Presents a mathematical model for simulating a newspaper financial system. Includes the effects of advertising and circulation for predicting advertising linage as a function of population, income, and advertising rate. (RL)

  8. South African parents' perception of television food advertising directed at children / A.A.F.C. da Fonseca

    OpenAIRE

    Da Fonseca, Abel Alexandre Ferreira Claro

    2010-01-01

    Advertising to children has received regular focus since 1961, yet it remains a controversial topic. When people speak about advertising to children, they are frequently discussing food advertising. Recent concerns about food, nutrition and an increase in childhood obesity have resulted in a resurgence of interest towards advertising to children. Many factors contribute to the rise in childhood obesity; and advertising of unhealthy food to children has been recognised as one su...

  9. ASK: The Advertising Survival Kit; A Guide to Advertising in High School Newspapers and Yearbooks.

    Science.gov (United States)

    Lain, Laurence B.

    The primary purpose of this booklet is to offer suggestions which will help alleviate some of the burdens involved in producing a school's publications, so that journalistic endeavors will not be damaged by economic difficulties. The first section discusses newspaper advertising and examines such topics as selling advertisements, sales approaches,…

  10. Tazarotene as alternative topical treatment for onychomycosis

    Directory of Open Access Journals (Sweden)

    Campione E

    2015-02-01

    Full Text Available Elena Campione,1 Evelin Jasmine Paternò,2 Gaetana Costanza,2,3 Laura Diluvio,1 Isabella Carboni,1 Daniele Marino,4 Cartesio Favalli,4 Sergio Chimenti,1 Luca Bianchi,1 Augusto Orlandi2,3 1Department of Dermatology, 2Department of Biomedicine and Prevention, 3Department of Anatomic Pathology, Policlinic Tor Vergata, 4Department of Microbiology, University of Rome Tor Vergata, Rome, Italy Background: Distal and lateral onychomycoses are the most frequent forms of onychomycosis, causing subungual hyperkeratosis that usually limits local penetration of antimycotic drugs. Tazarotene exerts anti-inflammatory and immune-modulating activities toward both infective agents and damaged keratinocytes. Given the well-documented efficacy of tazarotene on hyperkeratotic nail psoriasis, we investigated its therapeutic use in onychomycosis. Patients and methods: We designed a preliminary open clinical trial in patients affected by distal and lateral subungual onychomycosis of the toenails and verified the fungistatic activity of tazarotene in vitro. Fifteen patients were treated with topical tazarotene 0.1% gel once per day for 12 weeks. Mycological cultures and potassium hydroxide stains of nail samples were performed at the beginning and at the end of the study. Treatment was considered effective when clinical healing and negative mycological culture were obtained. Onycholysis, nail bed discoloration, and subungual hyperkeratosis were measured using standardized methodologies and analyzed by means of Mann–Whitney test and analysis of variance. Fungistatic activity of tazarotene was evaluated by disk diffusion assay. Results: Six patients (40% reached a mycological cure on target nail samples already after 4 weeks of treatment. Complete clinical healing and negative cultures were reached in all patients at week 12, with a significant improvement of all clinical parameters of the infected nails. Disk diffusion assay after 48 hours of incubation with

  11. Advertising and Portfolio Choice

    OpenAIRE

    Cronqvist, Henrik

    2006-01-01

    This paper examines the role that advertising plays in the mutual fund industry and whether advertising affects investors’ fund and portfolio choices. Content analysis shows that only a small fraction of fund advertising is directly informative about characteristics relevant for rational investors, such as fund fees. Higher quantities of advertising do not signal ex ante higher unobservable fund manager ability, because funds that advertise more are not associated with higher post-advertising...

  12. A dynamic evolution model of human opinion as affected by advertising

    Science.gov (United States)

    Luo, Gui-Xun; Liu, Yun; Zeng, Qing-An; Diao, Su-Meng; Xiong, Fei

    2014-11-01

    We propose a new model to investigate the dynamics of human opinion as affected by advertising, based on the main idea of the CODA model and taking into account two practical factors: one is that the marginal influence of an additional friend will decrease with an increasing number of friends; the other is the decline of memory over time. Simulations show several significant conclusions for both advertising agencies and the general public. A small difference of advertising’s influence on individuals or advertising coverage will result in significantly different advertising effectiveness within a certain interval of value. Compared to the value of advertising’s influence on individuals, the advertising coverage plays a more important role due to the exponential decay of memory. Meanwhile, some of the obtained results are in accordance with people’s daily cognition about advertising. The real key factor in determining the success of advertising is the intensity of exchanging opinions, and people’s external actions always follow their internal opinions. Negative opinions also play an important role.

  13. Students as subjects in food advertising studies. An appraisal of appropriateness.

    Science.gov (United States)

    Choi, Hojoon; Reid, Leonard N

    2014-10-01

    Considerable knowledge on food advertising has been generated by research on consumers' psychological reactions to food advertising messaging using either students or nonstudents as subjects. Building on past research, this article investigates the methodological question of whether students are appropriate surrogates for nonstudents in food advertising studies. Following exposure to print advertisements featuring healthy and unhealthy foods with two different nutrient attribute-based message appeals, student and nonstudent subjects were asked to complete five standard evaluative response measures to the food ads: claim believability, attitude-toward-the ad, attitude-toward-the-product, attitude-toward-the-brand, and purchase intention. Among the findings, students were found to react differently and more negatively to identical food advertisements than nonstudents. Overall, the message sent to health communication researchers, policy officials, and practicing professionals is - unless certain criteria are satisfied - students should be considered inadequate subjects to represent all age groups of the general population in food advertising research. Thus, conclusions drawn from student-based research about advertising processing and effects should be questioned and broad generalizations avoided. PMID:24975643

  14. Optimal Advertising and Promotion Budgets in Dynamic Markets with Brand Equity as a Mediating Variable

    OpenAIRE

    Sriram, S; Manohar U. Kalwani

    2007-01-01

    We study the optimal levels of advertising and promotion budgets in dynamic markets with brand equity as a mediating variable. To this end, we develop and estimate a state-space model based on the Kalman filter that captures the dynamics of brand equity as influenced by its drivers, such as the brand's advertising and sales promotion expenditures. By integrating the Kalman filter with the random coefficients logit demand model, our estimation allows us to capture the dynamics of brand equity ...

  15. Advertising Appeal.

    Science.gov (United States)

    Miller, Sandra K.

    The individualized learning package for secondary consumer education deals with consumer buying as influenced by advertising. The teacher's section of the package contains a statement of purpose and instructional objectives. Equipment and materials (specific textbooks, audiovisual aids, and sources for sample post-test advertisements) needed for…

  16. [Drug advertising as communication between the pharmaceutical industry and the physician: advertisements for psychotropic drugs in the Dutch medical journal, Nederlands Tijdschrift voor Geneeskunde, 1900-1940].

    Science.gov (United States)

    van der Hoogte, Arjo Roersch; Pieters, Toine

    2010-01-01

    In this article we explore the historical development of drug advertisements for psychotropic drugs in the leading Dutch medical journal from 1900 to 1940. The advertisements for hypnotics and sedatives, in The Nederlands Tijdschrift voor Geneeskunde (Dutch medical journal) reflected the changes in the vocabulary and image promoted by the pharmaceutical companies. In the first two decades, the advertisements were sober and to the point, and included the trademark, company name, molecular formula and therapeutic properties of the medication. The emphasis was on creating a scientific image of reliable symptom control for the therapeutic drug. In doing so, the ethical drug companies tried (successfully) to distinguish themselves from the producers of patent medicines. Once scientific credibility was established, the form and content of the advertisements changed significantly. In the late 1920s and 1930s drug companies embraced modern advertising techniques, developing a figurative language to address the changing beliefs and practices of Dutch physicians. Instead of promoting therapeutic drugs as safe and scientific, the emphasis was on their effectiveness in comparison to similar drugs. In the process, scientific information was reduced to an indispensable standardized minimum, whereby therapeutic drugs were advertised according to the latest pharmacological taxonomy rather than molecular formulas. The image-making of 'ethical marketing' began during the interwar years when marketers applied modern advertising techniques and infotainment strategies. The scanty black and white informational bulletins transitioned into colourful advertisements. The pharmaceutical companies employed the same medical language as used by physicians, so that one word or image in an advertisement would suffice for the physician to recognize a drug and its therapeutic properties. These developments show the changing relationship between the modern ethical pharmaceutical industry and Dutch

  17. Advertisements and Its Impacts on Children in the Context of Consumerism: “An Analysis of the Maret Yoook Mu? Commercial”

    OpenAIRE

    VODİNALI, Selcen

    2016-01-01

    Advertisements aim to leave impact on target group via an idea, product or service. As known, advertisements have a decisive impact on the behaivours of one of their target groups, childrens.Visual and auditory power of television and children, whose parents stay indifferent on this power, have been exposed to too many advertisement message every day,are both uncontrovertible truhts. The topic of this work is the impact of the advertisement; such as the advertisement's impact on the children,...

  18. ADVERTISING AS ECOGOVERNMENTALITY: ANALYSIS OF AKKUYU NÜKLEER CAMPAIGN

    OpenAIRE

    Nas, Alparslan

    2015-01-01

    In recent years, companies all around the world directed their concerns towards environmental issues regarding the promotion and sales of their products and services. Such developments have been theoretically debated under the terms “green marketing” and “green advertising” in academia, especially in the fields of public relations and advertising. It is certain that the increasing market interest in the “green” has cultural, political and ideological implications, in addition to the market-or...

  19. Social networking as an advertising tool in Russia and abroad

    Directory of Open Access Journals (Sweden)

    Ageeva Y. A.

    2016-01-01

    Full Text Available This study contrasts the behavioural patterns of users on Facebook with those on VKontakte using data collected by Facebook and a survey of Russian VKontakte users. The authors analyse the key differences between the two popular social networks, including what users perceived to be the most attractive options, the amount of time spent online and attitudes toward advertising. The results have been used to evaluate the potential of social networks (SMM for business promotion in Russia.

  20. Distraction caused by roadside advertising and information. [formerly known as: Roadside advertising and information and Advertising and information alongside the road.

    NARCIS (Netherlands)

    2007-01-01

    Roadside advertising and information billboards can distract a driver from the driving task. Particularly billboards with moving parts, affect-laden roadside advertising, billboards placed in the central field of vision and billboards resembling traffic-relevant information draw the driver's attenti

  1. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Technology Sichuan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again. This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  2. Pun in Beverage Advertisements

    Institute of Scientific and Technical Information of China (English)

    Meng; Yan

    2015-01-01

    Accompanied with the widespread commerce,the advertisement translation unavoidably will be a hot spot again.This paper will discuss usage and translation of pun in the advertisement translation.It will explain the definition of advertisement as well as pun and then give examples about the usage of pun in advertisement.

  3. Effects of Advertising Exposure on Materialism and Self-Esteem: Advertised Luxuries as a Feel-Good Strategy?

    OpenAIRE

    I. LENS; Pandelaere, Mario; Warlop, L

    2010-01-01

    Two experiments investigate the relations between advertising exposure, self-esteem and materialism. Evidence is found that ads for luxury products may influence consumers’ levels of materialism and self-esteem. Consumers who claim being able to buy advertised luxuries report increased levels of materialism and an enhanced self-esteem after the exposure. In contrast, not being able to buy advertised luxuries appears to threaten consumers’ self-esteem and to diminish their materialistic pursui...

  4. The Construction of Pop Culture in Advertising Discourse:Taking Coca-Cola Advertising as an Example

    Institute of Scientific and Technical Information of China (English)

    官慧东

    2014-01-01

    This paper analyzes Coca-Cola advertising under Fairclough’s three-dimensional framework in the hope that con⁃sumers can better understand ideology behind advertising discourse. It reveals that Coca-Cola Company tries to construct pop cultures in its advertising discourse, in order to get recognition from its consumers. In turn, it contributes to the construction of the pop culture among the younger generation.

  5. An Analysis of Advertising Wars

    OpenAIRE

    Haller, Hans Hermann; Chakrabarti, Subhadip

    2003-01-01

    Comparative advertising by one brand against another showcases its merits versus the demerits of the other. In a two-stage game among finitely many firms, firms decide first on how much to advertise against whom. In the second stage, given the advertising configuration, firms compete as Cournot oligopolists. In the symmetric case, equilibrium advertising expenses constitute a clear welfare loss. Equilibrium advertising levels and advertising expenditures decline with rising advertising costs....

  6. Brand protection guidelines: advertising market and advertisers

    OpenAIRE

    2015-01-01

    This publication is a living document intended to provide advertisers of products and services, advertising and publicity agencies, as well as marketing professionals in general with information relating the protection of the Olympic and Paralympic brands.

  7. A SUCCESSFUL ADVERTISING CAMPAIGN

    OpenAIRE

    Gabriela VÂLCEANU

    2011-01-01

    ”TO ADVERTISE OR NOT TO ADVERTISE?” is the question which continually confronts the business man. The importance of advertising has long been recognized by the more enlightened members of the business and industrial world. Strategies for a successful advertising business campaign are an important factor for every company and business. As many of you know advertising and promotion are all around us. Whether you watch television, listen to driving on the highway, flipping through a magazine or ...

  8. Forty Thousand Years of Advertisement

    Directory of Open Access Journals (Sweden)

    Konstantin Lidin

    2006-05-01

    Full Text Available The roots of advertisement are connected with reclamations, claims and arguments. No surprise that many people treat it with distrust, suspicion and irritation.Nobody loves advertisement (except its authors and those who order it, nobody watches it, everybody despises it and get annoyed because of it. But newspapers, magazines, television and city economy in general cannot do without it. One keeps on arguing whether to prohibit advertisement, to restrict its expansion, to bring in stricter regulations on advertisement…If something attracts attention, intrigues, promises to make dreams true and arouses desire to join - it should be considered as advertisement. This definition allows saying with no doubts: yes, advertisement did existed in the most ancient strongest cultures. Advertisement is as old as the humane civilization. There have always been the objects to be advertised, and different methods appeared to reach those goals.Advertisement techniques and topics appear, get forgotten and appear again in other places and other times. Sometimes the author of advertisement image has no idea about his forerunners and believes he is the discoverer. A skillful designer with high level of professionalism deliberately uses images from past centuries. The professional is easily guided by historical prototypes.But there is another type of advertisement, its prototypes cannot be found in museums. It does not suppose any respect, because it is built on scornful attitude towards the spectator.However, basically the advertisement is made by professional designers, and in this case ignorance is inadmissible. Even if we many times appeal to Irkutsk designers to work on raising their cultural level of advertisements, anyhow, orders will be always made by those who pay. Unless Its Majesty Ruble stands for Culture, those appeals are of no use.

  9. Analysis of advertising

    OpenAIRE

    Kučerová, Kristýna

    2013-01-01

    This bachelor thesis covers marketing mix, mainly advertising, what is evident from the title. In theoretical part there are briefly described marketing mix and its tools. There is also summarized knowledge of the marketing communication and communication mix, which includes advertising, sales promotion, personal selling, public relations, direct marketing, event marketing and sponsoring. Since the topic is very broad, the concepts are described briefly. The advertising, its characteristics, ...

  10. ADVERTISING WITH SOCIAL DISCOURSE AS A BRAND POSITIONING TECHNIQUE: REVIEW OF RESEARCH WITH SPECIAL REFERENCE TO THE LATVIAN MEDIA

    OpenAIRE

    Aivars Helde

    2015-01-01

    This study examines the nature of the social discourse of advertising used as a brand positioning technique. The focus is on consumer advertising that is directed at the promotion of selected products or services to the general public. The study is neither meant to exhaust all aspects of this particular discourse, nor present the answers to all the problems posed. The aims of this paper include analyzing varying commercial advertisements (both product/non-product ads) to investigate the inten...

  11. Advertising of ultra-processed foods and beverages: children as a vulnerable population

    Directory of Open Access Journals (Sweden)

    Christina Mallarino

    2013-10-01

    Full Text Available The rapid nutrition transition occurring in Latin America has resulted in a sharp increase of childhood overweight and obesity. Recent evidence has shown that food and beverage advertising has a great influence on children’s eating behavior. This population has become a key target market for the ultra-processed foods and beverages industry, which is marketing products in an aggressive way. Evidence shows that Latin American countries have poor regulation of ultra-processed foods and beverages advertising, where the discourse of self-regulation still prevails over statutory regulations. The following commentary explores how advertising might play an important role in developing unhealthy dietary patterns and obesity in Latin American children, as well as the urgent need for government action and the involvement of civil society to tackle this public health issue.

  12. Complement or substitute? The internet as an advertising channel, evidence on advertisers on the Italian market, 2005-2009

    OpenAIRE

    Gambaro, Marco; Puglisi, Riccardo

    2013-01-01

    During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national market during the period 2005-2009. Some reduced form evidence shows that - during this time period - smaller firms increased their ads investment on newspapers, magazines cinema comparatively more th...

  13. Advertising and an advertising budget

    OpenAIRE

    Крищанович, А.

    2011-01-01

    According to Kotler’s definition, advertising is “any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor”.

  14. Automatically-Activated Attitudes as Mechanisms for Message Effects: The Case of Alcohol Advertisements

    OpenAIRE

    Goodall, Catherine E.; Slater, Michael D.

    2010-01-01

    Alcohol advertisements may influence impulsive, risky behaviors indirectly, via automatically-activated attitudes toward alcohol. Results from an experiment in which participants were exposed to either four alcohol advertisements, four control advertisements, or four drunk driving public service advertisements, suggested that alcohol advertisements had more measurable effects on implicit, than on explicit attitude measures. Moreover, there were significant indirect paths from alcohol advertis...

  15. Advertising Dynamics and Competitive Advantage

    OpenAIRE

    Ulrich Doraszelski; Sarit Markovich

    2004-01-01

    Can advertising lead to a sustainable competitive advantage? To answer this question, we propose a dynamic model of advertising competition where firms repeatedly advertise, compete in the product market, and make entry as well as exit decisions. Within this dynamic framework, we study two different models of advertising: In the first model, advertising influences the goodwill consumers extend towards a firm ("goodwill advertising"), whereas in the second model it influences the share of cons...

  16. So You Want to Be a Teacher Educator? The Job Advertisement as a Construction of Teacher Education in Canada

    Science.gov (United States)

    Hales, Anne; Clarke, Anthony

    2016-01-01

    This article contributes a Canadian perspective to a growing body of international research investigating teacher education, specifically as a category of academic work exemplified in employment advertisements. By investigating how Canadian employment advertisements in teacher education are constructed as mediating artefacts in the relationship…

  17. LIQUID CRYSTAL AS ACCELERANT IN DRUG ABSORPTION FROM TOPICAL FORMULATIONS

    Directory of Open Access Journals (Sweden)

    Trivedi Nirali

    2011-04-01

    Full Text Available Topical drug delivery has been one of the major research fields in the area of drug therapy for last few decades. However inspite of its large therapeutic potential market success has been limited. It provides the several advantages over the oral drug delivery. Percutaneous absorption involves the passage of the drug molecule from the skin surface into the stratum corneum under the influence of a concentration gradient and its subsequent diffusion through the stratum corneum and underlying epidermis, through the dermis, and into the blood circulation. Liquid crystal phase has emerged as a novel material for preparation of topical drug delivery systems. It fulfills the requirements for making drug loading and drug absorption faster from the site of application of topical formulations. Liquid crystal has got many phases in itself which can be further exploited to get a better and more efficient drug delivery system. Also a variety of areas in medical and electronics streamline can find its application. There is also a wide scope in respect to the methods by which these liquid crystals can be prepared. Different methods give rise to different kinds of liquid crystals. Topical formulations have emerged as a very useful drug delivery system as it bypasses the first pass metabolism. Also the absorption of drugs depends on the percutaneous absorption of drug from the area of application. Hence it’s required to choose such a vehicle which enhances the absorption of drug from the formulation.

  18. Large scale topic modeling made practical

    DEFF Research Database (Denmark)

    Wahlgreen, Bjarne Ørum; Hansen, Lars Kai

    2011-01-01

    Topic models are of broad interest. They can be used for query expansion and result structuring in information retrieval and as an important component in services such as recommender systems and user adaptive advertising. In large scale applications both the size of the database (number of...... topics at par with a much larger case specific vocabulary....

  19. Informative Advertising: Competition or Cooperation?

    OpenAIRE

    Witness Simbanegavi

    2005-01-01

    I compare the outcome when firms semicollude on advertising to the outcome in the Grossman and Shapiro (1984) model of informative advertising. I show that advertising is lower but prices and profits are higher under semicollusion on advertising. I also show that semicollusion on advertising is detrimental to welfare. Although firms earn higher profits when colluding on advertising, fewer consumers are informed, and as a result, welfare is lower. Compared to semicollusion on price, semicollus...

  20. Sugar as part of a balanced breakfast? What cereal advertisements teach children about healthy eating.

    Science.gov (United States)

    LoDolce, Megan E; Harris, Jennifer L; Schwartz, Marlene B

    2013-01-01

    Marketing that targets children with energy-dense, nutrient-poor foods is a likely contributor to the childhood obesity crisis. High-sugar ready-to-eat cereals are the packaged food most frequently promoted in child-targeted food advertising on television. The authors combined content analysis of product nutritional quality and messages presented in cereal television advertisements with syndicated data on exposure to those ads. The analysis quantifies children's exposure to specific products and messages that appear in advertisements and compares it with adult exposure. Children viewed 1.7 ads per day for ready-to-eat cereals, and 87% of those ads promoted high-sugar products; adults viewed half as many ads, and ads viewed were equally likely to promote high- and low-sugar cereals. In addition, the messages presented in high-sugar ads viewed by children were significantly more likely to convey unrealistic and contradictory messages about cereal attributes and healthy eating. For example, 91% of high-sugar cereal ads viewed by children ascribed extraordinary powers to these products, and 67% portrayed healthy and unhealthy eating behaviors. Given children's vulnerability to the influence of advertising, the emotional and mixed messages used to promote high-sugar cereals are confusing and potentially misleading. PMID:24175878

  1. ETHICS AND ADVERTISING

    OpenAIRE

    Constantin SASU; Geanina Constanța PRAVĂȚ; Florin-Alexandru LUCA

    2015-01-01

    Advertising is often critiqued for not respecting rules of ethics both in the process of advertisement design and in the way it influences society. The main concern of advertisers as representatives of companies that seek profit making is to increase sales, win new clients, increase the demand for the product they want to be presented in as nice and colorful advertisement as possible. They pretend that their product is the best, has unique qualities, better than their competitor´s, it ha...

  2. Advertising in Duopoly Market

    OpenAIRE

    Situngkir, Hokky

    2006-01-01

    The paper presents the dynamics of consumer preferences over two competing products acting in duopoly market. The model presented compared the majority and minority rules as well as the modified Snazjd model in the Von Neumann neighborhood. We showed how important advertising in marketing a product is. We show that advertising should also consider the social structure simultaneously with the content of the advertisement and the understanding to the advertised product. Some theoretical expl...

  3. The Bilingual Advertising Decision.

    Science.gov (United States)

    Grin, Francois

    1994-01-01

    Examines the relationship between linguistic plurality and the rationale of advertising decisions. The article presents a simple model of sales to different language groups as a function of the level of advertising in each language, language attitudes, incomes, and an advertising response function. The model is intended as a benchmark, and several…

  4. Topical tranexamic acid as a promising treatment for melasma

    OpenAIRE

    Bahareh Ebrahimi; Farahnaz Fatemi Naeini

    2014-01-01

    Background: In recent times, tranexamic acid (TA) is claimed to have whitening effects especially for ultraviolet-induced hyperpigmentation including melasma. The aim of our study was to evaluate the efficacy and safety of topical solution of TA and compare it with combined solution of hydroquinone and dexamethasone as the gold standard treatment of melasma in Iranian women. Materials and Methods: This was a double-blind split-face trial of 12 weeks which was conducted in Isfahan, Iran. Fifty...

  5. Psychology of advertising

    OpenAIRE

    Vochomůrková, Lucie

    2014-01-01

    This bachelory thesis is attending to problematics of psychology of advertising. In theoretical part, it is trying to describe advertising and beginning of psychological research in historical view. It shows advertising as the component of marketing mix and so the part of marketing strategy, it definates advertising and its elements and its communication channels. The work indroduces basic psychological findings: motivation, attention, perception and learning, which are straighly outspread...

  6. Advertising and Coordination

    OpenAIRE

    1990-01-01

    We show that when relevant market information such as price is difficult to communicate, advertising plays a key role in bringing about optimal coordination of purchase behavior: an efficient firm uses advertising expenditures in place of price to inform sophisticated consumers that it offers a better deal. This provides a theoretical explanation for Benham's (1972) empirical association of the ability to advertise with lower prices and larger scale. We find that advertising improves welfare ...

  7. Cross-cultural advertising

    OpenAIRE

    Пурчельянова, Н. Ю.

    2011-01-01

    The essence of successful advertising is to convince people that a product is meant for them. By purchasing it, they will receive some benefit (lifestyle, status, convenience, etc.). However, when an advertising campaign is taken abroad different values as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acqui...

  8. Advertising and social responsibility as models of the press :a study of three local newspapers

    OpenAIRE

    Leweke, Robert W.

    1994-01-01

    Concentration of media ownership in the United States has increased throughout the 20th century and threatens to dilute competition between press outlets and to reduce the quality of news coverage available to the audience as a result. Several scholars have identified mass advertising as a major culprit in this concentration as well as in the resulting superficiality of news coverage. In the 1940s, a group of scholars formed the Commission on Freedom of the Press (...

  9. Topical tranexamic acid as a promising treatment for melasma

    Directory of Open Access Journals (Sweden)

    Bahareh Ebrahimi

    2014-01-01

    Full Text Available Background: In recent times, tranexamic acid (TA is claimed to have whitening effects especially for ultraviolet-induced hyperpigmentation including melasma. The aim of our study was to evaluate the efficacy and safety of topical solution of TA and compare it with combined solution of hydroquinone and dexamethasone as the gold standard treatment of melasma in Iranian women. Materials and Methods: This was a double-blind split-face trial of 12 weeks which was conducted in Isfahan, Iran. Fifty Iranian melasma patients applied topical solution of 3% TA on one side of the face, and topical solution of 3% hydroquinone + 0.01% dexamethasone on the other side two times a day. The Melasma Area and Severity Index (MASI and the side effects were evaluated at baseline and every 4 weeks before and after photographs to be compared by a dermatologist were taken. The patient satisfaction was documented at week 12. Results: A repeated measurement analysis was used to evaluate the changes in the MASI score before and after treatments. A significant decreasing trend was observed in the MASI score of both groups with no significant difference between them during the study (P < 0.05. No differences were seen in patients′ and investigator′s satisfaction of melasma improvement between two groups (P < 0.05. However, the side effects of hydroquinone + dexamethasone were significantly prominent compared with TA (P = 0.01. Conclusion: This study′s results introduce the topical TA as an effective and safe medication for the treatment of melasma.

  10. Preparing for a digital future - Advertising to Finnish Millennials

    OpenAIRE

    Miiluvaara, Mirella

    2016-01-01

    This thesis explores the topic of online advertising. The main focus of the thesis is to find out how advertisers can reach Millennials through online advertising. The researcher explores which online channels Millennials prefer among other things. Therefore, the purpose of the thesis is to find out which advertising channels and formats advertisers should use in order to reach this generation and prepare for future trends. In other words, finding out which advertising methods advertisers sho...

  11. Advertising Agencies

    DEFF Research Database (Denmark)

    Moeran, Brian

    2015-01-01

    Advertising agencies are the most significant organizations in the development of advertising and marketing worldwide. An advertising agency is an independent service company, composed of business, marketing and creative people, who develop, prepare, and place advertising in advertising media...... for their clients, the advertisers, who are in search of customers for their goods and services. Agencies thus mediate between three different but interlocking social groups: industry, media, and consumers. The history of advertising is largely the history of the advertising agencies that have served the needs....... This article is concerned with the origins, early developments, organization, compensation arrangements, and accounts of contemporary full-service advertising agencies....

  12. The Role of Media Context in the Advertising Persuasion Process: A Modeling Attempt among Children

    Directory of Open Access Journals (Sweden)

    Fatma BESBES KHOUAJA

    2011-10-01

    Full Text Available Our understanding remains limited as to how a TV program affects the viewers’ reactions toward advertisements surrounding this program. This paper tries to shed light on this research topic, by proposing a global conceptualization of the media context effect on the performance of advertisements targeting young viewers. The paper equally stresses the theoretical as well as empirical contributions of this research.

  13. Opportunities and challenges of interactive public displays as an advertising medium

    OpenAIRE

    José, Rui; Cardoso, Jorge C. S.

    2011-01-01

    Advertising is often the key element in the business case for public display networks. However, this is still a limited medium in its support for key ad- vertising concepts, such as targeting or impact assessment. This chapter analyses how the evolution of the medium is creating the opportunity for re-shaping adver- tising models for Digital Signage. In particular, we consider how the increasing availability of sensing and interaction opportunities...

  14. Transforming Pedagogies with New Technologies: Advertising

    Science.gov (United States)

    Corby, Patricia

    2008-01-01

    The author was keen to look at advertising with her online classes, both in Business Enterprise (looking at how businesses operate, target marketing, language used in business etc) and in Creative Writing as she felt that this was a topic which worked in both areas and was an important one due to the huge impact and the big intrusion that…

  15. Views on Advertising Curricula from Experienced "Creatives."

    Science.gov (United States)

    Otnes, Cele; And Others

    1995-01-01

    Compares the perspectives of more experienced art directors and copywriters to those of newer ones, on such topics as the skills educators should incorporate in advertising courses, electives that benefit aspiring "creatives," and techniques creatives used to secure their jobs. (SR)

  16. THE ADDRESSEE AS A COGNITIVE AND PRAGMATIC RATIONALE OF ARGUMENTATION IN ENGLISH ADVERTISING DISCOURSE

    Directory of Open Access Journals (Sweden)

    Krivobokova Galina Aleksandrovna

    2015-06-01

    Full Text Available The article considers the addressee as the cognitive and pragmatic basis for meaning construction in argumentation strategies. The analysis of language means in argumentation strategies with the addressee as the cognitive basis of the advertising text revealed that since the early 20th century and up to date the use of the regulative strategy oriented on decision-making that employs tactics of recommendation, advice and imperative increases considerably. In the middle of the 20th century the epistemic strategy of argumentation employs tactics of "part-whole", and at the end of the 20th century the tactics of empathy appealing to values and needs of the addressee and motivating him to act is employed. The dynamics of linguistic profile of the addressee is observed in the transition from nominations of neutral referentially-limited social, demographic and gender characteristics of the target audience in early advertising discourse to the employment of elaborated evaluating nominations and personal pronounces with indefinite number of referents. Changes in the means of the addressee nominations indicate changes in the cognitive mechanism of text perception and understanding which results in the two opposing processes: the reduction of text perception and decoding stages, and increaseas in the interpretative volume of an advertising message due to wide employment of enthymemes in argumentation.

  17. Advertising and Collusion in Retail Markets

    OpenAIRE

    Gea Myoung Lee; Kyle Bagwell

    2008-01-01

    We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We first analyze a static model. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitate...

  18. Advertising and Collusion in Retails Markets

    OpenAIRE

    Kyle Bagwell; Gea M. Lee

    2008-01-01

    We consider non-price advertising by retail firms that are privately informed as to their respective production costs. We first analyze a static model. We construct an advertising equilibrium, in which informed consumers use an advertising search rule whereby they buy from the highest-advertising firm. Consumers are rational in using the advertising search rule, since the lowest-cost firm advertises the most and also selects the lowest price. Even though the advertising equilibrium facilitate...

  19. [Drug advertising--users want information. Report of telephone survey conducted by North-Rhine Westphalia Public Health Service on the topic of drug advertising and drug information for users].

    Science.gov (United States)

    Puteanus, U

    2000-10-01

    In Germany, drug advertising of non-prescription drugs is a controversial subject. On the one hand, consumer organisations plead for placing a ban on advertising or at least to offer a detailed description of medical risks in respect of protection. On the other hand, the pharmaceutical industry is keen on liberalizing the specific advertising law for drugs. A representative telephone survey among the population of North Rhine-Westphalia was conducted in April and May 1999. It showed consumer interest in advertising, the value of information on risks, the institution with maximum credibility in drug information for consumers, the importance of the now obligatory sentence after every advertisement: Regarding risks and side effects read the leaflet in the package and ask your physician or pharmacist, and to what extend the consumer would take advice from independent experts over the telephone about drugs. It was found that, in particular women, about 30% are occasionally interested in advertising, younger people are more open-minded about advertising than older people; and that doctors and pharmacists have the most credibility and are consulted for further information. It was also found that more than 80% of the population demanded precise information on the side effects of drugs. One-third of the consumers declared that the obligatory sentence (see above) led to greater demand for information from doctors or to read attentively the instruction leaflet. Nevertheless, there is a need for more information from more than half of the consumers, who would take advantage of an independent advice centre if this should exist. PMID:11103563

  20. Advertising identities: virtual galleries as places of identity

    Directory of Open Access Journals (Sweden)

    Alexandra Zontea

    2010-10-01

    Full Text Available This paper is focused on the public presentation of self through virtual art galleries, singling out the field of photography. Photography has always been disputed as being part of the highbrow arts because of its popular character. Today, anyone who owes a photo camera can experience photography as art, without a rigorous training. Everybody is able to expose the photos freely to a large number of people, on the Internet. Consequently, the Internet opens up a virtual space, in which photo artists and amateurs can promote their works and exhibit them in a personal online gallery, which represents their place in the virtual vastness. Therefore, my research approaches the matter of the virtual gallery as an identitary place, being focused on finding out why artists choose to exhibit in virtual galleries. I asked myself what are the new functions of the virtual art galleries?Are they understood as online markers that distinguish the owners in these virtual environments? In other words, are these personal galleries a way of expressing online identities?

  1. Search word advertising as a part of company's marketing

    OpenAIRE

    Eroma, Kalle

    2013-01-01

    Digital marketing is the fastest growing field of marketing across the globe. Companies of all sizes are gradually allocating more of their marketing budgets into digital media, as more traditional marketing medias, print, radio and television, are losing their importance and marketing impact. This is partly due to ever-changing consumer habits, especially how consumers nowadays consume media. Every day more and more people have the access to go online across the globe, and are spending more ...

  2. Topical fluoride as a cause of dental fluorosis in children

    OpenAIRE

    Wong, MCM; Lo, ECM; Glenny, AM; Tsang, BWK; Worthington, HV; Marinho, VCC

    2009-01-01

    BACKGROUND: For many years, topical use of fluorides has gained greater popularity than systemic use of fluorides. A possible adverse effect associated with the use of topical fluoride is the development of dental fluorosis due to the ingestion of excessive fluoride by young children with developing teeth. OBJECTIVES: To describe the relationship between the use of topical fluorides in young children and the risk of developing dental fluorosis. SEARCH STRATEGY: Electronic search of the Cochra...

  3. Ethics in advertising

    OpenAIRE

    Kovandová, Tereza

    2012-01-01

    The thesis is focused on research of public opinion based on the chosen types of controversial commercials. Afterwards, these opinions are confronted with the statement of the Advertising Council. The opening part of the thesis introduces the theory based on the specialized publications and internet sources which are related to this topic. The thesis defines meanings of the ethics and the promoting ethics. It deals with the concept of advertisement, its history and also describes applied ...

  4. Children and advertising. The moral issues when children are seen as consumers

    OpenAIRE

    Collaku, Leonard, 1970-

    2011-01-01

    Ethics is not a substantial subject restricted to the area of philosophical debates. The ethical process related to advertising begins when individuals and groups believe that advertising is harmful. Such beliefs may prove valid, depending on the target audience of the marketers and the intentions of the advertisers. One area of concern which has recently generated major consideration arises from children being the focus of marketing and advertising. Concerns about children‟s ability to fully...

  5. Suggestibility as an operant factor in advertising effects, cognitive defences and the issue of consumer sovereignty

    OpenAIRE

    Wesson, Dave

    2009-01-01

    This paper is a response to two recent, unrelated studies in the ongoing issue of unconsciously processed advertising messages, one on similarity of hypnotic suggestion to suggestion in advertising, the other discussing more recent, similar constructs from psychology called the Duel Process Model in regard to the susceptibility of children to advertising. Implications for understanding low involvement advertising effects are discussed, plus the potential for a research agenda. The main theme ...

  6. ADVERTISING IN INDIA: OPERATIONAL ISSUES

    OpenAIRE

    B. D. KARHAD

    2012-01-01

    The present study was undertaken to verify whether advertising is a waste of resources? 150 customers were randomly selected from Sangli district. The study revealed that more the advertising, more the demand and profit. However, firms do not share additional profit by reducing the prices but spend it further on advertising. They treat advertising expenditure as an investment and not the cost. Advertisements multiply needs of people by increasing unhealthy competition and fo...

  7. Elastic vesicles as topical/transdermal drug delivery systems.

    Science.gov (United States)

    Choi, M J; Maibach, H I

    2005-08-01

    Skin acts a major target as well as a principle barrier for topical/transdermal drug delivery. Despite the many advantages of this system, the major obstacle is the low diffusion rate of drugs across the stratum corneum. Several methods have been assessed to increase the permeation rate of drugs temporarily. One simple and convenient approach is application of drugs in formulation with elastic vesicles or skin enhancers. Elastic vesicles are classified with phospholipid (Transfersomes((R)) and ethosomes) and detergent-based types. Elastic vesicles were more efficient at delivering a low and high molecular weight drug to the skin in terms of quantity and depth. Their effectiveness strongly depends on their physicochemical properties: composition, duration and application volume, and entrapment efficiency and application methods. This review focuses on the effect of elastic liposomes for enhancing the drug penetration and defines the action mechanism of penetration into deeper skin. PMID:18492190

  8. Self-promotion as semiotic behavior : The mediation of personhood in light of Finnish online dating advertisements

    OpenAIRE

    Visakko, Tomi

    2015-01-01

    The study examines the mediation and evaluation of personhood in light of Finnish online dating advertisements. The main focus is on the performance and interpretation of what has been called self-promotion, or the idealization of the self in relation to others. The study operates with concepts originating from discourse studies and anthropology under the overarching framework of pragmatism-based semiotic anthropology. The online dating advertisement genre is approached as a cultural instru...

  9. 17 CFR 230.482 - Advertising by an investment company as satisfying requirements of section 10.

    Science.gov (United States)

    2010-04-01

    ... quotations of tax-equivalent yield or tax-equivalent effective yield if it appears in the same advertisement... satisfying requirements of section 10. (a) Scope of rule. This section applies to an advertisement or other sales material (advertisement) with respect to securities of an investment company registered under...

  10. Like It or Not: Issue of Credibility in Facebook Advertising

    OpenAIRE

    Azizul Yaakop; Marhana Mohamed Anuar; Khatijah Omar

    2013-01-01

    Issues like advertising credibility and privacy trust have become the hot topics for social networking sites (SNSs) of late. In spite of the critiques, the trend of employing SNS’s as advertising platform by marketing practitioners is still on the rise. This approach of adopting SNS’s probably suits marketers’ objectives to reach and communicate their users and potential customers with relevant ads and personalized messages. Besides, this approach is expected to increase the value of advertis...

  11. Banner Advertising

    OpenAIRE

    Majoroš, Miroslav

    2008-01-01

    History of internet advertising, types of internet advertising. Banner advertising, methods of payment for banner advertising, formats and technologies. Internet media market in Czech Republic, portals, servers, media agents, media agencies, SPIR association. Banner campaign, its planning, execution and evaluation. Videobanner campaign Nivea For Men, searching for the most effective format for videoadvertising on the internet.

  12. The ethics of advertising, billing, and finances in psychotherapy.

    Science.gov (United States)

    Knapp, Samuel; Vandecreek, Leon

    2008-05-01

    Psychotherapists must deal with practical business matters such as advertising, billing, collecting fees, and other practice management topics. We review the enforceable standards of the American Psychological Association's (2002) Ethics Code that deal with advertising, fees, billing, and related business matters in psychotherapy. Using a principle-based perspective, we link each of the standards to overarching ethical values and illustrate the concerns with case vignettes. We argue that understanding the moral foundations of ethical standards helps psychotherapists to implement with greater integrity the spirit and the letter of the standards with regard to advertising and business practices. PMID:18386792

  13. Social advertisement

    OpenAIRE

    Dzhuromska, Anastasiia

    2011-01-01

    This Bachelor work is talking about social advertisement in Ukraine. The aim of this work is to understand the attitude of Ukrainian population to the social advertisement, to show how much effective is this tool and to explore activities of the Anti-AIDS fund of Elena Pinchuk, which is using social advertisement. The bachelor work is divided into two parts: theoretical and practical. The definition of social advertisement, history of it, law restrictions for social advertisement and psycholo...

  14. Online Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2011-01-01

    This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show di...

  15. Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets?

    OpenAIRE

    Lindstädt, Nadine; Budzinski, Oliver

    2012-01-01

    Newspapers have experienced declining circulation figures and declining advertising revenues for several years. In particular, declining advertising figures put a threat on newspapers – this is especially severe in the US where 73% of their revenues are generated through advertising. On the advertising side many companies have expanded their advertising expenditure towards online. Consequently, there are concerns about online advertising substituting newspaper advertising – in the same way as...

  16. ETHICS AND ADVERTISING

    Directory of Open Access Journals (Sweden)

    Constantin SASU

    2015-04-01

    Full Text Available Advertising is often critiqued for not respecting rules of ethics both in the process of advertisement design and in the way it influences society. The main concern of advertisers as representatives of companies that seek profit making is to increase sales, win new clients, increase the demand for the product they want to be presented in as nice and colorful advertisement as possible. They pretend that their product is the best, has unique qualities, better than their competitor´s, it has a better cost and brings much more benefits. That is the reason why the great challenge in advertising is to create sales efficient and at the same time moral and true advertising messages.

  17. ADVERTISEMENT FILTER

    Institute of Scientific and Technical Information of China (English)

    2006-01-01

    Stopping the torrent of tobacco ads in China will take tringent legislation, experts say Advertisements promoting brand names such as Baisha, Hongta and Furongwang are a common sight in cities across China. Visible at bus stops, in railway stations, on top of buildings and at eye-level on apartment gates, to residents these cigarette companies are household names, though often the ads don't even mention cigarettes or smoking.

  18. Advertising investment as a tool for boosting consumption: testing Galbraith's hypothesis for Spain

    Directory of Open Access Journals (Sweden)

    Valentín-Alejandro Martínez-Fernández

    2014-12-01

    Full Text Available The recession that most of the world economies have been facing in the last years has caused a great interest in the study of its macroeconomic effects. In this context, a debate has resurged regarding the advertising investment, as for its potential capacity to impel the consumer spending and to impact positively on the economic recovery. This idea, sustained in the so-called Galbraith's hypothesis, constitutes the core of this paper, where the main objective is to test that hypothesis by means of an empirical analysis. In this study, we focus on the Spanish case and the data correspond to the period 1976 -2010. A cointegration analysis is carried out, using two different approaches (Engle-Granger test and Gregory-Hansen test, respectively, to determine if there is any relationship between the advertising investment and six macromagnitudes (GDP, National Income, Consumption, Savings and Fixed Capital Formation, as well as the registered unemployment rate. Based on the results obtained, we conclude that Galbraith's hypothesis is not fulfilled for the Spanish case.

  19. Consumers’ Attitude towards Advertising

    OpenAIRE

    Uchenna Cyril Eze; Chai Har Lee

    2012-01-01

    Advertising is a growing business and with advances in the Internet technology, the dynamics and landscape ofthe business has changed as well. Prior findings on consumers’ attitude towards advertising are mixed. Thispaper is an attempt to examine young adults’ attitude towards advertising. We conceptualized a framework toexamine the influence of six independent variables namely consumer manipulation, product information,hedonic/pleasure, economic condition, social integration, and materialism...

  20. Rhetoric and Lexicalisation as Aspects of Persuasive Strategy in the Language of Insurance Advertising in the Nigerian Print Media

    Directory of Open Access Journals (Sweden)

    Albert Lekan Oyeleye

    2014-09-01

    Full Text Available This paper examines the discourse function of rhetoric and lexicalisation in insurance advertising discourse in the Nigerian print media. It investigates how they are used as part of the advertisers’ strategies of persuasion. Published insurance advertisements were collected from three purposively selected Nigerian national newspapers The Guardian, The Punch and Daily Champion, complemented with billboard advertisements from all the southwestern states of Nigeria. These were analysed using insights from Gumperz (1982’s theory of interactional sociolinguistics and M.A.K. Halliday’s systemic functional grammar. The analysis reveals that the lexical choice of the advertisers contained a dominant use of skill-indicative lexical items which portrayed the insurance companies as experts in their field. There was also a strategic use of morality indicative lexical items, to persuade potential clients about the trustworthiness of the company. Risk-indicative and, action-provoking lexical items, pictorial rhetoric and rhetorical devices like metaphor, hyperbole and personification were employed as persuasive strategies.Keywords: lexicalisation, strategies of persuasion, insurance, advertising, rhetorical devices 

  1. Problems and Countermeasures in Advertising Translation

    Institute of Scientific and Technical Information of China (English)

    杜卉

    2015-01-01

    Advertisement is an important tie linking the international commercial activities.Advertisement language,as the main core of advertisements,plays an important role on conveying information.However,people usually suffer from some problems when they conduct advertising translation activities.This essay figures out the problems and the requirements of advertising translation, and some primary methods approaching to the most appropriate advertising translation.

  2. Factors influencing the intention to accept advertising in mobile social networks

    Directory of Open Access Journals (Sweden)

    S.M. Jafari

    2016-03-01

    Full Text Available The aim of the article. The role and importance of advertising in today's world is no secret. Advertising can have a significant role on consumer behavioral intention. Increasing the use of mobile and social networks in mobile phones has provided a new opportunity for marketers to continuously advertise their products or services and also communicate directly with their consumers. Nevertheless, the trust of audiences on mobile advertising has been significantly reduced and people often consider mobile advertising as tool for companies deception. Given that between consumer attitude to general advertising and advertising on mobile there is a difference. It’s not clear what is consumers attitude about advertising messages on their mobile and mobile social networks and how their attitude affects consumers intention to acceptance. In order to address the influencing factors on mobile advertising acceptance the model was developed. This model examines social norms, influential factors on consumers’ attitude and intention to accept advertisements in mobile and mobile social networks. The results of the analysis. To test the research model, the data of 436 mobile users in Mashhad, Iran was collected by questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM by Amos software. Findings show that social norms have significant impact on usefulness and perceived ease of use of mobile advertising. Moreover, trust, perceived usefulness and perceived ease of use have positive impact on users’ attitude toward mobile advertising. Finally it was shown that perceived usefulness and attitude toward mobile advertising has impact on intention to accept mobile advertising. Subject to the fact that this medium is in its emerging stage in Iran, this research findings are interpretable and extensible. Conclusions and directions of further researches. Research findings indicate that entertainment, informativeness, irritation, credibility

  3. General principles of advertising practices and consumer protection

    OpenAIRE

    Slánská, Martina

    2008-01-01

    Diploma thesis provides an overview of legal and ethical regulation of advertising, defines the basic concepts in advertising, summarizes the functions and objectives of advertising and characterized various forms of advertising by the communication media. Through the questionnaire survey detects and analyzes the general attitudes towards advertising as specific views on ethically problematic advertisements.

  4. Advertising execution styles as a reflection of culture : Cross-cultural analysis of messaging app advertising preferences in South Korea and China

    OpenAIRE

    Kivinen, Sofia

    2014-01-01

    Increased globalization and the thought of converging values has lead marketing practitioners and academics to consider more standardized approaches to marketing and advertising strategies. Even though cultures seem to evolve closer to each other, cultural diversity still exists. Advertising reflects and influences our cultural values and therefore it cannot be ignored when building effective advertising. Results show that culture impacts execution more than creative strategy (Wei & Jiang...

  5. A Framework for Semantic Advertisement over Social Media

    Directory of Open Access Journals (Sweden)

    Rakesh Kumar Donthi

    2013-02-01

    Full Text Available Social networking has become a reality with presence of manysites such as Facebook, Twitter etc. They facilitatate people tohave virtual communiies across the world and allow them to havecommunication through various means. Advertising in such websites can provide maximum benefits to the companies. This paperpresents a framework that supports semantic advertisement oversuch web sites based on the user preferences or favourites andinterests by performaing mining user’s interactions in the socialnetworking sites. Our framework can categorize socialnetworking users based on the topic exchanges in the networkand discover after mining the conversations as to which kind ofadvertisement can be placed in user’s pages automatically. Thusrelevant advertisements which are meaningful to users as pertheir interests can be placed so as to attract the users. Whencompared to traditional advertising methods, this methodimproves or promotes businesses more and the cost ofadvertisement can be lowered as well.

  6. comparative Advertising

    OpenAIRE

    Anderson, Simon P.; Régis Renault

    2006-01-01

    Consumer information on products affects competition and profits. We analyze firms' decisions to impart product information through advertising: comparative advertising also allows them to impart information about rivals' products. If firms sell products of similar qualities, both want to advertise detailed product information that enables consumers to determine their matches: there is no role for comparative advertising. If qualities are sufficiently dissimilar, the high-quality one will not...

  7. A Multimodal Critical Discourse Analysis:Taking a Car Advertisement as an Example

    Institute of Scientific and Technical Information of China (English)

    吴燕君

    2014-01-01

    This study is a multimodal discourse analysis of an initiative advertisement of the New Cayman released by the official website of Porsche, Follow the Code of Curve, based on the three-dimensional conception of discourse by Norman Fairclough. The research finds that the social trend of commercial advertising is becoming focusing on people instead of products.

  8. In ads we trust: religiousness as a predictor of advertising trustworthiness and avoidance

    NARCIS (Netherlands)

    P.E. Ketelaar; R. Konig; E.G. Smit; H. Thorbjørnsen

    2015-01-01

    Purpose - This paper aims to provide insight into the relationship between religiousness, trust in advertising and advertisement avoidance. Design/methodology/approach - A survey of 4,984 participants from the USA, the UK, Germany, Spain and France was conducted. Findings - This paper shows that rel

  9. In ads we trust: religiousness as a predictor of advertising trustworthiness and avoidance

    NARCIS (Netherlands)

    Ketelaar, P.E.; Konig, R.P.; Smit, E.G.; Thorbjornsen, H.

    2015-01-01

    Purpose – This paper aims to provide insight into the relationship between religiousness, trust in advertising and advertisement avoidance. Design/methodology/approach – A survey of 4,984 participants from the USA, the UK, Germany, Spain and France was conducted. Findings – This paper shows that rel

  10. 'Puffing' in medical advertising expands liability.

    Science.gov (United States)

    Hirsh, B D

    1990-05-01

    Advertising is nothing new to the medical profession, although for many years reputable doctors did not advertise their skills. In 1975, the Federal Trade Commission (FTC) successfully argued in a case that was appealed to the Supreme Court that the AMA had unlawfully restricted medical advertising. While the FTC usurped the job of policing medical advertising, it seems to regard medical adverstising as a local problem not worthy of FTC attention. It has avoided setting standards for medical advertising and has failed to initiate significant enforcement against deceptive medical advertising. This article briefly reviews the historical role of advertising in modern American medicine and discusses advertising in relation to risk management. PMID:2343421

  11. The Absence of creative women as judges in advertising awards : a case study of El Sol (1998-2008)

    OpenAIRE

    Roca, David; Alegre Rodríguez, Isam; Pueyo Ayhan, Natalia

    2012-01-01

    This study examines the issue of the absence of women in advertising creative jobs by observing their presence as members of the juries of the El Sol Iberoamerican Festival of Advertising Communication. The juries were analyzed according to their professional occupation, the categories they award prizes to and the fields in which they work. The findings revealed that, despite an increase between 2004 and 2008, the real presence of women is low, as women make up only 16.67% of jury members. Su...

  12. Advertising English and ESP: the British Cosmopolitan ad as an example of ‘specialised’ text

    Directory of Open Access Journals (Sweden)

    Marisol Velasco Sacristán

    2006-10-01

    Full Text Available Advertising English is characterised by several linguistic, pragmatic and functional features that distinguish it from other varieties of English that are not specialised. In this paper we have analysed the linguistic (i.e. graphic-phonologic, morpho-syntactic and lexico-semantic, pragmatic and functional features of advertising English, using a sample of 1142 advertisements run in British Cosmopolitan in 1999 and 2000, and have considered their closeness or distance from general English texts. In short, this analysis has proved that advertising English is a variety of ESP (English for Specific Purposes with a low degree of specialisation and of a social type, which is on the borderline between GE (General English and ESP. It has also proved that although related to EBE (English for Business and Economics, because of its economic content and purpose, advertising English seems to be closer to GE than EBE.

  13. Consumption externalities, coordination and advertising

    OpenAIRE

    Pastine, Tuvana; Pastine, Ivan

    2001-01-01

    The aim of this Paper is to demonstrate that advertising can have an important function in markets with consumption externalities, apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategic...

  14. Comsumption Externalities, Coordination, and Advertising

    OpenAIRE

    Ivan Pastine; Tuvana Pastine

    2002-01-01

    The aim of this article is to demonstrate that advertising can have an important function in markets with consumption externalities apart from its persuasive and informative roles. We show that advertising may function as a device to coordinate consumer expectations of the purchasing decisions of other consumers in markets with consumption externalities. The implications of advertising as a coordinating device are examined in the pricing and advertising decisions of firms interacting strategi...

  15. Optimal Advertising with Stochastic Demand

    OpenAIRE

    George E. Monahan

    1983-01-01

    A stochastic, sequential model is developed to determine optimal advertising expenditures as a function of product maturity and past advertising. Random demand for the product depends upon an aggregate measure of current and past advertising called "goodwill," and the position of the product in its life cycle measured by sales-to-date. Conditions on the parameters of the model are established that insure that it is optimal to advertise less as the product matures. Additional characteristics o...

  16. Advertising Through Social Media : Advertising plan for a hotel

    OpenAIRE

    Verbrugghe, Yann

    2013-01-01

    This thesis was written in order to develop advertising for the manor hotel Karolineburg, located in Kajaani, Finland, by using a social network as advertising media. This work also had for goal to show the possibility of social advertising and the benefits it can bring along. According to the situation of the company, findings and results revealed positive aspects of the work done.

  17. ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

    Directory of Open Access Journals (Sweden)

    Tchai Tavor

    2011-09-01

    Full Text Available Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I also characterized the respondents with respect to their preferred type of advertisement. The results of the latter showed that the number of clickers on banner advertisement is higher than that of pop-up advertisement, and that its efficiency rates are higher as well. In addition, the characterization of advertisers gave that the probability to advertise a banner advertisement is higher if the manager is either a female, married, older than 40 and employed in the construction, Car Dealership or wedding industry.

  18. Advertising-induced Embarrassment

    NARCIS (Netherlands)

    S. Puntoni (Stefano); I.E. de Hooge (Ilona); W.J.M.I. Verbeke (Willem)

    2013-01-01

    textabstractConsumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The

  19. Advertising. Advanced placement of objects

    Directory of Open Access Journals (Sweden)

    Hassan Ali Al-Ababneh

    2016-06-01

    Full Text Available The article is devoted to the study of one of the most important concepts and marketing events which is advertising. The author studies the history of the formation of modern advertising and covers the main interpretations of the concept of advertising. The article presents the data on the chronology of the formation of the key objectives of the advertising process and the basic classification of types of advertising, its purpose and place in the marketing mix. It sets out the classification and content of the basic concepts of marketing. The article considers the potential effectiveness of the basic types of advertising communications, and especially the impact of these promotional activities on the perception of the end user. Particular attention is paid to the study of certain promising areas of advertising, namely, advertising at airports and in airplanes, it is a special case of transit advertising. The author describes the identified advantages and disadvantages of this direction of marketing communications as well as the analysis of statistical data on the effectiveness of advertising at airports and in airplanes. It is suggested to consider this type of advertising as promising and effective in the conditions of modern times because there is the tendency to increase the dynamic potential users of the specified mode of transport and, as a consequence, it is possible with certainty to predict the transformation of potential passengers into real consumers of the studied type of advertising

  20. Advertisement Policy

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2014-06-01

    Full Text Available Indian Journal of Community Health (IJCH, the official publication of Indian Association of Preventive and Social Medicine (IAPSM published from Uttar Pradesh and Uttarakhand, India is an indexed journal published quarterly. The open access policy of the journals ensure good visibility of the online content of the journals. The journal with high circulation and visibility, thus offer excellent media for promotion of your products, services or conferences through advertisement. The journal has the potential to deliver the message to the targeted audience regularly with each issue. The cost of investment per view is substantially low for our print as well as electronic journals.

  1. La publicite et l'enseignement du francais langue etrangere (Advertising and the Teaching of French as a Second Language).

    Science.gov (United States)

    Margerie, Charles de

    1981-01-01

    Reviews the history of the use of advertisements as instructional material, indicating that they appear almost exclusively in advanced level textbooks for adults and that they are seldom exploited according to clearly defined objectives. Discusses various modes of utilization and suggests criteria for the selection of such materials. (MES)

  2. Present-Day Influence of English on Swedish as Found in Swedish Job Advertisements.

    Science.gov (United States)

    Larson, Ben E.

    1990-01-01

    A brief analysis of job advertisements in Swedish newspapers notes the increasing trend toward the use of English rather than Swedish words for certain terms, attributing such use to the wish to show an international labor perspective. (five references) (CB)

  3. Ethical issues in professional advertising.

    Science.gov (United States)

    Peters, C R

    1989-07-01

    Physician advertising has received considerable attention since the courts decided in favor of the Federal Trade Commission (FTC) in its initial complaint against the American Medical Association in the 1970s. Continued investigations by the FTC into AMA opinions on advertising and publicity have promulgated a new freedom in advertising by physicians. False and deceptive advertising though is the grounds for court action as well as license revocation. This is an attempt to analyze where physician advertising is most prevalent, which physicians are doing it and why. PMID:2600578

  4. The underlying processes of creative media advertising

    NARCIS (Netherlands)

    F. Rauwers; G. van Noort

    2016-01-01

    Consumers are exposed to a large volume of advertising messages on a daily basis. This excess of commercial messages is called advertising clutter. Marketers are searching for new innovative advertising strategies to break through this clutter and creative media advertising is considered as one of t

  5. Social Advertising

    OpenAIRE

    Sovišová, Ivana

    2009-01-01

    Bachelor's dissertation Social advertising deals with the most important instrument of marketing communication mix. At the beginning dissertation focuses on a therm Social advertisement, then describes its beginnings, feeling tone, differences between commercial and noncommercial advertising and the end of the theoretical part describes non-profit organizations. Practical part is dedicated to analysis of two chosen adverts and the main research of respondent's opinions. The end of dissertatio...

  6. False Advertising

    OpenAIRE

    Rhodes, Andrew; Wilson, Chris M.

    2015-01-01

    There is widespread evidence that some firms use false advertising to overstate the value of their products. Using a model in which a policymaker is able to punish such false claims, we characterize a natural equilibrium in which false advertising actively influences rational buyers. We analyze the effects of policy under different welfare objectives and establish a set of demand and parameter conditions where policy optimally permits a positive level of false advertising. Further analysis co...

  7. Vagueness in Advertising Discourse and its Motivations

    Institute of Scientific and Technical Information of China (English)

    丁琪

    2008-01-01

    My study aims at introducing the theory of vagu eness,analyzing its linguistic realizations in advertising language from semantics,pragmatics,as well as psychology angles.The major purpose of this article is to draw advertisers' attention to the application of vagueness in advertising and make full use of th e psychology factors and to give them better knowledge of vague advertising so as to prepare them for the production of more successful advertisements.

  8. Spam as an Advertising Tool : Possibilities in drawing people’s attention using carefully thought-out and aimed at the right market spam advertisement

    OpenAIRE

    Ormane, Elina

    2012-01-01

    It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service ...

  9. ONLINE ADVERTISING DEVELOPMENT AND THEIR ECONOMIC EFFECTIVENESS

    OpenAIRE

    Tchai Tavor

    2011-01-01

    Recent years are a testimony to the astonishing development of the Internet, an increasingly important factor in current lifestyle. Internet advertising, as well, has seen a similar development, since marketers' online advertising budgets are growing as the years go by. In this study, I passed questionnaires to Israeli businesses and checked whether there is a difference in efficiency between two of the following types of online advertisement: banner advertisement and pop-up advertisement. I ...

  10. Dynamic Voluntary Advertising under Partial Market Coverage

    OpenAIRE

    Yohei Tenryu; Keita Kamei

    2014-01-01

    We consider a dynamic voluntary advertising model with a duopoly. Firms can use advertising and price as competitive tools where product quality is a given and the market is not fully covered by consumers. Advertising also plays a role as a public good. In this situation, we investigate how advertising, profits, and welfare respond to changes in consumer preference and product quality. We mainly find that a higher maximum preference value leads to increases in advertising, profits, and consum...

  11. Negotiations and Exclusivity Contracts for Advertising

    OpenAIRE

    Dukes, Anthony; Gal-Or, Esther

    2003-01-01

    Exclusive advertising on a given media outlet is usually profitable for an advertiser because consumers are less aware of competing products. However, for such arrangements to exist, media must benefit as well. We examine conditions under which such exclusive advertising contracts benefit both advertisers and media outlets (referred to as ) by illustrating that exclusive equilibria arise in a theoretical model of the media, advertisers, and consumers who participate in both the product and me...

  12. Advertising is magic

    International Nuclear Information System (INIS)

    Full text: Now in its fourth year, BNFL's advertising strategy continues to evolve and build upon the communication achievements of previous years. The case study this year will reflect upon progress so far and will concentrate specifically on the 1998 campaign development. It will begin by briefly reiterating the role we believe advertising plays in the communications mix and by recapping on the theoretical framework upon which the strategy continues to be based. Last year, I presented a case study on the development of BNFL's second television advertisement and supporting media. This year, I will present opinion research data which indicates that BNFL has, indeed, begun to detach itself from the contentious debate which surrounds the nuclear industry in general. Verbatim comments from respondents demonstrate that BNFL is now being perceived more widely within the UK as a successful corporate entity. The presentation will concentrate on the decision-making and research process which led us to select the content of our third advertising campaign. One key consideration being the impact of BNR:s merger with Magnox Electric plc and how their activity was incorporated into the overall advertising strategy. Having established key image characteristics through describing BNFL's scientific achievements and, more recently, BNFL's fuel recycling capabilities, the presentation will outline why this time we have opted for a total capability' advertisement whilst endeavouring to retain the five key image criteria which are at the heart of the strategy. Specific areas covered will include our clearance of the advertisement through the UK's advertising regulatory bodies (the Broadcast Advertising Clearance Centre (BACC) and the Independent Television Commission (ITQ). This in itself will demonstrate the importance of gaining detailed substantiation and legal clearance of the advertising claims made. Finally, we will share our experiences of each production phase, not least, the

  13. SHORT ANALYSIS OF COMMERCIAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    VIRGIL - ION POPOVICI

    2015-12-01

    Full Text Available In DEX, commercial advertising is defined as the (commercial activity which aimes by advertising (by prints, radio, television, movies, etc., to point out public interest on certain goods, books, show, the use of services etc. A famous, advertised product remains in our memory. Many of us ask somehow annoyed: How some of the brands remain in our memory, although we believe that we are not strongly influenced by advertisements? Interest publicity led to the creation of specialized agencies and organizations at a very broad diversification methods but advertising means.With advertising, the companies using various methods and means of popularizing notify the assortment of goods offered for sale population, of its quality, how to use and the price. In this regard propaganda to persuade consumers through various forms of advertising seeks not only to ensure its capture attention and conversion of formats such motivations in buying certain actions.

  14. Privacy issues in mobile advertising

    DEFF Research Database (Denmark)

    Cleff, Evelyne Beatrix

    The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising...... becomes an important part of marketing strategies. The development of mobile advertising, however, will be dependent on acceptance and usability issues in order to ensure permission-based advertising. Growing concerns about the protection of the users' privacy have been raised since mobile advertising may...... become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising...

  15. Measuring Digital Signage ROI : A combination of Digital Signage and Mobile Advertising as a method for measuring Digtal Signage ROI

    OpenAIRE

    Helander, Fredrik

    2010-01-01

    Marketing has changed a lot the past decade. New modern marketing channels have been developed and marketing have become more effective. This has affected the expectations advertisers have on advertising channels. One thing advertisers increasingly expect is to be able to efficiently measure the result of advertising, the ROI. A method for measuring ROI of digital signage is in focus in this study. The measurement is enabled by a combination of digital signage and mobile advertising. First a ...

  16. Analytical comparison of Technology Acceptance Model and theory of reasoned action about mobile advertising acceptance

    OpenAIRE

    Mohamad Tabatabaei Nasab; Saeed Saeeda Ardakani; Fateme Nikzad

    2014-01-01

    With the emergence of high speed wireless network technologies and the increasing market penetration of cell phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully.Mobile advertising refers to advertis...

  17. Determinants of Temporal Variations in Advertising Effectiveness

    OpenAIRE

    Chung, Chanjin; Kaiser, Harry M.

    1998-01-01

    This article develops a varying-parameter advertising model which specifies advertising parameters as a function of variables representing advertising strategies and market environments to explain the varying nature of the advertising responses. Unlike prior models, this model allows researchers to examine the sources of change in advertising effectiveness over time. The model is applied to the New York City fluid milk market for the period from January 1986 through June 1995. Results indicat...

  18. Key Success Factors in Internet Advertising

    OpenAIRE

    Papadopoulos, Symeon

    2009-01-01

    Internet advertising (also known as online advertising) is the delivery of advertising messages and marketing communications through the Web. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the “traditional” banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms, ranging from news agenci...

  19. Internet advertising

    OpenAIRE

    Molnár, Tomáš

    2009-01-01

    Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.

  20. Bupivacaine Lozenge Compared with Lidocaine Spray as Topical Pharyngeal Anesthetic before Unsedated Upper Gastrointestinal Endoscopy

    DEFF Research Database (Denmark)

    Salale, Nesrin; Treldal, Charlotte; Mogensen, Stine;

    2014-01-01

    Unsedated upper gastrointestinal endoscopy (UGE) can induce patient discomfort, mainly due to a strong gag reflex. The aim was to assess the effect of a bupivacaine lozenge as topical pharyngeal anesthetic compared with standard treatment with a lidocaine spray before UGE. Ninety-nine adult...... lidocaine spray proved to be a superior option as topical pharyngeal anesthetic before an UGE....

  1. Digital Social Network Mining for Topic Discovery

    Science.gov (United States)

    Moradianzadeh, Pooya; Mohi, Maryam; Sadighi Moshkenani, Mohsen

    Networked computers are expanding more and more around the world, and digital social networks becoming of great importance for many people's work and leisure. This paper mainly focused on discovering the topic of exchanging information in digital social network. In brief, our method is to use a hierarchical dictionary of related topics and words that mapped to a graph. Then, with comparing the extracted keywords from the context of social network with graph nodes, probability of relation between context and desired topics will be computed. This model can be used in many applications such as advertising, viral marketing and high-risk group detection.

  2. Sounds of Web Advertising

    DEFF Research Database (Denmark)

    Jessen, Iben Bredahl; Graakjær, Nicolai Jørgensgaard

    2010-01-01

    Sound seems to be a neglected issue in the study of web ads. Web advertising is predominantly regarded as visual phenomena–commercial messages, as for instance banner ads that we watch, read, and eventually click on–but only rarely as something that we listen to. The present chapter presents...... an overview of the auditory dimensions in web advertising: Which kinds of sounds do we hear in web ads? What are the conditions and functions of sound in web ads? Moreover, the chapter proposes a theoretical framework in order to analyse the communicative functions of sound in web advertising. The main...... argument is that an understanding of the auditory dimensions in web advertising must include a reflection on the hypertextual settings of the web ad as well as a perspective on how users engage with web content....

  3. Corporate Advertisements and Environmental Futures: An Educational Odyssey.

    Science.gov (United States)

    Thomashow, Mitchell

    1988-01-01

    Analyzes advertisements as vision, myth, and mirror. Provides an interpretive technique that can be used as a curriculum for studying issues advertisements. Offers eight advertisements as examples and provides an analysis and critique of each. (MVL)

  4. Silver Nanoparticles as Real Topical Bullets for Wound Healing

    OpenAIRE

    Gunasekaran, Thirumurugan; Nigusse, Tadele; Dhanaraju, Magharla Dasaratha

    2012-01-01

    Nanotechnology is on the threshold of providing a host of new materials and approaches, revolutionizing the medical and pharmaceutical fields. Several areas of medical care are already profiting from the advantage that nanotechnology offers. Recently, silver nanoparticles are attracting interest for a clinical application because of its potential biological properties such as antibacterial activity, anti-inflammatory effects, and wound healing efficacy, which could be exploited in developing ...

  5. Marketing and advertising on the Internet

    OpenAIRE

    Smrčka, Max

    2013-01-01

    The goal of this thesis is to introduce the concept of marketing and advertising on the internet and present chosen strategies for marketing and advertising purposes used on the internet. This thesis is divided into two parts. The theoretical part describes the principles of marketing and advertising and introduces important elements related to this topic. The practical part deals with monitoring of selected website and analysis of information about visitors, competition and others. Th...

  6. Bexarotene Topical

    Science.gov (United States)

    ... condition may improve as soon as 4 weeks after you begin to use topical bexarotene, or it may ... notice any improvement. Continue to use topical bexarotene after you notice improvement; your condition may continue to improve. ...

  7. [Advertising and health education].

    Science.gov (United States)

    López González, M L; Cueto Espinar, A; Martínez Cuervo, F; Redondo Cornejo, M L; Suárez González, J R; Secall Mellén, L

    1990-01-01

    Health education and advertising have a common aim: to modify human behaviour. Health education tries to induce healthy behaviours. In some occasions Publicity proposes risky behaviours. Ads appearing during a two-month period in magazines of the largest circulation in Spain are analyzed here. A total of 1,726 ads which could have a negative influence on health either because of the product or service offered or for the use of health as a persuasive argument in their text, are considered. The magazines Hola and Lecturas had the highest ratio ads/magazine. Spirits, food and drugs were the most frequently advertised products. And more than 50% of the ads used health and welfare as argument for better selling. Health educators should know and teach the critical analysis of publicity, and use advertisements as a teaching tool to enable people to see through misleading advertising. PMID:2086532

  8. Block Advertisement Protocol

    OpenAIRE

    Nemirovsky, Danil

    2015-01-01

    Bitcoin, a decentralized cryptocurrency, has attracted a lot of attention from academia, financial service industry and enthusiasts. The trade-off between transaction confirmation throughput and centralization of hash power do not allow Bitcoin to perform at the same level as modern payment systems. Block Advertisement Protocol is proposed as a step to resolve this issue. The protocol allows block mining and block relaying to happen in parallel. The protocol dictates a miner to advertise the ...

  9. Mobile Search and Advertising

    OpenAIRE

    Lovitskii, Vladimir; McCaffery, Colin; Thrasher, Michael; Traynor, David; Wright, Peter

    2009-01-01

    Mobile advertising is a rapidly growing sector providing brands and marketing agencies the opportunity to connect with consumers beyond traditional and digital media and instead communicate directly on their mobile phones. Mobile advertising will be intrinsically linked with mobile search, which has transported from the internet to the mobile and is identified as an area of potential growth. The result of mobile searching show that as a general rule such search result exceed 1...

  10. Paid online advertising

    OpenAIRE

    Damjan, Jure

    2016-01-01

    In time when internet is becoming one of the major channels for sales and spreading information, organizations, companies and individuals face challenges on how to present their websites to wider audience as well as attract new visitors. In this thesis we have presented paid online advertising, which can be used by any website owner, even individual, to drive visitors to their websites in an easy and fast way. We have also presented main advertising channels, major global and local players, t...

  11. Psychology in Advertising

    OpenAIRE

    Jedličková, Nina

    2012-01-01

    The thesis summarizes general knowledge of psychology action in the advertising area and mass communication of companies with consumers. It outlines historical development of advertisement as a tool for communication and information of cummunity and its interprenetration and stimulation of the target group. It defines general psychological terms as a preception, an attention, a motivation or associations, which have the fundamental importance to consumer's behavior. It describes the process o...

  12. Clinical use of topical thrombin as a surgical hemostat

    Directory of Open Access Journals (Sweden)

    Wesley K Lew

    2008-08-01

    Full Text Available Wesley K Lew1, Fred A Weaver21University of Southern California, Department of Surgery, Los Angeles, CA, USA; 2CardioVascular Thoracic Institute at the University of Southern California, Los Angeles, CA, USAAbstract: When surgical ligation of bleeding fails, or is not possible, surgeons rely on a number of hemostatic aids, including thrombin. This review discusses the history, pharmacology and clinical application of thrombin as a surgical hemostat. The initial thrombin was bovine in origin, but its use has been complicated by the formation of antibodies that cross react with human coagulation factors. This has been associated with life threatening bleeding and in some circumstances anaphylaxis and death. Human thrombin, isolated from pooled plasma of donors, has been developed in an effort to minimize these risks, but its downside is the potential of transmitting blood-borne pathogens and limited availability. Recently a recombinant thrombin has been developed and approved for use by the FDA. It has the advantage of being minimally antigenic and devoid of the risk if viral transmission. Thrombin is often used in conjunction with other hemostatic aids, including absorbable agents (like gelfoam, collagen, and cellulose, and with fibrinogen in fibrin glues. The last part of this review will discuss these agents in detail, and review their clinical applications.Keywords: bovine, recombinant, human, thrombin, antigenicity, antibodies

  13. Culture as Advertisement: A Synoptic Survey of Fast Food and Family Communication.

    Science.gov (United States)

    Burd, Gene

    Exploring the idea that urban culture has changed food sharing practices and, in effect, produced a cultural "advertisement" in the marketing and selling of the fast food franchise, this paper discusses the commercial replication of community and the communion of food sharing in this new fast food culture. Following an introduction that addresses…

  14. Leftward lighting in advertisements increases advertisement ratings and purchase intention.

    Science.gov (United States)

    Hutchison, Jennifer; Thomas, Nicole A; Elias, Lorin

    2011-07-01

    It has been reliably shown that light is assumed to come from above. There is also some suggestion that light from the left might be preferred. Leftward lighting biases have been observed across various mediums such as paintings, portraits, photographs, and advertisements. As advertisements are used to persuade the public to purchase products, it was of interest to better understand whether leftward lighting would influence future intention to purchase. Participants gave preference ratings for pairs of advertisements with opposing lighting directions. Attitude towards the advertisement and the brand as well as future purchase intention was then rated. Overall, participants indicated that they preferred advertisements with leftward lighting and were more likely to purchase these products in the future than when the same products were lit from the right. Findings are consistent with previously observed leftward lighting biases and suggest that advertisements with a leftward lighting bias might be more effective. PMID:21038169

  15. Advertising Bans

    OpenAIRE

    Motta, Massimo

    1997-01-01

    I show that an advertising ban is more likely to increase - rather than decrease - total consumption when advertising does not bring about a large expansion of market demand at given prices and when it increases product differentiation (thus allowing firms to command higher prices). In this case, the main impact of a ban on advertising is to reduce equilibrium prices and thus increase demand. I argue that this is more likely to happen in mature industries where consumer goods are ex-ante (i.e...

  16. Advertising-induced Embarrassment

    OpenAIRE

    Puntoni, Stefano; Hooge, Ilona; Verbeke, Willem

    2013-01-01

    textabstractConsumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the message and viewing the same ads together with an audien...

  17. Youths' understandings of cigarette advertisements.

    Science.gov (United States)

    Freeman, Dan; Brucks, Merrie; Wallendorf, Melanie; Boland, Wendy

    2009-01-01

    This study addresses two questions: (1) when youths are exposed to advertisements for cigarettes, do they primarily see advertisements for brands or products, and (2) is there a relationship between youths' understandings of cigarette advertisements and their susceptibility to smoking? A sample of 271 participants ranging in age from 7 to 12 viewed a series of print advertisements that included cigarette and non-tobacco-related ads. While viewing each ad, participants were asked to indicate what they thought the advertisement was trying to sell. Responses were coded into one of three categories reflecting important differences in participants' comprehension of each advertisement - no understanding, product category understanding, or brand understanding. Results show that youths typically understand the type of product an advertisement is promoting; however, the levels of brand understanding observed for cigarette advertisements were low in an absolute sense, and significantly lower than brand understanding of non-tobacco-related advertisements. Results also show that understanding cigarette ads as promoting specific brands of cigarettes is positively related to susceptibility to smoking. Taken together, these findings provide a glimpse of the psychological mechanisms that may underlie the well established link between exposure to cigarette advertising and youth smoking. PMID:18812253

  18. CHALLENGES IN CROSS CULTURAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Yuni Retnowati

    2015-10-01

    Full Text Available At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. Other challenges are determining between standardization and adaptation of cultural values content of advertising when facing different people from diverse cultures. In academic side, the challenge is preparing students to design advertisements that communicate effectively to diverse cultures.

  19. The role of topical antibiotics used as prophylaxis in surgical site infection prevention.

    LENUS (Irish Health Repository)

    McHugh, S M

    2011-04-01

    Compared with systemic antibiotic therapy, the topical or local delivery of an antibiotic has many potential advantages. However, local antibiotics at the surgical site have received very limited approval in any of the surgical prophylaxis consensus guidelines that we are aware of. A review of the literature was carried out through searches of peer-reviewed publications in PubMed in the English language over a 30 year period between January 1980 and May 2010. Both retrospective and prospective studies were included, as well as meta-analyses. With regard to defining \\'topical\\' or \\'local\\' antibiotic application, the application of an antibiotic solution to the surgical site intraoperatively or immediately post-operatively was included. A number of surgical procedures have been shown to significantly benefit from perioperative topical prophylaxis, e.g. joint arthroplasty, cataract surgery and, possibly, breast augmentation. In obese patients undergoing abdominal surgery, topical surgical prophylaxis is also proven to be beneficial. The selective use of topical antibiotics as surgical prophylaxis is justified for specific procedures, such as joint arthroplasty, cataract surgery and, possibly, breast augmentation. In selective cases, such as obese patients undergoing abdominal surgery, topical surgical prophylaxis is also proven to be beneficial. Apart from these specific indications, the evidence for use of topical antibiotics in surgery is lacking in conclusive randomized controlled trials.

  20. The role of topical antibiotics used as prophylaxis in surgical site infection prevention.

    LENUS (Irish Health Repository)

    McHugh, S M

    2012-02-01

    Compared with systemic antibiotic therapy, the topical or local delivery of an antibiotic has many potential advantages. However, local antibiotics at the surgical site have received very limited approval in any of the surgical prophylaxis consensus guidelines that we are aware of. A review of the literature was carried out through searches of peer-reviewed publications in PubMed in the English language over a 30 year period between January 1980 and May 2010. Both retrospective and prospective studies were included, as well as meta-analyses. With regard to defining \\'topical\\' or \\'local\\' antibiotic application, the application of an antibiotic solution to the surgical site intraoperatively or immediately post-operatively was included. A number of surgical procedures have been shown to significantly benefit from perioperative topical prophylaxis, e.g. joint arthroplasty, cataract surgery and, possibly, breast augmentation. In obese patients undergoing abdominal surgery, topical surgical prophylaxis is also proven to be beneficial. The selective use of topical antibiotics as surgical prophylaxis is justified for specific procedures, such as joint arthroplasty, cataract surgery and, possibly, breast augmentation. In selective cases, such as obese patients undergoing abdominal surgery, topical surgical prophylaxis is also proven to be beneficial. Apart from these specific indications, the evidence for use of topical antibiotics in surgery is lacking in conclusive randomized controlled trials.

  1. Linguistic Characteristics of Advertising English

    Institute of Scientific and Technical Information of China (English)

    易高燕

    2010-01-01

    Advertising language takes form under the influence of linguistics,psychology and sociology,etc,and its way of choosing words and building sentences are quite different from normal English.And as a practical language,advertising English has its specific functions,and it has been distinguished from normal English as an independent language,and it has plentiful values.This paper aims to discuss some linguistic characteristics of advertising English.

  2. Advertising in virtual space. An increasing threat for traditional advertising.

    OpenAIRE

    Razvan DINA

    2012-01-01

    Traditional advertising media used as a main TV, radio and print media. When the Internet has become one of the most important channels of communication between people, advertising has proposed to use this new medium to promote products and services on the market. Currently, more than 50% of the western countries population and share increasingly larger of population from other countries have Internet access, which creates a huge potential for online advertising.

  3. Advertising in virtual space. An increasing threat for traditional advertising.

    Directory of Open Access Journals (Sweden)

    Razvan DINA

    Full Text Available Traditional advertising media used as a main TV, radio and print media. When the Internet has become one of the most important channels of communication between people, advertising has proposed to use this new medium to promote products and services on the market. Currently, more than 50% of the western countries population and share increasingly larger of population from other countries have Internet access, which creates a huge potential for online advertising.

  4. SMS Advertising

    OpenAIRE

    Česal, Ondřej

    2012-01-01

    This Bachelor thesis in its theoretical part introduces a reader to the problems of marketing and advertising communications sent using short message service (SMS). It also features an advertisement functions and its creation. It characterizes the factors influencing behavior of a consumer and stages of purchasing decision-making. To conclude the theoretical part describes the role of sales and motivational value to consumers. In the practical part of the thesis it is focused on developing br...

  5. Viscoelastic evaluation of topical creams containing microcrystalline cellulose/sodium carboxymethyl cellulose as stabilizer

    OpenAIRE

    Adeyeye, Moji Christianah; Jain, Ashwinkumar C.; Ghorab, Mohamed K. M.; Reilly, William J.

    2002-01-01

    The purpose of this study was to examine the viscoelastic properties of topical creams containing various concentrations of microcrystalline cellulose and sodium carboxymethyl cellulose (Avicel® CL-611) as a stabilizer. Avicel CL-611 was used at 4 different levels (1%, 2%, 4%, and 6% dispersion) to prepare topical creams, and hydrocortisone acetate was used as a model drug. The viscoelastic properties such as loss modulus (G), storage modulus (G), and loss tangent (tan δ) of these creams were...

  6. Alcohol Advertising description and analysis in the Muy Interesante magazine/ Descripción y análisis de la publicidad de alcohol en la revista Muy Interesante

    OpenAIRE

    Lic. Álvaro García del Castillo-López;; Dra. Mª del Carmen Quiles Soler;; Dra. Carmen López-Sánchez;; Dr. José A. García del Castillo;

    2009-01-01

    The topics concerning advertising arise great interest because of the persuasive effects of publicity but also for its influence on the behaviour of the individuals to whom it is directed. From the beginning we found several controversies, which motivate research on advertising and its perception and interpretation on the part of the public. In this work we aim at analyzing the advertising of alcohol, in Muy Interesante magazine, taking as a sample students from State Universities in the Pro...

  7. Advertising of ultra-processed foods and beverages: children as a vulnerable population

    OpenAIRE

    Christina Mallarino; Gómez, Luis F.; Laura González-Zapata; Yazmín Cadena; Diana C Parra

    2013-01-01

    The rapid nutrition transition occurring in Latin America has resulted in a sharp increase of childhood overweight and obesity. Recent evidence has shown that food and beverage advertising has a great influence on children’s eating behavior. This population has become a key target market for the ultra-processed foods and beverages industry, which is marketing products in an aggressive way. Evidence shows that Latin American countries have poor regulation of ultra-processed foods and beverages...

  8. An Empirical Investigation of the Association between Creative Advertising and Advertising Effectiveness in Pakistan

    OpenAIRE

    Wisal Ahmad; Zahid Mahmood

    2011-01-01

    The importance of creativity in advertising as one of the primary factor for advertising effectiveness has beenmuch advocated by advertising professionals and academicians particularly in a cluttered media. Industry expertsargue that advertisements have to be more creative to break through the greater media clutter and develop animpression for the brand. This study examines the potential effectiveness of award winning televisionadvertisements in Pakistan in both single and three advertising e...

  9. The Online Advertising Industry: Economics, Evolution, and Privacy

    OpenAIRE

    Evans, David S

    2009-01-01

    Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to increase as more media is consumed over the Internet and as more advertisers shift spending to online technologies. The expansion of Internet-based advertising is transforming the advertising business by providing more efficient methods of matching advertisers and consumers and transforming the media business by providing a source of revenue for online media firms that competes ...

  10. Linguistic Patterns in Advertising Messages

    OpenAIRE

    Adriana Teodorescu

    2015-01-01

    This paper aims to identify the most recurrent linguistic devices used in advertising texts. As previous research has established that language use shapes and determines consumer behavior, its importance in any advertising message is unquestionable. Therefore, we propose to find out the most widely used linguistic patterns, grammatical structures, and occurrence of certain linguistic features by investigating a corpus of advertising messages selected from print and online media.

  11. ADVERTISING WITH SOCIAL DISCOURSE AS A BRAND POSITIONING TECHNIQUE: REVIEW OF RESEARCH WITH SPECIAL REFERENCE TO THE LATVIAN MEDIA

    Directory of Open Access Journals (Sweden)

    Aivars Helde

    2015-09-01

    Full Text Available This study examines the nature of the social discourse of advertising used as a brand positioning technique. The focus is on consumer advertising that is directed at the promotion of selected products or services to the general public. The study is neither meant to exhaust all aspects of this particular discourse, nor present the answers to all the problems posed. The aims of this paper include analyzing varying commercial advertisements (both product/non-product ads to investigate the intentions and techniques of consumer product companies for reaching more consumers and selling more products. Norman Fairclough’s ‘3-D model’ and Kress and van Leeuwen’s ‘grammar of visual design’ present methods for use by professionals in this respect, but we focus on the use of stereotypes in our study.Traditionally, stereotypes are defined as patterns or schemes by which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicit question that most of these studies have entertained is whether advertising has become a force that molds cultural mores and individual behaviors, or whether it constitutes no more than a ‘mirror’ of deeper cultural tendencies within urbanized contemporary society.The one thing which everyone agrees upon, is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed.However, it could be said from the results of this study that the producers of ads generally use power and ideology to change people’s behavior and thoughts. In cases where ‘old’ stereotypes were effective, there was no attempt to change the consumer’s habits, but rather the power of the ad was in preserving their customary behaviors. This is achieved through reinforcing behaviors known to be similar to the traditional values identified by customers. When we considered

  12. Research on Memetic Phenomena in Commercial Advertisements

    Institute of Scientific and Technical Information of China (English)

    张丽

    2015-01-01

    Meme plays an important role in the development of advertisement as a unit of culture.Its replication and transmission provide an effective means for creating advertisements and a new way for us to analyze advertising language.Two ways including memetic genotype and memetic phenotype for memes to be replicated and transmitted in the advertising language are analyzed.Then,how to successfully create commercial advertisements is explored.Finally,it is concluded that the concise,familiar,popular and original memes can contribute to successful commercial advertisements.

  13. Advertising in the Sznajd Marketing Model

    Science.gov (United States)

    Schulze, Christian

    The traditional Sznajd model, as well as its Ochrombel simplification for opinion spreading, is applied to marketing with the help of advertising. The larger the lattice, the smaller the amount of advertising is needed to convince the whole market.

  14. Retorical figures in advertising language

    Directory of Open Access Journals (Sweden)

    Radenković-Šošić Bojana

    2012-01-01

    Full Text Available Promotional activities are very often based on advertising and diverse types of public relations. In order to attract consumers' attention and achieve communication goals set by the corporate strategy, advertisers frequently use rhetorical elements in advertising discourse. The advertisers try to convey a desired message and to communicate with the recipient of the message by using various rhetorical figures. It is argued that understanding the structure and function of rhetorical figures in advertising requires a "text- and reader-aware approach". The use of rhetorical figures in advertising has been overlooked in consumer research. This paper shows that the use of rhetorical elements in the advertising discourse is very frequent, but at the same time it is questioned if the function of the rhetorical figures is just a communication with the target market (which is a base of communication models and if the consequences of linguistic influences are much more serious. The complex nature of advertising language with various rhetorical figures (thropes and schemes do not just stimulate recipients to demonstrate a desirable behavior, but indirectly it constructs a concept of desirable lifestyle and it induces them to identify themselves with the explained model. Moreover, the analyzed corpus included advertising slogans of social responsible companies as well as advertising campaigns with elements of diverse ideologies. In the time of digitization and a rapid information flow, consumer's attention is less dedicated to the advertising messages. Therefore, it should be expected that in the future advertisers will have to adjust linguistic, audio and visual techniques to the unfocused message recipients.

  15. Mobile Advertisement in Vehicular Ad-Hoc Networks

    CERN Document Server

    Dobre, Ciprian

    2012-01-01

    Mobile Advertisement is a location-aware dissemination solution built on top of a vehicular ad-hoc network. We envision a network of WiFi access points that dynamically disseminate data to clients running on the car's smart device. The approach can be considered an alternative to the static advertisement billboards and can be useful to business companies wanting to dynamically advertise their products and offers to people driving their car. The clients can subscribe to information based on specific topics. We present design solutions that use access points as emitters for transmitting messages to wireless-enabled devices equipped on vehicles. We also present implementation details for the evaluation of the proposed solution using a simulator designed for VANET application. The results show that the application can be used for transferring a significant amount of data even under difficult conditions, such as when cars are moving at increased speeds, or the congested Wi-Fi network causes significant packet loss...

  16. The curious case of curiosity: unpleasant advertising and curiosity

    OpenAIRE

    Van den Driessche, Liesbet; Vermeir, Iris; Pandelaere, Mario

    2013-01-01

    Previous research demonstrated that advertisements that induce positive feelings are effective. However, unpleasant advertising are frequently used and can be effective as well. This research examines whether evoked curiosity can explain the effectiveness of unpleasant advertising. Our results indicate that although unpleasant advertising did not lead to behavioral intention with regard to the advertised product, unpleasant advertising did evoke curiosity. Curiosity itself proves to be a stro...

  17. Privacy issues in mobile advertising

    DEFF Research Database (Denmark)

    Cleff, Evelyne Beatrix

    2007-01-01

    The emergence of the wired Internet and mobile telecommunication networks is creating new opportunities for advertisers to generate new revenue streams through mobile users. As consumer adoption of mobile technology continues to increase, it is only a question of time when mobile advertising...... become extremely intrusive practices in an intimate personal space. This article focuses on the evaluation of legal problems raised by this novel form of advertising. It is assumed that a technological design, which is in line with the legal framework, will ensure that the benefits of mobile advertising...

  18. Sound post production in advertising and in the film, case study of Studio Beep s.r.o.

    OpenAIRE

    Struhařová, Michaela

    2012-01-01

    Main topic of this thesis is description of sound post production in advertising and in the film film industry and making case study of company Studio Beep s.r.o. First aim of this thesis is describe as clearly as possible the theory of sound and sound post production in advertising and in film industry and also show specifics accompanying production of sound in each discipline. The theoretical part contains basic overview about history of sound, sound dramaturgy and about general principles ...

  19. Reducing Outdoor Advertising

    Directory of Open Access Journals (Sweden)

    Patrice de Rendinger

    2006-05-01

    Full Text Available The fundamental concept is that public space is not a private property. So, a facade (the outer skin, the last millimeter belongs to the town, not to the owner of the building. Changing the rendering, a window, adding or removing anything from a facade requires a permission delivered by the town's authority.In places like Paris, Bordeaux, Marseilles, Lyon, Strasbourg… everywhere one can find a registrated building such as a cathedral, a castle, or a group of ancient buildings, a national administration is controlling this permission. This administration is called «historical monuments administration» and is locally lead by a specialized architect.In the late seventies, French government decided to reduce advertising on the roads and on the city walls. Advertising on the road was leading to a confusion reducing the efficacy of the roadsigns and direction signs, which is dangerous. The reduction was under control of a national administration: the ministry of equipment in charge of the roads design. Advertising on the walls with publicity boards was under control of the cities. Every city has a townplanning regulation. Many cities included forbidding advertisement boards on the walls in this regulation.A couple of firms, but mainly once (Decaux found clever to give a hand to the cities to control advertising. Decaux developed a line of bus stop shelters including advertisements and advertising panels and paid the cities the right to put rather smaller publicities on the public domain.Now Decaux is no more alone on this market and the cities are comparing offers.Marseille turned to a foreign advertising firm who pays three times the price Decaux paid… for half of the advertising surface. Freiburg erased totally the public domain advertisements, selling the tramways and bus coachwork as advertising spaces. Paris is reopening the advertising market before the end of Deacaux's contract and will pay Deacaux a huge amount

  20. Competitive targeted advertising with price discrimination

    OpenAIRE

    Esteves, Rosa Branca; Resende, Joana

    2013-01-01

    This paper investigates the effects of price discrimination by means of targeted advertising in a duopolistic market where the distribution of consumers' preferences is discrete and where advertising plays two major roles. It is used by firms as a way to transmit relevant information to otherwise uninformed consumers, and it is used as a price discrimination device. We compare the firms' optimal marketing mix (advertising and pricing) when they adopt mass advertising/non-discrimination strate...

  1. Application of Pun in English Advertisements

    Institute of Scientific and Technical Information of China (English)

    Tan; Li

    2015-01-01

    This paper illustrates the definition of pun,especially its features, as well as the typical application of pun in English advertisements in order to emphasize its importance in daily usage both for advertisers and to target readers.It aims to demonstrate the importance of grasping the gist of pun in English advertisements.

  2. Topical cyclosporin as an alternative treatment for vision threatening blepharokeratoconjunctivitis: a case report

    Directory of Open Access Journals (Sweden)

    Ismail AS

    2012-06-01

    Full Text Available Abdul-Salim Ismail,1,2 Rohana Taharin,2 Zunaina Embong11Department of Ophthalmology, School of Medical Sciences, Universiti Sains Malaysia, Kubang Kerian, Kelantan, 2Department of Ophthalmology, Hospital Pulau Pinang, Jalan Resindensi, Pulau Pinang, MalaysiaAbstract: Here, a case of vision threatening blepharokeratoconjunctivitis that responded well to topical cyclosporin is reported. A 9-year-old Malay girl with a history of bilateral blepharokeratoconjunctivitis was regularly treated with lid scrubbing using diluted baby shampoo, fusidic acid gel, and topical steroids as well as an intermittent course of oral doxycycline for the past year. She developed acute onset bilateral eye redness associated with poor vision in her right eye. Both eyes showed marked diffuse hyperemic conjunctiva with corneal vascularization. The presence of corneal vascularization obscured the visual axis in the right eye. The condition did not improve with regular intensive lid hygiene using diluted baby shampoo, fusidic acid gel, and topical steroids. She was started on topical cyclosporin A 0.5% every 6 hours. There was a dramatic regression of corneal vascularization after 3 days on topical cyclosporin, with marked improvement in visual acuity. This is a single case in which cyclosporin improved the status of the ocular surface. A large cohort study is required to justify its effectiveness in treating blepharokeratoconjunctivitis and to test its potential as an alternative immunosuppressive agent in comparison to conventional corticosteroids.Keywords: blepharokeratoconjunctivitis, cyclosporin

  3. Advertising literacy and children's susceptibility to advertising

    NARCIS (Netherlands)

    Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children's advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children's advertising literacy into adult-like levels. The second part focuses on the role of advertising li

  4. Viral Advertising: Branding Effects from Consumers’ Perspectives

    OpenAIRE

    Jiang, Yueqing

    2012-01-01

    Viral advertising is popular for its high viral transmission results online. Its increased impacts on the social media users have been noticed by the author. At the same time, viewers’ negative attitudes toward traditional advertisements become obvious which can be regarded as the phenomenon of advertisement avoidance. It arouses author’s interests to know how the viral advertising reduces the viewers’ negative emotions and its performances in branding online. This paper is going to look into...

  5. The relationship between advertising and household loans

    OpenAIRE

    Sahlin, Daniel; Sjögren, Gustav

    2008-01-01

    Advertising expenditures are increasing on a yearly basis. An interesting question emerges from this: What are the macroeconomic effects of increasing advertising spending? Does the aggregate consumption increase or does it only rearrange consumption between different products and markets? The relationship between advertising and consumption was found in the literature, this relationship was further developed and the relationship between advertising and household loans emerged as an interesti...

  6. The advertising mix for a search good

    OpenAIRE

    Simon P. Anderson; Renault, Régis

    2012-01-01

    We extend the persuasion game to bring it squarely into the economics of advertising. We model advertising as exciting consumer interest into learning more about the product, and determine a firm's equilibrium choice of advertising content over quality information, price information, and horizontal match information. Equilibrium is unique whenever advertising is necessary. The outcome is a separating equilibrium with quality unravelling. Lower-quality firms need to provide more information. F...

  7. Informative Advertisement of Partial Compatible Products

    OpenAIRE

    Roig, Guillem

    2014-01-01

    Product design and advertisement strategy have been theoretically studied as separate firms decisions. In the present paper, we look at the link between advertisement and product design and we analyze how firms' advertising decisions influence the market effect of product design. We consider a model of informative advertisement where two firms produce a bundle of complementary products which are partially compatible. A product design with more compatible components is associated with a larger...

  8. Advertising media strategies in the film industry

    OpenAIRE

    Elliott, Caroline; Simmons, Robert

    2011-01-01

    The primary aim of this article is to estimate the multiple determinants of film advertising expenditures in four important media, namely television, press, outdoor and radio, in the UK. First, television advertising, the leading film advertising medium, is examined as part of a system of equations, capturing the interdependences between advertising, the number of screens on which films are initially shown and box office revenues. Then a reduced form model is put forward to reveal the determi...

  9. Advertising and the Seven Sins of Memory

    DEFF Research Database (Denmark)

    Percy, Larry

    2004-01-01

    A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with that intention, the advertising will be ineffective.This paper considers the implications for advertisers of Daniel Schacter’s ‘seven sins of memory’: transcience, absent......-mindedness, blocking, misattribution, suggestibility, bias and persistence. Each of the ‘sins’ is explained in detail and advice provided for advertisers on how to avoid these pitfalls....

  10. Behind Advertising: The Language of Persuasion

    OpenAIRE

    2013-01-01

    Advertising is a force that makes it possible to sell more merchandise due to its persuasive nature. As a tool of marketing communication, advertising is the structured and composed, non-personal communication of information. It is usually paid for and usually persuasive in nature. The language of persuasion is employed for successful advertising campaign thereby, boosting patronage of idea, product or service. The persuasive nature of advertising however, has generated criticisms and controv...

  11. Impact of Celebrity Credibility on Advertising Effectiveness

    OpenAIRE

    Sadia Aziz; Usman Ghani; Abdullah Niazi

    2013-01-01

    Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising effectiveness in terms of consumer’s attitude towards the advertisement, attitude towards the brand and their purchase intention. This study also explored the differences of respondent’s responses towards t...

  12. Deceptive Advertising: Unprotected and Unknown.

    Science.gov (United States)

    Ducoffe, Robert Hal

    The Supreme Court tentatively extended First Amendment protection to commercial speech, but left the issue of defining and regulating deceptive advertising to the Federal Trade Commission (FTC), which has employed tools such as the cease-and-desist order, affirmative disclosure, and corrective advertising. The FTC Act did not define deception, but…

  13. MARKETING AND ADVERTISING ETHICS

    Directory of Open Access Journals (Sweden)

    Florin-Alexandru LUCA

    2015-11-01

    Full Text Available Each and every day, the TV programmes are interrupted by advertising spots which offer us a range of products as varied as they are tempting. It is enough to buy them and, as the authors of these spots guarantee, we quickly get rid of cold, the portal vein will perfectly function, we lose weight while eating, using the appropriate tooth paste will keep us away from dentists and a certain cream will get our face a couple of years younger. And all these at financial offers often apparently hard to refuse. This work aims at analyzing where the information stops, by giving the eventual buyer the possibility to choose, and where starts, through persuasion techniques, mostly subliminal, cleverly instrumented, the manipulation of advertising consumers? There is ethics in advertising, but is it fully observed and managed according to the financial interest of the seller? On the other hand, can we also talk about a tacit complicity of the buyer?

  14. Persuasive and Informative Advertising: A Classroom Experiment

    Science.gov (United States)

    Freeborn, Beth A.; Hulbert, Jason P.

    2011-01-01

    The authors outline a pair of classroom activities designed to provide an intuitive foundation to the theoretical introduction of advertising in monopoly markets. The roles of both informative and persuasive advertising are covered. Each student acts as a monopolist and chooses the number of (costly) advertisements and the price. The experiments…

  15. Advertising Ethics: Student Attitudes and Behavioral Intent

    Science.gov (United States)

    Fullerton, Jami A.; Kendrick, Alice; McKinnon, Lori Melton

    2013-01-01

    A national survey of 1,045 advertising students measured opinions about the ethical nature of advertising and ethical dilemmas in the advertising business. More than nine out of ten students agreed that working for a company with high ethical standards was important. Students rated all twelve workplace dilemmas presented as somewhat unethical. For…

  16. The Future of Advertising

    Institute of Scientific and Technical Information of China (English)

    WAHIDA ASHIQ

    2006-01-01

    @@ Chinese business is in love with advertising. It is regarded as the only way to hammer home a message to consumers. The bigger the billboard, the brasher the TV commercial, the better the reach to the Chinese public. But Chinese companies hoping to establish valued brands in the West will be disappointed if they try to rely on advertising. Increasingly in the West, it is regarded as an outmoded way of communicating with the public, a waste of budget. And there are some surprising converts to this position.

  17. Advertising to the End Consumers by Pharmaceutical Companies: Blessing or Curse?

    Directory of Open Access Journals (Sweden)

    Scott Goldberg

    2013-10-01

    Full Text Available The last several years have seen an increase inthe number of direct to consumer advertisements by pharmaceutical companies.Direct to Consumer advertisements (DTC means targeting the end consumerthrough advertisements on television, radio, in newspapers, magazines, and theInternet. The qualitative study presents data and supports  the need for a future quantitative study toask physicians and consumers their opinions on whether pharmaceutical companiesshould be allowed to advertise directly to the end consumer. This article reviewsthe literature on this controversial topic, supporting the need to explore thereserach questions in greater detail. A review of the literature suggests thereis financial motivation on the part of the pharmaceutical companies to increasetheir sales by advertsing directly to the end consumer as opposed to performingan educational service to the consumer.

  18. Scholarly Communication as a Core Competency: Prevalence, Activities, and Concepts of Scholarly Communication Librarianship as Shown Through Job Advertisements

    OpenAIRE

    Finlay, Craig; Tsou, Andrew; Sugimoto, Cassidy

    2015-01-01

    INTRODUCTION The dynamic nature of the scholarly communication landscape has produced a need for the creation of positions specifically focused on these issues. Yet, no clear title or job description for scholarly communication librarianship has emerged. The lack of standardization in this area is problematic for educators, professionals, and prospective professionals. METHODS Analyzing 13,869 job advertisements published between 2006 and 2014, this study attempts to examine the prevalence of...

  19. Advertising Theory and Practice.

    Science.gov (United States)

    Sandage, C. H.; Fryburger, Vernon

    The social and economic functions of advertising, its role in business, how it works, and how it is planned and created are the subject of this textbook. Sections include basic values and functions, background for planning advertising strategy, the advertising message, advertising media, testing advertising effectiveness, and the advertising…

  20. New Website Social Network Advertising: What Works and What Doesn't

    OpenAIRE

    Wu, Rui

    2014-01-01

    Online Advertising on Social networks has become a very hot topic in both academia and industry, but very few studies have been conducted to examine the effectiveness of the advertising through or on social networks. In this paper, we provide an empirical framework to build advertising campaigns from target audience selections, landing page design, incentive design and advertising channel selections by promoting a new website Goodbuylist.com on Facebook to evaluate the advertising effectivene...

  1. Towards a triadic creative role: Hong Kong advertising creatives' responses to the rise of social media

    OpenAIRE

    Lee, Pui Yuen

    2014-01-01

    The rise of social media has significant implications for the advertising industry, particularly for the relationships between marketers, consumers and advertising agencies. In fact, the entire advertising landscape has been developing in response to the emergence of digital technologies and advertising media, and the roles of these key stakeholders of the advertising industry and how they perform in the social media era are still not clear. Most previous research on this topic...

  2. "For the good of the patient," survey of the physicians of the National Medical Association regarding perceptions of DTC advertising, Part II, 2006.

    Science.gov (United States)

    Morris, Albert W.; Gadson, Sandra L.; Burroughs, Valentine

    2007-01-01

    BACKGROUND: Since the advent of direct-to-consumer (DTC) advertising in the 1980s, there have been numerous studies and surveys on the topic, addressing issues as varied as its impact on patient understanding of health conditions to its repercussions for drug spending. However, until 2001, there was a dearth of research on DTC advertising's impact on minority populations, specifically the African-American community. The National Medical Association (NMA) remedied that in 2001 by undertaking a landmark study that gauged African-American physicians' perceptions of DTC advertising, its impact on the doctor-patient relationship and, perhaps most importantly, its role in educating underserved populations about critical health issues and potential treatments. In 2006, the NMA decided to once again poll its members on this critical issue to gauge not only current perceptions but how the community's understanding of DTC advertising has changed since 2001. RESULTS: The 2006 survey revealed several clear trends: NMA physicians are more positive toward DTC advertising now than they were in 2001; African-American physicians see DTC advertising as providing substantial educational benefits; physicians believe that DTC advertising helps rather than hurts the doctor-patient relationship; and African-American physicians see the benefits of DTC advertising outweighing its drawbacks. It must be noted that NMA physicians also had clear concerns about DTC advertising that point to potential areas of improvement for pharmaceutical companies. PMID:17393955

  3. Impact of Celebrity Credibility on Advertising Effectiveness

    Directory of Open Access Journals (Sweden)

    Sadia Aziz

    2013-05-01

    Full Text Available Advertisers often make use of endorsers or representatives as trustworthy sources of persuasion for consumers' attitudes. Promotion of products through celebrities is a trendy advertising practice around the world. The present study judged the impact of celebrity credibility on advertising effectiveness in terms of consumer’s attitude towards the advertisement, attitude towards the brand and their purchase intention. This study also explored the differences of respondent’s responses towards the advertisements of brand through famous celebrities as well as unknown celebrities. Different TV advertisements were used for the experiment. Several statistical tools were applied to test the hypotheses and identify significant differences & the proposed relationships among the variables. Overall findings suggests that the respondents considered the famous celebrities of the brand as the most credible celebrities, having positive impact on consumers attitude towards the advertisement, attitude to the brand and their favorable purchase intentions as compare to the unknown celebrity with less credibility.

  4. 21 CFR 202.1 - Prescription-drug advertisements.

    Science.gov (United States)

    2010-04-01

    ... 21 Food and Drugs 4 2010-04-01 2010-04-01 false Prescription-drug advertisements. 202.1 Section...) DRUGS: GENERAL PRESCRIPTION DRUG ADVERTISING § 202.1 Prescription-drug advertisements. (a)(1) The... ingredients in the advertisement shall be the same as the order of listing of ingredients on the label of...

  5. Advertisement Policy

    OpenAIRE

    Chief Editor

    2014-01-01

    Indian Journal of Community Health (IJCH), the official publication of Indian Association of Preventive and Social Medicine (IAPSM) published from Uttar Pradesh and Uttarakhand, India is an indexed journal published quarterly. The open access policy of the journals ensure good visibility of the online content of the journals. The journal with high circulation and visibility, thus offer excellent media for promotion of your products, services or conferences through advertisement. The journal h...

  6. Explaining Why The Relationships Between The Advertiser And The Advertising Agency Are So Vulnerable

    OpenAIRE

    Verbeke, W.; Mosmans, A

    1989-01-01

    In this paper we will discuss very briefly how relationships between a firm and an advertising agency are formed in the Netherlands. We will focus on the question of why relationships between both business partners are so vulnerable and short. As will become clear, the management styles of the advertising agency as well as the advertiser both give rise to this problem.

  7. Medicalisation of food advertising: Nutrition and health claims in magazine food advertisements 1900-2008

    NARCIS (Netherlands)

    S. Zwier

    2009-01-01

    Food advertising increasingly portrays food as a type of medicine. A content analysis of magazine food advertisements in 1990 through 2008 shows that this was manifested with time more in the (a) nutrition claims and (b) health claims made in food advertisements, as well as the (c) food groups and (

  8. Advertising on Internet

    OpenAIRE

    Hynouš, Václav

    2011-01-01

    The purpose of this dissertation is to examine the questions relevant to internet advertising. Online advertising has an inexhaustible amount of usable tools at its disposal. In the first part of this thesis is outlined the history of advertising. The reader will be acquainted with its development from the ancient times up to the contemporary online advertising trends. Next part of the thesis is aimed to set the internet advertising in the context with other types of advertising. The main and...

  9. Who are the advertisers?

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2001-01-01

    We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all.

  10. Who are the advertisers?

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2001-01-01

    We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than highly profitable firms but will choose not to advertise at all. (77 words)

  11. The Targeting of Advertising

    OpenAIRE

    Ganesh Iyer; David Soberman; J. Miguel Villas-Boas

    2005-01-01

    An important question that firms face in advertising is developing effective media strategy. Major improvements in the quality of consumer information and the growth of targeted media vehicles allow firms to precisely target advertising to consumer segments within a market. This paper examines advertising strategy when competing firms can target advertising to different groups of consumers within a market. With targeted advertising, we find that firms advertise more to consumers who have a st...

  12. Consumer attitudes toward mobile advertising : A study of the Dutch youth.

    OpenAIRE

    Ramnarain, Manishka; Kamphuis, Kirsten

    2012-01-01

    Purpose: To study the Dutch youth’s perceptions on and attitudes toward mobile advertising. Background: Consumers are living within a media saturated environment, which limits the effectiveness of advertising. This has led to advertising clutter, most prevalent in traditional mass media. The advertising clutter has resulted in marketers moving their advertising focus toward less cluttered mediums, such as mobile advertising. Mobile advertising allows companies to specifically target the right...

  13. DYNAMICS OF VIRAL ADVERTISING

    Directory of Open Access Journals (Sweden)

    Ayşe Binay KURULTAY

    2012-04-01

    Full Text Available Digital technologies have heightened the debate on convergence where technologies, corporations and people [target audiences] meet. New media has become a new meeting place and a social platform for people. As more brands choose to employ relationship marketing strategies that emphasize consumer’s experience with the brand, it is inevitable that they explore opportunities to connect with their target audiences in this new meeting place. Thus, user-created content and electronic word of mouth [eWOM] have become important concepts for influential and noteworthy advertising campaigns in this new medium. The aim of this study is to understand the dynamics of viral marketing campaigns and to identify the strategies that make viral advertising successful. International cases, such as brand applications of 3D Mapping Projections are used to understand the relationship between cutting-edge digital art and their use in advertisements. Recent Turkish viral ad campaigns such as Profilo’s “O Tabak Bitecek!” [Finish everything on your plate] and Turkish Airlines Miles and Smiles’ “İnanılmaz Evlenme Teklifi” [Unbelievable Proposal] disseminated through social networks are used as cases to identify the message strategies used in making these advertisements successful.

  14. Four Institutional Views of Advertising--Perspectives for Understanding. Advertising Working Paper Number 1.

    Science.gov (United States)

    Rotzoll, Kim B.

    In this paper, the first in a series of working papers on various significant aspects of advertising, the author examines in depth the writings of four essayists who have looked at advertising from the institutional viewpoint. James Carey sees advertising's basic institutional function as market information and the secondary function as social…

  15. Development of Web Service Integration and Advertisement Campaign Design Interface

    OpenAIRE

    Nilsson, Johan

    2012-01-01

    Ad Gateway is a product which provides targeting of online advertisements. This thesis focuses on improving its web based admin interface, used for defining targeting properties as well as creating the advertisements. First by integrating the system with third party web services used for storage of advertisement campaigns, called advertisement providers, allowing advertisement to be retrieved and uploaded directly to their servers. Later to extend the admin interface with new functionality, i...

  16. Theoretical models in the development of advertising for food products

    OpenAIRE

    Bech-Larsen, Tino; Stacey, Julia

    2005-01-01

    Many advertising people believe that theoretical models hamper creativity and efficiency in the development of advertising messages. This need not be the case, if the theoretical models are sufficiently flexible and intelligible. On the contrary, a workable model that describes how the advertisement influences the target may serve as creative inspiration and as a common frame of reference for those involved in the development of advertisements. The means-end-chain model says that an advertise...

  17. The Rise of native advertising

    Directory of Open Access Journals (Sweden)

    Marius MANIC

    2015-06-01

    Full Text Available Native advertising is described both as a new way for promoters to engage audiences and as a new, clever, source of revenue for publishers and media agencies. The debates around its morality and the need for a wide accepted framework are often viewed as calls for creativity. Aside from the various forms, strategies and the need for clarification, the fact that native advertising works and its revenue estimates increase annually transforms the new type of ad into a clear objective for companies, marketers and publishers. Native advertising stopped being a buzzword and started being a marketing reality.

  18. Semantic Presupposition in Advertisement Language

    Institute of Scientific and Technical Information of China (English)

    王芸芸

    2008-01-01

    Presupposition is. a very important linguistic concept that originates from philosophy. It is often considered as a kind of pragmatic inference. In linguistics it can be classified as semantic presupposition and Pragmatic presupposition. This article will deals with semantic presupposition. Besides the most important characteristics constancy under negation, presupposition boasts some other characteristics, namely unidirectionality, subjectiveness and latency, which exactly fulfill the demands of advertising. Because presupposition, used in advertising, can not possible risk caused by ostentation or direct assertion. On this account, presupposition is adopted into advertising as a pragmatic strategy.

  19. GLOBAL ADVERTISING MARKET – THE DYNAMICS OF THE LAST DECADE

    Directory of Open Access Journals (Sweden)

    Bogdan Nichifor

    2014-12-01

    Full Text Available Advertising as a form of impersonal communication aimed at a wide and diffuse audience, is the ideal tool to promote products targeting large markets in which consumers are not strong differentiated in terms motivations, preferences, attitudes, etc. Currently, in the global advertising market we can find extremely powerful organizations whose work often exceeds local and even regional economic sphere. From simple expertise in advertising, these organizations have expanded their services to a growing number of communication tools, organizing their activity to better respond to client’s requirements. These kind of advertising organizations alongside global advertisers are the key factors in the dynamics of this market. This article focuses on presenting some data regarding global expenditure in advertising, establishing as reference points the years 2002 and 2012. Moreover, we concentrated on expenditures by regions and advertisers, and on revenues obtained by advertising organizations and advertising networks, starting from official data provided by Advertising Age and Euromonitor.

  20. Mental Models of Communication and Television Advertising

    OpenAIRE

    Nothnagel, Detlev; Aguirre, Gilda Vera

    2005-01-01

    In their paper, "Mental Models of Communication and Television Advertising," Detlev Nothnagel and Gilda Vera Aguirre discuss the question whether and if so, how and to what extent television advertisement spots differ cross-culturally. In contrast to the majority of studies on this topic, Nothnagel and Aguirre concentrate on a protocol-based formal analysis that is statistically oriented. In a more general perspective, the relation between face-to-face communication and communication mediated...

  1. Pleasantness, activation, and sex differences in advertising.

    Science.gov (United States)

    Whissell, C; McCall, L

    1997-10-01

    Advertisements in men's, women's, girls', and boys' magazines (n = 38,195 words) were scored objectively in terms of 15 measures of linguistic style, e.g., use of common words, use of long words, use of specific words and emotional tone (pleasantness and activation, as measured by the Dictionary of Affect). There were several sex- and age-related differences among advertisements from different sources. Advertisements from boys' magazines were extremely active, those from women's and girls' magazines were shorter and unusually pleasant. In two follow-up studies (N = 122 volunteers), objective emotional measures of advertising text proved to be related to ratings of persuasion and of success of appeal for individual advertisements. The most preferred advertisement for women was pleasant and active, that for men unpleasant and active. When men and women created advertisements, women's were shorter and more pleasant. PMID:9354085

  2. Two advertisements for TV drug ads.

    Science.gov (United States)

    Bodenheimer, Thomas

    2003-01-01

    The paper by Joel Weissman and colleagues addresses the increasingly important topic of the effects of direct-to-consumer advertising (DTCA) by pharmaceutical companies. The authors claim that their results should be reassuring to "those concerned about potential adverse health care consequences of DTCA". However, the study and analysis of the data are marred by several flaws that diminish the importance and relevance of the findings, including weakness in design, overgenerous interpretations, and failure to address key questions. Rather than informing the debate, the study amounts to little more than an advertisement for drug advertisements. PMID:14527241

  3. Comparative study of liposomes, transfersomes and ethosomes as carriers for improving topical delivery of celecoxib.

    Science.gov (United States)

    Bragagni, Marco; Mennini, Natascia; Maestrelli, Francesca; Cirri, Marzia; Mura, Paola

    2012-01-01

    Topical administration of celecoxib proved to be an effective mean of preventing skin cancer development and improving anticancer drugs effectiveness in skin tumors treatment. The aim of this study was the development of an effective topical formulation of celecoxib, able to promote drug skin delivery, providing its in depth penetration through the skin layers. Three kinds of vesicular formulations have been investigated as drug carriers: liposomes containing a surfactant, or transfersomes and ethosomes, containing suitable edge activators. Firstly, the effect of membrane composition variations on the system performance has been evaluated for each vesicle type. Selected formulations were characterized for particle size, polydispersity index and encapsulation efficiency. The best formulations were subjected to ex vivo permeation studies through excised human skin. All vesicular formulations markedly (p ethosomes, respectively. In particular, ethosomes containing Tween 20 as edge activator not only showed the best vesicle dimensions and homogeneity, and the highest encapsulation efficacy (54.4%), but also enabled the highest increase in drug penetration through the skin, probably due to the simultaneous presence in their composition of ethanol and Tween 20, both acting as permeation enhancers. Therefore, among the various vesicular formulations examined in the study, Tween 20-ethosomes can be considered the most promising one as carrier for topical celecoxib applications aimed to prevent skin cancer development and increase the anticancer drugs effectiveness against skin tumors. PMID:23043648

  4. Final Technical Report summarizing Purdue research activities as part of the DOE JET Topical Collaboration

    Energy Technology Data Exchange (ETDEWEB)

    Molnar, Denes [Purdue Univ., West Lafayette, IN (United States). Dept. of Physics and Astronomy

    2015-09-01

    This report summarizes research activities at Purdue University done as part of the DOE JET Topical Collaboration. These mainly involve calculation of covariant radiative energy loss in the (Djordjevic-)Gyulassy-Levai-Vitev ((D)GLV) framework for relativistic A+A reactions at RHIC and LHC energies using realistic bulk medium evolution with both transverse and longitudinal expansion. The single PDF file provided also includes a report from the entire JET Collaboration.

  5. Fabrication and Characterization of Sertaconazole Nitrate Microsponge as a Topical Drug Delivery System

    Science.gov (United States)

    Pande, V. V.; Kadnor, N. A.; Kadam, Rupali N.; Upadhye, S. A.

    2015-01-01

    Present study was taken up to develop a topical formulation that releases the drug in controlled manner, reduce the side effects associated with topical drug delivery and improve product efficacy with aid of microsponges. Microsponges loaded with sertaconazole nitrate were prepared by using quasi emulsion solvent diffusion with five different proportions of the polymer (Eudragit RS 100). The developed microsponges were analyzed for particle size, production yield, entrapment efficiency and drug content. Scanning electron microscopic images of microsponges revealed that they are spherical in shape and contain pores. Pore structure analysis was done by using mercury intrusion porosimetry technique, which confirmed the porous nature of microsponges. Microsponges were then incorporated in to a 1% corbopol gel and evaluated for pH, drug content, texture profile analysis and in vitro drug release. The batch F IV was found to be optimal as it shown 69.38% controlled drug release in 8 h that followed Higuchi model. PMID:26997694

  6. Advertising Policy and Geographic Information

    OpenAIRE

    TANASE, George Cosmin

    2014-01-01

    The geographic information in advertising has known an increasing importance in the last years, being described as a mass communication made for the account of interests which are identified: that of an advertiser who pays a media to diffuse a message which is generally created by an advertising agency. The principal objectives of a commercial campaign are to increase the awareness of the brand, to create a preference for a product, to lead consumers to buy, etc. For the last few years, the s...

  7. Microemulsions as vehicles for topical administration of voriconazole: formulation and in vitro evaluation.

    Science.gov (United States)

    El-Hadidy, Gladious Naguib; Ibrahim, Howida Kamal; Mohamed, Magdi Ibrahim; El-Milligi, Mohamed Farid

    2012-01-01

    This work was undertaken to investigate microemulsion (ME) as a topical delivery system for the poorly water-soluble voriconazole. Different ME components were selected for the preparation of plain ME systems with suitable rheological properties for topical use. Two permeation enhancers were incorporated, namely sodium deoxycholate or oleic acid. Drug-loaded MEs were evaluated for their physical appearance, pH, rheological properties and in vitro permeation studies using guinea pig skin. MEs based on polyoxyethylene(10)oleyl ether (Brij 97) as the surfactant showed pseudoplastic flow with thixotropic behavior and were loaded with voriconazole. Jojoba oil-based MEs successfully prolonged voriconazole release up to 4 h. No significant changes in physical or rheological properties were recorded on storage for 12 months at ambient conditions. The presence of permeation enhancers favored transdermal rather than dermal delivery. Sodium deoxycholate was more effective than oleic acid for enhancing the voriconazole permeation. Voriconazole-loaded MEs, with and without enhancers, showed significantly better antifungal activity against Candida albicans than voriconazole supersaturated solution. In conclusion, the studied ME formulae could be promising vehicles for topical delivery of voriconazole. PMID:21696340

  8. Techniques for Place Aware Advertising

    OpenAIRE

    Mota, Ricardo Agostinho Miranda

    2013-01-01

    Dissertação de mestrado em Engenharia de Informática Nowadays, the high percentage of mobile devices equipped with GPS and Bluetooth, as well as the growing number of public Wi-Fi networks, makes the public environment surrounding us immensely rich in information. The advertising industry sees this as an opportunity to transform the way advertising is done in public by adopting increasingly pervasive and intelligent digital signage screen systems. The objective of this work is to develo...

  9. The Rise of native advertising

    OpenAIRE

    Marius MANIC

    2015-01-01

    Native advertising is described both as a new way for promoters to engage audiences and as a new, clever, source of revenue for publishers and media agencies. The debates around its morality and the need for a wide accepted framework are often viewed as calls for creativity. Aside from the various forms, strategies and the need for clarification, the fact that native advertising works and its revenue estimates increase annually transforms the new type of ad into a clear ob...

  10. Advertising expenditure as a determinant of a brand's share of the market (A case with low and high involvement products)

    OpenAIRE

    Lalanananda, Weerasinghe Gunawardana Thusitha Sanjeewa

    2007-01-01

    This study attempted to determine the impact of brand’s advertising expenditure on its share of the market and its variation, if any, across different product categories (i.e., lowinvolvement vs. high- involvement products). In this endeavor, the study challenged common belief amongst marketers, that the normal and stable relationship for an advertised brand is a parity of share of voice and share of market. The findings of the study revealed a positive correlation between a br...

  11. Functional Evaluation of Modified T Pouch as Ileal Neo bladder Ortho topic Reservoir

    International Nuclear Information System (INIS)

    We report on the functional results of ortho topic modified T pouch ileal neo bladder, incorporating serous- lined extra mural ileal anti reflux technique for urinary diversion after radical cystectomy. Material and Methods: From September 1998 through November 2001,42 patients of mean age 49 years (range 45-54) having invasive bladder carcinoma underwent radical cystectomy and ortho topic ileal neo bladder urinary diversion, the modified T pouch. Thirty-three patients were males while the remaining 9 were females. The mean follow up was 24 months (range 18-42). Preoperative unior bilateral ureteral dilatation was noted in 13/42 (30.9%) patients). Follow up included clinical examination, laboratory, radiological and uro dynamic investigations. Early postoperative complications were recorded in 3 cases, that were managed conservatively. Day and night continence were achieved in 34/42 (81 %) and 29/42 (69%) patients, night enuresis in 2 (4.8%),while satisfactory day and night continence were noted, respectively. Upper urinary tract (UUT) remained unchanged or improved in all cases. No need for clean intermittent catherization (CIC). No evidence of reflux was detected. Pressure at maximum capacity (average 17 cm H2O at 600 ml). Mean flow rate was 17.6 ml/sec (range 15-24). Pelvic cancer recurrence was recorded in 5 patients at mean 24 months, respectively. Modified T pouch has an excellent functional criteria as an ortho topic ileal neo bladder reservoir. It is absolutely indicated in short and/or massively dilated ureter

  12. Systemic absorption of topical steroids. Metabolic effects as an index of mild hypercortisolism.

    Science.gov (United States)

    Garden, J M; Freinkel, R K

    1986-09-01

    This study was undertaken to determine whether the commonly used treatment of psoriasis with potent topical glucocorticoids results in hypercortisolism and whether metabolic changes might provide a means for monitoring pharmacologic effects of excessive systemic absorption of glucocorticoids. Plasma cortisol, glucose, and insulin and circulating polymorphonuclear leukocytes were assessed under controlled conditions in five otherwise healthy patients with psoriasis (40% to 85% involvement) treated with topical desoximetasone, without occlusion. In all patients, there were rapid and sustained suppression of endogenous cortisol production, twofold to threefold increases in fasting insulin levels indicating insulin resistance, and elevated levels of polymorphonuclear leukocytes. Two patients also experienced reduced glucose tolerance. These findings suggest that application of potent corticosteroids to large areas of diseased skin results in sufficient systemic absorption to cause not only adrenal suppression but some degree of hypercortisolism with greater frequency and rapidity than has been suggested. Prospective monitoring of insulin-glucose relationships as a sensitive index of the metabolic effects of glucocorticoids may provide a means of assessing excess systemic absorption that is not predictable on the basis of adrenal suppression or circulating levels of the drug. Such prediction could have particular relevance in anticipating adverse clinical effects in the treatment of chronic skin disorders with potent topical glucocorticoids. PMID:3527074

  13. Children's Advertising Guidelines.

    Science.gov (United States)

    Council of Better Business Bureaus, Inc., New York, NY.

    These guidelines have been developed for the use of advertisers and advertising agencies and for the self-regulatory mechanism which these groups have established, the National Advertising Division, to help ensure that advertising directed to children is truthful, accurate, and fair to children's perceptions. Preliminary sections set forth basic…

  14. Advertise for a Lost Umbrella

    Institute of Scientific and Technical Information of China (English)

    何富臣

    2006-01-01

    Mr.White's umbrella was stolen when he left it at the gate of the City Church.As his aunt gave him the 1 as a birthday present,he wanted very much to get it back.So he decided to advertise in the 2 .He hoped he would get it back this way.Three days passed but no one 3 it. When his friend learned this,he asked Mr.White to advertise 4 like

  15. IN-GAME ADVERTISING: ADVANTAGES AND LIMITATIONS FOR ADVERTISERS

    OpenAIRE

    Alina GHIRVU

    2012-01-01

    The increase fragmentation of mass-media and the decline on television efficiency in promotion and market targeting, determined the appearance and development of new methods, more efficient for communicating with consumers, especially for gaining attention of those who are not for the moment consumers of a specific brand. The attempt of finding new promotion methods, video games found a place as a new advertising environment. In-game advertising is remarkable due to its numerous benefits, fir...

  16. Do advertisements at the roadside distract the driver?

    Science.gov (United States)

    Kettwich, Carmen; Klinger, Karsten; Lemmer, Uli

    2008-04-01

    Nowadays drivers have to get along with an increasing complex visual environment. More and more cars are on the road. There are not only distractions available within the vehicle, like radio and navigation system, the environment outside the car has also become more and more complex. Hoardings, advertising pillars, shop fronts and video screens are just a few examples. For this reason the potential risk of driver distraction is rising. But in which way do the advertisements at the roadside influence the driver's attention? The investigation which is described is devoted to this topic. Various kinds of advertisements played an important role, like illuminated and non-illuminated posters as well as illuminated animated ads. Several test runs in an urban environment were performed. The gaze direction of the driver's eye was measured with an eye tracking system. The latter consists of three cameras which logged the eye movements during the test run and a small-sized scene camera recording the traffic scene. 16 subjects (six female and ten male) between 21 and 65 years of age took part in this experiment. Thus the driver's fixation duration of the different advertisements could be determined.

  17. De perfumes aos pós: a publicidade como objeto histórico From perfumes to powders: advertising as a historical object

    Directory of Open Access Journals (Sweden)

    Mara Rúbia Sant'Anna

    2012-12-01

    Full Text Available O artigo analisa anúncios de cosméticos publicados na revista Fon-Fon! de 1911 a 1934. Discute as rupturas e continuidades observadas nos anúncios de cosméticos coletados. Estuda especificamente a publicidade de pó para maquiagem e os modelos de feminino presentes nos respectivos anúncios, com base em duas grandes séries: os anúncios com e sem imagens femininas. Também introduz e discute a metodologia da produção de uma história com base em anúncios publicitários. Metodologicamente, destaca-se a importância e centralidade da imagem nas análises feitas, atentando para a composição das imagens e os modelos de feminino propostos. As ferramentas de análise da imagem se pautaram nos trabalhos de Sophie Cassagnes e Martine Joly, e os pressupostos de ordem teórica, em Haskell.This article is a study of cosmetics advertisements published in Fon-Fon Magazine between 1911 and 1934. It discusses the continuities and ruptures observed in these advertisements. More specifically, face powder advertising and models of the feminine are analyzed, drawing on two major series: advertisements with female images and those without any. Also introduced and discussed is the production methodology of a history based on advertisements. Methodologically, we emphasize the importance and centrality of the image in the analysis, observing the composition of the images and the proposed models of the feminine. The tools for the analysis of images were based on the work of Sophie Cassagnes and Martine Joly, while the theoretical postulations were drawn from Haskell.

  18. ADVERTISING COMMUNICATION DURING CRISIS

    OpenAIRE

    Silvia-Mihaela Pavel Ph. D Student

    2010-01-01

    Crisis communication and advertising communication are a priori diametrically opposed. Advertising is not the appropriate tool in times of crisis, but offers prospects that other tools do not possess. Despite its many faults, advertising can help a ″classic″ crisis communication. We will try to confront the general conclusions drawn about the relevance of the crisis advertising, with a particular situation, the global automotive market, customizing by the study of the crisis advertising playe...

  19. Advertisement without Ethical Principles?

    OpenAIRE

    Wojciech Słomski

    2007-01-01

    The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipientís consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It...

  20. Misleading advertising in duopoly

    OpenAIRE

    Keisuke Hattori; Keisaku Higashida

    2012-01-01

    This paper builds a model of strategic misleading advertising in duopolistic markets with horizontal product differentiation and advertising externality between firms. We investigate the effects of regulating misinformation on market competition, behaviour of firms, and social welfare. We show that the degree of advertising externality and the magnitude of advertising costs are crucial for determining the welfare effects of several regulations, including prohibiting misleading advertising, ed...

  1. Patriotism in Romanian Advertising – A Means to Recover National Identity

    Directory of Open Access Journals (Sweden)

    Madalina Moraru

    2013-04-01

    Full Text Available The way advertising campaigns develop patriotic feelings has become an interesting issue in Romania since 2010. In brief, the topic is connected to concepts such as national identity, responsibility, tradition, and national spirit. This study analyzes the way advertising messages express patriotism to encourage consumersto accept their own identity. Specifically, research reveals the way campaigns successfully appeal to consumers by using a local rather than global strategy. This market dynamic is investigated through a comparison between advertisements and the industry view on national consumer attachment; the former has become very different from the recent past, when public displays of patriotism were either denied or hardly expressed. The following paper aims to present patriotism in the context of advertising from two perspectives: interviews withprofessionals working in the Romanian advertising industry, and investigating the message of patriotic ads. The study concludes with the main features of a so-called "patriotic" advertisement: such ads are designed to revitalise and appreciate national conscience, local values, and belonging to a cultural space in the context of globalized communication.

  2. Strengthening the Canadian alcohol advertising regulatory system.

    Science.gov (United States)

    Heung, Carly M; Rempel, Benjamin; Krank, Marvin

    2012-01-01

    Research evidence points to harmful effects from alcohol advertising among children and youth. In particular, exposure to alcohol advertising has been associated with adolescents drinking both earlier and heavier. Although current federal and provincial guidelines have addressed advertising practices to prevent underage drinking, practice has not been supported by existing policy. While protective measures such as social marketing campaigns have the potential for counteracting the effects from alcohol advertising, the effectiveness of such measures can be easily drowned out with increasing advertising activities from the alcohol industry, especially without effective regulation. Research reviewed by the European Focus on Alcohol Safe Environment (FASE) Project has identified a set of key elements that are necessary to make alcohol advertising policy measures effective at protecting children and youth from the harmful effects of alcohol marketing. Using these key elements as an evaluation framework, there are critical components in the Canadian alcohol advertising regulatory system that clearly require strengthening. To protect impressionable children and youth against the harmful effects of alcohol advertising, 13 recommendations to strengthen current alcohol advertising regulations in Canada are provided for Canadian policy-makers, advertising standard agencies, and public health groups. PMID:23618638

  3. Discussion on outdoor urban advertisement planning system with Wuhu experience as an example%以芜湖经验论城市户外广告规划体系构建

    Institute of Scientific and Technical Information of China (English)

    郑双杰

    2014-01-01

    以芜湖市为例,对城市户外广告规划体系进行了介绍,从户外广告设置总体规划、户外广告控制性详细规划、户外广告规划设计三方面阐述了城市户外广告规划体系的构建方法,以期发挥其带动经济发展的功能。%Taking Wuhu city as an example,the paper introduces urban outdoor advertisement planning system,and describes urban outdoor ad-vertisement planning system construction methods from three aspects of integral outdoor advertisement planning,specific outdoor advertisement control planning and outdoor advertisement planning design,with a view to play its function of promote economic development.

  4. Discussion on outdoor urban advertisement planning system with Wuhu experience as an example%以芜湖经验论城市户外广告规划体系构建

    Institute of Scientific and Technical Information of China (English)

    郑双杰

    2014-01-01

    Taking Wuhu city as an example,the paper introduces urban outdoor advertisement planning system,and describes urban outdoor ad-vertisement planning system construction methods from three aspects of integral outdoor advertisement planning,specific outdoor advertisement control planning and outdoor advertisement planning design,with a view to play its function of promote economic development.%以芜湖市为例,对城市户外广告规划体系进行了介绍,从户外广告设置总体规划、户外广告控制性详细规划、户外广告规划设计三方面阐述了城市户外广告规划体系的构建方法,以期发挥其带动经济发展的功能。

  5. Treating umbilical granuloma with topical clobetasol propionate cream at home is as effective as treating it with topical silver nitrate in the clinic

    DEFF Research Database (Denmark)

    Brødsgaard, Anne; Nielsen, Tove; Mølgaard, Ulla; Pryds, Ole; Pedersen, Pernille

    2015-01-01

    healing times and higher resolution rates (p = 0.0001). Healing time and resolution rates were identical for silver nitrate and clobetasol propionate cream (0.05%). Mild side effects were occasionally reported, all of which were self-limiting. CONCLUSION: Treating umbilical granuloma with topical...

  6. Advertising communication and gender stereotypes

    OpenAIRE

    DALIA PETCU; SORIN SUCIU; VASILE GHERHEŞ; CIPRIAN OBRAD

    2012-01-01

    Our article maintains that advertising communication, as a form of commercial communication, is an important part of public communication. Ads are not just forms of promoting products or services, but also modern forms of speech that contribute significantly to the formation of the individual’s identity in contemporary societies. The study aims to identify and analyze the presence of gender stereotypes in Romanian media advertising.

  7. Informative Advertising and Product Differentiation

    OpenAIRE

    Christou, Charalambos; Vettas, Nikolaos

    2003-01-01

    We study informative advertising within a random-utility, non-localized competition model of product differentiation. In a symmetric equilibrium, advertisement is sub-optimal when product differentiation is small, and excessive otherwise. Increasing the number of firms may increase or decrease the market price. We emphasise that quasi-concavity of profits may fail, as firms may prefer a high price deviation, targeting consumers that only become informed about their product (a feature that, wh...

  8. Advertisement without Ethical Principles?

    Directory of Open Access Journals (Sweden)

    Wojciech Słomski

    2007-10-01

    Full Text Available The article replies to the question, whether the advertisement can exist without ethical principles or ethics should be the basis of the advertisement. One can say that the ethical opinion of the advertisement does not depend on content and the form of advertising content exclusively, but also on recipients consciousness. The advertisement appeals to the emotions more than to the intellect, thus restricting the area of conscious and based on rational premises choice, so it is morally bad. It is not that the moral evil immanently underlines the advertisement, but it concerns the mechanisms which cause that the advertisement turns out to be effective. The only admissible form of the advertisement would be the reliable full information about the advantages and flaws of the concrete advertised product. The only admissible form of the advertisement would be the reliable full information about the advantages and defects of the concrete advertised product. The most serious difficulty connected with the ethical opinion of the advertisement is the fact that the advertisement is the indispensable link of the present economy, and everyone who accepts the free market and perceives the positives of the economic growth, should also accept the advertisement. The advertisement constitutes the element of the economic activity, so in consequence the responsibility first of all lies with enterprises for its far-reaching results.

  9. English in Advertising: Generic Intertextuality in a Globalizing Media Environment

    Science.gov (United States)

    Kuppens, AN H.

    2010-01-01

    Across the globe, the use of English is a popular advertising technique. The ever expanding body of studies on this topic has revealed a number of explanations for the use of English in the advertising. It can be related to the larger marketing strategy of a campaign, to the cultural connotations English carries, or English can be used for…

  10. Dialogism in Advertising Persuasion

    OpenAIRE

    Maria Helena Cruz Pistori

    2014-01-01

    This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In t...

  11. THEORETICAL FRAMEWORK OF ADVERTISING - SOME INSIGHTS

    Directory of Open Access Journals (Sweden)

    Bogdan Nichifor

    2014-07-01

    Full Text Available Advertising as a tool of communication, but mostly as a marketing tool is subject to many theories and explanatory and normative models. Its contents and performed functions are not yet defined in general recognized theory. Present article focuses on the analysis of advertising in terms of its specific persuasive effort and communication process. Advertising seen as a process is based on the general scheme of the marketing communication process, with a number of specific features related to its content. The persuasive effort is related to creation of favorable attitudes or reinforcing existing attitudes. This process of persuasion is closely linked to the concept of attitude. Most theories of advertising have explored the connection between persuasion and attitude, identifying possible responses that the receiver can give to advertising information. Following lines develop these two important aspects associated with advertising theory, even if they are not the only issues that are debated in the literature.

  12. Subtilisin-γ-glutamyl transpeptidase: a novel combination as ungual enhancer for prospective topical application.

    Science.gov (United States)

    Tiwary, Ekta; Gupta, Rani

    2010-12-01

    A feather degrading strain of Bacillus licheniformis ER-15 was isolated which also degraded α-keratin of hooves. A detailed analysis revealed that a novel monomeric γ-glutamyl transpeptidase (GGT(30)), a proteolytic product of heterodimeric 67 kDa γ-glutamyl transpeptidase (GGT(67)), assists subtilisin during its action on α keratin. An equimolar combination of subtilisin and GGT(30) was designated as KerN and was used as ungual enhancer for topical application. KerN was effective in releasing proteins from nail plate surface and 300 µg of enzyme could release 41 µg protein/mg of nail after 24 h treatment. Scanning electron micrograph (SEM) revealed loosening of nail matrix confirming the action of KerN on nail keratin. Drug permeation studies revealed permeation of clotrimazole through both enzymatically pretreated nail plates and also through nail plates in presence of KerN. Nearly 58% drug could be retained by nail plates after 24 h of 300 µg/mL KerN which further enhanced up to 97% by prolonging the enzyme application. The enzyme was found to be stable in presence of drug even after 72 h. Thus, KerN can be used as an additive in formulation of topical drug for onchomycosis. PMID:20572051

  13. Comparative Study between topical applications liposomally entrapped DNA repair enzymes and thymidine dinucleotide as radioprotectors

    International Nuclear Information System (INIS)

    The delivery of active agents to the skin by liposome carriers received great interest during the last three decades. This is based on their potential to enclose various types of biological materials and to deliver them to diverse cell types. Recent work suggests that liposomes as vehicles for topical drug delivery may be superior to conventional preparations. Also, topical application of DNA repair enzymes to irradiated skin increases the rate of repair of DNA potentially damaged cells. Moreover, thymidine dinucleotide is a new skin photo-protective agent against non-ionizing radiation through induction of DNA repair. Gamma irradiation can produce DNA damage in human skin. DNA mutations have an important role in the development of skin cancer and precancerous skin lesions. Albino rats were irradiated with Cobalt-60 gamma radiation with different doses (0.5, 1.5, 3 Gy), and were treated by either thymidine dinucleotide or liposomally entrapped DNA repair enzymes topically 24 hours before irradiation. Evaluation was done histopathologically by H and E stain. Computerized image analyzer using Masson's trichrome stain was also done. Gamma radiation produced epidermal thinning and dermal inflammatory cells together with collagen fragmentation and clumping in a dose-dependent manner. Comparing between both thymidine dinucleotide and liposomally entrapped DNA repair enzymes pretreated and irradiated rats. Low dose irradiation (0.5 Gy) together with previous drugs showed preservation of epidermis with no inflammatory cells and also it maintained the normal architecture of collagen bundles. However, they were ineffective with higher doses. In conclusion our results may suggest that the effects of gamma radiation on the skin at low dose could be minimized by the use of these drugs before exposure

  14. A Keyword Extraction Based Model for Web Advertisement

    Science.gov (United States)

    Zhou, Ning; Wu, Jiaxin; Zhang, Shaolong

    In this paper, a keyword extraction based model is proposed to deal with web advertisement. In our model, we take web advertisement as an information retrieval problem. Web page and advertisement are firstly represented with a simple data structure which will be the source file for keyword extraction based on x 2-measure for single document. Later we get two vectors to make a retrieval process with a specific similarity function. This model is suitable for common cases of web advertisement. It supports the web page selection in view of advertisement as well as the advertisement selection for specific web page.

  15. Optimizing Ad Allocation in Social Advertising

    OpenAIRE

    Tang, Shaojie; Yuan, Jing

    2015-01-01

    Social advertising (or social promotion) is an effective approach that produces a significant cascade of adoption through influence in the online social networks. The goal of this work is to optimize the ad allocation from the platform's perspective. On the one hand, the platform would like to maximize revenue earned from each advertiser by exposing their ads to as many people as possible, one the other hand, the platform wants to reduce free-riding to ensure the truthfulness of the advertise...

  16. DOES GENERIC ADVERTISING WRAP DEMAND CURVATURE?

    OpenAIRE

    Weaver, Robert D.; Chin, Ming-Chin

    2002-01-01

    This paper reconsiders the impacts of generic advertising on commodity prices that may be induced through demand effects. Rather than considering a simple demand shift, we consider the possibility that advertising leads to a change in the curvature of the demand curve. In this case, generic advertising is shown to affect both the level of market prices as well as their volatility. Based on parametric tests, we find that the demand elasticity appears to be affected by the intensity of generic ...

  17. La música en la comunicación publicitaria (Music in the advertising communication)

    OpenAIRE

    Palencia-Lefler, Manuel

    2009-01-01

    Most of the advertisers communicate their brands, values and ideas betting clearly to music as the most outstanding component of the advertisement soundtrack. To manage the advertising music as an object of study, we should classify and arrange the various musical shapes that are used by the advertising, in order to understand the reasons that composers, agencies and advertisers impose their decisions and so understand the evolution and current status of the advertising music. Spain, as a ...

  18. Handbook preparation as a tool for self- directed learning process: A case study on endocrine topic

    Directory of Open Access Journals (Sweden)

    Lale CERRAH ÖZSEVGEÇ

    2010-12-01

    Full Text Available This study examines the effectiveness of handbook preparation as a method in the self-directed learning process of student teachers in teaching endocrine glands, and increasing their levels of knowledge. Thirty student teachers were selected from a biology department. A pencil and paper test and a clinical interview procedure were used to collect data. The test had two open-ended questions investigating the knowledge level of the sample about endocrine glands and the basic concepts of the subject. The interview was conducted to search the effectiveness of the handbook preparation process on self-directed learning of the student teachers. The results revealed that the student teachers had very limited knowledge and also had misconceptions related to the endocrine topic. The handbook preparation method was very helpful for the student teachers to overcome their misconceptions about the subject and to increase their knowledge level. It was suggested that handbook preparation may be helpful for teaching other biology topics as a self-directed learning tool. However, it should be considered that the student teachers had heterogeneity with respect to skills.

  19. Learning about Teaching the Extracurricular Topic of Nanotechnology as a Vehicle for Achieving a Sustainable Change in Science Education

    Science.gov (United States)

    Blonder, Ron; Mamlok-Naaman, Rachel

    2016-01-01

    This study focused on teachers' transfer of a variety of teaching methods from a teaching module on nanotechnology, which is an example of a topic outside the science curriculum, to teaching topics that are part of the chemistry curriculum. Nanotechnology is outside the science curriculum, but it was used in this study as a means to carry out a…

  20. Periodic Advertising Pulsing in a Competitive Market

    OpenAIRE

    Marshall Freimer; Dan Horsky

    2012-01-01

    The question as to the optimality of advertising pulsing has attracted many researchers over the last half-century. In this paper we specify a market share model in which there are two advertising-setting firms as well as a no-purchase option. The framework is that of a first-order Markov process with three states. The objective of both firms is to maximize profits. We are able to demonstrate, for a diminishing returns advertising function, that the optimal advertising strategy is pulsing. Th...

  1. Analysis of Attitude in Advertising English

    Institute of Scientific and Technical Information of China (English)

    刘跃良

    2014-01-01

    Using authentic texts as data, the study mainly explores attitude from the aspects of affect, judgment and appreciation in advertising English under the framework of systemic functional theory. Attitude is an important part of evaluation, and evaluation is regarded as a central part of the meaning of any text, which is especially true of advertising texts. Through the discussion about Attitude, it is shown that many English advertisements contain information that expresses attitudinal meanings, which makes advertising more convincing and able to evoke affinity, and that the values of affect, judgment and appreciation all occur predominantly as positive categories.

  2. Optimal distributed dynamic advertising

    OpenAIRE

    Marinelli, Carlo; Savin, Sergei

    2004-01-01

    We propose a novel approach to modeling advertising dynamics for a firm operating over distributed market domain based on controlled partial differential equations of diffusion type. Using our model, we consider a general type of finite-horizon profit maximization problem in a monopoly setting. By reformulating this profit maximization problem as an optimal control problem in infinite dimensions, we derive sufficient conditions for the existence of its optimal solutions under general profit f...

  3. Modest Advertising Signals Strength.

    OpenAIRE

    Ram Orzach; Per Baltzer Overgaard; Yair Tauman

    2001-01-01

    This paper presents a signaling model where both price and advertising expenditures are used as signals of the initially unobservable quality of a newly introduced experience good. Consumers can be either "fastidious" or "indifferent". Fastidious individuals place a greater value on a high-quality product and a lesser value on the low-quality product than do indifferent individuals. It is shown that a sensible separating equilibrium exists where both firms set their full information prices. H...

  4. Proposal and realization advertising campaign

    OpenAIRE

    RYCHLÁ, Marie

    2008-01-01

    The Bachelor Paper contains proposal and realization advertising campaign, including make charge for cost amount. The advertising campaign is made for chosen product of firm. Advertising campaign is planning by the medium of broadsheet and advertising on the Internet.

  5. Internet and Advertisement.

    Science.gov (United States)

    Moustafa, Khaled

    2016-02-01

    The Internet has revolutionized the way knowledge is currently produced, stored and disseminated. A few finger clicks on a keyboard can save time and many hours of search in libraries or shopping in stores. Online trademarks with an (e-) prefix such as e-library, e-business, e-health etc., are increasingly part of our daily professional vocabularies. However, the Internet has also produced multiple negative side effects, ranging from an unhealthy dependency to a dehumanization of human relationships. Fraudulent, unethical and scam practices are also flourishing through for example misleading online advertising methods. Some social and professional networks gather users' profiles for selling and advertising purposes, sometimes by making it technically difficult to unsubscribe. Here, I discuss some of these unethical aspects and propose some potential solutions to reduce them. PMID:25842044

  6. Evaluation of Topical Preparations Containing Curcuma, Acacia and Lupinus Extracts as an Anti-inflammatory Drugs

    Directory of Open Access Journals (Sweden)

    M M Hamzah

    2011-06-01

    Full Text Available Summary: This work was suggested on the basis of presence of curcuminoids in curcuma and the presence of flavonoidal constituent in acacia and lupinus. The aim of this study was to study their possible anti-inflammatory effect by separately formulation of the three extracts in a suitable gel formula for topical administration and comparison of the prepared gels with a standard gel in the market (diclosal Emulgel by using the carrageenan induced paw edema model in albino rats. The extracts were subjected to phytochemical screening tests using reported methods to determine the presence of various phytoconstituents. Gel formulation was prepared containing 8% of each extract separately in gel base, namely sodium carboxy methyl cellulose (NaCMC. The pharmacological screening revealed that percent reduction of edema produced by curcuma extract was 30.0%, by acacia extract was 4%, by ethanol fraction lupinus was 18% and by chloroform fraction lupinus was 11.3%, while diclofenac sodium topical gel produced 48% reduction of edema. Industrial relevance: Medicinal plants provide a host of chemical compounds, which have been optimized on the basis of their biological activities. Chemical compounds present in medicinal plants have shown great promise in the management of various inflammatory disorders and have continued to serve as alternative and complementary therapies. The present study will help the industry to produce herbal drug effective in the treatment of inflammation with less side effect and less costly when compared to the synthetic drugs.

  7. The Effectiveness of Retargeting in Online Advertising

    OpenAIRE

    Kantola, Jose

    2014-01-01

    Following the emergence of global online service and advertising platforms such as Facebook and Google, and the development of advanced tracking and targeting solutions including online retargeting, the advertising industry has experienced a major change during the past few years. However, not much research is yet done on these new advertising methods, and the existing literature is focused on investigating more general level phenomena. This research aims to fill a part of this research gap b...

  8. Archetypes and Mythical Narratives in Car Advertising

    OpenAIRE

    Barbara LÄMMLEIN

    2014-01-01

    This article represents an excerpt of the PhD thesis Branding & Advertising and Communication Strategies by the author. Within this thesis inter - disciplinary approaches for deciphering messages of selected car advertising were used. Multiple methods and paradigms such as cultural studies, media communication, sociology, anthropology, semiotics, and psychoanalysis, were applied in order to analyze TV spots and print advertisements from a variety of angles. The purpose of this strategy was to...

  9. Storytelling Revealed in Super Bowl 2016 Advertisements

    OpenAIRE

    Rellahan, Celina

    2016-01-01

    This thesis investigates the use of storytelling in advertising applications and its influence on the instigation of social activity as measured by online views and social activity generated for advertisements broadcast during the 2016 Super Bowl. The thesis aims at identifying those elements of storytelling that are found in these advertisements and relating these characteristics to the success of the promotion in terms of immediate engagement of the viewing audience. The thesis present...

  10. Concept-based Recommendations for Internet Advertisement

    CERN Document Server

    Ignatov, Dmitry I

    2009-01-01

    The problem of detecting terms that can be interesting to the advertiser is considered. If a company has already bought some advertising terms which describe certain services, it is reasonable to find out the terms bought by competing companies. A part of them can be recommended as future advertising terms to the company. The goal of this work is to propose better interpretable recommendations based on FCA and association rules.

  11. Look How Little I′m Advertising!

    DEFF Research Database (Denmark)

    Bagwell, Kyle; Overgaard, Per Baltzer

    This paper studies the role of advertising and prices as signals of quality in a purely static setting, where repeat purchases are suppressed altoghether, but where advertising affects demand directly. We first show, under standard regularity assumptions, that the high-quality firm will distort its...... price upwards and its level of advertising downwards compared to the complete-information case. We then show, under relatively mild additional conditions, that the high-quality firm will choose a level of advertising below that of the low-quality firm, even if the high-quality firm advertises most under...... complete information. Hence, empirically, a high price and a modest advertising budget may well signal high quality....

  12. The advertising strategies

    Institute of Scientific and Technical Information of China (English)

    YAKOUBI Mohamed Lamine

    2013-01-01

    We will try to demonstrate, through the display of the various advertising creation strategies and their evolution, how the advertising communication passed from of a vision or a strategy focused on the product, to a vision focused on the brand. The first advertising strategy that was applied by advertising agencies is the"Unique Selling Proposition";it focused only on the product advantages and its philosophy dominated the advertising world, throughout its various evolutions, till the nineties but this is without counting the introduction of the new advertising strategies that brought a more brand oriented philosophy to the ground.

  13. Dialogism in Advertising Persuasion

    Directory of Open Access Journals (Sweden)

    Maria Helena Cruz Pistori

    2014-06-01

    Full Text Available This article analyzes two advertisements from the same brand, but produced in different local media: France and Brazil. It aims to pursue the interrelation and nexus needed between the verbal, visual and extraverbal dimensions to produce and understand the effects of persuasive sense. Concepts from ancient and modern Rhetoric, as well as dialogic discourse analysis notions and categories, inspired in the works of Bakhtin and the Circle, are the article’s theoretical-methodological basis. In the chosen advertisements, we observe the tense way they reflect and refract reality and how this is expressed in concrete utterances, constructed according to genre coercions. By analyzing the produced meaning effects, we especially highlight the presence of persuasion in different dialogic relationships allowed by the texts, audience importance in effect construction of text persuasive meaning, and proximity between advertisement and epidictic genre in ancient rhetoric. Persuasive dialogic relationships express broad and different spheres of human activity, in connection with the organization of social life, space and time; in fact, they are not aimed at product purchase, but at access to a way of life, which is linked to ideological values of privilege.

  14. The Internalization of Advertising Services: An Inter-IndustryAnalysis

    OpenAIRE

    Sharon Horsky; Steven C. Michael; Alvin J. Silk

    2008-01-01

    The common perception appears to be that vertical integration of advertising services is more the exception than the rule in the U.S. advertising industry. This study investigates the extent of such outsourcing and examines inter-industry variation in the use of in-house rather than independent advertising agencies by U.S. advertisers. While the vast majority of large advertisers employ outside agencies, it comes as a surprise to find that when advertisers of all sizes are considered, about h...

  15. MANIPULATING CONSUMERS THROUGH ADVERTISING

    Directory of Open Access Journals (Sweden)

    Nicoleta -Andreea Neacşu

    2012-12-01

    Full Text Available Marketing communication has evolved steadily in the direction of increasing complexity and increasing volume of funds needed to run their own actions. More than ever, consumers are exposed to an overwhelming variety of sources and communication tehniques, the information received being numerous, diverse and polyvalent. The desire to make more efficient the marketing communication activity urges the broadcasters to encode messages, to use effective means of propagation in order to obtain a high degree of control on receptors and to influence the consumption attitudes. Between the means used for this purpose, manipulation tehniques are well known. This paper highlights the main conclusions drawn as a result of a quantitative marketing research on the adult population from Braşov in order to identify the attitudes and opinions of consumers from Braşov regarding the manipulation techniques used by commercial practices and advertising.The results of the research have shown that 82% of the respondents buy products in promotional offers, and 18% choose not to buy these products and 61% of the respondents consider that they have not been manipulated not even once, while only 39% believe that they have been manipulated at least once through advertising or commercial practices. Advertisements on TV have a strong influence on consumers, 81% of the respondents considering that at least once they have bought a product because of a TV commercial.

  16. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2015-02-01

    Full Text Available The paper discusses the role of social advertising in promoting the ideas of a sobrietology – the science exploring the negative phenomena affecting human consciousness, investigating the conformities of human society, where the sobriety is a vitally important norm and value, and taking psychoactive substances is limited to the non-affecting the individual and society minimum. Sobrietology emphasizes psychic processes, interpersonal pedagogical interactions and social prospects of a healthy nation. This field of human knowledge can guarantee the necessary assistance to teachers in counteracting the tobacco smoking, taking alcohol, narcotics and toxic substances. The authors denote the structural aspects of sobrientology, its pedagogical guidelines and demonstrate the possible ways of social advertising in educational sphere, developing the ideals of moral and physical health, and steady socially adequate behavior patterns. Social advertising is regarded as the relevant new resource in propagating the healthy and sober life style, and providing the grounds for personal growth. It combines the informational, communicative, educational, patriotic and image-making functions and possesses a powerful potential of influencing people’s consciousness and behavior. In the authors’ opinion, this sort of informational activity is quite perspective and efficient for promoting the ideas of sobriety, sustaining the moral norms and values, and carrying the state anti-alcohol and anti-narcotic policy. 

  17. Sobrietology in Social Advertising

    Directory of Open Access Journals (Sweden)

    M. A. Nikolaeva

    2012-01-01

    Full Text Available The paper discusses the role of social advertising in promoting the ideas of a sobrietology – the science exploring the negative phenomena affecting human consciousness, investigating the conformities of human society, where the sobriety is a vitally important norm and value, and taking psychoactive substances is limited to the non-affecting the individual and society minimum. Sobrietology emphasizes psychic processes, interpersonal pedagogical interactions and social prospects of a healthy nation. This field of human knowledge can guarantee the necessary assistance to teachers in counteracting the tobacco smoking, taking alcohol, narcotics and toxic substances. The authors denote the structural aspects of sobrientology, its pedagogical guidelines and demonstrate the possible ways of social advertising in educational sphere, developing the ideals of moral and physical health, and steady socially adequate behavior patterns. Social advertising is regarded as the relevant new resource in propagating the healthy and sober life style, and providing the grounds for personal growth. It combines the informational, communicative, educational, patriotic and image-making functions and possesses a powerful potential of influencing people’s consciousness and behavior. In the authors’ opinion, this sort of informational activity is quite perspective and efficient for promoting the ideas of sobriety, sustaining the moral norms and values, and carrying the state anti-alcohol and anti-narcotic policy. 

  18. AESTHETICS OF CREATIVE IDEA IN ADVERTISING

    OpenAIRE

    A. F. ZAYTSEVA

    2015-01-01

    The author of this article considers advertising as an example of artistic communication with a focus on the aesthetic characteristics of the creative idea which is one of basic components of an advertising product. The article describes basic principles of aesthetics analysis in advertising communications, their strong and weak points, motives and features of historical transformation of advertising messages, the changed role of the creative idea and the artistic image. The author reviews th...

  19. Comprehensive evaluation of carboxylated nanodiamond as a topical drug delivery system

    Science.gov (United States)

    Lim, Dae Gon; Kim, Ki Hyun; Kang, Eunah; Lim, Sun Hee; Ricci, Jeremy; Sung, Si Kwon; Kwon, Myoung Taek; Jeong, Seong Hoon

    2016-01-01

    The best strategy in the development of topical drug delivery systems may be to facilitate the permeation of drugs without any harmful effects, while staying on the skin surface and maintaining stability of the system. Nanodiamonds (NDs) play a key role with their excellent physicochemical properties, including high biocompatibility, physical adsorption, reactive oxygen species (ROS) scavenging capability, and photostabilizing activity. Z-average sizes of carboxylated ND (ND–COOH) agglutinate decreased significantly as the pH increased. Fluorescein-conjugated ND was observed only on the stratum corneum, and no sample diffused into the dermal layer even after 48 hours. Moreover, ND–COOH and ND–COOH/eugenol complex did not show significant toxic effects on murine macrophage cells. ND improved in vitro skin permeation >50% acting as a “drug reservoir” to maintain a high drug concentration in the donor chamber, which was supported by quartz crystal microbalance results. Moreover, ND–COOH could adsorb a drug amount equivalent to 80% of its own weight. A photostability study showed that ND–COOH increased the photostability ~47% with regard to rate constant of the eugenol itself. A significant decrease in ROS was observed in the ND–COOH and ND–COOH/eugenol complex compared with the negative control during intracellular ROS assay. Moreover, ROS and cupric reducing antioxidant capacity evaluation showed that ND–COOH had synergistic effects of antioxidation with eugenol. Therefore, ND–COOH could be used as an excellent topical drug delivery system with improved permeability, higher stability, and minimized safety issue. PMID:27307736

  20. The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy.

    Science.gov (United States)

    Arnold, Denis G; Oakley, James L

    2013-06-01

    As the pharmaceutical industry lobbies European regulators to permit direct-to-consumer advertising (DTCA) of prescription drugs in the European Union, we found that five leading companies violated industry-developed and -promulgated standards for ethical advertising in the United States. Utilizing multiple data sources and methods, we demonstrate a consistent failure by companies that market erectile dysfunction drugs to comply with the industry's guiding principles for ethical DTCA over a four-year period despite pledges of compliance by company leaders. Noncompliance resulted in children being exposed to sexually themed promotional messages more than 100 billion times. We argue that the guidelines are a coordinated effort by the industry to prevent unwanted federal regulation, and we introduce the concept of a blocking strategy to explain company behavior and to advance theoretical understanding of firms' public affairs strategies. We recommend policy responses to prevent deceptive practices, protect children from adult content, and promote genuine health care education. PMID:23418365

  1. Eye movements when viewing advertisements.

    Science.gov (United States)

    Higgins, Emily; Leinenger, Mallorie; Rayner, Keith

    2014-01-01

    In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads), before turning to a consideration of advertisements in dynamic media (television and the Internet). Finally, we propose topics and methodological approaches that may prove to be useful in future research. PMID:24672500

  2. Eye Movements When Viewing Advertisements

    Directory of Open Access Journals (Sweden)

    Emily eHiggins

    2014-03-01

    Full Text Available In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We then review the literature on eye movements when viewing print ads and warning labels (of the kind that appear on alcohol and tobacco ads, before turning to a consideration of advertisements in dynamic media (television and the Internet. Finally, we propose topics and methodological approaches that may prove to be useful in future research.

  3. Newspaper Ideabook: Creative Advertising

    Science.gov (United States)

    Brasler, Wayne

    1977-01-01

    Offers suggestions to high school newspaper staffs for designing effective advertisements for local businesses and then selling them to the businesses. Notes that carefully planned advertisements can increase the appeal and value of a publication. (GW)

  4. On theTranslation Methods and Theory of International Advertising

    Institute of Scientific and Technical Information of China (English)

    Yang Xuemei

    2012-01-01

    Advertisement, as a way to propagandize products, always plays its role in the special stage. A successful advertisement would help the manufacturer to achieve a large sale while an unsuccessful even a bad one would do the contrast work. Advertising is an activity containing intelligence, patience, art and diligence. With the globalization and China' s entering WT0, more and more Chinese products get the opportunity of entering world market. In this battle without smoke of gun powder, the most powerful weapon is commercial advertisement. Therefore, advertisement becomes more important. At the same time, the translation of advertising plays its role as to internationalize advertisement to the world. It seems as a bridge overpass different countries and languages. However, due to the difference among cultures, problems appear how to be a good advertising translator and how to make an excellent translation of advertising. This thesis tries to analyses the criteria and strategies of advertising translation after the discussion of the types, structure and features of style of advertisements and states that there is no an established method for advertising translation. What we should do is to be flexible to deal with the various advertisements we meet.

  5. Remedies by competitors for false advertising.

    Science.gov (United States)

    Hirsch, B D; Wilcox, D P

    1990-05-01

    Patients who are victimized as a consequence of false medical advertising are not the only ones who can sue for damages. Under section 43(a) of the Lanham Act, effective November 17, 1989, anyone "who believes that he or she is or is likely to be damaged" by deceptive advertising may bring a civil action for damages (1). Competing physicians may sue other physicians who falsely advertise that they possess unique skills and achieve better results than other physicians because they employ exclusive methods of treatment or claim that certain surgical procedures they perform in the office are absolutely safe and without risk or who advertise false professional credentials to lure patients. Voluntary informed consent excludes the use of deceit. Misrepresentation through advertising deprives a patient of the right to exercise an informed consent (2). A patient who relies on a doctor's false advertising in agreeing to a procedure that causes the patient injury may sue for malpractice even if the procedure was performed without negligence. False medical advertising also exposes the advertiser to litigation by competitors for unfair competition. This article is concerned with the remedy that may be available for instituting private litigation against physicians and other health care providers who engage in untruthful advertising. PMID:2343426

  6. AN ADVERTISING OLIGOPOLY

    OpenAIRE

    Alina Irina GHIRVU

    2013-01-01

    This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection that allows ...

  7. Advertising on Internet

    OpenAIRE

    Gojda, Ondřej

    2012-01-01

    Every person who has ever used internet has definitely met an advertisement on this worldwide media. It can be seen almost everywhere in various forms. Advertisement is an integral part of business and nobody can imagine successful entrepreneurship without promotion. Internet offers infinite opportunities to advertisers to let them know about themselves, about their products or services. The various forms of current internet advertising are described in the first part of the thesis. It br...

  8. Texts of Television Advertisements

    OpenAIRE

    Michalewski, Kazimierz

    1995-01-01

    Short advertisement films occupy a large part (especially around the peak viewing hours) of everyday programmes of the Polish stale television. Even though it is possible to imagine an advertisement film employing only extralinguistic means of communication, the advertisements in generał, have so far been using written and spoken texts. The basic function of such a text and of the whole film is to encourage the viewers to buy the advertised product. However, independently of th...

  9. Effectivity of banner advertisement

    OpenAIRE

    Šandrik, Vladimír

    2008-01-01

    The thesis deals about banner advertisement. After brief introduction, theoretical basis describes how did banner advertisement go throughout the timeline, what are the possibilities of banner advertisement, which technologies can be used for proper banner advertisement, how is it measured, etc. In practical part of thesis a global company is introduced and there are analyzed ways how it uses banners in its web presentation. In final part a research is made to point out the importance of vari...

  10. Why Television Advertising Is Deceptive and Unfair.

    Science.gov (United States)

    Goldsen, Rose K.

    1978-01-01

    Discusses many topics, including proposals to limit television advertisers' access to children; the dependence of television commercials on involuntary, mnemonic learning; the way television commercials' bypassing of rationality is aided by cognitive processing of music, rhythms, and familiar sensory events; and ideas for correcting the damage…

  11. Is this graffiti a good ad?: comparing street art as advertisement in Brazil and Portugal

    OpenAIRE

    Antunes, Narciso Emanuel Azevedo

    2014-01-01

    A presente tese tem como objective perceber como os transeuntes compreendem o street art como um meio para as marcas e as empresas publicitarem os seus produtos. Foi concebida para perceber como as pessoas reagem a este tipo de publicidade e como ela interage com a cidade e os transeuntes. Foi necessário perceber o ponto de vista dos artistas, no que respeita a este problema: as suas ideias sobre as marcas que publicitam através deste método, bem como a disponibilidade dos artistas para fa...

  12. ATHLETES AS ENDORSERS : SPORTS STARS PLAYING IN THE FIELD OF ADVERTISING

    OpenAIRE

    Myllylä, Petri

    2010-01-01

    This thesis studies the celebrity endorsement model and specially athletes as endorsers. What drives the companies to use athletes as spokesperson and how do they cope with risks involved in it? As recently news have been filled with scandals involving athletes with multimillion endorsement deals how could have these been avoided and what are the effects on endorsing companies? Main focus of the study is to investigate what kind of methods marketers use to ensure a successful endorsement camp...

  13. Home Study Advertising Handbook.

    Science.gov (United States)

    Lambert, Michael P., Ed.; Welch, Sally R., Ed.

    This handbook contains a collections of nine articles on the subject of direct-response advertising. The handbook gives advice on how to create effective advertisements for home study courses. The nine articles are the following: "Overview of Home Study Advertising in the 1990s" (Michael P. Lambert); "Ad Features that Sell" (Nancie E. Robertson);…

  14. ADVERTISING TEXT AS THE REFLECTION OF SOCIAL-ECONOMIC CHANGES AND ITS DEVELOPMENT IN THE NEP (ON THE MATERIALS OF YENISEYSKAYA GUBERNIYA

    Directory of Open Access Journals (Sweden)

    P. V. Yurlov

    2014-09-01

    Full Text Available On the modern level of History development its local and social fields are increasingly getting popular since they meet the requirements of innovation and actuality of scientific work. These fields allow to lead in the research new, often alternative, sources revealing new facets of traditional issues of precise historical period. In this work the author on the base of advertising texts in newspapers using quantity and content analysis researches the changes of business climate, main forms of companies organization, and their development in Yeniseyskaya guberniya in the 1920s. Moreover, taking newspaper advertisements the author highlights the periods of business activity having got it as a result of market and political conjuncture. The length of each period is 2 years and caused by the economic crisis in 1923, 1925, 1927 and 1929. Thus, materials of advertisements prove sinusoidal development of business through the periods of ups and downs and give the opportunity for researching market behavior of local entrepreneurs. 

  15. A time for reexamination: advertising of physician services.

    Science.gov (United States)

    Hite, R E

    1984-01-01

    How do consumers respond to advertising of physician services? In a thorough study undertaken by the author, this area is explored as well as the importance of consumer demographic characteristics and the appropriateness of the advertising media. The major implication of the study is that it is now time for reexamination of physicians' traditional abstinence from advertising. Tasteful advertisement of physician services cannot only provide benefits to the medical group, but also can answer the cries of consumers for more information. PMID:10265882

  16. Gender and Interest Targeting for Sponsored Post Advertising at Tumblr

    OpenAIRE

    Grbovic, Mihajlo; Radosavljevic, Vladan; Djuric, Nemanja; Bhamidipati, Narayan; Nagarajan, Ananth

    2016-01-01

    As one of the leading platforms for creative content, Tumblr offers advertisers a unique way of creating brand identity. Advertisers can tell their story through images, animation, text, music, video, and more, and promote that content by sponsoring it to appear as an advertisement in the streams of Tumblr users. In this paper we present a framework that enabled one of the key targeted advertising components for Tumblr, specifically gender and interest targeting. We describe the main challeng...

  17. Impact of Internet advertising on consumer shopping behavior

    OpenAIRE

    Ulrych, Lukáš

    2013-01-01

    This thesis deals with internet advertising and its influence on consumer behavior in their purchases. The theoretical part describes the history and development of advertising and the Internet, as well as the detail in internet advertising, including its history and forms. The practical part then evaluates the impact of internet advertising on consumers and evaluates it by the analysis of the results obtained using a questionnaire survey.

  18. Strategic Advertising Management In Internationalization Of The Firm

    OpenAIRE

    Urrila, M

    1986-01-01

    This paper aims to provide a theoretical approach to strategic advertising management in corporate internationalization. First, three dimensions of internationalization are identified which have an effect on strategic advertising management: breadth of the product mix, operation modes as well as demand, competitive and cultural environments in the target markets. Secondly, five decision areas of strategic management in international advertising are derived: advertising objectives, copy and me...

  19. Dialogue instead of a monologue : advertisers' expectations towards the media

    OpenAIRE

    Tolvanen, Kristiina

    2011-01-01

    Stakeholders’ expectations can define the future of the media. Due to advertising revenues, producing audiences desirable for advertisers has been considered as a central function of media. Furthermore, it has been claimed that mass media today would not exist without advertisers. If media organizations want to survive, they will have to acknowledge the expectations that their stakeholders such as advertisers have towards them in the new media environment. Even though meeting stakeholders’ ex...

  20. Analytical comparison of Technology Acceptance Model and theory of reasoned action about mobile advertising acceptance

    Directory of Open Access Journals (Sweden)

    Mohamad Tabatabaei Nasab

    2014-03-01

    Full Text Available With the emergence of high speed wireless network technologies and the increasing market penetration of cell phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However, in spite of the increasing number of companies investing in mobile marketing campaigns, there is, as yet, little academic research on this topic and the nature and implications of this channel are not yet understood fully.Mobile advertising refers to advertisements delivered through a mobile device in form of text message. Current research is considered as applied objectively and its methodology is descriptive-analytical. Research data is gathered through distribution of questionnaire among a sample of 578 Yazd university students. To study users' attitude and intention, Technology Acceptance Model and theory of reasoned action are applied for accepting mobile advertising. Also SPSS16 and Lisrel 850 softwares are used for data analysis and research models are compared according to goodness of fit indices. On the basis of Lisrel structural equation results, both aforementioned models of mobile advertising acceptance were well-fitted and it is proved that the theory of reasoned action was fitted better than Technology Acceptance Model.

  1. Advertising-How to Write the Kind That Works.

    Science.gov (United States)

    Malickson, David L.; Nason, John W.

    The object of this book is to aid copywriters in creating effective advertising. It suggests orderly procedures for planning advertising, as well as some simple writing guidelines. Chapters discuss the function of the copywriter, organization and relationships, adapting advertising for the medium in which it will appear, applying psychology, basic…

  2. Adrenal insufficiency as a result of long-term misuse of topical corticosteroids.

    Science.gov (United States)

    Böckle, Barbara C; Jara, David; Nindl, Werner; Aberer, Werner; Sepp, Norbert T

    2014-01-01

    The treatment of chronic inflammatory skin disease is associated with the use of topical corticosteroids. Their efficacy, tolerability and adverse effects depend on several factors, specifically potency, type of preparation, extemporaneous dilutions, quantity used, magnitude of the treated body surface, frequency of application, location, patient age, method of application and condition of the skin barrier. We report on two men suffering from chronic inflammatory skin disease, who presented with fatigue and cushingoid appearance after prolonged self-application of potent corticosteroids. Impairment of the skin barrier due to their underlying skin disease, frequent self-application of topical steroids and repeated application of the entire body led to extensive absorption of these substances, eventually culminating in the suppression of the pituitary-hypothalamic-adrenal axis. In conclusion, topical corticosteroids are effective and well-established therapeutic modalities. However, inappropriate use of topical corticosteroids can cause side effects. PMID:24751677

  3. Investigating Word of Mouth as Advertising Tool for Mobile devices in South Africa

    OpenAIRE

    Louise van Scheers; Carly Prinsloo

    2014-01-01

    Samsung Electronics entered the mobile device market on the back of their successes in other markets for electronic devices. The mobile device space in South Africa was dominated by Nokia and Blackberry and in a short space of time Samsung stormed into a tie for the top spot alongside Blackberry with a market share of 23%. In 2013 Samsung’s market share dropped 5%, moving down to 18%, placing them second to Blackberry as they entered 2014. Samsung’s IMC strategy for their mobile devices has b...

  4. AN ADVERTISING OLIGOPOLY

    Directory of Open Access Journals (Sweden)

    Alina Irina GHIRVU

    2013-12-01

    Full Text Available This paper proposes a model of advertising competition based on the Cournot oligopoly model using a dynamic system, the equilibrium points of which can be determined analytically. We consider several cases for explaining the way in which firms will adapt their own advertising volume, depending on the number and the advertising volume of their competitors, in the context of an online video game used for advertising purposes. The dynamic setup is given by online Internet connection that allows interaction and communication and the high level of technology that permits nowadays real-time advertising insertions.

  5. A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market

    OpenAIRE

    Uğur Batı

    2010-01-01

    In the realm of marketing communication, particularly in advertising, music has been a prevailing feature. Past research have examined the effects of music in advertising in relation to attention, memory, attitudes and purchase intention. This article examines the works that analyze related music structure and how music helps creating meaning in advertising. Literature is reviewed and analyzed by means of consumer attitude through the brand and advertising, brand recall, pleasure and arousal,...

  6. Lifestyle for Sale : Discussion of the effects of brand-based advertising from a consumer’s perspective using denim brands as examples

    OpenAIRE

    Tong, Genevieve

    2010-01-01

    This study aims to identify the impacts of brand-based advertising and discuss why individuals perceive brands the way they do. It explores how a strong brand becomes iconic in consumers’ minds and how this can be achieved. The study also explores how brand-based advertising differs when targeted to children, rather than media-savvy adults. The theoretical literature provides the background on which traditional advertising is compared to brand-based advertising. The theoretical information wi...

  7. Internet Advertising: An Interplay among Advertisers, Online Publishers, Ad Exchanges and Web Users

    OpenAIRE

    Yuan, Shuai; ABIDIN, AHMAD ZAINAL; Sloan, Marc; Wang, Jun

    2012-01-01

    Internet advertising is a fast growing business which has proved to be significantly important in digital economics. It is vitally important for both web search engines and online content providers and publishers because web advertising provides them with major sources of revenue. Its presence is increasingly important for the whole media industry due to the influence of the Web. For advertisers, it is a smarter alternative to traditional marketing media such as TVs and newspapers. As the web...

  8. AdSplit: Separating smartphone advertising from applications

    CERN Document Server

    Shekhar, Shashi; Wallach, Dan S

    2012-01-01

    A wide variety of smartphone applications today rely on third-party advertising services, which provide libraries that are linked into the hosting application. This situation is undesirable for both the application author and the advertiser. Advertising libraries require additional permissions, resulting in additional permission requests to users. Likewise, a malicious application could simulate the behavior of the advertising library, forging the user's interaction and effectively stealing money from the advertiser. This paper describes AdSplit, where we extended Android to allow an application and its advertising to run as separate processes, under separate user-ids, eliminating the need for applications to request permissions on behalf of their advertising libraries. We also leverage mechanisms from Quire to allow the remote server to validate the authenticity of client-side behavior. In this paper, we quantify the degree of permission bloat caused by advertising, with a study of thousands of downloaded ap...

  9. Text and context : an analysis of advertising reception

    OpenAIRE

    Wharton, Chris

    2005-01-01

    The aim of this study is to explore advertising and in particular advertising reception as a significant part of contemporary social practice. Although advertising in some form has been a feature of a wide range of societies, historically and culturally, its economic and social importance has perhaps never been greater. Advertising, across the industrial period and in particular since the Second World War, has through the entrenchment of market economies and the development of different media...

  10. Usage of blogs for the purpose of internet advertising

    OpenAIRE

    Rambousková, Lenka

    2011-01-01

    The aim of the submitted dissertation "Usage of blogs for the purpose of internet advertising" is to decribe using personal internet blogs as a means of cheap and effective advertising on the Internet. The first chapter focuses briefly on marketing, internet marketing and its division. The second chapter addresses the definition of internet advertising and description of marketing instruments, which are used on the Internet. In the third chapter, it is explained using examples how advertising...

  11. Making hospital advertisements more readable and more effective.

    Science.gov (United States)

    Costello, M M; Bednarz, J A

    1994-01-01

    Hospitals and other health care organizations make continuing use of newspaper and magazine advertising as part of their marketing programs. However, many institutions have questioned the effectiveness of advertising because they have not achieved the results they had hoped for. Part of the problem may lie in the fact that many hospital advertisements violate the principles of good copywriting. Well written advertisements will draw larger readership, and should subsequently prove more effective in helping the institution achieve its communications objectives. PMID:10137165

  12. Deceptive Advertising and Analysis of Its Effect on Consumers

    OpenAIRE

    Barvínek, Jakub

    2011-01-01

    This bachelor thesis deals with deceptive advertising and its effect on consumers. The first part of this thesis describes deceptive advertising as a part of unfair competition, definitions, psychology of advertising and means to influence consumer's decisions. In the practical part the specific cases of deception in advertising are identified, including their demonstrations on examples. The following chapters contain the evaluation of the survey to determine consumer awareness of deceptive a...

  13. Linguistic Characteristics of Commercial and Social Advertising Slogans

    OpenAIRE

    Pavel Skorupa; Tatjana Dubovičienė

    2015-01-01

    The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language,...

  14. STYLISTIC FEATURES OF ADVERTISING TEXTS OF INFORMATIVE AND COMPARATIVE TYPES

    OpenAIRE

    PODDUBSKAYA O.N.; Lineva, E.A.; Savelieva, E.B.; Yakovleva, E.N.

    2016-01-01

    The relevance of this article is related to the fact that nowadays advertising has a very strong impact both on the consumer market, political and cultural life of society, and on the language and its development as a system. Advertising has given rise to the development of a special set of stylistic features of a text, formed under the influence of reviving advertising traditions in the Russian language and under the active impact of energetic and pushy European advertising. The purpose of t...

  15. A Combinatorial Allocation Mechanism for Banner Advertisement with Penalties

    OpenAIRE

    Feige, U.; Immorlica, Nicole Simone; Mirrokni, V.; Nazerzadeh, H.

    2008-01-01

    Most current banner advertising is sold through negotiation thereby incurring large transaction costs and possibly sub-optimal allocations. We propose a new automated system for selling banner advertising. In this system, each advertiser specifies a collection of host webpages which are relevant to his product, a desired total quantity of impressions on these pages, and a maximum per-impression price. The system selects a subset of advertisers as winners and maps each winner to a set of impre...

  16. Interactive Advertisements for Smart TV Devices Using Face Detection

    OpenAIRE

    Westerlund, Rickard

    2012-01-01

    This thesis report details a project to extend the AdGateway product developed at Dohi Sweden with a framework that allows advertisers to create interactive advertisements. The key feature of this framework is to provide augmented reality capabilities by taking advantage of face recognition and webcams on smart TV systems. The interactive advertisements are created as applications in JavaScripts which get downloaded on the fly when a user clicks on a banner for that type of advertisement. Thi...

  17. Drug advertisements published in Indian Medical Journals: Are they ethical?

    OpenAIRE

    Jaykaran Charan; Preeti Yadav; Deepak Saxena; Kantharia, N. D.

    2011-01-01

    Context : It is observed in studies done for western medical journals that insufficient information related to drug is usually provided in the drug advertisements published in them. Aims : As data for advertisements published in Indian Medical Journals were lacking, this study was designed with the aim of evaluating drug advertisements published in Indian Medical Journals for adequacy of information on drug and references given to support the claim made in the advertisements. Settings and Des...

  18. Advertising in the Schools. ERIC Digest.

    Science.gov (United States)

    Aidman, Amy

    This digest reviews the recent history of advertising to children, spotlights controversial marketing efforts, and examines the nature of commercial messages directed toward children in public schools. Because of the increase in children's spending power in recent decades, advertisers have closely targeted children as consumers. Advertising…

  19. Advertising Agencies: An Analysis of Industry Structure.

    Science.gov (United States)

    Smith, Sandra J.

    Noting that advertising agencies have not been examined as a collective industry, this paper looks at the development and structure of the advertising agency industry. The first portion of the paper discusses the development of the agency. The remaining two sections deal with trends in and the structure of the industry including: (1) the growth of…

  20. Adoption of Information Technology by Advertising Agencies.

    Science.gov (United States)

    Herling, Thomas J.; Merskin, Debra

    Since little empirical research has been conducted on adoption of currently available information technology by the advertising industry, a study explored the extent of advertising agencies' adoption of selected information technologies such as online database services and electronic mail. The study discussed data from earlier studies and analyzed…

  1. Analysis on Rhetoric Means in English Advertising

    Institute of Scientific and Technical Information of China (English)

    刘珊

    2015-01-01

    advertising as an applied language is a widely used exchanging medium in our society.This thesis is written mainly from three perspectives of phonetic rhetoric,lexical rhetoric,and syntactical rhetoric.By analyzing the application of rhetorical means in English advertising,the author explains the functions and results of these means.

  2. Linguistic and Cultural Differences on Advertising Translation

    Institute of Scientific and Technical Information of China (English)

    杜卉

    2015-01-01

    Advertising language can be regarded as a special art which mixes cultural backgrounds and the tendency of the times.People from different regions understand advertising culture in different ways.Thus,if people want to overcome the difficulties carried by two cultural backgrounds and linguistic habits,they must make the translation fit the local linguistic and cultural characteristics.

  3. Are Celebrities Criminally Responsible For Deceptive Advertising?

    Institute of Scientific and Technical Information of China (English)

    2010-01-01

    @@ The State Administration for Industry and Commerce recently said it has suggested the addition of an article in the Advertising Law to make celebrities who represent fake products in deceptive advertising criminally responsible for their actions if it is confirmed as a crime.Up to now,those who have endorsed products have only been required to bear administrative and civil responsibilities.

  4. Language, Cognition, and Manipulation in Advertising Discourse

    Science.gov (United States)

    Egorova, Veronika

    2013-01-01

    This research examines advertising discourse in Russian and English as acts of communicative exchange and interpersonal relationship between advertising discourse participants. The purpose was to identify and describe the way that viewers process information contained in television commercials and how they become consumers moving from getting…

  5. Emotions for sale: cigarette advertising and women's psychosocial needs

    OpenAIRE

    Anderson, Stacey J; Glantz, Stanton A. Ph.D.; Ling, P M

    2005-01-01

    Objective: To explore messages of psychosocial needs satisfaction in cigarette advertising targeting women and implications for tobacco control policy. Methods: Analysis of internal tobacco industry documents and public advertising collections. Results: Tobacco industry market research attempted to identify the psychosocial needs of different groups of women, and cigarette advertising campaigns for brands that women smoke explicitly aimed to position cigarettes as capable of...

  6. An Analysis of Electronic Products’ Advertisements Based onthe Cooperative Principles

    Institute of Scientific and Technical Information of China (English)

    周亚林

    2015-01-01

    In moderntimes,more and more electronic products appear.Advertisements as an important way to promotethe products are applied by more and more businessmen.Many advertisements violate the Cooperative Principles which is proposed by the philosopher Paul Grice.This paper attempts to analyze the violations of cooperative principles in English electronic products’ advertisements.

  7. The development of internet advertisement in Poland throughout recent years

    OpenAIRE

    A. Kisiołek

    2014-01-01

    The article presents basic information regarding online advertisement and its most popular forms in Poland. Some part of the work is devoted to the development of Polish Internet advertisement since 2000, and particularly in 2010-2012. Historical trends in the development of online advertising in Poland are analyzed as well.

  8. Tobacco Advertising in Gender-Oriented Popular Magazines.

    Science.gov (United States)

    Krupka, Lawrence R.; And Others

    1990-01-01

    Examined tobacco advertisements in gender-oriented magazines (N=74). Found more advertisements present in women's than men's magazines, and messages contained in advertisements were differentially stressed as function of magazine's primary readership. This survey and followup three months later indicated that Surgeon General's report in spring of…

  9. The Stylistic Features of Advertising English Viewed from Syntactic Perspective

    Institute of Scientific and Technical Information of China (English)

    HUANG Hai-quan; QIAN Li-na

    2009-01-01

    As a functional variety, advertising English has its distinctive linguistic features.This paper attempts to concen-trate on the analysis of syntactic features of a series of advertising English examples in order to help readers gain a deep understanding of advertising English and offer some suggestions in its writing.

  10. The role of the advertising agency: Standardization/adaptation

    OpenAIRE

    Isayeva, Aygul

    2011-01-01

    In this article the role of advertising agency in global marketing strategy has been examined. The developed matrix examines the contingencies that influence the success of the company’s global advertising strategy. This research reviews how the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of adaptation vs. standardization necessary in each situation.

  11. Persuasive Structures in Advergames. Conveying Advertising Messages through Digital Games

    NARCIS (Netherlands)

    de la Hera Conde-Pumpido, T.

    2014-01-01

    The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as adverga

  12. The development of internet advertisement in Poland throughout recent years

    Directory of Open Access Journals (Sweden)

    A. Kisiołek

    2014-03-01

    Full Text Available The article presents basic information regarding online advertisement and its most popular forms in Poland. Some part of the work is devoted to the development of Polish Internet advertisement since 2000, and particularly in 2010-2012. Historical trends in the development of online advertising in Poland are analyzed as well.

  13. 7 CFR 982.64 - Creditable promotion and advertising reports.

    Science.gov (United States)

    2010-01-01

    ... 7 Agriculture 8 2010-01-01 2010-01-01 false Creditable promotion and advertising reports. 982.64... promotion and advertising reports. Each handler shall file such reports of creditable promotion including paid advertising conducted pursuant to § 982.58 as recommended by the Board and approved by...

  14. 48 CFR 53.205-1 - Paid advertisements.

    Science.gov (United States)

    2010-10-01

    ... 48 Federal Acquisition Regulations System 2 2010-10-01 2010-10-01 false Paid advertisements. 53... (CONTINUED) CLAUSES AND FORMS FORMS Prescription of Forms 53.205-1 Paid advertisements. SF 1449, prescribed in 53.212, shall be used to place orders for paid advertisements as specified in 5.503....

  15. 49 CFR 1510.7 - Air transportation advertisements and solicitations.

    Science.gov (United States)

    2010-10-01

    ... 49 Transportation 9 2010-10-01 2010-10-01 false Air transportation advertisements and... PASSENGER CIVIL AVIATION SECURITY SERVICE FEES § 1510.7 Air transportation advertisements and solicitations... part as “September 11th Security Fee” in all its advertisements and solicitations for...

  16. 48 CFR 1252.237-72 - Prohibition on advertising.

    Science.gov (United States)

    2010-10-01

    ... Prohibition on advertising. As prescribed in (TAR) 48 CFR 1213.7101 and 1237.7003, insert the following clause... 48 Federal Acquisition Regulations System 5 2010-10-01 2010-10-01 false Prohibition on advertising...) shall not advertise or solicit business from attendees for private, non-Government training...

  17. TAXATION OF SOCIAL MEDIA ADVERTISEMENTS

    OpenAIRE

    F. Rifat ORTAÇ; Deniz AKÇAY

    2016-01-01

    Today, the use of Internet and in particular social media as advertising tools brings the question of how the advertisement in social media should be taxed. This is not only seen as a problem in our country, but in the international platform as well. In the first part of the study, the definition of social media is given; in the second part, Social Media Brand Communities and Fun Pages are discussed; in the third part, a comparison of Social Media Con- tents and Public Goods, Global Public Go...

  18. Public Health, Advertising and Reality

    OpenAIRE

    Tim Ambler

    2009-01-01

    Advertising is often blamed as the, or a, cause of public health problems such as misuse of alcohol or obesity. This paper suggests that the conclusions drawn by researchers owe more to their a priori attitudes than to an even-handed review of the evidence from both sides of the argument. The British Medical Association Science Committee’s 2009 call to ban alcohol advertising and promotion in the UK is taken as a case study. It is characterised by sweeping unsupported assertions, selective ...

  19. TAXATION OF SOCIAL MEDIA ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    F. Rifat ORTAÇ

    2016-01-01

    Full Text Available Today, the use of Internet and in particular social media as advertising tools brings the question of how the advertisement in social media should be taxed. This is not only seen as a problem in our country, but in the international platform as well. In the first part of the study, the definition of social media is given; in the second part, Social Media Brand Communities and Fun Pages are discussed; in the third part, a comparison of Social Media Con- tents and Public Goods, Global Public Goods and Club Goods is made; in the fourth part that Conclusion and Suggestions how social media is taxed is discussed.

  20. Facebook & Brand Equity : Firm-created advertising and its effects on the consumer mindset

    OpenAIRE

    van Enckevort, Kaya; Ansari-Dunkes, Jasmin

    2013-01-01

    This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks - how do companies act on social networking platforms and how is this perceived by consumers? Being successful on Facebook is, seemingly, not as straight forward as many might think, and the misuse deriving from misperceptions can create negative brand impacts. This research aims to shed light on the yet under researched topic of firm-created Social Media advertisin...

  1. The Impact of Visual Appearance on User Response in Online Display Advertising

    CERN Document Server

    Azimi, Javad; Zhou, Yang; Navalpakkam, Vidhya; Mao, Jianchang; Fern, Xiaoli

    2012-01-01

    Display advertising has been a significant source of revenue for publishers and ad networks in online advertising ecosystem. One of the main goals in display advertising is to maximize user response rate for advertising campaigns, such as click through rates (CTR) or conversion rates. Although in the online advertising industry we believe that the visual appearance of ads (creatives) matters for propensity of user response, there is no published work so far to address this topic via a systematic data-driven approach. In this paper we quantitatively study the relationship between the visual appearance and performance of creatives using large scale data in the world's largest display ads exchange system, RightMedia. We designed a set of 43 visual features, some of which are novel and some are inspired by related work. We extracted these features from real creatives served on RightMedia. We also designed and conducted a series of experiments to evaluate the effectiveness of visual features for CTR prediction, ra...

  2. A Peircean Inspired Typology of Print Advertising

    DEFF Research Database (Denmark)

    Andersen, Christian; Sørensen, Bent

    2010-01-01

    Based on the hypothesis that Peircean semiotics can reveal how the construction of comprehension is at least partly a function of the structure of composition, the scope of this article is to present a new categorization of print advertising. The categorization consists of six different advertising...... types and is developed on the basis of an analysis of 150 quarto-, half-, and full-page advertisements from the Danish morning paper Berlingske Tidende. There are basically two traditions in advertising research — a semiotic one and a cognitive one. But none of these traditions have been used to suggest...... a possible relation between composition and the effects of comprehension, as the conceptual foundation for a categorization seems, as does the Peircean variant of semiotics, to be very limited in advertising research as such. Generally seen, the purpose of the development of the present categorization...

  3. Public Sphere - Political Advertisement Relationship in Turkey: Analysing Political Advertisements of JDP in General Elections 2011

    Directory of Open Access Journals (Sweden)

    Erdal Dağtaş

    2015-09-01

    Full Text Available Public sphere is a social space, open to active individual access and free discussion, rescued from state intervention, where communicative action free from violence and individual benefits is undertaken; and rational-critical discourse is built. Political advertisement is the type advertising which aims at directing voters or the government to a particular action, having them adopt a certain view or approach. The concept of political advertising emerged with the practice of using commercial advertising techniques to promote a party, candidate or an idea. Justice and Development Party (JDP, has been ruling Turkey since 2002. The leader of the party is Prime Minister Recep Tayyip Erdoğan. It is a conservative party and has carried out some practices that could be regarded as negative. Anti-secular attitudes are also among these practices. Thus, analysing the political advertisements of JDP has proved to be interesting. Public sphere studies are mostly conducted through news stories and columns in media. In that sense, it is significant to analyse political advertisements in terms of public sphere. In this study, the political advertisements of the ruling Justice and Development Party (JDP in the process of Turkish General Parliamentary Election, 2011 have been analysed. The political advertisements in question have been analysed via Sabah newspaper. The reason for choosing Sabah is that it supports JDP as an example of partisan press. The samples have been taken from 2 weeks before the elections. Accordingly, as a full-page advertisement is published every day, 14 political advertisement analyses have been conducted in total. Political advertisements have been analysed using qualitative text analysis. As the study follows the path of public place-political advertising relationship, it finds meaning in itself.

  4. Attention-Grabbing Train Car Advertisements

    Directory of Open Access Journals (Sweden)

    Motoi Ogura,

    2014-01-01

    Full Text Available Younger people have changed the way they access information in recent years, increasing the number of opportunities to take advantage of transit advertising. Train car advertising in particular boasts a high contact rate and extended length of contact. This study seeks to understand the correlations between passenger information and riding conditions when it comes to train car advertising (hanging posters, above-window posters, and sticker ads in order to discover the ideal way to advertise inside passenger trains. Specifically, the study first tries to find the correlations among three factors: (1 whether or not passengers pay attention to train car advertisements, (2 basic passenger information (age and gender, and (3 riding conditions (riding time, average number of trips, etc.. Once data on riding conditions is collected, it is then grouped using a cluster analysis and Quantification Theory Type III in order to establish the relationship of the data to passenger attention towards train advertisements once again. Then, in order to conduct an in-depth analysis, a Categorical Automatic Interaction Detector (CAID analysis is done on each group, using passengers pay attention to train advertisements as the objective variable and basic passenger information as the explanatory variable. The results of the CAID analysis are then used to study the format of existing and future train car advertisements.

  5. Effective online advertising

    OpenAIRE

    SadeghiNeshat, Hamed

    2011-01-01

    Advertising in the Internet is a wide, attractive and growing market. In this market, revenue of websites that host ads depends on the number of user clicks received on displayed ads. Thus, in order to increase the revenue, websites try to select top ads and rank them based on their quality. Ad quality depends on different factors, such as relevance of ads to the users who are surfing a web page, relevance of ads to web page contents, and previous performance of ads. In this thesis, we addres...

  6. DISSONANCE OF ADVERTISING AND REALITY

    DEFF Research Database (Denmark)

    Layton, Roslyn; Khajeheian, Datis

    2016-01-01

    quantitatively and qualitatively. The results are compared against demographic statistics for the country and a survey of residents in Tehran. This research finds that while women have a major presence on IRIB television programs and in advertising on non-televised media, women are strangely and significantly...... as modern, dynamic, and cosmopolitan.This research is indicative of a key question in media and feminist studies, whether advertising reflects or creates reality. While we see the salience of a number of theories, we suggest that the dissonance between the outmoded depiction of women in IRIB commercials...... versus reality is the result of long-standing advertising subsidy regime for state supported industries and firms....

  7. THE CHANGE OF WOMEN'S MEDIA ROLE IN ADVERTISING COMMUNICATION AND THE CONSTRUCTION OF FEMALE SUBJECT CONSCIOUSNESS--TAKING THE PROCTER & GAMBLE'S "LIKE A GIRL"ADVERTISEMENT AS AN EXAMPLE%广告传播中女性媒介角色变化与女性主体意识建构--以宝洁“Like A Girl”广告为例

    Institute of Scientific and Technical Information of China (English)

    郭桃巧; 赖红波

    2016-01-01

    In recent years, with the development of feminism, women's status is rising and people begin to pay more attention to women. It affects the advertising communication, and more and more advertisement begin to notice the awakening of female subjectivity, which in turn promotes the change of female’s media role. The influence of the two is mutual. This paper wil be based on the background of the new media advertising communication, taking Procter & Gamble's advertisement as an example to study the influence of the public service advertisement on the construction of female subjectivity.%近年来,随着女性主体意识的苏醒,女性地位日渐提高,社会对女性的关注也越来越多,这在一定程度上影响了广告传播,越来越多的广告开始将目光看向女性主体意识的苏醒,这也反过来推动女性媒介角色的变化,两者的影响是相互的。本文将以新媒体广告传播为背景,以宝洁系列广告为例,浅析广告传播中社会关怀对推动女性主体意识建构的影响。

  8. RHETORIC OF GUANXI IN CHINESE ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    Ольга Ивановна Шабалина

    2013-05-01

    Full Text Available The article is devoted to modes of designing advertisements in China. The author proposes two hypotheses. According to the first one, instrumental values influence modes of advertisement design in a particular country.  According to the second one, developing relationships (guanxi is a key instrumental value that determines rhetoric of advertising in China and spreads its impact on all its constituents: choice of referent, goals, modes of depicting target audience, patterns of reasoning, and typical set of expressive means.To test hypotheses we used content-analysis of outdoor advertisements in China, Russia, and Kazakhstan.The results of the content-analysis proved that developing relationships with consumers is a key goal of advertising in China. This goal determines the choice of the company as a referent. Social roles of advertising characters are a major descriptor of the target audience. The company’s status, its experience, and financial position are key motives that influence patterns of reasoning. Chinese advertising is also characterized by use of positive-colored vocabulary, traditional symbols and attributes of happiness, “holiday” syntax, appeals to harmony with nature and fellow men.The results of research are complex, have scientific novelty and can be used by foreign companies while developing advertisements, targeted at the Chinese consumer.DOI: http://dx.doi.org/10.12731/2218-7405-2013-4-33

  9. RHETORIC OF GUANXI IN CHINESE ADVERTISEMENTS

    Directory of Open Access Journals (Sweden)

    Shabalina Olga Ivanovna

    2013-04-01

    Full Text Available The article is devoted to modes of designing advertisements in China. The author proposes two hypotheses. According to the first one, instrumental values influence modes of advertisement design in a particular country. According to the second one, developing relationships (guanxi is a key instrumental value that determines rhetoric of advertising in China and spreads its impact on all its constituents: choice of referent, goals, modes of depicting target audience, patterns of reasoning, and typical set of expressive means. To test hypotheses we used content-analysis of outdoor advertisements in China, Russia, and Kazakhstan. The results of the content-analysis proved that developing relationships with consumers is a key goal of advertising in China. This goal determines the choice of the company as a referent. Social roles of advertising characters are a major descriptor of the target audience. The company’s status, its experience, and financial position are key motives that influence patterns of reasoning. Chinese advertising is also characterized by use of positive-colored vocabulary, traditional symbols and attributes of happiness, “holiday” syntax, appeals to harmony with nature and fellow men. The results of research are complex, have scientific novelty and can be used by foreign companies while developing advertisements, targeted at the Chinese consumer.

  10. The Impact of Culture on International Advertising Campaigns: A Managerial Perspective.

    Science.gov (United States)

    Kanso, Ali

    A study investigated advertising executives' perceptions of the importance of culture in international advertising, as well as advertising message approaches used by international corporations. It was hypothesized that more nonculturally oriented managers would agree to the use of the same creative strategies to advertise in both domestic and…

  11. Cigarette advertising to counter New Year's resolutions.

    Science.gov (United States)

    Basil, M D; Basil, D Z; Schooler, C

    2000-01-01

    One process through which tobacco advertising may work is by reducing rates of quitting. Theories of addiction support the notion that relapse can be prompted by environmental cues. Further, because withdrawal symptoms occur over a predictable time frame, and because the most popular time to quit smoking is the beginning of the year, as a New Year's resolution, tobacco companies can make use of advertising to remind quitters of their need to smoke. Study 1 examined advertising in 10 popular magazines. It found a higher number of ads in January and February than the rest of the year after 1984. Study 2 examined cigarette advertising on the back cover of 10 other popular magazines. This study also found a higher rate of cigarette advertisements in January and February than for the rest of the year. The results suggest that cigarette marketers may be attempting to preempt quitting by cuing smoking behavior. PMID:11010347

  12. Food, Health Children – Juvenile Advertising

    Directory of Open Access Journals (Sweden)

    Laercio Fidelis Dias

    2012-05-01

    Full Text Available The main objective of this essay was to discuss the regulation of advertising to children and adolescents. In methodological terms, it included the points of view of the food industry, associations of advertisers, government, and organizations representing consumers. We analyzed ethics in advertising, social representations, and studies that investigate the influence of gifts on purchase behavior and nutritional anthropology. The discussion proposed in the essay revolves around the influence of advertising on food choices of children and youth, and the central issue is to consider whether such influences are ethically justified and whether the food consumed would contribute to health risks, such as weight gain and obesity. The results suggest that advertisements influence food choices and often promote products of questionable nutritional quality.

  13. Laconism in the advertisement discourse

    Directory of Open Access Journals (Sweden)

    João Marcos Mateus Kogawa

    2014-11-01

    Full Text Available Current paper investigates the construction of a particular kind of statement called laconism. The discursive form is constructed by an enunciation modality that aggregates military, religious and economic spaces, and is characterized by ‘tell more in fewer words’. It is the hallmark of Greek civilization and typical of Christ’s universal phrases. The enunciation structure is basic and omnipresent in the myth construction within consumer society. Current investigation deals with the advertising discourse, more particularly, Coca-Cola advertisings, as a contemporary myth. French Discourse Analysis coupled to Foucault’s and Barthes’s works foreground the essay.

  14. Do television food advertisements portray advertised foods in a 'healthy' food context?

    Science.gov (United States)

    Adams, Jean; Tyrrell, Rachel; White, Martin

    2011-03-01

    Exposure to food promotion influences food preferences and diet. As food advertisements tend to promote 'less healthy' products, food advertising probably plays some role in the 'obesity epidemic'. Amid calls for increased regulation, food manufacturers are beginning to engage in a variety of health-promoting marketing initiatives. Positioning products in the context of a 'healthy', balanced diet in television advertisements is one such initiative. We explored whether the wider food context in which foods are advertised on television are 'healthier' than the advertised foods themselves. All foods shown in food advertisements broadcast during 1 week on one commercial UK channel were identified and classified as 'primary' (i.e. the focus of advertisements) or 'incidental'. The nutritional content of all foods was determined and that of primary and incidental foods were compared. Almost two-thirds of food advertisements did not include any incidental foods. When a wider food context was present, this tended to be 'healthier' than the primary foods that were the focus of food advertisements - particularly in terms of the food groups represented. It is not yet clear what effect this may have on consumers' perceptions and behaviour, and whether or not this practice should be encouraged or discouraged from a public health perspective. PMID:21078214

  15. Experiences of Teaching the Heat Energy Topic in English as a Second Language

    Science.gov (United States)

    Halim, Lilia; Dahlan, Fathiyah; Treagust, David F.; Chandrasegaran, A. L.

    2012-01-01

    In view of the current debate in Malaysia about the teaching of science and mathematics in English, a qualitative study was undertaken involving a purposeful sampling of three non-physics teachers to ascertain how well equipped they were with the necessary pedagogical content knowledge relating to the teaching of the topic of "heat energy" in the…

  16. Reclaiming Race as a Topic of the U.S. Biology Textbook Curriculum

    Science.gov (United States)

    Donovan, Brian M.

    2015-01-01

    Even though human racial difference has been a longstanding topic of the school biology curriculum, there is little evidence that contemporary biology textbooks challenge stereotypical racial beliefs that are based in biological thinking. Rather, the modern biology curriculum may be a place where such beliefs about race are perpetuated…

  17. Topical pimecrolimus as a new optional treatment in cutaneous sarcoidosis of lichenoid type.

    Science.gov (United States)

    Tammaro, Antonella; Abruzzese, Claudia; Narcisi, Alessandra; Cortesi, Giorgia; Parisella, Francesca Romana; Di Russo, Pier Paolo; De Marco, Gabriella; Persechino, Severino

    2014-01-01

    We report the case of cutaneous sarcoidosis of lichenoid type successfully treated with pimecrolimus. For the first time in the literature, we propose the use of this topical calcineurin inhibitor for the treatment of the cases refractory to common therapy regimens. PMID:24826355

  18. Topical Pimecrolimus as a New Optional Treatment in Cutaneous Sarcoidosis of Lichenoid Type

    Directory of Open Access Journals (Sweden)

    Antonella Tammaro

    2014-01-01

    Full Text Available We report the case of cutaneous sarcoidosis of lichenoid type successfully treated with pimecrolimus. For the first time in the literature, we propose the use of this topical calcineurin inhibitor for the treatment of the cases refractory to common therapy regimens.

  19. Topical Pimecrolimus as a New Optional Treatment in Cutaneous Sarcoidosis of Lichenoid Type

    OpenAIRE

    Antonella Tammaro; Claudia Abruzzese; Alessandra Narcisi; Giorgia Cortesi; Francesca Romana Parisella; Pier Paolo Di Russo; Gabriella De Marco; Severino Persechino

    2014-01-01

    We report the case of cutaneous sarcoidosis of lichenoid type successfully treated with pimecrolimus. For the first time in the literature, we propose the use of this topical calcineurin inhibitor for the treatment of the cases refractory to common therapy regimens.

  20. AESTHETICS OF CREATIVE IDEA IN ADVERTISING

    Directory of Open Access Journals (Sweden)

    A. F. ZAYTSEVA

    2015-01-01

    Full Text Available The author of this article considers advertising as an example of artistic communication with a focus on the aesthetic characteristics of the creative idea which is one of basic components of an advertising product. The article describes basic principles of aesthetics analysis in advertising communications, their strong and weak points, motives and features of historical transformation of advertising messages, the changed role of the creative idea and the artistic image. The author reviews the main stages of advertising product creation from the perspective of aesthetic function actualization in advertising and makes a special emphasis on the differences of value characteristics and evaluation criteria of the creative idea and the final advertising product. This allows to separate the concepts of advertising and an advertising idea in the aesthetic perspective and to consider the creative component as a phenomenon that has its own aesthetic value and potential. On this basis, the author attempts to identify the features of aesthetic concept of a creative idea and to determine its internal potential for further artistic implementation. Aesthetic concept of a creative idea is regarded by the author as the starting point of artistic communication in advertising, which was considered earlier from the perspective of the genre and stylistic features of the implementation itself.

  1. The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry

    Directory of Open Access Journals (Sweden)

    Wan Yu Chang

    2014-12-01

    Full Text Available With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1 humorous advertisements may partially influence brand awareness; (2 humorous elements may partially influence advertising effects; (3 brand awareness has significant positive effects on the advertising attitude of advertising effects; (4 brand awareness has significant positive effects on the brand attitude of advertising effects; (5 brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.

  2. Advertising literacy and children’s susceptibility to advertising

    OpenAIRE

    Valkenburg, P.M.; Buijzen, M.A.; Rozendaal, E.

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising literacy in reducing children’s susceptibility to advertising effects. In doing so, this dissertation not only deepens the existing theoretical and empirical insights on children’s advertising litera...

  3. Advertising and Invasion of Privacy.

    Science.gov (United States)

    Rohrer, Daniel Morgan

    The right of privacy as it relates to advertising and the use of a person's name or likeness is discussed in this paper. After an introduction that traces some of the history of invasion of privacy in court decisions, the paper examines cases involving issues such as public figures and newsworthy items, right of privacy waived, right of privacy…

  4. Advertising on social media

    Directory of Open Access Journals (Sweden)

    Sumit Goyal

    2013-05-01

    Full Text Available This communication reports the latest trends of advertising on social media. Social media advertising means to gain traffic or attention of online users through social media sites. Today, when a user thinks about buying something, he first comes to the internet, searches for that product, compares its price with other competing brands and takes a decision, which one to buy. In this write-up, author has discussed many aspects concerning advertising through social media, viz., what is social media? What is the impact of social media on mainstream media, why to advertise on social media? and what should be the strategy for advertising on social media. The author is of the view that in the year 2013, $4 billion will be spent on social media advertising across the globe and social media industry will generate over 1,00,000 new jobs all around the world.

  5. A Necessary Course for the 1990s: The Student-Run Advertising Agency.

    Science.gov (United States)

    Marra, James L.

    Current advertising courses and educational practices reflect advertising education's allegiance to the real world, particularly the real world as defined by large advertising agencies. A student-run ad agency provides students with a total learning experience on a small advertising agency scale in line with what they are likely to experience in…

  6. 48 CFR 31.205-1 - Public relations and advertising costs.

    Science.gov (United States)

    2010-10-01

    ... advertising costs. 31.205-1 Section 31.205-1 Federal Acquisition Regulations System FEDERAL ACQUISITION... Organizations 31.205-1 Public relations and advertising costs. (a) Public relations means all functions and... such as advertising, customer relations, etc. (b) Advertising means the use of media to promote...

  7. Advertising Influence on Market

    OpenAIRE

    Dan NASTASE

    2014-01-01

    A consistent advertising budget does not guarantee a successful advertising campaign. Two companies can spend the same amount of work and get results that completely different. Research demonstrates that creative messages may have greater importance for the success of advertising campaigns than money spent. No matter how big the budget, this activity can be successful only if the ads attract attention and effectively communicate messages.

  8. Fashion blogs and advertisement

    OpenAIRE

    Lindblad, Jessica

    2013-01-01

    This thesis examines advertisement in fashion blogs. The theoretical part of the research discusses blogs and the social media in general, analyzes the decision-making process of the fashion consumer, along with general consumer behavior, and then examines ethical issues and the various advertising and marketing tools used in blogs. The objective of this thesis is to ascertain how blog readers are reacting to the growing amount of advertisement currently present in fashion blogs and the ...

  9. Contextual Advertising Online

    OpenAIRE

    Pettersson, Jimmie

    2008-01-01

    The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters. The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further developmen...

  10. The psychology of advertising

    OpenAIRE

    Novotná, Jitka

    2013-01-01

    This bachelor thesis deals with the use of knowledge in the field of psychology of advertising. Given the breadth of the issue, the author devotes only a selected area of psychology of advertising. All work is designed according to a logical sequence. The theoretical part proceeds from the explanation concepts of marketing, marketing communication, and then communication mix, from which it gets to the advertising and its specific definitions. This work describes the difficulties with making a...

  11. PERBANDINGAN IMPLEMENTASI ADVERTISING CAMPAIGN

    OpenAIRE

    Francisca Hanna , Febrianti

    2013-01-01

    Advertising campaign merupakan serangkaian bentuk iklan melalui berbagai media dan berpusat pada satu tema dalam satu waktu. Tujuan utama advertising campaign adalah menyampaikan pesan dalam suatu tema yang diluncurkan kepada masyarakat sehingga tema tersebut menjadi ciri khas produk. Peluncuran tema campaign oleh Coca Cola dan Pepsi yang merupakan rival dalam kategori beverage merupakan obyek dari penelitian ini. Kesuksesan sebuah tema advertising campaign dilihat dengan menggunakan paramet...

  12. Advertising on social media

    OpenAIRE

    Sumit Goyal

    2013-01-01

    This communication reports the latest trends of advertising on social media. Social media advertising means to gain traffic or attention of online users through social media sites. Today, when a user thinks about buying something, he first comes to the internet, searches for that product, compares its price with other competing brands and takes a decision, which one to buy. In this write-up, author has discussed many aspects concerning advertising through social media, viz., what is social me...

  13. Localization of international advertisements under the background of cross-culture

    Institute of Scientific and Technical Information of China (English)

    李妮

    2014-01-01

    Under the background of cross-culture, advertisements for international brands or products have encountered several obstacles, such as verbal signs and non-verbal signs, values and moral concepts, religious beliefs and customs as wel as policy and decree. To cope with such impediments, these ads have to be designed local y in facets like brand name, slogan, advertising image, advertising spokesman and creative advertising. This text discusses the localization of international advertisements from five main points.

  14. Evaluation of Topical Preparations Containing Curcuma, Acacia and Lupinus Extracts as an Anti-inflammatory Drugs

    OpenAIRE

    M M Hamzah

    2011-01-01

    Summary: This work was suggested on the basis of presence of curcuminoids in curcuma and the presence of flavonoidal constituent in acacia and lupinus. The aim of this study was to study their possible anti-inflammatory effect by separately formulation of the three extracts in a suitable gel formula for topical administration and comparison of the prepared gels with a standard gel in the market (diclosal Emulgel) by using the carrageenan induced paw edema model in albino rats. The extracts we...

  15. INTEGRATED ADVERTISING CAMPAIGN

    Directory of Open Access Journals (Sweden)

    Adina Claudia NEAMŢU

    2010-06-01

    Full Text Available Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to the right persons in the right way. This is difficult to accomplish if the advertising responsible in that firm do not understand appropriately: the market nature; the product nature; the distribution channels nature; the communication channels nature – available advertising supports and their features

  16. Attention competition with advertisement

    Science.gov (United States)

    Cetin, Uzay; Bingol, Haluk O.

    2014-09-01

    In the new digital age, information is available in large quantities. Since information consumes primarily the attention of its recipients, the scarcity of attention is becoming the main limiting factor. In this study, we investigate the impact of advertisement pressure on a cultural market where consumers have a limited attention capacity. A model of competition for attention is developed and investigated analytically and by simulation. Advertisement is found to be much more effective when the attention capacity of agents is extremely scarce. We have observed that the market share of the advertised item improves if dummy items are introduced to the market while the strength of the advertisement is kept constant.

  17. The human heart and the circulatory system as an interesting interdisciplinary topic in lessons of physics and biology

    Science.gov (United States)

    Volná, M.; Látal, F.; Kubínek, R.; Richterek, L.

    2014-01-01

    Many topics which are closely related can be found in the national curriculum of the Czech Republic for physics and biology. One of them is the heart and the circulatory system in the human body. This topic was examined cross curriculum, a teaching module was created and the topic was chosen for our research. The task was to determine if the students of bachelor study are aware of connections between physics and biology within this topic and whether we can help them effectively to describe the corresponding physics phenomena in the human body connected, for example, with a heart attack or with the measurement of blood pressure. In this paper, the heart and the circulatory system are presented as suitable topics for an interdisciplinary teaching module which includes both theoretical and experimental parts. The module was evaluated by a group of first-year undergraduate students of physics at the Faculty of Science, Palacký University. The acquired knowledge was compared with another control group through a test. The highest efficiency of the module was evaluated on the basis of questions that covered the calculation problems.

  18. The human heart and the circulatory system as an interesting interdisciplinary topic in lessons of physics and biology

    International Nuclear Information System (INIS)

    Many topics which are closely related can be found in the national curriculum of the Czech Republic for physics and biology. One of them is the heart and the circulatory system in the human body. This topic was examined cross curriculum, a teaching module was created and the topic was chosen for our research. The task was to determine if the students of bachelor study are aware of connections between physics and biology within this topic and whether we can help them effectively to describe the corresponding physics phenomena in the human body connected, for example, with a heart attack or with the measurement of blood pressure. In this paper, the heart and the circulatory system are presented as suitable topics for an interdisciplinary teaching module which includes both theoretical and experimental parts. The module was evaluated by a group of first-year undergraduate students of physics at the Faculty of Science, Palacký University. The acquired knowledge was compared with another control group through a test. The highest efficiency of the module was evaluated on the basis of questions that covered the calculation problems. (paper)

  19. Advertising Expenditure and Consumer Prices

    OpenAIRE

    Ferdinand Rauch

    2011-01-01

    This paper studies the effect of a change in the marginal costs of advertising on advertising expenditures of firms and consumer prices across industries. It makes use of a unique policy change that caused a decrease of the taxation on advertising expenditures in parts of Austria and a simultaneous increase in other parts. Advertising expenditures move immediately in the opposite direction to the marginal costs of advertising. Simultaneously the price reaction to advertising is negative in so...

  20. Fluorouracil Topical

    Science.gov (United States)

    ... topical solution are used to treat actinic or solar keratoses (scaly or crusted lesions [skin areas] caused by years of too much exposure to sunlight). Fluorouracil cream and topical solution are also used to treat ...

  1. Testosterone Topical

    Science.gov (United States)

    ... in which the body does not produce enough natural testosterone). Testosterone is used only for men with ... topical may control your symptoms but will not cure your condition. Continue to use testosterone topical even ...

  2. Advertising. New Horizons in Nutrition.

    Science.gov (United States)

    Arnold, Justine; Grogan, Jane, Ed.

    This instructional handbook is one of series of ten packets designed to form a comprehensive course in nutrition for secondary students. This unit uses advertisements for products low in cholesterol as a link to a discussion of the nutrient, fat. It contains a page of teaching suggestions, a pre-test for the students, and factual nutrition…

  3. A COGNITIVE-AXIOLOGICAL APPROACH TO PRINT ECO-ADVERTISEMENTS IN THE ECONOMIST: THE ENERGY SECTOR UNDER SCRUTINY

    Directory of Open Access Journals (Sweden)

    Ángel Felices Lago

    2009-10-01

    Full Text Available In this paper we intend to map out some of the dominant values in print advertisements announcing different types of environmentally friendly products and services from energy (oil, electricity, etc. and heavy industry corporations. We will analyse the qualities and values explicitly linked to ecological samples through metaphors, metonymies and image schemas and the way in which they are introduced in advertising
    discourse. To this end, we have selected a corpus of sample advertisements published in 12 editions of The Economist, a well-known, prestigious business magazine. The Lakoffian semantics analysis will be used in order to give us a more reliable estimate of values and metaphorical processes linked to environmental topics as well as an account of the cognitive and discursive means used to denote them.

  4. INFORMATIVE ADVERTISING: A MARKET INFORMATION PROVIDER OR A SEED OF MARKET POWER?

    OpenAIRE

    Anzhelika G. GERASYMENKO

    2012-01-01

    This paper investigates the role of informative advertising in creation and augment of market power as well as the ability of an advertiser to maximize the value of its economic rent. Informative advertising is considered to be a merit good unlike a persuasive one that is mostly associated with a bad. But analysis of the advertisement breakdown in Ukraine shows that the share of price advertisements, which are the most beneficial for the public, is negligible today. Further still those advert...

  5. [A contribution to the development of advertising in pharmacy II. Historical development of regulation of advertising of medicinal products].

    Science.gov (United States)

    Vranová, Vilma

    2012-10-01

    The article deals with the development of regulation of advertising of medicinal products in the Czech Lands of the Habsburg Monarchy and Czechoslovakia in the years 1775-1938. Advertising medicines had and has its specifics and its regulation had been addressed by specific standards and linked to other health laws and regulations. Regulation of advertising of medicinal products has undergone a long process from the initial total ban on advertising to the establishment of clear rules, some of which, such as restrictions on advertising prescription-only medicines only to the professional healthcare press, are still valid. PMID:23256658

  6. 原生广告的创意与反思--以凤凰网原生广告为个案%Creativity and Reflection of Native Advertising:Taking Ifeng Net as the Case

    Institute of Scientific and Technical Information of China (English)

    李德团; 周嘉宁; 肖夕鹃

    2015-01-01

    国内凤凰网于2013年率先引入原生广告,形成了以内容营销为内核的运作模式,推出原生品牌新闻、视频、栏目、专题、频道五大类原生广告。凤凰网原生广告的创意源于两个方面:一是按广告主的需求定制,以新闻化的方式运作广告;二是以新媒体为平台全息化塑造品牌,建立与消费者的关系。简言之,原生广告的创意本质是通过新媒体平台的内容生产与传播,实现媒体的新闻性与广告的商业性融合,其背后隐含的是新媒体与广告的全新关系。%Ifeng Net took the lead in introducing native adverting in 2013,creating an operation mode taking content marketing as the core. There are five types of native advertising,including native brand news report,native video,native column and native channel. The creativity of Ifeng Netˊs native advertising comes from two aspects:operating advertising with news - orientation on the basis of advertisersˊ needs;establishing brand with new media as the terrace to build rela-tionship with consumers. In short,the essence of native advertising is achieving the integration of mediaˊs news orientation and advertisingˊs commercial orientation through content production and dissemination of new media,and a new relation between new media and advertising is implied.

  7. IMPACT OF ISLAMIC RELIGIOUS SYMBOL IN PRODUCING FAVORABLE ATTITUDE TOWARD ADVERTISEMENT

    Directory of Open Access Journals (Sweden)

    Abbas NASERI

    2012-06-01

    Full Text Available A review of the literature on religion and advertisement led to the identification of three lines of studies examining the influence of religion on advertising. These three lines of studies focused on attitude toward advertising of controversial products, presence of religious values in advertisements executions, and the consumers’ reactions to advertisement containing religious cues or symbols. The latter line has been followed modestly in Christian context but not in Islamic context of advertising. Hijab as a significant religious cue might peripherally generates a favorable attitude toward advertisement among Muslims. It is suggested that information processing theories like Elaboration Likelihood Model provides a pertinent theoretical framework to examine this effect empirically.

  8. Advertisement Policy - 2016

    Directory of Open Access Journals (Sweden)

    Chief Editor

    2016-06-01

    Full Text Available ADVERTISEMENT POLICY - 2016Indian Journal of Community Health (IJCH, the official publication of Indian Association of Preventive and Social Medicine (IAPSM published from Uttar Pradesh and Uttarakhand, India is an indexed journal published quarterly. The open access policy of the journals ensure good visibility of the online content of the journals. The journal with high circulation and visibility, thus offer excellent media for promotion of your products, services or conferences of academic or research interest through advertisement. The journal has the potential to deliver the message to the targeted audience regularly with each issue. The cost of investment per view is substantially low for our print as well as electronic journals.Your advertisements in our journal will keep your products getting boost every quarter in the nook and corner of the country through our journal which is the forefront of community health. The journal is indexed and abstracted in more than 70 databases worldwide including SCOPUS, Index Medicus SEAR, Bioline International, DOAJ, WHO HINARI, Indian Science Abstract, etc. Apart from the print advertisement, we also consider advertisement on web, bulk subscriptions, gift subscriptions or reprint purchases for distribution.Note: Indian Journal of Community Health does not give medical advice and will not be able to respond to inquiries about specific diseases, medical or surgical conditions, diagnosis, treatments or contact of another person. Advertisement Rate – 2016Category INRInside Full Back Cover (color15,000Inside Full Back Cover (B & W10,000Full Page (Color10,000Half Page (Color5,000Full Page (B & W5,000Half Page (B & W2,000 Sponsorship Rate - Supplementary IssueThe cost towards publishing a single special issue of IJCH is Rs. 75,000/- per issue. The above mentioned cost is based on the following specifications i.e.  Page size 8.5" X 11", Printing Offset printing, Pages - 90 b/w + 10 full color pages + 4

  9. Analysis of medicine advertisement produced in Brazil.

    Directory of Open Access Journals (Sweden)

    Wzorek LF

    2007-09-01

    Full Text Available Objective: To analyze the compliance of drug advertisements with regulations in Brazil, subject to Resolution RDC No. 102/2000 since 2000, which abides by the WHO’s (World Health Organization Ethical Criteria for Medicinal Drug Promotion, published in 1988. Methods: Drug advertisements running within the period of October 2002 to October 2003 were collected and recorded. Media sources included various AM and FM radio stations, television channels, newspapers, and magazines, as well as printed material distributed in doctors’ offices, hospitals, drugstores, conferences, billboards, and bus doors. All sources were located in Curitiba City, Brazil, and its surrounding area. Advertisement content was analyzed according to a conformity checklist prepared based on the legal requirements of RDC No. 102/00. Results: A total of 827 advertisements for 517 different products, 83.91% regularly registered as medicinal drugs and 16.09% unregistered products that should be registered according to the Brazilian regulations, were recorded and collected. Approximately 74.73% of the advertisements did not comply with regulations; on average, such advertisements had 4.6 infractions each. Conclusions: The results of this research suggest that RDC No. 102/00 is not followed, which strengthens the need to adopt new forms of regulation to prohibit excesses of the pharmaceutical industry and to protect the population from abusive and misleading drug advertising.

  10. Analysis of medicine advertisement produced in Brazil

    Science.gov (United States)

    Wzorek, Lorilei de Fátima; Correr, Cassyano J.; Badaró Trindade, Angela C.; Pontarolo, Roberto

    Objective To analyze the compliance of drug advertisements with regulations in Brazil, subject to Resolution RDC No. 102/2000 since 2000, which abides by the WHO’s (World Health Organization) Ethical Criteria for Medicinal Drug Promotion, published in 1988. Methods Drug advertisements running within the period of October 2002 to October 2003 were collected and recorded. Media sources included various AM and FM radio stations, television channels, newspapers, and magazines, as well as printed material distributed in doctors’ offices, hospitals, drugstores, conferences, billboards, and bus doors. All sources were located in Curitiba City, Brazil, and its surrounding area. Advertisement content was analyzed according to a conformity checklist prepared based on the legal requirements of RDC No. 102/00. Results A total of 827 advertisements for 517 different products, 83.91% regularly registered as medicinal drugs and 16.09% unregistered products that should be registered according to the Brazilian regulations, were recorded and collected. Approximately 74.73% of the advertisements did not comply with regulations; on average, such advertisements had 4.6 infractions each. Conclusions The results of this research suggest that RDC No. 102/00 is not followed, which strengthens the need to adopt new forms of regulation to prohibit excesses of the pharmaceutical industry and to protect the population from abusive and misleading drug advertising. PMID:25214926

  11. A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market

    Directory of Open Access Journals (Sweden)

    Uğur Batı

    2010-10-01

    Full Text Available In the realm of marketing communication, particularly in advertising, music has been a prevailing feature. Past research have examined the effects of music in advertising in relation to attention, memory, attitudes and purchase intention. This article examines the works that analyze related music structure and how music helps creating meaning in advertising. Literature is reviewed and analyzed by means of consumer attitude through the brand and advertising, brand recall, pleasure and arousal, and purchase intention variables which are then demonstrated in tables. Concisely, this study attempts to fill a gap in Turkish literature by providing a summary of the results of the existing research on the effects of music in advertising and provides a foundation for future research on the interaction of music and advertising.

  12. Garcinia gardneriana (Planchon & Triana) Zappi. (Clusiaceae) as a topical anti-inflammatory alternative for cutaneous inflammation.

    Science.gov (United States)

    Otuki, Michel F; Bernardi, Camila A; Prudente, Arthur S; Laskoski, Kerly; Gomig, Franciane; Horinouchi, Cintia D S; Guimarães, Claudio L; Ferreira, Juliano; Delle-Monache, Franco; Cechinel-Filho, Valdir; Cabrini, Daniela A

    2011-07-01

    Garcinia gardneriana is popularly used in skin disorders; therefore, this article investigated the effect of G. gardneriana extracts from leaves, bark and seeds and two isolated compounds in ear oedema and leucocytes migration caused by croton oil. The topical application of the extract of G. gardneriana leaves was able to reduce (70 ± 3%, and ID(50) 0.33 mg/ear) ear oedema, while the seeds (51 ± 5%) and the wood (60 ± 12%) extracts were less effective. In a time-course evaluation, the leaf extract (1 mg/ear) was effective when applied 2 hr before and until 3 hr after the stimulation, presenting a higher effectiveness when applied right after croton oil (83 ± 7% inhibition). In addition, the leaf extract was able to diminish the myeloperoxidase (MPO) activity in 64 ± 13%, which suggests the inhibition of leucocyte infiltration that was confirmed by histological analysis. Also, both biflavonoids isolated from the leaves of G. gardneriana, fukugetin (or morelloflavone) and 13-naringenin-II 8-eriodictyol (GB-2a), were able to reduce ear oedema, with ID(50) values of 0.18 (0.10-0.28) and 0.22 (0.15-0.31) mg/ear, respectively, besides the inhibition of MPO activity of 52 ± 6% and 64 ± 5%, respectively. Using the fluorescent probe 2',7'-dichlorodihydrofluorescein diacetate, the leaf extract, fukugetin and GB-2a topically applied to the ear treated with croton oil reduced 52 ± 15%, 63 ± 17% and 83 ± 4%, respectively, the production of reactive oxygen species of the skin. Thus, these results reveal the anti-inflammatory effect of G. gardneriana leaves for topical usage, and both biflavonoids are responsible for this effect. PMID:21362142

  13. [Bioethical analysis of drugs advertisement and publicity].

    Science.gov (United States)

    Fagundes, Maria José Delgado; Soares, Magnely Gomes Alves; Diniz, Nilza Maria; Pires, Jansen Ribeiro; Garrafa, Volnei

    2007-01-01

    This study investigates how advertising campaigns for drugs influence drug prescription practices among physicians from a point of view of "protection ethics" and of "intervention bioethics". It also analyzes information quality in advertisements for prescription drugs before and after the ANVISA (National Agency for Sanitary Protection) RDC 102/200 Resolution wich regulates drugs advertising as well as discusses the regulating role of the state in this area. A first approach was to interview 50 physicians in Brasília/DF (25 general physicians and 25 surgeons) in order to examine how they perceive the effects of advertisement on their professional activities. A second approach was to study 10 publicity pieces, five from before and five from after the RDC Resolution. The results showed that: a) 98% of phsicians are visited by sales representatives on a regular basis; b) 86% of physicians receive gifts during these visits; c) 68% beleive that advertising strongly influences prescription practices; d) 14% related prescription practices to the receival of rewards; e) 68% beleive that information contained in advertisements is unreliable; f) before the RDC Resolution, 28% of advertisements had adequate information content (counter-indications, indications precautions, warnings, and adverse reactions); after the RDC Resolution, that number grew to 79%. PMID:17680073

  14. Impact of Advertisement on Malay Young Consumers

    Directory of Open Access Journals (Sweden)

    Asif Khurshid

    2016-02-01

    Full Text Available The purpose of writing this paper is to explore the understanding of advertisement and its impact on young consumers. Also it was discussed that how this impact if it is negative can be neutralized. It has been identified after conducting in depth interviews that all respondents were of the opinion that advertisement is a source of communication. In addition to this all respondents are agreed that it has positive as well as negative effects on both children and young adults. Negative impacts can be diluted by advertisers, parents, government and neighbours.

  15. Breaking through the Advertising Clutter: A Qualitative Analysis of Broken Stereotypes in Print and Television Advertisements.

    Science.gov (United States)

    Larson, Charles U.

    As a result of the overwhelming amount of print and electronic advertisements which compete for consumer attention, advertisers must find effective methods to get through the ad clutter and capture their audience's interest. Several tactics can accomplish this strategy, including the tactic of breaking or reversing audience expectations or…

  16. The State and Modernity as Anthropological Topics: A Very Short Introduction

    OpenAIRE

    Marina Simić

    2016-01-01

    This paper aims to offer a brief introduction to anthropological studies of modernity and the state. I try to introduce some of the most important theoretical works in this field, built up in different ethnographic contexts ranging from Turkey to Latin America. I was trying to show some of the possibilities of the research of modernity and the state in anthropology emphasizing what anthropology can offer to wider debates on these topics. I argue that the ideas of modernity and the state are f...

  17. Severe hyperkalemia as a complication of timolol, a topically applied beta-adrenergic antagonist

    International Nuclear Information System (INIS)

    Severe hyperkalemia occurred in a patient with radiation pneumonitis and glaucoma shortly after beginning prednisone therapy. There was no evidence of renal failure, diabetes, acidosis, increased potassium intake, or significant tissue trauma. Medications having adverse effects on potassium metabolism were considered, and the patient's use of timolol maleate eyedrops was discontinued. His serum potassium level normalized despite continuation of the prednisone therapy. He became hyperkalemic on rechallenge with timolol and normokalemic following its withdrawal. This case indicates that the potential for beta-blocker-induced hyperkalemia exists even with topical appreciation

  18. Severe hyperkalemia as a complication of timolol, a topically applied beta-adrenergic antagonist

    Energy Technology Data Exchange (ETDEWEB)

    Swenson, E.R.

    1986-06-01

    Severe hyperkalemia occurred in a patient with radiation pneumonitis and glaucoma shortly after beginning prednisone therapy. There was no evidence of renal failure, diabetes, acidosis, increased potassium intake, or significant tissue trauma. Medications having adverse effects on potassium metabolism were considered, and the patient's use of timolol maleate eyedrops was discontinued. His serum potassium level normalized despite continuation of the prednisone therapy. He became hyperkalemic on rechallenge with timolol and normokalemic following its withdrawal. This case indicates that the potential for beta-blocker-induced hyperkalemia exists even with topical appreciation.

  19. Does advertisement call variation coincide with genetic variation in the genetically diverse frog taxon currently known as Leptodactylus fuscus (Amphibia: Leptodactylidae?

    Directory of Open Access Journals (Sweden)

    HEYER W. RONALD

    2003-01-01

    Full Text Available The frog Leptodactylus fuscus is found throughout much of South America in open and disturbed habitats. Previous study of genetic differentiation in L. fuscus demonstrated that there was lack of genetic exchange among population units consistent with multiple species, rather than a single species. We examine advertisement vocalizations of L. fuscus to determine whether call variation coincides with genetic differentiation. Calls were analyzed for 32 individual frogs from 25 localities throughout the distributional range of L. fuscus. Although there is variation in calls among geographic samples, call variation is not concordant with genetic variation or geographic distance and the call variation observed is less than that typically found among other closely related species of Leptodactylus. This study is an example of the rare pattern of strong genetic differentiation unaccompanied by salient differences in advertisement calls. The relative infrequency of this pattern as currently understood may only reflect the lack of detailed analyses of genetic and acoustic differentiation within population systems currently understood as single species with substantial geographic distributions.

  20. Valuable Internet Advertising and Customer Satisfaction Cycle(VIACSC

    Directory of Open Access Journals (Sweden)

    Muhammad Awais

    2012-01-01

    Full Text Available Now-a-days it is very important for the business persons to attract their target customers towards their products through valuable mode of promotion and communication. Increasing use of World Wide Web has completely changed the scenario of business sector. Customized products and services, customers preferences, @ and dot com craze have elevated the importance of internet advertising. This research paper investigates valuable internet advertising which will help to enhance the value of internet advertising. In this research we have compared internet advertising with television advertising and found advertising will survive and grow if it focuses on being valuable. This research paper concentrates that the business objectives can be achieved if it has strong attractive, informative and valuable internet advertising. The basic purpose of VIACSC is to identify the latent need of the customer through advertisement and inform him/her about a product which will help to retain business image, customer satisfaction and then loyalty. We have introduced certain steps in valuable internet advertising, and then customer satisfaction cycle through valuable internet advertising and finally 5As which enhance further customers attraction towards the internet advertising.

  1. Adolescent Reasoning about Advertisements: Preliminary Investigations.

    Science.gov (United States)

    Linn, Marcia C.; And Others

    1982-01-01

    Three studies investigate the role of competence factors (defined as acquisition of Piagetian formal reasoning) and performance factors (defined as influences from content and expectations) with respect to adolescents' reasoning about advertisements reporting product tests. (Author/MP)

  2. Mediators of Meaning: a Critically Reflexive Study of the Encoding of Irish Advertising

    OpenAIRE

    Kelly, Aidan

    2008-01-01

    This thesis explores the socially constructed process through which advertising agencies and practitioners encode advertisements. It draws from an interdisciplinary theoretical framework, and the study is positioned within the critical marketing studies literature. The literature review explores the relationship between advertising and the theory of ideology, the interaction between advertising and the cultural world and the role of advertising agencies as “cultural intermediaries” within con...

  3. An Exploratory Study of Innovation in the Advertising Industry: Innovation Dimensions, Innovation Process and Client Involvement

    OpenAIRE

    Pan, Fengjie

    2014-01-01

    The advertising industry is characterised by high levels of innovation activity, while there is very rare research about innovation in advertising. Therefore, there is a gap in exploring the characteristics of innovation in advertising, how advertising agencies, clients, and consumers shape the innovation process together, and how clients and consumers are involved in the innovation process.As literature about innovation in advertising is very rare, literature strands on innovation dimensions...

  4. An Empirical Analysis of Equilibrium Pricing and Advertising in the Ready-To-Eat Cereal Market

    OpenAIRE

    Michael Cohen; Adam Rabinowitz

    2012-01-01

    We introduce a model of dynamic price and advertising competition and use the model to investigate a popular segment of the Ready-To-Eat Cereal Market. It is well understood that advertising is a key non-price strategic demand determinant in differentiated product markets. Two popular and compatible models for the role of advertising have emerged. One model specifies advertising as a determinant of a consumer's level of product awareness (informative) and the other model specifies advertising...

  5. Representation of Gender in Contemporary Advertising: A Conceptual Extension of Goffman’s Framework

    OpenAIRE

    Misra, Deepika

    2009-01-01

    Advertising is one of the most pervasive means of mass communication, and is widely acknowledged as a potent social artefact. In advertising, gender forms a fundamental basis for segmentation, and creation, of advertising design of verbal and visual rhetoric. In light of the strong relationship between gender and advertising, this study explores the representation of men and women in magazine advertisements. This study presents a conceptual extension of the gender display frameworks by (Belk...

  6. Unconscious advertising effects

    NARCIS (Netherlands)

    M. Moorman

    2011-01-01

    Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is

  7. Strategic Targeted Advertising

    NARCIS (Netherlands)

    A. Galeotti; J.L. Moraga-Gonzalez (José Luis)

    2003-01-01

    textabstractWe present a strategic game of pricing and targeted-advertising. Firms can simultaneously target price advertisements to different groups of customers, or to the entire market. Pure strategy equilibria do not exist and thus market segmentation cannot occur surely. Equilibria exhibit rand

  8. ESSENTIALS OF ADVERTISING COMMUNICATION

    OpenAIRE

    Pop, Anisoara; Dredetianu, Mirela

    2014-01-01

    Advertising communication achieves its persuasion purposes according to medium, product, urge, idiosyncrasies which students in economics and future businessmen should be aware about, whenever they intend to launch a new product on either the domestic or international market. Moreover, intercultural elements and gender issues need careful consideration if blunders are to be avoided in international advertising.

  9. Morphing banner advertising

    NARCIS (Netherlands)

    G.L. Urban (Glen); G. Liberali (Guilherme); E. MacDonald (Erin); R. Bordley (Robert); J. Hauser (J.)

    2014-01-01

    textabstractResearchers and practitioners devote substantial effort to targeting banner advertisements to consumers, but they focus less effort on how to communicate with consumers once targeted. Morphing enables a website to learn, automatically and near optimally, which banner advertisements to se

  10. Print Advertisements in Malaysia

    Science.gov (United States)

    Hashim, Azirah

    2010-01-01

    This paper examines print advertisements in Malaysia to determine how advertisers seek to achieve their primary goal of persuading or influencing an audience by the use of both language and visuals. It describes the main component moves and rhetorical strategies used by writers to articulate the communicative purpose of the genre and the language…

  11. The Concept of the Interculture in Time: (Intercultural Topics in Textbooks of French as a Foreign Language

    Directory of Open Access Journals (Sweden)

    Meta Lah

    2012-12-01

    Full Text Available The article deals with the concept of interculturality as used in foreign language didactics. In accordance with the definition of interculturality given in the first part of the article, two categories are included in the analysis – two “levels” of culture, each of them bearing a different name in literature, namely high and popular culture. Various textbooks used for teaching French as a foreign language in Slovenia in both the past and present were chosen for the analysis of topics that cover a fairly long period of time – among them the textbooks by two Slovenian authors: Južnič (1938 and Grad (1954, as well as some generally-used French textbooks, such as Cours de langue et de civilisation françaises (1953, Le nouveau sans frontières (1988 and Nouveau rond point (2011. The article is based on the hypothesis that high culture is more likely to be present in the older textbooks, which are based on traditional methods, whereas in modern textbooks more popular, everyday topics can be found. It is also presumed that topics in modern textbooks are, compared to their more traditional counterparts, introduced in an intercultural manner which could encourage students to compare the culture of the foreign country with their own. Both hypotheses are partly confirmed. In Slovenian textbooks there are very few culture-based topics. On the other hand, they are present in all French textbooks, regardless of the methodology. It is true that Mauger introduces more high culture than the others and that the intercultural topics are presented only in the most recent textbook. In all the others, it is exclusively the culture of the target country that is introduced.

  12. Comparison of intravenous and topical lidocaine as a suppressant of coughing after bronchoscopy during general anesthesia.

    Science.gov (United States)

    Jakobsen, C J; Ahlburg, P; Holdgård, H O; Olsen, K H; Thomsen, A

    1991-04-01

    Twenty-four consecutive patients scheduled for fiberbronchoscopy were randomized to receive double-blind either intravenous (1.5 mg/kg) or laryngotracheal (3 mg/kg) lidocaine to evaluate the influence on post-bronchoscopic laryngospasm, pain in the throat and coughing. Plasma lidocaine concentrations were analyzed 5, 15, 30 and 60 min after administration. None of the patients demonstrated laryngospasm or pain in the throat during the first hour after bronchoscopy. Patients receiving topical lidocaine coughed significantly more than patients receiving intravenous lidocaine, with a median number of coughs of 20 compared to 4, during the first hour (P less than 0.01). The plasma lidocaine concentrations were significantly higher after intravenous than after topical administration (P less than 0.001). After intravenous administration the plasma lidocaine concentrations exceeded the accepted level for potential toxicity in five out of 11 patients, but none of the patients developed toxic symptoms and no side-effects were observed. PMID:2038931

  13. Generational cohorts and their attitudes toward advertising

    Directory of Open Access Journals (Sweden)

    Ernest Cyril de Run

    2013-12-01

    Full Text Available This research is aimed at determining the attitudes with regard to advertising from the perspective of generational cohorts in Sarawak. A two-phase of study was conducted to firstly identify generational cohorts in the state and, secondly, to investigate the attitude of each cohort to advertising. Utilizing theories of generations, a qualitative approach by means of personal interviews was used at the outset to identify external events which bring about the formation of cohorts. Accordingly, 48 interviews were conducted and data were content-analyzed. The findings were then incorporated into the second phase of study to investigate cohorts’ views about advertising, using theory of reasoned action. A quantitative approach via questionnaire-based survey was administered, and 1,410 copies were collected for analysis. Five distinct cohorts are proposed in the initial findings. They are labeled as Neoteric Inheritors, Prospective Pursuers, Social Strivers, Idealistic Strugglers and Battling Lifers on the basis of their respective engagement with events during the coming-of-age years. The subsequent findings show that beliefs about advertising are significant predictors of the attitudes to advertising, and so are the attitudes with regard to the intention of every cohort. However, their beliefs and attitudes to advertising are found to differ significantly, especially in the older cohort. The study thus highlights the implication of generational differences on the attitudes to advertising.

  14. Internet Advertisement: Helps to Build Brand

    Directory of Open Access Journals (Sweden)

    Ahasanul Haque

    2006-01-01

    Full Text Available Internet is a hybrid medium which can combine all three identified communication strategies including mass communication, interpersonal communication and machine underactivity communication. However, the creative variables that are related to successful branding through internet advertisement (IA have yet to be validated quantitatively. This study adds to the growing body of literature on brand building by examining how some facilities of Internet Advertisement which have impact on brand building. The proposed characteristics of Internet Advertise which have been selected to identify the impact on brand building namely, customization facility, purchasing facility, style of Internet Advertisement, quick feedback and image of Internet Advertisement. The data was collected from different areas in Malaysia, among different type of respondents who used internet before. A total number of 591 responses have been finalized for the analysis. Multiples regression was employed as major analysis to test hypotheses. The present investigation was demonstrated that different styles of Internet Advertisement enhance the potentiality of IA. In addition, quick feedback also has significant effect on brand building. Surprisingly, image and purchasing capabilities have negative effect on brand building. It could be due to customers reluctant to purchase instantly after watching internet advertising.

  15. Exploring Routes to Persuasive Online Advertising

    Directory of Open Access Journals (Sweden)

    Wen-Chin Tsao

    2014-11-01

    Full Text Available Studies show that the Internet is gaining status as a mainstream medium for delivering advertisements and thatonline advertising may surpass advertising in traditional media. This study proposes a model for evaluating theeffects of various elements of Internet advertisements on purchase intention and outlines a potential route bywhich persuasive messages might travel. A structural equation model is developed to test the causal effectbetween those constructs. The multiple-group analysis is applied to investigate the moderating effect of Internetusage.The empirical results show that (1 purchase intention is influenced indirectly by peripheral cues via the mediationof hedonic value, (2 purchase intention is influenced indirectly by central cues via the mediation of utilitarianvalue and search intention, (3 Internet usage plays a partial moderating role in persuasive communication, and (4utilitarian value plays a critical meditating role by converting rational ad stimuli into purchase acts after thepersuasive communication effected by online advertisements. This study clarified the process of consumerperception and interpretation towards online advertisement information, proposing two pathways for persuasion.Furthermore, we confirmed that in the event that more central cures are released in online advertisements, theconsumers will enhance a greater utilitarian value to the message. This further induces greater search intention andpurchase intention, the finding of which is the contribution of this study.

  16. An analysis of weight loss articles and advertisements in mainstream women’s health and fitness magazines

    Science.gov (United States)

    Ethan, Danna; Basch, Corey H.; Hillyer, Grace Clarke; Berdnik, Alyssa; Huynh, Mary

    2016-01-01

    Background: Magazines are a commonly used source for health and fitness information. Little is known about the nature and extent of weight loss strategies and products presented in mainstream women’s health and fitness magazines. Methods: This preliminary cross-sectional study evaluated the prevalence of articles and advertisements featuring weight loss content and products in mainstream US-based health and fitness magazines, as well as assessed weight loss themes presented. Thirty-one US health and fitness-focused magazine issues were coded. Prevalence of, product type, and themes related to weight loss in articles and advertisements were assessed. Results: Among the 31 issues of the five US-based women’s magazines examined, we identified 39 articles (4.8% [95% CI = 3.3% to 5.5%] of 819 articles) related to weight loss with 14 identified weight loss topics. The most prevalent article topics covered were exercising/workouts (32.0% [95% CI = 28.8% to 33.6%]) followed by dieting (18.6% [95% CI = 15.9% to 19.9%]).The most common product advertised was weight loss pills (46.0% [95% CI = 42.6% to 47.7%]). Fat burners were also frequently advertised (14.9% [95% CI = 12.5% to 16.1%]) followed by hunger reduction strategies (10.3% [95% CI = 8.2% to 11.3%]) and fat blockers (6.9% [95% CI= 5.2% to 7.8%]). Conclusion: Articles presented information about exercise and dieting whereas advertisements supported potentially harmful health beliefs and behaviors. As a well-utilized American media format, health and fitness-focused magazines have an opportunity to communicate frequent,accurate messaging about healthy weight reduction and limit advertisements that may include misleading claims. PMID:27386422

  17. Topic and Textual Coherence

    Institute of Scientific and Technical Information of China (English)

    何明烈; 戢焕奇

    2008-01-01

    Based on the investigation of the origin and definition of topic as well as the classification of textual coherence, this paper ana-lyzes the function of topic to non-coherence, imphcit coherence and explicit coherence, and concludes that topic relevance is the primary cri-terion for textual coherence.

  18. As funções dos tipos textuais no interior do gênero discurso de propaganda The functions of the textual types in the gender advertising speech

    Directory of Open Access Journals (Sweden)

    Waldivia Maria de Jesus

    2010-01-01

    Full Text Available Este artigo propõe refletir acerca do ensino de leitura e escrita pela abordagem de gêneros, com foco nas funções que os tipos textuais desempenham no interior do gênero discurso de propaganda. Reflete-se sobre problemas que envolvem a conceitualização de gênero textual / gênero de discurso, tipos textuais / formas textuais, com ênfase na definição de gênero mais adequada ao ensino. O corpus desses estudos constitui-se de uma peça publicitária veiculada no jornal Folha de S. Paulo. E as reflexões se ancoram no Funcionalismo (HALLIDAY, 1985, na Semântica Pragmática (VAN DIJK, 1978 e na Análise do Discurso (MAINGUENEAU, 2002.This article proposes a reflection about the teaching of reading and writing on the genre approach, focusing on the function that textual types play within the genre advertising discourse. It reflects on issues surrounding the conceptualization of textual genre / discourse genre, textual types / textual forms, observing the most appropriate definition of genre to teach mother language. The studied corpus is constituted by an advertising piece published in Folha de S. Paulo. And the reflections rest on the Functionalism (HALLIDAY, 1985, on the Semantic Pragmatic (VAN DIJK, 1979, on the Discourse Analysis (MAINGUENEAU, 2002.

  19. University students' response to social media advertisements

    OpenAIRE

    Nmezi, Onyedikachi Uzozie

    2013-01-01

    ABSTRACT: The use of social media for marketing techniques has been in the increase in parallel with the increasing number of social media users and the impact of social media on the audience habits in many different areas such as politics, social movements, social contacts as well as marketing has been as a result of technology and its developments and has enhanced media messages utilization by advertisers. Advertising companies have improved direct responses from potential customers in this...

  20. A Case Report: Red Skin Syndrome- as the Rebound Effect of Using a Long Term Potent Topical Corticosteroid

    Directory of Open Access Journals (Sweden)

    Cristine D. Octaviani

    2014-06-01

    Full Text Available 31 years old male suffered from a rare skin disorder, diagnosed of red skin syndrome. Seven years ago, symptoms was begun with a light itching on skin area of body as well as face, and visited a general practitioner, diagnosed of light allergic rhinitis. He was prescribed oral corticosteroid, methyl prednisolone 4 mg b.i.d and very potent topical corticosteroid, clobetasol. The symptoms was significantly disappeared and being rebound after stopping the prescription. To maintain this rebound effect, for seven years in on-off unhealed conditions, he used topical cream corticosteroid, clobetasol, that fully masked this worst rebound condition. When application of the topical cream was stopped, rebound effect relapsed and even red skin syndrome became worse than before. After 20 months of being fully stopped from corticosteroid, the symptoms finally slowly reduced. He almost fully recovered and had a normal life until now December 2013. By this case, we can learn that this red skin syndrome, resulted from side effect of corticosteroid, will be stopped by fully stopping administering orally or topically, and this will take quite long time for skin to recover.

  1. Does advertising work?

    International Nuclear Information System (INIS)

    Advertising is a tool to counter balance negative media coverage. it can convey a message that will increase the understanding by the Canadian public. The advertising should be of a broad general nature to provide information, not to advocate nuclear energy. the objective of advertising is to establish credibility and trust; to establish acceptance and confidence in the products and people of the nuclear industry; and to increase the level of support for the nuclear industry. The target of the advertising are men and women of Canada, with focus on the opinion leaders. The strategies for advertising are to develop an on-going dialogue with the Canadian Public; to familiarize the Canadian Public with specific applications of nuclear energy; to present the facts on nuclear energy; and to monitor the results to maintain and improve on-going dialogue with the Canadian Public

  2. Advertising literacy and children’s susceptibility to advertising

    NARCIS (Netherlands)

    E. Rozendaal

    2011-01-01

    This dissertation covers two areas of research that expand our knowledge on children’s advertising literacy (i.e., advertising-related knowledge). The first part addresses the development of children’s advertising literacy into adult-like levels. The second part focuses on the role of advertising li

  3. Advertising in social media - effective or not?

    OpenAIRE

    Nopanen, Sanna-Liisa

    2010-01-01

    The purpose of this study was to investigate the methods of advertising that are currently in use in social media and especially in social network sites. Another aim was to find out if these methods are an effective way of promotion for the advertisers and are they effectively used as a part of the advertisers’ promotion mix. This study was made using secondary and tertiary research from academic and business literature, articles from newspapers as well as from internet resources and furt...

  4. Topical Drugs for Pain Relief

    Directory of Open Access Journals (Sweden)

    Anjali Srinivasan

    2015-03-01

    Full Text Available Topical therapy helps patients with oral and perioral pain problems such as ulcers, burning mouth syndrome, temporomandibular disorders, neuromas, neuropathies and neuralgias. Topical drugs used in the field of dentistry are topical anaesthetics, topical analgesics, topical antibiotics and topical corticosteroids. It provides symptomatic/curative effect. Topical drugs are easy to apply, avoids hepatic first pass metabolism and more sites specific. But it can only be used for medications that require low plasma concentrations to achieve a therapeutic effect.

  5. Participation of women as authors and editors in journals concerned with mental retardation and related topics.

    Science.gov (United States)

    Porter, Cari L; Christian, LeeAnn; Poling, Alan

    2003-02-01

    The present survey determined women's participation in eight journals concerned with mental retardation and related topics. The number of female authors was recorded for all articles published in these journals from 1991 through 2000. The number of women on the editorial board each year, for each journal, also was tabulated. For all years and all journals, women were first authors of 41% of articles published. Women wrote 34% of single-author articles. Overall, 45% of all authors were women. Women constituted 34% of the editorial board members for the eight journals combined. In sum, these data suggest that women's contribution to the mental retardation literature decreases with the prestige of the activity. PMID:12597719

  6. Optimal Pricing and Advertising Policies for New Product Oligopoly Models

    OpenAIRE

    Gerald L. Thompson; Jinn-Tsair Teng

    1984-01-01

    In this paper our previous work on monopoly and oligopoly new product models is extended by the addition of pricing as well as advertising control variables. These models contain Bass's demand growth model, and the Vidale-Wolfe and Ozga advertising models, as well as the production learning curve model and an exponential demand function. The problem of characterizing an optimal pricing and advertising policy over time is an important question in the field of marketing as well as in the areas ...

  7. Advertising Bans and the Substitutability of Online and Offline Advertising

    OpenAIRE

    Goldfarb, Avi; Tucker, Catherine Elizabeth

    2010-01-01

    The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising b...

  8. Strategic informative advertising in a tv-advertising duopoly

    OpenAIRE

    Nilssen, Tore; Sørgard, Lars

    2000-01-01

    We consider a model of strategic informative advertising where the advertising is done on TV and where the TV channels' advertising prices are endogenously determined. We discuss how these prices, and the advertising firms' advertising efforts, vary with the two key parameters of the model: the degree of product differentiation in the product market and a measure of the relative sizes of the TV channels' viewer bases. We find, in particular, that the larger the size difference among the TV ch...

  9. Comparative Advertisement And Its Relation To Trademark Violation An Analysis Of The Indian Statute

    OpenAIRE

    Fernandes, Semila

    2013-01-01

    The research topic Comparative advertisement and its relation to trademark violation An analysis of the Indian Statute will help unfold the various dimensions of comparative advertising and its impact on the registered trademarks of the owners. The Courts of different jurisdiction have analyzed this research area in different perspectives depending on the current situation of their competitive market economy and have hence tried to satisfy their stakeholders of advertising agencies to promot...

  10. Introduction to media and advertising creative relationship

    Institute of Scientific and Technical Information of China (English)

    李晴

    2013-01-01

    This article is based on the relationship of media and advertising creative for the report, Through the analysis of the nature and characteristics of various advertising media, from video, print, advertising, outdoor this four aspects explain the relationship between media and advertising creative. Fully understand the media for advertising creative, make the best combination of media and advertising, make advertising creative into real productivity.

  11. The Effectiveness of Advertising Matching Purchase Motivation

    OpenAIRE

    Van Loef, J.; Antonides, Gerrit; Raaij, Fred

    2001-01-01

    textabstractSeveral authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise, for hedonic brands transformational advertising is more effective than informational advertising. These recommendations ...

  12. Misselling as a New Topic of Financial Education? A Didactic Analysis of Investment Advise after the Financial Crisis

    OpenAIRE

    Dirk Loerwald; Thomas Retzmann

    2010-01-01

    Personal financial investments are, as a matter of course, a topic of economic education because they are a life situation which is inherently economical. In contrast, faulty advising in banks which has become focussed upon due to the extent it has played a part in the recent financial crisis is mentioned neither in curricula nor in educational text books. Numerous private funds have been exposed as unprofitable investments. One reason for this problem is to be found in the marketing staff of...

  13. Efficacy and Toxicity of Zinc Salts as Candidate Topical Microbicides against Vaginal Herpes Simplex Virus Type 2 Infection

    Science.gov (United States)

    Bourne, Nigel; Stegall, Rachael; Montano, Raquel; Meador, Michael; Stanberry, Lawrence R.; Milligan, Gregg N.

    2005-01-01

    Zinc salt solutions administered as topical microbicides provided significant protection against herpes simplex virus type 2 infection in a mouse vaginal challenge model. However, at the therapeutic concentration, the salt solutions caused sloughing of sheets of vaginal epithelial cells. These observations limit the utility of zinc salts as microbicides and suggest that the application of zinc solutions to mucosal surfaces has the potential to cause damage that might increase susceptibility to secondary infections at a later time. PMID:15728922

  14. A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market

    Directory of Open Access Journals (Sweden)

    Uğur Batı

    2010-10-01

    Full Text Available In the realm of marketing communication, particularly in advertising, music has been a prevailing feature. Past research have examined the effects of music in advertising in relation to attention, memory, attitudes and purchase intention. This article examines the works that analyze related music structure and how music helps creating meaning in advertising. Literature is reviewed and analyzed by means of consumer attitude through the brand and advertising, brand recall, pleasure and arousal, and purchase intention variables which are then demonstrated in tables. The paper has shown that music is used with a proportion of from 40% up to 90% in the advertisements. It is thought that this proportion shows the importance of music usage in ads by the advertisers. Concisely, this study attempts to fill a gap in Turkish literature by providing a summary of the results of the existing research on the effects of music in advertising and provides a foundation for future research on the interaction of music and advertising.

  15. Analysis of medicine advertisement produced in Brazil

    OpenAIRE

    Wzorek LF; Correr CJ; Trindade ACB; Pontarolo R

    2007-01-01

    Objective: To analyze the compliance of drug advertisements with regulations in Brazil, subject to Resolution RDC No. 102/2000 since 2000, which abides by the WHO’s (World Health Organization) Ethical Criteria for Medicinal Drug Promotion, published in 1988. Methods: Drug advertisements running within the period of October 2002 to October 2003 were collected and recorded. Media sources included various AM and FM radio stations, television channels, newspapers, and magazines, as well as print...

  16. Institutional Advertising in the Spanish Parliament

    OpenAIRE

    Ángeles Feliu-Albaladejo

    2011-01-01

    This article presents the results of a study about the legislation of institutional advertising in the Spanish Congress, which is understood as an arena for political communication. The research is focused on the analysis of the parliamentary initiatives and the corresponding parliamentary debates, with special emphasis on the legislative initiatives prior to the 2005 Law of Advertising and Institutional Communication, and its value as predecessor of other regulations. The first proposal of t...

  17. 25 CFR 162.606 - Advertisement.

    Science.gov (United States)

    2010-04-01

    ... 25 Indians 1 2010-04-01 2010-04-01 false Advertisement. 162.606 Section 162.606 Indians BUREAU OF INDIAN AFFAIRS, DEPARTMENT OF THE INTERIOR LAND AND WATER LEASES AND PERMITS Non-Agricultural Leases § 162.606 Advertisement. Except as otherwise provided in this part, prior to granting a lease or permit as authorized under § 162.601 of this...

  18. Impact of Advertisement on Malay Young Consumers

    OpenAIRE

    Asif Khurshid; Aneel Salman; Nedim Makarevic

    2016-01-01

    The purpose of writing this paper is to explore the understanding of advertisement and its impact on young consumers. Also it was discussed that how this impact if it is negative can be neutralized. It has been identified after conducting in depth interviews that all respondents were of the opinion that advertisement is a source of communication. In addition to this all respondents are agreed that it has positive as well as negative effects on both children and young adults. Negative impacts ...

  19. Effect of a topical glucocorticoid, budesonide, on nasal mucosal blood flow as measured with 133Xe wash-out technique

    International Nuclear Information System (INIS)

    The ''vasoconstrictor'' effect of dermally applicated steroids is a widely used parameter when determining the potency of glucocorticoids. A similar effect on the nasal mucosa has been suggested as providing an explanation for the clinical effect of topically administered glucocorticoids in the treatment of nasal disorders such as allergic and vasomotor rhinitis. The recently described 133Xe wash-out method was used for the purpose of blood flow determination in 11 healthy subjects. In a randomized double-blind cross-over study, the effect of topically administered budesonide, a non-halogenated glucocorticoid, for 1 week was compared with that of placebo. No difference was found to occur in the mucosal blood flow after the administration of budesonide, as compared with placebo. It seems likely that a more complex activity than vasoconstriction is responsible for the clinical effect in the treatment of nasal disorders, and further research is required in order to clarify this issue. (author)

  20. Content Analysis of Advertisements in Different Cultures

    Directory of Open Access Journals (Sweden)

    Vesna Lazović

    2012-05-01

    Full Text Available Increasingly, advertising examples are being analyzed and used as yet another form of communication, on account of their ubiquity (e.g. billboards, Internet, television, magazines. Designed to compel us to purchase products, advertisements have the potential to greatly impact our lives. They show current trends in social preferences, they reveal cultural values and norms of the target audience and, finally, they can be the mirror of the times people live in. The purpose of this paper is to give a brief overview of the findings in previously carried–out research relating to cross–cultural content analysis of advertisements. The reports have addressed both linguistic and extra–linguistic features and trends in advertising and emphasized language– and culture–specific elements. This paper also gives ideas for future studies, since nowadays, due to international marketing and increasing globalization there are more cultural transfers to be explored, as cultures are coming in contact far more frequently.

  1. 创新铁路广告营销组合策略%Innovative Railway Advertising Marketing Mix Strategy

    Institute of Scientific and Technical Information of China (English)

    张永强

    2015-01-01

    With the rapid development of railway, both the market and advertiser have put forward new requirements for advertisement. This article analyzes the ways and methods of railway advertising marketing mix strategy in the fierce market competition of railway advertising. This is only a preliminary and shallow research of this topic and the author hopes that it can attract the attention of experts and leaders related so as to promote the innovation of railway advertising marketing practice.%随着铁路发展的突飞猛进,市场和广告主都对铁路广告提出了全新要求,本文分析了铁路广告在竞争日趋激烈的市场新形势下,创新铁路广告营销组合策略的途径与方法。本文对这一课题的分析研究是初步、肤浅的,但求抛砖引玉使这一重要课题能够引起专家学者和相关领导的重视,从而对创新铁路广告营销的实践起到一定的推动作用。

  2. Innovative Railway Advertising Marketing Mix Strategy%创新铁路广告营销组合策略

    Institute of Scientific and Technical Information of China (English)

    张永强

    2015-01-01

    随着铁路发展的突飞猛进,市场和广告主都对铁路广告提出了全新要求,本文分析了铁路广告在竞争日趋激烈的市场新形势下,创新铁路广告营销组合策略的途径与方法。本文对这一课题的分析研究是初步、肤浅的,但求抛砖引玉使这一重要课题能够引起专家学者和相关领导的重视,从而对创新铁路广告营销的实践起到一定的推动作用。%With the rapid development of railway, both the market and advertiser have put forward new requirements for advertisement. This article analyzes the ways and methods of railway advertising marketing mix strategy in the fierce market competition of railway advertising. This is only a preliminary and shallow research of this topic and the author hopes that it can attract the attention of experts and leaders related so as to promote the innovation of railway advertising marketing practice.

  3. Food advertising in children's magasines

    OpenAIRE

    Šorli, Ema

    2014-01-01

    Children are particularly interesting to the media and advertising, since they are more receptive to advertisement than adults during adolescence. The problem of advertising is mainly unhealthy food, but for child’s healthy growth and development a balanced diet and physical activity are most needed. The objectives of the thesis were to explore children's magazines and to determine the frequency of food advertising, and to present the phenomenon of food advertisements through different period...

  4. Misselling as a New Topic of Financial Education? A Didactic Analysis of Investment Advise after the Financial Crisis

    Directory of Open Access Journals (Sweden)

    Dirk Loerwald

    2010-07-01

    Full Text Available Personal financial investments are, as a matter of course, a topic of economic education because they are a life situation which is inherently economical. In contrast, faulty advising in banks which has become focussed upon due to the extent it has played a part in the recent financial crisis is mentioned neither in curricula nor in educational text books. Numerous private funds have been exposed as unprofitable investments. One reason for this problem is to be found in the marketing staff of the banks who did not invest their customer’s funds securely enough – and the customers did not notice it. What conclusions can be drawn from this for general financial education after the financial crisis? The economic education has failed to address the topic of “faulty advising in banks” as well. On the basis of categorical economic didactics the following contribution will analyse whether one has an exemplary case here upon which students can win generalized, transferable insights. In this context, the topic of personal financial investments will be classified in an efficient manner and the risk of opportunism in advising situations will be analysed with the help of the positive principal-agent theory. The results of this analysis of informational asymmetries within financial markets give direction to the development and revision of curricula in the didactics of economic education. With the following article a sustainable theoretical fundament will be created to underscore the obligatory inclusion of this topic in curricula as well as its realisation for target groups in school text books.

  5. Lavender-thymol as a new topical aromatherapy preparation for episiotomy: A randomised clinical trial.

    Science.gov (United States)

    Marzouk, T; Barakat, R; Ragab, A; Badria, F; Badawy, A

    2015-01-01

    The objective of this study was to evaluate the effectiveness of topical lavender-thymol in promoting episiotomy healing. This placebo-controlled, single-blinded, randomised clinical trial involved 60 primiparous women. REEDA score was used to evaluate the outcome of the trial. On the 7th post-partum day, women in Placebo-treated group had worse Redness, Edema, Ecchymosis, Discharge and Approximation (REEDA) score of 3.93 ± 3.65 compared with those in Lavender-thymol-treated group (2.03 ± 1.7) with significant difference (P = 0.013). Visual analogue Scale (VAS) score for pain at episiotomy in Lavender-thymol-treated group was 3.5 ± 1.9, whereas in Placebo-treated group it was 2.1 ± 2.2 (p = 0.011) for dyschezia, 3.8 ± 1.7 and 2.8 ± 1.6 in Placebo- and Lavender-thymol-treated women, respectively (p = 0.023). At 7th post-partum week, dyspareunia was more severe in Placebo-treated group compared with that in Lavender-thymol-treated group (5.3 ± 2.7 vs 2.7 ± 1.5 and p aromatherapy using lavender-thymol was highly effective, suitable and safe for episiotomy wound care with little or no expected side effects compared with that using placebo. PMID:25384116

  6. Effect of topical anti-glaucoma medications on late pupillary light reflex, as evaluated by pupillometry

    DEFF Research Database (Denmark)

    Ba-Ali, Shakoor; Sander, Birgit; Brøndsted, Adam Elias;

    2015-01-01

    short-term effect of the anti-glaucoma drugs on the pupillary light reflex and in particular on the PIPR10-30s. METHODS: In this randomized, double-masked, crossover trial, pupillometry was performed before and after topical administration of latanoprost, dorzolamide, and timolol in 20 healthy subjects...... red light PIPR0-10s (p = 0.02). Pupillary size decreased slightly with timolol (0.1 mm, p = 0.03) and dorzolamide (0.2 mm, p < 0.001), but not with latanoprost. Timolol also reduced the maximal contraction amplitude significantly during red light (p = 0.02). Intraocular pressure was significantly...... reduced by all three drugs after 3.5 h (p < 0.01), while it remained unchanged during the control day (p = 0.3). CONCLUSION: Anti-glaucoma medications did not interfere with the blue light elicited PIPR. Dorzolamide reduced pupil size, while timolol reduced both pupil size and maximal contraction to red...

  7. Advertisers and Advertising Agencies: A National Survey of Current Attitudes toward Advertising Graduates.

    Science.gov (United States)

    Pinzon, Charles M.

    To measure attitudes toward advertising program graduates versus non-advertising graduates, a study was conducted of advertising managers nationwide and advertising agency middle managers in New York, California, Illinois and Texas. Two hundred and eighty-three self-administered questionnaires were completed. Results included the following…

  8. AI Topics

    OpenAIRE

    Buchanan, Bruce G; Glick, Jonathan

    2002-01-01

    The debut of the AI in the News column elsewhere in this issue of AI Magazine created a good opportunity to introduce the professional community to the AI Topics web site, home of the AI in the news virtual page. Although AI Topics is designed for the lay public, it serves a much larger audience.

  9. On Advertisement Language Translation

    Institute of Scientific and Technical Information of China (English)

    LI Ya-lu

    2015-01-01

    Advertisement language is a special practical writing with abundant imagination, great creativity and instigation. During translation the diversity in social culture, language and ethnic psychology, etc. will be directly reflected into its effect, presenting both the trouble in business of translators and also significant influences on the business brand. Starting from the features of adver⁃tisement language itself, this paper integrates translation situations and measures from several schools over the latest 20 years, gives typical examples in advertising translation and analyzes from varies perspectives and points out some problems in today ’s ad⁃vertisement translation,aiming to provide some constructive opinions for translation of advertisements.

  10. The psychology of advertisement

    OpenAIRE

    Pokorná, Jana

    2013-01-01

    The aim of my thesis is to get the reader familiar with the advertising zone, we will mainly focus on the outdoor advertising, which the practical part relates to. In the beginning, we will read about a short advertising history. Then follows marketing, which is by most thought to be a science, or a science discipline,however experts suppose it to be more a method, process or the activity. We will talk about it’s principle and progress, and will get through the marketing mix and m...

  11. Evaluation of a polyherbal topical aerosol spray as a supportive therapy for clinical mastitis in dairy cows

    OpenAIRE

    Ramasamy Selvam; Ganapa Sureshbabu; Marimuthu Saravanakumar; D'Souza Prashanth

    2015-01-01

    The present study was designed to evaluate the polyherbal topical aerosol spray Wisprec and reg; Advanced (M/S. Natural Remedies Private Limited, India) as a supportive therapy for clinical mastitis in dairy cows. A total of 41 dairy cows suffering from clinical mastitis were selected, and Wisprec and reg; Advanced was sprayed on mastitis affected quarters of udder two times a day along with a parenteral antibiotic till complete recovery. The rectal temperature, pain on palpation of udder, sw...

  12. Figures of Rhetoric in Advertising Language.

    OpenAIRE

    Edward F. McQuarrie; Mick, David Glen

    1996-01-01

    A rhetorical figure can be defined as an artful deviation in the form taken by a statement. Since antiquity dozens of figures have been cataloged, ranging from the familiar (rhyme, pun) to the obscure (antimetabole). Despite the frequent appearance of rhetorical figures in print advertisements, their incorporation into advertising theory and research has been minimal. This article develops a framework for classifying rhetorical figures that distinguishes between figurative and nonfigurative t...

  13. The Effects of Direct Marketing Advertising

    OpenAIRE

    TOSUN, Doç. Dr. Nurhan BABÜR

    2009-01-01

    Direct marketing advertising is an increasingly important instrument of the integrated marketing communications mix, and has the unique characteristic of being able to reach the consumer personally and directly, with immediately measurable effects. Direct marketing advertising can serve a number of objectives, such as direct sales, distribution support, and customer retention, awareness and loyaltyenhancement. Directmarketing uses a multitude of tools and media. Some of them are non-addressab...

  14. Bluetooth Low Energy - privacy enhancement for advertisement

    OpenAIRE

    Wang, Ping

    2014-01-01

    The aim of this project is to design, simulate, and implement a privacy enhancement protocol over BLE advertising channels. The design of the privacy enhancement is generic and modular. Due to the risk of privacy disclosure and device tracking by adversary, the main focus will be put on designing and implementing message confidentiality, replay prevention, and anti-tracking of device over BLE advertising channels. Bluetooth core specification 4.1 is used as baseline for design and implementat...

  15. Advertising in a Differential Oligopoly Game.

    OpenAIRE

    R. Cellini; L. Lambertini

    2001-01-01

    We illustrate a differential oligopoly game where firms compete à la Cournot in homogeneous goods in the market phase, and invest in advertising activities aimed at increasing consumers’ reservation price. Such investments produce external effects, characterizing the advertising activity as a public good. We derive the open-loop and the closed-loop Nash equilibria, and show that the properties of the equilibria depend on the curvature of the market demand function. The comparative assessment ...

  16. The Rhetoric of Greek Political Advertisements

    OpenAIRE

    Stamatis POULAKIDAKOS; Veneti, Anastasia

    2010-01-01

    The trend of present-day politics is towards its “aestheticization”. Advertising is the most visible “tool” of popular political communication and television is its key “prophet”. Hence, modern political communication employs the potentialities of TV in order to achieve its objectives in a highly effective manner. Nowadays, the TV political advertisement has an undisputable role both in the electoral outcome and as a mediator between the political parties and the voters. The aim of this paper...

  17. Ways of art appropriation by the advertising

    Directory of Open Access Journals (Sweden)

    Roberta Fernandes Esteves

    2013-09-01

    Full Text Available Based on the different ways of appropriation of the artistic visualrepresentations by the advertising communication, proposed by Lucia Santaella (2005 – imitation of the ways of composing and incorporation of the artistic image – this article presents, as of the examination of advertisements broadcast in different countries, seven new categories outlined on the basis of partial or total use of the appropriated image and the interference performed in them.

  18. National and store brand advertising strategies

    OpenAIRE

    Jenyi Chen; Stanko Dimitrov

    2015-01-01

    As the propensity of premium store brands (SBs) increases, retailers must consider different ways to drive sales besides promotional strategies. With this in mind, we consider a national brand (NB) and a (premium) SB co-existing in a market. Each brand has to decide the amount to invest in advertising its product and the prices to charge its customers, which can be determined separately or in unison. When either advertising expenditures or pricing decisions are set, each brand must keep in mi...

  19. Co-text in Symbol Expressing of Advertisement:Taking Advertisements of iPhone and Nokia as Examples%广告符号表意中的伴随文本--以iPhone与Nokia广告为例

    Institute of Scientific and Technical Information of China (English)

    刘一鸣

    2016-01-01

    符号学观点出发,广告传播是一项符号表意活动。广告符号表意有其特殊性,表意过程中的意图意义、文本意义以及解释意义三者一致,符号表意过程将会更高效,从而取得更好的效果。因此,广告的制作应力求意图意义、文本意义和解释意义的一致性从而完成表意,在这一过程中,伴随文本对于文本意义的构建起着决定性作用。%From the view of Semiotics, advertisement communication is an activity of symbol expressing, which has its own specialties.In order to achieve better goals, the meanings of purpose, meanings of text and meaning of interpretation should be accordant through this process.Therefore, the making of advertise-ment should also focus on the accordance of the three meanings to complete the expressing.Co-text has deci-sive effect on construction of textual meaning in this process.

  20. The role of advertising through social networks to promote brand equity

    Directory of Open Access Journals (Sweden)

    Alireza Bakhshizadeh

    2012-10-01

    Full Text Available Social networks are online gathering places for people who would like to share their interests and activities. In this context, advertising through social networks is one of the most important topics in the field of marketing and brand that has been considered only in few studies. This study examines the impact of advertising on brand equity through social networks in the beverage industry (PepsiCo. This research study was to survey and collect data from the a standard questionnaire. PepsiCo brand, which is a well known beverage industry worldwide is selected for the proposed study of this paper. Thus, all customers of Pepsi products in city of Tehran are considered as statistical research community and a sample size of 385 people is selected for the proposed study. In order to analyze the data, we use structural equations method and certified factor analysis. The results of our survey indicate that advertisement on social networks has a positive impact in this industry. Based on the results of our survey, we realize that there are some positive relationship between social network advertisement and quality perception, brand loyalty, brand awareness and brand association when the level of significance is one percent.

  1. Stochastic Budget Optimization in Internet Advertising

    CERN Document Server

    DasGupta, Bhaskar

    2010-01-01

    The problems studied in this paper arise out of how advertisers allocate their budget in internet advertising. Advertisers have a set of keywords and some stochastic information about the future, in our case, a probability distribution over scenarios} of cost vs click combinations. The stochastic budget optimization problems that the advertisers face then is to figure out how to spread a given budget across these keywords to maximize the expected number of clicks. We present the first known nontrivial polylogarithmic approximation for these problems; we also present first known hardness results of getting approximations better than logarithmic in various parameters involved. We also identify several special cases of these problems of practical interest, such as with fixed number of scenarios or with polynomial-sized parameters related to cost, which are solvable in polynomial time or with good approximations. The scenario model is natural for optimizing a variety of financial instruments, is apt in practice f...

  2. Consumer–brand assemblages in advertising

    DEFF Research Database (Denmark)

    Bjerrisgaard, Sofie Møller; Kjeldgaard, Dannie; Bengtson, Anders

    2013-01-01

    This paper discusses how the use of tattoos in advertising renders diverse brand–consumer assemblages visible. In considering advertising practitioners as professionals of entanglement, the paper emphasizes the embeddedness of practitioners’ use of tattoo symbolism in institutionalized marketing...... systems and in the cultural history of tattooing. In accordance with recent emphasis on the importance of material devices for understanding contemporary sociality, this paper presents a semiotic analysis of a convenience sample of advertisements depicting tattoos. Tattoos are productive for the study...... potency. This analysis demonstrates how the emergence of brand tattoos in advertising challenges the dominant consumer centrism in consumer research and suggests a networked, emerging understanding of the subject in which agency is distributed in socio-technical assemblages....

  3. Nutritional Discourse in Food Advertising: Between Persuasion and Cacophony

    OpenAIRE

    Mabel Gracia Arnaiz

    2001-01-01

    In industrialised countries, which may still be influenced by the debate of the 1960s and 1970s that highlighted the possible social effects of advertisements on society at large, advertising is considered to be one of the tools that, according to institutional and popular opinion, best generate some of the evils that are characteristic of the new industrial order. The public sees food advertising as a phenomenon that encourages disturbing trends as far as health is concerned because it promo...

  4. Analyzing the Advertising Discourse- A Journey from Sight to Mind

    Directory of Open Access Journals (Sweden)

    Mahrukh Baig

    2013-01-01

    Full Text Available This research paper sets out to project an in-depth study of the advertising discourse by applying methodological approaches of Discourse Analysis and Critical Discourse Analysis to the chosen “advertisements”. It aims at examining the ‘power relations and struggles’ among product-producers and product-consumers, to gauge the level of psychological dominance exercised through the advertising discourse. The study, fundamentally, presents a counter-analysis of ‘advertising strategies’, as to how far they influence the consumers’ attitudes and to what extent the consumers direct their ‘discourse’. In other words, this research attempts to answer the question: ‘who turns out to be more powerful by controlling the other’s mind, in advertiser-consumer relationship?’, whether it is the consumer who shapes the discourse of advertisements through their demands, or the advertiser who affects the consumers’ beliefs through their ‘discourse’! Thus, the current paper presents a comprehensive review of the relevant literature leading towards a theoretical framework of preferred DA and CDA approaches to be further applied on the discourse of advertisements. And towards the end, it states the final remarks concluding the entire discussion and reflecting upon the effectiveness of Critical Discourse Analysis in its application on the advertising phenomena.Keywords: Discourse analysis, Advertising discourse, Producer-consumer power relations, Critical discourse analysis of chosen advertisements

  5. Linguistic Characteristics of Commercial and Social Advertising Slogans

    Directory of Open Access Journals (Sweden)

    Pavel Skorupa

    2015-12-01

    Full Text Available The current paper presents the analysis of linguistic characteristics of commercial and social advertising slogans. There is no uniform definition of the advertising slogan in the scientific literature, therefore, an attempt to provide the definition of a slogan in the context of marketing communication was made. One of the main functions of both social and commercial advertising is to provide information to the target audience and make it act in a way desired by the advertisers. As language, either spoken or written, has a powerful influence over people and their behaviour, the article analysis the language of advertising from the linguistic point of view and focuses on the phonological and semantic characteristics of slogans for commercial and social advertising campaigns. The analysis of 110 English slogans (55 commercial and 55 social advertising campaigns showed the frequent use of both sound techniques and figurative language in commercial advertising slogans, which make the slogans more memorable, attractive and highlighting the advertised brand in a positive way. In contrast, the sound techniques and figurative language are scarce in slogans for social advertising campaigns.

  6. The Features and Translation Strategies of English Advertising Slogan

    Institute of Scientific and Technical Information of China (English)

    杨赬

    2014-01-01

    It is all shared by us that advertising has its cultural and social specialty as well as its own linguistic features. By means of advertising, society and the people can indeed obtain some useful information. To some degree, it is without doubt that language in advertising has a profound impact on the public and people as well as their behaviors. By using special means of expressions, sentences and structures technique, advertising can be given more persuasive and attractive influence. The most effective way that we can write some English advertising slogan in order to meet and satisfy foreigners ’tastes and draw their attention to the particu⁃lar Chinese products is to research the major features of English advertisements and seize the principles and strategies for their translation.

  7. Angiomatous reaction Kaposi-sarcoma-like as a side effect of topical corticosteroid therapy in lichen sclerosus of the penis.

    Science.gov (United States)

    Catricalà, Caterina; Marenda, Samantha; Muscardin, Luca Maria; Donati, Pietro; Lepri, Andrea; Eibenschutz, Laura

    2009-01-01

    Lichen sclerosus (LS) is a chronic inflammatory skin condition usually located in the anogenital area. Topical corticosteroid therapy is the first choice treatment which may arrest or delay the progression of the disorder. We report the case of a 74-year-old man presented with a 6-month history of nodular lesions localized on penis. The man had a previous history of genital lesions that had been diagnosed as LS and treated with long-term topical corticosteroid therapy. After 3 months of corticosteroid therapy, the patient observed the appearance of several nodular erythematous lesions on the penis with progressive disappearance of the clinical symptoms of LS. These purple to red asymptomatic angiomatoid nodules resembled the clinical features of Kaposi sarcoma. PMID:19580581

  8. The Effect of Product Placement Marketing on Effectiveness of Internet Advertising

    Science.gov (United States)

    Liao, Hsiu-Li; Liu, Su-Houn; Pi, Shih-Ming; Chen, Hui-Ju

    Compared to the traditional way of doing advertising, such as ad Banners, internet product placement is now emerging as a promising strategy for advertisers to do their job effectively in this Web 2.0 era. Therefore, this study focuses on the effectiveness of product placement advertising on the Internet. The results show that product prominence (Subtle or Prominent) and presentation of the advertising (Video or Images) significantly impacts the effectiveness of product placement advertising on the Internet, including brand impression, advertising attitude, and intention to click. Product prominence and presentation of the advertisement have an interactive impact. Our findings indicated that presenting the product through videos will enhance higher levels of advertising attitude, brand impression, and intention to click than presenting it through still images. Subtle placements will increase the level of advertising attitude and intention to click more so than prominent placements. But prominent placements increase the brand impression more than the subtle placements.

  9. Manufacturing the Digital Advertising Audience

    OpenAIRE

    Aaltonen, Aleksi

    2011-01-01

    How does a new medium create its audience? This study takes the business model of commercial media as its starting point and identifies industrial audience measurement as a constitutive operation in creating the sellable asset of advertising- funded companies. The study employs a qualitative case study design to analyse how a mobile virtual network operator (MVNO) company harnesses digital behavioural records generated by computational network infrastructure to turn network subscribers into a...

  10. Navy advertising: targeting Generation Z

    OpenAIRE

    Anderson, David; Conover, Kenneth; Jackson, Jason; Santibanez, Edwin

    2015-01-01

    Approved for public release; distribution is unlimited This study recommends improvements for Navy advertising efficiency by examining characteristics of recruits defined as Generation Z. Data gathered from five waves of the New Recruit Survey covering September 2012 to April 2015 were separated into two groups by age, with ages 17–21 representing Generation Z recruits and those over 21 as the Other generation. Four main analysis questions centered on parental influences, social media habi...

  11. Syntactic Topic Models

    CERN Document Server

    Boyd-Graber, Jordan

    2010-01-01

    The syntactic topic model (STM) is a Bayesian nonparametric model of language that discovers latent distributions of words (topics) that are both semantically and syntactically coherent. The STM models dependency parsed corpora where sentences are grouped into documents. It assumes that each word is drawn from a latent topic chosen by combining document-level features and the local syntactic context. Each document has a distribution over latent topics, as in topic models, which provides the semantic consistency. Each element in the dependency parse tree also has a distribution over the topics of its children, as in latent-state syntax models, which provides the syntactic consistency. These distributions are convolved so that the topic of each word is likely under both its document and syntactic context. We derive a fast posterior inference algorithm based on variational methods. We report qualitative and quantitative studies on both synthetic data and hand-parsed documents. We show that the STM is a more pred...

  12. Alcohol advertising and youth.

    Science.gov (United States)

    Martin, Susan E; Snyder, Leslie B; Hamilton, Mark; Fleming-Milici, Fran; Slater, Michael D; Stacy, Alan; Chen, Meng-Jinn; Grube, Joel W

    2002-06-01

    This article presents the proceedings of a symposium at the 2001 Research Society on Alcoholism meeting in Montreal, Canada. The symposium was organized and chaired by Joel W. Grube. The presentations and presenters were (1) Introduction and background, by Susan E. Martin; (2) The effect of alcohol ads on youth 15-26 years old, by Leslie Snyder, Mark Hamilton, Fran Fleming-Milici, and Michael D. Slater; (3) A comparison of exposure to alcohol advertising and drinking behavior in elementary versus middle school children, by Phyllis L. Ellickson and Rebecca L. Collins; (4) USC health and advertising project: assessment study on alcohol advertisement memory and exposure, by Alan Stacy; and (5) TV beer and soft drink advertising: what young people like and what effects? by Meng-Jinn Chen and Joel W. Grube. PMID:12068260

  13. The Advertising English

    Institute of Scientific and Technical Information of China (English)

    沈建红

    2007-01-01

    The English language has evolved to have many different kinds of functionality,each of which corresponds to different situations and styles of use. The advertising English differs when they in various fields.

  14. "Ruralizing" Presidential Job Advertisements

    Science.gov (United States)

    Leist, Jay

    2007-01-01

    Rural community college presidential job advertisements that focus on geography, politics, and culture can improve the likelihood of a good fit between the senior leader and the institution. (Contains 2 figures.)

  15. Creative Designs Sell Advertising.

    Science.gov (United States)

    Culpepper, Alyce

    1991-01-01

    Discusses six essential elements in the design of an advertisement: sales pitch, major headline, minor headline, company statistics, artwork or photograph, and white space. Offers five exercises for the classroom or staff. (SR)

  16. Awareness of and attitudes toward direct-to-consumer prescription drug advertising among young adults.

    Science.gov (United States)

    Alperstein, Neil M

    2014-01-01

    This study examines awareness and knowledge of and attitudes toward direct-to-consumer (DTC) prescription drug advertising among young adults between 18 and 24 years of age. The study finds that young adults are not as aware of prescription drug advertising as older consumers, however, they are aware of specific heavily advertised drugs, especially those for allergy medications, birth control, and sleep aids. Young adults hold mixed to negative views about advertising in general, and they do not view DTC prescription drug advertising as a beneficial source of information, nor do they believe such advertising serves to educate consumers. PMID:25120044

  17. Advertising and Consumer Choice of Telecommunication Services in Nigeria

    OpenAIRE

    David Oladipo Olalekan; Abina Musiliu Babatunde; Oyeniran Wasiu Ishola

    2015-01-01

    This study examines the critical influence of advertising on consumer choice of telecommunication services in Nigeria. The advertisement played a key role in providing the consumers with product information. The study investigates the effect of marketing medium of telecommunication as a proxy for advertisement on preference of telecommunication services as a proxy for consumer choice in Nigeria. The Binary Logit Model (BLM) and descriptive analytical frameworks are used to evaluate the statis...

  18. TWO FACES OF MASCULINITY IN AXE CHOCOLATE ADVERTISEMENT

    OpenAIRE

    Bernadeta Ririn; Lulu Laela Amalia

    2012-01-01

    Abstract: An advertisement has never been departed from an ideology. Although it occurs implicitly, an ideology in an advertisement is able to make someone believe in particular value of life. This study tries to reveal the ideology both in positive meaning as a belief system which marks certain group and in negative meaning as a false consciousness. Besides that, this study also tries to reveal the way of illustrating the ideology that lies within the Axe Chocolate advertisement. In order to...

  19. TWO FACES OF MASCULINITY IN AXE CHOCOLATE ADVERTISEMENT

    OpenAIRE

    Bernadeta Ririn; Lulu L. Amalia

    2016-01-01

    An advertisement has never been departed from an ideology. Although it occurs implicitly, an ideology in an advertisement is able to make someone believe in particular value of life. This study tries to reveal the ideology both in positive meaning as a belief system which marks certain group and in negative meaning as a false consciousness. Besides that, this study also tries to reveal the way of illustrating the ideology that lies within the Axe Chocolate advertisement. In order to obtain th...

  20. Persuasive Structures in Advergames. Conveying Advertising Messages through Digital Games

    OpenAIRE

    de la Hera Conde-Pumpido, T.

    2014-01-01

    The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as advergames. The increasing interest in the use of digital games as a marketing strategy is undoubtedly related to the development of new technologies and the proliferation of broadband and mobile devices ...