How consumers view advertising by optometrists

The purpose of this study were to determine: (a) consumers' attitudes toward advertising by optometrists; (b) which media consumers feel are appropriate for optometrists' advertising; and (c) whether consumers are aware of optometrists' advertisements and, if so, through which media. It was found that consumers indeed have a favorable attitude toward optometrists who advertise; that they find most media appropriate for optometrists' advertising; and that most consumers have encountered optometrists' advertisements, especially through radio, television and billboards.     

试论消极修辞手段在广告语言中的运用

丰富多彩的消极修辞手段的运用,对于广告的成功起着决定性的作用。广告语言是一种诉诸听觉的语言,语音形式的选择加工是广告语言所需要处理的首要问题。相同、相近的音节结构或相同、相近的韵母的使用,洪音、细音的调配,相同音节结构的重叠等等是广告语言语音形式加工的主要内容。成功的广告语言无不重视词语的精当运用。词语的选用既体现在同义词语的抉择上,也体现在多义词语、同音词语的选用上。广告语言往往以超乎寻常语法规范的形式来运作,突破语法规范主要表现在词语的超常配搭、拓展词的语法功能和句式的变化三个方面。汉语言永远是中国广告最肥沃的土壤。     

Political opinion leadership and advertisement attitude: The moderating roles of cognitive and affective responses to political messages

Political opinion leadership is a type of viewer involvement measure that may be relevant to predicting the viewer's attitude toward an advertisement with political content. This study was designed to investigate if cognitive and affective responses to political messages in fashion advertisements play any moderating roles in the relationship between political opinion leadership and advertisement attitude. The results suggest that effectiveness of political content in the advertisement for politically involved consumers may be determined by how clearly the message is communicated to the viewers. Discussions were also made as to the distinction between textual and pictorial messages and to how the viewer's recognition of a pictorial message can be a factor affecting the impact of political opinion leadership on attitude toward advertisement with political content.     

Gender Advertising: The Self- Fulfilling Prophecy?

The socialising role of advertising is discussed in the context of gender bias, and reference is made to studies analysing advertisements from various media. Policy considerations in regard to the regulation of gender advertising are discussed, with a review of the relevant Australian legislation. Alternative possibilities for reform in the area of sexist advertising are canvassed.     

“汽车梦”的社会建构:对《南方周末》（1998～2007）汽车广告内容的分析

今日中国,拥有汽车已成为大多数城市家庭幸福生活的一种理想。在“汽车梦”的社会建构过程中,作为一种消费意识形态的汽车广告在其中起了非常大的作用。本文以《南方周末》（1998～2007）为例,对近十年的汽车广告内容进行分析。文章认为,“个体享乐性想象认同”和“社会参照性成功认同”是汽车广告用来建构“汽车梦”的两个重要的“认同策略”,其影响作用远远超过了汽车广告中的“功用策略”,对广告内容分析的结果证明了本文所提出的研究假设。文章最后对“汽车梦”为什么在近十年得到极力建构的社会根源进行了探讨,并对其所带来的潜在的社会后果进行了深刻的反思。

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The Effect of Negative Campaign Advertising on Vote Choice: The Mediating Influence of Gender*

Objective. Some studies of negative campaign advertising's impact argue that a backlash or “boomerang effect” exists. However, the appropriate conceptualization of a boomerang effect might not be an immediate backlash against the sponsor but a delayed response that comes after repeated exposure to negative campaign advertisements. Method. We conducted an experiment using a variation of the pretest‐posttest control group design in which treatment groups were exposed to varying numbers of negative campaign advertisements. Results. There is a parabolic effect of repeated exposure to negative advertisements that is gender specific. Among women, the sponsor initially benefits from an enhanced image but suffers a decline in image when the voters become overexposed to negative advertisements. Conclusion. A reconceptualization of the “boomerang effect” of negative campaign advertising is in order.     

A space for safety: the transformation of automobile safety advertising in response to NHTSA crash test implementation, 1977 and 1981

Automobile safety became an issue of increased public concern during the 1960s. These concerns were institutionalized in the creation of a national regulatory administration charged with overseeing automobile safety. This article examines the impact of the National Highway Traffic Safety Administration’s 1979 mandated federal automobile crash testing program (FMVSS 208) on the content of automakers’ advertising. Automakers’ advertisements were not directly responsive to mandated safety testing, though references to safety features increased.     

“汽车梦”的社会建构 对《南方周末》(1998～2007)汽车广告内容的分析

今日中国,拥有汽车已成为大多数城市家庭幸福生活的一种理想.在"汽车梦"的社会建构过程中,作为一种消费意识形态的汽车广告在其中起了非常大的作用.本文以<南方周末>(1998～2007)为例,对近十年的汽车广告内容进行分析.文章认为,"个体享乐性想象认同"和"社会参照性成功认同"是汽车广告用来建构"汽车梦"的两个重要的"认同策略",其影响作用远远超过了汽车广告中的"功用策略",对广告内容分析的结果证明了本文所提出的研究假设.文章最后对"汽车梦"为什么在近十年得到极力建构的社会根源进行了探讨,并对其所带来的潜在的社会后果进行了深刻的反思.     

Radio and Advertising in Colombia

Over the last few decades radio has becomeone of the primary means of mass communication in Latin America, able to reach euen the remotest rural populations because of the transistor. Colombia, where ninety-one percent of the homes in the seven largest cities have at least one radio, has also been heavily impacted by this modern technological phenomenon, Elssy Bonilla de Ramos focuses on radio advertising as a means of characterizing the relationship between radio and the Colombian economic sector. She argues that private companies who own most of the country's stations and networks influence programming and advertising in order to widely promote products which they produce. She believes that in many cases these products are not necessary to the consumers'well-being but are advertised in a way to make them more desirable. The authorgives a brief history of commercial radio in Colombia during the last fifty years, stating that early in its development programming underwent significant changes in order to capture an expanded audience. Comedy, sports, news, soap operas, classical and popular music, and quiz shows soon dominated the airways to the exclusion of programming that could play a role in the political, social and economic development of the country. She contends that industries that owned radio were intent on training for consumption and she uses a week's sample of programming and advertising to illustrate her point.     

Your lying,incompetent and selfish member of Congress: Cynical appeals in U.S. Senate advertising

Scholars still do not fully understand what activates cynicism in citizens. Although many expect that negative campaigning contributes to this, no consistent evidence has been found. This research introduces a new measure of appeals to cynicism that expands the commonly used positive–negative taxonomy of tone in advertising. Through a content analyses of more than 600 political advertisements aired during U.S. Senate elections, we identify the extent to which candidates use cynical appeals and the conditions under which these are used. We find that appeals to cynicism are common, are distinct from negative appeals, and that most often, ad sponsors target opponents with cynical appeals, describing them as selfish, dishonest and incompetent. Cynicism appears to be a central part of American campaign rhetoric, used by all sorts of candidates, regardless of party, in many different situations. The prevalence of appeals to cynicism may help explain rising cynicism among the public.     

Missing ingredients in political advertising: The right formula for political sophistication and candidate credibility

An increase in usage of political advertising has become a global phenomenon. Previous research on political advertising has found both intended and backlash effects, indicating that the advertising effects are likely to be moderated by message and audience factors. In this study, advertising tones (i.e., positive or negative advertising) are examined. The experimental research also examines two contingent variables—the level of voters’ political sophistication and the degree of candidate credibility. The results indicate that a voter's political sophistication may result in bidirectional effects on the impact of advertising tone. Candidate credibility determines the direction of these effects. When voters face a candidate with high credibility, the influences of negative advertising and comparative advertising decrease but the effects of positive advertising are accentuated as a voter's political sophistication increases. The outcomes are reversed when voters face a candidate with low credibility. The paper concludes by discussing the implications of advertising tactics in election campaigns.     

Advertising in demand systems for alcoholic drinks and tobacco: A comparative study

This paper is concerned with the effect of advertising on the interproduct distribution of demand. For that purpose, it examines different ways of incorporating advertising terms into the Rotterdam model and into static and dynamic versions of the Almost Ideal Demand System. In an empirical application to data for the alcoholic drinks and tobacco markets in the United Kingdom, it is concluded that aggregate advertising appears to have had little or no effect upon product demand in this sector over the past three decades. The scope for restraining consumption of these products through advertising bans may be negligible.     

New Ways to Promote Proenvironmental Behavior: The Application of Persuasion Theory to the Development Of Effective Proenvironmental Public Service Announcements

The goal of this article is to provide specific guidelines to help create effective proenvironmental public service announcements (PSAs). Campaigndesigners are encouraged to initially identify and investigate the optimal target audience and then draft and test reactions by samples of that audience using pilot messages. Designers are also advised to consider research on attitude persistence, memory, and social norms and apply this research to the message content and presentation style. The article concludes with an application of research from social psychology to a series of overallguidelines for effective PSAs. If environmental campaign developers follow these specifications, the chance of PSA success should be enhanced.     

"No fertile soil for pathogens": rayon, advertising, and biopolitics in late Weimar Germany

Recent research on twentieth-century German history has begun to re-examine the centrality of race as a category of analysis. While not discounting its importance in the shaping and enacting of Nazi policies and practices, race is seen instead as one among many factors leading to the crimes of the Nazi regime. In this paper, the author considers the role consumerist desires and fantasies played in the wider context of the inter-war European fascination with notions of technology, "hygiene," democracy, and modernity. Using advertisements that were created to promote manufactured-fiber (rayon) apparel, this article suggests that continuities across cultures and time periods necessitate a re-evaluation of race as the signal organizing principal. Instead, the author argues that by complicating the intersections between class, science and technology, and an emerging, but troubling, modernity, 1920s rayon advertising offers an especially rich site for analysis of the ways in which biopolitics and nascent consumerism both sold products and constructed ideologies before 1933, and influenced the post-war welfare state.     

Three Mexico City Tabloid Newspapers: Some Surprises

Mexico today enjoys one of the most dynamic and varied print media in Latin America. Dating from 1542 when the first news flier came off the press in Mexico City, print journalism has had a lively history culminating in a most favorable situation in the 1980s in which this country's population counts on a daily deluge of newspapers, magazines and other publications. Al Hester concentrates on three tabloids which make up over one-tenth of the total daily circulation of papers in the capital. He examines their textual and pictorial content, sources of news, the importance of news coverage in comparison with advertising space, the general characteristics of the papers in the way they approach their tasks, how the communicators perceive their missions and their readers, and finally what contributions these tabloids make to Mexico City readers. Hester discovers that the tabloids do not fit the traditional picture of sensationalist publicatons but to varying degrees provide hard news, variety, even investigative reporting, and socially conscious types of content.     

Diabetic Risk Taking: The Role of Information,Education and Medication

Diet adherence is a key determinant in minimizing the risk of diabetic health complications. Diabetics who ignore their doctor's advice, concerning diet, smoking and exercise, are taking a gamble. Food product innovation, improved understanding about the benefits of tight diabetic compliance, and increased information dissemination all provide incentives for diabetics to modify their behavior. This paper uses repeated cross-sections of the NHANES from 1971–1994 to document that diabetics are making better choices over time relative to earlier cohorts and relative to non-diabetics. They smoke less than their non-diabetic counterparts. Their consumption of cholesterol has fallen sharply and they are reducing their alcohol and sweets consumption. New medications have played an important role in improving diabetic quality of life. This paper studies whether access to improved diabetic medicine has created offsetting incentives such that diet compliance falls. I find little evidence that the more medicated display worse health habits.     

Advertising on traditional media sites: Can the traditional business model be translated to the Web?

A content analysis of advertising present on 228 traditional newspaper and television Web sites revealed that 88.6% contained advertising, with an average of 5.03 ads found on the typical news homepage. Newspaper sites had more ads present that were costly to place than did television sites. Still, most major online advertisers were not present on the news sites, suggesting that traditional media outlets may be losing out on major advertiser spending that could help to bring them elusive online profits.     

The Writing on the Walls: Graffiti as Government Propaganda in Mexico

As pointed out in another article (Flora) contained in this volume, Latin American governments use mass media and popular culture forms to inform the masses and to provide messages which serve as alternatives to those communicated by the “controlled” media. While print and electronic means are effective in reaching large segments of Latin America's urban and rural populations, walls, both public and private, have been utilized as well. As Kenneth Crrieb points out in his article, painting announcements on walls is a common practice in these societies as well as in other nan- Western countries such as the People's Republic of China. Grieb focuses on the phenomenon in Mexico City during the latter protion of Luis Echeverria's presidenc (mid-1970s) when, under his orders, painters decorated walls all over the city with messages proclaiming both political slogans and popular wisdom. Perhaps inspired by his visit to China, Echeverria saw the potential of wall announcements to mobilize the populace to a greater awareness of their social responsibility as Mexican citizens. Grieb lists and comments on several categories of wall announcements which he sees as a mirror of the thoughts of the political leadership as well as an indication of the values it sought to promote.     

Celebrity and politics: Effects of endorser credibility and sex on voter attitudes,perceptions, and behaviors

While much research examines the effects of celebrity endorsements in commercial advertising, scholars have only recently sought to investigate the effects of celebrity endorsements of politicians on voter perceptions and behavior. This study expands existing research on celebrity political endorsement effects via an experiment exploring effects of different versions of a news story describing a celebrity's endorsement of a political candidate on participants’ voting attitudes, perceptions of candidate credibility, and voting behavioral intent. Although participants perceive credibility differences between high- and low-credibility celebrities, neither endorser credibility nor endorser sex impact attitudes toward the endorsed candidate, perceptions of the candidate's credibility, or intended voting behavior. Conceptual relationships to other studies on celebrity endorsement effects are discussed, as are implications, limitations, and directions for future research.     

Lotteries in the real world

Observed patterns of lottery play suggest that many players believe they can improve their chance of winning by adjusting their bets according to which numbers have won in recent drawings, or in response to their dreams or other portents. This skill orientation is encouraged by state lottery advertising, which tends to be misleading in other respects as well. Patterns of lottery play and the content of lottery commercials provide readily available illustrations of psychological tendencies in risky decision-making that have been documented in laboratory experiments.This article is based on an informal presentation the authors gave at the Fifth International Conference on the Foundation and Application of Utility, Risk, and Decisions Theories at Duke University, June 11, 1990.