The effects of cultural appeal,product involvement,and ethnic identity on attitudes and recall in online advertising

The three studies presented here use four distinct samples that were gathered in mainland China, the United States, and Malaysia. We examined the persuasive effects of culturally congruent online advertising. We also explored the effects of interactions between ethnic identity and product category. Our findings showed that advertisements with collectivistic appeal, although they enhanced attitudes toward ads and brands across all samples, tended to diminish advertising recall. Furthermore, our results revealed that the level of ethnic identity and product category interacted with the main effects of culture on attitudes. Specifically, participants with high levels of ethnic identity had particularly strong reactions to culturally congruent advertisements. In addition, the attitudinal and cognitive effects of cultural appeal tended to diminish in high-involvement product advertisements, which may explain the decreased levels of recall observed in our initial inquiries. Our findings are presented in the contexts of global branding and future cross-cultural advertising research.     

An experimental investigation of the influence of endorser attractiveness in video advertisements

This article investigates the influence of the physical appearance of an advertising model on the effectiveness of advertising. Four versions of video-based electric toothbrush advertisements are shown to 178 respondents in China. The results of this study revealed a significant influence of source attractiveness on advertising effectiveness when the participants watched advertisements that emphasized the image building (tooth whitening) function of the toothbrush. However, an insignificant influence was found when the participants watched advertisements that stressed the utilitarian (tooth-cleaning) function of the product. This study expands the elaboration likelihood model (ELM) theory and provides advertisers with practical advice about designing advertisements and developing the Chinese consumer market.     

Controlling the illusion of control: a grounded theory of sports betting advertising in the UK

Sports betting advertising has arguably permeated contemporary sport consumption in many countries. Advertisements build narratives that represent situations and characters that normalize betting behaviour and raise public concerns regarding their detrimental effect on vulnerable groups. Adopting a grounded theory approach, the present study examined a British sample of sports betting advertisements (N = 102) from 2014 to 2016. The analysis revealed that individual themes aligned in a single core narrative, constructing a dual persuasive strategy of sports betting advertising: (i) to reduce the perceived risk involved in betting (with themes such as betting with friends, free money offers, humour, or the use of celebrities) while (ii) enhancing the perceived control of bettors (including themes of masculinity and sport knowledge). In addition, new technological features of sports betting platforms (e.g. live in-play betting) were used by advertisers to build narratives in which the ability to predict a sports outcome was overlapped by the ability of bettors to use such platforms, equalizing the ease of betting with the ease of winning. Based on the data analysed, it was concluded that the construction of a magnified idea of control in sports betting advertising is a cause for concern that requires close regulatory scrutiny.     

Creativity,brands, and the ritual process: Confrontation and resolution in advertising agencies

The intensity of modern business has increased pressure for innovation, which places greater emphasis on creativity. This article explores one of the central sites of creativity in the American corporate world, the advertising agency. We examine how creativity in agencies is managed, controlled, and channeled to produce advertisements. We contend that the brand advertised and the agency’s creative collaborations have properties of ritual symbols and that rituals mediate tension inherent in two forces, stability and change, which define the brand and the advertising collaboration. The article offers an analytical perspective on creativity and a new perspective on rituals and ritual symbols.     

The history of public relations in Greece from 1950 to 1980: Professionalization of the “art”

The early development of public relations in Greece is explored through a focus on the period between 1950 and 1980. Specifically, the, article considers the origins and early developments, important actors, international influences, professional bodies and the field of practice. It is found that Greek business public relations were greatly influenced by American practices and through influential practitioners’ contact with the International Public Relations Association (IPRA).     

Truth in advertising: Rationalizing ads and knowing consumers in the early twentieth-century United States

This article examines the way advertising was rationalized in the early twentieth-century United States. Drawing on a targeted archival comparison with the United Kingdom, I show how the extensive mobilization undertaken to legitimate and rationalize advertising, rather than changes in the techniques employed in the content of ads themselves, were seen by actors in the mid-1920s to explain most of the extraordinary advances made by American advertising. Building on that comparison, I show how American advertising was transformed, particularly around World War I, into a legitimate profession situated at the center of a network of expertise about consumers and their media. Under the banner of “truth in advertising” ads came to be regarded as a legitimate, rational, and sustained business investment, leading to an enormous increase in aggregate expenditures. I argue that future research should examine how this process fuelled mass media and contributed to the conditions for modern consumerism.     

Using alcohol to sell cigarettes to young adults: a content analysis of cigarette advertisements

OBJECTIVE: Advertising influences the health-related behaviors of college-aged individuals. Cigarette manufacturers aggressively market to young adults and may exploit their affinity for alcohol when creating advertisements designed to increase cigarettes' appeal. Internal tobacco industry documents reveal that cigarette manufacturers understood the popularity of alcohol among young adults and sought to produce pertinent marketing strategies. METHODS: The authors conducted a content analysis of cigarette and alcohol advertisements in young adult-oriented magazines to investigate portrayed associations between cigarettes and alcohol. RESULTS: The content analysis revealed that 32 of 114 cigarette advertisements referenced alcohol and that those advertisements were more likely than others to portray active smoking. Conversely, 0 of 317 alcohol advertisements referenced cigarettes, and alcohol advertisements were only slightly more likely than cigarette advertisements to feature alcohol-related settings. CONCLUSIONS: Such advertising may detrimentally affect smoking patterns of college students. An understanding of these strategies can benefit on-campus tobacco control efforts.     

Impression Management,Super PACs and the 2012 Republican Primary

Super Political Action Committees (PACs) are new organizations within American politics allowing for unlimited donations to candidate campaigns. Super PACs helped make the 2012 Republican primary the most well‐funded primary in American history. Both candidates and Super PACs spend much of their money on televised campaign ads. My study of the 2012 Republican primary expands existing literature concerning political impression management by examining advertising imagery in the era of Super PACs. I developed a typology of performance types from a qualitative content analysis of television advertisements for both candidates and Super PACs. The significance of Super PACs as they interact and overlap with the images of candidate ads calls for analysis of the changing front stage in the political realm.     

Public relations and community: A persistent covenant

In the 21st Century global public relations professional community, the need for a postmodern reformation is compellingly evident. Most theorizing begins with basic assumptions about the three main social actors for which public relations has been practiced: (1) corporations, (2) nongovernmental and civil society organizations (NGOs and CSOs), and (3) governments. Questions about society itself are rarely examined, but when they do come up, scholars and practitioners tend to assume generally accepted values and mores. Neglected has been a robust criticism of the concepts upon which such paradigms have been built.     

NGOs and the Democratization of Ecuadorian Water Governance: Insights from the Multi-Stakeholder Platform <Emphasis Type="Italic">el Foro de los Recursos Hídricos</Emphasis>

NGOs have taken up an increasing number of roles and responsibilities in Latin American societies. Based on a study of the multi-stakeholder platform, the Water Resources Forum in Ecuador, this paper shows how through the creation of a broad network of NGOs, academics, grassroots water users organizations and governmental actors; this platform has been able to contribute to the democratization of water governance. This paper analyses the international and national socio-political context in which this platform developed and traces the history and strategies that marked its development. Based on this, it argues that NGOs can play an important role in the development of more democratic and inclusive public policy making in water governance, but that the capacity of NGOs to bring about change greatly depends on the socio-political context and on the networks they are able to forge with grassroots organizations, state agencies, funders and other third sector actors.     

Global activism and new media: A study of transnational NGOs’ online public relations

This study examines how transnational nongovernmental organizations make use of new media tools in their public relation activities and what factors influence their online public relations. A survey of communication representatives at 75 transnational NGOs based in the United States found that promoting the organization's image and fund-raising were the two most important functions of new media for the NGOs. Organizational capacity and main objective of the organization were significant predictors of NGOs’ new media use in their public relations. However, organizational efficiency and revenue did not significantly predict NGOs’ use of new media.     

Guerrilla communication,visual consumption,and consumer public relations

Guerrilla communication has grown into an increasingly prominent strategy adopted by large corporations such as American Express, BP Amoco, Chrysler, Hershey Foods, and Pepsi. In its attention-grabbing instantiations, guerrilla communication points to the convergence of advertising, marketing, and public relations in consumer communication practices. This essay also considers guerrilla communication's place in the circuit of culture.     

Communicating on Behalf of Global Civil Society: Management and Coordination of Public Relations in International Nongovernmental Organizations

In the last few decades, nongovernmental organizations (NGOs) have become influential actors in creating awareness of international social, political, environmental and economic causes in global society. However, NGOs have not received much attention in research on international public relations. This study contributes to filling that gap by analyzing how NGOs manage public relations according to the generic principles of excellence in global public relations and how they coordinate strategic communication between headquarters and local units. An online survey of 440 practitioners revealed 2 excellence clusters and 4 clusters of organizations with differing degrees of centralization. Excellent NGOs were found to assign more resources to public relations and more frequently considered cultural context in their communication programs. Thus, the study gives significant insights into international public relations practice in the global civil society sector and reveals further need for modifying and extending public relations theory in that respect.     

English in French Commercial Advertising: Simultaneity,bivalency, and language boundaries

In recent decades, sociolinguists have begun to challenge the traditional view that multilingualism is fundamentally composed of discrete systems known as ‘languages’. Supporting the assessment that languages are not bounded entities but sociocultural and ideological constructions, this article explores commercial advertisements in France, which are subject to language policies assuming that ‘French’ is easily separable from ‘foreign languages’. Employing the Bakhtinian‐influenced notion of bivalency developed by Woolard (1998), the article argues for a special consideration of mixed‐language advertising in France, rooted not only in linguistic form, but also in the specific contextual tension produced by the socio‐political statuses of French and English. The resulting creativity challenges the monolectal assumptions within French language management, indicating a clash of segregational language ideology with integrational language practices. The article further argues that this language mixing is bidirectional, as advertisements may both erase and emphasise the assumed boundaries between codes.     

From propaganda to public diplomacy: Assessing China's international practice and its image, 1950–2009

Since World War II, government-sponsored international propaganda and public diplomacy have become more visible and sophisticated in countries around the world. China is no exception. It is not immune to the compulsion and communication imperative to reach and woo the public, both at home and abroad, for its vested interests. From propaganda to public diplomacy, the practices and activities have taken different forms and scopes, mainly including government-owned media outlets aimed at foreign audiences, state-subsidized media organizations as quasi-governmental instruments, overseas advertising and public relations campaigns designed to sway public opinion to win general support for the nation involved or to repair international relations damaged by terrorist attacks and other man-made crises, and recruiting and bribing journalists as clandestine operatives. Whether such practices have been effective in changing hearts and minds among international audiences, however, is open to debate and remains to be further explored. Within the perspective of sociology of knowledge, the main purpose of this study is to look at how China comes to be viewed as an object in international communication research over the past decades that cast the country through the prism of either propaganda or public diplomacy.     

Adolescents’ Responses to Cigarette Advertisements for Five “Youth Brands” and One “Adult Brand”

Almost all smoking initiation takes place during adolescence, and the appeal of cigarette advertising is frequently proposed as one of the reasons adolescents begin smoking, but few studies have investigated adolescents’ responses to cigarette ads. This study examined responses to cigarette advertisements among 400 adolescents ages 12 to 17 years in Arizona and Washington, who were surveyed in shopping malls. Adolescents were presented with two ads for each of five youth brands (Marlboro^TM, Newport^TM, Camel^TM, Kool^TM, and Winston^TM) and one ad for an adult brand (Merit^TM), and were asked how often they had seen the ad, how much they liked the ad, and whether or not the ad made smoking more appealing. A substantial proportion of adolescents, especially smokers, liked the ads for the youth brands and believed the ads made smoking more appealing. The ads for Marlboro and the new Camel and Winston ads were especially attractive to adolescents. In contrast, few adolescents liked the ad for the adult brand and few believed that it made smoking more appealing.     

From realpolitik to noopolitik: The public relations of (stateless) nations in an information age

In this article, we explore ways to advance public relations approaches to nation building by drawing insights from stateless nations and by deploying two sets of theories uncommon in the field: the information society and noopolitik. The theoretical discussion is grounded in a study of Catalonia and we conclude by arguing for a shift of emphasis from nation-state governments to governance for both public and private actors.     

Inverting the boomerang: examining the legitimacy of North–South–North campaigns in transnational advocacy

The boomerang model is typically used to describe campaigns in which international NGOs respond to requests from local activists, often from marginalized populations, for assistance in addressing local needs. Such campaigns are perceived to represent local interests and have some accountability to local actors. However, while the local–international–local pattern is often accurate, it does not capture the full spectrum of campaign development. This article theorizes an international–local–international or ‘inverse’ boomerang, in which international NGOs facing an international policy blockage initiate a transnational campaign, recruiting local activists to assist in the international advocacy effort. The article demonstrates the theory's plausibility using several cases of Northern‐initiated advocacy. It then examines the implications of the model for campaign legitimacy. It finds that inverse boomerang campaigns benefit from the same presumptions of legitimacy as traditional boomerang campaigns, but that representivity and accountability are substantially weaker, potentially disempowering the campaigns' claimed stakeholders.     

Representations of older adults in television advertisements

The purpose of the present study was to examine a comprehensive set of television advertisements, across networks and times of day, to determine how older adults are portrayed. Older adults appeared in 15% of advertisements, and in those ads, older women were underrepresented relative to men, and older adults appeared less frequently on youth-oriented networks and during the evening. Older adults tended to play incidental roles in the advertisements and to promote a circumscribed, stereotyped set of products and services. Moreover, their characters portrayed overwhelmingly positive attributes and traits. Results from the current study suggest ways in which portrayals in television advertisements might shape attitudes that viewers have about older adults and aging.     

Commercial speech,protected speech,and political public relations

Political public relations play an unique role in American democracy because it occupies a dual role of providing both political and commercial speech. However, using analysis of the First amendment, public relations have increasingly been identified as commercial speech which receives limited protection under the U.S. Constitution. This study traces the evolution of the legal framework in which political PR has become associated with commercial speech, and how this association has made Constitutional analysis of political PR more complex. Implications for public relations practitioners and PR's role in democracy are discussed.