Digital Commons Network^™

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …

The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli

Atlantic Marketing Journal

Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.

Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako

Electronic Theses and Dissertations

Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …

A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray

Business Faculty Articles and Research

A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.

A Little Difference Makes A Big Difference: Essays On The Link Between Top Management Team Traits And Strategic Marketing Decisions, Cameron Duncan Nicol

Electronic Theses and Dissertations

The importance of marketing is growing. This is not just a perception: CEOs appear to see its importance as well. Despite the increase in the understood importance of marketing, there still remains a relatively scant amount of research on the impact that can be had by top management team members on a firm's strategic marketing outcomes. The research which follows explores an important question that has previously been comparatively neglected by researchers: what top management team individual differences can impact the strategic marketing outcomes of the firm? The first essay, based on a multi-industry sample of 325 publicly listed fortune …

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

Software Architecture And Development For Controlling A Hubo Humanoid Robot, Anne Giulia Pellicciotti

Open Access Theses

This study considers the level of involvement of participants viewing bilingual and English language TV commercials. It analyzes results from 295 non-Hispanic participants studying at a Midwestern university. In the study, participants were asked to view four commercials. Using Zaichkowsky's (1994) 10-item Personal Involvement Inventory (PII), participants scaled the advertisements on a 7-level scale. The scale evaluated participants' emotional and cognitive involvement with the ad. This between-subjects design required that participants be randomly separated into viewing all-English or all-bilingual advertisements. Findings showed no significant difference in involvement levels between bilingual or English commercials within this demographic group. Those with higher …

Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin

2012

Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.

This dissertation comprises of three papers …

A Study Of Visual Puffery In Fragrance Advertising: Is The Message Sent Stronger Than The Actual Scent?, Mark Toncar, Marc Fetscherin

Faculty Publications

Purpose - This paper investigates visual exaggerations of fragrance advertisements by comparing subjects’ expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations.

Design/methodology/approach - By means of a semiotic analysis we capture the corresponding literary attributes of the ads to develop adjective pairs describing the meaning of the ads. Interviews are conducted to assess the meaning that consumers draw from the fragrance ads and we supplement these findings by performing a blind olfactory product evaluation of the fragrances. Paired sample t-tests are used to compare …

Looking At The Lanham Act: Images In Trademark And Advertising Law, Rebecca Tushnet

Georgetown Law Faculty Publications and Other Works

Words are the prototypical regulatory subjects for trademark and advertising law, despite our increasingly audiovisual economy. This word-focused baseline means that the Lanham Act often misconceives its object, resulting in confusion and incoherence. This Article explores some of the ways courts have attempted to fit images into a word-centric model, while not fully recognizing the particular ways in which images make meaning in trademark and other forms of advertising. While problems interpreting images are likely to persist, this Article suggests some ways in which courts could pay closer attention to the special features of images as compared to words.

The Impact Of Cultural And Religious Values On Television And Newspaper Advertising Content And Appeal: A Cross-Cultural Study Of The United States And The Arab World, Morris A. Kalliny

Theses and Dissertations - UTB/UTPA

Standardization versus adaptation of advertising has been a subject of great controversy that has been debated for more than 50 years. Scholars have pointed out the increasing demand for more cross-cultural research on advertising content that can contribute to the standardization versus adaptation debate. Scholars have also pointed out that although the Arab world offers great opportunities for multinational corporations, the Arab world has been severely neglected in academic research. To comply with this demand, this study investigates the similarities and differences of the manifestation of cultural and religious values in the U.S. and the Arab world (Egypt, Lebanon, Kuwait, …

The Effect Of Humorous Advertising On Viewer In Television Medium, Monica Del Carmen Carrera Vergara

Theses

This study will focus on the effects of humorous advertisements in the television medium and its impact on viewers.

Research has established to the humorous advertising in the business importance of world and the effect that it has on consumers' consciousness.

Humor in advertising is seen as an important factor in the purchaser's process . Also, it is a tool that companies use to create a positive attitude toward the brand .

At this time, humor in commercials is the heavy attribute that gives viewers often pleasures . However, some current uses of humor in commercials do not achieve this …

February 1997, Inland Empire Business Journal

Inland Empire Business Journal

AT DEADLINE ..............................................................................................3

COMMENTARY: VOTER FRAUD ........................................................... 6

PRO-CON ................................................................................................ 7

CORPORATE PROFILE: GREAT AMERICAN BALLOON CO ........ 8

CLOSE UP: FELIX DIAZ ........................................................................ IO

EXPORTING .............................................................................................. L2

MANAGING ............................................................................................... 29

LIST: ARCHITEC!'URAIJENGINEERING FIRMS ........................... 36

LIST: COMMERCIAUINDUSTRIAL CONTRACTORS ................... 43

LIST: RESIDENTIAL REAL ESTATE BUILDERS ............................ 44

DESERT BUSINESS JOURNAL ............................................................. 46

EXEC!ITIVE TIME O!IT: HONOR MANSION ................................... 47

RESU\URANT REVIEW ........................................................................ 48

ENTER'DIJNMENT GUIDE .................................................................... 49

BEST-SELLING BUSINESS BOOKS ..................................................... 50

REAL ESDUE FOCUS .... , .......................................................................... 52

PEOPLE, PLACES & EVENTS .............................................................. .54

THE EMPLOYERS GROUP .................................................................... 58

BANKRUPTCIES ...................................................................................... 60

CHAMBER OF COMMERCE ................................................................. 61

CALENDAR …

July 1990, Inland Empire Business Journal

Inland Empire Business Journal

INTERNATIONAL EDUCATION

China Seeks to enter the main stream. Business Community

Page 1

Professor Marshall Shen and his "gang of nine"

Cal Poly students successfully communicated directly with Chinese top leader concerning the future of China in the arena of ·world business.

TECHNOLOGY

Cutting Down Meeting Time with Computers Page 4

Two-day meetings can be slashed to two-hour gatherings by using computers to replace cumbersome flip charts and handwritten lists.

REAL ESTATE

Inland Empire Real Estate

Market Flattening Out Page 5

The Inland Empire has been feeling the effects -of a statewide real estate slowdown, with local brokers having to …

April 1989, Inland Empire Business Journal

Inland Empire Business Journal

Commuter Rail to O.C. Proposed The Orange County Transportation Commission is developing a plan for a commuter line between Orange County and Riverside (eventually to extend to San Bernardino) ................................ 1

Private Toll-Road Surprises Corona Mayor Corona Mayor Dick Deininger and Corona City Councilman Al Lopez express surprise at a plan, three years in development, that was just revealed. It came out as proposed legislation for a "Road to the Coast" private toll road (I-15) planned to cut through Camp Pendleton and the Cleveland National Forest. John Meyer, Executive Director of the Transportation Corridor Agencies in Orange County, answers a …

Assessing The Impact Of Market Interventions On Firm's Performance, Richard A. Bettis, Andrew Chen, Vijay Mahajan

Historical Working Papers

Using the measureable impact of the American Dental Association endoresement of Crest, the impact on security prices of Procter and Gamble is assessed. Results indicate that the market intervention has impact both on market share and security prices.

Reaching The Changing Woman Consumer: An Experiment In Advertising, Thomas E. Barry, Mary C. Gilly, Lindley E. Doran

Historical Working Papers

Questioning whether women can be distinguished into different market segments based on their desire to work, the authors sample women who have different demographic characteristics. Results show that the desire to work sclae can effectively segment the market. Blurring between categories may be studied to further delineate factors that can contribute to segmentation.