Digital Commons Network^™

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

An Exploratory Study Of Successful Advertising Internships: A Survey Based On Paired Data Of Interns And Employers, Pamela K. Morris, Seung-Chul Yoo

Pamela K. Morris

As the job market becomes increasingly competitive, advertising educators must help students develop stronger skills, prepare for career positions and become more attractive to employers. Internships are a way for students to acquire critical real-world proficiencies and stand out in a job search. At the same time, employers benefit from and rely on internship programs, from learning new communication platforms to filling full-time positions. Using data from a field survey, this study provides a new understanding of the key elements and proposes a model for successful advertising internship programs. The investigation is unique, as the analysis pairs data from both …

Skeptics And “The White Stuff” : Promotion Of Cows’ Milk And Other Nonhuman Animal Products In The Skeptic Community As Normative Whiteness, Corey Lee Wrenn

Corey Lee Wrenn, PhD

This article discusses a dairy advertising campaign featuring skeptic Derren Brown. I explore the various health claims made in the ads as well as a report Brown featured on his website that claimed consumption of cow’s milk is linked to longevity. I discuss how dairy consumption is largely linked to race and ethnicity. It is a practice enjoyed primarily by European whites as most nonwhites are lactose intolerant. Lactose intolerance is a normal biological process associated with weaning, but it is medicalized and made deviant because it is not part of the white experience. I also mention comments made by …

The-State-Of-Advertising-And-Mass-Media-Where-Are-We-Headed-2165-7912-S2-003.Pdf, Elizabeth Thomas

Elizabeth Thomas

Culture And Metaphors In Advertisements: France, Germany, Italy, The Netherlands, And The United States, Pamela Morris, Jennifer A. Waldman

Pamela K. Morris

Culture and language are intertwined. Metaphors, based on culture, are ubiquitous in thinking and communication. As social artifacts reflecting culture, advertising messages provide an opportunity to compare metaphors in different nations. Goals of this article are to understand how and why advertisers use metaphors and how they differ across countries, as well as how cultural characteristics are used to create compelling ad messages. Using a content analysis of 87 French, German, Italian, Dutch, and American magazine advertisements, this study examines metaphor usage and cultural attributes from four culture-bound product groups: food and beverage, automobiles, insurance/finance, and personal care.

Occupy Wall Street Signs: Visual Reflections Of Hidden Soical Issues, Pamela K. Morris

Pamela K. Morris

From a social action theory perspective, Occupy Wall Street protesters’ signs are grounded examples of grass-roots forces attempting to generate cultural and political change. Using an advertising perspective and contextualizing messages in social and cultural terms, important issues raised by the protesters can be identified and analyzed. Results can enrich discourse of challenges. This paper is an exploratory investigation of 55 Occupy Wall Street signs using content analysis. It attempts to answer questions: How are the Occupy Wall Street protesters communicating their messages through signs; what are the issues; and how do the issues relate to advertising models?

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

"Writing Congress - The Electoral Connection," At University Of Georgia, David R. Mayhew

David Mayhew

No abstract provided.

Sex And Shock Jocks: An Analysis Of The Howard Stern And Bob & Tom Shows, Lawrence Soley

Lawrence Soley

Studies of mass media show that sexual content has increased during the past three decades and is now commonplace. Research studies have examined the sexual content of many media, but not talk radio. A subcategory of talk radio, called “shock jock” radio, has been repeatedly accused of being indecent and sexually explicit. This study fills in this gap in the literature by presenting a short history and an exploratory content analysis of shock jock radio. The content analysis compares the sexual discussions of two radio talk shows: Infinity’s Howard Stern Show and Clear Channel’s Bob & Tom Show.

Anonymous Speech And Section 527 Of The Internal Revenue Code, Donald B. Tobin

Donald B. Tobin

No abstract provided.

How And When Advertising Can Influence Memory For Consumer Experience, Kathryn A. Braun-Latour, Michael S. Latour, Jacqueline E. Pickrell, Elizabeth F. Loftus

Kathryn A. LaTour

Recent "paradigm shifting" research in consumer behavior dealing with reconstructive memory processes suggests that advertising can exert a powerful retroactive effect on how consumers remember their past experiences with a product. Building on this stream of research, we have executed three studies that incorporate the use of false cues with the aim of shedding new light on how post-experience advertising exerts influence on recollection. Our first experiment investigates an important but yet unexplored issue to advertisers who are perhaps reticent about embracing this paradigm: Does the false cue fundamentally change how consumers process information? After finding that when the false …

Postexperience Advertising Effects On Consumer Memory, Kathryn A. Braun

Kathryn A. LaTour

Past research suggests that marketing communications create expectations that influence the way consumers subsequently learn from their product experiences. Since postexperience information can also be important and is widespread for established goods and services, it is appropriate to ask about the cognitive effects of these efforts. The postexperience advertising situation is conceptualized here as an instant source-forgetting problem where the language and imagery from the recently presented advertising become confused with consumers’ own experiential memories. It is suggested that, through a reconstructive memory process, this advertising information affects how and what consumers remember. Consumers may come to believe that their …

Responsibility Messages In Alcohol Advertising - Just One More Selling Tool?, Sandra C. Jones, Kirsten Brighten

Sandra Jones

Abstract presented at the Australasian Professional Society on Alcohol and other Drugs Conference 2013, 24-27 November 2013, Brisbane, Australia

Regulation Of Alcohol Advertising: Policy Options For Australia, Sandra C. Jones, Ross Gordon

Sandra Jones

A systematic search of academic databases was conducted to identify all refereed papers published between 1990 and 2012 on the regulation of alcohol advertising in Australia and three comparison countries (New Zealand, Canada and the UK). This paper reviews the codes that apply to alcohol advertising in each of the four countries, research into the effectiveness of these codes, and the small body of research into consumer attitudes towards alcohol advertising regulation. This review adduces considerable evidence that alcohol advertising influences drinking behaviours, and that current regulatory systems based on co-regulation and voluntary regulation (as is the case in Australia) …

Health Claims And Food Advertising: Comparison Of Marketing And Nutrition Experts' Ratings Of Magazine Advertisements, Sandra C. Jones, Peter Williams, Linda C. Tapsell, Kelly L. Andrews

Peter Williams

To determine the nature and differences in expert opinion from the fields of nutrition and marketing on the use of health claims in the 30 most frequently appearing Australian magazine food advertisements, a survey was conducted with 28 nutritionists and 21 marketing experts in Australia and New Zealand. The experts assessed the advertisements with respect to the accuracy of the nutrition claims, the tactics and intentions of the advertising strategy and the accessibility of the nutrition information to lay consumers. Of 28 advertisements where a claim was identified, for only one did more than 90% believe the claim to be …

How Coviewing Reduces The Effectiveness Of Tv Advertising, Steven Bellman, John R. Rossiter, Anika Schweda, Duane Varan

John Rossiter

In the present study – a naturalistic laboratory experiment – coviewing of TV commercials reduced their effectiveness (delayed proven ad recall) from 63%, obtained by single viewers, to 43%, for both coviewers. During coviewing, the ‘mere presence of another’ apparently distracts each coviewer’s attention from the screen. The reduction in TV ads’ effectiveness due to coviewing is equivalent to the loss from channel-change zapping, which reduces ad recall to 45%. More deleterious but less prevalent modes of digital video recorder-enabled ad avoidance are skip-button zapping, which reduces recall to 35%, and moderately fast zipping (X 8 fast forward), …

Visual Creativity In Advertising: A Functional Typology, John R. Rossiter, Tobias Langner, Lawrence Ang

John Rossiter

There are many ways in which the visuals of an advertisement can be made "creative." In this article, we propose a new typology of visual creative ideas. The typology is functlonal in that the first type, literal product or user visuals, which are "noncreative" in the usual sense gain selective attention, by a product category-involved audience. The other three types, in contrast, are "creative" and can force reflexive attention among low-involved audiences. These are called pure attention getters, including the innate erotic, baby, and direct-gaze schemas, and the learned shock, celebrity, and culture-icon and subculture-icon schemas; distortional attention getters, including …

Amplified Voices, But They Are Speaking To The Wrong People. Why The Complaint System For Unacceptable Advertising In Australia Is Not Working, Katherine Eagleton, Sandra C. Jones

Sandra Jones

This exploratory study highlights the lack of public awareness of the role of the Advertising Standards Board (ASB) in the process of handling complaints about unacceptable advertising in Australia. Results show that only a small proportion of Australian adults know that the ASB are the appropriate complaints handling body. This lack of awareness is evident even among those who have made a complaint about advertising (generally to a less appropriate body). This highlights the need for an education campaign to inform the general public how to make a complaint about inappropriate advertising, and who to make a complaint to. Empowering …

Whose Standards? An Examination Of Community Attitudes Towards Australian Advertising, Sandra C. Jones, Katherine Eagleton

Sandra Jones

There is considerable ongoing debate in Australia, as in other countries, about the ethicality of current advertising practices. In recent years there has been an increase in the public focus on offensive or unacceptable advertising – such as overt sex appeals, racial vilification, and promotion of unsafe use of consumer products – arguing that many of these advertisements (ads) are contrary to community standards. The industry, on the other hand, argues that it produces ads that are designed to meet and appeal to community standards. There is no comprehensive data on the nature of community standards in relation to advertising, …

Exposure To Alcohol Advertising And Alcohol Consumption Among Australian Adolescents, Sandra C. Jones, Christopher A. Magee

Sandra Jones

Aims: Underage drinking is a major problem in Australia and may be influenced by exposure to alcohol advertising. The objective of the present study was to collect data on 12 17 year old Australian adolescents' exposure to different types of alcohol advertising and examine the association between exposure to advertising and alcohol consumption. Methods: A cross-sectional survey of 1113 adolescents aged 12 17 years recruited with a variety of methods to gain a cross-section of participants across metropolitan, regional and rural New South Wales (including independent schools, mall intercepts and online). Participants answered a series of questions assessing adolescents' exposure …

Health Claims And Food Advertising: Comparison Of Marketing And Nutrition Experts' Ratings Of Magazine Advertisements, Sandra C. Jones, Peter Williams, Linda C. Tapsell, Kelly L. Andrews

Sandra Jones

To determine the nature and differences in expert opinion from the fields of nutrition and marketing on the use of health claims in the 30 most frequently appearing Australian magazine food advertisements, a survey was conducted with 28 nutritionists and 21 marketing experts in Australia and New Zealand. The experts assessed the advertisements with respect to the accuracy of the nutrition claims, the tactics and intentions of the advertising strategy and the accessibility of the nutrition information to lay consumers. Of 28 advertisements where a claim was identified, for only one did more than 90% believe the claim to be …

What Do Australian Consumers Think About Current Advertising Standards?, Sandra Carol Jones, Katherine Eagleton

Sandra Jones

The concept of community standards is the cornerstone of advertising self-regulation in Australia. However, there is a dearth of research on current attitudes towards advertising and a virtual absence of such data in an Australian context. A questionnaire was developed to assess consumer attitudes towards advertising; respondents were 872 adults residing in New South Wales. We found high levels of concern regarding advertising standards in general and a consistent perception that advertising should not, for example, use coarse language or violent images, portray women or men as sex objects or show nudity, stereotype or make fun of groups of people, …

Non-Advertising Alcohol Promotions In Licensed Premises: Does The Code Of Practice Ensure Responsible Promotion Of Alcohol?, Sandra C. Jones, Melissa Lynch

Sandra Jones

Introduction and Aims. Binge drinking is a major public health issue in Australia, particularly among young people. There has been a considerable focus on alcohol advertising, among both researchers and policy makers, resulting in efforts to bring about some level of regulation of unacceptable advertising practices. However - despite the existence of a Code of Practice for Responsible Promotion of Liquor Products which provides 'a framework of practices which are considered acceptable and reasonable' for licensed premises - there are few, if any, data on the nature and extent of promotions which could arguably fall under either 'acceptable' or 'unacceptable' …

Industry Partnerships For Health Nonprofits And Disease Awareness Advertising, Danika Hall, Sandra C. Jones, Donald C. Iverson

Sandra Jones

Marketing partnerships between non-profit organisations (NPOs) and industry generally bring favourable results for both parties (Brønn and Vrioni 2001; Varadarajan and Menon 1988). However, there is some scepticism about corporate exploitation of such arrangements and growing concern in Australia and elsewhere about partnerships between the pharmaceutical industry and NPOs (Angell 2006; Moynihan and Cassels 2005) and the co-sponsorship of Disease Awareness Advertising (DAA). This paper reports the findings from a study of how Australian women respond to DAA with differing sponsors including their ability to identify, and their attitude toward, the sponsor. The results are of importance for health NPOs …

"The Origins Of Congress - The Electoral Connection," At Mayhew Festschrift Conference On "Representation And Governance," Yale University, David R. Mayhew

David Mayhew

No abstract provided.

Teaching Multimedia Commercial Production For Advertising And Public Relations, Pamela Morris

Pamela K. Morris

With the growth of online advertising and social media, it is increasingly necessary that advertising and public relations integrate video messages into campaign efforts. The academy needs to keep up by offering video production classes that focus on multimedia broadcast strategy and production unique to advertising and public relations. This article provides a description of an experimental course, Multimedia Commercial Production for Advertising and Public Relations, taught jointly by an advertising professor with significant agency experience and an active award-winning filmmaker at a private Midwestern university. Literature review of experiential learning and hands-on instruction of television production education provides the …

Global Advertising Strategies: Hong Kong, Japan, Shanghai And South Korea, Pamela K. Morris

Pamela K. Morris

This research examines global advertising strategies and tactics in four Asian cultures: Hong Kong, Japan, Shanghai and South Korea. A content analysis of outdoor advertisements, one of the last mass media platforms with visuals for all to see, but as an ephemeral communication, little studied, are sampled from high-density, high traffic areas of each cultures. A literature review of global branding and advertising theory, including local and standardization strategies, will provide a foundation for investigation. Review compares differences and similarities in advertising tactics, including model selection, product category and product origin. The study is unique as it compares advertising messages …

Team Teaching Creative Applications For Advertising And Public Relations, Pamela K. Morris, John Goheen, Jessica Brown

Pamela K. Morris

This presentation describes how two experimental undergraduate team taught courses, Design for Advertising and Public Relations and Multimedia Commercial Production for Advertising and Public Relations, were developed and delivered within the context of student-centered learning.

Advertising Law And Regulation By Giles Crown, Oliver Bray And Rupert Earle [Book Review], Christopher Chao-Hung Chen

Christopher Chao-hung CHEN

No abstract provided.