Digital Commons Network^™

Bounded Rationality, Paternalism, And Trademark Law, Stacey Dogan

Faculty Scholarship

We don’t need behavioral economics to understand that trade marks can shape consumer preferences in ways that have little to do with objectively measurable differences in product quality. Scholars, judges, economists, and policymakers have long recognized the tendency of strong marks to skew consumer decisions. The concern lies not only in price effects but with the allocative effects of encouraging investment in persuasive advertising, rather than product innovation or similar “productive” pursuits. While informative advertising can benefit consumers, advertising that creates artificial brand-based differences between otherwise identical products appears not only costly to consumers but also socially wasteful.

This Essay …

Nostalgia And Forestalgia: Testing Construal Level Theory In Regard To Past-Focused And Future-Focused Marketing Appeals, Robert Wixel Barnwell

Theses and Dissertations

Marketing appeals often capitalize upon nostalgia. By highlighting periods of the past, practitioners hope to elicit positive associations in the minds of consumers between the past and desired responses, from purchases to donations to political support. Though less often, marketing appeals also draw upon the future as a way of making the featured good or service more appealing to potential consumers. Could these different temporal distances into the future or into the past impact the reaction of consumers? Could the context of a product being either hedonic or utilitarian have an influence on the outcome of these past or future …

Cannabis Caught Between Smoke And Mirrors, Laura M. Olivieri Robles

Capstones

Cannabis legalization advances across the country and social attitudes are changing. Public health experts see parallels with the tobacco industry-- and are concerned about kids exposed to cannabis advertisement.

Advertising In A World Full Of Human Trafficking: How Advertising And Human Trafficking Coincide, April M. Cherry

Honors Theses

As a young woman, I have been groomed to worry about the consequences of what I wear, what I say, and how I interact with men. My grandma is constantly sending me emails with new information on sexual assault or kidnapping cases around the area in which I live. I see articles about human trafficking schemes on my news feed almost weekly. As a young woman, I am conditioned to be on guard at all times because the dangers of being abducted or attacked, specifically trafficked, are portrayed to be more likely than they truly are. Why is this? Why …

Influence Of Integrated Communications On Increasing The Attractiveness Of Transport Services In Uzbekistan, V. Nazarova

International Finance and Accounting

The article describes the need to strengthen the role of urban public passenger transport as well as the trend of its development in Uzbekistan. The publication also analyses underlying factors that affect the share increase in the overall structure of passenger traffic. The document had placed a special emphasis on marketing drivers; the implementation of integrated marketing campaigns (IMC) for the urban public transport.

Looking Past The Images: Art And Film As Propaganda Apparatuses, Alexander Schumm

Theses

This paper aims to show that art and film can operate as propaganda in subtle and unintentional ways. Jacques Ellul called such propaganda “sociological propaganda.” Recent work in philosophy has relied on the notion of intention in defining how propaganda works to affect the beliefs and attitudes of its recipients. This paper argues that intention is not a necessary condition for messages to be propagandistic and works to decouple propaganda from intention. Because our current models rely on intention in defining propaganda, recent work in philosophy cannot account for sociological propaganda. Ellul’s gestures toward defining propaganda explicitly feature intention as …

Should Donation Ads Include Happy Victim Images? The Moderating Role Of Regulatory Focus, Yael Zemack-Rugar, Sona Klucarova

Marketing & Entrepreneurship Faculty Publications

We examine how victim imagery interacts with ad messaging’s regulatory focus to determine the effectiveness of donation appeals. We predict and show that ads that combine a happy victim image with a promotion-focused message uniquely increase donation intentions. We demonstrate that this occurs because the combination of promotion-focused messaging, which makes gain goals salient, and a happy victim image, which signals gains are occurring, increases consumers’ perceived response efficacy. Four studies test the interaction of victim imagery and regulatory focus showing the predicted effect. We also test the mediating role of perceived response efficacy and rule out several alternative explanations. …

Mirror Images: Penelope Umbrico’S Mirrors (From Home Décor Catalogs And Websites), Jeanie Ambrosio

USF Tampa Graduate Theses and Dissertations

As the artwork’s title suggests, Penelope Umbrico’s "Mirrors (from Home Décor Catalogs and Websites)" (2001-2011), are photographs of mirrors that Umbrico has appropriated from print and web based home décor advertisements like those from Pottery Barn or West Elm. The mirrors in these advertisements reflect the photo shoot constructed for the ad, often showing plants or light filled windows empty of people. To print the "Mirrors," Umbrico first applies a layer of white-out to everything in the advertisement except for the mirror and then scans the home décor catalog. In the case of the web-based portion of the series, she …

Selling Togetherness: Family Vacation Advertising, Zandria Michaud

Access*: Interdisciplinary Journal of Student Research and Scholarship

Family vacation advertisers want parents to believe that their destination will create memorable moments families cannot experience anywhere else. They want parents to believe their life will be better for choosing those experiences. But underneath advertisers' overt messages are hidden meanings related to their product and society. By looking at three contemporary TV family vacation advertisements, I discover the obvious, and not-so-obvious, messages these companies are sending viewers. These three advertisements commodify family by using elements of governmentality and nostalgia while hiding deeper ideologies like patriarchy and globalization. Critically studying these ads reveals cultural ideologies and norms. This essay begins …

The Law Of Advertising Outrage, Mark Bartholomew

Journal Articles

This article examines the stimulation of audience outrage, both as a marketing strategy and as a subject of legal regulation. A brief history of advertising in the United States reveals repeated yet relatively infrequent attempts to attract consumer attention through overt transgressions of social norms relating to sex, violence, race, and religion. Natural concerns over audience reaction limited use of this particular advertising tactic as businesses needed to be careful not to alienate prospective purchasers. But now companies can engage in “algorithmic outrage”—social media advertising meant to stimulate individual feelings of anger and upset—with less concern for a consumer backlash. …

Diversity In Online Advertising: A Case Study Of 69 Brands On Social Media, Jisun An, Ingmar Weber

Research Collection School Of Computing and Information Systems

Lack of diversity in advertising is a long-standing problem. Despite growing cultural awareness and missed business opportunities, many minorities remain under- or inappropriately represented in advertising. Previous research has studied how people react to culturally embedded ads, but such work focused mostly on print media or television using lab experiments. In this work, we look at diversity in content posted by 69 U.S. brands on two social media platforms, Instagram and Facebook. Using face detection technology, we infer the gender, race, and age of both the faces in the ads and of the users engaging with ads. Using this dataset, …

Beyond The Local: Places, People, And Brands In New England Beer Marketing, Jeffrey S. Debies-Carl

Sociology Faculty Publications

Despite decades of domination by a few large companies, the American beer market has seen a dramatic resurgence of microbreweries. Contrary to conventional oligopolistic market theories, small firms have consistently gained market share from their entrenched competitors. Researchers have attributed this success to ‘neolocalism.’ Through their marketing, microbreweries appeal to consumers’ desire for connections to real people and distinctive products from local places. However, no study has verified whether this pattern is most characteristic of microbreweries. With newer firms threatening their market share, larger firms might adopt neolocal claims, but little empirical attention has been directed at large brewers, and …

When Beauty Is The Beast: The Effects Of Beauty Propaganda On Female Consumers, Savannah Greenfield

Theses/Capstones/Creative Projects

Women are faced with a constant barrage of advertisements every day and the subliminal messages that come with this visual assault. These messages are influenced by years of sexism and oversexualization in the media, and shape the actions of female consumers. This investigation reviews three existing studies that demonstrate the negative effects of beauty advertisements on women. These effects are then studied through the lens of female consumer behavior to evaluate women’s motivations in continuing to buy beauty products. A link between negative effects and consumer motivations is discussed to reveal the harsh grip of sexism on the beauty and …

Tanks And Tinsel: The American Celebration Of Christmas During World War Ii, Samantha Desroches

Electronic Thesis and Dissertation Repository

“Tanks and Tinsel: The American Celebration of Christmas during World War II” is an examination of the American celebration of Christmas during World War II. As the first comprehensive investigation into the most well-known holiday in Western culture and its role in shaping Americans’ experience and understanding of the war, it contributes to historical scholarship in three ways. First, it continues the trend of blending analyses of society into military-focused narratives of the war, and it expands the scope of this by fusing the literature of War and Society with that of Holiday History. Second, it challenges traditional views of …

Developing The Next-Generation Don Draper, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

Technology and the proliferation of data have transformed the advertising industry. Those with digital and analytical skills are now more employable than those with “traditional” advertising skills. At the same time, colleges and universities face increasing emphasis on job placement rates. Are advertising programs providing students with the skills needed to win jobs today and become successful employees tomorrow? Today’s “next-generation Don Drapers” must be fluent not only in creativity and big ideas but also in analysis and Big Data.

The Ethics And Values Of Visual Communication Strategies In European Advertisements In 21st Century Western And Islamic Culture, Ilze Loza

DRS Biennial Conference Series

This research analyses interaction of graphic design, advertising and visual communication strategies between Middle East and Europe. Economic, political, and globalization processes from the Middle East have migrated into Europe by way of Muslim immigrants and asylum seekers, while social and cultural integration of minorities has been a primary focus of Western 21st century culture. This research provides an analysis of the ethics and values of visual communication strategies in advertisement design in Europe based on Western and Islamic cultures, taking into consideration the principles and ethics used to communicate with Islamic audiences. Emphasis was placed on advertising design and …

Clearcut Persuasion? Audience Cognition Of Mediated Environmental Advertising Through The Lens Of The Elaboration Likelihood Model, Derek Moscato

Journalism Faculty Publications

Through the theoretical lens of Petty and Cacioppo’s Elaboration Likelihood Model (ELM) and using the case of Oregon Wild and its campaign against clear-cut logging on public lands, this study explores the impact of media coverage of contentious activist advertising on audiences. A survey with experimental conditions measures attitudes of audiences exposed to this interplay of advocacy communication. The study assesses partiality toward the sponsor organization, a willingness by the target audience to act on its behalf, and an understanding of the central environmental issue. Differences between gender in reception of the campaign and coverage also are examined. By examining …

Cheers To Central Hudson: How Traditional Intermediate Scrutiny Helps Keep Independent Craft Beer Viable, Daniel J. Croxall

NULR Online

Independent craft breweries contributed approximately $68 billion to the national economy last year. However, an arcane regulatory scheme governs the alcohol industry in general and the craft beer industry specifically, posing both obstacles and benefits to independent craft brewers. This Essay examines regulations that arguably infringe on free speech: namely, commercial speech regulations that prohibit alcohol manufacturers from purchasing advertising space from retailers. Such regulations were enacted to prohibit undue influence and anticompetitive behavior stemming from vertical and horizontal integration in the alcohol market. Although these regulations are necessary to prevent global corporate brewers from dominating the craft beer market …

The Role Of Media In Attracting Audiances For Public Library:A Case Study On Public Libraries Of Tehran (I.R.Iran), Amir Reza Asnafi, Mojtaba Rostami, Mohsen Hajizeinolabedini

Library Philosophy and Practice (e-journal)

This study was aimed to evaluate the role of advertising in attracting audience for libraries affiliated to Iranian public libray institute based on the AIDA model in Tehran. This study was applied in terms of purpose and was analytical-survey research from the field studies branch in terms of the method. This study was conducted based on the AIDA model and the population consisted of members of public libraries affiliated to Tehran public library institute during the period from October 2015 to October 2016. The total number of public libraries' members in Tehran was 39085 people. 379 people were selected as …

Studying Abroad: A Travel Campaign, Flora Lindsay

Senior Honors Projects, 2010-2019

This project displays the steps taken in order to create a successful marketing campaign for the Center for Global Engagement at James Madison University. It explores the history of studying abroad, its perceived benefits, concerns, and existing marketing strategies. The client is studied in depth in order to create a SWOT analysis of its current state. From this research a creative strategy statement is created to better understand the target audience, competition and strategies for the campaign. The campaign idea then comes to life in the deliverables to be used by the client for marketing efforts.

Elements Of Creativity: A Study Of The Dimensions That Make For An Effective Advertisement, Amanda Johnson

Senior Honors Theses

The advertising world is made up of many facets, such as creativity, networking, and thought leadership. At the center of these processes lies advertising creativity, a term used to describe an ad or element of an ad that is particularly novel and noteworthy. The contents of this thesis address the challenges academics and professionals have with establishing criteria to measure creativity, while considering the value of evaluating creative ability through a variety of processes. To do this, three case studies of award-winning advertisements were conducted in order to develop a profile of an effective ad. Results indicate that successfully creative …

We’Ve Come A Long Way (Baby)! Or Have We? Evolving Intellectual Freedom Issues In The Us And Florida, L. Bryan Cooper, A.D. Beman-Cavallaro

Works of the FIU Libraries

This paper analyzes a shifting landscape of intellectual freedom (IF) in and outside Florida for children, adolescents, teens and adults. National ideals stand in tension with local and state developments, as new threats are visible in historical, legal, and technological context. Examples include doctrinal shifts, legislative bills, electronic surveillance and recent attempts to censor books, classroom texts, and reading lists.

Privacy rights for minors in Florida are increasingly unstable. New assertions of parental rights are part of a larger conservative animus. Proponents of IF can identify a lessening of ideals and standards that began after doctrinal fruition in the 1960s …

Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim

Asia Marketing Journal

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …

The History Of Coffee And Its Concurrent Marketing Strategies, Kristin Rudeen

Honors Theses - Providence Campus

This thesis explores how the advertising of coffee has evolved over the past three centuries by comparing the timing of historical events with their concurrent coffee advertisements and the corresponding popularity of coffee and its evolving variations. I have conducted primary research by analyzing coffee advertisements in newspapers, commercials, magazines, and on social media. I have used this research to determine when companies initiated different approaches in order to advertise their coffee. Additionally, I discuss how work culture played a role in the methods coffee producers and companies used to reach their consumers. More specifically, I have identified five different …

Field Packing Company - Owensboro, Kentucky (Sc 3207), Manuscripts & Folklife Archives

MSS Finding Aids

Finding aid only for Manuscripts Small Collection 3207. Preliminary package designs, in color, for Pizza Dogs and Pizza Loaf, two food products of the Field Packing Company, Owensboro, Kentucky. Includes letters from the design firm, and grocery store display cards for Pizza Dogs and for Field’s Fresh Ham Sausage.

Why Nebraska? An Analysis Of Unl's International Student Recruitment Touchpoints And Messages As Compared To Student Outcomes, Carolyn Willis

Honors Theses

With decreasing budgets and increasing political tensions, universities in the United States are embracing broader and more creative efforts to reach prospective international students. For such universities, international students are a lucrative recruitment population because they bolster enrollment numbers and tuition revenue while diversifying student bodies. Previous studies have shown that much university marketing to international students is deficient and of little use in helping prospective students make informed decisions (Baldwin & James, 2000), yet information search is a key element of buyer decision models (Beatty & Smith, 1987) as students evaluate educational options. This study sought to see, then, …

Rock The Vine, Emily Elizabeth Rosa, Alexandria Broedlow

Agricultural Education and Communication

In conclusion, Rock the Vine, created a profit of $1, 245.16, as well as a platform for the local community members taste and discover new boutique winemakers and cideries in the central coast region. This event could benefit with a larger target audience and add aspects to the event ie. food, more music, beer, games. Future events will acquire different themes in order to keep the event fresh and evolving just as the wine industry seasons do. Spring and summer seasons will focus on lighter wines like whites and rosé themed events. The research discovered a need for this style …

The Role Of Narratives In Eliciting Strong Audience Response To Emotional Commercials, Brooks Jessica

Communication Studies

Let’s face it; crying during movies will always be a bit embarrassing even if the movie is worthy of shedding tears. But crying during a commercial is almost humiliating. Surprisingly, it happens. Commercials from the last few years have caused that very reaction among some audience members. These commercials, built on emotional appeals, contain narratives that cause the audience—in one to three minutes—to feel like part of the world created by the advertiser or rhetor. In a day and age where it is easy to skip an ad, advertisers are turning to the use of narratives as a way to …

Reliability And Validity Of The Alcohol Marketing Assessment Rating Tool (Amart), Jonathan K. Noel, Thomas F. Babor, Katherine Robaina

Health & Wellness Department Faculty Publications and Research

No abstract provided.

News In Lights: The Times Square Zipper And Newspaper Signs In An Age Of Technological Enthusiasm, Dale L. Cressman Phd

Faculty Publications

During the latter half of the nineteenth century, when the telegraph had produced an appetite for breaking news, New York City newspaper publishers used signs on their buildings to report headlines and promote their newspapers. Originally chalkboards were used to post headlines. But, fierce competition led to the use of new technologies, such as magic lantern projections. These and, later, electrically lighted signs, would evoke amazement. In 1928, during an age of invention, The New York Times installed an electric "moving letter" sign on its building in Times Square. Popularly known as "the zipper," the monograph drew significant attention from …