Public Relations and Advertising Commons^™

Understanding Older People’S Voice Interactions With Smart Voice Assistants: A New Modified Rule-Based Natural Language Processing Model With Human Input, Zhengxu Yan, Victoria Dube, Judith Heselton, Kate Johnson, Changmin Yan, Valerie Jones, Julie Blaskewicz Boron, Marcia Shade

College of Journalism and Mass Communications: Faculty Publications

The COVID-19 pandemic has expedited the integration of Smart Voice Assistants (SVA) among older people. The qualitative data derived from user commands on SVA is pivotal for elucidating the engagement patterns of older individuals with such systems. However, the sheer volume of user-generated voice interaction data presents a formidable challenge for manual coding. Compounding this issue, age-related cognitive decline and alterations in speech patterns further complicate the interpretation of older users’ SVA voice interactions. Conventional dictionary-based textual analysis tools, which count word frequencies, are inadequate in capturing the evolving and communicative essence of these interactions that unfold over a series …

Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver

Faculty Publications

We report an analysis of attribute and motive content of appeals to automobile ownership in print advertising of style magazines in the U.S. and U.K. Results of the analyses show significant country differences in appeals to technology, status and subcategories of motivation.

The Effects Of Culture On International Advertising Appeals: A Cross-Cultural Content Analysis Of U.S. And Japanese Global Brands, Dan Zhao

College of Journalism and Mass Communications: Professional Projects

An international advertising campaign can be standardized in creative strategy, but localized in execution. As an integral part of the execution, advertising appeals should be tailored to local culture to maximize the effectiveness of international advertising campaigns while minimizing cost. The purpose of this study is to investigate whether advertising appeals mirror predicable differences in cultural values.

This study is based on the influential Hofstede model (Hofstede, 2001; Hofstede & Mooij, 2010), which distinguishes cultures according to six dimensions. While individualism and collectivism have been widely discussed in published studies, other dimensions that are also important indicators of advertising appeals …