International Journal of Advertising最新文献

{"title":"Editorial: New Thoughts on Advertising’s Impact on Consumer Prices","authors":"C. R. Taylor","doi":"10.1080/02650487.2023.2183558","DOIUrl":"https://doi.org/10.1080/02650487.2023.2183558","url":null,"abstract":"after years of following the academic literature on advertising, i continued to believe that the economic effects of advertising are one of the most understudied topics. in general, continued study of issues associated with society is needed, but it seems that in this context, economic issues are not studied as frequently as several other societal issues that are also important, and likely make for easier reading (see e.g., Kordrostami and laczniak 2022; Wulf, et al., 2022; Hartmann et al, 2022) for examples of strong work on current social issues). against this backdrop, i was pleased to see that the advertising association has published an update to laurence Green’s (2016) thoughtful white paper titled ‘does advertising increase Consumer Prices’, and i would like to use this space to encourage those who are interested to read it. as outlined by albion and Farris (1980), the debate over whether advertising expenditures in a product category lower or raise prices has often been addressed in the context of opposing views of advertising role in society. in short, the advertising = Market Power school argues that large advertising expenditures have several negative impacts on an industry, including higher barriers to entry and high concentration ratios, which facilitates collusion and enables the charging of higher prices (ornstein 1977). the advertising = information school suggests opposite effects, arguing that advertising increases consumer knowledge by providing information about product features, prices and quality, thereby reducing search costs and facilitating competition in a way that decreased industry concentration and leads to lower prices (Mcauliffe 1987). While it is beyond the scope of this editorial to discuss all prior research on the economic effects of advertising, my own prior review of academic literature suggests that the weight of the evidence, conducted mostly in the 1990s or before favors the notion that while the effect size may not be large, aggregate and expenditures in an industry place downward pressure on prices (taylor 2013). in spite of this, some studies or discussions continue to make opposite assumptions (rotfeld and taylor 2009). Green (2016) makes the same observation, stating, ‘the prosaic conclusion of “the man on the street” and of many commentators and even policymakers – that advertising puts prices up, if only to pay for the cost of the activity itself—is accepted without argument’. Green (2016) argues that the relationship between advertising and price is nuanced. on one hand, he notes, price should be viewed as something that advertising is able to influence and potentially bring more return on investment by reinforcing that a product is worth paying more for. on the other hand, Green observes that there are many other ways that advertising can lower prices, by promoting competition among brands or retailers, and by contributing to economies of scale and greater innovation. He also notes that advertising","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42154356","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing","authors":"Quan Xie, Yang Feng","doi":"10.1080/02650487.2022.2071393","DOIUrl":"https://doi.org/10.1080/02650487.2022.2071393","url":null,"abstract":"Abstract Given the burgeoning usage of influencers in social media marketing, the need to understand how consumers react to sponsored messages is on the rise. Drawing on the signaling theory, Elaboration Likelihood Model (ELM), and the message sidedness literature, this study illustrates the interaction effect between two types of sponsorship disclosures—brand influence disclosure (brand vs. honest opinion) and compensation type disclosure (gift vs. payment vs. sales commission)—on purchase intentions via influencer credibility, influencer-follower parasocial interaction (PSI), and brand attitudes. Through an experiment with 401 female participants, we found that a proper combination of these two types of disclosures generates a two-sided disclosure message and motivates people to scrutinize this two-sided message, which will boost influencer credibility, PSI, brand attitudes, and eventually, purchase intentions.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49084206","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Ethnicity in advertising and millennials: the role of social identity and social distinctiveness","authors":"Wei Shao, Yunen Zhang, Anni Cheng, S. Quach, Park Thaichon","doi":"10.1080/02650487.2023.2172663","DOIUrl":"https://doi.org/10.1080/02650487.2023.2172663","url":null,"abstract":"Abstract Underpinned by the social identity theory and distinctiveness theory, the research examines the effects of mono- and multi-ethnicity advertising on brand evaluations among millennials. We conducted two experimental studies with Asian and Caucasian millennial consumers in Australia to test our hypotheses. The objective of Study 1 was to test the effectiveness of ethnic marketing among millennials using six different advertisement copies for a lipstick brand. In Study 2, we aimed to substantiate our predictions using another type of product (i.e. soap) and ascertain the impact of the product context on ethnicity marketing. Overall, the results of this study support that millennial consumers prefer multi-ethnic advertising to mono-ethnic advertising. The effect of body image is not significant in multi-ethnic advertisements. Social identity can influence the attitudes of socially distinctive consumers toward mono-ethnic advertisements. Finally, multi-ethnic advertising is an effective strategy for both publicly and privately consumed products, while mono-ethnic advertising is more applicable for privately consumed products.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48173367","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Sick of awards: hidden costs of signaling for advertising creatives","authors":"Saraí Meléndez-Rodríguez, David Roca","doi":"10.1080/02650487.2023.2175301","DOIUrl":"https://doi.org/10.1080/02650487.2023.2175301","url":null,"abstract":"Abstract This qualitative study explores the signaling costs associated with winning Cannes Lions, considered the industry’s most prestigious award ceremony. The dynamic componential model of creativity and signaling theory are utilized as a theoretical framework. Grounded Theory was employed for the analysis of eighteen in-depth interviews conducted with Cannes award-winning creatives from Brazil (one of the top three most awarded countries in the festival). Corporate creative tyranny emerged as the central category, which leads to excessive workload, competitive obsessions, and stress. Findings suggest that winning awards is linked to negative costs related to reputation (scam work) and health (physical and psychological damages), contradicting the dynamic componential model of creativity and showing the hidden costs of achieving awards in the advertising industry. Managerial advice is given to reduce these costs.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47417109","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Debunking fake ad claims: the moderating role of gender","authors":"Somak Banerjee, Joseph F. Rocereto, Hyokjin Kwak, A. Pandey","doi":"10.1080/02650487.2023.2171554","DOIUrl":"https://doi.org/10.1080/02650487.2023.2171554","url":null,"abstract":"Abstract Countering ads with fake claims represent a significant challenge for marketers and policymakers. We show how gender can help better target debunking efforts toward fake ads. First, we find that females (vs. males) show higher sensitivity to debunking efforts toward fake ads, leading to less favorable attitudes toward the brand and, consequently, lower purchase intentions. We then further probe these effects by introducing processing variables from the tenets of perceived risk (perceived health risk) and information processing confidence (skepticism toward the ad). We find that debunking information induces higher levels of skepticism among females owing to their lower information processing confidence than males, leading to downstream effects of higher perceptions of health risk, less favorable attitudes toward the brand, and lower purchase intentions among females than males. Our findings provide implications for advertisers and policymakers to battle the ongoing proliferation of fake ads.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42464796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Perspectives: race and advertising: conceptualizing a way forward through aesthetics","authors":"Kevin D. Thomas, Guillaume D. Johnson, Sonya A. Grier","doi":"10.1080/02650487.2023.2167365","DOIUrl":"https://doi.org/10.1080/02650487.2023.2167365","url":null,"abstract":"Abstract As brands and advertisers worldwide are claiming to be reviewing the ways they represent race, this conceptual piece provides a call to action for international advertising researchers to also reassess how they engage and analyze race. Our goal is threefold: (1) provide an abbreviated assessment of the current body of advertising literature involving race and advertising and summarize its insights and lacunae; (2) expand the conceptualization of race currently held in advertising research by proffering a racial aesthetics framework that examines what race is and how it is reified through advertising (i.e. white supremacy; racial respectability; racial pride; race as biology; colourblind/post-racial; hyper-racial) and (3) illustrate how our conceptualization can support a more robust and informative body of research. Our intention in these three endeavours is not to provide an exhaustive accounting, rather we purposely paint with broad strokes to invite fellow researchers to deepen, broaden, and reimagine future research on race and advertising.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49536311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Realistic skin vs. flawless skin: explicating the appeal of retouch-free advertising among Chinese women","authors":"Tingting Yang, Chen Lou, Edson C. Tandoc","doi":"10.1080/02650487.2022.2164835","DOIUrl":"https://doi.org/10.1080/02650487.2022.2164835","url":null,"abstract":"Abstract Using retouched images of models in advertisements to embody idealized beauty prototypes (e.g., flawless skin) in various cultures has been a prevalent yet controversial practice. Guided by the overarching corporate moral responsibility framework, this study conducted two online experiments to assess the effects of ad retouching and disclaimers on advertising effectiveness. In Study 1, a 2 (model skin type: realistic skin vs. flawless skin) x 2 (retouch-free disclaimer: present vs. absent) between-subjects online experiment was conducted among Chinese female participants. The results revealed that Chinese female consumers’ preference for flawless skin still drives purchase intentions toward a skincare brand. However, when an ad employed a retouch-free disclaimer, participants who saw an ad depicting a model with realistic skin indicated higher ad honesty than those who saw an ad depicting a model with flawless skin. Consumers’ perceived ad honesty mediated the interaction effect between the model skin type and disclaimer on purchase intentions. In Study 2, we found a similar interaction effect and moderated mediation effects. Such that, when a retouch-free disclaimer was present, participants rated an ad featuring realistic skin to have significantly higher ad honesty than an ad featuring flawless skin, which in turn, led to higher purchase intentions. The findings provide theoretical and practical insights into how brands can better appeal to contemporary Chinese female consumers.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43335969","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Reflections on the International Journal of Advertising on the journal’s history and first 40 years","authors":"C. R. Taylor, Douglas C. West, C. Mcdonald, M. Waterson","doi":"10.1080/02650487.2022.2157530","DOIUrl":"https://doi.org/10.1080/02650487.2022.2157530","url":null,"abstract":"this issue of the International Journal of Advertising mark the beginning of the journal’s forty-second year of publication. While this means we are bit late in doing so, we are pleased to celebrate the journal’s origins and growth over the past 40 year. the journal has evolved from being the logical outgrowth of an advertising magazine published by the advertising association, the leading British trade association dealing with advertising, to a highly respected academic journal. indeed, IJA is now regarded as elite journal in the area of advertising and promotion. Below, we publish the reflections of the journal’s founder and three of its editors. With thanks to alistair Moir of the Historical advertising trust for research on prior editors, we also thank the following prior editors: J.a.P treasure (dean, the City University Business School); Kenneth Simmonds (london Business School), Jules Goddard (JWt/london Business School) (later Gresham College), and Karin Newman (Polytechnic of the South Bank and later Middlesex University), and Paul Michell (Manchester Business School). throughout the journal’s history, many papers have made a significant impact on the field, with both managerial and societal issues surrounding advertising being regarded as important.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2022-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45222331","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The rise, growth, and future of branded content in the digital media landscape","authors":"N. Dens, K. Poels","doi":"10.1080/02650487.2022.2157162","DOIUrl":"https://doi.org/10.1080/02650487.2022.2157162","url":null,"abstract":"Abstract The advertising field has witnessed a dramatic transformation over the past decade. This contribution to the IJA 40th anniversary special issue deals with (digital) branded content; any output fully/partly funded or at least endorsed by the legal owner of the brand which promotes the owner’s brand values, and makes audiences choose to engage with the brand based on a pull logic due to its entertainment, information, and/or education value. We sketch the rise and growth of native advertising and content marketing as two major branded content types in the digital era and describe how the topic has been covered in academic advertising research in the past decade. We conclude with a future outlook for advertising research and practice in hope of encouraging further academic research on the topic and providing insights to practitioners to further develop their digital branded content.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2022-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48263359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads","authors":"João Lucas Hana Frade, Jorge Henrique Caldeira de Oliveira, Janaina de Moura Engracia Giraldi","doi":"10.1080/02650487.2022.2153529","DOIUrl":"https://doi.org/10.1080/02650487.2022.2153529","url":null,"abstract":"Abstract In-stream ads are one of the most common ad formats on the Internet nowadays, especially on YouTube. However, there has not been enough research on visual attention and advertising effectiveness, especially regarding the effect of ad position, and whether skippable or non-skippable ads are more effective. Therefore, with a 2 (skipping characteristic: skippable/non-skippable) × 2 (ad position: pre-roll/mid-roll) between-subjects experimental design, we investigated the effect of skipping characteristic and ad position on visual attention and effectiveness (i.e., brand recall, attitude, and intrusiveness) of in-stream ads. The findings bring conceptual contributions to the domain of advertising. Through theories of interactivity, duration of exposure, and moment of interruption, we show the superiority of non-skippable and pre-roll ads concerning visual attention and advertising effectiveness. Moreover, we identify excessive visual attention in the skip button location. Thus, we envision new insights and discussions on the topic, including practical implications.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46167618","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}