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International Journal of Advertising最新文献

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Fear or humor? The effects of negatively framed visual hyperbole in advertising 恐惧还是幽默?负面框架视觉夸张在广告中的效果
3区 管理学
International Journal of Advertising Pub Date : 2023-09-25 DOI: 10.1080/02650487.2023.2262325
Ying Huang
{"title":"Fear or humor? The effects of negatively framed visual hyperbole in advertising","authors":"Ying Huang","doi":"10.1080/02650487.2023.2262325","DOIUrl":"https://doi.org/10.1080/02650487.2023.2262325","url":null,"abstract":"AbstractGrounded on the theories on rhetorical figures, incongruity, humor, and the Extended Parallel Process Model, this experimental study examined the effects of negatively framed visual hyperbole in advertising, a previously unexplored research area. Negatively framed literal ads and hyperbole ads with two levels of exaggeration were compared. The results showed that high-intensity negative hyperboles were more incongruous, more humorous, and less truthful than their literal counterparts, while the effects of low-intensity negative hyperboles and literal ads did not differ. High-intensity hyperboles (vs. literal ads) exerted a positive influence on ad attitude through incongruity and humor, and a negative influence on ad attitude through ad truthfulness. The two conditions did not differ in ad attitude. As expected, the fear response did not differ between the literal and the two hyperbole conditions. Theoretical and practical implications are discussed.Keywords: Visual hyperbolerhetorical figurenegative appealnegative intensityincongruityhumor Disclosure statementNo potential conflict of interest was reported by the author.Data availability statementThe data that support the findings of this research are available from the corresponding author upon reasonable request.Additional informationNotes on contributorsYing HuangYing Huang (Ph.D. Southern Illinois University Carbondale) is an associate professor in the Department of Communication, University of West Florida. Her research interests include the content and effects of visual rhetorical figures, and the representations of race and gender in advertising.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135816363","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}
引用次数: 0
Perspectives: replication is more than meets the eye 视角:复制不仅仅是表面上看到的
3区 管理学
International Journal of Advertising Pub Date : 2023-09-08 DOI: 10.1080/02650487.2023.2245278
Lars Bergkvist, Freya De Keyzer, Cristian Buzeta
{"title":"Perspectives: replication is more than meets the eye","authors":"Lars Bergkvist, Freya De Keyzer, Cristian Buzeta","doi":"10.1080/02650487.2023.2245278","DOIUrl":"https://doi.org/10.1080/02650487.2023.2245278","url":null,"abstract":"Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase the truth value of advertising research while overcoming the obstacles to replication research. Finally, we discuss how advertising scholars, reviewers, and editors can facilitate replication research to reduce the share of false-positive results and accumulate knowledge in the discipline. We see replication as critical in advertising research, given the high variability of experimental factors and the applied nature of the field. Therefore, a better understanding of replications and the challenges of advertising research should inspire scholars to engage in more replication attempts and reviewers and editors to consider it for publication.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136299584","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}
引用次数: 0
Effects of green messages in advertisements: a meta-analysis 广告中绿色信息的影响:一个元分析
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-09-05 DOI: 10.1080/02650487.2023.2252675
Fuyuan Shen, Guolan Yang, Jeff Conlin, Xiaohua Wang
{"title":"Effects of green messages in advertisements: a meta-analysis","authors":"Fuyuan Shen, Guolan Yang, Jeff Conlin, Xiaohua Wang","doi":"10.1080/02650487.2023.2252675","DOIUrl":"https://doi.org/10.1080/02650487.2023.2252675","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48026039","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}
引用次数: 1
Cross-media advertising strategies and brand attitude: the role of cognitive load 跨媒体广告策略与品牌态度：认知负荷的作用
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-09-01 DOI: 10.1080/02650487.2023.2249342
L. Hatzithomas, F. Theodorakioglou, Kostoula Margariti, Christina Boutsouki
{"title":"Cross-media advertising strategies and brand attitude: the role of cognitive load","authors":"L. Hatzithomas, F. Theodorakioglou, Kostoula Margariti, Christina Boutsouki","doi":"10.1080/02650487.2023.2249342","DOIUrl":"https://doi.org/10.1080/02650487.2023.2249342","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49501905","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}
引用次数: 0
The effects of brand trustworthiness and credibility on location-based advertising: moderating effects of privacy concern and social influence 品牌可信度对定位广告的影响：隐私关注和社会影响的调节作用
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-30 DOI: 10.1080/02650487.2023.2251287
H. T. Le, W. Yoo, Jungkun Park
{"title":"The effects of brand trustworthiness and credibility on location-based advertising: moderating effects of privacy concern and social influence","authors":"H. T. Le, W. Yoo, Jungkun Park","doi":"10.1080/02650487.2023.2251287","DOIUrl":"https://doi.org/10.1080/02650487.2023.2251287","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45725349","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}
引用次数: 0
Examining the effects of addressable TV advertising on children and their parents 研究可寻址电视广告对儿童及其父母的影响
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-26 DOI: 10.1080/02650487.2023.2250171
Nancy H. Brinson, S. Holiday, Haseon Park, Yuanwei Lyu
{"title":"Examining the effects of addressable TV advertising on children and their parents","authors":"Nancy H. Brinson, S. Holiday, Haseon Park, Yuanwei Lyu","doi":"10.1080/02650487.2023.2250171","DOIUrl":"https://doi.org/10.1080/02650487.2023.2250171","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43975513","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}
引用次数: 0
Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers 数字世界中奢侈品的炫耀性和非炫耀性消费:对广告商的启示
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-21 DOI: 10.1080/02650487.2023.2246258
Aniruddha Pangarkar, Paurav Shukla
{"title":"Conspicuous and inconspicuous consumption of luxury goods in a digital world: implications for advertisers","authors":"Aniruddha Pangarkar, Paurav Shukla","doi":"10.1080/02650487.2023.2246258","DOIUrl":"https://doi.org/10.1080/02650487.2023.2246258","url":null,"abstract":"this special issue focuses on the very intriguing types of luxury consumption that are shaping industry paradigms and trends, especially given the digital marketing revolution that is impacting the way luxury firms create and implement strategies to engage customers and drive sales. luxury brands communicate style, exclusivity, identity, uniqueness, superior quality, and hedonic value, all of which signal status to extended networks (Shukla and Purani 2012; Pangarkar, Patel, and Kumar 2023). While recent events, such as the CoVid-19 pandemic and the economic recession have impacted economic conditions, as per a Euromonitor international report, the luxury industry continued its impressive growth to reach USd 1.2 trillion in 2022, with a steady growth rate of around 6% (roberts 2022). according to a Kearney (2022), Chinese luxury consumers were at the forefront of this recovery, followed by US and German consumers, which led to many luxury brands such as Kering, lVMH, and Hermès experiencing resurgence after a temporary setback.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44277052","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}
引用次数: 0
The hidden power of shame: how feeling ashamed enhances advertisement recall and positive attitude 羞耻感的隐藏力量:羞耻感如何增强广告记忆和积极态度
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-20 DOI: 10.1080/02650487.2023.2247902
Jane So, Youjae Yi, Nidhi Agrawal
{"title":"The hidden power of shame: how feeling ashamed enhances advertisement recall and positive attitude","authors":"Jane So, Youjae Yi, Nidhi Agrawal","doi":"10.1080/02650487.2023.2247902","DOIUrl":"https://doi.org/10.1080/02650487.2023.2247902","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48442800","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}
引用次数: 0
Promoting eco-friendly advertising on social media: the fit between appeals and tie strength 在社交媒体上推广环保广告:吸引力与影响力之间的契合
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-14 DOI: 10.1080/02650487.2023.2243732
Jun Yan, Jingjing Pan, Zhen Li, Y. Chang
{"title":"Promoting eco-friendly advertising on social media: the fit between appeals and tie strength","authors":"Jun Yan, Jingjing Pan, Zhen Li, Y. Chang","doi":"10.1080/02650487.2023.2243732","DOIUrl":"https://doi.org/10.1080/02650487.2023.2243732","url":null,"abstract":"","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44630961","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}
引用次数: 1
Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions 数字世界中不起眼和不起眼的奢侈品消费：见解、含义和未来研究方向
IF 6.7 3区 管理学
International Journal of Advertising Pub Date : 2023-08-11 DOI: 10.1080/02650487.2023.2246260
Aniruddha Pangarkar, Paurav Shukla
{"title":"Conspicuous and inconspicuous consumption of luxury goods in a digital world: insights, implications, and future research directions","authors":"Aniruddha Pangarkar, Paurav Shukla","doi":"10.1080/02650487.2023.2246260","DOIUrl":"https://doi.org/10.1080/02650487.2023.2246260","url":null,"abstract":"Abstract Luxury brands are conduits of attractiveness, desirability, and status and their demand has not been impacted by economic recessions or calamities like the pandemic. Over the years, consumers have purchased luxury brands to engage in conspicuous consumption in order to demonstrate elite status and wealth. Recent research on luxury brands has also generated alternate forms of luxury consumption, notably inconspicuous consumption and inconspicuous minimalism. The digital era poses significant challenges and opportunities to luxury retailers. This article explores the various types of luxury consumption and the trends that exist in digital marketing which luxury advertisers can effectively leverage such as counterfeit brands, virtual reality, augmented reality, phygital, and luxury democratization. These strategies can help luxury advertisers prepare better for engaging customers, involving them throughout different stages of the purchase decision, and bolstering sales and revenues.","PeriodicalId":48111,"journal":{"name":"International Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":6.7,"publicationDate":"2023-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46962040","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}
引用次数: 2
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