{"title":"在广告学术研究中加强动态视听刺激使用的策略和工具","authors":"Anne Hamby, C. Russell","doi":"10.1080/00913367.2022.2107121","DOIUrl":null,"url":null,"abstract":"Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":null,"pages":null},"PeriodicalIF":5.4000,"publicationDate":"2022-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":"{\"title\":\"Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research\",\"authors\":\"Anne Hamby, C. Russell\",\"doi\":\"10.1080/00913367.2022.2107121\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.\",\"PeriodicalId\":48337,\"journal\":{\"name\":\"Journal of Advertising\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.4000,\"publicationDate\":\"2022-08-18\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"2\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/00913367.2022.2107121\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/00913367.2022.2107121","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research
Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.
期刊介绍:
The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.