Advertising 2000 Abstracts
Advertising Division
Research
The Effects of Ethnic Identification on Multicultural Adolescents’ Evaluations Of Ads • Osei Appiah, Iowa State • This manuscript examines whether the strength of ethnic identity influences multicultural adolescents’ responses to ads featuring models of different races and their responses to ads featuring race-specific cultural cues. The researcher digitally manipulated the race of characters in ads and the number of race specific cultural cues in the ads while maintaining all other visual features of these ads. Three hundred forty-nine black, white, Hispanic, and Asian-American. Adolescents evaluated black character or white character ads based. The findings indicate high black identifiers and low black identifiers responded, in part, differently to culturally embedded ads.
The Effectiveness of Banner Advertisements: Involvement and Click-through • Chang-Hoan Cho, Nebraska at Lincoln and John D. Leckenby, Texas-Austin • This paper explores the relationship between consumer’s level of involvement and clicking of banner ads on the WWW. This study indicates that people in high involvement situations are more likely to click a banner ad in order to request more information than those in low-involvement situations. Meanwhile, it is found that people in low-involvement situations are more likely to click a banner ad when it has a large size and dynamic animation.
Does Humor Really Matter ?: Some Evidence From Super Bowl Advertising • Hwi-Man Chung, North Carolina-Chapel Hill • This study examined the effects of humor on advertised brand recall and recognition and advertising liking through quasi-experimentation conducted immediately following Super Bowl broadcasts. Simple regression shows that humor has a positive impact on advertised brand recall, recognition, and ad liking. Also, this study examined whether the effects of humor vary across product categories. Multiple regression shows that there are statistically significant differences in the effects of humor on recall, recognition, and ad liking among product categories.
Smoking in the News: Intermedia Agenda Setting and The Anti-Tobacco Advertising Campaign • Stacie Lee Greene, North Carolina-Chapel Hill • ABSTRACT NOT AVAILABLE.
Emotional Responses to Web Advertising: The Effects of Animation, Position, and Product Involvement on Physiological Arousal • Nokon Heo and S. Shyam Sundar, Penn State University • ABSTRACT NOT AVAILABLE.
The Effectiveness of Comparative Advertising Among Koreans: Is It Effective to Increase the Intensity of Comparison over Time? • Jang-Sun Hwang and Mariea Grubbs Hoy, Tennessee • Despite the popularity of comparative advertising (CA), few studies have explored how to develop this strategy outside the United States. This study reports the results of an experiment conducted in South Korea, a country where CA is rarely used. Two hundred Korean college students were exposed to fictitious advertisements in which the independent variable of comparison intensity (non-comparative/low/medium/high/increasing) and exposure sequence (first/second/third) were manipulated. The dependent variables of attitude toward the brand and purchase interest assessed advertising effectiveness.
Influence of Cigarette Promotion on Juvenile Susceptibility to Smoking: A Path Analysis • Hye-ryeon Lee and Kristie A. Taylor, Arizona and Stacey Nofziger, Kansas State • ABSTRACT NOT AVAILABLE.
The Effects of Threat in Verbal and Visual Print Ads on Perceptions and Behavioral Intention • Yulian Li, Minnesota • This experimental study applied the protection motivation theory in examining the effects of threat ads on the cognitive appraisal processes and the subsequent purchase intention. With verbal and verbal-visual ads manipulated into high and low levels of threat, it was found that there is a positive linear relationship between the amount of threat in verbal-visual ads and changes in the cognitive appraisal processes.
What the Real World Really Wants: An Analysis of Advertising Employment Ads • Sally J. McMillan, Tennessee and Kim Bartel Sheehan, Brandt Heinemann and Charles Frazer, Oregon • This study examines technology-driven changes in the recruitment of advertising professionals. The researchers analyzed content of employment advertisements published in Advertising Age and posted on HotJobs. Differences were found both over time and between offline and online sources. Technology has increased demand for both computer skills and people skills such as being a team player. Advertising educators must adapt to technological change, but the classroom should not emphasize technology at the expense of interpersonal interaction.
Super.Com: An Analysis of Message Strategies Utilized in Super Bowl Ads for Dot.com Companies • Margaret A. Morrison and Candace White, Tennessee • Using a message strategy typology developed by Taylor (1999), a thematic analysis of dot.com commercials appearing in Super Bowl XXXIV was performed to determine which strategies these businesses use. Other aspects of the ads, including the gender of main characters and voice-over narration, were examined. Results indicate that rational and ego message strategies dominated the ads. Male voice-overs and characters dominate. The efficacy of the strategies used, along with the tactical elements are discussed.
Political Advertising and State of the Union Addresses: Distinct or Merging Communications? • Nelson Mumma Jr., North Carolina-Chapel Hill • Political advertising and State of the Union addresses are seemingly distinct types of communication. However, research and existing literature indicate that the gap between the two may be narrowing. This paper reveals that presidents are using State of the Union addresses to deliver what are, in part, political advertisements by previewing television advertising themes that run later that year and by mentioning campaign issues, their accomplishments, and their vice presidents.
The Role of Advertising, Special Promotions, and Loyalty Programs on Grocery Shopping in the New Millennium • Mary Alice Shaver, Michigan State and Carol J. Pardun, North Carolina-Chapel Hill • A random sample of 119 grocery shoppers indicated that most shoppers (95.9%) have at least one loyalty card to use while shopping. In addition, 31.2% were identified as loyal shoppers (those who had one card and shopped at one store) and 67.8% variety shoppers (those who had many cards and shopped at different stores). Both kinds of shoppers disregard newspaper advertising before heading out to the grocery store — and prefer national brands over store brands.
Effects of Violence and Brand Familiarity on Responses to Television Commercials • Fuyan Shen, South Dakota • This empirical study investigates the effect of violence and brand familiarity on an individual’s responses toward television commercials measured in terms of memory, brand attitude and purchase intention. Results indicate that violence has significant effects on the processing of advertising messages. These effects are moderated by brand familiarity. Specifically, on the measures of brand attitude and purchase intention, violence appears to be more effective in generating less favorable responses for familiar brands than unfamiliar brands.
Slackers, Whiz Kids, Introverts and Extroverts: Self-concept, Advertising, and the Susceptibility to Campus Drinking Rituals • Joyce M. Wolburg and Edward R. Frederick, Marquette • This study examines the relationship between self-concept, exposure and attention to alcohol advertising, and the influence of three functions of the drinking ritual among college students. Findings show that susceptibility to the functions of the drinking ritual is related to attention and exposure to alcohol advertising. Influence of the ritual function also varies among four self-identity groups — Slackers, Whiz Kids, Introverts and Extroverts.
Special Topics
The Role of Self in Processing Advertising Messages — An Exploration of Gender Schema • Ching Ching Chang, National Chengchi University • This study examines how individuals’ self-schemata interfere with their processing of advertising messages. It suggests that how subjects perceive themselves on one important dimension of self-schemata — gender schema — affects the way they respond to advertising messages with different user portrayals. Findings show that self-congruent messages generate higher levels of self-referencing, more positive emotions, less negative emotions and higher levels of calmness. Enhanced self-referencing and positive emotions lead to more positive ad liking and, in turn, result in more positive brand attitude.
From European Autonomy to Advertising Autonomy: European Advertising Self-Regulation in the Context of a Unified Europe • Anne Cunningham, Louisiana State • Few critics have questioned the contention — championed by such international organizations as the newly formed European Advertising Standards Alliance (EASA) — that unfettered advertising is necessary for the development of a free and thriving world economy. In an effort to promote freer exchange of advertising worldwide, many organizations are working to coordinate European advertising self-regulatory codes and practice. However, the literature on the detrimental impact of cultural synchronization and on the media’s, particularly advertising’s, role in transporting culture raises concerns about how standardizing European advertising self-regulation might influence those cultural values that threaten capitalist values.
Threat, Authoritarianism And Political Advertising: An Experiment In Personality And Persuasion • Fang Wan, Patrick Meirick, Jennifer Williams, Justin Holmes and Christina Fiebich, Minnesota • This study explores the interaction of authoritarianism and threat in evaluations of positive political advertisements. Threat and reward versions of ads for three issues were shown to 136 students. As predicted, those high in authoritarianism found threat ads more persuasive when the issues were analyzed as a whole, but this preference was significant for only one of the three when analyzed separately. Attitudes toward the ads and candidate traits, in turn, were related to evaluations of the candidates.
Messages of Hope: Developing Health Campaigns that Address Misperceptions of Breast Cancer Held by Women of Color • Cynthia M. Frisby, Missouri • Abstract According to the National Cancer Institute, breast cancer is the leading cause of cancer deaths among black women. Medical literature identifies two reasons for the high mortality rates for Black women: detection of the disease in its advance stages and/or myths, misperceptions, and fears concerning the causes of and prognosis related to breast cancer. Ninety-two African-American females ranging in age from 20 to 77 were surveyed to determine the beliefs and perceptions held about breast cancer.
Internet Advertising: A Cross-Media Analysis between Advertising Content on the Internet and in Print • Sarwat M. Husain, North Carolina-Chapel Hill • This pilot study attempts to compare advertising content between the Internet and a traditional medium. Both media focused on vehicles that ware targeted to women; women’s websites and a woman’s general interest magazine. Information collected via frequency tables showed that print magazines had almost twice as many ads (86) compared to websites (mean 47.5). Therefore, advertising was not found to be as prevalent on the Internet as in the traditional print media.
Television News Coverage of Advertising: A Census of the Last Years of the Twentieth Century • Kevin L. Keenan, The American University in Cairo • This study is a content analysis of all television news stories about advertising on ABC, CBS, CNN, and NBC during the years 1994 through 1999. Variables examined include the types of advertisers reported on, the tone and theme of advertising stories, the types of sources consulted, and the media categories included. Comparisons are made with an earlier study of television news coverage and with a study of how newspapers cover advertising.
A Niche Analysis of the Web, Catalogs and Retail Stores: A Case in Taiwan • Cheng Kuo and Vincent Huang, National Chengchi University and Hairong Li, Michigan State • This study examines channel utilities of the Web in comparison with catalogs and retail stores from the perspective of niche theory. It identified and measured three channel utilities (communication, distribution, and convenience) with a set of 14 questions. Through on-line surveys, information about 909 Taiwanese internet users were collected and analyzed. Scales of channel utilities were assessed using confirmatory factor analysis and then used to examine the niche breadth, niche overlap, and niche superiority of these channels.
J. Peterman and Seinfeld: Why a Promotional Success Was a Marketing Failure • Richard Parker and James A. Karrh, Alabama • Despite unprecedented exposure as part of television’s most popular show, the J. Peterman Company failed. This paper reviews the Peterman case in light of research on the value of such in-program brand exposures. A set of principles is offered that not only helps explain J. Peterman’s missed opportunities but that also serves as a guide to other marketers seeking to arrange and exploit in-program brand exposures, brand (product) placements, and other forms of publicity.
Advertising and the Consumer’s Hunt for Information: Traditional and Internet Sources • Catherine Ilse Pfeifer, Wisconsin-Madison • “The advertising world is changing.” This is a statement that has been uttered since the dawn of marketing, but it is also becoming truer as time passes. The marketplace is experiencing a shift in both the target audiences and the media. This change in the advertising and marketing situation needs to be accompanied by changes in thinking about how to contact customers.
Underwriting the War Effort: The Advertising Council Organizes the Advertising Industry, 1942-1945 • Inger L. Stole, Illinois at Urbana-Champaign • The focus of this paper is on the (War) Advertising Council during the Second World War. It discusses how the Council, acting in a public relations capacity for the advertising industry, spent considerable energy on coaching, encouraging, even guilt-tripping advertisers into compliance. The paper also discusses how the advertising community’s work through the Council was received among the American public. A case study of the War Advertising Council’s controversial 1944 campaign to “Stamp Out V.D.”, offers an interesting look at the extent to which individual advertisers were committed to the Council’s work.
Testing a Fear-based Personality Construct in the Consumer Context • Tao Sun, Minnesota • Based on the DDB Needham Life Style data, this paper validates the fear-based personality construct proposed by Doyle (1999). Set in a consumer behavior context, this paper investigates how people of different personalities, in order to diffuse their unique patterns of fear, engage in such consumption behaviors as saving, innovativeness, brand-name seeking, lottery buying, fashion pursuit, and energy/environment consciousness. Advertising implications (i.e., use of brand personality and of fear appeals) are discussed.
PF&R
Trouble with Angels: A Multi-disciplinary Analysis of Calvin Klein Jeans Advertising • Carla V. Lloyd, Syracuse • The 1995 Calvin Klein jeans campaign stirred up widespread opposition not seen before by the advertising industry. Scholarly research on this controversial ad campaign has tended to focus on the profession by examining the legal, regulatory and ethical ramifications of sexually explicit advertising on the practice of advertising. This study breaks new ground by using a multidisciplinary approach to examine this controversial advertising campaign. The findings of this study suggest that the young models appearing in the ads were posed and stylized to look like cherubs.
The Evolution of Corporate Social Responsibility • Cynthia R. Morton, Florida • The evolution in corporate social responsibility is represented by a consistent trend in company activity since the early l900s. Four major areas have contributed to the increasing influence of corporate involvement on issues of broad social concern. This paper examines the progression in corporate social responsibility, from the origin of philanthropic giving to more marketing-based activities such as sponsorships and cause-related marketing.
The Effectiveness of Attack and Response in Negative Political Advertising • Sung Wook Shim, Florida • ABSTRACT NOT AVAILABLE.
Teaching
Teaching Consumer Empathy: Adding a Service-Learning Component to the Advertising Research Course • Beth E. Barnes, Syracuse • Service-learning has been adopted by U.S. university faculty in many disciplines. This paper describes a service-learning component included in the advertising research course at a large university. Unlike many service-learning programs in communications the experience described here does not involve students working on a project such as a survey for a community organization, but instead puts students into organizations as volunteer observers. The mechanics of the program are described as well as preliminary outcomes.
Teaching TV Advertising Creative Using Digital Video on the Desktop • Fred K. Beard, Oklahoma and David Tarpenning, Advertising & Marketing Resources, Inc. • This paper describes the development and presentation of a TV advertising instructional unit based on desktop video technology. The paper (l) describes the authors’ curriculum development approach, (2) reports the results of quantitative evaluations of the unit by both students and advertising practitioners, (3) draws conclusions regarding the feasibility of including desktop video in advertising creative courses not entirely devoted to TV advertising, and (4) provides a sufficiently detailed description of the unit so it can be replicated by interested advertising educators.
A View From The Ivory Tower To The Real World: A Survey Of Those Who Teach Advertising Creative Courses • Sheri J. Broyles, North Texas • A national survey of educators in advertising creative classes asked about teaching challenges as well as the same open-ended questions asked of Creative Directors in the Kendrick, Slayden, and Broyles (1996) study. Results showed some differences, but more striking similarities. Both professors and professionals agree on the importance of conceptual ability and the portfolio for the entry-level creatives as well as bringing working professionals into the classroom. It is suggested that the Ivory tower and the Real World may not be all that different.
Integrating Public Speaking into the Advertising Curriculum • Kim Golombisky, South Florida • Presentations are an inevitable and crucial part of the advertising business. Yet advertising education does not emphasize effective public speaking skills. This essay first argues the need for advertising students to develop presentation skills and then shares a method for integrating public speaking into advertising courses without “crowding out” traditional advertising content. Following “writing across the curriculum” programs, “speaking across the curriculum” provides a model for incorporating oral communication skills into advertising courses.
Student
Advertising Ethics: What is it and who has it? • Kimberly C. Gaddie, Oklahoma • This study fills a gap in prior research on advertising ethics by focusing not on what types of ethical guidelines should be applied in agencies, but rather on what guidelines are applied. This study proposes that advertising practitioners employ a multi-tiered set of ethical codes in those decision-making situations. In-depth interviews were used to gain insight to the foundations and applications of ethics to daily decision-making processes. Findings indicate that elements of different ethical codes do in fact blend together to guide the decision-making processes of advertising practitioners.
Effective Communication of Brand Extensions: A Comparison of Close and Remote Extensions • Jooyoung Kim, Colorado-Boulder • Brand extension is where many branding theories are used since it requires a company to understand the original brand’s brand position, the intended extension category, and various communication strategies. Since brand extension is often a very effective marketing strategy, many scholars have been researching brand extensions, focusing on product development strategies and consumers’ basic evaluation process. However, relatively little research has been conducted regarding the communication aspects of brand extensions.
Differences in the Use of Message Strategies between the U.S. and Korean Television Automobile Commercials • Guiohk Lee, Tennessee • The purpose of the present study is to identify the similarities and differences in the use of creative strategies between American and Korean automobile TV commercials. The cultural differences of the two countries provided a basis for the hypotheses in examining the differences in the use of message strategies. The results show that there are statistically significant differences in the degree of informational/transformational strategies and the use of specific message strategies.
Examining Pathos, Ethos and Logos in Magazine Advertising • Jongmin Park, Pusan National University • Throughout the history of human communication, three different fields of study have developed: rhetoric, ethic, and logic. Manipulative advertising in this study is scrutinized by these three modes. The majority of rhetoricians regard manipulative advertising as a type of discourse used to demonstrate their diverse techniques. On the other hand, when consumers get extra utility and affirmative feelings from manipulative advertising, in addition to information, utilitarian ethicists do not believe it is unethical.
Presidential Primary 2000 Videocassettes: A Framing Study • John Parmelee, Florida • Current research on presidential primary campaign videocassettes provides merely a brief history of this unique type of advertising. This study uses frame analysis to explore the presidential primary campaign videos of Gary Bauer, Bill Bradley, George W. Bush, Steve Forbes, Al Gore, and John McCain. Two researchers systematically viewed the videos and found that while each candidate frame was unique, all six videos shared one frame: mass media as supplier of candidate validation.
Slinging Mud: The Effectiveness of Attack and Response in Negative Political Advertising • Sung Wook Shim, Florida • The purpose of this study is to identify the impact of the attacked candidate’s issue response and image response and the impact of issue and image attack on the attacking candidate. An experiment with manipulated television commercials was conducted to examine the character evaluation, commercial evaluation and likelihood of voting for the attacking candidate and attacked candidate. Issue attack had a more positive impact on the character evaluation, commercial evaluation and likelihood of voting for the attacking candidate than image attack.
What Works?: Evaluating the Effectiveness of Anti-Drinking and Driving Campaigns Aimed at College Students • Katie Wilson, Arkansas • Past focus group research of college students’ perceptions of anti-drinking and driving campaigns and promotions aimed at them is reviewed. The goal is to evaluate the effectiveness of these types of advertising campaigns in changing college students’ behavior. Analysis of the content of a college-sponsored ad suggests alternate approaches and different effectiveness levels.
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