Impact of Advertising Context with Reference to Print Advertising

2016 ◽  
Vol 5 (1) ◽  
Author(s):  
Asad Kareem Usmani ◽  
Prof. (Dr.) Aftab Alam
Keyword(s):  
Print Advertising ◽  
Editorial Content ◽  
Print Advertisement ◽  
Advertising Context

Advertising context refers to the surrounding or the environment within which an advertisement is found. Context in the case of print advertisement includes other advertisement of related or similar products, or of unrelated products, news contents, articles and editorial content etc. A consumer or the reader do not assess the advertisement alone but assesses it along with its context. Thus, it is important that the advertiser take into consideration the role of context and design and place the advertisement in such a way that there are no chances of misinterpretation of the advertisement. Paper tries to find out what influences can a context have on the interpretation of a accompanying advertisements and how can the context be favorably used to ensure that desired result is achieved from the advertisement.

scholarly journals Wine Marketing: Consumer Persuasion through the Region of Origin

2018 ◽  
Vol 13 (7) ◽  
pp. 137
Author(s):  
Sabrina Latusi ◽  
Cristina Zerbini ◽  
Silvia Maestripieri ◽  
Beatrice Luceri
Keyword(s):  
Purchase Intention ◽  
Geographical Area ◽  
Empirical Support ◽  
Print Advertising ◽  
Region Of Origin ◽  
Theoretical Contribution ◽  
Print Advertisement ◽  
Advertising Context ◽  
Dependent Variables ◽  
Place Of Origin

This study aims to examine the effectiveness of the communication of the region of origin – through either pictorial or pictorial-textual formats – in print advertising messages for wine bearing a GI label. An experimental design was used to manipulate the region of origin presentation in print advertisement (absent vs pictorial vs pictorial-textual) while measuring participants’ attitude towards advertisement and purchase intention (dependent variables). Results provide empirical support to the appropriateness of highlighting the geographical area, by combining textual-pictorial cues, to induce a positive attitude towards advertisement and purchase intention in wine consumers. The study makes a new theoretical contribution in the field of communication about wine bearing a GI label, since the persuasive effect of the geographical area has not been systematically tested in an advertising context. Although the wine’s place of origin is its signature to many consumers, there is no strong evidence on the effectiveness of conveying the values of such a place through its picture and/or name. For marketing practitioners, the study highlights the opportunity to use extrinsic advertising cues that leverage intangible wine values combining pictorial-textual formats. 

Ideological closure in newspaper political language during the U.S. 1872 election campaign

2014 ◽  
Vol 15 (2) ◽  
pp. 255-291
Author(s):  
Dafnah Strauss
Keyword(s):  
Gilded Age ◽  
The Political ◽  
Late Nineteenth Century ◽  
Political Language ◽  
Editorial Content ◽  
Political Role ◽  
Political Interests ◽  
Late Nineteenth ◽  
The U.S

This paper studies political language in late nineteenth century partisan newspapers by (a) evaluating the degree of pragmatic force, or ideological closure in political editorial content published during the 1872 election year in three leading Iowa newspapers; and (b) linking variations in the degree of ideological closure of these texts to the institutional and social-political contexts of their production, i.e. the political role of editors and the web of relationships within which they performed their work. The degree of ideological closure is evaluated by analysing a range of rhetorical and discursive practices. The study identified variations in degree of closure both between newspapers affiliated with the same party and within a single newspaper over time. Such variations are interpreted as reflecting editors’ need to mitigate an intricate set of political interests and obligations. The analysis also brings to light the richness of partisan editorial language of this time. These finds demonstrate the complexity of the political language and discourse of Gilded Age newspapers.

scholarly journals Zur Interaktion von materiellem und idiomatischem Bild in deutschen Printwerbungen

2020 ◽  
pp. 235-251
Author(s):  
Günter Schmale
Keyword(s):  
Foreign Language ◽  
Language Learners ◽  
Native Speakers ◽  
Image Representation ◽  
Literal Meaning ◽  
Print Advertising ◽  
Implicit Relation ◽  
Foreign Language Learners ◽  
Visual Element

Print advertising very frequently refers to idioms containing verbal expressions of images conveying a figurative meaning. “Material” idiom's (photos, drawings, cartoons, etc.) in print adverts, in one way or another, depict the idioms’ literal meaning. Advertising plays on numerous forms of interaction between the idiomatic and material image (representation of literal meaning, implicit relation between visual element and verbal idiom, etc.). Following preliminary considerations on figurativeness and metaphoricity, 14 German print adverts are analysed with a focus on the role of the material image. Based on these analyses, reflections on the interpretability of the relation between idiomatic and material image by native speakers and foreign language learners are discussed.

What We See Makes Us who We are: Priming Ethnic Self-Awareness and Advertising Response

2001 ◽  
Vol 38 (3) ◽  
pp. 336-348 ◽  
Author(s):  
Mark R. Forehand ◽  
Rohit Deshpandé
Keyword(s):  
Television Advertising ◽  
Consumer Response ◽  
Self Awareness ◽  
Print Advertising ◽  
Verbal Cues ◽  
Targeted Advertising ◽  
Advertising Context ◽  
Advertising Exposure ◽  
The Impact

The authors propose that “ethnic self-awareness”—a temporary state during which a person is more sensitive to information related to his or her own ethnicity—moderates consumer response to targeted advertising. Ethnic self-awareness occurs when a person engages in a process of self-categorization and uses ethnic criteria as the basis for this categorization. The authors hypothesize that “ethnic primes”—visual or verbal cues that draw attention to ethnicity—direct self-categorization and increase ethnic self-awareness. To test these hypotheses, the authors conduct two experiments. Using 109 Asian and Caucasian participants, Experiment 1 assessed the impact of exposure to an Asian ethnic prime on ethnic self-awareness and on response to targeted television advertising. Exposure to an ethnic prime increased the rate at which participants spontaneously mentioned their ethnicity in self-descriptions (a measure of ethnic self-awareness) and caused participants to respond more favorably to same-ethnicity spokespeople and advertising that targeted their ethnicity. Experiment 2 tested the theory in a print advertising context and extended the design by manipulating the type of ethnic prime participants saw (Asian or Caucasian) and the market that the focal advertisement targeted (Asian or Caucasian). Experiment 2 replicated the findings of Experiment 1 when the focal advertisement targeted Asians, but not when it targeted Caucasians.

Media Events, Jewish Religious Holydays, and the Israeli Press

2016 ◽  
pp. 122-131 ◽  
Author(s):  
Yoel Cohen
Keyword(s):  
Religious Identity ◽  
Religious Culture ◽  
Religious Communities ◽  
Editorial Content ◽  
Contemporary World ◽  
Religious Media ◽  
Israeli Population ◽  
The Media ◽  
Wide Gap

Religious holydays are a key element in the Jewish religious experience. While the synagogue fulfils an important role for the Jewish religious communities the majority of the Israeli population comprise either traditional (35%) or secular (30%) Jews who draw their religious identity from the wider environment like media. The media fulfil a role in the contemporary world of generating religious identity when formal frameworks like synagogue attendance are declining. One under researched question of importance is the role of the media in religious holydays. It is argued that religious holyday editorial matter contributes to religious identity in the contemporary era. This chapter focuses upon editorial content and religious holydays. The research discovered differences in editorial patterns between the different religious holydays, and between the secular and religious media. There was no major difference in the share of religious holyday advertising between the religious press and the secular press. The wide gap between the Jewish festival annual lifecycle as reflected in editorial patterns contrasts with the traditional status which the respective holyday holds in Jewish religious culture.

scholarly journals A Study on Malaysian Consumers’ Attitude and Behavioral Intention Towards Print Advertising

2018 ◽  
Vol 10 (2) ◽  
pp. 132
Author(s):  
Bee Eng Chew ◽  
Azaze-Azizi Abdul Adis
Keyword(s):  
Behavioral Intention ◽  
Online Survey ◽  
Product Information ◽  
Social Role ◽  
Target Population ◽  
Positive Influence ◽  
Print Advertising ◽  
Mediating Role ◽  
The Relationship

The purpose of this study is to examine the relationship between belief factors, consumers’ attitude, and consumers’ behavioral intention toward print advertising. This study also explores the mediating role of attitude on the relationship between belief factors and consumers’ behavioral intention. The six belief factors are product information, social role and image, hedonic/pleasure, irritation, personalization, and credibility. The study finds that product information, social role and image, hedonic/pleasure, irritation, and credibility have positive influences on consumers’ attitude and behavioral intention. The results reveal that attitude has positive influence on consumers’ behavioral intention. Moreover, the mediation analysis results indicate that the role of attitude mediating has been significant in product information, hedonic/pleasure, irritation, and credibility on behavioral intention. The target population for this study was those Malaysian people who have experience in searching for exposure to print advertising before. The respondents were classified according to their age, gender, race, occupation as well as their income levels. The questionnaires were distributed to the respondents through online survey and questionnaire tool, Google Form. Implication and recommendations for future studies are also discussed.

Color effects in print advertising: a research update (1985-2012)

2015 ◽  
Vol 20 (3) ◽  
pp. 233-255 ◽  
Author(s):  
George G. Panigyrakis ◽  
Antigone G. Kyrousi
Keyword(s):  
Emotional Responses ◽  
Future Research ◽  
Systematic Research ◽  
Potential Contribution ◽  
Print Advertising ◽  
Content Type ◽  
Emotion And Memory ◽  
The Subject ◽  
Research Questions

Purpose – The purpose of this paper is to review the literature published since 1985 regarding color effects in advertising and at setting an agenda for future research. Design/methodology/approach – Recent publications (1985-2012) regarding the effects of color in advertising on consumers’ attention, memory and emotional responses are reviewed and discussed. Findings – The review reveals that the effects of color on attention, emotion and memory still remain largely unknown, mainly due to the inherent complexity of the subject and lack of systematic research. At the same time, promising research venues and challenges for the future are identified in the form of research questions. Originality/value – The key potential contribution of this paper stems from the identification of promising research questions and challenges for investigating the role of color in advertising.

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