Mind the attention gap: how does digital advertising impact choice under low attention?

Purpose This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention. Design/methodology/approach Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression. Findings Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective. Research limitations/implications This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur. Practical implications Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication. Originality/value There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

It’s Good for Me

This study examines moral development’s role in judgments of health messages. This research assesses which appeals and type of benefit advertised in health ads impact ad effectiveness and health intentions. Results indicate that messages advertising a third-person benefit of the behavior are more appealing than a first-person benefit and that moral development should be considered when designing health messages. The ads presenting a third-person benefit and an emotional appeal were more effective among those who rated higher in the maintaining norms schema of moral development and among those with higher moral development. This indicates that health messages targeting adolescents should emphasize the principles at play when encouraging behavior or attitude change and should highlight societal values in the behaviors.

Framing the Global Youth Climate Movement: A Qualitative Content Analysis of Greta Thunberg’s Moral, Hopeful, and Motivational Framing on Instagram

Climate change is a critical global problem that requires immediate action to mitigate its effects. In recent years, youth climate activists have mobilized worldwide protests to demand action, using social media platforms to communicate and broadcast their message. This study examines Greta Thunberg's rise to global prominence through an analysis of her first year and a half of Instagram posts from June 2018 to January 2020, including visual and textual elements. First, we explore how climate change is communicated on social media by youth activists, and then examine these concepts through the unique case of Thunberg’s Instagram. Then, through qualitative content analysis, this study elucidates her communication strategy by applying the concept of framing to unpack how she frames climate change as a moral and ethical issue, uses an emotional appeal of hope, and visually frames motivational collective action to mobilize her audience. Finally, we discuss the implications of our findings to explore the complexities of communicating climate change through social media and how Thunberg's activism on Instagram may provide an example for future generations.

Preaching, Emotion, and the Aristotelian Turn

Chapter 7 explores the impact of Aristotelian rhetoric on the emotional work of preaching. Many manuscripts of Aristotle’s Rhetoric (and a good proportion of manuscripts of De regimine principum) belonged to clerical institutions; some of the most interesting responses to Aristotelian rhetoric are left to us by readers who were actively engaged in preaching. The many medieval artes praedicandi offer nothing like Aristotle’s Rhetoric in terms of teaching emotional appeal. The preachers who encountered the Rhetoric would find that it voiced the theory behind what was already lodged in their practice but which the preceptive traditions they had inherited did not articulate. It affirmed, in theoretical terms, what no medieval art of preaching articulated so systematically: the behavioral psychology of emotion and the strategies for appealing to emotions through argument. This chapter gives particular attention to three preachers who used the Rhetoric in their own practice: Thomas Eborall of London, Engelbert of Admont, and Mathias of Linköping (confessor to Birgitta of Sweden). Finally, the chapter explores the impact of the Rhetoric on an anonymous fifteenth-century pastoral reader who composed a short English verse on “Piers the Plowman” which he left in a copy of Aristotle’s Rhetoric next to the section on amicitia; it considers how this preacher brought together the emotional concerns of English poetry (the broad Piers Plowman phenomenon) and the theory of emotion in the Rhetoric.

Epilogue

The reception of Aristotelian rhetoric was gradual and often partial. It did not overthrow established rhetorical theory; it did not displace the school rhetorics that foregrounded stylistic facility as the main source of emotional appeal. Indeed, we might characterize much late medieval rhetorical thought and practice as hybrid, balancing—sometimes nervously—between older systems that were learned consciously and theoretical models that were absorbed through later cultural influences. This concluding chapter considers some later medieval experiments with the rhetorical vocabulary of emotion before looking forward to the canonical expansions and more synthetic directions of early renaissance rhetoric. After a brief look at Ramon Llull’s Rethorica nova, the chapter turns to the French Eschéz d’amours and Evrart de Conty’s Eschéz amoureux moralisés, Christine de Pizan’s Livre des fais et bonnes meurs du sage roy Charles V, the anonymous Tractatus de regimine principum ad regem Henricum sextum, and Alain Chartier’s Quadrilogue invectif. The chapter ends with a brief look at the “mixed rhetorics” of the early Renaissance, where Aristotelian rhetoric found greater traction alongside the growing corpus of Ciceronian rhetoric.

“Boom! You bought them.”

A review of advertisement studies shows that there has been little attempt to examine infomercials in terms of rhetorical appeals and persuasive strategies. Therefore, this study sought to contribute to the existing literature by exploring the persuasive elements of Apple infomercials through Aristotle’s modes of persuasion to reveal the most frequent persuasive language features and structures and to study how such elements were utilized to promote the products and services of the company. A top-down approach based on Aristotle’s modes of persuasion was adopted to identify the rhetorical appeals of logos, ethos and pathos as well as the promotional tokens and patterns in the text. The descriptive findings provided evidence to demonstrate that although all the rhetorical proofs were employed in the corpus, emotional appeal was the most dominant. The findings of this research open new horizons for further studies on infomercials in general and persuasive rhetoric in specific.

Aesthetic Typography of Packaging Design and Purchase Intention: A Study of Women Shoppers of Beauty Products in Oman Under ‘View’ Model

The visibility, information, emotional appeal and practicability (VIEW) model describes the major dimensions of the package to influence the intention to purchase. The main objective of the research study was to analyse the effect of the elements of the VIEW model to purchase under the moderating effect of familiarity with the brand. Using convenience sampling, primary data were collected by a self-administered questionnaire of 252 female consumers in Oman. The results of the statistical analysis indicated that three elements of the VIEW model (i.e., visibility, emotional appeal and workability) significantly affected the purchase intention, and printed information did not influence purchase intention. The moderating effect of brand familiarity on the relationship between the elements of the VIEW model and the intended purchase was not significant. Overall, the results of the study support the theory that packaging and aesthetics have an exceptional role in promoting consumer purchasing intentions. The results of the research study highlight the key aspects of cosmetics marketing in Oman and guide marketers on the effects of VIEW’s psychological impact. Consequently, the findings of this research study will inform future research studies to explore the phenomenon under the influence of other variables.

BLUE OCEAN STRATEGY PADA USAHA PENGOLAHAN KOPI “UD TYYANA COFFEE” DI KABUPATEN TAPANULI SELATAN

Coffee (Coffeea sp.) is an agricultural commodity in the plantation subsector which includes the mainstray export commodity,has high economic value and an important source of foreign exchange (net exporters) for Indonesia. UD Tyyana Coffee is one of the busnisesses that runs agribusiness of coffee commodities ranging from plantations to coffee processing. The aims of this study is to analyze the Blue Ocean Strategy at UD. Tyyana Coffee in the South Tapanuli Regency. This study uses a qualitative descriptive method. The result of the research is in running a large strategic series, UD Tyyana Coffe breaks down strategies that are not yet owned by competitors, such as (1) Improving product quality and HR will provide benefits to consumers by providing maximum results. Creating a trend of locations with cafe nuances and facilities such as homestays will increase the emotional appeal of consumers; (2) In the formulation of the Blue Ocean Strategy, the price offered by UD Tyyana Coffee is very attractive and does not change, so it does not affect consumer purchasing power; (3) The costs incurred for this strategy are still affordable. By improving service, it is only intensified when serving ground coffee to provide education about coffee; (4) Adopting the Blue Ocean Strategy requires commitment and cooperation in its processing.