The old and the beautiful: senior women’s exposure to models in advertisements and the impact on their identity

Purpose This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different adaptation strategies to deal with these tensions. Design/methodology/approach This research is based on a qualitative approach involving 27 in-depth interviews with French women aged 60 to 79. Photo-elicitation with choice of models as reference points by respondents was used to capture comparison strategies with regard to models. Findings Interviews with senior women confirm that identity tensions due to appearance arise in the context of ageing, particularly when senior women are faced with advertising models. Three reactions of senior women to identity tensions are described, namely, avoiding comparison to protect the self, engaging in comparison despite its resulting devaluation of the self, proceeding to a positive comparison that reinforces their identity. This paper finds that comparison modalities are specific to each strategy. Research limitations/implications This research opens the way to further investigation, especially with regard to understanding social comparison mechanisms in an advertising context for senior women targets. Practical implications This paper raises awareness of the effects of senior women’s exposure to advertising on their self-perception in the context of ageing. It provides practical guidance to advertising professionals on the use of models in ads when targeting senior women and helps marketing managers in their communication strategies. Social implications This research reveals pronounced identity tensions in relation to appearance among senior women in the context of advertising exposure. By providing more diverse models, advertising representations could help to improve the identity perceptions of senior women. Originality/value Very few studies have hitherto investigated identity effects on senior female consumers of female model usage in advertising.

Trust Me, You Should Buy This: Cosmetic Marketing and Product Reviews on YouTube

YouTube beauty gurus, in combination with traditional marketing and advertising techniques, manipulate the opinions of cosmetics consumers. Today, advertising techniques are not only being applied online by companies and corporations using conventional strategies (e.g. banner ads and text-based Google ads), but are becoming blended, integrated, and disguised as user-generated content. So-called “beauty gurus,” for example, are using online advertising platforms to spread messages that promote cosmetic products to the public on behalf of corporations. This paper will examine how beauty gurus on YouTube review products while offering advice that is accepted as truth on an allegedly democratic, or at least user-generated, online platform. This Major Research Paper will examine the application of advertising models and propaganda techniques to YouTube beauty marketing using the insights of Edward S. Herman and Noam Chomsky (1988), as well as Edward Bernays (1935), whose ground-breaking and influential methods of analyzing advertising and public relations can offer new insights into contemporary online media and the ways these seemingly open platforms are being taken over by private interests and large corporations (all while projecting the images and ideals of authenticity, amateurism, and open access). This study will demonstrate that YouTube beauty reviews are a form of advertising that utilize trust and bias, two important factors that Herman and Chomsky (1988) and Bernays (1935) explore, in order to disguise advertising as individual opinion expressed in the interest of the consumer. My findings suggest that corporations have been able to adapt traditional methods of beauty marketing to YouTube (and, implicitly, other online video platforms beyond the scope of this study) through the use of “beauty gurus.” Despite disclaimers in these “beauty gurus’” YouTube channels that products have been sent to them for free, the lines between what constitutes an advertisement and what constitutes user generated content are being blurred. My suggestion is that this blurring leaves the public confused and more susceptible to influence within the realm of online beauty guides, reviews, and tutorials.

Trust Me, You Should Buy This: Cosmetic Marketing and Product Reviews on YouTube

YouTube beauty gurus, in combination with traditional marketing and advertising techniques, manipulate the opinions of cosmetics consumers. Today, advertising techniques are not only being applied online by companies and corporations using conventional strategies (e.g. banner ads and text-based Google ads), but are becoming blended, integrated, and disguised as user-generated content. So-called “beauty gurus,” for example, are using online advertising platforms to spread messages that promote cosmetic products to the public on behalf of corporations. This paper will examine how beauty gurus on YouTube review products while offering advice that is accepted as truth on an allegedly democratic, or at least user-generated, online platform. This Major Research Paper will examine the application of advertising models and propaganda techniques to YouTube beauty marketing using the insights of Edward S. Herman and Noam Chomsky (1988), as well as Edward Bernays (1935), whose ground-breaking and influential methods of analyzing advertising and public relations can offer new insights into contemporary online media and the ways these seemingly open platforms are being taken over by private interests and large corporations (all while projecting the images and ideals of authenticity, amateurism, and open access). This study will demonstrate that YouTube beauty reviews are a form of advertising that utilize trust and bias, two important factors that Herman and Chomsky (1988) and Bernays (1935) explore, in order to disguise advertising as individual opinion expressed in the interest of the consumer. My findings suggest that corporations have been able to adapt traditional methods of beauty marketing to YouTube (and, implicitly, other online video platforms beyond the scope of this study) through the use of “beauty gurus.” Despite disclaimers in these “beauty gurus’” YouTube channels that products have been sent to them for free, the lines between what constitutes an advertisement and what constitutes user generated content are being blurred. My suggestion is that this blurring leaves the public confused and more susceptible to influence within the realm of online beauty guides, reviews, and tutorials.

Innovation of New Revenue Streams in Digital Media

Recent digital transformations of the media landscape have altered media economics. Media outlets are experiencing a decline in newspaper circulation and are struggling to develop new revenue streams within digital media. Newspaper publishers are accustomed to a two-sided revenue model geared towards readers and advertisers. In digital publishing, such two-sided revenue models must be further developed. This article describes a model in which journalistic content functions as an engine for digital traffic, and how that market position is used to promote other commercial digital services. Unlike earlier advertising models, the media company itself has become both the advertiser and the owner of the promoted services. This article’s contribution is a description of how new revenue streams are being developed around digital journalistic products. A case study of the Schibsted Media Group, including examples from the media outlets VG (Norway) and Aftonbladet (Sweden), is used here as the empirical source.

Pengaruh Kredibilitas Brand Ambassador Non-Celebrity Analisa Widyaningrum terhadap Keputusan Pembelian Hijabenka

The concept of brand ambassadors is now widely used by companies to bring out product excellence in order to attract consumer buying interest. Some people still assume that the brand ambassador is a public figure who is a famous celebrity. However, Hijabenka chose to use non-celebrity brand ambassadors or those who did not come from the entertainment world but by seeing special expertise to represent Hijabenka products. The question of this study is to look at the influence of non-celebrity brand ambassadors on purchasing decisions for Hijabenka products. Advertising models are grouped into three namely lay endorsers (celebrity undercover advertisements), celebrity endorsers (celebrities), and expertise (experts). This research was conducted with a mixed method research approach, namely quantitative data through questionnaires distributed to members of Hijabers Mom and qualitative data namely interviews with Hijabenka brand manager, The conclusion in this study states that there is an influence between non-celebrity brand ambassadors on Widyaningrum's analysis of decisions purchase of Hijabenka products. This is aimed at the compatibility between Hijabenka brand ambassador criteria and purchasing decision factors, especially the Hijabers Mom Community community. Konsep brand ambassador sekarang ini mulai banyak digunakan oleh perusahaan untuk memunculkan keunggulan produk demi menarik minat beli konsumen. Sebagian kalangan masyarakat masih menganggap bahwa brand ambassador adalah seorang publik figur yang merupakan selebriti terkenal. Namun, Hijabenka memilih untuk menggunakan brand ambassador non-celebrity atau yang bukan berasal dari dunia hiburan tetapi dengan melihat keahlian khusus untuk mewakili produk Hijabenka. Pertanyaan dari penelitian ini adalah untuk melihat pengaruh brand ambassador non-celebrity terhadap keputusan pembelian produk Hijabenka. Model iklan dikelompokan menjadi tiga yaitu lay endorser (bintang iklan samaran), celebrity endorser (selebritis), dan expertise (para ahli). Penelitian ini dilakukan dengan pendekatan penelitian mixed method, yaitu data kuantitatif dengan melalui kuesioner yang disebar kepada anggota dari Hijabers Mom dan data kualitatif yaitu wawancara dengan brand manager Hijabenka , Kesimpulan dalam penelitian ini menyatakan bahwa terdapat pengaruh antara brand ambassador non-celebrity Analisa Widyaningrum terhadap keputusan pembelian produk Hijabenka. Hal ini ditujukan dengan kesesuaian antara kriteria brand ambassador Hijabenka dengan faktor keputusan pembelian khususnya komunitas Hijabers Mom Community.

Crookies

HTTP cookies provide stateful and reliable cross-domain tracking capability to web technologies including e-commerce. Affiliate marketing (AM) enables businesses to generate visitor traffic at a relatively low cost, but some advertising models of AM are prone to large-scale fraud, such as “click-fraud,” which can allow rogue affiliates to earn commissions fraudulently. Cost-per-acquisition (CPA) appeared as the silver bullet against AM fraud, as the e-commerce site does not pay for “clicks,” but only for monetary outcomes. The discovery of “cookie stuffing” fraud shows that CPA is not the silver bullet that it was thought to be. The researchers designed and developed AMNSTE, a simulation platform to discover new vulnerabilities such as load-time click, conversion hijacking, conversion stealing, conversion faking, which are presented in detail in this article. It also presents technical solutions to mitigate some of the vulnerabilities, which will help practitioners to implement new solutions or re-examine their existing security strategies.

Simulation of psychosomatic processes in advertising

The features of advertising psychology are investigated and the mechanism of its influence on consumer behavior is simulated in this paper. The basic models of perception of advertising information are considered and supplemented. Advertising has social, cultural, psychological impact on society, as it does not act as a manipulator of public consciousness, but contributes to the formation of relevant, aimed at self-development needs. It gives people knowledge, new experience, enriches their lives. Socio-psychological methods are widely used in advertising making it possible from a qualitative level to choose consumer characteristics of goods, to create the idea about this product consumers. While working on the advertisement production, it is necessary to take into account national trends in psychological theory: perception, memory, thinking, speech. This approach contributes to the creation of advertising product related to the desired image, expressing the right thoughts and is available to the audience for which it is created. In modern society, advertising technologies are widely used for the solution of various problems. We can speak a lot about the advertising psychology, as it directly participates in the formation of psychological attitudes, motivations, images. In order to investigated the effect of advertising message, the psychological mechanisms of the perception process are simulated. This includes the following components: stimulus, attention, interpretation and cognition. Psychological aspects of the process of advertising appeal perception explain how advertising informs and convinces. If we draw a parallel between the goal of the advertiser and the goal of the consumer, then using psychological approach, we get a conformity that takes into account advertising models. Advertising should be based on various advertising models that take into account consumer psychology, because the result achieved by advertising depends directly on the degree of psychological effectiveness of its impact, as the creation of advertising products should contribute to the harmonious development of society, national culture, education of future generations on own spiritual and cultural values, to form the priorities of their own state. In addition to simple advertising principles, there are a lot of more precise mechanisms of advertising effect, based on knowledge of psychology. Simulation of advertising communication processes makes it possible to demonstrate clearly the multi-stage nature of this process, which requires certain assessments for the determination of the effectiveness of advertising impact on consumer behavior. It is noted in this paper that simulation makes it possible to demonstrate clearly the multi-stage process of perception, to build a certain analogue that reflects the real situation and provide necessary information. Modern advertising tries to create conditions for the conscious perception of the buyer's advertising appeal and automatic purchase, ensuring sustainable buying process. All these processes of advertising perception and understanding are processes caused by certain psychological characteristics of advertising appeal consumers, i.e. those people for whom this advertising is intended. Definitely the knowledge of these psychological characteristics and the laws governing them should be the basis for advertising.