advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

This study explores whether exposure to advertisements that focus on the negative effects of tobacco industry advertising and promotion at the point of sale (anti-POS advertising) influence: (i) attitude toward POS advertising; (ii) perceived impact of POS advertising on youth smoking; and (iii) support for a ban on tobacco promotion at the POS among adult non-smokers in New York. Data are from...

The International Committee of Medical Journal Editors (ICMJE) has outlined ethical guidelines concerning the advertising practices of peer-reviewed journals that briefly discuss issues of excessive and disproportionate advertising. The authors evaluated these guidelines using quantitative data, assessing the types and frequencies of advertising in 2001 print issues of NEJM and JAMA, two princi...

The advertising industry has historically legitimatized differences between the sexes by portraying gender norms in both idealized and stereotypical ways. With the media providing insight into acceptable social norms, and with greater visibility of diverse forms of gender expression emerging today, the study sought to explore whether the mass media is welcoming of contemporary understandings of...

This paper reports a content analysis of print advertisements from Žve popular magazines in the United States and Žve in India. Advertisements featuring older adults were examined to describe the nature of the portrayals. Older adults were shown to be presented in a relatively positive light in both cultures, that is, well groomed, active, healthy, and happy. However, older women were underrepr...

In this selective review, we examine key findings on eye movements when viewing advertisements. We begin with a brief, general introduction to the properties and neural underpinnings of saccadic eye movements. Next, we provide an overview of eye movement behavior during reading, scene perception, and visual search, since each of these activities is, at various times, involved in viewing ads. We...

The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This is the main conclusion of an analysis of 1363 print advertisements tested with infrared eye-tracking methodology on more than 3600 consumers. The pictorial is superior in capturing attention, indepe...

The necessity of having a perfect beauty created with advertisements has negative impacts on young people. Advertisements usually feature very slim models and their digitally altered, airbrushed trimmed photos. Ideal is by retouching changing existing images. People compare bodies to the in advertisements. Especially women men these own experience dissatisfaction. This may lead anxiety, depress...

O VER THE PAST QUARTER-CENTURY, PRESCRIPTION drug manufacturers in the United States have increasingly invested in direct-to-consumer advertising (DTCA) designed to build brand recognition and to foster patients' belief in the quality of their products. Policy-makers in Canada, where limited DTCA is permitted, and in countries that do not permit DTCA are under increasing pressure to allow such ...

The present paper proposes a preliminary annotation framework for the study of multimodal coherence in print ads. is firmly based on review current theorizing cohesion and coherence. Following guidelines good empirical practice, scheme tested 50 ad samples, seeking to illustrate genre-specific qualities identify difficulties applying conceptual frameworks data. employs six dimensions coherence:...