Young females' attention toward road safety images: An ERP study of the revised reinforcement sensitivity theory

Objective: This study examined whether reward and punishment sensitivities, as conceptualized by Gray and McNaughton's revised reinforcement sensitivity theory (RST), influenced young female drivers' attention toward a series of positive and negative antispeeding advertisement images. Young females' increasing crash risk is associated with their engagement in risky behaviors, which, in turn, has been associated with a stronger behavioral approach system (BAS; sensitive to rewards). It was predicted that individuals with a stronger BAS would elicit larger N100 and N200 mean amplitudes (reflecting greater attention) toward the positive images. Similar associations were predicted in relation to the fight–flight–freeze system (FFFS; sensitive to punishments) for negative images.

Method: Twenty-four female drivers (17–25 years; final N = 16) completed Corr-Cooper's RST-Personality Questionnaire, prior to undergoing an event-related potential computerized visual task (i.e., oddball paradigm) that included positive, negative, and neutral images as targets against checkerboard image distractors.

Results: Contrary to expectations, individuals with a stronger BAS (Reward Reactivity and Impulsivity) demonstrated significantly larger N200 mean amplitudes at the Cz electrode site on presentation of the negative images than those with a weaker BAS. No other significant RST effects were found.

Conclusions: These findings provide some preliminary objective support for the use of negative emotion-based road safety advertisements for young females. Further, this study provides support for using psychophysiological measures to enhance understanding of traffic injury persuasion.     

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

Following Hartmann and Apaolaza-Ibáñez’ [(2009). Green advertising revisited. Conditioning virtual nature experiences. International Journal of Advertising, 28(4), 715–739] approach, this experimental study compares the effects of three types of green print ads: a non-green ad, a functional green ad promoting environmental product attributes, and a combined nature ad featuring a pleasant nature image in addition to functional attributes. We extend prior research by simultaneously testing moderating and mediating mechanisms to explain brand attitudes and purchase intention. Using a quota sample of 456 consumers, findings suggest that the functional ad enhances perceptions of environmental brand benefits, which positively affect purchase intention partially mediated by brand attitudes. The combined nature ad, by contrast, activates an additional emotional process of virtually experiencing nature which positively influences brand attitudes and purchase intention beyond perceptions of environmental brand benefits. The effects of the combined nature ad are even stronger for highly involved consumers.     

光污染管理政策与LED广告屏干扰光限制标准分析

在调研国外光污染管理政策的基础上,分析了中国光污染管理政策现状,参照现行监测技术规范,开展LED广告屏光污染测量和标准限值比较。测量结果表明:中国城市LED广告屏屏幕亮度超标严重,除了亮度外,亮度变化幅度是影响周围光环境舒适度的重要因素,白色等明亮颜色是导致居民区照度升高的重要色调。标准限值比较发现,为更好地保护光环境,应严格限制LED广告屏亮度排放值,推荐采用亮度最大值作为评价指标。     

中国广告人才现状研究

广告人作为广告业的主体，是广告公司竞争发展的首要因素，也是广告业发展的决定因素。本文从中国广告业迅猛发展的情势入手，分析了中国广告业求贤若渴的势态，以及我国广告从业人员的现状和广告公司需要什么样的广告人等几个要素。     

Audience Response to Values-based Marketplace Advocacy by the Fossil Fuel Industries

A form of issue advocacy, marketplace advocacy campaigns often arise in response to burgeoning societal concerns, especially those faced by energy industries. Although these campaigns may include brief and selective references to corporate activities, most campaigns place a much stronger emphasis on commonly shared societal values. This study examines audience response to values-based environmental marketplace advocacy messages by the fossil fuel industries through a series of focus groups. Four instrumental values were identified in campaign videos (innovation, community, resilience, and patriotism), and the terminal value of pragmatism, especially as it relates to environmental issues, was identified as a result of identification with one or more of the instrumental values. The findings are discussed through the lens of extant research on marketplace advocacy and organizational values as well as Habermas's theory of refuedalization, shedding light on the ways corporations appeal to commonly held societal values in an effort to generate support for a given industry.     

First-Person Effects of Emotional and Informational Messages in Strategic Environmental Communications Campaigns

This study examined the first- and third-person effects of emotional and informational messages, particularly relating to the critical issue areas of energy, the environment, and global warming. Due to intense political polarization on such issues, it also explored the role of political party identification. The results of an experiment indicated that informational messages about the environment produced third-person effects, while environmental advertisements meant to evoke emotion caused first-person effects. Moreover, emotional environmental advertisements appealed more to Republicans and those who did not support a political party. As such, indirect, emotional messages appear to represent an opportunity for strategic environmental communicators to design campaigns that resonate with potentially unreceptive audiences.     

低碳产品、定向广告与供应链营销投资策略演化

在对定向广告影响低碳产品制造商、零售商的供应链营销投资策略及其竞争关系分析基本上,建立制造商主导的Stackelberg博弈模型,给出制造商、零售商不同投资策略组合下的支付矩阵,构建以促进低碳产品销售为目标的演化博弈模型,根据产品低碳度、差异化低碳产品,分析不同低碳产品供应链定向广告投资策略演化路径及稳定性,并利用Netlogo进行博弈双方策略演化仿真,揭示消费者低碳偏好度、广告效应因子、价格敏感系数对策略演化路径的影响规律.研究发现,在制造商、零售商有限理性下,成本共担契约不能促成双方定向广告投资合作;产品低碳度不同,低碳供应链演化均衡策略存在差异;与制造商相比,零售商投资定向广告可催生更大市场需求,更有利于低碳产品的普及和推广;对低碳度较高产品,消费者低碳偏好度、价格敏感系数与零售商投资意愿正相关,广告效应因子对零售商投资意愿的影响存在峰值,当广告效应因子在合适范围内时,零售商投资意愿最大.据此,提出了相应的管理启示和决策建议.     

Marketing and alcohol-related traffic fatalities: Impact of alcohol advertising targeting minors

Problem

Alcohol-related youth traffic fatalities continue as a major public-health concern. While state and federal laws can be useful in tackling this problem, the efficacy of many laws has not been empirically demonstrated. We examined the impact of state laws prohibiting alcohol advertising to target minors. Method: Using statistics obtained from the Fatality Analysis Reporting System (FARS), youth alcohol-related, single-vehicle, driver traffic fatalities were compared by state as a function of whether the state has a law prohibiting alcohol advertising that targets minors. Results: Overall, states possessing this law experienced 32.9% fewer of the above specified traffic fatalities. Discussion and Impact on Industry: The results suggest that not only are youth drinking rates affected by alcohol advertisements targeting youth, but also drink-driving behaviors. Indeed, we estimate that if this type of legislation were adopted in the 26 states that do not prohibit targeting of minors with alcohol advertising, then 400 youth lives could be saved annually.