情感诉求对交通安全广告效果的影响

为检验交通公益广告中情感诉求变化对广告效果的影响,采用试验法操作广告情感诉求类型,使用眼动技术和Go/no-go联想测验(GNAT),通过比较不同效价和唤醒度的情感诉求广告对受众的注意力和内隐态度的影响,评估交通安全广告情感诉求类型的说服效果。研究发现:被试对低唤醒广告文字区的眼动注视时间和注视点个数显著长于/多于对高唤醒广告文字区的注视时间和注视点个数;被试观看高唤醒消极的广告后,正确驾驶行为的积极态度显著下降,而低唤醒消极/高唤醒积极/低唤醒积极的公益广告对于被试的内隐态度的改变没有显著差异。结果表明,高唤醒度积极广告能够提升受众的注意力,而高唤醒度消极广告则会损害受众对正确驾驶行为的内隐态度。     

Drilling Is Just the Beginning: Romanticizing Rust Belt identities in the campaign for shale gas

ABSTRACT

Public apprehension over the environmental, social, and health impacts of unconventional gas drilling, or fracking, prompts various responses from oil and gas industries. Natural gas discourses operating in the Marcellus Shale Region, USA, for example, counter claims of environmental harm by emphasizing the economic growth that industry spurs. This article argues that corporate narratives operating in the Marcellus renew the jobs versus environment dichotomy by romanticizing labor identities in the region, binding Rust Belt identities to extraction in the past, present, and future of the region. The danger of this discursive move is the exclusion of alternative possibilities for working, living, and being without fossil fuel industries. I employ a critical analysis of one corporate advertising campaign, “Drilling Is Just the Beginning,” produced by the natural gas drilling company Range Resources, to demonstrate how extraction discourses construct futures that depend on shale gas development, thereby marginalizing possibilities for ecologically sensible alternatives.     

Research note on equity and ethics in state-promotion of agricultural products

Many state governments in the United States promote locally-produced farm products. This paper discusses issues related to the ethics and equity of such promotional programs. The paper argues that generic promotion is generally easier to justify in terms of ethics and equity than brand promotion. It also argues that informative and factual brand promotions are easier to justify than deceptive and persuasive brand promotions. Additional equity issues arising when taxpayers finance state-promotional programs are also discussed.     

Beyond savanna: An evolutionary and environmental psychology approach to behavioral effects of nature scenery in green advertising

Evolutionary psychology has been proposed as an analytic framework for the behavioral effects of landscapes displayed in advertising. In this study, an evolutionary and environmental psychology approach is used to analyze affective reactions to advertising depicting specific natural environments or urban scenes, both prominent ingredients of contemporary advertising imagery. The experimental field study exposed 750 participants at random to one advert of a set of 13 experimental green energy advertisements, each displaying a different biome. Six basic emotional responses (pleasure, arousal, happiness, freedom, safety, and interest) as well as attitude toward the ad and brand attitude were assessed subsequently. Anova and structural equation analysis were used for data analysis. Results of the study confirm the leading opinion on generalized more positive behavioral effects toward visual stimuli representing nature scenes with biospheric contents as opposed to pictures of urban environments or desert settings. In line with earlier empirical research, further findings do not support the hypothesis on an innate preference for savanna landscapes in adults but confirm preferences for images of lush green landscapes with water and familiar biomes. Overall results give significant support to the application of environmental and evolutionary psychology to advertising.     

基于赞助搜索的广告研究进展评述

基于赞助搜索的广告已经成为了网络营销的重要工具,不仅为搜索引擎提供主要的收入来源也为广大企业提供销售渠道。由于这种广告形式和其他广告形式有很大的区别,因此对其深入研究具有重要性和紧迫性。但是相关研究还比较匮乏,还没有成为体系。本文在已发表的相关文献基础上,介绍了赞助搜索广告的一般流程并在结合信息可视化技术的基础上将相关研究分为三类：基于服务商角度的研究;基于广告商角度的研究以及关键字生成和结果页相关研究。然后对每个研究类别的主要问题、建模假设和方法以及结论进行回顾和评述,以期抛砖引玉,推动理论界对此问题的研究。     

Nature Articulations in Norwegian Advertising Discourse: A Depoliticized Discourse of Climate Change

This article deals with how nature is articulated in public discourse and more specifically how humans’ relationship to nature is constructed via such articulations. Based on critical cultural analyses of ads presented in a Norwegian context, the article claims articulations of nature serve to a depoliticization of nature, which silence social differences and reduce environmental politics to individual moral action. Several rhetorical patterns of particular relevance to the articulation of nature are discussed, pointing out how disparate, sometimes conflicting, understandings of nature are rhetorically configured and aligned in ways that benefit a global market economy. There is a discursive distancing of nature and everyday life, even as nature remains valorized and very much central to national identity. This constrains citizens’ political engagement and undermines understandings of how to govern nature.     

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。     

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.     

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.     

Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences

We investigated the impact of the type of emotional appeal (ego‐focused vs. other‐focused) used in recruiting advertisements on applicant attraction to firms through two experimental studies across three countries (the United States, China, and Singapore). In Study 1, we made a traditional cultural comparison between the United States and China, whose dominant cultural values are characterized by individualism and collectivism, respectively. We found applicants in the United States were more strongly attracted to firms whose recruiting advertisements were based on an ego‐focused emotional appeal, while applicants in China were more attracted to firms that used ads with an other‐focused emotional appeal. Study 2 was conducted in bicultural Singapore. We primed bicultural applicants to be either the individualistic or collectivistic aspect of their cultural heritage. Applicants with individualist priming were attracted to recruiting advertisements with an ego‐focused emotional appeal, whereas applicants with collectivist priming were attracted to advertisements with an other‐focused emotional appeal. In addition, both studies revealed that a job applicant's regulatory focus (promotion vs. prevention) mediated the influence of national culture on the relationship between type of emotional appeal and applicant attraction to firms. Practical implications and suggestions for future research also are discussed. Copyright © 2016 John Wiley & Sons, Ltd.