Creative approaches: Changing attitudes, feelings, m...

 

This research investigates how the tone and wording of advertisements interact. This previously neglected area of research is explored in the context of television advertisements for mobile phones. Re ...

Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting. The current study, integrating theories ...

This paper explores the attitudes and media behavior of consumers who claim to dislike advertising and therefore avoid their exposure to marketers' messages. From the findings, a framework is proposed ...

This study investigates the most appropriate message framing to present to consumers in print advertisements for healthcare products. Using a context of travel healthcare, an experimental study is con ...

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better. Thus Hond ...

Billions of dollars are spent in advertising for social change yet much of it is reported to be ineffective because of a lack of insight into the target audience. We illustrate the value of target ins ...

2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due t ...

The author's definition of social marketing is 'a research-based process that adapts proven marketing tactics to raise awareness, change attitudes, beliefs, and in the end, social behaviors.' To be su ...

This case history of British Diabetic Association advertising shows how a small research programme gave the Association the confidence to spend the vast majority of its advertising budget on a nationw ...

Experiments suggest that attitudes to ads are based on whether emotions deviate positively or negatively from their previous levels, and that people prefer ‘improving’ emotions. The beneficial effects ...

Three experiments were undertaken to identify conditions under which a brand scandal spills over and negatively affects attitudes and beliefs about the product category and about competing brands. Str ...

‘Two-sided advertising’ describes the situation in which marketers disclaim particular characteristics of their products (mention negative aspects) at the same time as asserting positive claims. The n ...

Using a feature-based statistical model the authors explore the degree to which similarity perceptions between two advertisements can be explained by a ‘weighted and summed’ distance measure, computed ...

The paper describes a way in which the effects of portrait photos in the mass media can be investigated by combining split ballot experiments and media content analysis. Visual signals (gestures and f ...

The studies reported investigate the antecedents and consequences of the self-positivity bias in judgements of the risk of contacting AIDS. The authors show that the perceived similarity of another p ...