No full-text available
To read the full-text of this research,
you can request a copy directly from the authors.
Effective Television Advertising: A Study of 1000 Commercials
... The present study investigates these different advertising elements, building on eyetracking research with static advertising (Pieters and Wedel, 2004) by demonstrating how IBBs can be used to measure attention to AOIs in dynamic video advertising. Moreover, differences in visual attention to creative, branding and message elements, as moving rather than static AOIs, might help to explain the differential results reported by prior studies of advertising efficacy that include these elements (Armstrong et al., 2016;Hartnett et al., 2020;Hartnett et al., 2016;Stewart and Furse, 1986). ...
... When watching advertising, however, consumers have at least two tasks. The first task is understanding the story the advertiser is telling about the brand, which encourages orienting responses to structural elements, such as pictures (Pieters and Wedel, 2004) or superimposed graphics and explanatory text (Stewart and Furse, 1986). In static print ads, headline text is more likely to gain attention than body text (Pieters and Wedel, 2007;Rosbergen et al., 1997). ...
... In static print ads, headline text is more likely to gain attention than body text (Pieters and Wedel, 2007;Rosbergen et al., 1997). Large text (also known as "supers") in video ads should attract attention because it is akin to a headline (Ross and Kowler, 2013;Rumpf et al., 2020;Stewart and Furse, 1986). The second task consumers have when viewing ads is to assess the relevance of the advertised product or brand (Myers et al., 2020;Orquin and Loose, 2013;Pieters and Wedel, 2004;Pieters and Wedel, 2007;Stewart and Furse, 1986). ...
Purpose
Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to empirically test the predictions of a new dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory.
Design/methodology/approach
An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar video ads. An eye-tracking software feature called intelligent bounding boxes (IBBs) was used to track attention to moving AOIs. AOIs were coded for the presence of static salience variables (size, brightness, colour and clutter) and dynamic attention theory dimensions (imminence, motivational relevance, task relevance and stability).
Findings
Static salience variables contributed 90% of explained variance in fixation and 57% in fixation duration. However, the data further supported the three-way interaction uniquely predicted by dynamic attention theory: between imminence (central vs peripheral), relevance (motivational or task relevant vs not) and stability (fleeting vs stable). The findings of this study indicate that viewers treat dynamic stimuli like real life, paying less attention to central, relevant and stable AOIs, which are available across time and space in the environment and so do not need to be memorised.
Research limitations/implications
Despite the limitations of small samples of consumers and video ads, the results of this study demonstrate the potential of two relatively recent innovations, which have received limited emphasis in the marketing literature: dynamic attention theory and IBBs.
Practical implications
This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability. To better understand how to execute video advertising to direct and retain attention to important AOIs, advertisers and advertising researchers are encouraged to use IBBs.
Originality/value
This study makes two original contributions: to marketing theory, by showing how dynamic attention theory can predict attention to video advertising better than salience theory, and to marketing research, showing the utility of tracking visual attention to moving objects in video advertising with IBBs, which appear underutilised in advertising research.
... Since ad content is considered one of the main drivers of ad effectiveness, it has been studied extensively in the marketing literature. From the 1980s to today, many laboratory studies have examined the effects of specific content cues on various mindset metrics, such as ad liking, purchase intent, recall, comprehension, and persuasion (e.g., Geuens, De Pelsmacker, and Faseur 2011;Stewart and Furse 1986). More recently, a number of field studies have examined the impact of ad content on actual consumer behavior such as sales (e.g., Liaukonyte, Teixeira, and Wilbur 2015), online search (e.g., Guitart and Stremersch 2021), or sharing (e.g., Tellis et al. 2019). ...
... Including the brand early in the ad may facilitate viewers' ability to associate the brand with the ad's content (Baker, Honea, and Russel 2004). Additionally, featuring brands prominently enhances brand recall (Stewart and Furse 1986) and sales (Bruce, Becker, and Reinartz 2020). ...
... Strong brand presence is even more detrimental for products with a hedonic consumption purpose. However, previous research also shows that strong branding has a positive effect on downstream metrics, particularly brand recall (Stewart and Furse 1986) and sales (Bruce, Becker, and Reinartz 2020), supporting managers' perspective on branding. While waiving branding altogether is not a viable option, some possibilities may exist to overcome or at least mitigate the detrimental effects of branding on zapping. ...
Consumers who are uninterested in a TV ad or are annoyed by it may avoid the ad, limiting the effectiveness of not only the ad but also the remaining commercial break. Active avoidance—known as “zapping”—is potentially a major concern for both advertisers and broadcasters. In two studies, the authors investigate whether and why ad content drives or mitigates zapping and develop a conceptual framework linking multiple content factors to psychological reactions that then affect zapping. They test the content–zapping relationship by drawing on a dataset reflecting the zapping behavior of over 2,500 German television viewers combined with advertising data and content information for 1,315 spots representing 308 brands from 96 categories. The results of the first study show that ad creativity is associated with less zapping, whereas a strong information focus and a prominent or early integration of branding elements are associated with more zapping. The findings also reveal that the effects differ significantly for products with a utilitarian (vs. hedonic) consumption purpose and for search (vs. experience) goods. The results of the second study show that irritation (determined by, e.g., annoyance, feeling offended, or overwhelmed) vis-à-vis enjoyment acts as the central mechanism in explaining why ad content affects zapping.
... An alternative stream of research has focused on the coding of executional variables of an ad. For example, Stewart and Furse (1986) and Stewart and Koslow (1989) analyzed a large number of executional variables and found that product/brand focus and the presence of a branddifferentiating message were the only factors consistently correlated with both recall and persuasiveness. ...
... We use a multimethod approach. We start with a comprehensive data set of Super Bowl ads that were content-analyzed using categories developed by Stewart and Furse (1986), among others. These codes are used to compute composite measures of similarity. ...
... Uniqueness is a principle long heralded as a factor in producing more effective ads (e.g., Ogilvy 1964;Stewart and Furse 1986). Unique content enhances recall and learning (Lee and Schumann 2004). ...
Prior research on creativity and the effectiveness of executional factors in advertising has focused on the impact of uniqueness and consistency in comparison to prior and competitive advertising. Relatively little is known about the specific impact of these variables and their relationship to each other, and few existing measures of consistency and uniqueness extend beyond subjective rating scales. In this research, we develop new measures of advertising uniqueness and consistency. We use data from 10 years of Super Bowl advertisements along with panel data on word-of-mouth communication for the advertised brands (buzz) to demonstrate the validity of this methodology. Our findings suggest it is not the presence of any particular element but whether the element and what it is combined with are unique and consistent. Advertisements are likely to be more effective if they are unique from earlier ads for all brands but also consistent with ads for the same brand from prior periods.
... Practically all creative devices included in this study descend from a codebook developed to content-analyze television advertisements (Stewart and Furse, 1986). ...
... were able to attract attention responses , 2015Lee and Lang, 2015 Kennedy, et al., 2016;Stewart and Furse, 1986;Stewart and Koslow, 1989). ...
... Animals were found to increase atten- , Lancendorfer et al., 2008;Stewart and Furse, 1986;Yelkur et al., 2013). ...
Attracting attention is a common goal for advertisers but there is limited knowledge about how to best measure attention.
Measuring attention to advertising is a complex task given there are different types of attention, arguably tapped by different measures, which are likely to be more or less sensitive to varied attention-getting creative devices.
This study examines how scalable biometric measures—eye tracking, skin conductance, and heart rate—respond to 10 creative devices executed across more than 100 television ads with known in-market sales effectiveness results. Associations between the level of attention and creative devices to different attention measures are documented. For example, heart rate is a good measure of low attention response to voice-overs.
... In the paper, we test for the effect of informational claims about the product's differentiating attribute, its price, and its credibility. We chose to study these claims because prior research has shown that they can influence advertising effectiveness in contexts other than social media (for instance, for differentiation refer to Stewart & Furse, 1986; for price refer to Lohtia, Donthu, & Hershberger, 2003or Robinson, Wysocka, & Hand, 2007 for credibility claims refer to Haans, Raasens, & Van Hout, 2013). In line with prior research, we consider all these claims to be informational because they provide verifiable information about product attributes and benefits (for instance, for differentiation: MacInnis, Rao, & Weiss 2002; for price: Resnik & Stern 1977; for credibility: Stewart & Furse 1986). ...
... We chose to study these claims because prior research has shown that they can influence advertising effectiveness in contexts other than social media (for instance, for differentiation refer to Stewart & Furse, 1986; for price refer to Lohtia, Donthu, & Hershberger, 2003or Robinson, Wysocka, & Hand, 2007 for credibility claims refer to Haans, Raasens, & Van Hout, 2013). In line with prior research, we consider all these claims to be informational because they provide verifiable information about product attributes and benefits (for instance, for differentiation: MacInnis, Rao, & Weiss 2002; for price: Resnik & Stern 1977; for credibility: Stewart & Furse 1986). As with any other informative content, these claims can help consumers resolve an information gap. ...
Although social media ads are the preferred advertising format for entrepreneurs, the literature has paid little attention to this advertising form in the startup context. In collaboration with a startup, we conducted randomized field experiments reaching more than 800,000 potential customers to assess the effectiveness of display social media ads and explore how different claims and executional characteristics impact this effectiveness. The experiments were the company’s first advertising campaign in an effort to expand to a new country. Our analyses show that the elasticity of display social media ads is equal to 0.815 and 98% of the effect occurs within two hours. We also find that adding informative claims to an ad reduces the click-through rate (CTR) by between 24.8% and 43%. Regarding executional characteristics, we find that ad repetition significantly increases the CTR by 19.9%, whereas including a character and using gender-congruity in ads do not significantly increase their CTR.
... Past research has shown that the perception of humor in advertisements and the emotions it evokes are significantly different across demographics, gender, age, and cultures and hence must be well thought of before implementing (Madden et al. 1988). However, the study by Chattopadhyay and Basu (1990) shows that if humor is integrated with the product or brand being advertised, an increase in attention is observed, and this results in positive attitude formation (Stewart and Furse 1986). An advertisement that has humor as its major component can influence the cognitive process of the audience in a way that it almost always results in positive attitudes toward the advertised brand (Chung and Zhao 2011). ...
... Humor and drama are therefore perceived as highly effective strategies of advertisement of any brand in today's marketing sphere Coolsen 2019, Warren et al. 2019). Stewart and Furse (1986) argue that the presence of humor in advertisements can significantly affect brand attitudes. Since using humor in advertisements increases its likability (Chung and Zhao 2011), there is a possibility that it may be a Content courtesy of Springer Nature, terms of use apply. ...
Storytelling in advertisements has always been recognized as a potent and effective means of branding. However, the core elements of a story that translate to positive consumer attitudes are not fully understood. This study aims at understanding the attitudes of consumers toward storytelling video advertisements that contain humor and drama as their principal elements and how they translate to brand attitudes. Three stimuli-based experimental studies were conducted via Mturk. Study 1 (n = 232) was aimed at understanding the effect of affective reaction and cognitive evaluation on the attitude toward storytelling humorous advertisements. Study 2 (n = 252) considered the effect of the same variables on the attitude toward storytelling dramatic advertisements. Study 3 (n = 284) aimed at understanding the effects of attitude toward humorous and dramatic storytelling advertisements on the attitude toward the brand. Results indicated that the most significant driver of attitude toward humorous storytelling advertisements is affective reaction, whereas cognitive evaluation influences attitude toward dramatic storytelling advertisements. Attitude toward humorous storytelling advertisements contributes more to brand attitude formation than dramatic storytelling advertisements. The results of the study can help marketing executives develop advertisement strategies that can lead to favorable attitudes toward the brands being advertised.
... It is recognized that the informational function of advertising is strongly correlated with advertising likability and brand attitude (Aaker & Stayman, 1990;Ducoffe, 1995). In particular, evidence shows that advertising possessing information value that differentiates a brand from its competitors tends to increase commercial recall, comprehension, and persuasion (Stewart & Furse, 1986;Stewart & Koslow, 1989). This approach also emphasizes the role of visual presentation of information as strengthening memory (Hockley, 2008;Lutz & Lutz, 1977), developing more storage pathways in the memory, stimulating more cognitive elaboration (Kisielius & Sternthal, 1984), and influencing consumers' attitudes and purchase intention (Then & DeLong, 1999). ...
... The effect of pictures on consumer attitude • Pictures are highly correlated with advertising likability and brand attitude (Aaker & Stayman, 1990;Ducoffe, 1995) and increase commercial recall, comprehension, and persuasion (Stewart & Furse, 1986;Stewart & Koslow, 1989). ...
The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery‐provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word‐only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.
... (Lang, 2000). Thus, it is appropriate to integrate the network model of memory (Anderson, 1983), which suggests that placing the brand at the beginning of the ad enhances brand recall (Stewart and Furse, 1986). If the brand name appears at the beginning of the ad, subsequent reactions to the advertising content should be organized around the brand schema (Mandler, 1984). ...
... Second, this study contributes to the debate about how a brand's position in an ad alters levels of ad processing and recall (Stewart and Furse, 1986;Teixeira et al., 2010), by proposing that the ad design (brand position) needs to reflect the ad format. Previous research has produced contradictory results about the temporal position of brands in ads (e.g., Teixeira et al., 2010) and proposed options for presenting the brand at different moments during the ad (Baker et al., 2004;Fazio et al., 1992;Stewart and Koslow, 1989). ...
Purpose—By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional, non-skippable formats. The central focus is how exposure to a brand name at different moments during online video advertisements influences viewers’ recall.
Design/methodology/approach—A neuroscientific pre-test supported the selection of an arousing video, and a subsequent pre-test confirmed the scenario validity. Using a broader sample, the main study applied a 3 × 2 experimental design of different ad designs and formats.
Findings—Distinctions should be made between formats and audiences that lead to different information processing methods. Users exposed to skippable ads (active audiences) exert a higher control over advertising and tend to process the information presented in the initial part of an ad. In turn, users viewing non-skippable ads (passive audiences) should be exposed to the high arousal stimulus before presentation of the key information that the advertiser wants them to remember.
Practical/Social implications—Advertising managers and content creators can use these results to improve the design of their online videos, and to achieve greater effectiveness in terms of information recall.
Originality/value—Skippable online videos have become a commonly used advertising format, but research into their effects is scarce. This study offers the first comparison of viewers’ reactions towards skippable versus non-skippable formats, in terms of brand recall and economic performance. Further research might extend this underdeveloped field of study and enhance the knowledge of video format processing in social media.
... The direct relationship of corporate credibility and attitude towards brand was confirmed in the studies (Lafferty and Goldsmith 1999;Goldsmith et al. 2000). Therefore, it is hypothesized that H2: Created spokes -character credibility has significant and positive influence over his / her attitude towards brand Admittedly, it was demonstrated across multiple studies that likeable spokes -characters in advertisement have the ability to increase the likelihood of purchase intention (Urde 1994;Callcott and Phillips 1996;Callcott and Alvey 1991;Stewart and Furse 1986). In addition to this, Guido and Peluso (2009) investigated that animated spokescharacter stimulate purchase intention only when the advertised product is matched to the attractiveness sub-dimension of perceived credibility. ...
... al. (1979);Ostrom, (1969) and Spears and Singh (2004) concisely defined purchase intentions as "an individual's conscious plan to make an effort to purchase a brand". Admittedly, it was demonstrated across multiple studies that likeable spokes -characters in advertisement have the ability to increase the likelihood of purchase intention (Urde 1994;Callcott and Phillips 1996;Callcott and Alvey 1991;Stewart and Furse 1986). Another study result showed that product package printed with an animated created spokes-character will draw more attention and resulted that it affects the purchase behavior too (Ulger, 2009). ...
Four categories of endorsers often used in advertising i.e. celebrities, employees, customer and spokes-characters (Stafford 2002). Not all over the world but also in China, spokes-characters have long been used and considered as a star of their commercials (Bell, 1992). Most of the literature in past focused only on recognition (e.g., Callcott and Phillips,1996; Garretson and Niedrich 2004) and comparisons of the created spokes characters with human spokes-person (e.g. Heiser, Sierra and Torres 2008) and failed to combine created spokes-character credibility with attitude and behavior. This study tries to fill this gap, by investigating the impact of created spokes-character credibility (trustworthiness, attractiveness and expertise) on attitude towards the advertisement, attitude towards brand and purchase intention by conducting an experiment. Questionnaires were administered on a sample of 300 respondents. Correlation analysis was significant, and after that multiple regressions was used to test the impact on attitude towards the advertisement, attitude towards brand and purchase intention. Implications of advertising strategy, limitations of this research and future research were discussed.
... Only 42% of U.S. TV commercials contained music in 1986, yet by 1992 the percentage had risen to 80% (Hung and Rice 1992;Stewart and Furse 1986). Allan (2008) reported an even higher figure, with 86% of commercials featuring some form of music. ...
... The majority of German primetime commercials used musical accompaniment (92%). This figure and the comparison with earlier reports suggest that the use of musical elements has remained high since the rapid increase during the 1980s (e.g., Allan 2008;Furnham, Abramsky, and Gunter 1997;Hung and Rice 1992;Murray and Murray 1996;Stewart and Furse 1986;Stewart and Koslow 1989). Producers seem to perceive music as an integral component of advertisements, even though the mere presence of music does not necessarily improve their effectiveness. ...
An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.
... We also account for measures of ad content that can influence ad effectiveness (e.g., Stewart and Furse 1986, Liaukonyte et al. 2015, Fossen and Schweidel 2017, including ad length, website calls-to-action, and references to a price. Ad length is provided by Stradegy. ...
... Given this, we use a relative change measure of online retailer mentions in our model (see Table 5). 8 Coders followed Stewart and Furse (1986) to define whether ads referred to price. Initial agreement was 99% on whether the ad contained a web address and 100% on whether the ad referred to price, with differences reconciled through discussion of the ad. 9 For robustness, we test two alternative models in which we combine the ad mood types with less variation in terms of the number of ad instances and creatives. ...
Television viewers are increasingly engaging in media-multitasking while watching programming. One prevalent multiscreen activity is the simultaneous consumption of television alongside social media chatter about the programming, an activity referred to as “social TV.” Although online interactions with programming can result in a more engaged and committed audience, social TV activities may distract media multitaskers from advertisements. These competing outcomes of social TV raise the question: are programs with high online social TV activity, so called “social shows,” good for advertisers? In this research, we empirically examine this question by exploring the relationship among television advertising, social TV, online traffic, and online sales. Specifically, we investigate how the volume of program-related online chatter is related to online shopping behavior at retailers that advertise during the programs. We find that advertisements that air in programs with more social TV activity see increased ad responsiveness in terms of subsequent online shopping behavior. This result varies with the mood of the advertisement, with more affective advertisements-in particular, funny and emotional advertisements-seeing the largest increases in online shopping activity. Our results shed light on how advertisers can encourage online shopping activity on their websites in the age of multiscreen consumers.
... Consumers prefer advertising that aids in decision making (Zanot 1984). Information that highlights the unique qualities of a particular brand compared to competitors can enhance persuasion, recall, and comprehension (Stewart and Furse 1986;Stewart and Koslow 1989). Visual design features such as interactivity, information, and emotional response enable advertisers to convey brand value and product information to consumers, facilitating systematic decision making. ...
... In such cases, messages containing rational cues are most effective for persuasion. Potentially rational cues are based on facts rather than on feelings (Olney et al., 1991)for example, discourse that distinguishes rumours from factual information (Akpinar and Berger, 2017;Stewart and Furse, 1986) or contain many arguments that demonstrate the credibility of debunking information (Hur et al., 2017;Sewall and Sarel, 1986). ...
Purpose
Sharing and disseminating debunking information are critical to correcting rumours and controlling disease when dealing with public health crises. This study investigates the factors that influence social media users' debunking information sharing behaviour from the perspective of persuasion. The authors examined the effects of argument adequacy, emotional polarity, and debunker's identity on debunking information sharing behaviour and investigated the moderating effects of rumour content and target.
Design/methodology/approach
The model was tested using 150 COVID-19-related rumours and 2,349 original debunking posts on Sina Weibo.
Findings
First, debunking information that contains adequate arguments is more likely to be reposted only when the uncertainty of the rumour content is high. Second, using neutral sentiment as a reference, debunking information containing negative sentiment is shared more often regardless of whether the government is the rumour target, and information containing positive sentiment is more likely to be shared only when the rumour target is the government. Finally, debunking information published by government-type accounts is reposted more often and is enhanced when the rumour target is the government.
Originality/value
The study provides a systematic framework for analysing the behaviour of sharing debunking information among social media users. Specifically, it expands the understanding of the factors that influence debunking information sharing behaviour by examining the effects of persuasive cues on debunking information sharing behaviour and the heterogeneity of these effects across various rumour contexts.
... Consistent with previous advertising research (Fraser & Bradford, 2013;Stewart & Furse, 1986) measuring aided brand recall, respondents were prompted by a list of the brands advertised in the product categories of our selected brands. Brand name recall was recorded when the respondent stated the correct brand name. ...
This study offers insights into two critical decisions in jingle-based advertising. How much more could the producer pay to buy the rights to popular music to add to advertising jingles? And how much more could they pay a popular performer to sing the jingle? Will doing so enhance the brand or message recall to justify the investment? Based on 300 interviews that measured unaided and aided day-after recall of five jingle ads concurrently aired on television, popular music and performers increased unaided and aided recall of brand name and ad message. Compared to the base case, a popular performer can increase the brand and message recall by two-and-half folds, and a popular performer and popular music can increase the brand and message recall by six-folds compared to the base case.
... Since food quality and food cultural value are believed to be important cognitive criteria when tourists evaluate the food at a destination (Ellis et al., 2018), it is understandable why viewers' attitudes toward the information-focused video are induced by perceived food quality and food cultural value. On the other hand, messages with an emotional appeal tend to stimulate individuals' feelings rather than their cognitive reasoning (Stewart & Furse, 1986). Thus, viewers' attitude toward the emotion-focused video is prompted by aroused emotion. ...
Despite the prevalence of food tourism-related short videos on social networking services, few studies have examined the effectiveness of such videos in promoting food tourism. This study aims to address this gap in literature via three experimental studies. Specifically, Study 1 reveals significantly different attitudes across participants who watch food tourism videos with different framing styles (information-focused, emotion-focused, and commercial-focused); and viewers’ attitudes significantly influence their video-sharing and destination visit intention. Study 2 suggests that information-focused and emotion-focused videos influence viewers’ attitude via distinct routes, that is, cognitive evaluations and aroused emotions, respectively. Study 3 finds that different locations and lengths of embedded commercial content in a video induce different levels of brand awareness. This study is amongst the first to uncover the effects of food tourism video framing styles on viewers’ attitudes and behaviors, unravel the underlying mechanism, and explore the most effective brand placement strategies in food tourism promotion.
Highlights
Information-focused video is the most effective in promoting food tourism. Information-focused video triggers cognitive evaluations. Placing commercial content in the middle or end of a video is more effective. Ten-second embedded commercial content is as persuasive as the traditional 15 seconds.
... In a study of a wide range of variables that are part of advertising strategy, Stewart and Furse (1986) found most general appeals or approaches themselves fail to produce significantly more effective ads; the one exception is the presence of a brand differentiating message. This finding, replicated by Stewart and Koslow (1989), reinforces the notion that multiple appeal types and strategic factors can be effective (or ineffective) depending on the ad's objectives and the holistic impact of the ad. ...
This article analyzes and integrates the 60 nominated articles for the best articles in the Journal of Advertising from its first 50 years, with a focus on the final 15 that were selected as the overall best articles. Hence, the purpose of this article is to highlight the contributions of these articles and their overall influence on advertising research. To this end, the authors synthesize these articles into an organizing framework that is used to analyze the contributions of this research collective. The framework also helps to understand distinct aspects of advertising and identify areas of research that can continue to build on the legacy of the contributions of these articles.
... In relation to solution frames, copy-testing has been demonstrated to have a positive effect on originality with no significant effect on appropriateness (O'Connor et al, 2016). For example, 13 executional factors like use of brand differentiating messages or problem solutions formats enhance copy-test scores (Stewart and Furse 1986;Stewart and Koslow 1989), and these approaches focus creatives on strategy issues in their idea generation. However, none of the more than 160 executional factors reported in these studies actually limit originality. ...
This article explores mechanisms that influence the absorption of external information within the creative advertising development process. Consumer information, in the form of consumer research or evaluations of consumer responses, is presumed to be the building block of consumer insights for agencies seeking more effective communication with consumers. Successful agencies are presumed to have the capacity to absorb consumer insights and utilize them to develop effective advertising strategies. But consumer insights do not always translate seamlessly into a strategy dialogue. Absorbing and using external knowledge has costs beyond those of acquisition or simply employing “creative” people. Agencies, through their sociocognitive processes, have to actively identify useful information, make it accessible to the organization, and then exploit it to develop creative ideas. A study is presented on how group dynamics influence knowledge absorption, which then shapes the emergence of creative ideas. Group cohesion and interpersonal friction are examined. Subjects include 184 advertising practitioners reporting on 548 campaigns. Results show that in some group settings effective absorption of external information occurs, which improves the creative quality of promotional campaigns. However, in other situations the work changes in character, shifting from more original to more appropriate, rather than improving overall creativity.
... In such situations, brands can lend credibility to campaigns by serving as powerful signals of unobservable product quality, decreasing perceived risk, and increasing likelihood of product choice (Erdem, Swait, & Valenzuela, 2006;Kirmani & Rao, 2000). Second, studies on information processing in advertising (e.g., Chandy, Tellis, MacInnis, & Thaivanich, 2001;Stewart & Furse, 1986) illustrate that brand prominence in communication positively influences recall, persuasion, and comprehension, especially for products that are in the early stages of their life cycle. ...
This study examines how small, entrepreneurial enterprises can design crowdfunding projects for their aftermarket offerings. Drawing from signaling theory and the elaboration likelihood model, we investigate the direct and interactive effects of brand prominence (i.e., conspicuous display of a brand name in project titles and descriptions) and narrative features (i.e., language styles and narrative length) on funding success of crowdfunding projects by entrepreneurial aftermarket enterprises. Analysis of data from 343 crowdfunding projects shows the positive influence of brand prominence, language style, and narrative length on funding success. Findings also show that brand prominence increases the effects of language styles and narrative length on funding success. Based on these findings, we identify multiple theoretical contributions and directions for future research as well as practical recommendations for entrepreneurial aftermarket enterprises on designing crowdfunding projects.
... For decades, marketers have been using mascots in the form of a registered trademark to distinguish their products from their competitors. Marketing experts also argue that a speaking character is one of the most popular types of advertising (Stewart & Furse, 1986). Such characters are otherwise personified as animals, objects, mythological figures, etc. ...
This study is an attempt to make contribution in the literature of anthropomorphic marketing by showing the factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies of brand as we do not know much why people view non-human entities as human-like, also how anthropomorphic representation strategies are used by marketers’ in the present scenario in order to build strong consumer-brand relationships and how these anthropomorphic marketing strategies affects consumer brand evaluation process. This paper explains brand anthropomorphic through extensive literature review on factors associated with the SEEK model, which are designed to explain anthropomorphic tendencies of brand. This paper has presented a glimpse into how the nonhuman entity is seen, imagined, experienced and manipulated either by a consumer or by marketers. Anthropomorphic marketing strategy can be either positively or negatively evaluated by consumers. Therefore, marketers should use this tendency to anthropomorphize any brand or a product carefully.
This literature review have important implications and it also provide direction for researches as well as for advance investigation of brand anthropomorphism.
... Logical appeals, also more commonly known as informational or rational appeals, use a straightforward presentation of a product's attributes and functions (Han, Shin, Chung, & Koo, 2019). On the other hand, a message with an emotional appeal, for example, attempts to persuade by appealing to an individual's feelings (like joy, fear, and laughter) rather than to his or her reasoning (Stewart & Furse, 1986) or offer pleasure associated with purchase (Myers et al., 2010;Puto & Wells, 1984). ...
Viral advertising has become a popular form of persuasive communication to promote brands on social media. Extant research on viral advertising has focused mostly on evaluating content characteristics as drivers of virality, but very few studies have examined the potential influence of consumers' personality variables that affect their information processing and subsequent ad‐sharing behavior. By taking a consumer‐centric approach, two experimental studies were conducted to examine how consumer's need for cognition (NFC: high vs. low) interacts with message appeal (emotional vs. informational) used in the branded viral advertisements and extent of brand information (high vs. low brand prominence) present in the branded viral advertisement to influence consumers' intentions to share viral advertisements. As compared with low‐NFC individuals, high‐NFC individuals reported higher sharing intentions for viral ads that use informational appeal and also for an emotional viral ad where brand prominence is high. This finding is consistent with the elaboration likelihood model (ELM). Further, the results of these studies show an interesting finding that contradicts the existing understanding originating from ELM; that is, high‐NFC individuals reported higher sharing intentions for viral ads with an emotional appeal as compared with low‐NFC individuals, even when the brand prominence is low. Possible explanations and implications of the findings are discussed in this paper.
... Some of the earliest humour research was content analysis where general findings about types of humour were documented (Kelly and Solomon 1975), or where single product categories were examined (Madden and Weinberger 1982). Stewart and Furse (1986) and later Weinberger and Campbell (1991) used large databases of industry pretested ads to identify humour effects that varied with different product categories. Speck's (1987) dissertation incorporated many important nuances including product involvement as well as multiple types of humour and a robust set of traditional dependent measures. ...
The use of humour in advertising is widespread and research about it has grown rapidly. There are now at least 250 academic works devoted to advertising humour with over 150 articles, dissertations, books, and major conference papers appearing just since 2000. This article takes stock of the growth of advertising humour research, encompasses an account of the newer research, summarizes what we have learned, thus far, and lays out the dimensions that might be fruitful for future humour researchers. The review reveals a broad and rich array of work that contributes to the historical context, definition, development, effectiveness, and boundary conditions of how, and when, advertising humour works best.
... Earlier research has shown that a specific type of advertising appeal may be effective for some products but not for others (Friedman and Friedman 1979). As is well documented in advertising research, product attributes interact with executional styles to influence advertising impact (Stewart and Furse 1986). A meta-analysis of studies in advertising effectiveness further confirms that product type should be considered as an important moderator (Eisend and Kuster 2011). ...
Building on the economics of information theory (Stigler, 1961) and the message matching model (Liebermann and Flint-Goor, 1996), a large-scale content analysis of products appearing in Hong Kong prime-time television programs was conducted to map the placement strategies employed by different product class. Overall, 225 hours of 62 prime-time television programs were recorded and analyzed and a total of 1,225 brand appearances were identified. In line with traditional advertising, search goods were found to be placed with more details disclosed and with higher prominence than experience goods. Experience goods placed in television programs were more likely well-known brands. A higher proportion of search goods were found to be associated and interacted with characters in programs. Contrary to what was anticipated, search goods were more likely to be placed in emotional rather than rational context. The pattern in general matched with the predictions derived from traditional advertising but somehow manifested in different ways. The study facilitates greater understanding among marketers and academics about the applicability of the theories to the non-traditional advertising context which may help simplifying marketers’ decisions in formulating placement strategies.
... The creative task was intended to replicate the kind of process creative personnel normally undertake for a client and was similar to a task used in previous research (Redmond, Mumford, and Teach, 1993) (Stewart and Furse, 1986;Stewart and Koslow, 1989). ...
... Even though film techniques and effects of television commercial message (CM) have been studied by researchers such as Stewart and Furse [1] and Kawamura [2][3][4][5][6], CMs are complex information media, and hence it takes a significant amount of time and effort to evaluate a CM comprehensively. Therefore, attempts to systematically study film techniques and their effects have been largely unsuccessful. ...
... The use of music in advertising has risen significantly in the last 10-20 years. According to a study from the '80s, 42.3 % of American advertising spots contained music (Stewart & Furse, 1986); that share had almost doubled to 84% in 1996 (Murray & Murray, 1996). Also, the function of music in advertising has changed over the past decades (Zander & Kapp, in press): whereas in the '70s music served primarily as a sound cue for advertising and the advertised product (Riethmüller, 1973), today, music is used more holistically to present the product brand and its identity in the sense of "audio branding" in order to attain an optimal fit between music, product, and consumer (Langeslag & Hirsch, 2003;Simmons, 2003;Bronner & Hirt, in press). ...
... In part, such questions linger because studies rarely have examined the key marketing-communications components all together to parse their differential effects on sales revenue (Hanssens, Rust, and Srivastava 2009;Lodish, Abraham, Kalmenson, Livelsberger et al., 1995;McDonald, 1992;Vakratas and Ambler, 1999). This is due partially to data issues; some leading studies on advertising effects only focused on creative execution (Hartnett, Kennedy, Sharp, and Greenacre, 2015;Stewart and Furse, 1987;Young and Page, 2014). Other studies focused mainly on media spending (Jones, 2007), whereas still others have combined spending and advertising persuasiveness with advertising-execution variety (Blair and Rosenberg, 1994;Lodish et al., 1995). ...
... Most classifications of shopper value and the diverse types of shopper benefits commence with the peculiarity amongst utilitarian (extrinsic) and hedonic (intrinsic) benefits (Furse & Stewart, 1986;Holbrook, 1994;Martos-Partal & González-Benito, 2013). The utilitarian benefits are functional, instrumental and cognitive while hedonic benefits are experiential, non-instrumental and effective (Hirschman & Holbrook, 1982). ...
The objective of this study is to understand to what extent hedonic and utilitarian consumer profiles are affected by situational factors and how in turn they impact shopping centre patronage. A six step multiple regression analysis corresponding to six different shopping centres has been applied to two clusters of consumers. The data are based on consumers’ hedonic/utilitarian customer profile. First, results show that in general the impact on shopping centre patronage is largely affected by proximity, convenience and accessibility variables, which are more relevant among the utilitarian profile consumers. On the other hand, in the hedonic profile segment, affect, that is, the experience of feeling or emotion is the relevant variable explaining patronage. Second, the predictive contribution of these variables on patronage varied according to the shopping centres’ positioning. With the findings of the present study, retail managers can formulate marketing strategies, which will attract retail consumers towards their shopping centre and also help them to enhance the significant factors that influence retail store consumer’s purchase decision. Also, this investigation contributes to the diagnosis of how consistent is the retailers’ in their positioning strategy in targeting the market segments. The present research integrates both situational factors and hedonic as well as utilitarian consumer profiles along with the role of situational dynamics to explain shopping centres’ patronage.
... Likable ads may be shared. Moreover, emotional content, informational content, and brand prominence may affect ad likability (e.g., Edell and Burke 1987;Petty et al. 2004;Stewart and Furse 1986). However, although some of the same factors that drive ad likability might also enhance sharing, sharing depends greatly on social motivations, whereas likability does not. ...
The authors test five theoretically derived hypotheses about what drives video ad sharing across multiple social media platforms. Two independent field studies test these hypotheses using 11 emotions and over 60 ad characteristics. The results are consistent with theory and robust across studies. Information-focused content has a significantly negative effect on sharing, except in risky contexts. Positive emotions of amusement, excitement, inspiration, and warmth positively affect sharing. Various drama elements such as surprise, plot, and characters, including babies, animals, and celebrities arouse emotions. Prominent (early vs. late, long vs. short duration, persistent vs. pulsing) placement of brand names hurts sharing. Emotional ads are shared more on general platforms (Facebook, Google+, Twitter) than on LinkedIn, and the reverse holds for informational ads. Sharing is also greatest when ad length is moderate (1.2 to 1.7 minutes). Contrary to these findings, ads use information more than emotions, celebrities more than babies or animals, prominent brand placement, little surprise, and very short or very long ads. A third study shows that the identified drivers predict sharing accurately in an entirely independent sample.
... Comprehensive research on American TV commercials has shown that the number of commercials containing music has increased from 42% of commercials in 1986 15 (Stewart & Furse, 1986) to 86% of commercials in 2008 (Allan, 2008). Another study found this number to be 92% in Germany in 2017 (Herget, Schramm, & Breves, 2017). ...
Aim
To examine the Musical Fit influence on communicative properties of music in an audiovisual advertising context, using Volvo Cars’ commercials as a case.
Theory
Perspectives concerning semiotics, multimodality, branding, as well as research on music in advertising and film from both psychological, commercial, and musicological points of view.
Method
A mixed methods content analysis design examining the congruence between music and the reference points product, brand, target group, and narration, i.e. Musical Fit.
Material
25 commercials for Volvo Cars released between 2013 and 2018.
Findings
The study found high levels of Musical Fit, 58% fit to three reference points or more, and that the distribution of types of Musical Fit was relatively balanced. Products and target groups were generally presented in a masculine, mature, luxurious, serious, and simple manner. With reservation for a more complex presentation, the same is true for how the Volvo brand was presented. The music was similar, albeit more youthful and feminine. The narration generally expressed seriousness, while the music was more sentimental.
... Earlier research has shown that a specific type of advertising appeal may be effective for some products but not for others (Friedman and Friedman 1979). As is well documented in advertising research, product attributes interact with executional styles to influence advertising impact (Stewart and Furse 1986). A meta-analysis of studies in advertising effectiveness further confirms that product type should be considered as an important moderator (Eisend and Kuster 2011). ...
Previous research on product placement, the integration of branded information in media content, has mainly focused on its impact on consumer behavior, but very few have examined the association between placement strategies and placed product attributes. Building on the economics of information theory and the message matching model, the purpose of this study is to examine the congruence between the key attributes of the placed product/brand and the placement strategies adopted. A large-scale content analysis of products appearing in Hong Kong prime-time television programs was conducted. In line with traditional advertising, search goods were found to be placed with more details disclosed and with higher prominence than were experience goods. Experience goods placed in television programs were more likely well-known brands. A higher level of character interaction with search goods than experience goods was found in television programs. The pattern in general aligned with the predictions derived from traditional advertising but was somehow manifested in different ways. This study facilitates greater understanding among marketers and academics of the applicability of the theories to the non-traditional advertising context, which may help simplifying marketers’ decisions in formulating placement strategies.
Advertising is a powerful yet complex tool for businesses. It not only informs consumers but also reinforces brand value, especially in competitive markets where it helps differentiate brands by fostering emotional connections. Global advertising spending reached 1 trillion by 2025, highlighting its critical role. High-profile events like the Super Bowl offer massive exposure but come with significant risks. A 30-second ad in 2024 costs $7 million, prompting questions about whether the investment is worthwhile. While the Super Bowl provides unmatched reach, the return on investment depends on how well the ad resonates with consumers and investors alike. Ads featuring a strong brand-differentiating message, combined with executional elements that drive appeal, can deliver substantial benefits across the brand funnel and beyond. This chapter explores how Super Bowl advertising impacts both audiences and maximizes long-term value.
The game is well underway in the second quarter, and the teams are finding their rhythm and trying to disrupt their opponent’s game plan. Football teams must prepare extensively for different phases of the game, ensuring they have the best players on the field for any situation. Similar rules apply to advertisers, who need to allocate their ad budget effectively, understand when to run their ads again, and map the effects of their ads against the cost required to run them at the world’s most expensive advertising event.
Advertising music is an important component of advertisements that influences consumer responses as a non-verbal cue. Extensive research on this music has been conducted since the 1980s. This paper reviews these advertising music studies by focusing on the theoretical foundations upon which they rely. The review classifies research on advertising music into three categories based on: (1) classical conditioning theory, (2) elaboration likelihood model, and (3) processing fluency. The findings suggest potential future research directions, including (A) research on the effects of music in internet advertising and (B) research focused on improving processing fluency through the congruence of various factors such as consumer factors and marketing information factors, with an emphasis on unconscious information processing.
The study examines the influence of endorser credibility on brand placement effectiveness in reality shows through different placement appeals. In addition, it explores the direct and indirect effects through attitude toward brand placements and brand, brand image, and purchase likelihood in emotional and rational placement appeals. A separate stimuli-based questionnaire for emotional and rational appeals was used to collect the data. The findings revealed that endorsers’ credibility has a direct, positive, and significant impact on attitudes toward the brand placements, the brand, brand image, and purchase likelihood for emotional and rational brand placement appeals.
La presente investigación es fruto de un anterior trabajo teórico presentado en esta misma revista en 2009, La música en la comunicación publicitaria. Ahora, el estudio avanza presentando los resultados de una investigación sobre 2.346 anuncios televisivos en distintas cadenas nacionales españolas en horario prime-time durante 2009. En España, 9 de cada 10 espots televisivos cuentan con algún tipo de componente musical en su formato final, resultado similar a estudios realizados en distintos países y en distintas épocas. Donde existen sensibles diferencias es en la forma musical utilizada para comunicar el producto así como en los estilos y géneros musicales en los que se basan dichas formas musicales y su relación con el tipo de producto y anunciante.
This paper investigated whether arousal induced by background colour (warm or cool colours) affects consumer memory and responses. Three experiments were conducted. The results of Experiment 1 demonstrated that a warm background colour results in greater arousal level and superior memorability than a cool background colour does. In Experiment 2, we applied this notion to online shopping platform and confirmed the effect of colour on arousal and platform remembrance. Besides, platform attitude and patronage intention were found a significant difference under different background colours in Experiment 3. This study used a galvanic skin response device to measure arousal level because it is a more direct and objective means of measuring an individual’s intuitional response. The findings have important implications for platform managers seeking to generate more orders by manipulating the background colour of an e-commerce website.
It is well documented that TV viewers avoid advertisements by switching channels during commercial breaks (“zapping”). Ads with lower audience retention ability lead to more consumer zapping. Given that several ads are sequentially broadcast during a commercial break, an ad with a low retention rate will negatively affect the viewership of subsequent ads by decreasing their opportunities to be exposed to viewers. In this case, the ad imposes a negative externality on subsequent ads in the same commercial break. This externality is typically not priced in the TV advertising market; however, it may substantially affect the TV network’s profit. Based on a large and rich data set on TV viewing and advertising, we build a comprehensive model of consumer zapping and conduct various simulation studies to quantify the impact of the zapping-induced externality on the network’s revenue. Results show that our focal network may increase gross revenue up to 19.38% by reordering ads during a commercial break so that the negative impact of this externality is minimized.
The diversification of devices used by consumers has drawn attention to the influence of devices on consumer behavior. This study examines the impact of device types, such as smartphones and personal computers, on consumers’ construal levels and the congruence between the device types and construal levels on consumer behavior. For this purpose, we conducted four studies: three online experiments and one field study. Study 1 showed that consumers perceive the target closer when they view it on a smartphone (vs. a PC). In Study 2, we found that consumers’ construal level becomes lower when using a smartphone (vs. a PC). In Study 3, we confirmed that the use of smartphones (vs. PCs) positively influences the evaluation of advertisements corresponding to lower construal levels. Finally, in Study 4, we examined the applicability of the findings from Studies 1 to 3 to the field of business by analyzing actual purchase data.
This article offers a commentary on the state of advertising and media research. It suggests that the continuing evolution of media continues to disrupt advertising research and practice. The article concludes that there are some general questions about the relationships between advertising and media that are common to both tradition and digital media and that many issues that are often framed as unique to digital media, are manifestations of more general issues common to all media. Media and advertising practice will continue to evolve and is likely that advertising using traditional media in combination with consumer directed search will become the dominant form of advertising.
Food products are a crucial segment of marketing as their advertisements need lots of visual and audio cues to attract the audience; hence music bridges the gap in these situations. This research aims at finding how much of an influence music has in commercial that endorse food and beverage products among youngsters of the age 18- 25. It also aims at analysing the various aspects of the commercials that use music as a main ingredient to reach the audience. To understand the effect of music in commercial, two methodologies were employed. The survey of 50 respondents was undertaken to find out the consumers’ attitude towards music in commercials and how much of a recall value they have. To support these results, three commercials - each of the top three food and beverage commercials that use music in their commercials, were chosen and their various strands were deeply studied.
La primacía de metodologías cognitivistas, equívocos estudios econométricos y algunas falacias en la valoración comercial de la publicidad, han diluido conceptualmente las ventas, dando preferencia a otros outputs y han contribuido a descuidar la necesidad de aislar y teorizar procedimientos publicitarios capaces de aumentar las ventas.Para superar la deficiencia, se ha utilizado ad experimentum la llamada Teoría fundamentada, paradigma cualitativo-inductivo de reciente applicación en marketing, para establecer patrones generalizables desde los yacimientos de casos, tanto para clasificar como para generar hipótesis predictivas, que sean de valor para la praxis publicitaria. Los incidentes críticos se han revelado a partir de un cuestionario de contenidos a una selección semialeatoria sobre 1.104 campañas premiadas por su eficacia vendedora, a partir de 12 certámenes bianuales IPA (1992-2016) y Efi (2015-2017), con 30 casos examinados una vez alcanzada productividad por saturación. Las conclusiones principales son: 1) la elasticidad publicidad-ventas llega hasta un 3000% superior a la obtenida en metaestudios econométricos; 2) debe distinguirse entre campañas de mantenimiento y de aumento en las ventas; 3) la eficacia debe ser pre-verificada no sobre todo con simples métricas de pretest, sino desde un modelo de prevision de eficacia que incluya al menos los siguientes patrones de contenido capaces de aumentar las ventas: a) Segmentación granular. b) Rejuvenecimiento de marca. c) Serialización de mensajes. d) Dominar territorio cultural. e) Presentación de la marca como reductora de tensiones psicosociales. f) Publicidad experiencial, impulsora o eco de experiencias táctiles y vicarias. g) Mensaje incidente en el modo de consumo.
Music acts as a prominent element of advertising, but its simple presence does not automatically improve the effects of advertising. The concept of musical fit was developed more than 25 years ago to address the question of how music can be used effectively in advertising. However, existing empirical research on this concept has yielded inconsistent results. Recently, we developed an instrument to determine musical fit systematically in audiovisual advertising (Herget et al., 2018). To test this instrument empirically, we created six advertising stimuli ("commercials" or "ads") representing six types of musical fit on four levels of musical fit, which varied only in terms of how many advertising reference points (spot narration, product, and/or target group) matched the background music. The findings of our between-subjects laboratory experiment (participants: 178 students, 74% female) reveal that the stimuli at different levels of musical fit differed sharply in terms of the intuitively perceived degree of musical fit (η² = .33). In addition, increasing the level of musical fit improved advertising efficiency in terms of participants' attitudes toward the ad (η² = .12) and product (η² = .12), as well as their purchase intentions (η² = .06) and memory performance (η² = .06). If other researchers were to use the instrument described, which defines and operationalizes musical fit systematically and transparently, results of future empirical studies would be more consistent. The results of the present study indicate that advertisers are well advised to select music to fit the commercial's reference points as closely as possible, to intensify the music's efficiency.
Many studies have quantified the effects of TV ad spending or gross rating points on brand sales. Yet this effect is likely moderated by the different types of brand-related messages or cues (e.g., logo, brand attributes) embedded in the ads and by the ways (e.g., explicitly or implicitly) these cues are conveyed to TV audiences. The authors thus measure 17 cues often used within ads to build brand awareness (or salience) and brand image and investigate their influence on ad effectiveness. Technically, the study builds a dynamic model to quantify the effects of advertising on sales; builds a robust and interpretable (i.e., nonparametric and sparse) factor model that integrates correlated, left-censored branding cues; and then models the effects of advertising as a function of the factors identified by these cues. An analysis of 177 campaigns aired by 62 brands finds that salience cues (e.g., logo) and benefit and attribute messages moderate ad effectiveness. It also finds that explicit cues are more effective than implicit ones; nonetheless, the primary drivers of ad effectiveness are visual salience cues: the duration and frequency with which the logo and the duration with which the product are displayed. The study can thus suggest ways brand and ad agency managers can improve the effects of creative ad content on sales.
Humor is a common goal of marketing communications, yet humorous advertisements do not always improve consumer attitudes towards the advertised brand. By investigating a potential downside of attempting to be humorous, our inquiry helps explain why humorous ads can fail to improve and potentially even hurt, brand attitudes. We show that advertisements intended to be humorous also risk causing negative emotions independent of humor appreciation. We investigate the link between humor appreciation, negative emotional reactions and brand attitudes using four samples of advertisements. We find that attitudes towards an advertised brand depend less on the degree to which the ad seems funny and more on the degree to which the ad triggers negative emotional reactions. Consequently, whether an advertisement helps or hurts brand attitudes depends on whether the ad decreases or increases consumers’ negative feelings independent of perceived humor.
A qualitative study was conducted to examine Chinese advertising practitioners’ perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-to-face in-depth interviews were conducted to collect data. Findings revealed Chinese advertising practitioners’ definitions of creativity and strategy, perceived criteria of creativity and strategy, perceptions of strategy typology, and how creative person, process, and press shape their perceptions of creativity. Theoretical and practical implications were offered.
ResearchGate has not been able to resolve any references for this publication.