Abstract The current research investigates intersections of masculinity and race/ethnicity as portrayed in mainstream advertisements by assessing 1,181 print ads across two time periods. Drawing on intersectionality and content analysis, the intersections of masculinity types and race/ethnicity are explored. Results suggest a narrow assessment of these elements as part of diversity can lead to false

Abstract Two studies examine the interplay between mood and native-advertising type (listicle and narrative) on attitudinal and behavioral response. Study 1 found that listicles elicited more item-specific processing thoughts than narratives while narratives induced more relational processing thoughts than listicles. Results also suggest that people in a negative mood find native ads presented in a

Abstract Online video ads on video-streaming platforms interrupt viewers’ video-watching experiences, presumably triggering anger, irritation, and negative cognition. Thereby, with a theoretical framework of psychological reactance, we call scholarly attention to the role of ad choice in mitigating the negative effect of interruptions from mid-roll video ads. We propose that the effect of ad choice

Abstract In this article we provide a primer for blockchain technology (BT) and explain ways that it has been applied (or can be applied) to the field of advertising research and practice. We situate this primer inside a critical look at the evolution of digital advertising that has been driven largely by immediate technological need for the maximization of profit rather than considerations for societal

Abstract Gender is a feature of beauty marketing, used in marketing segmentation and communication images, where binary images are predominant. Recently, the social identity of gender has become increasingly nuanced as a more complex set of identities, including genderqueer and nonbinary, influences marketing communications. As part of cultural expression, advertising reflects and impacts how consumers

Abstract Since the onset of the COVID-19 pandemic, many corporations have employed a new form of corporate social responsibility (CSR) advertising that incorporates COVID-19-related health behavior recommendations. This type of CSR advertising seeks to increase both business-oriented responses and health-oriented responses. As such, these ads are thought to benefit three audiences from inclusion of

Abstract How well are adolescents prepared to competently cope with sponsored influencer content? This article provides a systematic mapping of influencer-specific dispositional persuasion knowledge in the five dimensions proposed by the persuasion knowledge model (PKM). In twenty-three focus groups with 132 German adolescents between eleven and fifteen years of age, the author found that adolescents

Abstract The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements

Abstract This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connectedness and bonding with the community, and

Abstract Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action (CTA), and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through

Abstract Using a mixed-methods approach, this study explored how automobile companies in Saudi Arabia used Twitter to market to women after the Saudi Arabian government lifted its ban on women driving. All tweets from auto companies posted between September 26, 2017, and June 30, 2018, were examined. While a total of 11,028 tweets were targeted toward Saudi citizens during this historic period, only

Abstract This article addresses the three biggest issues surrounding creativity in advertising: the need for a new test to identify highly creative individuals, the need to provide a better creative idea generation procedure, and the need to pretest ideas for effectiveness. I critically review what has already been done and then draw upon my own extensive work in the field of creativity ability testing

Abstract Despite industry and academic attention to disclosures in sponsored content over recent years, questions remain concerning how consumers process message and context-related characteristics. Primarily building upon the covert advertising recognition and effects (CARE) model, this study investigated the effects of disclosures (present versus absent), brand placement type (text versus picture)

Abstract This article reports the results of a study examining consumer responses to gym membership advertisements for individual and group workout programs, according to whether the ads use a gain frame for advertising a minimum participation requirement (“Visit ten times a month and get $50 off”) or a loss frame (“Pay $50 more if you fail to make ten visits a month”). Participants in a 2 (group versus

Abstract Influencer advertising has become a multibillion-dollar industry, with young people playing a large role. While there are ethical concerns regarding targeting an audience too young to comprehend this subtle form of advertising, clear disclosures can help trigger children’s persuasion knowledge. Some influencers and sponsors have expressed concern that prominent disclosures will negatively

Abstract This research investigates the effects of digital context on perception of green advertising. We challenge the common advertising practice of posting similar content across platforms by showing how the same ad is received differently by consumers on different digital channels. We use social norms theory (SNT) to build our hypotheses and test them with two experiments. We demonstrate that on

Abstract By applying the computational method of decision trees, this research identifies the most decisive attributes enhancing ad persuasiveness by examining the contextual effects of emotional (in)congruence on ad placement for music videos on YouTube. Findings of this interdisciplinary research not only evaluated key psychological constructs via a computational approach to predict persuasiveness

Abstract Virtual reality (VR) tourism provides individuals with a brief, but realistic, preview of travel destinations. Despite the increasing popularity of VR tourism in destination advertising, outcomes and underlying mechanisms of virtual tours remain underexplored. Guided by the theoretical framework of spatial presence, this experiment (N = 118) investigated how VR tourism affected behavioral

Abstract Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing connotations, making them challenging to detect and minimize via government regulation. To meet this challenge, VSs in ads are posited as a societal problem needing societal scrutiny. Hence, a pluralistic three-stage

Abstract Organizations across sectors are collaborating on social initiatives, taking political action, and using media platforms to speak out on a range of social issues. This study deals with the emerging phenomena of purpose-driven and social-impact communications from an agency standpoint. This study employs inductive analysis to understand how such agencies define themselves, their value, and

Abstract This article overviews the photovoice method and proposes ways in which photovoice can contribute to theory building in advertising. Although theory building using photovoice has been discussed in prior literature, the method has been ignored in advertising, and no study has connected photovoice to advertising research. This article presents definitions, history, and aspects of photovoice

ABSTRACT This study investigates the mechanism underlying how consumers cope with native advertising on the Facebook newsfeed, particularly focusing on ad avoidance. Native ads on Facebook have unique features in that they are both intrusive and relevant to users. Study 1 (survey: N = 501) decomposed a persuasion knowledge construct into dispositional, conceptual, and attitudinal features to address

ABSTRACT This research adopts the PAD model of emotions (i.e., pleasure–arousal–dominance) and conducts two survey studies to empirically test the role of emotions in viral advertising. Study 1 confirms the positive role of pleasure, arousal, and dominance in making a video commercial spread virally. Results demonstrate that dominance is the strongest predictor among the three dimensions to explain

ABSTRACT Marketers and advertising agencies must navigate an increasingly complex and ambiguous digital media environment. Advertising agencies have responded by adding new roles and removing barriers to integrating digital media into marketing campaigns. Despite these changes aiming to address clients’ needs, the agency-client relationship has reached an all-time low. The current study seeks to close

Abstract In advertising, the digital manipulation of the human body involves removing, adding, distorting, replacing, or disfiguring body parts, creating a unique form of schema violation. Such manipulations—termed body disturbance (BD)—are generally designed to attract attention, underscore message content, and inject humor. Based on our lifetime of exposure to the human body’s appearance, properties

Abstract In a democracy, political advertising should offer truthful information so voters can make informed decisions about candidates. Given changes in political advertising (digital media, regulations), voters may not have the requisite political advertising literacy to critically scrutinize and evaluate political messages, leading them to be persuaded by false advertisements. Using the Persuasion

Abstract Good advertising is not enough anymore. With technological and societal progress, savvy consumers, and new media revenue models, advertising needs to be truly good to serve a purpose and to be allowed to live on. In this paper, I outline how truly good advertising (TGA) does not only produce equity for the advertiser, but also generates advertising equity to the benefit of the consumer, adds

(2021). Truly Bad Advertising: The Badder, the Better. Journal of Current Issues & Research in Advertising: Vol. 42, Devil or Angel on My Shoulder? Vice and Virtue in Advertising, pp. 132-137.

Abstract Guided by the appraisal-tendency framework and construal level theory, this study investigates how emotional appeals (guilt vs. shame) and social distance frames (distant vs. proximal) influence college students’ attitude toward bystander action campaign and intention to intervene in sexual violence situations. The findings indicated a two-way interaction effect between these two message factors

Abstract The study examines how industry professionals perceive, process, and approach ethics in advertising. Thirty-four in-depth interviews with advertising practitioners were undertaken to assess the type of ethical considerations experienced by professionals today. Deceptive advertising was selected for a shared context in assessing level and process of ethical reasoning. Two scholarly frameworks

Abstract This research examines how a brand’s ad adjacency to offensive content influences consumers’ perceptions, emotions, and behavioral intentions toward the brand. Varying the type of offensive content, we conduct two experiments to demonstrate how offensive association (OA) between social media content and the brand’s ad increases negative word-of-mouth (NWOM) intentions. The two studies show

Abstract How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgment Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and

Abstract While the global coronavirus pandemic might not have caused many of the changes we are witnessing in the field of advertising, it has definitely accelerated the rate of change in many areas of our society and field. In this article, we begin by outlining some of the significant changes that the Covid-19 pandemic has accelerated. Using a systems approach to advertising research, we examine

Abstract Facing the rising trend of sponsored product reviews posted on social media, government regulatory agencies have published industry guidelines requiring disclosure of sponsorship in social media product reviews. However, research about the effects of online product review sponsorship disclosures, especially in the social media context, is still limited. To address this problem, the current

Abstract Influencer marketing has upended traditional notions of endorsement, as advertisers partner with social media users with diverse followings but higher levels of engagement to reach key audiences. Twenty-five personal interviews were conducted with adults between the ages of 18 and 51 years to unearth shared experiences with and perceptions of influencer marketing efforts. Three key themes

Abstract Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities’ investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors’ intentions to invest in the projects increase. Furthermore

Abstract The rise of mobile usage, as well as increasing amount of information, contributes to the individual’s inattention to ads and multitasking behavior. In many situations, multitasking has taken attention away from advertising messages, leading to a decrease in message effectiveness. Nonetheless, previous research has shown a potential benefit of multitasking on memory because, in some situations

Abstract Disability community members have voiced concerns about advertising’s representations of persons with disabilities (PWDs). “Inspiration porn” in advertising often takes the form of showing a PWD completing challenging, physical tasks. Utilizing a 2 (model: non-disabled vs. disabled) by 2 (challenge level: none vs. high) by 2 (ad replication: male vs. female) between subjects design, an online

Abstract Mothers are among the original social media influencers and their social media content plays a vital role in supporting and sustaining motherhood through relationships of social exchange while simultaneously supporting brand marketing efforts. This study, then, uses a within-subjects, repeated-measure experimental design to examine how increasing the overtness in the promotional explicitness

Abstract The number of men choosing to stay at home to be the primary caregivers for their children is on the rise. Historically, advertising has reflected, reinforced and hastened the pace of societal change. With increase in stay-at-home dads (SAHDs), there is also an increase in the ads featuring them. Based on Congruity Theory and Gender Role Ideologies as theoretical framework and an experimental

Abstract Open-office plans have become the dominant mode for creative workplaces, designed to encourage collaboration. Little scholarly research assesses the validity of that trend, the conventional wisdom behind it, or the impact of open environments on creativity, employee productivity, satisfaction, or success. This exploratory study surveys 143 people working in advertising and the creative industries

Abstract Consumers’ ability to find information on demand via social media has given them considerable power they do not have with mass advertising, and social media offers great potential for brands to utilize celebrity endorsers for product promotion. This research highlights the importance of linguistics in examining the effectiveness of celebrities’ social media content, particularly that of Olympic

Abstract This interdisciplinary work provides insight into why 2018 was a pivotal year for women in American advertising. Specifically, the study uses quantitative and qualitative methodology to explore the number of women in advertising creative departments across the United States from 2012 to 2018, juxtaposed to interviews with women executives who signed on to launch Time’s Up/Advertising in 2018

Abstract This report presents an exploratory study that compares the emotional response outcomes to anti-terrorism messages when the attributed source is manipulated (for-profit, not-for-profit, and government). The concept of discrete emotions (e.g., anger, joy, fear) was used to explore the emotions elicited by this type of message and its sources and the unique influence on audience’s perceptions

Abstract Despite ease of processing from greater prior knowledge and expertise, high-familiarity consumers often fail to process product-specific information more than low-familiarity consumers. This paradox of familiarity makes reaching consumers particularly difficult for new brands of familiar products. A creative execution corollary proposes that sufficiently engaging executions should motivate

Abstract Increasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate

Abstract Brands have long been advised to not post or encourage negative messages about competing brands; but individual users independently posting “snark” or celebrating the travails of competing brands via social media is common. This study investigates how schadenfreude, pleasure derived from another’s misfortune, generated by negative social media posts about competing brands affects brand perceptions

Abstract Developments in biotechnology have had a huge impact on agriculture in the past century. Despite reassurances from some experts and agriculture biotechnology manufacturers, a number of groups fear the benefits in productivity do not outweigh the potential threats to health and the environment. This research presents a content analysis of advertisements for agricultural biotechnology products

Abstract Alcohol abuse among women, specifically mothers, is on the rise and has been called an emerging public health crisis. Social media, unrealistic societal expectations, and alcohol dependency drive some women into isolation. In a polycentric media environment where user-generated content is the norm, developing public service announcements (PSAs) to increase awareness of the dangers of overconsumption

Abstract Brands use spokescharacters like Hello Kitty and Miss Piggy to successfully market products like candy, cereal, and fast food to both adults and children. Recently, advertisers and brands began using spokescharacters to promote luxury products like jewelry, handbags, and makeup to adult women, perhaps to tap into women’s nostalgic feelings about these characters from childhood. This study

Abstract This study looks at how highly educated, politically literate individuals make sense of political front group advertising. Using the concepts of the persuasion knowledge model and Malmelin's model of advertising literacy, the study explores the knowledge base needed for individuals to be literate in reading these types of political ads. The study uses in-depth interviews with both self-identified

Abstract It is estimated that within the online advertising industry, online advertising fraud (OAF) accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic analysis to examine the marketing perspective; therefore, this article examines online marketing professionals’ attitudes toward OAF by conducting eighty-nine interviews. The findings suggest that OAF is a high

Abstract Brand Authenticity is paramount in contemporary advertising and brands can communicate their authenticity by supporting social and environmental crises. Brands often donate money or products to causes, and while the value of such activities has been documented, the actual nature of the donation relative to authenticity and subsequent outcomes is unclear. How much should brands donate? What

Abstract This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an alcohol company. The study examines whether individual variation in the immersive tendency plays a role in the perception of CSR initiatives in VR videos. This study reveals that consumers (i.e

Abstract Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more persuaded than others by messages advocating

Abstract To understand the growing trend of gender-themed empowerment advertising, such as “femvertising” and “dadvertising,” this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, different sources and dimensions of empowerment as well as types of social

Abstract Process- and outcome-focused mental simulation has been widely adopted in creating advertising messages. Via two experiments, we investigated how chronological (Study 1) and incidental (Study 2) future time perspectives influence consumer responses to process- and outcome-focused advertisements. Study 1 discovered that older participants expressed more favorable ad attitudes and product attitudes

Abstract This study explores whether the negative effects of consumer skepticism toward cause-related marketing communications can be lessened through emotional messaging and heuristic cues such as the number of likes and followers on a Facebook brand page. Results of an eye-tracking experiment (N = 197) indicated that although skepticism prohibited consumers’ message elaboration, (i.e., the extent

Abstract There has been limited attention to cancer narrative public service announcements (CNPSAs) despite their potential to educate and engage consumers. Attributes of “well-told” stories are assumed to lead to narrative success, yet seldom do studies describe the nature of characteristics used in real-world advertisements. A major goal of the research was to quantitatively examine the more qualitative

Abstract With many rendering child obesity as a national priority, researchers are calling for transformative approaches to investigating the precursors of child obesity, including persuasion, and parental and media socialization, among others. This research utilizes a matched child-parent survey to test a multifaceted model of child obesity, with child reports on targeted food advertising evidencing