What makes an ad enjoyable? Analysing advertising appeals as viewed by Portuguese consumers

Nowadays, consumers are faced with a variety of media that convey myriad advertising messages, which struggle amidst a highly competitive environment, with a view to drawing the viewers’ attention, raising awareness, creating interest and inspiring desire and, ultimately, leading to the purchase of the product/service at stake. For this, advertising professionals deliberately intertwine their selling arguments with emotionally-charged creative concepts. It is the aim of this study to analyse the impact of the main creative appeals and to identify groups of consumers based on their attitudes towards them. We have undertaken a quantitative study, by means of a survey administered to a convenience sample with a list of creative appeals, which had to be classified by the respondents according to their attitudes. Globally speaking, the preferred appeals were humour, music and animation. Nonetheless, it was possible to divide the respondents into three groups. ‘Advertising fans’, the ‘rationally-minded’ and the ‘emotionally-minded’. This study presents some limitations, especially as to the sample used. Apart from the reduced number of respondents and lack of more widespread geographic reach, some academic qualifications were underrepresented. The results of this study offer some avenues to be explored by marketing and advertising professionals when it comes to deciding on the best creative approach to select for their advertising campaigns. Besides, this study paves the way to the development of future research on the issue of advertising appeals and its relationship with the psychographic characteristics of consumers.

PoS-tagging the Web in Portuguese. National varieties, text typologies and spelling systems

The great amount of text produced every day in the Web turned it as one of the main sources for obtaining linguistic corpora, that are further analyzed with Natural Language Processing techniques. On a global scale, languages such as Portuguese - official in 9 countries - appear on the Web in several varieties, with lexical, morphological and syntactic (among others) differences. Besides, a unified spelling system for Portuguese has been recently approved, and its implementation process has already started in some countries. However, it will last several years, so different varieties and spelling systems coexist. Since PoS-taggers for Portuguese are specifically built for a particular variety, this work analyzes different training corpora and lexica combinations aimed at building a model with high-precision annotation in several varieties and spelling systems of this language. Moreover, this paper presents different dictionaries of the new orthography (Spelling Agreement) as well as a new freely available testing corpus, containing different varieties and textual typologies.

Shear wave velocity estimation in the metropolitan area of Málaga (S Spain)

We carry out a seismic noise study based on array measurements at three sites in the Málaga basin, South Spain, for the further estimation of shear wave velocity profiles. For this purpose, we use both the H/V method and the f–k technique in order to characterize the different materials present in the zone, i.e., Quaternary sediments and Pliocene sedimentary rocks above the bedrock. The H/V analysis shows frequency peaks going from 1 Hz, in areas close to the border of the basin, to 0.3 Hz in places located toward the center of the formation. The f–k analysis allows obtaining the dispersion curves associated with each site and subsequently, estimating the Vs profiles by inversion of the respective group velocities. In this way, the basin basement can be characterized by S-wave velocities greater than 2000 m/s. Regarding the basin fill, it is divided into three layers defined by different wave velocity intervals. The shallowest one is featured by velocities ranging from 150 to 400 m/s and comprises the Quaternary sediments, while velocities going from 550–700 to1200–1600 m/s characterize the two underlying layers composed by Pliocene sediments. Finally, the information provided by the three Vs profiles is integrated in a 2D cross-section of the basin to have a spatial view of its sedimentary structure. The results obtained here, in addition to providing useful information about the infill of the basin near the metropolitan area of Málaga, will be very helpful for future seismic zonation studies in the region.

Fashion opinion leadership, innovativeness and attitude toward advertising among Portuguese consumers

In the context of the fashion market, this study aims to analyze opinion leadership and, specifically, to verify the correlation that may exist between opinion leadership, fashion innovativeness and attitude towards fashion advertising. It is also intended to identify two different consumer groups: opinion leaders and fashion followers based on “opinion leadership” construct. Data collection was done through a self-administered questionnaire with a convenience sample of 203 graduate and postgraduate students of two universities of Porto, the second major city of Portugal. Results show a positive correlation between fashion innovativeness, fashion opinion leadership, and attitude towards fashion advertising. It was possible to identify two groups of consumers: fashion influencers, who exhibit a moderate sense of innovativeness and a positive attitude towards fashion advertising; and fashion followers who don’t consider themselves neither innovators nor opinion leaders, but have a moderate positive attitude towards fashion advertising.