Visual pollution: advertising, signage and environmental quality

Book review - Visual pollution: advertising, signage and environmental quality, by Adriana Portella, Farnham, Ashgate, 2014, 316 pp., £70 (hardback).

Health insurance competition in Germany – the role of advertising

In the 1990s, competition among public health insurance funds (‘sickness funds’) was introduced in Germany. As one means of competition, free choice of initial health funds and subsequent switching between them was made available to all insured. Since then, the number of funds has decreased substantially, and funds have had to engage in competitive strategies to remain in the market. In this paper, we want to analyse the funds' advertising activities in the face of the changed competitive environment. This has not been possible to date due to a lack of data. We use two new datasets to get a first insight into the potential effects of competition on funds' advertising strategies; one of the volume and cost of advertisements and one of their contents. Our results suggest that competition has been associated with an increase in the amount of advertising. As to the adverts themselves, we find that there was a decrease in the share of advertisements of a ‘general’ content in favour of advertisements of a more ‘fund-specific’ content. The data therefore indicate that once the market was open to switching of funds by the insured, funds' advertising efforts changed to differentiating their own perceived strengths from those of competitor funds. These observations allow us to draw some tentative conclusions about the relevance of (attempts of) risk selection by health funds via advertisements and about the general success of the pro-competitive legislation.

Red Time is Me-Time: Advertising, Ambivalence, and Women's Magazines

This study explores the concept of self for women in consumer culture, as it is played out in an experiential advertising campaign for a U.K. women's magazine called Red. The study qualitatively explores the tensions and ambivalences experienced by female participants in response to a campaign using the notion of self-indulgence and "me time" as they experience it in the context of their everyday lives. It shows how women attempt to reconcile the mixed emotions that the Red campaign evokes in them.

I Can't Believe It's Not Bakhtin!: Literary Theory, Postmodern Advertising and the Gender Agenda

Taking the literary theories of Mikhail Bakhtin as a starting point, the authors offer three gendered readings of a postmodern advertisement for Moët & Chandon champagne. They commence with a discussion of the influence of gender on textual interpretation; continue with an outline of Bakhtin's key concepts, with particular reference to gender; present three contrasting readings of Moët's postmodern advertisement; and conclude with a discussion of their interpretations together with some reflexive reflections on the gender agenda. Though not claiming to offer a comprehensive introduction to Bakhtin, they do try to exemplify, in a quasi-carnivalesque mode of exposition, something of the character of that supremely gifted thinker and to demonstrate the insights his concepts provide in relation to gendered readings of advertising texts.

Non-conventional advertising formats in television versus spots: An analysis based on the generated recall

Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot.

Advertising Colonial Romance and Imperial Masculinity: The Promotion of Philip Meadows Taylor's Novels in Britain

The comments of Charles Kegan Paul, the Victorian publisher who was involved in publishing the novels of the nineteenth-century British-Indian author Philip Meadows Taylor as single volume reprints in the 1880s, are illuminating. They are indicative of the publisher's position with regard to publishing - that there was often no correlation between commercial success and the artistic merit of a work. According to Kegan Paul, a substandard or mediocre text would be commercially successful as long it met a perceived want on the part of the public. In effect, the ruminations of the publisher suggests that a firm desirous of acquiring commercial success for a work should be an astute judge of the pre-existing wants of consumers within the market. Yet Theodor Adorno, writing in the mid-twentieth century, offers an entirely distinctive perspective to Kegan Paul's observations, arguing that there is nothing foreordained about consumer demand for certain cultural tropes or productions. They in fact are driven by an industry that preempts and conditions the possible reactions of the consumer. Both Kegan Paul's and Adorno's insights are illuminating when it comes to addressing the key issues explored in this essay. Kegan Paul's comments allude to the ways in which the publisher's promotion of Philip Meadows Taylor's fictional depictions of India and its peoples were to a large extent driven in the mid- to late-nineteenth century by their expectations of what metropolitan readers desired at any given time, whereas Adorno's insights reveal the ways in which British-Indian narratives and the public identity of their authors were not assured in advance, but were, to a large extent, engineered by the publishing industry and the literary marketplace.

Trademark Licensing in Keyword Advertising

This article examines the use of trademarks as keywords in sponsored links campaigns - in particular the impact of such usage on consumer confusion. It is thus important to highlight that there are a number of reasons why a consumer uses search engines. For example, it may be that a consumer searches for a type of product or service that appeals to them; the consumer may engage in comparison-shopping; or the consumer may already know the specific brand that he or she intends to purchase. Secondly, this article explores the possibility of infringement on other functions of trademarks in the case of the double-identity rule. Thirdly, the article discusses the negative aspects of broadening the concept of taking advantage and isolates this concept from the possibilities of confusion, detriment to the distinctive character, or the reputation of the trademark. Lastly, the article proposes possible remedies to the current situation – in particular the introduction of licensing models for the use of trademarks in keyword advertising and the application of the law on comparative advertising regarding the way the licensee uses those trademarks.

The Influence of Informational and Emotional Advertising Appeals on Advertising Effectiveness – Consumers’ Perspective on the Over-the-Counter Product Advertisements in Finland

Consumers face enormous amounts of promotional messages daily whereas the pharmaceutical companies among other industries spend considerable time and money developing effective advertising strategies. There are multiple possible ways to appeal the target customer in order to increase the effectiveness of the advertisement. In spite of the various possibilities to categorize persuasive communication, the informational and the emotional appeals are the typical approaches. This study assesses the influence of the informational and emotional advertising appeals on the advertising effectiveness in the context of OTCs in Finland. The research method applied in this study is a quantitative survey. The data consists of 461 responses from the target population of 18–80 years old Finnish speaking consumers. The results from the marketing research indicate that the positive correlations of the emotional appeals are much stronger than the positive correlations of the informational appeals relating to the advertising effectiveness. However, on average the Finnish consumers experience the OTC advertisements relying on the informational appeals more effective than the OTC advertisements relying on the emotional appeals. Furthermore, within emotional appeals there is a much greater variety in the experienced advertising effectiveness not providing as stabile and consistent experienced advertising effectiveness compared to the informational appeals. Thus, the OTC advertisement relying more on the emotional appeals are much more risky in terms of advertising effectiveness. There are also differences with the experienced advertising effectiveness between the Finnish consumer groups and the information can be utilised when designing tailored OTC advertisements. The Finnish men consider humorous advertisements more effective than the Finnish women. In addition, the people living outside Uusimaa Region experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people living in Uusimaa Region. In similar vein, the people with lower education experience higher advertising effectiveness with the advertisements relying more on the informational advertisements compared to the people with high education. Additionally, the older generation perceive an OTC advertisement with a middle-aged celebrity more effective than the younger consumers

OsHV-1 countermeasures to the Pacific oyster’s anti-viral response

The host-pathogen interactions between the Pacific oyster (Crassostrea gigas) and Ostreid herpesvirus type 1 (OsHV-1) are poorly characterised. Herpesviruses are a group of large, DNA viruses that are known to encode gene products that subvert their host’s antiviral response. It is likely that OsHV-1 has also evolved similar strategies as its genome encodes genes with high homology to C. gigas inhibitors of apoptosis (IAPs) and an interferon-stimulated gene (termed CH25H). The first objective of this study was to simultaneously investigate the expression of C. gigas and OsHV-1 genes that share high sequence homology during an acute infection. Comparison of apoptosis-related genes revealed that components of the extrinsic apoptosis pathway (TNF) were induced in response to OsHV-1 infection, but we failed to observe evidence of apoptosis using a combination of biochemical and molecular assays. IAPs encoded by OsHV-1 were highly expressed during the acute stage of infection and may explain why we didn’t observe evidence of apoptosis. However, C. gigas must have an alternative mechanism to apoptosis for clearing OsHV-1 from infected gill cells as we observed a reduction in viral DNA between 27 and 54 h post-infection. The reduction of viral DNA in C. gigas gill cells occurred after the up-regulation of interferon-stimulated genes (viperin, PKR, ADAR). In a second objective, we manipulated the host’s anti-viral response by injecting C. gigas with a small dose of poly I:C at the time of OsHV-1 infection. This small dose of poly I:C was unable to induce transcription of known antiviral effectors (ISGs), but these oysters were still capable of inhibiting OsHV-1 replication. This result suggests dsRNA induces an anti-viral response that is additional to the IFN-like pathway.

Mistranslations of Film Titles: Between Fidelity and Advertising

In the paper, the authors present and analyse examples of mistranslated film titles into the Polish language, selected from a database of over 1,100 titles and presented on the sample of the film genre comedy with all its subgenres. The authors discuss various film title translation strategies and procedures with reference to the literature on the subject. In the conclusions, the authors attempt to explain the reasons for the selection of certain translation procedures, with special focus on the free formulation of titles as the least transparent.

Progettazione e Implementazione di una piattaforma di Geofencing per il Context-Aware Advertising

La diffusione di smartphone e dispostivi mobili a cui si è assistito nell’ultima decade ha portato con sé lo sviluppo di nuovi sistemi e tecnologie basate sulla localizzazione. Questi sistemi vengono chiamati Location Based Systems (LBS) ed il loro successo è stato reso possibile dai sensori come GPS, antenna WiFi e accelerometro che hanno permesso agli sviluppatori di creare contenuti e servizi basati sulla posizione dell’utente. Una delle tecnologie su cui si basano i LBS è chiamata Geofencing e consiste nella creazione di aree virtuali (dette geofence) per delimitare luoghi di interesse (Point of Interests) e notificare l’utente quando entra, esce o si trova nelle vicinanze di una delle aree delimitate. Questa caratteristica viene utilizzata soprattutto per realizzare applicazioni che ricordano all’utente di svolgere delle azioni, per esempio un’app di promemoria che ricorda all’utente di comprare il latte quando si trova vicino ad un supermercato. Dal punto di vista economico, uno degli utilizzi piu` promettenti `e il co- siddetto Context Aware Advertising: i possessori di dispositivi mobili che si trovano a camminare nelle vicinanze di un negozio o un centro commer- ciale possono essere considerati possibili clienti e ricevere delle notifiche con pubblicit`a o questionari. Nel seguente lavoro verrà analizzato nel dettaglio cos’è il Geofencing, le sue applicazioni e le tecnologie sulla quale si basa. Verranno presi in considerazione alcuni problemi relativi all’utilizzo delle tecnologie di posizionamento, con particolare attenzione ai consumi di batteria. Verrà inoltre descritta la progettazione e l’implementazione di una piattaforma che permette ai possessori di attività commerciali di creare e gestire dei POI nonché di monitorare gli spostamenti dei possibili clienti. Dopo aver installato l’applicazione mobile sul proprio smartphone, i clienti potranno ricevere notifiche una volta oltrepassati i confini di un geofence.

Akzeptanz und Wahrnehmung von In-Game-Advertising

Das Ziel der vorliegenden Bachelorarbeit ist es zu überprüfen in wie weit Werbung und Videospiele miteinander vereinbar sind und ob Wahrnehmung und Akzeptanz im Zusammenhang stehen (in Bezug auf In-Game-Advertising). Zunächst erfolgt eine Recherche der theoretischen Grundlagen über In-Game-Advertising. Hierbei werden als erstes Begriffe und Rahmenbedingungen definiert und erklärt. Weiter wird die Geschichte der Videospielindustrie erläutert. Anschließend wird das aktuelle Nutzungsverhalten von Videospielen behandelt und die Zielgruppe analysiert. Danach erfolgt eine Analyse des Marktes. Dabei werden Daten verwendet, welche sich auf die Vergangenheit und Gegenwart beziehen. Eine kurze Prognose ist auch enthalten. Das Potenzial in der Videospielbranche wird kurz geklärt. Die Begrifflichkeiten Wahrnehmung und Akzeptanz werden im Anschluss erläutert. Bevor am Ende die Kernhypothese überprüft werden kann, wird In-Game-Advertising anhand von zwei Videospielen beschrieben. Diese bilden die Grundlage für die empirische Analyse. Der letzte Teil beschäftigt sich mit dieser empirischen Analyse. Anhand der Antworten eines Onlinefragebogens werden die Hypothesen, welche sich unter anderen aus der Recherche ergeben haben, erörtert. Dabei stellte sich heraus, dass Wahrnehmung und Akzeptanz im Zusammenhang stehen, aber nicht so stark wie angenommen. In-Game-Advertising hat eine Zukunft, wenn bestimmte Rahmenbedingungen im Vorfeld der Implementierung beachtet und eingehalten werden. Am Ende der Arbeit erfolgt ein Fazit, in dem die Arbeit kurz zusammengefasst wird, mit einer kurzen Prognose in Sachen In-Game-Advertising.