Does humor work in advertising of pharmaceutical products?

This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.

The role of humor in television advertisement: A study regarding Portuguese consumers’ emotions and reactions

The purpose of this study is to explore the humorous side of television advertisement and its impact on Portuguese consumers’ hearts, minds and wallets. Both qualitative (through in-depth interviews) and quantitative (through an on-line survey and subsequent statistical data analysis) methods were used, guaranteeing a more consistent, strong and valid research. Twenty-five interviews with randomly chosen consumers were conducted face-to-face and three interviews via e-mail with marketers and television advertisers were performed in order to explore profoundly the subject. Moreover, 360 people have answered the on-line survey. Through the analysis of the data collected humor perception was found to be positively correlated with persuasion and intention to purchase the product; intention to share the advert; message comprehension; product liking and development of positive feelings towards the brand and brand credibility variables. The main implication of these findings relies on the fact that humor in advertising is able to boost its effectiveness.

How CSR claims in advertising affect children’s preferences and purchase intentions

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Measurement of ß-tryptase in postmortem serum, pericardial fluid, urine and vitreous humor in forensic setting

L'activation des mastocytes se produit dans plusieurs conditions pathologiques et est principalement observée chez des patients développant une réaction anaphylactique. Dans la pratique clinique, la mesure de l'histamine et de ses métabolites dans le plasma et dans l'urine du patient peut être effectuée et montre parfois des résultats aussi précis que la mesure de la beta-tryptase dans le sang lorsqu'il est nécessaire de confirmer une activation mastocytaire. En revanche, la mesure de la beta tryptase dans l'urine dans un but diagnostic n'a que rarement été effectuée sur des personnes vivantes et a montré des résultats contradictoires. Dans le domaine de la médecine légale, la mesure de la beta-tryptase dans un but diagnostic est effectuée dans le sérum postmortem obtenu à partir de sang prélevé au niveau fémoral. Cependant, le sang peut être partiellement ou complètement indisponible dans certains cas spécifiques, dans les autopsies de nourrissons ou de corps sévèrement mutilés par exemple. Un des buts de notre étude est d'évaluer la pertinence de la mesure de la beta-tryptase dans des échantillons biologiques alternatifs, à savoir dans l'urine, l'humeur vitrée et le liquide péricardique. Pour cela nous avons sélectionné 94 cas d'autopsies comprenant 6 cas de réaction anaphylactique suite à l'administration de produits de contraste radiologique, 10 cas d'hypothermie, 10 cas d'acidocétose diabétique, 10 cas de suicide par arme à feu, 18 cas de décès consécutif à une injection d'héroïne, 10 cas de décès traumatiques, 10 cas de mort subite avec peu ou pas d'athérosclérose coronarienne, 10 cas de décès avec une athérosclérose coronarienne sévère mais sans signe d'infarctus du myocarde et 10 cas de décès consécutif à un infarctus du myocarde avec une athérosclérose coronarienne sévère. Dans tous les cas de réaction anaphylactique suite à l'administration de produit de contraste radiologique, les concentrations de beta-tryptase, mesurées dans le sérum postmortem et dans le liquide péricardique, ont montré des valeurs plus élevées que le seuil clinique de référence (11 ng/l) et le seuil postmortem de référence (45 ng/l). La concentration de beta-tryptase mesurée dans l'urine et l'humeur vitrée a montré des valeurs inférieures au seuil clinique dans tous les cas de notre étude. La mesure de la concentration de beta tryptase dans le liquide péricardique semble donc une alternative valable à la mesure dans le sérum postmortem, lorsque le sang fémoral n'est pas disponible durant l'autopsie, afin de poser un diagnostic de réaction anaphylactique.

Measurement of β-tryptase in postmortem serum, pericardial fluid, urine and vitreous humor in the forensic setting.

In the realm of forensic pathology, β-tryptase measurement for diagnostic purposes is performed in postmortem serum obtained from femoral blood. This may be partially or completely unavailable in some specific cases, such as infant autopsies and severely damaged bodies. The aim of this study was to investigate the usefulness of determining β-tryptase levels for diagnostic purposes in alternative biological samples. Urine, vitreous humor and pericardial fluid were selected and measured in 94 subjects including: fatal anaphylaxis following contrast material administration (6 cases), hypothermia (10 cases), diabetic ketoacidosis (10 cases), gunshot suicide (10 cases), heroin injection-related deaths (18 cases), trauma (10 cases), sudden death with minimal coronary atherosclerosis (10 cases), severe coronary atherosclerosis without myocardial infarction (10 cases) and severe coronary atherosclerosis with myocardial infarction (10 cases). Postmortem serum and pericardial fluid β-tryptase levels higher than the clinical reference value (11.4ng/ml) were systematically identified in fatal anaphylaxis following contrast material administration and 6 cases unrelated to anaphylaxis. β-tryptase concentrations in urine and vitreous humor were lower than the clinical reference value in all cases included in this study. Determination of β-tryptase in pericardial fluid appears to be a possible alternative to postmortem serum in the early postmortem period when femoral blood cannot be collected during autopsy and biochemical investigations are required to objectify increased β-tryptase levels.

Perfect Parents: Portrayals of Parenthood in Advertising

Mainonnalla ei myydä kuluttajille ainoastaan tuotteita ja palveluita vaan myös kuvaa täydellisestä elämästä. Lapsen saaminen on suuri muutos elämässä ja tällaisessa muutosvaiheessa ihminen voi olla altis sille, kuinka vanhemmuus esitetään mainoksissa. Mainonta rakentaa osaltaan versiota todellisuudesta uusille vanhemmille. Tämän tutkimuksen tarkoitus on selvittää, kuinka vanhemmuutta kuvataan mainonnassa. Mainokset 24:stä kahden eri pienten lasten vanhemmille suunnatun aikakauslehden numerosta tutkittiin. Näistä 71 mainoksen lopullista otantaa tarkasteltiin tarkemmin. Vanhemmuuden kuvaa tutkittiin sisältöanalyysin ja diskurssianalyysin avulla. Mainonnan elementtejä ja sukupuolien esittämisen eroja tarkasteltiin. Tutkimuksen vahvistamiseksi seitsemää mainonnan kohderyhmään kuuluvaa pienten lasten vanhempaa haastateltiin ja haastateltavien mielikuvaa vanhemmuuden esittämisestä verrattiin mainontaan. Mainoksista löydettiin kuusi eri vanhemmuuden diskurssia. Täydellisen vanhemman kuva rakentui melko kapeaksi, sillä suurin osa vanhemmista mainoksissa kuului samaan ikäluokkaan, oli ulkonäöltään samankaltaisia ja teki samoja asioita. Äidit dominoivat mainontaa selvästi ja sukupuoliroolien erot olivat selviä. Vanhemmille suunnattu mainonta luottaa vahvasti kuviin lapsista ja vaarana onkin, ettei mainonta erotu journalistisesta sisällöstä vanhemmuutta käsittelevissä aikakauslehdissä.

Grabbing attention while reading website pages: the influence of verbal emotional cues in advertising

The increasing use of the World Wide Web has promised a huge advertising platform for marketers. Investment in online advertising is growing and is expected to overcome traditional media. However, recent studies have reported that users avoid looking at advertising displayed on the World Wide Web. This study aimed at examining the impact of verbal emotional cues (negative/neutral/positive) to capture attention on website’s advertising areas through an eye tracker system. The results revealed significant statistical differences between fixations to negative, positive words and neutral words. Significant differences between the number of fixations and recognition of the target words were found only for the negative valence words. We conclude that negative emotional words could play a major role on user attention to advertising.

The problems of equivalence in advertising translation: examples from English and Russian

Abstract The academic environment has recently recognized the importance and benefits that an extensive research on the translation of advertising can have for translation studies. Despite the growing interest and increasing research activity in the field it is still difficult to speak about a theory of advertising translation in general. There is a need for further study encompassing different languages and both heterogeneous and homogenous cultures that will give the possibility to receive a more complete map of what the translation of advertising is and should be. Previous studies have been concentrated, for the most part, on Western European language pairs. This study is a research into perfume and cosmetics print advertisements translated from English into Russian where both visual and verbal elements are considered. Three broad translation approaches have been identified in what concerns the verbal message: Translated message, parallel translation, recreated adverts, and three approaches in dealing with the image: similar images, modified images, completely different images. The thesis shows that where Russian advertisements for perfume products tend to have a message, or create one, this is often lacking in the English copy. The article ends by suggesting that perfume advertisements favor the standardization approach when entering Russian market. The attempts to localize the advert have also been noticed although they are obviously less numerous in perfume adverts and are rather instances of adaptation - a mix between the localization and standardization approaches since they keep drawing on the same globally accepted universals about female beauty and concern for ‘woman’s identity’ (we focused our analysis on products designed for female consumers). This study, complementing previous studies, aims to be a contribution to the description of laws and strategies that guide the translation of advertising texts into Russian.