Dimensions of source credibility in the case of user-generated advertisements

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

Dimensions of source credibility in the case of user-generated advertisements

User-generated advertising changed the world of advertising and changed the strategies used by marketers. Many researchers explored the dimensions of source credibility in traditional media and online advertising. However, little previous research explored the dimensions of source credibility in the context of user-generated advertising. This exploratory study aims to investigate the different dimensions of source credibility in the case of user-generated advertising. More precisely, this study will explore the following factors: (1) objectivity, (2) trustworthiness, (3) expertise, (4) familiarity, (5) attractiveness and (6) frequency. The results suggest that some of the dimensions of source credibility (objectivity, trustworthiness, expertise, familiarity and attractiveness) remain the same in the case of user-generated advertising. Additionally, a new dimension is added to the factors that explain source credibility (reputation). Furthermore, the analysis suggests that the dimension “frequency” is not an explanatory factor of credibility in the case of user-generated advertisement. The study also suggests that companies using user-generated advertisement as part of their overall marketing strategy should focus on objectivity, trustworthiness, expertise, attractiveness and reputation when selecting users that will communicate sponsored user-generated advertisements.

Generic features of eighteenth-century American runaway slave advertisements

Pro-gradu –tutkielmani aiheena ovat 1700-luvun ”karanneet orjat” – sanomalehtiilmoitusten genrelle ominaiset piirteet. Tutkimusaineisto koostuu 190 ilmoituksesta, jotka ovat alkuperäisesti ilmestyneet virginialaisissa, pennsylvanialaisissa ja newyorkilaisissa sanomalehdissä 1730-luvulta 1770-luvulle. Tutkimuksen kohteeksi on rajattu ilmoitukset, joissa yksityishenkilöt ilmoittavat orjan/orjien karanneet ja lupaavat kiinniottajalle palkkion. Tutkielman tarkoituksena on tarkastella, millaisia ovat tyypilliset kielelliset piirteet näissä teksteissä ja millainen on prototyyppinen genren edustaja. Genreteorian lisäksi teoriaosuudessa käsittelen jonkin verran 1700- luvun englannin kielen yleisiä piirteitä sekä orjuuden ja sanomalehtien syntyhistoriaa Amerikassa taustoittaakseni tutkimusta. Analyysissa hyödynnän mm. Swalesin ja Bhatian käyttämää käsitettä siirroista (moves). Tutkin ilmoituksien tyypillistä rakennetta jakamalla ne yhdeksään siirtoon, joilla kaikilla on oma tehtävänsä ilmoituksessa. Jotkut siirrot, kuten karkulaisen kuvailu ja palkkion lupaaminen, esiintyvät kaikissa ilmoituksissa, kun taas toiset siirrot ovat läsnä harvemmin. Muita tälle genrelle tyypillisiä ominaisuuksia ovat esim. ilmoituksissa toistuvat kiinteät fraasit ja tietyt sanastolliset erikoisuudet. Lisäksi tutkin ilmoituksissa käytettäviä tapoja viitata asiaan liittyviin henkilöihin, sekä erilaisia toimia, joita ilmoitusten jättäjät ilmoituksien avulla suorittavat. Genressä on havaittavissa pieniä reilun neljänkymmenen vuoden kuluessa tapahtuneita muutoksia, mutta myös eroavaisuuksia eri siirtokuntien ilmoitusten välillä. Yleisesti voidaan todeta, että vaikka ”karanneet orjat” –ilmoitukset voivat vaihdella rakenteeltaan ja sanavalinnoiltaan, suuri osa ilmoituksista seuraa kuitenkin melko prototyyppistä muottia.

Dominion Chain Co., Limited advertisements, 1918, n.d.

The advertisements are for weed chains and unit chains for tires. Weed and unit chains were designed for use on muddy roads, snow, ice, wet pavement, and sand for single and dual solid truck tires. The Dominion Chain Co., Limited of Niagara Falls, Ontario began operation in 1914. The plant was located at 800 Bender Hill and in 1963 it employed between 250 and 500 people.

Notebook/Advertisements for Farming

A notebook with pages of advertisements and letters describing farming in Ontario and farm land available in Ontario. Also mentions arrangement for Settlers in Port Arthur. There is a section of blank pages (pp. 8-45). Pages 5-7 are lists of "Drill Scale Quarts" for Wheat, Oats and Pear.

Marketing the Damaged Self: The Construction of Identity in Advertisements Directed Towards People with HIV/AIDS

This paper explores the identities projected in advertisements directed towards HIV positive individuals and people with AIDS. Fifty such advertisements were collected from three popular American magazines for gay men over a period of seven months. Analysis of the ads reveals a paradoxical presentation of people with HIV/AIDS, which offers simultaneous conflicting images of hope and fear, power and weakness, innocence and guilt. An interactive sociolinguistic model through which this contradictory discourse might be understood is presented, drawing on Goffman’s insights on stigma management and the presentation of the self in social interaction. Advertisements directed towards people with HIV/AIDS, it is suggested, present a contradictory discourse in which the advertisers are positioned as ‘the wise’, offering to mediate the conflicting identities of the stigmatized. The identity values enacted in this contradictory discourse are further measured against American conceptions of communication and the self as observed by Carbaugh and others. The possible consequences of these positionings on the roles made available to people with HIV/AIDS in the wider social context are discussed.

Running in Heels: an Analysis of Advertisements By Female Senate Candidates

Female candidates have become more successful in the political arena, specifically in the United States Senate. Today, females make up twenty percent of the total Senate seats. Despite this increase, females are still underrepresented in Washington. As such, understanding the roadblocks to equality will help us achieve parity. In an attempt to understand various challenges that female senatorial candidates face, this project looks at a specific element of their campaign, TV advertisements. Assessing candidate advertisements will help us understand whether gender affects strategic campaign decisions. Specifically, this project investigates the relationship between candidate gender and casting and setting of TV advertisements. Does gender influence the makeup of political ad spots? In order to understand this relationship more completely, I employ both quantitative data and case study analysis for same-gender and mixed-gender primary and general election contests in 2004 and 2008. Ultimately, candidate gender has little to no effect on casting of senatorial advertisements across both election cycles. Despite this variation in casting, we observe consistent findings across three settings, the political setting, the home setting, and the neighborhood setting. In both 2004 and 2008, female candidates use smaller proportions of ad frames with the political setting in comparison to their male counterparts. Female candidates in both election cycles also employed greater proportions of ad frames with the home and neighborhood setting compared to male candidates. These discrepancies point to a distinction in advertisement strategy depending on gender of the candidate.

Gender and language in online job advertisements - a cross-cultural study

The aim of this project is to investigate the use of gender-fair language from a cross-linguistic perspective. Specifically, we are interested in whether the use of gender-fair language correlates with socio-economic rankings of gender equality and with structural features of a language. We decided to analyze online job advertisements, as they reflect common language use and can easily be compared across languages. Moreover, formulations in job advertisements have been shown to impact personnel selection via the way target groups are addressed and referred to. In the present study we examined to what extent job advertisements are formulated in a gender-fair way and how this correlates with factors such as language, culture as well as status and gender-typicality of the job advertised. The data consisted of job advertisements published online in four European countries which occupy different positions in socio-economic rankings of gender equality (World Economic Forum, 2011): Switzerland (10), Austria (rank 34), Poland (42), and Czech Republic (75). We randomly selected 100 job advertisements from four lines of business characterized by different proportions of female employees – steels/metals, science, restaurants/food services, and health care. The advertisements were analyzed with regard to the linguistic form of the job title and the remaining text; we also noted indicators of job status, reference to gender-typical traits, pictures of women/men and other information which might be relevant to the use of gender-fair language (e.g., equal opportunity policies). A first analysis of the data indicates that the phrasing of job titles is closely related to the gender-typicality of a profession. While mainly gender-fair forms are used in healthcare, masculine forms are used more often in the domain of steels and metals. Feminine forms only, however, are almost never used. Cultural differences as well as correlations with associated variables will be discussed.