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This study explores how LGBTQ identities and expressions evolve across generations, emphasizing the impact of sociocultural dynamics. It introduces the concept of "Genderation" to capture the fluidity and plurality of LGBTQ identities among younger cohorts, challenging traditional binary frameworks. The paper delves into the complexities marketers face in authentically representing this demographic, urging for inclusive and sensitive communication strategies. It highlights the pivotal role of digital platforms in identity formation and advocates for marketing practices that recognize and celebrate the diversity within the LGBTQ community. The research calls for a broader, global understanding of these generational shifts and a deeper investigation into the intersections of gender and sexuality, offering insightful directions for future inquiry and practice. [ABSTRACT FROM AUTHOR]

This paper examines and compares the advertising language use in four video advertisements of two Vietnamese organic skincare brands, namely Cocoon, and Cococherry Mac An, and two American organic skincare brands which are Andalou Naturals and True Botanicals. After providing a brief overview of each company's history and philosophy, the study analyzes the four commercial videos in terms of (1) multimodel texts, i.e. the linguistic, visual, audio, and gestural modes, (2) the ideologies applied in the advertisements, which are greenism, nationalism and consumptionism, and (3) the company's identity and value. [ABSTRACT FROM AUTHOR]

Metaverse has made sense for organizations regarding new opportunities it is likely to offer, and studies on Metaverse-related subjects in different areas have increased incredibly. Advertising is an area where Metaverse-related studies are few. For the first time, this paper prioritizes Metaverse ad appeals and performs the Parsimonious Best-worst method (BWM-P) for this purpose. BWMP, an improved version of the BWM method, allows consistent results to be achieved quickly by reducing the number of pairwise comparisons. Regarding the findings, Metaverse experience is the paramount Metaverse ad appeal, followed by product familiarity and NFT of advertisement, respectively. Further, standardization and Metaverse bonuses are the other significant Metaverse ad appeals. The present research contributes to existing knowledge by analyzing ad appeals to ensure the effectiveness of advertising strategies in the Metaverse world. [ABSTRACT FROM AUTHOR]

This paper highlights the dual nature of advertising: while its purpose is to increase sales and profit, some practices within it can be unethical. Ethical advertising practices build trust, enhance reputation, and foster longterm customer relationships, leading to loyalty and sustained success. Despite the pervasive influence of advertising on consumer behaviour, it's crucial to critically evaluate messages to make informed choices. Manipulative tactics in advertising can be subtle, requiring consumers to develop discernment to protect against impulsive decisions. Additionally, in a society promoting excessive consumption, being mindful of its impact on individuals and the environment is vital. Cultivating responsible consumption habits can lead to a more balanced life and mitigate negative societal and environmental effects. [ABSTRACT FROM AUTHOR]