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An introduction is presented in which the editor discusses articles in the issue on topics including research papers, advertising campaign and theory building.

This paper introduces a new decision support tool to optimize advertising campaigns for new product launches based on learnings from an ex post analysis of prior campaigns. The launch of a new product is one of the most critical activities that product and brand managers are faced with. It requires a substantial communications budget to introduce the new product to the market. As the number of media channels proliferates, however, managers are increasingly held accountable to demonstrate the efficient use of resources. This article introduces a new decision support tool to optimize advertising campaigns for new product launches based on lessons learned from an ex post analysis of prior campaigns. The tool builds on a distinct data collection approach combined with econometric modeling to produce advertising elasticities, which is the key information in the media mix optimization. The approach was implemented at Mercedes-Benz and applied to four major new car launches in Germany in 2012 and 2013. It revealed estimated savings of 15%–30% or EUR 2 million per campaign from a more efficient use of resources. Data files and the online appendix are available at https://doi.org/10.1287/mksc.2018.1136. [ABSTRACT FROM AUTHOR]

In a strong competitive environment, differentiation from other manufacturers is essential to ensure the flow of sales and the increase of turnover. Advertising can differentiate the offer of the economic organization from similar products obtained by competitors. The objective of the paper is to identify the effects of advertising on the purchasing behavior of dairy products, based on the data obtained from a questionnaire conducted on a sample of 206 respondents. The research question is: what are the effects of advertising on dairy buying behavior? In order to achieve this objective, the answers of the analysis carried out are analyzed. The results of the research show that advertising has a significant impact on dairy buying behavior. Effective advertising campaigns increase the notoriety and attractiveness of dairy products, contributing to consumer loyalty. In general, consumers are more likely to choose intensively promoted dairy products, demonstrating the importance of advertising in the marketing strategy of producers. [ABSTRACT FROM AUTHOR]

In modern times brands matter, and understandably so as they have become a staple of business theory and practice and are a defining feature of the modern economy. Big names are all well aware of the power and value that their brands hold. Oatly, the Swedish company, is now one of the biggest names in the plant-based industry, but its road to success has been a somewhat unconventional one. Much can be learned from Oatly's rise to success, especially in relation to their utilisation of trademarks, branding and controversial advertising campaigns. This paper will provide an overview of Oatly's growth as a business and brand and critically examine Oatly's controversial battles with the Swedish dairy lobby, and how, ultimately, through a creative use of both trademarks and advertising campaigns, Oatly was able to proactively defend against the powerful and influential dairy lobby. From here, this paper will argue that one the important factors underlying Oatly's success was the creation of a fundamental, emotional connection between the consumer and the company by successfully implementing a form of brand activism. This paper argues that the fact that trademarks are a means of source identification for a specific brand can be used to protect the consumer while advancing the causes of environmentalism and sustainability. [ABSTRACT FROM AUTHOR]

Copyright of Doxa Comunicación is the property of Fundacion Universitaria San Pablo - CEU and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria is the property of Universidad del Pais Vasco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Sport & Tourism Central European Journal / Sport i Turystyka Srodkowoeuropejskie Czasopismo Naukowe is the property of Jan Dlugosz University in Czestochowa and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The COVID-19 pandemic has prompted individuals to spend more time searching for information on social media channels. Although most countries have entered a new normal, these channels still play a crucial role in people's decisions. Therefore, this paper aims to analyze the relationship between electronic word of mouth and the attitude, motivation, and travel intention of potential tourists. To achieve this objective, an online survey has gathered 431 valid responses for analysis. Structural equation modeling was employed to investigate the relationships between variables in the proposed model. We find evidence to show that eWOM positively affects potential tourists' travel intentions, while attitude and motivation play positive mediating roles in the effect of eWOM on customers' travel intentions. These results suggest the received information from online reviews, along with optimistic attitudes and motivations, can promote potential tourists' decisions. Moreover, while eWOM can be a useful source to grasp customers' demands, it may also spread unfavorable reviews about the destination. Hence, stakeholders should try to well manage eWOM because if eWOM conveys positive messages, it can help boost tourism in the post-coronavirus pandemic. The paper contributes to the current literature by identifying a critical variable affecting customers' travel intention during the postpandemic era. [ABSTRACT FROM AUTHOR]

This paper establishes moral duties for intermediaries of political advertising in election campaigns. First, I argue for a collective duty to maintain the democratic quality of elections which entails a duty to contain some forms of political polarization. Second, I show that the focus of campaign ethics on candidates, parties and voters—ignoring the mediators of campaigns—yields mistaken conclusions about how the burdens of the latter collective duty should be distributed. Third, I show why it is fair to require intermediaries to contribute to fulfilling this duty: they have an ultimate filtering position in the campaign communication process and typically benefit from political advertising and polarization. Finally, I argue that a transparency-based ethics of campaign advertising cannot properly accommodate a concern with objectionable polarization. By contrast, I outline the polarization-containing implications of my account, including a prohibition on online targeted advertising, and intermediaries' duties to block hateful political advertising. [ABSTRACT FROM AUTHOR]

Concerned with the representations of fruits in Greco-Roman mythology and Genesis, this paper first explores the various meanings of charis and its conceptualization, and their embodiments. It then addresses object agency, before questioning the possible propriety of certain fruits in visual and textual narratives to emanate and/or appropriate charisma. To do so, the paper presents a discussion of the linguistic and conceptual mutability and malleability of the term 'charis' and its conceptualization into charisma, as well as its possible manifestations or translations in fruits, thus transforming the latter into (accidental) actors. Finally, this study provides an exploratory reflection on the ambiguity and metamorphic aspect of "charismatic" fruits in the context of myths and the Genesis narrative represented in the visual arts, and their translation into fairy tale narratives and modern advertising campaigns. [ABSTRACT FROM AUTHOR]

With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self‐presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie‐posting behavioural intention on social media affect behavioural intention and word‐of‐mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie‐posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers. [ABSTRACT FROM AUTHOR]

As the whole world is more and more concerned with aspects regarding the protection of the environment, many companies, including those in the textile field, adopt an environment-friendly attitude in their marketing and advertising policies. This attitude is noticeable through the use, in advertising campaigns, of expressions like: “sustainability”, “eco products”, “green products”. However, these statements are not always true. Greenwashing involves creating a false impression or generating misleading information about a company’s products as being environmentally sound. From another perspective, greenwashing can materialize in the form of attempts of a certain company to emphasize the sustainable aspects of the products, in order to overshadow its involvement in environmentally damaging practices. Due to these facts, it is extremely important for the European Union to take measures to combat this phenomenon, by adopting the Greenwashing Directive. The aim of this paper is to present the essential aspects of greenwashing and how it seriously affects the environment, in strong connection with the human rights. Moreover, some details regarding the future Greenwashing Directive will be presented, along with those regarding the Green Claims Directive, made in order to protect consumers from misleading marketing practices or advertising and help them make better purchasing choices. [ABSTRACT FROM AUTHOR]

The objective of this research is to help reconcile the mixed findings on the effect of vape advertising campaigns on consumers' vaping tendency. In a meta-analysis of 43 papers (140 studies, with 77,452 observations; 33% women, 67% men; Mage = 30.5 years), this research shows that in situations where perceived risk is less salient (e.g., social media vs. traditional advertising, ads using picture-dominant vs. text-dominant cues, adolescents vs. adults, nonsmokers vs. smokers), the positive effect of vape advertising campaigns on consumers' vaping tendency is stronger. In addition, this research provides evidence that vape advertising campaigns reduce, rather than increase, smokers' tendency to quit smoking, which is contradictory to the claims made by vaping product manufacturers. The authors discuss the theoretical contributions of those findings and provide specific tools that policy makers can use to combat the influence of vape advertising campaigns. Potential limitations and future research directions are also discussed. [ABSTRACT FROM AUTHOR]

The Catalan brand Estrella Damm (a beer produced in Barcelona) is very popular for its summer advertisements. The 'Mediterràniament' commercials (2009–2021) reinforce the Mediterranean culture through its people, gastronomy and landscape. Estrella Damm commercials are produced in Catalan and Spanish, and some are produced in Catalan, then translated into Spanish, and finally subtitled in English, since Estrella beer is sold internationally. This paper examines how indirect translation (Catalan, Spanish, English) has been used in Estrella Damm 'Mediterràniament' advertising campaign through textual analysis of commercials and through interviews to the translators who created the Estrella Damm international versions from mediating texts. In indirect translation involving related languages, each version can affect one another: creative options for one text in Catalan can be adopted in the Spanish version, which may also influence the final English version. Therefore, translation for advertising in bilingual contexts contributes to visibilizing mediating languages and versions. [ABSTRACT FROM AUTHOR]

• Between 30–56 % of Australians view cyclists as less than 100 % fully human. • Posters using graphic design were more clear and memorable, but. • Posters showing cyclists in photos were more humanising than posters using graphics. • Campaigns portraying cyclists should take care in the design and portrayal of people on bikes. Although riding a bicycle is an efficient, healthy and sustainable mode of travel, in low-cycling countries there continues to be negative attitudes, harassment and aggression toward riders. Recent studies have found that part of this hostility could be due to dehumanization – the belief that cyclists are lesser humans. These beliefs are relatively common, yet we don't yet know how we could reduce or counteract dehumanizing beliefs. In this paper we hypothesize that a 'humanizing' ad campaign may improve attitudes and reduce dehumanization relative to 'non-humanizing' campaigns. Using a survey of cyclists and non-cyclists in the Australian Capital Territory, in this study we developed four version of a static campaign poster, portraying cyclists either from in front (humanizing) or behind (non-humanizing), as a photo (humanizing) or graphic design (non-humanizing). We found that posters using photographs were more humanizing than graphic design, but design had no effect on attitudes. However, photographic posters were seen as less clear, memorable and effective than graphic posters. Showing cyclists from the front vs. the back had no significant effect on dehumanization, attitudes or effectiveness. This study suggests that if the aim of a campaign is to humanize cyclists, that photographic images may help with this effort. Given the high baseline rates of dehumanizing beliefs among the population, it would be counter-productive if safety campaigns failed to humanize this group. [ABSTRACT FROM AUTHOR]

Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an introduction to the main approaches to automated textual analysis and how researchers can use them to extract marketing insight. We provide a brief summary of dictionaries, topic modeling, and embeddings, some examples of how each approach can be used, and some advantages and limitations inherent to each method. Further, we outline how these approaches can be used both in empirical analysis of field data as well as experiments. Finally, an appendix provides links to relevant tools and readings to help interested readers learn more. By introducing more researchers to these valuable and accessible tools, we hope to encourage their adoption in a wide variety of areas of research. [ABSTRACT FROM AUTHOR]

The advertising industry is developing on every communication media, it can be TV, radio, internet or point of sales. To date, many companies do not do their own advertising campaign but they under treat to advertising agency that are specialized in the creation of add. However, the disputes between companies and advertising agency is becoming a real problem. When disputes and conflicts happens, the production process of the advertising campaign is affected and delayed. To do so, it is an emergency to solve them in an appropriate and durable way. Throughout this paper and by referring to different documents, we choose six feasible alternatives. Thanks to different criterions we select the best alternative which is prevention by using Compensatory Model Additive Weighting Technique that is the more efficient way to solve the dispute from the root. [ABSTRACT FROM AUTHOR]

This paper sought to study the strategies of variation in translating advertisements from English to Chinese and vice versa. For this, an analysis of a sample of 28 advertisements, logos, and headlines was conducted, among which 8 samples having English-Chinese and Chinese-English variation translation alternatives were selected for further examination. Their discourse analysis showed that the average number of possible variation translations per material unit (message, headline, logo) was 1–2, whereas for literal translation, only 1 variant was available. The success of variation translation was achieved through grammatical transformation, omission, approximation, addition, lexical units' relocation and substitution, synonymisation, and paraphrasing. The comparative analysis showed that the literal translation was less effective than the variation, as it was not always possible to achieve the maximum effect from the advertising and influence the reader. The collected findings may add to further research in the field of linguistics, translation, marketing, and copywriting, as they provide useful data on the linguistic strategies of modern brand advertising campaigns. They could also be used in the subsequent studies focusing on machine or computer-assisted translation tools or evaluating the quality of translation and its impact on consumers. [ABSTRACT FROM AUTHOR]

Advertising is a powerful tool that shapes consumer behavior, influences public perception, and reflects societal values. Animals have been a common motif in advertising campaigns for decades, playing various roles from mascots to symbols of different brands and products. However, the use of animals in advertising raises ethical questions and concerns about the treatment and portrayal of animals. This paper aims to provide a comprehensive comparative analysis of the use of animals in advertising, focusing on Indian and global trends. It explores the historical context, ethical considerations, legal regulations, cultural influences, and recent shifts in the use of animals in advertising. The analysis offers insights into the evolving relationship between animals and advertising in India and its alignment with or deviation from global practices. [ABSTRACT FROM AUTHOR]