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We consider a communication platform distinguished for its high-quality content, where advertising can take two different forms: traditional and sponsored (also known as native advertising in the marketing literature). Native advertising is a widely used marketing tool that aims to mimic the regular topics of the platform on which it is placed. Due to this striking resemblance, native advertising may be very effective, but at the same time, it may negatively influence the perceived credibility of the media outlet. In our model, a firm allocates investments to both traditional and native advertising on such a platform. Meanwhile, the media outlet must grapple with the trade-off between the profit accrued from publishing native advertising and the ensuing decline in credibility. We formalise this problem as a hierarchical infinite-time horizon linear state differential game, played à la Stackelberg, where the media outlet acts as the leader while the firm is the follower. Finally, we characterise a time-consistent open-loop equilibrium and obtain the conditions that make it optimal for the media outlet to accept native advertising. [ABSTRACT FROM AUTHOR]

This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads' emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising. [ABSTRACT FROM AUTHOR]

Preschool children's (ages three to five) advertising exposure is expected to increase over the coming years, mainly due to their changed media use. This increasing exposure might be problematic as research has shown a correlation with unfavorable outcomes, such as obesogenic eating tendencies. However, research on preschoolers and advertising is not unequivocal, and, to the best of our knowledge, no literature reviews are currently available. Therefore, this article aims to provide an in-depth analysis of the academic literature (N = 92) on advertising and preschool children published between 1980 and 2021 and so propose a future research agenda. The analysis revealed that little attention has been paid to preschool children's exposure to and impact from embedded advertising formats (e.g., YouTube advertising). The main interest in the included studies was on preschool children's nutrition, which was reflected in both the constructs studied (e.g., food preferences) and the publication outlets (e.g., Appetite). Further, studies focusing on behavioral outcomes, such as purchase requests, are limited, and therefore little is known about the long-term impact of advertising exposure in preschool children. Finally, most studies do not explicitly disclose a theoretical framework. Future studies should address these issues to catch up with preschool children's advertising reality. [ABSTRACT FROM AUTHOR]

Out-of-home (OOH) advertising is an important and prominent component in many advertising campaigns. Yet the medium is underresearched, and scholarly research is highly fragmented. The purpose of this systematic review is to consolidate the extant OOH advertising literature, identify gaps within and among the disparate and multidisciplinary research streams, and offer a theoretically grounded agenda to stimulate interest in OOH advertising research. The review includes 454 articles spanning 104 years. Research results are divided between ad management and public policy topics, and 20 research questions are presented to move scholarly research forward. [ABSTRACT FROM AUTHOR]

Volney B. Palmer, the father of the American advertising agency, introduced the idea of systematic advertising in the 1840s, beginning a new chapter of the newspaper advertising business. This study compared advertising content and form in two newspapers in the 1840s, one with Palmer as an ad agent and one without, to explore the impact of advertising agencies on newspaper advertising in ad agencies' early days. This study content analyzed 827 advertisements from twelve issues of two newspapers in 1840, 1845, and 1849 and documented the differences in advertising amount, product categories, advertiser types, locations, and designs over time and between the two newspapers. While the results show significant changes in advertising amount and advertiser types, limited evidence was found to support the ad agency's impact on growing advertisement size, expanding outreach to regional and national markets, and adopting more illustrations in design. The findings call into question generalizations made in the advertising history literature. [ABSTRACT FROM AUTHOR]

Political communication scholars who study the persuasive effects of political advertising often assume that the relationship between advertising volume and vote choice is linear. Even though the product advertising literature has long recognized that advertising has both "wear in" and "wear out" effects, few political communication scholars consider this possibility. This study explains why it is both normatively and empirically important to determine the precise relationship between advertising and vote choice. We then use data from two published studies to investigate inductively how persuasion effects vary with different television advertising levels. The findings suggest that political advertisements do indeed have both "wear-in" and "wear-out" effects. We conclude by investigating three ways to model advertising effects in a more parsimonious manner and settle on log transforming the measure of advertising as the preferred method. [ABSTRACT FROM AUTHOR]

The idea that individuals can create a new beginning, known as the fresh start mindset, is deeply embedded in American culture. This mindset represents an accessible, shared construct that may be particularly relevant for changing attitudes toward two highly stigmatized groups: ex-offenders and drug addicts. While previous advertising literature has suggested that ambiguous or symbolic approaches may help improve consumer response, we show (using four studies) that cultural identity mindset framing (CIMF) can generate more positive affect toward the sponsoring brand and more positive attitudes toward the stigmatized group. Study 1 shows that explicitly referencing a highly stigmatized group leads to a less positive affective response toward the brand. Study 2 reveals that CIMF improves that response. Study 3 uses a real brand to replicate the positive affect toward the sponsoring brand. Study 4 documents a positive attitude shift toward the stigmatized group. Our research opens a new research corridor for explicitly referencing a stigmatized group, expands the stigmatized group discourse to two underrepresented groups, provides empirical evidence for the fresh start message frame, and answers a call to understand whether corporate social responsibility advertising is better than not advertising it at all. [ABSTRACT FROM AUTHOR]

This research explored the underlying mechanisms of soft-text native advertising's effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers' purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners. [ABSTRACT FROM AUTHOR]

Agencies depend on client resources to fulfill their value proposition. An inadequate quantity or quality of client resources can negatively influence agency output. Advertising literature reports that agencies are frequently frustrated with deficiencies of information, expertise, and time. However, only a limited number of studies represent the client perspective on resourcing issues. Adopting a paradox perspective, this study explores the competing demands that confront clients when deploying resources during the briefing process. It advances strategies that simultaneously satisfy the requirements of agency and client, often with synergistic effect. Furthermore, the study proposes that these strategies trigger a complementary resource, increasing collaboration and trust, and positively influencing the quality of the client–agency relationship. In addition to contributing to theoretical understanding of resource allocation, the study recommends practical steps for improving the briefing process. [ABSTRACT FROM AUTHOR]

While the foregoing remarks give some idea of where I JA i started and where I JA i is now, this editorial would be incomplete were nothing said about I JA i 's first editor, Dan Stewart. Indeed, articles selected for the current issue of I JA i are a testament to just how much advertising topics have expanded since I JA i was first published in 1972. Topics in the first issue of I JA i addressed concerns of advertising as a discipline and current issues of advertising research, theory, and practice. [Extracted from the article]

Despite the ubiquitous use of taste-focused and health-focused advertising messages, the existing advertising literature offers little guidance on how the persuasiveness of such messages might be enhanced through design elements such as color. To address this gap, the current research examines the new congruency of a visual design element (i.e., color) and a verbal design element (i.e., message type) and explores how color may facilitate the persuasion of taste-focused versus health-focused advertising messages. The message–color congruency effect is examined across two studies with between-subjects experimental designs utilizing an Amazon's Mechanical Turk (Mturk) consumer panel. The findings suggest that taste-focused advertising messages combined with color imagery and health-focused advertising messages combined with black-and-white (BW) imagery can effectively boost consumer responses, including attitude toward the ad, attitude toward the restaurant, purchase intention, and willingness to pay (WTP). Furthermore, mediation analyses demonstrate that the proposed message–color congruency effect is driven by consumers' subjective experience of "feeling right" during information processing. Implications for designing advertisements are discussed. [ABSTRACT FROM AUTHOR]

A user's online action is often followed, around a second later, by ads being shown to her/him. Much happens in that second, including near-instantaneous auctions (sometimes coordinated by the user's own phone or other device) in which algorithms bid to show particular advertisers' ads. Contributing to the burgeoning social-science literature on online advertising, we examine contending material forms these auctions take in 'open display' advertising. We trace the emergence of Google's centralized auctions, and how they have been challenged by decentralized 'header bidding'. We argue: first, that ad platforms should be seen as 'stack economization' processes, which layer different forms of economization in complex ways; second, that those processes are sometimes fiercely contested, and can be the site of intricate – and currently changing – material politics. [ABSTRACT FROM AUTHOR]

Drawing on the conceptual metaphor theory and national cultural values (masculinity and power distance), a field experiment was conducted to promote an experiential product to 4,108 consumers in the UK and in the US. The research contributions are novel in three ways: first, the digital advertising literature is extended into the international business domain by using metaphoric representations of cultural values; second, consumer digital engagement is examined through a lens of cultural values; and third, a real digital product and actual consumer data were used to conduct a field experiment with real-time data collected across two countries. The findings suggest that consumers do not automatically engage with metaphors that are aligned with their cultural values, but marketers can increase consumer digital engagement by using metaphors to remind consumers of their cultural values. This study has implications in terms of effective digital advertisement designs that engage consumers in different cultural contexts. [ABSTRACT FROM AUTHOR]

This study tested the joint effect of nostalgia appeals and product types on receivers' purchase intention. The current study also tested the roles of mixed thoughts and mixed emotions as mediators in explicating the processing of nostalgia-themed messages based on heuristic-systematic model (HSM). The results from an online experiment showed that when a public product was promoted, exposure to personal nostalgia-themed advertising led to a higher level of intention to purchase through increased mixed emotions and favorable attitude toward advertising relative to exposure to historical nostalgia-themed advertising. Theoretically, the findings in the currents study are valuable in that the current study empirically examined one of the untested propositions taking rest in the prior literature. That is, the current study opens up a new avenue to examine the effect of nostalgia appeals in the realm of prior literature on advertising message processing. Practically, the findings are contradictory to the stated but untested proposition, which alerts scholars in the academic world and advertisers and marketers in the real world to take into account age-segmented communication strategies for nostalgia-themed strategic messages. [ABSTRACT FROM AUTHOR]

While sponsored posts by social media influencers (SMIs) on Instagram have dramatically increased as an advertising strategy, empirical results on their efficiency have yet to emerge. These sponsored posts are placed next to nonsponsored posts (NSPs) on SMIs' Instagram profiles. In the current study, we investigate how consumers engage with sponsored posts compared to NSPs and how engagement varies when such are posted by microinfluencers compared to macroinfluencers. Moreover, we explore engagement with sponsored posts containing different advertising appeals based on the advertising strategy, which determines whether sponsored posts contain appeals based on factual and rational information (i.e., informational appeals) or emotional and personal information (i.e., transformational appeals). Using a binomial regression on a unique data set of 64,438 sponsored Instagram posts by SMIs, we show that (1) users engage more with sponsored compared to NSPs, (2) particularly by microinfluencers, and (3) users engage more with sponsored posts with informational appeals by macroinfluencers than by microinfluencers. These findings provide meaningful insights for both advertisers interested in employing influencer marketing and SMIs interested in cooperating with advertisers for sponsored posts; the findings also advance the literature on influencer advertising and marketing. [ABSTRACT FROM AUTHOR]

This study adds to the growing literature on native advertising and journalism by analyzing how seventeen prominent news organizations promote their in-house content studios on their web sites. As public-facing spaces oriented toward attracting clients, these sites are understood as discursive artifacts that provide insight into how news organizations negotiate their allegiance to norms of journalistic autonomy while simultaneously developing the role of creating paid advertising campaigns that sit alongside news content. Our analysis reveals that news organizations simultaneously engage in discourses of integration and separation between native advertising and news content. They signal the integration between news and advertising through the usage of "story" as an umbrella term for digital content while also maintaining separation through nuanced language choices that imply some degree of distance between news and native advertising. These diverging discourses demonstrate how fraught native advertising is for news organizations striving to be recognized as legitimate providers of authoritative news while attempting to bolster revenues in face of the difficulties arising with the digital advertising market. These findings draw on and expand discursive theories in journalism studies by broadening inquiry beyond news content to encompass the complex terrain of content production emerging within the digital space. [ABSTRACT FROM AUTHOR]

This research aims to know the impact of advertisement appeals in the service and product sector and gender. This study fulfilled the gap by comparing these appeals (emotional vs rational) to develop an attitude toward ads that generate Word of mouth and the influence of information quality and visuals and moderation of consumer expertise. This research comprises experimental design by collecting data from five universities in Pakistan by displaying the social media poster advertisements to the participants. The present study postulates that rational appeals are more capable, while females are more rational and create more Word of mouth. Female ads must have rational content, and advertisers should consider it. While researchers must need to consider information quality and consumer expertise as core constructs in the advertising literature. [ABSTRACT FROM AUTHOR]

Rethinking Advertising as Paratextual Communication: by Hackley, C. and R.A. Hackley, Cheltenham, Edward Elgar Publishing, 2022, 160 pp., £73.37 (hardcover), ISBN-10: 1800882610 It shares much with previous theoretical concepts such as advertising intertextuality which explore how consumers' derive meaning from advertisements through their previous knowledge of other cultural texts (O'Donohoe [10]). Advertising theory in many classrooms remains dominated by legacy hierarchy-of-effects communication models, of questionable continuing relevance, which largely fails to explain (or completely ignore) how advertising, marketing and brands operate at a textual and consumption level. [Extracted from the article]

Although nation and empire – as well as the organicist and universalist visions mirroring them – are usually put in opposition to each other, this article argues that the two can create synergistic alliances. The attempt of the Danish dynastic union proposal to Sweden in 1810 sheds light on the repertoire of rhetoric and arguments the state could harness to substantiate its potential to rule over diverse populations. First, the paper demonstrates how the trope of Scandinavian kinship was formulated in the Danish public debate during the transitional period, or what Koselleck calls Sattelzeit. Then, the article shows how this language was embedded into power relations and configured to reinforce the imperial aspirations of the Nordic amalgamation, meaning the fusion of the Scandinavian nations. The core sources I consult are the pamphlets published to advertise union-building and the documents stored in the folders of the Royal Archive in Copenhagen (Rigsarkivet). [ABSTRACT FROM AUTHOR]

Organizations across sectors are collaborating on social initiatives, taking political action, and using media platforms to speak out on a range of social issues. This study deals with the emerging phenomena of purpose-driven and social-impact communications from an agency standpoint. This study employs inductive analysis to understand how such agencies define themselves, their value, and how agency process reflects their definitions. Twelve advertising professionals holding senior leadership positions within agencies specializing in purpose-driven and social-impact communications were interviewed to gain insights. These professionals feel they are a part of an emerging "fourth sector" within the advertising/communications agency landscape. The study's key insights hold prominent theoretical and practical implications for advertising literature, illustrating how changes external to advertising necessitate new paradigms in advertising agencies related to such things as communication goals and content, agency structure, and staffing. [ABSTRACT FROM AUTHOR]

The Indian pharmaceutical industry is the fastest growing Industry in the world. The relationship between pharmaceutical marketing and prescribing behavior (PB) is always a debatable issue. The research aims to identify the role of brand equity (BE) on THE PB of doctors. This is a primary research in which structured questionnaires with 21 multiple choice questions are used to collect data from 261 respondents. Research reveals that BE plays a vital role in influencing the doctor's prescription decision in India. Most of the doctors showed loyalty to branded generics due to easy availability, low cost, and satisfactory results on drugs. The niche therapeutic domain practice is the only exception wherein availability of branded generics is limited. The doctors found to be more inclined towards promotional literature, including clinical trial results, which gives an opportunity to revisit the old marketing strategies and tap the untouched therapeutic segments. It would be worthwhile to Pharmaceutical and Healthcare industry to curb the unwanted expenditures spent on the indecent marketing strategies to a certain extent. This research made an attempt to explain the influence of BE on doctor's PB through application of theory of planned behavior. [ABSTRACT FROM AUTHOR]

A new development in female genital cosmetic surgery (FGCS) is the promotion of revision surgery for 'botched labiaplasty'. This content analysis study reviews the quality of information offered on websites specifically advertising revision labiaplasty. Twelve websites were identified through online searches and were examined for the quality of their clinical information. All sites defined botched labiaplasty as unsatisfactory appearance after labiaplasty. Four gave no further details and five listed asymmetry, irregular labial edges or removal of too much or too little tissue. Four websites described primary botched labiaplasty as 'mutilation'. Inadequacy of the primary surgeon was cited as the cause of botched labiaplasty in 11/12. Only two websites mentioned risks of surgery. Good outcomes were not defined and no website provided outcome data although guaranteed satisfaction was implied in two websites. This study highlights the existence and promotion of services for botched labiaplasty using non-specific and emotive descriptions. These findings suggest that unsatisfactory results from consumers' perspectives are far from uncommon. The same women whose expectations have not been met by primary surgery are now being targeted for repeat surgery with online advertising capitalising on their unchanged motivations.Impact StatementWhat is already known on this subject? Female genital cosmetic surgery (FGCS) is mainly advertised online with labiaplasty as the most commonly performed procedure. A market for labiaplasty revision to correct 'botched' primary procedures is developing. Academic literature and advertising materials are inconsistent when defining indications and determinants of success for labiaplasty or revision.What the results of this study add? A content analysis of websites specifically advertising revision labiaplasty describes the emotive and nonspecific terms used online to promote revision labiaplasty.What the implications are of these findings for clinical practice and/or further research? The existence of services for botched labiaplasty suggests dissatisfaction is common. Women whose expectations have not been met by primary surgery are targeted for repeat surgery through online advertising capitalising on their potentially unchanged motivations. This study demonstrates the need for clearer outcome data for labiaplasty and highlights the need for better advertising standards for FGCS promotion. [ABSTRACT FROM AUTHOR]

Chapter 4 covers district specimens contained in the Harvard University mineral collection and is followed by Chapter 5, a description of the Sterling Hill Mining Museum and its mineral specimens. "Addenda: Unknown Minerals and Late Arrivals", a collection of interesting technical and unusual mineral descriptions, comprises Chapter 26, the final chapter. Chapter 25 is a short but interesting description of some district samples as observed and photographed in thin section, an aspect of Franklin-Ogdensburg mineralogy often overshadowed by the district's collector minerals. [Extracted from the article]

In advertising literature, an area rarely explored is cross-cultural studies on celebrity endorsements. A good deal may be learned from understanding how a culture's communication style can shape the type of advertising most effective for that culture. This study examines the creative styles (creative executional factors) found in the advertising of Korea and America. The two countries represent two distinct cultures—Korea being a collectivistic culture and the United States being individualistic. Both cultures affect the norms and rules that guide their inhabitants’ behavior, directly affecting communication styles. The study finds that embedded in the use of celebrity endorsement are cross-cultural characteristics. The details of these findings will be useful to international advertisers executing celebrity endorsement campaigns in different cultural settings. [ABSTRACT FROM PUBLISHER]

It is widely assumed that advertising literacy makes children less susceptible to advertising effects. However, empirical research does not provide convincing evidence for this view. In this article, we explain why advertising literacy as it is currently defined (i.e., conceptual knowledge of advertising) is not effective in reducing children's advertising susceptibility. Specifically, based on recent insights on children's advertising processing, we argue that due to the affect-based nature of contemporary advertising, children primarily process advertising under conditions of low elaboration and, consequently, are unlikely to use their advertising knowledge as a critical defense. Moreover, literature on cognitive development suggests that children's ability to use advertising knowledge as a defense will be further limited by their immature executive functioning and emotion regulation abilities. Therefore, we argue that the current conceptualization of advertising literacy needs to be extended with two dimensions: advertising literacy performance, which takes into account the actual use of conceptual advertising knowledge, and attitudinal advertising literacy, which includes low-effort, attitudinal mechanisms that can function as a defense under conditions of low elaboration. We conclude our article with specific directions for future research and implications for the ongoing societal and political debate about children and advertising. [ABSTRACT FROM PUBLISHER]

An essay is presented on the central role played by the term "opposition" in how classical rhetoric defines its subject methods and subject matter. It discusses the heuristic set of categories posits by stasis theory aimed to help disputants distinguish and examine the issues in any given case. It highlights a critical reading of a 1993 Saturn car brochure cover, a text associated with one of the more extensive and expensive advertising campaigns in American history.