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The outbreak of the COVID-19 global pandemic has strongly affected different issues of everyday life. The pandemic has changed consumer attitudes and behavior. Consequently, during COVID-19, businesses had to decide how to organize the advertising campaigns and what content should be addressed to consumers. Considering the limited number of articles concerning these issues, it seems important to evaluate the impact of the global health crisis on advertising messages in different countries. The main objective of this paper is to assess TV commercial campaigns implemented during the COVID-19 pandemic, including the specific epidemic situation in the selected countries. The research methodology was based on the observation, a qualitative method of collecting data obtained through monitoring the content of TV commercials aired during the afternoon, before or after the main news service. The research was conducted in May 2020 and in May 2021 in five selected European countries affected to varying degrees by the coronavirus pandemic. The research results allowed evaluation of the advertising messages in terms of their content and values exposed. The findings indicate that the number of COVID-related TV commercials is not correlated with the number of patients and deaths from COVID-19. The themes appearing the most often in the TV commercials in the studied period were the #StayAtHome idea, family and friends, the aspect of safety during the crisis, and brands' special offers. The tone of the advertisements was usually uplifting and hopeful, trying to cheer the stressed societies. From a theoretical perspective, the research results show the advertising strategy issues in specific conditions in different European countries. These findings concerning TV commercial strategy during a pandemic crisis could provide references for other countries, especially in Europe. The research results could be useful for marketing managers in developing strategies concerning the successful planning of TV commercials in crisis periods in European countries. [ABSTRACT FROM AUTHOR]

Purpose - The paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech Republic, Spain, and France. Design/methodology/approach - An experiment carried out in three European countries (Czech Republic, Spain, France) exposes young consumers to an experimental magazine containing an advertisement that shows either a woman's face or her topless body. Findings - Nationality does not appear to influence preferences for advertisements with or without nudity. Although differences emerge among the three countries in attitudes toward the ad (Aad), they are independent of the ad type and consistently reflect the same trends within each country. Gender influences Aad, and women adopt more negative Aad when they see nudity compared with when they do not, in contrast with men, regardless of their country. Research limitations/implications - Attitudes toward advertising in general vary significantly among European countries, even for seemingly homogeneous targets. Specific adaptations likely are needed not just with regard to nudity but more generally in terms of the content of ads. Practical implications - Advertisers that question the relevance of nudity in their advertising campaigns should take great care to define their target market by gender - even more so than in terms of the European country in which the advertising will appear. Originality/value - Women adopt more negative attitudes toward advertisements that use sexy female models than do men, and this effect is independent of nationality in a European context. [ABSTRACT FROM AUTHOR]

Is it true that the various markets in Europe are so different that the same message for the same product cannot appeal as successfully to two or three or more markets as a campaign tailormade for a single nation? Here is how an internationally-recognized advertising man answers this question. [ABSTRACT FROM AUTHOR]

The U. S. advertiser in the Common-Market countries must beam his message through an unfamiliar and complex media structure in each of them. Even such familiar media as newspapers can fill widely divergent communication roles in the various countries. Here a publisher of media directories in several of the Common-Market countries discusses in broad outline the role, flavor, and kinds of media available to the American marketer. [ABSTRACT FROM AUTHOR]

This empirical study explores higher education advertising campaigns displayed in five world cities: Boston, New York, Oslo, Tokyo, and Toronto. The study follows a mixed-methods research design relying on content analysis and multimodal semiotic analysis and employs a conceptual framework based on the knowledge triangle of education, research, and innovation. The study reveals that education is overwhelmingly the strongest element emphasized across the five cities and that students constitute the most salient and central element in the majority of the advertisements. [ABSTRACT FROM PUBLISHER]

The study analyzes the components of advertising spending for a group of European countries with stable total advertising spending over the period 1994-2007. Three components of advertising spending were considered: Electronic, Print, and Online. Our main objective was to study how the components were restructured within the period under study and to find clusters of similar countries. A specific distance for time series, which is expressed as a linear combination of a standard distance measure and the weights, was to be used. The standard distance used for compositional data is the Aitchison distance, however it was found unsuitable due to zero and near zero values in the Online component. As a simple alternative a linear regression model on the components was used, followed by standard cluster analysis on the regression estimates. Results enable a deeper insight into the level of each component and into the structural changes in components for clusters of examined countries. [ABSTRACT FROM AUTHOR]

Female nudity in advertising varies greatly across Europe and the world. However, in studying extant literature regarding female nudity in advertising a number of limitations emerge. In particular, existing research into consumer attitudes fails to recognize sexuality and cultural differences. The aim of this research is to explore and describe consumer attitudes to the depiction of female nudity in advertising in the UK; a previously overlooked context. In addition, in order to overcome omissions in existing empirical research, a secondary aim is to explore such issues from a variety of perspectives by noting and incorporating into the analysis participant sexuality. The literature review concentrates on the key areas of sex roles in advertising, sex appeal and arousal in advertising, female nudity in advertising and the application of literary, feminist and art theory to advertising research. Thereafter follows a discussion and justification of focus groups as the chosen method that incorporates a detailed description of the informants (including details of informant sexuality and sex) as well as a breakdown of the choice of advertising material. Following from this are the results and discussion that focus on six key themes: sex and sex approval; the gaze; sexual and non-sexual use of nudity; femininity and androgyny; congruence; and authorial intent and reader response. The article concludes with a discussion of the main implications of the study and with the forwarding of suggestions for further research. [ABSTRACT FROM AUTHOR]

This study examines consumer response to positively versus negatively framed advertising messages across seven Central and Western European countries. The frames elicited significantly different emotional, cognitive and attitudinal reactions. Groups of nations where consumers responded more homogeneously to the frames were different from the groups plotted according to cultural context. In addition, the results present a new perspective for international marketing. While advertising content and imagery has often been designed to account for known or assumed differences across nations, the findings of this study show that neglecting even subtle national differences can be misleading and can result in adverse consequences. The study has shown that consumers in similar countries, such as Poland, Czech Republic and Hungary, respond quite differently to positively or negatively framed advertisements. This suggests that even advertising campaigns that are designed for relatively narrow international audiences may not be effective when featuring an inappropriate message frame. [ABSTRACT FROM AUTHOR]

Analyzes Benetton Co.'s 2000 advertising campaign 'We on Death Row' as a site of cultural production where ideological differences on capital punishment between the U.S. and Europe are played out. Mass-mediated public discourse framing the campaign in the prestige press; Textual analysis of stories and editorials about the campaign; Focus on how national hegemonic media frames domesticate foreign social ideals.