Pub Date : 2022-05-16DOI: 10.1080/10641734.2022.2066230
Nils S. Borchers
Abstract How well are adolescents prepared to competently cope with sponsored influencer content? This article provides a systematic mapping of influencer-specific dispositional persuasion knowledge in the five dimensions proposed by the persuasion knowledge model (PKM). In twenty-three focus groups with 132 German adolescents between eleven and fifteen years of age, the author found that adolescents are well aware of sponsored influencer posts, even if they might overestimate their knowledge. Specifically, the author observed a tension in adolescents between their knowledge that sponsored content is advertising and should be scrutinized skeptically and their identification with particular influencers.
{"title":"Between Skepticism and Identification: A Systematic Mapping of Adolescents’ Persuasion Knowledge of Influencer Marketing","authors":"Nils S. Borchers","doi":"10.1080/10641734.2022.2066230","DOIUrl":"https://doi.org/10.1080/10641734.2022.2066230","url":null,"abstract":"Abstract How well are adolescents prepared to competently cope with sponsored influencer content? This article provides a systematic mapping of influencer-specific dispositional persuasion knowledge in the five dimensions proposed by the persuasion knowledge model (PKM). In twenty-three focus groups with 132 German adolescents between eleven and fifteen years of age, the author found that adolescents are well aware of sponsored influencer posts, even if they might overestimate their knowledge. Specifically, the author observed a tension in adolescents between their knowledge that sponsored content is advertising and should be scrutinized skeptically and their identification with particular influencers.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43154213","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-10DOI: 10.1080/10641734.2022.2066231
Davit Davtyan, Armen Tashchian
Abstract The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements. The results show that while incongruent brand placements can better enhance consumers’ brand memory, congruent placements are more conducive to creating positive brand attitudes. However, the frequency of brand placement repetition moderates these relationships in an unexpected manner. Specifically, at high level of repetitions, incongruent brand placements can have similar effects on brand attitudes as congruent brand placements. The article concludes with a discussion of the theoretical and managerial implications of these findings.
{"title":"Thematic Congruency in the Context of Brand Placements: Tests of Memory and Attitude Measures","authors":"Davit Davtyan, Armen Tashchian","doi":"10.1080/10641734.2022.2066231","DOIUrl":"https://doi.org/10.1080/10641734.2022.2066231","url":null,"abstract":"Abstract The role of thematic congruency has been extensively researched in traditional advertising formats. However, despite these efforts, little is known about the impact of thematic congruency on the effectiveness of brand placements. The current research reports findings of two experiments designed to compare memory and attitudinal effects of thematically congruent and incongruent brand placements. The results show that while incongruent brand placements can better enhance consumers’ brand memory, congruent placements are more conducive to creating positive brand attitudes. However, the frequency of brand placement repetition moderates these relationships in an unexpected manner. Specifically, at high level of repetitions, incongruent brand placements can have similar effects on brand attitudes as congruent brand placements. The article concludes with a discussion of the theoretical and managerial implications of these findings.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46664078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-18DOI: 10.1080/10641734.2022.2033652
D. Cárdenas, Raquel Castaño, Claudia Quintanilla, E. Ayala
Abstract This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connectedness and bonding with the community, and (c) engaging consumers in the spontaneous social spreading of artists and brands. Although all the segments share these three themes, differences exist. Urban artists and consumers tend to focus on affective benefits, recalling social connectedness and symbolic and emotional meanings; whereas brand managers focus on functional responses, such as visual memory and brand dissemination.
{"title":"Understanding the Value of Street Art for Artists, Consumers, and Brands","authors":"D. Cárdenas, Raquel Castaño, Claudia Quintanilla, E. Ayala","doi":"10.1080/10641734.2022.2033652","DOIUrl":"https://doi.org/10.1080/10641734.2022.2033652","url":null,"abstract":"Abstract This study explores the contribution of street art to the communication of a brand. In-depth interviews were conducted with consumers, urban artists, and brand managers. Street art can contribute to the communication of a specific brand by (a) imprinting in one’s memory an image of originality and coolness on the brand, (b) promoting social connectedness and bonding with the community, and (c) engaging consumers in the spontaneous social spreading of artists and brands. Although all the segments share these three themes, differences exist. Urban artists and consumers tend to focus on affective benefits, recalling social connectedness and symbolic and emotional meanings; whereas brand managers focus on functional responses, such as visual memory and brand dissemination.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48692017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-03-10DOI: 10.1080/10641734.2022.2037111
Jason Freeman, Frank E. Dardis
Abstract Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action (CTA), and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through sponsorship transparency. However, for some parents, advertising recognition led to greater perceived negative effects of advertising, resulting in unfavorable brand outcomes. These results suggest that advertising recognition can have diverging consequences. Advertising recognition was a primary predictor for a desire to regulate, attitudes toward the brand, and purchase intention. Practical and theoretical implications are discussed.
{"title":"Kidfluencing: The Role of Calls to Action, Logo Presence, and Disclosure Modality on Parental Appraisals","authors":"Jason Freeman, Frank E. Dardis","doi":"10.1080/10641734.2022.2037111","DOIUrl":"https://doi.org/10.1080/10641734.2022.2037111","url":null,"abstract":"Abstract Kidfluencers are emerging as valuable brand partners capable of facilitating peer-to-peer interactions with other child viewers. The current experimental study focuses on the role of disclosure modality, call to action (CTA), and logo presence on parental reactions to kidfluencer content. Findings suggest that the negative consequences of advertising recognition can be ameliorated through sponsorship transparency. However, for some parents, advertising recognition led to greater perceived negative effects of advertising, resulting in unfavorable brand outcomes. These results suggest that advertising recognition can have diverging consequences. Advertising recognition was a primary predictor for a desire to regulate, attitudes toward the brand, and purchase intention. Practical and theoretical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45321196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-02-11DOI: 10.1080/10641734.2021.1995543
Khalid Alharbi, Kelli S. Boling
Abstract Using a mixed-methods approach, this study explored how automobile companies in Saudi Arabia used Twitter to market to women after the Saudi Arabian government lifted its ban on women driving. All tweets from auto companies posted between September 26, 2017, and June 30, 2018, were examined. While a total of 11,028 tweets were targeted toward Saudi citizens during this historic period, only 184 tweets (less than 2 percent of the total sample) were found to be targeted toward women. The study further examined these 184 tweets and the 92 advertisements embedded in them using both quantitative and qualitative methodology. Using the lens of social learning theory, results suggest that auto companies were supportive of women and presented them as more independent and authoritative than has historically been considered typical for Saudi Arabia. This study offers some practical implications for professionals in the advertising industry.
{"title":"Saudi Women Take the Wheel: A Content Analysis of How Saudi Arabian Car Companies Reached Women on Social Media","authors":"Khalid Alharbi, Kelli S. Boling","doi":"10.1080/10641734.2021.1995543","DOIUrl":"https://doi.org/10.1080/10641734.2021.1995543","url":null,"abstract":"Abstract Using a mixed-methods approach, this study explored how automobile companies in Saudi Arabia used Twitter to market to women after the Saudi Arabian government lifted its ban on women driving. All tweets from auto companies posted between September 26, 2017, and June 30, 2018, were examined. While a total of 11,028 tweets were targeted toward Saudi citizens during this historic period, only 184 tweets (less than 2 percent of the total sample) were found to be targeted toward women. The study further examined these 184 tweets and the 92 advertisements embedded in them using both quantitative and qualitative methodology. Using the lens of social learning theory, results suggest that auto companies were supportive of women and presented them as more independent and authoritative than has historically been considered typical for Saudi Arabia. This study offers some practical implications for professionals in the advertising industry.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41718574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-01-20DOI: 10.1080/10641734.2021.2010245
J. Rossiter
Abstract This article addresses the three biggest issues surrounding creativity in advertising: the need for a new test to identify highly creative individuals, the need to provide a better creative idea generation procedure, and the need to pretest ideas for effectiveness. I critically review what has already been done and then draw upon my own extensive work in the field of creativity ability testing and my work with Larry Percy on creative idea generation and pretesting to show how these procedures can be carried out more effectively. Creative ability is shown to be best measured with a multiple-item measure of divergent thinking that uses familiar cue objects, with responses scored only for originality. Creative ideas for use in advertising can be most efficiently generated by recruiting high creative ability individuals and using the I-G-I method of brainstorming. The most promising creative ideas can then be pretested in rough ad form by using the Remote Conveyor Test, which requires that the creative idea be attention-getting, novel for the product category, correctly understood with the key benefit quickly evident, and executed to be free of conflicting associations.
{"title":"Creativity in Advertising: How to Test for Highly Creative Individuals, How to Generate Alternative Creative Ideas, and How to Pretest Them","authors":"J. Rossiter","doi":"10.1080/10641734.2021.2010245","DOIUrl":"https://doi.org/10.1080/10641734.2021.2010245","url":null,"abstract":"Abstract This article addresses the three biggest issues surrounding creativity in advertising: the need for a new test to identify highly creative individuals, the need to provide a better creative idea generation procedure, and the need to pretest ideas for effectiveness. I critically review what has already been done and then draw upon my own extensive work in the field of creativity ability testing and my work with Larry Percy on creative idea generation and pretesting to show how these procedures can be carried out more effectively. Creative ability is shown to be best measured with a multiple-item measure of divergent thinking that uses familiar cue objects, with responses scored only for originality. Creative ideas for use in advertising can be most efficiently generated by recruiting high creative ability individuals and using the I-G-I method of brainstorming. The most promising creative ideas can then be pretested in rough ad form by using the Remote Conveyor Test, which requires that the creative idea be attention-getting, novel for the product category, correctly understood with the key benefit quickly evident, and executed to be free of conflicting associations.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2022-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45380021","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-02DOI: 10.1080/10641734.2021.1975588
Xiaofei Pan, Sukki Yoon
Abstract This article reports the results of a study examining consumer responses to gym membership advertisements for individual and group workout programs, according to whether the ads use a gain frame for advertising a minimum participation requirement (“Visit ten times a month and get $50 off”) or a loss frame (“Pay $50 more if you fail to make ten visits a month”). Participants in a 2 (group versus individual exercise) × 2 (gain versus loss framing) × 2 (overachievement versus adequate achievement) experimental study indicate that overachieving (adequately achieving) group exercisers respond more positively to gain framing (loss framing) of minimum participation requirement, but individual exercisers do not show such effects. Public image is identified as the basis for the differences between group and lone exercisers. The findings have implications for marketers and policymakers who wish to use public image to encourage positive behaviors.
{"title":"Gym Membership Programs: Image Motivation and Conditional Discount Framing","authors":"Xiaofei Pan, Sukki Yoon","doi":"10.1080/10641734.2021.1975588","DOIUrl":"https://doi.org/10.1080/10641734.2021.1975588","url":null,"abstract":"Abstract This article reports the results of a study examining consumer responses to gym membership advertisements for individual and group workout programs, according to whether the ads use a gain frame for advertising a minimum participation requirement (“Visit ten times a month and get $50 off”) or a loss frame (“Pay $50 more if you fail to make ten visits a month”). Participants in a 2 (group versus individual exercise) × 2 (gain versus loss framing) × 2 (overachievement versus adequate achievement) experimental study indicate that overachieving (adequately achieving) group exercisers respond more positively to gain framing (loss framing) of minimum participation requirement, but individual exercisers do not show such effects. Public image is identified as the basis for the differences between group and lone exercisers. The findings have implications for marketers and policymakers who wish to use public image to encourage positive behaviors.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42926190","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-02DOI: 10.1080/10641734.2021.1982083
Shuoya Sun, Nathaniel J. Evans
Abstract Despite industry and academic attention to disclosures in sponsored content over recent years, questions remain concerning how consumers process message and context-related characteristics. Primarily building upon the covert advertising recognition and effects (CARE) model, this study investigated the effects of disclosures (present versus absent), brand placement type (text versus picture), and ad–context congruence (lower versus higher) on ad recognition provoked by top-down versus bottom-up processing styles. Through an online experiment, we found that (1) disclosure directly increased ad recognition in a top-down manner, (2) in-text brand mention indirectly increased ad recognition by facilitating brand recognition in a bottom-up style, and (3) lower ad–context congruence further moderated the mediation effect of brand recognition observed in the in-text brand mention condition. Theoretical and practical implications are discussed.
{"title":"Effects of Disclosure, Placement Type, and Ad–Context Congruence on Brand and Advertising Recognition: An Exploration of CARE Model Processing","authors":"Shuoya Sun, Nathaniel J. Evans","doi":"10.1080/10641734.2021.1982083","DOIUrl":"https://doi.org/10.1080/10641734.2021.1982083","url":null,"abstract":"Abstract Despite industry and academic attention to disclosures in sponsored content over recent years, questions remain concerning how consumers process message and context-related characteristics. Primarily building upon the covert advertising recognition and effects (CARE) model, this study investigated the effects of disclosures (present versus absent), brand placement type (text versus picture), and ad–context congruence (lower versus higher) on ad recognition provoked by top-down versus bottom-up processing styles. Through an online experiment, we found that (1) disclosure directly increased ad recognition in a top-down manner, (2) in-text brand mention indirectly increased ad recognition by facilitating brand recognition in a bottom-up style, and (3) lower ad–context congruence further moderated the mediation effect of brand recognition observed in the in-text brand mention condition. Theoretical and practical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41900095","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-12-02DOI: 10.1080/10641734.2021.1973928
Jessica Castonguay
Abstract Influencer advertising has become a multibillion-dollar industry, with young people playing a large role. While there are ethical concerns regarding targeting an audience too young to comprehend this subtle form of advertising, clear disclosures can help trigger children’s persuasion knowledge. Some influencers and sponsors have expressed concern that prominent disclosures will negatively affect their ability to persuade, but the persuasion knowledge model (PKM) suggests that when audiences perceive advertising to be informative and/or entertaining, the positive aspects can trump resistance to persuasion. The current two-study investigation therefore examines the intersection of the PKM and developmental theory (theory of mind) to determine how children (ages five to twelve years) and adolescents (ages thirteen to seventeen years) perceive influencers’ YouTube videos in the presence of varying types of disclosures. Results suggest that influencers can and should fully disclose advertising content to youth, helping to activate persuasion knowledge without harming the influencer–follower relationship. However, theory of mind emerged as much more strongly associated with activation of persuasion knowledge than any other variables, suggesting that disclosures may not be sufficient for the least mature audiences. Interestingly, aspects of persuasion knowledge were activated even without identifying the video as a form of advertising. Theoretical and practical implications are discussed.
{"title":"Influencers’ Disclosures of Advertising and Responses from Youth with Varying Levels of Theory of Mind","authors":"Jessica Castonguay","doi":"10.1080/10641734.2021.1973928","DOIUrl":"https://doi.org/10.1080/10641734.2021.1973928","url":null,"abstract":"Abstract Influencer advertising has become a multibillion-dollar industry, with young people playing a large role. While there are ethical concerns regarding targeting an audience too young to comprehend this subtle form of advertising, clear disclosures can help trigger children’s persuasion knowledge. Some influencers and sponsors have expressed concern that prominent disclosures will negatively affect their ability to persuade, but the persuasion knowledge model (PKM) suggests that when audiences perceive advertising to be informative and/or entertaining, the positive aspects can trump resistance to persuasion. The current two-study investigation therefore examines the intersection of the PKM and developmental theory (theory of mind) to determine how children (ages five to twelve years) and adolescents (ages thirteen to seventeen years) perceive influencers’ YouTube videos in the presence of varying types of disclosures. Results suggest that influencers can and should fully disclose advertising content to youth, helping to activate persuasion knowledge without harming the influencer–follower relationship. However, theory of mind emerged as much more strongly associated with activation of persuasion knowledge than any other variables, suggesting that disclosures may not be sufficient for the least mature audiences. Interestingly, aspects of persuasion knowledge were activated even without identifying the video as a form of advertising. Theoretical and practical implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49156332","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-11-01DOI: 10.1080/10641734.2021.1957044
Qiang Yan, M. Hyman
Abstract Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing connotations, making them challenging to detect and minimize via government regulation. To meet this challenge, VSs in ads are posited as a societal problem needing societal scrutiny. Hence, a pluralistic three-stage approach is proposed for detecting, cataloging, and assessing VSs in ads to minimize harm to depicted societal groups and support fundamental ethical values. In Stage 1, advertising ethicists would create a catalog of VSs in ads. Stage 2 relies on an online public forum for spotting new and previously unspotted VSs in ads. In Stage 3, advertising scholars and practitioners would use the output from Stages 1 and 2 to detect VSs in current ads. Finally, challenges to implementing the proposed three-stage approach are discussed.
{"title":"How Can We Minimize Visual Stereotypes in Ads?","authors":"Qiang Yan, M. Hyman","doi":"10.1080/10641734.2021.1957044","DOIUrl":"https://doi.org/10.1080/10641734.2021.1957044","url":null,"abstract":"Abstract Because ever-shifting sociohistorical contexts compel their construction, distribution, and interpretation, visual stereotypes (VSs) in ads may have multiple meanings and changing connotations, making them challenging to detect and minimize via government regulation. To meet this challenge, VSs in ads are posited as a societal problem needing societal scrutiny. Hence, a pluralistic three-stage approach is proposed for detecting, cataloging, and assessing VSs in ads to minimize harm to depicted societal groups and support fundamental ethical values. In Stage 1, advertising ethicists would create a catalog of VSs in ads. Stage 2 relies on an online public forum for spotting new and previously unspotted VSs in ads. In Stage 3, advertising scholars and practitioners would use the output from Stages 1 and 2 to detect VSs in current ads. Finally, challenges to implementing the proposed three-stage approach are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":null,"pages":null},"PeriodicalIF":3.4,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43046789","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：