Pub Date : 2023-03-20DOI: 10.1080/00913367.2023.2183286
Ileyha Dagalp, J. Södergren
{"title":"On Ads as Aesthetic Objects: A Thematic Review of Aesthetics in Advertising Research","authors":"Ileyha Dagalp, J. Södergren","doi":"10.1080/00913367.2023.2183286","DOIUrl":"https://doi.org/10.1080/00913367.2023.2183286","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42723286","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-08DOI: 10.1080/00913367.2023.2183285
Luis Arango, S. Singaraju, O. Niininen
Abstract Content created by employing artificial intelligence (AI) algorithms, also known as synthetic content, promises to radically change the advertising and marketing landscape in the coming decades, presumably for the better. It is fundamental for advertising and marketing scholars and practitioners to have solid knowledge of how synthetic content is perceived by consumers before widespread adoption is promoted. Across three experimental studies we tested how consumers in charitable giving contexts reacted to advertising messages featuring content generated by an AI neural network. We show that potential donors responded differently to children’s faces when they knew they had been generated by AI. Study 1 established that awareness of the falsity of a face or its status as an AI-generated image has a negative impact on donation intentions. This negative impact is serially mediated by empathy and anticipatory guilt and empathy and emotion perception. Study 2 investigated several motives for employing AI-generated images and indicated that charities employing those images can benefit by making their ethical motives salient. Finally, Study 3 revealed that under extraordinary circumstances the use of AI images by charities is considered acceptable by consumers and is likely to lead to similar outcomes as the use of real images. Therefore, we recommend a cautious approach to the adoption of synthetic content.
{"title":"Consumer Responses to AI-Generated Charitable Giving Ads","authors":"Luis Arango, S. Singaraju, O. Niininen","doi":"10.1080/00913367.2023.2183285","DOIUrl":"https://doi.org/10.1080/00913367.2023.2183285","url":null,"abstract":"Abstract Content created by employing artificial intelligence (AI) algorithms, also known as synthetic content, promises to radically change the advertising and marketing landscape in the coming decades, presumably for the better. It is fundamental for advertising and marketing scholars and practitioners to have solid knowledge of how synthetic content is perceived by consumers before widespread adoption is promoted. Across three experimental studies we tested how consumers in charitable giving contexts reacted to advertising messages featuring content generated by an AI neural network. We show that potential donors responded differently to children’s faces when they knew they had been generated by AI. Study 1 established that awareness of the falsity of a face or its status as an AI-generated image has a negative impact on donation intentions. This negative impact is serially mediated by empathy and anticipatory guilt and empathy and emotion perception. Study 2 investigated several motives for employing AI-generated images and indicated that charities employing those images can benefit by making their ethical motives salient. Finally, Study 3 revealed that under extraordinary circumstances the use of AI images by charities is considered acceptable by consumers and is likely to lead to similar outcomes as the use of real images. Therefore, we recommend a cautious approach to the adoption of synthetic content.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"486 - 503"},"PeriodicalIF":5.7,"publicationDate":"2023-03-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44689932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-06DOI: 10.1080/00913367.2023.2175279
R. Iovino, F. Testa, Fabio Iraldo
{"title":"Do Consumers Understand What Different Green Claims Actually Mean? An Experimental Approach in Italy","authors":"R. Iovino, F. Testa, Fabio Iraldo","doi":"10.1080/00913367.2023.2175279","DOIUrl":"https://doi.org/10.1080/00913367.2023.2175279","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46674143","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-16DOI: 10.1080/00913367.2023.2173683
M. Vafeas
{"title":"Boredom in the Creative Studio","authors":"M. Vafeas","doi":"10.1080/00913367.2023.2173683","DOIUrl":"https://doi.org/10.1080/00913367.2023.2173683","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46518939","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-16DOI: 10.1080/00913367.2023.2175280
Zhihao Yu, V. Ponomarenko, L. Liska
{"title":"How to Allocate White Space in Ad Design? The Impact of Product Layouts on Perceived Entitativity and Advertising Performance","authors":"Zhihao Yu, V. Ponomarenko, L. Liska","doi":"10.1080/00913367.2023.2175280","DOIUrl":"https://doi.org/10.1080/00913367.2023.2175280","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"1 1","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-02-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41663976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-02-06DOI: 10.1080/00913367.2023.2166629
Itai Himelboim, E. Maslowska, T. Araujo
{"title":"Integrating Network Clustering Analysis and Computational Methods to Understand Communication With and About Brands: Opportunities and Challenges","authors":"Itai Himelboim, E. Maslowska, T. Araujo","doi":"10.1080/00913367.2023.2166629","DOIUrl":"https://doi.org/10.1080/00913367.2023.2166629","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43957022","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-10DOI: 10.1080/00913367.2022.2154720
Can Trinh
{"title":"More than Shapes: The Silhouette Effect in Advertising","authors":"Can Trinh","doi":"10.1080/00913367.2022.2154720","DOIUrl":"https://doi.org/10.1080/00913367.2022.2154720","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2023-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43744671","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-05DOI: 10.1080/00913367.2022.2154721
Claudia Franke, Andrea Groeppel-Klein, Katrin Müller
Abstract Virtual influencers, generated on the computer, are changing the advertising industry. More and more brands utilize virtual instead of human influencers as endorsers for their marketing campaigns for a variety of reasons, e.g., better control of the influencer’s behavior, cost savings, or zeitgeist motives (desire to be “up to date”). However, there is currently little research on whether significant advertising goals are achieved using virtual influencers. We analyze, in an initial study, whether consumers find such influencers appealing compared to human influencers and whether they are able to identify that the influencer is not real. Our results show that consumers find it difficult to identify virtual influencers as such and that they still have more positive attitudes toward human endorsers in advertising campaigns. However, virtual endorsers can lead to higher perceived ad novelty. In a second study, we further examine whether the advertised product category functions as a moderator. Results show that perceived congruence between virtual influencers and product is dependent on the product category and leads to higher advertising effectiveness. Our studies lead to the implication that marketers should carefully consider the use of virtual influencers in accordance with the aspired advertising goals and brand values.
{"title":"Consumers’ Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?","authors":"Claudia Franke, Andrea Groeppel-Klein, Katrin Müller","doi":"10.1080/00913367.2022.2154721","DOIUrl":"https://doi.org/10.1080/00913367.2022.2154721","url":null,"abstract":"Abstract Virtual influencers, generated on the computer, are changing the advertising industry. More and more brands utilize virtual instead of human influencers as endorsers for their marketing campaigns for a variety of reasons, e.g., better control of the influencer’s behavior, cost savings, or zeitgeist motives (desire to be “up to date”). However, there is currently little research on whether significant advertising goals are achieved using virtual influencers. We analyze, in an initial study, whether consumers find such influencers appealing compared to human influencers and whether they are able to identify that the influencer is not real. Our results show that consumers find it difficult to identify virtual influencers as such and that they still have more positive attitudes toward human endorsers in advertising campaigns. However, virtual endorsers can lead to higher perceived ad novelty. In a second study, we further examine whether the advertised product category functions as a moderator. Results show that perceived congruence between virtual influencers and product is dependent on the product category and leads to higher advertising effectiveness. Our studies lead to the implication that marketers should carefully consider the use of virtual influencers in accordance with the aspired advertising goals and brand values.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"523 - 539"},"PeriodicalIF":5.7,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42932952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-01DOI: 10.1080/00913367.2022.2156236
J. Huh
I am excited and honored to assume the role of Editor-in-Chief (EIC) of the Journal of Advertising (JA) and grateful to the prior editor, Shelly Rodgers as well as all of the previous editors before her, for their dedicated service in leading the Journal and invaluable contributions to the growth of JA. Under the competent and dedicated leadership and hard work of prior editors, JA has grown and prospered over the years, in terms of the number of issues per year, number of articles published, number of submissions, number of different countries from which manuscripts come, number of readers and citations, SSCI impact factors, and stature considered by scholars both inside and outside the advertising field. As I was putting together this first issue as EIC of JA, I began by reflecting on the history and the current state of the advertising discipline and JA as the preeminent journal in our field. The origin of the academic discipline of advertising can be traced back to the 1890s when scholars in the psychology and business fields started conducting advertising research and teaching advertising courses at universities (Ross and Richards 2008). The first scientific advertising research is claimed to have been conducted by Harlow Gale, a psychologist at the University of Minnesota in 1895 (Ross and Richards 2008). However, firm establishment of advertising as an academic discipline devoted to generating and sharing serious and systematic research didn’t occur until the American Academy of Advertising (AAA) was formed in 1958. In January 1966 AAA began publishing a collection of papers designed to enhance and enlarge our knowledge of how advertising is created, functions, works, and with what effects. These appeared at irregular intervals under the title of Occasional Papers in Advertising. In 1972, after 4 issues, Occasional Papers in Advertising was replaced by a more formal and consistent publication by the American Academy of Advertising and renamed the Journal of Advertising (Sandage 1992). The first issue published in 1972 articulated the Journal’s aims and scope. It stated, “A discipline is measured in terms of its theoretical foundations in conjunction with their implied verifiable consequences. Therefore, because advertising is, generally, a communication industry, this Journal aims to encourage the discovery and development of, (a) valid theory and relevant facts regarding the psychological and philosophical aspects of communication, and (b) the relationship between these and other components of the advertising process” (Journal of Advertising 1(1) 1972, “Front Matter,” p. iv). The Journal’s Introduction entitled, “Some Institutional Aspects of Advertising” offered philosophical reflection on the goals and functions of advertising. It viewed advertising as a crucial social institution that is “responsible to inform and persuade members of society in respect to products, services, and ideas” (p. 6). This editorial also addressed the prevalen
能够担任《广告杂志》(Journal of Advertising, JA)的总编辑，我感到非常激动和荣幸。我非常感谢之前的编辑Shelly Rodgers以及她之前的所有编辑，感谢他们在领导《广告杂志》的过程中所做的奉献和对JA发展的宝贵贡献。多年来，在前任编辑们称职而敬业的领导和辛勤的工作下，《JA》在每年的发行量、发表的文章数量、投稿数量、来源国数量、读者数量和被引次数、SSCI影响因子以及广告领域内外学者的地位等方面都取得了长足的发展和繁荣。当我作为JA的EIC整理第一期时，我开始反思广告学科的历史和现状，以及JA作为我们领域的杰出期刊。广告学科的起源可以追溯到19世纪90年代，当时心理学和商业领域的学者开始在大学进行广告研究和教授广告课程(Ross and Richards 2008)。第一个科学的广告研究据称是由明尼苏达大学的心理学家Harlow Gale在1895年进行的(Ross and Richards 2008)。然而，直到1958年美国广告学会(AAA)成立后，广告才成为一门致力于产生和分享严肃而系统的研究的学科。1966年1月，AAA开始出版一系列论文，旨在增强和扩大我们对广告是如何创作、功能、工作和效果的认识。这些报纸以《广告中的偶尔报纸》为题，不定期地刊登出来。1972年，在出版了4期之后，《广告中的偶尔论文》被美国广告学会出版的一份更正式、更一致的出版物所取代，并更名为《广告杂志》(Sandage 1992)。1972年出版的第一期明确阐述了《华尔街日报》的目标和范围。它说:“一门学科是根据其理论基础以及隐含的可验证的结果来衡量的。因此，由于广告通常是一个传播行业，本杂志旨在鼓励发现和发展，(a)关于传播的心理和哲学方面的有效理论和相关事实，以及(b)这些与广告过程中其他组成部分之间的关系”(《广告杂志》1(1)1972年，“前沿问题”，)。《华尔街日报》题为“广告的一些制度方面”的导言对广告的目标和功能进行了哲学思考。它认为广告是一个重要的社会机构，“有责任告知和说服社会成员关于产品、服务和想法”(第6页)。这篇社论还谈到了普遍存在的公众对广告的批评，并强调了广告学术的关键社会需求和机会(Sandage 1972)。这种愿景和对JA的哲学反思今天仍然是真实的。在随后的五十年中，《广告杂志》一直是“致力于广告理论发展及其与实践关系的首要期刊”(现为《广告目标与范围杂志》)，在推动广告领域作为一门严肃的学术学科的发展，促进创新和严谨的广告研究和理论建设方面发挥了重要作用。JA定义和重新定义了广告和广告学术的界限，突出了重要的研究课题，帮助制定了研究议程，并开创了广告的研究创新和理论发展。我对JA的愿景是继续在我们的领域发挥这些关键的智力领导作用。
{"title":"Future of the Journal of Advertising in the Rapidly Changing World","authors":"J. Huh","doi":"10.1080/00913367.2022.2156236","DOIUrl":"https://doi.org/10.1080/00913367.2022.2156236","url":null,"abstract":"I am excited and honored to assume the role of Editor-in-Chief (EIC) of the Journal of Advertising (JA) and grateful to the prior editor, Shelly Rodgers as well as all of the previous editors before her, for their dedicated service in leading the Journal and invaluable contributions to the growth of JA. Under the competent and dedicated leadership and hard work of prior editors, JA has grown and prospered over the years, in terms of the number of issues per year, number of articles published, number of submissions, number of different countries from which manuscripts come, number of readers and citations, SSCI impact factors, and stature considered by scholars both inside and outside the advertising field. As I was putting together this first issue as EIC of JA, I began by reflecting on the history and the current state of the advertising discipline and JA as the preeminent journal in our field. The origin of the academic discipline of advertising can be traced back to the 1890s when scholars in the psychology and business fields started conducting advertising research and teaching advertising courses at universities (Ross and Richards 2008). The first scientific advertising research is claimed to have been conducted by Harlow Gale, a psychologist at the University of Minnesota in 1895 (Ross and Richards 2008). However, firm establishment of advertising as an academic discipline devoted to generating and sharing serious and systematic research didn’t occur until the American Academy of Advertising (AAA) was formed in 1958. In January 1966 AAA began publishing a collection of papers designed to enhance and enlarge our knowledge of how advertising is created, functions, works, and with what effects. These appeared at irregular intervals under the title of Occasional Papers in Advertising. In 1972, after 4 issues, Occasional Papers in Advertising was replaced by a more formal and consistent publication by the American Academy of Advertising and renamed the Journal of Advertising (Sandage 1992). The first issue published in 1972 articulated the Journal’s aims and scope. It stated, “A discipline is measured in terms of its theoretical foundations in conjunction with their implied verifiable consequences. Therefore, because advertising is, generally, a communication industry, this Journal aims to encourage the discovery and development of, (a) valid theory and relevant facts regarding the psychological and philosophical aspects of communication, and (b) the relationship between these and other components of the advertising process” (Journal of Advertising 1(1) 1972, “Front Matter,” p. iv). The Journal’s Introduction entitled, “Some Institutional Aspects of Advertising” offered philosophical reflection on the goals and functions of advertising. It viewed advertising as a crucial social institution that is “responsible to inform and persuade members of society in respect to products, services, and ideas” (p. 6). This editorial also addressed the prevalen","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"1 - 4"},"PeriodicalIF":5.7,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46438367","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-12-22DOI: 10.1080/00913367.2022.2149641
Chen Lou, Siu Ting Josie Kiew, T. Chen, Tze Yen Michelle Lee, Jia En Celine Ong, ZhaoXi Phua
Abstract Artificially created characters – virtual influencers – amass millions of followers on social media and affect digital natives’ engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phenomenon. By looking into followers’ engagement with virtual influencers, this study identifies and conceptualizes six primary motivations – namely, novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Furthermore, we found that most followers perceive virtual influencers as uncanny and authentically fake. However, followers also express acceptance of their staged fabrication where curated flaws and self-justification have been found to mitigate the effect of the uncanny valley. Virtual influencers are considered effective in building brand image and boosting brand awareness, but lack the persuasive ability to incite purchase intention due to a lack of authenticity, a low similarity to followers, and their weak parasocial relations with followers. These findings advance the extant literature on U&G, influencer advertising, and virtual influencers in the era of artificial intelligence; provide insights into the mitigating factors of the uncanny valley; and yield theoretical and practical implications for the efficacy of virtual influencers in advertising campaigns.
{"title":"Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers","authors":"Chen Lou, Siu Ting Josie Kiew, T. Chen, Tze Yen Michelle Lee, Jia En Celine Ong, ZhaoXi Phua","doi":"10.1080/00913367.2022.2149641","DOIUrl":"https://doi.org/10.1080/00913367.2022.2149641","url":null,"abstract":"Abstract Artificially created characters – virtual influencers – amass millions of followers on social media and affect digital natives’ engagement and decisionmaking in remarkable ways. Guided by the Uses and Gratification (U&G) approach and the Uncanny Valley Theory, this study seeks to understand this phenomenon. By looking into followers’ engagement with virtual influencers, this study identifies and conceptualizes six primary motivations – namely, novelty, information, entertainment, surveillance, esthetics, and integration and social interaction. Furthermore, we found that most followers perceive virtual influencers as uncanny and authentically fake. However, followers also express acceptance of their staged fabrication where curated flaws and self-justification have been found to mitigate the effect of the uncanny valley. Virtual influencers are considered effective in building brand image and boosting brand awareness, but lack the persuasive ability to incite purchase intention due to a lack of authenticity, a low similarity to followers, and their weak parasocial relations with followers. These findings advance the extant literature on U&G, influencer advertising, and virtual influencers in the era of artificial intelligence; provide insights into the mitigating factors of the uncanny valley; and yield theoretical and practical implications for the efficacy of virtual influencers in advertising campaigns.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"540 - 557"},"PeriodicalIF":5.7,"publicationDate":"2022-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46559257","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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