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}
Pub Date : 2022-12-07DOI: 10.1080/00913367.2022.2146023
T. Milfeld, D. Flint, A. Zablah
{"title":"Riding the Wave: How and When Public Issue Salience Impacts Corporate Social Responsibility Advertising","authors":"T. Milfeld, D. Flint, A. Zablah","doi":"10.1080/00913367.2022.2146023","DOIUrl":"https://doi.org/10.1080/00913367.2022.2146023","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47872327","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 : 2022-11-15DOI: 10.1080/00913367.2022.2131656
T. Cornwell, M. Humphreys, Youngbum Kwon
Abstract Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.
{"title":"Shared Brand Equity","authors":"T. Cornwell, M. Humphreys, Youngbum Kwon","doi":"10.1080/00913367.2022.2131656","DOIUrl":"https://doi.org/10.1080/00913367.2022.2131656","url":null,"abstract":"Abstract Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured, and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists, the role it plays in semantic/associative neighborhoods, and how it explains research findings. We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"311 - 329"},"PeriodicalIF":5.7,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47733685","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 : 2022-09-16DOI: 10.1080/00913367.2022.2109781
J. Strycharz, C. Segijn
Abstract Technological developments have changed the advertising landscape by extending the possibilities to collect, process, and share consumer data to optimize advertising. These developments have made data collection and consequently dataveillance—the automated, continuous, and sometimes unspecific collection, storage, and processing of digital traces—central concepts for advertising scholarship and practice. Studying the impact of consumers’ perceptions of dataveillance is important as perceptions about data collection practices have been shown to diminish the effects of data-driven advertising. This article advances advertising theory by conceptualizing the impact of consumers’ perceptions of dataveillance in digital data-driven advertising and applying long-standing advertising research theories to this new phenomenon to provide an overarching framework for future research. The current work presents the dataveillance effects in advertising landscape (DEAL) framework, with specific research directions for future research. This framework has practical implications as it shows how false or accurate beliefs about dataveillance impact consumer responses to digital data-driven advertising. Advertisers may adapt to ensure that digital data-driven advertising does not result in backlash or raise ethical questions. Finally, the framework has implications for privacy regulations, as consumer understanding of data collection is a core issue in current regulatory approaches to dataveillance.
{"title":"The Future of Dataveillance in Advertising Theory and Practice","authors":"J. Strycharz, C. Segijn","doi":"10.1080/00913367.2022.2109781","DOIUrl":"https://doi.org/10.1080/00913367.2022.2109781","url":null,"abstract":"Abstract Technological developments have changed the advertising landscape by extending the possibilities to collect, process, and share consumer data to optimize advertising. These developments have made data collection and consequently dataveillance—the automated, continuous, and sometimes unspecific collection, storage, and processing of digital traces—central concepts for advertising scholarship and practice. Studying the impact of consumers’ perceptions of dataveillance is important as perceptions about data collection practices have been shown to diminish the effects of data-driven advertising. This article advances advertising theory by conceptualizing the impact of consumers’ perceptions of dataveillance in digital data-driven advertising and applying long-standing advertising research theories to this new phenomenon to provide an overarching framework for future research. The current work presents the dataveillance effects in advertising landscape (DEAL) framework, with specific research directions for future research. This framework has practical implications as it shows how false or accurate beliefs about dataveillance impact consumer responses to digital data-driven advertising. Advertisers may adapt to ensure that digital data-driven advertising does not result in backlash or raise ethical questions. Finally, the framework has implications for privacy regulations, as consumer understanding of data collection is a core issue in current regulatory approaches to dataveillance.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"574 - 591"},"PeriodicalIF":5.7,"publicationDate":"2022-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44119979","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 : 2022-09-16DOI: 10.1080/00913367.2022.2102554
Laurien Desimpelaere, L. Hudders, Dieneke Van de Sompel
{"title":"Children’s Hobbies as Persuasive Strategies: The Role of Literacy Training in Children’s Responses to Personalized Ads","authors":"Laurien Desimpelaere, L. Hudders, Dieneke Van de Sompel","doi":"10.1080/00913367.2022.2102554","DOIUrl":"https://doi.org/10.1080/00913367.2022.2102554","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49116072","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 : 2022-09-16DOI: 10.1080/00913367.2022.2115431
J. Huh, Ronald J. Faber
This special section marks the end of the 50th year of publications for the Journal of Advertising (JA) and the beginning of what we hope will be a "reimagined" future for advertising research. When reaching major milestone anniversaries, one is motivated to look back to the past or forward to the future (or both). When JA was first published in 1972, advertising was confined to mass mediated communication and its boundaries were drawn by four classes of mass media (newspapers, magazines, television, and radio) (Richards and Curran 2002). Today, advertising is more broadly defined, unfettered from any particular media or technology (Dahlen and Rosengren 2016), and digital technology companies, such as Google and Meta, have emerged as the biggest advertising companies (Helberger et al. 2020). Despite the enormous changes over the past five decades, the topics and research questions examined by advertising researchers in 1972 remain important and prevalent in today’s advertising scholarship, and we believe many of these will still be important in the future. However, recent years have seen tremendous changes in advertising. Technological innovations such as data-driven computational advertising, machine-learning algorithms, and artificial intelligence (AI) have altered the nature of advertising messages, processes, and outcomes. Transformations in the communication and media industries, along with the development of user-generated and user-shared content, have become dominant forces in the advertising industry, creating challenges to traditional definitions and boundaries of the field (Dahlen and Rosengren 2016; Huh and Malthouse 2020; Li 2019). In addition, dynamic social and cultural shifts in society have been propelling rapid transformations that can open new avenues for advertising research and theory (McDonald, Laverie, and Manis 2021). Therefore, to commemorate the 50th anniversary, this special section has chosen to try to look to the future, asking contributors to indicate a topic they think will be important and to propose new theories or ideas that can be fruitful in studying and explaining advertising in the years ahead. A total of 30 papers were submitted in response to this call and from these, five articles were selected to be included in this special section.
这个特别的部分标志着《广告杂志》(JA)出版50周年的结束，我们希望这将是广告研究“重新想象”未来的开始。当达到重要的里程碑纪念日时，一个人有动力回顾过去或展望未来(或两者兼而有之)。当《JA》于1972年首次出版时，广告仅限于大众媒介传播，其界限由四类大众媒体(报纸、杂志、电视和广播)划定(Richards and Curran 2002)。今天，广告的定义更广泛，不受任何特定媒体或技术的约束(Dahlen和Rosengren 2016)，数字技术公司，如谷歌和Meta，已经成为最大的广告公司(Helberger et al. 2020)。尽管在过去的五十年中发生了巨大的变化，1972年广告研究人员所研究的主题和研究问题在今天的广告学术中仍然很重要和普遍，我们相信其中许多在未来仍然很重要。然而，近年来广告业发生了巨大的变化。数据驱动的计算广告、机器学习算法和人工智能(AI)等技术创新已经改变了广告信息、流程和结果的本质。通信和媒体行业的转型，以及用户生成和用户共享内容的发展，已经成为广告行业的主导力量，对该领域的传统定义和边界提出了挑战(Dahlen和Rosengren 2016;Huh and Malthouse 2020;李2019年)。此外，社会中动态的社会和文化转变一直在推动快速变革，这可以为广告研究和理论开辟新的途径(McDonald, Laverie, and Manis 2021)。因此，为了纪念50周年，这个特别的部分选择了尝试展望未来，请贡献者指出一个他们认为重要的话题，并提出新的理论或想法，这些理论或想法可以在未来几年研究和解释广告。为响应这一号召，共提交了30篇论文，从中选出5篇文章列入本专题。
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