Pub Date : 2022-09-08DOI: 10.1080/00913367.2022.2111729
Sun Joo Grace Ahn, Jooyoung Kim, Jaemin Kim
Abstract The concept of the metaverse was first coined in the science fiction novel Snow Crash published 30 years ago, serving as the pregenesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multidimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this article, we propose the bifold triadic relationships model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to fully form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present article serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.
{"title":"The Bifold Triadic Relationships Framework: A Theoretical Primer for Advertising Research in the Metaverse","authors":"Sun Joo Grace Ahn, Jooyoung Kim, Jaemin Kim","doi":"10.1080/00913367.2022.2111729","DOIUrl":"https://doi.org/10.1080/00913367.2022.2111729","url":null,"abstract":"Abstract The concept of the metaverse was first coined in the science fiction novel Snow Crash published 30 years ago, serving as the pregenesis concept of the next groundbreaking development in communication and technology fields for several decades. Today, the concept of the metaverse is complicated and often discussed as a multidimensional notion, generally referring to multiple interconnected virtual worlds where large numbers of users can simultaneously interact in embodied form. In this article, we propose the bifold triadic relationships model to help advertising scholars understand how advertising may work in the metaverse and to guide future research endeavors. Although the metaverse as a concept has yet to fully form, we hope that this primer presents a clearer layout of how advertising can be studied at the unit level of triadic relationships among consumer, media, and engagement behaviors in the metaverse space. Using what we know thus far about immersive virtual environments and how they relate to advertising practice and scholarship, the present article serves as an impetus for new directions in advertising theory and research in the metaverse in the years to come.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"592 - 607"},"PeriodicalIF":5.7,"publicationDate":"2022-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48807850","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 : 2022-08-29DOI: 10.1080/00913367.2022.2111728
Jack Coffin
Abstract Artificial intelligence (AI) is transforming advertising theory and practice. However, while applications of AI abound, it appears that not enough questions are being asked about the ontological, technical, and ethical consequences of artificially intelligent advertising ecosystems. Given the pace and unpredictability of technological change, this article adopts a question-driven approach, emphasizing the importance of adopting a maieutic attitude for academics, practitioners, and other advertising stakeholders, including the AI-ad-consuming public.
{"title":"Asking Questions of AI Advertising: A Maieutic Approach","authors":"Jack Coffin","doi":"10.1080/00913367.2022.2111728","DOIUrl":"https://doi.org/10.1080/00913367.2022.2111728","url":null,"abstract":"Abstract Artificial intelligence (AI) is transforming advertising theory and practice. However, while applications of AI abound, it appears that not enough questions are being asked about the ontological, technical, and ethical consequences of artificially intelligent advertising ecosystems. Given the pace and unpredictability of technological change, this article adopts a question-driven approach, emphasizing the importance of adopting a maieutic attitude for academics, practitioners, and other advertising stakeholders, including the AI-ad-consuming public.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"608 - 623"},"PeriodicalIF":5.7,"publicationDate":"2022-08-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46245432","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 : 2022-08-23DOI: 10.1080/00913367.2022.2109780
M. Eisend, Anna Rößner
Abstract Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and develops conceptualizations and measures of gender for different types of future advertising research. Drawing on a review of the extant literature regarding portrayals of nonbinary people in advertising, gender-related ad processing, and the effects of these ads on consumers, this study proposes ideas and guidelines for future research that aim to deepen our understanding of gender in advertising and advance more inclusive advertising research that addresses gender developments in a changing world. These ideas and related recommendations build on conceptualizing and measuring gender and focus on analyzing nonbinary content portrayals, diverse consumers’ processing of ads, and the social and commercial effects of nonbinary portrayals.
{"title":"Breaking Gender Binaries","authors":"M. Eisend, Anna Rößner","doi":"10.1080/00913367.2022.2109780","DOIUrl":"https://doi.org/10.1080/00913367.2022.2109780","url":null,"abstract":"Abstract Advertisers have begun to acknowledge that an increasing number of consumers do not support the traditional gender binary, believing that gender is dynamic and lies on a continuum. Changing views, practices, and findings regarding gender are not well addressed in current advertising research due to a lack of knowledge regarding newer gender terminologies and a reliance on incompatible gender concepts and measures. This article discusses and develops conceptualizations and measures of gender for different types of future advertising research. Drawing on a review of the extant literature regarding portrayals of nonbinary people in advertising, gender-related ad processing, and the effects of these ads on consumers, this study proposes ideas and guidelines for future research that aim to deepen our understanding of gender in advertising and advance more inclusive advertising research that addresses gender developments in a changing world. These ideas and related recommendations build on conceptualizing and measuring gender and focus on analyzing nonbinary content portrayals, diverse consumers’ processing of ads, and the social and commercial effects of nonbinary portrayals.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"557 - 573"},"PeriodicalIF":5.7,"publicationDate":"2022-08-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45645828","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 : 2022-08-22DOI: 10.1080/00913367.2022.2101036
Ekta Srivastava, B. Sivakumaran, Satish S. Maheswarappa, J. Paul
Abstract This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.
{"title":"Nostalgia: A Review, Propositions, and Future Research Agenda","authors":"Ekta Srivastava, B. Sivakumaran, Satish S. Maheswarappa, J. Paul","doi":"10.1080/00913367.2022.2101036","DOIUrl":"https://doi.org/10.1080/00913367.2022.2101036","url":null,"abstract":"Abstract This article presents a systematic review of the nostalgia literature (205 articles) using PRISMA protocols. It dwells on three questions: What do we know about nostalgia? What do we need to know about nostalgia? and Where should we be heading? The article examines the evolution of nostalgia, analyzes the definitions of nostalgia (past–memory–yearning–ambivalent emotion), and extends the nostalgia typology of Havlena and Holak (1996). The article also delineates the nostalgic advertising literature; identifies antecedents, moderators, and consequences of nostalgic advertising; and highlights research gaps. Finally, this work offers propositions on nostalgic ad appeals (those that emphasize the attractiveness of and yearning for the past in a bittersweet way) based on four themes: self-restoration, continuity, social relationships, and culture. Specifically, the propositions offer new moderators, such as ads’ emotional flow, gender identity, purchase and consumption situation, perceived interactivity, and culture type, that could make some types of nostalgic appeals more effective than others. Our work contributes by being more comprehensive and broad based, extending the typology framework and delineating propositions that lay out a research roadmap for nostalgic advertising.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"613 - 632"},"PeriodicalIF":5.7,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44940265","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 : 2022-08-22DOI: 10.1080/00913367.2022.2109082
Linxiang Lv, Minxue Huang
{"title":"Can Personalized Recommendations in Charity Advertising Boost Donation? The Role of Perceived Autonomy","authors":"Linxiang Lv, Minxue Huang","doi":"10.1080/00913367.2022.2109082","DOIUrl":"https://doi.org/10.1080/00913367.2022.2109082","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":" ","pages":""},"PeriodicalIF":5.7,"publicationDate":"2022-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44514974","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 : 2022-08-18DOI: 10.1080/00913367.2022.2107121
Anne Hamby, C. Russell
Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.
{"title":"Strategies and Tools to Enhance the Use of Dynamic Audiovisual Stimuli in Academic Advertising Research","authors":"Anne Hamby, C. Russell","doi":"10.1080/00913367.2022.2107121","DOIUrl":"https://doi.org/10.1080/00913367.2022.2107121","url":null,"abstract":"Abstract Advertisers and marketers increasingly adopt and invest in audiovisual formats for their communications. In contrast, academic researchers often rely on static visual stimuli to test advertising- and marketing-related research questions. In this research note, we discuss whether and how academic research could benefit from the ability to develop and use dynamic audiovisual stimuli and we consider the validity-related trade-offs inherent in their use. We first outline the components researchers should consider in constructing dynamic audiovisual stimuli. Then, in an attempt to reduce barriers to creation of dynamic audiovisual stimuli in advertising research, we review tools researchers can use to design realistic dynamic stimuli. We conclude with ways in which the use of dynamic stimuli can open new research approaches, thus expanding advertising-related theory.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"52 1","pages":"633 - 642"},"PeriodicalIF":5.7,"publicationDate":"2022-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48289046","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 : 2022-08-16DOI: 10.1080/00913367.2022.2106774
Shelly Rodgers
{"title":"Reflections on My Editorship of the Journal of Advertising","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2106774","DOIUrl":"https://doi.org/10.1080/00913367.2022.2106774","url":null,"abstract":"","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"650 - 651"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46395591","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 : 2022-08-16DOI: 10.1080/00913367.2022.2100526
Marla B. Royne Stafford, C. R. Taylor
Abstract This article analyzes and integrates the 60 nominated articles for the best articles in the Journal of Advertising from its first 50 years, with a focus on the final 15 that were selected as the overall best articles. Hence, the purpose of this article is to highlight the contributions of these articles and their overall influence on advertising research. To this end, the authors synthesize these articles into an organizing framework that is used to analyze the contributions of this research collective. The framework also helps to understand distinct aspects of advertising and identify areas of research that can continue to build on the legacy of the contributions of these articles.
{"title":"Analyzing the Impact of the Leading Articles in the Journal of Advertising from Its First 50 Years: An Integrative Framework","authors":"Marla B. Royne Stafford, C. R. Taylor","doi":"10.1080/00913367.2022.2100526","DOIUrl":"https://doi.org/10.1080/00913367.2022.2100526","url":null,"abstract":"Abstract This article analyzes and integrates the 60 nominated articles for the best articles in the Journal of Advertising from its first 50 years, with a focus on the final 15 that were selected as the overall best articles. Hence, the purpose of this article is to highlight the contributions of these articles and their overall influence on advertising research. To this end, the authors synthesize these articles into an organizing framework that is used to analyze the contributions of this research collective. The framework also helps to understand distinct aspects of advertising and identify areas of research that can continue to build on the legacy of the contributions of these articles.","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"624 - 642"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44395380","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 : 2022-08-16DOI: 10.1080/00913367.2022.2106770
Shelly Rodgers
Welcome to the 50th anniversary special issue of the Journal of Advertising (JA). JA has become what it is today because of the people behind it and the scholarly articles it provides. Over the past 50 years (1972–2022), that equals 202 issues and more than 1,400 published articles. This issue, Volume 51, Issue 5, has several special features. First, we announce those papers selected as the “best” articles for the first 50 years of JA along with those papers that were nominees and semifinalists. Second, we invite you to explore our 50th anniversary special section, “Reimagining Advertising Research: 50 Years and Beyond,” coedited by Jisu Huh and Ron Faber, along with additional articles prepared in honor of JA’s 50th anniversary. In addition, this publication serves as my 15th and final issue of JA after three incredible years as editor in chief, and it’s appropriate to share a few reflections, which you’ll find in my postlude editorial at the end of this issue. Now that you know what you’ll find in these pages, let’s dig into what we mean when we talk about articles thought of as the best. To answer this question, the editorial board commissioned a very special virtual collection selected from articles published in JA over the past five decades. As you might imagine, reviewing and evaluating all of these articles was a complicated endeavor. To choose the initial list of nominees for the best articles covering 1972–2021, a committee cochaired by Marla Royne Stafford and Charles R. Taylor was formed. I appointed committee members, including Les Carlson, Chingching Chang, Patrick de Pelsmacker, Martin Eisend, Wei-Na Lee, Michelle Nelson, Shintaro Okazaki, Cristel Russell, and Esther Thorson. The committee’s procedure included three steps: First, past recipients of the annual JA Best Article Award were named as nominees. Second, subcommittees representing the time periods 1972–1979 and 1980–1988 (before the Best Article Award was implemented) considered citations and other criteria to establish a list of nominees by year. Third, an at-large subcommittee generated additional nominations by considering citations and other criteria from articles from the entire journal covering 1972 to the present. The full committee then voted on the nominees and added those with the most votes to the list of nominees, resulting in 60 best-article nominations in total (see Table 1). Next, members of the American Academy of Advertising selected two to three articles per decade from the list of nominees; articles with the most nominations were designated as semifinalists. Finally, the JA 2021 editorial board voted from the list of semifinalists by selecting one to two articles per decade. The 15 articles (three for each of five decades) with the most votes were selected as the final best articles in 50 years of JA to be featured in a virtual collection commissioned by the editorial board and located on the JAwebsite. A complete list of the results is shown in Table 1. I
欢迎收看《广告杂志》50周年特刊。JA之所以成为今天的样子，是因为它背后的人和它提供的学术文章。在过去的50年里（1972年至2022年），这相当于202期，发表了1400多篇文章。本期，第51卷第5期，有几个特色。首先，我们宣布那些被选为JA前50年“最佳”文章的论文，以及那些被提名和半决赛的论文。其次，我们邀请您浏览我们的50周年特别栏目“重塑广告研究：50年及以后”，由Jisu Huh和Ron Faber共同编辑，以及为纪念JA成立50周年而准备的其他文章。此外，这本出版物是我在担任主编三年后的第15期也是最后一期《JA》，分享一些思考是合适的，你可以在本期结尾的我的序言社论中找到。既然你知道你会在这些页面上找到什么，让我们深入了解我们谈论被认为是最好的文章时的意思。为了回答这个问题，编委会委托制作了一个非常特别的虚拟合集，从过去50年在JA发表的文章中挑选。正如你可能想象的那样，审查和评估所有这些文章是一项复杂的工作。为了选择1972年至2021年最佳文章的最初提名名单，成立了一个由Marla Royne Stafford和Charles R.Taylor共同主持的委员会。我任命了委员会成员，包括Les Carlson、Chingching Chang、Patrick de Pelsticker、Martin Eisend、Wei Na Lee、Michelle Nelson、Shintaro Okazaki、Cristel Russell和Esther Thorson。委员会的程序包括三个步骤：首先，提名过去的年度JA最佳文章奖获得者作为提名人。其次，代表1972年至1979年和1980年至1988年期间（在最佳文章奖实施之前）的小组委员会考虑了引文和其他标准，以确定每年的提名名单。第三，一个庞大的小组委员会通过考虑1972年至今整个期刊文章的引用和其他标准，产生了额外的提名。随后，全体委员会对提名人进行了投票，并将得票最多的人加入提名名单，共获得60项最佳文章提名（见表1）。接下来，美国广告学会的成员每十年从提名名单中选出两到三篇文章；提名最多的文章被指定为半决赛选手。最后，JA 2021编委会从半决赛名单中进行了投票，每十年选出一到两篇文章。得票最多的15篇文章（每50年3篇）被选为JA 50年来的最终最佳文章，由编委会委托在JA网站上进行虚拟收藏。结果的完整列表如表1所示。此外，我们可以在JA网站上的虚拟收藏中访问被选为最佳的15篇文章，其中三篇代表了50年中的每一篇。尽管达到这一点是一项艰巨的任务，因为在过去50年里，JA进行了出色的研究和讨论，但看到最终统计中所代表的文章、作者、主题和机构的范围是值得的。事实上，这证明了过去半个世纪在我们领域所做的学术工作，也是所有参与者的骄傲。我感谢评选委员会成员为这一重要努力所做的贡献，也感谢所有投票的人。此外，委员会联席主席Marla和Ray在领导这项工作时做了yeoman的工作。我鼓励你阅读他们在本期的文章，这篇文章为60篇提名文章提供了非常有用的框架、讨论和指导，重点是被选为50年来最好的15篇文章。感谢您加入我们，向JA致以应有的敬意，并帮助确保JA能够在未来50年及以后继续为我们的学术界服务。
{"title":"Celebrating 50 Years of the Journal of Advertising and Beyond","authors":"Shelly Rodgers","doi":"10.1080/00913367.2022.2106770","DOIUrl":"https://doi.org/10.1080/00913367.2022.2106770","url":null,"abstract":"Welcome to the 50th anniversary special issue of the Journal of Advertising (JA). JA has become what it is today because of the people behind it and the scholarly articles it provides. Over the past 50 years (1972–2022), that equals 202 issues and more than 1,400 published articles. This issue, Volume 51, Issue 5, has several special features. First, we announce those papers selected as the “best” articles for the first 50 years of JA along with those papers that were nominees and semifinalists. Second, we invite you to explore our 50th anniversary special section, “Reimagining Advertising Research: 50 Years and Beyond,” coedited by Jisu Huh and Ron Faber, along with additional articles prepared in honor of JA’s 50th anniversary. In addition, this publication serves as my 15th and final issue of JA after three incredible years as editor in chief, and it’s appropriate to share a few reflections, which you’ll find in my postlude editorial at the end of this issue. Now that you know what you’ll find in these pages, let’s dig into what we mean when we talk about articles thought of as the best. To answer this question, the editorial board commissioned a very special virtual collection selected from articles published in JA over the past five decades. As you might imagine, reviewing and evaluating all of these articles was a complicated endeavor. To choose the initial list of nominees for the best articles covering 1972–2021, a committee cochaired by Marla Royne Stafford and Charles R. Taylor was formed. I appointed committee members, including Les Carlson, Chingching Chang, Patrick de Pelsmacker, Martin Eisend, Wei-Na Lee, Michelle Nelson, Shintaro Okazaki, Cristel Russell, and Esther Thorson. The committee’s procedure included three steps: First, past recipients of the annual JA Best Article Award were named as nominees. Second, subcommittees representing the time periods 1972–1979 and 1980–1988 (before the Best Article Award was implemented) considered citations and other criteria to establish a list of nominees by year. Third, an at-large subcommittee generated additional nominations by considering citations and other criteria from articles from the entire journal covering 1972 to the present. The full committee then voted on the nominees and added those with the most votes to the list of nominees, resulting in 60 best-article nominations in total (see Table 1). Next, members of the American Academy of Advertising selected two to three articles per decade from the list of nominees; articles with the most nominations were designated as semifinalists. Finally, the JA 2021 editorial board voted from the list of semifinalists by selecting one to two articles per decade. The 15 articles (three for each of five decades) with the most votes were selected as the final best articles in 50 years of JA to be featured in a virtual collection commissioned by the editorial board and located on the JAwebsite. A complete list of the results is shown in Table 1. I","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"531 - 534"},"PeriodicalIF":5.7,"publicationDate":"2022-08-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48287506","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 : 2022-08-03DOI: 10.1080/00913367.2022.2077266
Lennard Schmidt, Erik Maier
Abstract Ad avoidance (e.g., “blinding out” digital ads) is a substantial problem for advertisers. Avoiding mobile banner ads differs from active ad avoidance in nonmobile (desktop) settings, because mobile phone users interact with ads to avoid them: (1) They classify new content at the bottom of their screens; if they see an ad, they (2) scroll so that it is out of the locus of attention and (3) position it at a peripheral location at the top of the screen while focusing their attention on the (non-ad) content in the screen center. Introducing viewport logging to marketing research, we capture granular ad-viewing patterns from users’ screens (i.e., viewports). While mobile users’ ad-viewing patterns are concave over the viewport (with more time at the periphery than in the screen center), viewing patterns on desktop computers are convex (most time in the screen center). Consequently, we show that the effect of viewing time on recall depends on the position of an ad in interaction with the device. An eye-tracking study and an experiment show that 43% to 46% of embedded mobile banner ads are likely to suffer from ad avoidance, and that ad recall is 6 to 7 percentage points lower on mobile phones (versus desktop).
{"title":"Interactive Ad Avoidance on Mobile Phones","authors":"Lennard Schmidt, Erik Maier","doi":"10.1080/00913367.2022.2077266","DOIUrl":"https://doi.org/10.1080/00913367.2022.2077266","url":null,"abstract":"Abstract Ad avoidance (e.g., “blinding out” digital ads) is a substantial problem for advertisers. Avoiding mobile banner ads differs from active ad avoidance in nonmobile (desktop) settings, because mobile phone users interact with ads to avoid them: (1) They classify new content at the bottom of their screens; if they see an ad, they (2) scroll so that it is out of the locus of attention and (3) position it at a peripheral location at the top of the screen while focusing their attention on the (non-ad) content in the screen center. Introducing viewport logging to marketing research, we capture granular ad-viewing patterns from users’ screens (i.e., viewports). While mobile users’ ad-viewing patterns are concave over the viewport (with more time at the periphery than in the screen center), viewing patterns on desktop computers are convex (most time in the screen center). Consequently, we show that the effect of viewing time on recall depends on the position of an ad in interaction with the device. An eye-tracking study and an experiment show that 43% to 46% of embedded mobile banner ads are likely to suffer from ad avoidance, and that ad recall is 6 to 7 percentage points lower on mobile phones (versus desktop).","PeriodicalId":48337,"journal":{"name":"Journal of Advertising","volume":"51 1","pages":"440 - 449"},"PeriodicalIF":5.7,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45252143","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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