Advertising and Media

هدف البحث الحالي إلى إختبار تأثير كُلً من التسويق عبر المؤثرين، اليقظة الذهنية للعميل على سلوك الشراء الاندفاعي لمستحضرات التجميل والعناية الشخصية لدى السيدات. كذلك اختبار دور كُلً من اليقظة الذهنية والمتغيرات الديموجرافية (العمر، مستوى الدخل، المستوى التعليمي، الحالة الإجتماعية) كمتغيرات معدله في العلاقة بين التسويق عبر المؤثرين وسلوك الشراء الاندفاعي لمستحضرات التجميل والعناية الشخصية لدى السيدات، تم تجميع البيانات بالاعتماد على قائمة إستقصاء، تم توجيهها لعينة حجمها (370) من السيدات مستخدمي منصات التواصل الإجتماعي، وتم تحليل البيانات باستخدام(  Smart- PLS).
توصل البحث إلى وجود تأثير إيجابي مباشر للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي، كما يوجد تأثير سلبى مباشر لليقظة الذهنية للعميل على سلوك الشراء الاندفاعي. كما توصلت النتائج إلى وجود دور معدل معنوي لليقظة الذهنية يعدل من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي. بالإضافة إلى وجود دور معدل معنوي لكُلً من (العمر، المستوى التعليمي) يعدل من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي، بينما لا يعدل كلُ من ( مستوي الدخل، الحالة الاجتماعية) من التأثير الإيجابي للتسويق عبر المؤثرين على سلوك الشراء الاندفاعي.

An advertisement on the lifestyle of youths in Jos metropolis. The study employed quantitative research design method and the data were gathered using a structured questionnaire. Simple random sampling technique was used in selecting the respondents for this study. Bavarians' correlation and linear regression were used to test the impact. The finding of the relationship reveals that there is a positive relationship between unethical practice in advertisement and lifestyle of youths in Jos metropolis as reveals by the r - value of 0.618 and p < 0.01. The result also shows that unethical practices in advertisement have negative impact on the lifestyle of youths in Jos metropolis. Based on the finding, the study recommended that: Unethical practices in advertising such as deceptive, untruthful, sex appeal products, and stereotype should be evaded by the advertising agencies. Regulatory bodies such as the Advertising Practitioners Council of Nigeria (APCON) and other stakeholders in advertising industries should frequently checkmate the use of unethical practices in product advertising. The study suggested that relevant authorities such as, Advertising Practitioners Council of Nigeria (APCON) should emphasize on the use of the APCON Act so as to regulate the excesses of advertisement targeted at youths.

Keyword: advertising, deceptive, puffery, sex appeal, stereotype. unethical

Este artículo presenta un análisis sobre el uso del material de archivo en las producciones Narcos de Netflix y Escobar. El patrón del mal de Caracol Televisión. Ambas series han realizado adaptaciones de historias de violencia generadas por el fenómeno del narcotráfico y la figura de Pablo Escobar Gaviria en Colombia durante los años 80. Estas series usan el material de archivo como soporte para la narración, lo cual dificulta la diferenciación entre historia real e historia de ficción, generando una confusión en el espectador, sobrepasando la ética y la verdad en la narrativa. Por esta razón se estudia el tratamiento de los hechos reales y el uso del material de archivo como soporte para contar la historia. Para el desarrollo de este estudio fueron analizados un total de 20 capítulos y 1473 escenas, de las cuales se identificaron 285 escenas en las que se caracteriza la presencia y el uso del material de archivo asociado a 12 hechos de violencia que marcaron la historia de Colombia.

A criatividade transformou-se em palavra-chave nos dias atuais. E não somente para artistas: gestores, políticos, profissionais liberais e a t é o c i d a d ã o c o m u m t a m b é m d e m a n d a m criatividade. Não obstante, essa moralidade positiva do termo criatividade, estende-se do sujeito para o sistema produtivo e, por conseguinte, à economia e à política. Para além das habilidades e o espírito empreendedor dos sujeitos à serviço de um sistema neoliberal regido pela lógica de mercado, o que vemos emergir é a criatividade que, em sua relação com a cultura, torna-se vetor de desenvolvimento econômico de um país. Em toda parte, os criativos se impõem como novos criadores de valor e desenvolvimento de mercado. A partir de então cultura e economia andam pari passu. Neste jogo dialético, a criação de valor [parece] não se constitui pela força de trabalho externa ao sujeito nem pelo conhecimento morto incorporado em técnicas e máquinas, agora, ela passa pelo saber vivo do sujeito. É o próprio sujeito que se coloca como produto e que continua, ele mesmo, a se produzir. Em outras palavras, aquilo que o mercado considera como capital humano é, pois, uma externalidade ao mesmo tempo individual e coletiva e a base da inovação e auto-organização criativa. Desse modo, o objetivo desse artigo é entender a transposição do capital material para o imaterial considerando as transformações no cenário econômico e a consequente intensificação das trocas em um mercado cada vez mais flexível e líquido. Para isso, a partir de uma revisão bibliográfica, buscamos desconstruir o discurso em torno da criatividade, onde o sujeito se destaca na forma do empreendedor, como proprietário legítimo dos meios de produção, e contribuir a partir de uma perspectiva biopolítica acerca das convocações contemporâneas para o consumo. Assim, tomamos a criatividade como objeto, a partir do qual sublinha-se uma nova lógica de produção: a da economia criativa, e u m a n o v a l ó g i c a d e o r g a n i z a ç ã o s o c i a l : a d a c l a s s e c r i a t i v a ; transformando experiência em mercadoria e atribuindo ao sujeito o investimento de si.

The chapter ‘Urban Life on the Water. Concepts, Models and Prototypes for Marine Habitats in Japan 1958-2025’ tackles the historical and urban conditions behind a series of cutting-edge architectural projects and city planning innovations in Japanese coastal cities developed since the 1950s after the resurgence of Japan following the end of the Pacific War.

Programmatic advertising campaigns need budget changes because of performance and consumer actions. Usual methods with set budgets plus fixed rules do not work when audiences or competition change. This paper describes a reinforcement learning framework that reallocates budget to different times of the week and day. The framework uses historical Return on Ad Spend but also sales lift data for optimization. The system uses a Deep Q-Network (DQN) with several hidden layers and experience replay for budget work. This study employs a DQN model, trained on e-commerce campaign data. The data held $1.5 million in advertising spend and 1.2 million impressions across 12 months. The RL agent targets segments that show high expected ROAS, plus it keeps cost limits. The agent adjusts budgets every hour-this approach raised ROAS by up to 21.8 % and dropped cost-per-acquisition (CPA) by 18.4 %. This occurred when compared to a constant baseline but also a rule-based system. A web-based Opportunity Dashboard also shows future sales growth and the best budget changes as they happen. The results show that over a variety of time periods, RL-driven budget reallocation significantly increases campaign effectiveness and reduces unnecessary advertising expenditures. The study concludes with a detailed analysis of deployment factors, including whether to expand to multi-channel campaigns on various digital advertising platforms, how to create rewards, and how frequently to retrain the model.

Objectification is reducing someone, mostly women, to just an object devoid of feelings or emotions. It has diminished the idea of women as objects of sexual satisfaction. This process of objectifying women was slow but definite. It is something happening nearly all over the world. If you look around you, the advertisements appearing on social media, televisions, and billboards have incorporated women but rather than a subject, they are shown as an object of desire and leisure even in places where it makes no sense at all. Berger's Ways of Seeing gives an idea of the hidden ideologies behind early Renaissance paintings of women and how they were looked at. When artists were painting female nudes on commissions for patrons as their possessions. This paper talks about the similar ideology behind women in advertisements, specifically in Pakistan. It also discusses male objectification briefly before diving into female objectification in advertisements and its effects. It compares that thought process to the current trend of incorporating women in Pakistani advertisements as sexual objects to catch the observer's attention. This topic has gotten little attention so far, but it is one of the reasons why society and majorly men consider women a symbol of sex. With thorough research, the paper concludes with protestation against this misconduct. And proceeds to suggest an alternate course of action that can curb this issue.

This article is a personal and political reflection on how gendered hierarchies are sustained through everyday rituals, language, and care work, often without confrontation, but through repetition and silence. Through autoethnographic vignettes and theoretical insights from Judith Butler, Pierre Bourdieu, Silvia Federici, Sara Ahmed, and others, I explore how feminism entered my life not as rebellion, but as questioning. From the kitchen mat to the meeting table, I trace the quiet resistance embedded in domestic rituals, marriage customs, and informal labor. What emerges is not a fixed identity, but a feminist consciousness shaped by hesitation, cultural memory, and the daily labor of not disappearing.

The question of how the discourse of women’s empowerment is represented and reconstructed within the visual and discursive landscape of contemporary advertising has become central to recent critical debates, particularly those surrounding the concept of femvertising. This thesis aims to contribute to these discussions in the context of Türkiye by examining how the image of the “strong woman” is constructed through various narrative forms across different sectors, and how these representations intersect with gender norms. The theoretical framework of the research is grounded in gender performativity theory, feminist media theory, and the social constructivist approach. The study focuses on 19 advertisements selected through purposive sampling from a pool of 51 commercials published in Turkish by private sector brands on YouTube, using the keywords “güçlü kadın reklam” (“strong woman commercial”). Data were analyzed using qualitative content analysis; each advertisement was examined in both its visual and auditory dimensions, guided by theory-based coding. The findings reveal that representations of strong women vary significantly across sectors. Ultimately, this study demonstrates that femvertising is not merely a commercial marketing strategy, but also a mirror reflecting gender, cultural codes, and sectoral dynamics of representation. By interrogating how sectoral contexts shape the image of women, this research offers a critical and multilayered media reading of advertising.

This study examined the influence of social media advertising on the buying behaviour of youths in Abraka, driven by the rapid shift from traditional to digital advertising and the growing concerns about how constant exposure to social media adverts shapes young consumers’ purchasing decisions. The study was guided by four key objectives: to determine the level of exposure to social media advertising among youths in Abraka; to examine their perceptions towards social media advertising; to evaluate how social media advertising influences their buying behaviour; and to identify the factors that contribute to its effectiveness. Adopting the survey research design, the study utilised a sample size of 400 respondents, selected through stratified random sampling to ensure fair representation. Data was collected using a structured questionnaire distributed via online platforms, and the responses were analysed using descriptive statistics (frequency and percentage). Findings revealed that the majority of the youths are highly exposed to social media advertising and that such advertisements significantly influence their buying decisions, especially when supported by engaging content, peer reviews, and repeated exposure. The study further found that while most respondents have a positive perception of social media adverts, concerns about misleading content persist. Based on the findings, it is recommended that businesses and advertisers prioritise transparent and engaging advertising strategies and leverage data-driven content that aligns with the interests of their target audience to maximise effectiveness and consumer trust.

Dalam lanskap politik pasca-Pemilu 2024, satu hal yang menonjol bukanlah gebrakan kebijakan, melainkan viralitas konten. Tokoh-tokoh politik kini tampil layaknya influencer, dengan video pendek penuh senyum, caption inspiratif, dan gaya komunikasi yang ringan. Bukan berarti keterlibatan digital itu keliru. Namun, yang menjadi persoalan adalah saat algoritma justru menggantikan substansi kebijakan. Data dari Reuters Institute Digital News Report 2025 menunjukkan bahwa 57% masyarakat Indonesia mendapatkan informasi politik dari media sosial, dengan TikTok dan Instagram menjadi dua kanal utama. Ini bukan sekadar media distribusi, melainkan platform utama pembentukan opini publik.

Bu çalışmanın amacı, içerik üreticilerinin dijital platformların abonelik sistemlerini aşarak ücretli reklam modellerini içeriklerine nasıl entegre ettiklerini incelemektir. Dijital reklamcılıkta ücretli tanıtımların kullanıcılara nasıl sunulduğu ve kullanıcıların reklamdan kaçınmak için abonelik modellerine yönelmeleri ve bu çabalarının başarısızlıkla sonuçlanması örnek olay incelemesi ile ortaya konulmaktadır. Nitel araştırma yöntemiyle gerçekleştirilen bu çalışmada durum çalışması (örnek olay) deseni tercih edilmiştir. Reklamsız içerik sunma vaadiyle yola çıkan abonelik hizmetlerinde ücretli tanıtımların yer alma biçimleri ve bu içeriklerin kanallar tarafından uygulanış biçimleri araştırılmaktadır. Çalışma kapsamında üç Youtube Kanalında yayınlanan 27 içerik ve bu içeriklerde yer alan 130 reklam incelemeye tabii tutulmuştur. Elde edilen veriler, tümevarımsal bir geleneğe sahip olan tematik analiz tekniği ile analiz edilmiştir. Tematik analiz için araştırmacı tarafından bir kodlama şablonu oluşturulmuştur. Kodlama şablonunda yer alan ana kodlar içerik türü, reklam kategorisi, sektör, ücretli tanıtım türü ve reklamın türünden oluşmaktadır. Çalışma sonucunda dijital abonelik sistemlerinin tüketicilere ve kullanıcılara reklamsız bir kullanıcı deneyimi sunma iddiasının tam anlamıyla gerçekleşmediğini ve dijital platformların içerik üreticiler aracılığıyla reklam faaliyetlerini sürdürmeye devam ettikleri ortaya çıkmıştır.

In the evolving landscape of digital marketing, advertising practices have become increasingly contentious, with regulatory bodies facing challenges in maintaining ethical standards and public accountability. This study examines the response of the Advertising Regulatory Council of Nigeria (ARCON) to selected controversial advertisements that have surfaced within Nigeria's digital space. Using a qualitative content analysis approach, the study interrogates ARCON's regulatory strategies through the lens of deontological ethics, which emphasises duty-bound, principlebased judgement in advertising oversight. Six high-profile digital advertising cases involving well-known Nigerian brands were selected based on their virality, public backlash, and ARCON's formal responses. Findings reveal a growing dissonance between advertiser innovation in the digital sphere and the regulatory agency's capacity to enforce timely, transparent, and culturally sensitive interventions. The study highlights ARCON's increasing reliance on postpublication sanctions and public statements rather than proactive engagement or pre-publication scrutiny, thereby raising concerns about its overall effectiveness and the level of advertiser accountability in the digital age. It further notes a tension between creative freedom and ethical compliance, especially in a fragmented media environment where audience reactions are instant and often polarised. The study concludes that while ARCON has demonstrated increased visibility in recent years, its approach remains largely reactive and bureaucratic, necessitating a shift toward real-time digital monitoring, stronger partnerships with platform providers, and increased industry education. The paper contributes to the discourse on advertising regulation by offering practical recommendations for policy reform and ethical consistency in the digital communication ecosystem.

Customer satisfaction is "an individual's feeling of pleasure (or disappointment) resulting from comparing the perceived performance or outcome in relation to the expectation". Through satisfying customers, organizations could improve profitability by expanding their business and gaining a higher market share as well as repeat and referral business. Marketing Mix is a marketing tool used by the company to reach marketing objectives in fulfilling the target market. On the other hand customers described 4P's as the marketing tools used by companies to create profit. The general objective of the study was to determine the The effect of marketing mix on customer satisfaction in the breweries industry a case study of Dashen brewery S.C. In order to get a comprehensive data 214 customers are included in the study. The study used both primary and secondary data that were collected through a semi-structured questionnaire. Out of the 232 questionnaires that were distributed 214 questionnaires were filled and returned successfully. This represents a response rate of 93 percent. Data was analyzed using descriptive and inferential statistics. The study found that there is consistence and compatibility in the quality of the product, the price charged for the product is good, the products are not delivered on time and with the specified requested quantity, the company does not have good promotion activity, and the company remain using most of promotion tools like advertising, personal selling, sales promotion, public relation effectively. Based on these findings, the study recommends that factory must choose distributors that reach its customers most effectively; company is recommended to work more on promotions and expand their branch or distribution centers and warehouse.

Traditional ideas of authorship, creativity, and artistic originality have been challenged by the nexus of artificial intelligence (AI) and art, which has ushered in a revolutionary era for creative practices. Both professional and amateur artists can now create images, music, poetry, and movies using AI-driven tools and algorithms like GANs, CANs, and machine learning models. In addition to increasing productivity and creativity, these technologies raise moral questions about authorship, copyright, and the possible replacement of human artists. While platforms like DALL•E and Stable Diffusion push the limits of visual expression, projects like DeepBach and Beethoven X show how AI can mimic classical composition. AI's wider societal utility is also demonstrated by its application in cultural heritage and restoration, including the analysis of historical paintings and the reconstruction of lost artwork. AI has also changed marketing strategies through content automation, emotional targeting, and data-driven personalization. AI lacks contextual sensitivity and emotional depth, which are traits derived from human experience, despite these advancements. Therefore, it is crucial to strike a balance as AI develops so that it enhances rather than replaces the fundamental human characteristics that characterize true artistic creation.

Se analizan aquí los procesos de gestión de la publicidad digital de los diarios generalistas de la Comunidad Autónoma del País Vasco. Se dan a conocer los formatos más demandados de dichos diarios, modelos de financiación, métricas y perspectivas de futuro del sector. Se procede pues a la realización de entrevistas estructuradas a responsables de publicidad de los cuatro grandes grupos de prensa vascos. Las personas entrevistadas dejan clara su versatilidad del sector publicitario, decantándose por formatos multipantalla y destacando el CPM por impresiones como métrica preferida, y destacando el contenido patrocinado como fuente financiadora principal junto con la publicidad. 

The present study investigated the marketing strategies of SMEs in Bodija, Ibadan-North Local Government Area, Oyo State, with a specific focus  on  their  engagement  with  social  media  platforms.  It  examined  their perceptions of these platforms, the effects of social media on their marketing outcomes, and the obstacles they face in leveraging social media for business promotion. Additionally, the research analysed the correlation between the level of social media engagement and marketing practices, and whether the socio-demographic profiles of SME owners in the studied area played a role in  their  social  media  marketing  adoption.  The  research  outcomes  further indicated  several  significant  challenges  that  hinder  SMEs  from  effectively utilizing  social  media  for  marketing  and  business  promotion.  These challenges comprised the loss of social media accounts, the unreliability and inconsistency  of  network  service  providers,  and  the  substantial  time investment  needed  to  build  a  social  media  audience  that  converts  into customer  support.  The  study  recommends  that  SMEs  pursue  digital marketing  training  and  partner  with  professionals  to  mitigate  these obstacles.  Despite  the  possible  advantages  of  social  media  for  SME marketing,  it  is  crucial  to  address  these  constraints  to  maximize  the effectiveness of social media platforms and enhance business promotion.

This exploratory study has the main goal of positioning news literacy as a mediating factor toward fostering political engagement, by investigating its role in enhancing youth&#39;s online news experience preparing them against harmful content. News literacy is defined as a multi-structural construct with three main constituents; motivation, knowledge and skills. The study is applied on a sample of young people from Egypt and a sample of young people from Spain, based on which comparative analysis is conducted. The study&#39;s main goal is accomplished through delving into youth&#39;s online news experience, assessing their level of news literacy and inferring implications for political engagement. In that sense, the notion of harmful content emerges with focus on fake news and hate speech as two main types of misleading content encountered on the internet in general and on social media in specific. This calls to question whether citizens are &#39;responsible&#39; when it comes to t...

Το παρόν άρθρο παρουσιάζει την εμπειρία σχεδιασμού και υλοποίησης ενός οκταεβδομαδιαίου εκπαιδευτικού έργου στο πλαίσιο του eTwinning, το οποίο συνδυάστηκε με τη συγγραφή επιστημονικής δημοσίευσης και την υλοποίηση ενός βραβευμένου βιωματικού εργαστηρίου στο 11ο Διεθνές Συνέδριο του ΙΑΚΕ. Το project υλοποιήθηκε μέσω της συνεργασίας μαθητών και εκπαιδευτικών, δίνοντας έμφαση στην καλλιέργεια δεξιοτήτων του 21ου αιώνα, όπως η συνεργατικότητα, η κριτική και δημιουργική σκέψη, η επίλυση προβλημάτων και η ενεργός συμμετοχή. Παρουσιάζονται αναλυτικά η παιδαγωγική προσέγγιση, η μεθοδολογία, η στοχοθεσία και η δομή του προγράμματος, καθώς και τα αποτελέσματά του, όπως αυτά αποτυπώθηκαν μέσα από τις εργασίες των συμμετεχόντων. Το άρθρο ολοκληρώνεται με αναστοχαστικές σκέψεις για τη βιωσιμότητα και τη μεταφορά της εμπειρίας αυτής σε άλλα εκπαιδευτικά περιβάλλοντα, προτείνοντας τρόπους ενσωμάτωσης καινοτόμων πρακτικών στη σύγχρονη εκπαίδευση.

This research explores the gender (de)stereotyping ads and seeks to assess them by the youths. The research investigates how youths perceive and react to the ads. With the viewpoints of youths, it further attempts an interaction with the advertising professionals/advertisers and interviews them about advertising practices. For this, a qualitative research design is used, which employs focus groups and interview methods to receive the perceptions in detail, and then transcripts the conversations. Literature reviews on television advertisements indicate that women are portrayed mainly in two types of roles, i.e., as homemakers and objectifications. Stereotypical portrayals of women and men in ads are evident at large. However, there have been some ads in recent years that shift women into varied capacities. Diffusion innovation theory and social expectation theory served as the theoretical under pinnings for this research. This research found that destereotyping ads challenge and question several stereotypes prevalent in Indian society, and maintaining a serene and humanistic instinct. The destereotyping ads were liked, watched, and appreciated by the young audience, who expressed that such ads should be more in number. On this, advertising professionals revealed that they don't have all the rights to set the advertising practice, but brand managers have the right to approve and take the ultimate decision of what to portray and what not. Ultimately, the brand managers or brand owners are all in all, and they are the clients of advertising professionals who pay money as per the cost of the ad. The research suggests that television advertising communication should remain user-conscious, meaningful, and engaging; the advertising content should be free from stereotypical behaviour. Additionally, the study recommends that advertising professionals and brand managers should both have the responsibility to pay proper attention to the rising ethical and social concerns of youths regarding television advertising.

I n the spring of 2015, public outrage started growing over a controversial advertisement running widely across the Transport for London network. This advertisement for Protein World protein powder featured a blonde, white (but tanned), thin woman in a yellow bikini. The model's rib cage could be seen, a large gap between her thighs looked digitally altered, and her perfectly spherical breasts were prominently fixed in two yellow triangles. Her stare seemed to taunt her viewer, and copy to either side of her slight body read "Are you beach body ready?" More than 370 complaints were made directly to the Advertising Standards Authority, positioning the ad as "socially irresponsible" (Rodgers 2018), and a further seventy thousand people signed a petition on Change.org calling for the removal of the ads, saying the advertisement sought to make people "feel guilty" (Glosswitch 2015). Commuters took to Twitter, documenting graffiti on the posters, creating the ingenious hashtag #EachBodysReady (fig. ), making selfie statements (including putting one's middle finger in the ad [fig. ), and staging protest shots in which women stand over the image to rewrite the advertisement. These posters explicitly used social media to generate a feminist digital counterpublic (Salter 2013). Using mediums such as graffiti, they created new hashtags to call out sexism in public space , which in turn appeared in stories that discussed the advertisement as offensive and sexist but more important as body shaming. This discussion of body shaming introduced a new lexicon into public debate and challenged the acceptable terms of feminine embodiment in advertising. The conflict was amplified when the protein powder company rebutted a tweet about the impact of the diet and weight-loss industries on women's We would like to thank the participants of this research who gave up their time and energy to be a part of this project, especially to those who contributed to our promotional work with the Mayor of London to increase gender equity and diversity in advertising. We'd also like to thank our research assistants on the project: Shiva Zarabadi, who helped in creating the collaging methodology and assisted in carrying out the fieldwork, and Emilie Lawrence for her support with the background literature reviews.

It is expected that the modern leader coordinates and facilitates the work of his subordinates by making and maintaining a constructive and ancillary atmosphere for his fellow worker. The simplest way to hold on to the workers is to include emotional intelligence to personal and organizational management philosophy. Emotional Intelligence is prime to our life experience and may influence how thriving we are in our relationships and career. This paper will discuss the positive working environment at Google Inc., as it has been ranked as the best company to work for in the U.S in the year 2009. Google has been taken into consideration and various parameters has been explored when it comes to happy or positive workplace environment among the various corporate. A work-life balance helps employees increases a feeling of belongingness to the organization thus efficiently increasing their performance (Dekas et al., 2013). The study thus focus on understanding the role of emotional intelligence and how it impact in creating a healthy work environment when it comes to best company to work.

Browse the internet or turn on the global news and chances are the coverage of Africa you find is about war, coups, displaced populations and disease. Generally, the west and its media are blamed for this negative, Afropessimistic portrayal of the continent. Africans have taken strategic steps to repair this negative narrative. An example is the Africa Rising campaign. It was launched in 2000 by a coalition of African activists and organisations. Its objective was to highlight the role of Africa in global development and encourage Africans at home and the diaspora to contribute positively. Social media platforms played a large role in content distribution and messaging. The success of this campaign is still the subject of debate. Read more: Western media outlets are trying to fix their racist, stereotypical coverage of Africa. Is it time African media did the same? Social media could be the pill that young Africans hope will fix their governments, but their fun posts may have a negative side effect.

Neredeyse insanlık tarihi kadar eski olan reklam faaliyetleri günümüzde oldukça farklılaşarak yeni bir hal almıştır. Buradan hareketle yapılan bu çalışma geçmişten bu yana reklam ve reklamcılık sektörünün hangi dönemlerden geçerek günümüze ulaştığını, reklamın kullanım alanlarında ne gibi değişimlerin meydana geldiğini ve geçmişteki reklam mecraları ile günümüzdeki reklam mecralarının arasında ne gibi farklılıklar olduğunu ortaya koymaya yönelik bir çalışmadır. Çalışma reklamın ve reklam kullanım mecralarının tarihsel süreç içerisinde ne gibi aşamalardan geçtiğini ve geçmişten bu yana geçirdiği değişimleri ortaya koymaya amaçlamaktadır. Bu amaç doğrultusunda reklamın değişimini daha iyi anlayabilmek adına yapılan araştırma vaka analizi ile desteklenmiş olup, Ülker markası üzerinden reklamın dijitalleşmesi gözler önüne serilmiştir. Buradan doğrultuda konunun tam manası ile kavranabilmesi için önce konu ile alakalı temel kavramlar açıklanmış daha sonra ise reklamın günümüzde aldığı hal açıklanmıştır. Bu bağlamda yapılan literatür incelemeleri ve vaka analizi sonucunda reklamın yaşanılan teknolojik gelişmeler (internet, uydu vb.) ve daha düşük maliyetler sebebi ile dijital mecralara doğru kaydığı görülmektedir. Günümüzün reklam verenlerinin ve reklamcılarının dijital medyaya yatırımlar yaptığı literatürde yapılan çalışmalar doğrultusunda tespit edilmiştir.

Bu çalışmada, televizyon gıda reklamlarında kadın temsili, toplumsal cinsiyet içeriği bağlamında ele alınmaktadır. Bu açıdan Türkiye televizyonlarında yayınlanmış olan dört reklam; Filiz Makarna, Şenpiliç, Cappy Hoşaf Tadında ve Ülker Hanımeller reklamları feminist eleştirel söylem analizinden yararlanılarak incelenmiştir. Reklamlarda kadının toplumsal cinsiyet bağlamında nasıl temsil edildiğinin açığa çıkarılmasını sağlamak amacıyla amaçlı örnekleme yöntemi kullanılmıştır. Analizi yapılan televizyon reklamlarında kadına aile içindeki rolüyle birlikte yer verilmektedir. Ayrıca Türk toplumunun cinsiyete ilişkin belirli değerlerinin dikkate alındığı görülmektedir. Reklamlar, kadının mevcut toplumsal rolünü pekiştirmekte ve egemen toplumsal cinsiyet ideolojisinin yeniden üretilmesine katkıda bulunmaktadır.

The September 11, 2001, attacks led to an increase in racism and discrimination in the United States, and during this period, artists produced works criticizing racism to draw attention to social problems. This study particularly examines the period 2001-2021, addressing the rising phenomenon of racism in America with the post-September 11 crisis and its reflections on art. Artists such as Kerry James Marshall, Glenn Ligon and Kara Walker have made important contributions to this process. In his works, Marshall glorified African American identity and cultural heritage while criticizing marginalized segments of society. Ligon questions the complexity of race through a combination of language and visuality, while Kara Walker provocatively explores the traumas of slavery and the repercussions of contemporary racism. Their work reinforces the quest for social justice and encourages viewers to both think and act, making the transformative power of art part of social change. Their work provides a platform that encourages viewers to think and act, while strengthening the quest for social justice. In this way, critiques of racism, combined with the transformative power of art, become an important part of social change. Their works reflect not only individual experiences but also a collective memory, inspiring viewers to confront the past and seek social justice.

This study investigated the influence of advertising on sports apparel purchasing decisions of young Malaysians based on gender, usage pattern, and purchasing style. The study involved administering questionnaires to two hundred and forty-eight randomly selected students from the Faculty of Sports Science and Recreation (N=248). The results showed a significant difference based on the gender and quality element (p&lt;0.05) of perception towards advertising. In addition, there was a significant difference in quality element (p&lt;0.05) of perception towards advertising based on usage pattern. This research found that young Malaysians&#39; perception of advertising on sports apparel purchasing style significantly differs for all three domains of design, quality, and brand. This study will help entrepreneurs and marketers identify the dimensions of customers&#39; perception towards advertising to improve the quality in the future. Further research should enlarge the scope of sports app...

L’articolo analizza il caso Brunello Cucinelli come esempio virtuoso di comunicazione pubblicitaria capace di superare le logiche promozionali tradizionali e trasformarsi in racconto valoriale, culturale e civile. In un’epoca di ipercomunicazione e saturazione mediatica, Cucinelli propone un advertising sobrio e coerente, espressione di un “capitalismo umanistico” in cui profitto, etica e bellezza si fondono. Il contributo ripercorre i principali modelli teorici della pubblicità (AIDA, Elaboration Likelihood Model, leve motivazionali) applicandoli alla strategia comunicativa del brand: un messaggio unico declinato su media tradizionali, digitali ed esperienziali, in grado di attivare percorsi centrali di elaborazione e coinvolgere il consumatore come interlocutore valoriale. Il caso Cucinelli dimostra come la pubblicità possa diventare strumento di costruzione di un immaginario collettivo positivo, offrendo spunti rilevanti anche per la comunicazione politico-istituzionale, grazie alla centralità di coerenza, sobrietà e radicamento territoriale.

Il neuromarketing integra neuroscienze e marketing per analizzare i processi decisionali inconsci dei consumatori, superando i limiti degli strumenti tradizionali basati su risposte dichiarate. Questo studio esamina l'applicazione dell'eye-tracking nella comunicazione pubblicitaria attraverso il caso Costa Crociere.
Il caso analizza l'ottimizzazione dello spot televisivo con Shakira, realizzato nel periodo successivo al naufragio della Costa Concordia (2012). Utilizzando eye-tracking in ambiente controllato, sono stati mappati i percorsi visivi degli spettatori tramite heatmap e gaze plots, identificando elementi che attiravano o perdevano l'attenzione.
I risultati mostrano che l'attenzione si concentrava su protagonisti e nave, mentre elementi paesaggistici statici venivano ignorati. Basandosi su questi dati, lo spot è stato ristrutturato eliminando scene ridondanti e rafforzando quelle performanti. La versione ottimizzata ha registrato miglioramenti nel recall, engagement e propensione all'acquisto.
Lo studio dimostra come l'eye-tracking rappresenti uno strumento prezioso per ottimizzare la comunicazione visiva, distinguendosi per accessibilità e natura non invasiva rispetto ad altre tecnologie neuroscientifiche. La ricerca evidenzia l'importanza di approcci evidence-based nella progettazione pubblicitaria.

L’articolo analizza come, nell’attuale contesto competitivo iperconnesso e frammentato, la costruzione della fiducia rappresenti l’elemento distintivo per il successo di un brand. Superato il modello lineare del funnel, il Customer Decision Journey (CDJ) evidenzia la centralità di relazioni continue e bidirezionali tra brand e consumatore, in cui ogni touchpoint è un’opportunità per rafforzare la promessa di valore. Vengono approfonditi i concetti di brand driver (elementi rilevanti e differenzianti che guidano la scelta del consumatore) e di Reason to Believe (RTB), ossia le prove tangibili e credibili che legittimano la value proposition. Attraverso i casi di Nike, Adidas e Cartamoneta.com, il contributo evidenzia come l’integrazione di brand driver solidi e RTB autentiche sia fondamentale per generare fiducia, advocacy e vantaggio competitivo. L’articolo invita infine a riflettere sulla necessità, per brand di ogni dimensione, di costruire giorno dopo giorno la propria credibilità, quale chiave per consolidare una community fedele e resiliente nella “giungla” del mercato contemporaneo.

Gender role portrayal in a communication design area of advertisements plays a vital role in shaping our behaviour to emulate or react against. In India, men and women are witnessing gender discrimination for generations, affecting the lives of both genders. This review paper focuses on past studies of gender role portrayal in Indian advertisement to comprehend the contemporary situation of gender representation. Around thirty articles have been analyzed between the years 2000 and 2020. The article and conference papers that are published in the English language have been considered for the undertaken study. Based upon the study, the magazine print advertisement shows that gender stereotype still exists in Indian advertisements. The findings of the study reveal that stereotype portrayal of gender is used in different product categories. Moreover, sexism and degrading portrayal of women are used to sell product in Indian advertisement. Some researchers also observed a slight improvement in women representation in Indian advertisements. Based upon this study, a few gap areas are identified in the study of gender role portrayal in Indian advertisements. The study also provides a platform to fill those lacunas for future researchers.

Established business houses, start-ups, government agencies, etc., in the modern commercial world rely heavily upon their advertisement content for their brand imaging and subsequent commercial success. Advertisement content helps them to connect with their potential customers. A good advertisement must convey the intended message to the user and be exciting, engaging, and immersive. Effective use of visual metaphors in advertisement creation plays a vital role in this direction. Well-thought and rigorously imbibed visual metaphors in an advertisement enhance its usability and comprehensibility. Visual Metaphor Studies (VMS) are employed to identify and assess the visual metaphors used and their associated cognitive human response that depicts the engaging power of the advertisement under observance. While conducting VMS, there lie several challenges with respect to having access to choose proper advertisement for further study purposes, viz. Copyright issues, paucity of adequate advertisement material, etc. As such, there lies a dire need to design and develop one’s own advertisement based on various visual metaphors in several unique combinations. Such proxy/mock advertisements can help the researcher to have adequate cognitive human responses from the intended user population to the stimulus used within those. Such responses help the researcher assess the advertisement’s usability and comprehensibility. In this paper, the researchers have demonstrated ‘how to design and create a mock advertisement for cognitive response evaluation for prospective VMS.’ This paper thus can act as a ready reckoner for visual creators, graphic designers, and researchers to design mock advertisements and predict their usability by conducting VMS.

Background In today's modern world economy, businesses and financial institutions often use advertisements to attract customers and to establish brand image. Print ads are one of the important sources of disseminating information, especially in India's banking sector. However, little is known about gender preferences and their impact on Indian banking print advertisements. Exploring visual metaphors in banking print ads is crucial to understanding interpretation 1) patterns and inferences among genders, enabling designers to create more effective ads. The current paper aims to elucidate the exploration of the interpretation of both genders (male and female) towards the banking print ads 'with visual metaphors' and 'without visual metaphors'. The insights gained would further help potential designers know about the preferences and likes of people across genders and use that information to create ads more effectively. Methods A three-month online survey was conducted on 102 participants (51 males and 51 females) to gather data on their interpretations of ads related to car loans, education loans, and fixed deposits in the banking sector. The data was analyzed quantitatively using independent t-tests for 'advertisement liking' ('ad-liking') and qualitatively using the content analysis approach to gather inferences. Results Quantitative analysis showed that the use of 'visual metaphors' in banking product ads affected mean scores differently across genders. Females consistently scored higher in ads 'with visual metaphors,' while males showed greater variability. However, the difference between groups 'with visual metaphors' and 'without visual metaphors' was not substantial. Further qualitative analysis was needed to determine if any differences lie in interpreting ads by participants from both genders. The results of the qualitative study signify the thematic resonance between the male and female psyche in advertisements. Males, traditionally family breadwinners, portrayed finance and analytics themes more pragmatically. Conversely, females displayed a broader analytical attitude and emotional depth, engaging with the advertisements beyond the financial narrative. Their indirect linkage of education with freedom and opportunity portrayed aspiration and empowerment, reflecting societal demand for change. Conclusions This study uses visual metaphor-based ads and non-metaphor-based ads to examine the design and reception of advertisements in the banking sector. The study highlights the need for advertisers to create messages that resonate on multiple levels, transcending traditional gender roles. The insights inform marketers to create advertisements that capture attention, inspire change, and resonate with human aspirations, ultimately boosting sales and revenue. The study provides a preliminary understanding and encourages further, more in-depth research on the topic in the future.

This study examines the evolution of advertising strategies and persuasive techniques in Turkish television commercials from the 1980s to the 2020s. The research uses content analysis and statistical methods to highlight changes in formats, durations, and the prevalence of persuasion techniques. Video advertisements dominated all periods, with animated ads peaking in the 2010s and declining in the 2020s. Emotional persuasion (pathos) prevailed in earlier decades, while rational appeals (logos) grew in the 2020s, reflecting consumer demand for evidence-based claims. Advertisement durations increased over time, with storytelling emerging as a key engagement tool, especially in food, beverage, and financial products. Jingles enhanced brand recall, emphasizing auditory branding’s role. Product categories shifted from food and beverages to e-commerce platforms in the 2020s, driven by digitalization. These findings highlight the adaptability required in advertising to meet technological advancements and changing consumer preferences. Future research could explore digital advertising and emerging technologies to enhance audience engagement.

ÖZET:
Bu çalışma, bir pazarlama iletişimi aracı olan reklam ile sunulan iletilerin bilinçdışı boyutlarına odaklanmaktadır. Reklam iletileri, hedef kitlesini bulur ancak bilinçte çok uzun süre tutunamaz. Enerjisini yitiren bu bilinç içerikleri zamanla psişenin diğer bir bölümü olan bilinçdışına doğru kayar. Bilinçdışının ise yalnızca bireysel değil, aynı zamanda kolektiftir. Bazı içerikler, olumsuz bir etkiye sahiptir. Bilinci istila eder ve karmaşaya neden olur. Jung’un kompleks ismini verdiği bu türden içeriklere reklamlarda da rastlanır. Burada bunları “reklam kompleksleri” olarak kavramlaştırıp, bunların bir listesini oluşturdum. Ardından, belirlediğim on kompleksin (güzellik/çekicilik, ilintilendirme, zehirli olumluluk, tamahkârlık, suni mutluluk, statü, kimlik, ıskalama kaygısı, altıklık ve mükemmeliyetçilik kompleksleri) tanımları, nasıl ortaya çıktıkları ve bilinçli içerikte hangi şemaları ne şekilde tetiklediğini açıkladım. Sunduğum kuramsal perspektifin, iletişim, pazarlama ve psikoloji başta olmak üzere pek çok disiplinde yapılan incelemeler için bir zemin hazırlayacağı kanaatindeyim.
ABSTRACT:
This study focuses on the unconscious dimensions of messages presented through advertising, a marketing communication tool. Advertising messages find their target audience but cannot remain in the conscious mind for very long. These conscious contents, which lose their energy, gradually shift to the unconscious, another part of the psyche. The unconscious is not only individual but also collective. Some content has a negative effect. It invades consciousness and causes confusion. This type of content, which Jung called complexes, is also found in advertisements. Here, I conceptualized them as “advertising complexes” and created a list of them. I then defined the ten complexes I identified (beauty/attractiveness, association, toxic positivity, greed, artificial happiness, status, identity, fear of missing out (FOMO), inferiority, and perfectionism), explained how they emerged, and described which schemas they trigger in conscious content. I believe that the theoretical perspective I present will provide a foundation for studies in various disciplines, particularly communication, marketing, and psychology.

Bu çalışma, bir pazarlama iletişimi aracı olan reklam ile sunulan iletilerin bilinçdışı boyutlarına odaklanmaktadır. Reklam iletileri, hedef kitlesini bulur ancak bilinçte çok uzun süre tutunamaz. Enerjisini yitiren bu bilinç içerikleri zamanla psişenin diğer bir bölümü olan bilinçdışına doğru kayar. Bilinçdışın ise yalnızca bireysel değil, aynı zamanda kolektiftir. Bazı içerikler, olumsuz bir etkiye sahiptir. Bilinci istila eder ve karmaşaya neden olur. Jung'un kompleks ismini verdiği bu türden içeriklere reklamlarda da rastlanır. Burada bunları "reklam kompleksleri" olarak kavramlaştırıp, bunların bir listesini oluşturdum. Ardından, belirlediğim on kompleksin (güzellik/çekicilik, ilintilendirme, zehirli olumluluk, tamahkârlık, suni mutluluk, statü, kimlik, ıskalama kaygısı, altıklık ve mükemmeliyetçilik kompleksleri) tanımları, nasıl ortaya çıktıkları ve bilinçli içerikte hangi şemaları ne şekilde tetiklediğini açıkladım. Sunduğum kuramsal perspektifin, iletişim, pazarlama ve psikoloji başta olmak üzere pek çok disiplinde yapılan incelemeler için bir zemin hazırlayacağı kanaatindeyim.

This paper focuses on protecting buyers and consumers from misleading advertisements in electronic commerce (e-commerce) through legislations from Nigeria and selected foreign jurisdictions of China and India, due to the existing electronic commerce laws in those foreign jurisdictions. This work adopts doctrinal and analytical approach to legal research, using both primary and secondary sources of legal research materials. This work finds that although there are provisions on misleading advertising in the Federal Competition and Consumer Protection Act (FCCPA) 2019, when juxtaposed with the Electronic Commerce Law of the People’s Republic of China 2018 and the Consumer Protection (E-Commerce) Rules, 2021 of India, there are salient provisions missing under the FCCPA which pertain specifically to misleading advertising in electronic commerce for example prohibition of deleting negative reviews by e-commerce sellers. This work recommends amongst others, amending the FCCPA to accommodate this challenge.

Irkçılık tarih boyunca çeşitli şekillerde değişime uğrayarak varlığını sürdürmüştür. İnsanlar arasındaki eşitsizliği yok sayan ve toplumsal bütünlüğe zarar veren bir sorun olarak güncelliğini korumaya devam etmektedir. Irkçılık kavramı ayrımcılık, ötekileştirme ve dışlama eylemleriyle bağlantılı olup bu eylemleri gerçekleştirmek için "ırk" kavramı bir araç olarak kullanılmaktadır. Bilimsel olarak kullanılan ırk kavramı zaman içinde değişime uğrayarak insanları fiziksel özelliklerine göre ayrıştırmıştır. Tarihsel geçmişte insanların fiziksel özellikleri sebep gösterilerek milyonlarca insanın öldüğü soykırım olayları yaşanmıştır. Günümüzde ırkçılığın oluşum ve yayılma görünüşlerine bakılarak toplumsal değişimlere ayak uydurduğu, değişen koşullara göre kendini güncellediği söylenebilir. Gündelik hayatımızda etkinliğini sürdüren ırkçılık kavramının gündeme gelmesinde insanların enformasyon ihtiyacını karşılayan medyanın ve özellikle de medyanın bir parçası olan reklamcılığın rolü yadsınamaz niteliktedir. Medyanın hem görsel hem de söylemsel ifade alanı sunması izleyiciler üzerinde daha güçlü bir etki yaratır. Medya metinlerinde üretilen ırkçılık temelli tüm ifade ya da görsellerin geniş kitlelere ulaşıyor olması izleyiciler üzerinde önyargı ve ayrımcı zihniyetin oluşumuna katkı sağlayacak dolayısıyla ırkçılık ideolojisinin tohumları medya aracılığıyla yayılacaktır. Medyanın reklamlara, finansal çıkar ortamı açısından bağımlı olması onu ırkçılığın yayılma mekanizması haline getirmektedir. Öte yandan tüketiciler sadece izlediği ırkçı reklamlar ile değil, satın aldıkları ürünlerle de bu nefreti çoğaltmaktadırlar. Bu çalışmada ırkçılık kavramı açıklanmaya çalışılmış ve bu sorunun reklamlar aracılığıyla topluma nasıl aktarıldığı göstergebilim yöntemiyle analiz edilmiştir.

O objetivo deste artigo se constitui em problematizar,
numa pesquisa-intervenção1 com crianças do campo, uma
forma de estabelecer uma categoria de análise que possa
compreender minimamente a complexa relação desses
sujeitos com adultos.
A pesquisa com crianças envolve desafios especí-
ficos, tendo em vista que suas gramáticas podem transitar
mais entre os mundos real e imaginário (SARMENTO, 2002;
SAMPAIO, 2016). Dessa forma, em pesquisa, a depender da
idade e das singularidades de cada sujeito, a linguagem a
ser utilizada deve buscar se adequar.

Two meta-analyses were conducted to determine the extent to which pressure from the mass media to conform to the muscular "ideal" male body affects men's self-images (i.e., body satisfaction, body esteem, and self-esteem). A total of 25 studies contributing 93 effect sizes were included in two meta-analyses, which revealed that pressure from the mass media was significantly related to men feeling worse about their own bodies. The effect size from the meta-analysis of the correlational studies (Study 1) was significantly negative, d = -0.19, p < .001. The effect size from the meta-analysis of the experimental studies (Study 2) was also significantly negative, d = -0.22, p < .0001. Results from both Study 1 and Study 2 suggest that as men felt pressure from the mass media (in correlational and experimental designs) they felt worse about their bodies. Results showed that pressure from the mass media was related to body satisfaction, body esteem, self-esteem, psychological disorders (e.g., depression), and behavioral outcomes (e.g., excessive exercising). "It's [a muscular ad] so obviously aimed at the American culture. The American way of thinking-Everything BIG." (Elliot & Elliot, 2005, p. 13) Contemporary American culture heavily emphasizes the human body and its appearance. The mass media often uses sexual images and scantily clad models to sell their products. For example, beer commercials use barely dressed women to sell their beer, while gym equipment commercials sell their products by displaying muscular 279 279

Dunia periklanan pada era globalisasi ini sangat maju dan canggih, bagi orangorang yang berkecimpung dalam dunia bisnis, tidak cukup hanya mengandalkan iklan dan untuk mengembangkan dan membuat bisnis yang mereka jalankan dapat maju dan dikenal oleh berbagai kalangan masyarakat. Perkembangan dunia periklanan saat ini, semakin pesat dan maju dalam hal kreatifitas pemasaran dan promosi produk atau jasa. Dengan persaingan yang semakin ketat ini, perusahaan biro-biro iklan mulai menunjukan identitas perusahaannya masing-masing melalui bentuk kreatifitas dan pemasaran yang paling terbaik. Selain itu juga diperlukan komunikasi pemasaran yang terencana sehingga konsumen percaya. Proses kreatifitas tidak hanya melalui below the line (media lini bawah, yaitu seperti media massa cetak dan media massa elektronik) atau above the line (media lini atas, yaitu brosur, pamflet, spanduk, dll), namun dapat dibantu melalui keefektifan pemasaran dengan menjadi sponsor sebuah event tertentu, dengan hal ini produk dari sebuah perusahaan dapat dikenalkan kepada masyarakat. Dalam dunia bisnis, periklanan selain merupakan usaha menyebarkan gagasan, ide, atau pesan, juga mampu mempengaruhi seseorang dalam proses pengambilan keputusan untuk membeli dan memakai produk atau jasa tersebut. Perkembangan bidang industri dan jasa saat ini menjadikan iklan sebagai alat utama dalam memperkenalkan produk/ jasa atau ide kepada khalayak, kemudian untuk mendukung kesuksesan dalam penyampaian informasi tersebut kepada khalayak. Dengan demikian fungsi periklanan merupakan suatu brought to you by CORE View metadata, citation and similar papers at core.ac.uk

For optimal outcomes, traditional advertising models must be combined with modern technologies as digital marketing evolves. This study improves advertising with AIDA, AI, and data visualisation. The study examines how AI-driven data analytics and sophisticated visualisation might boost company advertising. AI-powered customisation increases customer engagement and product interest, according to a literature review, digital advertising campaign analysis, and in-depth interviews with industry professionals and consumers. Data visualisation simplifies AI strategy and insights. Case studies demonstrate how AIDA, AI, and data visualisation improve advertising. Research utilises AI and data visualisation with the AIDA model to create targeted, engaging, and powerful ads. The findings show executives and researchers how integrated initiatives can boost digital conversions and audience engagement. This study promotes hybrid digital and conventional advertising. These

In the age of digital saturation, brands are constantly looking for ways to break through the noise and capture genuine attention. While online ads fight for split seconds of visibility on cluttered screens, there's one advertising method that's impossible to ignore, always on the move, and surprisingly cost-effective: car billboard advertising. Whether it's a fully wrapped car, a car-top display, or a branded rideshare vehicle, car billboards are proving that mobility equals visibility. With every mile driven, your brand message rolls through neighborhoods, downtowns, and crowded intersections-putting it in front of tens of thousands of potential customers daily.

El presente texto se propone describir en sus términos básicos y analizar en sus consecuencias primordiales el gran cambio que se está produciendo en la actualidad en el ámbito del management empresarial y que se puede caracterizar por el siguiente supuesto: -el paso del un management empresarial centrado en el marketing a otro centrado en el corporate. Dicho tránsito viene a ser la expresión, como espero mostrar a continuación, de un cambio todavía más primordial que afecta a la sociedad y a los modos o sistemas de producción en su conjunto: -el paso de un capitalismo de consumo (que, a su vez, tomó en su momento el relevo del capitalismo de producción) a un nuevo estadio económico que, llevando hasta el paroxismo la lógica capitalista y a falta por el momento de un término que exprese fielmente sus peculiaridades, podemos denominar capitalismo virtual, de ficción (1) o institucional; expresiones que son trasunto de la transformación que está teniendo lugar actualmente en el terreno económico o propiamente productivo, en virtud de la cual estamos pasando de modo acelerado de un capitalismo material centrado en la producción de bienes o servicios a otro inmaterial o especulativo, surgido a compás del proceso de desmaterialización que hoy en día atraviesa las relaciones económicas y sociales, así como de la fluidez e instantaneidad de que últimamente se han dotado, como resultado directo de los nuevos sistemas de transmisión de datos, las transacciones financieras.

Reklamlarin isletmelerin urettikleri cesitli mal ve hizmetleri hedef kitlelerine tanitmak, aciklamak veya hedef kitleyi bilgilendirmek gibi bircok amaci vardir. Ticari iliskilerin ilk kez basladigi gunlerden beri reklam isletmelerin hedef kitlelerinin dikkatini cekmek icin kullandiklari en etkili unsurlardandir. Etkili bir reklam marka bilinirligini artirarak hedef kitleyi markaya dogru cekmektedir. Musteride markaya karsi bir tutum olusturabilmektedir. Bu nedenle reklama karsi hedef kitlenin genel tutumun belirlenmesi reklamin etkinligi acisindan oldukca onemli bir konudur. Daha once bu onemin farkina varan arastirmacilar cesitli hedef kitlelerin reklama karsi tutumlarini bircok calismada olcmeye calismislardir. Bu calismada ise universitede ogrenim gorurken reklam dersi almis ya da cesitli derslerinde reklam konusunu islemis sosyal bilimler on lisans ogrencilerinin reklama karsi genel tutumlari olculmustur. Calismada reklama yonelik genel tutum olcegi kullanilmistir. Genel tutum o...