Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to...Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent years.The specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance.We review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising avoidance.On this basis,the SOMR model of advertising avoidance is constructed according to the SOR model.Finally,some prospects for future related research are presented.展开更多
This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery an...This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery and association.Metonymy expresses benefits via related elements like body parts or sensations,while metaphors connect products to nature or emotion,evoking rich sensory experiences.The study examines examples across categories such as beauty,health,and lifestyle,showing how these expressions align with Japanese cultural values of subtlety and suggestion.It concludes that metaphorical language in advertising not only informs but also emotionally resonates with consumers,making products more memorable and desirable.展开更多
Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment autom...Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment automatically.But most fail at proof-of-concept,as the pipelines needed to govern data,generate it controllably,deliver it,and do causal evaluation are absent or poorly aligned.This paper puts forward a practical end-to-end framework concerning personalized advertising driven by GenAI,which combines representation learning,constrained generation,and experimentation into a single operating cycle.First,we pick a modular architecture:profiles and contexts go into controllable large language and diffusion models that yield brand-safe assets under deterministic conditioning,which are chosen via a contextual bandit and vetted by policy and equality guardrails.Second,we give a measurement stack going from straightforward A/B/n tests to doubly-robust uplift modeling,making it possible to find out diverse treatment effects that are good to use in business metrics(incremental conversions and profit).Third,we operationalize latency budgets,humans in the loop,red teams,safety filters,and post-deployment monitoring with clear escalation paths.We focus throughout the paper on reproducibility,privacy(consent,privacy,differential privacy,on-device inference),and on GDPR/CCPA-like governance specifications.We end on our actionable blueprint,algorithmic choices,sample prompts,KPIs,and step-wise rollout to achieve trustworthy performance upgrades without putting creative quality,fairness,or compliance to the test.展开更多
In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,p...In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,proposed by Lakoff and Johnson,continues to be a subject of intense scholarly debate.Numerous studies have examined conceptual metaphor from various perspectives,but research specifically focusing on advertising discourse is still limited.Advertising is constantly present in our lives,whether we are conscious of it or not.It holds a significant influence in our daily lives and communication.As we know that advertisers tend to make use of metaphors,and an analysis of their usages can provide valuable insights into their role in advertising discourse.The purpose of this paper is to extend the application of conceptual metaphor theory to the unique context of Macao’s casino advertising.Through a small-scale study,the author aims to identify types of metaphors used in casino advertising and gain an understanding of how they are strategically employed to attract customers.展开更多
An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertisin...An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget allocation.The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range.The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy.In addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation ratio.In certain cases,sellers can obtain an optimal advertising expenditure less than the budget constrain.When sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without limit.Moreover,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.展开更多
One of the most significant advantages of the digital era is the fact that it presents a wide array of choices, without any time or place restrictions, to the target audience of the past who obtains information from t...One of the most significant advantages of the digital era is the fact that it presents a wide array of choices, without any time or place restrictions, to the target audience of the past who obtains information from the relatively passive and restricted sources. The role of the mobile devices that people carry with them almost everywhere and the Internet is undeniable in determining the speed of access to the information among these many choices. For brands, it is getting more and more difficult to reach users who spend their days and hours in front of different screens and consume information very quickly. Cross-device advertising, which has become one of the important subjects of the digital advertising studies in 2014, has established itself as an important method for reaching out to the customers of the digital age who use multiple devises. In this context, this study aims to discuss the essentials of a new advertising method called cross-device advertising. It is an advertising method utilized in digital platform by brands that would like to deliver their messages through the right ads, at the right place and time to the users who have multiple device options in today＇s world.展开更多
A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period,...A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.展开更多
In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwi...In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.展开更多
To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption f...To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.展开更多
A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize cu...A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize customers. In the second period, targeted advertising plays an informative role and acts as a price discrimination device. The firms＇ optimal advertising and pricing strategies under imperfect targeting are compared with those under perfect targeting. Equilibrium decisions show that, under imperfect targeting, when the advertising cost is low enough, both firms will choose to target ads at the rivals＇ old segments. This equilibrium, which could not exist under perfect targeting, results in two opposite results. When cost is high, the effect of mis-targeting will soften price competition and increase profits; on the contrary, when cost is low enough, it will lead to aggressive price competition and profit loss with the increase of imperfect targeting, so firms may have incentives to reduce the mis- targeting degree.展开更多
Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, na...Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.展开更多
Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an im...Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.展开更多
With the globalization of world economy and the rapid development of Chinese economy,the English translation of commercial advertisements has become more and more important in China.Advertising slogan means a lot of t...With the globalization of world economy and the rapid development of Chinese economy,the English translation of commercial advertisements has become more and more important in China.Advertising slogan means a lot of things in an advertisement.Advertising slogans are claimed to be,and often proven to be,the most effective means of drawing attentions to one or more aspects of a product.This paper attempts to discuss the characteristics of advertising slogans both in English and in Chinese and especially in the relevance of Strategies in English Translations of Chinese Advertising Slogans with the aim of improving the translation skills.展开更多
In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This t...In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This thesis objects at vague language examples in advertisements, use Austin and Searle ' s speech act theory as anal yzing tool to make classification, comparation and analysis of the materials.展开更多
Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric i...Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric is an important method, which is often used in advertising.展开更多
Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requi...Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida's functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.展开更多
文摘Advertising avoidance is resistance to advertising intrusion.This issue has been the subject of much academic research in recent years.To guide scholars to better carry out relevant research and promote enterprises to better implement advertising activities,this study intends to summarize the relevant research on advertising avoidance in recent years.The specific method is to use the core literature meta-analysis method to identify,filter,and screen relevant literature published in core journals from 1997 to 2020 with the keywords advertising avoidance and advertising resistance.We review the collected articles from the following perspectives:the definition and classification,external stimulating factors,internal perception factors,and moderating factors of advertising avoidance.On this basis,the SOMR model of advertising avoidance is constructed according to the SOR model.Finally,some prospects for future related research are presented.
文摘This paper analyzes the use of metaphor and metonymy in Japanese advertising language.These rhetorical devices enhance emotional appeal,capture consumer attention,and convey product value indirectly through imagery and association.Metonymy expresses benefits via related elements like body parts or sensations,while metaphors connect products to nature or emotion,evoking rich sensory experiences.The study examines examples across categories such as beauty,health,and lifestyle,showing how these expressions align with Japanese cultural values of subtlety and suggestion.It concludes that metaphorical language in advertising not only informs but also emotionally resonates with consumers,making products more memorable and desirable.
文摘Recently,generative artificial intelligence(GenAI)has developed into a new form of technology that can create copy,image,audio,and video content and adapt it to individual preferences on every channel and moment automatically.But most fail at proof-of-concept,as the pipelines needed to govern data,generate it controllably,deliver it,and do causal evaluation are absent or poorly aligned.This paper puts forward a practical end-to-end framework concerning personalized advertising driven by GenAI,which combines representation learning,constrained generation,and experimentation into a single operating cycle.First,we pick a modular architecture:profiles and contexts go into controllable large language and diffusion models that yield brand-safe assets under deterministic conditioning,which are chosen via a contextual bandit and vetted by policy and equality guardrails.Second,we give a measurement stack going from straightforward A/B/n tests to doubly-robust uplift modeling,making it possible to find out diverse treatment effects that are good to use in business metrics(incremental conversions and profit).Third,we operationalize latency budgets,humans in the loop,red teams,safety filters,and post-deployment monitoring with clear escalation paths.We focus throughout the paper on reproducibility,privacy(consent,privacy,differential privacy,on-device inference),and on GDPR/CCPA-like governance specifications.We end on our actionable blueprint,algorithmic choices,sample prompts,KPIs,and step-wise rollout to achieve trustworthy performance upgrades without putting creative quality,fairness,or compliance to the test.
文摘In contrast to traditional linguistics,which views metaphor primarily as a rhetorical device,cognitive linguistics sees it as a fundamental cognitive process inherent to human thoughts.The conceptual metaphor theory,proposed by Lakoff and Johnson,continues to be a subject of intense scholarly debate.Numerous studies have examined conceptual metaphor from various perspectives,but research specifically focusing on advertising discourse is still limited.Advertising is constantly present in our lives,whether we are conscious of it or not.It holds a significant influence in our daily lives and communication.As we know that advertisers tend to make use of metaphors,and an analysis of their usages can provide valuable insights into their role in advertising discourse.The purpose of this paper is to extend the application of conceptual metaphor theory to the unique context of Macao’s casino advertising.Through a small-scale study,the author aims to identify types of metaphors used in casino advertising and gain an understanding of how they are strategically employed to attract customers.
基金The National Natural Science Foundation of China(No.71371050)
文摘An appropriate advertising mode selection and allocation of advertising budgets considering advertising budget constraints are developed with the game theory and optimization model.The results show that the advertising budget and the weakening factor of the online advertising effects on the traditional advertising affect sellers advertising,pricing strategies and budget allocation.The effectiveness of combination advertising is a Pareto optimum relative to the traditional advertising in a certain range.The weakening effect of the online advertising on the traditional advertising has a nonlinear effect on the advertising strategy and pricing strategy.In addition,sellers choose combination advertising with different budget constraints,and there is an optimal budget allocation ratio.In certain cases,sellers can obtain an optimal advertising expenditure less than the budget constrain.When sellers adopt combination advertising with enough budget,they do not invest in traditional advertising without limit.Moreover,compared with enough budget,when sellers adopt combination advertising with budget constrain,sellers do not decrease the advertising allocation of online advertising since online advertising is more efficient.
文摘One of the most significant advantages of the digital era is the fact that it presents a wide array of choices, without any time or place restrictions, to the target audience of the past who obtains information from the relatively passive and restricted sources. The role of the mobile devices that people carry with them almost everywhere and the Internet is undeniable in determining the speed of access to the information among these many choices. For brands, it is getting more and more difficult to reach users who spend their days and hours in front of different screens and consume information very quickly. Cross-device advertising, which has become one of the important subjects of the digital advertising studies in 2014, has established itself as an important method for reaching out to the customers of the digital age who use multiple devises. In this context, this study aims to discuss the essentials of a new advertising method called cross-device advertising. It is an advertising method utilized in digital platform by brands that would like to deliver their messages through the right ads, at the right place and time to the users who have multiple device options in today＇s world.
基金The National Natural Science Foundation of China(No.71071033)the Research and Innovation Project for College Graduates of Jiangsu Province(No.CXZZ-0186)
文摘A two-period duopoly model is developed to examine the competitive effects of targeted advertising with customer recognition （TACR）. In the model, two competing firms sell goods to end consumers in the first period, during which customer recognition is obtained. In the second period, advertising can be targeted toward different consumer types. Advertising is assumed to be persuasive in the way that consumer valuation is increased. Equilibrium decisions and profits in each period are derived, showing that the firm who loses the current competition will win in the future. As a result, forward-looking firms price less aggressively so that their long-term profits can be enhanced with the help of TACR. Particularly, TACR improves profits through three important effects： valuation increasing, customer poaching, and anti-competition. Finally, this paper investigates the welfare issues, showing that firms enhance profits at the expense of consumer surplus. It is, therefore, suggested that public sectors take a step to protect consumers with the rapid development of targeting technology.
文摘In this paper we study optimal advertising problems that model the introduction of a new product into the market in the presence of carryover effects of the advertisement and with memory effects in the level of goodwill. In particular, we let the dynamics of the product goodwill to depend on the past, and also on past advertising efforts. We treat the problem by means of the stochastic Pontryagin maximum principle, that here is considered for a class of problems where in the state equation either the state or the control depend on the past. Moreover the control acts on the martingale term and the space of controls U can be chosen to be non-convex but now the space of controls U can be chosen to be non-convex. The maximum principle is thus formulated using a first-order adjoint Backward Stochastic Differential Equations (BSDEs), which can be explicitly computed due to the specific characteristics of the model, and a second-order adjoint relation.
基金The National Natural Science Foundation of China(No.71371050)the Fundamental Research Funds for the Central Universities(No.3214005308)
文摘To evaluate the effects of consumers＇ value attributes on a firm＇s marketing strategies with targeted advertising, each consumer＇s value is measured according to the consumer＇s consuming behavior and consumption features. The baseline model in which a firm sends targeted advertising to myopic consumers with constant valuations is established. The results showthat, when a firm sells products to consumers with distinct values using the strategies of targeted advertising and discriminative price, the firm＇s equilibrium profit with targeted advertising may not always be higher than that using mass advertising, which depends on the ratio of high-value and low-value consumers. Then, three extension models are constructed.First, the firm sends targeted advertising to consumers with different targeting precisions. Secondly, the firm invests in the targeting precision of targeted advertising. Finally, the deliberation cost of rational consumers accepting the discriminative price and targeted advertising is considered. The results indicate that it is profitable for a firm to send targeted advertising to consumers with different value attributes.
基金The National Natural Science Foundation of China(No.71371050)
文摘A two-period model is developed to investigate the competitive effects of targeted advertising with imperfect targeting in a duopolistic market. In the first period, two firms compete in price in order to recognize customers. In the second period, targeted advertising plays an informative role and acts as a price discrimination device. The firms＇ optimal advertising and pricing strategies under imperfect targeting are compared with those under perfect targeting. Equilibrium decisions show that, under imperfect targeting, when the advertising cost is low enough, both firms will choose to target ads at the rivals＇ old segments. This equilibrium, which could not exist under perfect targeting, results in two opposite results. When cost is high, the effect of mis-targeting will soften price competition and increase profits; on the contrary, when cost is low enough, it will lead to aggressive price competition and profit loss with the increase of imperfect targeting, so firms may have incentives to reduce the mis- targeting degree.
文摘Advertising English is viewed as an English style with such functional factors as attention value, readability, memorability, selling power. Commercial advertisements are the major concern of this paper. Deviation, namely the violation to the norms of a language, frequently appears in advertisements and can meet requirements of the style of advertising English. Due to limited space, this paper focuses on deviation on the phonological, graphological, lexical, grammatical, and semantic level. Analyzing deviation in advertising English can promote readers' aesthetic and appreciative ability and encourage advertisers to create advertisements with more efficiency, novelty, innovation in more effective language.
文摘Abstract:Using authentic texts as data,the study mainly explores attitude from the aspects of affect,judgment and appreciation in advertising English under the framework of systemic functional theory.Attitude is an important part of evaluation,and evaluation is regarded as a central part of the meaning of any text,which is especially true of advertising texts.Through the discussion about Attitude,it is shown that many English advertisements contain information that expresses attitudinal meanings,which makes advertising more convincing and able to evoke affinity,and that the values of affect,judgment and appreciation all occur predominantly as positive categories.
文摘With the globalization of world economy and the rapid development of Chinese economy,the English translation of commercial advertisements has become more and more important in China.Advertising slogan means a lot of things in an advertisement.Advertising slogans are claimed to be,and often proven to be,the most effective means of drawing attentions to one or more aspects of a product.This paper attempts to discuss the characteristics of advertising slogans both in English and in Chinese and especially in the relevance of Strategies in English Translations of Chinese Advertising Slogans with the aim of improving the translation skills.
文摘In the modern world, advertising plays an important role in commercial field and permeates in all aspects of our daily life. While due to the utilitarian essen ce of advertising, audience may have resistance or This thesis objects at vague language examples in advertisements, use Austin and Searle ' s speech act theory as anal yzing tool to make classification, comparation and analysis of the materials.
文摘Advertising, as an integrated art, has many unique features. It's vocabulary and syntax have own characteristics. In words, the advertising language to be simple, vivid, and emotional. At the same time, rhetoric is an important method, which is often used in advertising.
文摘Through analyzing equivalence theory,the author tries to find a solution to the problems arising in the process of advertising translation.These problems include cultural diversity,language diversity and special requirement of advertisement.The author declares that Nida's functional equivalence is one of the most appropriate theories to deal with these problems.In this paper,the author introduces the principles of advertising translation and culture divergences in advertising translation,and then gives some advertising translation practices to explain and analyze how to create good advertising translation by using functional equivalence.At last,the author introduces some strategies in advertising translation.
