1 - 5 of 5 articles
Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes. Yet little is known about how brands can strategize brand activism advertising to effectively engage consumers and...
Abstract Much research has been conducted to understand the impact of sexual appeals in advertising on consumer attitudes and behaviors. Yet, romantic advertising, advertising that focuses on romantic relationships, has received less scholarly attention. To counter this imbalance, the present...
Abstract Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two groups: those watching mid-roll (between the program) ads and those watching pre- and...
Abstract While prior work has examined the effects of emotions on consumers’ attitudes toward ads, little research has explored how the joint presence of positive and negative emotions affects ad-related outcomes and to what extent such ads are common. This research leverages recent advances in...
Abstract Inclusive design considers usability first: to design with the needs of everyone to decrease the mismatch between the end-user and the design object. In advertising, the mismatch may be in the opportunity to process an advertisement due to design strategies (i.e., executional ad cues)....
Read and print from thousands of top scholarly journals.
Continue with Facebook
Log in with Microsoft
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Sign Up Log In
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.