共查询到20条相似文献，搜索用时 15 毫秒
1.
Jason T. Peifer 《Mass Communication and Society》2016,19(2):173-196
This exploratory research examines processes pertaining to how parody humor can influence perceptions of political figures in terms of credibility and, more broadly, general political trust. An online experiment was conducted in which select participants were exposed to a parody of former New York governor David Paterson. The results demonstrate that, in tandem with parody-induced sympathy, humor enjoyment can influence perceptions of a parody target's credibility and general political trust. In addition, a sympathetic predisposition is shown to positively predict responses of sympathy to a parody message. Furthermore, serial mediation analyses highlight how a sympathetic predisposition can indirectly influence various perceptions of a parody target, as sequentially mediated by responses of sympathy and enjoyment. In sum, this research is valuable for illuminating how individual differences and affective responses to political parody representations can affect various political perceptions. 相似文献
2.
Diane M. Martin 《Journal of Applied Communication Research》2004,32(2):147-170
Women in middle management continue to face multiple paradoxes arising from their structural and gendered locations that add to the uncertainty of negotiating organizational life. Investigating the lived experiences of women middle managers can illuminate the constraints and paradoxes endemic to organizing, for such experiences foreground tensions at the intersection of structure, identity, agency, and power. Specifically, this contextual investigation of conversational humor explores links between organizational status, gender, and paradox. In so doing, it demonstrates how women can use humor to negotiate managerial identities and to navigate organizational life. This study uncovers nuanced and important communication tactics of middle management women. This study also reveals the value of investigating the complex convergence of humor, gender, and organizational communication theory. 相似文献
3.
《Mass Communication and Society》2013,16(4):347-350
A content analysis examined how well alcohol ads from televised sporting events adhered to self-regulatory advertising guidelines. Although nearly every ad followed the guidelines literally, there were numerous instances of strategically ambiguous content that could be interpreted as violating the guidelines' spirit. For example, a joke about designated drivers hinted at drunkenness without explicitly showing it, and many ads showed drinking as well as risky activities like driving or swimming, although not necessarily occurring simultaneously. The study also confirmed that alcohol ads are common in televised sporting events, and that the most frequent themes are humor, friendship, sex, and romance, a potentially troubling finding given that beliefs about the social benefits of alcohol predict drinking in young people. These findings suggest that alcohol advertising might contribute to the formation of expectancies in young people, and that current self-regulation may not be an effective way to prevent alcohol advertising from appealing to people under the age of 21. 相似文献
4.
Guan Ru Chen 《Journal of Media Economics》2013,26(2):98-110
Due to the downward sloping demand curve, a retailer can use price promotions to induce store traffic. On the other hand, price promotions can bring negative effects that increase consumers' conditional risks over quality, so that the results expected by retailers may not be achieved. This study investigates whether manufacturer advertising can mitigate the negative effects caused by retailer price promotions. A rational expectation model shows that the relation between advertising and price promotions is not unidirectional. A threshold exists that can ensure whether an increase in advertising expenditures reduces negative effects from price promotions. When advertising coverage exceeds this threshold, an increase in advertising expenditures mitigates negative effects and makes price promotions an effective way to build store traffic. Below the threshold, an increase in advertising expenditures might aggravate the negative effects from price promotions and decrease price sensitivity. Accordingly, marketing practitioners can design product pricing decisions depending on whether advertising information crosses this threshold. 相似文献
5.
In a literature where different research approaches generate inconsistent effects, we examine negative TV advertising effects on public support ratings of presidential candidates over time. Weekly national advertising and poll data from 2011 and 2012 were analyzed via (a) pooled time series analysis with growth curve modeling and (b) individual time serial dependency analysis with autoregressive integrated moving average. Study results support a social influence model derived from attribution theory, wherein negative TV ads did, in fact, influence poll results or public support ratings. In particular, spending on negative advertising increased the support for the sponsor of such ads. We also uncover a reciprocal effect of negative advertising between the competing candidates over time, such that spending on negative advertising attacking Mitt Romney predicted spending on advertising attacking Barack Obama in about 4 weeks at Lag 3 and Lag 4. Findings establishing the efficacy of negative advertising are discussed in the context of game theory. 相似文献
6.
Amy B. Becker 《Mass Communication and Society》2014,17(3):424-445
The current study examines the relationships between exposure to partisan political parody, affinity for political humor given a desire to reduce anxiety, and internal political efficacy. Analyzing data from a spring 2013 experiment (N = 269), the results suggest that prior media exposure, an affinity for political humor given the desire to reduce anxiety, and a preference for humor that attacks the opposition are significant predictors of political efficacy. In addition, a three-way interaction between partisan identification, humor type, and affinity for political humor (AFPH)–anxiety relative to the dependent variable of internal political efficacy was significant. In particular, high AFPH–anxiety Republicans who viewed Democrat-directed humor were more likely to feel politically efficacious. The significance of the findings is discussed along with suggestions for potential theoretical mechanisms that can guide future academic research on the democratic impacts of politically entertaining media. 相似文献
7.
Benjamin J. Bates 《Journal of Media Economics》2013,26(1):49-66
The author explores the use of different mathematical modelsin considering influences on prices of television advertising rates and concludes that significant variability exists between models due to assumptions and level of data employed. The author argues that existing research on advertising price influences should be reconsidered in like of the differences among models, assumptions, and data used. 相似文献
8.
本文梳理归纳了负面竞选广告相关研究的切入角度和结论,总结存在的分歧,指明未来研究的方向。综述发现,负面竞选广告研究大都基于西方文化背景和传统媒体,广告的使用受到候选人在任与否、民意支持度、所属政党、竞选阶段和文化的影响;广告发挥了候选人所预期的效果,但也可能产生反弹效果。此外,负面竞选广告对政治参与是促进还是抑制作用,已有研究结果尚存分歧。 相似文献
9.
《Mass Communication and Society》2013,16(1):103-116
Previous research has shown that if commercials showcase higher levels of humor, they can enhance the viewer's enjoyment of the program in which the commercials are contained. The theory of excitation transfer has been used to explain this phenomenon. This experimental research suggests some modifications to its application in this setting, suggesting that there must be an adequate level of TV program appeal initially for the appeal to be enhanced by commercials. In this study, men's enjoyment of a sitcom was enhanced when high humor commercials were included in the program. 相似文献
10.
对文档进行分类并鉴别出垃圾信息是一个非常有实用价值的研究领域,越来越多的网站开始关注这种技术。采用智能算法对垃圾信息进行有效分析,寻找垃圾制作者,并通过网络日志和所发表的内容,判断哪些是广告用户和垃圾信息的发布者,并将其删除。认为对垃圾信息的甄别其实是一种把信息分成有用信息和无用信息的过程,试用贝叶斯分类算法把信息分成不同的类。针对基于规则的分类方法和通过分析广告链接网址来剔除垃圾信息的方法的缺陷,给出贝叶斯分类算法及机器训练方法,从实验结果看,本方法优于基于规则的分类法。 相似文献
11.
Owen KULEMEKA 《Learned Publishing》2014,27(4):301-313
This study examined the views of advertising academics regarding the peer‐review process in English‐language advertising journals. Three issues were examined. First, how do advertising academics assess the peer‐review process in advertising journals on the following dimensions: fairness, anonymity (truly double‐blind), timeliness, and effectiveness in improving the quality of research? Second, how do they perceive the ethicality of review process behaviors? Third, what steps do they suggest for improving the quality or integrity of the peer‐review process? Data was collected through a survey of US‐based advertising academics. The findings reveal that advertising academics believe that, for the most part, advertising journals are succeeding at fairness, protecting anonymity, improving the research of submitters, and avoiding ethical infractions in the review process. However, advertising academics would like to see improvements in timeliness as well as in incentives and guidelines provided to participants in the peer‐review process. 相似文献
12.
Our study was motivated by the fact that, despite the increasing pervasiveness of political advertising in the political process of many democracies, little empirical research has been conducted to unveil common patterns or crucial differences of political spots across cultural boundaries. Our study thus provided one opportunity to gain better understanding and insights into how media phenomena are related to cultural orientation by comparing and contrasting the content of political spots across the United States and South Korea. In particular, this study analyzed verbal components of political spots in both US and Korean presidential elections over the past 20 years. To the extent that clear differences exist between American and Korean cultural patterns, political spots, which are a conspicuous indicator of cultural values, appear to manifest these differences quite strongly. The findings of this study provide evidence that political advertising primarily reflects the uniqueness of indigenous cultures. 相似文献
13.
《Journal of Business & Finance Librarianship》2013,18(2):15-37
Abstract Demographic data is extremely valuable for a variety of business applications, including market research, strategic planning, identifying target markets, advertising, and for use with geographic information systems. Because timely data is very important, the Internet is increasingly being used as a tool for gathering and disseminating demographic data to end-users. This paper outlines many Web sites containing demographic data. Included are sites for governmental bodies, universities, and research institutions; international sites; commercial vendors; and Web versions of journals. Many of these sites also contain links to other useful demographic information resources. 相似文献
14.
Compared to previous research studying movie advertising focusing on traditional advertising, this study introduce location-based ads (LBA), an important new media advertising, to raise limited coverage of traditional movie advertising. This study explores the role of LBA in generating ticket sales dynamically and compares it with that of pop-up window ads (PWA). Using daily aggregate cinema sales data on about three million consumers, developed time-series models reveal that (a) LBA can affect ticket sales in short and long terms, and its sales impact can last for 9 days across audience segments; (b) compared to low involvement audience segments, sales impact of LBA is 15 times larger for high involvement audience segment in long term; (c) ticket sales impact of LBA are cumulatively 3 times and 47 times stronger than those of PWA in low involvement audience segment and high involvement audience segment, respectively. 相似文献
15.
Pamela K. Morris 《亚洲交流杂志》2013,23(3):242-261
This research expands scholarship on cross-cultural investigations by examining ideas of beauty through the lens of outdoor advertisements. Using a content analysis method, 293 images of women in outdoor advertisements from six different cultures, including Bulgaria, Hong Kong, Japan, Poland, South Korea, and Turkey, were reviewed through a framework of advertising and consumer culture, globalization, and theories of beauty. The findings revealed that differences across cultures exist and that beauty ideals are culture dependent. 相似文献
16.
William L. Benoit 《Communication Studies》2013,64(3):274-295
This study applied the Functional Theory of Political Campaign Discourse to 118 political advertisements (television spots, newspaper ads, direct mail, and WWW pages) from 1998. Acclaims (self‐praise; positive statements) were the most common function (84%), followed by attacks (criticism, negative statements; 15%). Defenses (refutation of attacks) were relatively infrequent (1%). There were some differences by medium (WWW pages had the most acclaims, while television spots had the most attacks; no defenses occurred on WWW pages or in direct mail) but these functions are consistent both across media and with prior research on presidential campaign advertising. Incumbents produced more acclaims than challengers, who attacked more than incumbents. Finally, policy utterances were more common than character utterances in all media but www pages. The overall consistency in Junctions and topics across media and across levels of campaigns (presidential and non‐presidential) strongly suggests the existence of important situational influences on political campaign advertising. These findings can be useful for practitioners, theorists, and critics of campaign discourse. 相似文献
17.
《Journal of Media Economics》2013,26(4):233-245
This study examines the differences in the profitability to nondaily newspapers resulting from preprint and display advertising. Whether the measure is overall profit or a comparison of a full page of display advertising to an 8-page tabloid preprint, display advertising is more profitable. Differences in the profit margin between display ads and preprints are not nearly as great as the differences in other measures of profit. 相似文献
18.
Frank E. Dardis Ph.D. Fuyuan Shen Ph.D. Heidi Hatfield Edwards Ph.D. 《Mass Communication and Society》2013,16(1):24-42
Prior research has indicated that exposure to negative political advertising can foster among individuals feelings of alienation, distrust, and apathy toward government or the political process. However, investigation regarding the amount of exposure to such advertising and the form in which it is presented remains scant. This experimental study examined the impact of ad type (character based vs. issue based) and amount of advertising exposures on individuals' cynicism and perceived self-efficacy in relation to the government. Results indicated that issue-based attack ads aired during the 2004 presidential election led to greater cynicism and lower self-efficacy than did character-based attack ads. A significant interaction revealed that the difference on the self-efficacy measure was greatest at the highest exposure level, indicating that continual exposure to ads dealing with governmental policies may nurture the perception that the political process is overly complex, which subsequently can decrease individuals' beliefs that they can make a difference. 相似文献
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20.
认为广告运动是科技期刊抢占国内外科技期刊市场的必由之路.论述广告对于科技期刊的重要性;指出调查研究是期刊质量取向及其广告运动的基础;提出加入WTO后中国科技期刊面临的机遇,以及严峻形势下广告运作应当采取的对策:发展广告策略,制定广告计划,下大力气开展发行促销活动.认为执行广告运动策略是办刊宗旨的体现,是期刊生存的根本. 相似文献