This study examined the disjunctive styles of the print media in the Nigerian advertising world. To demonstrate the kind of their fragmentations, the researcher utilised ads from beverages, banks, books, and institutions, harvested from The Punch newspaper, billboards, and textbooks as data. The...

The aim of this paper is to analyze a specific printed advertisement from two different semiotic points of view. First, we apply the interpretative instruments provided by the Barthes’ school of thinking (focused on the description of explicit signs taken in isolation). We then attempt to...

Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

Images-cum-texts are remarkable instruments of persuasion; that seems the reason for their romantic intimacy in many advertising communications. Thus, this paper examined some connections that exist among the product, image, and text as devices communicating a single message to readers. Ten...

Newspapers are everywhere so the advertisements. Though challenged by the Internet, the print continues to be a credible media for the advertisers. The present media environment suggests that marketers and audiences have more choices and options than in the past. While the print industry suffers...

Does media bias affect voting? We address this question by looking at the entry of Fox News in cable markets and its impact on voting. Between October 1996 and November 2000, the conservative Fox News Channel was introduced in the cable programming of 20 percent of US towns. Fox News...

We examine next-day newspaper accounts of large daily jumps in 16 national stock markets to assess their proximate cause, clarity as to cause, and the geographic source of the market-moving news. Our sample of 6,200 market jumps yields several findings. First, policy news – mainly associated...

We examine next-day newspaper accounts of large daily jumps in 16 national stock markets to assess their proximate cause, clarity as to cause, and the geographic source of the market-moving news. Our sample of 6,200 market jumps yields several findings. First, policy news - mainly associated...

Advertising being a study of human behavior and responses is subject to unpredictability and lack of clear answers. Its answers are at best probabilistic and never ever universal truths. As advertising is a lot about strong images and perceptions, the intensity of the imagery is quite...

Advertising context refers to the surrounding or the environment within which an advertisement is found. Context in the case of print advertisement includes other advertisement of related or similar products, or of unrelated products, news contents, articles and editorial content etc. A consumer...

We propose a model of political persuasion in which a biased newspaper aims to convince voters to vote for the government. Each voter receives the newspaper's report, as well as an independent private signal. Voters then exchange this information on social media and form posterior beliefs,...

The study made aesthetic judgments on four select newspaper advertisements employing the visual analysis approach and hedging it on subjectivity and universal validity planks of Kant's theory. The ads were analyzed qualitatively and quantitatively using a modification of the Likert scale which...

We develop a classification methodology for the context and content of news articles to predict risk and return in stock markets in 51 developed and emerging economies. A parsimonious summary of news, including topic-specific sentiment, frequency, and unusualness (entropy) of word flow, predicts...

Digitization has led to product proliferation, straining traditional institutions for product discovery; but digitization has also spawned crowd-based rating systems. We compare the relative impacts of professional critics and crowd-based Amazon star ratings on consumer welfare in book...

Digitization has led to product proliferation, straining traditional institutions for product discovery; but digitization has also spawned crowd-based rating systems. We compare the relative impacts of professional critics and crowd-based Amazon star ratings on consumer welfare in book...

The main purpose of the present study concerns the investigation of how afro-descendants individuals have been portrayed by Brazilian magazine advertisements along the timeframe ranging from 1968 up to 2006. The aim is to identify any progress, setback or stabilisation on the way these...

Buying a home is considered a major financial decision and one of the most expensive purchases an individual can ever make. While acknowledging the complex and multi-faceted due diligence that buyers usually invest before buying houses, the role of advertisements in marketing new-build homes...

Using a dataset of 15 million UK job adverts from a recruitment website, we construct new economic statistics measuring labour market demand. These data are ‘naturally occurring', having originally been posted online by firms. They offer information on two dimensions of vacancies—region and...

Using a dataset of 15 million UK job adverts from a recruitment website, we construct new economic statistics measuring labour market demand. These data are 'naturally occurring', having originally been posted online by firms. They offer information on two dimensions of vacancies--region and...

This paper provides evidence of the incidence and variety of low-price guarantees (promises to match or beat a rival's price) using data obtained from newspaper advertisements in thirty-seven metropolitan areas in the United States. In all, we have a total of five-hundred and fifteen low-price...

Children are not only precious in society; they are the future of any nation. These are assertions that sensitize this study as an examination of the ways that advertising professionals utilize children to achieve persuasive goals. Eight advertisements oriented in the features of children were...

The exponential growth in digital media has raised questions about the relevance of printmedia in the overall marketing mix. In this study, we evaluate the relative effectiveness of printand digital media in advertising using a multi-methodological approach. Using eye-tracking...

We develop a classification methodology for the context and content of news articles to predict risk and return in stock markets in 51 developed and emerging economies. A parsimonious summary of news, including topic-specific sentiment, frequency, and unusualness (entropy) of word flow, predicts...