Diehl / Terlutter International Advertising and Communication

Current Insights and Empirical Findings
1. Auflage 2006
ISBN: 978-3-8350-5702-9
Verlag: Deutscher Universitätsverlag
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 513 Seiten, Web PDF

Reihe: Business and Economics

This volume presents a wide selection of studies and works in the area of international communication. The growing globalisation of markets requires of firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from Europe, the U.S., Asia and Australia have contributed to the making of this book. This mix of international authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication.

The book includes seven main areas:
" Advertising and Communication Effects
" Advertising and Information Processing
" Communication and Branding
" Emotional, Social and Individual Aspects of Communication
" Communication and New Media
" International Advertising
" Perspectives on the Future of International Advertising

Zielgruppe

Research

Autoren/Hrsg.

Diehl, Sandra

Terlutter, Ralf

Inhaltsverzeichnis

Advertising and Communication Effects.- The role of product involvement in advertising message perception and believability.- Interview based STAS and the effect of print advertising.- It’s all about catching the reader’s attention.- The effect of the integration of different acoustic and visual stimuli depending on target groups involvement.- A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods.- Advertising and Information Processing.- Unconscious processing of advertising and its effects upon attitude and behaviour.- Processing outdoor posters: product- and brand recognition in a split of a second.- Rhetoric in advertising: attitudes towards schemes and tropes in text and image.- A window to the consumer’s mind: application of functional brain imaging techniques to advertising research.- Communication and Branding.- Creating powerful brand names.- How do marketing-events work? Marketing-events and brand attitudes.- Effects of green brand communication on brand associations and attitude.- Emotional, Social and Individual Factors and Communication.- Effects of mood and argument strength on product evaluation in a personal sales conversation.- How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomfort with ambiguity.- Media-based and non media-based factors influencing purchase behavior and differences due to consumers’ personality.- Increasing family democracy and the implications for advertising.- A gender portrayal of children’s television commercials in mainland China.- Gender portrayals and the gender of nations: an extended study in Asian cultures.- Communication and New Media.- Effects of interactive andimagery-strong websites.- Comparative evaluation of American brands’ websites in Europe: what do they standardise?.- Integrated marketing communications in mobile context.- International Advertising.- The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research.- Towards an understanding advertising standardisation in the European Union: a theoretical framework and research propositions.- Assessing measurement invariance of ordinal indicators in cross-national research.- Retail advertising: an empirical comparison between German and French consumers.- Outlook on International Advertising.- The future of international advertising research: suggestions for moving the discipline forward.

Leseproben

Larry Percy
Unconscious processing of advertising and its effects upon attitude and behaviour (p. 112)

Abstract

This paper looks at the idea of implicit memory and whether or not it is likely to be involved in the processing of advertising. Given what is known about implicit learning and memory, it is doubtful that even if there was unconscious or implicit processing of advertising, that there would be any effect upon attitude or behaviour. The only unconscious response to advertising likely to have an impact upon attitudes and behaviour is emotion.

1 Introduction

Is implicit learning and memory likely to be involved in the processing of advertising, as a number of people have been suggesting over the last few years? The short answer is, no. Only if we include emotion as implicit memory, and more specifically, nondeclarative emotional memory, would the answer be ‘yes.’ In fact, as will be discussed below, nondeclarative emotional memory is likely to play an important role in the processing of advertising. But the idea of implicit learning and memory, as it is usually understood, playing any part, let alone a significant one in the processing of advertising is highly unlikely. While the notion that somehow there is unconscious attention and learning going on that gives advertising a much stronger impact than is generally measured may seem appealing, as we shall argue, the nature of implicit learning and memory militate against it.

2 Implicit memory

Interestingly, the idea of implicit memory is a rather recent notion. The term was introduced in a 1985 article by Graf and Schacter. At its simplest level, implicit memory (or nondeclarative memory) is associated with unconscious learning while explicit memory (or declarative memory) involves conscious learning. It is this idea of ‘unconscious learning’ that has been so seductive to those advocating the role of implicit memory in the processing of advertising. But implicit memory is not only unconscious, it is also a nonintentional form of memory (Kolbe and Whishaw, 2003). As Squire and Kandel (1999) have pointed out, implicit memory typically "involves knowledge that is reflexive rather than reflective in nature" (their emphasis). It involves unconscious changes in behaviour as a result of some previous experience. Not surprising when one considers the major forms of implicit memory.

Nondeclarative or implicit memory includes associative and non-associative learning, along with motor learning (cf. the classification of memory discussed by Milner, Squire, and Kandel, 1998, among others). Non-associative learning such as habituation and sensitization require repeated exposure to a single stimulus, not a likely scenario for processing advertising. Both habituation and sensitization are considered very elementary forms of learning because they do not involve the creation of an association between stimuli, only a change in how one responds to repeated stimulation of a single kind (Eichenbaum, 2002). Associative learning such as classical or operant conditioning is also unlikely to be operating with advertising. As for motor learning, it is hardly appropriate.

2.1 Priming

Priming, because it results in an unconscious memory formation, may be classified as implicit learning or memory (see Bowers and Marsolek, 2003 for a thorough discussion). In fact, as Whittleson (2003) has remarked, "priming is supposed to be the archetypical example of implicit memory." Priming is generally thought to fall into two broad categories: perceptual and conceptual. The more usual is perceptual, where priming increases the likelihood of being able to identify a stimulus later, or identify it faster, or to complete a perceptual fragment. Conceptual priming is where prior processing of a stimulus meaning facilitates future processing or access to concept meaning in memory.

Über Autor(innen)

Dr. Sandra Diehl ist Assistentin am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.
PD Dr. Ralf Terlutter ist Assistent am Institut für Konsum und Verhaltensforschung der Universität des Saarlandes Saarbrücken.