This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay’s (1983) value appeals were linked to the GLOBE dimensions...

Newspapers have been experiencing declining circulation figures and advertising revenues for several years. Declining advertising figures, in particular, pose a threat to newspapers – this is especially severe in the U.S. where 73% of newspapers' revenues are generated through advertising....

The paper presents an empirical method to infer employers’ requirements of operational research (O.R.) skills by analyzing the text of online job ads using content analysis. The method entailed collecting more than a thousand job ads from online sources, creating a hierarchy of sets of...

Media freedom strongly inhibits corruption and promotes good governance, but what leads to media freedom? Do economic development and higher advertising revenues tend to make media outlets independent of political groups' influence? Using data on 19th century American newspapers, this paper...

In a model for consumer driven media bias, we find that the advertising market will not have any effect on the bias of a monopoly. The monopoly will choose a bias towards the median consumer or slightly more extreme than that. In duopoly, firms will choose bias with opposite sign. In this case,...

Objective – This paper presents a discourse study on the print advertisements of a particular theme in Malaysia, that is, Malaysia Day, for social and commercial functions by a telecommunication company. Methodology/Technique – The print advertisements studied were analyzed in a detailed...

Getting a Mortgage has been described as one of the greatest financial decision a consumer will make in their lifetime and it is expected that the customer has considered various options before making that choice, This study looks at the creative design and strategies adopted by three banks to...

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...

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...