First stage of research on the effects of anti-tobacco brand spoof ads on the consumer, this paper proposes an exploratory study of netnographic inspiration of the comments left on YouTube by individuals freshly exposed to anti-tobacco brand spoof ads. The results show that anti-tobacco brand...

The aim of this communication is to present a theoretical framework, based on the implicit memory theory, to explain the persuasive effects of brand placements. In order to test this framework, an experimental methodoly is then proposed, that allows control of the external factors and offers...

This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco...