They are known, in advertising circles as ‘Delebs’ (deceased celebrities) . . . “Unbeknown to them, Marilyn Monroe, Audrey Hepburn, Steve McQueen and Gene Kelly, among others, recently presented products in ads for high- and low-equity brands.” A new paper in the Journal of Business Ethics describes experiments which have, for the first time, examined […]
Tag: advertising
Cigarettes That Are Visually Offputting (research study)
A number of countries have passed laws which require cigarette manufacturers to show ‘denormalising’ images on their packaging. To take things a step further, why not make the cigarettes themselves more unappealing? This was the question tackled by a joint Australian – New Zealand research team in 2015. A set of potentially unpleasant cigarette designs […]
How Sexy can a Paper Clip get? (study)
In 2016, Prof. Dr. Georg Felser of Harz University of Applied Sciences, Germany, undertook a unique research study aimed at establishing whether everyday objects can be somehow be imbued with ‘sexiness’ in order to enhance returns in advertising campaigns. His experimental study found that, yes, they can – even if the object is paper clip. […]
TV commercial ‘zapping’ – its driving factors (study)
If you’re in the business of advertising – especially TV advertising – you might be keen to identify the driving factors behind so-called ‘zapping’ (viewers changing channels with the specific intent of avoiding commercial breaks) A 2017 study in the Journal of Advertising Research presents an extensive analysis of the subject and pinpoints a ‘significant […]