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The present study explores psychological models for changing consumers’ attitudes under the influence of publicities in young people of 18 to 25 years of age.
The aim of the study is to establish the influence of the publicities of mobile phone operators on the attitudes, consumer thinking and behaviour of youth with respect to mobile products and services.
The following tasks were set:
• To study the publicities of mobile phone operators in Bulgaria
• To set a theoretical frame on consumers’ attitudes
• To determine the models of attitudinal change and persuasion
• To perform correlational analyses of statistically significant factors
The methods used to achieve these tasks are the following: conducting two subsequent surveys on the same respondents regarding their behavior before, during and after exposure to publicity; holding individual interviews with random young respondents.

Key words: influence, influence on youth, publicity media, mobile phone companies.

This paper examines the cultural function of advertising in the first decade of post-Soviet Russia based on an analysis of a series of commercials for Imperial Bank created by Timur Bekmambetov between 1992 and 1997 and broadcast on Russian TV throughout the decade. I analyze how post-Soviet advertising addresses the trauma of the transition to a capitalist state. By adopting the new means of capitalist consumption in a way that relies on an anti-capitalist message, this advertising campaign invokes the Soviet rhetorical subtext of “everything is for the people” and thus makes the transitional period, commonly perceived in terms of the merciless rule of money, less painful. I also argue that the series responds to the trauma of the collapse of the USSR by selecting pre-Soviet historical events as its content. The series lays out a narrative of continuity with the pre-revolutionary past that, on one hand, forgoes any acknowledgement of Soviet history, while, on the other, seamlessly ties together Russia’s pre-1917 existence with post Soviet Russia. However, as I argue in the second part of the paper, the choice of Russian rulers presented in the commercials complicates these efforts. The images of these rulers rely on familiar Soviet cinematic portrayals, creating a sense of continuity with the Soviet past rather than excluding it from the cultural narrative.

Werbung wird teurer. Werbung muss lauter werden. Werbung hat sich geändert. All dies sind Aussagen, welchen wir im heutigen Alltag immer häufiger begegnen. Eins steht fest, Werbung hat sich geändert.
Was sind Herausforderungen für Werbetreibenden und welche Chancen und Risiken bietet Guerilla Marketing? Diese Fragen und mehr habe ich in meiner Wissenschaftlichen Arbeit beantwortet.

The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the responses from a sample of 160 customers of different health insurance service providers in Malaysia. A questionnaire was formed using the required measures from existing literature and the structural equation modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race were strong between languages of advertising and customer patronage intention. The result also displays a significantly positive relation between advertising languages and customer patronage intention towards health insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language be used by health insurance providers.

Advertisements and publicity from the interwar period published in the local newspaper Satu Mare. The advertisements from the interwar period published in the local newspaper Satu Mare give us a picture of what the society from Satu Mare represented in the immediate aftermath of the Great Union from 1918. Satu Mare was a Romanian local daily published between 1919 and 1937, being the most read Romanian newspaper with the greatest continuity. In its pages, the advertisements tried to make known different products and services: banks, shops of various types and famous in the epoch, cultural activities, cinemas, factories, medicines etc. The commercial that appeared at that time could be just a simple announcement, usually a text, sometimes accompanied by a sketch, for a better representation, but the message was the same, to sell and make known products and services. *** Perioada interbelică reprezintă una dintre cele mai intens rememorate și idealizate perioade istorice, în România acest fenomen dezvoltându-se cu rapiditate mai ales după anul 1989. Fără a încerca să prezinte un tablou complet și complex al acestui segment temporal, reclamele din presa scrisă reprezintă o importantă sursă de informații cu privire la mentalitățile, obiceiurile, gusturile și activitățile populației din regiunea respectivă. Oglindă a compoziției socio-culturale a publicului cititor de ziare, dar și vehicul prin care se urmărea occidentalizarea unei pături cât mai mari a populației României, reclamele din presa interbelică uimesc astăzi prin elementele grafice de o reală valoare artistică, textele atent articulate și prin grija neîntreruptă de a comunica direct, personal, cu cititorul. Deși au o vechime de aproape un secol, reclamele interbelice au o vitalitate impresionantă, fiind mult mai actuale decât o mare parte din corespondentele lor din prezent. Ziarele şi revistele apărute în judeţul Satu Mare în cele două decenii au întregit ansamblul vieţii spirituale locale, prin multitudinea problemelor puse spre dezbatere participând la satisfacerea nevoii de informare a cititorilor. Acestea au contribuit la formarea gustului şi educaţiei publicului, răspunzând nevoii tot mai accentuate de informare a omului

Purpose-The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach-The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings-Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value-This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals' clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

As social media is transforming how consumers interact with brands and how brand-related content is consumed, this paper aims to investigate if and how Facebook users express their emotions towards advertisements of brand share on the site. Seven hundred and three comments about the Lloyds 250th Anniversary advertisement on Facebook were analysed as positive, negative or neutral attitude towards the advert. Facebook users found the advertisement emotionally appealing and voluntarily report their emotion of love, pride and in some cases anger. The presence of an iconic image like the black horse and the cover music was found to be emotionally appealing. The background music as well aroused positive emotions and engaging. This study introduces the possibility of analysing Facebook comments on brand content to understand consumers' emotional responses and attitudes to the brand. Managers can explore these opportunities to identify what consumers find interesting in advertisements and how best to develop their creative strategies. It also offers the opportunity to allocate resources better to engage consumers with creative advertisement. Unlike interviews or surveys, this is a pioneering study on measuring emotional responses to advertisement through users' self-report on social media.

Is the 21st century the Chinese century? Westernization has changed nearly all facets of life in China, except for politics (Wu, 2009). This has created mass-confusion, enthusiasm , rebellion, romanticism, and idealism. The 1990s manufacturing industries continued to dominate the acceleration of consumerism in the 21 st century and created, more than ever, a bizarrely giant, abstract world of identity that is self-created and sustained. This paper examines the politics of abstract desire, hyper-consumerism, and the notion of fantasy in the Chinese fashion industry. Today, hundreds of giant " hyper-malls " found all over China are connected to the distribution of fake " stuff. " These commercial emblems have become an integral part of China's visual and social landscape. The marketplace of fake goods using Western brand images (e.g. logos) has grown for centuries to become an abstract superstructure of falsely branded lifestyles and design integrity. The global rise of hyper-consumerism gave China the ultimate opportunity to create a new identity for itself while importing the dream of luxury: The Buying Power. This paper focuses on abstracting the notion of hyper-consumerism and interrogating the relationship between visual advertisement, its materiality, and its representation in the global marketplace. How does advertising contribute to the production of consumer goods? Can we create a cyclical vision for new materials? How is the value of luxury created , displaced, transformed, and consumed through space and time?

With the rapid development of solid state lighting technology and the availability of LED light sources, coupled with the benefits they offer such as energy efficiency, long lifespan and the fact that they can be controlled and programmed, we are now finding LEDs being more widely used for animated advertising. In spite of the pace at which SSL is developing, or perhaps because of this, there is a distinct lack of evaluation guidelines or recommendations for professional designers. It is therefore essential that more research is carried out on this issue on an international scale, and that experts in the field get their heads together in order to formulate some basic guidelines that can be applied in practice.

This paper examines the impact of advertisement by accountants on the perceived value among Saudi accountant consumers. A questionnaire was distributed among 180 participants, the valid questionnaires were 130, and thus the response rate is 0.72. The study investigated (attitude towards advertising, trust and credibility) as independent variables, perceived value as dependent variable. The findings of the study confirmed the previous studies which highlight the importance of involving professionals such as accountant in ads.

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Gen...

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The purpose of this paper is to examine how the language of advertising (LA) influences customer patronage intention (CPI) towards health insurance products in Malaysia. The research also considers the moderating effects of race between LA and CPI. In order to test the hypothesized model, this study uses the responses from a sample of 160 customers of different health insurance service providers in Malaysia. A questionnaire was formed using the required measures from existing literature and the structural equation modeling (SEM) was used to examine the proposed model. The results show that the moderating effects of race were strong between languages of advertising and customer patronage intention. The result also displays a significantly positive relation between advertising languages and customer patronage intention towards health insurance products in Malaysia. The researchers suggest that a coherent and persuasive advertising language be used by health insurance providers.

As a phenomenon of great social relevance between 1900 and 1930, the graphic advertising of the pianola must be considered as one of the first great mass media platforms linked to musical activity and, therefore, the analysis of its discourse offers valuable information about the social construction of the musical world during the first decades of the twentieth century. This article shows the results of an analysis of 200 historical posters through which it is possible to trace the origins of some of the current advertising rhetoric and also some of our current ideas about musical activity. In this way, the posters studied show some interesting links to the mindset and aesthetic and social conventions of the time but also show us to what degree these discourses are, to a large extent, still valid today.

Keywords: pianola, media, advertisements, reception, music consumption

– With increasing use of explicit comparative advertisement to get a share of consumers’ mind and influence their purchase decision in western context, the same is now used extensively in emerging markets like India. However, there has not been sufficient research to understand the effectiveness of explicit comparative advertisement in low and high-involvement product categories. Therefore, the purpose of this paper is to attempt to understand the effectiveness of explicit comparative advertising on consumers’ attitude and purchase intention (PI) towards high and low-involvement products. The study carried out experimental treatments with 2 × 2 factorial design among 200 Indian young consumers who were in the age group 18-25. The independent variables were product categories and type of advertising (comparative and noncomparative) and dependent variables were consumer attitude and PIs. It was found that the comparative form of advertisement developed favourable response towards the advertisement, rather than towards the brand or PI. The study found that comparative advertising is effective for
high as well as a low-involvement product category in changing the consumer’s attitude towards the advertisement. The research has used print media for conducting the experiment. It can be inferred that comparisons should be supplemented with additional information in the form of the unique features and associated emotions and feeling of the
product in order to develop a favourable attitude towards the brand and PI. Comparative advertising is a growing domain and there has been a very little contribution by the researchers especially on high and low-involvement product categories.

Azra Ghandeharion and Morteza Yazdanjoo in " Governmental Discourses in Advertising on Iran's State Television " , utilize comparative cultural studies, to examine Iran's State television (IRIB) advertising directions under two distinct political eras: Conservative era (2011-2013) and Moderate Reformist era (2013-2015). It seems that the transition from the former to the latter exerts patent influence on Iran's national and international diplomacies which can be traced both at macro and micro levels. To address a nuanced shift at the micro level, the paper compares IRIB's beauty-product advertisements broadcasted during the two political eras. Critical discourse analysis (CDA) paves the way for identifying the two political parties' approaches toward crucial issues which determine IRIB's mode of advertising. We find that IRIB employs quite different strategies to reflect the Conservative and Moderate Reformist fractions' approaches to gender issues, national identity and political independence in Iran. Witnesses to such change are in two categories: characterization and brand.