...Aruni Ghosh; Madhurima Deb Purpose This study aims to propose a novel way to explore the narrative structure of advertisements, a nascent area of research, through the protagonist’s emotional arc progression. Design/methodology/approach The multi-methods approach is used. In Study 1...

...Marta Royo; Vicente Chulvi; Elena Mulet; Julia Galán Purpose The aim of this paper is to determine whether consumers accept new arguments for choosing a product that adapts to future needs. It is also seeking to investigate whether the design of products and their ensuing advertising and promotion...

...Jaakko Aspara; Amitav Chakravarti Purpose – This article aims to focus on product-featuring advertising targeted to stock investors – that is, ads that provide investors with impressions about the company’s products, over and above financial information. The purpose is to explicate and test...

... that developing a superior brand in newly transitioning economies is preferable to relying on mass advertising to make one's case. The brand will develop its reputation based on quality and status, which are not directly affected by ethnocentricity. A further protection from ethnocentric attitudes would...

...Michael Callow; Leon G. Schiffman The purpose of this paper is to explore the effectiveness of using standardized visual images in global print advertising campaigns. In particular, it examines how visual images depicting social (in)activity are interpreted among students from the USA, Spain...