This study introduces computer vision models for image analysis in advertising research. It reviews the literature in social science and computer science and identifies three categories and nine ty...

Computational content analysis (CCA) has experienced a surge in popularity in the field of advertising research. Despite advancements, a comprehensive methodology guide in this area is lacking, pre...

User-centric behavioral tracking, a cutting-edge computational social science tool, holds tremendous promise for advertising research. The article introduces the technique and presents three do-it-...

Advertising scholars have studied the persuasiveness of religious symbols in ads for more than two decades. However, the extent to which religious appeals influence attitudes and behavioral intenti...

The proliferation of computational advertising (CA) and other technological developments in artificial intelligence have greatly expanded the types of data used in advertising research, thereby cre...

Biometrics advertising research describes various measures of consumers’ physiological responses to advertising messages that often use computational methods to make inferences about consumers’ psy...

Over the past several decades, visual imagery has become the dominant element in modern advertising. A common content strategy involves depicting humans, animals, or objects in the midst of motion....

This paper introduces the MADE (Mapping, Assembling, Demonstrating, Executing) framework, a comprehensive set of best practices for the ethical and effective use of generative artificial intelligen...

While growing is interest in the use of social media influencers in digital marketing campaigns, little is known about virtual influencers and their impact on consumers and brands. Virtual influenc...

Freemium services such as music streaming, video sharing, and mobile games are often supported using advertisements, whereby consumer attention to these advertisements can be considered a proxy for...

The advertising ecosystem has been progressively reshaped by computational advertising models facilitated and controlled by digital media platforms. Meta and Alphabet, two of the dominant players i...

We examine the influence of violent–humorous commercials on children and whether parental mediation can temper children’s aggressive responses to violent–humorous ads. We find that (a) violent–humo...

Search advertising involves the purchasing of an ad’s position at the top of a search engine results page and accounts for more than 40% of all digital ad spending in the United States. Nevertheles...

Social media has sparked a surge in online activism and sociopolitical movements. Numerous companies have also launched brand activism advertising campaigns to voice their stances on sociopolitical...

This study aims to provide a comprehensive overview of the state of research on gender and advertising. For this, a bibliometric review of 2,735 research articles was conducted using performance an...

Advertisers are increasingly prioritizing brand awareness, as it has become a top marketing objective, yet market trends suggest that much of consumers’ brand knowledge is not easily retrieved from...

Brand placements are omnipresent in video games. However, when and how they influence players’ brand attitudes is still insufficiently understood. Whereas previous research argued that positive aff...

Substantial research has shown the negative effects of repeated ad exposures. The present research contributes to this literature by introducing an important moderator: personal attachment to the b...

Reversible figures have fascinated researchers in the psychological sciences since the 1800s, and these investigators have generated a massive amount of information on the psychological underpinnin...

Brands increasingly address social inequalities by means of advertising. Inclusive advertising can, however, damage brands if consumers suspect insincere and extrinsic motivations. For instance, ma...

Mindfulness is gaining traction as an advertising tactic to boost audience engagement. Despite this, existing research provides limited insight into the impact of advertisements with integrated min...

The use of artificial intelligence (AI) in the advertising industry is widespread, yet there is no consensus on whether consumers should be informed of AI’s involvement in ad placement and ad creat...

Advertising value is a concept representing the overall usefulness and worth of advertising to consumers. While the concept is valuable in assessing consumers’ appreciation of advertising, the find...

Marketers today are increasingly using storytelling to engage their audiences. However, the design of narrative visuals is often inspired by a text-centric understanding of narratives. Despite the ...

While brands are working to break down beauty stereotypes and employing body-positive advertisements to foster consumer engagement, empirical research on the influence of body-positive advertisemen...

Advertisements often feature numeric claims comparing risks associated with one alternative (e.g., control) to another (treatment). Differences may be expressed in either absolute (Modified Rate − ...

A deepfake is a realistic portrayal of untrue information (i.e., it realistically depicts individuals who were not originally present in a given footage). A deepfaked ad has the potential to mislea...

Across four experiments, we use correspondent inference theory to explain customer inferences about organizational inclusiveness and ulterior motive following exposure to monoracial (same race) or ...

Public service announcements (PSAs) are messages disseminated by governments and nonprofits to serve the public interest. In emphasizing social good, PSAs should be less likely to employ neoliberal...

Transformative advertising research (TAR) suggests examining advertising’s transformational possibilities via the interactions between institutional actors at each marketing level to gauge its effe...

This systematic review of research on gambling sponsorship provides insight into the current state of the art of gambling sponsorship research, a theoretical framework for understanding the mechani...

Brand-to-brand help on social media is an unexplored branding strategy and a novel corporate social responsibility (CSR) behavior. The research is based on the framework of communion and agency, wh...

Advertisements make use of specific camera angles when they portray products. In this study, the results of four experiments, including one field experiment, revealed that camera angles convey dive...

Social media users are frequently targeted by commercial and political advertisements, which many perceive as a privacy threat. Although commercial and political targeting intend to influence users...

Narrative video ads often use either celebrities or unknown actors to engage consumers and convey their messages. Although research suggests that celebrities (versus unknown actors) may enhance the...

Companies increasingly employ environmental compensation claims in their advertisements. This practice, however, has been criticized as being a form of greenwashing. In two studies, we examined ass...

Problematic and risky behaviors such as drunk driving, drug taking, and binge drinking are often undertaken in social situations where a bystander could intervene. To date, research has examined ne...

As mobile devices have become a necessity in our daily lives, mobile advertising is also prevalent. Accordingly, it is critical for practitioners to understand how consumers visually attend to mobi...

Utilizing a qualitative thematic analysis of submission materials for 18 award-winning, gender-inclusive campaigns at the Cannes International Festival of Creativity, this research reenvisions incl...

How do advertising trade press and association resources advise practitioners on considering disabilities in advertising work? What does the industry think are effective practices for taking disabi...

The promotion of diversity and inclusion in advertising has the potential to bring about positive change in society. Despite its importance, there has been limited research on consumer reactions to...

Charities often feature their recipients as protagonists in fundraising appeals (i.e., recipient-focused appeals), and considerable research has examined the best way to portray recipients to gener...

This research investigates how health-related brands can benefit from the inclusion of larger-bodied women in advertising. Given that larger-bodied women are more representative of the average Amer...

Published in Journal of Advertising (Vol. 52, No. 5, 2023)

Advertisers have begun to recognize the role of inclusive advertising in consumer well-being. One way to increase inclusivity is to minimize experiences of exclusion using marketing tools. Although...

The literature on diversity suffers from several shortcomings, leading to conflicting views or unjustified beliefs about ethnic minorities in advertising. Evidence is needed to show whether adverti...

While prior research has gleaned important insight into consumers’ social media engagement, an important literature-based tension exists that warrants further attention. On the one hand, females ar...

Using the computer vision method, this study proposes an analytical model of visual aesthetics for brand communication and analyzes the effects of visual features (i.e., colors and visual complexit...

Harlow Gale is often depicted as the first experimentalist in advertising thought. This positioning elides influences which impacted upon his thinking. In this article, we outline Gale’s involvemen...

Drawing upon regulatory fit theory, the current work investigates how the interaction between regulatory mode and positive emotion influences consumer social media engagement with meat alternative ...

Advertisements that incorporate temperature-related cues are common in the marketplace. However, when and for whom marketers should use these temperature-based appeals in their ads is still unclear...

Empowering customers through participation is known to enhance brand promotion. A popular strategy involves asking customers to vote on marketing communication tactics, which activates empowerment ...

Although in-stream video advertising is common, its effects on advertisement (ad) information encoding remain unclear. We investigated the effects of in-stream video advertising by comparing two gr...

Published in Journal of Advertising (Vol. 52, No. 4, 2023)

Published in Journal of Advertising (Vol. 52, No. 4, 2023)

Much research has been conducted to understand the impact of sexual appeals in advertising on consumer attitudes and behaviors. Yet, romantic advertising, advertising that focuses on romantic relat...

Inclusive design considers usability first: to design with the needs of everyone to decrease the mismatch between the end-user and the design object. In advertising, the mismatch may be in the oppo...

While prior work has examined the effects of emotions on consumers’ attitudes toward ads, little research has explored how the joint presence of positive and negative emotions affects ad-related ou...

Brands have been increasingly speaking up on sociopolitical issues (so-called brand activism advertising) to showcase their nonneutrality and drive meaningful societal changes. Yet little is known ...

How would consumers respond to mobile ads in spatially and temporally bounded captive environments? We theorize that consumers who are forced to wait are likely to perceive an abundance of time and...