1,720,985 research outputs found
Older People as Models in Malaysian Television and Print Advertisements
No full textDespite a global ageing population, many businesses in general and advertisers in particular have been criticised for not meeting the needs of older consumers. Older Malaysians are relatively neglected and ignored by marketing and advertising although this market is growing. The majority of research pertaining to ageing consumers has been conducted in Western countries and cannot always be applied to the East because of cultural differences. As Malaysia is experiencing a demographic transition where the number of older people is increasing, it is essential for advertisers and marketers to understand older adults’ specific preferences in the marketplace.
The central aim of this research is to advance knowledge by analysing the usage and portrayal of older models in both television and print advertisements in Malaysia and investigating the attitude of older consumers towards such advertisements. This study evaluates the portrayal in terms of function and roles of older adults in both television and print advertisements. On top of that, attitudes of older consumers towards the use of older models in advertising are also investigated. Since not many studies on cognitive age has been done particularly in Malaysia, this study also measures cognitive age among older adults and analyses its impact on attitudes towards older advertising models. Lastly, this study has also compared and contrasted the attitudes of older and younger adults towards older models in advertisements.
Based on the review of the international literature pertaining to older adults in advertising in terms of their representation, roles in advertisements, the way older models are portrayed in advertising, age-related social attitudes in terms of young people attitudes towards age and ageing and also discussion on the concept of age, a number of propositions emerged. Several relevant gerontological, psychological and sociological theories and concepts also underpin the review of the literature.
Content analyses were used analyse the use and portrayal of older adults. A total of 2,230 TV advertisements and 2,687 print advertisements comprise the sample, making this the largest content analysis of Malaysian advertising ever conducted. Then, a total of 600 questionnaires comprising 400 from adults’ age 50+ years and, for comparative
purposes,200 from younger people, were collected in order to assess attitudes towards different portrayals of older models. Cognitive age was also measured.
The findings of this thesis have made several contributions to knowledge. First, this is the first Malaysia study to consider the use and portrayal of older models in both print and television advertisements. Results show that older adults in Malaysian advertising are portrayed as active, happy and are shown in a variety of settings. These findings are in contrast to many international studies, and are important because advertising can impact the way older adults are treated in society and influence the self-esteem of older adults themselves. Second, the thesis analyses the different ways in which gender is depicted in advertising, and finds that despite older females being financially
successful, advertising still restricts them to mostly support roles and rarely shows them in non-domestic settings. Third, the thesis has also considered how different ethnic groups are portrayed in ads and analysed attitudes of different ethnic groups towards older models which have never been studied before, which have implications for advertising design. Fourth, the study establishes that older Malaysian consumers use advertising to inform product choices in different ways to younger adults. Different media usage and attitudes towards advertisements also emerged among the older group, all of which have implications for segmentation as well as helping marketers to design better advertising strategies and media plans. Fifth, the study explores age differences in attitudes towards older advertising models and finds that younger people actually had more positive attitudes towards advertisements with positive portrayals than did the older adults. However, advertisements that portray older models with positive stereotype are more preferable by older adults compared to younger people. Lastly, this study has also measured self-perceived age among older Malaysian consumers, considers the impact of self-perceived age on attitudes towards older models in advertisements, and finds that self-perceived or cognitive age is a useful concept for consideration when advertising to this increasingly important consumer market. Existing literature indicates limited research has identified segments of older adults in Malaysia. The findings of this study on media usage and self-perceived age make a significant contribution to the body of knowledge on segmentation of older Malaysian adults. The different segmentation variables that emerged from this study show that older consumers are not a homogeneous demographic.
In addition to these contributions to knowledge, the study strengthens and contributes to theoretical perspectives on successful ageing. Notably, this research finds that older Malaysians are capable of remaining socially active and continue many behavioural patterns with which they are comfortable. These findings support Activity Theory and Continuity Theory. A key contribution to these theories is the finding of a ‘youth bias’ in that older Malaysians feel on average 14 years younger than their actual age. The research therefore lends a new dimension of support for these key gerontological theories.
The thesis makes several practical contributions. The research finds that older adults rely on product and service information contained in advertising to make purchase decisions, hence informational as opposed to solely emotional advertising execution strategies should work well with this older demographic. Second, the findings pertaining to self-perceived age suggest that advertisers should create ads that portray older adults in the same way as they perceive themselves. Results also suggest that both younger and older adults prefer older adults to be portrayed in a positive light in advertisement. Indeed, younger people showed more positive attitudes towards older adults that portray positive stereotypes in advertisements compared with older people themselves.
Analysis of the study data revealed that the methods used in this study are appropriate to be employed with this age group and the study has guided other researchers in ways of collecting data from older adults. This study has also suggested that mixed methods can be also applied to get in depth analysis
The Baby Boomer Market Maven in the United Kingdom: An Experienced Diffuser of Marketplace Information
No full textThis study identifies and profiles market mavens among the baby boomer generation in the UK. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on ‘respect’ values, are particularly concerned with fashion, and compared to non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising, and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Ethically Minded Consumer Behavior:Scale Review, Development, and Validation
No full textThis paper details the development and validation of a new research instrument called the Ethically Minded Consumer Behavior (EMCB) scale. The scale conceptualizes ethically minded consumer behavior as a variety of consumption choices pertaining to environmental issues and corporate social responsibility. Developed and extensively tested among consumers (n= 1278) in the UK, Germany, Hungary, and Japan, the scale demonstrates reliability, validity, and metric measurement invariance across these diverse nations. The study provides researchers and practitioners with a much needed and easy to administer, valid, and reliable instrument pertaining to ethically minded consumer behavior
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability Of Socioemotional Selectivity Theory to Advertising
No full textConventional advice when targeting older adults was to use factual, rational appeals over emotional appeals due to age differences in information processing. Socioemotional Selectivity Theory (SST) posits that when people perceive time as limited, they pursue emotionally-orientated rather than knowledge-orientated goals. Advertising experiments using SST suggest conventional advice may have been misleading, and advocate using emotional appeals. This study tests the theory in a specific advertising context among adults (n=2550) aged 19 to 90 years. Contrary to expectations and prior SST research, older adults demonstrated clear preferences for rational over emotional appeals, suggesting conventional advice was correct all along
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