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advertisement</title> <meta name="description" content="Search results for: personalized advertisement"> <meta name="keywords" content="personalized advertisement"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button 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action="https://publications.waset.org/abstracts/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="personalized advertisement"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 404</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: personalized advertisement</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">404</span> D3Advert: Data-Driven Decision Making for Ad Personalization through Personality Analysis Using BiLSTM Network</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sandesh%20Achar">Sandesh Achar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Personalized advertising holds greater potential for higher conversion rates compared to generic advertisements. However, its widespread application in the retail industry faces challenges due to complex implementation processes. These complexities impede the swift adoption of personalized advertisement on a large scale. Personalized advertisement, being a data-driven approach, necessitates consumer-related data, adding to its complexity. This paper introduces an innovative data-driven decision-making framework, D3Advert, which personalizes advertisements by analyzing personalities using a BiLSTM network. The framework utilizes the Myers–Briggs Type Indicator (MBTI) dataset for development. The employed BiLSTM network, specifically designed and optimized for D3Advert, classifies user personalities into one of the sixteen MBTI categories based on their social media posts. The classification accuracy is 86.42%, with precision, recall, and F1-Score values of 85.11%, 84.14%, and 83.89%, respectively. The D3Advert framework personalizes advertisements based on these personality classifications. Experimental implementation and performance analysis of D3Advert demonstrate a 40% improvement in impressions. D3Advert’s innovative and straightforward approach has the potential to transform personalized advertising and foster widespread personalized advertisement adoption in marketing. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=personalized%20advertisement" title="personalized advertisement">personalized advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=deep%20Learning" title=" deep Learning"> deep Learning</a>, <a href="https://publications.waset.org/abstracts/search?q=MBTI%20dataset" title=" MBTI dataset"> MBTI dataset</a>, <a href="https://publications.waset.org/abstracts/search?q=BiLSTM%20network" title=" BiLSTM network"> BiLSTM network</a>, <a href="https://publications.waset.org/abstracts/search?q=NLP." title=" NLP."> NLP.</a> </p> <a href="https://publications.waset.org/abstracts/184326/d3advert-data-driven-decision-making-for-ad-personalization-through-personality-analysis-using-bilstm-network" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/184326.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">44</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">403</span> An Empirical Investigation of Relationships between Consumer Involvement and Advertisement Effectiveness </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nasim%20Karami%20Mal%20Amiri">Nasim Karami Mal Amiri</a>, <a href="https://publications.waset.org/abstracts/search?q=Farhad%20Razm%20Azma"> Farhad Razm Azma</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Parts of consumer involvement in regards to one product are related to advertisement strategies. Different consumer involvement has different answers to the effectiveness of advertisement. This study has divided the market considering the characteristics and relationship between consumer involvement and the effectiveness of advertisement. The results of this study show consumer involvement which does affect parts of marketing. A positive and direct relationship among consumer involvement and the eventual effectiveness of advertisement has been shown. A great amount of consumer involvement is directly related to advertisement effectiveness. Therefore, consumer involvement is a critical factor in advertisement strategies. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer%20involvement" title="consumer involvement">consumer involvement</a>, <a href="https://publications.waset.org/abstracts/search?q=advertisement%20effectiveness" title=" advertisement effectiveness"> advertisement effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=strategy" title=" strategy"> strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=effective%20marketing" title=" effective marketing "> effective marketing </a> </p> <a href="https://publications.waset.org/abstracts/13105/an-empirical-investigation-of-relationships-between-consumer-involvement-and-advertisement-effectiveness" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/13105.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">456</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">402</span> Optimal Decisions for Personalized Products with Demand Information Updating and Limited Capacity </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Meimei%20Zheng">Meimei Zheng</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Product personalization could not only bring new profits to companies but also provide the direction of long-term development for companies. However, the characteristics of personalized product cause some new problems. This paper investigates how companies make decisions on the supply of personalized products when facing different customer attitudes to personalized product and service, constraints due to limited capacity and updates of personalized demand information. This study will provide optimal decisions for companies to develop personalized markets, resulting in promoting business transformation and improving business competitiveness. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=demand%20forecast%20updating" title="demand forecast updating">demand forecast updating</a>, <a href="https://publications.waset.org/abstracts/search?q=limited%20capacity" title=" limited capacity"> limited capacity</a>, <a href="https://publications.waset.org/abstracts/search?q=personalized%20products" title=" personalized products"> personalized products</a>, <a href="https://publications.waset.org/abstracts/search?q=optimization" title=" optimization"> optimization</a> </p> <a href="https://publications.waset.org/abstracts/66358/optimal-decisions-for-personalized-products-with-demand-information-updating-and-limited-capacity" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/66358.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">262</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">401</span> User Modeling from the Perspective of Improvement in Search Results: A Survey of the State of the Art</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Samira%20Karimi-Mansoub">Samira Karimi-Mansoub</a>, <a href="https://publications.waset.org/abstracts/search?q=Rahem%20Abri"> Rahem Abri</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Currently, users expect high quality and personalized information from search results. To satisfy user’s needs, personalized approaches to web search have been proposed. These approaches can provide the most appropriate answer for user’s needs by using user context and incorporating information about query provided by combining search technologies. To carry out personalized web search, there is a need to make different techniques on whole of user search process. There are the number of possible deployment of personalized approaches such as personalized web search, personalized recommendation, personalized summarization and filtering systems and etc. but the common feature of all approaches in various domains is that user modeling is utilized to provide personalized information from the Web. So the most important work in personalized approaches is user model mining. User modeling applications and technologies can be used in various domains depending on how the user collected information may be extracted. In addition to, the used techniques to create user model is also different in each of these applications. Since in the previous studies, there was not a complete survey in this field, our purpose is to present a survey on applications and techniques of user modeling from the viewpoint of improvement in search results by considering the existing literature and researches. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=filtering%20systems" title="filtering systems">filtering systems</a>, <a href="https://publications.waset.org/abstracts/search?q=personalized%20web%20search" title=" personalized web search"> personalized web search</a>, <a href="https://publications.waset.org/abstracts/search?q=user%20modeling" title=" user modeling"> user modeling</a>, <a href="https://publications.waset.org/abstracts/search?q=user%20search%20behavior" title=" user search behavior"> user search behavior</a> </p> <a href="https://publications.waset.org/abstracts/73551/user-modeling-from-the-perspective-of-improvement-in-search-results-a-survey-of-the-state-of-the-art" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/73551.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">279</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">400</span> MyAds: A Social Adaptive System for Online Advertisment from Hypotheses to Implementation</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Dana%20A.%20Al%20Qudah">Dana A. Al Qudah</a>, <a href="https://publications.waset.org/abstracts/search?q=Alexandra%20I.%20Critea"> Alexandra I. Critea</a>, <a href="https://publications.waset.org/abstracts/search?q=Rizik%20M.%20H.%20Al%20Sayyed"> Rizik M. H. Al Sayyed</a>, <a href="https://publications.waset.org/abstracts/search?q=Amer%20Obeidah"> Amer Obeidah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Online advertisement is one of the major incomes for many companies; it has a role in the overall business flow and affects the consumer behavior directly. Unfortunately most users tend to block their ads or ignore them. MyAds is a social adaptive hypermedia system for online advertising and its main goal is to explore how to make online ads more acceptable. In order to achieve such a goal, various technologies and techniques are used. This paper presents a theoretical framework as well as the system architecture for MyAds that was designed based on a set of hypotheses and an exploratory study. The system then was implemented and a pilot experiment was conducted to validate it. The main outcomes suggest that the system has provided personalized ads for users. The main implications suggest that the system can be used for further testing and validating. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=adaptive%20hypermedia" title="adaptive hypermedia">adaptive hypermedia</a>, <a href="https://publications.waset.org/abstracts/search?q=e-advertisement" title=" e-advertisement"> e-advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=social" title=" social"> social</a>, <a href="https://publications.waset.org/abstracts/search?q=hypotheses" title=" hypotheses"> hypotheses</a>, <a href="https://publications.waset.org/abstracts/search?q=exploratory%20study" title=" exploratory study"> exploratory study</a>, <a href="https://publications.waset.org/abstracts/search?q=framework" title=" framework"> framework</a> </p> <a href="https://publications.waset.org/abstracts/5250/myads-a-social-adaptive-system-for-online-advertisment-from-hypotheses-to-implementation" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/5250.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">411</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">399</span> Effectuation of Interactive Advertising: An Empirical Study on Egyptian Tourism Advertising</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Bassant%20Eyada">Bassant Eyada</a>, <a href="https://publications.waset.org/abstracts/search?q=Hanan%20Atef%20Kamal%20Eldin"> Hanan Atef Kamal Eldin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Advertising has witnessed a diffusion and development in technology to promote products and services, increasingly relying on the interactivity between the consumer and the advertisement. Consumers seek, self-select, process, use and respond to the information provided, hence, providing the potential to increase consumers’ efficiency, involvement, trustworthiness, response, and satisfaction towards the advertised product or service. The power of interactive personalized messages shifts the focus of traditional advertising to more concentrated consumers, sending out tailored messages with more specific individual needs and preferences, defining the importance and relevance that consumers attach to the advertisement, therefore, enhancing the ability to persuade, and the quality of decision making. In this paper, the researchers seek to discuss and explore innovative interactive advertising, its’ effectiveness on consumers and the benefits the advertisements provide, through designing an interactive ad to be placed at the international airports promoting tourism in Egypt. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=effectiveness" title=" effectiveness"> effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=interactivity" title=" interactivity"> interactivity</a>, <a href="https://publications.waset.org/abstracts/search?q=Egypt" title=" Egypt"> Egypt</a> </p> <a href="https://publications.waset.org/abstracts/24827/effectuation-of-interactive-advertising-an-empirical-study-on-egyptian-tourism-advertising" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/24827.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">316</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">398</span> Effectuation of Interactive Advertising: An Empirical Study on Egyptian Tourism Advert</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Bassant%20Eyada">Bassant Eyada</a>, <a href="https://publications.waset.org/abstracts/search?q=Hanan%20Atef%20Kamal%20Eldin"> Hanan Atef Kamal Eldin</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Advertising has witnessed a diffusion and development in technology to promote products and services, increasingly relying on the interactivity between the consumer and the advertisement. Consumers seek, self-select, process, use and respond to the information provided, hence, providing the potential to increase consumers’ efficiency, involvement, trustworthiness, response and satisfaction towards the advertised product or service. The power of interactive personalized messages shifts the focus of traditional advertising to more concentrated consumers, sending out tailored messages with more specific individual needs and preferences, defining the importance and relevance that consumers attach to the advertisement, therefore, enhancing the ability to persuade, and the quality of decision making. In this paper, the researchers seek to discuss and explore innovative interactive advertising, its’ effectiveness on consumers and the benefits the advertisements provide, through designing an interactive ad to be placed at the international airports promoting tourism in Egypt. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=effectiveness" title=" effectiveness"> effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=interactivity" title=" interactivity"> interactivity</a>, <a href="https://publications.waset.org/abstracts/search?q=Egypt" title=" Egypt"> Egypt</a> </p> <a href="https://publications.waset.org/abstracts/11990/effectuation-of-interactive-advertising-an-empirical-study-on-egyptian-tourism-advert" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/11990.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">293</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">397</span> Analyzing the Influence of Gender onto Advertisement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Tamara%20Storozhenko">Tamara Storozhenko</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In the paper, we want to highlight the influence of the advertising field on gender and vice versa. We will show what it was like before and the way it has changed until nowadays. We will also analyze when and how advertisements are used to create gender stereotypes and at which moment gender became a shaping advertisement. In this paper, we work not only with pure advertisements (e.g., videos and printed materials) but also with films that contain ads. Special attention is placed on the separation of goods for the ‘male ones’ and ‘female ones’, specifically if they can be used independently of gender and sex (food items and some kinds of personal supplies). Also, in this paper, we represent the history of several advertising campaigns, including the following reaction of the society that demonstrated that some of the gender stereotypes were finding resonance while some of them were not heard. Moreover, advertisements could be used as a tool for creating new ones or developing stereotypes that had already existed, and it wasn’t always successful. In the final part of the paper, we would like to analyze the current situation in this area and show how the change of understanding gender made advertisement change. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertisement" title="advertisement">advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=gender%20studies" title=" gender studies"> gender studies</a>, <a href="https://publications.waset.org/abstracts/search?q=psycholinguistics" title=" psycholinguistics"> psycholinguistics</a>, <a href="https://publications.waset.org/abstracts/search?q=sociolinguistics" title=" sociolinguistics"> sociolinguistics</a> </p> <a href="https://publications.waset.org/abstracts/129957/analyzing-the-influence-of-gender-onto-advertisement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/129957.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">155</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">396</span> Assessing the Attitude and Belief towards Online Advertisement in Pakistan and China Mainland</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Prih%20Bukhari">Prih Bukhari</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of the proposed paper is to determine if the perception of online advertisement formed due to attitude and belief vary among two different countries or not. Specifically, it seeks to find out how people from China and Pakistan perceive online advertisement. Public attitude and belief towards advertising have been a focus of attention to explore a path to a better strategy of advertising. The ‘belief’ factor was analyzed through 4 items, i.e., product information, entertainment, and increase in economy’ whereas, the ‘attitude’ factor was analyzed thorough questions based on 4 items, i.e. ‘overall, I consider online advertising a good thing’; 'overall, I like online advertising’; ‘'I consider online advertising very essential’; and 'I would describe my overall attitude toward online advertising very favorably’. As such, it provides theoretical basis to explain similarities and differences of beliefs and attitude towards advertising across the two countries. Given its mixed method approach, both quantitative and qualitative method is used to carry out research. A questionnaire-based survey and focus group interviews were conducted. The sample size was of 500 participants. For analysis survey copies were then collected from which 497 were received whereas focus group interviews were collected from both nations. The findings showed that the belief factor among both countries had no significant relation with the perception of online advertisement. However, the attitude had a significant relation with the perception about online advertisement. Also it was observed that despite of different backgrounds, perception about online advertisement based on beliefs and attitude were found largely to be similar. Implications and future studies are provided. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=attitude" title="attitude">attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=belief" title=" belief"> belief</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20advertisement" title=" online advertisement"> online advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=perception" title=" perception"> perception</a> </p> <a href="https://publications.waset.org/abstracts/100938/assessing-the-attitude-and-belief-towards-online-advertisement-in-pakistan-and-china-mainland" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/100938.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">151</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">395</span> Impact of Television Advertisement on Children Behaviour : A Qualitative Research in India</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Sarbjit%20Singh">Sarbjit Singh</a>, <a href="https://publications.waset.org/abstracts/search?q=Amit%20Kumar%20Lal"> Amit Kumar Lal</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In India there is no governing body to control advertisement apart from ASCI due to which most of the companies are targeting children in their advertisements that have a negative impact on their behaviour. The main purpose of this research paper is to find out the impact of the television advertisement on the behaviour of the children as observed and reported by parents. The exploratory research design is adopted by using in-depth interviews with 20 parents in various cities of Punjab on the basis semi-structured interviews a self-administered structured Questionnaire was developed for data collection. Exploratory factor analysis using varimax rotation is used to analyse the data from 100 parents from the conjoint cities of Punjab. (Jalandhar, Amritsar and Ludhiana) The finding suggests that children demand those products which are more advertised. Parents believe that television advertisements are affecting the study of their children. Moreover, the children are becoming more violent, stubborn and rebellious. They try to start copying from the advertisements and indulge in bad habits. Children demand, nag and pester their parents to purchase the advertised product. This research paper would help advertisers to understand children behaviour towards advertisements and more over what should be done to control the negative impact of advertisement on children. Advertisers can also understand the parental perception towards advertisement. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertisement" title="advertisement">advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20behaviour" title=" consumer behaviour"> consumer behaviour</a>, <a href="https://publications.waset.org/abstracts/search?q=children%20perception" title=" children perception"> children perception</a>, <a href="https://publications.waset.org/abstracts/search?q=teen%20marketing" title=" teen marketing"> teen marketing</a> </p> <a href="https://publications.waset.org/abstracts/3938/impact-of-television-advertisement-on-children-behaviour-a-qualitative-research-in-india" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/3938.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">381</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">394</span> Discovering the Effects of Guerrilla Advertisements on Perceiver's Ad Attitude, Ad Likability and Purchase Intention</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=S.%20Y.%20Ozkan">S. Y. Ozkan</a>, <a href="https://publications.waset.org/abstracts/search?q=S.%20Taftaf"> S. Taftaf</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study aims to investigate the possible effects of guerrilla advertising on consumers' attitudes as well as purchase intentions in comparison with traditional advertising. Participants who were over 18 years of age were recruited and completed an online questionnaire. Each participant was randomly assigned to one of the four well-known brand conditions. The study had a within-subjects design where each participant evaluated two advertisements, one guerrilla advertisement, and one traditional advertisement od one respective brand. Participants rated both traditional advertisement and guerrilla advertisement on ad attitude, ad likability, and purchase intention scales. Ad attitude was measured by using both positive and negative adjectives. The hypotheses were tested by paired samples t-test analysis. The results indicated that perceivers were able to differentiate advertisements that include guerrilla techniques and advertisements that include traditional methods from one another. Regardless of the brand manipulation, guerrilla advertisements lead significantly higher positive ad attitude, negative ad attitude, ad likability, and purchase intention compared to traditional advertisements. Therefore, the results showed that while using guerrilla advertising, companies should be aware of any ethical concerns that may emerge in consumers' minds. Present study is one of the rare studies that measures the perceptions of guerrilla and traditional advertisements in an empirical manner in Turkish context, showing that guerrilla advertisements may stimulate negative ad attitudes together with positive ad attitudes, increasing ad likability and purchase intention. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=ad%20attitude" title="ad attitude">ad attitude</a>, <a href="https://publications.waset.org/abstracts/search?q=guerrilla%20advertisement" title=" guerrilla advertisement"> guerrilla advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=purchase%20intention" title=" purchase intention"> purchase intention</a>, <a href="https://publications.waset.org/abstracts/search?q=traditional%20advertisement" title=" traditional advertisement"> traditional advertisement</a> </p> <a href="https://publications.waset.org/abstracts/126009/discovering-the-effects-of-guerrilla-advertisements-on-perceivers-ad-attitude-ad-likability-and-purchase-intention" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/126009.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">139</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">393</span> An Open Source Advertisement System</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Pushkar%20Umaranikar">Pushkar Umaranikar</a>, <a href="https://publications.waset.org/abstracts/search?q=Chris%20Pollett"> Chris Pollett</a> </p> <p class="card-text"><strong>Abstract:</strong></p> An online advertisement system and its implementation for the Yioop open source search engine are presented. This system supports both selling advertisements and displaying them within search results. The selling of advertisements is done using a system to auction off daily impressions for keyword searches. This is an open, ascending price auction system in which all accepted bids will receive a fraction of the auctioned day’s impressions. New bids in our system are required to be at least one half of the sum of all previous bids ensuring the number of accepted bids is logarithmic in the total ad spend on a keyword for a day. The mechanics of creating an advertisement, attaching keywords to it, and adding it to an advertisement inventory are described. The algorithm used to go from accepted bids for a keyword to which ads are displayed at search time is also presented. We discuss properties of our system and compare it to existing auction systems and systems for selling online advertisements. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=online%20markets" title="online markets">online markets</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20ad%20system" title=" online ad system"> online ad system</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20auctions" title=" online auctions"> online auctions</a>, <a href="https://publications.waset.org/abstracts/search?q=search%20engines" title=" search engines"> search engines</a> </p> <a href="https://publications.waset.org/abstracts/46605/an-open-source-advertisement-system" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/46605.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">326</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">392</span> Acoustic Performance and Application of Three Personalized Sound-Absorbing Materials</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Fangying%20Wang">Fangying Wang</a>, <a href="https://publications.waset.org/abstracts/search?q=Zhang%20Sanming"> Zhang Sanming</a>, <a href="https://publications.waset.org/abstracts/search?q=Ni%20Qian"> Ni Qian</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In recent years, more and more personalized sound absorbing materials have entered the Chinese room acoustical decoration market. The acoustic performance of three kinds of personalized sound-absorbing materials: Flame-retardant Flax Fiber Sound-absorbing Cotton, Eco-Friendly Sand Acoustic Panel and Transparent Micro-perforated Panel (Film) are tested by Reverberation Room Method. The sound absorption characteristic curves show that their performance match for or even exceed the traditional sound absorbing material. Through the application in the actual projects, these personalized sound-absorbing materials also proved their sound absorption ability and unique decorative effect. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=acoustic%20performance" title="acoustic performance">acoustic performance</a>, <a href="https://publications.waset.org/abstracts/search?q=application%20prospect%20personalized%20sound-absorbing%20materials" title=" application prospect personalized sound-absorbing materials"> application prospect personalized sound-absorbing materials</a> </p> <a href="https://publications.waset.org/abstracts/88980/acoustic-performance-and-application-of-three-personalized-sound-absorbing-materials" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/88980.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">190</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">391</span> The Application of Fuzzy Set Theory to Mobile Internet Advertisement Fraud Detection</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jinming%20Ma">Jinming Ma</a>, <a href="https://publications.waset.org/abstracts/search?q=Tianbing%20Xia"> Tianbing Xia</a>, <a href="https://publications.waset.org/abstracts/search?q=Janusz%20Getta"> Janusz Getta</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper presents the application of fuzzy set theory to implement of mobile advertisement anti-fraud systems. Mobile anti-fraud is a method aiming to identify mobile advertisement fraudsters. One of the main problems of mobile anti-fraud is the lack of evidence to prove a user to be a fraudster. In this paper, we implement an application by using fuzzy set theory to demonstrate how to detect cheaters. The advantage of our method is that the hardship in detecting fraudsters in small data samples has been avoided. We achieved this by giving each user a suspicious degree showing how likely the user is cheating and decide whether a group of users (like all users of a certain APP) together to be fraudsters according to the average suspicious degree. This makes the process more accurate as the data of a single user is too small to be predictable. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=mobile%20internet" title="mobile internet">mobile internet</a>, <a href="https://publications.waset.org/abstracts/search?q=advertisement" title=" advertisement"> advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=anti-fraud" title=" anti-fraud"> anti-fraud</a>, <a href="https://publications.waset.org/abstracts/search?q=fuzzy%20set%20theory" title=" fuzzy set theory"> fuzzy set theory</a> </p> <a href="https://publications.waset.org/abstracts/135225/the-application-of-fuzzy-set-theory-to-mobile-internet-advertisement-fraud-detection" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/135225.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">181</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">390</span> VR/AR Applications in Personalized Learning</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Andy%20Wang">Andy Wang</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Personalized learning refers to an educational approach that tailors instruction to meet the unique needs, interests, and abilities of each learner. This method of learning aims at providing students with a customized learning experience that is more engaging, interactive, and relevant to their personal lives. With generative AI technology, the author has developed a Personal Tutoring Bot (PTB) that supports personalized learning. The author is currently testing PTB in his EE 499 – Microelectronics Metrology course. Virtual Reality (VR) and Augmented Reality (AR) provide interactive and immersive learning environments that can engage student in online learning. This paper presents the rationale of integrating VR/AR tools in PTB and discusses challenges and solutions of incorporating VA/AR into the Personal Tutoring Bot (PTB). <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=personalized%20learning" title="personalized learning">personalized learning</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20education" title=" online education"> online education</a>, <a href="https://publications.waset.org/abstracts/search?q=hands-on%20practice" title=" hands-on practice"> hands-on practice</a>, <a href="https://publications.waset.org/abstracts/search?q=VR%2FAR%20tools" title=" VR/AR tools"> VR/AR tools</a> </p> <a href="https://publications.waset.org/abstracts/175539/vrar-applications-in-personalized-learning" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/175539.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">68</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">389</span> Green Initiative and Marketing Approach: Developing a Better Marketing Approach of Green Initiatives by an Apparel Brand</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Vaishali%20Joshi">Vaishali Joshi</a>, <a href="https://publications.waset.org/abstracts/search?q=Pallav%20Joshi"> Pallav Joshi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Environment concern has become an important topic and continues to acquire more popularity in the coming scenario. We all are exposed to messages daily, which encourage us to involve in green behavior. Factors such as Global Warming, Climate change are creating a big buzz amongst the people. Realizing this, many firms/companies are adopting the bright way of making profit along with creating a brand image, by going green. These firms/companies persuade consumers to use purchase eco-friendly products for the benefit of the environment and the society. In such scenario, it becomes very essential for such firms/companies to approach the customers in a better way. In other words, we can say that marketing approach plays a crucial role for such firm/companies. Hence in this research study, we have tried to create a marketing approach for the firms/companies for selling the eco-friendly apparels. We have studied the hypothetical apparel brand who has taken a green initiative of making their products eco-friendly. We have named this hypothetical brand as “Go-Green”. By taking this hypothetical brand we have studied about how this brand can achieve better marketing approach. In particular, we have studied the four types of print advertisements of this brand as follows :(i) print advertisement showing only eco-friendly apparel (ii) print advertisement showing eco-friendly apparel labeled with eco-label (iii) print advertisement showing eco-friendly apparel along with information about the benefit of the featured apparel and (iv) print advertisement showing eco-friendly apparel with both eco-label and information about the benefit of the featured apparel. The conclusion of this research suggest that respondents more positively evaluate the print advertisement of eco-friendly apparel labeled with eco-labels and information about the benefit of the featured apparel, compared by other three print advertisement. Moreover, in this research study, we have studied environment knowledge, as the moderating factor affecting the consumer green purchase behavior. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=eco-friendly%20apparel" title="eco-friendly apparel">eco-friendly apparel</a>, <a href="https://publications.waset.org/abstracts/search?q=print%20advertisement" title=" print advertisement"> print advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=eco-label" title=" eco-label"> eco-label</a>, <a href="https://publications.waset.org/abstracts/search?q=environment%20knowledge" title=" environment knowledge"> environment knowledge</a> </p> <a href="https://publications.waset.org/abstracts/32063/green-initiative-and-marketing-approach-developing-a-better-marketing-approach-of-green-initiatives-by-an-apparel-brand" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/32063.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">286</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">388</span> Nonverbal Signs in Television Advertisements: A Semiotics Perspective</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yemi%20Mahmud">Yemi Mahmud</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Semiotics is the study of signs and symbols as significations in a communication process. Television advertisement combines verbal and nonverbal signs to apprise consumers of products’ deliverables. This makes the language of television advertisement an important area of semiotic research. This paper focuses on nonverbal signs in television advertisement in purposively selected advertisements of two Nivea beauty products television advertisements: New Nivea Natural Fairness and Nivea Natural Fairness Lotion in Nigeria to investigate signs in meaning construction. It studies the interpretative realities of the signification of the nonverbal signs in television advertisements in Nigeria; examining signs in relation to the embedded and contextual meanings they are capable of exhuming vis-a-vis, viewers’ social and cultural senses extrapolated to draw inferences. The paper anchors its research on visual rhetorics and concludes that signs, as nonverbal elements in television advertisements, form part of the entire linguistic system of meaning transmission, noting that interpretations do not rely, solely, on the intrinsic properties of signs as signifiers, but on the imbued sociocultural elements that suggest meaning to viewers. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nivea" title="Nivea">Nivea</a>, <a href="https://publications.waset.org/abstracts/search?q=nonverbal%20signs" title=" nonverbal signs"> nonverbal signs</a>, <a href="https://publications.waset.org/abstracts/search?q=semiotics" title=" semiotics"> semiotics</a>, <a href="https://publications.waset.org/abstracts/search?q=signification" title=" signification"> signification</a>, <a href="https://publications.waset.org/abstracts/search?q=signifiers" title=" signifiers"> signifiers</a>, <a href="https://publications.waset.org/abstracts/search?q=television%20advertisement" title=" television advertisement"> television advertisement</a> </p> <a href="https://publications.waset.org/abstracts/97490/nonverbal-signs-in-television-advertisements-a-semiotics-perspective" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/97490.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">165</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">387</span> AI-Powered Personalized Teacher Training for Enhancing Language Teaching Competence</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ororho%20Maureen%20Ekpelezie">Ororho Maureen Ekpelezie</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study investigates language educators' perceptions and experiences regarding AI-driven personalized teacher training modules in Awka South, Anambra State, Nigeria. Utilizing a stratified random sampling technique, 25 schools across various educational levels were selected to ensure a representative sample. A total of 1000 questionnaires were distributed among language teachers in these schools, focusing on assessing their perceptions and experiences related to AI-driven personalized teacher training. With an impressive response rate of 99.1%, the study garnered valuable insights into language teachers' attitudes towards AI-driven personalized teacher training and its effectiveness in enhancing language teaching competence. The quantitative analysis revealed predominantly positive perceptions towards AI-driven personalized training modules, indicating their efficacy in addressing individual learning needs. However, challenges were identified in the long-term retention and transfer of AI-enhanced skills, underscoring the necessity for further refinement of personalized training approaches. Recommendations stemming from these findings emphasize the need for continued refinement of training methodologies and the development of tailored professional development programs to alleviate educators' concerns. Overall, this research enriches discussions on the integration of AI technology in teacher training and professional development, with the aim of bolstering language teaching competence and effectiveness in educational settings. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=language%20teacher%20training" title="language teacher training">language teacher training</a>, <a href="https://publications.waset.org/abstracts/search?q=AI-driven%20personalized%20learning" title=" AI-driven personalized learning"> AI-driven personalized learning</a>, <a href="https://publications.waset.org/abstracts/search?q=professional%20development" title=" professional development"> professional development</a>, <a href="https://publications.waset.org/abstracts/search?q=language%20teaching%20competence" title=" language teaching competence"> language teaching competence</a>, <a href="https://publications.waset.org/abstracts/search?q=personalized%20teacher%20training" title=" personalized teacher training"> personalized teacher training</a> </p> <a href="https://publications.waset.org/abstracts/186990/ai-powered-personalized-teacher-training-for-enhancing-language-teaching-competence" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/186990.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">39</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">386</span> Personalized Climate Change Advertising: The Role of Augmented Reality (A.R.) Technology in Encouraging Users for Climate Change Action</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mokhlisur%20Rahman">Mokhlisur Rahman</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The growing consensus among scientists and world leaders indicates that immediate action should be considered regarding the climate change phenomenon. However, climate change is no more a global issue but a personal one. Thus, individual participation is necessary to address such a significant issue. Studies show that individuals who perceive climate change as a personal issue are more likely to act toward it. This abstract presents augmented reality (A.R.) technology in the social media platform Facebook video advertising. The idea involves creating a video advertisement that enables users to interact with the video by navigating its features and experiencing the result uniquely and engagingly. This advertisement uses A.R. to bring changes, such as people making changes in real-life scenarios by simple clicks on the video and hearing an instant rewarding fact about their choices. The video shows three options: room, lawn, and driveway. Users select one option and engage in interaction based on while holding the camera in their personal spaces: Suppose users select the first option, room, and hold their camera toward spots such as by the windows, balcony, corners, and even walls. In that case, the A.R. offers users different plants appropriate for those unoccupied spaces in the room. Users can change the options of the plants and see which space at their house deserves a plant that makes it more natural. When a user adds a natural element to the video, the video content explains a piece of beneficiary information about how the user contributes to the world more to be livable and why it is necessary. With the help of A.R., if users select the second option, lawn, and hold their camera toward their lawn, the options are various small trees for their lawn to make it more environmentally friendly and decorative. The video plays a beneficiary explanation here too. Suppose users select the third option, driveway, and hold their camera toward their driveway. In that case, the A.R. video option offers unique recycle bin designs using A.I. measurement of spaces. The video plays audio information on anthropogenic contribution to greenhouse gas emission. IoT embeds tracking code in the video ad on Facebook, which stores the exact number of views in the cloud for data analysis. An online survey at the end collects short qualitative answers. This study helps understand the number of users involved and willing to change their behavior; It makes personalized advertising in social media. Considering the current state of climate change, the urgency for action is increasing. This ad increases the chance to make direct connections with individuals and gives a sense of personal responsibility for climate change to act <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=motivations" title="motivations">motivations</a>, <a href="https://publications.waset.org/abstracts/search?q=climate" title=" climate"> climate</a>, <a href="https://publications.waset.org/abstracts/search?q=iot" title=" iot"> iot</a>, <a href="https://publications.waset.org/abstracts/search?q=personalized-advertising" title=" personalized-advertising"> personalized-advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=action" title=" action"> action</a> </p> <a href="https://publications.waset.org/abstracts/166104/personalized-climate-change-advertising-the-role-of-augmented-reality-ar-technology-in-encouraging-users-for-climate-change-action" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/166104.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">73</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">385</span> Subjectivity in Miracle Aesthetic Clinic Ambient Media Advertisement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Wegig%20Muwonugroho">Wegig Muwonugroho</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Subjectivity in advertisement is a ‘power’ possessed by advertisements to construct trend, concept, truth, and ideology through subconscious mind. Advertisements, in performing their functions as message conveyors, use such visual representation to inspire what’s ideal to the people. Ambient media is advertising medium making the best use of the environment where the advertisement is located. Miracle Aesthetic Clinic (Miracle) popularizes the visual representation of its ambient media advertisement through the omission of face-image of both female mannequins that function as its ambient media models. Usually, the face of a model in advertisement is an image commodity having selling values; however, the faces of ambient media models in Miracle advertisement campaign are suppressed over the table and wall. This face concealing aspect creates not only a paradox of subjectivity but also plurality of meaning. This research applies critical discourse analysis method to analyze subjectivity in obtaining the insight of ambient media’s meaning. First, in the stage of textual analysis, the embedding attributes upon female mannequins imply that the models are denoted as the representation of modern women, which are identical with the identities of their social milieus. The communication signs aimed to be constructed are the women who lose their subjectivities and ‘feel embarrassed’ to flaunt their faces to the public because of pimples on their faces. Second, in the stage of analysis of discourse practice, it points out that ambient media as communication media has been comprehensively responded by the targeted audiences. Ambient media has a role as an actor because of its eyes-catching setting, and taking space over the area where the public are wandering around. Indeed, when the public realize that the ambient media models are motionless -unlike human- stronger relation then appears, marked by several responses from targeted audiences. Third, in the stage of analysis of social practice, soap operas and celebrity gossip shows on the television become a dominant discourse influencing advertisement meaning. The subjectivity of Miracle Advertisement corners women by the absence of women participation in public space, the representation of women in isolation, and the portrayal of women as an anxious person in the social rank when their faces suffered from pimples. The Ambient media as the advertisement campaign of Miracle is quite success in constructing a new trend discourse of face beauty that is not limited on benchmarks of common beauty virtues, but the idea of beauty can be presented by ‘when woman doesn’t look good’ visualization. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=ambient%20media" title="ambient media">ambient media</a>, <a href="https://publications.waset.org/abstracts/search?q=advertisement" title=" advertisement"> advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=subjectivity" title=" subjectivity"> subjectivity</a>, <a href="https://publications.waset.org/abstracts/search?q=power" title=" power"> power</a> </p> <a href="https://publications.waset.org/abstracts/31386/subjectivity-in-miracle-aesthetic-clinic-ambient-media-advertisement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/31386.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">321</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">384</span> Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=G%C3%B6ksel%20%C5%9Eim%C5%9Fek">Göksel Şimşek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create. This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match. In order to achieve this purpose, a quantitative research was conducted as a case study concerning Mavi Jeans (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=celebrity%20endorsement" title="celebrity endorsement">celebrity endorsement</a>, <a href="https://publications.waset.org/abstracts/search?q=product-celebrity%20match" title=" product-celebrity match"> product-celebrity match</a>, <a href="https://publications.waset.org/abstracts/search?q=advertising" title=" advertising"> advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20sciences" title=" social sciences"> social sciences</a> </p> <a href="https://publications.waset.org/abstracts/7611/celebrity-endorsement-how-it-works-when-a-celebrity-fits-the-brand-and-advertisement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/7611.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">205</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">383</span> Impact of Advertisement on Audience Retention of YouTube Comedy Skits – The Most Watched Content on YouTube in Lagos, Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Igbozuruike%20Chigozie%20Jude">Igbozuruike Chigozie Jude</a>, <a href="https://publications.waset.org/abstracts/search?q=Agwu%20Agwu%20Ejem"> Agwu Agwu Ejem</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study investigated that advertisement has an impact on audience retention on YouTube Comedy skits, which is the most watched content on YouTube in Lagos, Nigeria. The main objective was to determine if the advertisements affect the average number of times they spend watching YouTube comedy skits. The study was anchored on Festinger's (1952) cognitive dissonance theory. The research method for this exercise was a survey to get responses from people in Lagos state on how they react to the advertisements they face when watching YouTube comedy skits in Lagos state. The sample size derived from the Krejcie and Morgan (1970) Table was 384 YouTube users. The instrument that was used to gather data was a questionnaire. The findings showed that the adverts have far-reaching exposure by the target audience, but most of the audience perceived them to be intrusive. It was also found that there is not enough evidence to infer that advertisement is indeed impacting audience retention on YouTube comedy skits in Lagos, Nigeria. The reason is that, for a majority of the audience, adverts do not essentially affect their retention on those skits, but for a considerable percentage (34%), these adverts do break their concentration and affect how much time they end up spending on the YouTube comedy skits. It was recommended that, among others, there should be regular monitoring and adaptation of YouTube advertisements to the audience preferences and behaviors of the audience. Insights on changes or trends in audience preferences can be gained through surveys. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertisement" title="advertisement">advertisement</a>, <a href="https://publications.waset.org/abstracts/search?q=audience" title=" audience"> audience</a>, <a href="https://publications.waset.org/abstracts/search?q=YouTube" title=" YouTube"> YouTube</a>, <a href="https://publications.waset.org/abstracts/search?q=comedy%20skits" title=" comedy skits"> comedy skits</a>, <a href="https://publications.waset.org/abstracts/search?q=Lagos%20Nigeria" title=" Lagos Nigeria"> Lagos Nigeria</a> </p> <a href="https://publications.waset.org/abstracts/168576/impact-of-advertisement-on-audience-retention-of-youtube-comedy-skits-the-most-watched-content-on-youtube-in-lagos-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/168576.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">84</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">382</span> Musically Yours: Impact of Social Media Advertisement Music per the Circadian Rhythm</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Payal%20Bose">Payal Bose</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The impact of music on consumers' attention and emotions at different parts of the day are rarely/never studied. Music has been widely studied in different parameters, such as in-store music and its atmospheric effects, to understand consumer arousal, in-store traffic, perceptions of visual stimuli, and actual time spent in the store. Further other parameters such as tempo, shopper's age, volume, music preference, and its usage as foreground or background music acting as a mediator and impacting consumer behavior is also well researched. However, no study has traversed the influence of music on social media advertisements and its impact on the consumer mind. Most studies have catered to the influence of music on consumers conscious. A recent study found that playing pleasant music is more effective on weekdays in enhancing supermarkets' sales than on weekends. This led to a more pertinent question about the impact of music on different parts of the day and how it impacts the attention and emotion in the consumers’ mind is an interesting question to be asked given the fact that there is a high usage of social media advertisement consumption in the recent past on a day-to-day basis. This study would help brands on social media to structure their advertisements and engage more consumers towards their products. Prior literature has examined the effects or influence of music on consumers largely in retail, brick-and-mortar format. Hence most of the outcomes are favorable for physical retail environments. However, with the rise of Web 3.0 and social media marketing, it would be interesting to see how consumers' attention and emotion can be studied with the effects of music embedded in an advertisement during different parts of the day. A smartphone is considered a personal gadget, and viewing social media advertisements on them is mostly an intimate experience. Hence in a social media advertisement, most of the viewing happens on a one-on-one basis between the consumer and the brand advertisement. To the best of our knowledge, little or no work has explored the influence of music on different parts of the day (per the circadian rhythm) in advertising research. Previous works on social media advertisement have explored the timing of social media posts, deploying Targeted Content Advertising, appropriate content, reallocation of time, and advertising expenditure. Hence, I propose studying advertisements embedded with music during different parts of the day and its influence on consumers' attention and emotions. To address the research objectives and knowledge gap, it is intended to use a neuroscientific approach using fMRI and eye-tracking. The influence of music embedded in social media advertisement during different parts of the day would be assessed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=music" title="music">music</a>, <a href="https://publications.waset.org/abstracts/search?q=neuromarketing" title=" neuromarketing"> neuromarketing</a>, <a href="https://publications.waset.org/abstracts/search?q=circadian%20rhythm" title=" circadian rhythm"> circadian rhythm</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media" title=" social media"> social media</a>, <a href="https://publications.waset.org/abstracts/search?q=engagement" title=" engagement"> engagement</a> </p> <a href="https://publications.waset.org/abstracts/168129/musically-yours-impact-of-social-media-advertisement-music-per-the-circadian-rhythm" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/168129.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">65</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">381</span> The Impact of Online Advertising on Generation Y’s Purchase Decision in Malaysia</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mui%20Joo%20Tang">Mui Joo Tang</a>, <a href="https://publications.waset.org/abstracts/search?q=Eang%20Teng%20Chan"> Eang Teng Chan</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Advertising is commonly used to foster sales and reputation of an institution. It is at first the growth of print advertising that has increased the population and number of periodicals of newspaper and its circulation. The rise of Internet and online media has somehow blurred the role of media and advertising though the intention is still to reach out to audience and to increase sales. The relationship between advertising and audience on a product purchase through persuasion has been developing from print media to online media. From the changing media environment and audience, it is the concern of this research to study the impact of online advertising to such a relationship cycle. The content of online advertisements is much of text, multimedia, photo, audio and video. The messages of such content format may indeed bring impacts to its audience and its credibility. This study is therefore reflecting the effectiveness of online advertisement and its influences on generation Y in their purchasing behavior. This study uses Media Dependency Theory to analyze the relationship between the impact of online advertisement and media usage pattern of generation Y. Hierarchy of Effectiveness Model is used as a marketing communication model to study the effectiveness of advertising and further to determine the impact of online advertisement on generation Y in their purchasing decision making. This research uses online survey to reach out the sample of generation Y. The results have shown that online advertisements do not affect much on purchase decision making even though generation Y relies much on the media content including online advertisement for its information and believing in its credibility. There are few other external factors that may interrupt the effectiveness of online advertising. The very obvious influence of purchasing behavior is actually derived from the peers. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=generation%20Y" title="generation Y">generation Y</a>, <a href="https://publications.waset.org/abstracts/search?q=purchase%20decision" title=" purchase decision"> purchase decision</a>, <a href="https://publications.waset.org/abstracts/search?q=print%20media" title=" print media"> print media</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20advertising" title=" online advertising"> online advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=persuasion" title=" persuasion"> persuasion</a> </p> <a href="https://publications.waset.org/abstracts/69810/the-impact-of-online-advertising-on-generation-ys-purchase-decision-in-malaysia" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/69810.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">527</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">380</span> Using Industrial Service Quality to Assess Service Quality Perception in Television Advertisement: A Case Study</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Ana%20L.%20Martins">Ana L. Martins</a>, <a href="https://publications.waset.org/abstracts/search?q=Rita%20S.%20Saraiva"> Rita S. Saraiva</a>, <a href="https://publications.waset.org/abstracts/search?q=Jo%C3%A3o%20C.%20Ferreira"> João C. Ferreira</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Much effort has been placed on the assessment of perceived service quality. Several models can be found in literature, but these are mainly focused on business-to-consumer (B2C) relationships. Literature on how to assess perceived quality in business-to-business (B2B) contexts is scarce both conceptually and in terms of its application. This research aims at filling this gap in literature by applying INDSERV to a case study situation. Under this scope, this research aims at analyzing the adequacy of the proposed assessment tool to other context besides the one where it was developed and by doing so analyzing the perceive quality of the advertisement service provided by a specific television network to its B2B customers. The INDSERV scale was adopted and applied to a sample of 33 clients, via questionnaires adapted to interviews. Data was collected in person or phone. Both quantitative and qualitative data collection was performed. Qualitative data analysis followed content analysis protocol. Quantitative analysis used hypotheses testing. Findings allowed to conclude that the perceived quality of the television service provided by television network is very positive, being the Soft Process Quality the parameter that reveals the highest perceived quality of the service as opposed to Potential Quality. To this end, some comments and suggestions were made by the clients regarding each one of these service quality parameters. Based on the hypotheses testing, it was noticed that only advertisement clients that maintain a connection to the television network from 5 to 10 years do show a significant different perception of the TV advertisement service provided by the company in what the Hard Process Quality parameter is concerned. Through the collected data content analysis, it was possible to obtain the percentage of clients which share the same opinions and suggestions for improvement. Finally, based on one of the four service quality parameter in a B2B context, managerial suggestions were developed aiming at improving the television network advertisement perceived quality service. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=B2B" title="B2B">B2B</a>, <a href="https://publications.waset.org/abstracts/search?q=case%20study" title=" case study"> case study</a>, <a href="https://publications.waset.org/abstracts/search?q=INDSERV" title=" INDSERV"> INDSERV</a>, <a href="https://publications.waset.org/abstracts/search?q=perceived%20service%20quality" title=" perceived service quality"> perceived service quality</a> </p> <a href="https://publications.waset.org/abstracts/74834/using-industrial-service-quality-to-assess-service-quality-perception-in-television-advertisement-a-case-study" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/74834.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">206</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">379</span> Portrayal of Women in Television Advertisement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Priya%20Sarah%20Vijoy">Priya Sarah Vijoy</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The aim of this study is to analyze the Portrayal of women in Television Advertisements. This research study is conducted to analyze how women are portrayed in Television Advertisements. Advertising dates back to several hundreds of years. Right from the beginning, the seller wanted his goods to be sold and he used various techniques for achieving his objective. Advertisements have consistently confined women to traditional mother, home, or beauty/sex-oriented roles that are not representative of women’s diversity. Currently, in our society the television stereotyping of woman is the dominating forces in the media that degrade women and limit their representation. Thus the study analyzes how women are portrayed in Television advertisements and find whether roles of women in Television Advertisement are related to the product or not. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising" title="advertising">advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=stereotyping" title=" stereotyping"> stereotyping</a>, <a href="https://publications.waset.org/abstracts/search?q=television" title=" television"> television</a>, <a href="https://publications.waset.org/abstracts/search?q=women" title=" women "> women </a> </p> <a href="https://publications.waset.org/abstracts/23877/portrayal-of-women-in-television-advertisement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/23877.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">440</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">378</span> Effect of Urban Informal Settlements and Outdoor Advertisement on the Quality of Built Environment and Urban Upgrading in Nigeria</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Amao%20Funmilayo%20Lanrewaju">Amao Funmilayo Lanrewaju</a>, <a href="https://publications.waset.org/abstracts/search?q=T.%20Ogunlade"> T. Ogunlade</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The paper examines the causes and characteristics of informal settlements and outdoor advertisement in the evaluation of quality of environment. The paper identifies the problems that have aided informal settlements to: Urbanization, poverty, growth of informal sector, non-affordability of land and housing shortage. The paper asserts that the informal settlements have serious adverse effects on the people’s health, their built environment and quality of life. The secondary data was obtained from books, journals and seminar papers. The paper argues that, although the urban upgrading possesses great potential for improving quality of built environment in informal settlements, there is a need to repackage the upgrading exercise so that majority can benefit from it. It is necessary to incorporate community participation into the urban upgrading in order to assist the very poor that cannot take care of their housing consumption needs. Therefore, government is encouraged to see informal settlements as a solution to new city planning rather than problem to the urban areas. This paper suggests the implementation of policies and planning, physical infrastructural development, social economic improvement, environment and health improvement. Government, private and communities interventions on informal settlements are required in order to prevent further decay for sustainable development. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=quality%20of%20environment" title="quality of environment">quality of environment</a>, <a href="https://publications.waset.org/abstracts/search?q=informal%20settlements" title=" informal settlements"> informal settlements</a>, <a href="https://publications.waset.org/abstracts/search?q=urban%20upgrading" title=" urban upgrading"> urban upgrading</a>, <a href="https://publications.waset.org/abstracts/search?q=outdoor%20advertisement" title=" outdoor advertisement"> outdoor advertisement</a> </p> <a href="https://publications.waset.org/abstracts/26292/effect-of-urban-informal-settlements-and-outdoor-advertisement-on-the-quality-of-built-environment-and-urban-upgrading-in-nigeria" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/26292.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">485</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">377</span> A Framework for Internet Education: Personalised Approach</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Zoe%20Wong">Zoe Wong</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The purpose of this paper is to develop a framework for internet education. This framework uses the personalized learning approach for everyone who can freely develop their qualifications & careers. The key components of the framework includes students, teachers, assessments and infrastructure. It allows remove the challenges and limitations of the current educational system and allows learners' to cope with progressing learning materials. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet%20education" title="internet education">internet education</a>, <a href="https://publications.waset.org/abstracts/search?q=personalized%20approach" title=" personalized approach"> personalized approach</a>, <a href="https://publications.waset.org/abstracts/search?q=information%20technology" title=" information technology"> information technology</a>, <a href="https://publications.waset.org/abstracts/search?q=framework" title=" framework"> framework</a> </p> <a href="https://publications.waset.org/abstracts/47256/a-framework-for-internet-education-personalised-approach" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/47256.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">358</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">376</span> Morphology of Cartographic Words: A Perspective from Chinese Characters</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Xinyu%20Gong">Xinyu Gong</a>, <a href="https://publications.waset.org/abstracts/search?q=Zhilin%20Li"> Zhilin Li</a>, <a href="https://publications.waset.org/abstracts/search?q=Xintao%20Liu"> Xintao Liu</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Maps are a means of communication. Cartographic language involves established theories of natural language for understanding maps. “Cartographic words’, or “map symbols”, are crucial elements of cartographic language. Personalized mapping is increasingly popular, with growing demands for customized map-making by the general public. Automated symbol-making and customization play a key role in personalized mapping. However, formal representations for the automated construction of map symbols are still lacking. In natural language, the process of word and sentence construction can be formalized. Through the analogy between natural language and graphical language, formal representations of natural language construction can be used as a reference for constructing cartographic language. We selected Chinese character structures (i.e., S <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=personalized%20mapping" title="personalized mapping">personalized mapping</a>, <a href="https://publications.waset.org/abstracts/search?q=Chinese%20character" title=" Chinese character"> Chinese character</a>, <a href="https://publications.waset.org/abstracts/search?q=cartographic%20language" title=" cartographic language"> cartographic language</a>, <a href="https://publications.waset.org/abstracts/search?q=map%20symbols" title=" map symbols"> map symbols</a> </p> <a href="https://publications.waset.org/abstracts/131340/morphology-of-cartographic-words-a-perspective-from-chinese-characters" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/131340.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">176</span> </span> </div> </div> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">375</span> Personalized Learning: An Analysis Using Item Response Theory</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=A.%20Yacob">A. Yacob</a>, <a href="https://publications.waset.org/abstracts/search?q=N.%20Hj.%20Ali"> N. Hj. Ali</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20H.%20Yusoff"> M. H. Yusoff</a>, <a href="https://publications.waset.org/abstracts/search?q=M.%20Y.%20MohdSaman"> M. Y. MohdSaman</a>, <a href="https://publications.waset.org/abstracts/search?q=W.%20M.%20A.%20F.%20W.%20Hamzah"> W. M. A. F. W. Hamzah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Personalized learning becomes increasingly popular which not is restricted by time, place or any other barriers. This study proposes an analysis of Personalized Learning using Item Response Theory which considers course material difficulty and learner ability. The study investigates twenty undergraduate students at TATI University College, who are taking programming subject. By using the IRT, it was found that, finding the most appropriate problem levels to each student include high and low level test items together is not a problem. Thus, the student abilities can be asses more accurately and fairly. Learners who experience more anxiety will affect a heavier cognitive load and receive lower test scores. Instructors are encouraged to provide a supportive learning environment to enhance learning effectiveness because Cognitive Load Theory concerns the limited capacity of the brain to absorb new information. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=assessment" title="assessment">assessment</a>, <a href="https://publications.waset.org/abstracts/search?q=item%20response%20theory" title=" item response theory"> item response theory</a>, <a href="https://publications.waset.org/abstracts/search?q=cognitive%20load%20theory" title=" cognitive load theory"> cognitive load theory</a>, <a href="https://publications.waset.org/abstracts/search?q=learning" title=" learning"> learning</a>, <a href="https://publications.waset.org/abstracts/search?q=motivation" title=" motivation"> motivation</a>, <a href="https://publications.waset.org/abstracts/search?q=performance" title=" performance"> performance</a> </p> <a href="https://publications.waset.org/abstracts/7302/personalized-learning-an-analysis-using-item-response-theory" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/7302.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">317</span> </span> </div> </div> <ul class="pagination"> <li class="page-item disabled"><span class="page-link">&lsaquo;</span></li> <li class="page-item active"><span class="page-link">1</span></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=personalized%20advertisement&page=2">2</a></li> <li class="page-item"><a class="page-link" href="https://publications.waset.org/abstracts/search?q=personalized%20advertisement&page=3">3</a></li> <li class="page-item"><a class="page-link" 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