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lexicon</title> <meta name="description" content="Search results for: advertising lexicon"> <meta name="keywords" content="advertising lexicon"> <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 class="d-block d-lg-none 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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="advertising lexicon"> <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> 319</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: advertising lexicon</h1> <div class="card paper-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">319</span> Expressivity of Word-Formation in English and Russian Advertising Lexicon</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Voronina%20Ekaterina%20Borisovna">Voronina Ekaterina Borisovna</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The problem of expressivity of advertising lexicon is studied in the article. The comparison of English and Russian advertising lexicons is done. The objects of the analysis were English and Russian advertising texts, both printed advertising texts and texts extracted from the commercials. Some conclusions concerning the expressivity of advertising lexicon were made. Expressivity can be included in the semantic structure of words or created by word-formation means. Expressivity caused by morphological derivatives includes such facilities as derivational affixes, models and types of word formation. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising%20lexicon" title="advertising lexicon">advertising lexicon</a>, <a href="https://publications.waset.org/abstracts/search?q=expressivity" title=" expressivity"> expressivity</a>, <a href="https://publications.waset.org/abstracts/search?q=word-formation%20means" title=" word-formation means"> word-formation means</a>, <a href="https://publications.waset.org/abstracts/search?q=linguistics" title=" linguistics"> linguistics</a> </p> <a href="https://publications.waset.org/abstracts/6181/expressivity-of-word-formation-in-english-and-russian-advertising-lexicon" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/6181.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">351</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">318</span> Lexicon-Based Sentiment Analysis for Stock Movement Prediction</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Zane%20Turner">Zane Turner</a>, <a href="https://publications.waset.org/abstracts/search?q=Kevin%20Labille"> Kevin Labille</a>, <a href="https://publications.waset.org/abstracts/search?q=Susan%20Gauch"> Susan Gauch</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sentiment analysis is a broad and expanding field that aims to extract and classify opinions from textual data. Lexicon-based approaches are based on the use of a sentiment lexicon, i.e., a list of words each mapped to a sentiment score, to rate the sentiment of a text chunk. Our work focuses on predicting stock price change using a sentiment lexicon built from financial conference call logs. We present a method to generate a sentiment lexicon based upon an existing probabilistic approach. By using a domain-specific lexicon, we outperform traditional techniques and demonstrate that domain-specific sentiment lexicons provide higher accuracy than generic sentiment lexicons when predicting stock price change. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=computational%20finance" title="computational finance">computational finance</a>, <a href="https://publications.waset.org/abstracts/search?q=sentiment%20analysis" title=" sentiment analysis"> sentiment analysis</a>, <a href="https://publications.waset.org/abstracts/search?q=sentiment%20lexicon" title=" sentiment lexicon"> sentiment lexicon</a>, <a href="https://publications.waset.org/abstracts/search?q=stock%20movement%20prediction" title=" stock movement prediction"> stock movement prediction</a> </p> <a href="https://publications.waset.org/abstracts/127332/lexicon-based-sentiment-analysis-for-stock-movement-prediction" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/127332.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">127</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">317</span> Lexicon-Based Sentiment Analysis for Stock Movement Prediction</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Zane%20Turner">Zane Turner</a>, <a href="https://publications.waset.org/abstracts/search?q=Kevin%20Labille"> Kevin Labille</a>, <a href="https://publications.waset.org/abstracts/search?q=Susan%20Gauch"> Susan Gauch</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Sentiment analysis is a broad and expanding field that aims to extract and classify opinions from textual data. Lexicon-based approaches are based on the use of a sentiment lexicon, i.e., a list of words each mapped to a sentiment score, to rate the sentiment of a text chunk. Our work focuses on predicting stock price change using a sentiment lexicon built from financial conference call logs. We introduce a method to generate a sentiment lexicon based upon an existing probabilistic approach. By using a domain-specific lexicon, we outperform traditional techniques and demonstrate that domain-specific sentiment lexicons provide higher accuracy than generic sentiment lexicons when predicting stock price change. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=computational%20finance" title="computational finance">computational finance</a>, <a href="https://publications.waset.org/abstracts/search?q=sentiment%20analysis" title=" sentiment analysis"> sentiment analysis</a>, <a href="https://publications.waset.org/abstracts/search?q=sentiment%20lexicon" title=" sentiment lexicon"> sentiment lexicon</a>, <a href="https://publications.waset.org/abstracts/search?q=stock%20movement%20prediction" title=" stock movement prediction "> stock movement prediction </a> </p> <a href="https://publications.waset.org/abstracts/118768/lexicon-based-sentiment-analysis-for-stock-movement-prediction" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/118768.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">170</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">316</span> The Limits of the Effectiveness of Digital Advertising: Demonstration by the Economic Approach of Measuring Advertising Effectiveness</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Barkaoui%20Asma">Barkaoui Asma</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In our article, we use the economic approach of measuring advertising effectiveness to show the margin of advertising spread gained through digital communication. For economists, profit maximization depends on determining the optimal advertising budget. For this, they use the theories of the marginalist current to determine when the maximum level of benefits is reached. Using the economic approach we show the significant return on investment for advertisers. We then discuss the risks of perception of advertising pressure by consumers. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=digital%20advertising" title="digital advertising">digital advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=economic%20approach" title=" economic approach"> economic approach</a>, <a href="https://publications.waset.org/abstracts/search?q=effectiveness" title=" effectiveness"> effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=pressure" title=" pressure"> pressure</a> </p> <a href="https://publications.waset.org/abstracts/70558/the-limits-of-the-effectiveness-of-digital-advertising-demonstration-by-the-economic-approach-of-measuring-advertising-effectiveness" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/70558.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">304</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">315</span> Investigating the Stylistic Features of Advertising: Ad Design and Creation</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Asma%20Ben%20Abdallah">Asma Ben Abdallah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Language has a powerful influence over people and their actions. The language of advertising has a very great impact on the consumer. It makes use of different features from the linguistic continuum. The present paper attempts to apply the theories of stylistics to the analysis of advertising texts. In order to decipher the stylistic features of the advertising discourse, 30 advertising text samples designed by MA Business students have been selected. These samples have been analyzed at the level of design and content. The study brings insights into the use of stylistic devices in advertising, and it reveals that both linguistic and non-linguistic features of advertisements are frequently employed to develop a well-thought-out design and content. The practical significance of the study is to highlight the specificities of the advertising genre so that people interested in the language of advertising (Business students and ESP teachers) will have a better understanding of the nature of the language used and the techniques of writing and designing ads. Similarly, those working in the advertising sphere (ad designers) will appreciate the specificities of the advertising discourse. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=the%20language%20of%20advertising" title="the language of advertising">the language of advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=advertising%20discourse" title=" advertising discourse"> advertising discourse</a>, <a href="https://publications.waset.org/abstracts/search?q=ad%20design" title=" ad design"> ad design</a>, <a href="https://publications.waset.org/abstracts/search?q=stylistic%20features" title=" stylistic features"> stylistic features</a> </p> <a href="https://publications.waset.org/abstracts/93408/investigating-the-stylistic-features-of-advertising-ad-design-and-creation" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/93408.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">238</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">314</span> Advertising Appeals and Cultural Values in Social Media Commercials in Uk, Brasil and India: Cases Study of Nokia and Samsung</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Han%20Nguyen">Han Nguyen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The objective of this study is to investigate the impact of culture on advertising appeals in mobile phone industry via social media channel in UK, Brazil and India. Content analysis on Samsung and Nokia commercials in YouTube is conducted. The result indicates that the advertising appeals are both congruent and incongruent with cultural dimensions in UK, Brazil and India. The result suggests that Hofstede and value paradoxes might be the tools to predict the relationship between cultural values and advertising appeals. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=mobile%20phone%20advertising" title="mobile phone advertising">mobile phone advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=international%20advertising" title=" international advertising"> international advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20media%20advertising." title=" social media advertising."> social media advertising.</a> </p> <a href="https://publications.waset.org/abstracts/11931/advertising-appeals-and-cultural-values-in-social-media-commercials-in-uk-brasil-and-india-cases-study-of-nokia-and-samsung" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/11931.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">518</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">313</span> An Aesthetic Spatial Turn - AI and Aesthetics in the Physical, Psychological, and Symbolic Spaces of Brand Advertising</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Yu%20Chen">Yu Chen</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In line with existing philosophical approaches, this research proposes a conceptual model with an innovative spatial vision and aesthetic principles for Artificial Intelligence (AI) application in brand advertising. The model first identifies the major constituencies in contemporary advertising on three spatial levels—physical, psychological, and symbolic. The model further incorporates the relationships among AI, aesthetics, branding, and advertising and their interactions with the major actors in all spaces. It illustrates that AI may follow the aesthetic principles-- beauty, elegance, and simplicity-- to reinforce brand identity and consistency in advertising, to collaborate with stakeholders, and to satisfy different advertising objectives on each level. It proposes that, with aesthetic guidelines, AI may assist consumers to emerge into the physical, psychological, and symbolic advertising spaces and helps transcend the tangible advertising messages to meaningful brand symbols. Conceptually, the research illustrates that even though consumers’ engagement with brand mostly begins with physical advertising and later moves to psychological-symbolic, AI-assisted advertising should start with the understanding of brand symbolic-psychological and consumer aesthetic preferences before the physical design to better resonate. Limits of AI and future AI functions in advertising are discussed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=AI" title="AI">AI</a>, <a href="https://publications.waset.org/abstracts/search?q=spatial" title=" spatial"> spatial</a>, <a href="https://publications.waset.org/abstracts/search?q=aesthetic" title=" aesthetic"> aesthetic</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20advertising" title=" brand advertising"> brand advertising</a> </p> <a href="https://publications.waset.org/abstracts/164356/an-aesthetic-spatial-turn-ai-and-aesthetics-in-the-physical-psychological-and-symbolic-spaces-of-brand-advertising" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/164356.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">78</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">312</span> Advertising Incentives of National Brands against Private Labels: The Case of OTC Heartburn Drugs</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Lu%20Liao">Lu Liao</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The worldwide expansion of private labels over the past two decades not only transformed the choice sets of consumers but also forced manufacturers of national brands to design new marketing strategies to maintain their market positions. This paper empirically analyzes the impact of private labels on advertising incentives of national brands. The paper first develops a consumer demand model that incorporates spillover effects of advertising and finds positive spillovers of national brands’ advertising on demand for private label products. With the demand estimates, the researcher simulates the equilibrium prices and advertising levels for leading national brands in a counterfactual where private labels are eliminated to quantify the changes in national brands’ advertising incentives in response to the rise of private labels. <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=demand%20estimation" title=" demand estimation"> demand estimation</a>, <a href="https://publications.waset.org/abstracts/search?q=spillover%20effect" title=" spillover effect"> spillover effect</a>, <a href="https://publications.waset.org/abstracts/search?q=structural%20model" title=" structural model"> structural model</a> </p> <a href="https://publications.waset.org/abstracts/190554/advertising-incentives-of-national-brands-against-private-labels-the-case-of-otc-heartburn-drugs" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/190554.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">23</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">311</span> Linguoculturological Analysis of Advertising: An Overview of Previous Researches</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Brankica%20Bojovic">Brankica Bojovic</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Every study of advertising is intrinsically multidisciplinary, as the researcher must take into account the linguistic, social, psychological, economic, political and cultural factors that have all played a significant role in the history of advertising. A linguoculturological analysis of advertising aims to provide insight into the ideologies and archetypal structures that abide in the discourse of advertising messages, and give an overview of the academic research in the area of linguistics, and cultural and social studies that contributed to the demystification of the discourse of advertising. As the process of globalisation is gaining momentum, so is the expansion of businesses and economies, and migration of the population. Yet, the uniqueness of individual cultures prevails, and demonstrates that the process of communication and translation are not only matters of linguistic, but of cultural transferral as well. Therefore, even the world of business and advertising, the world of fast food, fast production, fast living, is programmed in accordance with the uniqueness of those cultures. The fact that culture, beliefs, ideologies, values and societal expectations permeate every sphere of advertising will be addressed through illustrative examples. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=culturology" title="culturology">culturology</a>, <a href="https://publications.waset.org/abstracts/search?q=ideology" title=" ideology"> ideology</a>, <a href="https://publications.waset.org/abstracts/search?q=linguistic%20analysis%20in%20advertising" title=" linguistic analysis in advertising"> linguistic analysis in advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=linguistic%20and%20visual%20metaphors" title=" linguistic and visual metaphors"> linguistic and visual metaphors</a>, <a href="https://publications.waset.org/abstracts/search?q=propaganda" title=" propaganda"> propaganda</a>, <a href="https://publications.waset.org/abstracts/search?q=translation%20of%20advertisements" title=" translation of advertisements"> translation of advertisements</a> </p> <a href="https://publications.waset.org/abstracts/69651/linguoculturological-analysis-of-advertising-an-overview-of-previous-researches" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/69651.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">288</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">310</span> Participatory and Experience Design in Advertising: An Exploratory Study of Advertising Styles of Cultures</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Irem%20Ela%20Yildizeli">Irem Ela Yildizeli</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Advertising today has become an indispensable phenomenon both for businesses and consumers. Due to the conditions of rapid changes in the market and growth of competitiveness, the success of many of firms that produce similar merchandise depends largely on how professionally and effective they use marketing communication elements which also must have some sense of shared values between the message provider and the receiver within cultural and global trend. This paper demonstrates how consumer behaviour and communication through cultural values evaluate advertising styles. Using samples of award-winning ads from both author's and other professional's creative works, the study reveals a significant correlation between the cultural elements and advertisement reception for language and cultural norms respectively. The findings of this study draw attention to the change of communication in the beginning of the 21st century which has shaped a new style of Participatory and Experience Design in advertising. <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=advertising%20style" title=" advertising style"> advertising style</a>, <a href="https://publications.waset.org/abstracts/search?q=culture" title=" culture"> culture</a>, <a href="https://publications.waset.org/abstracts/search?q=experience%20design" title=" experience design"> experience design</a>, <a href="https://publications.waset.org/abstracts/search?q=participatory%20design" title=" participatory design"> participatory design</a> </p> <a href="https://publications.waset.org/abstracts/96397/participatory-and-experience-design-in-advertising-an-exploratory-study-of-advertising-styles-of-cultures" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/96397.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">158</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">309</span> Expert Review on Conceptual Design Model of iTV Advertising towards Impulse Purchase </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Azizah%20Che%20Omar">Azizah Che Omar</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Various studies have proposed factors of impulse purchase in different advertising mediums like website, mobile, traditional retail store and traditional television. However, to the best of researchers’ knowledge, none of the impulse purchase model is dedicated towards impulse purchase tendency for interactive TV (iTV) advertising. Therefore, the proposed model conceptual design model of interactive television advertising toward impulse purchase (iTVAdIP) was developed. The focus of this study is to evaluate the conceptual design model of iTVAdIP through expert review. As a result, the finding showed that majority of expert reviews agreed that the conceptual design model iTVAdIP is applicable to the development of interactive television advertising and it will increase the effectiveness of advertising. This study also shows the conceptual design model of iTVAdIP that has been reviewed. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=impulse%20purchase" title="impulse purchase">impulse purchase</a>, <a href="https://publications.waset.org/abstracts/search?q=interactive%20television%20advertising" title=" interactive television advertising"> interactive television advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=persuasive" title=" persuasive"> persuasive</a> </p> <a href="https://publications.waset.org/abstracts/18071/expert-review-on-conceptual-design-model-of-itv-advertising-towards-impulse-purchase" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/18071.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">355</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">308</span> Viral Advertising: Popularity and Willingness to Share among the Czech Internet Population</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Martin%20Klepek">Martin Klepek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This paper presents results of primary quantitative research on viral advertising with focus on popularity and willingness to share viral video among Czech Internet population. It starts with brief theoretical debate on viral advertising, which is used for the comparison of the results. For purpose of collecting data, online questionnaire survey was given to 384 respondents. Statistics utilized in this research included frequency, percentage, correlation and Pearson’s Chi-square test. Data was evaluated using SPSS software. The research analysis disclosed high popularity of viral advertising video among Czech Internet population but implies lower willingness to share it. Significant relationship between likability of viral video technique and age of the viewer was found. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=internet%20advertising" title="internet advertising">internet advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=internet%20population" title=" internet population"> internet population</a>, <a href="https://publications.waset.org/abstracts/search?q=promotion" title=" promotion"> promotion</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication" title=" marketing communication"> marketing communication</a>, <a href="https://publications.waset.org/abstracts/search?q=viral%20advertising" title=" viral advertising"> viral advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=viral%20video" title=" viral video"> viral video</a> </p> <a href="https://publications.waset.org/abstracts/8612/viral-advertising-popularity-and-willingness-to-share-among-the-czech-internet-population" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/8612.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">474</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">307</span> The Islamic Advertising Standardisation Revisited of Food Products</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Nurzahidah%20Haji%20Jaapar">Nurzahidah Haji Jaapar</a>, <a href="https://publications.waset.org/abstracts/search?q=Anis%20Husna%20%20Abdul%20Halim"> Anis Husna Abdul Halim</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohd%20Faiz%20%20Mohamed%20Yusof"> Mohd Faiz Mohamed Yusof</a>, <a href="https://publications.waset.org/abstracts/search?q=Mohd%20Dani%20%20Muhamad"> Mohd Dani Muhamad</a>, <a href="https://publications.waset.org/abstracts/search?q=Sharifah%20Fadylawaty%20%20Syed%20Abdullah"> Sharifah Fadylawaty Syed Abdullah</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The growing size of Muslim is recognised with significant increasing of purchasing power in the market. The realm of trade and business has embedded religious values as the new market segments are emerging in offering food products to meet needs and demands of Muslim consumer. The emergence of new market in food industry, advertising is charged with all sort of negative effects includes promoting controversial unsafety and harmful products, wasteful spending and exploiting women and kids. Therefore, this research attempts to examine between previous examinations of advertising standardisation in ancient era and current practices in the market. This paper is based on content analysis of the literature. The results show that there are a bridge gap between the implementation of practices as the advent in industrial 4.0 in using digital advertising by food industry. Thus, this paper is able to recognize the differences between two era and significant in determining the best practices in advertising by following Islamic principles. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=Islamic%20advertising" title="Islamic advertising">Islamic advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=unethical%20advertising" title=" unethical advertising"> unethical advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=ethical%20advertising" title=" ethical advertising"> ethical advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=Islamic%20principles" title=" Islamic principles "> Islamic principles </a> </p> <a href="https://publications.waset.org/abstracts/129150/the-islamic-advertising-standardisation-revisited-of-food-products" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/129150.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">149</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">306</span> Arabic Lexicon Learning to Analyze Sentiment in Microblogs</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mahmoud%20B.%20Rokaya">Mahmoud B. Rokaya</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The study of opinion mining and sentiment analysis includes analysis of opinions, sentiments, evaluations, attitudes, and emotions. The rapid growth of social media, social networks, reviews, forum discussions, microblogs, and Twitter, leads to a parallel growth in the field of sentiment analysis. The field of sentiment analysis tries to develop effective tools to make it possible to capture the trends of people. There are two approaches in the field, lexicon-based and corpus-based methods. A lexicon-based method uses a sentiment lexicon which includes sentiment words and phrases with assigned numeric scores. These scores reveal if sentiment phrases are positive or negative, their intensity, and/or their emotional orientations. Creation of manual lexicons is hard. This brings the need for adaptive automated methods for generating a lexicon. The proposed method generates dynamic lexicons based on the corpus and then classifies text using these lexicons. In the proposed method, different approaches are combined to generate lexicons from text. The proposed method classifies the tweets into 5 classes instead of +ve or –ve classes. The sentiment classification problem is written as an optimization problem, finding optimum sentiment lexicons are the goal of the optimization process. The solution was produced based on mathematical programming approaches to find the best lexicon to classify texts. A genetic algorithm was written to find the optimal lexicon. Then, extraction of a meta-level feature was done based on the optimal lexicon. The experiments were conducted on several datasets. Results, in terms of accuracy, recall and F measure, outperformed the state-of-the-art methods proposed in the literature in some of the datasets. A better understanding of the Arabic language and culture of Arab Twitter users and sentiment orientation of words in different contexts can be achieved based on the sentiment lexicons proposed by the algorithm. <p class="card-text"><strong>Keywords:</strong> <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=Twitter%20sentiment" title=" Twitter sentiment"> Twitter sentiment</a>, <a href="https://publications.waset.org/abstracts/search?q=sentiment%20analysis" title=" sentiment analysis"> sentiment analysis</a>, <a href="https://publications.waset.org/abstracts/search?q=lexicon" title=" lexicon"> lexicon</a>, <a href="https://publications.waset.org/abstracts/search?q=genetic%20algorithm" title=" genetic algorithm"> genetic algorithm</a>, <a href="https://publications.waset.org/abstracts/search?q=evolutionary%20computation" title=" evolutionary computation"> evolutionary computation</a> </p> <a href="https://publications.waset.org/abstracts/99566/arabic-lexicon-learning-to-analyze-sentiment-in-microblogs" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/99566.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">188</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">305</span> Variety and the Distribution of the Java Language Lexicon “Sleeping” in Jombang District East Java: Study of Geographic Dialectology</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Krismonika%20Khoirunnisa">Krismonika Khoirunnisa</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research article aims to describe the variation of the Javanese lexicon "Sleep " and its distribution in the Jombang area, East Java. The objectives of this study were (1) to classify the variation of the "Sleep" lexicon in the Jombang area and (2) to design the fish rips for the variation of the "Sleep" lexicon according to their distribution. This type of research is a qualitative descriptive study using the method of leading proficiency, namely conducting interviews with speakers without directly meeting the speakers (interviews via WhatsApp and email as the media). This research article uses techniques record as support and tools for mapping and classifying data, collecting data in this study conducted at four points, namely the Kaliwungu village (Jombang City), Banjardowo village (District of Jombang), Mayangan Village (Subdistrict Jogoroto), and Karobelah village (Subdistrict Mojoagung) as a target investigators to conduct the interview. This study uses the dialectology theory as a basis for analyzing the data obtained. The results of this study found that the Javanese language variation "Sleep" has many different linguals, meanings, and forms even though they are in the same area (Jombang). <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=geographical%20dialectology" title="geographical dialectology">geographical dialectology</a>, <a href="https://publications.waset.org/abstracts/search?q=lexicon%20variations" title=" lexicon variations"> lexicon variations</a>, <a href="https://publications.waset.org/abstracts/search?q=jombangan%20dialect" title=" jombangan dialect"> jombangan dialect</a>, <a href="https://publications.waset.org/abstracts/search?q=sssavanese%20language" title=" sssavanese language"> sssavanese language</a> </p> <a href="https://publications.waset.org/abstracts/137469/variety-and-the-distribution-of-the-java-language-lexicon-sleeping-in-jombang-district-east-java-study-of-geographic-dialectology" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/137469.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">223</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">304</span> Augmented Reality in Advertising and Brand Communication: An Experimental Study</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=O.%20Mauroner">O. Mauroner</a>, <a href="https://publications.waset.org/abstracts/search?q=L.%20Le"> L. Le</a>, <a href="https://publications.waset.org/abstracts/search?q=S.%20Best"> S. Best</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising%20effectiveness" title="advertising effectiveness">advertising effectiveness</a>, <a href="https://publications.waset.org/abstracts/search?q=augmented%20reality" title=" augmented reality"> augmented reality</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20communication" title=" brand communication"> brand communication</a>, <a href="https://publications.waset.org/abstracts/search?q=brand%20recall" title=" brand recall"> brand recall</a> </p> <a href="https://publications.waset.org/abstracts/37661/augmented-reality-in-advertising-and-brand-communication-an-experimental-study" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/37661.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">302</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">303</span> The Impact of Online Advertising on Consumer Purchase Behaviour Based on Malaysian Organizations</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Naser%20Zourikalatehsamad">Naser Zourikalatehsamad</a>, <a href="https://publications.waset.org/abstracts/search?q=Seyed%20Abdorreza%20Payambarpour"> Seyed Abdorreza Payambarpour</a>, <a href="https://publications.waset.org/abstracts/search?q=Ibrahim%20Alwashali"> Ibrahim Alwashali</a>, <a href="https://publications.waset.org/abstracts/search?q=Zahra%20Abdolkarimi"> Zahra Abdolkarimi</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The paper aims to evaluate the effect of online advertising on consumer purchase behavior in Malaysian organizations. The paper has potential to extend and refine theory. A survey was distributed among Students of UTM university during the winter 2014 and 160 responses were collected. Regression analysis was used to test the hypothesized relationships of the model. Result shows that the predictors (cost saving factor, convenience factor and customized product or services) have positive impact on intention to continue seeking online advertising. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=consumer%20purchase" title="consumer purchase">consumer purchase</a>, <a href="https://publications.waset.org/abstracts/search?q=convenience" title=" convenience"> convenience</a>, <a href="https://publications.waset.org/abstracts/search?q=customized%20product" title=" customized product"> customized product</a>, <a href="https://publications.waset.org/abstracts/search?q=cost%20saving" title=" cost saving"> cost saving</a>, <a href="https://publications.waset.org/abstracts/search?q=customization" title=" customization"> customization</a>, <a href="https://publications.waset.org/abstracts/search?q=flow%20theory" title=" flow theory"> flow theory</a>, <a href="https://publications.waset.org/abstracts/search?q=mass%20communication" title=" mass communication"> mass communication</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20advertising%20ads" title=" online advertising ads"> online advertising ads</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20advertising%20measurement" title=" online advertising measurement"> online advertising measurement</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20advertising%20mechanism" title=" online advertising mechanism"> online advertising mechanism</a>, <a href="https://publications.waset.org/abstracts/search?q=online%20intelligence%20system" title=" online intelligence system"> online intelligence system</a>, <a href="https://publications.waset.org/abstracts/search?q=self-confidence" title=" self-confidence"> self-confidence</a>, <a href="https://publications.waset.org/abstracts/search?q=willingness%20to%20purchase" title=" willingness to purchase "> willingness to purchase </a> </p> <a href="https://publications.waset.org/abstracts/37191/the-impact-of-online-advertising-on-consumer-purchase-behaviour-based-on-malaysian-organizations" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/37191.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">480</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">302</span> Gender Differences in the Perception of Advertising in Postmodern Era</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=J.%20Zavodny%20Pospisil">J. Zavodny Pospisil</a>, <a href="https://publications.waset.org/abstracts/search?q=L.%20S.%20Zavodna"> L. S. Zavodna</a>, <a href="https://publications.waset.org/abstracts/search?q=K.%20Cerna"> K. Cerna</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The goal of this paper is to identify the main differences in the way men and women perceive TV ads. This paper is based on a research project conducted partly as a review of relevant papers, which deals with gender influence on the cognitive process and postmodern perception of advertising. In addition to that, qualitative research was conducted by means of interviews and structured questionnaires. Furthermore, data acquired from the research were used to evaluate our objectives and hypotheses. The goal of this paper is to compare women's and men's perception of advertisement. Although women are able to perceive more details than men, men are more susceptible to sexual appeals in advertising. Significant differences were also found in the perception of sexual appeals in the context of gender. <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=consumer" title=" consumer"> consumer</a>, <a href="https://publications.waset.org/abstracts/search?q=emotion" title=" emotion"> emotion</a>, <a href="https://publications.waset.org/abstracts/search?q=gender" title=" gender"> gender</a>, <a href="https://publications.waset.org/abstracts/search?q=psychology%20of%20advertising" title=" psychology of advertising"> psychology of advertising</a> </p> <a href="https://publications.waset.org/abstracts/26019/gender-differences-in-the-perception-of-advertising-in-postmodern-era" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/26019.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">436</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">301</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">300</span> The Online Advertising Speech that Effect to the Thailand Internet User Decision Making</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Panprae%20Bunyapukkna">Panprae Bunyapukkna</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study investigated figures of speech used in fragrance advertising captions on the Internet. The objectives of the study were to find out the frequencies of figures of speech in fragrance advertising captions and the types of figures of speech most commonly applied in captions. The relation between figures of speech and fragrance was also examined in order to analyze how figures of speech were used to represent fragrance. Thirty-five fragrance advertisements were randomly selected from the Internet. Content analysis was applied in order to consider the relation between figures of speech and fragrance. The results showed that figures of speech were found in almost every fragrance advertisement except one advertisement of Lancôme. Thirty-four fragrance advertising captions used at least one kind of figure of speech. Metaphor was most frequently found and also most frequently applied in fragrance advertising captions, followed by alliteration, rhyme, simile and personification, and hyperbole respectively. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising%20speech" title="advertising speech">advertising speech</a>, <a href="https://publications.waset.org/abstracts/search?q=fragrance%20advertisements" title=" fragrance advertisements"> fragrance advertisements</a>, <a href="https://publications.waset.org/abstracts/search?q=figures%20of%20speech" title=" figures of speech"> figures of speech</a>, <a href="https://publications.waset.org/abstracts/search?q=metaphor" title=" metaphor"> metaphor</a> </p> <a href="https://publications.waset.org/abstracts/44259/the-online-advertising-speech-that-effect-to-the-thailand-internet-user-decision-making" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/44259.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">241</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">299</span> How to Affect Brand Attitude with Authenticity in Advertising</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Tang">Tang</a>, <a href="https://publications.waset.org/abstracts/search?q=Yun-Chia"> Yun-Chia</a>, <a href="https://publications.waset.org/abstracts/search?q=Chiu"> Chiu</a>, <a href="https://publications.waset.org/abstracts/search?q=Hung-Chang"> Hung-Chang</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Authenticity in advertising, is the cornerstone of modern marketing. Despite research advances related to the role of authenticity in marketing, it remains unclear why customers respond to authentic brand stories. This study shows that different personality traits moderate the influence of various types of authenticity on people’s levels of emotion. Both indexical and iconic authenticity advertising evoke more positive emotions among extroverts and open and agreeable people. When neurotic people and conscientious people read iconic authenticity advertisements, rather than indexical authenticity ones, they produce more negative emotions. The emotion evoked by advertising in turn has a positive impact on brand attitude. These findings provide managerial implications and directions for practitioners. <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=authenticity" title=" authenticity"> authenticity</a>, <a href="https://publications.waset.org/abstracts/search?q=emotion" title=" emotion"> emotion</a>, <a href="https://publications.waset.org/abstracts/search?q=personality%20traits" title=" personality traits"> personality traits</a> </p> <a href="https://publications.waset.org/abstracts/28339/how-to-affect-brand-attitude-with-authenticity-in-advertising" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/28339.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">443</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">298</span> A Proposed Approach for Emotion Lexicon Enrichment</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Amr%20Mansour%20Mohsen">Amr Mansour Mohsen</a>, <a href="https://publications.waset.org/abstracts/search?q=Hesham%20Ahmed%20Hassan"> Hesham Ahmed Hassan</a>, <a href="https://publications.waset.org/abstracts/search?q=Amira%20M.%20Idrees"> Amira M. Idrees</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Document Analysis is an important research field that aims to gather the information by analyzing the data in documents. As one of the important targets for many fields is to understand what people actually want, sentimental analysis field has been one of the vital fields that are tightly related to the document analysis. This research focuses on analyzing text documents to classify each document according to its opinion. The aim of this research is to detect the emotions from text documents based on enriching the lexicon with adapting their content based on semantic patterns extraction. The proposed approach has been presented, and different experiments are applied by different perspectives to reveal the positive impact of the proposed approach on the classification results. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=document%20analysis" title="document analysis">document analysis</a>, <a href="https://publications.waset.org/abstracts/search?q=sentimental%20analysis" title=" sentimental analysis"> sentimental analysis</a>, <a href="https://publications.waset.org/abstracts/search?q=emotion%20detection" title=" emotion detection"> emotion detection</a>, <a href="https://publications.waset.org/abstracts/search?q=WEKA%20tool" title=" WEKA tool"> WEKA tool</a>, <a href="https://publications.waset.org/abstracts/search?q=NRC%20lexicon" title=" NRC lexicon"> NRC lexicon</a> </p> <a href="https://publications.waset.org/abstracts/41465/a-proposed-approach-for-emotion-lexicon-enrichment" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/41465.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">442</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">297</span> Feedback of Using Set-Up Candid Clips as New Media</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Miss%20Suparada%20Prapawong">Miss Suparada Prapawong</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The objectives were to analyze the using of new media in the form of set up candid clip that affects the product and presenter, to study the effectiveness of using new media in the form of set up candid clip in order to increase the circulation and audience satisfaction and to use the earned information and knowledge to develop the communication for publicizing and advertising via new media. This research is qualitative research based on questionnaire and in-depth interview from experts. The findings showed the advantages and disadvantages of communication for publicizing and advertising via new media in the form of set up candid clip including with the specific target group for this kind of advertising. It will be useful for fields of publicizing and advertising in the new media forms at the present. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=candid%20clip" title="candid clip">candid clip</a>, <a href="https://publications.waset.org/abstracts/search?q=communication" title=" communication"> communication</a>, <a href="https://publications.waset.org/abstracts/search?q=new%20media" title=" new media"> new media</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20network" title=" social network "> social network </a> </p> <a href="https://publications.waset.org/abstracts/10109/feedback-of-using-set-up-candid-clips-as-new-media" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/10109.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">308</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">296</span> Set Up Candid Clips Effectiveness</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=P.%20Suparada">P. Suparada</a>, <a href="https://publications.waset.org/abstracts/search?q=D.%20Eakapotch"> D. Eakapotch</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The objectives were to analyze the using of new media in the form of set up candid clip that affects the product and presenter, to study the effectiveness of using new media in the form of set up candid clip in order to increase the circulation and audience satisfaction and to use the earned information and knowledge to develop the communication for publicizing and advertising via new media. This research is qualitative research based on questionnaire and in-depth interview from experts. The findings showed the advantages and disadvantages of communication for publicizing and advertising via new media in the form of set up candid clip including with the specific target group for this kind of advertising. It will be useful for fields of publicizing and advertising in the new media forms at the present. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=candid%20clip" title="candid clip">candid clip</a>, <a href="https://publications.waset.org/abstracts/search?q=communication" title=" communication"> communication</a>, <a href="https://publications.waset.org/abstracts/search?q=new%20media" title=" new media"> new media</a>, <a href="https://publications.waset.org/abstracts/search?q=social%20network" title=" social network"> social network</a> </p> <a href="https://publications.waset.org/abstracts/8209/set-up-candid-clips-effectiveness" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/8209.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">245</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">295</span> Business Marketing Researches and Analysis Effect on Production</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Mirna%20John%20Shawky%20Demian">Mirna John Shawky Demian</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Internal marketing changed into proposed in the 1970s. The idea has continually been modified over the last forty years. This study discussed the subsequent troubles: the definition and implication of internal advertising, the improvement of its development, and the evolution of its theoretical version. Moreover, the study systematically organized the strategies of the inner advertising and marketing principles adopted in an organization and the way they were positioned in exercise. Also, in contrast, the empirical research focuses on how the existent theories prompted the essential variables of internal marketing. The results of this are predicted to serve as references for future exploration of the boundary and research aiming at how internal advertising and marketing are applied to one-of-a-kind styles of organizations. Information technology (IT) has prevailed over all capabilities of strategic and operational control. The internet has increasingly grown to be a famous medium for advertising and marketing. This paper examines the potential of the internet for tourism marketing. To acquire this, the paper examines the characteristics of tourism advertising and examines the application of the Internet in tourism advertising. It's far argued that using the internet for tourism advertising will now not only reach a wide target audience and reduce the price of transactions (with the aid of traditional strategies utilized by journey agents in instances past) but will even alleviate the problems of identity, authentication and affirmation of travels/package deal excursions by way of travelers as well as advertising of tourism enterprises. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=direct%20marketing" title="direct marketing">direct marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=mobile%20phones%20mobile%20marketing" title=" mobile phones mobile marketing"> mobile phones mobile marketing</a>, <a href="https://publications.waset.org/abstracts/search?q=sms%20advertising" title=" sms advertising"> sms advertising</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20sponsorship" title=" marketing sponsorship"> marketing sponsorship</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20theories" title=" marketing communication theories"> marketing communication theories</a>, <a href="https://publications.waset.org/abstracts/search?q=marketing%20communication%20tools" title=" marketing communication tools"> marketing communication tools</a> </p> <a href="https://publications.waset.org/abstracts/195001/business-marketing-researches-and-analysis-effect-on-production" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/195001.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">2</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">294</span> Functionality of Promotional and Advertising Texts: Pragmatic Implications for English-Arabic Translation </h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Jamal%20Gaber%20Abdalla">Jamal Gaber Abdalla</a> </p> <p class="card-text"><strong>Abstract:</strong></p> In business promotion and advertising, language is used intentionally to create a powerful influence over people and their behavior. In commercial and marketing activities, the choice of language to convey specific messages with the intention of influencing people is pragmatically important. Design and visual content in promotional and advertising texts also have a great persuasive impact on consumers. It is the functional combination of design, language and visual content that helps people to identify a product or service and remember it. Translating promotional and advertising texts between structurally and culturally different languages, such as English and Arabic, usually involves pragmatic/functional shifts that decide the quality of translation. This study explores some of these shifts in translating promotional and advertising texts between English and Arabic and their implications for translation quality. The study is based on a contrastive analysis of data collected from real samples of English-Arabic translations of promotional and advertising texts. The samples cover different promotional and advertising text types and different business domains. The aim is to identify the most recurrent translation shifts and most used translation approaches/strategies that achieve quality in view of the functional nature of promotional and advertising texts and target language culture conventions. The study shows that linguistic shifts and visual shifts are recurrent in English-Arabic translations of promotional and advertising texts. The study also shows that the most commonly used translation approaches/strategies are functional translation, domestication, communicative translation. <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=Arabic" title=" Arabic"> Arabic</a>, <a href="https://publications.waset.org/abstracts/search?q=English" title=" English"> English</a>, <a href="https://publications.waset.org/abstracts/search?q=functional%20translation" title=" functional translation"> functional translation</a>, <a href="https://publications.waset.org/abstracts/search?q=promotion" title=" promotion"> promotion</a> </p> <a href="https://publications.waset.org/abstracts/58298/functionality-of-promotional-and-advertising-texts-pragmatic-implications-for-english-arabic-translation" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/58298.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">361</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">293</span> Intertextuality in Tourism Advertising: Sources of Knowledge Asymmetries in Translating Vocative Texts</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Maria%20Ilyushkina">Maria Ilyushkina</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The article addresses the problem of translating vocative texts with intertextual references and describes the influence of language on how knowledge and meaning are developed in the field of advertising. The starting point of the article takes advertisements from the sphere of tourism and the way we choose, translate, and interpret intertexts. The article focuses on the perception and understanding of the information in printed texts advertising recreational facilities and services for tourists as the target audience by representatives of other cultures and the knowledge intertexts convey. The authors argue that intertextuality complicates translation leading to knowledge asymmetries. Studying typical communicative failures is considered to be of great importance, allowing for improvement in the practice of translation in the sphere of advertising as well as preventing the fallacious transfer of knowledge when translating foreign intertexts. <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=translation" title=" translation"> translation</a>, <a href="https://publications.waset.org/abstracts/search?q=intertext" title=" intertext"> intertext</a>, <a href="https://publications.waset.org/abstracts/search?q=Russian%20culture" title=" Russian culture"> Russian culture</a>, <a href="https://publications.waset.org/abstracts/search?q=knowledge%20asymmetries" title=" knowledge asymmetries"> knowledge asymmetries</a>, <a href="https://publications.waset.org/abstracts/search?q=tourism" title=" tourism"> tourism</a>, <a href="https://publications.waset.org/abstracts/search?q=vocative%20texts" title=" vocative texts"> vocative texts</a> </p> <a href="https://publications.waset.org/abstracts/116377/intertextuality-in-tourism-advertising-sources-of-knowledge-asymmetries-in-translating-vocative-texts" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/116377.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">134</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">292</span> The Influence of Advertising Captions on the Internet through the Consumer Purchasing Decision</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Suwimol%20Apapol">Suwimol Apapol</a>, <a href="https://publications.waset.org/abstracts/search?q=Punrapha%20Praditpong"> Punrapha Praditpong</a> </p> <p class="card-text"><strong>Abstract:</strong></p> The objectives of the study were to find out the frequencies of figures of speech in fragrance advertising captions as well as the types of figures of speech most commonly applied in captions. The relation between figures of speech and fragrance was also examined in order to analyze how figures of speech were used to represent fragrance. Thirty-five fragrance advertisements were randomly selected from the Internet. Content analysis was applied in order to consider the relation between figures of speech and fragrance. The results showed that figures of speech were found in almost every fragrance advertisement except one advertisement of several Goods service. Thirty-four fragrance advertising captions used at least one kind of figure of speech. Metaphor was most frequently found and also most frequently applied in fragrance advertising captions, followed by alliteration, rhyme, simile and personification, and hyperbole respectively which is in harmony with the research hypotheses as well. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/abstracts/search?q=advertising%20captions" title="advertising captions">advertising captions</a>, <a href="https://publications.waset.org/abstracts/search?q=captions%20on%20internet" title=" captions on internet"> captions on internet</a>, <a href="https://publications.waset.org/abstracts/search?q=consumer%20purchasing%20decision" title=" consumer purchasing decision"> consumer purchasing decision</a>, <a href="https://publications.waset.org/abstracts/search?q=e-commerce" title=" e-commerce"> e-commerce</a> </p> <a href="https://publications.waset.org/abstracts/39966/the-influence-of-advertising-captions-on-the-internet-through-the-consumer-purchasing-decision" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/39966.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">270</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">291</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">290</span> Advertising Message Strategy on Ghana’s TV</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/abstracts/search?q=Aisha%20Iddrisu">Aisha Iddrisu</a>, <a href="https://publications.waset.org/abstracts/search?q=Ferruh%20Uztu%C4%9F"> Ferruh Uztuğ</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This study is a quantitative content analysis of advertising message strategies used in Ghana’s TV commercials (2020-2021) using the modified strategy of Wang and Praet (2016) with the objective of exploring the various advertising message strategies used in Ghana’s TV advertisement, its variation according to product category including the most widely used message strategy. The findings indicate that, out of the 220 commercials used in the study, the Affective message strategy (n=122, 55%) was the dominant message strategy used in Ghana’s TV commercials. The most advertised product category in Ghana’s TV commercials (2020-2021) was the food category, and a significant relationship was observed between message strategy and product category as well as message strategy and brand type. <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=message%20strategy" title=" message strategy"> message strategy</a>, <a href="https://publications.waset.org/abstracts/search?q=Ghana" title=" Ghana"> Ghana</a>, <a href="https://publications.waset.org/abstracts/search?q=television" title=" television"> television</a> </p> <a href="https://publications.waset.org/abstracts/170306/advertising-message-strategy-on-ghanas-tv" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/abstracts/170306.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span 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