Advances in Advertising Research (Vol. III): Current by Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin

By Ivana Busljeta Banks, Patrick De Pelsmacker (auth.), Martin Eisend, Tobias Langner, Shintaro Okazaki (eds.)

​Advances in ads examine are released by way of the ecu advertisements Academy (EAA). This quantity is a compilation of analysis provided on the tenth foreign convention on learn in ads (ICORIA) which used to be held in Berlin (Germany) in June 2011. within the face of an ever expanding variety of services and products, in addition to an more and more cluttered media atmosphere, ads study is faced with a number of demanding situations. by contrast historical past, Advances in advertisements learn (Vol. three) is gaining value in advancing, selling, disseminating, and stimulating top of the range ads examine. This publication presents state of the art learn in overseas ads with twenty-nine articles by means of well known ads and conversation students from the global ICORIA network.

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Smeesters and Mandel (2006) argue that an assimilation effect could cooccur. If an individual has contact with models that are moderately slimmer than the individual herself/himself, she/he could perceive similarity between the figure of the model and the own figure resulting in increased appearance selfesteem. On the contrary, if the model is moderately heavier than the individual, a decrease of appearance self-esteem could be evoked since the individual is expected to assimilate her/his perceived weight to the heavier model’s weight.

B. (2001), “Highly Attractive Models in Advertising and the Women Who Loathe Them: The Implications of Negative Affect for Spokesperson Effectiveness,” in: Journal of Advertising, 30(3), 51-63. Byrne, D. (1971), “The Attraction Paradigm”, Academic Press, New York. Cash, T. ; Fleming, E. ; Steadman, L. and A. Whitehead (2002), “Beyond Body Image as a Trait: The Development and Validation of the Body Image States Scale,” in: Eating Disorders: The Journal of Treatment and Prevention, 10(2), 103-113.

Law (1987), “Perceptual Landscape Simulations: History and Prospect,” in: Landscape Journal, 6(1), 62-80. 28 7 Hartmann and Apaolaza-Ibáñez Appendix: Selection of experimental advertisements Mountain stream Pine forest Rocky desert Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations Verena Hüttl, University of Augsburg, Germany Heribert Gierl, University of Augsburg, Germany 1 Introduction There is no doubt that thinness is a determinant of physical attractiveness of individuals in Western societies.

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