Cross-media communication in advertising: exploring multimodal connections between television commercials and websites

Jessen, Iben Bredahl; Graakjær, Nicolai Jørgensgaard

doi:10.1177/1470357213497665

Cited by 7 publications

(5 citation statements)

References 11 publications

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“…Businesses can help consumers distinguish brand choices to convey environment-friendly quality (Prasad et al , 2017). Spears and Singh (2004) described the green brand’s attitude as “a fairly long-lasting one-dimensional summary assessment of the product, which undoubtedly energizes action.” Therefore, the green attitude must notice how they are expressed through their initiative or unclear doubts (Jessen and Graakjær, 2013). The green attitude was found to have a frequent impact on 70% of purchase decisions.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…You can watch digital multimedia broadcasting (DMB) on the go, watch TV at home and surf the Web anywhere. When users overlap advertising applications, the effects of successful inter-platform marketing coordination become increasingly important to advertisers (Jessen and Graakjaer, 2013). And knowing how to communicate across this interrelationship network is becoming crucial.…”

Section: Introductionmentioning

confidence: 99%

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Explaining media effect of green advertising on audience attitude

Khandelwal

Singh

2023

SBR

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Purpose This study aims to establish two aspects: first, whether green advertising through multiple media (repetition versus reversal) generates a positive purchase intention than green advertising with a single medium repeat one medium at different levels of product involvement (high versus low level). Second, whether a green advertisement presented through multiple media influences green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and green purchase intention (GPI) than a green advertisement presented through single medium repetition under different level of product involvement, green advertising, media effects, consumer attitude, purchase intention and product involvement. Design/methodology/approach 3 × 2 mixed factorial design is used to examine the audience exposure towards repetitive green ads on multiple media sources such as television, the internet and print. This has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and GPI compared to audiences exposed to the same ads on a single medium under high level and low level of product involvement. Findings The audience was exposed to several media situations, repeating green advertising, has a more significant impact on environmental claims in terms of green message credibility, green advertiser credibility, green advertisement credibility, green brand credibility, green ad engagement, attitude toward the green brand and purchase intention rather than for the audience who encounter a green ad with a high and low degree of product involvement in a single medium. Originality/value Only a few studies have measured media synergy effects, and to the best of the authors’ knowledge, no one has measured media effects on green advertisements. By examining different media combination effects of green ads on the audience, the knowledge of green marketing communication and its marketing strategies has been expanded.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Explaining media effect of green advertising on audience attitude

Khandelwal

Singh

2023

SBR

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“…Following this visual turn, a growing body of interdisciplinary literature uses social semiotics and multimodal discourse analysis to study a number of advertising and media formats (Thomas, 2014;Holsanova, 2012). These include food and product packages (Wagner, 2015), magazines (Lick, 2015;Chen and Machin, 2014), posters (Sifaki and Papadopoulou, 2015;White, 2010), picture books and animated movies (Unsworth, 2015), photography on social media (Zappavigna, 2016), automobile commercials (Chen, 2016), website and TV ads/reviews (He, 2017;Adami, 2015;Jessen and Graakjaer, 2013), café design and architecture (Aiello and Dickinson, 2014), as well as political speech and presentation (Wong, 2016), to name just a few. Against this backdrop, we champion a tri-fold convergence of the multimodality of texts, visuals and affordances (interactivity) and use it as a framework to guide our analysis.…”

Section: Literature Reviewmentioning

confidence: 99%

Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads

Chen

Cheung

2020

Social Semiotics

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“…Many times, our focus is somewhere else, and this is not good for advertisers, especially if we are in surrounding where different disturbing factors are present (Karim & Kojima, 2010;Luccion & Caporusso, 2010). One of those environments could be use of computer (browsing the web) or watching television (either use of tv screen, computer screen or tablet/mobile screen) (Jessen & Jørgensgaard Graakjaer, 2013). Advertisers are trying to serve products and sell them with affecting our subconscious.…”

Section: Introductionmentioning

confidence: 99%

Visibility and legibility of five-letter words in different experimental conditions

Weingerl¹,

Nedeljković²,

Pušnik³

2022

J. Graph. Eng. Des.

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The length of a word depends on the number of characters that make it up. Since we are constantly confronted with words (information), a suitable typeface should be chosen to make reading comfortable and easy. The number of characters can affect how visible a word is and, more importantly, how quickly the word can be read and understood. For this reason, we conducted tests with five-letter words randomly displayed at the four positions on the screen. The study examined the minimum time required to recognize five-letter words. Five different typefaces (Calibri, Georgia, Swiss 721, Trebuchet, Verdana) were included in the study to determine which of the screen typefaces read the fastest. The Georgia typeface performed the best regardless of the other conditions. The time to read upper-case letters was much shorter than lower-case and sentence-case letters. For words presented in the upper positions of the screen, the recognition time was shorter than for the lower positions of the screen. Different combinations of variables showed that some were better suited for on-screen use.

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Cross-media communication in advertising: exploring multimodal connections between television commercials and websites

Cited by 7 publications

References 11 publications

Explaining media effect of green advertising on audience attitude

Explaining media effect of green advertising on audience attitude

Consumption as extended carnival on Tmall in contemporary China: a social semiotic multimodal analysis of interactive banner ads

Visibility and legibility of five-letter words in different experimental conditions

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