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Download full textThunchanok Jewwuttipong; Neil Evan Jon Anthony Bowen – rEFLections, 2025
The promotion of lighter skin tones--a form of colorism--has a long and worrisome history. However, little is known about the discourse of colorism outside of Western contexts, especially in languages other than English and in online settings. Therefore, in this study, we applied keyword, collocation, and concordance analysis, alongside inductive…
Descriptors: Foreign Countries, Social Media, Video Technology, Advertising
Direct linkToms Kreicbergs; Deniss Šceulovs – International Journal of Learning and Change, 2024
The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying…
Descriptors: Advertising, Masculinity, Discourse Analysis, Consumer Economics
Hettche, Matt; Clayton, Michael J.; Leichtentritt, Sophia – Journal of Advertising Education, 2023
Research skills are essential for lifetime learning. Content analysis is an excellent research method to introduce and practice at the undergraduate level. Utilized by academic and industry researchers alike, content analysis involves higher order critical thinking skills for organizing and interpreting complexity. This article outlines a…
Descriptors: Undergraduate Students, Advertising, Learning Activities, Class Activities
Majmundar, Anuja; Unger, Jennifer B.; Cruz, Tess Boley; Kirkpatrick, Matthew G.; Allem, Jon-Patrick – Health Education & Behavior, 2022
Background: The prevalence of electronic-cigarette (e-cigarette) product placement in music videos is on the rise and currently unregulated. This promotional activity is concerning given the popularity of music videos among young adults. Aims: We examined associations between self-reported levels of exposure to music videos with any e-cigarette…
Descriptors: Smoking, Social Influences, Young Adults, Health Behavior
Zvonova, Elena V.; Babieva, Nigina S.; Mamedova, Alisa V.; Tarabakina, Lyudmila V.; Pestereva, Nikol A.; Kerimova, Izumrud A. – World Journal on Educational Technology: Current Issues, 2021
The search for conditions to create a developing learning environment, methods and means of teaching is the main objective of psychological science. The relevance of the problem under study is due to the active development of intercultural communication processes, in which advertising plays an important role. This circumstance requires the…
Descriptors: Technology Uses in Education, Video Technology, Advertising, Cultural Differences
Philip Greenblatt; Peter McDonald – RELC Journal: A Journal of Language Teaching and Research, 2024
Although multimodality has received vigorous attention and debate in English as a foreign language (EFL) research and classroom pedagogies, the practicality of using multimodal activities in curricula that are designed to teach language skills rather than multimodality is under researched. This paper contributes to the ongoing need for practical…
Descriptors: Public Service, Publicity, Advertising, Information Dissemination
Benjamin Johnson; Tianze Sun; Leo Wu; Stella Seal; Daniel Stjepanovic; Gary Chan; Janni Leung – Journal of Attention Disorders, 2025
Background: TikTok has become a significant influence on public health perceptions, especially regarding ADHD. With its expansive reach among younger demographics, TikTok content has the potential to shape public understanding and behaviors related to ADHD treatment. This study analyzed how prescription stimulants are depicted on TikTok to assess…
Descriptors: Social Media, Computer Mediated Communication, Attention Deficit Hyperactivity Disorder, Stimulants
Koonnala, Pristsana; Chaiwong, Napasporn – LEARN Journal: Language Education and Acquisition Research Network, 2023
This study examines the persuasive English language in MasterClass's video advertisements. An analysis framework was formed using twenty-four techniques to identify persuasive language, and the purposes of using different techniques in one hundred and forty-one MasterClass's video scripts. The analysis included identifying the primary argument of…
Descriptors: Advertising, Video Technology, English (Second Language), Second Language Learning
Murphy, John; Bouchacourt, Lindsay – Journal of Advertising Education, 2020
The objective of the research reported in this article was to evaluate the usefulness of supplemental videos in the advertising and public relations (PR) classroom, featuring luminaries in these same fields. Students in an introductory course in advertising and PR were given an assignment based on videos from an online library of short videos.…
Descriptors: Curriculum Enrichment, Video Technology, Advertising, Public Relations
Ickes, Melinda J.; Butler, Karen; Wiggins, Amanda T.; Kercsmar, Sarah; Kay Rayens, Mary; Hahn, Ellen J. – Journal of American College Health, 2020
Objective: Examine receptivity and motivation to use/quit tobacco among college students after viewing Truth ads. Participants: Random sample of 10,000 college students invited to complete online survey February 2016 (8.5% response rate). Methods: Quasi-experimental. Participants (N = 854) watched four ads and answered survey items for each ad.…
Descriptors: Ethics, College Students, Student Attitudes, Smoking
Fondevila-Gascón, Joan-Francesc; Gutiérrez-Aragón, Óscar; Copeiro, Meritxell; Villalba-Palacín, Vicente; Polo-López, Marc – Comunicar: Media Education Research Journal, 2020
The impact of media and social networks on users is growing. The fact that commercial activity is flooding most social networks motivates us to enquire about the success factors of posts, and to try to determine if the impact is greater or lesser depending on gender. Attracting attention and exciting the user or customer are the main objectives of…
Descriptors: Social Media, Gender Differences, Social Networks, Advertising
Gong, Zijian; Holiday, Steven – Journal of Media Literacy Education, 2021
This research examined whether parents can recognize modified brands in children's programming, and whether program educational value and active mediation intention would moderate perceptions of modified brand references. An experiment was conducted with 109 parents of child(ren) between 3-6 years old. Participants watched clips that…
Descriptors: Parent Attitudes, Positive Attitudes, Consumer Economics, Advertising
Andrew Joseph Pereira – Cultural Studies and Transdisciplinarity in Education, 2019
The introduction sets the stage for investigating the portrayal of culture and education within the educational imaginary of neoliberalism and governmentality. This chapter problematises the deployment of triumphalist caring discourses within an affective technology in various advertisements and media. Designed from the theoretical concerns of…
Descriptors: Governance, Foreign Countries, Neoliberalism, Caring
Maden, Asli; Önal, Aydin – International Journal of Education and Development using Information and Communication Technology, 2020
The study aimed to determine the use of listening comprehension strategies by middle school (grades 5-8) students, using an ICT application to the classroom, while listening to commercials from media products, and the correlation between various variables and their listening comprehension strategies. The relational survey model was used in the…
Descriptors: Listening Comprehension, Listening Skills, Advertising, Middle School Students
Kumar, Vikram; Raman, Ramakrishnan; Meenakshi, R. – International Journal of Higher Education, 2021
Advertising has always played an important role in creating visibility for educational institutions. In today's time, digital marketing is the sought-after mode as there has been a significant shift from offline to online advertising. With the evolving times, flexibility and convenience take significant importance and it is critical for…
Descriptors: Advertising, Marketing, Business Schools, Internet
