Some ads promoting pro-environmental behaviors put human-like faces on natural images like oceans, volcanos and forests, among others. Marketing scholars ask: which anthropomorphic character is more effective—one that is happy or sad? The answer lies in whether the content is perceived as a sudden disaster or an ongoing tragedy.
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As civil liberties continue to be politicized, advertisers have a growing expectation to be part of the solution and fill the trust gap between consumers, government, and media. On February 7, Mindshare and GroupM unveiled new research examining the sentiments of those most impacted—voices who have been historically marginalized and underrepresented in media and society—by the eroding rights to privacy. Further topics of discussion included the future of using “women’s empowerment” in marketing campaigns and the larger economic implications when bodily autonomy rights are lost.
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Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.
This event explored what has happened to the advertising, research, and analytics workplace since the Analytics Council’s June 13 event on the Great Resignation, delving more deeply into some questions raised by that earlier event.
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Navigating the Messy Middle: Multicultural Conversations on Handling the Hard Stuff – Particularly During a Crisis This virtual Salon, hosted by the ARF Cultural Effectiveness Council was moderated by Janelle James, Qualitative Research Director, Kantar. Janelle was joined by Kendra Clarke, Vice President of Data Science and Product Development, sparks & honey, and Ola Mobolade, Founder at COCO and Co-author of “Marketing to the New Majority”. Editor’s Note: The full summary is available to members only.
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