Information source and advertising content preferences of American and Japanese youth

This study compared American and Japanese youth preferences for information sources and advertising content within the context of their respective cultures’ relationship and communication values. It found larger parental involvement and smaller media use for Japanese students. In an interesting reversal from cultural expectations, Japanese students ranked advertising as the most important information source and family as considerably less important, while American students did the opposite. Friends, not family, were the important interpersonal information source for the Japanese. Japanese consumers of the ‘90s may be ‘holonic’: able to be both individualistic and in harmony with groups important to them. The Japanese youth preferences for advertising content—indirect, symbolic, visual, emotional, with infrequent brand identification—were more in line with expectations.     

Interplay of content type and product type in the consumer response to native advertising on social media

With the growth of consumer skepticism toward advertising, marketers have begun implementing native advertising. Drawing on the Persuasion Knowledge Model (PKM), this study examines how content type interacts with product type to influence consumer responses toward native advertising (persuasion knowledge, brand attitude, and intention to click ‘like’) on Facebook. A 2(content type: informative versus entertaining)×2(product type: utilitarian versus hedonic) between-subjects experimental study was conducted with a total of 155 college-attending Facebook users in South Korea. The results show that, for utilitarian products, informative content elicits more favorable consumer responses than entertaining content does. However, consumer responses are similar between informative and entertaining content for hedonic products. Furthermore, this study demonstrates that consumer persuasion knowledge mediates the interaction effects of content type and product type on consumer responses. Theoretical and practical implications are also discussed.     

Do you Facebook? Usage and applications of Facebook page among academic libraries in Malaysia

This paper explores the use and application of Facebook among Malaysian academic libraries in order to provide academic libraries with ideas for best practices in using social networking sites to better profile themselves and communicate effectively with their users. The research questions guiding this study were: (a) What are the extent and nature of institutional Facebook use by Malaysian academic libraries? (b) What information do Malaysian academic libraries deliver through Facebook page? This study employs content analysis to examine current uses of the library Facebook page. A checkpoint was developed to analyze the libraries’ usage and application of Facebook page. A total of 14 academic libraries in Malaysia are using Facebook page as part of their services to users. However only three libraries are fully utilizing their Facebook page, and they have been identified as “Skaters” based on the 8-S Framework of Category Development for Facebook user. Most libraries are using their Facebook page for marketing and creating awareness of library services to their users.     

An analysis of secondary school libraries in Israel

This paper explores the use and application of Facebook among Malaysian academic libraries in order to provide academic libraries with ideas for best practices in using social networking sites to better profile themselves and communicate effectively with their users. The research questions guiding this study were: (a) What are the extent and nature of institutional Facebook use by Malaysian academic libraries? (b) What information do Malaysian academic libraries deliver through Facebook page? This study employs content analysis to examine current uses of the library Facebook page. A checkpoint was developed to analyze the libraries’ usage and application of Facebook page. A total of 14 academic libraries in Malaysia are using Facebook page as part of their services to users. However only three libraries are fully utilizing their Facebook page, and they have been identified as “Skaters” based on the 8-S Framework of Category Development for Facebook user. Most libraries are using their Facebook page for marketing and creating awareness of library services to their users.     

Use of the University Library,Elibrary, VLE,and Other Information Sources by Distance Learning Students in University College Dublin: Implications for Academic Librarianship

This paper reports on a study of the information behavior of Bachelor of Business Studies (BBS) distance learning students in the Quinn School of Business, University College Dublin (UCD). In order to gain a better understanding of the information behaviors of distance-learning students, the study sought to answer the following research questions:

• What are the main sources of information for the BBS distance learning students?

• What are student perceptions of the virtual learning environment (VLE), Blackboard employed by the Quinn School of Business?

• To what extent, if any, is there evidence of collaborative information behaviors and practices?

The full cohort of BBS distance-learning students was surveyed. A total of 55 out of 136 (40.4%) responded to the survey. Data were collected by means of a self-completion online questionnaire. The paper presents the findings of the study and considers implications for academic librarianship. The chief sources used by the students to assist them with study are web search engines (primarily Google) and content from the VLE (Blackboard). Search engines and the university elibrary are the main sources used by the students when conducting an information search for their course, however the students also rely significantly on their lecturers with regard to acquiring information for their coursework. The study also found that collaboration with regard to information sharing is a major facet of the information world of this cohort of students.     

A conceptual framework for understanding the content of advertising: Its application to the specific case of Chinese television commercials

The conceptual framework for explaining advertising content formulated in this paper begins with environmental factors such as culture and economic system, and ends with the ads themselves—with advertising industry factors, such as practices and views/values of its actors, and consumer factors, such as experience making up the middle two layers. An empirical application of this model, through variables derived from it, to Chinese television commercials suggests post‐hoc substantiation for the most part. Future studies could pose and test a priori hypotheses (for other countries, media, and variables) leading to the refinement, clarification, and elaboration of the model.     

Faculty Liaison:

This case study describes a cooperative venture between a progressive faculty member and two librarians. The venture began as an experiment to introduce students to the kinds of external information sources they would likely encounter in the business world, to aid in strategic planning and to achieve (or maintain) a competitive edge. It was a revelation to some students that many of the same information sources available in their library are precisely those used in the corporate world. The session was team taught in a classroom using a mobile instruction unit, and included a discussion of various external information sources, their format and scope, followed by a CD-ROM demonstration (focusing on search strategies). Questions were encouraged throughout the period. In, addition, "lab" sessions in the library featuring a hands-on CD-ROM session and the demonstration of an online search (using DATA-STAR) were scheduled for those students unfamiliar with these information sources. The venture proved successful and was repeated.     

Almost in the Wild: Student Search Behaviors When Librarians Aren't Looking

Academic libraries offer a variety of tools for students to find information, including discovery systems and traditional library databases. This study contributes to the growing body of knowledge on student information-seeking behaviors by comparing how upper-level students majoring in Social and Behavioral Sciences use these two categories of search tools. Student search behavior and the use of search features, facets in particular, are quantified for each tool. The authors explore with statistical analyses whether these practices aid or hinder students in their search for high quality information. Qualitative data from student interviews is selectively employed to aid in explaining the results. Key findings include the differential use of search features in the discovery system versus the traditional database, and the relationships between the use of certain facets and the quality of sources chosen by students. Implications for instruction, search interface configuration, and default settings are discussed.     

Information literacy skills in the workplace: Examining early career advertising professionals

This study used content analysis to examine job postings from advertising agencies to find how often information literacy (IL) skills were seen in the job posts and how these skills manifest themselves. Five out of the six IL skills were seen in at least 41% of the job postings, however the skill of synthesizing information was rarely mentioned. It was also found evaluating data and using data software is performed by advertisers. This study concludes with asking librarians to introduce marketing students to more data and calls on librarians to consider the context in which IL skills are used.     

Sacrifice,Consumption, and the American Way of Life: Advertising and Domestic Propaganda during World War II

This paper explores the themes of sacrifice and consumption in World War II advertising, including content analyses of advertisements and editorials in the Saturday Evening Post as well as a textual analysis of articles in the advertising trade publications Printer’s Ink and Industrial Marketing in 1942 and 1943. Results are discussed in terms of Cohen’s (2003) concepts of “citizen consumer,” “purchaser consumer,” and the ultimate American postwar dual-identity: “purchaser as citizen.”     

Re-framing information literacy: Problem-based learning as informed learning

This study explores an online information literacy module that uses problem-based learning (PBL). The goal was to enable students to experience information literacy in a richer way, by moving away from a focus on locating information sources to one of information use in the construction of knowledge. A content analysis of the research journals and reflection papers of students (N = 15) in a distance education school library media administration endorsement program suggests that PBL was an effective approach for some students, but not others. Some students were motivated by working on authentic problems, and at least half the students engaged deeply with information and discovered new questions and angles for research during the process. These students applied more sophisticated evaluation strategies and were more metacognitive in their thinking, assessing their progress and shifting strategies as they progressed through the module.     

广告意识形态的内涵与功能分析

在当今消费社会中,消费已超越了基本生理需要,更主要是为了满足那些不断被刺激出来的精神欲望.人们追求和崇尚高度的物质占有或将消费作为美好生活和人生目的,消费至上的价值观念和生活方式逐渐成为主流消费意识形态.而广告意识形态就是消费意识形态的一种具体表现,同时反过来还充当消费意识形态的培育者.但是广告意识形态与新闻意识形态、政治意识形态又有着明显的区别,广告意识形态更为软性、隐蔽,它主要是对消费者形成潜移默化的影响.广告意识形态主要有三个方面的功能:引导和更新消费观念、塑造和培育价值取向以及反映和构建消费关系.     

Format Preferences of Performing Arts Students

This research examines performing art students' preferences for accessing various types of information, factors in their selection process, and their opinions on what the library should purchase. A Performing Arts Library at a large public university created a two-page paper survey, which was completed by 182 students studying music, dance, and/or theater. Results indicated that these students preferred print books and scores, as well as electronic access to journals and audio. There was an approximate split for physical and virtual reference and video materials. The data also suggests that, while students support the trend of more electronic access, they want librarians to continue to acquire a mixture of electronic and traditional resources.     

The Rise of Consumer Culture in a Chinese Society: A Reading of Banking Television Commercials in Hong Kong During the 1970s

In this article, I analyze 2 case studies of television advertising campaigns for banking services during the 1970s and early 1980s in Hong Kong, those of Hang Seng Bank and HongkongBank. Advertising from this period saw consumer society emerge as traditional values and themes were adjusted to fit the imperatives of capitalism. The earlier Hang Seng Bank campaign focused on the traditional banking practice of saving, encouraging customers to work hard and gradually accumulate wealth. The later HongkongBank campaign encouraged spending, immediate gratification of material desires, and symbolic status achieved through acquisition of goods. As the case studies show, this process entailed the reconfiguration of traditional Chinese values to accommodate the arrival of consumerism in Hong Kong, a Chinese society.     

Comparing Advertising Agencies’ Resources to Academic Libraries’ Collections

Abstract

Collection development analysis in academic libraries typically involves collection-centered and user-centered methods. These approaches focus on building collections that help students with their academic needs but may overlook resources that students need experience with when employed. To address this gap, the authors analyzed early-career advertising agency positions to identify a list of information resources that advertising agencies expect employees to use. This list was then compared against the library websites of 158 universities with advertising programs to see how sufficiently libraries are fulfilling these resource needs. The authors found that overall, university libraries only subscribe to a small number of resources used by advertising agencies.     

Individual Differences in Social Media Use for Information Seeking

This study investigated which social media platforms are used as information sources, and for what purposes. It also examined how user characteristics are related to the use of different platforms. A Web-based survey was used to collect data from undergraduate students. Responses from more than 800 students showed that most of the social media platforms are used as information sources, where wikis, user reviews, and media-sharing sites emerged as the top platforms. The purpose of use varied across platforms. T-test and ANOVA results also revealed individual differences. Significant differences in gender, class level, academic discipline, and Big Five personality traits were found in the frequency of information seeking using different platforms and also in the purpose of use. Study findings have implications for information literacy (IL) education and information services. Because many students are actively using social media platforms for a variety of information-seeking purposes, it is suggested that IL programs embrace social media as potential information sources and offer effective strategies for using and evaluating these increasingly popular social media sources.     

学习、生成与反馈:基于动觉智能图式理论的广告智能创作

人工智能技术颠覆了传统广告运作中的创作逻辑。研究者以动觉智能图式理论为研究框架,以中国广告市场上的智能创作项目为个案研究对象,分析了文字、图像、视频三类广告的智能创作系统,提炼出广告智能创作的学习、生成与反馈模型,以及贯穿其中的机器创作逻辑。未来广告智能创作有三个重要的发展方向:一是创作内容从传统基础性表达转向人机协同的智能创作;二是创作策略从短期产品创作型转向长期品牌创作型;三是广告公司跨越智能化鸿沟向垂直化或行业化发展。     

Free Newspapers in the United States: Alive and Kicking

Free newspapers are a substantial segment of the U.S. newspaper industry, as well as an under-studied topic within media research. This study considers the economic health of free newspapers in the United States and whether they face a dire future given their heavy reliance on advertising, a source of revenue that has been in decline for newspapers. One question guiding this research is whether free newspapers face two options: continue producing free content by relying on advertising (in addition to other revenue sources), or abandon the advertising-based business model. Seven research questions address a number of issues, such as whether free newspapers are profitable, if decision-makers are considering changing their business model, whether they are seeking alternative sources of revenue, whether reader engagement is connected to the price, or a lack of one, of a newspaper, and whether decision-makers are optimistic or pessimistic about the future of their industry. A Web-based survey asked decision-makers at free newspapers in the United States to respond to questions related to the health and future of their newspaper or newspapers. This survey was complemented by in-depth interviews with publishers of four different types of free newspapers in Texas. The study concludes by suggesting free newspapers are not only viable but in many markets they are thriving. Sweeping generalizations (often seen in industry discourse) about the future of print newspapers can be misleading. This study contributes a reality check and calls for further research on the economics of print media in the digital era.     

Spreading Global Consumerism: Effects of Mass Media and Advertising on Consumerist Values in China

This study aims to demonstrate that advertisements and the types of media content related to consumption and/or originated from the West play a significant role in shaping consumerist orientations among China's urban residents. More specifically, it examines how the acceptance of 2 newly emerged consumerist values-quality consumption and innovative consumption-is related to exposure to advertisements and media. By analyzing data from large-scale consumer surveys conducted in the 3 most economically advanced cities in China, this study finds that exposure to consumption-related and West-originated media contents and advertisements contributes to a more ready acceptance of the 2 consumerist values. Such exposure also contributes to the development of more positive attitudes toward advertising that are found to potentially mediate and moderate the effects of exposure to consumption- and market-related media content on consumerist values. Implications of the findings and directions for future studies are discussed.