Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis

In recent years the loss of effectiveness of television advertising based on traditional spots has led to the development and consolidation of new forms of advertising. In this article, the authors analyze the recall effectiveness of three new television advertising formats (television billboards, internal telepromotions, and external telepromotions). We use a representative sample of Spanish television audiences to compare the advertising recall generated by each new form of advertising. The empirical analysis, carried out by means of a probit model, shows that television billboards generate better recall than external or internal telepromotions.     

Sonic Sturdiness: The Globalization of “Chinese” Rock and Pop

To theorize further global and regional flows of popular culture, this article provides a critical analysis of “authentic” rock music from Beijing as well as “commercial” pop from Hong Kong. Following Appadurai, I theorize rock as a hard cultural form, which, under the scrutinizing eyes of the West, demands localization when it travels to places outside its perceived homeland, the West. By comparing hardcore punk from Beijing to Cantopop, I discuss whether the soft relates to the hard as pop does to rock. I conclude it does not. The transient, intertextual, and multivocal opaque voice of pop demands a different theorization. I therefore recast Appadurai's hard–soft distinction into a clear–opaque dualism as a more accurate theoretical tool for understanding cultural globalization.