Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Martin Lee, co-founder and managing director, Acacia Avenue says brands must remember that reading is also a behaviour governed by cognitive biases and mental short cuts (heuristics). Consumers subconsciously judge brand copy according to four principles and this reading influences their purchase decisions.
FMCG packaging represents prime marketing real estate, one of the most effective weapons in the marketing arsenal. It can literally make the difference between a consumer adding a particular item to their shopping basket or moving on to choose a competitor’s product. No other point in the real world purchase journey has such a stark stop/go aspect to it. In this article we’ll be looking specifically at packaging copy, and share techniques that will enable you create copy that reduces stop and increases go.
Artificial intelligence occupies a contradictory place in the advertising imagination: at once a potential creative catalyst while also threatening sameness – Kantar’s Irene Joshy explores this evolving landscape and what it means for creativity.
Cosmetics brands may benefit from steering clear of claims around artificial ingredients and avoiding scientific jargon to make a greater impact with print ads, according to a study in the Journal of Advertising Research (JAR).
Jie G. Fowler, Les Carlson, and Himadri Roy Chaudhuri, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 466-482
The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.
In a move that may unnerve copywriters across the advertising industry, JP Morgan Chase has announced that it has struck a five-year deal with a tech firm whose AI-generated marketing copy is said to be more effective than that written by humans.
Marketing efforts tend to be focused around images, videos, stories, and few people give a thought to the role of the humble full stop or comma. Alex Darmon explains why there’s more to punctuation than you might think.
NEW YORK: A deeper appreciation of classical rhetoric could help advertising practitioners and scholars improve their understanding of what makes for strong creative, according a paper in the Journal of Advertising Research (JAR).