2008 JUN 30 - (VerticalNews.com) -- "This Study investigated how mass media exposure and Cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisements featuring either Caucasian or Asian models," scientists in South Korea report.

  "The results of structural equation modelling show that there are significant relationships between mass media exposure, Cultural values, and attitudes towards advertising models. Media exposure and cultural values predict attitudes towards advertising models, such that Korean Immigrants who are exposed to Korean mass media and demonstrate Korean values show positive evaluations of Asian models, whereas Korean immigrants who are exposed to American mass media tend to show positive evaluations of Caucasian models," wrote S.J. Moon and colleagues, Inha University ...read more

  2008 JUN 30 - (VerticalNews.com) -- "Communication effectiveness research is moving away from investigations of advertising's forms, content and the degree and type of consumer involvement, to a greater focus on the process of reception and the social and cultural roles that advertising plays in society and in individual lives," scientists writing in the International Journal of Advertising report.

  "This shift in emphasis has been influenced by communication and media studies, which have prioritised the psychological, social and cultural contexts within which consumers relate to commercial information and the roles that advertising media play in their lives. The focus on the 'receiver' as the key actor in the advertising Communication process has also coincided with increasing interest in consumer culture theory, brand communities and the new service dominant logic of marketing," wrote R. Aitken and colleagues, University of Otago ...read more

  2008 JUN 30 - (VerticalNews.com) -- According to a study from Birmingham, the United Kingdom, "The paper examines the effect of long-term health-related and short-term social and physical antismoking information on adolescents' beliefs about smoking."

  "Findings from a UK school-based study Indicate that antismoking information about the short-term effects of smoking, such as cosmetic (e.g. yellow teeth and fingernails and smelly clothes) and fitness, have a greater impact on beliefs than long-term health-related information," wrote N. Michaelidou and colleagues, University of Birmingham ...read more