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2019 | OriginalPaper | Chapter

Exposition to Advertising Messages on Digital Media

Authors : Raquel Marques Carriço Ferreira, Rita Espanha

Published in: Digital Transformation and Global Society

Publisher: Springer International Publishing

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Abstract

New technologic environments secure to their users sophisticated exit routes to intrusive publicity. There is, actually a crescent recognition about the sophistication of consumers and the complex relationship between propaganda on the digital world. Such a position is supported by 200 million users of Ad blocking software estimated throughout the world. It seems clear that relevant, smart and attractive productions are key pieces to perpetrate advertising as a business in this environment. However, how does the social networks user synthesize these concepts? What are the motives that lead users of digital media to expose themselves to advertising messages? In view of the fact that the nature of the advertisements consumption requires a high degree of interest from the audience member for their exposure, we have conducted a study in Brazil and Portugal, developed by applying the method of Grounded Theory, firmly rooted in one hundred and eighteen in-depth interviews conducted in 2016 and 2017. The text is dedicated to introduce the three most consistent motivations categories towards exposure to advertisement, A. Information/Surveillance B. Humour Management and C. Personal Integration.

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Footnotes
1
ONU Criterion (18-24 years old).
 
2
This finding can be certified by the reports of the Brazilian Media Survey researcher [1] which demonstrates that this is the most expressive group exposed to the internet in the country, and in Portugal, in the and in Portugal, in the OberCom [2] and ERC [3] which accuse the same results, young people are the most expressive group exposed to the internet.
 
3
 
4
Thus the sample was subdivided into two age groups, 18–21 and 21–25; in five distinct social classes (A, B, C1, C2 and D), according to Abipeme (Brazil) and Marktest (Portugal) criteria, that applies this model of categorization based on variables adequate to capture local realities. The data collection took place through in-depth interviews with students from local universities.
 
5
In which the message reaches the receptor by algorithmic suggestion or the receptor deliberately searches for content about products and services.
 
6
The entertaining material can produce considerable excitation in its receptors. Its denomination refers to a unitary force that energizes or intensifies the cortical and autonomic manifestations (stimulating in particular, affective reactions) by initiating, neutralizing or altering the receptor’s mood states [7].
 
7
A variant of traditional advertising. Its characteristic is editorial content that seeks to entertain or educate, involves its own media (channel), with an interactive and captive community in which there is possibility of interaction, a qualified public that associates (subscribes, follows) for free initiative to the channel, media, and whose content is made available on the network depending on the chronology established by the content producer.
 
8
Storytelling is a narrative structure usually linked to fiction. In the marketing processes of communication, we seek to attribute meanings to brands, products or technical processes in a creative context. The production of an “emotional” atmosphere for the potential consumer can stimulate involvement and sympathy for the latter. The Coca-Cola brand, often mentioned in the study, for example, uses in its campaigns motivational and aspirational elements, attaching value to the process of personal revolution, the celebration of life on the festive dates of the official calendar or random encounters.
 
11
North American actress well known in Brazil and Portugal.
 
12
Many of the collection’s themes are juvenile.
 
13
The three pillars of a good story would then be A. a character who captivates the receptor’s sympathy: “It is a character in pursuit of a goal in the face of some challenge”; B. Appeal to emotions: “Emotion triggers decision making, the advertiser should not talk about what he does, but why he does it.” When he makes his personal story, a process of empathy is created with the audience. “Free and passionate expression” of communication in the form of a narrative full of courageous meanings.
 
Literature
1.
2.
3.
4.
Charmaz, K.: Constructing Grounded Theory A Practical Guide Through Qualitative Analysis, p. 187. Sage Publications, London (2006)
5.
6.
Zillmann, D.: The Experimental Exploration of Gratifications from Media Entertainment. In: Rosengren, R.E., Wenner, L.A., Palmgreen, P. (eds.) Media Gratifications Research, pp. 225–239. Sage Publications, Beverly Hills (1985)
7.
Zillmann, D.: Television viewing and physiological arousal. In: Bryant, J., Zilmann, D. (eds.) Responding to the Screen: Reception and Reaction Processes, pp. 103–134. Lawrence Publishers, New Jersey (1991)
8.
Ferreira, R. M. C.: Telenovelas Brasileiras e Portuguesas: padrões de audiência e consumo, Edise, Aracaju (2015)
9.
Metadata
Title
Exposition to Advertising Messages on Digital Media
Authors
Raquel Marques Carriço Ferreira
Rita Espanha
Copyright Year
2019
Book
Digital Transformation and Global Society

Print ISBN: 978-3-030-37857-8

Electronic ISBN: 978-3-030-37858-5

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-37858-5_50

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