In the wake of the global pandemic of obesity of the young generation in Europe, with varying prevalence depending on culture and television advertising consumption, the role of marketing communications in the process needs to be re-addressed. Hence, the manner in which the food and beverages are promoted to children in various geographical settings becomes crucial concern for not only parents and teachers, but also society as the whole, represented majorly by regulatory bodies. Previous research within the theme of the correlation between TV advertising and youth obesity have focused on the reaction of children and parents to the advertisements targeting children, mostly disregarding the actual content of the ads, the level of their influence on children and specific context in which this interaction occurs.

Advertisement allows for multimodal access to sounds, colors, picture animations, and diverse symbols. Little research has reported the interrelationship among multimodality, discursive practice, and media effects in English language education. This study aims to conduct a multimodal approach to discourse analysis on the Test of English for International Communication (TOEIC) in TV advertisements and to explore the unique significance of the research methodology. The multimodality in three TV Ads (A, B, C) was investigated by referring to Halliday's systemic functional grammar, social semiotics’ visual grammar, and typography’s distinctive features. Royce’s intersemiotic complementarity was also employed as an analytic framework for the collected multimodal data from three domains (representational, interpersonal, and textual/compositional) of meaning-making schemes. It was found that different modes (language, typography, visual image) acted complementarily and efficiently to deliver the message of TOEIC: problem-solving ‘skill’ in A, financial 'support and return’ in B, and ‘AI database’ in C. Further research is also discussed, especially with regard to ‘critical’ approaches to multimodal discourse studies.

Introduction Advertisers use substantial resources to design effective multimedia ads, hoping to leave lasting remnants of brand information in the long-term memory of consumers (Wedel & Pieters, 2000). Brands use music as a way of expressing their personality and image with the public, and the sound must combine in a positive way and be in synergy with the other elements of the advertisement.(Sá, 2010). In the same way as priming concepts, there is an academic controversy on this theme in the academic literature. The explanation relies on the argument that ad music or background music is perceived initially when the stimulus happens, in a commercial for example, slowing or even inhibiting the consequent processing of branded message elements and reducing the recall to the background. The degree of this recall reduction depends on the music structural features as well as the advertised brand. (Hampshire et. al, 2010). So in this context we get to the research question: The stimulated music priming can be the induction item to brand recall advertised in a TV commercials. The purpose of this research is to analyse whether musical priming induces a greater recall of brands, with the utilization of Neuromarketing tools. Gap Gerald Gorn (1982) published "The Effects of Music on Advertising on Behaviour of Choice: A Classical Conditioning Approach" that proliferated dramatically in academic literature (as evidenced by 881 citations in Google Scholar, 266 in the Web of Knowledge in 2015. Gorns´ hypotheses have until now, been widely accepted by academia, which can be summarized as "cross modal" conditioning (in this case, a musical stimulus that influences affective responses to a visual stimulus) can effectively change consumer behaviour through a single exposure. The Gorn´s hypotheses still have relevance to the practice of traditional advertising and the current one, but they are subject to much controversy. Several authors (Allen & Madden 1985; Kellaris & Cox 1989) have argued that these effects may have been due to demand artefacts, rather than conditioned by Gorn's (1982) postulates. They cite as possible failure causes in the conclusions, for example, that demand artefacts may be the result of the presence of a non-blind experimenter, and that the research design may have explicitly related to music with the product, later corroborated by Vermeulen et al. (2014). Methodology The experiment was done in Pacífico Business School Neuroscience Lab in Lima, Peru in December 2017 with the presence of the researcher and two assistants. Research design For this research, was recruited a population of 80 millennials students (aged from 25 to 35 years old of both sex). – First, was edited six TV commercial unknown with music/jingles spots with the duration 20-30 seconds. Research equipment: In the Lab was used iMotions system through the implementation of the FACET module. Such module analyses the face images, in order to detect the movement by tension or relaxation of the muscles, identifying the Action Units (AU) after the detection of such units the correlation of the AU by the use of the Facial Action Coding System (FACS) deploys a value related with the probability of the emotion being displayed by the subject. For the registration of eye movements of the students a Tobii X2-30 device was used, with a Tobii pro3.4.8 software, manufactured by Tobii Technology (Tobii, 2014). This device works at a sampling frequency of 60 Hz and has a spatial resolution of less than 0.5º. The eye tracker was attached to a 24-inch TFT computer monitor with a maximum resolution of 1920 x 1200 pixels. Pre-test: All 80 members of the initial group in the Lab were initially stimulated the six videos, and at the same time they assures that they not recognized the spots. If positive, we asked to what TV commercial was related. From the group that did not recognize the spot we selected 40 individuals for the experiment. Another not stimulated group of 40 individuals was used as the control group in order to have external validity and reliability . Stimulus: To verify musical priming the experiment group repeated the test two other times (after 10 days after initial stimulation, to avoid short-term memories). After the experiment was asked to the participants to answered a questionnaire based on Well’s Brand Awareness scale (1993) that sought to verify the priming effect and attitude in relation to the brand. Findings Monitoring of eye tracking in real time and watching video of each participant’s session clearly revealed that in this pilot study the control group participants had a difficult time to recognize the TV commercials. The target group shown priming effect in both two spots. Average rated target group (M = 4.07, SD = 0.78) was significantly higher than control group [M = 3.57, SD = 0.94, t(135.7) = 3.47, p < 0.001].The results also suggest that music’s temporal differences provoked important priming effects. In the TD group, fixations were classified for 81.69 % (SD = 10.50) of the experiment. The overall looking duration (after filtering) did not differ between the groups (mean/SD for ASD = 10.41/1.91 s; mean/SD for TD = 11.02/1.45; t(80) = 1.437, ns). The total number of fixations (per TV commercial) was not significantly different between the groups (mean/SD for ASD = 36.05/12.10; mean/SD for TD = 45.00/22.36; ns, Mann–Whitney U Test). Similarly, the fixation rate (fixations per second) was equal across groups (mean/SD for ASD = 3.95/3.48 fixations/second; mean/SD for TD = 4.44/3.34; ns, Mann–Whitney U Test). The results inferred the power of music in priming effect. Originality/value and practical implications The utilization of neuroscience tools brought a new perspective, as stimuli reactions were observed in real time without self-related marketing and behavioural test exhaustive replicated before. Music is still an unexplained paradigm in human behaviour, but there is no discussion about its importance and business potentiality

Park Eun-ha. 2016. “Comparative Study of Linguistic Aspects Expressed in Cosmetic TV Commercials: With a Special Focus from 1960 to 1989 and from 2013 to 2015”. The Sociolinguistic Journal of Korea 24(1). 149~174. This study examines and compares characteristics of sentences, vocabularies, textual structures, and types of persuasion in cosmetics TV commercials that have aired before the 1980s (1960~1989) and in the last three years (2013~2015). The study consists of four parts, and the findings are as follows: First, in order of frequency of occurrences, “declarative sentences” ranks the first, followed by “imperative sentences” before the 1980s and “interrogative sentences” in the last three years. Word final endings reveal that nouns have been the most frequent in both periods, followed by haera style before the 1980s and haeyo style in the last three years. Second, this study examines the main topic and characteristics of vocabulary in cosmetics TV commercials. The results show that “skin” is the most frequent main topic in both periods. Remarkable topics in use indicate: “color” and “scent” before the 1980s, “moisture” and “anti-aging” in the last three years. In the use of foreign languages, alphabets have been in use for the written caption in the last 3 years, while Hangeul (Korean alphabet) were used for the written caption before the 1980s. Third, with regard to the textual structure, it is noted that the structural factors of the advertising texts were observed similarly. In the two periods under study, caption and female narrators texts have been the most frequently or mainly. Compared from 1960 to 1989 with from 2013 to 2015, male characters have appeared somewhat in the last three years while there have been no male characters before the 1980s. Finally, for the type of persuasion, “straightforward type” ranks the highest, followed by “economical type”, and “CM song type” before the 1980s, and “mixed type” among various types in the last three years.

광고는 환경에 적응적 일 때 그 효과도 충분히 발휘 될 수 있다. 그러한 환경 가운데 소비자에게 가장 장기적이고 포괄적으로 영향을 미치는 요인이 바로 그들의 문화, 즉 정서이다. 한국적 정서는 한국인의 사회문화적 가치관을 내포하는 응축된 심정의 표현으로 광고에서 감성적 공감대를 형성할 수 있는 중요한 역할을 할 수 있다. 본 연구는 한국적 정서를 활용하여 일정 기간 지속적으로 진행된 광고 캠페인을 분석하여 그 안에 내재된 광고의 메시지를 탐색하고자 하였다. 따라서 한국적 정서를 형성하는 요소를 연구하고, 연구를 통해 경제적 요소에서 한국적 정서를 대표하는 정(情)과 문화적 요소에서 유교사상에 나타난 효(孝)를 도출하여 한국적 정서가 표현된 TV광고 사례를 분석하였다. 연구대상과 범위는 오리온 초코파이 정 캠페인의 ‘선생님 편’과 ‘삼촌 편’이며, 경동나비엔 효 시리즈의 ‘소 편’과 ‘연탄갈기 편’ TV광고이다. 연구 결과 첫째, 한국적 정서로 표현된 오리온 초코파이 ‘정(情)’ 캠페인 광고는 소박하고 인정스런 내용을 자연스럽게 소화해냈다. 오리온은 초코파이에 ‘정(情)’이라는 한국 고유의 정서를 담아 소비자들이 서로 마음을 위로하는 매개체로 자리잡을 수 있도록 했다. 또한 우리 민족은 정(情)을 강조하고 정(情)이라는 한국성을 담았기 때문에 광고의 메시지를 잘 전달할 수 있었다. 둘째, 한국적 정서로 표현된 경동나비엔 보일러 ‘효(孝)’ 시리즈 광고는 ‘시골에 계신 부모님’, 그리고 ‘차가운 마음’이라는 두 명제에 속하는 처지를 이야기로 풀어내며 많은 이들로부터 효심이라는 공감을 불러 일으켰다. 또한 한국적 정서 중 ‘효(孝)’를 광고 전략으로 삼아 소비자에게 자연스럽게 상품을 인지시키는 가운데 사회적으로 다시 한 번 한국적 정서를 일깨운 광고라 할 수 있다. 한국인의 정서가 담긴 정(情)과 효(孝)에 나타난 광고는 변화해가는 사회, 문화에 따라 소비자에게 한국적 전통문화와 정서를 유지시켜 주는 단초(端初)를 제공한다. 동시에 사회적기여 측면에서 문화 창조로서 한국적 정서가 담긴 광고의 기틀을 마련할 수 있을 것이다.

본 논문은 패러디한 광고중에서 영상문화의 중요한 위치를 점하고 있는 TV광고(CF : Commercial Film)로 한정하여 그 효과를 분석하였으며 이를 위해 기존의 TV광고 중심의 논문과 참고자료를 활용하였다. TV광고만을 대상으로 하였기 때문에 패러디광고의 전체개념으로 확대해석하기에는 무리가 있다. 논문의 연구 목적은 패러디의 개념과 유형의 연구에서 도출된 이론을 중심으로 TV광고에서 패러디가 어떠한 방식으로 존재하는지 그 표현 형태를 알아보고 광고가 패러디로서의 의의를 갖기 위하여 갖추어야 할 조건을 텍스트성 조건을 바탕으로 점검해 보며, 이에 따른 효과적인 패러디광고를 고찰해 보는데 있다.