Recently, there are some outdoor floor advertising lighting devices as one of the active marketing methods. However, for outdoor use, there are many restrictions due to the Outdoor Advertisement Act, according to requiring high-output heat generation, waterproofing, and AC power, etc. The purpose of this study is to develop a Duo Light product optimized for indoor use through publicity and information guidance in normal times and automatic evacuation route guidance display in case of disaster, in conjunction with disaster safety. To that end, patent search and patent association analyses were conducted, and a comparative analysis with commercial products was conducted as a case study. In addition, prototypes were designed and produced through the review of operation principles, where field environment surveys and self-tests were conducted. Also, technology roadmaps were presented by preparing plans for expandability and advancement of products. For the analysis of technology commercialization, the feasibility of technology commercialization was examined through the analysis of Jolly’s Model and Lean Canvas Model. The results of this study will be able to contribute to minimize human damage through the effective response to disasters, which can increase the effect of indoor advertising by using the proposed indoor floor advertising lighting device in advertising and disaster situations.

Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

The purpose of this research is to examine the effectiveness of egoistic and altruistic claims in organic cotton apparel advertising. We examined how those claims can influence attitudes toward the product, attitudes toward the brand, and purchase intentions.

As in its early development, metaverse has become a popular marketing topic with broad participation among marketers and consumers. Due to the global pandemic and lockdowns that hit offline marketing channels, people seek online and virtual interactions (Taherdoost, 2022). It accelerated the changes in consumers’ habits and participation in digital media. The term metaverse was first introduced in 1992 in a Sci-Fi Snow Crash (Stephenson, 1992), describing a space where users can join as avatars through terminals with virtual reality features (The Economist, 2020). And with the development of web3, metaverse has evolved into a hyper-connected online universe. Kim (2021) defines the metaverse as the network of virtual environments where individuals can communicate and interact with one another and objects in real-time using their digital representation or avatars. Brands lead and help consumers to find ways to enter the metaverse space, accelerating mainstream adoption. Philipp Plein, a Swiss fashion brand, purchased 65 parcels of land with 1.4 million dollars in the metaverse platform Decentraland with about 800,000 registered users (Hiken, 2022).

A typical consumer is exposed to more than 5,000 advertisements per day (Story 2015) by exposure to around 500 advertising messages before ending breakfast (Marshall, 2015), and it is impossible for consumers to remember most of the advertisement images and messages. Thus, one consistent yet not thoroughly investigated question for advertisers is how advertisers draw consumers' attention by differentiating their brand from competitors' brands. One suggestion from academia is making more "creative" advertising (Dahlén et al., 2008; Lehnert et al., 2014; Rosengren et al., 2013; Smith et al., 2008). However, it is still questionable the exact meaning of "advertising creativity," and the effects of creative advertising on consumer evaluation have not been fully investigated the effects of creativity in advertising evaluation by considering various boundary conditions. The objective of this research is to redefine advertising creativity, to understand how advertising creativity shapes consumers' evaluation, and how these effects are moderated by the different types of boundary conditions, such as industry category, by analyzing more than 100,000 advertising images and copies using a cutting-edge transfer learning technique. The results of the transfer learning algorithm indicate that both cognitive dimensions (e.g., novelty of image) and affective dimensions (e.g., awe and coolness) simultaneously affect the consumers' perception of the advertising creativity, and the current algorithm enables to detect of creative advertising image with 92% accuracy rate.

Emotion AI, a subset of AI that measures, understands, responds to, and elicits human emotions, is an emerging area that has great potential for advertising research and practice. Studies on the applicability of emotion AI in advertising and marketing have been growing in academic journals. This rapidly burgeoning scholarship creates a need for advertising scholars to comprehend the current status of the research on emotion AI in advertising as well as opportunities and challenges that this new technological development will bring to. Thus, this study aims to offer an overview of research on emotion AI in advertising to identify the scope of existing research, gaps in knowledge, and opportunities and challenges that lie ahead.

Synced advertising (SA) has grown in popularity due to its ability to facilitate multitasking and personalize ads to the media content users consume. Research on the effects of SA has been limited, but it has been suggested that repetition and personalization with SA will lead to a stronger, lasting impression. However, there are concerns that SA could be perceived as intrusive and lead to privacy issues. This study seeks to explore how the consumer paradox between perceived relevance and privacy concerns may affect the outcome of the advertisements.

Compared to the prevalence of advertising targeted at teens, our understanding of their vulnerability to advertising has been limited due to the cognitive/developmental view adopted by most previous research. However, cognitive development is not the most significant aspect that differentiates adolescents from adults. Adolescence is when teenagers start to take on more responsibility in defining themselves and become more skilled at using consumption to construct and signal their identity. On one hand, teens have a growing desire to express their unique identity as autonomous and distinctive individuals, separate from their family and differentiated from others. On the other hand, they are nearly obsessed with what others think about them, striving to belong to a group and feeling devastated by signs of disapproval from peers. This conflict between the need for assimilation and the need for differentiation is especially pronounced during adolescence when teenagers increasingly seek the approval of their peers while expressing their uniqueness. As a result, their sense of self is in a constant state of flux. This "shaky" self-identity has been shown in previous research to coincide with low self-esteem, which is associated with a high level of materialism.

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

In the current study, we directly measure consumers’ physiological responses (i.e., brain waves via electroencephalogram [EEG]) to advertising stimuli (digital storyteller vs. human storyteller) to confirm the narrative transportation process of storytelling immersion.