http://www.inquiriesjournal.com/keyword/advertising Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Thu, 16 Apr 2026 19:14:01 -0400 Thu, 16 Apr 2026 19:14:01 -0400 http://www.inquiriesjournal.com/articles/1820/flipping-the-cultural-script-papaya-soap-and-skin-color-stratification-in-the-philippines By Aimiel Trisha W. Casillan - Centuries of subjugation under Spanish and American colonial rule have embedded an idealistic view of white beauty in the minds of Filipinos. It continues to be deeply rooted in Philippine culture due to the constant exposure of Filipina bodies to the advertisements of the massive skin lightening industry. Papaya soap, one of the many objects produced by the industry, has perpetuated social stratification in the Philippines. In the following critique, I explore the origins of papaya soap while using a feminist consumerist lens to reveal how it has been marketed to promote a colonial mindset of... Wed, 21 Oct 2020 09:14 EDT http://www.inquiriesjournal.com/articles/1820/flipping-the-cultural-script-papaya-soap-and-skin-color-stratification-in-the-philippines http://www.inquiriesjournal.com/articles/1479/models-of-internet-monetization By David Perell - Predicting the future of the news industry begins with understanding the history of newspapers and the current news delivery landscape. Because the Internet has brought fundamental shifts to news distribution, successful organizations of the future will capitalize on the digital world's economics and scale. This study documents the recent adjustments in American newspaper distribution and predicts the business models required for news organizations to survive. This research found that the Internet will foster the development of both scale dependent and ad-supported publications and niche organizations... Thu, 27 Oct 2016 04:56 EDT http://www.inquiriesjournal.com/articles/1479/models-of-internet-monetization http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v By Kailyn Schmidt - With products available in more than 180 countries, Procter & Gamble is one of the largest global advertisers. Considering today's global marketplace, it has become increasingly necessary for multinational companies like Procter & Gamble to effectively communicate with people from diverse nations. This study examined the extent of standardization practiced by the company for its Pantene Pro-V line of products and which components are most commonly standardized or adapted. Analysis showed that Procter & Gamble practiced a moderate level of standardization, which allowed it to maintain... Tue, 31 May 2016 12:00 EDT http://www.inquiriesjournal.com/articles/1470/standardization-of-international-advertising-strategies-a-content-analysis-of-pantene-pro-v http://www.inquiriesjournal.com/articles/1359/psychological-effects-of-fitness-advertising-on-female-collegiate-athletes By Jenny Gallagher - In recent decades, research has focused on the powerful effects of advertising on negative body image. While researchers have studied how the general female population reacts to various advertising techniques, little research has been published on how female collegiate athletes are affected by fitness advertisements. This study examined how these athletes respond to fitness advertisements and which tactics generate positive responses. Based on a focus group conducted with female Division I athletes, the study found that resonating fitness advertisements must be realistic and tell a relatable story... Thu, 18 Feb 2016 04:32 EST http://www.inquiriesjournal.com/articles/1359/psychological-effects-of-fitness-advertising-on-female-collegiate-athletes http://www.inquiriesjournal.com/articles/1365/examining-social-media-and-digital-practices-among-southeastern-magazines By Jonathan Black - City magazines began to appear in American homes in the nineteenth century, but they did not truly flourish until the 1960s and 1970s. In 1981, there were eighteen magazines total in Washington, D.C., Alabama, Georgia, North Carolina, South Carolina, and Virginia. Today, there are twenty in North Carolina alone (Hayes). Like most print publications today, city magazines face a declining print product, a smaller editorial staff, and pressure for an increased digital presence. This transition has taken time, and the digital presence has slowly taken precedent and developed a steady audience. As... Wed, 18 Nov 2015 12:00 EST http://www.inquiriesjournal.com/articles/1365/examining-social-media-and-digital-practices-among-southeastern-magazines http://www.inquiriesjournal.com/articles/1366/an-analysis-of-successful-student-run-public-relations-and-advertising-agencies By Amanda Limoges - Across the nation, student enrollment in journalism and mass communication programs has continued to rise in recent years (Becker, Vlad, Tucker, and Pelton, 2006). Notably, enrollment in strategic communications has experienced a significant increase in recent years. Correspondingly, the majority of strategic communications students at Elon University, and those in similar majors at other schools, work at communications agencies after they graduate. While internships can prepare students for work in an agency, most internships are hard to get without prior experience. Like other communication-... Wed, 18 Nov 2015 12:00 EST http://www.inquiriesjournal.com/articles/1366/an-analysis-of-successful-student-run-public-relations-and-advertising-agencies http://www.inquiriesjournal.com/articles/1131/instabranding-shaping-the-personalities-of-the-top-food-brands-on-instagram By Kate Ginsberg - Instagram is a growing social media platform that provides a means of self-expression and communication through creative visuals. Businesses are responding to this trend by using it as a cost-effective marketing tool. This paper examined the accounts of the leading food brands on Instagram: McDonald’s, Taco Bell, Shredz, Ben & Jerry’s, and Oreo. Photos were classified according to 11 elements: product, person and product, people and product, humor and product, world events, recipes, campaign with no products, user-generated, regram from a celebrity, and video. They were further... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1131/instabranding-shaping-the-personalities-of-the-top-food-brands-on-instagram http://www.inquiriesjournal.com/articles/1133/faux-activism-in-recent-female-empowering-advertising By Alyssa Baxter - This study content analyzed six brands from Unilever and Procter & Gamble, whose advertisements promoted both male-targeted products and female-targeted ones. The study examined three female-empowering advertisements and three male-targeted, or “opposition” advertisements. It concluded that companies producing these female-empowering advertisements are not truly supporting the feminism activist movement, but are manipulating consumers for bigger profits with faux activism for feminism. By shedding light on this recent trend of “ad-her-tising,” this study found that... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1133/faux-activism-in-recent-female-empowering-advertising http://www.inquiriesjournal.com/articles/1136/analysis-of-promising-beacon-technology-for-consumers By Marisa Moody - To be at the forefront of innovations that push brands forward, marketers and advertisers strive to create seamless experiences amidst the ever-changing landscape of digital and mobile technologies. This research delves into the forward-thinking opportunities presented by location-based marketing technologies. Through a quantitative research survey and a review of literature on existing applications and concerns, the author explored how marketers can make the most of beacon-based communication strategies. Overall, this study found that if brands are wary of consumer hesitation and keep consumer... Sat, 30 May 2015 11:59 EDT http://www.inquiriesjournal.com/articles/1136/analysis-of-promising-beacon-technology-for-consumers http://www.inquiriesjournal.com/articles/1037/representations-of-american-culture-in-food-advertisements-in-mainstream-latina-and-african-american-magazines By Laura Van Drie - This study analyzed 54 advertisements for food products, grocery stores and restaurants in nine major women’s magazines in order to gain understanding of the values of American ethnic groups. The author divided the magazines by audience (mainstream, African-American, and Latina), and then coded the advertisements for themes like family, community, and nutrition. Food advertisements in mainstream magazines frequently emphasized that nutritious, delicious food could be part of a busy lifestyle, whereas ads in Latina magazines associated food with family, and advertisements in African-American... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1037/representations-of-american-culture-in-food-advertisements-in-mainstream-latina-and-african-american-magazines http://www.inquiriesjournal.com/articles/1038/interactive-graphic-novels-a-hybrid-advertising-technique By Mike Ayer - As web-based technologies continue to advance, marketers and advertisers are pairing up traditional advertising with new web-based techniques to create innovative ways to communicate messages. This study analyzed Interactive Graphic Novels (IGNs)-- animated, graphically illustrated or hybrid real life animation stories typically in video game format in which users are given some level of interaction with events or control over the outcome of a story. This study sought to find out if IGNs were an effective tactic for marketers and advertisers to use today. This study found that IGNs are an effective... Sun, 30 Nov 2014 12:00 EST http://www.inquiriesjournal.com/articles/1038/interactive-graphic-novels-a-hybrid-advertising-technique http://www.inquiriesjournal.com/articles/970/the-efficacy-of-guerrilla-advertising-on-public-health-issues By Kendal Cinnamon - While commercial businesses utilize guerrilla advertising regularly nowadays, the practice has crossed over into non-commercial territory: the public health industry. The purpose of this study is to assess the perceived efficacy of guerrilla advertising tactics, specifically as applied to public health issues. Based on fear appeal, sensory involvement, and environmental circumstances, three important components for measuring the efficacy of advertisements, the author created a measurement instrument called the Resonance and Impact Analysis (RIA) Scale that was used to measure three guerrilla-style... Thu, 29 May 2014 06:36 EDT http://www.inquiriesjournal.com/articles/970/the-efficacy-of-guerrilla-advertising-on-public-health-issues http://www.inquiriesjournal.com/articles/971/brand-identities-and-portrayal-of-minority-groups-in-2013-super-bowl-automobile-advertisements By Baron Smith - The fact that brands have unique identities and personalities is well known and researched. However, the extent to which a brand’s personality or identity manifest itself in advertising is less known. This study examined how brand identities were conveyed in 10 automobile advertisements from the 2013 Superbowl. It also analyzed portrayal of the women, gender roles and sexual orientation in the advertisements. A qualitative content analysis revealed that the advertisements communicated clear brand identities through storytelling, and contained stereotypical gender roles and sexualized or... Thu, 29 May 2014 06:36 EDT http://www.inquiriesjournal.com/articles/971/brand-identities-and-portrayal-of-minority-groups-in-2013-super-bowl-automobile-advertisements http://www.inquiriesjournal.com/articles/835/coupons-of-the-21st-century-the-golden-age-of-the-daily-deal-industry By Kathleen Donnelly - Since its introduction in the late 1800s, coupons have transformed drastically to appeal to the changing needs and behaviors of the common consumer. Although still existing, the classic paper coupon went digital with the introduction of the Internet. Now, companies such as Groupon and LivingSocial offer discount gift certificates in a "deal-of-the-day" format. This research focused on the unique features of daily deal promotions and the impact they have on persuading consumers to purchase goods and services. Additionally, this research analyzed how Groupon and LivingSocial use social networking... Sat, 14 Dec 2013 11:17 EST http://www.inquiriesjournal.com/articles/835/coupons-of-the-21st-century-the-golden-age-of-the-daily-deal-industry http://www.inquiriesjournal.com/articles/827/testing-the-appeals-of-feminist-ideologies-in-female-athletic-advertising By Leigh Burgess - The purpose of this study was to determine whether Generation Y women respond more to athletic ads that embodied a second-wave feminist ideology or a third-wave, post-structuralist ideology. A focus group was conducted and its findings revealed that the women's ideological preferences were not based on their generation, but their lifestyle. In other words, the Generation Y women did not unanimously identify with one feminist ideology over the other. Instead, the ideology they responded to in the athletic ads was based on their athletic lifestyle. This ultimately indicates that Generation Y females... Mon, 09 Dec 2013 02:42 EST http://www.inquiriesjournal.com/articles/827/testing-the-appeals-of-feminist-ideologies-in-female-athletic-advertising http://www.inquiriesjournal.com/articles/826/appealing-to-women-an-analysis-of-print-advertisements-in-three-womens-interest-magazines By Kelly Beane - The purpose of this study was to analyze advertisements in magazines targeting women readers and find the preferred type of appeals advertisers used. This study analyzed 590 advertisements in three women's interest magazines from October 2012 to April 2013. It was found that the top three product categories advertised were food and drink, personal care, and laundry and household products. The most frequently used appeals were performance, availability, and components/contents. This study provided details on the application of the Resnik-Stern Content Classification System and laid the foundation... Mon, 09 Dec 2013 02:23 EST http://www.inquiriesjournal.com/articles/826/appealing-to-women-an-analysis-of-print-advertisements-in-three-womens-interest-magazines http://www.inquiriesjournal.com/articles/825/examining-green-advertising-and-its-impact-on-consumer-skepticism-and-purchasing-patterns By Lindsay Richards - The twenty-first century has seen a significant increase in environmental awareness and activism, which has ultimately developed into a pro-environmental trend. Similar to previous societal trends such as cigarette smoking and fashion fads, environmentalism has recently entered the advertising world under the term "green advertising." This research aimed to identify the impact of green advertising through evaluating consumers' connection to the environment, trust in advertising and willingness to purchase green products. An analysis of 107 online survey responses indicated that consumers are generally... Mon, 09 Dec 2013 01:57 EST http://www.inquiriesjournal.com/articles/825/examining-green-advertising-and-its-impact-on-consumer-skepticism-and-purchasing-patterns http://www.inquiriesjournal.com/articles/790/pumping-steel-and-sex-appeal-message-strategies-and-content-in-dietary-supplement-advertisements By Joseph T. Ziemba - Existing in a regulatory gray area as neither a food nor a drug, dietary supplements have fierce controversies over safety and regulation. This regulatory state can create a problem if the persuasion of supplement ads convince consumers to purchase harmful products. Using Taylor's Six-Segment Message Strategy Wheel, this study analyzed the relationship between informational print ads for dietary supplements and transformational message strategies. Transformational strategies, appeals to viewer's emotions or sense of self, were used more frequently in ads than their Informational counterparts,... Sat, 16 Nov 2013 08:40 EST http://www.inquiriesjournal.com/articles/790/pumping-steel-and-sex-appeal-message-strategies-and-content-in-dietary-supplement-advertisements http://www.inquiriesjournal.com/articles/1677/women-in-american-media-a-culture-of-misperception By Taylor M. Chapman - American culture is saturated with messages propagated by mass media. What was originally created for encouraging consumerism is now being promoted to a society that is being consumed by the messages themselves. Mass media is especially harmful to women because it constructs negative perceptions of women and reinforces them on a daily basis. Actions employed by the media are not always what they seem, but instead they act as catalysts for dangerous effects on women and society as a whole. This paper will address the tools used by media against women and will analyze the consequences of their use... Tue, 05 Jul 2011 08:05 EDT http://www.inquiriesjournal.com/articles/1677/women-in-american-media-a-culture-of-misperception http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos By Catrise P. Noel - Founded in 1867 by Dr. Thomas Barnardo to help "abused, vulnerable, forgotten and neglected children," children's charity Barnardo's now helps over 110,000 children every year (Barnardo's, 2009). Although traditionally advertising has been used to "equate products with positive cultural or social experiences" (Klein, 2000, p.29), Barnardo's has abandoned such "positive" practices, alternatively opting for a "disturbing image [to present] the need for support" (Goddard, 1998, p.10) thus making its advertisements a vivid reality (Klein, 2000). As a charity, Barnardo's is subject to closer scrutiny... Thu, 21 Oct 2010 10:27 EDT http://www.inquiriesjournal.com/articles/305/shock-advertising-theories-risks-and-outcomes-analyzed-using-the-case-of-barnardos