THE PSYCHOSOCIAL IMPACT OF DIGITAL TECHNOLOGY ON THE ADVERTISING INDUSTRY: THE MIGRATION OF ADVERTISING SPENDING TO DIGITAL TECHNOLOGY

Author(s): SOFIA BRATU
sofiabratu@yahoo.com
IOANA DIANA VOLOACA
ioanavoloaca@gmail.com
FLAVIA LUCIA GHENCEA
fghencea@hotmail.com
ADELA VOICU
voicu_adelle@yahoo.com
MATEI GEORGESCU
matei.georgescu@yahoo.com
Spiru Haret University, Bucharest
Journal: Proceedings of the 1st IISHSS International Conference on the Economics and Psychosociology of Intercultural Relations in the Contemporary Mediascape
Volume: 1
Year: 2011
Full text: http://www.contemporaryscienceassociation.net
Publisher: Addleton Academic Publishers, New York

Abstract.

Overall, throughout this paper, we demonstrate the value and importance of attitude, self-esteem, and stereotype, representational images that predominate in advertising, and boundaries of epistemic communities. Callister and Stern aim to better understand how visual imagery functions in relation to expectations, and to closely review the sources of schema-based expectations commonly used in processing print advertising. Klein et al. suggest that two classes of factors may affect the communication of stereotype-consistent information: the first class of factors involves the cognitive processes affecting impression formation, while the second class of factors is the application of widely-shared communicational principles. Söderlund and Lange hold that the visual juxtaposition of a physically attractive model and a product sets in motion a process in which an attractiveness appraisal produces emotions. pp. 179–188

Keywords: psychosocial impact, digital technology, advertising industry

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