Titlebook: Advances in Advertising Research XIV; Harder, Better, Fast Alexandra Vignolles,Martin K.J. Waiguny Book 2024 The Editor(s) (if applicable)

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,Let’s Dance a Little Bit: The Effect of Dance Scenes in Commercials on Brand Attitude,es. As a reason for this finding, we show that dance-averse people react unfavorably to dance in commercials. We provide recommendations on how to improve the effectiveness of dance scenes in ad videos.

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Analyzing Verbal Content of Political Spots in the 2020 U.S. Presidential Election,as he refrained from using a comparative or attacking tone in his political advertisements. Trump, on the other hand, utilized logical appeals more frequently than his opponent. The implications from the results were further discussed.

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Entertainment in News Media Brands: Development of a Structural Model in the USA and India that Leaubsequent findings reveal entertainment‘s mediating influence, positively impacting consumer brand satisfaction and consumer brand engagement (CBE). Moreover, consumer brand satisfaction and CBE mediate the relationship between entertainment and the intention-to-purchase news content from the branded news media website.

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The Effect of Humor in Obesity-Prevention Messages and Brand Advertising: A Biometric Study,30 obesity-prevention and brand ads were collected. While the obesity-prevention ads were more likely to motivate avoidance responses, incorporating humor resulted in positive,?approach responses to the obesity-prevention ads in a similar way to?the observed brand advertising.