Naslov
The utilisation, context and features of smile in advertising

Autori
Lukež, Ana ; Lauš, Iva ; Katić, Višnja ; Grbeša, Marijana ; Špalj, Stjepan

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
European Journal of Orthodontics / Rice, David - : Oxford University Press, 2015, E139-e139

Skup
91st Congress of the European Orthodontic Society

Mjesto i datum
Venecija, Italija, 13.06.2015. - 18.06.2015

Vrsta sudjelovanja
Poster

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
smile esthetics ; advertising strategies ; framing analysis

Sažetak
AIM: To explore the utilisation, context and features of the smile aesthetics in the newspaper advertisement, regarding the target audience. MATERIALS AND METHOD: Three examiners analysed 600 advertisements from 46 magazines of various genres and publication periods by the use of the conveniently made framing analysis form. The form consisted of 20 items, regarding presence of the people, the smile characteristics, the context of smile use, target audience, impression of success and health in both humans and advertisement. The χ2 test and analysis of variance were used in statistical analysis. RESULTS: Smile and its elements were often used in advertising (77.6% of the commercials with people present), as they connected the product or service with positive context and success (p<0.001). The advertisements with smile present were rated as more successful than those with no smile, and no people (p<0.001). Spontaneous smile was related to more successful advertisements, when compared to social smile (p<0.001). Elements of smile aesthetics (teeth and gingival visibility and exposure ; presence and extent of buccal corridors) were not related to advertisement’s success. CONCLUSIONS: Smile is often used in newspapers advertisements ; spontaneous smile contributes to the overall feeling of success and positive emotions more than the social smile. It positively influences marketing communication, although the parameters of mini smile aesthetics have not as much influence on the success of an advertisement.

Izvorni jezik
Engleski

Znanstvena područja
Dentalna medicina, Informacijske i komunikacijske znanosti

POVEZANOST RADA