We expand our horizons, in this issue, to consider global and technological challenges for advertising.
Our lead article, “An Assessment of Advertisements for Controversial Products in Lebanon: The Influence of Gender” by Maya F. Farah and Lamis El Samad, presents an extensive survey of how the Lebanese perceive and evaluate ads for controversial products, from goods related to sex, politics, and addiction, to health and care. The authors comment that there is a strong gender dimension to these perceptions, with women regularly expressing stronger disapproval than men. These insights into a population that has scarcely been studied before is invaluable to international advertising research.
Our second piece considers the changing publishing landscape in the age of digital advertising. In a revealing interview, Michael Brunt and Tom Standage from The Economist comment on the development and launch of their latest digital experiment: the Espresso app. The Economist’s relationship with advertising characterises a movement that remains sceptical of advertising’s reliability as a revenue model. With the launch of Espresso, the magazine continues to explore avenues to remain relevant and profitable on the basis of subscription numbers.
Finally, Astrid Van den Bossche reviews The Handbook of International Advertising Research, edited by Hong Cheng. A handy starting point for researchers and practitioners interested in the challenges and opportunities of advertising research in a global context, the book sets out to delimit the field.
Linda M. Scott
Copyright © 2015 AEF. All rights reserved.