Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising. / text

In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the¡ymotivation¡z. All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising. These are the findings from our research: 1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising. 2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers. 3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact. 4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers¡¦willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.

In this research, I examine selected commercial videos promoting the American corporations Coca-Cola and McDonald's in the Russian market over the period 2007-2010. Proceeding on the assumption that the selected videos are typical TV commercials utilized by these two companies in the Russian market, my major goal is to determine the ways in which the ads attempt to make the given products appealing to Russian consumers. I found that the video ads of these two corporations revealed a strategy aimed at avoiding negative attitudes against the products (and their potential profits) because of their strong identification with America and everything that America might represent to Russian consumers. This challenge is complicated because a segment of the potential market, principally young people, undoubtedly would not mind an association with American values and would generally respond favorably to American and broad cosmopolitan (foreign, non-Russian) interests. Moreover, creating ads with exclusively Russian themes (for example, from folklore) could potentially reach customers in other segments of the population less enamored of American products. The challenge facing both companies was to make a foreign product acceptable and appealing to a Russian market. The strategies they used to do this are worth examining for the sake of obtaining insights into successful advertising campaigns in Russia in particular and in foreign cultures in general. Analyses will yield conclusions that may be useful to psychologists, linguists, cultural historians and members of other disciplines involved in advertising design and business strategies.

The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.

The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed.

Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. And when browsing videos, one thing that has to be mentioned is the advertisements. The frequent presence of ads has led to the rapid growth of membership on various platforms. However, YouTube is the most popular video sharing platform in the world. This paper investigates the attitude of the Generation Z user group towards online video ad placement on YouTube. Also, this paper studies and analyzes the value perceptions of Generation Z users. Also, this paper investigates whether users are equally influenced by the experience of ads on similar video software platforms and whether they have common influencing factors. This paper focuses on the impact of three ad delivery methods on Generation Z users' experience, including skippable ads, non-skippable ads, and five-second skippable ads. This paper will use qualitative research methods to conduct one-on-one interviews with respondents to study and analyze the results.

This study has examined how young people who are in their final year of upper secondary school experience and perceive the Swedish Armed Force's advertisements by finding what the Swedish Armed Forces has chosen to represent in the two selected commercials that the study examines. Using the theory of representation along with denotation and connotation in a detailed image analysis of images taken from the respective commercials, representations have been extracted. These representations that have been found from the image analysis includes; tradition, defense, “action and the soldier” as well as “camaraderie and fellowship”. In order to get answers on how the high school students experience and perceive the representations, a focusgroup has been carried out where the students have been given different basic questions according to each theme to discuss afterwards. The theory of encoding and decoding has been used to analyze the results that have occurred based on what the high school students have answered to the various questions. The theory has been used to understand how the Armed Forces has encoded their representations and how high school students decode them if they assume a negotiating position, an opposition or if they agree with the various representations that the Armed Forces may have represented in the commercials. The results have shown that high school students mostly have a negotiating position. They can understand what is represented, however, it is mixed in what position they take. The theme of tradition, however, they could only see in relation to the graduation. Opinions and how they perceive the representation are different depending on the person, but in general it has been similar to each other. What happened and was mentioned relatively often was a form of fear for life. That is, they can risk their lives in the Armed Forces, which led to an oppositional position in certain representations. In general, high school students appreciated the Armed Forces more after seeing the commercials. High school students take a some what advantageous position around the community and educational opportunities.

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Работа посвящена осуществлению комплексного аксиологического и сравнительного анализа русской, английской и китайской видеорекламы автомобильных брендов. Объектом исследования является коммерческая видеореклама автомобилей на русском, английском и китайском языках, предметом – аксиологические, лексико-стилистические и грамматические особенности поликодовых текстов на русском, английском и китайском языках в сфере автомобильной индустрии. Цель исследования заключается в выявлении языковых средств и приемов, которые используются для передачи аксиологических особенностей в видеорекламах автомобильных брендов на русском, английском и китайском языках. Материал исследования составили 513 видеореклам со слоганами (173 на русском языке, 187 на английском, 153 на китайском).Анализ показал, что лексико-стилистические, аксиологические и грамматические особенности видеореклам автомобильных брендов на трех языках имеют значительные отличия, так как каждый язык обладает своими уникальными лексическими единицами, ценностями и грамматическими структурами. Поэтому автомобильным брендам стоит адаптировать слоганы и видеоролики под каждую из целевых аудиторий. Для этого компаниям важно учитывать не только национально-культурные особенности, но и использовать привычные для потенциальных покупателей языковые средства и структуры предложений, а также выстраивать коммуникацию на родном для потребителей языке. Для успешности и эффективности рекламного сообщения автомобильным брендам необходимо учитывать ценности целевой аудитории, а также использовать в слоганах привычные для потребителей языковые формы и структуры. / The study is focused on the implementation of a comprehensive axiological and comparative analysis of the Russian, English and Chinese video advertising of car brands. The object of the study is commercial video advertising of cars in Russian, English and Chinese languages, the subject is axiological, lexico-stylistic and grammatical features of polycoded texts in the Russian, English and Chinese languages in the automotive industry. The aim of the study is to identify the linguistic means and techniques used to convey axiological features in video advertising of car brands in Russian, English and Chinese. The research material includes 513 videos with slogans (173 in Russian, 187 in English, 153 in Chinese).The analysis showed that lexico-stylistic, axiological and grammatical features of car brand video advertising in three languages have significant differences, as each language has its own unique lexical units, values and grammatical structures. Therefore, automotive brands should tailor slogans and videos to each of their target audiences. For this purpose, it is important for companies to consider not only national and cultural specifics, but also to use language tools and sentence structures that are familiar to the potential customers. Thus, for advertising messages to be successful and effective, car brands need to consider the values of the audience and use language forms and structures familiar to the consumers in their slogans.