Duane Varan
Biographic Data
| ID | 1654136 |
|---|---|
| NAME | Duane Varan |
| GIVEN NAMES | Duane |
| FAMILY NAME | Varan |
| SIGNATURE | VARAN D |
| AFFILIATIONS | a Senior lecturer and chair of the Marketing & Media Programme , Murdoch University , Perth, Western Australia |
| VERIFIED | No |
| TOTAL WORKS | 10 |
| TOTAL CITATIONS | 21 |
| AUTHOR COUNT | 10 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 1994 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
How to accurately measure attention to video advertising
Attention has been proposed as a replacement for ratings to better measure advertising exposure quality. Attention measurement suppliers, who are key stakeholders in this proposed shift, have primarily used eye tracking to assess how people pay attention to ads. However, other literature-supported physiological measures may be beneficial or superior for measuring attention to advertising (e.g. heart rate, skin conductance). This research used a l…
Synced ads: Effects of mobile ad size and timing
Introduction Synced ads differ from other forms of targeted advertising on mobile devices because they target concurrent media usage rather than location or predicted interest in the brand. For example, a TV-viewer’s smartphone could listen to the ads playing on the TV set and show matching social media ads. These social media ads could be timed to appear simultaneously with the TV ad, or shortly before or after. Methods This research reports a m…
A humor typology to identify humor styles used in sitcoms
The sitcom genre is one of the most enduringly popular, yet we still know surprising little about their specific elements. This study aimed to develop a typology of humor techniques that best describe the components comprising the sitcom genre. New original techniques were added to applicable techniques from previous schemes to propose a sitcom-specific humor typology. This typology was tested with another coder for inter-coder reliability, and i…
Using the P3a to gauge automatic attention to interactive television advertising
Viewing Angle Matters-Screen Type Does Not
Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads vie…
Beyond Exposure: Interactive Television and the New Media Currency
Significant effort in advertising is directed towards maximising exposure - to ensure that, for example, a broadcast audience is exposed to an optimum number of messages in a media planning schedule. 'Interactivity' as it is emerging, however, has a dramatic effect on traditional assumptions about frequency and reach (how many times the message is repeated and how extensively it is received). Interactivity potentially shifts choice back to the au…
The dynamics of dependency: A Polynesian encounter with television
The Cook Islands experience in acquiring television programming is explored highlighting push, pull and temporal factors accounting for the creation and maintenance of dependency relationships. The author situates this experience within the South Pacific region and demonstrates how the dependency relationships which have ensued cannot be reduced to ‘natural’ market forces alone. Rather, a range of strategies which TVNZ has employed to further rei…
Indigenous terrains and the threat of cultural erosion
The author explores the conflict between indigenous and academic discourse, noting the extent to which the former continues to perceive television as culturally intrusive while the later discounts this threat on the basis of a wide range of studies which have empirically examined the issue. The author revisits these studies to demonstrate that while the arguments in each study refuting any significant transcultural effects related to television h…
The Cultural Erosion Metaphor and the Transcultural Impact of Media Systems
Through paradigmatic application of geological constructs, I demonstrate the utility of applying the erosion metaphor to questions related to the transcultural impact of television. I explore four specific processes associated with such erosion: cultural abrasion, resulting from friction between the contrasting values reflected in a cultural terrain and a foreign media agent; cultural deflation, whereby least consolidated facets within a culture …
Television, culture and state: New forums for negotiating identity in the pacific
For over two decades many societies throughout the Pacific resisted the introduction of broadcast television fearing its negative cultural influences. Such fears were often prompted by the experience of American and French territories where television was introduced in the mid-1960s. To some, the advent of television in these territories was seen as a new tool of colonialism - a tool intended to assimilate islanders to American and French values …
The Cultural Erosion Metaphor and the Transcultural Impact of Media Systems
Through paradigmatic application of geological constructs, I demonstrate the utility of applying the erosion metaphor to questions related to the transcultural impact of television. I explore four specific processes associated with such erosion: cultural abrasion, resulting from friction between the contrasting values reflected in a cultural terrain and a foreign media agent; cultural deflation, whereby least consolidated facets within a culture …
A humor typology to identify humor styles used in sitcoms
The sitcom genre is one of the most enduringly popular, yet we still know surprising little about their specific elements. This study aimed to develop a typology of humor techniques that best describe the components comprising the sitcom genre. New original techniques were added to applicable techniques from previous schemes to propose a sitcom-specific humor typology. This typology was tested with another coder for inter-coder reliability, and i…
Using the P3a to gauge automatic attention to interactive television advertising
Indigenous terrains and the threat of cultural erosion
The author explores the conflict between indigenous and academic discourse, noting the extent to which the former continues to perceive television as culturally intrusive while the later discounts this threat on the basis of a wide range of studies which have empirically examined the issue. The author revisits these studies to demonstrate that while the arguments in each study refuting any significant transcultural effects related to television h…
Television, culture and state: New forums for negotiating identity in the pacific
For over two decades many societies throughout the Pacific resisted the introduction of broadcast television fearing its negative cultural influences. Such fears were often prompted by the experience of American and French territories where television was introduced in the mid-1960s. To some, the advent of television in these territories was seen as a new tool of colonialism - a tool intended to assimilate islanders to American and French values …
Television, culture and state: New forums for negotiating identity in the pacific
For over two decades many societies throughout the Pacific resisted the introduction of broadcast television fearing its negative cultural influences. Such fears were often prompted by the experience of American and French territories where television was introduced in the mid-1960s. To some, the advent of television in these territories was seen as a new tool of colonialism - a tool intended to assimilate islanders to American and French values …
Indigenous terrains and the threat of cultural erosion
The author explores the conflict between indigenous and academic discourse, noting the extent to which the former continues to perceive television as culturally intrusive while the later discounts this threat on the basis of a wide range of studies which have empirically examined the issue. The author revisits these studies to demonstrate that while the arguments in each study refuting any significant transcultural effects related to television h…
The Cultural Erosion Metaphor and the Transcultural Impact of Media Systems
Through paradigmatic application of geological constructs, I demonstrate the utility of applying the erosion metaphor to questions related to the transcultural impact of television. I explore four specific processes associated with such erosion: cultural abrasion, resulting from friction between the contrasting values reflected in a cultural terrain and a foreign media agent; cultural deflation, whereby least consolidated facets within a culture …
The dynamics of dependency: A Polynesian encounter with television
The Cook Islands experience in acquiring television programming is explored highlighting push, pull and temporal factors accounting for the creation and maintenance of dependency relationships. The author situates this experience within the South Pacific region and demonstrates how the dependency relationships which have ensued cannot be reduced to ‘natural’ market forces alone. Rather, a range of strategies which TVNZ has employed to further rei…
Beyond Exposure: Interactive Television and the New Media Currency
Significant effort in advertising is directed towards maximising exposure - to ensure that, for example, a broadcast audience is exposed to an optimum number of messages in a media planning schedule. 'Interactivity' as it is emerging, however, has a dramatic effect on traditional assumptions about frequency and reach (how many times the message is repeated and how extensively it is received). Interactivity potentially shifts choice back to the au…
Viewing Angle Matters-Screen Type Does Not
Increasingly, television content is available to viewers across 3 different screen types: TVs, personal computers (PCs), and portable devices such as mobile phones and iPods. The purpose of this study was to see what effect physical and apparent screen size has upon ad effectiveness. Using a sample of 320 members of the Australian public, we found that TV ads can be just as effective on PCs and iPods. However, controlling for screen type, ads vie…
Using the P3a to gauge automatic attention to interactive television advertising
A humor typology to identify humor styles used in sitcoms
The sitcom genre is one of the most enduringly popular, yet we still know surprising little about their specific elements. This study aimed to develop a typology of humor techniques that best describe the components comprising the sitcom genre. New original techniques were added to applicable techniques from previous schemes to propose a sitcom-specific humor typology. This typology was tested with another coder for inter-coder reliability, and i…
Synced ads: Effects of mobile ad size and timing
Introduction Synced ads differ from other forms of targeted advertising on mobile devices because they target concurrent media usage rather than location or predicted interest in the brand. For example, a TV-viewer’s smartphone could listen to the ads playing on the TV set and show matching social media ads. These social media ads could be timed to appear simultaneously with the TV ad, or shortly before or after. Methods This research reports a m…
How to accurately measure attention to video advertising
Attention has been proposed as a replacement for ratings to better measure advertising exposure quality. Attention measurement suppliers, who are key stakeholders in this proposed shift, have primarily used eye tracking to assess how people pay attention to ads. However, other literature-supported physiological measures may be beneficial or superior for measuring attention to advertising (e.g. heart rate, skin conductance). This research used a l…
Computer Science (6 works) · Psychology (6 works) · Sociology (5 works) · Advertising (4 works) · Business (4 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Digital Marketing and Social Media (3 works) · Media Studies and Communication (3 works) · Multimedia (3 works) · Political science (3 works)