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1
Slater, D. R. "Advertising as a commercial practice : Business strategy and social theory." Thesis, University of Cambridge, 1985. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.373703.
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Ghaffari, Mahsa. "Unravelling the process of creativity in advertising : a praxiological approach." Thesis, University of Bath, 2016. https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.698996.
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The purpose of this thesis is to examine the process of creativity in advertising from a practice-based perspective and illustrate the dynamics and relations between practices that can constitute this phenomenon. A nine month long ethnographic study was conducted in the context of an international advertising agency in Iran, where the organisational aim of doing being creative is in contradiction with the broader social system of the country which largely promotes conservative thinking. Such tension makes practitioners aware of their intertwinement with the practices involved in the creativity process and thus it is easier for them to reflect on what they are doing (Sandberg and Tsoukas 2011). This setting thus provides a good platform to capture the logic of practices. By drawing on Schatzki’s (1996) theories of practice, the everyday practices of creatives, their interaction with other members of their advertising agency, their clients and audiences as well as with existing advertising and ideas within the social and situational milieux from the start of a campaign until receiving approval are examined. The findings indicate various stakeholders participate in the process of creativity in advertising, such as creatives, other ad agency members, the client, the campaign’s audience, and the governmental officers, all of whom can have different requirements and preferences. While prior literature makes valuable contributions to our understanding of creativity in advertising agencies, in particular related to the important features of the creative outcome, the environmental factors that hinder or foster creativity and the people involved, particularly those individuals that are responsible for delivering creativity, their traits and personalities, we lack an understanding of its process and the recursive roles of environmental and structural factors that can shape and be shaped by the process of creativity in advertising. The present study contributes to this literature by adopting a practice lens revealing the process of creativity in advertising to be entwined in relational/socio-material practice, be the alignment of different preferences of various stakeholders, and be a cumulative process. In addition, techniques for pursuing different end tasks are explored and practices are found to be carriers of culture, and the internal and external rewards in practices are found to be the perceived competences of a practice and the embracing of the identity of a practice respectively. Finally, some managerial implications based on the outcomes of this research are proposed. These cover the establishment of practice-based guidelines with a corresponding reward system for evaluating creativity in advertising, introducing an appropriate physical layout and structures for ad agencies that can enable the alignment of various objectives and avoid potential tensions, providing a comprehensive induction and training for staff, ensuring an organisational flat structure as well as deploying collaboration as the most appropriate type of leadership for controlling creatives.
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Foster, Stuart. "Encounters between theory and practice : semiotic and pragmatic principles in advertising." Thesis, Sheffield Hallam University, 2017. http://shura.shu.ac.uk/18155/.
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Advertising has long been of interest to semiotic, linguistics and pragmatic theorists including Barthes (1957; 1977), Williamson (1978), Myers (1994), Cook (2001) and Tanaka (1994). Marketing scholars, including Brierley (2002) and Beaseley (in Beaseley & Danesi, 2002) show a reciprocal interest in the potential for semiotics to advance their discipline, but there is no apparent awareness of theories of pragmatics or its relevance to their field. While semiotics offers a tool in understanding how meaning is conveyed through linguistic and non-linguistic signs, pragmatics focuses upon language, speaker intentions and the interpretation of utterances in context. This study compares these two approaches in understanding the creative processes involved in the design of advertisements. Universities and professional bodies were contacted to ascertain whether these subjects were taught to prospective and practising advertising professionals and, if so, what was the precise content. Considerable variation is found between institutions, ranging from no input to a moderate level of input in semiotics; pragmatics is absent in the syllabus. Where semiotics is taught, it is confined to using theories to deconstruct selected advertisements rather than employing semiotic principles as a design technique. In addition, five copywriters are interviewed to ascertain their awareness of semiotics and, more generally, the creative processes they adopt. While a vague knowledge of the theories is reported, and some appreciation of their possible relevance to the industry, practitioners make no attempt to apply semiotics systematically in their design practices. There is evidence of an awareness of the effects of signification and context which aligns with the theoretical frameworks, although this alignment can be explained more through intuition and job experience than a conscious application of theories. It is recommended that further research should be conducted into the value of teaching semiotics to marketing students, that an applied semiotic method is developed specifically for students of advertising and that consideration is given to incorporating aspects of pragmatics into their training.
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Mortimer, Kathleen. "An analysis of the practice and theory of the advertising of consumer services : creation of a framework for effective advertising." Thesis, University of Bedfordshire, 2003. http://hdl.handle.net/10547/622135.
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The objective of this study was to establish whether consumer services need to be advertised differently from goods and, if so, in what way. A review of the services advertising and the general advertising literature revealed discrepancies between not only the services advertising theory and generic advertising theory but also between services advertising theory and services advertising practice. Exploratory research and a further literature review were undertaken to investigate the rationale and any justification for these inconsistencies. The programme of research culminated into a services consumer behaviour and advertising framework that was tested and verified. Phase one of the empirical research consisted of two pieces of exploratory analysis, which examined the UK advertising industry from different angles to establish how consumer services are advertised. Firstly, a content analysis of 270 service and goods advertisements was performed to compare the amount and type of information they contained. Secondly, nine in-depth personal interviews with advertising practitioners were conducted to explore their views on how services should be advertised. A discussion of the findings from the exploratory research and a further literature review led to the development of fourteen hypotheses. Phase two also comprised of two pieces of empirical research. Firstly, the hypotheses were tested by undertaking a questionnaire survey, which explored the buying behaviour of 400 consumers who had recently purchased a variety of different consumer services. The results from the survey were then utilised, alongside further advertising literature, to create advertising guidelines which were compared with the executional tools utilised in a selection of award winning, successful service advertisements. The final framework classifies services into four groups: high involvement utilitarian, high involvement experiential, low involvement utilitarian and low involvement experiential. The buying behaviour relevant to each category in terms of information search and evaluation is provided. In addition, the influences of motivation and opportunity as well as the involvement dimensions i.e. importance and interest, are included. The framework also contains appropriate advertising appeals and specific executional guidelines for each classification.
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Klokow, Nicole Ann. "Hijacking feminism: representations of the new woman in South African television advertising practice." Thesis, Nelson Mandela Metropolitan University, 2005. http://hdl.handle.net/10948/381.
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This study examines the extent to which feminism has been appropriated by the consumer culture. As the relationship between consumerism and patriarchy continues to dominate global economic and social practices, this appropriation points to a denial of the social and political importance of the feminist movement. An acknowledgement of our own complicity in the perpetuation of a sexist, racist and classist ideology – along with an understanding of the complicity of the media – is crucial in explaining relations of domination within our society (Thompson 1990). A study of television advertising practice allows us to “explore meaning as a social product, enmeshed in webs of power” (Jordan and Wheedon 1995:543). Consumer ‘freedom’ is the compulsory freedom (Slater 1997), as we buy as many symbols as products. This study shows that for all the ‘strides’ feminism has made, media images of women are largely traditional, prescriptive (although an ironic distance is often implied) or overtly sexualised. Feminism is never mentioned, as women’s gains are presented as ahistorical in a ‘post-feminist’ world. Third wave feminism is an attempt to embrace all feminisms and feminists, working to inject some substance and truth behind advertising’s feminist veneer.
6
Kerchhoff, Dominique. "False advertising and consumer protection in South Africa." University of the Western Cape, 2020. http://hdl.handle.net/11394/7825.
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Magister Legum - LLM<br>Deceptive advertising, which is also known as false advertising, refers to a manufacturer making use of confusing, misleading, or blatantly untrue statements to promote a particular product or service. The phrase ‘false, misleading or deceptive’ was apparently adopted from North American legislation. It is important to begin by defining these key terms that are frequently used in this thesis. A ‘false’ representation means giving wrongful or incorrect information to someone. A ‘misleading’ representation can be defined as one that leads someone astray, or causes someone to have an incorrect impression or belief. A ‘deceptive’ representation is similar to a misleading representation because it is aimed at deceiving the consumer which ultimately leads to the consumer making an error in judgement. These terms are very similar to each other but there are subtle differences between them. Representations are often misleading or deceptive by virtue of it being false. A representation can, however, also be true yet still be misleading or deceptive.
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Leon-Najera, Pedro Giovanni. "Privacy Notice and Choice in Practice." Research Showcase @ CMU, 2014. http://repository.cmu.edu/dissertations/477.
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In the United States, notice and choice remain the most commonly used mechanisms to protect people’s privacy online. This approach relies on the assumption that users provided with notice will make informed choices that align with their privacy expectations. The goal of this research is to empirically inform industry and regulatory efforts that rely on notice and choice to protect people’s online privacy. To do so, we present a set of case studies covering different aspects of privacy notice and choice in four domains: online behavioral advertising (OBA), online social networks (OSN), financial privacy notices, and websites’ machine-readable privacy notices. We investigate users’ privacy preferences, information needs, and ability to exercise choices in the OBAdomain. Based on our results, we provide recommendations to improve the design of notice and choice methods currently in use in this domain. In the context of OSNs, we explore the effect of nudging notices designed to encourage more thoughtful disclosures among Facebook users and recommend changes to the Facebook user interface aimed to mitigate problematic disclosures. We demonstrate how standardized notices enable large-scale evaluations and comparisons of companies’ privacy practices and argue that standardized privacy notices have an enormous potential to improve transparency and benefit users, privacy-respectful companies, and oversight entities. We argue that, in today’s complex Internet ecosystem, an approach that relies on users to make privacy decisions should also empower them with user-friendly interfaces, relevant information, and the tools they need to make privacy decisions. Finally, we further argue that notice and choice are necessary, but not sufficient to protect online privacy, and that government regulation is necessary to establish necessary additional protections including access, redress, accountability, and enforcement.
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Henderson, Vince. "Direct response advertising - direct marketing : evolution, not revolution : an analysis of the theory and practice of direct response advertising within the context of the historical development of mass media advertising." Thesis, Queensland University of Technology, 1989. https://eprints.qut.edu.au/35993/1/35993_Henderson_1989.pdf.
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The major aim of this dissertation is to attempt to
determine whether Direct Response Advertising (DRA) is a distinct
discipline of communication practice within the advertising
industry rather than a natural evolution of general advertising
practice which has developed gradually, particularly over the
last three hundred years. A secondary aim is to relate
historical international experience in DRA to the current status
of DRA in Australia and from there to speculate on possible
future developments in the industry. The dissertation initially
examines aspects of DRA which include its definition, historical
origins and theoretical base and structure. From there, the
conditions which have stimulated and assisted DRA growth are
considered. These conditions fall into two main areas
escalation of media 'de-massification' and community attitudes
towards DRA practice.
and recorded community
The evidence for media 'de-massification'
attitudes is
countries which are more actively using
largely
DRA.
held
The
by those
predominant
users are the United States of America (USA), the United Kingdom
and Europe. Additional evidence is available from Australia,
which while not yet a major practitioner in DRA, is the focus
of attention in this paper. Having established the national and
international position of DRA, the next section reviews the
historical progress of mass media advertising (HHA). That
progress draws heavily on cultural, social,
technical changes which have which affected
economic and
communication practices.
iv
The developments which are common to MMA and DRA and
fundamental to their theory and execution are noted. The
concluding sector of the paper relates the structural aspects of
DRA to classical and contemporary communication models and a
communication model for DRA is proposed. The emphasis of
examination is deliberately biased towards the communication
component of the subject. This does not mean that factors other
than communication are ignored. Indeed the communication content
must take into account market and social considerations, but it
is beyond the scope of this dissertation to probe as deeply into
areas other than communication. Finally the dissertation
speculates on future directions for DRA, including matters of
privacy, media usage and industry structural change.
The value of this study should lie in its status as a
coherent study of DRA in Australia,
as practised elsewhere in the world.
within the framework of DRA
It should provide a useful
background for further, more focused studies of DRA.
9
Reznichenko, Alexey [Verfasser], and Paul [Akademischer Betreuer] Francis. "Private-by-Design Advertising and Analytics: From Theory to Practice / Alexey Reznichenko. Betreuer: Paul Francis." Kaiserslautern : Technische Universität Kaiserslautern, 2015. http://d-nb.info/1065670028/34.
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Gregory, Judy. "Information design in public relations practice : how public relations practitioners talk about their work." Thesis, Queensland University of Technology, 1997. https://eprints.qut.edu.au/36306/1/36306_Digitised%20Thesis.pdf.
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Studnička, Tomáš. "Rozbor problematických reklamních kampaní." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-150276.
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In the Czech Republic, advertisement is regulated by legislation and by the Czech Advertising Standards Council, which supplements the legislative requirements for advertising with an ethical dimension and establishes respective ethical rules through the Code of Advertising Practice. It cannot legally enforce compliance with the Code and therefore promotes self-regulation in this matter. The aim of this work is to analyze problematic advertising campaigns in the Czech Republic and to explain how the regulation of advertising is applied in practice. We present an analysis of campaigns which largely exceeded the limits set by the Code. The work should contribute to the understanding of why these infringements occur and how they could be prevented.
12
Rony, Mahbubul hasan. "Working from home: adaption, challenges, and recommended practice on a crises : a qualitative study in Bangladesh." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98450.
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Bangladesh is the world's seven most populous country and its population with the average of 1000 people per square kilometer throughout the country. More than anything the country is facing unprecedented challenges due to Covid-19 pandemic. As of facing this unprepared challenge, the Government had to lockdown the country and the employees had to start working from home considering the situation and safety concerns. However, unlike the developed countries, the working from home scenario in Bangladesh is far more difficult as the concept is completely new. The difficulties are particularly seen in the advertising agency where the working culture needs to be collaborative. In addition to that, lack of preparation, shortage of right tools and support and overall, the new teleworking condition have turned the process overwhelming and complicated for the advertising agency employees. The purpose of this research is to explore the adaptation process of Advertising agencies during Covid-19 in Bangladesh. The research was qualitative in nature with an interpretivist perspective. As a deductive approach the concept of virtual work and its critical components were researched and later as an inductive approach email interviews with advertising agencies were conducted to discover and develop empirical understanding around the research topic. Through research it was discovered that the current work from home adaptation process has several shortcomings, without providing the required and special conditions for employees’ wellbeing and motivational factors. In addition to that, there is no adoption of any new collaborative tools that were found for the creative teams apart from the general communicative tools.
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Greene, Hayley Rose. "The practice of mobile phone advertising in Japan: A grounded theory approach to looking at consumer perceptions." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28354.
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This research examines consumer perceptions towards the practice of mobile phone advertising in Japan. The research follows a grounded theory approach, guided by Strauss and Corbin (1998). The primary research was conducted in Tokyo. It was found that in Japan's technologically advanced society, advertisers desired to reach consumers on their 3B mobile phones. However, use of these devices differed among demographic segmentations and consumers held unfavourable views towards the overload of irrelevant incoming ads. As a result, the recommendations made for the Japanese mobile advertising industry were: (1) for advertisers to use Bayesian Networks to create highly targeted ads; (2) to improve communication between advertisers and mobile phone engineers, and (3) to discontinue lacklustre text only ads and create innovative multimedia ads. This research contributes to the literature on new media advertising by providing insight into an important component of the mobile phone advertising phenomenon: audience research.
14
Garcia, Steven R. "Understanding Affluence through the Lens of Technology: An Ethnographic Study toward Building an Anthropology Practice in Advertising." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1062859/.
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This thesis describes a pilot study for a new cultural anthropology initiative at Team One, a US-based premium and luxury brand advertising agency. In this study, I explore the role and meaning of technology among a population of affluent individuals in Southern California through diaries and ethnographic interviews conducted in their homes. Using schema theory and design anthropology to inform my theoretical approach, I discuss socioeconomic and cultural factors that shape these participants' notions of affluence and influence their presentation of self through an examination of their technology and proudest possessions. I put forward a theory of conspicuous achievement as a way to describe how the affluent use technology to espouse a merit-based model of affluence. Through this model of affluence, participants strive to align themselves to the virtuous middle-class while ascribing moral value to their consumption practices. Lastly, I provide a typology of meaningful technology artifacts in the affluent home that describes the roles of their most used tech devices and how each type supports conspicuous achievement.
15
Weed, Amanda J. "Bridging Advertising and Public Relations Pedagogy and Practice: A Mixed-Methods Analysis of Education Objectives and Industry Needs." Ohio University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1529687320594136.
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Blackman, Derek Louis. "All these things." Thesis, University of Iowa, 2015. https://ir.uiowa.edu/etd/1549.
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This collection of work grew from a guided journey and an exploration of ideas that has not only encouraged my growth as an artist, but as a responsible citizen sharing this world with others. Over the duration of this evolution I have become increasingly attentive to what I feel is our collective manufactured existence; the things that we produce and the influence that this production has on our lives. From the built environment, material and immaterial commodities, advertising and marketing, consumption, sustainability, etc., all these continuously shifting factors act as constants in our lives and shape our psychosocial development.
To better understand this, I have delved into looking at both myself and others for evidence of the various effects from living in a consumer culture. Drawing also from extensive research in the history of as well as contemporary theories on production, mass media culture, addiction, exploitation of people and resources, and the growth of technology, I look to increase not only my own awareness on these subjects, but to also educate others.
My process of making work is a meditation in order to better facilitate inspection intertwined with introspection. A finished piece becomes an externalization of this effort, but not as a conclusion. The various mixed media included in All These Things is the culmination of an ongoing search that encourages conversation and further evaluation of our roles in a commodity culture. By coming at this multi-faceted topic from different directions, I am offering a radial view into the many possible considerations for what it means to be a consumer and how this affects us all.
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Griffiths, Claire. "Call on me : the cell phone : a multi-media tool of communication amongst South African youth and how it can be used to platform youth stories for media and advertising." Master's thesis, University of Cape Town, 2007. http://hdl.handle.net/11427/8121.
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Includes bibliographical references (leaves 75-80).<br>This media dissertation researches the cell phone's actual and potential role as a multimedia tool of communication amongst South African youth and looks at how it can be used to platform youth stories for media and advertising. The youth's connection to the cell phone has come to mean so much more than its actual technological functions. This media dissertation investigates the cell phone phenomenon amongst the youth of today, by looking at both local and international trends, with a more intimate focus on the current trends amongst the South African youth. It will look at the sociology of the cell phone and the culture surrounding it. It will then consider new technology and how the cell phone's role may also be a tool for leapfrogging in South Africa. It is also important to consider the negative connotations that arise with the cell phone's infiltration amongst the youth.Through analysis of recent research about the cell phone's impact on the youth here and internationally, two opposing media directions are identified: the cell phone as a tool in marketing and advertising; and the cell phone as a tool in investigative journalism. By analyzing two different areas, this media dissertation creates a broad and holistic understanding of the cell phone's potential functions through a strong literature review. Firstly, the cell phone's function in marketing and advertising will be analyzed. This media dissertation will take into account the youth market in South Africa through a case study of one of South Africa's strategic consultancy companies: Instant Grass. Through a close look at the youth market now, it will be possible to create a greater understanding of the current trends and how to capitalize on these trends. In terms of marketing and advertising, this media dissertation then discusses an advertising exercise with a youth group studying Film and Media Studies at the University of Cape Town. Secondly, the cell phone in terms of media and investigative journalism will be analysed through fieldwork done with etv's 3rd Degree. This media dissertation looks at how the cell phone could be used as a tool for youth stories by looking at the parameters involved in creating investigative stories. This chapter also takes a look at the issue of citizen journalism in the digital publishing world today and the rate at which cell phone technology is spurring this development on.
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Daugherty, Matthew Lane. "Small Business Marketing Strategies for Physical Therapy Practice Owners." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6196.
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The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were collected through semistructured interviews, online company marketing materials, and archival company documents. Yin's 5-step analysis guided the data analysis process: (a) collecting data, (b) grouping data into codes (c) grouping data into themes (d) assessing the themes, and (e) developing conclusions. Member checking, transcript review, and triangulation were used to validate the study data. The 5 study themes were brand awareness, relationship marketing, perceived quality, social media and online marketing, and word-of-mouth marketing. The implications of this study for positive social change include the potential for economic growth in the physical therapy practice market, as well as improved patient access to physical therapy services through a greater number of physical therapy practices.
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Gagner, David. "Sustaining Dental Practices Longer Than 5 Years." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2484.
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Dentists graduate dental school ready to practice dentistry, but 85% do not feel prepared by the dental school to open and manage the operations of a general dental practice. General systems theory grounded this multisite case study. The research provides information on 3 solo practitioner dental practices that sustained beyond 5 years in the Washington, DC suburbs. At each operating practice, the dentist who owned the practice and 1 employee that also worked at the practice during the first 5 years were interviewed. The dentist provided marketing documents used during the first 5 years of the practice operations. Data triangulation was used to ensure the trustworthiness of the analysis of the data from the interviews and documents collected. The data collected was analyzed using coding, establishing nodes, and creating mind maps to identify 5 themes. The themes included working hard to provide dental care and relieve pain, marketing to ensure potential patients had the practice contact information when they needed it, learning continuously to improve the practice operations, putting patient's health before practice profits, and minimizing debt. The implications for positive social change for residents of the Washington, DC suburbs include the potential to receive the needed dental care and pain relief they need because dentists who learn from this research will stay late and return to their practice to treat patients who found the dentist's contact information from their marketing. The implications for positive social change for owners of dental practices include building a sustainable dental practice by implementing these research findings that include working hard, marketing, continuous learning, putting patients health first, and minimizing debt.
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Vohralíková, Barbora. "Vliv reklamy na děti." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76668.
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My thesis attends tp issue of advertising and action at children. For this time being, when advertising is looking for new ways how to address the potential customers, when the sale of the products is one of the main power at current society and when the pressure is gworing so, that causes the genesis of social-pathologic effects, it is necessary to know as much as we can about different forms of advertising actions, used technologies and potential impacts. My thesis is divided into two main parts - theoretical and applied. Theoretical part describes the meaning of the advertising, look about the history of advertising, mention basic principles of communication in advertising and offer one of the aspect of its purpose at current society of presperity. Also my attention has been paid to current trends in advertising psychology. The thesis deals with effects of perception, attention, memory and forgetting on advertising effectiveness. Applied section is trying to find by using quantitative research the response to basic question (what is the effect of advertising on children), how this effect is changing according to the age group. The results of the marketing research are analyzed in this section as well.
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Bergqvist, Jimmy, and Jens Ingelstedt. "Advertorials; an effective or destructive marketing practice? : The effect of advertorial deception on irritation, credibility, and attitude, both for the advertiser and the advertising medium." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entreprenörskap, Marknadsföring, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-14229.
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The thesis explores advertorials, advertising made to look like editorial content, from a consumer behaviour perspective. Introduction Consumers are exposed to a staggering amount of advertisements each day. This so-called advertising clutter makes it difficult for marketers to reach the consumer. Therefore, in the late 1980’s marketers started to use unconventional ways of advertising. One of these was the use of advertorials, a form of advertising that borrows the appearance and other features from editorial material. Problem discussion Since advertorials are made to look like editorial material, but is in reality an advertisement, it is of interest for researchers and practicing marketers alike to know what effects using them has on the brand. Previous research differ in the view on advertorials; some claim that it is a good way to advertise as it is seen as less intrusive and irritating, while others say that the deceptiveness makes people irritated. Purpose Through a quantitative case study of Aftonbladet.se, a Swedish news website, from a consumer perspective analyze the effects the level of deception of online advertorials have on 1) brand credibility, and 2) the irritation level, on both the medium and the advertiser. Also, 3) to thereafter examine if possible alterations in irritation and brand credibility trigger changes in brand attitudes towards medium and advertiser. Background Newspapers have long been dependent on the revenue from advertisement sales, even more so since the emergence of free newspapers and news web sites. With this in mind, the importance of advertorials stands clear. In the on-line world, where readers jump from article to article and from site to site, the advertorials play an important role in “catching” the reader and make him/her stay on the site. Moreover, advertorials is one of the formats of on-line advertising which commands the highest revenues. Frame of reference The on-line context provides additional ways of deceiving a consumer, in comparison with print media. Therefore, the frame of reference focuses on previous research on the effects the deception can have with a consumer and the perception of the brands included; irritation, brand credibility, brand attitude, likeliness to return to site, and advertising avoidance. For later testing, 11 hypotheses were defined. Method The study uses a mixed method approach, with both quantitative and qualitative data. An experiment, with one control group and two different manipulations formed the basis for the data collection. 19 out of the 103 participants in the quantitative study were asked to participate in the qualitative study as well. Analysis As the distribution of the data was found not to be normal, the Kruskal-Wallis test was used to test the hypotheses. All hypotheses but one were accepted. Further, to explore the relationship between variables, hierarchical multiple regression analysis was also performed. Conclusion It was not possible to prove that a higher level of blend-in decreased credibility of any of the two brands, neither does induce more irritation. It was also not possible to discern a statistically significant effect on the attitude towards the brands, likeliness to return to Aftonbladet.se, or future avoidance of adverts by Volvo. However, several of the participants of the interviews expressed concern over the long-term effects the use of advertorials may have on the brand of Volvo. Further, advertorials are definitely highly deceptive, and almost half of the respondents did not realize they were reading an advert even at the lowest level of blend-in, which is currently used by Aftonbladet.se and Volvo.<br>Avhandlingen utforskar advertorials, reklam kommer att se ut som redaktionellt innehåll, från en konsument beteende perspektiv. Introduktion Konsumenter exponeras dagligen för oerhörda mängder reklam. Detta gör det svårt för marknadsförare att nå konsumenten. Sedan slutet av 1980-talet har vissa marknadsförare därmed börjat använda okonventionella metoder för reklam. En av dessa är användandet av ”dolda annonser”, en form av reklam som lånar utseende och andra funktioner för att smälta in med redaktionellt material i tidningar, på webbsidor och så vidare. Problemdiskussion Eftersom ”dolda annonser” är gjorda för att likna redaktionellt material, men i själva verket är en annonser är det av intresse för både forskare och praktiserande marknadsförare att veta effekterna användandet har på deltagande företags varumärken. Tidigare forskning skiljer sig i synen på dessa ”dolda annonser”, vissa hävdar att det är ett bra sätt att göra reklam, eftersom det ses som mindre påträngande och irriterande, medan andra säger att dess vilseledande natur faktiskt gör människor uppretade. Syfte Genom en kvantitativ fallstudie av Aftonbladet.se, en svensk nyhets-site, från ett konsumentperspektiv analysera effekterna på 1) varumärket trovärdighet, och 2) irritationsnivån, både på annonsorganet och annonsören, när ”dolda annonser” smälter in mer med redaktionellt innehåll. Dessutom, 3) att därefter undersöka om eventuella ändringar i irritation och varumärkestrovärdighet leder till förändringar i attityd mot annonsorganet och annonsören. Bakgrund Tidningar har länge varit beroende av intäkterna från annonsförsäljning. I takt med att framväxten av gratistidningar och nyhets-siter har försvårat marknaden har ”dolda annonser” blivit en allt viktigare inkomstkälla. I den elektroniska världen, där läsare kan hoppa från artikel till artikel och från plats till plats, spelar ”dolda annonser” en viktig roll i att fånga läsaren. Referensram Online-kontextet ger större möjligheter att vilseleda konsumenten i jämförelse med tryckta medier. Därför är den teoretiska tungdpunkten lagd på tidigare forskning om effekterna vilseledande marknadsföring kan ha på en konsuments uppfattning av deltagande varumärken vad gäller irritationsnivå, varumärkestrovärdighet, attityd, sannolikhet att återvända till webbplats, samt reklamundvikande. Ur tidigare forskning konstruerades 11 hypoteser för senare prövning. Metod Studien använder en blandad metodstrategi, med både kvantitativa och kvalitativa data. Ett experiment med en kontrollgrupp och två olika manipulationer låg till grund för insamlingen av uppgifter. 19 av de 103 deltagarna i den kvantitativa delen ombads att delta i den kvalitativa studien med. Analys Eftersom fördelningen inte var helt normalt distribuerad användes Kruskal-Wallis test för att testa hypoteserna. Resultatet var att alla hypoteser utom en godkändes. Relationen mellan variabler undersöktes också genom hierarkisk multipel regressionsanalys. Slutsats Det var inte möjligt att bevisa att annonser som smälter in mer leder till minskad trovärdighet för någon av de båda varumärkena, och inte heller lockar fram mer irritation. Det var inte heller möjligt att urskilja en statistiskt signifikant effekt på attityd gentemot varumärken, sannolikheten att återvända till Aftonbladet.se, eller framtida undvikande av annonser av Volvo. Dock uttryckte flera av deltagarna i intervjuerna oro över de långsiktiga effekterna användning av ”dolda annonser” kan ha på varumärket Volvo. Vidare är definitivt annonserna mycket vilseledande, och nära hälften insåg inte de läste en annons även på nivån som används av Aftonbladet.se och Volvo idag.
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Pellicer, Jordá María Teresa. "La visión del mundo a través de la publicidad. Entre el idealismo funcional y la ética aplicada." Doctoral thesis, Universidad de Murcia, 2010. http://hdl.handle.net/10803/10918.
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La publicidad es una profesión atacada desde diversos frentes, aunque lo cierto es que la mayor parte de las críticas recibidas hacen referencia a su vertiente ética. Por ello, a lo largo de esta tesis vamos a analizar esta cuestión y estudiar la ética publicitaria. Analizaremos en qué se basa el marco ético existente y la eficacia y utilidad práctica del mismo. De esta manera, podremos refutar o confirmar las acusaciones vertidas de forma constante acerca de la actividad publicitaria y aportaremos las soluciones a los problemas que encontremos a lo largo de esta investigación. La ética publicitaria entra a debate.<br>The advertising is a profession attacked from diverse fronts, though the certain thing is that most of the received critiques refers to his ethical slope. For it, along this thesis we are going to analyze this question and to study the advertising ethics. We will analyze on what there is based the ethical existing frame and the efficiency and practical usefulness of the same one. Hereby, we will be able to refute or to confirm the accusations spilt of constant form it brings over of the advertising activity and we will contribute the solutions to the problems that we find along this investigation. The advertising ethics enter to debate.
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Ots, Mart. "Understanding value formation : A study of marketing communications practices at the food retailer ICA." Doctoral thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Media Management and Transformation Centre, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12310.
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ICA AB is Sweden’s largest retail and wholesale firm, a cooperation of retail proprietors. Here it is studied as the nation’s largest media firm. It is the largest advertiser, the largest publisher of consumer magazines, and plausibly the most advanced user of household shopping data for marketing purposes. ICA’s marketing media system is operated by a constellation of different professional groups, and the study at hand asks questions about how practitioners in different professional communities relate to the idea of value and value creation, how their social practices pushes them towards divergent understandings and priorities, and what such differences do to their opportunities to collaborate within ICA’s marketing processes. We are all ‘practitioners’ in the sense that we go about our daily lives conducting various practices that create value for ourselves and for others. We act in routinized fashions surrounded by social codes that guides us in how to combine and integrate tools, skills and products in different combinations. Since they seem to capture the very purpose of marketing, ‘value’ and ‘value creation’ are concepts which long have been central to the academic debate. However, if our value-creating practices are guided by social codes, this has consequences for marketers and marketing that has been largely left aside in the mainstream marketing theory. Over two years, 2007-2008, through qualitative interviewing and participant observation, the study follows ICA’s marketing communications process and some of its most central practitioners – marketing managers, media agency specialists, editorial staff, and TV network sales representatives. It describes their involvement in TV advertising campaigns, in the customer magazine Buffé, and in the introduction of mass-customized direct marketing in the project Mina varor. Combining some of the most widely cited marketing theories on value creation with a sociological view on activity forwarded by Practice Theory, this thesis suggests that value is best seen as being formed along two intertwined processes – value creation which is the process of physical activity, and value construction which is a social process of understanding what is to be regarded valuable. The findings provide firstly a detailed mapping of how practitioners articulate marketing communications value, what aspects they emphasize, and how they interpret the objective of their practices. Secondly, the study links the articulations of value to 16 value-forming marketing communications practices. Marketing managers, media agency specialists, editorial staff, and TV network sales representatives are all described as acting according to a ‘practical logic’ of their respective professional communities. These logics combine practices for marketing communications production, for mutual interaction, and for valuation of processes, products and outcomes. The benefits of coordination and collaboration have been forwarded in marketing (relationships and networks) and marketing communications (integrated marketing communications) literature over the past decades. The concluding discussion concerns how and to which extent practical logics can be altered, changed, or aligned towards mutually rewarding goals. In other words, how can two parties work together if they have divergent understandings of value, and conversely how can two parties learn to understand value by working together? It thereby puts focus on marketing communications management, and contrary to many textbooks in the field, this study does not describe marketing communications as a de-humanized instrument in the marketer’s toolbox, but as a challenge of coordinating practitioners, practices, and understandings.
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Матюхин, И. Б., та I. B. Matyukhin. "Применение компаративного метода в процессе обучения практике перевода современных медиатекстов : магистерская диссертация". Master's thesis, б. и, 2021. http://hdl.handle.net/10995/100751.
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В современном мире медиатексты являются неотъемлемой частью жизни человека, мы сталкиваемся с ними постоянно через различные каналы информации. Многие медиатексты, которые мы видим, созданы на иностранных языках, чаще всего на английском языке, это значит, что для восприятия российскими зрителями они должны быть адаптированы и переведены на русский язык. Это может быть достигнуто разными способами, о чем автор пишет в данной работе.
В первой главе приводятся такие понятия, как кинотекст, реклама, перевод, прагматическая адаптация, контекст. На основе совокупности рассмотренных явлений и их видов было выделено несколько типов контекста, прагматической адаптации и способов перевода, а также заключено, что разные жанры медиатекстов требуют разных подходов к переводу, комбинирующих вышеупомянутые типы явлений.
Во второй главе подробно проанализированы разные переводы фильмов, представлено сравнение разных вариантов перевода одного и того же кинотекста. Также были проанализированы варианты перевода рекламных текстов, которые классифицированы по типу перевода и направленности текстов. В заключении второй главы автор описывает возможности практического применения в процессе обучения практике переводу полученных в ходе анализа и сравнения результатов, что в большой степени обосновано сравнением как различных жанров текстов и их переводов, так и различных переводов текстов одного жанра. В заключении всей работы указано, что подобная практика действительно наглядно демонстрирует различия переводов и стилей разных текстов, и что студенты, обучающиеся на специальностях, связанных с переводом, могут научиться новым способам перевода, используя примеры из данной работы.<br>In the modern world, media texts are an integral part of human life, we constantly encounter them through various channels of information. Many media texts that we see are created in foreign languages, most often in English, which means that they must be adapted and translated into Russian for Russian-speaking viewers. This can be achieved in different ways, as the author writes in this work.
The first chapter introduces concepts such as film text, advertising, translation, pragmatic adaptation, context. Based on the combination of the considered phenomena and their types, several types of context and pragmatic adaptation translation methods were identified, and it was also concluded that different genres of media texts require different approaches when they are translated, combining some or all of the aforementioned types of phenomena. In the second chapter, various translations of films are analyzed in detail, and a comparison of different versions of the translation of the same film text is presented. The options for translating advertising texts, which are classified by the type of translation and the target audience of the texts, were analyzed, as well. In the conclusion of the second chapter, the author describes the possibilities of practical application in the process of teaching the practice of translation obtained during the analysis and comparison of the results, which is largely justified by the comparison of both different genres of texts and their translations, and different translations of texts of the same genre. In the conclusion of the entire work, it is indicated that such a practice clearly demonstrates the differences in translations and styles of different texts, and that students studying specialties related to translation can learn new ways of translation using examples from this work.
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Chambers, Emma. "Best practices for training advertising expatriates." Menomonie, WI : University of Wisconsin--Stout, 2007. http://www.uwstout.edu/lib/thesis/2007/2007chamberse.pdf.
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Harris, Gregory James. "International advertising standardization : policies and practices." Thesis, London Business School (University of London), 1994. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.307072.
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Menezes, Ângela Maria de Araújo. "Anúncios publicitários na escola: texto, prática discursiva e leitura(s)." Pós-Graduação Profissional em Letras, 2018. http://ri.ufs.br/jspui/handle/riufs/10272.
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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES<br>The contemporary world establishes itself as an invitation to read. We see the present world not only through it, but also through the screens of electronics, posters, billboards, etc. This quick reading, which involves multiple semioses, requires the students to read proficiently. National and international assessments indicate weakness in the educational system and show that in reading, the brazilian student is in critical condition, many of them unable to overcome the understanding of textual superficiality. At this level, most of the students in the third step (eighth grade), class B, of Reference Center for Youth and Adult Education Prof. Severino Uchôa, state college located in the central area of Aracaju (SE). In order to lead students to a more conscious and critical reading, we prepared a proposal of intervention, from the genre of commercials. This proposal is based on three-dimensional model of Fairclough (2001), and on postulates of Critical Discourse Analysis (CDA), which sees the discourse as a linguistic, discursive and social practice. The conceptual metaphors, which are manifested in our discourses, are also present in this work, as a way of adding meaning to the reading of the genre in question. Our theoretical support was based on scholars such as Bakhtin (1992), Carvalho (2014), Pedrosa (2008), Lakoff & Johnson (2009), Marcuschi (2008), Freire (2016), Kleiman (2003), Foucambert (1994), Meurer (2014), Rojo (2009, 2012), Ramalho & Rezende (2011), among others. In this endeavor, we used the research-action methodology, having as object of research the action/reflection/action, in a construction of the teacher/student partnership. In the present research, of the 22 evaluated students, 17 presented a progress at reading of advertising texts, showing that working with a critical discursive perspective in reading is a way to be followed by education professionals who wish to broaden the reading awareness of their learners.<br>O mundo contemporâneo estabelece-se como um convite à leitura. Enxergamos o mundo atual não só através dele, mas também através das telas dos aparelhos digitais, cartazes, outdoors etc. Essa leitura rápida e que envolve múltiplas semioses, exige dos alunos uma leitura proficiente. As avaliações nacionais e internacionais sinalizam fragilidade no sistema educacional e demonstram que, em leitura, o aluno brasileiro encontra-se em situação crítica, muitos deles não conseguindo ultrapassar a compreensão da superficialidade textual. Nesse patamar, encontram-se alguns dos alunos da terceira etapa (8ºano), turma B, do Centro de Referência para Educação de Jovens e Adultos Prof. Severino Uchôa, colégio estadual, localizado na zona central de Aracaju (SE). A partir dessa constatação, e com a intenção de conduzir os alunos a uma leitura mais consciente e crítica, elaboramos uma proposta de intervenção, a partir do gênero textual anúncios publicitários. A referida proposta foi baseada no modelo tridimensional de Fairclough (2001) e nos postulados da Análise do Discurso Crítica (ADC), que entende o discurso como prática linguística, discursiva e social. As metáforas conceituais, aquelas que se manifestam em nossos discursos, cotidianamente, também se encontram presentes neste trabalho, como forma de agregar sentido à leitura do gênero em pauta. Nosso aporte teórico fundamentou-se em estudiosos como: Bakhtin (1992), Carvalho (2014), Pedrosa (2008), Lakoff & Johnson (2009), Marcuschi (2008), Freire (2016), Kleiman (2003), Foucambert (1994), Meurer (2014), Rojo (2009, 2012), Ramalho & Rezende (2011), entre outros. Valemo-nos, nesta empreitada, da metodologia pesquisa-ação, tendo como objeto da pesquisa a ação/reflexão/ação, numa construção dos parceiros professor/aluno. Na presente pesquisa, dos 22 alunos avaliados, 17 apresentaram desempenho positivo em leitura crítica de textos publicitários, configurando que trabalhar com a perspectiva crítica discursiva, em leitura, é um caminho a ser seguido pelos profissionais de educação, que desejam ampliar a consciência leitora dos seus educandos.<br>São Cristóvão, SE
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Яненко, Ярослав Васильович, Ярослав Васильевич Яненко та Yaroslav Vasylovych Yanenko. "Засоби забезпечення практикоорієнтованості підготовки фахівців з реклами і PR у сучасному університеті". Thesis, Baltija Publishing, 2021. https://essuir.sumdu.edu.ua/handle/123456789/87738.
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У роботі визначено засоби забезпечення практикоорієнтованості підготовки фахівців з реклами і PR на прикладі освітньої програми «Реклама і зв’язки з громадськістю» у Сумському державному університеті.<br>В работе определены средства обеспечения практикоориентированности подготовки специалистов по рекламе и PR на примере образовательной программы "Реклама и связи с общественностью" в Сумском государственном университете.<br>The paper identifies the means of ensuring the practical orientation of the training of specialists in advertising and PR on the example of the educational program "Advertising and Public Relations" at Sumy State University.
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Mcfall, Elizabeth Rose. "Quaint devices : a genealogical study of advertising practices." Thesis, Open University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.343743.
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Slaton, Kelcie Shaelyn. "Best Practices in Targeted Advertising for Fashion Entrepreneurs." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1011865/.
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A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.
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Rana, Sibghat Ullah. "Copyrights infringement control awareness and practices in advertising agencies in Pakistan." Thesis, Högskolan i Skövde, Institutionen för informationsteknologi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-15912.
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This research is focused on study of copyrights infringement control awareness techniques used by advertising agencies in Lahore, Pakistan. This research is focused on the point that the content that falls under copyright at the advertising agencies should follow a classification system. To achieve this goal, it is important to know how much the employees in these advertising agencies know about copyrights infringements. The practices used to control such infringements are also studied in this research. These techniques used by advertising agencies in Lahore are benchmarked against the state of the art techniques and technologies used according to industry standards. This research has been done by following a mixed methods approach. This research is partially based on literature review, data from questionnaire and from semi structured interviews. Analysis of the research has been conducted with the help of simple statistical techniques like arithmetic mean and frequency of a chosen reply. Findings of this research show that there is one very important reason which validates the selection of Pakistani advertising agencies sample for this research. In the developing world there are some very common factors which motivate people towards copyrights infringement. One important factor is that many people in these countries are still not very well aware of these rights and how this infringement occurs. These people tend to carry out copyrights infringements without in some cases knowing that they are committing a crime. On the other hand, the owner of the work in many cases does not apply for any patent or copyright protection. In case of an advertising agency however this issue is serious. Advertising agencies receive a lot of information from their clients. These agencies have access to the information about clients. These agencies also have their internal information. There is some information or creative work which is co-owned by the client and the advertising agencies. Copyrights infringement in this case thus can prove to be a very complicated issue. The objectives of this research were achieved completely.
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Attour, Suleiman I. "International advertising practices of multinational companies in Europe and the Middle-East." Thesis, City University London, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.312905.
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Nölke, Ana-Isabel. "Viscosity of stigma : media experiences, intersectionality, and the life-course of LGBTQ+ consumers." Thesis, University of Edinburgh, 2018. http://hdl.handle.net/1842/31438.
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For six decades, consumer researchers have relied heavily on Goffman's (1963) seminal work on stigma, often limiting themselves to a one-dimensional treatment of it as a static variable that determines the behaviour of homogenous groups. Such views, however, stand at odds with wider paradigm shifts away from modernity, and with feminist considerations about intersectionality. Most importantly, the dearth of studies examining the interplay between structural macro-dynamics and micro-level experiences has meant that rapid changes in societal attitudes have received insufficient attention. Considering the rise of minority portrayals in the past few years and importance of the media in dispersing and ameliorating stigma, there is a need to understand how media experiences differ across generations, sociocultural categories, and individual life-courses. Focusing on lesbian, gay, bisexual, trans, queer, and other (LGBTQ+) individuals, and building on Bauman's (2000) concept of liquid modernity as well as Bourdieu's (1994) theory of practice, this thesis explores how stigma experiences of two generations of LGBTQ+ consumers have changed, how this relates to their experiences of LGBTQ+ media portrayals, as well as what this tells us about how (marginalised) consumers navigate their lives and particularly the fragmentation of identity politics through (media) consumption. I followed an intersectional phenomenological enquiry, employing a meaning-based model of media experience that contributes to the literature by extending Mick and Buhl's (1992) work to account for considerations of intersectionality and intertextuality. Life story- and subsequent media experience interviews were analysed individually and across cases. The sample consisted of eight LGBTQ+ members of the Boomer- and ten of the Millennial generation. This study develops a theoretical framework of stigma as viscous instead of static: in constant flux due to the dynamic interplay between the doxic attitudes in social fields, as well as individual embodied dispositions, the stigma habitus. This provides a richer understanding of how it is enacted in consumer culture, enabling a critical analysis of the dialectic relationship between individuals and their environment. Through this framework, my study challenges generational accounts of difference, which are found to be too simplistic to account for diverging (media) experiences. Instead, it is the dialectic between context and (stigma) habitus that shapes dynamic experiences. For participants facing high levels of stigma viscosity, for example, LGBTQ+ portrayals seemed particularly important and experiences revolved around social acceptance. Moreover, lived experiences, as well as doxic beliefs about media, advertising, and a text's 'author' formed an intertextual frame of reference used to evaluate portrayals' authenticity and harmfulness. Importantly, participants' preference for or rejection of 'radical' vs heteronormative portrayals was shaped by tastes that have become naturalised in their habitus, with disparate doxic beliefs generating reflexive guilt and ambivalence. My findings suggest that stigma amelioration may ultimately lead to symbolic violence within the LGBTQ+ community against those who do not adhere to accepted consumption standards. This study also has implications for consumers more broadly as changes in viscosity affect consumption practices. Adhering to a critical approach, I describe a range of recommendations for practitioners and reflexive practices I engaged in following this study.
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ANTUNES, AMANDA ALMEIDA. "THE EXTRAORDINARY ORDINARY SUBJECT: A STUDY ON INFLUENCERS, IDENTITY DYNAMICS, AND ADVERTISING PRACTICES." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2018. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=34900@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR<br>PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO<br>PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTITUIÇÕES COMUNITÁRIAS DE ENSINO PARTICULARES<br>Esta tese apresenta um estudo sobre o contexto contemporâneo de valorização do sujeito comum que, no âmbito das práticas publicitárias e de consumo, engendra processos de construção e afirmação de identidade e estilo de vida, visibilidade, performance de autenticidade e dinâmicas de reconhecimento e
prestígio, relacionados a aspectos da Comunicação. Nesta via, traz como foco de investigação estratégias de marcas que promovem engajamento e relacionamento com influenciadores, em especial embaixadores de marca, estabelecendo uma afiliação com estes sujeitos que, embora comuns, são dotados de um significativo potencial de influência dentro do seu grupo. Tais práticas criam um tipo de mensagem hibridizada que ganha corpo e amplitude expositiva, sobretudo, nos sites de redes sociais, ao se concretizar nas narrativas de si construídas - espera-se - de maneira autêntica por esse potencial consumidor, elemento chave no processo. O objetivo principal deste estudo é, portanto, compreender quem é, como se define e o que representa para os outros um sujeito comum que empresta sua vida, no limite, sua própria identidade para a marca. Defende-se a ideia de uma natureza paradoxal própria dessa figura emblemática que pode ser entendida como um sujeito comum-extraordinário, que se torna destacável por sua
ordinariedade, e também uma representação-mídia, já que é familiaridade e ancoragem de identidade acessível e estilo de vida distintivo, interessante para aqueles que o seguem pelo aspecto comum e para a marca pela possibilidade de enunciação de mensagens e estabelecimento de elo de conexão com os demais
consumidores. Nesse contexto, a autenticidade se revela como valor importante, sendo garantida e gerenciada através de performance de si de qualidade dupla, porém extremamente imbricada: no âmbito subjetivo e no papel de influenciador. A análise do fenômeno a partir de um objeto empírico, como os projetos observados, além das entrevistas em profundidade realizadas com embaixadores de marca permitiram inferir que as práticas publicitárias e o consumo têm contribuição especial no processo de conformação desse sujeito comum extraordinário, garantindo-lhe a chancela que atribui distinção e notoriedade. Somam-se a isso a atuação reflexiva de apresentação de si para o outro, tanto nas
redes (digitais) com nas rodas (de conversa), nas ruas, e as possibilidades oferecidas pelo ferramental tecnológico, resultando no reconhecimento e prestígio (esperados) que acabam por legitimar esse mesmo sujeito. Este estudo busca, por fim, contribuir com reflexões acerca de temas que envolvem o fenômeno, tais como: modelos publicitários adequados à cultura participativa, na qual sujeitos comuns adquirem grande relevância; práticas de consumo e maneiras de se estabelecerem as trocas simbólicas por ele mediadas na contemporaneidade; processos comunicacionais e de construção identitária que subjazem às práticas de exposição de si, gerenciamento de impressões, negociações e articulações de propósitos diversos.<br>This doctoral thesis presents a study on the acclamation of ordinary subjects in the contemporary context. Within the scope of advertising and consumption practices, this acclamation is the starting point for different processes of construction and affirmation of one’s identity, lifestyle, visibility, authenticity
performance, as well as recognition and prestige dynamics, all related to Communication aspects. Hence, we herein investigate brand strategies that are geared towards promoting partnerships between brands and influencers, especially those labeled brand ambassadors. Brands establish an affiliation with these
subjects that, albeit ordinary, have the significant power to influence others in their group. In doing so, brands create a type of hybrid message that expands in size and exposure (mainly on social media) when it is reflected on self-narratives constructed—we hope—in an authentic manner by the consumer in potential, key element in the process. Thus, the main objective of this study is to understand who are these ordinary subjects who lend their lives, even their own identity, to a brand, how they define themselves and what they represent to others. We support the idea of these individuals as paradoxical nature emblematic characters who can be perceived as ordinary-extraordinary, since what makes them remarkable is
precisely being ordinary. Influencers can also be perceived in light of the pair representation-media, because they represent familiarity and anchorage of an accessible identity and a distinctive lifestyle, interesting to those who follow them, and interesting to the brand itself for the possibility of message enunciations and the establishment of a bond with other consumers. In this context, authenticity is an important asset, being assured and managed through dual-quality selfperformance, though extremely imbricated in the subjective scope and in the influencer role. The analysis of the phenomenon from an empirical object (the observed projects, for instance), and in-depth interviews with brand ambassadors
allow us to infer that advertising and consumption practices have a special contribution on these ordinary-extraordinary subjects conformation process, assuring them distinction and notoriety. In addition, it is possible to identify the reflexive self-presentation to others on digital network, on conversations, on the
streets, and the many possibilities of technology tools, resulting in the (expected) recognition and prestige that legitimize these subjects. Finally, this study aims to contribute with considerations on themes regarding the phenomenon, such as: advertising models suitable for participatory culture, in which ordinary subjects gain great relevance; consumption practices and ways to establish symbolic exchanges in contemporaneity; communication and identity-building processes that underlie self-exposure practices, management of impressions, negotiations and articulations of different purposes.
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(ANDA), Asociación Nacional de Anunciantes, and Universidad Peruana de Ciencias Aplicadas (UPC). "Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners." Universidad Peruana de Ciencias Aplicadas (UPC), 2015. http://hdl.handle.net/10757/608311.
Full textAbstract:
© Universidad Peruana de Ciencias Aplicadas (UPC)
Information Center
Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners
Lima: Universidad Peruana de Ciencias Aplicadas (UPC), 2015
ISBN (spanish printed edition): 978-612-318-037-9
ISBN (spanish e-pub edition): 978-612-318-039-3
ISBN (spanish PDF edition): 978-612-318-038-6
ISBN (english PDF edition): 978-612-318-049-2<br>This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each year, some of the new ANDA Awards winning cases. Hence, students, professionals and entrepreneurs will be able to see, in concrete terms, how to achieve effectiveness and excellent business results through innovative strategies based on the fields of marketing and communications. Seven 2015 ANDA Awards winning cases are included in this first book. The selection process considered those cases whose whole campaign was based on the implementation of research-based and insight strategies closely associated with marketing practices.
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Thabela, Tendani Mulanga. "Resemiotization and discourse practices in selected television advertisements in South Africa." University of the Western Cape, 2011. http://hdl.handle.net/11394/5381.
Full textAbstract:
Magister Artium - MA<br>This study demonstrates how advertisers re-voice and re-perform others' gestures and actions (Prior and Hengst, 2010). The focus is on the mobility of semiosis across boundaries and practices. It uses Multimodal Discourse Analysis (Kress and Van Leeuwen, 1996, 2001, 2006) Semiotic Remediation/Resemiotization (Iedema, 2003, 2010; Prior and Hengst, 2010) as the theoretical/analytical framework. The idea is to explore how semiotic elements are remediated through intertextual references and multimodality and how semiotic remediation is employed in the process of re-creation and re-purposing of objects and messages in the selected television advertisements. Drawing on MTN, Vodacom, Kentucky Fried Chicken (KFC) and Nando's television advertisements, the study shows how popular, historical, cultural and political discourse is reproduced and re-lived as a creative idea in the selected television advertisements in the process of re-branding. In this regard, resemiotization or semiotic remediation is seen as social practice and an integral part of the marketing strategy in the South African television advertising industry. Upon examination, the study establishes that some selected television advertisements have been extensively re-worked and re-purposed. Therefore, resemiotization and/or semiotic remediation are found to be resourceful tools for the marketing discourse. Thus, the study found that South African advertising discourse depends primarily on societal discourses such as politics, history, cultural traditions and popular culture as its base for creativity. In terms of language use in South African advertising, the study has revealed that television advertisements are moving towards a localised language practice and/or localised English.
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Abapo, Lorivie. "The Authentic Self and Advertising : The Effects Advertising has on the Formation of the Authentic Self." UNF Digital Commons, 2012. https://digitalcommons.unf.edu/etd/392.
Full textAbstract:
In a world bombarded with advertisements, it may be difficult for the development of an authentic self. Authenticity is a mode of existence in which there is ownership in the sense of self, while at the same time being able to present this sense of self to others. To be authentic is to act and live in a way that expresses a genuine concern for the self in which projects and goals pursued. The sense of self is the feeling of genuineness of the self and representing this self requires actions that correlate to these feelings. Advertisements act as communication to the public in an attempt to persuade people to purchase products. The tactics that advertising agencies use cause people and society to internalize these messages, in effect, influencing the way people experience the world. Thus, advertising can have a harmful effect on an individual by hindering the development of an authentic self. I will first explain the concept of authenticity, following a discussion of how people organize experience by means of George Mead’s concept of the ‘I’ and the ‘me.’ I will then provide a description of Martin Heidegger’s account on authenticity in juxtaposition with Sartre’s contrasting forms of inauthenticity by means of bad faith. Finally, I will discuss the damaging effects that advertising has to authenticity, and suggest ways to successfully exist in a world full of these advertisements.
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Fancera, Nicholas Dominick. "Direct-to-Consumer Messaging: A Phenomenological Examination of DTC Best Practices." Scholar Commons, 2015. https://scholarcommons.usf.edu/etd/5475.
Full textAbstract:
This study is designed as the building of a foundation in standardizing best practices when designing Direct-to-Consumer messaging. With this being a new and expanding field of marketing and advertising for the high visibility pharmaceutical industry, an establishment of conceptual templature, around which Direct-to-Consumer messaging campaign can be built, offers an opportunity to build a new and vibrant branch on the well-established messaging field. This is particularly important when recognizing the unique needs and requirements of both the pharmaceutical industry and its audience in learning of and about new products.
This study attempted to identify current perception of Direct-to-Consumer practices by industry laypersons with in-depth interviews conducted through a phenomenological framework. Participants were interviewed on a range of relevant areas, including directly regarding their perception as well as a broader collection of their thoughts and impressions.
The results of this study show clear areas of interest, identifying various tactics and strategies employed within Direct-to-Consumer messaging and pointing to areas of potential perception cultivation by those crafting the message. The study also uncovered the presence of the Third-Person Effect playing a key role in determining the response of participants on perception, and potentially opening the door for integrated methods that have been developed with Third-Person Effect in mind when building messages. This study offers a significant first-step of study into the phenomenon of Direct-to-Consumer advertising, as well as a foundation upon which future, larger scale, and more generalizable research can be done.
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Wottrich, Laura Hastenpflug. "“Não podemos deixar passar” : práticas de contestação da publicidade no início do século XXI." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2017. http://hdl.handle.net/10183/159339.
Full textAbstract:
A tese se situa no cenário de transformações das relações entre a publicidade e a sociedade, impulsionadas por questões sociais, tecnológicas e culturais. O trabalho é interessado na relação que as pessoas estabelecem com os anúncios e busca compreender como os tensionamentos entre elas e o campo publicitário têm estimulado a configuração de práticas de contestação. Os tensionamentos são um tipo de articulação motivado pelos receptores no confronto com os anúncios. O campo publicitário é o espaço social específico em que são realizadas as práticas de produção da publicidade, com lógicas, agentes e instituições determinados. As práticas de contestação são um tipo de participação das pessoas em relação à publicidade, com características específicas, realizadas na internet. Para compreender teórica e empiricamente essas práticas, são investigadas as articulações entre práticas de produção e de recepção a partir do processo comunicativo da publicidade, em uma perspectiva cultural de análise. Os estudos de recepção latino-americanos são o marco teórico central. De forma a gerar subsídios à exploração do cenário da investigação, inicialmente foi realizada uma pesquisa exploratória com entrevistas junto a especialistas no assunto, que resultou em algumas percepções sobre o tema. Para compreender a constituição histórica dos tensionamentos entre publicidade e sociedade, o trabalho traça uma narrativa sobre o campo publicitário brasileiro do início do século XX até o período atual, matizando as diferentes formas como os receptores foram sendo reconhecidos, os agentes envolvidos e os temas que suscitaram embates. A partir disso, é realizada uma análise de conteúdo qualitativa de 116 documentos de instituições do campo publicitário e de 1457 denúncias de receptores ao Conar no período de 2005 a 2015, chegando a três principais temáticas mobilizadoras dos tensionamentos: crianças e adolescentes, bebidas alcoólicas e politicamente correto. Discutidas essas temáticas, a tese explora especificamente a configuração das práticas de contestação da publicidade, através da observação sistemática das práticas no Facebook e de entrevistas com quatro receptores. A partir disso, define como essas práticas se configuram, através de três elementos: a) agência dos receptores, b) produções realizadas e c) direcionamento de suas ações. Discutindo esses elementos em relação aos três principais temas motivadores dos embates no período de 2005 a 2015, a tese aponta cinco características das práticas de contestação da publicidade: 1) são geradas e geradoras de tensionamentos, 2) são coletivas, 3) são midiáticas, 4) buscam reconhecimento e 5) têm gênero.<br>This doctoral dissertation arises in the scenery of transformation regarding the relations set between advertising and society, imposed by social, technological and cultural demands. Its focus is the relation people establish with advertisements and it aims to comprehend how the tensions generated between them and the advertising field have triggered contestation practices. Tensions are a type of articulation motivated by receptors, when confronted with advertisements. The advertising field is the specific social space in which practices of production of advertising are accomplished, following determined logics, agents, and institutions. Practices of contestation are a type of participation of people related to advertising, with specific characteristics, carried out in internet. In order to theoretically and empirically understand such practices, articulations among practices of production and reception, in the communicative process of advertising, are investigated, in a cultural perspective of analysis. Latin American reception studies are the central theoretical milestone. Initially, an exploratory research was carried out, including interviews with experts about the subject, resulting in some perceptions about the theme, generating subsidies to the exploration of the scenery under investigation. Aiming to understand the historical constitution of the tensions between advertising and society, this essay narrates about the Brazilian advertising field from the early Twentieth century to the present, reporting the different ways the receptors were recognized, the agents were involved and the themes that arose debates. From such starting point, a qualitative content analysis of 116 documents of institutions in the publicity field and of 1457 complaints of receptors to Conar, from 2005 to 2015, was carried out. Such analysis resulted in three main themes, which mobilized tensions: children and adolescents, alcoholic beverages and politically correct; From the discussion of such subjects, the dissertation exploits specifically the configuration of practices of contestation in advertising, through the systematic observation of practices in Facebook and interviews with four receptors. From this starting point, it defines how such practices are configured, concerning three elements: a) agency of receptors, b) accomplished productions, and c) direction of its actions. The discussion of these elements relating to the three main themes that motivated controversies, from 2005 to 2015, points out five characteristics of publicity contestation practices: 1) generate tensions and are generated by tensions, 2) are collective, 3) are media-related, 4) aim for recognition, and 5) are gender-related.
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Atthakornkovit, Chalinee, and n/a. "An analysis of marketing communications development and practices in Thailand from 1987 to 1991." University of Canberra. School of Communication, Media & Tourism, 1994. http://erl.canberra.edu.au./public/adt-AUC20060605.133549.
Full textAbstract:
This study presents a descriptive account and an analysis of the development and
practices of marketing communications in Thailand between 1987 to 1991, the
period of the Sixth National Economic and Social Development Plan. By using a
theoretical approach which combines features of both the "edeterminist"e views of
the relation between marketing and economic development (Joy and Ross, 1989),
and the cultural dependency models (Reeves, 1993), the study takes a contextual
and qualitative cultural approach to understanding Thai marketing communications
practices.
The development of Thai marketing communications between 1987 to 1991
was marked by the rapid growth of the influence of transnational advertising
agencies (TNAAs) in Thailand, together with some substantial, but constrained,
development of local advertising agencies and other ancillary marketing
communications services. Advertising expenditure for the whole industry increased
by some 200 per cent in the period, whereas some 38 new agencies were
established as well, of which 34 were locally owned. The relative lack of capital of
local agencies and professionals, however, together with the dominant influence of
TNAAs on local marketing communications practices, meant that the growth of the
marketing communications industry took place within the parameters determined
by the TNAAs.
This theme of the interplay between the local and the global development of
marketing communications in Thailand is examined at different levels. The first
chapter analyzes aspects of the national economy with reference to the effect of the
National Economic and Social Development Plans and features of Thai culture and
society which were the framework of the marketing communications. The second
chapter then considers relevant Western and Thai literature to review earlier and
current theories about the relationship between marketing communications and
national development.
The bulk of the analysis is then made in Chapters Four to Six. Chapter Four
analyzes the Thai communication infrastructure and reviews the growth of
transnational media advertising within the context of mass communications, public
communications and communication for specific purposes. Mixed evidence
emerges here of both an improvement in parts of the mass media, and continuing
deficiencies in the telecommunication infrastructure.
Chapters Five and Six then analyze the development and changes in Thai
marketing communications in the period and the impact of globalization
respectively. This is done through a qualitative content analysis of two monthly
business magazines, Khoo Kaeng and Phoo Jad Karn, and two business
newspapers, Thansetthakit and Prachachart Thurakit. The analysis here shows the
dominance of a "eMadison Avenue"e style of marketing communications among
TNAAs, as well as growing use of sales promotion, public relations, and direct
marketing by local marketers. It is concluded that the industry practices of Thai
marketing communications were mainly shaped by the actions of the TNAAs
operating within the policy framework set by the Thai government.
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Tagami, Yukihiro. "Practical Web-scale Recommender Systems." Kyoto University, 2018. http://hdl.handle.net/2433/235110.
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AragÃo, Raimundo Freitas. "Of the practical modern maritime to the elaboration of the tourist image of Fortaleza/CearÃ." Universidade Federal do CearÃ, 2005. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=2104.
Full textAbstract:
Conselho Nacional de Desenvolvimento CientÃfico e TecnolÃgico<br>A imagem turÃstica tem significativo papel na divulgaÃÃo de destinaÃÃes e sua elaboraÃÃo à utilizada como importante instrumento de propaganda polÃtica cearense. Para a propagaÃÃo dessas imagens, sÃo utilizados os mais diferentes
suportes de comunicaÃÃo: folders, brochuras, vÃdeos, revistas nacionais e internacionais, entre outros. As imagens e a publicidade que acompanham essa perspectiva sÃo representativas da invenÃÃo de cidades como destinos turÃsticos, traduzidos em nova utilizaÃÃo desses lugares e da natureza, transformados em mercadorias para fins de seduÃÃo turÃstica. Nesse contexto, o presente trabalho trata da utilizaÃÃo de suportes promocionais institucionais como divulgadores da propaganda polÃtica estadual, alcanÃando difusÃo tanto nacional quanto internacional. Ã objetivo deste trabalho analisar a elaboraÃÃo da imagem turÃstica cearense, procurando identificar o aparato polÃtico-ideolÃgico governamental local que vem usufruindo dessa imagem. Dessa forma, a anÃlise baseia-se em literatura geral e especÃfica, nos relatÃrios de pesquisa da Secretaria de Turismo do CearÃ
(SETUR) e, principalmente, nas peÃas promocionais institucionais produzidas por este ÃrgÃo. Por conseguinte, o presente trabalho constata que as imagens do CearÃ,
veiculadas, nÃo destacam apenas as belezas naturais, mas tambÃm as realizaÃÃes (obras pÃblicas, infra-estrutura, etc.), os Ãxitos e conquistas dos governantes locais, a partir do âGoverno das MudanÃasâ, sendo por isto transformada em propaganda polÃtica para eles.<br>The tourist image has a significant paper in
the popularization of destinations and
his/her elaboration has been used as important
instrument of from Cearà political
propaganda. For the propagation of those images the most
different communication means are used: folders, brochures, videos, national and international magazines,
among others. In that context, the present work treats
of the use of supports institutional promotings as
divulgers of the state political propaganda reaching
diffusion so much national as international. In that way, the analysis bases on general and specific literature, in the reports of research of the General office of
Tourism of Cearà (SETUR) and mainly in
the materials institutional promotings
produced by this organ. Consequently, the pres
ent work verifies that the images that
are transmitted of Cearà don't just detach the
natural beauties of the State, but also the accomplishments (public works, infrastructure, etc.),
the successes and the local rulers' conquests, starting from the "governo das mudanÃas" (government of the
changes), being for this transformed in political propaganda for the same ones.
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Specht, Annie R. "Investigating the Cultivation Effects of Television Advertisements and Agricultural Knowledge Gaps on College Students’ Perceptions of Modern Dairy Husbandry Practices." The Ohio State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=osu1280251557.
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Stewart, Malcolm Hynd. "Antecedents, policies and practices of promotional standardisation strategy : a comparison of British MNC's and advertising agencies in three countries across the European Union." Thesis, University of Strathclyde, 2012. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=22553.
Full textAbstract:
The aim of this thesis is to provide a new insight into the "cause-effect" chain that "traditional" research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies' promotion standardisation decision making which, in turn affects the level of standardisation of these promotional elements - Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC's were compared across the UK, France and Germany. In-depth Interviews were conducted after the questionnaire to further confirm the findings from the questionnaire. The framework supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The thesis finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
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Barcellos, Renata do Amaral. "A visão dos publicitários sobre a circulação de estereótipos : entre interesses econômicos e demandas sociais." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2018. http://hdl.handle.net/10183/172625.
Full textAbstract:
Esta dissertação aborda as práticas de produção da publicidade articuladas ao mundo social. O objetivo geral de pesquisa é compreender os tensionamentos da articulação da publicidade com a sociedade contemporânea no que tange aos estereótipos mobilizados na criação, segundo a perspectiva de publicitários atuantes em agências e produtoras audiovisuais em Porto Alegre/RS. Estamos considerando a publicidade como processo sociocultural e, por isso, nosso aporte teórico aborda a intersecção presente entre comunicação e cultura através de autores como Williams e Hall; para tratar a publicidade acionamos autores como Rocha, Piedras e Wottrich; as práticas de produção da publicidade por meio de autores como Hansen, Silva e Toaldo, Petermann e Rocha; e o estereótipo a partir de autores como Gastaldo, Johnson e Hall. No âmbito empírico, de vertente qualitativa, a unidade de pesquisa é constituída por quatro publicitários (profissionais de agências de publicidade e produtoras audiovisuais) com quem realizamos entrevistas semipadronizadas sucessivas. Além disso, consultamos dados secundários provenientes de fontes especializadas no mercado publicitário, do CONAR e da mídia em geral. Como resultados, emergiram aspectos que posicionam a publicidade contemporânea brasileira diante da questão do estereótipo, entre os interesses econômicos e as demandas sociais: a regulação como via pela qual o estereótipo historicamente entra em pauta na publicidade brasileira, o movimento sutil da publicidade global e local rumo ao enfrentamento da reprodução do estereótipo, os limites para mudança impostos pelos condicionamentos da produção institucionalizada e as demandas pela continuidade do debate a partir das questões que emergem do público e da sociedade civil.<br>This dissertation addresses the advertising production practices articulated to the social world. The general objective of the research is to understand the tensions between the articulation of advertising and contemporary society regarding the stereotypes mobilized in creation, according to the perspective of advertisers working in agencies and audiovisual producers in Porto Alegre / RS. We are considering advertising as a sociocultural process and, therefore, our theoretical contribution addresses the present intersection between communication and culture through authors such as Williams and Hall; to deal with advertising we trigger authors like Rocha, Piedras and Wottrich; the practices of production of advertising by authors such as Hansen, Silva and Toaldo, Petermann and Rocha; and the stereotype from authors like Gastaldo, Johnson and Hall. In the qualitative field, the research unit is made up of four publicity agents (professionals of advertising agencies and audiovisual producers) with whom we conduct successive semipadronized interviews. In addition, we consult secondary data from specialized sources in the advertising market, CONAR and the media in general. As results, emerged aspects that position the Brazilian contemporary advertising before the stereotype question, between the economic interests and the social demands: the regulation as the route through which the stereotype historically enters in the agenda in Brazilian publicity, the subtle movement of the global and local publicity the limits to change imposed by the constraints of institutionalized production, and the demands for the continuity of the debate from the issues that emerge from the public and from civil society.
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Millhouse, Llewellyn David. "Fantasy in Public." Thesis, Griffith University, 2018. http://hdl.handle.net/10072/380458.
Full textAbstract:
This thesis consists of artworks and an exegesis in response to the question: How can the appeal of advertising narratives aimed at contemporary Australian youth culture be scrutinised through restaging narrative content? The exegesis will be structured around a chronological reflection on studio outcomes, interspersing evaluation of exhibited works with relevant theoretical frameworks and significant practices within this field of research. In response to the dense implicit ideological content of narrative in advertising and the historical field of cultural texts responding to consumer capitalism, the central argument of this exegesis will formulate a practical research methodology that enacts sustained scrutiny of an advertisement’s narrative appeal. In working towards a research methodology, this exegesis will assess the potential of appropriative art production to critically respond to contemporary youth-oriented advertising. Taking into account the pervasiveness of oppositional and ironically complicit narratives within contemporary advertising culture, this research will use a method of appropriation as over-identification to restage advertising narratives that relate to my personal experience, my identity and the values of my community.<br>Thesis (PhD Doctorate)<br>Doctor of Philosophy (PhD)<br>Queensland College of Art<br>Arts, Education and Law<br>Full Text
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Dahbi, Salma. "Web Analytics: Best Practices for an Organization’s Successful Performance; A Preliminary Analysis." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3725.
Full textAbstract:
This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.
A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.
Findings suggest that for a successful performance, companies should consider:
• Data for better decision making.
• Web analytics barriers
• Selecting the right KPIs and metrics based on the company’s goals.
• Web analytics trends
A mixed-method approach comprising other extensive methods of data collection should be conducted. Investigation of the use of specific metrics and KPIs within companies from different industries, as well as the strategies for working past the barriers that impede companies from adopting Web analytics should be considered.
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Piedras, Elisa Reinhardt. "A articulação da publicidade com o mundo social : a constituição do fluxo publicitário nas práticas de produção e de recepção." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2005. http://hdl.handle.net/10183/163497.
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A publicidade, entendida como um processo comunicativo constitutivo de certas práticas culturais, é o tema deste estudo, que propõe uma abordagem alternativa que complemente as perspectivas dicotômicas de algumas pesquisas e as análises parciais da produção, recepção ou textos publicitários, que desconsideram a relação entre essas dimensões. O aporte integral dos estudos culturais viabiliza essa exploração através de uma lógica-metodológica baseada das noções de “articulação” (HALL, 1980) e de “fluxo” (WILLIAMS, 1974), que são os operadores conceituais na pesquisa. A discussão gira em torno da problemática de se abordar a publicidade a partir das práticas de recepção, considerando sua vinculação com a produção publicitária e a estrutura que as condiciona, bem como as ambigüidades e contradições dessas relações. De ordem teórica, o objetivo do estudo consiste em construir, a partir da perspectiva dos estudos culturais, uma abordagem da publicidade que permita explorar seu papel articulador das dimensões macro e micro do mundo social e das práticas de produção e recepção, através da operacionalização da noção de “fluxo” para entender essas relações. Como resultado, temos um mapa das articulações da publicidade com o mundo social, visíveis em seu contexto político-econômico-cultural, na sua natureza multifacetada e no seu processo comunicativo. Além disso, exploramos a natureza correspondente e/ou contraditória das relações entre as práticas de produção e recepção da publicidade. No nível analítico, distinguimos o fluxo publicitário instituído pela produção (macrofluxo) e fluxo configurado pelas práticas de recepção (microfluxo), além de explorar as suas inter-relações através das mediações da institucionalidade, da socialidade, da tecnicidade e da ritualidade (MARTÍN-BARBERO, 1990, 2003).<br>Advertising, understood as a communicative process constitutive of certain cultural practices, is the subject of this study, which suggests an alternative approach to fulfill the dichotomous perspectives of some researches and the partial analyses of production, reception or advertising texts, that don’t consider the relations between these dimensions. The integral focus of cultural studies allows this exploration through a methodological logic, based on the notions of “articulation” (HALL, 1980) and “flow” (WILLIAMS, 1974) that are the conceptual operators in the research. The discussion involves the problem of approaching advertising starting from reception practices, considering its link to the ads production and the structure that co-determine them as well as the contradictions and ambiguities of these relations. Theoretically, the objective of the study is to build, based on the cultural studies perspective, an approach of advertising that allows to explore its articulate role on the social world macro and micro dimensions and on reception and production practices, through turning the “flow” notion an operator in order to understand these relations. As a result, we have a map of advertising articulations with the social world, visible in their cultural, political and economical context, in their diversified nature and in their communicative process. Furthermore, we exploit the correspondent and/or contradictory nature of the relations between the production practices and the advertising reception. On an analytical level, we distinguish the advertising flow instituted by production (macro flow) and the flow constituted by the reception practices (micro flow), besides explore their interrelations through the institutionalism, sociality, technical and ritualistic mediations (MARTÍNBARBERO, 1990, 2003).
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Genchev, Bogdan Georgiev. "Essays in Industrial Organization and Health Economics:." Thesis, Boston College, 2020. http://hdl.handle.net/2345/bc-ir:108915.
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Thesis advisor: Julie H. Mortimer<br>The unifying theme of this dissertation is the growing importance of pharmaceutical products in health care and in society more broadly. The first two chapters use structural and reduced-form models to study the effects of various policies on the choice and utilization of prescription drugs. The third chapter surveys the empirical literature on the competitive effects of a class of pricing arrangements used in the pharmaceutical and many other industries. Chapter 1. One of the criticisms leveled against direct-to-consumer advertising of prescription drugs is that it overemphasizes the use of pharmaceuticals at the expense of other forms of treatment. In “Choice of Depression Treatment: Advertising Spillovers in a Model with Complementarity,” I study how antidepressant TV ads affect demand for psychotherapy. Antidepressant advertising can increase demand for therapy if the products are complements or if advertising has spillover effects. To disentangle the different channels, I develop a discrete-choice demand model that allows for complementarity between products, advertising spillovers, and flexible unobserved preference heterogeneity. Individual-level panel data on treatment choices and price variation allow me to separately identify complementarity and correlated preferences, whereas the average price of TV advertising, used as an instrument, identifies the causal effect of antidepressant ads on demand for each product. The results indicate that even though antidepressants and psychotherapy are substitutes, drug advertising increases demand for therapy through a spillover effect. Allowing for time-invariant and time-varying unobservables that can be correlated across products critically affects the estimated degree of complementarity and advertising elasticities. Chapter 2. While prescription drugs have enabled the cost-effective treatment of a myriad of diseases, many pharmaceuticals come with potential for abuse. The growing use of opioid medications for chronic pain led to widespread misuse, addiction, and skyrocketing overdose death rates. In “Did Plain-Vanilla Prescription Drug Monitoring Programs Reduce Opioid Use? Evidence from Privately Insured Patients,” I explore whether prescription drug monitoring programs (PDMPs) with no registration or use mandates were effective in reducing the utilization of opioid prescription drugs. Exploiting the staggered introduction of such programs between 2008 and 2010, I use difference-in-differences to estimate their causal effect on the number of prescriptions, days supply, and dosage per capita. Based on data from privately insured adults, the estimation results reveal that PDMPs successfully reduced opioid utilization, especially of high-dosage prescriptions. A battery of robustness checks suggests that the estimated effects are caused by the PDMPs and not by confounding factors such as broader trends in health care, attrition, out-of-state purchases, or other anti-opioid policies. Chapter 3. The assumption that buyers pay the same price for each unit of the good they purchase underlies many economic analyses. However, linear pricing is one of many pricing arrangements used in practice. In “Empirical Evidence on Conditional Pricing Practices: A Review,” Julie Holland Mortimer and I review the existing empirical studies on the competitive impact of conditional pricing practices (CPPs), under which the price of a product may depend on a quantity, share, bundling, or other requirement. Examples of CPPs include all-units and loyalty discounts, full-line forcing contracts, and exclusivity arrangements. A common thread unifying the empirical literature is that CPPs often have both procompetitive and anticompetitive effects and that their net effect may depend on the details of the arrangements and the characteristics of the markets in which they are used<br>Thesis (PhD) — Boston College, 2020<br>Submitted to: Boston College. Graduate School of Arts and Sciences<br>Discipline: Economics
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Dupuy, Aurélie. "Représentations et usages du parfum." Thesis, Montpellier 3, 2010. http://www.theses.fr/2010MON30067/document.
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Associés à la vie comme à la mort, à la beauté et au bien-être, aux soins du corps et aux plaisirs charnels, les parfums ont, de tout temps, occupé une place prépondérante dans la vie des hommes. Afin d’appréhender le parfum, évanescent, mais omniprésent dans notre société, il faut faire appel à ses origines, à ses représentations et à ses résonances physiologiques, culturelles et sociales. Le parfum demeure, en effet, porteur de significations et pénètre dans les sphères du sensoriel, des pratiques corporelles et du symbolique. Devenu produit industriel, le parfum dépasse le cadre de l’alchimie des senteurs. Cette recherche propose de mettre en perspective une possible dimension sociologique du parfum lorsqu’il est appréhendé dans sa globalité : représentations et usages, communication, conditionnement et publicité<br>Having linked to life as to death, to beauty and to well-being, to care of the body and to carnal pleasures, perfumes, any time long, occupied a preponderant place in the life of men. To studied perfume, evanescent, but omnipresent in our society, it is necessary to appeal to its origins, its representations and its physiological, cultural and social resonance. Perfume remains, indeed, bearing of significations and enters the spheres of the sensory, of bodily practices and of symbolism. Become industrial product, perfume exceeds the frame of alchemy fragrances. This research offers to put into relief a possible sociological dimension of perfume studied taken as a whole: representations and uses, communication, packaging and advertising