Relevant bibliographies by topics / Art of advertising

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Academic literature on the topic 'Art of advertising'

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Published: 28 May 2022

Last updated: 29 May 2022

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Journal articles on the topic "Art of advertising"

Pryshchenko, Svitlana Valeriivna. "CREATIVE TECHNOLOGIES IN ADVERTISING DESIGN." Creativity Studies 12, no. 1 (May 24, 2019): 146–65. http://dx.doi.org/10.3846/cs.2019.8403.

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The purpose of this article was analyses the existing methodological approaches to art, culture, design, advertising for the further effective designing of advertising products, increasing its positive value orientations and aesthetic level. The research area is the visualization of advertising ideas taking into account of regional specificity and ethno-cultural identification. Scientific study of cultural-aesthetic component in advertising design has the aim to systematize visual means of information and make a complex definition of their functional specifics in contemporary society, which is much wider than thirty years ago. The advertising graphics presented as visual art, visual culture and visual communication. On examples, we considered the creative advertising technologies: metaphors, hyperbole, associations, allegories and metonymies using colour-graphic imaginative means. Orientation of products to regional consumer groups, significant change of market policy presupposed cardinal change in tasks and character of advertising: socio-psychological, cultural and art-aesthetical indices become actual. Definition of imagery as specific tool of creativity on the point of view different aesthetic ideals is a key to understanding the process of art projecting. So, our comprehensive research summarizes stylistics of advertising graphics in the context of cross-cultural communications from posters to new advertisings forms – digital media

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Parikh, Kashyap. "Graffiti in Relation to art & Advertising." Indian Journal of Applied Research 3, no. 1 (October 1, 2011): 63–64. http://dx.doi.org/10.15373/2249555x/jan2013/25.

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Hartlaub, G. F. "Art as Advertising (1928)." Design Issues 9, no. 2 (1993): 72. http://dx.doi.org/10.2307/1511678.

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Bimo, Aryo. "Pengertian Art Direction dan Peranan Seorang Art Director dalam Periklanan." Humaniora 1, no. 2 (October 31, 2010): 388. http://dx.doi.org/10.21512/humaniora.v1i2.2881.

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Nowadays advertising is a field that is progressing rapidly and is quite popular majors marked by numerous educational institutions both private and the country that opened specialization advertising. One of the positions in the field of advertising that quite popular is Art Director. The skill of art directing is a bit much has been represented in the department of Visual Communication Design or Graphic design. But it is sometimes still confused between the duties and role of an art director and a graphic designer. This article gives a general overview of what is meant by Art Director as well as roles and duties.

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Zurstiege, Guido. "The pragmatics of calling advertising art: Four systems theoretical approaches to art and advertising." Empedocles: European Journal for the Philosophy of Communication 2, no. 1 (June 9, 2011): 3–17. http://dx.doi.org/10.1386/ejpc.2.1.3_1.

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Lee, Jieun, Junghyun Kim, and Jinhyun Yu. "Effects of Congruence of Product, Visual Image, and Consumer Self-Image on Art Infusion Advertising." Social Behavior and Personality: an international journal 43, no. 10 (November 19, 2015): 1725–40. http://dx.doi.org/10.2224/sbp.2015.43.10.1725.

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Although previous researchers have reported that use of visual art in advertising induces more positive responses in consumers than does no art, which variables are important in inducing these responses has been largely unexamined. We investigated the moderating effects on advertising of the congruence between product and visual image, and also the congruence between visual image and self-image. The sample consisted of 228 university students in Korea and the results showed that the students experienced stronger purchase intention when exposed to art infusion advertising with high levels of advertisement–product congruence and advertisement–self-image congruence than they did when the levels of congruence were low. Further, we found that positive emotion mediated the effects of art infusion advertising on attitude toward advertising only for a hedonic product, and that consumer response to art infusion advertising differed according to product type.

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Selber, Kimberly A. "Influence of Modern Art on Early 20th-Century Advertising Art." International Journal of the Arts in Society: Annual Review 2, no. 1 (2007): 183–92. http://dx.doi.org/10.18848/1833-1866/cgp/v02i01/35350.

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Zaytseva, Anastasia F. "Artistic Reception as a Field of Implementation of the Aesthetic Component of Advertising." Observatory of Culture, no. 4 (October 28, 2015): 29–33. http://dx.doi.org/10.25281/2072-3156-2015-0-4-29-33.

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In this article, the author examines the perception of art as a field of implementation of the aesthetic function of advertising. Being based on research works in the field of receptive aesthetics and phenomenology, the author analyzes the relevance of the aesthetic perception of advertising communications. The article examines the advertising communications as a complex phenomenon; there is presented a comparative analysis of the values of perception of works of art and of advertising samples. The article opens a new perspective on the aesthetic component in advertising. The author goes beyond the classical idea of its implementation through artistic techniques and shows a vast field of actualization of the aesthetic component in advertising.

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Ye, Minhee, and Eunhyuk Yim. "Pastiche of Art-Works in Fashion Advertising." Journal of the Korean Society of Clothing and Textiles 40, no. 6 (December 31, 2016): 1072–84. http://dx.doi.org/10.5850/jksct.2016.40.6.1072.

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Lears, Jackson. "Uneasy Courtship: Modern Art and Modern Advertising." American Quarterly 39, no. 1 (1987): 133. http://dx.doi.org/10.2307/2712634.

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Dissertations / Theses on the topic "Art of advertising"

Aspén, Lisa. "Art and Advertising." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12540.

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The thesis examined whether there is a distinct boundary between art and advertising. The collected data showed how art and advertising are linked to each other and also differ from each other, in particular through the latter half of the 1900’s. What was happening in society came to have great impact on what happened in art and advertising. In postwar Germany, capitalism realism evolved from the German pop art where the art was removed from the art gallery and placed on the streets where the people were, in an era that was characterized by a gap between the rich and the poor. Capitalism Realism went on to advertising which at the time was using the techniques of subliminal persuasion and later turned into a post-modern advertising. The study included examples of artists who collaborate with advertising, where advertising has worked artistically and how the artist became a trademark. The study also showed that there are strong objections in the art world to working with advertising, but not vice versa. Advertising seems happy to work with arts.

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Raley, Gabrielle. "Between art and advertising the production, organization, and culture of commercial art /." Diss., Restricted to subscribing institutions, 2010. http://proquest.umi.com/pqdweb?did=2023816031&sid=1&Fmt=2&clientId=1564&RQT=309&VName=PQD.

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Bickerstaff, Meghan Triplett. "Okay, Maybe You Are Your Khakis: Consumerism, Art, and Identity in American Culture." Oxford, Ohio : Miami University, 2004. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1092258380.

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Kennedy, Adam James. "Branded art : advertising promotion and the cultural economy." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20258/.

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Mon, Shuk-lin Shereen. "An urban communication tool the Centre for Advertising and Communication Arts /." Click to view the E-thesis via HKUTO, 1997. http://sunzi.lib.hku.hk/hkuto/record/B31983571.

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Delaney, Michelle Anne. "Advance work : art and advertising in Buffalo Bill's Wild West." Thesis, University of Strathclyde, 2018. http://digitool.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=30538.

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This analysis of the visual record of Buffalo’s Bill Wild West posters in the United States provides the first scholarly interpretation focused on the commercial print production and related cultural impact of the show on American and international audiences, and is divided into two sections: Inventing Buffalo Bill’s Wild West, and Visualizing Buffalo Bill’s Wild West. Part One interprets the history of the art, advertising, and commercial prints developed for the Wild West. Part Two includes overview and analysis of the visual culture of the Wild West for U.S. tours, the importance of the Strobridge Lithographing Co. and the city of Cincinnati as a commercial printing hub, and the Wild West diplomacy and international perspectives of the program following the successful 1893 season. The evolution of the art and advertising of Buffalo Bill’s Wild West is linked to the highly publicized life of William F. Cody, and his exposure to the art and landscape of the American West. Chapters in each part of this study consistently incorporate elements of Cody’s life, his interest in American art, and his friendships with successful artists. Chapter One, The Art of Buffalo Bill’s Wild West, William F. Cody, and the American West, presents a biography of Cody within that context: his celebrated life and times, and the art of the American West that influenced him. Chapter Two, Advertising the Wild West: Cody and Cooke, introduces the professional relationships crucial to Cody’s success as a performer and entrepreneur leading the Wild West team, including the impact of general publicity agent Louis E. Cooke on Cody’s artistic and business decisions over several decades. Chapter Three, The Wild West Company and Commercial Printers, establishes significant advances in lithographic printing following the American Civil War, introducing the printing firms contracted with the show, and the artists and photographers instrumental in advancing the art of the Wild West. Chapter Four, The Visual Culture of the Wild West in the United States, defines the history of the three most prominent printing companies in the development of color lithographic posters for the Wild West—A. Hoen & Co., of Baltimore, MD; Courier Lithographic Co., of Buffalo, NY, and Enquirer Job Printing Co., of Cincinnati, OH—and the unique poster art developed through the relationships between Cody, the owners, and artists at the companies. Chapter Five, The Strobridge Lithographing Company and Cincinnati Show Printers, explores the prominence of the city of Cincinnati on American lithography and Strobridge and Enquirer as leaders in circus and traveling show poster production, including those for the Wild West. Chapter Six, Wild West Diplomacy and Going Global, expands on the changes in the Wild West with the introduction of the Congress of Rough Riders of the World, and considers Cody’s ongoing role in promoting international peace and diplomacy amid America’s emerging imperial role in the world. Numerous artists, photographers, and lithographers collaborated to create the dynamic and effective imagery for Cody and the Wild West between 1883 and 1913. Newly accessible digital and archival collections provide new opportunities for the analysis and documentation of the art created to advance the celebrity of 'Buffalo Bill' and foster the national and international success of the Wild West. The artwork conveyed a carefully crafted and sometimes nuanced version of how the West was won, in which Cody, himself, was always central. The surviving posters and photographs, programs, newspaper accounts, personal correspondence and expense records, confirm the process and intent behind the Wild West advertising phenomenon that fixed the performers and performances into the national memory and American history.

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Peng, Huihui. "Young People's Attitudes on Art Infusion Advertising on Social Media: Focus Groups with Chinese Students." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78373.

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In China, advertisements posted by online influencers on social media platforms have become a new trend of marketing. Through the lenses of art-infusion theory and the entertainment overcoming resistance model, this study focuses on a specific advertisement posted by a Chinese online influencer and explores whether this advertisement appeals to Chinese young people and why. Five focus group sessions were conducted with 29 Asian college students to explore the impact of artwork in advertising on participants' attitudes toward the ad and the advertised product. The results showed that 1) participants' attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising. The findings of the study suggest practical implications for advertising professionals as well as art promoters.
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Hubbard, Philippa. "The art of advertising : trade cards in eighteenth-century consumer cultures." Thesis, University of Warwick, 2009. http://wrap.warwick.ac.uk/2272/.

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This thesis examines graphic trade cards in eighteenth-century consumer cultures in Britain, France and North America. Trade cards were single-sheet commercial notices promoting the names and locations of individual trades-people alongside the goods and services they supplied. They formed part of a larger category of prints distributing economic information to buyers and sellers. However, the production, role and function of trade cards made them distinct from other forms of commercial advertising. I examine their modes of production and use to suggest the part they played in the professionalisation of retail practices as well as the fashioning of vocational identities for tradesmen. I consider the consumer profile that trade cards targeted and suggest that they appealed to distinct sets of shoppers who read the cards in conjunction with other texts, graphic prints and educative illustrations in books and magazines. Trade cards functioned as multimedia advertisements for an audience interested in cultures of knowledge as well as shopping and new consumer goods. I examine how early engravers used trade card commissions to raise their profile as imaginative artists. I consider the ways in which trade cards supported long-term socioeconomic relationships between buyers and sellers over time and space, and examine their roles as invoices and gifts in systems of credit. I am particularly interested in understanding how trade cards functioned uniquely as promotional notices and mediatory devices for a limited period in the history of consumer culture. The final chapter examines French and American trade cards. In their national contexts, trade cards advertised through a culturally-encoded graphic and textual vocabulary familiar to native consumers. They helped develop and disseminate the emblems and symbols that promoted national identities, agendas and priorities at the end of the eighteenth century. I extend this analysis beyond national geographic boundaries to demonstrate how trade cards also functioned as international business cards, supporting commercial networks in global trade.

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Brandse, Simone. "Preconscious perception and persuasion: the physiology of visual art and advertising." Thesis, Boston University, 2002. https://hdl.handle.net/2144/27604.

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Muirheid, Amanda J. "Visual Culture within Comprehensive Art Education and Elementary Art Curriculum." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/art_design_theses/80.

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This thesis addresses why a comprehensive art education curriculum needs to merge with visual culture in order to better serve current elementary students today. The review of literature supports this theory and proves that the two approaches work together to make learning relevant and effective. The units of study provided make up a guideline that show teachers how to include visual culture into the current comprehensive art education structure. This allows students to bring their own ideas and experiences into the classroom, and results in making the visual arts more personal. Following this curriculum will help students own their education and ultimately gain higher level thinking and learning in the visual arts as well as other subject areas.

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Books on the topic "Art of advertising"

Art and advertising. London: I.B. Tauris, 2005.

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The art of advertising. London: Peerage Books, 1985.

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Handbook of advertising art production. 4th ed. Englewood Cliffs, N.J: Prentice Hall, 1990.

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Art-directing photography. Cincinnati, Ohio: North Light Books, 1989.

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Berger, Warren. Advertising today. London: Phaidon, 2001.

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Berger, Warren. Advertising today. London: Phaidon, 2004.

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Mike, Dorrian, ed. Guerrilla advertising: Unconventional brand communication. London: Laurence King, 2006.

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Printing, London College of. MA in photography and advertising thesis 1990: Surrealism - art - advertising. London: LCP, 1990.

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Ogilvy on advertising. New York: Vintage Books, 1985.

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David, Ogilvy. Ogilvy on advertising. London: Guild Publishing, 1985.

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Book chapters on the topic "Art of advertising"

McStay, Andrew. "Conclusions: Reconciling Art and Science in Advertising." In Digital Advertising, 187–99. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-49435-1_13.

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Holm, Nicholas. "Advertising as art: From creativity to critique." In Advertising and Consumer Society, 162–80. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-47175-8_8.

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Barlow, Tani E. "Commercial Advertising Art in 1840-1940s “China”." In A Companion to Chinese Art, 431–53. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781118885215.ch21.

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Hastings, Gerard. "Advertising and the Art of Organised Lying." In Hyperconsumption, 20–32. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003268567-4.

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Johnston, Patricia. "Art and Commerce: The Challenge of Modernist Advertising Photography." In Cultures of Commerce, 91–113. New York: Palgrave Macmillan US, 2006. http://dx.doi.org/10.1007/978-1-137-07182-8_6.

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Liu, Zhinong. "Development of Advertising Art Design Based on Information Technology." In Lecture Notes on Data Engineering and Communications Technologies, 3–10. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-16-5854-9_1.

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Hahn, H. Hazel. "Le Courrier Français, Géraudel Cough Drops, and Advertising as Art." In Scenes of Parisian Modernity, 205–18. New York: Palgrave Macmillan US, 2009. http://dx.doi.org/10.1057/9780230101937_11.

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Barron, Emma. "Puccini, Botticelli and Celebrity Endorsements: The Art of Magazine Advertising." In Popular High Culture in Italian Media, 1950–1970, 177–213. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-90963-9_6.

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Zhang, Qiongfang. "Communication of Advertising Visual Communication Design Art in the Information Network Era." In Lecture Notes on Data Engineering and Communications Technologies, 166–72. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-16-5854-9_21.

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Jaafar, Fazlina, Azian Mohd Zain, and Faiz Marzuqi Mustaffa. "The Potential of Photo Manipulation as Visualization Technique in Advertising Campaign." In International Colloquium of Art and Design Education Research (i-CADER 2014), 457–67. Singapore: Springer Singapore, 2015. http://dx.doi.org/10.1007/978-981-287-332-3_48.

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Conference papers on the topic "Art of advertising"

Petenji Arbutina, Sibila, and Jelena Kovacevic Vorgucin. "(Non) Art in the Art of Advertising." In InSITE 2011: Informing Science + IT Education Conference. Informing Science Institute, 2011. http://dx.doi.org/10.28945/1470.

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Ashish Kumar Singh and Vidyasagar Potdar. "Blocking online advertising - A state of the art." In 2009 IEEE International Conference on Industrial Technology - (ICIT). IEEE, 2009. http://dx.doi.org/10.1109/icit.2009.4939739.

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Zhou, Mingzhen. "Research on advertising art in New Media Era." In 2015 2nd International Conference on Education, Language, Art and Intercultural Communication (ICELAIC-15). Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icelaic-15.2016.140.

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Zhang, Chunli. "Multimodal Discourse Analysis of Advertising Language." In 4th International Conference on Education, Language, Art and Intercultural Communication (ICELAIC 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icelaic-17.2017.37.

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Zhao, Yu, and Rui Jie Duan. "The Marriage Between Advertising Text and Literature." In 2021 International Conference on Public Art and Human Development ( ICPAHD 2021). Paris, France: Atlantis Press, 2022. http://dx.doi.org/10.2991/assehr.k.220110.158.

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Wang, Jing. "The Integration of Ink Art and Modern Advertising Design-- Analysis of the Effect of Ink Dots in Advertising Design in the Teaching of Art History." In 8th International Conference on Education, Management, Information and Management Society (EMIM 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/emim-18.2018.161.

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Gao, Congrui. "Current Instruction Situation and Reform Innovation in Advertising Design." In International Conference on Education, Language, Art and Intercultural Communication (ICELAIC-14). Paris, France: Atlantis Press, 2014. http://dx.doi.org/10.2991/icelaic-14.2014.135.

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Yang, Yu, and Qinqin Song. "RESEARCH ON THE PRACTICAL EFFECT OF COLLEGE ART APPRECIATION COURSE BASED ON SPOC - TAKING THE COURSE "FALLING IN LOVE WITH ADVERTISING-ADVERTISING ART APPRECIATION" AS AN EXAMPLE." In 2nd Eurasian Conference on Educational Innovation 2019. International Institute of Knowledge Innovation and Invention Private Limited, 2019. http://dx.doi.org/10.35745/ecei2019v2.052.

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Kim, Byeong Jeong, Eun Taek You, and Seop Hyeong Park. "A Gesture and Interaction Method for Inner Object Selection in AR Advertising." In Art, Culture, Game, Graphics, Broadcasting and Digital Contents 2015. Science & Engineering Research Support soCiety, 2015. http://dx.doi.org/10.14257/astl.2015.113.21.

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Yang, Fei. "Analysis on the Influence of Western Abstract Art on the Print Advertising Design." In The 5th International Conference on Art Studies: Research, Experience, Education (ICASSEE 2021). Amsterdam University Press, 2021. http://dx.doi.org/10.5117/9789048557240/icassee.2021.037.

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Reports on the topic "Art of advertising"

Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Ballarat. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206963.

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Description Ballarat sits on Wathaurong land and is located at the crossroads of four main Victorian highways. A number of State agencies are located here to support and build entrepreneurial activity in the region. The Ballarat Technology Park, located some way out of the heart of the city at the Mount Helen campus of Federation University, is an attempt to expand and diversify the technology and innovation sector in the region. This university also has a high profile presence in the city occupying part of a historically endowed precinct in the city centre. Because of the wise preservation and maintenance of its heritage listed buildings by the local council, Ballarat has been used as the location for a significant set of feature films, documentaries and television series bringing work to local crews and suppliers. With numerous festivals playing to the cities strengths many creative embeddeds and performing artists take advantage of employment in facilities such as the Museum of Australian Democracy at Eureka. The city has its share of start-ups, as well as advertising, design and architectural firms. The city is noted for its museums, its many theatres and art galleries. All major national networks service the TV and radio sector here while community radio is strong and growing.

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Ivanova, Iryna, and Elena Afanasieva. MODEL OF INTERACTION BETWEEN ADVERTISING, PR AND JOURNALISM. Ivan Franko National University of Lviv, February 2021. http://dx.doi.org/10.30970/vjo.2021.49.11060.

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The article is an overview of the journalism – PR – advertising relationship at the terminological, empirical-analytical and practical levels. It traces the state of the discussion of these correlations in the post-soviet media such as Ukraine. The study describes that domesticating the importance of the appropriate partnership between the three communication technologies. The thesis is that journalism, advertising and PR create a mutual connection that takes place in an atmosphere of PR and advertising permissiveness and deepens with the development of digitalization, Social network development. The present research is based on a comprehensive approach. The inductive and deductive methods are adopted to discuss theoretical materials, and the interdisciplinary research method is used to detect PR-specific features as a philosophy of a new journalism project. The interpretive approach, usually employed to analyze media text as a complex synthetic structure, was also taken into consideration. The analytical method application identified the modern means of substantiating the ideological, esthetical and informative value of brand journalism and spin doctor. The innovative character of modern media as a behavioral strategy in the advertising and PR industry consists in the fact that it is a form of creative production and behavior rather than adapting a specific communication situation. The article examines the main directions of contemporary interactions between PR, advertising and journalism as a media content creation. In this context, it is asserted that advertising, journalism and PR activities can contribute to the creation of media content. At some point, good media content is achieved not only as a result of this competition but also from the correlation between PR, advertising and journalism.

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Mintii, Iryna S., and Vladimir N. Soloviev. Augmented Reality: Ukrainian Present Business and Future Education. [б. в.], November 2018. http://dx.doi.org/10.31812/123456789/2673.

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The aim of the study: analysis of the current state and prospects for the development of augmented reality in Ukraine in business and education. The objectives of the study: to analyze the experience of using the augmented reality in advertising, marketing, education of Ukraine; to investigate the problems existing in this direction. The object of the study: the process of using augmented reality in advertising, marketing, education. The subject of the study: specific projects using the augmented reality in advertising, marketing, education. The used method of study was theoretical that included analysis of articles and materials of conferences on the research problem. The results of the study: nowadays, the augmented reality is used primarily in the field of advertising and marketing of Ukraine. As an example is the advertisement of Kyivstar (virtual tour around Ukraine, augmented reality quest), some of the Ukrainian companies have certain results in in this direction, for example, Augmented Pixels, Simo AR (in the development of a browser with augmented reality, the Kontramarka ticket service is implemented), Live Animations (such projects as Wonderland AR, My Yeti, Live Coloring, Gapchinska, Live Photo are already implemented). Among the problems that exist with the introduction of these technologies in education, first of all, we should note the shortage of specialists in the preparation of such educational projects and the uncoordinated actions of business and education in this direction. Main conclusions and recommendations: in order to disseminate research results it is necessary to hold thematic events of the all-Ukrainian level.

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Kerrigan, Susan, Phillip McIntyre, and Marion McCutcheon. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Geelong and Surf Coast. Queensland University of Technology, 2020. http://dx.doi.org/10.5204/rep.eprints.206969.

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Geelong and the Surf Coast are treated here as one entity although there are marked differences between the two communities. Sitting on the home of the Wathaurong Aboriginal group, this G21 region is geographically diverse. Geelong serviced a wool industry on its western plains, while manufacturing and its seaport past has left it as a post-industrial city. The Surf Coast has benefitted from the sea change phenomenon. Both communities have fast growing populations and have benefitted from their proximity to Melbourne. They are deeply integrated with this major urban centre. The early establishment of digital infrastructure proved an advantage to certain sectors. All creative industries are represented well in Geelong while many creatives in Torquay are embedded in the high profile and economically dominant surfing industry. The Geelong community is serviced well by its own creative industries with well-established advertising firms, architects, bookshops, gaming arcades, movie houses, music venues, newspaper headquarters, brand new and iconic performing and visual arts centres, libraries and museums, television and radio all accessible in its refurbished downtown area. Co-working spaces, collective practices and entrepreneurial activity are evident throughout the region.

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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, November 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-back guarantees [MBG] demonstration, free sampling and advertising) are used extensively to induce the adoption of agricultural inputs, but there is little understanding of their impacts on the diffusion of new technologies. The agricultural economic literature on technology adoption ignores marketing efforts by the private sector, which may result in misleading extension and technology transfer policies. There is a need to integrate marketing and economic approaches in analyzing technology adoption, especially in the area of agricultural inputs. Major Conclusion. Marketing tools play an important role in reducing uncertainties about product performance. They assist potential buyers to learn both about objective features, about a product, and about product fit to the buyer's need. Tools, such as MBGs and demonstration, provide different information about product fit but also require different degrees of cost for the consumer. In some situations they can be complimentary and optimal strategy combines the use of both. In other situations there will be substitution. Sampling is used to reduce the uncertainty about non-durable goods. An optimal level of informational tools declines throughout the life of a product but stays positive at a steady state. Implications. Recognizing the heterogeneity of consumers and the sources of their uncertainty about new technologies is crucial to develop a marketing strategy that will enhance the adoption of innovation. When fit uncertainty is high, allowing an MBG option, as well as a demonstration, may be an optimal strategy to enhance adoption.

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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.

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Iatsyshyn, Anna V., Iryna H. Hubeladze, Valeriia O. Kovach, Valentyna V. Kovalenko, Volodymyr O. Artemchuk, Maryna S. Dvornyk, Oleksandr O. Popov, Andrii V. Iatsyshyn, and Arnold E. Kiv. Applying digital technologies for work management of young scientists' councils. [б. в.], June 2021. http://dx.doi.org/10.31812/123456789/4434.

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The publication explores the features of the digital technologies’ usage to organize the work of the Young Scientists’ Councils and describes the best practices. The digital transformation of society and the quarantine restrictions caused by the COVID-19 pandemic have forced the use of various digital technologies for scientific communication, the organization of work for youth associations, and the training of students and Ph.D. students. An important role in increasing the prestige of scientific activity and encouraging talented young people to participate in scientific projects belongs to the Young Scientists’ Councils, which are created at scientific institutions and higher education institutions. It is determined that the peculiarities of the work of Young Scientists’ Councils are in providing conditions for further staff development of the institution in which they operate; contribution to the social, psychological and material support of young scientists and Ph.D. students; creating an environment for teamwork and collaborative partnership; development of leadership and organizational qualities; contribution to the development of digital competence. The advantages of using electronic social networks in higher education and research institutions are analyzed, namely: general popularity and free of charge; prompt exchange of messages and multimedia data; user-friendly interface; availability of event planning functions, sending invitations, setting reminders; support of synchronous and asynchronous communication between network participants; possibility of access from various devices; a powerful tool for organizing the learning process; possibility of organization and work of closed and open groups; advertising of various events, etc. Peculiarities of managing the activity of the Young Scientists’ Council with the use of digital technologies are determined. The Young Scientists’ Council is a social system, and therefore the management of this system refers to social management. The effectiveness of the digital technologies’ usage to manage the activities of the Young Scientists’ Council depends on the intensity and need for their use to implement organizational, presentation functions and to ensure constant communication. The areas to apply digital technologies for the work managing of Young Scientists’ Councils are sorted as the presentation of activity; distribution of various information for young scientists; conducting questionnaires, surveys; organization and holding of scientific mass events; managing of thematic workgroups, holding of work meetings. It is generalized and described the experience of electronic social networks usage for organizing and conducting of scientific mass events.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.

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