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Pirani, Daniela, Benedetta Cappellini, and Vicki Harman. "The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995)." European Journal of Marketing 52, no. 12 (November 12, 2018): 2478–98. http://dx.doi.org/10.1108/ejm-06-2018-0374.
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PurposeThis paper aims to examine how Mulino Bianco, an iconic Italian bakery brand, has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion.Design/methodology/approachA socio-historical analysis of the iconisation process has been undertaken with a framework for investigating the symbolic, material and practice-based aspects of the brand and their changes over time. Archival marketing material, advertising campaigns and interviews with brand managers constitute the main data for analysis.FindingsThree crucial moments have been identified in which the brand articulates its relationship with the practice of breakfast. During the launch of the brand, the articulation was mainly instigated via the myths of tamed nature and rural past and the material aspect of the products reinforced such an articulation. In the second moment, the articulation was established with the brand’s materiality, emphasised through the use of promotional items targeting mothers and children. In the last phase, a cementification of the articulation was achieved mainly via the symbolic aspect of the brand – communicating Mulino Bianco as emblematic of a new family life in which the “Italian breakfast” was central.Originality/valueTheoretically, this paper advances the understanding of the pervasive influence of brands in family life, showing how they do not simply reshape existing family food practices, rather they can re-create new ones, investing them with symbolic meanings, anchoring them with novel materiality and equipping consumers with new understandings and competences.
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Skard, Siv, and Helge Thorbjornsen. "Closed-ended and open-ended fit articulation." European Journal of Marketing 51, no. 7/8 (July 11, 2017): 1414–39. http://dx.doi.org/10.1108/ejm-01-2016-0011.
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Purpose Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended. Design/methodology/approach Research hypotheses were tested in two experiments. Findings Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open-ended articulation influenced brand attitudes through brand image (Study 1 and Study 2) and altruistic motive attributions (Study 2), there was an indirect effect of closed-ended articulation on brand attitudes through global fit perceptions (Study 2). Practical implications The results from two experiments suggest that incongruent sponsors should use open-ended conclusions about a shared image dimension. Although explicit arguments may increase global perceptions of fit, they may impede a positive impact on the articulated brand image dimension and generation of altruistic motive attribution. Therefore, sponsorship managers should be careful in terms of using explicit arguments for fit when the sponsorship is incongruent because such arguments may hinder articulation from generating goodwill and a positive brand image. Originality/value This is the first paper to develop and test different types of fit articulation strategies in sponsorships.
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Lima, Vitor, Alessandra Baiocchi Antunes Corrêa, Marco Tulio Zanini, Luís Alexandre Grubits de Paula Pessôa, and Hélio Arthur Reis Irigaray. "Branding Rio de Janeiro: a semiotic analysis." Marketing Intelligence & Planning 37, no. 6 (September 2, 2019): 645–59. http://dx.doi.org/10.1108/mip-08-2018-0303.
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Purpose The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity. Design/methodology/approach The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from its Facebook page. Findings It was possible to organize the values and meanings that structure the Rio de Janeiro brand in the semiotic square. Narrative schemes that concretize the value proposition guided mainly by contemplation and experimentation situations were identified. The discursive construction of the Rio de Janeiro brand is primarily marked by the relation between nature and culture, where contrasting meanings are explored by the City Hall managers. Research limitations/implications This study is limited to the analysis of the enunciator (Rio de Janeiro brand managers) in their process of creating and articulating the city’s meanings. Future research could investigate the enunciate (public) perspective. Practical implications Managers should consider the discursive approach since it provides a more holistic perspective on the brand-building process. The findings may contribute to the understanding, selection and articulation of the correct meanings that should be communicated to the public in order to make the city a relevant and desirable place to visit. Originality/value This paper is based on the concept of a brand as a set of discourses grounded by meanings that are culturally conceived, which, thus, presents itself as a different approach from the traditional one, especially in research on place branding.
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Thomas, Robert James. "Out with the old and in with the new: a study of new kit sponsorship and brand associations in the Barclays Premier League." Journal of Product & Brand Management 24, no. 3 (May 18, 2015): 229–51. http://dx.doi.org/10.1108/jpbm-07-2014-0657.
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Purpose – The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League. Design/methodology/approach – The research design is longitudinal, qualitative and interpretivistic, utilising 26 online focus groups with 213 participants over a 24-month period encompassing the 2012/2013 and 2013/2014 Premier League seasons. Findings – The results indicate that Under Armour’s lack of football (soccer) presence in the context of the Premier League offered significant differentiation, as it diminished “common ground” with other fans, offered the opportunity to create personal identities beyond the club and the consumption of kit apparel, and was seen as positive given the articulation that brands such as Nike and Adidas were “forced” onto fans. Additionally, for the first time in the sports sponsorship literature, the findings reveal fans engaging with brands in a utilitarian manner, expressing concerns relating to cost, durability, functionality and value for money. Research limitations/implications – This study is exploratory in nature and highly contextualised, and a larger-scale study of the phenomenon is desirable. This study extends the literature on fans’ perceptions of sponsoring brands and shows that a new sponsor, without prior league or club associations, can generate significant brand interest and elicit consumption behaviours beyond team apparel. Practical implications – The findings suggest that there are considerable opportunities for “outside” brands to garner a market share and instigate loyalty through sponsorship. Subsequently, kit manufacturers should consider strategies that encompass entry into new sporting areas. Originality/value – The study reveals that fans seek uniqueness and differentiation in a sponsoring brand, with brand image paramount in relation to the club and to both social and personal identity.
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Bonde, Anders, and Allan Grutt Hansen. "Audio logo recognition, reduced articulation and coding orientation: Rudiments of quantitative research integrating branding theory, social semiotics and music psychology." SoundEffects - An Interdisciplinary Journal of Sound and Sound Experience 3, no. 1-2 (December 1, 2013): 112–35. http://dx.doi.org/10.7146/se.v3i1-2.15644.
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In this paper we explore an interdisciplinary theoretical framework for the analysis of corporate audio logos and their effectiveness regarding recognisability and identification. This is done by combining three different academic disciplines: 1) social semiotics, 2) branding theory and 3) music psychology. Admittedly, the idea of integrating sonic semiotics with marketing or branding has been proposed elsewhere (cf. Jekosch, 2005; Arning & Gordon, 2006; Winter, 2011), though it appears novel to apply this cross-disciplinary field from a social-semiotic perspective while, at the same time, focusing on musicological descriptors. We consider as a starting point Kress and Van Leeuwen’s (1996, 2006) conceptualisation of ‘modality’, which is central to their ‘visual grammar’ theory and subsequently extended to auditory expressions such as spoken language, music and sound effects (Van Leeuwen, 1999). While originally developed on the basis of linguistics and systemic-functional grammar (Halliday, 1978, 1985) and further reinforced by theories of ‘intersemiotic translation’ (cf. Jakobson, 1959; Eco, 2001) and ‘coding orientation’ (Bernstein, 1971, 1981), Kress and Van Leeuwen’s idea of modality is in this paper connected to notions of brand recognisability and brand identification, thus resulting in the concept of ‘Reduced Articulation Form’ (RAF). The concept has been tested empirically through a survey of 137 upper secondary school students. On the basis of a conditioning experiment, manipulating five existing audio logos in terms of tempo, rhythm, pitch and timbre, the students filled out a structured questionnaire and assessed at which condition they were able to recognise the logos and the corresponding brands. The results indicated that pitch is a much more recognisable trait than rhythm. Also, while timbre turned out to be a decisive element, RAF did actually cause logo and brand recognition in a substantial way. Finally, there seems to be a connection between the level of melodic distinctiveness and logo and brand recognition. The empirical findings are interpreted and discussed in light of the theoretical framework and the concept of coding orientation.
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King, Ceridwyn. "Brand management – standing out from the crowd." International Journal of Contemporary Hospitality Management 29, no. 1 (January 9, 2017): 115–40. http://dx.doi.org/10.1108/ijchm-12-2015-0711.
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Purpose This paper aims to provide a comprehensive understanding of how brand management research has evolved to inform future hospitality research agendas that are both theoretically and practically innovative and relevant. Design/methodology/approach A review of leading tourism and hospitality journals, augmented by a review of leading mainstream marketing and services journals, over the past 20 years was undertaken. Focusing on papers with an emphasis on the brand, as reflected in the title, over 263 articles were reviewed. Findings In contrast to the more established mainstream literature, brand management research in the hospitality literature is limited in both its depth and breadth. In seeking to go beyond mere replication, and in consideration of industry needs, the review informs the articulation of an integrative research framework that reflects the extant literature and illuminates new research pathways that, in anticipation of making a significant contribution to brand management theory, will enhance hospitality academic and practitioner understanding of brand management. Research limitations/implications The comprehensive critical review affords insight into areas of brand management research innovation, both from a topic and methods perspective. The proposed research agenda not only reflects industry priorities but also responds to gaps within academia’s current understanding of brand management theory, particularly within a service context. Grounded in classical theories and industry insight, the pursuit of topics advanced in the research agenda are expected to make a significant contribution to the theoretical understanding of the brand management concept in an applied setting, in addition to providing timely and relevant insight to practitioners seeking to stand out from the crowd. Originality/value With brands dominating the hospitality landscape, insight derived from thought leading and innovative research is needed. With no comprehensive review of brand management research within the tourism and hospitality literature, clarity with respect to what is known and, more importantly, what is not known is not apparent. This paper addresses this paucity and, in doing so, gives hospitality academics a clear pathway to conducting meaningful and relevant brand management research from both theoretical and practical perspectives.
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Stolarski, Łukasz. "Correlation Between Car Size, Weight, Power, and Vowel Quality in Model Names." Studia Anglica Posnaniensia 55, no. 1 (March 1, 2020): 21–48. http://dx.doi.org/10.2478/stap-2020-0002.
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Abstract This paper focuses on the practical application of the theory of sound symbolism in brand name development and examines which of the two phonetic dimensions of vowel articulation, the vertical articulatory scale or the horizontal one, is utilised to a higher degree in communicating the size of a vehicle to customers. The methodology used in previous studies on size-sound symbolism did not make it possible to separate the two aspects of vowel articulation. In the present paper, these dimensions were categorised by the use of quantitative methods. Each Received Pronunciation vowel was assigned a numerical value separately on both scales. Then, the correlations between the values obtained for horizontal and vertical articulation of the vowels present in the names of cars sold in Great Britain and the physical attributes of the respective vehicles such as size, weight, and power were calculated. The final results reveal that it is only the vertical scale of vowel articulation which is utilised to signal the physical characteristics of the vehicles examined in this project. Although these findings refer directly to British English, they may also have more universal implications for the theory of magnitude sound symbolism.
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Godinho, Sandra, and Margarida V. Garrido. "Branding with the in-out effect: The impact of consonantal articulation on brand evaluation." Psychology & Marketing 34, no. 9 (August 10, 2017): 904–11. http://dx.doi.org/10.1002/mar.21031.
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Madrigal, Robert, and Jesse King. "Improving fit perceptions for an incongruent sponsorship: Associating a sports property to a brand via analogical articulation." Journal of Business Research 124 (January 2021): 731–38. http://dx.doi.org/10.1016/j.jbusres.2018.12.001.
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Ball, Martin J. "Linguo-labials revisited: The PRDS solution." Journal of the International Phonetic Association 17, no. 2 (December 1987): 115–17. http://dx.doi.org/10.1017/s0025100300003315.
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Both Maddieson (1987) and Kelly (1987) discuss the problem of symbolising linguo-labials in Austronesian languages of Vanuatu, and highlight the alternative solutions to the problem of symbolising rare speech sounds. Maddieson outlines five possible answers: firstly no official IPA symbolisation be provided, allowing transcribers to utilise ad hoc personal transcriptions. Secondly, existing symbols could be modified by existing diacritics, though interpreted in a new way. An alternative to this would be to invent a new diacritic specifically to denote linguo-labial articulation and to attach it to an existing symbol. The final two strategies involve the invention of brand new unit symbols for the sounds, or the use of digraphs. Maddieson argues convincingly against the use of digraphs, but otherwise leaves the debate open for other contributors. Both Kelly (1987) and Bladon (1987) are also to some extent non-committal on the problem, but seem to favour the use of an existing or a new diacritic attached to standard labial/alveolar symbols.
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Ganguly, Shreyashi. "Laughing About Caste." Connections: A Journal of Language, Media and Culture 1, no. 1 (November 5, 2020): 43–54. http://dx.doi.org/10.29173/connections11.
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The literature on political humour in India has largely evaded the question of how humour intersects with caste stratification. Not much has been written about humour’s potential to discriminate against certain caste groups of the lower social order. Similarly, the traditional media in India has been silent about the issue of caste following which, social media has emerged as the ‘counter publics’ where caste identity can be collectively and freely expressed. Taking the now flourishing brand of English stand-up comedy on the Internet in India as an entry point, this study investigates if the symbolic articulation of caste identities is at all made possible in this genre. Using a combination of discourse analysis and social media analysis, to examine the jokes produced in stand-up shows, this analysis tries to gauge how frequently, and in what ways, caste finds mention in these performances on the Internet. This paper finds that caste identity, and the associated discrimination, are hardly evoked in the comedians’ discourse. And when spoken about, they are often done so in a disparaging light. I conclude this paper by illuminating the ways in which this disparaging humour bolsters caste discrimination, sustains stereotypes and, in the process, conditions the normalized exclusion of lower-caste groupings from the public sphere.
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Winter, Aaron. "Race, Multiculturalism and the ‘Progressive’ Politics of London 2012: Passing the ‘Boyle Test’." Sociological Research Online 18, no. 2 (May 2013): 137–43. http://dx.doi.org/10.5153/sro.3069.
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This paper will examine the ways in which race, multiculturalism and nation have been constructed, used and evoked in the London 2012 Olympics bid, branding and promotion. The paper will focus on the two-pronged strategy promoting modern, diverse, multicultural Britain and the more conservative traditional, historic Britain, and the tensions and contradictions between these. These are tensions and contradictions which have been exposed and exacerbated by 7/7, recession and riots, as well as the shift in government from New Labour to the Tory-led coalition. The paper will examine the ways in which race and nation have played a role historically and politically in the Olympics, and then examine the place and use of race in three aspects of the 2012 Games: the bid and branding, the opening ceremony and the representation of the athletes themselves. The paper will argue that far from being progressive and inclusive as has been promoted and claimed, what has occurred around London 2012 has been a conservative hegemonic re-articulation of a ‘Britishness’ that is ‘progressive’ and includes immigrants and black and minority ethnic individuals based on a logic of integration and performance that does not threaten, criticise or make demands of more traditional visions of Britishness. Moreover, athletes such as Mo Farah have been positioned in such a way as to challenge racism and xenophobia and re-brand Britain as inclusive in narrow terms and at the same time serve as aspirational individual role models through which to set expectations for and make demands of immigrant, black and minority ethnic youth and wider communities.
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Wisnu Wijaya, PG. "Film Dokumenter Penenun Tapis Lampung Sebagai Media Identitas Kultural." AKSA: JURNAL DESAIN KOMUNIKASI VISUAL 3, no. 1 (April 20, 2020): 389–432. http://dx.doi.org/10.37505/aksa.v3i1.31.
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The Lampung Wastra, called the Tapis, is an intangible artifact that has exotic characteristics and uniqueness like fabrics in other parts of Indonesia. All typical fabrics in the archipelago become cultural icons in each region, especially the Tapis discussed in this paper are indeed in the 'critical' space. In fact, the number of Tapis weavers and the process of regeneration of weavers is not going well. In fact, the number of Tapis weavers and the process of regeneration of weavers is not going well. Weavers who understand the history of Tapis, the meaning of motifs, patterns, types as well as their functions remain one person in Lampung, the rest only have an understanding in the aesthetic area and do not understand the deeper layers of the Tapis, both the meaning, historical value, articulation of forms and motifs used in the Tapis . The design of this documentary film will be made by combining direct cinema and social reconstruction documentary, referring to the form of direct cinema which is the disclosure of a fact that occurs about this Tapis fabric. polemic that occurs in the development of Tapis cloth in terms of philosophical, function and economic aspects, which will provide a strong dramatization in this documentary. For this reason, efforts should be made to build the image of Tapis fabric as a distinctive identity of Lampung cloth, build brand personality through weavers who still preserve cultural processes in making Tapis fabrics. Along with that there must be an effort to re-inform the philosophical values contained in the process of making Tapis fabric.
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Santos Vieira de Jesus, Diego, and João Luiz De Figueiredo. "Don’t let the samba die." International Journal for Innovation Education and Research 6, no. 12 (December 31, 2018): 242–54. http://dx.doi.org/10.31686/ijier.vol6.iss12.1273.
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The aim is to examine how the tasks and activities developed by students of the Professional Master’s Program in Creative Economy Management (MPGEC) at ESPM-Rio contributed to the cultural and financial sustainability of the Carioca Network of Samba Wheels (RS). The main argument indicates that, as RS may have a fundamental position in the generation of cultural and economic value with a great capacity to articulate with authorities and a strong legitimacy in the carioca samba system, MPGEC students worked to minimize weaknesses related to institutional communication, the relationship with people who attend the samba wheels and contracting parties, people management and strategic planning, as well as seize opportunities related to cultural tourism and face threats such as the growing bureaucracy and the strong opposition to samba wheels from showhouses. To contribute to the RS’s cultural and financial sustainability, MPGEC students focused on a strategy for professional management of artists’ careers to generate more income and jobs for the professionals in the samba wheels and the promotion of the samba culture in Rio de Janeiro. The students also proposed a better institutional presentation, with more robust mission, vision and values for the RS’s brand, and the implementation of a customer relationship management for the network to stimulate the loyalty of the people who attend the samba wheels with personalized products and the enhanced use of social networks to communicate with them. They also highlighted the need of a new organizational structure for RS to deal with more complex activities related to marketing, artistic management, events production and articulation with public authorities and local commercial establishments where the samba wheels take place.
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Kallis, Aristotle. "Futures Made Present: Architecture, Monument, and the Battle for the ‘Third Way’ in Fascist Italy." Fascism 7, no. 1 (May 5, 2018): 45–79. http://dx.doi.org/10.1163/22116257-00701004.
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During the late 1920s and 1930s, a group of Italian modernist architects, known as ‘rationalists’, launched an ambitious bid for convincing Mussolini that their brand of architectural modernism was best suited to become the official art of the Fascist state (arte di stato). They produced buildings of exceptional quality and now iconic status in the annals of international architecture, as well as an even more impressive register of ideas, designs, plans, and proposals that have been recognized as visionary works. Yet, by the end of the 1930s, it was the official monumental stile littorio – classical and monumental yet abstracted and stripped-down, infused with modern and traditional ideas, pluralist and ‘willing to seek a third way between opposite sides in disputes’, the style curated so masterfully by Marcello Piacentini – that set the tone of the Fascist state’s official architectural representation. These two contrasted architectural programmes, however, shared much more than what was claimed at the time and has been assumed since. They represented programmatically, ideologically, and aesthetically different expressions of the same profound desire to materialize in space and eternity the Fascist ‘Third Way’ future avant la lettre. In both cases, architecture (and urban planning as the scalable articulation of architecture on an urban, regional, and national territorial level) became the ‘total’ media used to signify and not just express, to shape and not just reproduce or simulate, to actively give before passively receiving meaning. Still, it was the more all-encompassing and legible coordinates of space and time in the ‘rooted’ modernism of the stile littorio that captured and expressed a third-way mediation between universality and singularity and between futural modernity and tradition better than the trenchant, inflexible anti-monumentalism of the rationalists.
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Devlin, Michael, and Andrew C. Billings. "Examining confirmation biases: implications of sponsor congruency." International Journal of Sports Marketing and Sponsorship 19, no. 1 (February 5, 2018): 58–73. http://dx.doi.org/10.1108/ijsms-10-2016-0078.
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Purpose The purpose of this paper is to investigate occurrences of confirmation bias existing for sponsors whose brand is congruent to a sport. More specifically, this research investigates: if confirmation biases for congruent brands occur in the absence of exposure, the impact audience segmentation has on sponsorship evaluations by comparing highly identified fans to non-fans, and if congruent sponsors are recalled more often than incongruent sponsors after exposure. Design/methodology/approach An experiment was conducted to measure how exposure, type of sponsor, and fan identification impacts recognition, attitude, and purchase intention. Findings The results confirm sport-congruent brands are more likely to be falsely recognized as a sponsor than non-congruent sponsors in the absence of sponsorship participation. Sport consumers’ confirmation biases yield positive attitudes and purchase intentions for congruent brands even in the absence of immediate exposure. Lastly, exposure has no impact on recall or sponsor outcomes, suggesting the need for articulating the brand’s connection prior to the event to build stronger memory traces. Practical implications Congruent brands should carefully consider investment costs and expected return on investment, noting benefits of participation might be marginal as a result of confirmation biases. Potential sponsors should also understand cognitive benefits begin before exposure to the sponsorship occurs, and therefore need to articulate a connection to the event prior to exposure by consumers. Originality/value The findings suggest the importance of confirmation biases when attempting to reach sport consumers. Some brands may be able to increase recall and recognition even in the absence of exposure, thus helping decision makers when managing budgets.
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Balmer, John M. T. "Corporate identity, corporate branding and corporate marketing ‐ Seeing through the fog." European Journal of Marketing 35, no. 3/4 (April 1, 2001): 248–91. http://dx.doi.org/10.1108/03090560110694763.
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Outlines 15 explanations for the fog which has enveloped the nascent domains of corporate identity and corporate marketing. However, the fog surrounding the area has a silver lining. This is because the fog has, unwittingly, led to the emergence of rich disciplinary, philosophical as well as “national”, schools of thought. In their composite, these approaches have the potential to form the foundations of a new approach to management which might be termed “corporate marketing”. In addition to articulating the author’s understanding of the attributes regarding a business identity (the umbrella label used to cover corporate identity, organisational identification and visual identity) the author outlines the characteristics of corporate marketing and introduces a new corporate marketing mix based on the mnemonic “HEADS”[2]. This relates to what an organisation has, expresses, the affinities of its employees, as well as what the organisation does and how it is seen by stakeholder groups and networks. In addition, the author describes the relationship between the corporate identity and corporate brand and notes the differences between product brands and corporate brands. Finally, the author argues that scholars need to be sensitive to the factors that are contributing to the fog surrounding corporate identity. Only then will business identity/corporate marketing studies grow in maturity.
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Pulh, Mathilde, Rémi Mencarelli, and Damien Chaney. "The consequences of the heritage experience in brand museums on the consumer–brand relationship." European Journal of Marketing 53, no. 10 (October 7, 2019): 2193–212. http://dx.doi.org/10.1108/ejm-03-2017-0233.
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Purpose This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers. Design/methodology/approach Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow. Findings The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering. Research limitations/implications By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes. Practical implications The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability. Originality/value While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
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Yin, Chau Ka, and Huawen Shen. "Assessing the Effects of Switching Costs on Perceived Values and Brand Loyalty: The Impact of Customers’ Perceived Authenticity in Hotel Sector." International Journal of Business and Management 12, no. 1 (December 28, 2016): 84. http://dx.doi.org/10.5539/ijbm.v12n1p84.
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Switching costs provide a unique and valid theoretical window into the mechanisms of consumer decision-making process as well as account for the behaviors of dissatisfied customers who still decide to patronize the same product or service. Therefore, switching costs provide a new research paradigm to consumer behavior studies, which are currently dominated by benefit-based articulations. Our study investigates the effects of switching costs on the perceived values and brand loyalty of customers of a luxury hotel in Shanghai, China. Through a structural equation model analysis, we find that switching posts bring about significant effects on perceived values and brand loyalty. The theoretical and practical implications of this study are also discussed.
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Bakri, Marlini, Jayne Krisjanous, and James E. Richard. "Decoding service brand image through user-generated images." Journal of Services Marketing 34, no. 4 (February 13, 2020): 429–42. http://dx.doi.org/10.1108/jsm-11-2018-0341.
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Purpose Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions. Design/methodology/approach The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image. Findings The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM. Originality/value The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.
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Smith, Donna, Jenna Jacobson, and Janice L. Rudkowski. "Employees as influencers: measuring employee brand equity in a social media age." Journal of Product & Brand Management 30, no. 6 (May 12, 2021): 834–53. http://dx.doi.org/10.1108/jpbm-03-2020-2821.
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Purpose The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data. Design/methodology/approach This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions. Findings Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective. Originality/value This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al.’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.
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Pathak, Xema, and Manisha Pathak-Shelat. "Sentiment analysis of virtual brand communities for effective tribal marketing." Journal of Research in Interactive Marketing 11, no. 1 (March 13, 2017): 16–38. http://dx.doi.org/10.1108/jrim-09-2015-0069.
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Purpose By doing sentiment analysis of netnographic data, this study aims to explain the need to give special attention to negative sentiments expressed in virtual tribes, as they play a significant role in translating the informational mode of conversation to the relational mode of conversation. The overall purpose is to aid brand managers in the process of brand co-creation by articulating brand communication targeted to specific audiences based on their shared passions and interests. Design/methodology/approach The study adopts a mixed-methods approach. The primary data were collected from two virtual brand communities through qualitative net-based ethnographic methods. Semantria Excel plug-in was used to categorize the extracted consumer statements based on positive, neutral and negative sentiments. Findings Managing the negative interactions in the virtual communities and relationship development with members through non-commercial conversations should be the two main priorities for effective brand management. Sentiment analysis specifically helps to identify pain points and consumer sentiments at each stage of the shopper journey. The findings of the study endorse the importance of offering and supporting communities as a valid marketing. Research limitations/implications This paper shows how systematic attention to user interactions on virtual brand communities can be used for tribal marketing, which in turn will impact the intangible aspects of the business, such as increasing brand value and loyalty. By engaging the consumers, the social ties among the target audience can be nurtured and strengthened. Originality/value This paper focuses on decoding their behavior by unpeeling the consumer statements rather than tangible aspects of the business, such as sales of products or services. It contributes to development of a theoretical framework that outlines how the interactions in virtual brand communities can aid in formulating the functional and communicational strategies for a brand.
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Lee, Jung Woo. "The Meaning of Sport: Sociolinguistic Analysis of Sport and Energy Drink Brands’ Advertising Messages." International Journal of Sport Communication 8, no. 2 (June 2015): 174–92. http://dx.doi.org/10.1123/ijsc.2014-0076.
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This article investigates a sign system in promotional campaigns for the 2 sport/energy-drink brands PowerAde and Monster Energy. More specifically, the paper examines advertising materials published on the British Web sites of the 2 drink brands. The media texts are analyzed using semiotics and critical discourse analysis. In so doing, the author attempts to identify the meaning of sport in different contexts and settings and to interpret ideological connotation embedded in the commercial discourse on sport. The PowerAde advertising presents the meaning of sport as controlled and calculated physical activities associated with high-performance sport. This articulation suggests an idealization of productive individuals, and this appears to be the reification of capitalist ideology through sport. Monster Energy advertising tends to endorse alternative sporting subculture emphasizing the aspects of fun and spectacle, but such endorsement is only validated within the boundaries of consumer culture. The author concludes that advertising involves communication practice through which the meaning of sport with some ideological connotations is continually constructed and disseminated to today’s wider society.
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Gosling, Jess. "Maximising Soft Power: the Role of Digital Diplomacy in Building Trust with Nation-Branding." Global Affairs Review 1, no. 2 (June 15, 2021): 1–19. http://dx.doi.org/10.51330/gar.0020212.
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Perceptions of attractiveness and trustworthiness impact the prosperity and influence of countries. A country's soft power is not guaranteed. Countries have their brands, an image shaped by the behaviour of governments, by what they do and say, whom they associate with, and how they conduct themselves on the global stage. Increasingly, digital diplomacy plays a crucial role in the creation and application of soft power. This paper argues that digital diplomacy is increasingly vital in the articulation of soft power. Digital diplomacy is a new way of conducting public diplomacy, offering new and unparalleled ways of building trust with previously disengaged audiences. Soft power is now the driving force behind reputation and influence on the global stage, where increasingly digital diplomacy plays an essential role.
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WILSON, GEORGE D. F. "A review of taxonomic concepts in the Nannoniscidae (Isopoda, Asellota), with a key to the genera and a description of Nannoniscus oblongus Sars." Zootaxa 1680, no. 1 (January 14, 2008): 1. http://dx.doi.org/10.11646/zootaxa.1680.1.1.
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Owing to recent taxonomic changes to the Nannoniscidae Hansen, the concepts of the taxa within the family require clarification. Specimens of Nannoniscus oblongus Sars, putatively those examined by G.O. Sars, and specimens from Hjeltefjord, Norway were illustrated to clarify the concept of the type genus of the Nannoniscidae. Specimens used by Siebenaller and Hessler (1981) and several other recently-described taxa were evaluated. Standard views are argued to provide more consistent illustrations of morphology. The somite articulations of the posterior body were found to be variable and often inaccurately illustrated feature in nannoniscid taxonomy; this character complex is therefore unreliable for taxonomic concepts in the family. In replacement, new characters that distinguish this family from the Desmosomatidae Sars are described. These include the proximal segmentation of the antennal flagellum, a subdistal dorsal tooth on the left mandible incisor process and ventral pereonal insertions of the coxae. The composition and classification of the family is adjusted using this new information. Subfamilies recently proposed for the Nannoniscidae by George (2001) based on somite articulations are rejected. Diagnoses of several genera, including Saetoniscus Brandt, were reconsidered using this new information. This latter genus is found to be indistinguishable from Nannoniscus Sars and is placed in junior synonymy. A new diagnosis and a new key to the genera of the Nannoniscidae use the new character information, omitting somite articulations as a primary descriptor. New diagnoses for Nannoniscus Sars and Nannonisconus Schultz, and revised compositions for these genera are proposed. Nannoniscus intermedius Siebenaller & Hessler is transferred to Nannonisconus. Rapaniscus Siebenaller & Hessler is diagnosed and pereopods I–II of its type species, R. dewdneyi are illustrated.
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Rudrow, Keven James. "“I See Death Around the Corner”: Black Manhood and Vulnerability in Me Against the World." Journal of Black Studies 50, no. 7 (September 20, 2019): 632–50. http://dx.doi.org/10.1177/0021934719875941.
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This essay uses Tupac Shakur’s Me Against the World as a case study examining how Black male artists use hip-hop music for articulating the racialized vulnerability organizing their manhood. By thinking about how Shakur understands his Black maleness through his social relationality to the world around him, Shakur’s album creates resistive space for defining Black maleness despite how Black masculinity is often defined and imposed on Black men. Shakur’s album maps a relational network for understanding a brand of Black manhood obscured by dominant discourses about Black men and their masculinity. Specifically, Shakur’s album frames Black maleness through poverty and how it orients Black men, his perpetual susceptibility to harm and death, and suicide ideation as a response to his despair. Connecting Black maleness and vulnerability, Shakur’s album offers insight about being Black and male in a patriarchal White supremacist society.
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Toffoletti, Kim, and Holly Thorpe. "The athletic labour of femininity: The branding and consumption of global celebrity sportswomen on Instagram." Journal of Consumer Culture 18, no. 2 (April 27, 2018): 298–316. http://dx.doi.org/10.1177/1469540517747068.
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This article explores the relationship between consumer culture, female athletic representation and online fan engagement on the photograph-based social media platform Instagram. It argues that social media interaction between female athletes and fans is governed by gender norms and arrangements that expect and reward female athletic articulations of empowerment, entrepreneurialism and individualisation in the context of postfeminism and consumer self-fashioning. Examining the Instagram feeds of five global sport stars, this study demonstrates that the feedback of fans and followers plays a critical role in influencing the gendered work undertaken by female athletes to present an appealing consumer ‘brand’, according to the desires of the market. We propose a new conceptual framework – the athletic labour of femininity – to understand the ways in which elite sportswomen cultivate an authentic brand in the sports marketplace. More than a type of ‘bodywork’, the athletic labour of femininity responds to consumer expectations that women demonstrate a successful feminine subjectivity characterised by notions of personal choice, individual responsibility and self-management. It takes the form of emphasising empowered femininity, celebrating hetero-sexiness and revealing personal intimacies as part of crafting a feminine sporting persona which draws online comment and likes from followers and fans. By focusing on the role online fan interaction plays in shaping the athletic labour of femininity, this research advances existing studies of how representations of sportswomen are produced and consumed by paying particular attention to the social conditions influencing how sportswomen represent the self online and the gender power relations that serve to govern expressions of desirable athletic femininity.
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Glynn, Ruth. "City and nation in cultural perspective: Introduction." Journal of Urban Cultural Studies 8, no. 2 (September 1, 2021): 151–65. http://dx.doi.org/10.1386/jucs_00039_2.
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This Special Issue explores how cultural production and practice understand and articulate the changing relationship between city and nation, in the light of globalization and the increasing freedom of cities to build, brand and promote themselves independent of the nation state. The Introduction maps the scholarship pertaining to cultural engagements with city and nation, highlighting their separation into two distinct spheres. It reviews the existing scholarship on city‐nation relations in the field of urban studies (where discussion has centred on the emergence of ‘world cities’ and their implications for nation states) and in urban history. It locates in Vivian Bickford-Smith’s work on cities and nationalism in South Africa a rich source of inspiration for the volume’s complementary study of the role played by cultural production and practice in articulating, shaping and negotiating understandings of city and nation in contemporary Europe. It closes with an overview of the contributing articles.
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Pamment, James. "Articulating influence: Toward a research agenda for interpreting the evaluation of soft power, public diplomacy and nation brands." Public Relations Review 40, no. 1 (March 2014): 50–59. http://dx.doi.org/10.1016/j.pubrev.2013.11.019.
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Flyverbom, Mikkel, and Juliane Reinecke. "The Spectacle and Organization Studies." Organization Studies 38, no. 11 (January 28, 2017): 1625–43. http://dx.doi.org/10.1177/0170840616685366.
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The aim of this essay is to revisit Guy Debord’s critical theory of the spectacle as formulated 50 years ago in the ‘Society of the Spectacle’ in light of the contemporary production of spectacles. Debord’s arguments about appearance, visibility and celebrity are echoed in the way organizations increasingly focus on their brand, image, impression, and reputation. Yet, the role of spectacles in organizational life has remained under-researched in organization studies. As the boundaries between fact and fiction, reality and representation, substance and appearance become increasingly blurred, questions about the production and effects of spectacles seem more pertinent than ever. Are representations faithful mirrors of reality, or attempts to conceal reality? Do they replace reality, or bring new realities into being? By articulating three possible understandings of the spectacle, as fetishism, hyper-reality or performativity, this essay invites organization scholars to examine the organization of the real and the making of organizations through processes of spectacular representation including discursive practices, visual images and theatrical performances.
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Ging, Debbie. "Alphas, Betas, and Incels: Theorizing the Masculinities of the Manosphere." Men and Masculinities 22, no. 4 (May 10, 2017): 638–57. http://dx.doi.org/10.1177/1097184x17706401.
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Since the emergence of Web 2.0 and social media, a particularly toxic brand of antifeminism has become evident across a range of online networks and platforms. Despite multiple internal conflicts and contradictions, these diverse assemblages are generally united in their adherence to Red Pill “philosophy,” which purports to liberate men from a life of feminist delusion. This loose confederacy of interest groups, broadly known as the manosphere, has become the dominant arena for the communication of men’s rights in Western culture. This article identifies the key categories and features of the manosphere and subsequently seeks to theorize the masculinities that characterize this discursive space. The analysis reveals that, while there are some continuities with older variants of antifeminism, many of these new toxic assemblages appear to complicate the orthodox alignment of power and dominance with hegemonic masculinity by operationalizing tropes of victimhood, “beta masculinity,” and involuntary celibacy (incels). These new hybrid masculinities provoke important questions about the different functioning of male hegemony off- and online and indicate that the technological affordances of social media are especially well suited to the amplification of new articulations of aggrieved manhood.
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Wolff, Larry. "Inventing Galicia: Messianic Josephinism and the Recasting of Partitioned Poland." Slavic Review 63, no. 4 (2004): 818–40. http://dx.doi.org/10.2307/1520422.
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In this article Larry Wolff considers the creation of Galicia in 1772 as an act of invention, the concoction of a brand-new geopolitical entity for the ideological legitimation of the Habsburg acquisitions in the first partition of Poland. Afterwards, especially under the auspices of Joseph II, Galicia was constructed both administratively and culturally, and the arbitrarily conceived province received form and meaning. The article considers published accounts of Galicia from the 1780s, mapping the province according to the perceived distinction between "Eastern Europe" and "Western Europe," defining its imperial relation to Vienna in terms of a civilizing mission, and articulating a perspective of Josephine messianism as the redemptive legitimation of Habsburg rule. This secular messianism was sometimes inspired by the notable religious presence of the Jewish population in the province. The article analyzes the affirmation of Galician political prerogatives in 1790 and the complex relation between Galician and Polish culture in the 1790s, focusing in particular on Wojciech Boguslawski and the L'viv production of his "national opera" Krakowiacy i Górale in 1796.
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Milani, Tommaso M., and Scott Burnett. "Queer counterpoints: Making ‘mistakes’ in loveLife’s ‘Make Your Move’." Sexualities 24, no. 1-2 (March 11, 2020): 67–85. http://dx.doi.org/10.1177/1363460719896971.
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Drawing upon queer theory and Said’s notion of the counterpoint, the article analyses the launch episode of a reality television series produced by the South African NGO loveLife, which focused on a young, self-identified lesbian woman in Soweto. We offer a counter example to discourses of the powerless victimhood of Black, gender and sexually non-normative individuals in South African townships. We unveil contrapuntally the pushes and pulls between the voice of the authoritative facilitator, aligned with loveLife’s HIV-prevention and youth leadership development methodology, and that of the young woman herself, who volunteered for the intervention, focusing on their disagreement on how best to ‘accommodate’ the prevailing social norms of contemporary South Africa. We also discuss the counterpoint between us – a discourse analyst observing the effects of particular articulations on South African society related to loveLife’s social aims, and the producer of the episode, charged with the protection of the NGO’s brand identity. We conclude that norms governing gender and sexuality in a rapidly evolving society such as South Africa’s are best understood as presenting analysis with dilemmas and contradictions, and that contrapuntal reading is a valuable tool for bringing these tensions under scrutiny without succumbing to the urge to resolve them.
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Smart, Barry. "Consuming Olympism: Consumer culture, sport star sponsorship and the commercialisation of the Olympics." Journal of Consumer Culture 18, no. 2 (April 27, 2018): 241–60. http://dx.doi.org/10.1177/1469540517747146.
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The roots of Olympism lie in the late 19th century and Baron Pierre de Coubertin’s revival of the Olympic Games. The values of Olympism have been increasingly compromised by subsequent developments which have significantly transformed modern sport. Professionalism, commercialism, proliferating forms of spectacular media representation and a globalising consumer culture have transformed the Olympic Games and reduced the values of Olympism to marketing rhetoric. The summer Olympic Games in particular have become unrivalled marketing opportunities for host cities, consumer brands, and participating athletes, for whom the prospect of sporting success now promises to deliver wealth, stardom, and iconic global status beyond track and field. The complex forms of articulation of the Olympics with consumer culture are at the heart of the article which gives critical consideration to (1) the increasing commercialisation of the Olympic Games, (2) the growth of Olympic merchandising and (3) a comparison of the athletic performances, profiles, and consumer sponsorship statuses of three generations of iconic Olympic sprinters, Jesse Owens, Carl Lewis, and Usain Bolt, confirming in conclusion that the Olympic Games is immersed within and infused by a pervasive consumer culture.
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Nair, Savita. "Despite dislocations: Uganda's Indians remaking home." Africa 88, no. 3 (July 17, 2018): 492–517. http://dx.doi.org/10.1017/s0001972018000190.
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AbstractThe distinctive migration history of Uganda's Indians allows us to rethink diaspora identities and memory in forming translocal communities. Settlement, citizenship and displacement created a postcolonial order of overlapping allegiances and multiple, mobile identities. ‘Home’ had been extended and thus connected to sites in India and East Africa, yet the 1972 expulsion called into question the ways in which Uganda's Indians recalled the very idea of home. While expulsion was a momentous crescendo to nineteenth- and early twentieth-century migrations, it did not put an end to the history of Uganda's Indians. This article focuses on the life histories of diverse Indian migrants: an industrialist's multi-local legacy, the post-expulsion return of Indians to two Ahmedabad (Gujarat, India) neighbourhoods, the repatriation of former residents back to Uganda in the 1980s and 1990s, and a brand-new generation of Indians coming to Uganda. By tracing these movements, I examine Indian migrants’ articulations of identity, investment and interaction vis-à-vis East Africa and India. How do experiences of rejection and return factor into (multi)national loyalties, notions of home and diaspora identities? How does an autobiography, a built structure or a neighbourhood construct and complicate both memories of migration and a migrant community's identity? I place India and Africa on the same historical map, and, by doing so, offer a way to include Indians in the framework of African political economy and society.
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Rajas-Fernández, Mario, Manuel Gértrudix-Barrio, and Miguel Baños-González. "Knowledge in Images and Sounds: Informative, Narrative and Aesthetic Analysis of the Video for MOOC." Publications 9, no. 3 (July 28, 2021): 32. http://dx.doi.org/10.3390/publications9030032.
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The virtual courses developed by higher education institutions incorporate the video format as one of the most used resources in the delivery of their online training offer. Within the different types of audiovisual productions found in MOOCs, the introductory or presentation video of the courses has become an illustrative piece of the new edu-communicative context of distance education, when articulating, in the same work, informative, didactic, and advertising content. The objective of this research work is to study the triple communicative nature of this innovative format following a specific methodology of audiovisual textual analysis. For this, 420 videos of this type of promotional video, belonging to 105 universities and educational centres that have developed MOOC courses for the Miríadax platform, are analysed. After checking the results of the formal characteristics, content structures, discursive techniques, and audiovisual language components of the videos, it is concluded that they are mostly pieces linked to the staging style of the classroom, but that, by enriching the visual appearance of a master lesson with audiovisual resources, take advantage of the narrative, aesthetic, and creative potential of audiovisual and advertising communication to capture the attention of the student-spectator, inform about the characteristics of the courses, offer valuable educational content, and generate an image of the brand for the institution responsible for producing the course.
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Withers, D. M. "Enterprising Women: Independence, Finance and Virago Press, c.1976–93." Twentieth Century British History 31, no. 4 (December 28, 2019): 479–502. http://dx.doi.org/10.1093/tcbh/hwz044.
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Abstract Virago Press were established in 1972 and became one of the twentieth century’s most enduring publishing brands. As a women-led enterprise, articulations of independence have defined key moments in Virago’s history. This article explores two moments when the company re-structured as independent, in 1976 and 1987. To become successful, Virago had to overcome barriers that have historically hindered women’s participation in business, namely limited social capital and difficulties accessing finance. Virago founder Carmen Callil’s friendship with publisher Paul Hamlyn and printing entrepreneur Robert Gavron embedded Virago in networks of male entrepreneurial knowledge that helped shape the evolution of the company. Such networks were vital to Virago securing investment from Rothschilds Ventures Limited in 1987 who were, at that time, leading figures in the UK’s growing private equity industry. This article contributes to growing historical understanding of the synergies between financial, arts and culture industries in the 1980s. It argues that while this era offered new opportunities for women to participate in business, such participation was tempered by new forms of legal and financial discipline that re-calibrated existing gender inequalities within business cultures. Due to the time periods under consideration, this article also analyses how entrepreneurial practices and opportunities for women changed dramatically with the onset of Thatcher’s ‘Enterprise Culture’.
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Shabanov, Viktor Lennarovich. "The Life Quality of the Russian Rural and Urban Population: a Comparative Analysis of Certain Aspects." Теория и практика общественного развития, no. 10 (October 2020): 13–17. http://dx.doi.org/10.24158/tipor.2020.10.1.
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The paper analyzes the life quality of the rural and urban population of Russia. The purpose of the study is to obtain quantitative estimates of the prox-imity of the main aspects of the life quality in the city and the countryside. The empirical base is the microdata of statistical observations of Rosstat at the end of 2018. The life quality is determined through a combination of financial capabilities and needs of the individual, as well as the state of the external environment. The financial condition of an individual characterizes the possibility of consum-ing a good, which may not be realized due to the absence or non-articulation of the corresponding need. The state of the external environment charac-terizes the physical (technical) availability of goods, their variety and quality. It is shown the availability of benefits to the rural population associated with the quality of housing and the environment that is higher than in the city. A high level of consumption of a number of expensive goods and services (TVs, mobile phones, cars) has been established, which, however, is combined with their lower quality and less variety of choices (brands). It is shown that the limited physical (technical) accessibility of modern innovative goods and services is overcome more difficult and slower, and in the foreseeable future it is impossible to expect a convergence of the life quality in cities and villages in this aspect.
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Hamilton, Kathy, and Beverly A. Wagner. "Commercialised nostalgia." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 813–32. http://dx.doi.org/10.1108/ejm-05-2012-0325.
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Purpose – The purpose of this paper was to develop a framework linking the concept of nostalgia and experiential consumption, articulating the transformation of a mundane activity to a special experience, using the context of the small business and afternoon tea. Design/methodology/approach – The methodology is based on a grounded theory approach and draws on multiple methods of data collection including participant observation, in-depth interviews with afternoon tea room managers, researcher introspection and consumer interviews. Findings – By employing nostalgia cues through product, ritual and aesthetics, an idealised home can be constructed emphasising belonging and sharing. The small business owner can be effective in transforming an ordinary activity to an experiential event. Contemporary tea rooms do not replicate tradition; they use it as a cultural resource to construct something novel. Research limitations/implications – This paper demonstrates how the careful configuration of the retail space can be a key success factor, not only for marketers in large flagship brand stores, but also for smaller, independent and local businesses. The essential interplay between product, ritual and aesthetics creates positive moods of belonging and sharing and may increase satisfaction. Practical implications – Understanding the emotional value of everyday experiences is a point of differentiation in a crowded marketplace and may directly influence consumer loyalty. Staging experiences is a key competitive strategy. Originality/value – This paper is one of the few to empirically assess links between the nostalgia paradigm and experiential consumption. Existing research has emphasised large retail spaces; in contrast, the authors demonstrate how consumer experiences can be staged in smaller, independent and local businesses.
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Nicolosi, Agata, Valentina Rosa Laganà, Daniel Laven, Claudio Marcianò, and Wilhelm Skoglund. "Consumer Habits of Local Food: Perspectives from Northern Sweden." Sustainability 11, no. 23 (November 27, 2019): 6715. http://dx.doi.org/10.3390/su11236715.
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International studies are dealing with the promotion of sustainable food systems more frequently. Additionally, places of purchase and sharing in the choice of food to be consumed have become a network system for families. The aim of this work is to analyse the preferences of Swedish consumers for local/artisanal cheeses and the purchase motivations that guide their choices. We also studied the role played by consumers’ favourite shopping locations (retail store, hypermarket, city market, supply chain). On the one hand, we examined the attractiveness and the power exercised by the various stores and on the other hand, we viewed the consumer in relation to the frequency of purchase, and the confidence with the sales points. We interviewed 200 people in the city of Östersund, highlighting habits, consumption preferences and reasons for purchasing. A multiple correspondence analysis explores the reasons behind the purchase preferences of the local ‘Källarlagrad getost’ artisan cheese from the Slow Food brand. The representations of social network analysis are used to show the complex articulations that influence the choices of consumers in terms of type of cheese purchased/consumed and places of purchase/consumption. The results showed that Swedish consumers, in the purchase of cheeses, have a loyalty point at the point of sale, follow the advice of the seller and are attentive to the reputation of the product. Those who buy Källarlagrad getost are sensitive to safety, appreciate artisan cheeses and choose them for their versatility, have a strong connection with the territory and wish to contribute to supporting the local economy. Knowing these characteristics and preferences of Swedish consumers living in a city in the north of the country is important for marketing activities and for promoting tourism and sustainable gastronomy.
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Pantelić, Bratislav. "Nationalism and Architecture: The Creation of a National Style in Serbian Architecture and Its Political Implications." Journal of the Society of Architectural Historians 56, no. 1 (March 1, 1997): 16–41. http://dx.doi.org/10.2307/991214.
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From the mid-nineteenth century until the late 1930s the dominant architectural mode in Serbia was a local historicist style termed Serbo-Byzantine. At first it was used only for churches but was soon extended to schools and then to all types of buildings. Although mostly based on academic revivalist forms, this idiom, which purportedly drew its inspiration from Balkan medieval architecture, did, on occasion, display distinctly local characteristics. Although part of a pan-European trend. Serbian historicism was detached from architectural developments elsewhere. Unlike other Romantic-era revivalist movements. Serbo-Byzantine architecture was not sponsored for its picturesque or romantic qualities but above all for its symbolism. It was widely believed that forms derived from the national monuments of the Middle Ages symbolized Serbian statehood and contained ethnic and religious attributes representative of the Serbian nation. Architecture in Serbia was thus primarily a means for articulating national policy and a powerful instrument for maintaining the national and religious unity of a widely separated group of people. Ideologists of the national program even believed that the definition of a style particular to the Serbs was a matter of national survival. Such political bias was conditioned by ethnic and territorial disputes among the various ethnic groups in the Balkan dominions of the Hapsburg and Ottoman empires. After 1945 the new Communist authorities proscribed historicism as nationalistic and promoted a utilitarian brand of nonornamental architecture which contained no national overtones. Serbian historicism, however, demonstrated unusual vitality; resurgence of nationalism in the 1980s was accompanied by a spate of church building in the Serbo-Byzantine style, which reasserted its position as the canonical style of the Orthodox church.
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Lima, Francisco Renato, and Jovina Da Silva. "DO SABER COMUM A EPISTEMOLOGIA, DOS SIGNIFICADOS CONSTITUTIVOS DA DOCÊNCIA E DAS MARCAS DA PROFESSORALIDADE: ESPELHO DE SI MESMO." Cadernos de Educação Tecnologia e Sociedade 11, no. 2 (August 1, 2018): 346. http://dx.doi.org/10.14571/brajets.v11.n2.346-359.
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Starting from an inspiration in the models of doing research that break with linear perspectives in the field of human and social sciences, this study aims to present an analysis of the teaching establishment trajectory and professoralidade brands produced in the school of experience, taking as object analysis of the 'mirror of himself' and at the same time, seeks to establish a relationship between the autobiographical research and training processes and construction of teacher identity. For the development of such a proposal, if embarked-the theoretical and methodological ways of autobiographical research, qualitative and dialogical character of Bakhtin approach (BAKHTIN, 2011), together with the theoretical basis mainly proposed by Behrens (2013), Day (2001) Dominicé (1990), Freire (1996), Foucault (1996/2009), Novoa (2000/2001), Santos (2010), Passeggi (2011), Pereira (2001/2008/2013), among others, that light construction and text of scripture, in which it sought to link the ideas, to make them consistent, pointing to the teaching and the construction of professoralidade the senses; and the subject and its historicity, as a writing itself counted on a path trodden paths that were ‘common knowledge epistemology’ (FREIRE, 1996). This theoretical articulation, combined with first-person accounts made by the author (perspective of Foucault's authorship), it can be concluded that this research approach challenges the teacher to be a researcher yourself and take ownership of a discourse that carries the
social dimension of his practice in the world. This subject, which proposes to take as a research object to his own life story - a
‘writing itself ’ - brings out in his speech, some clues that enable to identify as ‘being a teacher’ permeates the question of subjectivity
and how each subject throughout his life trajectory, though unpretentiously, it makes available to teach and learn in an interactive
and dialogical way with the world.
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Azevedo, Sandro Tôrres de. "PUBLICIDADE, ENUNCIAÇÃO E REALIDADE AUMENTADA: desdobramentos da categoria de pessoa na era digital." Revista Observatório 2, no. 5 (December 25, 2016): 248. http://dx.doi.org/10.20873/uft.2447-4266.2016v2n5p248.
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Neste artigo, visamos refletir sobre uma ação publicitária que se utilizou da tecnologia de realidade aumentada, desenvolvida para a marca Linx, em março de 2011. Mobilizamos fundamentos da Semiótica Discursiva, especificamente sobre a questão da enunciação e a instalação da categoria de pessoa, articulando-os com conceitos afeitos à Comunicação Social, em especial a perspectivas utilizadas para compreensão dos fenômenos da cibercultura. Pretendemos, assim, identificar peculiaridades nas interações mediadas por dispositivos de realidade aumentada, considerando esse tipo de atividade comunicativa como aspecto absolutamente novo para os estudos do discurso publicitário.
PALAVRAS-CHAVE: publicidade; semiótica; comunicação; cibercultura; realidade aumentada.
ABSTRACT
In this article, we aim to reflect on an advertising action that was used augmented reality technology developed for Linx brand in March 2011. We mobilized foundations of semiotics Discursive, specifically on the subject of enunciation and the installation of the category of person, articulating with concepts accustomed to the media, especially the perspectives used to understand the phenomenon of cyberculture. We intend, therefore, to identify peculiarities in interactions mediated by augmented reality devices, considering this type of communicative activity as absolutely new aspect to the studies of advertising discourse.
KEYWORDS: advertising; semiotics; communication; cyberculture; augmented reality.
RESUMEN
En este artículo, pretendemos reflexionar sobre una acción de publicidad que utiliza tecnología de realidad aumentada, desarrollada para la marca Linx en marzo de 2011. Movilizamos a fundaciones de la semiótica discursiva, específicamente en el sujeto de enunciación y la instalación de la categoría de persona, articulando los conceptos aficionado a los medios de comunicación, en particular las perspectivas que se utilizan para la comprensión de los fenómenos de la cibercultura. Queremos así identificar particularidades de las interacciones mediadas por dispositivos de realidad aumentada, teniendo en cuenta ese tipo de actividad comunicativa como aspecto absolutamente nuevo para los estudios del discurso en la publicidad.
PALABRAS CLAVE: publicidad; semiótica; comunicación; cibercultura; realidad aumentada.
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Dias, Raíra C., Ana Carolina Tsatsakis, and Mônica V. Bahr Arias. "Development of a lumbosacral intervertebral cage prototype for dogs." Pesquisa Veterinária Brasileira 40, no. 7 (July 2020): 546–53. http://dx.doi.org/10.1590/1678-5150-pvb-6505.
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ABSTRACT: Several surgical procedures aim to decompress and/or stabilize the lumbosacral (LS) joint of dogs; however, the lumbar interbody fusion technique, by using a cage combined with a bone graft, is the most indicated and used in human medicine. No specific implant is available for application to the canine lumbosacral joint. Thus, this study measured lumbosacral discs in large dogs, determined whether a human cage model could fit the dogs’ L7-S1 intervertebral space, and developed a LS cage prototype for dogs. Ten cadaveric lumbosacral spines from adult dog weighing 20-35kg were used. The dogs had died for reasons unrelated to this study. The vertebral body dimensions and the L7-S1 intervertebral space occupied by the intervertebral disc were measured by lateral and ventrodorsal radiographs and by computed tomography in the dorsal, sagittal, and transverse views. Measurements were also taken of the anatomical specimens in the sagittal and transverse planes. After measuring the intervertebral discs, the following mean measures were obtained for L7-S1 discs: height 12.23mm, dorsal thickness 3.3mm, central thickness 4mm, ventral thickness 5.5mm, and width 24.74mm. The human lumbar cage models from brands LDR, Baumer Orthopedics, Stryker, Synthes, and Vertebral Technologies, Inc. and cervical stabilization cages from the brands B-Braun and Stryker were evaluated and were found to be unsuitable for large dogs. Cervical human cages had measurements similar to those found in this study; however, due to their quadrangular shape, the possibility of being introduced surgically through the surgical accesses available for the articulation between L7-S1 in dogs without injuring the cauda equina or the L7 root is small. A cage model was then developed using 3D modelling software. It was designed for insertion via dorsal laminectomy in the lateral portions of the intervertebral space. To avoid cauda equina lesion, the implant model was developed to be placed laterally to the midline. The cage surface is serrated to prevent using the locking screw to fix it, thus avoiding further injury to nerve structures. The serrated surfaces are also designed to avoid cage migration and promote stability. The prototype allows graft placement in the surrounding intervertebral space, which is fundamental for fusion through integration between the cage and the endplates as well as for bone growth between and around the cage. It was also considered studies on humans showing that the lateral regions of the endplates support a more considerable load. Biomechanical and in vivo studies on the developed model are necessary to evaluate the actual degree of distraction, mobility and the long-term rate of fusion between L7 and S1 and its possible impact on the adjacent motor units, combined or not with dorsal fixation techniques.
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Колосніченко, М. В., Н. В. Чупріна, Т. Ф. Кротова, and Т. М. Олішевська. "ПРОЕКТУВАННЯ МОДНОГО ОДЯГУ НА ОСНОВІ ПРИНЦИПІВ ПАРАМЕТРИЧНОГО ДИЗАЙНУ." Art and Design, no. 1 (June 3, 2020): 129–41. http://dx.doi.org/10.30857/2617-0272.2020.1.10.
Full textAbstract:
The purpose of this article is to define and characterize design and composite solutions of objects of parametric design, their adaptation to the formation of tectonic structure of clothing models and the development of a fashionable costume collection.In the study of basic concepts of parametric design, a comparative analysis was conducted, visual-graphic means of artistic and stylistic generalization and interpretation in various fields ofdesign and architecture were applied.The analysis of collections of designer brands' clothing was carried out by using composite analysis and method of systems design. The system-structural approach and graphical modeling of the form were applied to determine the conceptual decisions, to form the project image of the costume collection and to develop clothing models. The principles and peculiarities of shaping in parametric design, as well as the means of their implementation in the objects of architecture, sculpture, in the design of costume and accessories, are investigated. The development of parametric design in the formation of actual models of clothing, taking into account world trends in the modern market is investigated in the paper. The design and compositional means and structural elements of the parametric design in the project image creating and the development of the clothing collection are characterized. Theoretical substantiation of artistic and stylistic modifications of the project image with the use of parametric elements of forms determined the ways of their transfer and transformation in the development of fashionable clothing of mass demand. Based on the analysis of the creativity of fashion designers in this area, the relevance of the costume design on the basis of parametric characteristics of architectural objects has been revealed. It describes 3D printing tools, sophisticated articulation and repetition of form elements as the guiding principles of parametric design embodied in clothing design. The study for the first time comprehensively considered the means of adapting the features of parametric design objects in the formation of tectonic structure of actual costume models.
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Khan, M. A. Muqtedar. "Islamic Democracy and Moderate Muslims." American Journal of Islamic Social Sciences 22, no. 3 (July 1, 2005): 39–50. http://dx.doi.org/10.35632/ajiss.v22i3.468.
Full textAbstract:
The Debate
Question 1: Various commentators have frequently invoked the importance of moderate Muslims and the role that they can play in fighting extremism in the Muslim world. But it is not clear who is a moderate Muslim. The recent cancellation of Tariq Ramadan’s visa to the United States, the raids on several American Muslim organizations, and the near marginalization of mainstream American Muslims in North America pose the following question: If moderate Muslims are critical to an American victory in the war on terror, then why does the American government frequently take steps that undermine moderate Muslims? Perhaps there is a lack of clarity about who the moderate Muslims are. In your view, who are these moderate Muslims and what are their beliefs and politics?
MAMK: The term moderate Muslims/Islam is becoming highly contested. What do we really mean when we brand someone as a moderate Muslim? Indeed, the more interesting question is what does the word mean to outsiders looking into Islam, and to Muslims looking out from within Islam? As one who identifies himself strongly with the idea of a liberal Islam and also advocates moderation in the manifestation and expression of Islamic politics, I believe it is important that we flesh out this “religiopolitical identity.” Today, identity is politicized and identity construction and sustenance has become a major political goal. In this era when who we are determines what we do politically, it is imperative that we clarify the “we” in politics. The American media often uses moderate Muslim to indicate a Muslim who is either pro-western in his/her politics or is being self-critical in his/her discourse. Therefore, both President Karzai of Afghanistan and Professor Tariq Ramadan wear the cap with felicity, the former for his politics the latter for his ideas. Ramadan, who is critical of intolerance in Muslim communities and a strong advocate of the Europeanness of European Muslims, as well as a major voice in the articulation of the emerging form of European Islam, in many ways embodies both categories: He is prowestern as well as self-critical. In spite of his impeccable credentials as a prominent moderate Muslim, the American government, citing vague reasons of national security, recently revoked his work visa. This decision sends the dubious message that when these two criteria, pro-westernism/pro-Americanism and self-critical politics clash, the government chooses the former and civil society chooses the latter. His visa was cancelled because, in the government’s perception, he could pose a national security risk. Interestingly, there was uproar of discontent from civil society, and strong voices condemning this decision were raised by the government, particularly within the American academic community. In general, Muslims do not like using the terms moderate, progressive, or liberal Muslim, for they understand it to indicate an individual who has politically sold out to the “other” side. Others insist that there is no such thing as moderate or radical Islam; there is “only one Islam” – the true Islam, and all other expressions are falsehoods espoused by the munafiqun (the hypocrites) or the murtaddun (the apostates). Of course, the unstated politics behind this dogmatic position is: “My interpretation of Islam is obviously the true Islam, and anybody who diverges from my position is risking their faith.” In some internal intellectual debates, moderate Muslim is used pejoratively to indicate a Muslim who is more secular and less Islamic than the norm, which varies across communities. In the United States, a moderate Muslim is one who peddles a softer form of Islam – the Islam of John Esposito and Karen Armstrong – is willing to coexist peacefully with peoples of other faiths and is comfortable with democracy and the separation of politics and religion. Both western media and Muslims do a disservice by branding some Muslims as moderate solely on the basis of their politics. In general, these people should be understood as opportunists and self-serving. In this conversation, Esposito refers to them as “professional Muslims.” That leaves intellectual positions as the criteria for determining who is a moderate Muslim, and especially in comparison to whom, since moderate is a relative term. I see moderate Muslims as reflective, self-critical, pro-democracy and pro-human rights, and closet secularists. Their secularism is American in nature; that is, they believe in the separation of church and state, but not like the French, who oppose the exile of religion from the public sphere. But who are they different from, and how? I believe that moderate Muslims are different from militant Muslims, even though both of them advocate the establishment of societies whose organizing principle is Islam. The difference between moderate and militant Muslims is in their methodological orientation and in the primordial normative preferences that shape their interpretation of Islam. For moderate Muslims, ijtihad is the preferred method of choice for sociopolitical change and military jihad is the last option. For militant Muslims, military jihad is the first option and ijtihad is not an option at all. Ijtihad, narrowly understood, is a juristic tool that allows independent reasoning to articulate Islamic law on issues where textual sources are silent. The unstated assumption is that when the texts have spoken, reason must be silent. But, increasingly, moderate Muslim intellectuals see ijtihad as the spirit of Islamic thought that is necessary for the vitality of Islamic ideas and Islamic civilization. Without ijtihad, Islamic thought and Islamic civilization fall into decay. For moderate Muslims, ijtihad is a way of life that simultaneously allows Islam to reign supreme in the heart, and the mind to experience the unfettered freedom of thought. A moderate Muslim is, therefore, one who cherishes freedom of thought while recognizing the existential necessity of faith. He/she aspires for change, but through the power of mind and not through planting mines. Moderate Muslims aspire for a society – a city of virtue – that will treat all people with dignity and respect (Qur’an 17:70). There will be no room for political or normative intimidation (Qur’an 2:256). Individuals will aspire to live an ethical life for they recognize its desirability. Communities will compete in doing good, and polities will seek to encourage good and forbid evil (Qur’an 5:48 and 3:110). They believe that internalizing Islam’s message can bring about the social transformation necessary for establishing the virtuous city. The only arena in which moderate Muslims permit excess is in idealism. The Qur’an advocates moderation (2:143) and extols the virtues of the straight path (1:1-7). For moderate Muslims, the middle ground, the common humanity of all, is the straightest path.
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Khan, M. A. Muqtedar. "Islamic Democracy and Moderate Muslims." American Journal of Islam and Society 22, no. 3 (July 1, 2005): 39–50. http://dx.doi.org/10.35632/ajis.v22i3.468.
Full textAbstract:
The Debate
Question 1: Various commentators have frequently invoked the importance of moderate Muslims and the role that they can play in fighting extremism in the Muslim world. But it is not clear who is a moderate Muslim. The recent cancellation of Tariq Ramadan’s visa to the United States, the raids on several American Muslim organizations, and the near marginalization of mainstream American Muslims in North America pose the following question: If moderate Muslims are critical to an American victory in the war on terror, then why does the American government frequently take steps that undermine moderate Muslims? Perhaps there is a lack of clarity about who the moderate Muslims are. In your view, who are these moderate Muslims and what are their beliefs and politics?
MAMK: The term moderate Muslims/Islam is becoming highly contested. What do we really mean when we brand someone as a moderate Muslim? Indeed, the more interesting question is what does the word mean to outsiders looking into Islam, and to Muslims looking out from within Islam? As one who identifies himself strongly with the idea of a liberal Islam and also advocates moderation in the manifestation and expression of Islamic politics, I believe it is important that we flesh out this “religiopolitical identity.” Today, identity is politicized and identity construction and sustenance has become a major political goal. In this era when who we are determines what we do politically, it is imperative that we clarify the “we” in politics. The American media often uses moderate Muslim to indicate a Muslim who is either pro-western in his/her politics or is being self-critical in his/her discourse. Therefore, both President Karzai of Afghanistan and Professor Tariq Ramadan wear the cap with felicity, the former for his politics the latter for his ideas. Ramadan, who is critical of intolerance in Muslim communities and a strong advocate of the Europeanness of European Muslims, as well as a major voice in the articulation of the emerging form of European Islam, in many ways embodies both categories: He is prowestern as well as self-critical. In spite of his impeccable credentials as a prominent moderate Muslim, the American government, citing vague reasons of national security, recently revoked his work visa. This decision sends the dubious message that when these two criteria, pro-westernism/pro-Americanism and self-critical politics clash, the government chooses the former and civil society chooses the latter. His visa was cancelled because, in the government’s perception, he could pose a national security risk. Interestingly, there was uproar of discontent from civil society, and strong voices condemning this decision were raised by the government, particularly within the American academic community. In general, Muslims do not like using the terms moderate, progressive, or liberal Muslim, for they understand it to indicate an individual who has politically sold out to the “other” side. Others insist that there is no such thing as moderate or radical Islam; there is “only one Islam” – the true Islam, and all other expressions are falsehoods espoused by the munafiqun (the hypocrites) or the murtaddun (the apostates). Of course, the unstated politics behind this dogmatic position is: “My interpretation of Islam is obviously the true Islam, and anybody who diverges from my position is risking their faith.” In some internal intellectual debates, moderate Muslim is used pejoratively to indicate a Muslim who is more secular and less Islamic than the norm, which varies across communities. In the United States, a moderate Muslim is one who peddles a softer form of Islam – the Islam of John Esposito and Karen Armstrong – is willing to coexist peacefully with peoples of other faiths and is comfortable with democracy and the separation of politics and religion. Both western media and Muslims do a disservice by branding some Muslims as moderate solely on the basis of their politics. In general, these people should be understood as opportunists and self-serving. In this conversation, Esposito refers to them as “professional Muslims.” That leaves intellectual positions as the criteria for determining who is a moderate Muslim, and especially in comparison to whom, since moderate is a relative term. I see moderate Muslims as reflective, self-critical, pro-democracy and pro-human rights, and closet secularists. Their secularism is American in nature; that is, they believe in the separation of church and state, but not like the French, who oppose the exile of religion from the public sphere. But who are they different from, and how? I believe that moderate Muslims are different from militant Muslims, even though both of them advocate the establishment of societies whose organizing principle is Islam. The difference between moderate and militant Muslims is in their methodological orientation and in the primordial normative preferences that shape their interpretation of Islam. For moderate Muslims, ijtihad is the preferred method of choice for sociopolitical change and military jihad is the last option. For militant Muslims, military jihad is the first option and ijtihad is not an option at all. Ijtihad, narrowly understood, is a juristic tool that allows independent reasoning to articulate Islamic law on issues where textual sources are silent. The unstated assumption is that when the texts have spoken, reason must be silent. But, increasingly, moderate Muslim intellectuals see ijtihad as the spirit of Islamic thought that is necessary for the vitality of Islamic ideas and Islamic civilization. Without ijtihad, Islamic thought and Islamic civilization fall into decay. For moderate Muslims, ijtihad is a way of life that simultaneously allows Islam to reign supreme in the heart, and the mind to experience the unfettered freedom of thought. A moderate Muslim is, therefore, one who cherishes freedom of thought while recognizing the existential necessity of faith. He/she aspires for change, but through the power of mind and not through planting mines. Moderate Muslims aspire for a society – a city of virtue – that will treat all people with dignity and respect (Qur’an 17:70). There will be no room for political or normative intimidation (Qur’an 2:256). Individuals will aspire to live an ethical life for they recognize its desirability. Communities will compete in doing good, and polities will seek to encourage good and forbid evil (Qur’an 5:48 and 3:110). They believe that internalizing Islam’s message can bring about the social transformation necessary for establishing the virtuous city. The only arena in which moderate Muslims permit excess is in idealism. The Qur’an advocates moderation (2:143) and extols the virtues of the straight path (1:1-7). For moderate Muslims, the middle ground, the common humanity of all, is the straightest path.
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Bohn, Maitê Francine, and Ernani Cesar de Freitas. "CENOGRAFIA E ETHOS DISCURSIVO: AS NUANCES SEMÂNTICAS, PRAGMÁTICAS E CULTURAIS DELINEADAS NO ANÚNCIO PUBLICITÁRIO “ACREDITE NA BELEZA: A LINDA EX”, O BOTICÁRIO." Revista Conhecimento Online 2 (May 28, 2019): 03. http://dx.doi.org/10.25112/rco.v2i0.1472.
Full textAbstract:
Uma interpretação aprofundada de produções discursivas requer um desdobramento teórico que considere não apenas aspectos relacionados aos conteúdos temáticos, mas também as condições de produção do enunciado, o vínculo entre os interlocutores e a influência e a apropriação da cultura que emergem em situações comunicativas. O presente estudo justifica-se, portanto, pela possibilidade de demonstrar a presença de estratégias discursivas que agem sobre o processo de construção de sentido realizado pelo enunciador e coenunciador na emissão e recepção do discurso, especialmente no âmbito midiático, cujas intervenções influem culturalmente na vida em sociedade. Assim, o estudo dos conceitos cenografia e ethos discursivo torna-se relevante, pois ambos estão circunscritos na cena enunciativa, atuando sobre o processo de construção de sentido realizado pelos interlocutores. Mas de que modo o ethos e a cenografia articulam-se nessa construção? A partir desse questionamento, busca-se analisar a cenografia e o ethos discursivo presentes na construção semântica que se manifesta no comercial “Acredite na Beleza: A Linda Ex”, promovido pela empresa O Boticário, articulando-os às formações discursivas, culturais e identitárias que nele emergem. A pesquisa deu-se de forma exploratória e bibliográfica, sendo este trabalho fundamentado nos estudos sobre linguagem e interação verbal (BAKHTIN, 1999), na construção identitária e cultural (HALL, 2001) e na Análise do Discurso (MAINGUENEAU, 2002). Os resultados da análise realizada revelam a utilização de estratégias discursivas pelo enunciador para condicionar e conduzir a produção de sentido a ser construída pelo seu coenunciador, tendo em vista sua finalidade comunicativa.Palavras-chave: Discurso. Anúncio publicitário. Cenografia. Ethos. Cultura.ABSTRACTA deep interpretation of discursive productions requires a theoretical unfolding that considers not only aspects related to topics, but also the conditions of production of the utterance, the link between the interlocutors and the cultural influence and appropriation which emerge in communicative situations. Therefore, this study is justified by the possibility of demonstrating the presence of discursive strategies that act on the process of meaning construction, realized by the enunciator and coenunciator in the emission and reception of the discourse, especially in the media sphere, whose interventions culturally influence in social life. Thus, the scenography and discursive ethos study becomes relevant, since both concepts are circumscribed in the enunciative scene. They act on the process of meaning construction realized by the interlocutors. But how do they relate in this construction? From this question, this study analyzes the scenography and the discursive ethos present in the semantic construction manifested in the commercial “Acredite na Beleza: A Linda Ex”, by O Boticário brand, articulating both concepts to the discursive, cultural and identity formations which emerge in it. The research was carried out in an exploratory and bibliographical way. This work was based on language and verbal interaction studies (BAKHTIN, 1999), on the identity and cultural construction (HALL, 2001) and on Discourse Analysis (MAINGUENEAU, 2002). The results of the analysis show the use of discursive strategies by the enunciator to condition and to lead the production of meaning to be built by its coenunciator, in view of its communicative purpose.Keywords: Speech. Advertisement. Scenography. Ethos. Culture.
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Fischbach, Sarah, and Veronica Guerrero. "Brand Stories: Transformative Learning Through Digital Brand Storytelling (DBS)." Journal of Advertising Education, September 9, 2020, 109804822094851. http://dx.doi.org/10.1177/1098048220948515.
Full textAbstract:
The purpose of the study is to explore how the digital brand story assignment creates a transformative learning experience for students. This study involves assessing the levels of learning according to Mezirow’s transformational learning theory through the development of digital brand stories. The authors have tested the Digital Brand Storytelling (DBS) video reflection assignment across two universities providing students the opportunity to meaningfully reflect on their brand relationships as part of their own personality. Study results showed that the DBS gives students an increased understanding of how brands influence their personal purchasing habits and increased awareness of the brands they purchase. Results of the study demonstrated that this assignment allows faculty to assess learning in courses where the DBS is applied toward the transformative pedagogical approach. The DBS requires reflection and articulation of personal brand attitudes, perceptions, and consumption behaviors. Guidance for course implementation is provided for educators to modify and implement in their courses.
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Alonso Dos Santos, Manuel, Manuel J. Sánchez-Franco, and Vicente Prado Gascó. "The effect of articulated sports sponsorship on recall and visual attention to the brand." International Journal of Sports Marketing and Sponsorship ahead-of-print, ahead-of-print (August 18, 2020). http://dx.doi.org/10.1108/ijsms-11-2019-0129.
Full textAbstract:
PurposeThe objective is to examine the influence of articulation on the effectiveness of sports sponsorship.Design/methodology/approachThis research uses an experimental design with the following factors: articulation (articulated vs unarticulated), congruence (congruent and incongruent) and sporting discipline (tennis, F1 and sailing).FindingsEven though the academic literature argues that articulation improves the indicators of performance, the authors have been unable to demonstrate that articulated sports posters have an influence on visual attention, congruence or recall. The results show that articulation diverts visual attention from the brand to the text, diminishing recall.Originality/valueThis is the first manuscript to use neurophysiological measures of the articulation effect. This is also the first manuscript that examines the differences in attention between articulated sponsorships based on their congruence.