Literatura académica sobre el tema "Publicité informative/persuasive"

La publicité reste un sujet majeur de discussion en économie, notamment du fait de son influence sur le comportement du consommateur et de son incidence sur la fonction de demande. Alors qu’une partie des économistes envisage la publicité sous un angle informatif, d’autres insistent davantage sur sa dimension persuasive. Cette opposition originelle fonde l’approche économique de la publicité sur un clivage dialectique fécond mais elle induit un biais normatif en matière de régulation. Cette dialectisation originelle du débat théorique illustre la difficulté des économistes à comprendre : 1) la relation entre la publicité et l’évolution des préférences des consommateurs; 2) la fonction qui lui est reliée. Nous nous proposons d’analyser ce diptyque fondateur en questionnant sa portée et ses limites.

El artículo trata de la retórica de las salutaciones de las fiestas patronales en las localidades de Sax (Alicante, 1890–2010) y Rubí (Barcelona, 1890–2003). Estos corpus textuales proceden de los programa de las fiestas patronales. Los discursos reflejan vinculaciones institucionales, circunstancias históricas e influencias del periodismo y la publicidad. El estudio de las salutaciones, del subgénero epidíctico, muestra elementos de influencia ideológica y de creación del imaginario social. En los corpus de Sax y Rubí se aprecian las etapas informativa (1890–1930), ideológica (1931–1978) y publicitaria (1979–), en las que se pasa de una producción descriptiva (1890–1930) a otras de intención explícitamente ideológica (1931–1978) y, finalmente, publicitaria (1979–). Los discursos y los programas en que aparecen son constructos semióticos que reflejan discursos ideológicos y persuasivos sobre intereses sociales cambiantes, que cumplen finalidades de estabilización o de cuestionamiento de formas de poder. “Social imaginary and ideology in patron speeches. A rhetoric and pragmatic study of the festive corpus of Sax (1890.2010) and Rubí (1890–2003)”. The paper deals with the rhetoric of the salutations of the festivities in the localities of Sax (Alicante, 1890–2010) and Rubí (Barcelona, 1890–2003). These textual corpus come from the program of the patron festivities. The speeches reflect institutional linkages, historical circumstances and influences of journalism and publicity. The study of salutations, of the epidictic subgenre, shows elements of ideological influence and creation of the social imaginary. The informative (1890–1930), ideological (1931–1978) and advertising (1979–) stages are shown in those corpus from Sax and Rubí, in which one goes from a descriptive production (1890–1930) to one of explicit ideology (1931–1978) and, finally, the advertising stage (1979–). The speeches and programs in which they appear are semiotic constructs that reflect ideological and persuasive discourses on changing social interests, which fulfill goals of stabilization or questioning of forms of power.

The main aim of the present study is to explore the names of urban sites and interpret them in a historical context. The author tries to examine as many names from the inter-war period as possible, paying particular attention to Polish names. An analysis of Polish and German names has made it possible demonstrate both the structural and the semantic-pragmatic similarity of their types. There are plenty of descriptive types, alongside association-informative names with elements of persuasion and publicity, as well as associations with political, historical, literary or religious content. The analysed urban names make it possible to reconstruct the diversity of the community living in Opole.

The U.S. Food Administration, whose nationwide campaigns for food conservation between 1917 and 1919 at times rivaled the intrusiveness of the better-known Committee on Public Information, was regarded as a worthy, even inspirational use of government propaganda in a noble cause by its volunteers, who included journalists, reformers, and suffragists, as well as publicists and advertising experts. This study suggests a more complex legacy of wartime persuasion from this period than the traditional framework of government manipulation and journalistic resistance.

Abstract This article was presented at the workshop on “Borders and Human Rights,” College of Law & Business, Ramat Gan, Israel.Notions of human rights as enshrined in international law have become the “idea of our time”; a “dominant moral narrative by which world politics” is organized; and a powerful “discourse of public persuasion.”Tony Evans, International Human Rights Law as Power/Knowledge, 27 (3) HUM. RTS. Q. 1046 (2005); Meg McLagan, Human Rights, Testimony, and Transnational Publicity, 2 (1) SCHOLAR & FEMINIST ONLINE 1 (2003), available at http://www.barnard.edu/ps/printmmc.htm; Wendy S. Hesford, Human Rights Rhetoric of Recognition, 41 (3) RHETORIC SOC. Q. 282 (2011). With the rise of human rights discourse, we need to ask, how do protagonists make human rights claims? What sort of resources, techniques, and strategies do they use in order to publicize information about human rights abuses and stipulations set out in international law? With the democratization of mapping practices, various individuals, organizations, and governments are increasingly using maps in order to put forth certain social and political claims. This article draws on the sociology of knowledge, science studies, critical cartography, cultural studies, and anthropological studies of law in order to analyze how various international, Palestinian, and Israeli organizations design maps of the West Bank Barrier in accord with assumptions embedded within international law as part of their political and new media activism. Qualitative sociological methods, such as in-depth interviewing, ethnography, and the collection of cartographic material pertaining to the West Bank Barrier, provide the empirical tools to do so. The maps examined here exemplify how universalistic notions of international law and human rights become a powerful rhetorical tool to make various and often incommensurable social and political claims across different maps. At the same time, international human rights law, rather than dictating local mapping practices, becomes inevitably “vernacularized” and combined with local understandings, cultural preferences, and political concerns.

The aims of the study were (1) to explore information framing effect on the public’s intention to receive the COVID-19 vaccination and (2) to understand the key factors influencing the intention of COVID-19 vaccinations in China. An online questionnaire survey was conducted to explore the influence of demographic characteristics, individual awareness, social relationship, risk disclosure, perceived vaccine efficacy, and protection duration under the assumptions of information framing. The results showed that (1) the persuasion effect under loss frame was higher than that under gain frame (B = 0.616 vs. 0.552); (2) there was no significant difference between sex, age, income, occupation, educational background and residence for the participants’ intention to be vaccinated; whether family members/friends were vaccinated had a strong correlation with their vaccination intention under the gain frame; (3) the higher the understanding of COVID-19 and the compliance with government COVID-19 prevention and control measures were, the higher the vaccination intention was; (4) risk disclosure had the greatest impact on people‘s COVID-19 vaccination intention; (5) perceived vaccine effectiveness and duration of protection had little effect on people’s intention to receive vaccination. The influence of information framing on the intention of COVID-19 vaccination is different. The publicity of relevant health information should pay attention to the influence of information framing and contents on the behavior of public vaccination, so as to enhance public health awareness and promote the vaccination of the whole population.

The article presents the function of Polish and Ukrainian phraseology, containing a component that names food in journalistic texts (in a contrastive approach). The analysis includes lexemes, which appears in the text of both languages, e.g. chleb/хліб, sól/сіль, mleko/молоко, as well as those appearing only in the text of one of them, e.g. kluski, drożdże in Polish, or сало, гречка in Ukrainian. Phrases, thanks to their imagery and depth of meaning go beyond the sum of the words they create and are a fashionable stylistic measure for the creators of informational text. Their simple form allows, for example journalists, to create word-games, often understood only by users of a given language because they refer to specific situations or people. In addition, phrases may contain an element of positive or negative assessment which significantly affects the message. Text constructed in this way is intended not only to convey information but also to influence the judgement of the recipients – hence the axiological function of phraseology. Based on the text analyzed in a given study, one can also indicate their expressive, persuasive, evaluative and phatic function. It should also be noted that phrases containing the names of basic products in both languages perform the same function – this is due to their very clear motivation and their deeply rooted position in the cultures of both nations. The more diverse a range of food products, the more diverse their motivation. Proposed analysis is covering only part of this extensive material and is raising only a few aspects of this important topic. In the future, it can be the basis for further research and extension.

Since the 1990s, a growing number of social science researchers collaborate in the creation of areas of research such as neurolaw, neuroeducation, neuroeconomy or neuromarketing. Sometimes referred to as ‘neurodisciplines’, these areas of research share a common postulate: the measure and analysis of the nervous system’s activity offers the possibility of discovering new ways of explaining human behaviour. Neuromarketing first appeared in the early 2000s and has developped in both university laboratories and private ones. Neuromarketers aim to understand consumer behaviour by applying neuroscientific theories and methods of measuring neurobiological activity to marketing questions. As a controversial topic, neuromarketing is critized in both the public space and academia. Some members of the media, some consumer associations and some neuromarketers see neuromarketing as having a more or less realistic power of persuasion (Lindstrom, 2009) while most neuroscientists qualify it as a scam or publicity stunt (Nature, 2004). Starting from bibliometric analysis of neuromarketing publications, we define the shifting boundaries of this area of research whose subject itself is still opened to debate. Building on Pierre Bourdieu’s work on the scientific field, we highlight the forces that shape this speciality both in and out of the academic field. Based on semidirective interviews, we demonstrate that neuromarketers have to develop discursive strategies to distance themselves from the controversial image of neuromarketing and adopt publication strategies in order to disseminate the results of their research in the scientific field.

Despite widespread critiques of ‘political spin’, the way governments engage with the mass media has attracted relatively little empirical attention. There is a small but growing body of research into bureaucracies’ responses to mediatisation from within which have identified tensions between bureaucratic and party political values, but this has not included the United Kingdom. There are concerns that the traditional dividing line between government information and political propaganda has come under increasing pressure as a higher premium is placed on persuasion by both journalists and politicians battling for public attention in an increasingly competitive market. Within Whitehall, the arrival of Labour in 1997 after 18 years in opposition was a watershed for UK government communications, allowing the government to reconfigure its official information service in line with the party political imperative to deploy strategic communications as a defence against increasingly invasive media scrutiny. Public relations, in government as elsewhere, has grown in scale, scope and status, becoming institutionalised and normalised within state bureaucracies, but how has this affected the role, status and influence of the civil servants who conduct media management? Within the system of executive self-regulation of government publicity that is characteristic of Whitehall, government press officers must negotiate a difficult path between the need to inform citizens about the government’s programme, and demands by ministers to deploy privileged information to secure and maintain personal and party advantage in the struggle for power. Taking 1997 as a turning point, and through the voices of the actors who negotiate government news – mainly press officers, but also journalists and special advisers – this article examines the changing role and position of Whitehall press officers in what has become known as the age of political spin, finding that profound and lasting change in the rules of engagement has taken place and is continuing.

Abstract Focusing on the writings of Milton and Rose Friedman, this article explicates a model of a market public as the normative mode of public engagement in a neoliberal regime of governance. The Friedmans’ market public narrowly construes conceptions of knowledge as arising from direct experience and communication as information exchange. Knowledge as direct experience supports the putative universality of self-interest and the sovereignty of individuals as exclusive public actors. Presuming a uniformity of understanding, communication as information exchange dissociates advocates from messages and contributes to the Friedmans’ view of persuasion as an individualistic mode of interaction. Connecting the Friedmans’ model to contemporary scholarly critiques of neoliberalism, I argue that this model portends significant anti-democratic consequences. Citing former U.S. Education Secretary Betsy DeVos’ campaign to reorganize public education as a market, I illustrate the contemporary circulation of this model.

Nous nous proposons, dans le cadre de cette thèse d'examiner des modèles économiques dans lesquels les firmes ont recours à différentes approches de publicité. Nous analysons les effets des investissements et des tarifs publicitaires sur les stratégies des annonceurs et des médias et nous étudions les différentes configurations de marché qui émergent à l'équilibre. Nous nous focalisons dans les Chapitres 2, 3 et 4 sur la publicité informative ciblée. Dans les chapitres suivants nous considérons que la publicité est persuasive et qu'elle peut créer des externalités aussi bien positives que négatives.Ces externalités peuvent être exogènes comme c'est le cas dans le Chapitre 5 ou endogènes (Chapitre 6).Plus précisément, nous examinons, dans le Chapitre 2, dans le cadre d'une différenciation horizontale, la concurrence en prix et en publicité informative ciblée. Dans le Chapitre 3, nous caractérisons l'équilibre d'un média qui a le choix entre éditer un seul journal général publié dans deux localisations géographiques ou bien éditer un journal local dans chaque localisation, donnant ainsi la possibilité aux annonceurs d'acheter des espaces publicitaires séparés dans chaque édition ou un package publicitaire pour les deux éditions. Nous posons dans le Chapitre 4 le problème du signal de la qualité d'une firme qui lance un nouveau produit, dont la qualité n'est pas connue par les consommateurs potentiels. La firme signale sa qualité à travers une publicité informative ciblée en choisissant la taille du marché niche. L'objectif du Chapitre 5 est de mettre en évidence les interactions directes qui existent entre le marché des médias et le marché des producteurs en considérant que le marché est caractérisé par des externalités de publicité aussi bien positives que négatives. Dans le dernier chapitre, nous étudions les incitations de deux firmes, différenciées par la qualité, à investir dans deux types de publicité : une publicité comparative et une publicité non-comparative
In this thesis, we develop economic models in which firms invest in different types of advertising. We analyze the effects of the advertising investments and prices on the advertisers and media strategies. In addition, we study the various market configurations emerging at equilibrium. On this basis, we focus, in Chapters 2, 3 and 4, on the targeted informative advertising. In the following chapters, we consider persuasive advertising that create negative and positive externalities. These externalities may be exogenous (Chapter 5) or endogenous (Chapter 6).More precisely, we investigate in Chapter 2, through a horizontal differentiation framework, the price competition and targeted advertising investments when firms are able to perfectly target each type of consumer. In Chapter 3, we model a situation in which a printed media has the choice between editing a single national newspaper published in two cities, or editing two local newspapers allowing thus advertisers to buy separated or bundled ads. In Chapter 4, we investigate the best signalling strategy of a monopoly when introducing a new product with unobservable quality. The firm signals its quality to the potential consumers through informative targeted advertising i.e. by choosing the size of the reached consumer's market. The aim of chapter 5 is to highlight the strategic interaction between media and product markets when the market exhibits positive and negative advertising externalities. The last Chapter is interested in the optimal persuasive advertising and pricing decisions of two vertically differentiated firms given that each firm has the choice to advertise in comparative and/or non-comparative advertising

Cette recherche analyse l'impact du matérialisme sur le processus de persuasion lors de l'exposition à des annonces variant selon leur caractère informatif croissant et la présence d'un personnage publicitaire. Quatre profils de matérialisme ont été considérés: les matérialistes engagés, les matérialistes idéalistes, les non matérialistes frugaux et les désinvoltes. Les résultats montrent que les matérialistes engagés et idéalistes s'appuient davantage sur les éléments d'exécution par rapport aux autres pour former leurs attitudes. De plus, plus l'annonce est informative, plus les éléments cognitifs prennent une place importante quel que soit le profil de matérialisme de l'individu. Enfin, le rôle de la présence d'un personnage publicitaire varie selon le profil de matérialisme. Les matérialistes engagés et idéalistes apprécient l'annonce avec personnage. Les non matérialistes frugaux, en revanche, préfèrent l'annonce sans personnage. Enfin, les désinvoltes semblent indifférents.

La communication de recrutement s'est enrichie depuis quelques années d'un nouveau type d'annonce visant à améliorer la connaissance et la perception de l'entreprise sur le marché de l'emploi: c'est l'annonce institutionnelle de recrutement dans laquelle l'entreprise tout entière dévoile à la fois un projet de carrière mais également une culture, des préoccupations sociétales, des ambitions technologiques et humaines. Ce nouveau type de communication emprunte aux techniques de rhétorique visuelle et écrite de la publicité produit. En quoi est-elle fidèle à la tradition ? en quoi fait-elle preuve d'innovation ? Nos hypothèses de recherche s'interrogent sur les conditions d'élaboration de ces nouvelles annonces, sur le cadre particulier de leur perception. Une série d'annonces institutionnelles de grandes sociétés ont été analysées par plus de 120 futurs cadres en recherche d'emploi, puis classées en fonction de leur impact. Cette enquête a permis de confirmer la plupart de nos hypothèses initiales sur les spécificités scripturaires et iconographiques de ce type de communication institutionnelle où malgré les artifices de séduction publicitaire classique le caractère référentiel et contractuel de l'information présentée prend une large place. La persuadibilité du message obéit également à des règles propres tant la personnalité et l'attente de la cible visée est particulière. Cela nous a conduit à proposer un modèle de communication applicable à d'autres domaines de communication institutionnelle.

Par sa même nature, publicité est une caractéristique(fonction) pénétrante de vie économique. C'est un outil de plus en plus important dans des interactions stratégiques dans des marchés concurrentiels. Si le rôle de publicité doit améliorer(augmenter) l'image du produit dans les yeux de consommateurs et changer leurs préférences, ou les informer de la sortie d'un nouveau produit au marché, ou plutôt fournir des informations sur des prix ou les qualités de produits existants, une question importante rend perplexe les économistes : Pourquoi les consommateurs répondent-ils à la publicité ? Comme les économistes ont lutté avec cette question, trois vues ont apparu. La première vue est cette publicité est persuasif, c'est-à-dire il change les goût des consommateurs et crée la différenciation de produit fausse et la fidélité à la marque. En conséquence, il n'a aucune valeur "réelle"("vraie") aux consommateurs, mais incite plutôt la différenciation de produit artificielle. La deuxième vue est cette publicité est informatif. Selon cette approche, beaucoup de marchés sont caractérisés par des informations grand public imparfaites, puisque les coûts de recherche peuvent dissuader un consommateur d'apprendre de l'existence de chaque produit, le prix et la qualité. La publicité est la réponse endogène que le marché offre comme une solution : quand une société fait de la publicité, les consommateurs reçoivent des informations. La troisième vue est cette publicité est complémentaire au produit fait de la publicité. Selon cette perspective, publicité ne change pas les préférences des consommateurs, comme dans la vue persuasive; en outre, il, mais n'a pas besoin de pouvoir fournir des informations. Au lieu de cela, il est assumé que les consommateurs possèdent un jeu stable de préférences dans lesquelles la publicité entre directement dans une mode qui est complémentaire avec la consommation du produit fait de la publicité

This chapter examines the use of platforms such as Twitter to link to news articles about favored political issues and argues that the selective sharing of journalism on social media positions citizens in a public relations–like capacity, helping raise awareness for some truths and narratives over others. In the contemporary environment of information surplus, the grassroots curation of news serves as an entry point for citizens to participate in agenda-setting processes that are subtly, yet undeniably, persuasive in intention. The increasingly partisan character of political information itself, from ideologically charged news and satire to activist-oriented citizen journalism, fuels the marketing-like orientation of citizens who publicize and promote this content to peers. The chapter concludes with an analysis of for-profit news sites that depend on social sharing for their financial livelihood and addresses broader risks of political trivialization as journalistic content is shaped to “go viral” across like-minded peer networks.