Download or read book Cultura global publicitaria written by and published by . This book was released on with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Publicidad y cultura written by Maricruz Alvarado López and published by Comunicacion Social Ediciones y Publicaciones. This book was released on 2006-01-01 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta obra, Publicidad y cultura, revela la influencia que la comunicación publicitaria, como fenómeno social, ejerce permanentemente sobre la construcción de la cultura. La publicidad es, por una parte, identificadora de la cultura del contexto que la produce y, por otra, conformadora de una nueva sociedad en la que van surgiendo formas, valores, técnicas y elementos que generan a su vez distintos modelos de consumo y diferentes consumidores. Se convierte, así, en el eje principal alrededor del que giran los productos de consumo, las necesidades y deseos de los consumidores, los intereses económicos de la industria publicitaria y de una creatividad al servicio de la eficacia, las demandas del mercado, las aspiraciones y expectativas de los ciudadanos y, en definitiva, todo lo que configura las complejas sociedades actuales. El acercamiento interdisciplinar desde el que nace este trabajo psicológico, sociológico, histórico, económico, comunicacional, etc. le ofrecerá una visión global del fenómeno publicitario y de su dimensión cultural, dentro de la tradición y el rigor aceptado por la comunidad científica.
Download or read book Publicidad 360 written by Alejandro Álvarez Nobell and published by Ediciones Universidad San Jorge. This book was released on 2014-03-14 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.
Download or read book The Global Advertising Regulation Handbook written by Mary Alice Shaver and published by Routledge. This book was released on 2014-12-18 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is an important and visible component of marketing, competition, and consumer awareness. As many companies grow and expand to serve multinational audiences worldwide, there is a concomitant need to understand culture, customs and regulation in the world markets. Not only businesses but consumers and students as well need to understand the workings of advertising and its regulation in worldwide markets. This book is designed to fill this need for students and professionals. The book takes a thorough and critical view of the process in 21 countries, representing four continents of developed countries. An important feature of this handbook is the consistent, carefully plotted format of each chapter, facilitating easy access to key information. For each country, the chapters cover the following: form of government history of regulation along with current operating regulation systems route/manner in which cases are brought forward to regulating bodies advertising codes, if any, and how they work amount of money spent on advertising by year consumerism and its role in advertising specific regulation of advertising to children, health advertising and tobacco advertising sanctions and control of advertising found inadmissible position of commercial speech in country--if any Countries included are Argentina, Australia, Canada, Chile, China/Hong Kong, Colombia, Belgium, Brazil, Denmark, Finland, France, Japan, Korea, Mexico, Peru, Portugal, Spain, Sweden, the United States, and the United Kingdom. Each chapter's contributing author is a known expert in advertising with a particular insight on that country's language, culture, and advertising industry.
Download or read book Postpublicidad written by Daniel Solana and published by . This book was released on 2010 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Multiple Voices in Academic and Professional Discourse written by Sergio Maruenda Bataller and published by Cambridge Scholars Publishing. This book was released on 2011-05-25 with total page 700 pages. Available in PDF, EPUB and Kindle. Book excerpt: The demands of today’s society for greater specialization have brought about a profound transformation in the humanities, which are not immune to the competitive pressure to meet new challenges that are present in other sectors. Thus, lecturers and researchers in modern languages and applied linguistics departments have made great efforts to design syllabi and materials more attuned to the competences and requirements of potential working environments. At the same time, linguists have attempted to apply their expertise in wider areas, creating research institutes that focus on applying language and linguistics in different contexts and offering linguistic services to society as a whole. This book attempts to provide a global view of the multiple voices involved in interdisciplinary research and innovative proposals in teaching specialized languages while offering contributions that attempt to fill the demands of a varied scope of disciplines such as the sciences, professions, or educational settings. The chapters in this book are made up of current research on these themes: discourse analysis in academic and professional genres, specialized translation, lexicology and terminology, and ICT research and teaching of specialized languages.
Download or read book Global Advertising in a Cultural Context written by Mirjana Milenkovic and published by diplom.de. This book was released on 2008-09-01 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: The ongoing process of the globalization of markets in context with the innovation of technologies caused that more and more companies expand their market activities internationally. At the same time product offers at saturated markets are qualitative more and more alike and thus, exchangeable. A differentiation just through product attributes is not possible anymore. Advertising became a key function in marketing as communication through advertising provides the only opportunity for companies to differentiate from their competitors. Both, the globalization of markets and the great importance of advertising raise returning discussions whether global advertising and its planning should be standardized or not. Standardization means that an identical advertisement can appeal different cultures in the same way. On the one hand it can not be denied that things like ethnical cuisine, tourism, and worldwide media lead to an exchange between cultures. On the other hand it is questionable if this exchange causes an automated homogenization of cultures. In 1983 Theodore Levitt already was dealing with the necessity of standardized advertising in the course of globalization. However, Levitt asserted that a standardization of advertising is necessary but did not go into detail how this can be realized best. Furthermore, he did not consider the enormous impact of culture on the perception and behavior of people and the resulting difficulties to use one single advertising campaign across cultures. In addition to that different national advertising restrictions have to be taken into account. As it is assumed that the trend to globalization will continue and strengthen, the issue of global advertising is always relevant. In the following thesis, the focus is exact on the obstacles of standardized advertising in front of the cultural background. Furthermore, characteristics of various approaches to overcome cultural differences and their suitability for standardized advertising will be examined. Inhaltsverzeichnis:Table of Contents: List of Figures and TablesII 1.Objectives and Structure of this Thesis1 2.Concept of Culture2 2.1Definitions of Culture2 2.2Elements of Culture3 2.3Culture and Consumer Behavior8 2.3.1Hofstede's Five Dimensions8 2.3.2High-Context Cultures versus Low-Context Cultures11 3.Global Advertising13 3.1Characteristics of Advertising13 3.2Advertising as a Communication Tool16 3.2.1Advertising [...]
Download or read book La publicidad written by Armand Mattelart and published by Grupo Planeta (GBS). This book was released on 1991-05-24 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: La publicidad es cada vez menos patrimonio exclusivo del , puesto que han aparecido nuevas ofertas de servicios que han ampliado el abanico de sus especialistas. Expertos que ya no sólo emiten diagnósticos para sus clientes, sino que se implican en la decisión. En una palabra, la publicidad no ha cambiado solamente de imagen: ha cambiado de naturaleza y, con ello, ja variado su relación con la sociedad . Por el peso que ocupa en la determinación de los sistemas de comunicación, ha asumido el papel de interlocutor de los poderes públicos y sus redes de influencia hacen oír su voz por todas partes donde puedan tomarse unas decisiones que limiten el espacio publicitario. Detrás de sus reivindicaciones y dictámenes, la institución publicitaria propone más que nunca un modelo de organización de las relaciones sociales. Como consecuencia, la finalidad de esta obra es dibujar los contornos del nuevo dispositivo publicitario, trazar su génesis y presentarlo en perspectiva.
Download or read book A la publicidad le falta calle written by Andrés Ricardo, Novoa Montoya and published by Editorial Tadeo Lozano. This book was released on 2023-04-18 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta obra abre paso a una nueva perspectiva de la publicidad y su oficio, enlazándola con la cultura de la cotidianidad y las ciudades. De esta manera, Andrés Ricardo Novoa presenta un análisis de las estrategias de publicidad contemporáneas y una propuesta del camino que deberían tomar. El libro invita a un acercamiento entre lo urbano y la publicidad como respuesta a los tiempos actuales.
Download or read book Publicidad la otra cultura written by and published by . This book was released on 1987 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Economía y publicidad / Patricia Arriaga / - Economía nacional y publicidad / Heriberto Muraro / - Publicidad, economía y democratización de las comunicaciones / Noreene Janus / - Publicidad, medios de comunicación y dependencia / Noreene Janus / - Publicidad transnacional, medios de comunicación y educación en los países en desarrollo / Noreene Janus / - Mujer y publicidad : más allá de una imagen / Patricia Anzola / - Propaganda, medios de comunicación masivos y la formación de una cultura en el tercer mundo / Noreene Janus / - La televisión venezolana y la formación de estereotipos en el niño / Eduardo Santoro / - Publicidad y cristianismo / José Martínez Terrero S.J. / - Iglesia y publicidad en América Latina / Robert A. White S.J.
Download or read book Cultura Lenguaje Y Representaci n written by and published by Universitat Jaume I. This book was released on with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Routledge Handbook of Spanish Translation Studies written by Roberto Valdeón and published by Routledge. This book was released on 2019-05-28 with total page 607 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by leading experts in the area, The Routledge Handbook of Spanish Translation Studies brings together original contributions representing a culmination of the extensive research to-date within the field of Spanish Translation Studies. The Handbook covers a variety of translation related issues, both theoretical and practical, providing an overview of the field and establishing directions for future research. It starts by looking at the history of translation in Spain, the Americas during the colonial period and Latin America, and then moves on to discuss well-established areas of research such as literary translation and audiovisual translation, at which Spanish researchers have excelled. It also provides state-of-the-art information on new topics such as the interface between translation and humour on the one hand, and the translation of comics on the other. This Handbook is an indispensable resource for postgraduate students and researchers of translation studies.
Download or read book Marketing written by Gary Armstrong and published by Pearson Educación. This book was released on 2003 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Download or read book Publicidad contagiosa written by Silvia Sivera and published by Editorial UOC. This book was released on 2016-06-30 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
Download or read book La internacional publicitaria written by Armand Mattelart and published by . This book was released on 1989-01-01 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Televisi n social y transmedia written by Lamelo Varela, Carles and published by Editorial UOC. This book was released on 2016-12-04 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: La forma de consumir televisión está cambiando a gran velocidad. Las narrativas transmedia, el consumo en dispositivos móviles, la gamificación, las llamadas «segundas pantallas», la implicación con redes 2.0 y la audiencia social representan un reto, pero también ofrecen enormes posibilidades para los creadores de contenidos audiovisuales. El concepto de televisión basada en el broadcasting cede su protagonismo a los contenidos con implicación en social media y concepción transmedia. Este libro nos acerca a las nuevas rutinas productivas y al diseño de estrategias acordes con este nuevo paradigma comunicativo, y lo hace combinando los referentes académicos con aportaciones directas de la industria de la comunicación y el análisis de casos de éxito para ofrecer a los lectores la posibilidad de comprender en qué medida está cambiando el audiovisual, los espectadores y las dinámicas sociales en torno a la televisión.
Download or read book Publicidad comunicaci n y cultura perspectivas te ricas para el estudio de la publicidad written by and published by . This book was released on with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt:
