Download or read book Semiotic Analysis of a Dove Advertisement written by Erica Mateus and published by GRIN Verlag. This book was released on 2018-05-07 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2016 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70,00, , course: Media Theory, language: English, abstract: Advertisements are everywhere and in every form. Each company, brand, shop, etc. has at least one advert to launch its new products or services. These adverts consist of an image, a message, name of the product being sold and a hidden meaning. In media, we use semiotics to analyze an advert, with that method we are able to find the sign, the signifier and the signified items of the advert. In this essay, I will denaturalize the ideological messages in a Dove hair advertisement.

Download or read book Critical Discourse Analysis of Dove s Campaign for Real Beauty Advertisement written by Seda Evirgen and published by . This book was released on 2020-11-28 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Justus-Liebig-University Giessen, language: English, abstract: The purpose of this paper is to explore how Dove experienced the corporate social responsibility paradox, which occurs when a CSR campaign hurts the brand's reputation instead of benefiting it. Dove communicates its corporate social responsibility activities, as part of its marketing strategy, through social media, which caused in some cases criticism and backlash towards the brand. Even though the message from Dove, that everyone is beautiful in their own way, was perceived positively, the way it was being advertised and represented also caused negative consumer responses toward Dove. The advertisement that was criticized and is the object of investigation in this paper, is the body-shaped bottle advertisement, that was published as part of Dove's Real Beauty Campaign. The analysis of the advertisement will be conducted according to Fairclough's (1989, 1995) model for critical discourse analysis. The aim of the Critical Discourse Analysis (CDA) is to explore the visuals, ideology and stereotypes behind the advertisement, what the reason for the negative responses could be, the role of social media in this context and the resulting consequences for Dove.

Download or read book Persuasive Signs written by Ron Beasley and published by Walter de Gruyter. This book was released on 2010-12-14 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

Download or read book Campaigning for Real Beauty Or Reinforcing Social Norms written by Sara J. Roedl and published by . This book was released on 2010 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examined the content of Dove's Campaign for Real Beauty ads in the context of the publications in which they ran. This textual analysis of a series of five Campaign for Real Beauty billboards, commonly referred to as the Dove Vote Ads, sought to determine whether the message of the Dove Vote Ads was consistent with the Campaign for Real Beauty's stated mission of societal change and widening the societal definition of beauty. While the textual analysis questioned whether there were conflicting messages inherent in the Dove Campaign for Real Beauty advertisements, the content analysis sought to determine whether there was a measurable change in the appearance of beauty ideals and gender portrayals after the introduction of the advertising campaign. This was accomplished through an examination of the 785 models that appeared in the September 2004 and 2008 issues of Cosmopolitan and Glamour. The manifest message of each advertisement, which encourages the audience to rethink standard notions of beauty, is contradicted by the latent themes. The five years between 2003 and 2008 saw a significant increase in diversity of the models shown in advertisements. Additionally, women were shown as more powerful in 2008. These shifts, if sustained over time, will serve as evidence of the social and cultural influence of advertising campaigns.

Download or read book Using Semiotics in Marketing written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2020-03-03 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Download or read book Introduction to Multimodal Analysis written by Per Ledin and published by Bloomsbury Publishing. This book was released on 2020-01-09 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Multimodal Analysis is a unique and accessible textbook that critically explains this ground-breaking approach to visual analysis. Now thoroughly revised and updated, the second edition reflects the most recent developments in theory and shifts in communication, outlining the tools for analysis and providing a clear model that students can follow. Chapters on colour, typography, framing and composition contain fresh, contemporary examples, ranging from product packaging and website layouts to film adverts and public spaces, showing how design elements make up a visual language that is used to communicate with the viewer. The book also includes two new chapters on texture and diagrams, as well as a helpful image index so students can clearly understand how images and multimodal texts can be analysed from different perspectives. Featuring chapter summaries, student activities and a companion website hosting all images in full colour, this new edition remains an essential guide for students studying multimodality within visual communication in linguistics, media and cultural studies, critical discourse analysis or journalism studies.

Download or read book The Routledge Companion to Advertising and Promotional Culture written by Emily West and published by Routledge. This book was released on 2013-02-11 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Companion to Advertising and Promotional Culture provides an essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. The book contains eight sections: Historical Perspectives considers the historical roots and their relationship to recent changes of contemporary advertising and promotional practice. Political Economy examines how market forces, corporate ownership, and government policies shape the advertising and media promotion environment. Globalization presents work on advertising and marketing as a global, intercultural, and transnational practice. Audiences as Labor, Consumers, Interpreters, Fans introduces how people construct promotional meaning and are constructed as consumers, markets, and labor by advertising forces. Identities analyzes the ways that advertising constructs images and definitions of groups -- such as gender, race and the child -- through industry labor practices, marketing, as well as through representation in advertising texts. Social Institutions looks at the pervasiveness of advertising strategies in different social domains, including politics, music, housing, and education. Everyday Life highlights how a promotional ethos and advertising initiatives pervade self image, values, and relationships. The Environment interrogates advertising’s relationship to environmental issues, the promotional efforts of corporations to construct green images, and mass consumption’s relationship to material waste. With chapters written by leading international scholars working at the intersections of media studies and advertising studies, this book is a go-to source for those looking to understand the ways advertising has shaped consumer culture, in the past and present.

Download or read book Visual Ethics written by Paul Martin Lester and published by Taylor & Francis. This book was released on 2018-01-19 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visual Ethics addresses the need for critical thinking and ethical behavior among professionals responsible for visual messages in photography and photojournalism, film, and digital media. From the author of Photojournalism: An Ethical Approach, published more than 20 years ago, this book goes beyond photojournalism ethics. It discusses crucial contemporary concerns, including persuasion, stereotyping, global perspectives, graphic design decisions, multimedia production, social media, and more. Written for an ever-growing discipline, author Paul Martin Lester gives serious ethical consideration to the complex field of visual communication.

Download or read book Semiotics and Shock Advertisement written by Corinna Colette Vellnagel and published by GRIN Verlag. This book was released on 2011-02 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Excellent, The University of Surrey (Department of English), course: Language of Advertising, language: English, abstract: There is advertisement - and there is advertisement: Most ads have the intention to make people aware of a product, service or concept followed by the purchase and therefore "support the free-market economy" (Reschke: 1998, p. 1); but there are ads whose main aim is to inform people, more precisely to call their attention to a certain topic. Consequently, advertisements cause different reactions: Some ads make people smile or even giggle; some just communicate plane information; whilst others make people think and reflect; and again others literally shock people. Advertising campaigns such as the WWF 9/11 one, the "Get unhooked" ads or Antonio Federici's banned campaign (q.v. Appendix 1-3) are only three examples on the list of campaigns banned in the 21st century due to unethical content. Those offensive advertisements include "messages that transgress laws and customs (e.g. anti-human rights), breach a moral or social code (e.g. profanity, vulgarity) or outrage the moral or physical senses (e.g. gratuitous use of violence, use of disgusting images)" (Chan et al.: 2007, p. 608). Researchers found out that adverts, which "are incongruent with social norms attract attention and are more likely to be retained in memory" (Gulas and Weinberger: 2006, p. 173). Attracting interest can be done on different ways: by either using attention attracting pictures, sounds, signs or just simple words and phrases.

Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2014-11-10 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook introduces the key concepts, methods and issues within advertising and promotion for students taking courses on the subject at universities and colleges. It offers first-hand examples gathered from leading international advertising agencies and brand campaigns, and it is told from the perspective of the agency to give a fun and creative insider view which helps the reader to think beyond the client position and understand what it might be like working within an ad agency. The authors draw not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology to offer a rounded and critical perspective on the subject for those looking to achieve high grades and understand advertising as social phenomenon in addition to its business function and purpose. New to the third edition: chapter on strategy and creativity additional case studies with increased global coverage including emerging markets images of classic and recent ads from the street, print, online and television increased coverage of the internet, social media and their effects on advertising companion website materials including relevant videos, journal articles and a Jeopardy-style game for the classroom The textbook is now also supported by a new author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com.

Download or read book Feminist Perspectives on Advertising written by Kim Golombisky and published by Rowman & Littlefield. This book was released on 2018-11-29 with total page 397 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume, edited by Kim Golombisky, applies an intersectional lens to advertising, focusing on gender, race, ethnicity, sexuality, disability, age, class, and nationality. Intersectional feminist perspectives on advertising are rare in the advertising industry, even as it faces pressure to reform. This anthology focuses on advertising messaging to follow up the professional practices covered in Feminists, Feminisms, and Advertising, edited by Kim Golombisky and Peggy Kreshel. In this new collection, contributors write from a variety of perspectives, including Black, African, lesbian, transnational, poststructuralist, material, commodity, and environmental feminisms. The authors also discuss the reproductive justice framework, feminist disability studies, feminist ethnography, feminist discourse analysis, and feminist visual rhetoric. Together, these scholars introduce big ideas for feminist advertising studies. The first section, titled “Historicize This!,” includes work dealing with historicized analyses of advertising, ranging from more than a century of stereotypes about black women to early twentieth-century white women purchasing automobiles, all contextualized with women’s complex relations with technologies from cars to Twitter. The second section, “Advertising Body Politics,” groups work on topics related to body politics in advertising, including lesbians, disabled women, aging women, and Chinese “promotion girls.” The third section, “Media Reps,” revisits advertising representation in novel ways from operational definitions of race and advertising news about gay men to advertising twenty-first-century masculinities in Ghana and the United States. The last section, “Reproduction and Postfeminist Empowerment,” ends the book with a selection of case studies on the advertising industry’s cooptation and commodification of feminism, particularly in regressive postfeminist ideologies about women’s reproductive health and mothering.

Download or read book Reading Photographs written by Richard Salkeld and published by Routledge. This book was released on 2020-09-02 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reading Photographs is a clear and inspiring introduction to theories of representation and visual analysis and how they can be applied to photography. Introducing the development of photography and different approaches to reading images, the book looks at elements such as identity, gaze, psychoanalysis, voyeurism and aesthetics.Striking visual examples are used to illustrate the text and engaging case studies delve deeper into issues raised within each chapter, with brief activity points to allow the reader to apply relevant theories to their own practice.

Download or read book Hilltops and Marches written by Samuel Herrmann and published by . This book was released on 2018 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Coca-Cola Company released an advertisement in 1971 that had powerful themes of unity in a time of significant discord around the world. Almost 50 years later, the Pepsi Company released an advertisement that aimed to accomplish similar values of unity and commonality when the world seemed at odds with itself. While both advertisements sought to convey similar messages, the reception could not have been more different. Coca-Cola has experienced continued praise for their famous “Hilltop” advertisement while Pepsi was forced to take their advertisement down within 24 hours of its release. This paper utilizes semiotic theory to analyze the signs in the advertisements to create an understanding of how each advertisement was perceived differently. In order to understand a semiotic approach, this paper also approaches semiotics with respect to the historical contexts surrounding both advertisements.

Download or read book Strategic Advertising Management written by Richard Rosenbaum-Elliott and published by . This book was released on 2020-12-25 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: With strong foundations in theory and featuring a wide range of current and international examples, Strategic Advertising Management presents an overview of how advertising works and what is required from a manager's perspective, in the development of an effective communication plan.

Download or read book Gender Pop Culture written by Adrienne Trier-Bieniek and published by Springer Science & Business Media. This book was released on 2014-04-03 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender & Pop Culture provides a foundation for the study of gender, pop culture and media. This comprehensive, interdisciplinary text provides text-book style introductory and concluding chapters written by the editors, seven original contributor chapters on key topics and written in a variety of writing styles, discussion questions, additional resources and more. Coverage includes: - Foundations for studying gender & pop culture (history, theory, methods, key concepts) - Contributor chapters on media and children, advertising, music, television, film, sports, and technology - Ideas for activism and putting this book to use beyond the classroom - Pedagogical Features - Suggestions for further readings on topics covered and international studies of gender and pop culture Gender & Pop Culture was designed with students in mind, to promote reflection and lively discussion. With features found in both textbooks and anthologies, this sleek book can serve as primary or supplemental reading in undergraduate courses across the disciplines that deal with gender, pop culture or media studies. “An important addition to the fields of gender and media studies, this excellent compilation will be useful to students and teachers in a wide range of disciplines. The research is solid, the examples from popular culture are current and interesting, and the conclusions are original and illuminating. It is certain to stimulate self-reflection and lively discussion.” Jean Kilbourne, Ed.D., author, feminist activist and creator of the Killing Us Softly:Advertising’s Image of Women film series “An ideal teaching tool: the introduction is intellectually robust and orients the reader towards a productive engagement with the chapters; the contributions themselves are diverse and broad in terms of the subject matter covered; and the conclusion helps students take what they have learnt beyond the classroom. I can’t wait to make use of it.” Sut Jhally, Professor of Communication, University of Massachusetts at Amherst,Founder & Executive Director, Media Education Foundation Adrienne Trier-Bieniek, Ph.D. is currently an assistant professor of sociology at Valencia College in Orlando, Florida. Her first book, Sing Us a Song, Piano Woman: Female Fans and the Music of Tori Amos (Scarecrow, 2013) addresses the ways women use music to heal after experiencing trauma. www.adriennetrier-bieniek.com Patricia Leavy, Ph.D. is an internationally known scholar and best-selling author, formerly associate professor of sociology and the founding director of gender studies at Stonehill College. She is the author of the acclaimed novels American Circumstance and Low-Fat Love and has published a dozen nonfiction books including Method Meets Art: Arts-Based Research Practice. www.patricialeavy.com

Download or read book ISSUES RELATED TO WOMEN ESSAYS IN ECONOMETRICS AND STATISTICS written by Ebru Çağlayan Akay - Merve Ertok Onurlu and published by HOLISTENCE PUBLICATIONS. This book was released on 2023-03-21 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world, many women are at risk of being exposed to economic, physical, sexual, psychological, and emotional violence, or even intentional homicide. They might also be exposed to discrimination based on their socio-demographic characteristics, such as their ethnic background, religion, and educational level. The purpose of this book is to bring together academics and researchers working in the fields of applied econometrics and applied statistics as they pertain to women’s issues. The twelve-chapter book includes insights on present econometric and statistical methodologies on women’s issues, as well as a better understanding and evaluation of contemporary policy implications, initiatives, and procedures pertaining to women.

Download or read book Cross Cultural Content Analysis of Advertising from the United States and India written by Niaz Ahmed and published by Universal-Publishers. This book was released on 2000 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cross-cultural content analysis (which merged traditional content analysis method with semiotic concepts) compared advertising in the United States (a highly individualistic and low-context culture) and India (a highly collectivist and high-context culture). The study examined the characteristics, differences and similarities in advertising strategies and expressions. A stratified random sample of advertisements for consumer products was selected from nationally circulated news magazines and business magazines of each country between January 1993 and December 1994 (Time and Business Week from the United States; India Today and Business India from India). This study found that there were significant differences in the way the two cultures produced advertising messages and that differential cultural values were reflected in their advertising expressions. The findings revealed that the U.S. advertisements utilized direct rhetorical styles, individualistic visual stances, sexual portrayals of women and comparative approaches more often than their Indian counterparts. The Indian ads utilized indirect rhetorical styles, collective visual stances and stereotypical portrayals of women more frequently than did the U.S. ads. The evidence of specific cross-cultural differences suggests that perhaps the proponents of "standardization of international advertising" have promoted an oversimplification. This cross-cultural study suggests that caution should be exercised when considering standardization in advertising and other forms of promotional communication between divergent cultures. Click here to preview the first 25 pages in Acrobat PDF format.