Download or read book United Colours United Opinions United Cultures Are Consumer Responses to Shock Advertising Affected by Culture A Case Study on Benetton Campaigns Under Oliviero Toscani Examining German and English Responses written by Kerstin Holz and published by GRIN Verlag. This book was released on 2007-08 with total page 113 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: First class, University of Birmingham, 55 entries in the bibliography, language: English, comment: This thesis analyses the impact of culture on the perception of advertising. I chose to compare and contrast English and German repsonses to Benetton campaigns under Toscani. The research process included secondary research as well as primary research. Primary research consisted of focus groups in both countries as well as questionnaires. Chi-square anlaysis was used as one method of analysing the gather data next to content analysis., abstract: This research aimed to show whether responses to shock advertising campaigns are influenced by culture The aim and objectives for this research included to analyse the techniques and impact of shock advertising, evaluate the cultural characteristics of Germany and England in relation to the perception of advertising, analyse the impact of four selected campaigns on Benetton's financial performance and to critically evaluate the extent to which culture influences the acceptance of shock advertising through focus groups/questionnaires. The gathered data from questionnaires and focus groups was then compared and contrasted against the findings from secondary sources as well as against each other. The comparison of the three types of research showed that differences between both cultures exist. Both countries have different approaches towards the Benetton campaigns: Germany strategically and England emotionally. This does not necessarily mean they respond differently to them, although research has shown that, as opposed to data gathered in the secondary literature, Germany responded more tolerantly and openly to the campaigns than expected, whereas England, expected according to the secondary literature to understand advertising based on creativity, did just the opposite. Th
Download or read book Shock advertising Are consumer responses affected by culture A case study on Benetton campaigns under Oliviero Toscani examining German and English responses written by Kerstin Holz and published by GRIN Verlag. This book was released on 2007-03-04 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: First class, University of Birmingham, language: English, abstract: This research aimed to show whether responses to shock advertising campaigns are influenced by culture The aim and objectives for this research included to analyse the techniques and impact of shock advertising, evaluate the cultural characteristics of Germany and England in relation to the perception of advertising, analyse the impact of four selected campaigns on Benetton’s financial performance and to critically evaluate the extent to which culture influences the acceptance of shock advertising through focus groups/questionnaires. The gathered data from questionnaires and focus groups was then compared and contrasted against the findings from secondary sources as well as against each other. The comparison of the three types of research showed that differences between both cultures exist. Both countries have different approaches towards the Benetton campaigns: Germany strategically and England emotionally. This does not necessarily mean they respond differently to them, although research has shown that, as opposed to data gathered in the secondary literature, Germany responded more tolerantly and openly to the campaigns than expected, whereas England, expected according to the secondary literature to understand advertising based on creativity, did just the opposite. The English group rated the shock factor more strongly than the German group, proving that responses to shock advertising are dependent on cultural influences. The results from this research therefore show that responses to these campaigns are affected by culture especially in emotional campaigns such as the Benetton ones and companies should take these differences into account. Obviously it is cheaper and easier to run a standardized global campaign; however, this does not take different cultures in different countries into account which might harm brand perception due to misunderstandings and different decoding approaches. The phenomenon of globalisation will be of great interest for further research as it brings cultures closer together. The research, over a larger timeframe, might show how cultures are becoming more similar and therefore a standardised advertising strategy might be more useful than ever.
Download or read book United Colors written by Lorella Pagnucco Salvemini and published by Virago Press. This book was released on 2002 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Benetton campaigns by Oliviero Toscani have been one of the most important and controversial phenomena in worldwide advertising. This text explores the history of the campaigns from 1984 to 2000.
Download or read book Marketing Identities Through Language written by E. Martin and published by Springer. This book was released on 2005-11-30 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: Elizabeth Martin explores the impact of globalization on the language of French advertising, showing that English and global imagery play an important role in tailoring global campaigns to the French market, with media companies undeterred by the attempts through legislation to curb language mixing in the media.
Download or read book A Cognitive Psychology of Mass Communication written by Richard Jackson Harris and published by Routledge. This book was released on 2009-05-19 with total page 559 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this fifth edition of A Cognitive Psychology of Mass Communication, author Richard Jackson Harris continues his examination of how our experiences with media affect the way we acquire knowledge about the world, and how this knowledge influences our attitudes and behavior. Presenting theories from psychology and communication along with reviews of the corresponding research, this text covers a wide variety of media and media issues, ranging from the commonly discussed topics – sex, violence, advertising – to lesser-studied topics, such as values, sports, and entertainment education. The fifth and fully updated edition offers: highly accessible and engaging writing contemporary references to all types of media familiar to students substantial discussion of theories and research, including interpretations of original research studies a balanced approach to covering the breadth and depth of the subject discussion of work from both psychology and media disciplines. The text is appropriate for Media Effects, Media & Society, and Psychology of Mass Media coursework, as it examines the effects of mass media on human cognitions, attitudes, and behaviors through empirical social science research; teaches students how to examine and evaluate mediated messages; and includes mass communication research, theory and analysis.
Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2021-01-27 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers
Download or read book 100 Ways to Create a Great Ad written by Tim Collins and published by Hachette UK. This book was released on 2014-08-11 with total page 525 pages. Available in PDF, EPUB and Kindle. Book excerpt: 100 Ways to Create a Great Ad is an accessible introduction to creative advertising techniques. Featuring 100 spreads detailing concepts such as the "Reveal" and the "Mash-up", it presents the key methods of devising print, television, radio, direct, and online ideas. The process of creating an ad can be divided into three steps: planning; concept creation; crafting. This book provides a straightforward guide to concept creation, including methods that are applicable across media and offering wide-ranging examples from international campaigns. Aimed at agency creatives, planners, and account handlers, as well as graphic designers, marketing professionals, and students, 100 Ways to Create a Great Ad has wide-ranging appeal.
Download or read book Globalization and Literature written by Suman Gupta and published by John Wiley & Sons. This book was released on 2013-04-30 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a state-of-the-art overview of the relationship between globalization studies and literature and literary studies, and the bearing that they have on each other. It engages with the manner in which globalization is thematized in literary works, examines the relationship between globalization theory and literary theory, and discusses the impact of globalization processes on the production and reception of literary texts. Suman Gupta argues that, while literature has registered globalization processes in relevant ways, there has been a missed articulation between globalization studies and literary studies. Examples are given of some of the ways in which this slippage is now being addressed and may be taken forward, taking up such themes as the manner in which anti-globalization protests and world cities have figured in literary works; the ways in which theories of postmodernism and postcolonialism, familiar in literary studies, have diverged from and converged with globalization studies; and how industries to do with the circulation of literature are becoming globalized. This book is intended for university-level students and teachers, researchers, and other informed readers with an interest in the above issues, and serves as both a survey of the field and an intervention within it.
Download or read book Taboo in Advertising written by Elsa Simões Lucas Freitas and published by John Benjamins Publishing. This book was released on 2008-07-09 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taboos are much more than just a synonym of ‘forbidden’. Proof of the concept’s complexity can be found in the way ads often try to hide the taboo inherent to their products or, conversely, in the way certain taboo readings are foregrounded on purpose in other ads. This volume shows why and how that happens, using print and television ads to exemplify (a) the elaborate strategies used by ads for certain products to cleverly hide the taboo inherent to them, and (b) the deliberate recourse to taboo references in ads for products that do not present any taboo connotation. The linguistic analysis undertaken takes into account the different modes (verbal language, music, sound effects, moving and static images) that convey meaning in ads. Taboo is very often conveyed or disguised through one of the channels while the others play the opposite role, thus achieving a balance that prevents the ad from being too obscure to be understood or too daring for the general public to accept it. For this comprehensive approach, concepts are drawn from different disciplines: textual and semiotic analysis from linguistics, theories of taboo from anthropology, and background to advertising from media studies.
Download or read book Advertising IMC written by Sandra Ernst Moriarty and published by . This book was released on 2014-04-03 with total page 669 pages. Available in PDF, EPUB and Kindle. Book excerpt: For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.
Download or read book Adland written by Mark Tungate and published by Kogan Page Publishers. This book was released on 2007 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
Download or read book Networking written by Tatiana Bazzichelli and published by BoD – Books on Demand. This book was released on 2009-02 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Networking means to create nets of relations, where the publisher and the reader, the artist and the audience, act on the same level. The book is a first tentative reconstruction of the history of artistic networking in Italy, through an analysis of media and art projects which during the past twenty years have given way to a creative, shared and aware use of technologies, from video to computers, contributing to the creation of Italian hacker communities. The Italian network proposes a form of critical information, disseminated through independent and collective projects where the idea of freedom of expression is a central theme. In Italy, thanks to the alternative use of Internet, during the past twenty years a vast national network of people who share political, cultural and artistic views has been formed. The book describes the evolution of the Italian hacktivism and net culture from the 1980s till today. It builds a reflection on the new role of the artist and author who becomes a networker, operating in collective nets, reconnecting to Neoavant-garde practices of the 1960s (first and foremost Fluxus), but also Mail Art, Neoism and Luther Blissett. A path which began in BBSes, alternative web platforms spread in Italy through the 1980s even before the Internet even existed, and then moved on to Hackmeetings, to Telestreet and networking art by different artists such as 0100101110101101.ORG, [epidemiC], Jaromil, Giacomo Verde, Giovanotti Mondani Meccanici, Correnti Magnetiche, Candida TV, Tommaso Tozzi, Federico Bucalossi, Massimo Contrasto, Mariano Equizzi, Pigreca, Molleindustria, Guerriglia Marketing, Sexyshock, Phag Off and many others.
Download or read book Intercultural Communication and Diplomacy written by Hannah Slavik and published by Diplo Foundation. This book was released on 2004 with total page 467 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Sex in Advertising written by Tom Reichert and published by Routledge. This book was released on 2014-04-04 with total page 307 pages. Available in PDF, EPUB and Kindle. Book excerpt: A volume of scholarly research & viewpoints on how sexual appeals function in the current advertising environment. Offers answers as to why the use of sex is so prevalent. For scholars & students in advertising, media studies, mass comm, rhetoric.
Download or read book Seeing the Unspeakable written by Gwendolyn DuBois Shaw and published by Duke University Press. This book was released on 2004-12-06 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the youngest recipients of a MacArthur “genius” grant, Kara Walker, an African American artist, is best known for her iconic, often life-size, black-and-white silhouetted figures, arranged in unsettling scenes on gallery walls. These visually arresting narratives draw viewers into a dialogue about the dynamics of race, sexuality, and violence in both the antebellum South and contemporary culture. Walker’s work has been featured in exhibits around the world and in American museums including the Museum of Modern Art, the Guggenheim, and the Whitney. At the same time, her ideologically provocative images have drawn vociferous criticism from several senior African American artists, and a number of her pieces have been pulled from exhibits amid protests against their disturbing representations. Seeing the Unspeakable provides a sustained consideration of the controversial art of Kara Walker. Examining Walker’s striking silhouettes, evocative gouache drawings, and dynamic prints, Gwendolyn DuBois Shaw analyzes the inspiration for and reception of four of Walker’s pieces: The End of Uncle Tom and the Grand Allegorical Tableau of Eva in Heaven, John Brown, A Means to an End, and Cut. She offers an overview of Walker’s life and career, and contextualizes her art within the history of African American visual culture and in relation to the work of contemporary artists including Faith Ringgold, Carrie Mae Weems, and Michael Ray Charles. Shaw describes how Walker deliberately challenges viewers’ sensibilities with radically de-sentimentalized images of slavery and racial stereotypes. This book reveals a powerful artist who is questioning, rather than accepting, the ideas and strategies of social responsibility that her parents’ generation fought to establish during the civil rights era. By exploiting the racist icons of the past, Walker forces viewers to see the unspeakable aspects of America’s racist past and conflicted present.
Download or read book Translating Cultures written by David Katan and published by Routledge. This book was released on 2014-06-03 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the 21st century gets into stride so does the call for a discipline combining culture and translation. This second edition of Translating Cultures retains its original aim of putting some rigour and coherence into these fashionable words and lays the foundation for such a discipline. This edition has not only been thoroughly revised, but it has also been expanded. In particular, a new chapter has been added which focuses specifically on training translators for translational and intercultural competencies. The core of the book provides a model for teaching culture to translators, interpreters and other mediators. It introduces the reader to current understanding about culture and aims to raise awareness of the fundamental role of culture in constructing, perceiving and translating reality. Culture is perceived throughout as a system for orienting experience, and a basic presupposition is that the organization of experience is not 'reality', but rather a simplified model and a 'distortion' which varies from culture to culture. Each culture acts as a frame within which external signs or 'reality' are interpreted. The approach is interdisciplinary, taking ideas from contemporary translation theory, anthropology, Bateson's logical typing and metamessage theories, Bandler and Grinder's NLP meta-model theory, and Hallidayan functional grammar. Authentic texts and translations are offered to illustrate the various strategies that a cultural mediator can adopt in order to make the different cultural frames he or she is mediating between more explicit.
Download or read book Mediated Bordering written by Sabrina Ellebrecht and published by Transcript Verlag, Roswitha Gost, Sigrid Nokel u. Dr. Karin Werner. This book was released on 2020-01-15 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The external border of the EU remains under permanent construction. Sabrina Ellebrecht engages with two of its primary building sites--the European Border Surveillance System (Eurosur) and the Refugee Boat. She analyzes how the function and quality of the EU's current political border is crafted, shaped, produced and eventually stabilized through these two mediators. Eurosur and the Refugee Boat catalyze and craft a level of Europeanization that has hitherto--and would otherwise have been--impossible. While Eurosur mobilizes the limits of border policing in various ways, the Refugee Boat functions as the vacillating European Other to legitimize both control and humanitarian interventions. The study shows the specific, if not constitutive, ambivalences of EU border policies, and explores the emergence of "viapolitics."
