发布求助
文献互助 智能选刊 最新文献

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes最新文献

筛选
英文 中文
Advertising With Humour 幽默广告
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH010
L. Mihaes, M. Epure
{"title":"Advertising With Humour","authors":"L. Mihaes, M. Epure","doi":"10.4018/978-1-5225-5778-4.CH010","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH010","url":null,"abstract":"The present chapter considers verbal humour used in advertising as a rhetorical device. To understand humour, one needs to make inferences by resorting to background knowledge (the domain of pragmatics), and to knowledge of the linguistic code (the domain of semantics). This endeavour examines a series of successful marketing campaigns for ROM, a Romanian chocolate bar brand, and tries to analyse the humorous elements they feature from a pragmatic and semantic perspective. Dwelling on ingrained prejudices and stereotypes, the advertisements for the Romanian chocolate bar have managed to attract attention by humorously exaggerating and sometimes by shocking the audience, compelling them to take action and share their opinions on the advertised matters on various websites. This strategy, which employs humour extensively, has turned out to be successful and, as a consequence, the brand's sales have dramatically increased.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128534686","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Conflicts Between Words, Images and Reality in Contemporary Advertising 当代广告中文字、形象与现实的冲突
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH006
Dušan Kučera
{"title":"Conflicts Between Words, Images and Reality in Contemporary Advertising","authors":"Dušan Kučera","doi":"10.4018/978-1-5225-5778-4.CH006","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH006","url":null,"abstract":"The aim of the chapter is to reflect on the contemporary trends in marketing and advertising. The discussion starts with the changes in media communication and concentrates on the changing role of marketing, its forms and especially its language, as reflected in advertising. The contribution describes the developments in marketing and advertisement in the last years, the current trends and the limits of text analysis in digital marketing communication today. The main aim is to show how far the words and images change the original meaning of words. Local examples from the Czech Republic show the shift in marketing approaches and their consequences. Selected literature sources have been consulted to deal with the abundance of information, on the one hand, and the loss of significance in the media communication, on the other hand.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134129802","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Contemporary Indian Television Commercials 当代印度电视广告
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH004
Aishwarya Narayan, Sushma Nayak
{"title":"Contemporary Indian Television Commercials","authors":"Aishwarya Narayan, Sushma Nayak","doi":"10.4018/978-1-5225-5778-4.CH004","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH004","url":null,"abstract":"The famous ‘cultivation' theory proposed by Professor George Gerbner suggests that people are influenced by jingles and catchlines, and a good deal of their conceptions of social reality depends on their exposure to television. The impact of incessant exposure to similar messages engenders cultivation, or the consolidation of a persistent conception, conventional roles and pooled standards, often involuntarily. The present study intends to explore cultivation theory by considering Indian commercials aired on television since 2001 till date and by critically examining and exploring marketing strategies employed by companies from the standpoint of gender-based portrayals and their consequent impact. The conclusion is that assigning particular traits to genders only restricts individuals from choosing who they want to be. It creates boxed expectations, and judges those who step outside them. Gender roles are nothing but an unrealistic expectation, which limits people from being their true selves, an aspect that needs realization by marketers.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"87 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114271273","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Surrogate Advertising 代理广告
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH008
Sushma Nayak, V. Balasubramaniam, Amiya Prakash Kané
{"title":"Surrogate Advertising","authors":"Sushma Nayak, V. Balasubramaniam, Amiya Prakash Kané","doi":"10.4018/978-1-5225-5778-4.CH008","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH008","url":null,"abstract":"The chapter expounds advertising practices from the standpoint of social marketing, wherein government should act responsibly and play a key role in regulating consumption. The governing body of a country has an important responsibility to protect the interests of its citizens. Of particular significance is to discourage the consumption of demerit goods, like tobacco and liquor, which harm direct users, as well as people in vicinity. Governments in numerous countries prohibit advertisements of demerit goods on popular media, to dissuade potential consumers from falling prey to addictive substances. However, companies dealing in barred products look out for surrogate advertising to endorse every permissible product under the same brand name, other than the one that is banned or deemed injurious to health. Thus, there is an underlying subliminal message which is garbed by acceptable promotional strategies. The primary objective of the present chapter is to examine the rationale behind surrogate advertising, various forms of executing them, ethical considerations involved, the government's response, the overall impact, and the way ahead from the Indian perspective.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130216940","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Using the Gothic as a Marketing Tool 把哥特风格作为营销工具
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH012
Anda Dimitriu
{"title":"Using the Gothic as a Marketing Tool","authors":"Anda Dimitriu","doi":"10.4018/978-1-5225-5778-4.CH012","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH012","url":null,"abstract":"In the highly competitive contemporary world of children's toys, one type of doll has risen to the top almost a decade ago and has redefined through its popularity, the very image of modern dolls. Mattel's Monster High collection represents a success from various points of view, but what constitutes perhaps the most interesting aspect to be analyzed is the role which a concept as elusive and heterogeneous as the Gothic has played in the marketing scheme of these toys. Traditionally associated with fear and horror, the Gothic has undergone a paradigm shift and splintered in various distinct, if not contradictory forms, allowing the concept of the monster to be reinterpreted by the creators of Monster High. Thus, this chapter will first focus on the theoretical premises of the contemporary Gothic as part of a marketing strategy and then it will apply it on the marketing campaign of Monster High dolls.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"20 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127004338","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
From Courtship to Marriage in Marketing 从市场营销中的求爱到婚姻
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH011
Roxana Ciolăneanu
{"title":"From Courtship to Marriage in Marketing","authors":"Roxana Ciolăneanu","doi":"10.4018/978-1-5225-5778-4.CH011","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH011","url":null,"abstract":"The main objective of this chapter is to look at the concept of marketing from an integrative perspective, arguing for the complexity of the marketing philosophy and practices from linguistic, psychological and social points of view. Revisiting the concept of metaphor as a cognitive instrument will provide new insights into how it is employed and functions in marketing. Looking at the society's evolution and the importance it gives to the individual will contribute to understanding the changes in the way marketing is conceptualized and will help the author formulate some cognitive and linguistic consequences of these changes.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"8 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128051839","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Background of “Pinned” Images “固定”图像的背景
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH015
Aslı Sezgin, Zaliha Inci Karabacak
{"title":"Background of “Pinned” Images","authors":"Aslı Sezgin, Zaliha Inci Karabacak","doi":"10.4018/978-1-5225-5778-4.CH015","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH015","url":null,"abstract":"The presence of a hidden enforcement is a matter in social media networks, whose contents are made attractive by rich images illustrating the rearrangement of the living spaces belonging to the followers of these networks. Every detail of private life including personal appearance, spaces where time is spent with friends, food is consumed, coffee is drunk, and houses are decorated, is presented through charming images. Inspired by these images, people have started to make their preferences regarding what mobile phone to use, what sports to practice, or what films to watch. The content of social media has begun to draw attention to “lifestyle advertising” and has provided a convenient ground for the advertising industry. Pinterest is a network where images reflecting modern people's daily habits, including consumption, are pinned in order to serve as sources of inspiration. In this study, the perfect living spaces which have been fictionalised as models in the images shared on Pinterest will be investigated in terms of “lifestyle advertising” and in comparison to real life.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"34 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123530475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Marketing Semiotics in the Digital Age 数字时代的营销符号学
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH003
Tuğba Özbölük, Ramazan Kurtoğlu
{"title":"Marketing Semiotics in the Digital Age","authors":"Tuğba Özbölük, Ramazan Kurtoğlu","doi":"10.4018/978-1-5225-5778-4.CH003","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH003","url":null,"abstract":"The nature of communication has begun to change dramatically, as face-to-face communication has gradually been replaced by online communication. People's need to express their emotions and thoughts more visually than ever before has triggered an evolution in communication, from verbal to visual. In this sense, the importance of symbols and icons in communication is continuously increasing. Furthermore, this change can be closely related to the marketing discipline. Therefore, this chapter focuses on semiotics as the field of research that studies symbols as an essential part of marketing communication in the digital age.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129917969","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Figures of Speech in the Translation of Audiovisual Advertisements 视听广告翻译中的修辞手法
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH009
J. Horbačauskienė, R. Kasperaviciene
{"title":"Figures of Speech in the Translation of Audiovisual Advertisements","authors":"J. Horbačauskienė, R. Kasperaviciene","doi":"10.4018/978-1-5225-5778-4.CH009","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH009","url":null,"abstract":"Effective translation of figures of speech in persuasive texts is crucial but complicated. Different cultural worldviews may sometimes cause misunderstandings due to vagueness in language, which otherwise may be comprehended through context or contextual associations. This study will address the following research questions: which figures of speech are the most common in advertising discourse; which translation techniques and procedures are used to render the various figures of speech in small and large sized target countries; is there a relation between country size, as measured by population, and the adaptation level of international marketing campaigns to the intended audience. The authors of the study hypothesise that international advertising campaigns are adapted through translation to a lesser degree in small sized target countries and vice versa, in large sized countries. The findings of the current study show that most probably there are other factors affecting the choice of translation techniques in audiovisual advertisements.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124235216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
The Effect of Sociolinguism on Advertising Slogans 社会语言学对广告语的影响
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH007
Juan Miguel Alcántara-Pilar, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López, Álvaro J. Rojas-Lamorena
{"title":"The Effect of Sociolinguism on Advertising Slogans","authors":"Juan Miguel Alcántara-Pilar, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López, Álvaro J. Rojas-Lamorena","doi":"10.4018/978-1-5225-5778-4.CH007","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH007","url":null,"abstract":"The present research intends to check if foreign languages, as cultural conveyors, moderate the characteristics associated with advertising slogans. To understand better how the use of foreign languages can improve the persuasive capacity of ads, three research questions have been established: (1) with what sector of production is the use of foreign languages associated; (2) which characteristics are associated with the foreign language used in advertisements; and (3) what is the relationship between the foreign language used and the image of the firm. In order to answer these questions, the authors have designed an audio slogan translated into three languages: Italian, Turkish, and Russian. The total sample exposed to the slogan is composed of 184 subjects. The conclusions have shown that those firms that seek to communicate a symbolic meaning should select a language that conveys the desired cultural values, thus improving the persuasion already derived from the country of origin.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130095190","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 3
下一页 尾页
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整，为了账户安全，请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
请完成安全验证×
相关产品
×
本文献相关产品
联系我们：info@booksci.cn Book学术提供免费学术资源搜索服务，方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号：481959085
Book学术官方微信