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

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Marketing Convenience Stores Symbolically 象征性地营销便利店
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.CH013
Hsiang-wen Hsiao, Hong-Chi Shiau
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引用次数: 0
Language and Visual Communication 语言与视觉传达
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.CH002
Ping Yang
{"title":"Language and Visual Communication","authors":"Ping Yang","doi":"10.4018/978-1-5225-5778-4.CH002","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH002","url":null,"abstract":"This chapter examines how multimodality works language and visual cues together to achieve effective intercultural marketing communication. Language symbols are used as a primary means of communication in TV and radio. Commercial advertisers never forget to use visual communication to persuade consumers. Customers usually use the combined resources such as language (e.g., spoken and written) and visual cues (e.g., colours and signs) to interpret meanings. A qualitative approach is used in this project. Data including written texts and visual images are collected from many sources and critically analyzed with reference to relevant theories. It is concluded that both language communication and visual communication play their role in advertising and their combined communication power is greater. The research outcomes will help business operators and managers understand how culturally appropriate language and visual communication can promote the advertised services and sell their products, thus achieving business success and customer satisfaction.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"80 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":"126376342","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
Integrated Marketing Communication and the Ethics of Advertising 整合营销传播与广告伦理
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.CH001
M. Epure, L. Mihaes
{"title":"Integrated Marketing Communication and the Ethics of Advertising","authors":"M. Epure, L. Mihaes","doi":"10.4018/978-1-5225-5778-4.CH001","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH001","url":null,"abstract":"This chapter explores the marketing communication process at all its stages, unveiling the vulnerable aspects and raising awareness about ethical issues. Advertising is a billion-worth worldwide industry, with implications at the rational and emotional level of the targeted audience. Therefore, more advertising research is needed. The authors' analysis tackles the message constructs, their impact on the audience and how ethical issues can be addressed, from self-regulation to ad banning, as well as all the necessary measures that should be taken to protect vulnerable consumers. Useful insights were provided by looking at the current research and best practices in the field. To better illustrate the authors' perspective, a set of case studies are discussed, and recommendations with a clear, practical value are drafted.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"112 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":"128006613","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: 2
Looking at the Brain 观察大脑
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.CH005
Luis-Alberto Casado-Aranda, J. Sánchez-Fernández, F. Montoro-Ríos
{"title":"Looking at the Brain","authors":"Luis-Alberto Casado-Aranda, J. Sánchez-Fernández, F. Montoro-Ríos","doi":"10.4018/978-1-5225-5778-4.CH005","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH005","url":null,"abstract":"The pursuit of more persuasive advertising has recently attracted the interest of the scientific community. Yet most of this research resorts to self-report studies that are inaccurate when measuring sensitive information and unconscious reactions. There is therefore a growing interest in applying more objective systems such as tools from the field of neuroscience. This chapter aims to outline the brain mechanisms that underlie consumer processing of words and messages in advertising. Since brain activation can reflect the impact of a specific message on consumer attention and persuasion, the study summarizes the neural effects—as well as the behavioral consequences—of the main types of messages explored in the recent consumer neuroscience research, namely gain/loss-framed, political, deceptive, subliminal and brand-related messages. Based on the results, this study attempts to objectively determine which advertising elements are processed as more persuasive, and therefore which are more useful in the design of successful advertising campaigns.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"270 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":"132750237","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: 2
Marketing Christianity and Men of God Through the Use of Signs 通过使用标志推销基督教和神人
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.CH014
F. Endong
{"title":"Marketing Christianity and Men of God Through the Use of Signs","authors":"F. Endong","doi":"10.4018/978-1-5225-5778-4.CH014","DOIUrl":"https://doi.org/10.4018/978-1-5225-5778-4.CH014","url":null,"abstract":"Most advertising copies designed by Nigerian Pentecostal Churches are rarely monosemic and hardly understandable from a literal exegesis. This is partly due to the fact that they most often integrate various typologies of signs and symbols. These signs are aimed (i) to quickly and effectively convey specific meanings to the readership and (ii) fashion the overall advertising messages according to the taste of the time. Based on a quantitative and qualitative content analysis of 490 advertising copies, this study reveals that 68.77% of the print advertisements generated by Nigerian Churches contain signs and symbols. Majority (56.08%) of these signs and symbols are Christian in nature (they are inspired by the universal Christian symbolism and iconography); while, 30.26% of them are rooted in the Nigerian socio-cultural context. The latter category of signs is commonly used in a postmodern or sensational manner, to make reference to local religious myths and specific socio-political events which seriously affect or shape Nigerian Pentecostal Christianities. This postmodern use of signs implicitly reveals that, the advertising message designers are conscious of the highly competitive environment in which churches and men of God operate in the country.","PeriodicalId":246161,"journal":{"name":"The Role of Language and Symbols in Promotional Strategies and Marketing Schemes","volume":"51 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":"128975460","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
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