The review of theoretical literature and empirical literature helped develop the below mentioned conceptual framework. This structure underlines the sequence of steps, which were undertaken for the review of literature. The first step was to understand the concept of advertising. The second step focused on understanding the effects of advertising. Scan of literature helped in identify the types of effects advertisements are known to create.
We must now closely examine the ‘affordances’ (or unique, beneficial properties of a medium) and constraints (or limitations) inherent in each new technology that we use. This secondary reading of McLuhan’s phrase leads me to a design process that I call ‘Conversion.’ Conversion, as a metaphor for design, describes the movement of content across media in a way that takes advantage of a new medium’s affordances and overcomes its constraints. It is a philosophy that requires an intense study of how individual mediums work, and how we can utilize media to achieve our goals. Conversion is also grounded in contemporary research on cognitive science,... ... middle of paper ... ...cess of converting existing design into theoretical structure helped me to grasp the power of incidental learning. Finally, the portfolio’s look and feel resulted from Conversion.
Petty and Cacioppo’s theory is a culmination of their research in the area of “cognitive responses to persuasion” and theories of attitude change (Perloff, 1993, p. 118). The ELM is a theory of persuasion with a central premise that seeks to explain how deeply an individual will elaborate the arguments of a persuasive message by examining the ind... ... middle of paper ... ...ovements. First of all, Perloff (1993, p. 132) makes the point that there should be more consideration of “situational and personality factors that might interact to influence the processing strategy.” Perloff (1993, p. 132) also would like to know “how do people simultaneously process central and peripheral information?” Elaboration Likelihood 10 References Bargh, J. A. (2002, September).
A crucial part of structuralism is semiotics, which is the study of signs and symbols. Semiotics in structuralism seeks to discover the underlying organization of phenomena in society. In a peer-reviewed scholarly journal titled “Reflections on semiotics, visual culture, and pedagogy”, Deborah Smith-Shank writes, “Through signs, people create culture and the institutions of culture, including religion, government, armies, schools, (Deely, 1982) and curricula in art. Culture, in turn, impacts our lives by determining what is important and what is not; what makes sense and what doesn’t” (Smith-Shank, 2007). She also writes, “By understanding culture as arbitrary sign systems, hegemony is explored, values are questioned, habits are challenged, and art education becomes a broad arena in which to explore, visually, multi-culturally, and historically, what it means to be sensual and sentient creatures coexisting within constantly changing” (Smith-Shank,
The ‘reader’ or ‘viewer’ is a crucial component when creating meaning within media texts. Their cultural background, experiences and attitudes ultimately help to deconstruct codes and conventions applied to a text, in order to obtain the meaning (Fiske, 1990). This essay will use semiotic analysis to ‘decode’ a given image, and define the preferred meaning suspended within. In order to do so, this essay shall explore the three steps (denotative, connotative and mythological) as defined by Chandler (2007), the codes and the cultural context that lead to signification, that is, the meaning behind the sign. The image will be decoded according to the current mythologies of a Westernised Australian culture, and the ideologies contained therein that pertain to the different races.
There are various terms used when analyzing brands, and working with the concept of branding. Therefore, in this chapter will account for the most relevant terms included in this thesis to clarify the interpretation of them in this particular context. And clarification of the definition of a brand, which is the very core of the term branding. This will lead to a clarification of brand identity and brand image which will continue to discuss place image and will end by explaining
Motives are grammatical creations which explain "what people are doing and why they are doing it" (Grammar x). Foss provides the following explanation: We use rhetoric to constitute and present a particular view of our situation, just as the presentation of a play creates a certain world or situation inhabited by characters who engage in actions in a setting. Through rhetoric, we size up situations and name their structures and outstanding ingredients. How we describe a situation indicates how we are perceiving it, the choices we see available to us, and the action we are likely to take in our situation. (456) The pentad is a the tool used to investigate motives.
To study what makes graphics and text become messages, we have to study symbols; Symbols are human made products or behaviors, which can deliver meanings to people. Codes are systems which define the relations between symbols, and the working relations between symbols and symbols are semiotics. Semiotics is a culture research tool; it has some difference between the traditional critic ways. The traditional critic ways talk about the inner interpretation of the meanings of text but semiotics talks about how the meanings are made and created in the graphic and text. In addition, semiotic uses denotation and connotation to explains, express and referrer to the details of the images.
Burke’s definition of persuasion goes hand in hand with Brochers’ as evidenced below. Brohcers’ definition is “Persuasion is the“coproduction of meaning that results when an individual or group uses language and other symbolic strategies to make audiences identify with that individual or group” (and their causes) (brochers 17) Symbol use is fundamental to our definition of persuasion, and Burke developed a comprehensive theory called dramatism to describe how humans use symbols (Brochers 193). Burke theorizes that language is a way of acting: when we use words, we engage in action (Brochers 193). We “do” things with language (Brochers 193). For him, language is not a neutral technology, but one that has great power over those who engage in it (Brochers 193).
This essay will critically discuss the creation of brand meaning is a central issue for contemporary brand management from multiple perspectives. It will begin by defining what brand meaning is. It will explore the various meanings of brand meaning and how these meanings can be created. It will explain the creation of brand meaning in terms of how and by whom brand meaning is created providing relevant practical examples and making reference to the academic literature. Then, it will analyse why the creation of brand meaning apparently has become such an important issue for managers, consumers and within society in general.