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Multicultural communication issues
Emotional appeals in advertising
Multicultural society and communication
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Television can be used to demonstrate the product in action, or to use colour and sound to build an atmosphere around the product, thus enhancing its image (Fahy & Jobber, 2006). The emphasis for this thesis will be television advertisements, because of the many elements of television, sound, colour, sight and motion that aid the presentation of the message. Also the fact that Brassington and Pettitt (2000) argue that television is better for creating an advertisement message with emotional appeals, contributes to our concentration to television advertisements. The degree of television advertisement standardization/adaptation at the international level refers mainly to the manipulation by the manager of the promotional mix elements (Bradley & Sousa, 2005). Supporters of standardization say a trend is sweeping both marketing and advertising – the movement to create products that are manufactured, packaged and promoted the same way around the world, regardless of individual cultures (Mueller, 1989). According to Bradley & Sousa (2005) higher degree of adaptation is encouraged when the manager perceives great differences, in the economic environment and life styles between the home and foreign country. On the one hand, those who support the global standardization approach argue that a single television advertisement should be used in international markets to reduce total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need for marketing adaptation to fit the unique dimensions of each local market. (Vrontis, 2003). Countries differ widely in the availability, quality, coverage, audience, and cost of advertising media (Root, 1994). According to Laroche ...
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... Paek (2007) observed that domestic brands were more likely than multinational brands to use localized Latin music and lyrics in the Dominican Republic.
Visual elements
Colour is an essential part of products, logos and advertising, and can be an effective means of creating and sustaining brand and corporate images in customers’ minds. Colours are known to possess emotional and psychological properties. The meanings associated with different colours are important to marketers when developing advertisements, because results have demonstrated that people of different cultures have various preferences for colour. It is important for marketers to understand which colours that people prefer. Consequently, managers must acknowledge that the meanings associated with some colours may be pan-cultural, regional, or unique to a given culture.
(Hewett, Madden & Roth, 1999)
Goldman, R. & Papson, S. Advertising in the Age of Accelerated Meaning. In Schor, J.B. and Holt, D.B. (eds.). (2000). The Consumer Society Reader. (pp. 81-96). New York: The New Press.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
There have been many discussions over the course of this principles of literature class that talk about theme, structure, and the plot of the story. Fiction has been one of the main genres that have been analyzed in this course too. Likewise, in Edgar Allan Poe’s, “The Black Cat”, the plot, structure, and the different themes can provide for a unique discussion in class, which is why it should be included in this course.
What’s Behind An Advertisement? When consumers look at advertisements, most do not pay attention to the meaning of words and are won by the unfinished message put out by advertisers. Advertisers use the manipulation of language to create claims that suggest something about their products without directly claiming it to be true. Through this method, consumers are attracted to a product because they infer certain things about the product from its claim, even though those things are often not true of the product itself. There are not many laws protecting the consumers, however the Federal Trade Commission designed a few to prevent fraudulent or untruthful claims in advertising.
The topic of discussion in this paper is advertising in Canada. It will argue that the Canadian advertising industry strives to protect themselves from competition in the United States. The paper will discuss how the Canadian advertising industry allots their money to different forms of media to ward off the United States competition. Tracing the history of advertising from the early 1960’s to the present day, will help to show why Canada concentrates on the television and radio portion of the media.
Sells, Peter and Gonzalez, Sierra. “Unit 11: Colors.” The Language of Advertising. N.p. 2003. Web. 8 December 2013.
Texts are political. Political in the sense that they produce messages that carry specific ideas and beliefs targeted toward a certain thinking body of people. A familiar phrase in America is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The semantics of the phrase seem too ambiguous for such a statement. What is the definition of art, of life? The phrase suggests that art reinforces cultural and social beliefs by using the verb imitate. If art imitates life, then life imitates art. The verb is reflexive and positioned in the middle of the two words it is reflecting. It is true then, the language speaks for itself, and this political statement can be used as a tool to find the underlying cultural belief within a text.
Over the the last century, Advertisement has had extremely quick advancements and a huge impact on our society. I will be discussing why brands and other companies advertise and what they are actually doing by producing adverts. Along with this i will be looking into the evolution of advertisements, The history behind them, changes of medium and how they have adapted to keep up with the demands of modern society. I will be looking into Coca-Cola as a case study to see if they fit the model of advertising over the years and whether it has been successful for them.
Sex has been used to sell cars, fragrances, and even hamburgers, but cashews? Not quite the common association to make, to which the 2008 Planters Super Bowl ad exactly did. A fashionably “outrageous,” redheaded woman is shown with a unibrow, mole, gaudy makeup, casually making her way through town. “Can't Take My Eyes off You” plays as men are placing themselves in accidental danger for they cannot take their eyes off her. She is completely irresistible to men despite her ungroomed appearance. When she makes her way back to her place, her big secret is revealed: she dabs a Planters cashew on her wrist, neck, and cleavage which are all seductive areas. This ad is the flip side of your classic fragrance commercial let alone what is not to be
The proponents of standardization approach in international marketing views the globalization trends as a facilitation of technological uniformity, greater level of similarity, and higher convergence of consumer preference, taste, and needs. The growth of international communication channels also facilitate the standardization including th...
Different colors have been studied throughout the marketing world, determining that each color has a particular personality and elicits an individual emotional response within viewers. That statement alone suggests the importance of color in marketing and company branding. Not only did the creator of the Nike swoosh think about the logo design, she also had to determine what color scheme would be all encompassing in representing what it is that the Nike brand stands for. Creating a brand personality is essentially shaping the brand into something with human like characteristics in order for consumer to relate (Aaker, 1997). When branding the company, it is important to determine what that company believes in, wants to accomplish, represents, and is holistically made for. The next step is to then find a way to create a logo that portrays all of those things aspects of the company at first
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
Sinclair, J. (2012). Advertising, the media and globalisation: A world in motion. New York: Routledge.
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...