Search results for "Advertising"
showing 10 items of 680 documents
Io sono Gandhi, io sono Telecom. Intorno a uno spot istituzionale di Telecom Italia
2009
Cosa succede quando una marca dice “io”? E quando lo dice un testimonial? E se si dovesse trattare di un leader mondiale riconosciuto come Gandhi? Che differenza si pone fra discorso di marca e discorso politico? L’analisi dello spot della campagna “Se avesse potuto comunicare così” e “A voi comunicare” assume un ruolo di cartina di tornasole per i processi di costruzione dell’identità aziendale. Le due campagne pongono anche la questione del ruolo delle nuove tecnologie nel discorso di marca. Si riflette sul “dialogo” intorno agli spot della campagna e attraverso di essi fra la marca e la rete (comunità facenti riferimento al cosiddetto web 2.0). L’analisi quindi si costruisce come opportu…
Cat Cafés and Dog Restaurants
2018
Starting from the assumption that space is a language and that food is also a language, what we will try to show in this paper is how these two languages, together, carry specific concepts of animality. For this reason, we will focus on two different places of food consumption that place animals at the centre of their proposal and that in recent years have spread in urban environments: cat cafes, where cats are conceived as subjects to pet, endowed with a predominantly emotional value, and dog restaurants, where dogs are in fact the real restaurant clients.
Utilitarian Use of Social Media Services - A Study on Twitter
2018
This paper applies structuration theory (ST) and service dominant logic (SDL) as lenses to study different uses of information systems (IS). We argue that resources provided by IS may be combined and reproduced by appropriating them for different purposes than the design purposes of the IS. The study provides empirical data and analysis to showcase the use of resources for utilitarian purposes in the context of social media services (SMS). Through an analysis of sponsored tweets on Twitter, we show that users employ implicit and explicit resources for utilitarian outcomes. Our findings imply that users create their own service through appropriation of resources available in the social conte…
Emetteur, récepteur et simulacre : questions d'affiches publicitaires
2014
This paper analyzes the concepts of simulacrum, adresser and adressee in the field of advertising. The latter is discussed in a semiotic and linguistic perspective. Inspired by the concept of semiosphere and other sociological perspectives, we study the simulacrum and its representation in the advertising discourse. To do so, we had to take into account the adressee of the advertising messages through intentionality and subjectivity issues, or, in other words, through the questions of interpretation.
Slow Populations and Tourism
2013
Our initial perspective is that the dynamics of territories and cities/towns that are tourist resorts (or aspire to being one) can be analysed from the point of view of the ‘population’ concept, dear to a certain trend in socio-spatial analysis. Our chapter concentrates particularly on those who, by need or will, pass through places without their own vehicle, but using collective or public transport, as well as walking or cycling, rather than by walker or wheelchair. These ‘slow populations’ enter into a relation with the places they visit or stay at, with the people who live there and the other tourists, following certain methods of which we suggest a sort of classification, aimed at a bet…
Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector
2022
The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni…
The social significance of the Facebook Like button
2015
In this paper we study social aspects of using the Like button for purposes of impression management, identity construction, and maintenance of social ties online. On the theoretical level our investigation combines Goffman’s notion of face-work with concepts of social network analysis, shedding light on what we dub ‘nano-level’ interaction and sociality on social networking sites. Our data come from a 2013 classroom survey in which 26 Finnish university students were asked about their motives for and ways of using the Like button. Our results show that though the Like button was designed to allow users to express their positive evaluations of the contents of Facebook posts, comments, and p…
Mobile Apps and Social Media
2017
1The increasing penetration of smartphones among global population, especially among youth and children, has define a mobile and interactive media use without any precedent. A global connected world is the context in where our offspring are developing self-competences in media literacy because they manage technological devices at very early ages. This context is the state of affairs of this article in which we present two different steps: firstly, a theoretical study, showing the impact of mobile devices, focusing on smartphones and mobile applications where the question arisen is: What are children and young doing while online? Media literacy is also described in order to apply its dimensi…
Prediction of User-Brand Associations Based on Sentiment Analysis
2023
Finding the right users to be chosen as targets for advertising campaigns is not a trivial task, and it may allow important commercial advantages. A novel approach is presented here for the recommendation of new possible consumers to brands interested in distributing advertising campaigns, ranked according to the “compatibility” between users and brands. A database containing both descriptions associated with different brands, and textual information about users' opinions on different topics, is required in input. Then, sentiment analysis techniques are applied to measure to what extent the users match with the brands, based on the texts associated with their opinions. The approach has been…
Dialogue instead of a monologue : advertisers' expectations towards the media
2011
Stakeholders’ expectations can define the future of the media. Due to advertising revenues, producing audiences desirable for advertisers has been considered as a central function of media. Furthermore, it has been claimed that mass media today would not exist without advertisers. If media organizations want to survive, they will have to acknowledge the expectations that their stakeholders such as advertisers have towards them in the new media environment. Even though meeting stakeholders’ expectations can be crucial for an organization’s future in terms of legitimacy and reputation, expectations have been an understudied topic in organizational communication. The aim of this research was t…