Search results for "advertising"
showing 10 items of 680 documents
Impacto social de un gran evento deportivo: el Gran Premio de Europa de Fórmula 1. (Social impact of a major athletic event: The Formula 1 Grand Prix…
2012
The aim of this study was to analyse the residents´ perceptions of the impact of the Formula 1 Grand Prix of Europe after the first three races (2008, 2009 and 2010) in the city of Valencia. Therefore, we surveyed 1,065 residents to analyse their opinion of this event. Results indicate that aspects related to the economic benefits, the image, the athletic prestige, and opening the city up to the world are those which are rated the highest. However, aspects related to job creation, public investment, problems related to noise and traffic, public transportation and security, taking full advantage of and utility of infrastructure, and increase in sports practice and facilities are the worst ra…
Language in globalised interactive business: adaptation vs. standardisation
2017
We investigate language-related choices made in online firms characterised as 'interactive' and having multiple and varying audiences, in both consumer and business marketing environments. Online language choices and their relatedness with firm strategic and tactical behaviour have little received scrutiny. Using survey data, we investigate the role language plays in online firms. We scrutinise whether or not firms significantly adapt to their targeted markets through language and how such adaptive or standardising behaviour relates with firm internationalisation level, and furthermore, if this behaviour relates with how firms interact with their environment. When studying how firms interac…
VISUAL BIASES IN TELEVISION CAMPAIGN COVERAGE
1982
Based on the results of an interrogation of cameramen who were considered experts for the application of camera techniques, a content analysis of camera positions in presenting the two candidates for the office of the Chancellor of the Federal Republic of Germany in the 1976 election was carried out. In addition, all verbal statements by journalists on positive and negative reactions of the public toward the two candidates as well as the optical display of positive and negative reactions were analyzed. Visual biases could be found evaluating the application of camera techniques by judgments of cameramen and confronting verbal and visual contents of television campaign coverage.
Estrategias persuasivas en los anuncios de televenta
2013
Teleshopping spots represent a paradigmatic example of argumentative and perlocutionary discourse. In them, the creative adopts different strategies in order that the target feels irresistibly attracted by the object he advertises. In this paper we analyze all the elements that, because of their individual discoursive nature, but especially due to their mutual interaction, convert an apparently informative speech into an efficient tool of seduction. Los anuncios de televenta representan un ejemplo paradigmático de discurso argumentativo y perlocutivo. En ellos, el creativo adopta estrategias diferentes con el objetivo de que el interlocutor se sienta irresistiblemente atraído por el bien pu…
The video game experience as 'true' identification: A theory of enjoyable alterations of players' self-perception
2009
This article introduces an explication of video game players' identification with a game character or role that is based on social-psychological models of self-perception. Contrasting with conventional ("dyadic" ) notions of media user-character relationships (e.g., parasocial interaction or affective disposition theory), ("monadic" ) video game identification is defined as a temporal shift of players' self-perception through adoption of valued properties of the game character. Implications for media enjoyment, the measurement of identification, and media effects are discussed. © 2009 International Communication Association.
Learning Versus Knowing
2006
Many studies have shown that voters do learn about political issues from televised debates. Because debaters may not be interested in educating voters but in gaining votes, this does not necessarily mean that debate viewers improve their knowledge (i.e., learning something that is correct). Instead, they may become misinformed by watching a debate. Taking the second debate in the 2002 German general election as an example, we first compare people’s knowledge about economic facts before and after the debate with the actual situation as represented by official statistics. In a second step, we trace back the change or stability of their assessments of the state of the economy to candidates’ s…
Not Funny? The Effects of Factual Versus Sarcastic Journalistic Responses to Uncivil User Comments
2016
Incivility in user comments on news websites has been discussed as a significant problem of online participation. Previous research suggests that news outlets should tackle this problem by interactively moderating uncivil postings and asking their authors to discuss more civilized. We argue that this kind of interactive comment moderation as well as different response styles to uncivil comments (i.e., factual vs. sarcastic) differently affect observers’ evaluations of the discussion atmosphere, the credibility of the news outlet, the quality of its stories, and ultimately observers’ willingness to participate in the discussions. Results from an online experiment show that factual responses…
Imperatives in voice-overs in British TV commercials: ‘Get this, buy that, taste the other’
2014
Television commercials are often thought of as bothersome multimedia artefacts that by their very existence spoil our viewing pleasure at regular intervals. Not only that, but they seem to have the habit of ordering us around. This aspect of TV ads has often been commented on by experts and laypersons alike. Therefore, we decided to tackle this issue and look at the prototypical expression of directives, that is, imperatives in voice-overs in television commercials. To this end we have carried out an empirical analysis of imperatives in voice-overs in the MATVA corpus (Multimodal Analysis of TV Ads) which contains transcriptions of nearly 800 voice-overs in British TV ads recorded on six d…
Constructing female identities through feminine hygiene TV commercials
2009
Abstract In this paper we report the results of a qualitative multimodal analysis of a corpus of Spanish and British TV ads featuring female hygiene products such as tampons, liners and sanitary towels/pads. We contend that advertisers of menstruation-related products employ a wide range of strategies to convey both overt information about the products advertised, as well as to – and more importantly – indirectly transmit stereotypical beliefs of women which inevitably helps reproduce and sometimes perpetuate a gender-biased type of discourse ( Holmes and Marra, 2005 ). Crook's (2004) distinction between the product-claim and the reward dimension in ads has been taken as the starting point …
Deep Impact? How Journalists Perceive the Influence of Public Relations on Their News Coverage and Which Variables Determine This Impact
2015
Journalists perceive 25% to 80% of their coverage to be influenced by public relations (PR). However, there is hardly any research on what factors determine where on this wide spectrum an individual journalist will fall. This study analyzed the extent and source of the perceived influence of PR on news coverage via a quantitative survey of German journalists. On average, participants perceived over one third of their work to be influenced by PR, and a number of variables were found to be associated with the degree of this impact. Role conceptions as populist mobilizers and newsroom conventions discouraging excessive reliance on PR decreased the influence of PR on news coverage. Secondary e…