Search results for "advertising"
showing 10 items of 680 documents
Uwarunkowania kulturowe w tłumaczeniu sloganów reklamowych
2008
Perswazja jest obecnie glowną funkcją jezyka. Mamy z nią do czynienia w prze-kazach reklamowych. Z tego powodu kwestia tlumaczenia sloganow reklamowych, ktorych wiekszośc pochodzi z krajow obcojezycznych, staje sie istotnym problemem. Nalezy zatem dokonywac takiego przekladu, uwzgledniając uwarunkowania kulturowe danej spoleczności. Niniejszy artykul jest probą odpowiedzi na pytanie: na czym polega rola uwarunkowan kulturowych w tlumaczeniu sloganow – na przykladzie reklam z jezyka francuskiego.
Persuasión, manipulación y (des)cortesía en los anuncios de televenta
2012
Imperceptible boundaries between information, in many cases argumentation and manipulation are difficult to draw, even in advertising discourse. In fact, due to its explicit propagandistic vocation, advertising and, in the specific case, teleshopping spots are a paradigmatic example of discursive realization, whereby advertising agent, adopting different strategies, builds a message aimed at convincing his interlocutor of the "advisability" to purchase a commercial product. This study is an attempt to shed light on some aspects of the complex world of advertising communication. Specifically, it seeks to demonstrate how teleshopping spots, being a “testo unidirezionale” (Lo Cascio, 1991: 101…
THE EVOLUTION OF ADVERTISING MARKET WHERE IS ADVERTISING NOW, AND WHERE IS IT GOING?
2010
Advertising is more complicated than it used to be. In the innocent days of the 70’s and 80’s you could easily reach large audiences, both locally and nationally, through traditional advertising. Those days are long gone and an examination of the advertising playing field looks like a big pile of incomprehensible choice. In Romania, advertising has mushroomed over the past 10 years. With the emergence of large international companies and the budgets allocated to them in advertising, advertisers have appeared, only present in major cities of Romania. After 2000, there were several media institutions with very large budget and big plans for the advertising market in Romania. Are some media gr…
Per una dietetica dell’infanzia. I bambini nelle pubblicità alimentari
2015
Il contributo affronta il tema della pubblicità alimentare rivolta a un pubblico infantile. in particolar modo, si indaga il modo in cui il cibo viene valorizzato in pubblicità, le figure familiari, i ruoli genitori-figli, per ricostruire le regole dietetiche e gli stili alimentari della cultura contemporanea.
Do you like driving? A critical view on car advertising and its environmental rhetoric
2018
Sustainable development, as well as other narratives within the framework of environmental conservation, is often used as an advertising resource to improve a brand image. In this paper, a teaching proposal based on a critical analysis of the discourse of a set of television commercials is presented. Specific attention is given to the car industry, due to its huge environmental implications and its impact in mass media and popular culture. This study highlights that persuasive discourses around automobile still persist, which are more emotional than rational, as a way to elude the true debates about today's social and environmental challenges. El desarrollo sostenible, así como algunos otro…
Fact-checking y vigilancia del poder: La verificación del discurso público en los nuevos medios de América Latina
2018
El fact-checking ha experimentado un desarrollo importante en los últimos años, como técnica destinada a la verificación del discurso público, en un momento en que la difusión de noticias falsas o la pérdida de calidad y credibilidad de los medios alcanza cotas preocupantes. Este artículo analiza nueve iniciativas surgidas desde 2010 en media docena de países latinoamericanos, representativas de un ecosistema emergente en una región enfrentada a menudo con problemas para alcanzar una verdadera democracia mediática. Desde una aproximación cualitativa y cuantitativa, esta investigación compara la metodología de trabajo y las modalidades de evaluación que presentan, así como las temáticas y ac…
Impact of information and in-home sensory exposure on liking and willingness to pay: The beginning of Fairtrade labeled coffee in France.
2015
This study was conducted to assess how the Fairtrade label interacts with the perception of intrinsic product characteristics on liking and purchase decisions and to estimate the evolution of this interaction after exposure to the coffees and/or exposure to ethical information. In a first session, 119 consumers gave liking scores for 2 regular and 2 Fairtrade coffees under a blind tasting condition. Then, they were asked to indicate the maximum price they would pay for each product in 2 auctions taking place under different information conditions. In the first auction, participants saw the packaging but did not taste the coffee; in the second auction, they could both taste the coffee and se…
Understanding moderating effects in increasing share-of-wallet and word-of-mouth : A case study of Lidl grocery retailer
2018
This study examines how five moderating variables (the length of the customer relationship, following a company in print media and on social media, remembering online advertisements, and the customer’s age) affect the relationships between perceived value and loyalty and satisfaction and loyalty in the grocery retailing sector. A series of hypotheses were developed and tested with a sample of 2,072 discount retailer customers in Finland. The results support all the direct effects hypotheses and show that perceived value and satisfaction both have a positive effect on loyalty, measured as a share of wallet and word of mouth and that the effect of perceived value tends to be stronger in the s…
Consumers' attitudes toward mobile advertising : a rhetorical approach
2015
Mobile advertising adoption has not been as rapid as it could have been, even though the techniques for its full exploitation have existed for years. Understanding consumers’ attitudes toward the phenomenon is crucial in order to enhance the situation. The purpose of this research was to examine young consumers’ perceptions about mobile advertising in order to clarify what type of meanings they give to the phenomenon, what kind of argumentation means are found and in which contexts it is evaluated positive or negative. The theoretical framework of this research is based on the principals of rhetorical social psychology (Billig 1987/1996). The data of this study was gathered by using the met…
Are Facebook brand community members truly loyal to the brand?
2015
Investigates two Facebook brand communities and their relationship with loyalty.Community commitment is associated with community promotion behavior and loyalty.Community promotion behavior is associated with different types of loyalty.User activity in Facebook has little or no effect on brand loyalty. This study examines members of Facebook brand communities and tests the relationships between their commitment to the community and brand loyalty. A conceptual model on the linkages between brand community commitment, community promotion behavior and brand loyalty including attitudinal loyalty, repurchase intention and positive word-of-mouth (WOM) is developed and tested with two samples. Dat…