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The Role of Language and Symbols in Promotional Strategies and Marketing Schemes最新文献

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Advertising With Humour 幽默广告
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH010
L. Mihaes, M. Epure
The present chapter considers verbal humour used in advertising as a rhetorical device. To understand humour, one needs to make inferences by resorting to background knowledge (the domain of pragmatics), and to knowledge of the linguistic code (the domain of semantics). This endeavour examines a series of successful marketing campaigns for ROM, a Romanian chocolate bar brand, and tries to analyse the humorous elements they feature from a pragmatic and semantic perspective. Dwelling on ingrained prejudices and stereotypes, the advertisements for the Romanian chocolate bar have managed to attract attention by humorously exaggerating and sometimes by shocking the audience, compelling them to take action and share their opinions on the advertised matters on various websites. This strategy, which employs humour extensively, has turned out to be successful and, as a consequence, the brand's sales have dramatically increased.
本章探讨了广告中的言语幽默作为一种修辞手段。要理解幽默,需要借助背景知识(语用学领域)和语言代码知识(语义学领域)进行推理。本文考察了罗马尼亚巧克力棒品牌ROM的一系列成功营销活动,并试图从语用和语义的角度分析其幽默元素。由于根深蒂固的偏见和刻板印象,罗马尼亚巧克力棒的广告通过幽默的夸张,有时甚至震惊观众,吸引了人们的注意,迫使他们采取行动,并在各种网站上分享他们对广告内容的看法。事实证明,这种广泛运用幽默的策略是成功的,因此,该品牌的销售额大幅增长。
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引用次数: 0
Conflicts Between Words, Images and Reality in Contemporary Advertising 当代广告中文字、形象与现实的冲突
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH006
Dušan Kučera
The aim of the chapter is to reflect on the contemporary trends in marketing and advertising. The discussion starts with the changes in media communication and concentrates on the changing role of marketing, its forms and especially its language, as reflected in advertising. The contribution describes the developments in marketing and advertisement in the last years, the current trends and the limits of text analysis in digital marketing communication today. The main aim is to show how far the words and images change the original meaning of words. Local examples from the Czech Republic show the shift in marketing approaches and their consequences. Selected literature sources have been consulted to deal with the abundance of information, on the one hand, and the loss of significance in the media communication, on the other hand.
本章的目的是反映当代市场营销和广告的趋势。讨论从媒体传播的变化开始,集中在广告中反映的市场营销,其形式,特别是其语言的作用的变化。该贡献描述了市场营销和广告在过去几年的发展,当前的趋势和文本分析在数字营销传播今天的局限性。主要目的是显示文字和图像在多大程度上改变了单词的原意。来自捷克共和国的当地例子显示了营销方法的转变及其后果。选择文献来源,一方面是为了处理信息的丰富,另一方面是为了处理媒介传播中意义的丧失。
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引用次数: 0
Contemporary Indian Television Commercials 当代印度电视广告
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH004
Aishwarya Narayan, Sushma Nayak
The famous ‘cultivation' theory proposed by Professor George Gerbner suggests that people are influenced by jingles and catchlines, and a good deal of their conceptions of social reality depends on their exposure to television. The impact of incessant exposure to similar messages engenders cultivation, or the consolidation of a persistent conception, conventional roles and pooled standards, often involuntarily. The present study intends to explore cultivation theory by considering Indian commercials aired on television since 2001 till date and by critically examining and exploring marketing strategies employed by companies from the standpoint of gender-based portrayals and their consequent impact. The conclusion is that assigning particular traits to genders only restricts individuals from choosing who they want to be. It creates boxed expectations, and judges those who step outside them. Gender roles are nothing but an unrealistic expectation, which limits people from being their true selves, an aspect that needs realization by marketers.
乔治·格伯纳教授提出的著名的“培养”理论认为,人们会受到广告歌和台词的影响,他们对社会现实的观念很大程度上取决于他们看电视的时间。不断接触类似信息的影响产生了培养,或巩固了一个持久的概念,传统角色和汇集的标准,通常是不自觉的。本研究旨在通过考虑自2001年至今在电视上播出的印度广告,并从基于性别的形象及其随之而来的影响的角度,通过批判性地审查和探索公司采用的营销策略,来探索培养理论。结论是,给性别分配特定的特征只会限制个人选择他们想成为的人。它创造了刻板的期望,并评判那些超越他们的人。性别角色只不过是一种不切实际的期望,它限制了人们做真实的自己,这需要营销人员认识到。
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引用次数: 0
Surrogate Advertising 代理广告
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH008
Sushma Nayak, V. Balasubramaniam, Amiya Prakash Kané
The chapter expounds advertising practices from the standpoint of social marketing, wherein government should act responsibly and play a key role in regulating consumption. The governing body of a country has an important responsibility to protect the interests of its citizens. Of particular significance is to discourage the consumption of demerit goods, like tobacco and liquor, which harm direct users, as well as people in vicinity. Governments in numerous countries prohibit advertisements of demerit goods on popular media, to dissuade potential consumers from falling prey to addictive substances. However, companies dealing in barred products look out for surrogate advertising to endorse every permissible product under the same brand name, other than the one that is banned or deemed injurious to health. Thus, there is an underlying subliminal message which is garbed by acceptable promotional strategies. The primary objective of the present chapter is to examine the rationale behind surrogate advertising, various forms of executing them, ethical considerations involved, the government's response, the overall impact, and the way ahead from the Indian perspective.
本章从社会营销的角度阐述了广告行为,其中政府应该负责任,在调节消费方面发挥关键作用。一个国家的管理机构有保护其公民利益的重要责任。特别重要的是要阻止不良商品的消费,如烟酒,这些商品会对直接使用者和附近的人造成伤害。许多国家的政府禁止在大众媒体上播放不良商品的广告,以阻止潜在的消费者成为成瘾物质的牺牲品。然而,经营被禁止产品的公司会寻找替代广告,在同一品牌下为每一种被允许的产品背书,除了那些被禁止或被认为对健康有害的产品。因此,有一种潜在的潜意识信息被可接受的促销策略所掩盖。本章的主要目的是研究代理广告背后的基本原理,执行它们的各种形式,涉及的道德考虑,政府的反应,总体影响,以及从印度的角度来看未来的道路。
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引用次数: 0
Using the Gothic as a Marketing Tool 把哥特风格作为营销工具
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH012
Anda Dimitriu
In the highly competitive contemporary world of children's toys, one type of doll has risen to the top almost a decade ago and has redefined through its popularity, the very image of modern dolls. Mattel's Monster High collection represents a success from various points of view, but what constitutes perhaps the most interesting aspect to be analyzed is the role which a concept as elusive and heterogeneous as the Gothic has played in the marketing scheme of these toys. Traditionally associated with fear and horror, the Gothic has undergone a paradigm shift and splintered in various distinct, if not contradictory forms, allowing the concept of the monster to be reinterpreted by the creators of Monster High. Thus, this chapter will first focus on the theoretical premises of the contemporary Gothic as part of a marketing strategy and then it will apply it on the marketing campaign of Monster High dolls.
在竞争激烈的当代儿童玩具世界中,有一种娃娃在近十年前已经上升到顶峰,并通过其受欢迎程度重新定义了现代娃娃的形象。美泰的Monster High系列从各个角度来看都是成功的,但最有趣的方面可能是,像哥特这样难以捉摸的异类概念在这些玩具的营销计划中所扮演的角色。传统上与恐惧和恐怖联系在一起的哥特式经历了范式转变,分裂成各种不同的,如果不是矛盾的形式,允许怪物的概念被monster High的创造者重新解释。因此,本章将首先关注当代哥特式的理论前提作为营销策略的一部分,然后将其应用于Monster High娃娃的营销活动。
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引用次数: 0
From Courtship to Marriage in Marketing 从市场营销中的求爱到婚姻
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH011
Roxana Ciolăneanu
The main objective of this chapter is to look at the concept of marketing from an integrative perspective, arguing for the complexity of the marketing philosophy and practices from linguistic, psychological and social points of view. Revisiting the concept of metaphor as a cognitive instrument will provide new insights into how it is employed and functions in marketing. Looking at the society's evolution and the importance it gives to the individual will contribute to understanding the changes in the way marketing is conceptualized and will help the author formulate some cognitive and linguistic consequences of these changes.
本章的主要目的是从一个综合的角度来看待营销的概念,从语言学、心理学和社会的角度来论证营销哲学和实践的复杂性。重新审视隐喻作为一种认知工具的概念将为如何在营销中使用和发挥作用提供新的见解。观察社会的演变及其对个人的重要性将有助于理解营销概念化方式的变化,并将帮助作者制定这些变化的一些认知和语言后果。
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引用次数: 1
Background of “Pinned” Images “固定”图像的背景
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH015
Aslı Sezgin, Zaliha Inci Karabacak
The presence of a hidden enforcement is a matter in social media networks, whose contents are made attractive by rich images illustrating the rearrangement of the living spaces belonging to the followers of these networks. Every detail of private life including personal appearance, spaces where time is spent with friends, food is consumed, coffee is drunk, and houses are decorated, is presented through charming images. Inspired by these images, people have started to make their preferences regarding what mobile phone to use, what sports to practice, or what films to watch. The content of social media has begun to draw attention to “lifestyle advertising” and has provided a convenient ground for the advertising industry. Pinterest is a network where images reflecting modern people's daily habits, including consumption, are pinned in order to serve as sources of inspiration. In this study, the perfect living spaces which have been fictionalised as models in the images shared on Pinterest will be investigated in terms of “lifestyle advertising” and in comparison to real life.
隐藏执法的存在是社交媒体网络中的一个问题,社交媒体网络的内容通过丰富的图像来说明属于这些网络的追随者的生活空间的重新排列,从而使其具有吸引力。私人生活的每一个细节,包括个人外表,与朋友共度时光的空间,消费食物,喝咖啡,装饰房屋,都通过迷人的图像呈现出来。受这些图像的启发,人们开始对使用什么手机、做什么运动或看什么电影做出自己的偏好。社交媒体的内容开始引起人们对“生活方式广告”的关注,为广告行业提供了便利的场所。Pinterest是一个反映现代人日常习惯(包括消费)的图片被钉在一起作为灵感来源的网络。在这项研究中,在Pinterest上分享的图片中被虚构为模型的完美生活空间将在“生活方式广告”方面进行调查,并与现实生活进行比较。
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引用次数: 0
Marketing Semiotics in the Digital Age 数字时代的营销符号学
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH003
Tuğba Özbölük, Ramazan Kurtoğlu
The nature of communication has begun to change dramatically, as face-to-face communication has gradually been replaced by online communication. People's need to express their emotions and thoughts more visually than ever before has triggered an evolution in communication, from verbal to visual. In this sense, the importance of symbols and icons in communication is continuously increasing. Furthermore, this change can be closely related to the marketing discipline. Therefore, this chapter focuses on semiotics as the field of research that studies symbols as an essential part of marketing communication in the digital age.
交流的性质已经开始发生巨大的变化,面对面的交流已经逐渐被在线交流所取代。人们比以往任何时候都更需要用视觉来表达自己的情感和思想,这引发了沟通方式的进化,从语言到视觉。从这个意义上说,符号和图标在传播中的重要性在不断增加。此外,这种变化可能与营销学科密切相关。因此,本章重点关注符号学这一研究领域,研究数字时代营销传播的重要组成部分符号。
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引用次数: 1
Figures of Speech in the Translation of Audiovisual Advertisements 视听广告翻译中的修辞手法
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH009
J. Horbačauskienė, R. Kasperaviciene
Effective translation of figures of speech in persuasive texts is crucial but complicated. Different cultural worldviews may sometimes cause misunderstandings due to vagueness in language, which otherwise may be comprehended through context or contextual associations. This study will address the following research questions: which figures of speech are the most common in advertising discourse; which translation techniques and procedures are used to render the various figures of speech in small and large sized target countries; is there a relation between country size, as measured by population, and the adaptation level of international marketing campaigns to the intended audience. The authors of the study hypothesise that international advertising campaigns are adapted through translation to a lesser degree in small sized target countries and vice versa, in large sized countries. The findings of the current study show that most probably there are other factors affecting the choice of translation techniques in audiovisual advertisements.
说服性文本修辞格的有效翻译至关重要,但也很复杂。不同的文化世界观有时会由于语言的模糊性而引起误解,否则这些误解可以通过语境或语境联想来理解。本研究将解决以下研究问题:哪些修辞格在广告语篇中最常见;在翻译目的国大小不同的修辞格时,采用了哪些翻译技巧和程序;以人口衡量的国家大小与国际营销活动对目标受众的适应程度之间是否存在关系?该研究的作者假设,在较小的目标国家,国际广告活动通过翻译的适应程度较低,反之亦然,在较大的目标国家。目前的研究结果表明,很可能还有其他因素影响着视听广告翻译技巧的选择。
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引用次数: 1
The Effect of Sociolinguism on Advertising Slogans 社会语言学对广告语的影响
Pub Date : 1900-01-01 DOI: 10.4018/978-1-5225-5778-4.CH007
Juan Miguel Alcántara-Pilar, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López, Álvaro J. Rojas-Lamorena
The present research intends to check if foreign languages, as cultural conveyors, moderate the characteristics associated with advertising slogans. To understand better how the use of foreign languages can improve the persuasive capacity of ads, three research questions have been established: (1) with what sector of production is the use of foreign languages associated; (2) which characteristics are associated with the foreign language used in advertisements; and (3) what is the relationship between the foreign language used and the image of the firm. In order to answer these questions, the authors have designed an audio slogan translated into three languages: Italian, Turkish, and Russian. The total sample exposed to the slogan is composed of 184 subjects. The conclusions have shown that those firms that seek to communicate a symbolic meaning should select a language that conveys the desired cultural values, thus improving the persuasion already derived from the country of origin.
本研究旨在检验外语作为文化传送带是否调节了广告语的相关特征。为了更好地理解外语的使用如何提高广告的说服力,我们建立了三个研究问题:(1)外语的使用与哪个生产部门有关;(二)与广告使用的外语有关的特征;(3)所使用的外语与企业形象之间的关系。为了回答这些问题,作者设计了一个音频口号,翻译成三种语言:意大利语、土耳其语和俄语。接触标语的总样本由184名受试者组成。这些结论表明,那些寻求传达象征性意义的公司应该选择一种传达所期望的文化价值的语言,从而改善已经从原产国获得的说服力。
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引用次数: 3
期刊
The Role of Language and Symbols in Promotional Strategies and Marketing Schemes
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