Pub Date : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.12
Hasan Gürkan, Maria Carmen Echazarreta-Soler
This study analyses STEM identities in STEM fields represented in popular films. The authors argue that the recently produced big-budget popular films directly or indirectly affirm STEM characters with their portrayal of STEM fields. This analysis focuses on how popular narratives can be an essential tool to communicate the idea that women can be scientists and how they can inspire young women to enter science. These narratives reflect a significant problem in the interactions between the audience and science. The audience thinks the scientists are heroes and the public expect that scientists will automatically accept scientific solutions to problems. Nevertheless, scientists find a solution in these films, and everything gets better. Thus, recent popular STEM-themed big-budget films provide identification with the audience and STEM characters. These narratives construct an alternative STEM discourse by breaking down gender stereotypes and dominant ideology. These films can be coded as films that produce ideology against the dominant ideology and patriarchy, especially regarding STEM, character and gender representation. There is a positive change in the hierarchical order in the STEM field and the representation of women and Others. And these representations do not have any marginalisation.
{"title":"The Changing Stereotypes in Popular Films STEM Themed: On Breaking the Traditional Rigid Values and the Popularisation of Science","authors":"Hasan Gürkan, Maria Carmen Echazarreta-Soler","doi":"10.34135/communicationtoday.2023.vol.14.no.1.12","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.12","url":null,"abstract":"This study analyses STEM identities in STEM fields represented in popular films. The authors argue that the recently produced big-budget popular films directly or indirectly affirm STEM characters with their portrayal of STEM fields. This analysis focuses on how popular narratives can be an essential tool to communicate the idea that women can be scientists and how they can inspire young women to enter science. These narratives reflect a significant problem in the interactions between the audience and science. The audience thinks the scientists are heroes and the public expect that scientists will automatically accept scientific solutions to problems. Nevertheless, scientists find a solution in these films, and everything gets better. Thus, recent popular STEM-themed big-budget films provide identification with the audience and STEM characters. These narratives construct an alternative STEM discourse by breaking down gender stereotypes and dominant ideology. These films can be coded as films that produce ideology against the dominant ideology and patriarchy, especially regarding STEM, character and gender representation. There is a positive change in the hierarchical order in the STEM field and the representation of women and Others. And these representations do not have any marginalisation.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49051682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.7
Eva Breva-Franch, Fernando Olivares-Delgado, M. T. Benlloch-Osuna
Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.
{"title":"Sustainable Outdoor Advertising: A Professional Point of View from Spain","authors":"Eva Breva-Franch, Fernando Olivares-Delgado, M. T. Benlloch-Osuna","doi":"10.34135/communicationtoday.2023.vol.14.no.1.7","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.7","url":null,"abstract":"Cities are unimaginable without outdoor advertising, and outdoor advertising, sometimes known as out-of-home advertising, is unimaginable without cities. However, this relationship is evolving due to the inevitable need today to take sustainability into account. As is becoming clearer every day, our planet is finite and it is up to us to bring hope to our present and our future. Sustainability consists of three aspects: social, economic and environmental. In this article, we take as its starting point the meaning of sustainability in relation to the city and outdoor advertising. The studies consulted confirm that outdoor advertising companies must work towards this sustainability to improve their relations with citizens, through an effort that also involves generating initiatives that come from all the actors involved in the outdoor activities at cities. In this research, we have collected the state of art about this question, and we also have analysed the opinion of one of the agents involved in integrating sustainability into the outdoor advertising activity, the exclusive outdoor advertising firms. We have investigated what they understand by sustainability and analysed whether their strategies are evolving in the same way as the meaning and significance of this term for the city and its citizens.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43793835","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.5
Lubica Gajanova, Margareta Nadanyiova, J. Majerová, Boris Kollár, Anna Pražáková
Comparative advertising, the legislative regulation of which has long discouraged European companies from using it, has become an essential component of promotion in recent decades, although the approach of individual countries to it differs significantly and its influence varies depending on the cultural aspect, or the age of the recipients. The study deals with Generation Z, which differs from previous generations in general, and therefore it is not possible to use the same procedures and methods for them as for the rest of the population. The aim of the study was to find out whether comparative advertising is suitable for Generation Z as an extraordinary cohort and whether this segment of potential customers can be considered as a homogeneous group or a heterogeneous object for business marketing communication. It was determined whether Generation Z trusts this type of advertisement (ad believability) and whether this advertisement positively affects their purchase behaviour (purchase intention). Due to the nature of the research objectives, one-dimensional descriptive statistics and two-dimensional descriptive statistics for the evaluation of interdependent variables (Chi-square test) were used. Based on our research, it can be argued that Generation Z perceives comparative advertising differently from the rest of the population and cannot be subjected to the same processes as other generations.
{"title":"Is Gen Z So Different? An Analysis of the Impact of Comparative Advertising","authors":"Lubica Gajanova, Margareta Nadanyiova, J. Majerová, Boris Kollár, Anna Pražáková","doi":"10.34135/communicationtoday.2023.vol.14.no.1.5","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.5","url":null,"abstract":"Comparative advertising, the legislative regulation of which has long discouraged European companies from using it, has become an essential component of promotion in recent decades, although the approach of individual countries to it differs significantly and its influence varies depending on the cultural aspect, or the age of the recipients. The study deals with Generation Z, which differs from previous generations in general, and therefore it is not possible to use the same procedures and methods for them as for the rest of the population. The aim of the study was to find out whether comparative advertising is suitable for Generation Z as an extraordinary cohort and whether this segment of potential customers can be considered as a homogeneous group or a heterogeneous object for business marketing communication. It was determined whether Generation Z trusts this type of advertisement (ad believability) and whether this advertisement positively affects their purchase behaviour (purchase intention). Due to the nature of the research objectives, one-dimensional descriptive statistics and two-dimensional descriptive statistics for the evaluation of interdependent variables (Chi-square test) were used. Based on our research, it can be argued that Generation Z perceives comparative advertising differently from the rest of the population and cannot be subjected to the same processes as other generations.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42438703","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.2
Dinko Jukić
The study presents, discusses and analyses the brand image and the role of emotions. The text consists of two parts: neuroscience and marketing-psychological. The neuroscience section presents and discusses emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory of emotions analysed in the context of neuromarketing. In the marketing-psychological part, the roles of emotions on consumer behaviour are discussed. It starts from the presentation of the brand image and the connection with the brand identity. The image starts from the roots of imagination, the theory of emotion and the psychological construct of self-image. The brand becomes the consumer’s image communicating at the symbolic level, and at the same time represents the active image of the consumer’s self-image. Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Moreover, it offers valuable insight to marketers from neuroscience and semiotics.
{"title":"Beyond Brand Image: A Neuromarketing Perspective","authors":"Dinko Jukić","doi":"10.34135/communicationtoday.2023.vol.14.no.1.2","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.2","url":null,"abstract":"The study presents, discusses and analyses the brand image and the role of emotions. The text consists of two parts: neuroscience and marketing-psychological. The neuroscience section presents and discusses emotions from a medical perspective. Emotions are expressed by visceral motor changes. A special review is based on Damasio’s theory of emotions analysed in the context of neuromarketing. In the marketing-psychological part, the roles of emotions on consumer behaviour are discussed. It starts from the presentation of the brand image and the connection with the brand identity. The image starts from the roots of imagination, the theory of emotion and the psychological construct of self-image. The brand becomes the consumer’s image communicating at the symbolic level, and at the same time represents the active image of the consumer’s self-image. Given the increasing complexity of the neuromarketing doctrine, the proposed approach could be useful for improving the understanding of brand image from an interdisciplinary perspective. This study provides theoretical framework on brand image and neuromarketing. Moreover, it offers valuable insight to marketers from neuroscience and semiotics.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43430780","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-23DOI: 10.34135/communicationtoday.2023.vol.14.no.1.9
P. Silveira, C. Marreiros
The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.
{"title":"The Influence of Advertising at the Point-of-Purchase on Shoppers and Brands: An Empirical Study in Convenience Stores","authors":"P. Silveira, C. Marreiros","doi":"10.34135/communicationtoday.2023.vol.14.no.1.9","DOIUrl":"https://doi.org/10.34135/communicationtoday.2023.vol.14.no.1.9","url":null,"abstract":"The main purpose of this research is to understand the influence of shopper marketing and visual brand advertising at the point-of-purchase (PoP) on shopper behaviour and on the retailers-manufacturers relationship, particularly at small retail stores. Two related studies were conducted, with an integrated mixed methods approach. The first, qualitative in nature, used several samples with different purposes. Firstly, a sample of shopper marketing experts, aiming to characterise the shopper marketing approach and the strategic role of PoP advertising. This phase served as the main input for the subsequent phases of the study. The next sample was composed of retailers and manufacturers, with the purpose of understanding their perspectives on the role of brands’ visual advertising at convenience stores. The following study had a similar purpose but utilised a quantitative methodology, with 300 face-to-face interviews with shoppers at convenience stores. Globally, it was found that brands’ visual advertising at the PoP is a way for manufacturers to add value to their relationship with retailers, as well as a tool to increase sales for both parties. It was also found that only the brands’ primary visual advertisements at the PoP influence (some) elements of shopping experience, increase brand awareness and unplanned purchases. This research analyses different actors and samples on the shopper marketing field, thereby extending previous research. Another novelty of the research is that it was focused on convenience stores and was not directed to a single product or category, providing findings from a real shopping environment and on a type of store other than large supermarkets.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":" ","pages":""},"PeriodicalIF":1.1,"publicationDate":"2023-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43205878","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The focus of this tri-authored scholarly work is on marketing communication and consumer behaviour of the selected generations X, Y, and Z in terms of the size of purchases and the types of retail outlets they use. The main part of the book deals with theoretical aspects of retail business and with marketing communication and consumer behaviour of specific generations in the retail sector. The main outcome lies in identifying the optimal location of retail units in combination with customer service to be provided to selected generations and the market potential of the buying gradient in terms of competitors’ impacts. The book also focuses on applying the results of the analyses whilst outlining the potential of the prediction models of generational tendencies towards the realisation of purchases in relation to marketing communication of the retail sector and its subsequent stimulation.
{"title":"Retail Marketing Communication and the Consumer Behaviour of Selected Generations","authors":"Ľudmila Čábyová","doi":"10.3726/b19699","DOIUrl":"https://doi.org/10.3726/b19699","url":null,"abstract":"The focus of this tri-authored scholarly work is on marketing communication and consumer behaviour of the selected generations X, Y, and Z in terms of the size of purchases and the types of retail outlets they use. The main part of the book deals with theoretical aspects of retail business and with marketing communication and consumer behaviour of specific generations in the retail sector. The main outcome lies in identifying the optimal location of retail units in combination with customer service to be provided to selected generations and the market potential of the buying gradient in terms of competitors’ impacts. The book also focuses on applying the results of the analyses whilst outlining the potential of the prediction models of generational tendencies towards the realisation of purchases in relation to marketing communication of the retail sector and its subsequent stimulation.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"13 1","pages":""},"PeriodicalIF":1.1,"publicationDate":"2022-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44139822","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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