Aivars Helde - Academia.edu (original) (raw)

Papers by Aivars Helde

CBU International Conference Proceedings ..., Sep 19, 2015

This study examines the nature of the social discourse of advertising used as a brand positioning... more This study examines the nature of the social discourse of advertising used as a brand positioning technique. The focus is on consumer advertising that is directed at the promotion of selected products or services to the general public. The study is neither meant to exhaust all aspects of this particular discourse, nor present the answers to all the problems posed. The aims of this paper include analyzing varying commercial advertisements (both product/non-product ads) to investigate the intentions and techniques of consumer product companies for reaching more consumers and selling more products. Norman Fairclough's '3-D model' and Kress and van Leeuwen's 'grammar of visual design' present methods for use by professionals in this respect, but we focus on the use of stereotypes in our study. Traditionally, stereotypes are defined as patterns or schemes by which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicit question that most of these studies have entertained is whether advertising has become a force that molds cultural mores and individual behaviors, or whether it constitutes no more than a 'mirror' of deeper cultural tendencies within urbanized contemporary society. The one thing which everyone agrees upon, is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed. However, it could be said from the results of this study that the producers of ads generally use power and ideology to change people's behavior and thoughts. In cases where 'old' stereotypes were effective, there was no attempt to change the consumer's habits, but rather the power of the ad was in preserving their customary behaviors. This is achieved through reinforcing behaviors known to be similar to the traditional values identified by customers. When we considered gender stereotypes we looked at notions about the supposedly traditional behaviors of men and women, and the characteristics and standards of these behaviors, which are grounded in our culture and society. Producers use these ideas to make customers feel they belong in the society, and become psychologically involved, in the story presented by the advertisement. Culture involves human values, actions, patterns, ideas, and material and artificial surroundings that enable interaction among people. The content of culture determines the particular qualities of certain groups of people, which potentially governs their consumer characteristics. This indicates the importance of understanding the way in which culture affects individuals. In today's information area, the media are the primary means of transmitting and reproducing cultural information. Today's media shape the image of culture in people's consciousness. Finally, this study provides an analysis of varying ads, using different means of interpretation. All materials are taken from Latvian media.

Advances in economics and business, May 1, 2015

This study examines the nature of the social discourse of advertising used as a brand positioning... more This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed towards the promotion of some product or service to the general public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. This paper aimed at analyzing some different commercial advertisements (product/non-product ads) to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough's 3-D model and Kress and van Leeuwen's grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. Traditionally, stereotypes are defined as patterns or schemes via which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicate question that most of such studies have entertained is whether advertising has become a force molding cultural mores and individual behaviors, or whether it constitutes no more than a "mirror" of deeper cultural tendencies within urbanized contemporary society. The one thing which everyone agrees is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed. However, it could be understood from the results that the producers, generally tend to use their power and ideology to change people's behaviour and thought. Sometime more efficiently is used "old" stereotypes and do not try to going to change people's behaviuor but do conversely use their power to preserve previous behaviour try to reinforces this behaviour, shown this like some traditional value what confirmed customers identity. When we consider gender stereotypes we look at notions about the supposedly traditional behaviours of men and women and the characteristics and standards of these behaviours, as grounded in our culture and society. This idea allows to producers make customer feel belonging to this society and psychologically be involved into story what is shown by advertisers. Culture covers human values, action patterns, ideas, and material and artificial surrounding which enable interaction among people. The content of culture determines the particular qualities of certain groups of people, and it also determines their consumer characteristics. That is why it is essential to understand the way in which culture reaches individuals. In today's information area, the media are the primary means for the transmission and reproduction of cultural information. They shape the image of culture in people's consciousness. In addition this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.

CBU International Conference Proceedings ..., Sep 22, 2017

This study examines the nature of an advertisement with the focus on social discourse and First M... more This study examines the nature of an advertisement with the focus on social discourse and First Moment of Truth(FMOT) in the context of this research. This paper aims at analyzing different commercial advertisements (product/nonproduct ads) to investigate the intentions and techniques of consumer product companies in reaching more consumers and selling more products. First Moment of Truth (FMOT) represents the "a-ha" moment when a consumer is confronted with a product and related alternatives, assumed to take place in everyday life. This is considered to be the point when a consumer decides to buy a specific brand or product. Although commonly the First Moment of Truth as a technique, is used as online or in-store selling, this technique has a crucial role in the perception of print advertising too. "Any time a customer comes into contact with a business, however remote, they have an opportunity to form an impression," said Jan Carlzon, president of Scandinavian Airlines, defining the Moment of Truth in business. It has now crossed over into sales and marketing as others have embraced the term to describe different customer and consumer behavior (Shep Hyken). As soon as people in Latvia are going to trust to the national brand more, it is very important to focus on the visual manifestation of a local brand. The Norman Fairclough's 3-D model, Kress Van Leeuwen's grammar of visual design, and the French semiotician Roland Barthes(1977) suggested theoretical and semiotic tools for analyzing and understanding advertisements are used to analyzing the data. All materials are taken from the Latvian media.

CBU International Conference Proceedings

This study examines the nature of the social

CBU International Conference Proceedings ..., Sep 19, 2015

Advances in economics and business, May 1, 2015

This study examines the nature of the social discourse of advertising used as a brand positioning... more This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed towards the promotion of some product or service to the general public. The study, however, is not meant to exhaust all the aspects of this particular discourse, or present an answer to all the problems it poses. This paper aimed at analyzing some different commercial advertisements (product/non-product ads) to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough's 3-D model and Kress and van Leeuwen's grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. Traditionally, stereotypes are defined as patterns or schemes via which people organize their behaviors and activities. Psychologists have been extremely interested in the persuasion techniques used by advertisers. The implicate question that most of such studies have entertained is whether advertising has become a force molding cultural mores and individual behaviors, or whether it constitutes no more than a "mirror" of deeper cultural tendencies within urbanized contemporary society. The one thing which everyone agrees is that advertising has become one of the most recognizable and appealing forms of social communication to which everyone in society is exposed. However, it could be understood from the results that the producers, generally tend to use their power and ideology to change people's behaviour and thought. Sometime more efficiently is used "old" stereotypes and do not try to going to change people's behaviuor but do conversely use their power to preserve previous behaviour try to reinforces this behaviour, shown this like some traditional value what confirmed customers identity. When we consider gender stereotypes we look at notions about the supposedly traditional behaviours of men and women and the characteristics and standards of these behaviours, as grounded in our culture and society. This idea allows to producers make customer feel belonging to this society and psychologically be involved into story what is shown by advertisers. Culture covers human values, action patterns, ideas, and material and artificial surrounding which enable interaction among people. The content of culture determines the particular qualities of certain groups of people, and it also determines their consumer characteristics. That is why it is essential to understand the way in which culture reaches individuals. In today's information area, the media are the primary means for the transmission and reproduction of cultural information. They shape the image of culture in people's consciousness. In addition this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.

CBU International Conference Proceedings ..., Sep 22, 2017

CBU International Conference Proceedings

This study examines the nature of the social