Oana BARBU | Western University of Timisoara (original) (raw)
Papers by Oana BARBU
Mediterranean Journal of Social Sciences, 2012
This paper will try to analyze the role played by branding communication in the "education&q... more This paper will try to analyze the role played by branding communication in the "education" of the masses, on social responsibility and at a level of micro cultural trends. The main purpose of this paper is to analyze the formation of symbolic meaning in brand to consumer communication starting from the concepts of brand identity and brand image. We advance the hypothesis that the meaning of brand communication depends to a large extent on the "culture" developed by a mark's symbolic functions.
Journal Plus Education, 2018
The study of brand choices based on our metaphorical interpretations can lead us to consider, in ... more The study of brand choices based on our metaphorical interpretations can lead us to consider, in a more realistic way, the construction of individuals and today's world, as well as trades and relations that undertake a range of interconnected social processes. Eventually, the extensive process of media consumption - choosing, buying, and using - of goods, could provide us with answers to important questions, like “who are the social actors?”, “what kind of rules do they follow?”, or “what are their values?”. In this sense, this paper will try to discuss the important educational role of the advertising discourse. By promoting a vision of reality, advertising assumes a social responsibility also. In a way, an advertisement educates people about the product or service being advertised, but also about the values communicated through a proposed brand identity. We will focus on the metaphorical constructions that are involved in advertising communication, the social and ideological c...
There is a huge gap in the current PR literature concerning the balance between an assumed identi... more There is a huge gap in the current PR literature concerning the balance between an assumed identity and a received image of an organization. To little is discussed upon the transfer of identity to a targeted public, and a certain amount of PR strategies are concerned more about "how it should be done" (the event or the campaign), than about "why it should be done" in this particular manner. More and more, the world of sport branding is gaining interest in the PR research field, as the sports industry is booming like never before. Sports are now a global business that is on the cutting-edge of entertainment, new media technology, communication and marketing synergies. And the industry will only continue to grow by leaps and bounds into the foreseeable future. When debating on image-identity formation with regards to sport fans, the current PR literature base does not adequately address the creation of fan's brand image or fan's decision to foster a team or...
This paper will try to emphasis on the advertising’s commercials analysis focusing on the models ... more This paper will try to emphasis on the advertising’s commercials analysis focusing on the models offered by the critical thinking tests, from which we will resume only to the LSAT tests perspective. Commercials will be approached as ‘advertising discourse’, and the advertising discourse as public discourse. We will resume in our presentation the three most important LSAT perspectives on advertising discursive analysis (the comprehensive analysis, the informational analysis and the logical-argumentative analysis) leaving aside the outlook analysis of advertising or marketing psychology, perhaps more popular to the audience. We will begin by describing the concept of analysis and standardization of a discourse (for example the SPAM model), we will present the advantages of language analysis to evaluate advertisement’s messages and effectiveness. We will then briefly present you the perspective offered by the models of critical thinking tests for advertising, focusing on informational ...
ABSTRACT This paper will try to emphasis on the advertising’s commercials analysis focusing on th... more ABSTRACT This paper will try to emphasis on the advertising’s commercials analysis focusing on the models offered by the critical thinking tests, from which we will resume only to the LSAT tests perspective. Commercials will be approached as ‘advertising discourse’, and the advertising discourse as public discourse. We will resume in our presentation the three most important LSAT perspectives on advertising discursive analysis (the comprehensive analysis, the informational analysis and the logical-argumentative analysis) leaving aside the outlook analysis of advertising or marketing psychology, perhaps more popular to the audience. We will begin by describing the concept of analysis and standardization of a discourse (for example the SPAM model), we will present the advantages of language analysis to evaluate advertisement’s messages and effectiveness. We will then briefly present you the perspective offered by the models of critical thinking tests for advertising, focusing on informational analysis and how can it be applied to the interpretation of an advertising poster. Our presentation will also include some examples of decoding using typical questions of informational analysis.
Procedia - Social and Behavioral Sciences, 2014
Mediterranean Journal of Social Sciences, 2012
This paper will try to analyze the role played by branding communication in the "education&q... more This paper will try to analyze the role played by branding communication in the "education" of the masses, on social responsibility and at a level of micro cultural trends. The main purpose of this paper is to analyze the formation of symbolic meaning in brand to consumer communication starting from the concepts of brand identity and brand image. We advance the hypothesis that the meaning of brand communication depends to a large extent on the "culture" developed by a mark's symbolic functions.
Journal Plus Education, 2018
The study of brand choices based on our metaphorical interpretations can lead us to consider, in ... more The study of brand choices based on our metaphorical interpretations can lead us to consider, in a more realistic way, the construction of individuals and today's world, as well as trades and relations that undertake a range of interconnected social processes. Eventually, the extensive process of media consumption - choosing, buying, and using - of goods, could provide us with answers to important questions, like “who are the social actors?”, “what kind of rules do they follow?”, or “what are their values?”. In this sense, this paper will try to discuss the important educational role of the advertising discourse. By promoting a vision of reality, advertising assumes a social responsibility also. In a way, an advertisement educates people about the product or service being advertised, but also about the values communicated through a proposed brand identity. We will focus on the metaphorical constructions that are involved in advertising communication, the social and ideological c...
There is a huge gap in the current PR literature concerning the balance between an assumed identi... more There is a huge gap in the current PR literature concerning the balance between an assumed identity and a received image of an organization. To little is discussed upon the transfer of identity to a targeted public, and a certain amount of PR strategies are concerned more about "how it should be done" (the event or the campaign), than about "why it should be done" in this particular manner. More and more, the world of sport branding is gaining interest in the PR research field, as the sports industry is booming like never before. Sports are now a global business that is on the cutting-edge of entertainment, new media technology, communication and marketing synergies. And the industry will only continue to grow by leaps and bounds into the foreseeable future. When debating on image-identity formation with regards to sport fans, the current PR literature base does not adequately address the creation of fan's brand image or fan's decision to foster a team or...
This paper will try to emphasis on the advertising’s commercials analysis focusing on the models ... more This paper will try to emphasis on the advertising’s commercials analysis focusing on the models offered by the critical thinking tests, from which we will resume only to the LSAT tests perspective. Commercials will be approached as ‘advertising discourse’, and the advertising discourse as public discourse. We will resume in our presentation the three most important LSAT perspectives on advertising discursive analysis (the comprehensive analysis, the informational analysis and the logical-argumentative analysis) leaving aside the outlook analysis of advertising or marketing psychology, perhaps more popular to the audience. We will begin by describing the concept of analysis and standardization of a discourse (for example the SPAM model), we will present the advantages of language analysis to evaluate advertisement’s messages and effectiveness. We will then briefly present you the perspective offered by the models of critical thinking tests for advertising, focusing on informational ...
ABSTRACT This paper will try to emphasis on the advertising’s commercials analysis focusing on th... more ABSTRACT This paper will try to emphasis on the advertising’s commercials analysis focusing on the models offered by the critical thinking tests, from which we will resume only to the LSAT tests perspective. Commercials will be approached as ‘advertising discourse’, and the advertising discourse as public discourse. We will resume in our presentation the three most important LSAT perspectives on advertising discursive analysis (the comprehensive analysis, the informational analysis and the logical-argumentative analysis) leaving aside the outlook analysis of advertising or marketing psychology, perhaps more popular to the audience. We will begin by describing the concept of analysis and standardization of a discourse (for example the SPAM model), we will present the advantages of language analysis to evaluate advertisement’s messages and effectiveness. We will then briefly present you the perspective offered by the models of critical thinking tests for advertising, focusing on informational analysis and how can it be applied to the interpretation of an advertising poster. Our presentation will also include some examples of decoding using typical questions of informational analysis.
Procedia - Social and Behavioral Sciences, 2014