Advertising: Meaning Or Information (original) (raw)
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Culture in advertising and advertising in culture: Communication, translation, representation
Ars Aeterna, 2017
Her main research interests are translation studies, translation theory and didactics. She is author of numerous publications in the field of translation studies and translation pedagogy including Interpretácia v procese prekladu ('Interpretation in the Translation Process') in 1996 and Teória a didaktika prekladu ('Translation Theory and Didactics') in 2003 and co-author of Kultúra-Interkulturalita-Translácia ('Culture-Interculturality-Translation') in 2005.
Advertising, Language and Culture
SAU JOURNAL OF MANAGEMENT AND SOCIAL SCIENCES, 2021
The researchers examined the controversies surrounding advertising, language and culture which had been for a while as some scholars opined that language and culture should not necessarily be a primary determining factor in advertising messages. Others, however, argued that language and culture are significant aspects of peoples" lives that cannot be ignored and should be considered in advertising messages. The study is hinged on the culture-oriented and high context versus low context models. It was concluded that advertising does not debase language and neither does it debase culture; rather, it promotes it; albeit, the debate on the relationship between advertising and culture has not ended. To this end, the researchers among others recommended that the role of language and advertising in the construction of culture should be to spread the message of modernity without sacrificing that which is ethical and condemning that which is unethical.
Substantive approach to the definition of "advertising": philosophical and communicative aspect.
Zhytomyr Ivan Franko State University Journal. Philosophical Sciences., 2021
The article analyzes the current approaches to the definition of "advertising". A substantial approach is used to define it, which, continuing the classical tradition of scientific thinking, proclaims the fundamental principle of understanding the object of scientific knowledge as a stable entity, reducing the diversity and variability of properties to a constant, relatively stable and permanent definition. It is emphasized that in the subject field of philosophical sciences, taking into account current research in communication and economics, we can determine its essence and attributes. The etymology of the concept in different languages allows us to determine the following characteristics: call, repeated aloud several times; drawing attention; return (of information). It has been found that most definitions focus on certain commercial, communicative or substrate features and do not emphasize the essence of this social phenomenon. It is found that in the definition given by J. Richards and C. Curran, proposed on the basis of analysis of this concept in American textbooks (relevant to the end of the twentieth century), and which best reflects the essence of this phenomenon, a number of characteristics are accidental. This is, firstly, payment, and secondly - impersonality. These characteristics do not cover all forms and types of advertising. It also does not take into account the activity aspect of the functioning of advertising in society. It is proposed to interpret advertising on the basis of a substantial approach as a communicative activity of a motivating nature, which aims to draw attention to the object of advertising for mutual exchange. The attributes of advertising are advertising message and drawing attention. The first is understood as the main element of communication, which involves the translation of the idea, that the advertiser tries to convey to a specific target audience, in order to encourage a certain action, to provoke a reaction. The second emphasizes that exactly advertising, unlike other informational messages, aims to attract attention. At the present stage, this feature allows to detect the advertising message in the information noise.
Aspects of Advertising -A Cross-Cultural Study
This research paper tries to analyze and compare different Indian & U.S. based advertisements which have created an impact on the society or else have tried to enlighten the society for its betterment. It judges the advertisements on different parameters and their elements, so as to recognize the aspects and constraints of the society and the cultural differences existing between U.S.A. and India which make various advertisements with social appeals successful or unsuccessful.
Advertising and Promotional Culture: Case Histories
Advertising and Promotional Culture: Case Histories, 2018
This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.
How Advertising Reflect Culture and Values: A Qualitative Analysis Study
Journal of Content, Community and Communication, 2019
A successful advertising campaign is linked directly to how its perceived by different societies. This has led international companies to structure their advertising campaigns according to the culture of the society they are targeting. Hence, it is critical to have a strong understanding of the general attitude and characteristics of that particular society in order to create a message that resonates with the needs of its individuals .This study aims to identify the impact of advertising campaigns in stimulating cultural communication. A comparative analysis between Pepsi's ads from Egypt and Saudi Arabia, which were presented at the same time, shows that different advertising strategies were employed to effectively communicate its product in these two markets. The analysis revealed that Pepsi's Advertisement in Saudi Arabia used shared values to preserve the national identity within the message of the advertisement to connect with consumers, while Pepsi's Advertisement in Egypt was entertaining in nature with little to no cultural value. Moreover, special effects were used in the Advertisement from Saudi Arabia, while the Advertisement from Egypt relied heavily on uncreative elements, mainly funny scenarios, and scenes from old Egyptian songs and movies. The analysis of both ads confirms that Pepsi's advertising campaign in Saudi Arabia was more aware of the social and cultural values of the society as oppose to the campaign in Egypt.
This study of variations in television advertising interpretation, amongst respondents from diferent cultures, contributes to knowledge in advertising by extending Scott's (2994) print media research. We utilise a visual rhetorical approach to interpretation and suggest that pictures are not universal; visual interpretations vary as viewers use culturally-sited advertising knowledge and visual signs to interpret commercials. We suggest the visual rhetoric approach is usefil for interpreting complex communications, implications for marketing practitioners are discussed, and we conclude that advertisers should be aware of ascribed meanings of their international advertising, as subtleties in campaign interpretation may lead to dificulties in various markets.