Imaging In Advertising

Author : Fern L. Johnson
Publisher : Routledge
Page : 270 pages
File Size : 48,5 Mb
Release : 2012-08-06
Category : Business & Economics
ISBN : 9781135865214

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Imaging in Advertising by Fern L. Johnson Pdf

The dominance of advertising in everyday life carries potent cultural meaning. As a major force in the rise of "image based culture," advertising spreads images that shape how people live their lives. While scholarship on visual images has advanced our understanding of the role of advertising in society, for example in revealing how images of extremely thin female models and athletic heroes shape ideals and aspirations, images circulated through lagnuage codes--or "verbal images"--in advertising have received less attention. Imaging in Advertising explores how the verbal and visual work together to build a discourse of advertising that speaks to audiences and has the power to move them to particular thoughts and actions. In this book, Fern L. Johnson presents a series of case studies exploring important advertising images--racial connotations in cigarette advertising, representations of cultural diversity in teen television commercials, metaphors of the face appearing in ads for skin care products, language borrowed from technology to sell non-technology products, and the illusion of personal choice that is promoted in many Internet web sites. Johnson argues that examining the interplay of verbal and visual images as a structured whole exposes the invase role of advertising in shaping culture in 21st century America.

Author : Vickie Rutledge Shields
Publisher : University of Pennsylvania Press
Page : 225 pages
File Size : 53,7 Mb
Release : 2013-03-01
Category : Social Science
ISBN : 9780812204025

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Measuring Up by Vickie Rutledge Shields Pdf

The mute gestures of advertising images are frozen for posterity by photographers and illustrators, gestures that, for better or worse, perpetuate a certain aesthetic and eventually become emblematic of a period. The images of today display the values of a society that has more interest in the body than the mind. They are technoenhanced labyrinths of unattainable appearances that leave women and men feeling horrified, estranged, and restricted by unrealistic, silent mandates. Measuring Up looks at advertising as more than just a way to extract money from unsuspecting people but as a vehicle for conveying the larger views of a confining, body-obsessed culture. By weaving theoretical and textual insights from feminist and cultural studies with the voices of real women and men, Measuring Up offers a unique reception analysis of the effects of repetitious exposure to advertisements of perfect bodies in our everyday lives. Shields examines a particular, complex relationship between the idealized images of gender we see in advertising and our own thoughts, feelings, and behavior in relation to these images. The study is unique in presenting audience reception in terms of ethnographic data, not textual interpretations alone. Measuring Up engages with and informs current theoretical debates within these sometimes complementary and sometimes contradictory literatures: feminist media studies, feminist film theory, critical social theory, cultural studies, and critical ethnography. This is an important work that explores the forms and channels of power used in one of the most insidious and overt means of mass influence in popular culture.

Author : Anonim
Publisher : Elex Media Komputindo
Page : 140 pages
File Size : 50,9 Mb
Release : 2024-07-01
Category : Electronic
ISBN : 9792777830

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Digital Imaging for Advertising by Anonim Pdf

Author : Robert Jackall,Janice M. Hirota
Publisher : University of Chicago Press
Page : 372 pages
File Size : 45,7 Mb
Release : 2000-07-20
Category : Business & Economics
ISBN : 0226389162

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Image Makers by Robert Jackall,Janice M. Hirota Pdf

Talking dogs pitching ethnic food. Heart-tugging appeals for contributions. Recruitment calls for enlistment in the military. Tub-thumpers excoriating American society with over-the-top rhetoric. At every turn, Americans are exhorted to spend money, join organizations, rally to causes, or express outrage. Image Makers is a comprehensive analysis of modern advocacy-from commercials to public service ads to government propaganda-and its roots in advertising and public relations. Robert Jackall and Janice M. Hirota explore the fashioning of the apparatus of advocacy through the stories of two organizations, the Committee on Public Information, which sold the Great War to the American public, and the Advertising Council, which since the Second World War has been the main coordinator of public service advertising. They then turn to the career of William Bernbach, the adman's adman, who reinvented advertising and grappled creatively with the profound skepticism of a propaganda-weary midcentury public. Jackall and Hirota argue that the tools-in-trade and habits of mind of "image makers" have now migrated into every corner of modern society. Advocacy is now a vocation for many, and American society abounds as well with "technicians in moral outrage," including street-smart impresarios, feminist preachers, and bombastic talk-radio hosts. The apparatus and ethos of advocacy give rise to endlessly shifting patterns of conflicting representations and claims, and in their midst Image Makers offers a clear and spirited understanding of advocacy in contemporary society and the quandaries it generates.

Author : Lynn R. Kahle,Chung-Hyun Kim
Publisher : Psychology Press
Page : 509 pages
File Size : 51,7 Mb
Release : 2006-08-15
Category : Business & Economics
ISBN : 9781135606633

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Creating Images and the Psychology of Marketing Communication by Lynn R. Kahle,Chung-Hyun Kim Pdf

The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Author : Paul Messaris
Publisher : SAGE
Page : 324 pages
File Size : 47,6 Mb
Release : 1997
Category : Art
ISBN : 0803972466

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Visual Persuasion by Paul Messaris Pdf

For upper-level undergraduate students and graduate students in communication and media studies

Author : James R. Gregory,Jack G. Wiechmann
Publisher : McGraw Hill Professional
Page : 296 pages
File Size : 44,6 Mb
Release : 1999
Category : Business & Economics
ISBN : 0844233072

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Marketing Corporate Image by James R. Gregory,Jack G. Wiechmann Pdf

Marketing Corporate Image guides the reader to ways of thinking about corporate advertising, as an investment rather than a cost, how to do it and why it is necessary to build a corporate image in order to increase product sales.'

Author : Jean Umiker-Sebeok
Publisher : Walter de Gruyter
Page : 568 pages
File Size : 49,7 Mb
Release : 2012-10-25
Category : Language Arts & Disciplines
ISBN : 9783110853254

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Marketing and Semiotics by Jean Umiker-Sebeok Pdf

Author : Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni
Publisher : Springer Science & Business Media
Page : 150 pages
File Size : 43,8 Mb
Release : 2013-05-13
Category : Technology & Engineering
ISBN : 9783642380648

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Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing by Giovanni Vecchiato,Patrizia Cherubino,Arianna Trettel,Fabio Babiloni Pdf

In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com

Author : Pamela Walker Laird
Publisher : JHU Press
Page : 584 pages
File Size : 43,7 Mb
Release : 2020-01-15
Category : History
ISBN : 9781421434186

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Advertising Progress by Pamela Walker Laird Pdf

Selected by Choice Magazine as an Outstanding Academic Title Originally published in 1998. Drawing on both documentary and pictorial evidence, Pamela Walker Laird explores the modernization of American advertising to 1920. She links its rise and transformation to changes that affected American society and business alike, including the rise of professional specialization and the communications revolution that new technologies made possible. Laird finds a fundamental shift in the kinds of people who created advertisements and their relationships to the firms that advertised. Advertising evolved from the work of informing customers (telling people what manufacturers had to sell) to creating consumers (persuading people that they needed to buy). Through this story, Laird shows how and why—in the intense competitions for both markets and cultural authority—the creators of advertisements laid claim to "progress" and used it to legitimate their places in American business and culture.

Author : Marion Maguire
Publisher : GRIN Verlag
Page : 52 pages
File Size : 54,5 Mb
Release : 2007-07
Category : Electronic
ISBN : 9783638637572

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Brand Marketing: Image - The Key to Success by Marion Maguire Pdf

Seminar paper from the year 2002 in the subject Business economics - General, Nürtingen University (FB BWL), course: Seminar, language: English, abstract: Image - the key to success. In fact, a positive image matters for a company to be successful and it is a good opportunity to get positive publicity. On the other side there are other things, which are important to be successful. There are management ratios like productivity, profitability, liquidity and many other ratios, which count in order to value a company numerically. In my following work, I will only refer to the image. Image is not only developed through advertising. The products should suit the corresponding brand and the selected advertising medium should support the brand and its image through its means of communication in order to create a total image of the company, the brand and the products. The brand and the image of a company represent the promise that products and services will perform to expectations. The identity-oriented marketing of a brand and its products contributes in addition to revalue a company identity through good image. In this connection, I will focus more closely on the importance of brand identity and brand marketing. Furthermore, I will base my report on Thermador, an American kitchen appliance manufacturer, where I conducted my internship, to clarify the important role of Image. Thermador's corporate office is located in Huntington Beach, California. All employees of hierarchy level and departments are located here. Since my internship experience was conducted with Thermador, it enabled me to develop a deeper insight into the company and the brand. Thermador was bought in 1998 on its good image by the German company Bosch-Siemens-Home Appliances Ltd. and is banished almost exclusively in North America. The brand Thermador represents qualitatively high-value built-in appliances and has established, over a period of more than 70 years, an outstanding name in the home appliance

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 400 pages
File Size : 54,5 Mb
Release : 2019-06-28
Category : Business & Economics
ISBN : 9781522597919

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Handbook of Research on Narrative Advertising by Yilmaz, Recep Pdf

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Author : Anonim
Publisher : Unknown
Page : 2214 pages
File Size : 55,5 Mb
Release : 1978
Category : Advertising
ISBN : PURD:32754078041336

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Sourcebook on Corporate Image and Corporate Advocacy Advertising by Anonim Pdf

Author : Grahame Dowling
Publisher : OUP Oxford
Page : 322 pages
File Size : 46,9 Mb
Release : 2000-12-07
Category : Electronic
ISBN : 9780191588921

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Creating Corporate Reputations : Identity, Image and Performance by Grahame Dowling Pdf

Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to help firms attain and sustain superior financial performance in their industry. This book outlines how high-status companies become corporate super brands, and it present managers with a framework to proactively enhance their corporation's desired reputation. While many books concentrate on advertising or corporate identity as the primary tools for reputation enhancement, this book provides a more expansive and realistic picture of what it takes to build a corporate super brand. One of its key contributions is that it emphasizes the roles of customer value and organizational culture in the reputation-building process and exposes the limitations of corporate advertising, sponsorships, and minor corporate identity change. Drawing on more than fifteen years of academic research, executive seminars, and consulting experience, Grahame Dowling suggests ways to improve the corporate reputations that different groups of stakeholders hold of your company. He also describes how to avoid many of the traps that catch unwary managers who try to improve their company's desired reputation.

Author : John Grant
Publisher : HarperCollins (UK)
Page : 0 pages
File Size : 50,5 Mb
Release : 2002
Category : Brand image
ISBN : 0007119496

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After Image by John Grant Pdf

Co-founder of St Luke's advertising agency, John Grant, examines why traditional marketing has run into trouble. He explains why marketing based on brand-image will no longer work and reveals an entirely new system that will - based on new concept developing techniques.