Mandiri Securitas Advertising Film is an advertising film using the rhetoric strategy of visual communication of the kris masters as a creative approach. The theme as a basic idea for the creation of the Mandiri Securitas advertisement film seeks to understand the effort of working hard to produce details from the master's work to produce a keris blade, created with metaphorical rhetoric to represent the image of Mandiri Securitas in serving its customers whether they can work well or not by looking at each the role of the political rhetoric domain and banking rhetoric in both. The purpose of this study was to critically identify the two domain metaphorical rhetoric by looking at each role of the constituent elements of the Mandiri Securitas advertising film. This research method uses descriptive qualitative deconstruction by "appropriation minus one" technique through the dismantling of the banking domain and the domain of perkerisan to see the position of the filmmatic metaphorical rhetoric of the Mandiri Securitas advertisement. Advertising films contain constituent elements such as visual, audio, animated effects and voice over that support the formation of advertising metaphors. Through appropriation "minus one" can be found the position of visual rhetoric of the keris domain is able to deliver messages from products desired by Mandiri Securitas , but if "animated text" and "voice over" are removed, there is no rhetorical relationship in both.
Advertising research has largely neglected to evaluate the relative effectiveness of the different forms of branding devices available to advertisers. Branding can be direct, through explicit use of brand names, or indirect, through use of (non-brand name) brand elements, such as logos, spokes-characters and slogans that are connected to the brand in consumers' memory. Advertisers often downplay brand names in favour of brand elements because the latter are seen as less intrusive and more creative. This experiment in three categories demonstrates that direct branding often produces higher brand recall than indirect branding without compromising advertising likeability. There is, however, a clear picture-superiority effect, whereby picture elements (logos, spokes-characters) consistently elicit higher brand recall than text elements (slogans). The findings highlight that advertisers need not be reluctant to call out the brand name for fear of losing attention due to an unappealing ad, because consumers do not appear to penalise advertising with direct branding, nor do they reward advertising with subtler indirect branding.
AbstractIn today's social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed.
В работе рассматриваются тенденции развития современной русской поэзии. Отмечена недостаточная изученность процесса сближения и взаимовлияния поэзии и рекламы, что определяет актуальность исследования. Источниковой базой работы послужили материалы литературных сайтов, интернет-архивов рекламы. В исследовании были применены культурно-исторический, герменевтический и традиционный описательный методы. Дается обзор концептуальных подходов к использованию производителями рекламы поэтических образов и приемов саморекламы мастерами изящной словесности. Анализируются такие культурно-технологические феномены, как симультанность, аллюзии, реминисценции, массовизация культуры. Рассматриваются направления сближения и примеры взаимопроникновения поэзии и рекламы. Выявлена зависимость функционального потенциала используемых поэтических аллюзий от социально-культурных характеристик целевой аудитории, профессионального уровня производителя рекламы и рекламного бюджета. Предложено выделение двух категорий литературных аллюзий - конструктивной и деструктивной. Конструктивные аллюзии ориентированы на уважительное отношение к своим денотатам, сохранение их аутентичности и формирование исключительно положительных ассоциаций и позитивных эмоций у адресата рекламы. Деструктивные - имеют целью повысить авторитет рекламодателя или его продукта за счет искажения или уничижения денотата аллюзии. Качественная реклама с конструктивными поэтическими аллюзиями может служить действенным средством популяризации как классической, так и современной поэзии. The paper examines the trends in the development of modern Russian poetry; reveals insufficient study of the process of convergence and mutual influence of poetry and advertising, which determines the relevance of the study. The source base of the work was the materials of literary sites, Internet advertising archives. Cultural-historical, hermeneutic, and descriptive methods were used in the study. The paper provides an overview of conceptual approaches to the use of poetic images and self-promotion techniques by masters of fine literature by advertisers; analyzes such cultural and technological phenomena as simultaneity, allusions, reminiscences, and mass culture; considers the directions of convergence and examples of interpenetration of poetry and advertising. There has been revealed the dependence of the functional potential of the poetic allusions used on the socio-cultural characteristics of the target audience, the professional level of the advertising producer and the advertising budget. the author proposes to distinguish two categories of literary allusions - constructive and destructive. Constructive allusions are focused on respect for their denotations, preservation of their authenticity and the formation of exclusively positive associations and positive emotions in the addressee of advertising. Destructive allusions aim to increase the credibility of the advertiser or his product by distorting or disparaging the denotation of the allusion. High-quality advertising with constructive poetic allusions can serve as an effective means of popularizing both classical and modern poetry.
Consumer culture formed in society cannot be separated from the role of advertising. With the new media, advertising modes have also evolved. One of them is advertising done through social media Instagram in the form of digital comics. Instagram accounts that utilize digital comic content to produce advertisements are @jukihoki and @ghosty_comic. This research focuses on the discussion of digital comic advertisements, specifically those with the theme of Royale Pass Season 12 PUBG Mobile. The theory used in this study is the psychoanalysis of Sigmund Freud and the political economy of social media in the perspective of Christian Fuchs. The purpose of this study is to determine the grammar connection in digital comic advertisements, the process of advertising the entry of advertisements into the minds of consumers that encourage them to consume, and the practice of political economy social media carried out on Instagram. This study uses qualitative methods with a critical paradigm. In addition, the analysis technique used is the analysis of Charles S. Peirce's semiotics model which focuses on the typology of iconic signs. The results of this study see that digital comics that advertise Royale Pass Season 12 from PUBG Mobile contain social class issues. The issue is put to good use to produce advertisements, it can even encourage consumer psychology to consume the products offered. Even so, in the production of these advertisements there are also elements of political economy social media that are piled up. ; Budaya konsumen yang terbentuk di masyarakat tidak dapat terlepas dari peran periklanan. Dengan adanya media baru, mode-mode iklan juga ikut berevolusi. Salah satunya adalah iklan yang dilakukan melalui media sosial instagram dengan bentuk komik digital. Akun instagram yang memanfaatkan konten komik digital untuk memproduksi iklan adalah @jukihoki dan @ghosty_comic. Penelitian ini berfokus pada pebahasan iklan komik digital, khususnya yang mengangkat tema Royale Pass Season 12 PUBG Mobile. Teori yang digunakan dalam penelitian ini adalah psikoanalisis dari Sigmund Freud dan ekonomi politik media sosial dalam perspektif Christian Fuchs. Tujuan dari penelitian ini untuk mengetahui koneksi tata bahasa dalam iklan komik digital tersebut, proses iklan masuknya iklan ke pikiran konsumen yang mendorong mereka melakukan konsumsi, dan praktik ekonomi politik media sosial yang dilakukan di instagram. Penelitian ini menggunakan metode kualitatif dengan paradigma kritis. Di samping itu teknik analisis yang digunakan adalah analisis semiotika model Charles S. Peirce yang berfokus pada tipologi tanda iconic. Hasil dari penelitian ini melihat bahwa komik digital yang mengiklankan Royale Pass Season 12 dari PUBG Mobile mengandung isu kelas sosial. Isu tersebut dimanfaatkan dengan baik untuk memproduksi iklan, bahkan dapat mendorong psikologi konsumen untuk mengkonsumsi produk yang ditawarkan. Meski begitu, dalam produksi iklan ini terdapat pula unsur ekonomi politik media sosial yang bertumpuk-tumpuk.
We investigate a dynamic duopoly game with horizontal product differentiation, to show that the standard approach to spatial competition fails to produce a pure strategy equilibrium in prices when treated in a differential game framework. This holds independently of the shape of the transportation cost function. Then, we introduce an endogenous costs associated with the choice of location and characterize the open-loop and closed-loop equilibria of the model, showing that in the closed-loop case firms invest more in product differentiation and less in advertising, than they do in the open-loop setting. This happens because the gains from product differentiation can be more easily internalised than those associated with advertising.
Political advertising effects on candidate evaluations, issue recall, political cynicism, and gender differences are explored in this pretest—posttest examination of 764 young adult participants. Results show no major gender differences in evaluation of candidates. Participants reported learning more about Bush's image and more about Kerry's issues through the ads. Exposure to ads did not produce increased cynicism among the participants but significantly increased political information efficacy.
Political advertising effects on candidate evaluations, issue recall, political cynicism, and gender differences are explored in this pretest—posttest examination of 764 young adult participants. Results show no major gender differences in evaluation of candidates. Participants reported learning more about Bush's image and more about Kerry's issues through the ads. Exposure to ads did not produce increased cynicism among the participants but significantly increased political information efficacy.
Political advertising effects on candidate evaluations, issue recall, political cynicism, and gender differences are explored in this pretest—posttest examination of 764 young adult participants. Results show no major gender differences in evaluation of candidates. Participants reported learning more about Bush's image and more about Kerry's issues through the ads. Exposure to ads did not produce increased cynicism among the participants but significantly increased political information efficacy.
The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity's attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity's qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.
A comunicação de crise já está incorporada à comunicação corporativa, entretanto, mais efetivamente aplicada na assessoria de imprensa das empresas. A Professora Doutora Karine Berthelot-Guie, da Université de Paris-Sorbonne, na França, traz o conceito para a publicidade, o que desperta o interesse de investigação desse novo desafio para as marcas no cenário de convergência e cultura participativa. A título de estudo exploratório, este trabalho apresenta alguns exemplos em que a manifestação das marcas são interpeladas, nesse contexto, por diferentes tipos de mediação ressignificados pelo receptor, quais sejam: mediações espaciais, humanas e virtuais.
Political advertising effects on candidate evaluations, issue recall, political cynicism, and gender differences are explored in this pretest—posttest examination of 764 young adult participants. Results show no major gender differences in evaluation of candidates. Participants reported learning more about Bush's image and more about Kerry's issues through the ads. Exposure to ads did not produce increased cynicism among the participants but significantly increased political information efficacy.
Synesthetic metaphors are prevalent historically in popular culture, including advertising. Such metaphors equate sense A to sense B, such as hearing to sight, as demonstrated in the advertising headline, "Can't You Just Hear This Color?" In clinical terms, synesthesia is a rare condition in which stimulation of one sense produces an involuntary perception in another. For example, a person actually sees vivid, corresponding colors when listening to sound. Although awareness of synesthesia began with the study of synesthetes, the general population can enjoy a synesthetic experience metaphorically. As a consequence of its clinical roots, psychological implications, and aesthetic impact, synesthesia has received attention in diverse disciplines. The experiment reported here tests hypotheses regarding the persuasive impact of synesthetic metaphor in print advertising headlines. Findings suggest that in some circumstances, synesthetic headlines produce less, rather than more, favorable attitudes toward the advertisement and brand than literal equivalents.
In this paper we study advertising in markets with positive consumption externalities. In such markets, we show that firms may engage in advertising competition to coordinate consumer expectations on their own brand as long as they produce goods of similar quality. The firm with the lower‐quality product has a greater incentive to advertise. Hence in equilibrium, the lower‐quality product will often be more popular.
