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- Content and context in advertisingPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterThe content and context of advertising messages have always been a concern of researchers in trying to understand how they were contructed to identify tendencies on advertising and to recognize the processes that make them eficient. Each message conveys meanings contained in the information about products or services, and those values in which they are supported, which is aimed to be transmitted either in an informational or transformational way. Thus, we can state that advetising works as a narrative fiction whose contents are framed by characters and staging that have the final purpose of involving and seducing the consumer. These characters play a fundamental role in transforming the products into symbols and in serving as identification models for consumers. Understanding advertising contents helps us to understand the impact that messages might have.
- Advertising & culturePublication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterCulture, taken as a colletive phenomenon shared with the people we live or have lived with within the same social context, is the collective programming of the mind which distinguishes the members of one group or category from the people from another group (Hofstede, 1991, p.5). Thus, each culture develops its social linguistic processes according to the logic of its functioning in a way that will match those processes with each mental collective programme. Advertising uses this type of logic: in order to be understood and/or eficient it has to fit its messages to each mental programming of each culture.
- Advertising and New Information Communication Technologies (ICT)Publication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterNew Information and Communication Technologies (ICTs) are increasingly popular in marketing communications as more and more firms shift from mass marketing to one-to-one marketing. There are many exciting examples of these new technological applications. They include mobile marketing techniques such as SMS (short message service) and MMS (multimedia message service), as well as chatting, multiplayer games, bulletin boards, and raking sites. Interactive Digital TV (IDTV) offers another example of new ICT application in marketing communicatios: the telescopic advertisement, a 30-second TV ad with a call-to-action button which makes it possible to obtain additional information. Our understanding of these new ICT formats is still in its infancy, but empirical research is growing. We have selected five fine studies from this new field.
- How advertising worksPublication . Pereira, Francisco José Costa; Verissimo, Jorge; Neijens, PeterAdvertising, considered since ever as an intentional act of speech carried out by a transmitter and performed by the professional mediation of advertiser, emerges as the result of a strategic action with a pragmatic and very clear purpose: placing a brand in the consumer’s memory. In this context, advertising resorts mostly to strategies that act much more at level of emotions, sensations and the unconsciousness itself than at the rational level. Thus advertising founds itself on speech symbolism in detriment of information, in order to make the consumer recognize that the promoted brand offers him gratifications of sensorial, social and even intellectual order.