Making Products Heroes: Work in Advertising Agencies

Propaganda ◽  
1995 ◽  
pp. 329-350 ◽  
Author(s):  
Janice M. Hirota
Keyword(s):  
Advertising Agencies

Technology in the Idea Generation Process: Voices from the Agency

2017 ◽  
Vol 21 (1) ◽  
pp. 6-12 ◽  
Author(s):  
Robyn Blakeman ◽  
Maureen Taylor
Keyword(s):  
Idea Generation ◽  
Digital Natives ◽  
Generation Process ◽  
Next Generation ◽  
Advertising Agencies ◽  
Research Findings

Today's advertising students are digital natives who grew up embracing technology in all facets of their lives. This study reports the results of a survey of 39 advertising creatives and art directors as they described the role that technology plays in the conceptualization process at advertising agencies around the country. The findings suggest that idea generation is still developed with pen and paper, but that computers are best suited for the final designs, as the ideation process moves to production. The research findings suggest ways forward in advertising pedagogy, especially curricula in the design sequences, as advertising educators teach the next generation of creatives.

scholarly journals A consumer perspective of advertising by attorneys

1991 ◽  
Vol 17 (1) ◽  
Author(s):  
C. Boshoff
Keyword(s):  
South Africa ◽  
Decision Making ◽  
Information Needs ◽  
Communication Strategies ◽  
Legal Services ◽  
Marketing Communication ◽  
Advertising Agencies ◽  
The Public ◽  
Consumer Perspective ◽  
First Time

Attorneys in South Africa may soon be permitted to advertise their services for the first time. This recommendation put forward by the Association of Law Societies, though still to be ratified by the four provincial law societies, has come amid increasing competition between attorneys and non- professionals. The marketing fraternity is, however, uncertain as to how members of the public are likely to react to legal services advertising. This study attempts to provide some tentative guidelines for decision-making on advertising by attorneys. Interested parties like attorneys, marketing consultants, and advertising agencies could use the researched information to structure marketing communication strategies which will not transgress the ethical code of the attorneys' profession, but which will satisfy the information needs of consumers. The study reports the findings of a survey conducted among 1 000 members of the public. Indications are that consumers not only think that advertising should be permitted, but also that it will benefit both themselves and the legal profession. Opsomming Prokureurs mag moontlik binnekort toegelaat word om hul dienste te adverteer. Die aanbeveling van die Vereniging van Prokureursordes, wat nog deur die vier provinsiale wetsgenootskappe bekragtig moet word, is geneem as gevolg van toenemende mededinging tussen prokureurs en nie-professionele praktisyns. Bemarkingsdeskundiges is egter onseker oor wat die publiek se reaksie sal wees. Die studie poog om enkele tentatiewe riglyne voor te stel vir bemarkingskommunikasiestrategieë wat nie die regsprofessie se etiese kode sal oortree nie, maar tog voldoende inligting aan verbruikers sal beskikbaar stel. Die bevindinge van 'n opname onder 1 000 lede van die publiek dui daarop dat reklame nie alleen verwelkom sal word nie, maar dat dit moontlik tot voordeel van sowel die publiek as die regsprofessie sal strek.

scholarly journals Spanish university doctoral research on advertising agencies: A study on thesis production (1992-2017)

2020 ◽  
Vol 3 (26) ◽  
pp. 25
Author(s):  
Francisco Cabezuelo-Lorenzo ◽  
Ismael López-Medel ◽  
Javier García López
Keyword(s):  
Advertising Agencies ◽  
Doctoral Research

scholarly journals Persona in Social Media: A Case Study on Baim Paula Youtube Channel

2021 ◽  
Vol 21 (2) ◽  
pp. 242-251
Author(s):  
Aidatul Chusna
Keyword(s):  
Social Media ◽  
Daily Activities ◽  
Advertising Agencies ◽  
Self Image ◽  
Textual Approach

Social media enables its users to participate in creating and sharing media contents through their accounts; thus, it gives opportunity to gain popularity for anyone, including celebrity.  This paper is aimed at revealing celebrities’ strategy to increase and maintain their popularity by constructing self-image through social media. Videos from Baim Paula youtube channel are selected as the main data of the analysis, considering Baim Wong’s success as celebrity and content creator. Using textual approach, the vidoes created and shared are analized as a cultural text which demonstrates celebrities’ self-representation in social media. The result shows that Baim Wong performs various self- images through his videos contents. His prank videos indirectly indicate authenticity and honesty entitled to Baim Wong’s image, as a strategy to create closeness to his fans. He also construcs an altruistic persona by giving presents and/or money to his pranked targets. Another self-representation is seen in videos about his daily activities with family and friends. Through these videos, Baim Wong constructs his image as a family man. The persona performed in social media has successfully attracted more fans/ subscribers and enhanced his fame. Subsequently, it generates profit not only from his YouTube channel, but also from advertising agencies and TV stations that hire him.

scholarly journals Legal regulation of advertising agencies in the context of intellectual property law

2021 ◽  
pp. 5-10
Author(s):  
Nadiia Fedorova
Keyword(s):  
Intellectual Property ◽  
Property Rights ◽  
Legal Regulation ◽  
Practical Aspect ◽  
Advertising Agencies ◽  
Advertising Agency ◽  
Professional Business ◽  
The Creation ◽  
Business Entities ◽  
The Right

Keywords: advertising, legal regulation, subjects of advertising activity, consumerrights, advertising legislation, hidden advertising, comparative advertising The main prerequisite for the rationalization of advertisingactivities in all its scale is the methodological and planned preparation of advertisingmessages and their correct use at all stages of the advertising process. Advertisingagencies play an important role in being qualified coordinators between trade(distribution) and marketing, for the benefit of consumers.The specificity of legal relations arising in connection with the creation and distributionof advertising is associated with the fact that their subjects on the part ofadvertising producers are mainly professional business entities, which concludeagreements on the creation of advertising with their customers. Relationships betweenadvertising creators and advertising agencies are mainly built based onorder agreements for the creation and use of objects of intellectual property rightsor labour contracts. In this case, the author retains non-property intellectual propertyrights, while property rights in most cases pass to the advertising agency oradvertising customer.So, the author retains non-property rights, and, unfortunately, they, as a rule, areunimplemented properly in relations arising from the creation and distribution of advertising.Undoubtedly, we are talking about the right to a name. As a rule, advertisementsdon’t include their creators' name, regardless of how they are distributed.However, this doesn’t mean that the rights of the advertising author. or the rights ofthe advertisement constituent elements author may be violated. The legislation notesthe possibility not to indicate the name of the author with his consent or at his request.According to Law of Ukraine “Copyright and Related Rights”, the author has apersonal non-property right to demand recognition of his authorship by properly indicatingthe author's name on the work and its copies of any public use of the work, certainly,if it’s possible. However, the purpose of advertising is to disseminate informationabout a product or service and not about its author. For the practical aspect ofthis situation, it’s usually indicated that the producer is an advertising agency, notthe individual authors of the content.

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