Engaging with customer’s emotions

2021 ◽  
Author(s):  
María Pérez Blanco ◽  
Marlén Izquierdo
Keyword(s):  
Appraisal Theory ◽  
Theory Approach ◽  
Herbal Tea ◽  
Aesthetic Appeal ◽  
Persuasive Discourse ◽  
Promotional Strategies ◽  
Potential Customers ◽  
The Way

Abstract Informational-persuasive discourse may be encoded in promotional strategies through which a given product is described in a positive way to persuade potential customers. For this, evaluation may appeal to reason or may tickle emotions (Cook, 2001). This study compares the way in which advertising texts for herbal tea engage with customers’ emotions in English and in Spanish. We examined the strategies of ‘enjoying the experience’ and ‘aesthetic appeal’ from an Appraisal Theory approach (Martin and White, 2005). We categorised these according to the attitude sub-systems of ‘affect’, ‘appreciation’, and ‘judgement’, determined how explicit the evaluation was, and identified gradable resources. Results show that English texts display more ‘affect’-like resources that can awaken a desire in the customer. By contrast, in the Spanish sample ‘appreciation’ resources that evaluate the composition of the product play a greater role. ‘Enjoying the experience’ seems to engage with the customers’ emotions more overtly than ‘aesthetic appeal’.

Surrogate Advertising

2019 ◽  
pp. 144-160
Author(s):  
Sushma Nayak ◽  
Vani Balasubramaniam ◽  
Amiya Prakash Kané
Keyword(s):  
Social Marketing ◽  
Primary Objective ◽  
Popular Media ◽  
Responsibility To Protect ◽  
Brand Name ◽  
Ethical Considerations ◽  
Promotional Strategies ◽  
The One ◽  
Indian Perspective ◽  
The Way

The chapter expounds advertising practices from the standpoint of social marketing, wherein government should act responsibly and play a key role in regulating consumption. The governing body of a country has an important responsibility to protect the interests of its citizens. Of particular significance is to discourage the consumption of demerit goods, like tobacco and liquor, which harm direct users, as well as people in vicinity. Governments in numerous countries prohibit advertisements of demerit goods on popular media, to dissuade potential consumers from falling prey to addictive substances. However, companies dealing in barred products look out for surrogate advertising to endorse every permissible product under the same brand name, other than the one that is banned or deemed injurious to health. Thus, there is an underlying subliminal message which is garbed by acceptable promotional strategies. The primary objective of the present chapter is to examine the rationale behind surrogate advertising, various forms of executing them, ethical considerations involved, the government's response, the overall impact, and the way ahead from the Indian perspective.

Multimodal Construal of Attitude in the Online City Guide of Guangzhou

2018 ◽  
Vol 10 (6) ◽  
pp. 44
Author(s):  
Yinyan Yao ◽  
Manxu Zhao
Keyword(s):  
Visual Images ◽  
Appraisal Theory ◽  
Semiotic Analysis ◽  
Factual Information ◽  
Unique Identity ◽  
The City ◽  
Force Couple ◽  
The Way

This study conducts a social semiotic analysis of the online city guide of Guangzhou. Drawing on Martin’s Appraisal theory with a particular focus on the semantic systems of attitude and graduation, this paper investigates the attitudinal meanings adjusted by graduation in both modes of language and visual images. It is revealed that positive appreciation resources are dominant among the three subsystems of attitude, with the pervasive use of reaction and valuation resources to stimulate tourist desires and promote unique identity of the city. Graduation resources, especially force, couple with attitude resources to upscale the positivity of the attitude and strongly align the readers into the same value position. The language and images in most cases coordinate with each other, with the evaluative meanings of visual images elaborating or extending those of verbal texts, whereas complementary intermodal relation exists in some cases, with the evaluative meanings conveyed by visual images and the verbal texts merely offering factual information. The findings may help to better understand the way online city guides achieve the communicative purposes through multimodal evaluative devices.

Contract as Promise: Lessons Learned

2019 ◽  
Vol 20 (2) ◽  
pp. 367-379
Author(s):  
Charles Fried
Keyword(s):  
Twentieth Century ◽  
Contract Theory ◽  
Choice Theory ◽  
Contract Law ◽  
Lessons Learned ◽  
Self Determination ◽  
Theory Approach ◽  
The Law ◽  
The Way

Abstract In The Choice Theory of Contracts, Hanoch Dagan and Michael Heller state that by arguing “that autonomy matters centrally to contract,” Contract as Promise makes an “enduring contribution . . . but [its] specific arguments faltered because [they] missed the role of diverse contract types and because [it] grounded contractual freedom in a flawed rights-based view. . .. We can now say all rights-based arguments for contractual autonomy have failed.” The authors conclude that their proposed choice theory “approach returns analysis to the mainstream of twentieth-century liberalism – a tradition concerned with enhancing self-determination that is mostly absent in contract theory today.” Perhaps the signal flaw in Contract as Promise they sought to address was the homogenization of all contract types under a single paradigm. In this Article, I defend the promise principle as the appropriate paradigm for the regime of contract law. Along the way I defend the Kantian account of this subject, while acknowledging that state enforcement necessarily introduces elements — both normative and institutional — for which that paradigm fails adequately to account. Of particular interest and validity is Dagan and Heller’s discussion of contract types, to which the law has always and inevitably recurred. They show how this apparent constraint on contractual freedom actually enhances freedom to contract. I discuss what I have learned from their discussion: that choice like languages, is “lumpy,” so that realistically choices must be made between and framed within available types, off the rack, as it were, and not bespoke on each occasion. I do ask as well how these types come into being mutate, and can be deliberately adapted to changing circumstances.

scholarly journals PURCHASE INTENTION OF OMG-EVENT-ASIA’S: HOW SOCIAL MEDIA PROMOTIONS EFFECT THROUGH BRAND AWARENESS

2020 ◽  
Vol 2 (1) ◽  
pp. 55-68
Author(s):  
Harrie Lutfie ◽  
Dandy Marcelino
Keyword(s):  
Social Media ◽  
Information And Communication Technology ◽  
Communication Technology ◽  
Purchase Intention ◽  
Brand Awareness ◽  
Target Segment ◽  
Information And Communication ◽  
Promotional Strategies ◽  
Use Of Social Media ◽  
Potential Customers

The development of information and communication technology has been so rapid since the emergence of the internet, especially social media. The use of social media has developed into a way for event organizers to do social media marketing to introduce their consumers through electronic media, one of the applications has been carried out by OMG Event Asia. This study aims to identify and measure the effectiveness of promotional strategies through social media that have been carried out by the event organizer in generating brand awareness and buying interest from potential customers. The results of research conducted that promotion through social media has a significant relationship to brand awareness and purchase interest. Event organizer companies can carry out promotions through social media with clear target segments related to product functions. Submission of information about the product must be in detail related to quality, price, and social value to the target segment.

scholarly journals Dialogue in print advertising messages

2015 ◽  
pp. 1-20
Author(s):  
Rūta Kazlauskaitė
Keyword(s):  
Everyday Life ◽  
Print Advertising ◽  
Direct Address ◽  
Life Problems ◽  
Questions And Answers ◽  
Expression Characteristic ◽  
Colloquial Speech ◽  
Imperative Mood ◽  
Potential Customers ◽  
The Way

The interrelations between the participants of the act of communication are based on a dialogue. Print advertising messages are the way of addressing potential customers (addressee). Advertisers (addresser) aim to induce consumers’ desire to have a suggested product or service, to obtain it. To make advertising effective the conversation between close people is imitated, means of expression characteristic to colloquial speech and usual for everyone are used.The article deals with the forms and peculiarities of the dialogue that is actualized in print advertising messages. The statements of one speaker (usually it is the addresser), i. e. cues, can be unexpressed, unspoken, but they are crucial, because they condition the content and form of the expressed (second collocutor’s) speech – in this case a dialogical monologue is used. The participant of the dialogue – the addresser – speaks on his/her behalf or indirectly through the characters of the advertisements.In advertising messages three types of dialogue are actualized: 1. imitated dialogue between an addresser and an addressee – it is composed of questions and answers; 2. direct address of the speaker (addresser) expressed in a monologue; 3. hidden address of the speaker (addresser) expressed in the speech of the characters of the advertisement: monologues and dialogues.Dialogues show that those who suggest the product present themselves as solvers of everyday life problems, order makers, providers and promoters of welfare and satisfaction. They are helpful and kind people caring for the consumers of the product and close to them in various nice features.The main means of expression of the dialogue – addresses and forms of imperative mood (by which the straightforward urge to buy is expressed) or the forms of the pronouns tu, jūs, mes (you singular, you plural, we) and the present tense (by which the advertiser’s intentions are concealed).

scholarly journals Different Activities in the Same Task: An Activity theory Approach to ESL Students’ Writing Process

2005 ◽  
Vol 27 (2) ◽  
pp. 139 ◽  
Author(s):  
Sachiko Yasuda
Keyword(s):  
Activity Theory ◽  
Academic Writing ◽  
Writing Process ◽  
Theory Approach ◽  
Esl Students ◽  
Academic Context ◽  
Task Requirements ◽  
Historical Nature ◽  
Major Data ◽  
The Way

This study offers some insights into the writing process of ESL students in a natural academic context. The theoretical framework used in this investigation is activity theory, which emphasizes the sociocultural and historical nature of the learning environment in determining the way students interpret the task requirements and the way they behave. Two major data sources were utilized: all the drafts students had written until they completed the final version, and retrospective interviews on students’ perception of their revision behaviors. While the analyses of drafts produced at different stages focus on how students go about writing, their previous writing experiences compiled through interviews, help explain why students act the way they do. The results showed that different activities were underway even though all of the participants were engaged in the same task. They also illustrated that students’ beliefs about academic writing, which were shaped through their previous experiences, determined the nature of their activities during the writing process. 本研究は、日本人学習者による英語での文章作成過程を検証する。分析のための理論的枠組として「活動理論(Activity Theory)」を使用し、同じ作文課題(task)に取り組む学習者が作成過程において、どの程度異なる活動(activity)に従事しているかを明らかにする。文章作成過程を知るために学習者が作成した複数の原稿をすべて回収し、一度書いたものを学習者がどのように推敲したかを分析した。その直後にインタビューを行い、推敲の際に何を考えたか、文章のどのような要素を改善しようとしたかについて質問した。分析の結果、分かったことは以下の２つである。（１）学習者はそれぞれ異なる点に推敲の焦点を当てており、それに従って異なる推敲の方法を採用していた。（２）各学習者によって異なる文章作成過程がとられていたが、それには各学習者の過去の経験とそれに基づいた学習者の作文に対するビリーフ(belief)が大きく関与していた。つまり、学習者はそれぞれが過去の経験を通して築き上げてきたビリーフに基づいて、それぞれ異なる目標を設定し、それに向かって作文活動を展開したのである。この結果は、教室内で同じ課題に取り組む学習者は必ずしも同じ活動に従事しているとはいえないことを示唆している。

scholarly journals PERANCANGAN WEBSITE PROMOSI WISATA DAN RENTAL MOBIL PADA BINTAN INTERNAL RENTAL

2018 ◽  
Vol 5 (1) ◽  
pp. 15
Author(s):  
Nurul Azwanti
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Global Competition ◽  
Strategic Location ◽  
Car Rental ◽  
Promotional Efforts ◽  
Potential Customers ◽  
The Way

<p><em>Bintan Island is an island that has a strategic location and has a tourist beauty. The name of Bintan island itself is not widely known because Bintan Island is among hundreds of islands located in Kepulauan Riau. Enterprises to introduce tourism on the island of Bintan can affect the arrival of tourists, the more tourists who come will certainly play an important role on revenue and development of an area. In addition, Bintan Internal Rental which is a travel company that provides car rental services perform various promotional efforts and rentals. The way it is done such as spreading brochures, business cards and promotions from social media is still considered less effective considering the company is still not known in general. The development of information technology requires every company to be able to improve the quality of its performance in an effort to face the increasingly rapid global competition. Therefore it takes a website as an online company identity to be known and communicate with potential customers, so it can compete with other companies that are in the field of travel or rental services. With the use of this website is expected to provide information and promotions to visitors to the website to recognize Bintan Island, moreover the objects of tourism. Provides convenience to connect directly with the Bintan Internal Rental if you want to do a car rental.</em></p><p><em><strong>Keywords</strong>: promotion, rent, UML, website </em></p><p><em>Pulau Bintan merupakan pulau yang memiliki lokasi strategis dan memiliki keindahan wisata. Nama pulau Bintan sendiri belum dikenal secara luas karena pulau Bintan berada diantara ratusan pulau yang berada di Kepulauan Riau. Usaha mengenalkan wisata di Pulau Bintan dapat mempengaruhi kedatangan wisatawan, semakin banyak wisatawan yang datang tentunya akan berperan penting terhadap pendapatan dan pembangunan suatu daerah. Selain itu, Bintan Internal Rental yang merupakan sebuah perusahaan travel yang menyediakan jasa rental mobil melakukan berbagai upaya promosi wisata dan rental. Adapun cara yang dilakukan seperti menyebar brosur, kartu nama dan promosi dari media sosial dirasa masih kurang efektif mengingat perusahaan tersebut masih belum dikenal secara umum. Perkembangan teknologi informasi mengharuskan setiap perusahaan untuk dapat meningkatkan kualitas kinerjanya dalam upaya menghadapi persaingan global yang semakin pesat. Oleh karena itu dibutuhkan suatu website sebagai identitas perusahaan dimedia online untuk dapat dikenal dan berkomunikasi dengan calon pelanggannya, sehingga dapat bersaing dengan perusahaan lain yang berada di bidang jasa travel atau rental. Dengan penggunaan website ini diharapkan dapat memberikan informasi dan promosi kepada pengunjung website untuk mengenal Pulau Bintan, terlebih lagi terhadap objek-objek wisatanya. Memberikan kemudahan untuk terhubung langsung dengan pihak Bintan Internal Rental jika ingin melakukan rental mobil. </em></p><p><em><strong>Kata kunci</strong>: promosi, rental, UML, website</em></p>

scholarly journals Participation and Emotion in BBC Online News and Blogposts: A Snapshot on Climate Change

2010 ◽  
Vol 7 (2) ◽  
pp. 7-26
Author(s):  
Maria Bortoluzzi
Keyword(s):  
Climate Change ◽  
Environmental Problem ◽  
Online News ◽  
Environmental Issue ◽  
User Generated Content ◽  
Appraisal Theory ◽  
Public Concern ◽  
Recent Developments ◽  
Discourse Studies ◽  
The Way

The present study focuses on expressions of emotion in online news and blogs and the way in which they contribute to shaping the co-construction of information about an issue of public concern (more specifically the environmental issue) and the discoursal identities of participant communities. The theoretical framework of analysis is based on recent developments in discourse studies and appraisal theory on language about emotions. The corpus of data (BBC online articles and readers’ comments) have been analysed adapting the classification system of affect-types elaborated by Bednarek (2008). However limited, the data offer interesting and unexpected insights into participation to news construction and user-generated content: the way in which news and information are reported (the mediated ‘narrative’) elicits more language about emotion and concern than the central issue at stake (the environmental problem).

Construal Level Theory and Spatial Distance

2011 ◽  
Vol 42 (3) ◽  
pp. 165-173 ◽  
Author(s):  
Marlone D. Henderson ◽  
Cheryl J. Wakslak ◽  
Kentaro Fujita ◽  
John Rohrbach
Keyword(s):  
Construal Level Theory ◽  
Spatial Distance ◽  
Future Research ◽  
Construal Level ◽  
Theory Approach ◽  
Open Questions ◽  
Bidirectional Relationship ◽  
Current Article ◽  
And Behavior ◽  
The Way

Growing evidence points to a bidirectional relationship between spatial distance and level of mental representation, whereby distant (vs. near) events are represented by a higher level of representation, and higher levels of representations increase perceptions of distance. In the current article, we review research that establishes this association and explores its implications. We begin by briefly describing construal level theory, the theoretical framework that gives rise to this associative prediction, and then review a set of theory-consistent findings that serve to illuminate the way that spatial distance influences cognition and behavior and the way in which people make judgments about spatial distance. Finally, we discuss open questions for future research on spatial distance using a construal level theory approach.

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