Food health branding: The role of marketing mix elements and public discourse in conveying a healthy brand image

2010 ◽  
Vol 16 (1-2) ◽  
pp. 69-85 ◽  
Author(s):  
Polymeros Chrysochou
Keyword(s):  
Public Discourse ◽  
Brand Image ◽  
Marketing Mix

Consuming the consumers

2011 ◽  
Vol 26 (2) ◽  
pp. 247-275 ◽  
Author(s):  
Mie Hiramoto
Keyword(s):  
Public Discourse ◽  
Brand Image ◽  
Public Image ◽  
Local Culture ◽  
Media Discourse ◽  
Local Television ◽  
Television Advertisements ◽  
Positive Sentiment

Previous sociolinguistic research concerning the use of Hawai‘i Creole (HC) in public discourse has posited a link between a negative public image and subsequent discouragement of its use by government and media (e.g. Romaine 1999; Sato 1989, 1991, 1994), except in some limited venues. This paper reports on the emerging trend of HC use in media discourse, presenting data from local television advertisements and discussing the role of language therein. Despite the fact that HC has traditionally been a stigmatized variety in public discourse, its employment in television advertisements is currently on the rise, riding a wave of positive sentiment for Hawai‘i’s local culture. The use of HC in the commercials is strategic and carefully controlled; while heavy Pidgin (basilectal HC) is still avoided as possibly detrimental to brand image, the right touch of HC is a favored tactic among these advertisement producers. HC is one of a number of criteria for implicit membership for the Hawai‘i residents on which advertisers may draw in an attempt to fabricate a synthetic membership with the audience.

Hassan al-Turabi’s Religious Discourse on Faith, Renewal, and Ijtihād

2015 ◽  
Vol 32 (1) ◽  
pp. 75-94
Author(s):  
Gubara Said Hassan ◽  
Jabal M. Buaben
Keyword(s):  
Social Order ◽  
Public Discourse ◽  
Legal Reasoning ◽  
Religious Discourse ◽  
Religious Movement ◽  
Political Leader ◽  
Political Struggle ◽  
Religious Ideology ◽  
Religious Symbolism

The role of Islamic intellectuals is not confined to elaborating on the religious ideology of Islam. Equally important is their role in setting this religious ideology against other ideologies, sharpening and clarifying their differences, and thereby developing and intensifying one’s commitment to Islam as a distinct, divinely based ideology. Islam, as both a religion and an ideology, simultaneously mobilizes and transforms, legitimizes and preserves. It can be an instrument of power, a source and a guarantee of its legitimacy, as well as a tool to be used in the political struggle among social classes. Islam can also present a challenge to authority whenever the religious movement questions the existing social order during times of crisis and raises a rival power, as the current situation in Sudan vividly demonstrates. Throughout his political career, Hassan al-Turabi has resorted to religious symbolism in his public discourse and/or Islamic rhetoric, which could often be inflammatory and heavily reliant upon the Qur’an. This is, in fact, the embodiment of the Islamic quest for an ideal alternative. Our paper focuses on this charismatic and pragmatic religio-political leader of Sudan and the key concepts of his religious discourse: faith (īmān), renewal (tajdīd), and ijtihād(rational, independent, and legal reasoning).

ANALYSIS OF FACTORS THAT INFLUENCES THE STUDENTS DECISION IN CHOOSING PHARMACEUTICAL DIPLOMA III PROGRAM IN BUKITTINGGI THAT IS MEDIATED BY MOTIVATION VARIABLE

2019 ◽  
Vol 4 (3) ◽  
pp. 449
Author(s):  
Yonrizon Yonrizon
Keyword(s):  
Brand Image ◽  
Marketing Mix ◽  
Prospective Students ◽  
Product Price ◽  
Education Services ◽  
Price Process ◽  
Physical Evidence ◽  
The World ◽  
The Status ◽  
Target Set

<p>Competitive competition in the world of education services is influenced by the consequences of higher education that has the ability to compete that can survive and achieve the target set. Currently, the existing college are competing to develop their potential and ability to attract prospective students. Therefore, the college must create a Marketing Mix Services strategy that is the product, prices, location, promotion, people, process, physical evidence, and brand image mediated by motivation.The approach used is the survey, which is the activity of collecting data as much as possible about the facts that are supporters of the research, with a view to know the status, symptoms, determine the similarity of status by comparing with the standards that have been selected and or determined. (Arikunto &amp; Kusyati, 2015). This research was conducted to determine the effect of product, price, location, promotion, people, process, physical evidence, brand image, to student's motivation in making decision to choose college of Pharmacy in Bukittinggi. The result of research shows that product, price, process, brand image, have positive and significant effect to motivation, while location, promotion, person, physical proof have no significant effect to motivation and motivation have positive and significant influence to decision of vote</p><p> </p><p><em>Persaingan kompetitif dalam dunia layanan pendidikan dipengaruhi oleh konsekuensi pendidikan tinggi yang memiliki kemampuan bersaing yang dapat bertahan dan mencapai target yang ditetapkan. Saat ini, perguruan tinggi yang ada bersaing untuk mengembangkan potensi dan kemampuan mereka untuk menarik calon siswa. Oleh karena itu, perguruan tinggi harus membuat strategi Marketing Mix Services yaitu produk, harga, lokasi, promosi, orang, proses, bukti fisik, dan citra merek yang dimediasi oleh motivasi. Pendekatan yang digunakan adalah survei, yaitu kegiatan mengumpulkan data sebanyak mungkin tentang fakta-fakta yang menjadi pendukung penelitian, dengan maksud untuk mengetahui status, gejala, menentukan kesamaan status dengan membandingkan dengan standar yang dimiliki telah dipilih dan atau ditentukan. </em><em>(Arikunto &amp; Kusyati, 2015)</em><em>. Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga, lokasi, promosi, orang, proses, bukti fisik, citra merek, terhadap motivasi siswa dalam mengambil keputusan memilih perguruan tinggi Farmasi di Bukittinggi. Hasil penelitian menunjukkan bahwa produk, harga, proses, citra merek, berpengaruh positif dan signifikan terhadap motivasi, sedangkan lokasi, promosi, orang, bukti fisik tidak berpengaruh signifikan terhadap motivasi dan motivasi berpengaruh positif dan signifikan terhadap keputusan pemilihan.</em></p>

Genome Editing or Genome Cutting? Communicating CRISPR in the British and German Press

2020 ◽  
Vol 8 (1) ◽  
pp. 45-66
Author(s):  
Yoo Yung Lee
Keyword(s):  
Science Communication ◽  
Public Discourse ◽  
Word Processor ◽  
Public Science ◽  
German Press ◽  
Legal Questions ◽  
British Press ◽  
Legal Frameworks

AbstractIn this paper, I analyze the role of metaphors in public science communication. Specifically, it is a case study of the metaphors for CRISPR/Cas9, a controversial biotechnology that enables scientists to alter the DNA of any organism with unprecedented ease and has raised a number of societal, ethical and legal questions concerning its applications – most notably, on its usage on the human germline. Using a corpus of 600 newspaper articles from the British and German press, I show that there are striking differences in how these two European countries construe CRISPR in public discourse: the British press promotes the image of CRISPR as a word processor that allows scientists to edit the DNA, replacing spelling mistakes with healthy genes, whereas the German press depicts CRISPR as genetic scissors and thereby underlines the risk of mutations after cutting the DNA. I suggest that this contrast reflects differences in the legal frameworks of the respective countries and may influence the attitudes towards emerging biotechnologies among the British and German public.

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