Advertising campaign launched to increase uptake of flu and COVID-19 vaccines

2021 ◽  
Vol 32 (11) ◽  
pp. 428-428
Keyword(s):  
Advertising Campaign

Toys and Learning

PEDIATRICS ◽  
1968 ◽  
Vol 41 (6) ◽  
pp. 1144-1145
Author(s):  
Richard I. Feinbloom ◽  
Peter Wolff
Keyword(s):  
Young Child ◽  
Critical Periods ◽  
Advertising Campaign ◽  
Infant And Young Child ◽  
Doctor's Office ◽  
A Current ◽  
Deliberate Effort

In a current advertising campaign, a wellknown toy manufacturer (Creative Playthings, Inc.) seeks to enlist the cooperation of the pediatric profession in promoting its product by asking that its catalogues be exhibited in the doctor's office. The alleged superiority of these toys, implied if not actually stated by the advertisement, is based on a deliberate effort to exploit the inherent potential of each infant and young child during certain critical periods of development. The advertisement further implies that the loss resulting from a failure to stimulate children maximally during these critical periods (presumably by such toys) cannot be fully redeemed by subsequent experience; in other words, what is lost (or never attained) is lost forever.

The Business of Rhyming: Burma-Shave Poetry and Popular Culture

PMLA ◽  
2010 ◽  
Vol 125 (1) ◽  
pp. 29-47
Author(s):  
Mike Chasar
Keyword(s):  
United States ◽  
Popular Culture ◽  
The United States ◽  
Reception History ◽  
Reading Practices ◽  
Advertising Campaign ◽  
Reading And Writing ◽  
The Core ◽  
Nineteenth And Twentieth Centuries ◽  
Creative Forces

This essay uses the example of the long‐lived and popular Burma‐Shave advertising campaign to argue that literary critics should extend their attention to the vast amounts of poetry written for advertising purposes in the nineteenth and twentieth centuries. The Burma‐Shave campaign—which featured sequences of rhyming billboards erected along highways in the United States from 1926 to 1963—not only cultivated characteristics of literary and even avantgarde writing but effectively pressured that literariness into serving the commercial marketplace. At the same time, as the campaign's reception history shows, the spirit of linguistic play and innovation at the core of Burma‐Shave's poetry unintentionally distracted consumers' attention away from the commercial message and toward the creative forces of reading and writing poetry. A striking example of popular reading practices at work, this history shows how poetry created even in the most commercial contexts might resist the commodification that many twentieth‐century poets and critics feared. (MC)

Brand crisis communication through social media

2016 ◽  
Vol 21 (1) ◽  
pp. 56-72 ◽  
Author(s):  
Yan Wang
Keyword(s):  
Social Media ◽  
Crisis Communication ◽  
Brand Management ◽  
The Body ◽  
Advertising Campaign ◽  
Content Type ◽  
Negative Effect ◽  
Brand Crisis ◽  
Use Of Social Media ◽  
Corporate Crisis

Purpose – The purpose of this paper is to investigate how companies make use of social media communication to turn crises into opportunities and how consumers respond to this brand management strategy, and evaluate the effects of this kind of advertising campaign. Design/methodology/approach – This study uses the textual analysis method to examine the verbal fight between two brand competitors on Sina Weibo. An interpretative analysis approach is adopted to analyze a series of micro-blog messages and relevant responses and comments. A statistical analysis is conducted to reveal the public opinion on this case. Findings – The brand crisis due to trademark dispute has been successfully turned into an advertising campaign, which received eager and favorable responses from the consumers. In the name of making apologies, the company in crisis availed itself of the Weibo platform to make a veiled protest against the verdict of the Court. The technique “acting cute” was proved to be effective in diminishing the negative effect of a brand crisis and winning public sympathy and support. Research limitations/implications – The research findings may provide insights into the interplay between brand advertising and corporate crisis communication on the platform of social media. Practical implications – This study can inform practitioners of useful techniques to deal with brand crises via social media. Originality/value – The value of this study lies not only in its contribution to the body of knowledge on online crisis management with a case of Chinese companies, but also in its validation of the interplay between crisis communication and advertising.

From philanthropy to broader social engagement

2016 ◽  
Vol 7 (4) ◽  
pp. 423-440 ◽  
Author(s):  
Catherine Nickerson ◽  
Valerie Priscilla Goby
Keyword(s):  
Social Engagement ◽  
Design Methodology ◽  
Advertising Campaign ◽  
Content Type ◽  
Social Commitment ◽  
Corporate Commitment ◽  
Corporate Social Marketing ◽  
Willingness To Purchase ◽  
Corporate Social ◽  
The Impact

Purpose This paper aims to investigate the potential effectiveness of using corporate social marketing (CSM) as part of an advertising campaign targeting local Muslim consumers in Dubai. It aims to assess whether Dubai’s local Muslim community’s construal of corporate commitment has evolved beyond philanthropy toward receptiveness to a more embedded corporate societal engagement. Design/methodology/approach The examination is based on the framework of corporate social responsibility (CSR) communication that postulates a relationship between internal outcomes, such as the awareness of a cause, and external outcomes, such as the likelihood that a consumer will purchase a product. The authors designed a questionnaire using authentic advertisements for the same product, one with a CSM message and one without, and queried respondents’ opinions of the advertisements, their willingness to purchase the product and their perceptions of the company. Complete responses were collected from 245 Emirati women. Findings Significant differences in response to the CSM versus the non-CSM advertisement emerged. The product advertised via the CSM strategy engendered enhanced perceptions of the company among respondents, coupled with a heightened willingness on their part to purchase the product. This indicates that Emirati consumers have gone beyond the simple expectation of philanthropy, which is frequently associated with Muslim consumer loyalty, and value more evolved corporate social commitment. Originality/value While Muslim groups have been investigated extensively from various marketing perspectives, the present study is the first to investigate the impact of incorporating CSR into an authentic advertising campaign targeted at Muslim consumers.

scholarly journals STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION

THE BULLETIN ◽  
2021 ◽  
Vol 2 (390) ◽  
pp. 146-153
Author(s):  
L. Savchenko ◽  
S. Tovkach ◽  
A. Shilina ◽  
N. Yablonovskaya ◽  
O. Subbotina ◽  
...  
Keyword(s):  
Comparative Method ◽  
Practical Significance ◽  
Advertising Campaign ◽  
Continuous Sampling ◽  
Linguistic Unit ◽  
Autonomous Element ◽  
Advertising Appeal ◽  
General Scientific ◽  
And Behavior ◽  
Advertising Communication

An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of advertising communication, they influence the recipients of information, affect their emotions and behavior. The relevance of the topic is due to the increased interest in the rapidly developing language of advertising. The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising activities, classification of slogans in advertising communication. Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical method, the comparative-comparative method. The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical information about the concept of an advertising slogan. The scientific and practical significance of the work lies in the fact that the materials of the study can be used in theoretical courses on advertising in the study of intercultural communication. Results. The totality of the typological characteristics of the slogan distinguishes it from the background of other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name. This will allow the consumer to be remembered faster. Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the slogan is a key autonomous element of the advertising message and can be used both in the context of advertising, being its component, and separately, having semantic, structural, compositional features. The slogan can act as a linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the advertising text and the emergence of new advertising slogans.

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