scholarly journals Performative Interactions between Brand Names and their Slogans in Chrematonomastic and Communicative Perspective

2020 ◽  
Vol 17 (3) ◽  
pp. 279-292
Author(s):  
Artur Gałkowski ◽  
Keyword(s):  
Communication Theory ◽  
Brand Names ◽  
Complex Structures ◽  
Brand Name ◽  
Specific Context ◽  
Usage Frequency ◽  
Study Results ◽  
Branded Product ◽  
Pragmatic Aspects

The paper aims to present the results of a chrematonomastic research on the interactions between brand names and their slogans which, when used together, form specific advertising units that shape the identity of the branded product. Such complex structures (“brand name + slogan”) are referred to as performative brand interactions (PBI) or, more generally, as performative textual nodes (PTN). Through the lens of communication theory, these PBI/PTN constructions may qualify as “conversational contributions ” (CC) or “moves” according to the “dialogical moves ” theory. Methods of corpus analysis serve to study the usage frequency of slogans accompanying brand names. The article explores the structural, as well as the semantic, and pragmatic aspects of performative interactions that enhance the communicative potential of a brand name by placing it in a specific context. The study results in a classification of the “brand name + slogan” units considered as having a twofold scope, both textual (interaction between the brand name and the slogan) and communicational (interaction between PBI/PTN and the target audience or the marketed product).

scholarly journals The presentation of brand personality in English-Chinese brand name translation

2018 ◽  
Vol 61 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Ying Cui
Keyword(s):  
Discourse Analysis ◽  
Emotional Response ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Emotional Involvement ◽  
Consumer Markets ◽  
The World ◽  
Positive Images

The brand name is an important asset of a business, for consumers rely on brand names to identify goods for purchase. English-Chinese brand name translation is of significance as it influences how a brand is received in China, which has become one of the largest consumer markets in the world. Brand names often cause consumers’ emotional response to enhance their memory, establish positive images about the brands, and serve the purpose of promotion. This paper discusses the issue of emotional involvement in English-Chinese brand name translation via discourse analysis and exploration of the presentation of brand personality in translation. The causes for and types of emotional involvement are investigated with reference to studies on brand personality which can invoke consumers’ emotional response and play a key role in enhancing consumers’ loyalty to and trust of a brand, and a revised framework of brand personality for Chinese brand name translations is provided on the basis of current research on English and Chinese brand personality, as well as analysis and classification of the brands in our corpus. The examples in our corpus are analyzed according to this framework, and the features of emotional involvement in the Chinese translations are summarized and discussed.

EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage

2021 ◽  
pp. 002224292199306
Author(s):  
Ruth Pogacar ◽  
Justin Angle ◽  
Tina M. Lowrey ◽  
L. J. Shrum ◽  
Frank R. Kardes
Keyword(s):  
Boundary Conditions ◽  
Brand Names ◽  
Brand Name ◽  
Brand Performance ◽  
The Feminine ◽  
And Performance ◽  
Typical User

A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies using both observational analyses of real brands and experimental manipulations of invented brands the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share–both hypothetically and consequentially–and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.

Knowledge of Brand and Preference

1995 ◽  
Vol 76 (3_suppl) ◽  
pp. 1297-1298 ◽  
Author(s):  
Pamela Bonham ◽  
Dana Greenlee ◽  
Cherly Sue Herbert ◽  
Lidi Hruidi ◽  
Cheryl Kirby ◽  
...  
Keyword(s):  
Consumer Products ◽  
Brand Names ◽  
Brand Name ◽  
Lack Of Knowledge

In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.

scholarly journals KLASIFIKASI SISTEM PEMERINTAHAN (Perspektif Pemerintahan Modern Kekinian)

CosmoGov ◽  
2017 ◽  
Vol 3 (2) ◽  
pp. 148
Author(s):  
Muliadi Anangkota
Keyword(s):  
Theoretical Concept ◽  
Character State ◽  
Parliamentary System ◽  
The Social ◽  
Study Results ◽  
Determining Factors ◽  
Political Conditions ◽  
Descriptive Approach ◽  
The Government

The system of government that practiced in many countries today tend to experience the changes. Some countries have special characteristics of its own in the event of the existence of the country. Characteristic of the country one is to have a system of government. This article is the result of the study the theoretical concept about the classification system of government that until now still practiced in various countries. Study method using the methods of the study of literature with descriptive approach. Study results showed that in the classification of the system of government is currently consists of the parliamentary system, presidential, mixture and a referendum. The system of government to be one of the determining factors in the sustainability of the statehood. On the other the government will run effectively and normal where the old system that is selected and used in accordance with the social political conditions character state.

scholarly journals Classification of agricultural fields using time series of dual polarimetry TerraSAR-X images

2014 ◽  
Vol XL-2/W3 ◽  
pp. 191-196 ◽  
Author(s):  
S. Mirzaee ◽  
M. Motagh ◽  
H. Arefi ◽  
M. Nooryazdan
Keyword(s):  
Environmental Changes ◽  
Support Vector ◽  
Svm Classifier ◽  
Sensing Applications ◽  
Imaging Characteristics ◽  
Training Samples ◽  
Study Results ◽  
Phenological Changes ◽  
Multi Temporal

Due to its special imaging characteristics, Synthetic Aperture Radar (SAR) has become an important source of information for a variety of remote sensing applications dealing with environmental changes. SAR images contain information about both phase and intensity in different polarization modes, making them sensitive to geometrical structure and physical properties of the targets such as dielectric and plant water content. In this study we investigate multi temporal changes occurring to different crop types due to phenological changes using high-resolution TerraSAR-X imagers. The dataset includes 17 dual-polarimetry TSX data acquired from June 2012 to August 2013 in Lorestan province, Iran. Several features are extracted from polarized data and classified using support vector machine (SVM) classifier. Training samples and different features employed in classification are also assessed in the study. Results show a satisfactory accuracy for classification which is about 0.91 in kappa coefficient.

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

The Effects of Combined Training of Web-Based Problem-Based Learning and Self-Regulated Learning

2011 ◽  
Vol 6 (2) ◽  
pp. 40-50
Author(s):  
Chia-Wen Tsai ◽  
Pei-Di Shen ◽  
Tsang-Hsiung Lee
Keyword(s):  
Course Design ◽  
Problem Based Learning ◽  
Web Page ◽  
Specific Context ◽  
Web Based ◽  
Combined Training ◽  
Self Regulated Learning ◽  
Low Achieving Students ◽  
Study Results ◽  
Regulated Learning

This study explored, via quasi-experiments, the effects of the combined training in web-based problem-based learning (PBL) and self-regulated learning (SRL) on low achieving students’ skill development. Two classes of 76 undergraduates in a one-semester course titled ‘Web Page Programming and Website Planning’ were chosen for this study. Results were generally positive, showing enhanced skills of website planning and higher levels of involvement. This study provided an illustration of a promising course design and its associated implementations in the specific context of low achieving students, for which there is lack of research in the current literature.

My brand identity lies in the brand name: personified suggestive brand names

2020 ◽  
Vol 27 (5) ◽  
pp. 607-621
Author(s):  
Selcan Kara ◽  
Kunter Gunasti ◽  
William T. Ross
Keyword(s):  
Brand Names ◽  
Brand Identity ◽  
Brand Name

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names

2002 ◽  
Vol 19 (5) ◽  
pp. 377-379
Author(s):  
Herbert Jack Rotfeld
Keyword(s):  
Pharmaceutical Industry ◽  
Brand Names ◽  
Pharmaceutical Drugs ◽  
Brand Name ◽  
History Of

Looks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for pharmaceutical drugs should be banned since this is open to abuse in the area of cost enhancement.

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