scholarly journals New forms of advertising discourse reconfiguration

2020 ◽  
Vol 101 (4) ◽  
pp. 47-52
Author(s):  
T. T. Saladounikava
Keyword(s):  
Road Safety ◽  
Advertising Campaign ◽  
Internet Technologies ◽  
New Methods ◽  
Advertising Strategies ◽  
Advertising Discourse ◽  
Brand Promotion ◽  
The Impact ◽  
Advertising Communication ◽  
Advertising Information

The article identifies some trends in the process of transformation of advertising discourse. There is a rejection of traditional advertising practices and a shift in advertising communication towards Internet technologies (banners, pop-up notifications). One of the trends in modern advertising communication is the appeal to new methods and tools that allow achieving the goal of an advertising campaign by varying the impact on the advertising consumer. New forms of advertising communication due to the diversification of information carriers are described. Specific features of the reconfiguration of advertising discourse are established: interactivity, shifting the focus from products as such to brand promotion, various forms of advertising mimicry, «blurring» through meta-discursive practices and referring to the game register, «tightening» as a result of referring to shock advertising strategies. There is a radicalization of institutional advertising, manifested in the re-creation of pathos or dysphoria in the field of anti-smoking advertising campaigns, road safety, etc. It is emphasized that significant changes occur both at the level of creating an advertising product (at the stages of determining the target audience, formulating an advertising message, giving it the appropriate form) and at the level of advertising distribution (in particular, choosing the appropriate media for advertising information).

Advertising discourse as one of institutional discourse types

2019 ◽  
Vol 12 (21) ◽  
pp. 206-212
Author(s):  
Olena Tsupikova ◽  
Keyword(s):  
Mass Media ◽  
Present Article ◽  
Institutional Discourse ◽  
Goods And Services ◽  
Wide Range ◽  
Advertising Discourse ◽  
Institutional Types ◽  
Basic Features ◽  
Advertising Communication ◽  
Advertising Information

The paper is devoted to the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. In this aspect, the main features of advertising discourse are presented, the features of advertising text are characterized, specific features of advertising communication are outlined and strategies for influencing the recipient are systematized in the present article. The aim of this study is the analysis of advertising discourse as one of the institutional types from the linguopragmatics perspective. The research results made it possible to conclude that advertising discourse belongs to the institutional type as a communicative-pragmatic model of speech behaviour of advertising participants, which is realized through advertising texts in a combination of verbal and non-verbal elements. The basic features of advertising discourse as a specific component of the institutional discourse are presented as following: anthropocentricity, pragmatic orientation, cliché, autonomy and comprehensibility to a wide range of recipients, consumer targeting and mass media affiliation. The peculiarities of the advertising text are defined as heterogeneous and creolized, with verbal and pictorial and audio components formation of a visual, structural, semantic and functional unit, providing a complex, communicative and pragmatic influence on the addressee. It is suggested to consider advertising texts as functionally organized extralinguing and lingual signs of a message characterized by the specificity of form, content, communicative function and pragmatic intention. The features of the advertising text are highlighted as minimization or compactness, additionality, signalling, hierarchy, evaluation and instructiveness. The article outlines the specific features of advertising communication as a process of disseminating advertising information to quantitatively large and various audiences that consumes goods and services through the mass media. A feature of advertising communication is its preparedness and unidirectionality with absent or delayed feedback. The author has proved that the specificity of advertising communication is informing the consumer about the products and services and influencing him by various means. The information, argumentation, suggestion and manipulation strategies with which advertising discourse influences the consumer’s consciousness are analyzed in the present article.

Violence and Sex as Advertising Strategies in Television Commercials

2010 ◽  
Vol 15 (4) ◽  
pp. 304-311 ◽  
Author(s):  
Christopher J. Ferguson ◽  
Amanda M. Cruz ◽  
Daniel Martinez ◽  
Stephanie M. Rueda ◽  
Diana E. Ferguson
Keyword(s):  
Young Adults ◽  
Sexual Content ◽  
Television Show ◽  
Television Commercials ◽  
Brand Recall ◽  
Violent Content ◽  
Willingness To Buy ◽  
Advertising Strategies ◽  
Television Violence ◽  
The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

scholarly journals 8A.007 Evaluating the impact of a road safety education project in Madagascar schools

2021 ◽  
Author(s):  
Paolo Perego ◽  
Federica Biassoni ◽  
Ana Luisa Silva ◽  
Sam Clark ◽  
Jesse Randrianarisoa
Keyword(s):  
Road Safety ◽  
Safety Education ◽  
Education Project ◽  
The Impact

scholarly journals Driver Liability Assessment in Vehicle Collisions in Spain

2021 ◽  
Vol 18 (4) ◽  
pp. 1475
Author(s):  
Almudena Sanjurjo-de-No ◽  
Blanca Arenas-Ramírez ◽  
José Mira ◽  
Francisco Aparicio-Izquierdo
Keyword(s):  
Road Safety ◽  
Accurate Estimation ◽  
Main Hypothesis ◽  
Self Organizing Maps ◽  
Safety Measures ◽  
Vehicle Collisions ◽  
Promising Tool ◽  
Visual Clustering ◽  
Open Question ◽  
The Impact

An accurate estimation of exposure is essential for road collision rate estimation, which is key when evaluating the impact of road safety measures. The quasi-induced exposure method was developed to estimate relative exposure for different driver groups based on its main hypothesis: the not-at-fault drivers involved in two-vehicle collisions are taken as a random sample of driver populations. Liability assignment is thus crucial in this method to identify not-at-fault drivers, but often no liability labels are given in collision records, so unsupervised analysis tools are required. To date, most researchers consider only driver and speed offences in liability assignment, but an open question is if more information could be added. To this end, in this paper, the visual clustering technique of self-organizing maps (SOM) has been applied to better understand the multivariate structure in the data, to find out the most important variables for driver liability, analyzing their influence, and to identify relevant liability patterns. The results show that alcohol/drug use could be influential on liability and further analysis is required for disability and sudden illness. More information has been used, given that a larger proportion of the data was considered. SOM thus appears as a promising tool for liability assessment.

scholarly journals Twenty Years of Research in Seabass and Seabream Welfare during Slaughter

Animals ◽  
2021 ◽  
Vol 11 (8) ◽  
pp. 2164
Author(s):  
Ignacio de la Rosa ◽  
Pedro L. Castro ◽  
Rafael Ginés
Keyword(s):  
Carbon Dioxide ◽  
Adverse Reaction ◽  
Loss Of Consciousness ◽  
Stressful Situation ◽  
Clove Oil ◽  
Fish Welfare ◽  
Behavioural Responses ◽  
Welfare Indicators ◽  
New Methods ◽  
The Impact

The behavioural responses of fish to a stressful situation must be considered an adverse reaction caused by the perception of pain. Consequently, the handling prior to stunning and the immediacy of loss consciousness following stunning are the aspects to take into account during the slaughtering process. The most common commercial stunning method in seabream and seabass is based on hypothermia, but other methods such as electrical stunning, carbon dioxide narcosis or anaesthetic with clove oil, are discussed in relation to the time to reach the unconsciousness stage and some welfare indicators. Although seawater plus ice slurry is currently accepted in some guidelines of fish welfare well practices at slaughter, it cannot be considered completely adequate due to the deferred speed at which cause loss of consciousness. New methods of incorporating some kind of anaesthetic in the stunning tank could be a solution to minimize the impact on the welfare of seabass and seabream at slaughtering.

Who is watching over me? - Was the public’s perception of the anaesthetist changed by National Anaesthesia Day?

2000 ◽  
Vol 86 (3) ◽  
pp. 134-141
Author(s):  
S J Tanser ◽  
D J Birt
Keyword(s):  
Public Education ◽  
Public Information ◽  
Local Information ◽  
White Coat ◽  
Information Campaign ◽  
The Public ◽  
New Methods ◽  
Local Impact ◽  
The Impact ◽  
And Training

AbstractThe aim of National Anaesthesia Day on 25 May 2000 was to inform the public about the role and training of anaesthetists. We carried out two surveys of patients attending Derriford Hospital, Plymouth to assess the local impact of National Anaesthesia Day and to assess the public’s expectation of the preoperative visit. The first survey was held one month prior to National Anaesthesia Day and was completed by 93 patients. The second survey was held immediately following National Anaesthesia Day and was completed by 70 patients. Thirty five percent of the patients surveyed were unaware that anaesthetists were medically qualified. This result was not altered by National Anaesthesia Day despite a local information campaign. Moreover, knowledge about our role and training was only marginally improved from 1978. The majority of patients expected to see their anaesthetist preoperatively for less than 10 minutes and would not be concerned if they had not been seen one hour before surgery. Style of clothing was unimportant; few preferred a white coat but name badges were desirable. We conclude that the level of ignorance about our profession has not changed since 1978 and the impact of National Anaesthesia Day was not significant. This may be as a result of the anaesthetist’s portrayal on television, which is known to be an important source of public information on other areas of medicine. If these statistics are to change in the next 22 years new methods of public education need to be found.

scholarly journals An IoT Architecture for Assessing Road Safety in Smart Cities

2018 ◽  
Vol 2018 ◽  
pp. 1-11 ◽  
Author(s):  
Abd-Elhamid M. Taha
Keyword(s):  
Road Safety ◽  
Markov Models ◽  
Smart Cities ◽  
Dynamic Assessment ◽  
Route Planning ◽  
Cost Effective ◽  
World Health ◽  
Road Users ◽  
Health Organization ◽  
The Impact

The Safe System (SS) approach to road safety emphasizes safety-by-design through ensuring safe vehicles, road networks, and road users. With a strong motivation from the World Health Organization (WHO), this approach is increasingly adopted worldwide. Considerations in SS, however, are made for the medium-to-long term. Our interest in this work is to complement the approach with a short-to-medium term dynamic assessment of road safety. Toward this end, we introduce a novel, cost-effective Internet of Things (IoT) architecture that facilitates the realization of a robust and dynamic computational core in assessing the safety of a road network and its elements. In doing so, we introduce a new, meaningful, and scalable metric for assessing road safety. We also showcase the use of machine learning in the design of the metric computation core through a novel application of Hidden Markov Models (HMMs). Finally, the impact of the proposed architecture is demonstrated through an application to safety-based route planning.

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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