scholarly journals „Hier kommen ihre grauen Zellen in Fahrt“ – Phraseme in der Anzeigenwerbung

2021 ◽  
Vol 13 (1) ◽  
pp. 207-225
Author(s):  
Urška Valenčič Arh
Keyword(s):  
Print Media ◽  
Text And Image ◽  
Print Advertisements ◽  
Introductory Part ◽  
Explicit Relation

The article deals with the use of the phraseological units in print advertisements in the German print media. The focus is the relations between phraseological units in the texts and images of the advertisements. The introductory part provides a brief overview of phraseology as a linguistic discipline and its role in advertisements, the structure of advertisements and possible modifications of phraseological units. The results of the analysis of semantic modifications showed certain relations between phraseological units in texts and images of the advertisements. According to the typology of Hartmut Stöckl (2004), we first defined the relation between a phraseological unit as a latent or explicit relation. In the latent relation phraseological units create a certain relation between text and image. There are two subgroups of the latent relation: phraseological units, which are visually evoked, and phraseological units, which are textually evoked and expressed. In the explicit relation phraseological units are materialized in image and text. Phraseological units, which appear isolated only in one place, are classified in the subgroup of the punctual relation. In the subgroup of the connected relation are phraseological units, to which other linguistic elements and structures refer. The analysis of 84 print advertisements showed that phraseological units are mostly used explicitly and in a connecting manner. This means phraseological units are not used isolated, but the text is characterized by an expressive or phraseological language that is linked to the advertisement’s message in image and text at the same time. The research confirmed that phraseological units are very popular as fixed and idiomatic units in advertisements, because they take on the persuasive functions and represent understandable, connotative and easily memorable structures.

Sexual appeal in print media advertising: effects on brand recall and fixation time

2017 ◽  
Vol 21 (1) ◽  
pp. 42-58 ◽  
Author(s):  
Bruno Tomaselli Fidelis ◽  
Jorge Henrique Caldeira Oliveira ◽  
Janaina de Moura Engracia Giraldi ◽  
Renê Oliveira Joaquim Santos
Keyword(s):  
Eye Tracking ◽  
Print Media ◽  
Fixation Time ◽  
Content Type ◽  
Print Advertisements ◽  
Brand Recall ◽  
Product Categories ◽  
Sexual Appeal ◽  
The Relationship ◽  
Textile And Apparel Industry

Purpose The purpose of this paper is to examine the influence of sexual appeal in print media on consumers’ brand recall. More specifically, the differences between the fixation time on the “image” and “logo” elements in advertisements, with and without sexual appeal, were verified. Design/methodology/approach The correct research is experimental in nature, and divided into three stages: choosing the print advertisements to be viewed by the participants with eye tracking, capturing participants’ eye movements using a special eye tracking equipment and completing the questionnaire for calculating the number of brands recalled by the participants. Findings The authors have identified that there are no statistically relevant differences between the number of brands recalled, whether the advertisement does or does not have any sexual appeal. Practical implications The use of sexual appeal in advertisements on print media must be made with caution, and several implications for the textile and apparel industry are expressed in the conclusions. Originality/value The study’s relevance is threefold: the authors present more recent results about the relationship between sexual appeal and brand recall, as the most recent research study of a similar type was published in the late 1990s; they adopt key concepts from the neuromarketing field in an attempt to connect memory with the capacity of different components of the advertisements, to attract the visual attention of consumers; and they present results for three different product categories (alcohol, apparel and perfume).

scholarly journals A. A. Bashmakov as editor-in-chief of the “Government Gazette” (1906-1913)

2021 ◽  
pp. 17-38
Author(s):  
Mariia Mikhailovna Beklemisheva
Keyword(s):  
Print Media ◽  
Point Of View ◽  
The Third ◽  
Literary Sources ◽  
Introductory Part ◽  
The Government

This article is dedicated to examination of the activity of the Russian publicist A. A. Bashmakov (1858-1943) as editor-in-chief of the “Government Gazette” in the period from May 1906 to February 1913. The introductory part of the article provides an overview of the used historiography and sources. The first part of the article explores the peculiarities of issuing newspaper in the early XX century, the circumstances of A. A. Bashmakov's appointment to the post, his daily tasks as the editor, and criticism of the published materials. The second part traces the changes in the newspaper “Addendum to the Government Gazette” due to the appointment of a new editor. The third part analyzes the question of his resignation. In conclusion, the author analyzes the results achieved by A. A. Bashmakov. The research employs a range of poorly studied archival sources and newspaper materials, as well as reminiscences. The novelty of this work is defined by the absence of information about A. A. Bashmakov as an editor, as well as insignificant number of literary sources dedicated to the central official government press of this period. This article contributes to the study of functionality of government print media in 1906 – 1907, which are the first years of A. A. Bashmakov in the role of editor-in-chief.. In feuilletons and articles, the editor-in-chief had an opportunity to express personal point of view on various matters. The content of the “Addendum to the Government Gazette” was left to his discretion; however, the newspaper was shut down due to reasons beyond control of the editor-in-chief.

Figuring the Child-Heart

2017 ◽  
Author(s):  
Dafna Zur
Keyword(s):  
Children's Literature ◽  
Print Media ◽  
Children’S Literature ◽  
Cultural Literacy ◽  
Text And Image ◽  
Future Aspirations ◽  
Children's Magazines ◽  
First Time ◽  
The Relationship

The child-heart became a salient concept in Japan and Korea in the 1920s, and in Korea it drove fresh and diverse content in conjunction with the emerging visual turn in print media. This chapter explores the mechanisms of the child-heart concept that served as the foundation of children’s literature in Korea, and it argues that texts and images in children’s magazines worked together to create a natural and affectively privileged child. The concept of the child-heart made the child visible for the first time, and facilitated the building of a cultural literacy of text and image. At the same time, the manner in which it hinged on the relationship between child and nature reflected a certain degree of nostalgic yearning that coded future aspirations at a time when the colonization of Korea made such dreams uncertain at best.

Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries

2017 ◽  
Vol 15 (2) ◽  
Author(s):  
Xi He ◽  
Rigoberto Lopez ◽  
Yizao Liu
Keyword(s):  
Print Media ◽  
Online Advertising ◽  
Translog Cost Function ◽  
Complementarity Effect ◽  
Print Advertisements ◽  
Food Industries ◽  
Carbonated Soft Drinks ◽  
Advertising Exposure ◽  
The Cost ◽  
The Impact

AbstractThis article investigates the substitution between online advertising (ONLA) and offline advertising (OFFLA) as well as the impact of adopting ONLA on the total cost of advertising. We estimate an advertising translog cost function at the product-brand level, using monthly observations between 2005 and 2011 for each of three industries: beer, ready-to-eat cereals, and carbonated soft drinks. Although in all three industries we find that traditional media (TV and print) advertisements are close substitutes, we also find that ONLA is a complement to, rather than a substitute for, both TV and print media advertising. This may be explained by ONLA’s targeting younger market segments and acting as a reinforcement of TV and print media advertising exposure. Further results show that the adoption of ONLA has lowered the cost of advertising for achieving a sales target and that its complementarity effect is weakening over time.

scholarly journals WHAT IS MORE EFFECTIVE? SINGLE CELEBRITY VERSES MULTIPLE CELEBRITY: A STUDY ON RELATIVE EFFECTIVENESS OF BOTH TYPE OF PRINT ADVERTISEMENTS ON CONSUMERS’ PERCEPTION

2015 ◽  
Vol 3 (9) ◽  
pp. 23-35
Author(s):  
ShethBhagyashree H. ◽  
Sandip Solanki
Keyword(s):  
Purchase Intention ◽  
Print Media ◽  
Positive Impact ◽  
Soft Drink ◽  
Research Question ◽  
Relative Effectiveness ◽  
Product Category ◽  
Print Advertisements ◽  
Consumer Purchase Intention ◽  
The Impact

The Study is mainly done to find out the relative effectiveness of Single Celebrity endorsed Advertisement and multiple Celebrity endorsed Advertisement in influencing the perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product). Further, the Study is done for the Same Product and for the low involvement Product especially Soft drinks. Given the purpose of the study, the descriptive research technique is used. In the Study, Low-involvement Product Category is considered and two type of endorsed Advertisements (Single Celebrity and Multiple Celebrity) are used and the study is done on 200 Consumers. Created Print Advertisements are used as stimuli. The study suggest that for low-involvement product category specifically Soft-drink especially in case of  Print media, advertisements endorsed by multiple celebrities has more favourable/positive impact in influencing the Perception of consumers (i.e. attitude towards advertisement, attitude towards celebrity and attitude towards advertised product) as compared to advertisements endorsed by Single celebrity.   Limitation of the study is that it is restricted/confined to the selected city of Gujarat and therefore the findings may or may not be generalized to the other cities or states of the country. A major implication from the findings for the managers or advertising agencies is that as the number of celebrities increases in the advertisement, the impact of advertisement in creating positive attitude towards advertisement increases, also the consumer purchase intention for the advertised product and the consumer’s perception towards celebrity’s credibility, trustworthiness, attractiveness and expertise increases for the low-involvement Soft drink Product especially in case of Print media.   The contribution of the study is in addressing an area that has not been very well researched yet, and in addressing a research question that has not been investigated properly.

Cebu Coal Mine Tragedies: Print Media Effects on Policy Legislation

2017 ◽  
Vol 2 (2) ◽  
pp. 83-91
Author(s):  
Nestor Godofredo Ramirez ◽  
◽  
Marjurie Lourince Zanoria ◽  
Andre Mikhail Obierez ◽  
◽  
...  
Keyword(s):  
Media Effects ◽  
Coal Mine ◽  
Print Media

Promosi Dan Informasi Media Audio Visual Berbentuk Video Profile Pada SMK PGRI 11 Ciledug Kota Tangerang

CICES ◽  
2017 ◽  
Vol 3 (1) ◽  
pp. 35-47
Author(s):  
Faisal Rudiansyah Hamzah ◽  
Panji Wira Soma ◽  
Indri Rahmawati
Keyword(s):  
Information Technology ◽  
Print Media ◽  
Visual Media ◽  
Message Delivery ◽  
The Public ◽  
Existing Problems ◽  
The Media ◽  
The Right

With the development of information technology in particular in the field of multimedia in such rapid and the longer forms of media information more diverse so that more education institutions boast. Media information and promotion is currently used by SMK PGRI 11 Ciledug Tangerang. The purpose of this research audio visual media into the media information and proper promotion, by controlling hearing and vision in the form of audio visual in order to convey messages can be understood by the public at large. Existing problems, namely the medium used by the SMK PGRI 11 Ciledug Tangerang still use print media such as banners, posters and pamplet are considered less effective and efficient to use while simultaneously promoting the institutions with the best possible audio visual media so that it is selected into a medium of information and promotion of the right, by controlling hearing and vision in the form of audio visual. Because therein lies the message delivery process or how to visualize. At the same time listening and showing the contents of the message to the recipient with information through media menunjangnya, so the design of video media profile that displays the entire scope, advantages and facilities belonging to SMK PGRI 11 Ciledug Tangerang, can be a solution in solving problems in media promotion and information. With this study the author makes with the title "promotion and INFORMATION AUDIO VISUAL MEDIA SHAPED VIDEO PROFILE on SMK PGRI 11 APPLICATIONS TANGERANG CITY ".

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