Khants-Mansi folk motives in the modern Yugorsk advertising: cultural and linguistic aspect

Introduction. The article analyses of extralinguistic factors that form the advertising trademarks of Ugra. Created emblems, product logos represent an original trade proposal, based on the culture and language of the Khanty and Mansi peoples. The aim of the paper is to determine the role of folk images, motives of the Khanty and Mansi in the process of creating modern trade marks for Ugra advertising. When analyzing logos, brands, symbols of Ugra brands, it is substantiated that one of the effective methods of influencing the audience is the appeal to folk culture, folk memory. Materials and Methods. Advertisement texts were collected from Khanty-Mansiysk local printed media, Internet advertisement (VKontakte social media, Youtube) by the continuous sampling method. A total of 450 advertisements were analysed. The main research methods are descriptive, component analysis, as well as individual elements of comparative and contextual methods. Results and Discussion. Background knowledge of the Khanty and Mansi peoples that were presented in the product’s trademark, stimulate the recipient’s mental process, activate autocommunication. Creolization in demonstrating the advantages of the Yugor brand allows a potential customer to complete the message by replenishing the details, thereby contributing to the promotion of goods in the consumer market. Nowadays the research in the Khanty language lack specialised research papers dedicated to folklore references in advertisement, there are only a few piecewise studies. On the other hand, the abundance of research in folklore studies, social studies, cultural studies and brand-building demonstrate the timelessness of the subject from the perspective of the linguistic manifestation of Khanty worldview in advertisement texts. Conclusion. The material of the study reveals the people’s wealth and the effectiveness of Khanty and Mansi references in advertisement. Linguistic ethnical and cultural stereotypes construct a wideview on the subject and create a unique, individual trade proposal in other regions as well.

Presenting a model for evaluating Internet advertisements for modification of energy consumption

Purpose Limitations of producing energy and the increasing demands in the electricity market in Iran have not only drawn the attention of authorities in the energy industry toward optimization of energy consumption, but also created marketing approaches toward these objectives. In this respect, it is important and even necessary to modify energy consumption behaviors. The purpose of this study is to examine the impact of the criteria of an effective Internet advertisement for modification of energy consumption. Design/methodology/approach To provide a detailed understanding of customers’ perceptions of energy consumption advertising, a survey study was conducted. The research model is first validated and the formulated hypotheses are tested using the structural equation model (SEM). Findings The results showed that the audience’s attention, interest and desire for a piece of advertisement can predict their consumption behavior. Originality/value This study is one of the pioneer studies that highlights the importance of advertising toward modification of energy consumption. It seems that, the identification of the causal relations among attention, interest, desire and action, has not yet been clearly validated in the previous literature. This research contributes to the literature by developing and testing a comprehensive research model using SEM. So, the current paper offers vital guidelines to social marketers who are planning to modify energy consumption.

A Qualitative Study on Unassisted Smoking Cessation Among Chinese Canadian Immigrants

It is well-known that majority of smokers worldwide quit smoking without any assistance. This is even more evident among Chinese smokers. The aim of this qualitative study was to explore how Chinese Canadian immigrant men who smoked cigarettes perceived smoking cessation aids and services and how they used any form of the smoking cessation assistance to help them quit smoking. The study was conducted in British Columbia, Canada. Twenty-two Chinese immigrants were recruited by internet advertisement and through connections with local Chinese communities. Ten of the 22 participants were current smokers and the other 12 had quit smoking in the past 5 years. Data were collected using semistructured interviews. Although all participants, including both the ex-smokers and current smokers, had made more than one quit attempt, they rarely used cessation aids or services even after they had immigrated to Canada. The barriers to seeking the cessation assistance were grouped into two categories: practical barriers and cultural barriers. The practical barriers included “Lack of available information on smoking cessation assistance” and “Difficulty in accessing smoking cessation assistance,” while cultural barriers included “Denial of physiological addiction to nicotine,” “Mistrust in the effectiveness of smoking cessation assistance,” “Tendency of self-reliance in solving problems,” and “Concern of privacy revelation related to utilization of smoking cessation assistance.” The findings revealed Chinese immigrants’ unwillingness to use smoking cessation assistance as the result of vulnerability as immigrants and culturally cultivated masculinities of self-control and self-reliance.

IMPLICATIONS OF INTERNET ADVERTISING ON NEW MEDIA ENTREPRENEURSHIP: A BOON OR BANE?

Internet advertising implies advertising using the internet as a platform. It is a marketing strategy which deals with attracting web traffic and delivering marketing messages to appropriate targets using the internet as a medium. Internet advertising has no doubt positively revolutionized the sector of commerce. It has simplify and made more effective the communication between entrepreneurs and their potential customers. This study discusses among other things the advantages of internet advertising which include: reaching significantly more people than the traditional advertisement media at a cheaper rate for large scale businesses especially the international ones. But on the contrary, internet advertising can expose marketing materials of a competitor which can be copied by anyone and use for purposes detrimental to such competitor’s business. This paper argues that since there is no censorship on the internet, it is difficult or at worst impossible to scrutinize and regulate advertisements online making teenagers and young children to be vulnerable. This study proffers that one major threat that internet advertising may need to combat is policy. It is not that internet advertisement is illegal, but the freedom associated with it becomes limited when policies are formulated day by day. Also, from another perspective, the internet itself has become a threat to internet advertising due to emerging measures to curb and control unsolicited messages and adverts to be specific. This paper concludes that the level of optimism as regards the future of internet advertising is on the rise as it responds rapidly to technological advancement. There seem to be a very bright light at the end of the tunnel as internet is reaching to the nooks and crannies of the globe. So far, internet advertising has the highest ROI and is promising to improve, and at worst to maintain the status quo. Therefore, there is no doubt that alongside potential challenges, internet advertising holds for a bright future.

The role of mass communication methods in the development of tourism industry in Iran

Purpose – The purpose of this paper is to investigate the role of new methods of mass communication (employing customer relationship management (CRM) software and web site) in the development of tourism industry in Iran. Design/methodology/approach – Data were collected from managers and experts of companies involving in tourism field in Iran through survey questionnaire. The SPSS 17 and LISREL 8 statistical programs were used for the data analysis. Findings – The results reveal that using CRM application is significantly correlated with the development of tourism industry. In addition, the findings indicated that using web site has a positive and significant relationship with the development of tourism. Research limitations/implications – As this study is limited to Iran and given cultural differences among various nations cautions should be taken in generalizability of the obtained results. Also, to better clarify the role of mass communication methods, it is recommended similar study in other countries to be carry out in order to be able to compare the results. Originality/value – To the best of knowledge of the authors this is the first endeavor toward the survey of the relationship and the effects of CRM application and internet advertisement on the development of tourism in the context of Iran. Also, the results obtained could act as a good guidance for Iranian tourism policy makers to make more effective decisions.