Audiovisual Advertisements Research Articles

Cultural Taboo in Advertising. Differences in the Transmissions of Audiovisual Advertising in American and Hindu Market

Abstract The aim of this article is to examine differences between the transmissions of advertising content in the low and high context culture where the content contains subjects that are widely recognized as taboo. In order to do this, the analysis of audiovisual advertisements broadcast in the USA and India was used. These adverts introduce the problem of gender discrimination (particularly important in Hindu society) and different approach to gender stereotypes in both cultures (in American culture this subject is not suppressed). There are contrasting ways of presenting these difficult subjects in American and Hindu cultures. The things that are taboo in one culture become a stereotype in the other. And so, the question arises: do the cultural differences determining transmission of advertising content in the countries with cultural taboo of a product on sale still exist?

Multimodal in Audiovisual Advertisement

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O excesso, a falta e o estranhamento no discurso de autorregulamentação do CONAR

O Conselho de Autorregulamentação Publicitária (CONAR) lançou, em 2014, campanha publicitária que gerou reclamações. Dentre as materialidades do descontentamento está uma carta endereçada ao CONAR, assinada pelo Instituto de Defesa do Consumidor (IDEC) e trinta organizações. A carta pedia a suspensão da campanha, na qual o CONAR teria atribuído a si um poder excessivo de avaliar a ética na publicidade brasileira e ridicularizado lutas de grupos sociais. A partir desse acontecimento, a presente pesquisa propõe, com o referencial da Análise de Discurso oriunda de Michel Pêcheux, uma reflexão sobre o funcionamento do discurso de autorregulamentação publicitária. O corpus discursivo é constituído por sequências das propagandas audiovisuais “Palhaço” e "Feijoada” e por fragmentos da referida carta. O trabalho usa, como viés teórico-metodológico, os conceitos de memória saturada e lacunar (COURTINE, 1999) e os interliga aos procedimentos analíticos elaborados por Ernst (2009), concernentes ao excesso, à falta e ao estranhamento.

TV Commercials' Second Life

The objective of this article is to look at the cultural indicators of television in the Netherlands from the perspective of feature that is essential to commercial TV - audiovisual advertisements. TV advertisements have been continuously gaining recognition as vital part of shared, cultural memory amongst audiences. It is therefore worth looking into the current practices of archiving and reuse of these ephemeral texts, including the digital environment. Once any commercial is removed from its original context of the broadcast TV flow and of its commercial layer, to be then placed in the archival setting – its meaning becomes radically altered. Consequently, the question is - what is left of a commercial and what becomes a cultural memory, often embedded deeply in collective psyche of generations of broadcast viewers, in the archival environment?

Nation Branding:

Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

O semissimbolismo na propaganda audiovisual: uma análise de <i>Paint</i>.

Este trabalho tem como objetivo analisar o semissimbolismo existente em Paint, um dos comerciais da campanha Colour like no other, lançada pela Sony para a linha de televisores de LCD Bravia, em 2006. Premiado com o leão de ouro em Cannes, em 2007, Paint surpreendeu tanto por sua complexa produção quanto pelos números que confirmaram o seu sucesso: o aumento expressivo nas vendas do televisor e mais de um milhão de acessos ao site do produto. A megaestrutura envolvida na produção de Paint fez com que o público não somente assistisse a propaganda nos veículos midiáticos, mas também buscasse informações sobre como seria – e se seria – possível um espetáculo de tais proporções sem a utilização de recursos de computação gráfica. Assim, com base nos pressupostos da semiótica plástica, especialmente nas contribuições de Jean-Marie Floch para o estudo das relações semissimbólicas, isto é, dos processos de geração de sentido que se dão a partir da homologação entre o plano do conteúdo e o plano da expressão, pretende-se discutir as implicações entre as expressões plástica e musical na composição da propaganda audiovisual, que resultam em efeitos de sentido de verdade e autenticidade, cujo teor persuasivo mostra-se fundamental ao estabelecimento do contrato fiduciário.

Designing Promotion Strategy of Malang Raya’s Tourism Destination Branding through Audio Visual Media

This study examines the suitability concept of destination branding with existing models of Malang tourism promotion. This research is qualitative by taking the data directly in the form of existing promotional models of Malang, namely: information portal sites, blogs, social networking, and video via the Internet. This study used SWOT analysis to find strengths, weaknesses, opportunities, and threats on existing models of the tourism promotion. The data is analyzed based on destination branding’s concept indicators. Results of analysis are used as a basis in designing solutions for Malang tourism promotion through a new integrated tourism advertising model. Through the analysis we found that video is the most suitable media that used to promote Malang tourism in the form of advertisements. Videos are able to show the objectivity of the fact that intact better through audio-visual form, making it easier to associate the viewer thoughts on the phenomenon of destination. Moreover, video creation of Malang tourism as well as conceptualized ad is still rare. This is an opportunity, because later models of audio-visual advertisements made of this study is expected to be an example for concerned parties to conceptualize the next Malang tourism advertising. Keywords : Advertise, SWOT Analysis, Malang City, tourism promotion

Nation Branding:

Nation branding plays a central role within neoliberal governmentality, operating as a technology of power in the configuration of emerging cultural and political formations such as national identity, citizenship and the state. The discussion of the advertising spot Perú, Nebraska released as part of the Nation Branding campaign Marca Perú in May of 2011, constitutes a great opportunity to: (i) argue about the way in which audiovisual advertisement products, designed as performative devises, operate as technologies of power; and (ii) problematize the terms in which it founds a new social contract for the Peruvian multicultural national community. This analysis will allow me to approach neoliberalism as a cultural regime in order to discuss the ideological nature of the uncontested celebratory discourse that has emerged in Perú and which explains the economic growth of the last decades as the outcome of a national entrepreneurial spirit that would be distinctive of Peruvian cultural identity.

Management Plan Optimization and Application of Public Spots for Increasing Widespread Usage of Public Transportation: Istanbul Case

Increasing the widespread usage of the public transportation has a vital importance for reducing environmental pollution originated from the transport sector which is one of the biggest causes of the global warming. In this study, first of all the factors affecting a management plan on increasing the public interest in public transport were investigated, then Istanbul case was explained for each of these factors, the success of the applications were discussed and suggestions were provided for improvement through the application of the short informative audiovisual advertisements. Finally, a management plan was optimized for the usage of public transportation dissemination, which can be adapted by decision-makers in accordance with the internal dynamics of their own countries and recommendations were included to increase demand by usage of public spots.

KAJIAN EFEK IKLAN DAN ADVERTORIAL PADA PENGETAHUAN DAN PERSUASI YANG DIRASAKAN : STUDI PROSES ADOPSI PANGAN FUNGSIONAL

A laboratory experiment examines the effect of advertisement, advertorial, Jurnal Ekonomi dan Bisnis Indonesia, Vol 22 No.1 Tahun 2007 and source of information on the adoption process of functional food. The treatment levels in this experiment were company advertisement, public advertisement, company advertorials and public advertorial. One hundred and ninety-nine research subjects were selected; those were the ones who served as decision makers in buying food for themselves or their families. The result shows that the audio visual advertisement only increases subjective knowledge whereas printed advertorial increases both subjective and objective knowledge. Besides, the study also demonstrates that advertorial increases both subjective and objective knowledge. However, this study shows that company advertisement can increase the effect of subjective knowledge as much as the advertorial. The study does not prove that the independent institutions increase stronger perceived persuasion effect than the company as the source of communication. Keywords: advertisement, advertorial, adoption process, functional food.

CONSUMER SERVICES PROVIDED BY BUSINESS THROUGH ADVERTISING‐SUPPORTED MEDIA IN THE UNITED STATES

The purpose of this paper is to examine and attempt to solve a longstanding “puzzle” in national economic accounting. Radio and television broadcasting are services clearly designed for and used by consumers but not purchased by them and, consequently, not counted in personal consumption expenditures (PCE); the costs of broadcasting (and a part of the costs of newspaper and magazine publication) are not counted in final product but are counted as intermediate expenses in the manufacture and distribution of advertised products. An important result of this treatment is that an increase in broadcasting services will not increase real product, but will be reflected as price increases in advertised goods. Are consumer services provided by advertisers properly handled in the conventional accounts? How should they be valued? If their value is to be added to PCE, where does the offsetting income originate?The paper argues that the puzzle is resolved by recognizing the nonmarket exchange between the consumer and the broadcaster; the consumer provides the reception and display of audiovisual advertisements in his home in return for broadcast entertainment. The exchange rate‐e.g. 501/2 minutes of entertainment for 91 minutes of commercial messages in “prime time”‐is established in the United States by the National Association of Broadcasters. Similar exchanges occur between consumers and radio broadcasters, newspaper and magazine publishers. This concept is used as the basis for a new treatment shown in abbreviated sample accounts. Estimates for the U.S. in 1976 are included.