Foreign Advertising Research Articles

Optimization Analysis of Advertising Information Resource Allocation in View of the Dynamic Game Model

Advertising has become the most important part of emerging advertising media with rich content, vivid form, huge browsing volume, and exponential growth in market share. It brings huge profits to operators and advertisers participating in bidding every year. Formulate reasonable allocation rules and payment rules for advertising resources in advertising space sales. The advertising configuration platform mainly has three functions: the entry function of home page advertising, serving the company’s operation department and storing the advertising information entered by operation, with a large amount of data, involving more than a dozen tables. The advertisement output function outputs the advertisement of the storage layer through the interface in JSON data format. This part of the function serves the downstream systems, such as mobile phone clients and PC. Starting from the requirements’ analysis, this study introduces the platform design and the analysis method logic, shows the implementation of the platform, and then analyzes and describes the test process from the aspects of function and performance. Based on the review and summary of the formation and characteristics of the competitive structure of China’s advertising market and the research results of foreign advertising classification, this study makes a qualitative and quantitative study on the competitive strategy of China’s advertising game by using the principles of service marketing and advertising, the classical model of oligarch competitive structure, game theory, differential game, and dynamic optimization. In terms of qualitative research, this study discusses the impact of advertising on China’s market competition pattern and the advertising game strategy through the comparative study of advertising and the analysis of market characteristics. The study found that due to the high barriers to entry of the advertising market and the intangibility of products, the strategy of putting category advertising and information advertising should be adopted. In quantitative research, based on the Sethi model, this study discusses the advertising game strategy model of the Oligarchic competition structure. The important conclusions include the profitability of enterprises from the market share is the most important factor to determine the market share and advertising expenditure. The impact of advertising on market share is obvious. The role of advertising expenditure has a time lag. Drastic changes in the scale of advertising expenditure will cause long‐term fluctuations in the market structure. The research method has a certain universality, so the research results can also be used for reference for the advertising strategy of other industries with oligopoly competition structures.

КЛАССИФИКАЦИОННЫЕ ТЕМАТИЧЕСКИЕ ГРУППЫ АНГЛОЯЗЫЧНЫХ ЗАИМСТВОВАНИЙ СЕМАНТИЧЕСКОГО ПОЛЯ «КРАСОТА» НА МАТЕРИАЛЕ РОССИЙСКИХ ГЛЯНЦЕВЫХ ЖЕНСКИХ ЖУРНАЛОВ

An enormous flow of foreign lexical units into the Russian language is caused by a number of extra-linguistic and intra-linguistic reasons. The whole experience of foreign advertising is borrowed and in particular the technique of creation of advertising messages, which has led to the use of English borrowings in Russian. The purpose of the article is to describe and classify thematic groups of English borrowings of the semantic field “beauty”, based on the material of Russian glossy female magazines. Classification thematic groups of English borrowings of the semantic field “beauty” in Russian glossy female magazines are widely spread and relevant, which devoted to beauty, care, makeup types and vocabulary related to the beauty industry. English borrowings presented in these groups are the most common and well-known, since the beauty industry occupies a significant place in the world. Editors of glossy magazines, authors of articles and advertising messages resort to using a huge number of Anglicisms in order to interest the reader with novelty, expression, thereby increasing the sales of magazines and accordingly advertised goods, the demand for appropriate services in the beauty industry. Such a universal interest in beauty in all its manifestations predetermined the folding of the metalanguage as a system of signs and certain discursive resources. A relevant feature of the modern Russian language and metalanguage of the beauty industry is the use of English borrowings, which are typical of this sphere, in all studied glossy publications. Based on the list of given examples and classification, we can confidently say that English borrowings are firmly entered in the living space of the advertising text. The reasons for the extralinguistic and intra-linguistic nature played a significant role in expanding the lexical-semantic system of the Russian language.

Ensino médio integrado: dificuldades e desafios da atuação docente no campus Santana/IFAP

A formação docente para Educação Profissional e Tecnológica (EPT) enfrenta muitas problemáticas no Brasil, considerando como os principais eixos a formação específica adquirida na graduação, a político-didático-pedagógica e as peculiaridades da EPT, em que há uma quantidade significativa de professores que não possuem essas qualificações na totalidade, o presente estudo apresenta a seguinte questão: qual a percepção dos docentes que ministram aulas no Ensino Médio Integrado (EMI), ofertado pelo Campus Santana/Instituto Federal de Educação, Ciência e Tecnologia do Amapá (IFAP), no que diz respeito às dificuldades e desafios para a efetiva implantação dessa proposta? Nesse sentido, o objetivo geral do trabalho é analisar a percepção dos docentes, que ministram aulas no Ensino Médio Integrado, quanto às dificuldades e desafios que envolvem o processo de apropriação da proposta do EMI no Campus Santana/IFAP (Curso técnico em comércio exterior, em marketing, logística e publicidade). Dessa forma, o instrumento utilizado para coleta de dados foi a aplicação de questionários a esses docentes, obtendo-se como resultados que a percepção dos participantes com relação ao objetivo da pesquisa, encontra-se na necessidade da formação docente para atuação na EPT, integrar os componentes curriculares do núcleo comum ao técnico na perspectiva da formação humana integral e a grande sobrecarga no “fazer docente”, questões que refletem na dificuldade de realização do projeto do EMI.

Typology of Communication Strategies in the Discourse of Social Advertising

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.

Introducing Advertising Texts in a Foreign Language as a Teaching Material into the Course of Foreign Language for Future Marketing Professionals

The article provides the rationale for using advertising texts as a teaching material in a foreign language course taught to students specializing in marketing. The main reasons stated are the necessity to provide hands-on acquisition of field-specific information and the learning potential of foreign advertising. The objectives of the article are to study the linguistic peculiarities of advertising to be considered while using advertising texts in teaching a foreign language to future marketing professionals, and to develop didactic principles of implementing advertising as a learning material. Three teaching aims of using advertising in a foreign language course are suggested, with the respective tasks designed to ensure proper integration of the learning material into traditional subject matter of the discipline: 1) developing understanding of the general principles, rules and methods of creating advertising based on sample advertising texts. The students are to learn basic terms and categories in the field of advertising, and the structure of an advertising text: the heading, the main text and a tag-phrase; 2) teaching listening, writing, reading and speaking, grammar and vocabulary based on advertising texts; sample tasks are provided to align the suggested learning material with the generally accepted algorithms of communicative approach to teaching a foreign language. Common lexical and grammatical structures used in advertising are singled out and translated into learning tasks; 3) creating advertising. The students learn basic models at the core of advertising that reflect its communicative strategy, and use them to create their own advertising product in a foreign language.

Инструменты интертекстуальности в дискурсе социальной рекламы

The article is devoted to the study of the tools of intertextuality in the discourse of social advertising. Despite the high interest of researchers to the problem of the intertextual interaction the question of the mechanism of intertextuality in advertising, including social, is still not fully lit, especially as the advertising is dynamic and each new day provides ample material for research. The novelty of the research is determined by the author’s study of modern tools of intertextuality in the discourse of social advertising, the main objectives of which consist in formation of system of values in the mass consciousness, the adjustment of the value priorities and benchmarks, translation of socially approved behavioral patterns. That’s why social advertising needs the non-stereotypical representation of its object - social ills and values. Special attention is paid to the typology of the tools of intertextuality in the texts of social advertising and the functional load of each of the considered types. As the basic functions of intertextual inclusions in the discourse of social advertising the author identifies attractive and persuasive ones as the most important and regularly implemented. As secondary functions, aesthetic, game and delimitation ones are highlighted. Suggested classifications are accompanied by examples of Russian and foreign social advertising.

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market

Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies, which are becoming increasingly important in the global marketplace. One such market, Russia, represents a major potential investment opportunity for global marketers. In this study, we undertake an exploratory study investigating consumer ethnocentrism’s negative influence on Russians’ attitudes towards foreign products and their frequency of purchase of foreign products. We also demonstrate that the influence of consumer ethnocentrism on the frequency of purchase of foreign products is moderated by consumers’ exposure to mass communication (i.e. exposure to television, exposure to foreign movies) and by marketing communication efforts (i.e. exposure to foreign product advertising, involvement with foreign product advertising). In addition to extending theoretical research to a transitional, non-Western context, the empirical results also provide implications for international advertising practitioners.

A Study on the Surrealistic Techniques of Automobile TV-CF - Analysis on domestic and foreign advertising -

A Study on the Surrealistic Techniques of Automobile TV-CF - Analysis on domestic and foreign advertising -

Addressing the Advertising of Controversial Products in China: An Empirical Approach

China is a country that has undertaken a great transformation since the late 1970’s, and among these changes, has seen a massive growth in the advertising industry with the influx of foreign advertisers, and the development of regional and global media, such as satellite television and the Internet. This has resulted in the Chinese people of all ages having a greater opportunity of exposure to different types of advertising, including the advertising of potentially controversial products, which could clash with traditional Chinese values. Using a stakeholder theory approach, this study analyzes the responses of 630 Chinese respondents to discover who is offended by controversial advertisements and determine ways potentially offensive advertising messages can be reduced, thereby assisting marketers in being more socially responsible in their advertising messages.

The Case for Audience Isolation: Language and Culture as Predictors of Advertiser Investment

In what has become an increasingly multilingual United States, growing numbers of television advertisers have begun targeting foreign language speakers. Because of the increased cost and effort in crafting unique ad campaigns, however, the factors behind this investment decision are explored. Using an online survey, advertisers (N = 1,150) were asked how they valued various demographic audience traits as they considered potential target markets. T tests revealed significant differences between foreign language and non-foreign language advertisers' audience preferences. Logistic regression showed that, contrary to previous audience valuation findings, household income was not a primary factor in foreign language audience investment decisions. Rather, advertisers who valued household income more were less likely to invest in foreign language audiences in the United States, with language dependency and cultural traits predicting a greater likelihood of investment. The Audience Investment by Isolation Model is offered, which can help explain the investment decision-making process by advertisers as they weigh demographic audience traits, audience isolation strategies, and costs.

Segmentation et stratégies de communication dans les marchés émergents : Une approche croisée des concepts de pyramide économique et d’acculturation

L'objet de cet article consiste a etudier en quoi les particularites socio-economiques et culturelles des marches emergents imposent aux entreprises etrangeres une approche plus specifique de leur communication internationale. Une reflexion est tout d'abord menee sur les criteres de segmentation de ces marches en s'appuvant principalement sur l'existence d'un decoupage pyramidal selon les revenus et de phenomenes d'acculturation des valeurs. Un cadre d'analyse des communications est alors propose et illustre a partir de I'examen des strategies et messages publicitaires de plusieurs annonceurs etrangers dans deux marches emergents, la Russie et le Maroc.

Foreign Credit Cards in China: To Adapt or Not to Adapt?

ABSTRACT A relatively recent area of foreign market entry into China is that of foreign credit cards branded with the acceptance marquees of American Express, Mastercard or Visa. These have now been marketed in a variety of Chinese geographic markets, including Shanghai and Beijing. Like many other areas of foreign market activity in China, the issuing of foreign credit cards–and associated services–in China raises, at least conceptually, the issue of the degree to which they should be adapted or standardised to meet the need of Chinese consumers. Recent research on areas such as education (foreign sourced programs in China) indicate that products and services of high status and value seem to be best delivered in an unadapted manner so as to preserve their international status and image (Willis, 2003). Other authors, however, have viewed the issue rather differently, arguing that foreign companies need to adapt their products and services to meet the needs of the local market since, logically enough, every foreign market is different (Cavusgil, Zou, and Naidu, 1993). Foreign credit cards are of particular interest in this debate because they would appear to carry particular value and image–and perhaps status-to a market such as China. For example, a card, such as American Express, is an internationally recognised icon. This paper investigates the degree to which foreign cards, banks, and card advertising should or should not be adapted or standardised. To do so, the views of a range of respondents across China were obtained. The overwhelming response was that foreign cards, banks, and associated services should be kept as original, authentic, and unadapted as possible to preserve their sense of status, value, authenticity, and international brand equity. This was so in cosmopolitan Shanghai and even more so in more remote parts of China, where a foreign credit card and associated services were associated with the world of the west. This is perceived to be a world of money, success, power, and–to at least some degree–the future of China. At present, it is noted that foreign banks and credit cards need to adopt a degree of adaptation required by law, but this may well change over time. The paper took a more conceptual approach, asking respondents to discuss what they would like to see in terms of their ideal foreign credit card and associated services in China. The passion and conviction of the respondents' views was an indication of how important it was for companies to preserve original, foreign, unadapted products or services in China, particularly when the product and/or service carries a high level of value and status.

A Profile of Advertising in China’s “Socialist-Market Economy”

abstractIt is now over two decades since China embarked upon its programme of “Four Modernizations” and since the early 1990s, the expansion of capitalism has accelerated, accompanied by increased numbers of foreign advertisers and foreign advertising agencies. In some sectors, such as advertising and technology, China has been able to leapfrog stages of development that took place over a much longer time frame in the West. There has been a rapid change in the profile of advertising and sophisticated advertising has been introduced by multinational advertising agencies in a relatively short period of time. Consumer attitudes to advertising in China have evolved since the late 1980s, from a preference for informational advertising to a desire for entertainment and transformational strategies. In the early 1990s, Chinese consumers favoured foreign brands but within a decade they were switching their allegiance to local products. Foreign agencies began taking on more local clients after 2000. Unlike other emerging economies, Chinese brands now dominate the contemporary market and this is reflected in high levels of advertising expenditure. The expansion of advertising has had significant impact on cultural changes dominated by the expansion of consumerism and materialism as key values. There are other implications for far-reaching social change, especially in targeting the youth market. Examples of outdoor advertising collected in a visit to China in October 2003 are used to illustrate trends indicated by a survey of the literature of advertising history in China, along with the social and cultural changes arising from China’s transition from a Communist to a “socialist-market” economy

Advertising and Globalization in India

This study explores the profi le of contemporary advertising in India in the wider context of trends in international advertising, the recent changes in Indian economy and society, and issues concerning the cultural impact of foreign advertising in India. Findings are complemented with a case study of outdoor advertising collected in two visits to India in 2000 and 2001. In the 1990s, India has witnessed a massive expansion of advertising, and the advertising sector has quickly been taken over by foreign advertisers and agencies that are affiliated with foreign advertising agencies. The whole advertising sector demonstrates a remarkable degree of concentration. There has been a rapid expansion of television and satellite television in the 1990s but print is still the dominant media. The profi le of most advertised products is dominated by advertising for personal products. The strategies used in India have undergone signifi cant change in recent years, and here has been increased customization to the local culture alongside a major intensifi cation of strategies aimed at targeting rural markets, to stimulate the purchase of the products of foreign companies.

The Future of Foreign Advertising in China: The Lessons of History

The Future of Foreign Advertising in China: The Lessons of History

Chinese Perspectives in Rhetoric and Communication. Edited by D. Ray Heisey. Stamford, CT: Ablex, 2000. xx + 297 pp. $73.25 (hard), $34.50 (soft) and Foreign Advertising in China: Becoming Global, Becoming Local. By Jian Wang. Ames: Iowa State University Press, 2000. x + 164 pp. $52.95 (hard)

Chinese Perspectives in Rhetoric and Communication. Edited by D. Ray Heisey. Stamford, CT: Ablex, 2000. xx + 297 pp. $73.25 (hard), $34.50 (soft) and Foreign Advertising in China: Becoming Global, Becoming Local. By Jian Wang. Ames: Iowa State University Press, 2000. x + 164 pp. $52.95 (hard)

Marketing Modernity: The J. Walter Thompson Company and North American Advertising in Brazil, 1929–1939

Marketing Modernity: The J. Walter Thompson Company and North American Advertising in Brazil, 1929–1939

Advertising in Contemporary Vietnam

This study investigates the question: What does a snapshot overview of outdoor advertising communicate about the expansion of capitalism in the emerging capitalist economy of Vietnam in the late 1990s. Examples of contemporary outdoor advertising collected on a short visit to Vietnam in late 1998, reflects recent changes in the Vietnamese economy, the standard of living of the urban Vietnamese consumer, as well as the political environment, especially the continued strength of the Communist party. There was a considerable amount of foreign advertising, but there was also a significant amount of social service advertising by the government for development projects. Foreign advertising tended to promote consumer goods which was to be expected. The most advertised products were repeat purchase consumables, with beer emerging as the most advertised product The fast-food internationals such as Coca Cola were not prominent and there was almost no advertising for cigarettes—the big American companies being notably absent. The lack of lifestyle advertising reflects government policies and a wish to control aspirations and outside influences. The expansion of international business has not resulted in the transformation of Vietnam into a Western style consumer society, because it is still a predominantly peasant-based rural society, that has one of the lowest income levels in the world.

From Four Hundred Million to More than One Billion Consumers: A Brief History of the Foreign Advertising Industry in China

As an industry and a form of mass communication, modern advertising was introduced in China from the West at the turn of the century. The 1920s and 1930s witnessed China’s first major exposure to foreign advertising and consumer culture. The 1990s may prove to be China’s second encounter with global consumer culture through the medium of advertising; only this time, its experience is more massive and far‐reaching. This article provides a capsule history of the development of the foreign advertising industry in China within the context of Chinese economy and media.

Through the looking‐glass of foreign ads in China

This paper deals with two fundamental aspects of foreign advertising1 in China—foreign advertising content, and its reception. It examines the types of foreign ads in the media environment in Beijing, and explores the reception of foreign advertising by some young Chinese consumers at a vocational school in Shanghai. As a departure from previous research on Chinese advertising, which has tended to view advertising content in isolation, this study employs a method mix of content analysis, focus group, and survey in an attempt to shape a more comprehensive picture of foreign advertising in the world's largest potential consumer market.