Print Advertisements Research Articles

HUMAN RIGHTS AND PRINT ADVERTISEMENT: AN EXPLORATIVE STUDY ON THE KNOWLEDGE OF HUMAN RIGHTS ABUSE

The growing number of print advertisements has violated human rights in Mongolia. However, there is no academic research based on empirical data and investigation of young students, namely Z generation, understanding the relationship between Business and Human rights. This study aims to reveal young students’ comprehension of commercial advertisement, which violates human rights through direct and indirect expression. The dual research method is applied in this research. An experiential survey was conducted and analyzed based on data collected from university bachelor and master students. The results show no difference in comprehension about human rights violations whether a person lives in a rural or urban area, no gender, no housing type plays a significant role. However, the level of income and education have shown a significant impact on the difference in comprehending human rights violations. Moreover, most participants had a very high understanding of human rights violations regarding the direct expression of human rights in print advertisements. However, they were unsure about identifying the indirect expression of human rights violations.

Improving the media mix: how promotional products enhance advertising impact

ABSTRACT Many traditional forms of advertising are losing ground to alternative media. Such a trend represents opportunities for the promotional products medium. However, the effectiveness of promotional products in comparison to other advertising alternatives has not been widely empirically tested. This experiment examines responses to advertising media by employing two sets of seven randomly assigned conditions at two major U.S. universities. The findings revealed statistically significant effective improvements in contrast to television advertising when promotional products were used in credibility perceptions, attitudes towards the advertisement and the product, and behavioural intents such as purchasing intent and referral intent. Additionally, positive effects were observed when promotional products were used in conjunction with television and print advertising compared with television and print advertising alone. Future directions for research are recommended.

Visual Health Analysis of Print Advertising Graphic Design Based on Image Segmentation and Few-Shot Learning

Graphics innovation must adapt to the changing trends of the times in order to stay ahead of the curve. This article investigates the use of graphic vision in print advertising design, using image segmentation as a starting point and examines the current state of visual innovation in print advertising graphic design and its various expressions and applications. A series of homogeneous regions are generated and outlined using an image segmentation algorithm based on adaptive local threshold. The user then paints different colors on the area sets that make up the various targets. Finally, the image segmentation is completed by merging the color mark region sets. Automatic extraction of the initial curve of an active contour model, construction of an active contour model based on saliency and level set solution, automatic selection of training samples when a classifier is used for image segmentation, and so on are all problems that this method effectively solves. Experiments show that this algorithm not only satisfies users' demands for more intuitive input and more accurate interactive image segmentation results but also enables multiregion and multitarget image segmentation with ease.

An investigation into the pharmaceutical advertising in Iranian medical journals

BackgroundPharmaceutical advertising is not only considered a key factor in the successful launch of pharmaceutical products, but is also an important source of public health information with a significant impact on consumer choice and behavior. Nowadays, advertising has become the broadest dissemination channel for various products, including medicines, which may ultimately lead to the generalization of self-treatment or mistreatment. Improper drug promotion can exacerbate unhealthy outcomes by making false or misleading claims, using inferior references, and failing to meet international standards. This study aimed to examine the requirements for pharmaceutical advertising from regulatory perspective and the compliance of Iranian pharmaceutical advertisements to related standards and guidelines. It is limited to print advertisements in Iranian national medical journals and magazines.MethodThe present study is a descriptive–analytical study using bibliometric methods. As a first step, a comprehensive review of the national and international regulations on drug advertising was conducted and a comparison of different regulations was provided. In the second step, a checklist was created to evaluate the compliance of drug advertising with the extracted regulations.ResultThe results of the present study show that the claims made in Iranian drug advertisements are 29.10% valid, 27.67% exaggerated, 23.10% controversial, 12.62% misleading, and 6.8% invalid. In general, we found that most medical advertisements in Iranian journals and magazines comply with national laws and regulations. However, many international requirements are not met in these advertisements.ConclusionsAlthough we found that printed medical advertisements in Iran are roughly compliant with national regulations, there is still a long way to achieve full compliance. Monitoring processes should be improved and clearly defined penalties should be set to avoid misleading claims and their likely health consequences. It is very important in Iran to update the existing rules and regulations for medical advertisements according to international guidelines. More careful monitoring of the content of advertising and the accuracy of claims are also needed.

Christmas at the Arcade: Public Spectacle, Consumer Capitalism, and the American Childhood

Christmas at the ArcadePublic Spectacle, Consumer Capitalism, and the American Childhood Ryan H. Reed (bio) The Dayton Arcade, like the rest of downtown Dayton, transformed into a dreamworld during Christmastime. Fantastic characters from tales of old marched down West Third Street, while the soft glow of lights, bright decorations, and the excitement of a reindeer pen at the courthouse led hundreds of Daytonians through a wonderland of Christmas cheer, and perhaps more importantly, Christmas presents. The Dayton Arcade remade itself during the holiday season, investing in print advertisements, decor, and ritual. Through this process, Arcade retailers created a hotbed for a new holiday commercial exchange that hinged on the parent-child gift-giving relationship. For many Daytonians, the parent-child relationship, reflected in the spatial and commercial holiday transformation of the Arcade, had already become an important element of childhood in America. The commercialization of Christmas stretches back to the nineteenth century. At that time, the rise of American middle-class culture fundamentally reshaped the holiday. Historian Stephen Nissenbaum argued in his history of Christmas, "Christmas itself had played a role in bringing about both the consumer revolution and the 'domestic revolution' that created the modern family."1 After the 1850s, Christmas celebration was radically transformed by middle-class values. A key component involved the commercialization of the holiday. In affixing the gift-giving relationship to the parent and child, new Christmas traditions, rooted in fantasy and wonder, [End Page 129] shaped the memory and identity of American children and adults. As many who personally experienced the Dayton Arcade at Christmas attest, this transformation generated powerful attachments to the space of the Arcade as a source of wonderment and joy. The evolution of the Christmas holiday is manifested in the Arcade's history. The Arcade opened in 1904 at a time when there was a marked increase in the commercialization of the Christmas holiday. Prior to the mid-nineteenth century, Christmas celebrations differed greatly from what people recognize today. The Christmas holiday had its origins in medieval end-of-the-year celebrations. One such was Saturnalia, the Roman end-of-year festival. Other such celebrations included the visitation of Odin, the Festival of Lights, and the winter solstice. In medieval communities, end-of-the-year celebrations were characterized by "excess, carnality, and … 'social inversion.'"2 These types of practices were common throughout the world in agricultural societies. As Christian culture began to extend its sway over Northern Europe in the later Middle Ages and early modern era, the Christian holiday of the birth of Christ was grafted onto these local traditions. Visitors to the Arcade at the time of the first celebrations of Christmas would have experienced the frivolity of local European end-of-the-year celebrations akin to an "unrestrained carnival" or a "December Mardi Gras."3 At the end of the harvest, agricultural communities came together to commemorate a long year of work and shared in a common spirit of merriment and goodwill toward their fellow person. Peasants sought to suspend the course of everyday life through comedic representations of their rulers, sometimes grotesque or chaotic costuming, and extraordinary gaiety. Most especially, they targeted commonly understood hierarchies; they pretended (if only for a night) to become the local baron, and in turn, the baron became a peasant. The tradition of wassailing, typical among the lower classes of Europe from the Middle Ages to the nineteenth century, was characterized by poor revelers demanding gifts from more prosperous villagers and nobles upon threat of violence. When coupled with heavy consumption of alcohol, wassailing may have created a great deal of discomfort for the wealthier members of these agricultural societies. However, participation was largely voluntary. After all, the inversion of social roles meant that aristocrats were also exempt from their duties. The tradition served [End Page 130] as a peaceful way to address simmering frustrations revolving around inequality in societies that nonetheless possessed strong notions of mutual obligation. In treating the revelers, the prosperous and noble-born in the community acknowledged their dependence upon others in the community and their commitment to the collective whole. The pagan roots of Christmas were well known to the Puritans of New England. For...

Salient visual foci on human faces in viewers’ engagement with advertisements: Eye-tracking evidence and theoretical implications

Multimodal theories informed by Systemic Functional Linguistics involve postulations on users’ interactions with multimodal artifacts which need to be tested with behavioral data. Studies empirically testing the postulations are of great theoretical and methodological significance for multimodal research but have so far remained nascent. To open up new avenues of research in this area, findings from an eye-tracking experiment designed to test social semiotic postulations are reported and discussed. Specifically, the experiment adopted a between-group matched design and involved 44 viewers and 10 trials in each of which a print advertisement was randomly presented to the viewers who were instructed to perform a group-specific ad viewing task. Eye movement metrics obtained from the experiment were analyzed by descriptive statistics based on Areas of Interest and the Scanpath Trending Algorithm to link fixation metrics to semantic components of the ads and to calculate the common viewing path per group and trial, respectively. Data analysis results revealed, among others, a concentration of visual attention on human faces placed at various regions of the ads. The findings are then channeled into discussions on information value theory in the grammar of visual design to explicate its implications for theorizing multimodal communication.

The impact of white space on consumers' perception of and attitude toward advertising

This study explored the impact of white space in advertisements on consumers' perception of and attitude toward the advertisement. Participants (N = 333) took part in two studies online. The results show that more (vs. less) white space increased independent self-construal consumers' positive attitudes toward the advertisement by increasing the relative effect of freedom on advertisement attitudes (Study 1). Moreover, print advertisements with more (vs. less) white space increased interdependent self-construal consumers' negative attitudes toward the advertisement by increasing the relative effect of loneliness on advertisement attitudes (Study 2). The findings contribute to the literature on symbolic associations by demonstrating the multiple effects of white space in visual design. Effective visual design can meet consumers' needs and enhance their preference for an advertisement.

Multimodal Texts of Political Print Advertisements in Ukraine

Political print advertisements as an integral part of political propaganda contribute to creating a positive image of a politician or political party aiming to win popular votes. The effective combination of verbal and non-verbal (pictorial) components presupposes a purposeful influence on the electorate by means of activating existing socio-cultural schemas among voters. This study aims to analyze the generic structural potential of political print advertisements in Ukraine and to interpret the symbolic representation of the verbal and non-verbal levels of political advertisements. The data, encompassing 25 leaflets, was collected in 2020 during the local election campaign in Chernivtsi, Ukraine. The analysis has been conducted on two levels: literal and interpretative. Following the principles of Generic Structure Potential of advertisements (Cheong, 2004) we have outlined the GSP of print political advertisements in Ukraine. Thus, non-verbal (visual) components incorporate the lead (Locus of Attention (LoA) and Complement to the Locus of Attention (Comp.LoA) emblem, pictogram, verbal (linguistic) components involve Announcement (Opening), Enhancer, Slogan, and Call-and-visit Information. The next level of the analysis presupposed the interpretation of the obtained results. In accordance with this, the symbolic representation of the verbal level of political advertisements, incorporating patriotic, social, economic, and political slogans has been revealed. In terms of the symbolic representation of the non-verbal level of political advertisements, we observe the following in the analyzed material: the photo of the candidate, appearance, pictograms, and additional pictorial elements. The results indicate that the displays of the analyzed material are often congruent and explicit. Cases of incongruent and implicit displays have been observed as well. Such advertisements boost viewers’ curiosity as they contain less verbal information. The results of the election show that the candidates whose advertisements incorporated symbolism and greater non-verbal information, led among the popular votes.

Study on Representation of Gender in Indian Print Media: A Semiotic Analysis of Fast Moving Consumer Goods (FMCG) Advertisements

The categorisation of gender into femininity and masculinity is purely a social construct. Advertising is a social institution which plays a significant role in the promotion of notions of gender identities at a symbolic level (Gilbert and Taylor, 1991). The purpose of this study is to understand the manifestation of masculinity and femininity in contemporary Indian print advertisements of popular Fast Moving Consumer Goods(FMCG). This study uses the theory of visual social semiotics for the analysis adopting the framework propounded by Gunther Kress and Theo Van Leeuwen (1996;2006). The representational and interactive dimensions from the framework will be used for the analysis of the advertisements. This will be further thematised to understand the nature of the representation of masculinity and femininity in them. It will also provide an insight into the relationship between the viewers and participants of these advertisements. The data for the current study includes three popular Indian magazine advertisements of FMCG products published between the years 2019-2020, selected using a purposive sampling technique.

Analysis of the Czech Advertising Market and its Main Players

At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year. The results show that online advertising is taking an increasing share of total advertising investment. Another finding is that television advertising maintains a dominant position in the advertising market and is not directly affected by the development of investment in Internet advertising. However, the growth of investment in Internet advertising has a direct impact on the volume of investment in print advertising and OOH (Out of Home) advertising. The given types of media showed the largest decrease in terms of market share and negatively copied the development of investments in Internet advertising. In the case of radio advertising, there was also a decrease, but its dependence on Internet advertising has not been proven. However, the question arises as to the development of investments in the coming years. It is possible to anticipate the continuing strengthening of the role of Internet advertising and it will also be interesting to see whether Internet advertising will jeopardize the position of TV advertising. The results of the research will help both researchers and companies in the process of their decision to invest in selected types of advertising.

Applying the Country of Origin Effect in Teaching a German-Austrian Business Case

A merger of two airlines from Germany and Austria presents an opportunity for students to reflect on notions of cultures and business cultures, and then to begin to think critically about biases and stereotypes inherent in the country of origin effect (COE). While the country of origin is defined by where a consumer perceives a product to be from, regardless from where it may actually originate, the COE influences consumer purchases and perceptions. This influence, while seemingly coming from positive traits associated with the country, can also perpetuate stereotypes and false monolithic views of culture. This article presents a business case about the merger of Austrian Airlines and Lufthansa as part of a larger class unit consisting of six 50-minute course periods designed for the intermediate German post-secondary classroom. The case study presented here uses the concept of COE to examine how the nation and culturally driven goods and services may also uphold stereotypes as well as consumer and marketer biases. This current study looks at culture and language learning, cultural assessment standards and their suggested outcomes, and recent criticisms of these models in a global context. As part of the business case unit activities, students reflect on print and video advertising to develop written descriptions, to read an image, and to state an opinion—all with the goal of engaging critically with notions of culture used in travel industry marketing and branding. The purpose of this project is to embed critical readings for students of both a national culture and a monolithic German business culture early in the curriculum.

The relationship between the orthopedic job market and sports medicine fellowship applications between 2010 and 2017.

Objectives: More than 90% of graduating orthopedic residents pursue at least one year of fellowship training. There are no studies to date that examine the trends for sports medicine positions in the orthopedic job market. The purpose of this study was to evaluate trends in orthopedic sports medicine positions using postings from four orthopedic journals. Methods: Print advertisements for job positions in three American orthopedic journals (Journal of Bone and Joint Surgery, Journal of the American Academy of Orthopaedic Surgeons, and American Journal of Sports Medicine) between 2010 and 2017 were reviewed. The results were compared to sports medicine fellowship match trends. Results: Between 2010 and 2017, there were a total of 403 postings for orthopedic sports medicine positions, 186 in Journal of Bone and Joint Surgery, 113 in Journal of the American Academy of Orthopaedic Surgeons, and 52 in American Journal of Sports Medicine. There was a 43% decline in print sports medicine advertisements from 2010 to 2015. The number of job advertisements for sports medicine positions remained consistent (approximately 10%) from 2010 to 2015, then dropped to 2.1% (57/2698) and 1.4% (66/4735) in 2016 and 2017, respectively. Conclusion: There is no direct correlation between job positions advertised in orthopedic journals and sports medicine fellowship positions offered. Additionally, there has been an increase in job advertisements requiring fellowship training, indicating an increased demand for sub-specialty trained orthopedic surgeons. Lastly, the drop in total orthopedic advertisements in the years proceedi ng 2015 may serve as a harbinger for the transition to largely online content, and job postings in journals may not be the most reliable source of job opportunities, but further investigation should be done in relation to this topic.

TEAMWORK: TOURISM AND SPORT SERVICE ADVERTISING CREATION ASPECTS

Relevance and novelty. Teams are now everywhere, in many areas of science, work and the arts – teams predominate in aviation, the military, business, space, academia and healthcare. In today’s competitive job market, good teamwork skills are an essential requirement for many jobs, from academic work to industry, healthcare, sports and tourism organizations, and more. Scientists have been writing about teamwork and researching its benefits for many decades, it is not a short-term process, but it is still heavily researched. Teams are now everywhere, in many areas of science, work and the arts – teams predominate in aviation, the military, business, space, academia and healthcare. Teamwork is an advantage for the organization, as productivity increases, activities become better, employees – team members – can be more exposed, and the organization can adapt more easily to change. The main goal of every organization is to get the highest possible profit, to occupy the largest possible market share or to provide the best possible services. Aspects of teamwork were analyzed by Lithuanian researchers Gražulis (2014), Marmienė et al. (2015), Dromantas (2008). (2014), Dromantas and Merkys (2004), Grigonienė (2017), Basevičiūtė (2020), Genutienė (2022) and others. And foreign researchers: Driskell, Salas Driskell (2018), Prada, Mareque & Pino-Juste (2022), Davidson & Sanderson (2022), Godin et al. (2017) and others. In sports and tourism organizations, a trend is increasingly being used to address important issues, whether for the implementation of projects, not by individuals but by their teams. The result of the activities of a group of people, rather than the individual, is becoming increasingly important as the need for group decisions increases (Seilius, (2000). Teamwork is an advantage for the organization, as productivity increases, activities become better, employees – team members – can be more exposed, and the organization can adapt more easily to change. A well-functioning team is more than a group and more than the sum of its individuals (Szalados, 2021). Ability to adapt and knowledge of teamwork methods, ensures the efficiency of sports and tourism organizations and adaptation to the changing needs of society. Dromantas (2008). explains that human resources and teamwork are the main drivers of an organization. It can be said that human resources are a key factor in the success of an organization, achieving the set goals, they create greater added value for the organization. One of the methods for the competitiveness and efficiency of an organization is teamwork. Researchers have been writing and researching the benefits of teamwork in sports and tourism organizations for many decades, it is not a short-term process, but it is still heavily researched. Advertising contributes to the change of such processes. Advertising creativity has been studied by Raghavan, Cafeo (2009), but these authors have only provided guidance on how to measure advertising creativity. Haberland, Dacin (1992). Mercanti-Guerin (2008) have examined the creativity of television advertising. However, no one has examined the creativity of print advertising and has not tried to assess it from the point of view of the organization of sports and tourism, but only provided general recommendations. Scientific problem. How is teamwork understood: in terms of creating advertising for tourism and sports services? The aim of the article. Reveal teamwork in the aspect of creating advertising for tourism and sports services. Object: teamwork in the development of service advertising. Tasks.Peculiarities of human resource management in a modern organization are revealed. Discuss teamwork and the organizational climate. To reveal the concepts of advertising in sports and tourism organizations. Methods: analysis, systematization, and interpretation of scientific literature.

AN EDUCATIONAL INSIGHT OF MEDIA DISCOURSE IN PAKISTANI PRINT ADVERTISEMENTS: A SEMIOTICS STUDY

Media studies has been a significant and trending field in today’s world. It is responsible for prevalent ideologies through different means like news, dramas, movies and advertisements. Advertisements occupy large spheres in any society and to understand them is not an easy task. Semiotics is an area of study of signs which provides ground for understanding the advertisements. In the world of advertisements, ideas are mostly represented through signs, signifiers, signified and their association to the cultural context. The study involves the practical implementation of Barthesian approach using qualitative paradigm and explores the two-fold interpretation of meanings laid in the Pakistani print advertisements. These advertisements are taken from Pakistani magazines and are deeply analyzed using semiotic analysis for obtaining the results. The results reveal that the advertisements hold denotative as well as connotative meanings which are opened to interpretation for a wide audience. It is also disclosed from the study that all the basic elements camouflaged in various layers of the advertisement such as colors, characters and taglines play noteworthy role in generating the meanings

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

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.

The Effect of Advertising and Service Quality on Consumer Purchase Intention Hotel: An Experimental Study

This study examines the differences in the green hotel and non-green hotel advertisements on consumers' purchase intentions. It discusses the differences in the green hotel and non-green hotel service quality on consumers' purchase intentions. The research method used is an experiment with a sample of 100 participants. This study uses a fictitious print advertisement featuring hotel facilities, prices and promotions as a sample for the same product as a treatment in the experiment. The type of experimental design used is a statistical utterly randomized design, where the treatment given to research participants is based on randomization. Data were analyzed using ANOVA. The results showed that green hotel advertisements positively affected consumers' purchase intentions, while advertisements in non-green hotels had no significant effect on consumers' purchase intentions. Meanwhile, the service quality variable in green hotels has a positive impact on consumers' purchase intentions, and service quality in non-green hotels has no significant effect on consumers' purchase intentions.

Language choice and language contact in print advertisements for Russian-speaking immigrants in Germany

This study aims to analyze linguistic contact in a written language on a sample of advertisements for Russian-speaking immigrants in the German city of Nuremberg, where there is a well-developed infrastructure for Russian-speaking immigrants, including the availability of periodicals. The study has the following research questions: What functions do Russian and German, as well as other languages, perform in advertisements in periodicals for Russian-speaking immigrants? Is there a correlation between the subject matter of the ads and the language or languages used? What phenomena of language contact found in the spoken language of Russian-speaking immigrants are characteristic of advertisements? A corpus consisting of 443 advertisements, obtained through continuous sampling from periodicals, was collected for the study. The analysis revealed that Russian, German, English, Ukrainian, and Latin fulfil specific functions in the advertisements. It was found that, depending on the subject matter, advertisers choose a particular language or language combination for their ads. At the lexical and morphosyntactic levels were identified borrowings from German and English, entirely or partially grammatically integrated into Russian, and cases of code-switching between Russian and German. Thereby, the study highlights one aspect of the linguistic situation of the Russian-speaking community in Germany and may implicitly serve to assess the vitality of the Russian language in Germany.

Metamodernism and Language: Pandemic Era Advertising

In cultural theory, metamodernism becomes a new cultural paradigm of the twenty-first century, epistemologically with (post) modernism, ontologically between (post) modernism, and historically beyond (post) modernism. It appears in the context of political changes following the fall of the Berlin Wall and the environment of digital progress, but also in periods of financial and ecological crises. Rather than simple “zeitgeist”, metamodernism as an arriving cultural paradigm is to be understood more as a “structure of feelings” or sentiment so pervasive that it becomes structural. Metamodernism is symbolically presented by the dual nature of God’s messenger Eros, who operates between the worlds of mortals and immortals. Another metaphor to illustrate metamodernism is a pendulum that constantly fluctuates between opposites such as modern hope and postmodern melancholy, empathy and apathy or enthusiasm and irony.
 This paper examines Italian advertisements during the largest contemporary health crisis, the SARS-CoV-2 virus outbreak. The semiotic textual analysis is performed on the audio-visual commercials of well known companies, such as Vodafone and Barilla. In addition to this, several print advertisements of a local company for funeral services Taffo are considered. Different metamodern characteristics are recognised in all examined texts. In already confirmed pandemic narratives (such as “the celebration of being Italian and patriotic solidarity”, “the juxtapositioning of the “inside” and the “outside”, and the “humanization of technology at the service of human affections and emotions''), now the metamodern characteristics, as a new structure of feeling that brings hope, continuous oscillations between contrasted polls and a certain quirkiness, are being identified. The most relevant morphosyntactic, lexical and semantic traits of the Italian language in pandemic advertising are being compared with the same language tools in postmodern Italian advertising. Finally, different stylistic and pragmatic, rhetorical and semiotic tools are being interpreted and analysed, defining more closely the unique characteristics of “metamodern” pandemic advertising.

PERANCANGAN VIDEO DOKUMENTER TENTANG DAMPAK PANDEMI TERHADAP USAHA PRINT ADEVERTISING DI ROVELL ADVERTISING

Advertising is one way to promote a product or service. There are various ways to create advertisements, one of which is by making large banners or billboards, commonly called print advertising. In recent years, many entrepreneurs have become interested in starting a company in print advertising. Not because there is no reason, many entrepreneurs are starting to look at this business opportunity, because it turns out that many UMKM need to promote the products or services they offer, unfortunately in the last three years there has been an outbreak of the covid 19 pandemic that has affected the economy of the Indonesian state which has made Entrepreneurs work hard to maintain their business. This documentary video was made to provide information about the impact of the pandemic on the print advertising business.

Print Mass Media Strategies in Central Java and Yogyakarta Provinces to Survive the Disruption Era

The emergence of the internet, which has the power of convergence and multiplatform, terminates the information boundaries. The information flow streaming through the internet creates numerous changes in various lifelines. One of the changes that are experienced is the information shift from print to online. This condition significantly affects print media companies, where customers and advertisers in newspapers begin migrating to a new platform, the internet. It becomes a big challenge for print media in addition to production costs that increase every year. In this era, if the print media do not immediately take action to adapt and innovate, it will be difficult to survive. Observing this development, it is essential to research to determine the strategies implemented by print media companies that currently exist to survive the disruption era. This study implemented a qualitative research method. This study’s results indicate that the print media's survival strategies are innovation, collaboration, maintaining good relationships with customers, and strengthening the journalistic content production to be more attractive.