Series Of Advertisements Research Articles

REPRESENTASI FEMINISME DALAM IKLAN KECAP ABC “SUAMI SEJATI MAU MASAK”

The kecap ABC advertisement for the suami Sejati Mau Masak edition is a series in the gender equality campaign created by Heinz ABC Indonesia. Through this series of advertisements, it is made as a form of appreciation to women who have done domestic work, especially cooking. In this ad, many messages of feminism are shown visually in every scene. The purpose of this research is to analyze how the message of feminism is contained in the Ketchup ABC advertisement of “suami sejati mau masak” using Rolnad Barthes's semiotic theory approach. In this study, it was carried out using descriptive qualitative research methods by collecting data, conducting analysis, making discussions and conclusions. The results of this study are an analysis of various scenes from the ABC soy sauce of Suami Sejati Mau Masak which is considered to have a feminist message using Roland Barthes's theoretical approach discussing denotative, connotative and myth development.

CULTURAL REFLECTION IN INDOMIE SPESIAL RAMADHAN 2020 ADVERTISEMENT

Advertising is a promotional medium that is still considered important today. There is a series of advertisements that caught our attention because they were viral in the community, namely the Sebelum Berbuka and Selamat Berbuka of the Ramadan version of Indomie goreng. Ads that are displayed without displaying this product are very contextual to the situation of Ramadan 2020, especially at the time of the Covid-19 pandemic. This research tries to reveal the meaning conveyed through these advertisements by looking in more detail at the elements of icons, indexes and symbols. The research method uses Charles Sanders Pierce's semiotic analysis, by identifying, analyzing and classifying icons, indexes and symbols with the aim of expressing the meaning the advertisement that wants to convey. The meaning construction created by Indomie advertisements in the month of Ramadan is different from most instant noodle advertisements in general. Even though the ultimate goal of advertising is still to sell products, from this analysis it is found that there are other messages that are very contextual, namely: an invitation to fast with good intentions and during this Covid-19 audiences are invited to stay at home. This ads seems to understand the needs of the target audience, especially young people. The absence of advertised products makes these products present in the minds of consumers. This is interpreted as a norm of politeness and respect for Muslims who fast in Ramadan.

Sposoby pozyskiwania życzliwości odbiorców w prośbach o wsparcie na podstawie portalu Siepomaga.pl

The subject of the study is a series of advertisements – requests from the Siepomaga.pl website in terms of the method of acquisition of recipients (using Cicero’s captatio benevolentiae principles), convincing and persuading to act through proper selection of rhetorical arguments. The main procedure is to create statements taking into account the common auditorium, bearing the hallmarks of ordinariness. Language structures, toposes, arguments explicitly referring to pathos; the most typical strategies are modesty and raising the value of recipients as a last resort; and toposes: unequal fight against disease, time passing relentlessly as well as causative reasons (support is only a means to obtain priceless values: health and life). A characteristic feature of the requests posted on the Siepomaga.pl website is the presence of various semiotic codes typical for the Internet space, a kind of multimodality of communication in which verbal communication and image coexist. In addition, interaction is an important persuasive element, giving the recipients – the donors – an immediate effect of reward for taking action in the form of satisfaction with the real contribution visible in the account balance bar.

Consumer Culture and Political Ideology Plots in Social Media Campaigns

ABSTRACTA number of studies are devoted to explicating global consumer culture and political ideology plots in traditional advertising. Nevertheless, studies of these plots in social media campaigns are scarce. In order to fill this gap, our study examines consumer culture and political ideology plots utilized by global brands in social media advertisements targeted to US Millennials. Employing semiotic analysis, a series of advertisements from automotive, food and beverage, electronics, personal care products, fast food, athletics and financial sectors were evaluated and interpreted. Our findings uncovered one unique main plot labeled “identity-of-self” and three subplots: 1) successful and young living, 2) Peter Pan syndrome, and 3) purposeful connectedness. Implications for practice and directions for future work are suggested.

Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages

This study examined how serial order and information format jointly determine consumers' preferences of tour packages. The results showed that the option viewed first in a sequence was preferred (vs. not preferred) when the information format facilitated (vs. inhibited) narrative processing. Preference shifts to the first viewed option due to narrative processing was prominent among consumers with defensive attitudes to self-threats and in circumstances where the first option was challenged by an attractive alternative. Three experiments were conducted and showed that narrative processing enhanced attachments to the first option if consumers simulated the experience, which in turn motivated them to be consistent in subsequent evaluations. Managerially, these findings suggest that in addition to emphasizing the importance of occupying the first position in a series of advertisements and products, marketers should also facilitate experience simulations rather than focusing solely on the attributes of luxury tours.

Consuming Women in Blackface: Racialized Affect and Transnational Femininity in Japanese Advertising

ABSTRACTIn 2014, ASTIGU – a Japanese pantyhose brand – launched ‘ashi wa, kao’ (legs are face), a new series of advertisements featuring a female model whose face is painted black. Although scholars have previously written on blackface and blackness in Japan, they have focused more on subcultural contexts and men’s instead of women’s experiences. Drawing on the campaign’s promotional materials and employing women’s blackface practices as a heuristic device, this essay tracks constructions of blackness and femininity in Japanese advertising. I argue that Japanese women’s wearing of blackface forms affective spaces for consumers to negotiate their racial, gender, and national identities. While ‘Japaneseness’ and femininity are initially based on the bihaku (beautiful white) model, the idea of black masks alters women’s relationships to their bodies and allows them to experiment with racial otherness and alternative femininities. By unsettling notions of race, gender, and nation in Japanese society, I suggest that the dual commodification of bihaku and blackface in these advertisements potentially generates transnational forms of femininity. Building on scholarship on race, affect, femininity, and Japanese mass culture, this essay ultimately investigates how consuming women in blackface traverses gender and racial constructions in Japan, contributing to transnational flows of consumer culture.

“I’m Not Gonna Be Like ‘That Guy’”: Examining Antidrug Shock Advertising through the Eyes of “That Guy”

ABSTRACTShock advertising antidrug campaigns pose significant implications for methamphetamine (meth) addicts. In recent years, the Montana Meth Project public service campaign has broadcast a series of advertisements containing shocking and disturbing images of meth addicts in an attempt to prevent meth use. Although intended to warn teens about the dangers of meth, the shock-based advertising reaches another population: meth addicts, unintentionally exposing them to a labeling process. This study examines the effects of Montana’s advertisements on the worldview of 20 recovering meth addicts using interviews. Results highlight the unintended consequences of shock advertising on those attempting to reintegrate into the non-using community, suggesting that the campaign negatively impacts addicts’ worldviews and creates stereotypes, stigma, and differential treatment of meth users. Ultimately, this antidrug scare campaign appears to be a barrier to reintegration for meth addicts.

Research & development in the dark: what does it take to make one medicine? And what could it take?

Earlier this year a series of advertisements appeared in London's Westminster tube stations asking viewers to consider a seemingly simple question, ‘what does it take to make one medicine?’ But as it turns out, this question is not so simple to answer. In this commentary we highlight some key considerations and questions on what it takes to make one medicine, and what it could take to develop medicines that meet people's health needs and are accessible and affordable for all who need them.

Interpreting ‘PJ Powers’: A relevance-theoretic approach

ABSTRACTIn June 2015, Spar published a series of advertisements for its liquor store, TOPS at Spar. One of the advertisements used the slogan ‘Grab a drink and show off those PJ Powers’. The singer, PJ Powers, was informed of this advertisement and Powers accused Spar not only of using her name without her permission but also of poking fun at her past struggle with alcohol addiction. Taking into account the main assumptions of relevance theory and the possible general knowledge of the average South African as well as the co-text and context of the advertisement, I will illustrate that consumers in South Africa are highly likely to associate the lexical co-occurrence ‘PJ Powers’ with the singer and not with a ‘pyjama party theme’ suggested by Spar in its apology. A small corpus based on newspaper texts, two different corpus analysis tools, Antconc and Leximancer, and a Google search are used to support my arguments.

Lowe T(V): Directing masculinity in a new century

Abstract Though a generally innocuous, if funny, series of advertisements, the recent set of Rob Lowe commercials for DIRECTV offers something else beyond the various selling points of a specific television service. The commercials, each of which portray regular Rob Lowe alongside an unfortunate alter ego (‘Scrawny Arms’, ‘Painfully Awkward’, ‘Overly Paranoid’, ‘Crazy Hairy’, ‘Total Deadbeat’, ‘Creepy’, ‘Peaked in High School’ and ‘Meathead’), provide a catalogue of twenty-first-century masculinities. By contrasting the regular Rob Lowe alongside his lesser iterations, the commercials cast a critical eye on traditional masculinity, calling into question both physical (‘Scrawny Arms’, ‘Crazy Hairy’ and ‘Meathead’) and behavioural (‘Painfully Awkward’, ‘Overly Paranoid’, ‘Total Deadbeat’, ‘Creepy’ and ‘Peaked in High School’) extremes. When read against the particulars of Lowe’s own experiences (as found in his 2011 autobiography Stories I Only Tell My Friends and its 2014 companion piece Love Life), in which he has either inhabited or encountered those alter egos throughout his life and career, the commercials suggest that twenty-first-century masculinities, in the person of Lowe, are expansive.

The Family Behind the Farm: Race and the Affective Geographies of Manitoba Pork Production

As increasing toxicity of Manitoba lakes garners public concern, the environmental impacts of pork producers have come under scrutiny. In this context, the Manitoba Pork Council launched The Family Behind the Farm, a series of advertisements and testimonials featuring pork producers and their families. We examine how this campaign operates affectively to distance the family farm from industrial pork production. Building upon geographical literature theorizing the relationship between race and affect, we argue that the campaign mobilizes pride in the family farm through heteronormative and racialized affects of intimacy, tradition, and intergenerational continuity. In the process, not only is pork production made innocent, but the family farm, and rural Manitoba itself, is reproduced as a white, heteronormative space with an innocent past and secure future. By analyzing this specific case, the paper demonstrates the role of the heteronormative family in reproducing affective geographies of whiteness.

Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements

We propose design quality as a concept that captures visual complexity, design complexity, and the application of design principles. Design quality of a visual message is thought to influence attention, appeal, and evaluation and could thus play an important role in patient engagement with visual health stimuli such as pamphlets and instructions. This concept is understudied yet plays an integral role in how viewers perceive visual media. This study aimed to explore whether levels of design quality (low, mid, high) gain different levels of objective attention and positive evaluation. Eye tracking technology was implemented to capture viewers’ attention to a series of advertisements varying in design quality. Participants evaluated advertisements for attitude, comprehension, informativeness, and effectiveness. This study found that health advertisements of a mid-level of design quality were consistently assigned more positive evaluations than advertisements with low or high levels of design quality; however, participants spent the most time looking at health advertisements consisting of mid and high levels of design quality. These findings have implications for a design quality threshold that should be considered for practice and research in health communication arenas. It is essential that design be considered in the development of printed health communication materials.

"When pirates feast … who pays?" condoms, advertising, and the visibility paradox, 1920s and 1930s.

For most of the 20th century, the condom in the United States was a cheap, useful, but largely unmentionable product. Federal and state statutes prohibited the advertising and open display of condoms, their distribution by mail and across state lines, and their sale for the purpose of birth control; in some states, even owning or using condoms was illegal. By the end of World War I, condoms were increasingly acceptable for the prevention of sexually transmitted disease, but their unique dual function--for disease prevention and contraception--created ongoing ambiguities for sellers, consumers, and distributors as well as for legal, political, health, and moral leaders. Not until the 1970s did condoms emerge from the shadows and join other personal hygiene products on open drugstore and supermarket shelves and in national advertisements. Then came the 1980s and AIDS when, despite the rise of Ronald Reagan, the radical right's demonization of condoms, and the initial reluctance of condom merchants to market to gay constituencies, the HIV/AIDS epidemic slowly but inexorably propelled the condom to the top of the prevention agenda. The condom's journey from lewd device to global superstar was fitful, but colorful. The Comstock Act of 1873, prohibiting birth control information and devices, created a vast underground operation--periodically illuminated, however, by arrests, protests, legal proceedings, and media coverage. This essay chronicles one such moment of illumination: the legal battle in the 1920s and 1930s over the legitimacy and legality of the Trojan Brand condom trademark and the unusual series of advertisements produced by the Youngs Rubber Corporation, makers of Trojans, to dramatize the ethical and economic issues of the trademark battle. Culminating in Youngs Rubber Corporation v. C.I. Lee & Co., Inc. (45 F, U.S. Court of Appeals for the Second Circuit 103 [1930]), this landmark case in trademark law established the right of the Trojan Brand condom, despite its ambiguous dual function, to the protection of a federal trademark. I seek to show how the Youngs antipiracy ad series illuminates the paradox of visibility by illuminating the paradox of any binary division: to establish the one depends inevitably on invoking or making visible--even if to suppress--the other. This essay is a case study in the negotiation of such a dialectic.

Deepwater Horizon exposes BP’s PR strengths and weaknesses

Purpose – The paper aims to examine BP’s communications response to the Deepwater Horizon disaster, which caused 11 deaths and a huge oil spillage in the Gulf of Mexico. Design/methodology/approach – It draws on such secondary sources as newspapers, audiovisual material and social-network sites. Findings – It claims that BP lacked some of the tools needed for an effective communications response to the disaster and that the company made mistakes in, for example, putting out a series of advertisements during the clean-up operation. Practical implications – It puts forward the view that companies ought to have a well-rehearsed crisis-communication strategy that they can easily adapt to the particular circumstances of a given disaster. Social implications – It looks at some of the things that BP got right, including its Internet response to the crisis. Originality/value – It emphasizes the importance of good communication strategies when disaster strikes.

Marriage Mimesis

This essay examines a series of advertisements supporting same-sex marriage, which circulated in the Baltimore Afro-American. The ads relied upon sedimented, superficial understandings of difference to position blackness as homophobic and black civil rights as a historically concluded political project. Drawing on intersectional analysis, postcolonial studies, and recent works in queer of color theory, this essay develops the term “communicative mimesis” to describe how the advertisements use repetition, substitution, and disavowal to construct blackness as a necessary scapegoat in the acquisition of same-sex marriage as a civil right.

Marketing Tea against a Turning Tide: Coffee and the Tea Council of Australia 1963–1974

Marketing Tea against a Turning Tide: Coffee and the Tea Council of Australia 1963–1974

Supergrans and nanoflowers: reconstituting images of gender and race in the promotion of biotechnology and nanotechnology in Aotearoa New Zealand

This paper explores the use of communication strategies to promote the social acceptance of science. It considers how gender and ethnicity are being constructed in science promotion and marketing, and discusses the intersections of knowledge, colonization and commercialization in science discourses. We critically assess a series of advertisements, posters, and news media articles published in Aotearoa New Zealand during 2000–2009, a period of significant political controversy and conflict over public investment in science and technology. We highlight the representation of women, indigenous peoples and the natural world in communication strategies aimed at mitigating public concerns about controversial technologies such as genetic engineering (GE) and nanotechnology. Adopting a critical discourse approach, we consider both images and words as political text. We illustrate how gender, ethnicity and nature are appropriated, constituted and reconstituted in an attempt to collapse the divide between the powerful world of science and the realm of everyday life. These communication strategies contribute to and are constitutive of the social relations of technology. They draw on deeply rooted social archetypes to re-present a politically constructed image of science to defined audiences, notably to those with the most concerns about its potential effects. In a socio-political context characterized by continuing civic challenges to the representation and rationale of modern science, such strategies represent an increasingly influential dimension in the framing and governance of emerging technologies.

Consumer Friendly or Reader Hostile? An Evaluation of the Readability of DTC Print Ads

ABSTRACTThe Food and Drug Administration requires advertisements promoting prescription drugs to be written in “consumer friendly” language. The purpose of this study is to examine the language of Direct-to-Consumer prescription drug advertisements to determine if such language is easy for consumers to read and understand. A series of advertisements for a variety of products, appearing in popular consumer magazines, were analyzed using the Flesch and Gunning-Fogg formulas to determine if DTC advertisements are more or less complex than other advertisements that consumers read today. Results indicate that DTC ads are among the most difficult print ads to read. Additionally, certain types of information contained in these print ads (such as information discussing a drug's risks and contraindications) are significantly more difficult to read than information in any other type of ad copy in magazines today. Implications for DTC marketers and the FDA are included.

Deconstruction and reconstruction: Diversity as a productive resource

This article uses critical discourse analysis to show that a series of advertisements by the United Nations High Commissioner for Refugees are premised on a discourse of sameness that constructs difference negatively. The article moves from deconstructing these advertisements to possibilities for reconstruction that show difference as a positive and productive resource.

The Shape of the River: Long-Term Consequences of Considering Race in College and University Admissions

In recent years, affirmative action in higher education has been challenged in courts, legislatures, and public referendums. California has eliminated race as a consideration in admission decisions for public colleges and universities. The Fifth Circuit Court of Appeals (which covers Arkansas, Louisiana, Oklahoma, and Texas) wrote in Hopwood vs. Texas that "the use of race to achieve a diverse student body ... simply cannot be a state interest compelling enough to meet the steep standard of strict scrutiny."1 Recently, a series of advertisements appeared in college newspapers around the country accusing colleges and universities of using racial preferences illegally in admission decisions. The newspaper ads, by the Center for Individual Rights, are headlined "Guilty by Admission" and charge that nearly every elite college in the United States violates the law.