The Benetton Advertising Campaigns Intentions Receptions And The Legitimacy Of Raising Global Issues In Advertising
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The Benetton Advertising Campaigns Intentions Receptions And The Legitimacy Of Raising Global Issues In Advertising
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2003-09-23
The Benetton Advertising Campaigns Intentions Receptions And The Legitimacy Of Raising Global Issues In Advertising written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-23 with Business & Economics categories.
Seminar paper from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B-68, University of Canterbury (Department of Mass Communication and Journalism), course: COMS 406 Advertising and Society, language: English, abstract: Advertising has become the single largest source of visual imagery in our society today. No matter where we look, we see advertisements trying to sell us things. We see images of youthful, beautiful people enticing us to spend our money on products we think we need, hoping that by purchasing the product we too may reap the benefits of owning it. At the beginning of the 1990s however, the Italian clothing company Benetton changed the face of advertising forever. Instead of showing the company’s products in its advertisements, they have chosen to show images related to important world issues in a claimed attempt to raise awareness (http://www.courses.psu.edu/ art/art122w_jlh18/student/knepper/Intro.htm). Between 1990 and 1994, and then again in 2000, Benetton attracted attention because of its especially provocative advertising campaigns. Diverse pictures of these campaigns showed situations of adversity, distress, suffering and death. Oliviero Toscani, the creator of the advertisements asserts that it is not his function to increase sales of Benetton products. Toscani claims he uses advertising to raise awareness concerning the issues addressed and his intention is “to promote peace, tolerance, multiculturalism and to challenge stereotypes” (http://www.xs4all.nl/~conflic1/pbp/7/5_benett.htm). However, despite claims by Luciano Benetton and Toscani that profit was never a motive and raising social conscience was their single goal, Benetton advertisements have been widely criticised and banned worldwide (http://www.courses.psu.edu/art/art122w_jlh18/ student/knepper/Benetton.htm). This might have resulted anyhow, not only from their approach of attempting to raise awareness of real problems, but from the means with which they did it. Everything that diverges from well known, generally accepted norms appears provocative for the recipient who is used to certain standards. Nevertheless, the different interpretation of its advertising images in diverse cultures caused resistance and problems for the Benetton company. Contrary to other international operating conglomerates that use the same advertising internationally but modify it in consideration of the cultural context, Benetton advertisements are not tailored regionally. The company uses the same images and campaigns worldwide (http://www.karlsruhe.de/Schulen/Ludwig-Erhard-Schule/Projwer/wer4.htm), and does not consider cultural and moral conceptual differences. [...]
United Colors
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Author : Lorella Pagnucco Salvemini
language : en
Publisher: Virago Press
Release Date : 2002
United Colors written by Lorella Pagnucco Salvemini and has been published by Virago Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The Benetton campaigns by Oliviero Toscani have been one of the most important and controversial phenomena in worldwide advertising. This text explores the history of the campaigns from 1984 to 2000.
Advertising Ethics An Oxymoron
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Author : Harald Blocher
language : en
Publisher: GRIN Verlag
Release Date : 2008-07-29
Advertising Ethics An Oxymoron written by Harald Blocher and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-07-29 with Business & Economics categories.
Bachelor Thesis from the year 2003 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, Northumbria University, language: English, abstract: Advertising as the most visible element of the marketing-mix is concerning its ethical dimension actually in the midst of controversary. The expression of “advertisng ethics” is nowadays a good example when being asked to name an oxymoron. This project therefore concentrates on ethics applied to the advertising profession. The ethical dimension of advertising and its impact on consumers in general as well as on children as a target group is the main focus of the study. The aim of the study will be reached through drawing attention to the two major philosophical theories applied to business as well as advertising, utilitarianism and deontology. In order to gain a fair understanding of the subject, advertising and its role in society are examined. Furthermore, the ethical issues in advertising are presented based on the so-called legal and moral discourse. Since the method of advertising to children actually raises a lot of controversial opinions, this part of the legal discourse is examined in more detail. Due to these controversies, a primary research has been executed, with the aim to collect three controversial opinions of institutions involved in the debate of ethics in advertising. The participants in this debate are industry, advertising agencies and the third point of view of a so-called opinion leader. The study closes with the discussion of research findings with reference to the literature review, followed by the overall conclusion.
Persuasive Advertising
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Author : J. Armstrong
language : en
Publisher: Springer
Release Date : 2010-05-26
Persuasive Advertising written by J. Armstrong and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-05-26 with Business & Economics categories.
Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Humor In Advertising
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Author : Marc G. Weinberger
language : en
Publisher: Routledge
Release Date : 2021-06-21
Humor In Advertising written by Marc G. Weinberger and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-21 with Business & Economics categories.
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
Persuasion In Advertising
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Author : John O'Shaughnessy
language : en
Publisher: Psychology Press
Release Date : 2004
Persuasion In Advertising written by John O'Shaughnessy and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Effective advertising is, almost always, persuasive advertising, and while not all advertising seeks to persuade, in a competitive situation those who best persuade are those most likely to win. This exciting new book seeks to explain the precise ways in which advertising successfully persuades consumers, setting out the strategies for advertisers to adopt and illustrating the theories at work. Offering not only a conceptual and theoretical grounding in persuasive techniques, this book also provides concrete empirical research that is uniquely incorporated into a marketing textbook format. The authors cover topics including: difficulties of persuasion, rationality and emotion in persuasion, positive reinforcement techniques and cognitive approaches to persuasion. To illuminate these theories, the authors include original case-studies on campaigns as diverse as Death Cigarettes, Mecca Cola, The Oxo Family and Renault Clio, as well as recent advertisements from BMW, McDonalds, Omega and Silk Cut. A genuinely fresh text on the art of persuasion in advertising, this book is essential reading for all marketing students and academics.
Adland
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Author : Mark Tungate
language : en
Publisher: Kogan Page Publishers
Release Date : 2007
Adland written by Mark Tungate and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Business & Economics categories.
Adland is a ground-breaking examination of modern advertising, from its early origins, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
Web Advertising
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Author : Anja Janoschka
language : en
Publisher: John Benjamins Publishing
Release Date : 2004-12-23
Web Advertising written by Anja Janoschka and has been published by John Benjamins Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-12-23 with Language Arts & Disciplines categories.
This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.
Strategic Integrated Marketing Communications
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2014-06-27
Strategic Integrated Marketing Communications written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-27 with Business & Economics categories.
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Fashion Marketing
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Author : Tony Hines
language : en
Publisher: Routledge
Release Date : 2007-02-07
Fashion Marketing written by Tony Hines and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-02-07 with Business & Economics categories.
A collection of international contributions from renowned academics and practitioners from the US, UK, China, the second edition of Fashion Marketing has been completely updated, revised and expanded to reflect the major changes in the fashion industry since 2001 and covers all of the key themes and issues of the area. Key themes and areas covered include globalization, fast fashion, luxury fashion, offshoring, business-to-business, forecasting, sourcing, supply chain management, new product development, design management, logistics, range planning, color prediction, market testing, e-commerce, and strategy.