Advertising

Caption What I'm Saying: How Television Commercials That Are Not Closed Captioned Lose Millions In Potential Revenue

by Rachel Burton

Graduate thesis for the Steinhardt School of Culture, Education, and Human Development at New York University

Generating advertising keywords from video content

by Mike Welch

Impact des avertissements sanitaires dans la lutte contre le tabac

by Delphine Dion

Y ahora pasamos a publicidad... si usted quiere: el advertainment como alternativa al modelo de comunicación basado en la interrupción

by Cristina Martorell Castellano

La cara oculta de los advergames. La explotación crítica de un nuevo recurso de la publicidad.

by Cristina Martorell Castellano

De ‘Jumbo’ a Internet: ¿no será que no hay nada tan nuevo en creatividad y en publicidad?

by Cristina Martorell Castellano

Logo Familiarity in Young Children as a Correlate of Printed Word Recognition and a Sign of Emergent Literacy – A Proposal

by Tim Gorichanaz

Proposal

By the time they enter school, children have already encountered a wealth of print language, from fast food logos to... more By the time they enter school, children have already encountered a wealth of print language, from fast food logos to clothing labels and from television programs to appliances. A vein of research has suggested that children’s literacy instruction is most successful when it harnesses this previous exposure to print language—young students’ sociocultural knowledge—as an educational tool. Perhaps this type of education also happens informally: For example, young children may learn to associate the pronunciation of “McDonald’s” with the written logo. The proposed study will dive deeper into this phenomenon: Are children who can recognize logos—meaning they are able to associate a design with a particular meaning—better than their peers at recognizing printed words? If so, we can say that they are exhibiting advanced signs of emergent literacy, which include knowledge of print conventions (e.g. left-to-right reading in English, spaces between words and punctuation norms) and letter knowledge (i.e. the association of letters with sounds) (Whitehurst & Lonigan, 1998). If children can distinguish words from non-words, they must already be beginning to synthesize these skills. I hypothesize that children who are more successful at recognizing logos are also better at distinguishing words from non-words. This paper outlines a methodology for testing this hypothesis.

Building a Blog Cabin during a Financial Crisis: Circuits of Struggle in the Digital Enclosure

by Robert Gehl

Television and New Media, 2012

In their studies of online media, political economists of communication have examined how firms like Google enclose... more In their studies of online media, political economists of communication have examined how firms like Google enclose users in a web of commercial surveillance, thus facilitating the commodification of their online labor. However, this focus on enclosure tends to overlook the political possibilities highlighted by autonomist Marxist theory—namely, that users, under certain circumstances, can appropriate these applications to contest conditions of exploitation. This article offers an analysis of Blog Cabin 2008, a cable home improvement show, in order to explore this tension between autonomy and enclosure. Our findings suggest that producers indeed used the show’s blog to exploit fans’ free labor. However, fans also used the blog to form social bonds, to press demands on the show’s producers, and to make connections between the show’s class politics and the wider financial crisis. A concluding section explores the theoretical and political significance of such unanticipated uses of the show’s blog.

Extrema turbulencia en los medios en 2011

by Ramón Salaverría

Salaverría, R. (2012) “Extrema turbulencia en los medios en 2011”, Anuario ThinkEPI, 6, 2012: 161-165.

[English]

Abstract: Review of developments, changes and trends in radio, television, and online and print... more [English]

Abstract: Review of developments, changes and trends in radio, television, and online and print media in 2011. The strong impact of the economic crisis is discussed: unfortunately many newspapers have had to reduce staff, and a large number of journalists have been dismissed. The consequences of the general transition from paper to digital, and the new internet developments that day by day gain more audience and attract advertising are described. Statistics are provided.
________

[Spanish]

Resumen: Revisión de las novedades, cambios y tendencias de la prensa impresa y online, la radio y la televisión en 2011. Fuerte impacto de la crisis económica: muchos periódicos han tenido que reducir sus plantillas por lo que hay que lamentar
un gran número de despidos de periodistas. Se describen las consecuencias de la general transición del papel a lo digital, y de nuevos desarrollos en internet que día a día ganan más audiencia y se llevan la publicidad. Se ofrecen estadísticas.

Por uma teoria da publicização: transformações no processo publicitário

by Vander Casaqui

This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which... more This article focuses on the analysis of changes in the advertising process, influenced by the current scenario, which combines new technicities, sociabilities, ritualities and institucionalities — configured in meeting points between consumers, producers, goods and communication flows. The structure of our thinking is based on the map of mediations proposed by Martín-Barbero: we start from the discussion about the cultural matrices of advertising to reach the issues of communication contracts updated by contemporary forms of communication linked to consumption. This theoretical approach aims to delimit the focus of interest in studies of publicization — a concept that covers the mutations of the strategies involving persuasive communication of the corporations, brands and goods.

The Gay Family in the Ad: Consumer Responses to Nontraditional Families in Marketing Communications

by Jonathan Schroeder

Explicit, non-integrated product placement in British television programmes

by Chris Hackley

Explicit, non-integrated product placement in British television programmes. / Tiwsakul, R. ; Hackley, C. ; Szmigin, I..

In: International Journal of Advertising, Vol. 24, No. 1, 2005, p. 95-111.

The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There... more The rapid increase in the volume and variety of product placement approaches has outpaced research in the field. There is a marked shortage of studies that address particular product placement (pp) techniques in specified situational contexts. This paper reports the category of pp known as explicit, non-integrated product placement in the context of British television programmes. The study used a small convenience sample of young, mixed-nationality TV viewers who were familiar with the British and non-British shows on British commercial TV. Their attitudes to and recognition of pp in this context were explored. The findings are set within a wider-ranging review of previous research, and suggest important implications for promotional practice and future research.

The panoptic role of advertising agencies in the production of consumer culture

by Chris Hackley

Hackley, C. (2002) The panoptic role of advertising agencies in the production of consumer cultureConsumption, Markets and Culture, Vol. 5 (3), pp. 211–229

Advertising’s role in promoting an ideology of marketed consumption has been widely commented upon by critical more Advertising’s role in promoting an ideology of marketed consumption has been widely commented upon by critical
theorists yet the mechanisms through which this influence becomes manifest remain relatively under-examined. In
particular there has been no explicit examination of the mediating role of cultural knowledge in the production of
ideologically driven advertising. This paper invokes the panoptic metaphor to position the knowledge gathered by and on behalf of advertising agencies as a major dynamic in the production of consumer culture. The consumer of advertising is a known entity for advertising agencies: the subject is watched, filmed, questioned, recorded, and tracked. Indeed, consumer biography and subjectivity itself has become material that is both produced and consumed by advertising agencies in order to produce culturally constitutive advertising. The paper integrates disparate
literatures to situate knowledge of consumer culture at the hub of advertising’s constitutive ideological influence.

Viewing death on television increases the appeal of advertised products

by Ilan Dar-Nimrod

Dar-Nimrod, I. (2012). Viewing death on television increases the appeal of advertised products. Journal of Social Psychology.

College activities and the ethics of advertising

by Christopher Ryan

Ryan, Christopher, Garry Walter, and Michael Robertson. 2010. College activities and the ethics of advertising. Australasian Psychiatry 18 (2): 101-105.

Objectives: The aim of this paper is to examine whether advertising in the College journals and at RANZCP Congress, in... more Objectives: The aim of this paper is to examine whether advertising in the College journals and at RANZCP Congress, in particular from pharmaceutical companies, gives rise to a conflict of interests, and to discuss how this should be managed.

Conclusions: While advertising will often represent a conflict of interests, banning advertising from the College journals or Congress is unlikely to the best way to manage this. Conflicts of interest may be better managed by development of clear policies on advertisements, broadening the advertising base (i.e. beyond pharmaceutical companies), checking the accuracy of advertisements, and, in the case of Congress, ceasing sponsored symposia.

Advertising Management and Professional Identity in the Digital Age

by Chris Hackley

Hackley, C. and Tiwsakul, R. (2011) “Advertising Management and Professional Identity in the Digital Age” Chapter 18 in Mark Deuze (Ed) Managing Media Work, London, Sage, pp.209-216.

A seleção brasileira vai à guerra: consumo, trabalho, nação na publicidade da Copa do Mundo de 2010

by Vander Casaqui

Title:
The brazilian team goes to war: consumption, work, the nation in 2010 World Cup advertising
more Title:
The brazilian team goes to war: consumption, work, the nation in 2010 World Cup advertising

Abstract:
This article examines the discourses raised about the national soccer team during the 2010 World Cup. Our main focus are the advertisements of Brahma beer, official sponsor of the Brazilian team, which nurtured the concept of a “warrior team”, identified in narratives about the team itself, at the intersections between the sport, consumption, nationalistic discourses and the world of work.

Por uma Teoria da Publicização: Transformações no Processo Publicitário

by Vander Casaqui

Este artigo tem como enfoque a análise das transformações do processo publicitário, influenciado que é pelo cenário... more Este artigo tem como enfoque a análise das transformações do processo publicitário, influenciado que é pelo cenário atual, onde se combinam novas tecnicidades, socialidades, ritualidades e institucionalidades - configuradas em pontos de encontro de
consumidores, produtores, mercadorias e fluxos de comunicação. A estrutura de nossa reflexão é organizada em torno do modelo proposto por Martín-Barbero: partimos da discussão sobre as Matrizes Culturais da publicidade, para chegar às questões dos contratos comunicacionais atualizados pelas formas contemporâneas da comunicação vinculada ao consumo. Este percurso teórico objetiva sinalizar os focos de interesse dos estudos da publicização – conceito que abrange as mutações das estratégias que envolvem a comunicação persuasivo-sedutora de corporações, marcas e mercadorias.

Publicidade, marcas e análise do ethos

by Vander Casaqui

This article presents an epistemologic approach through the optical of the advertising ethos. We detach the strategies... more This article presents an epistemologic approach through the optical of the advertising ethos. We detach the strategies of the enunciate modulations, that project traces of character and shape, on the symbolical negotiation between the announcer and his target public. This process is mediated by the brands communication.

A publicidade da Coca-Cola “Happiness Factory” e o imaginário do sistema produtivo na sociedade de consumo

by Vander Casaqui

Em co-autoria com João Anzanello Carrascoza e Tânia Hoff

This article presents a reflection on the symbolic universe of the CocaCola brand based on the comercial “Happiness... more This article presents a reflection on the symbolic universe of the CocaCola brand based on the comercial “Happiness Factory” (2006), in which the productive sphere of the corporation is transformed and presented as a spectacle, as an apotheosis in order to meet the purposes of consumption imaginary. This is a preliminary study on the symbolic processes of reconstruction, of emptying and of the harmonization of tensions and dialectics
which involve the world of labour in order to meet the requirements of the advertising of the Coca-Cola brand – which is understood as a social being, mediator of the symbolic negotiation between advertisers and consumers. Our methodology of analysis is based on the theoretical framework of the French line of discourse analysis and key concepts of Mikhail Bakhtin, among other authors.