Advertising and Media

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.

Account Planning: Current Agency Perspectives on an Advertising Enigma

by Chris Hackley

Hackley, C. (2003) Account Planning: Current Agency Perspectives on an Advertising Enigma Journal of Advertising Research Vol. 43, No. 2, June pp235-245.

The account planning "philosophy" of creative advertising development has been hyped on both sides of the... more The account planning "philosophy" of creative advertising development has been hyped on both sides of the Atlantic for more than 30 years yet there is still little agreement on what exactly it is and what contribution it has made. This article
reviews current perspectives on the account planning discipline from the London and New York agencies that pioneered the discipline. Depth interviews suggested that account planning remains a powerful idea for advertising professionals and a major
priority for top international agencies. The complexity and depth of feeling that surrounds the topic, however, is striking. Views range from passionate advocacy to open cynicism. This article offers an interpretation of the major issues that emerged
and integrates this with research perspectives to suggest an agenda for the wider understanding and successful implementation of account planning.

A Publicidade das Instituições Bancárias em Situação de Conflito com seu Público- Alvo

by Vander Casaqui

Neste artigo, analisamos as estratégias comunicacionais de algumas das principais instituições bancárias do país, sob... more Neste artigo, analisamos as estratégias comunicacionais de algumas das principais instituições bancárias do país, sob a ótica do ethos publicitário. A dinâmica do processo publicitário, na relação interdependente entre o ethos projetado do anunciante, elaborado em função do público-alvo de sua entrada-em-cena, faz perceber, através do corpus selecionado, traços de negociação simbólica que apontam para uma situação
contemporânea de conflito; emerge, dessa forma, o ethos cético e insatisfeito do consumidor, abordado em estratégias distintas pelas várias marcas que procuram incorporar, dissimular, redirecionar, responder ao ethos do público percebido no projeto
de ressemantização, de desconstrução do campo simbólico de atuação bancária.

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.

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.

PROCESSOS DE REPRESENTAÇÃO E REFERENCIALIDADE NA PUBLICIDADE CONTEMPORÂNEA: MUNDO DO TRABALHO, CIDADE, BELEZA E ATIVISMO SOCIAL

by Vander Casaqui

REPRESENTATION AND REFERENCIALITY PROCESSES IN CONTEMPORARY ADVERTISING: WORK SPHERE, CITIES, BEAUTY AND SOCIAL... more REPRESENTATION AND REFERENCIALITY PROCESSES IN CONTEMPORARY ADVERTISING: WORK SPHERE, CITIES, BEAUTY AND SOCIAL ACTIVISM

Abstract:
This article reflects about the dynamic of the sign in the contemporary advertising. The study will analyze advertising pieces related to the work sphere, to cities, to the concept of beauty, to social activism and to resistance to media power – will see those pieces as social representations inserted in the symbolic universe of commercial brands. Throughout our analysis, based on sociology, on studies about consumption and on language theory, we will discuss about the commodity -shape organizes the culture on the advertising process.

Significações do trabalho nas narrativas do eu: estratégias comunicacionais da marca Nextel na campanha “Bem-vindo ao Clube”

by Vander Casaqui

A campanha publicitária da marca de serviços telefônicos Nextel é analisada sob a ótica das teorias do trabalho e do... more A campanha publicitária da marca de serviços telefônicos Nextel é analisada sob a ótica das teorias do trabalho e do consumo. Discutimos os significados das narrativas construídas pelos sujeitos que protagonizam os filmes, ao apresentarem suas trajetórias erráticas de vida, em relação às expectativas do outro, como traços identitários associados ao universo simbólico de Nextel. Nessas narrativas, o trabalho é destaque, como esfera de desafio e de afirmação, de identificação e de estranhamento, de perspectivas de fracasso e de conquista do sucesso. A reflexão sobre a espetacularização e a estetização da intimidade, por meio da midiatização das narrativas do eu, serve como base para a compreensão do papel da atividade produtiva na vinculação de sujeitos em comunidades imaginadas pela linguagem publicitária.

Meanings of work embedded in narratives of the self: communication strategies in Nextel’s “Welcome to the Club” campaign

by Vander Casaqui

The advertising campaign of the phone service brand Nextel is analyzed from the perspective of work and consumption... more The advertising campaign of the phone service brand Nextel is analyzed from the perspective of work and consumption theories. We discuss the meanings of the narratives constructed by the subjects who star the movies, when submitting their erratic paths of life, relating to someone else’s expectations, as identity features associated with the symbolic universe of Nextel. Within these narratives, the work is highlighted as area of challenge and affirmation, of identification and strangeness, of prospects of failure and success achievement. The discussion on the spectacle and the aesthetics of intimacy, through the media process on the narratives of the self, serves as a basis for understanding the role of productive activity on linking individuals in imagined communities by advertising language.

Self-Enhancement Following Exposure to Idealized Body Portrayals in Ethnically Diverse Men: A Fantasy Effect of Advertising

by Małgorzata Kolling (Skorek)

Skorek, M., & Dunham, Y. (2012). Self-enhancement following exposure to idealized body portrayals in ethnically diverse men: A fantasy effect of advertising. Sex Roles 66 (9/10), 655-667. doi: 10.1007/s11199-012-0124-8

Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s... more Viewing idealized body portrayals of men and women in advertising is known to have negative effects on men’s self-esteem and body dissatisfaction, but little research investigates these effects across race/ethnicity. Racial minorities tend to idealize larger bodies than Whites and so might respond differently to advertising influences. We investigated whether exposure to idealized portrayals of male and female bodies in TV advertisements has different effects on men of different race/ethnicity. Additionally, we investigated whether implicit methods reveal different results than self-reports. One hundred and sixty Asian, Hispanic, and White American male undergraduates from a university in California (USA) were randomly assigned to watch TV advertisements portraying thin women, muscular men, or watched no ads. Their implicit self-esteem was measured using the Implicit Association Test, and a questionnaire assessed explicit self-esteem, actual-ideal body discrepancy, and perception of weight-related health-risks. Exposure to portrayals of muscular men decreased actual-ideal body discrepancy in all men. Exposure to portrayals of thin women increased men's implicit but not explicit self-esteem in Asian and Hispanic men only. Both these findings are consistent with a self-enhancing role of exposure to idealized male and female bodies in advertising, which is often referred to as a “fantasy effect”. This study provides evidence that media exposure interacts with culturally local body ideals and so can produce varying effects in different racial/ethnic groups. This result could have important implications for interventions.

Efectos de la publicidad y planificación de medios: hacia un nivel óptimo de frecuencia

by Francisco J. Pérez-Latre

Published in Comunicación y Sociedad, Vol. X (1), 1998, 125-142

Los efectos de los medios son cuestión clave en la doctrina sobre comunicación. Es frecuente que los investigadores se... more Los efectos de los medios son cuestión clave en la doctrina sobre comunicación. Es frecuente que los investigadores se propongan conocer no sólo los resultados persuasivos que obtiene la publicidad sino también sus consecuencias sociales, económicas, políticas y éticas, que resultan de particular relevancia.
Al decir efectos, por tanto, se estudian en este trabajo los resultados de la comunicación persuasiva que pueden mejorar las actitudes, reconocimiento, recuerdo de la publicidad por parte del público o las ventas, cuotas de mercado, share of voice, imagen de marca por parte de los anunciantes. Este análisis se centrará de modo particular en el medio televisión por su particular relevancia publicitaria, expresada tanto en inversiones publicitarias como en influencia social.

The Paradigm Shift in Advertising and its Meaning for Advertising-Supported Media

by Francisco J. Pérez-Latre

Published in Journal of Media Business Studies, 4 (1), 2007, 41-49.

This article explores how the changing role of advertising in
marketing is altering the behavior of advertisers... more This article explores how the changing role of advertising in
marketing is altering the behavior of advertisers and its implications for advertising-supported media. Advertisers are struggling to understand changes in audience media use and to changes in attention paid to commercial messages, the author argues. In order to maintain relevance, media firms need to lead the way in helping advertising understand and adjust to the changes.

Publicidad y nuevos medios

by Francisco J. Pérez-Latre

Published in Comunicación y Sociedad, Vol. VIII (I), 1995, 133-141

La integración de las tecnologías del cable, el teléfono y el ordenador está cambiando ya el mundo de los medios de... more La integración de las tecnologías del cable, el teléfono y el ordenador está cambiando ya el mundo de los medios de comunicación. Los medios convencionales pueden tener que unirse a un proceso, el de la difusión electrónica, que parece ya imparable. La nueva situación plantea dimensiones nuevas también para la recepción de la publicidad y el enfoque de las estrategias creativas.

Consideraciones narrativas sobre el falso tráiler. El relato del relato que nunca existió

by Javier Lozano Delmar

Co-authored with Virginia Guarinos, published in Razón y Palabra, nº 78, 2011

El falso tráiler es una forma audiovisual breve que no ha sido estudiada desde el punto de vista de las categorías... more El falso tráiler es una forma audiovisual breve que no ha sido estudiada desde el punto de vista de las categorías narrativas que entran en funcionamiento para constituirlo. Este trabajo analiza las dos caras de este tipo de producciones audiovisuales: como relato de ficción y como texto publicitario. A partir de la elaboración de un método de análisis sobre el corpus se concluye en que no existen fórmulas narrativas específicas que lo distingan como género audiovisual distinto del trailer no falso.

Promoting Lost: New Strategies and Tools of Commercial Communication

by Marina Ramos

RAMOS, Marina y LOZANO, Javier (2012): “Promoting Lost. New Strategies and Tools of Commercial Communication”, en PÉREZ, Miguel A. (Ed.): Previously on: estudios interdisciplinarios sobre la ficción televisiva en la Tercera Edad de Oro de la Televisión, Biblioteca de la Facultad de Comunicación de la Universidad de Sevilla, pp. 421-432.

co-author: Javier Lozano
Editor: Miguel A. Pérez

The main goal of this article is the analysis of new strategies and communication tools used in the promotion of TV... more The main goal of this article is the analysis of new strategies and communication tools used in the promotion of TV shows. The TV show Lost (ABC, 2004-2010), which has revolutionized the way in which the audience relates to the fictional TV products and which has modified the way that TV is conceived, is the starting point of this study. Episode discussion, the elaboration of theories, and the consumption of spoilers show evidence of a new way of consuming cultural products which has modified existing promotional strategies.

Promoting LOST. New Strategies and Tools of Commercial Communication

by Javier Lozano Delmar

(PLEASE LEAVE A FEEDBACK -jldelmar@us.es- IN CASE OF QUOTE) Co-authored with Marina Ramos. Published in "Previously on" (Edited by Miguel Pérez, 2011)

The main goal of this article is the analysis of new strategies and communication tools used in the promotion of TV... more The main goal of this article is the analysis of new strategies and communication tools used in the promotion of TV shows. The TV show Lost (ABC, 2004-2010), which has revolutionized the way in which the audience relates to the fictional TV products and which has modified the way that TV is conceived, is the starting point of this study. Episode discussion, the elaboration of theories, and the consumption of spoilers show evidence of a new way of consuming cultural products which has modified existing promotional strategies.

Adonis or Atrocious Wood and Solomon 2011

by Michael Solomon

A thin line between being straight or gay: Portrayal of lesbian women in advertising.

by Małgorzata Kolling (Skorek)

Skorek, M. (2010). A thin line between being straight or gay: Portrayal of lesbian women in advertising. In J. Elledge (Ed.), Queers in American Popular Culture, vol. 3 (pp. 227-237). Santa Barbara, CA: Praeger.

La publicidad como núcleo de la "megaestructura-media"

by Antonio Caro

Texto de la comunicación presentada en el Congreso Internacional Fundacional de la Asociación Española de Investigación en Comunicación (AE-IC), Santiago de Compostela, 30 enero-1 febrero 2008. Abstract publicado con el título "La megaestructura-media como núcleo estructurante de los actuales medios de comunicación" en M. de Moragas et al. eds. (2008): Investigar la comunicación. Actas y Memoria Final Congreso Internacional Fundacional AE-IC, Santiago de Compostela (CD-Rom). ISBN: 978-84-612-3816-3.

Oyama Thesis

by Shinji Oyama

PhD thesis submitted to Centre for Cultural Studies, Goldsmiths - University of London in Sep 2011. Due to be examined in Dec 2011.

This thesis is an attempt to think through a number of questions arising from the intense circulation of Japanese... more This thesis is an attempt to think through a number of questions arising from the intense circulation of Japanese brands in East Asia, which I call the East Asian Brandscape, and, in doing so, produces an innovative conceptual framework to understand brands and branding.

The ubiquitous presence of American brands has been linked to Americanization, particularly Hollywood film’s global dominance, and is summarized in the phrase ‘trade follows the films’. Similarly, the East Asian brandscape has been linked to Japanization, an intense circulation of Japanese popular culture throughout the region, and may be summarized in the phrase ‘trade follows manga’. This Japanization discourse is based on the unsubstantiated assumption that the globalization of Japanese brands is closely linked to the presence (or the lack) of symbolic appeal of Japanese popular culture in a given market. This thesis investigates the largely understudied processes in which the globalization of Japanese brands is taking place in the context of Japanization through case studies on Japanese luxury cosmetics brands.

In the first section, ‘analysis from outside’, the thesis draws out a contour of the East Asian brandscape, which is shaped by large multinational corporations such as L’Oréal, Shiseido, and Estee Lauder. In global capitalism, brands are routinely exchanged across national borders by these corporations in order to manage and thrive on local differences. Drawing on Appadurai, this thesis argues that we need to understand brandscape as the organization of otherwise disjunctive scapes, rather than in the image of the Americanization model.

In the second section, ‘analysis from inside’, I explore the ways in which the branding is reformulated as the design and management of consumers’ experience in/through a great number of brand interfaces – material and immaterial – in which semantic and symbolic registers (such as Japan’s symbolic appeal) are engulfed in the overall affective ambience of brand experience. What is at stake in this reconfiguration, it is argued, is the unequal distribution of skills and finance resources across national borders required to global brand management, rather than distribution and consumption of national symbolic power. What emerge through the analysis of both outside and inside is a complex and contradictory relationship between Japanese brands and globalization that is no longer understood in a national framework.

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

by Cristina Martorell Castellano