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Brand Equity Planning with Structuralist Rhetorical Semiotics
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.
Business Ethics in the Healthcare Industry
Newscasts and social networks denounce fraud and professional dishonesty in the healthcare domain quite frequently, even though a few of these are groundless fake news and even scams. This book aims a scientific approach to all forms of fraud, misconduct, and breach of ethics in the healthcare business. Chapters will be written by respected professors worldwide, emphasizing not sensation and impact but a reasoned and scholarly description of the problems, roots, impacts and solutions. A systematic analysis of each ecosystem and the most prevalent forms of misconduct and unethical procedures will be provided. This encompasses drug manufacturers, health insurance and health maintenance organiz...
Current Research on Gender Issues in Advertising
Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.
Go Figure! New Directions in Advertising Rhetoric
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric
Grasping Emotions
Emotions have increasingly attracted the attention of the sciences and academia. The topic is all the more timely since we have witnessed a global trend towards highly emotionalized discourses across societies and religions. Discourses are less guided by rational arguments and “facts”. Instead, narratives, sometimes manipulative, influence the thoughts and activi-ties of our societies. In this context, the authoritative texts of the monotheistic religions are experiencing a renaissance. Tanach, Bible and Qur’an do not only “emotionalize”, they also offer ancient concepts of emotions which affect the present. This book brings the interdependencies of antiquity and (post)modernity in...
//Rhetor. Dixit// Understanding Ad Texts' Rhetorical Structure for Differential Figurative Advantage
This book was put together over the course of the past three years and is the outcome of the author's publications in the multimodal advertising rhetoric research field and projects that were undertaken with the employment of the //rhetor.dixit//(c) model. It features four chapters that span different, yet interlocking aspects of ad texts' multimodal rhetorical configuration and culminates in a practical guide for the analysis of the verbo-visual rhetorical structure of TV ad texts, based on the unique methodology of the //rhetor.dixit//(c) model on offer by //disruptiVesemiOtics//. //rhetor.dixit//: Understanding ad texts' rhetorical structure for differential figurative advantage neither s...
Advertising in Developing and Emerging Countries
This indispensable study offers an in-depth analysis of advertising in developing and emerging economies as they join the global market and seek to improve the socio-economic condition of their citizens. Advertising in Developing and Emerging Countries illustrates the challenges and opportunities for advertising in these countries, and explores their critical relationship with developed economies with a multifaceted analysis of the role of advertising in an interdependent global economy. The contributors, academic and professional, with world wide experiences, examine the unique political, cultural and religious systems that affect advertising in a country, in both Western and non-Western contexts, and chart the consequences of its development from democratization to privatization to cultural hegemony. Emmanuel C. Alozie has put together an essential and unique book for scholars and students of public relations, advertising, marketing, media and international studies, as well as practitioners, those teaching and undertaking professional courses, and researchers in this critical field.
Sex in Public
Despite decades of feminist awareness and activism, women continue to be portrayed in outdoor advertising in a limited and sexist manner. The fact that in public space audiences are exposed to such images without choice, renders the issue an important public policy concern. Sex in Public utilises a large outdoor advertising data collection to examine the contemporary outdoor advertising landscape, documenting the routine portrayal of women as thin, white, young and idle. This book examines why such portrayals are concerning for feminists as well as for public policy, and explores the advertising self-regulation systems that facilitate the display of such images. This book criticises sexist outdoor advertising as a form of sexual harassment given that imagery often bearing very strong semblance to pin-ups which would be outlawed in a workplace are readily displayed in public space, reflecting a troublesome public policy double standard. Understanding sexist outdoor advertising as a form of sexual harassment is a new framework that Sex in Public offers to understand, critique and condemn such images.
