Добірка наукової літератури з теми "Gender specific advertising"

Advertising is a worldwide phenomenon nowadays that has gained the attention and interest of a large number of individuals in different societies around the world. Advertising is not only an “ideal tool” for reaching people economically, but also a device of attaining and maintaining contact with people socially, culturally, politically and even psychologically. As men and women perceive various social phenomena and often react to certain situations in quite distinct ways, it is also vividly expressed in the ways they perceive the effectiveness of advertising language. This is also conditioned by the fact that men and women create different imagery from the advertisements they see. This confirms the fact that ad specialists should analyze how they choose the target viewers and what language they should use to focus on them. Thus, gender is one of the main segmentation variables for the advertiser, and a significant factor that makes it interesting to advance the study of how gender differences are manifested in the language of advertisements.

An overview of the literature regarding drug (prescription, nonprescription, alcohol and tobacco) advertising and the targeting of the genders was presented Prescription drug advertisements of the late 1980s contained less sexual stereotyping than that of the previous decade. In the only article that dealt directly with gender differences in nonprescription drug advertising, it was found that the advertising of specific therapeutic categories was targeted differentially toward men and women. Few investigators have focused on the targeting of special groups in the advertisement of alcoholic beverages. In contrast, there has been a greater research interest in tobacco advertising gender differences. The literature indicates that different tobacco products and advertising messages were targeted for men and women. The authors suggest that the public will become more reluctant to accept the unrestricted advertising of products which are deleterious to health.

The article discusses the problem of cultural design of gender in modern advertising discourse. The existing and emerging types of gender identity are classified in Western advertising of the second half of the XX century. The dual nature of advertising is noted: on the one hand, it broadcasts the process of forming identity, on the other hand, it formulates the norms of feminism/masculinity. Advertising, being a powerful institution of symbolic power of modern consumption society, has a strong influence on the parameters of identity formation, the public position of the individual, as well as on the wide stratum of cultural and social processes in general. The communicative system of advertising as a means of mass influence, ensures the exchange, storage and accumulation of «collective information», «collective memory». At the same time, the process of layering ideologues and archetypes with both existing in the public unconscious and newly emerging phenomena and situations takes place. In creating gender-stratified advertising, techniques such as the use of semantic means of influence are used; creation of a specific design of advertising messages; broadcasting stereotypical emotionally rich images. Advertising hyperbolizes the differences between the sexes and renders stereotypical gender qualities – from the way of thinking of advertising heroes, to manifestations of non-verbal semiotics and paralinguistics. The author concludes that doubts about his own body, its design and representation are a logical result of the general ontological instability of the postmodern era, in which the original concepts of truth, values, traditions are blurred. Objective advertising has a special role in this.

The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.

Which advertisements appeal to a male readership? What are the underlying strategies used to target men? With the help of a corpus of adjectives derived from the men's magazine GQ, this study seeks to analyze how masculinity is constructed in print advertising. In doing so, it approaches the phenomenon of 'male language' from a sociolinguistic perspective focused on gender and employs quantitative as well as qualitative evaluation methods to reveal that current advertising campaigns construct 'male lifestyles' around products by using adjectives that convey simplistic and straight-forward messages, but also go beyond that by taking into account non-linear approaches when targeting a male audience. Finally, a comparison with advertisements in the women's magazine Cosmopolitan highlights the emergence of gender-specific features as well as gender-oriented product groups and reveals categories and concepts that are exclusive to their target genders.

Congruent with the rapid development of internet users worldwide, social media advertising has been mushrooming on various social network platforms, including Instagram. Among the many forms of advertising that marketers have relied on is influencer advertising, which pertains to hiring popular Instagram influencers to endorse particular products or services on their Instagram accounts. This study explores how these Instagram influencers use both texts and images to convey their advertising messages. Further, the study explores the differences in how male and female influencers construct their endorsement posts. A total of 20 advertisement posts were collected from 10 influencers and were analyzed from the multimodal approach integrated with the concepts of linguistic metafunctions in Systemic Functional Linguistics. Then, the gender differences in texts and images were elaborated. It is shown that interpersonal language dominates the language used in the captions, despite the specific differences in the linguistic items used by men and women. Likewise, in the images, the influencers seem to consistently put the spotlight on themselves rather than on the products to captivate the followers' attention. The findings of this study will eventually contribute to the literature on advertising language and multimodal analysis.

Haraway (1985, 1991) presents a futuristic, utopian vision of a gender-free space as the distinction between human and machine becomes indistinct in the age of global technologization. This article explores how such an idealized perspective corresponds with the current reality of gender identity in cyberspace. The fluidity of gender identities is examined by conducting a linguistic analysis of the strategies advertisers use to address their targeted subjects via electronic mail (email). The option of gender neutrality is available within email as a user’s gender identity can be concealed by a non-gender specific user name, and data are analysed from a series of messages sent to a non-gender specific email account hosted by one of the world’s largest email service providers. While the fluidity of gender identity can be clearly observed, a quantitative analysis reveals that the targeted gender identity is one of heterosexual masculinity. Despite recent statistics that women now use the Internet just as frequently as men, disembodied advertisers can be viewed constructing fictional personae to entice male recipients to pay for heterosexual pornography or products to enhance male heterosexual performance. When female gender identity is invoked within these messages, women are viewed as passive and consumable (Mills, 1995). Therefore, instead of producing an environment where distinctions between genders are diminished as Haraway hoped, binary oppositions are intensified as the dominant gender discourses of femininity and masculinity are produced and reproduced through these messages.

This article has studied the language of persuasion in advertising texts and has examined persuasion in some Persian newspapers with an emphasis on the gender variable. This study was conducted by analytical approach and its data was collected from Iran's most important and widely circulated newspapers. The study results suggested that in persuasive texts of newspapers, the advertisers encourage viewers and audiences to buy the products by emphasizing on some characteristics specific to women such as beauty, adornment and housewifery as well as some special characteristics of men such as fitness, social prestige, responsibility and the role of being a provider. The findings indicated that the studied texts had characteristics in such a way that they use specific linguistic components and literary forms such as foregrounding, alliteration, hyperbole and exaggeration, metaphors and ambiguity to convey the desired concepts and attract the audience according to gender. Thus, the gender variable is an effective factor in the structure of persuasive texts related to advertising in Persian newspapers. The results of the research implied the fact that gender differences have been reflected in advertising in the form of language and other specific metalinguistic elements such as ideology and culture, and these linguistic and metalinguistic strategies are employed differently for men and women, in a way that this unequal gender approach seems to be man-centered.

This three image-essay looks at how depictions of modern woman were central in advertising designs and imported products in the context of gender, identity, and design in early twentieth-century China. The adaptation of EuroAmerican concepts, linked to modernisation in local contexts resulted in both the production of hybrid poster designs to promote merchandise, they embody gender fluid design. This essay uses three specific images to situate objects, image and context, before highlighting specific elements contained within each as examples of mid-century gender narratives.

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and 2) to verify the validity of defined advertising strategies in the traditional theoretical conception of the Foote, Cone & Belding (FCB) model with the current level of acceptance and perception of advertising within the defined selected target group according to age (generation) and gender in the conditions of the Czech Republic. To meet both aims, both secondary and primary marketing research was implemented. The theoretical background of the paper is based on knowledge of marketing communication principles in general with emphasis on advertising theories. The greatest attention is focused on the traditional version of the FCB model which is based on a matrix of consumer thinking–feeling and high–low involvement behaviours and proposes four advertising strategies. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,100 Czech respondents. The methods used are positional maps for the FCB grid and chi-squared with a suitable post-hoc test. The outputs reveal the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) the model according to specific conditions and identification features of different Czech generations and genders, then adjust recommendations for advertising strategies. In Czech conditions, the sextant grind should be used. There is a prevalence of representative product placement in quadrants 1 and 3, i.e., rational appeals even for products where this is not expected. The outcomes can be used for the choice of correct advertising strategy, advertising media, and types.

The aim of this paper was to investigate what linguistic markers indicate that wedding magazines are written for women. The advertisements were divided into groups according to the target of the product advertized: targeted at women, at men and at both men and women. It was determined that the majority of the advertisements were aimed at women.

All the advertisements were checked for certain linguistic features: adverbs, evaluative and non- evaluative adjectives, gender marked words and titles. Since the material comprised very few advertisements targeted at men, the focus is on advertisements for women and advertisements targeted at both men and women.

The results of the study show that the language in the magazines confirms that they are aimed at women. Therefore, this paper can come to the conclusion that wedding magazines are for women, both in terms of language, which this paper investigated, pictures and the products advertised.

Primad information är lättare tillgängligt i minnet och kan således lättare bli igenkänt. Förutsättningar för priming är bland annat subliminal perception, mål, tillförlitlighet, icke vaksamt och icke vanemässigt. Studiens syfte är att få bredare förståelse gällande subliminal primings påverkan. Frågeställningen var om kunder i en affär kan manipuleras, primas, till att ta en specifik kulör på plastpåse vid kassan samt om det finns någon könsskillnad vid effekten av priming. Deltagarna var 490 kunder, varav 333 män. Två olika skyltar med olika kulörer placerades vid kassan. Det noterades om kunderna valde den primade kulören på plastpåse eller inte. Kontrollgruppen bestod av 117 personer och dessa fick inte se någon skylt. Resultatet visade en signifikant skillnad, deltagarna valde samma kulör på plastpåse som skylten. Inga könsskillnader påträffades. Forskning visar att primingeffekter kan motstridas genom att individen gör sig medveten av potentiell omedveten påverkan.
Primed information is more accessible in memory and can thus easily be recognized. Prerequisites for priming include subliminal perception, goals, reliability, non alert and non habitually. The study aims to gain broader understanding regarding subliminal primings influence. The purpose of this thesis was to see whether the customers in a store could be manipulated, primed, to take a specific colour on plastic bags at checkout and if there are any gender differences in the effect of priming. Participants were 490 customers, of whom 333 men. Two different signs with different colours were placed at the checkout. It was noted if customers chose the primed colour of the plastic bag or not. The results showed a significant difference, the participants chose the same colour on the plastic bag as the sign. No gender differences were found. Research shows that priming effects can be opposed if people make themselves aware of potential unconscious influences.

碩士
中國文化大學
國際企業管理研究所
93
This research is about the relationship between gender-specific advertising language and consumer purchase intension. By the research before about this topic, we find out that it is necessary to make a further research. The data of research is filled in through questionnaire investigation way by 300 people in Taipei. First, the subjects distinguished the gender-neutral advertising language and gender-specific language. Second, we investigated the purchase intension to products which use gender-neutral advertising language or gender-specific language of the subjects. The finding includes: 1. Male consumers have higher purchase intension to the products which present male advertising language. 2. Female consumers have higher purchase intension to the products which present female advertising language. 3. Con-sumers have higher purchase intension to the products which present male advertising language. 4. By influencing of gender-identity, gender-specific advertising language will still effect consumer purchase intension.

Utilizing the information garnered from research on information processing in the two elaboration types (i.e., item-specific and relational processing) this research examines the influence of gender and advertising narrative effectiveness. Advertising effectiveness is determined by recall and perception from exposure to relational and item-specific developed narratives. Included are literature reviews, supporting data and analysis, results, discussion, and speculations of differing outcomes based on the study conducted.
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This theses deals with methods of making meaning of visual signs that appears most often in fragrance advertisement. This will be worked out through analysis of these visual signs. The aim of my theses is to find the most common and most frequent semiotic visual signs and stereotypes and to find out how these signs are trying to show us imagination of the smell of fragrance and also what they express. The hypothesis is a thought that contrasting of visual signs in a fragrance advertisement for women and in a fragrance advertisement for men contains different sign stereotypes and emphasizes different elements. In the theoretical part, which is, however, supported by concrete examples from practice, I describe semiotics in advertisement, advertisement in general, differences between promotional strategies of products for women and men. In the practical part the main subjects are examples of specific fragrance advertisement. I will show both denotative and connotative meanings of signs, their disposition in the room of an advertisement, the most common elements and I will also focus on differences between the advertising for both women and men. Key words: semiotic analysis, semiotics in advertisement, advertising, stereotypes, visual signs, gender difference, denotation, connotation, codes, fragrance.

Chapter Two demonstrates how commercials employ genre-specific codes and conventions to operate as discursive assemblages. The author adopts Grossberg’s concept of cultural formations as a model for analyzing dance in advertising. Through close readings of several commercials created for US companies produced between 1948 and 2012, the chapter offers an historicized reading of the strategic intersections between dance, television, film, and advertising within commercials to produce a form of marketing that simultaneously reinforces and destabilizes disciplinary boundaries. Several concepts central to the larger project are introduced here, including liveness, advertising positioning strategies, direct address and hailing, montage, and film musical conventions. While the study focuses on an analysis of the history and conventions of dance-in-advertising in the United States during the mid-to-late twentieth and early twenty-first centuries, it also includes examples of commercials created to advertise US products in foreign markets.

The monograph reflects the problems of Russian psycholinguistics from the moment of its inception in Russia to the present day and presents its main directions that are currently developing. In addition, theoretical developments and practical results obtained in the framework of different directions and research centers are described in a concise form. The task of the book is to reflect, as far as it is possible in one edition, firstly, the history of the formation of Russian psycholinguistics; secondly, its methodology and developed methods; thirdly, the results obtained in different research centers and directions in different regions of Russia; fourthly, to outline the main directions of the further development of Russian psycholinguistics. There is no doubt that in the theoretical, methodological and applied aspects, the main problems and the results of their development by Russian psycholinguistics have no analogues in world linguistics and psycholinguistics, or are represented by completely original concepts and methods. We have tried to show this uniqueness of the problematics and the methodological equipment of Russian psycholinguistics in this book. The main role in the formation of Russian psycholinguistics was played by the Moscow psycholinguistic school of A.A. Leontyev. It still defines the main directions of Russian psycholinguistics. Russian psycholinguistics (the theory of speech activity - TSA) is based on the achievements of Russian psychology: a cultural-historical approach to the analysis of mental phenomena L.S. Vygotsky and the system-activity approach of A.N. Leontyev. Moscow is the most "psycholinguistic region" of Russia - INL RAS, Moscow State University, Moscow State Linguistic University, RUDN, Moscow State Pedagogical University, Moscow State Pedagogical University, Sechenov University, Moscow State University and other Moscow universities. Saint Petersburg psycholinguists have significant achievements, especially in the study of neurolinguistic problems, ontolinguistics. The most important feature of Russian psycholinguistics is the widespread development of psycholinguistics in the regions, the emergence of recognized psycholinguistic research centers - St. Petersburg, Tver, Saratov, Perm, Ufa, Omsk, Novosibirsk, Voronezh, Yekaterinburg, Kursk, Chelyabinsk; psycholinguistics is represented in Cherepovets, Ivanovo, Volgograd, Vyatka, Kaluga, Krasnoyarsk, Irkutsk, Vladivostok, Abakan, Maikop, Barnaul, Ulan-Ude, Yakutsk, Syktyvkar, Armavir and other cities; in Belarus - Minsk, in Ukraine - Lvov, Chernivtsi, Kharkov, in the DPR - Donetsk, in Kazakhstan - Alma-Ata, Chimkent. Our researchers work in Bulgaria, Hungary, Vietnam, China, France, Switzerland. There are Russian psycholinguists in Canada, USA, Israel, Austria and a number of other countries. All scientists from these regions and countries have contributed to the development of Russian psycholinguistics, to the development of psycholinguistic theory and methods of psycholinguistic research. Their participation has not been forgotten. We tried to present the main Russian psycholinguists in the Appendix - in the sections "Scientometrics", "Monographs and Manuals" and "Dissertations", even if there is no information about them in the Electronic Library and RSCI. The principles of including scientists in the scientometric list are presented in the Appendix. Our analysis of the content of the resulting monograph on psycholinguistic research in Russia allows us to draw preliminary conclusions about some of the distinctive features of Russian psycholinguistics: 1. cultural-historical approach to the analysis of mental phenomena of L.S.Vygotsky and the system-activity approach of A.N. Leontiev as methodological basis of Russian psycholinguistics; 2. theoretical nature of psycholinguistic research as a characteristic feature of Russian psycholinguistics. Our psycholinguistics has always built a general theory of the generation and perception of speech, mental vocabulary, linked specific research with the problems of ontogenesis, the relationship between language and thinking; 3. psycholinguistic studies of speech communication as an important subject of psycholinguistics; 4. attention to the psycholinguistic analysis of the text and the development of methods for such analysis; 5. active research into the ontogenesis of linguistic ability; 6. investigation of linguistic consciousness as one of the important subjects of psycholinguistics; 7. understanding the need to create associative dictionaries of different types as the most important practical task of psycholinguistics; 8. widespread use of psycholinguistic methods for applied purposes, active development of applied psycholinguistics. The review of the main directions of development of Russian psycholinguistics, carried out in this monograph, clearly shows that the direction associated with the study of linguistic consciousness is currently being most intensively developed in modern Russian psycholinguistics. As the practice of many years of psycholinguistic research in our country shows, the subject of study of psycholinguists is precisely linguistic consciousness - this is a part of human consciousness that is responsible for generating, understanding speech and keeping language in consciousness. Associative experiments are the core of most psycholinguistic techniques and are important both theoretically and practically. The following main areas of practical application of the results of associative experiments can be outlined. 1. Education. Associative experiments are the basis for constructing Mind Maps, one of the most promising tools for systematizing knowledge, assessing the quality, volume and nature of declarative knowledge (and using special techniques and skills). Methods based on smart maps are already widely used in teaching foreign languages, fast and deep immersion in various subject areas. 2. Information search, search optimization. The results of associative experiments can significantly improve the quality of information retrieval, its efficiency, as well as adaptability for a specific person (social group). When promoting sites (promoting them in search results), an associative experiment allows you to increase and improve the quality of the audience reached. 3. Translation studies, translation automation. An associative experiment can significantly improve the quality of translation, take into account intercultural and other social characteristics of native speakers. 4. Computational linguistics and automatic word processing. The results of associative experiments make it possible to reveal the features of a person's linguistic consciousness and contribute to the development of automatic text processing systems in a wide range of applications of natural language interfaces of computer programs and robotic solutions. 5. Advertising. The use of data on associations for specific words, slogans and texts allows you to predict and improve advertising texts. 6. Social relationships. The analysis of texts using the data of associative experiments makes it possible to assess the tonality of messages (negative / positive moods, aggression and other characteristics) based on user comments on the Internet and social networks, in the press in various projections (by individuals, events, organizations, etc.) from various social angles, to diagnose the formation of extremist ideas. 7. Content control and protection of personal data. Associative experiments improve the quality of content detection and filtering by identifying associative fields in areas subject to age restrictions, personal information, tobacco and alcohol advertising, incitement to ethnic hatred, etc. 8. Gender and individual differences. The data of associative experiments can be used to compare the reactions (and, in general, other features of thinking) between men and women, different social and age groups, representatives of different regions. The directions for the further development of Russian psycholinguistics from the standpoint of the current state of psycholinguistic science in the country are seen by us, first of all:  in the development of research in various areas of linguistic consciousness, which will contribute to the development of an important concept of speech as a verbal model of non-linguistic consciousness, in which knowledge revealed by social practice and assigned by each member of society during its inculturation is consolidated for society and on its behalf;  in the expansion of the problematics, which is formed under the influence of the growing intercultural communication in the world community, which inevitably involves the speech behavior of natural and artificial bilinguals in the new object area of psycholinguistics;  in using the capabilities of national linguistic corpora in the interests of researchers studying the functioning of non-linguistic and linguistic consciousness in speech processes;  in expanding research on the semantic perception of multimodal texts, the scope of which has greatly expanded in connection with the spread of the Internet as a means of communication in the life of modern society;  in the inclusion of the problems of professional communication and professional activity in the object area of psycholinguistics in connection with the introduction of information technologies into public practice, entailing the emergence of new professions and new features of the professional ethos;  in the further development of the theory of the mental lexicon (identifying the role of different types of knowledge in its formation and functioning, the role of the word as a unit of the mental lexicon in the formation of the image of the world, as well as the role of the natural / internal metalanguage and its specificity in speech activity);  in the broad development of associative lexicography, which will meet the most diverse needs of society and cognitive sciences. The development of associative lexicography may lead to the emergence of such disciplines as associative typology, associative variantology, associative axiology;  in expanding the spheres of applied use of psycholinguistics in social sciences, sociology, semasiology, lexicography, in the study of the brain, linguodidactics, medicine, etc. This book is a kind of summarizing result of the development of Russian psycholinguistics today. Each section provides a bibliography of studies on the relevant issue. The Appendix contains the scientometrics of leading Russian psycholinguists, basic monographs, psycholinguistic textbooks and dissertations defended in psycholinguistics. The content of the publications presented here is convincing evidence of the relevance of psycholinguistic topics and the effectiveness of the development of psycholinguistic problems in Russia.

The present chapter discusses a particular advertisement aired for a bank in Turkey from a semiotic perspective. Advertising as film is visual storytelling. A film has language and form, and is made up of parts that relate to one another in specific ways that affect the audience. Film techniques take on a semiotic function in the process of meaning construction. As a cultural phenomenon, advertisements can reveal hidden meanings, such as gender issues and patriarchal discourse in the case of the analysed advertisement.

A significant amount information can be relayed on Facebook, MySpace, and Twitter, but the question remains whether or not organizations are using this to their advantage, especially in the era of big data. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the “like” function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of uses and gratification theory. All three specific research hypotheses were accepted in the null form.

A significant amount information can be relayed on Facebook, MySpace, and Twitter, but the question remains whether or not organizations are using this to their advantage, especially in the era of big data. The present study used a sample of working professionals that were knowledgeable in the various options of social networking to test these assumptions. The three hypotheses dealt with the interplay of online social networking, advertising effectiveness, gender and age trends, and remaining the interplay with positive comments of the use of the “like” function and its impacts on consumer behavior, as derived from the review of relevant operations literature and from applying the basic tenants of uses and gratification theory. All three specific research hypotheses were accepted in the null form.

The rapid pace of adoption of Web-enabled mobile handsets in worldwide markets has become an increasingly important issue for information systems professionals. A recent survey indicates that the number of global mobile Internet adopters is expected to reach nearly 600 million by 2008 (Ipsos-Insight, 2004; Probe Group, 2004), while the number of Internet-connected mobile phones will exceed the number of Internet-connected PCs by 2005 (The Economist, 2001). Such drastic convergence of the Internet and the mobile handset has been led by Asian and Scandinavian countries, where penetration has been especially meteoric. For example, roughly 70 million people in Japan, or 55% of the population, have signed up for mobile Internet access, in comparison to 12% in the United States (Faiola, 2004; Greenspan, 2003). Consequently, mobile phones or Keitai have been converted into devices for surfing the Internet, and by 2004 monthly mobile spending per consumer exceeded 35 euro. Much of this success can be traced back to 1999, when NTT DoCoMo introduced the “i-mode” service. i-mode is a mobile service offering continuous Internet access based on packet-switching technology (Barnes & Huff, 2003). Through an i-mode handset, users can access a main micro-browser, which offers such typical services as e-mail, data search, instant messaging, Internet, and “i-menu.” The “i-menu” acts as a mobile portal that leads to approximately 4,100 official and 50,000 unofficial sites (NTT DoCoMo 2003). Many such mobile portal sites can thus be considered as a pull-type advertising platform, where consumers can satisfy diverse information needs. Several researchers have attempted to conceptualize the success of i-mode in comparison to WAP (Baldi & Thaung 2002) and in the light of the technology acceptance model (TAM) (Barnes & Huff 2003). Okazaki (2004) examined factors influencing consumer adoption of the i-mode pull-type advertising platform. However, there is a dearth of empirical research in this area, and especially in developing a model that captures the specific dimensions of mobile Internet adoption. In this respect, this study aims to propose a measurement scale of consumer perceptions of mobile portal sites. The present study adopts, as its principal framework, the attitudinal model suggested by Dabholkar (1994). This includes “ease of use,” “fun,” and “performance” as important determinants of attitude. These are often referred to as “ease of use,” “usefulness,” and “enjoyment” in, for example, the TAM proposed by Davis (1986; Davis, Bagozzi, & Warshaw, 1989, 1992). The relevant literature suggests that dimensions similar to “ease of use” and “fun” are important antecedents of new technology adoption. For example, Shih (2004) and Szymanski and Hise (2000) found “perceived ease of use” and “convenient,” respectively, as important antecedents of online behavior. Likewise, Moon and Kim (2001) found “perceived playfulness” to be a factor influencing WWW usage behavior, similar to the “fun” dimension. However, unlike earlier studies of m-commerce adoption, this study drops the third dimension of the TAM, “usefulness,” in favor of “performance,” because the former is appropriate only for tangible products, but not relevant for technology-based services (Dabholkar & Bagozzi, 2002). In contrast, “performance” represents a dimension that encompasses the reliabilit y and accuracy of the technology-based service, as perceived by the consumer (Dabholkar, 1994). These three dimensions capture customer perceptions, which would initiate the attitude-intention- behavior causal chain (Davis, 1986).

Chapter One examines concerns about alimony in the late 1920s, a moral panic at which gold diggers took center stage. Historians have described the first two decades of the twentieth century as the “first sexual revolution,” a time period which drastically altered attitudes about love, marriage, and divorce. The acceleration of romantic love as the primary justification for marriage coupled with new social and economic roles for women, prompted a rise in the divorce rate. As the divorce rate increased, and as the economic basis for family life changed, many Americans expressed widespread concern about men falling victim to alimony-seeking gold diggers. Coinciding with these changes, the parameters of who was considered “white” were in flux, and cultural negotiations of whiteness occurred in gendered and sexualized spaces, like advertising and popular entertainment. Specific white women, like former Ziegfeld star Peggy Hopkins Joyce, came to embody the gold digger and the problem of extravagant alimony awards. Well-publicized stories of greedy gold diggers focused on the high alimony awards sought by Joyce and others but, in reality, alimony payments had not substantially increased. Rather, the social panic about alimony reflected Progressive-Era angst about gender, class, and race.

In today's world, a shift from conventional to digitalized marketing is increasing in the investment made in the commercial sector. This particular study analyses the growing influence of a new online advertising strategy called “FRIENDVERTISING” pertaining to social media marketing. Thereby, this chapter conducts a content analysis to investigate how social networks are interacting with each other and how consumers are oriented to certain brands advertised in a specific way. According to the results, the brands that motivate the youth to share their own advertisements in the social media more frequently receive more positive comments about their advertisements. One should decide on the following crucial criteria while applying friendvertising practices: cultural background of audience, frequency of social media use, referring to other friends in social media (being knowledgeable and reliable about the brand), expectations of users and their previous experiences about the brand, creativity of advertisements, originality and entertaining content of advertisements, genre, as well as difficulties and opportunities of the field.

The article examines the concept of literary reportage and the specificity of its functioning in Ukrainian printed and electronic media, with particular emphasis on the differences between traditional and literary reportage. The basis of literary reportage is informativeness (fact). As in the process of preparing traditional reportage, the journalist collects facts, interrogates witnesses, works with documents and archives, examines the situation and the characters of the future text. Analyticality manifests itself here in the understanding of the received information, methods of describing the problem and searching for its solutions, conducting observations both „from the inside” and „from the outside”. In order to be as faithful as possible on the one hand, and to introduce an emotional color – on the other, reporters use literary means; it is the lexical and stylistic features that give the reportage originality. The aforementioned elements appear both in literary and traditional reportage, but in the first case they are more emphasized, and in the second – they are kept within the limits appropriate for news journalism. Thus, literary reportage is the genre that exists on the border of journalism and literature, accumulating the features of both. At the same time, it remains necessary to separate the concept of belles-lettres from literary reportage. In the contemporary Ukrainian media, the genre of literary reportage is just beginning to develop; the Internet and the blogosphere play an important role in this process, where its model realizations can be observed most often. A lot of literary reportages can be found, among others, on the websites of Gazeta.ua, INSIDER and Reporters. In the printed media, literary reportage appears relatively rarely, exceptions include trip stories written in the form of reportage (magazines „MANDRY”, „Ukrainian Week”, „Kraina”) or literary reports found in „Gazeta po Ukraińsku”. The small share of this genre in the Ukrainian media space is related to several reasons. In the case of literary reportage, the length of the texts varies, but most of them are long, which means that they do not always fit in with the traditional formats of the mass media. In addition, the preparation and writing of this type of material requires more time and – when the message quickly becomes outdated – it often turns out that it is no longer worth publishing. The Internet has significantly accelerated the pace of journalistic work, at the same time moving it to a different level of quality. Literary reportage is not an ordinary mass medium, it is journalism with literary elements, and as such it forces a specific type of reading. It requires time that the average Internet user, exposed to distracting temptations (advertising, spam, social messaging), often does not have. All this causes an intense transfer of reportage from the media space to the book space, where the audience is more formed and better prepared to accept this kind of journalistic and literary experiments. And so in Ukraine, since 2017, there has been a publishing house of reportage and documentary literature „Czowen” (Lviv). So far, it has published over 10 books on literary reportage, both by Ukrainian and foreign authors. Particularly noteworthy are the books from the Tempora publishing house, which has been organizing a literary reportage competition since 2012 and presenting the best examples of this genre in anthologies and in the form of individual publications.

The article is devoted to the functioning features of precedent texts in modern media discourse. Texts by F.M. Dostoevsky, namely, fiction, journalism and epistolary heritage, served as the research material. The relevance of the study is explained by the intertextual nature of the modern media space. The article shows that along with the use of Dostoevsky's precedent texts as signs of high culture, the modern media space also actively manifests the features of the postmodern cultural paradigm. The specifics of the latter include metatextuality, irony, various kinds of transformation, e.g., in headlines, which indicates their game foregrounding. Special attention is paid, firstly, to various types of intertextuality and ways of precedent phenomena foregrounding; secondly, to their use in various media areas (advertising, urban naming) and genres (interviews, internet blogs, etc.). The problem of recoding precedent phenomena is considered against the background of the use of signs of high culture as a form of reflection of modern mass consciousness in modern media communication, which is of research interest from an axiological point of view.