Дисертації з теми "Persuasive Advertisements"
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Polacek, Scott Robert. "Peripheral Cues or Persuasive Arguments? An examination of print advertisements from an ELM perspective." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1337825572.
Повний текст джерелаGustafsson, Maja. "Metadiscourse in advertising : Persuasion in online advertisements of makeup brands." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-71585.
Повний текст джерелаSofia, Karlsson. "Advertising as Discourse : A study of print advertisements published in The New Yorker." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45406.
Повний текст джерелаMarisha, Daniels Ashley. "EXPLORING ADVERTISEMENTS: THE EFFECTS OF HARD-SELL AND SOFT-SELL ADVERTISEMENT APPEALS ON TRANSPORTATION." Cleveland State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1530195903610546.
Повний текст джерелаWU, Yan. ""Seeing is believing?" : a persuasion knowledge model on attitudinal evaluations in advertisements." Digital Commons @ Lingnan University, 2009. https://commons.ln.edu.hk/mkt_etd/2.
Повний текст джерелаBhatla, Sunil. "Product knowledge : causal inferences about its effect on advertisement processing and persuasion /." The Ohio State University, 1991. http://rave.ohiolink.edu/etdc/view?acc_num=osu1487684245465188.
Повний текст джерелаCarmichael, Pamela L. "Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /." Online version of thesis, 2004. http://hdl.handle.net/1850/11800.
Повний текст джерелаPelos, Ellen S. "The Influence of Advertisement Music on Gender Identity and Sex Stereotyping in Young Girls." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/scripps_theses/772.
Повний текст джерелаMelo, Laura AngÃlica Godoi de. "Os mecanismos de persuasÃo na preservaÃÃo das faces em interaÃÃes verbais nos anÃncios publicitÃrios de alimentos." Universidade Federal do CearÃ, 2010. http://www.teses.ufc.br/tde_busca/arquivo.php?codArquivo=8500.
Повний текст джерелаOs estudos sobre a polidez lingÃÃstica apesar de amplos em diversas situaÃÃes de interaÃÃo verbal parecem escassos quando na Ãrea da publicidade Este trabalho visa compreender como se dÃo as relaÃÃes interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situaÃÃes de ofensas e de buscar uma interaÃÃo fluida e harmÃnica jà que as relaÃÃes sociais estabelecidas em textos publicitÃrios podem parecer tÃo confusas e propensas à mà compreensÃo ou a desentendimentos A pesquisa busca descrever como os textos presentes em anÃncios de alimentos desenvolvem a persuasÃo e focalizar as suas produÃÃes de estratÃgias de polidez e preservaÃÃo da face como uma das formas de introduzir manter e finalizar a interaÃÃo Para isso foram selecionados 40 anÃncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e anÃlises presentes os modelos teÃricos da polidez de Brown e Levinson (1987) mas buscou-se um viÃs sociointeracionista nÃo contemplado nos referidos trabalhos Os resultados apontaram para uma organizaÃÃo social desenvolvida em parte pela apropriaÃÃo do gÃnero e em parte pelas relaÃÃes de venda e de afetividade gerados pelo evento comunicativo e pelo gÃnero anÃncio Os resultados expostos evidenciaram a emergÃncia e consolidaÃÃo do gÃnero comunicativo anÃncio marcado dentre outras coisas por um comportamento polido mais compensatÃrio do que preventivo
Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive
Park, Meung-Guk. "Effective public service advertisements for Special Olympics organizations to attract prospective volunteers an elaboration likelihood perspective /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1124232943.
Повний текст джерелаTitle from first page of PDF file. Document formatted into pages; contains xv, 170 p.; also includes graphics. Includes bibliographical references (p. 128-146). Available online via OhioLINK's ETD Center
Lemos, Carolina Lindenberg. "Entre expressões e conteúdos: do semissimbolismo às categorias tensivas." Universidade de São Paulo, 2010. http://www.teses.usp.br/teses/disponiveis/8/8139/tde-30042010-121008/.
Повний текст джерелаIn the framework of French Semiotics, the concept of semisymbolism enabled a more systematic study of the contributions of the expression to the meaning in texts. It became possible to recognize categories on the level of manifestation of texts that would then be homologated to opposing pairs in the content. Though it meant a great theoretical gain, semisymbolism still had limitations, mainly because the relations it established were contingent and transitory, and, therefore, did not allow for a comparison between different objects. With the developments of the Tensive Model, new ways of relating expression and content were envisaged. Borrowing terms from the expression component, Claude Zilberberg proposed categories that were sufficiently broad to be applied to both planes of the linguistic sign. Under this new perspective, the tensive categories could be seen as the complex term that would link, on a more abstract level, the semisymbolic categories for the expression, on the one side, and for the content, on the other. Having as object of analysis a set of advertisement films, this study proposes to test and extend the uses of the Tensive Model, with the purpose of investigating (i) how tensive categories underlie the semisymbolic ones; (ii) how to apply the theoretical tools of Tensive Semiotics to both content and expression; (iii) which elements of the expression may be relevant to the constitution of the tensive curve of the texts that compose our corpus; and (iv) how to go directly from the figures of expression and content to the tensive analysis, without resorting to semisymbolic categories. The syncretic nature of the advertisements selected raises questions on the relation between different expressive dimensions (musical, verbal, visual). From the analysis of each film, we were able to make generalizations on the group of advertisements that emphasized (i) their differences and similarities in relation to the use of camera and music, (ii) the role played by repetitive structures in the tensive curve, and (iii) the climax structure common to all the films. In our conclusions, we returned to the relation between expression and content, in the light of the generalizations proposed, to present a new form of interaction between the two planes of the linguistic sign in the perspectives of Tensive Semiotics.
Melo, Laura Angélica Godói de. "Os mecanismos de persuasão na preservação das faces em interações verbais nos anúncios publicitários de alimentos." www.teses.ufc.br, 2009. http://www.repositorio.ufc.br/handle/riufc/8837.
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Studies on linguistic politeness although large in many situations of verbal interaction seem scarce when in advertising This work aims to understand how the interactional relations in that environment as advertisers use their texts in order to prevent situations of abuse and seek a smooth harmonious interaction as the social relations in advertising copy can seem so confusing and prone to misunderstandings or disagreements The research seeks to describe how the texts present in food advertisements persuasion develop and focus their production strategies for the preservation of face and politeness as a way to introduce maintain and terminate the interaction For this, we selected 40 food advertisements taken from magazines and Web sites during 2008 2009 Based the theory analysis and present the theoretical models of politeness of Brown and Levinson (1987) but aimed a bias sociointeractionist not included in the work The results point to a social organization developed in part by appropriating the genre and in part by selling relationships and emotion generated by the communicative event and the genre listing The results displayed highlighted the emergence and consolidation of communicative genre listing marked among other things a polite more compensatory than preventive.
Os estudos sobre a polidez lingüística apesar de amplos em diversas situações de interação verbal parecem escassos quando na área da publicidade Este trabalho visa compreender como se dão as relações interacionais nesse meio como os anunciantes usam seus textos com a finalidade de evitar situações de ofensas e de buscar uma interação fluida e harmônica já que as relações sociais estabelecidas em textos publicitários podem parecer tão confusas e propensas à má compreensão ou a desentendimentos A pesquisa busca descrever como os textos presentes em anúncios de alimentos desenvolvem a persuasão e focalizar as suas produções de estratégias de polidez e preservação da face como uma das formas de introduzir manter e finalizar a interação Para isso foram selecionados 40 anúncios de alimentos retirados de revistas e sites da internet realizadas em 2008 2009 Embasaram a teoria e análises presentes os modelos teóricos da polidez de Brown e Levinson (1987) mas buscou-se um viés sociointeracionista não contemplado nos referidos trabalhos Os resultados apontaram para uma organização social desenvolvida em parte pela apropriação do gênero e em parte pelas relações de venda e de afetividade gerados pelo evento comunicativo e pelo gênero anúncio Os resultados expostos evidenciaram a emergência e consolidação do gênero comunicativo anúncio marcado dentre outras coisas por um comportamento polido mais compensatório do que preventivo.
Hoekstra, Anne-Lotte. "Up next: Recommended for you by YouTube : A case study analysis on the implications of YouTube’s advertising-based business model on the US 2016 presidential elections." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-272105.
Повний текст джерелаInformationsteknologirevolutionen har förändrat världsekonomin helt. Denna industri som har revolutionerat många aspekter av det sociala livet, skapat en otrolig mängd arbetstillfällen och genererat en enorm mängd rikedom har vuxit exponentiellt snabbt sedan början av detta århundrade. Miljarder människor över hela världen utnyttjar de olika tjänsterna och produkterna som härrör från denna informationsteknologirevolution. Även om dessa produkter och tjänster otvivelaktigt har möjliggjort otroliga funktioner som tidigare generationer bara kunde ha drömt om, kan det vara dags att ta ett steg tillbaka och analysera de olika aspekterna av vissa av dessa produkter och tjänster när det gäller deras samhällsvärde och affärsmodeller. Många av de sociala medieplattformarna som finns idag lovar en fri tillgång till innehåll och information, och världen har blivit så vana vid detta att dynamiken bakom detta löfte om fri tillgång ofta förbises. Data från användare samlas in på sociala medieplattformar och säljs till intresserade parter som annonsörer, som i sin tur kan skapa anpassade och riktade annonser som kommer att visas på samma sociala medieplattformar. Detta är det enkla utbytet som drivs av reklambaserade affärsmodeller för många av dessa plattformar. Medvetenhet och förståelse kring hur denna affärsmodell fungerar växer, men det verkar intressant att illustrera en bättre bild av vilka konsekvenser dessa affärsmodeller drivs av data har på vårt samhälle. Specifikt denna forskning syftar till att besvara frågan: Vilka är konsekvenserna av den annonsbaserade affärsmodellen för Youtube i samband med USA: s presidentval 2016? Genom en omfattande litteraturöversikt, såväl som en fallstudieanalys, rapporterade denna forskning olika implikationer av affärsmodellen på Youtube som diskuterades både mot bakgrund av deras relevans för den specifika politiska händelsen som nämns i forskningsfrågan, liksom i ljuset av större övergripande institutioner som demokrati.
Aliotte, Juliana Fontes. "A persuasão na propaganda de alimentos transgênicos: uma abordagem sistêmico-funcional." Pontifícia Universidade Católica de São Paulo, 2014. https://tede2.pucsp.br/handle/handle/13696.
Повний текст джерелаConselho Nacional de Desenvolvimento Científico e Tecnológico
This survey compares, from the critical point of view, how persuasion is used in two texts: one in favor and one against transgenic food. With this in mind, it analyzes the arguments presented to make this persuasion effective. Methodologically, the survey is based on the SFG, especially on the Appraisal system, as well as on the extensions that arose from this proposal, which will be explained herein. The ways used to persuade make use of complex procedures that take advantage of the richness of human behaviors. The act of persuading is, in general terms, an alternative to the use of physical violence, according to Breton (2003), despite a different way of physical violence exercised by coercive means. Ways to convince can also, in this perspective, be discreetly used in a way that the other person does not even notice he/she is being the object of a request. And how can one implicitly persuade the other without using words usually considered evaluative? The Systemic Functional Grammar proposes a reticular system of descriptions of semantic options to evaluate people, things and phenomena known as Appraisal that involves the notion of tokens of attitude to define the way through which the experiential meaning can be saturated in evaluative terms, that is, in interpersonal terms. This work must answer the following questions: (a) how is persuasion used in the text in favor of transgenic food and how is it used in the text against transgenic food? (b) In which situations does the explicity or the implicity of such persuasion predominate? (c) Which additional resources are used to contribute to the persuasive process?
Esta pesquisa compara, sob o ponto de vista crítico, os modos como é feita a persuasão em dois textos: um pró- e outro anti-alimentos transgênicos. Para tanto, examina a validade dos argumentos apresentados na efetivação da persuasão, com o apoio teórico-metodológico da Gramática Sistêmico-Funcional (GSF). Os meios utilizados para persuadir colocam em ação procedimentos complexos, utilizando a riqueza dos comportamentos humanos, em que o ato de persuadir apresenta-se, de uma maneira geral, como uma alternativa ao uso da violência física, diz Breton (2003), embora uma forma diferente da violência física, efetivado por meios coercitivos. Os meios de convencer podem também, nessa perspectiva, ser acionados de maneira discreta e até sem que o outro saiba que está sendo objeto de uma solicitação. E como se fará a persuasão de maneira implícita, sem o uso de termos normalmente considerados avaliativos? No bojo da GSF, há a proposta de um sistema reticular de descrições de opções semânticas para avaliar pessoas, coisas e fenômenos, conhecida como Appraisal, (traduzido por Avaliatividade), que envolve a noção de token de atitude para denominar o modo pelo qual o significado experiencial pode ser saturado em termos avaliativos, ou seja, interpessoais. A pesquisa deve responder às seguintes perguntas: (a) como é feita a persuasão no texto pró-alimento transgênico e no texto anti-alimento transgênico? (b) Em que situações predominam a explicitude ou a implicitude dessa persuasão? (c) que outros recursos contribuem no processo persuasivo?
Renton, Michelle Susan. "Influencing consumer perceptions of a social issue: an experiment on the effects of credibility of the source, message sidedness and inward/outward focus on consumer attitudes toward genetically modified foods." Thesis, University of Canterbury. Management, 2008. http://hdl.handle.net/10092/874.
Повний текст джерелаJohn, Kevin Kimball. "Adolescent Interest in Alcohol Responsibility Messages: The Message Matters." Diss., CLICK HERE for online access, 2009. http://contentdm.lib.byu.edu/ETD/image/etd3204.pdf.
Повний текст джерелаChiu, Yi-Ting, and 邱怡婷. "A Linguistic Analysis of Persuasive Strategies in Print Advertisements in Taiwan's Magazines." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/07721932211383129621.
Повний текст джерела國立臺灣師範大學
英語學系
100
Ad language, which is regarded as a distinctive type of discourse, has long been a hot issue under investigation on the basis of its creativity and innovation. Although there are a considerable number of researches dealing with the features shown in ad language from the field of mass media, little attention has been paid to the persuasive strategies from a linguistic perspective. Moreover, there is hardly any study comprehensively incorporating all of the linguistic subfields in the analysis of ad discourse. This thesis aims to investigate the persuasive strategies exploited in print ads in Taiwan’s magazines. The data in the present study are collected from Global Views, Common Wealth, Education/ Parenting/ Family Lifestyle, My Home, and Next Magazine. All units of analysis are categorized into phonological, morphological, collocational, syntactic, semantic, pragmatic, and other strategies from a linguistic perspective. Among all of the single-strategic units, pragmatic strategy is the most commonly adopted compared with those from other categories. In terms of each type of sub-strategy, it is found that presupposition is the most ubiquitous strategy in ads since it is designed to transmit more information than consumers can be aware of within limited time and space. What follows presupposition is metaphor. Its easily-designed nature and concretizing function lead to its popularity. Reported speech and implicature are also frequently adopted based on their high efficiency in transmitting information. Imperatives are also favored due to their semantic transparency in encouraging consumers to buy the products. In addition, the popularity of code-switching cannot be neglected because of its function to increase the probability of sensory input. Based on these findings, it is concluded that strategies commonly observed in single-strategic units are all message-oriented strategies in that they can increase the salience of messages, transmit information with high efficacy, or make ads more concrete and thus more reader-friendly. As far as the combinational patterns are concerned, it is observed that the pattern “repetition + parallelism” is not only the most common double-strategic combination but also displays the highest potential in integrating with other strategies. In addition, “rhyme + repetition + parallelism” is also very prevalent in triple-strategic tokens. We conclude that the structure-oriented nature of rhyme, repetition, parallelism results in their high frequency in multiple-strategic units. Their poverty in expressing new messages but high potential in beautifying the rhythm, strengthening the voice of utterances, adorning the structure of language, and increasing the memorability of ads give rise to their high tendency to actively collocate with other strategies instead of standing alone.
SHENG, JHAN-BI, and 詹弼勝. "The influence of body copy on the persuasive effect of print metaphoric advertisements." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/30799478271541848493.
Повний текст джерела國立臺灣科技大學
設計研究所
94
Along with the prevalence of print metaphoric advertisements, the viewers have better abilities to understand those advertisements. Therefore, currently many print metaphoric advertisements have omitted explanations on the body copy and viewers have to arrive at the answers by themselves. However, by observing the behaviors of the viewers, we can realize that the body copy is one of the important mechanisms to help absorb advertising messages. If body copy exists, viewers do not seem to evade the body copy and arrive at the answers by themselves. Therefore, this research adopts the experimental approach to study the impact of body copy on the persuasive effect of print metaphoric advertisements, and use the manipulation of graphics and body copy to examine the impact on advertising attitudes, brand attitudes, comprehension, interests with/without body copy or when the graphic and body copy metaphor are different. The research results indicate that ‘relevant body copy’ leads to better advertising attitudes and brand attitudes than ‘non-body copy’. Besides, ‘relevant body copy’ also leads to better advertising attitudes and brand attitudes than ‘characteristic body copy’. This research did not succeed in manipulating the difficulties of graphic handling. We will review the reason why it didn’t succeed and provide the method of improvement.
Torto, Richard Torgbor. "An analysis of persuasive elements in the English of advertisements in newspapers in Ghana." Thesis, 2019. http://hdl.handle.net/10500/25879.
Повний текст джерелаAdvertising is a genre of mass media communication which unearths the exceptional qualities of products and services in a persuasive fashion. It is also a form of marketing communication through which business organizations inform the general public about new or improved commercial endeavors. Advertising in modern time comprises varied component parts (visual imagery, graphic and color designs, print and auditory techniques.); however, language plays an indispensable role in the transmission of the message. Language has an immense influence on human beings and the way they behave. The language of advertising influences the reasoning, thinking, feeling and the general attitude of the audience. Copywriters, like poets, choose their words carefully in order to achieve a particular rhetorical effect. They use language in such a way that they attract attention, arouse interest or desire and create need. Language forms an integral part of advertisements. The current study focused on persuasive elements in the English employed in advertisements in newspapers in Ghana. The study investigated the extent to which Aristotle’s three artistic proofs (logos, pathos and ethos), figures of speech and grammatical elements in the English of advertisements in the Ghanaian newspapers were employed by copywriters for persuasive effect. The current study was underpinned by three theories, namely, Aristotle’s Rhetorical Theory, Conventional Figurative Language Theory and the Standard Theory of Generative Grammar. These theories lent support to the three thematic trends of the study. The qualitative research design was employed given the interpretive nature of the analysis of the corpus. The current study did not involve human subjects as data sources because the corpus was from written documents. The purposive sampling method was employed owing to the subjective nature of the process of data collection. The qualitative content analysis approach was adopted as the analytical framework for the study. This made it possible for the coding of categories of the textual data based on the themes, patterns and trends that emerged. The findings of the research revealed that copywriters in the Ghanaian newspapers employed Aristotle’s three artistic proofs, figures of speech and grammatical elements in the English of advertisements for persuasive effect.
Linguistics and Modern Languages
D. Phil. (Language, Linguistics and Literature)
Mokgomole, Koketso Eugene. "The translation of persuasive advertisements from English into Sepedi: the effect of linguistic and cultural anisomorphism." 2015. http://encore.tut.ac.za/iii/cpro/DigitalItemViewPage.external?sp=1001911.
Повний текст джерелаThe activity of translation has a long-standing tradition and has been widely practiced throughout history, but in the rapidly changing world, its role has become of paramount importance. Advertising, as the engine of commerce, plays a critical role in the success of a company in this increasingly commercialized society. He further points out that in the age of global economy, effective translations can be crucial when businesses are targeting a foreign market. The purpose of the study was to explore the effect translation has on the "persuasiveness" of an advertisement, or what is left thereof, after it has been translated from the source language into the target language - in this case from English to Sepedi. Specifically, the study sought to identify a workable approach within which a translator can maximally operate in translating persuasive advertisements from English to Sepedi.
Dube, Shumirai. "The form and communicative impact of Shona advertisements: a discourse analytical approach." Diss., 2008. http://hdl.handle.net/10500/1897.
Повний текст джерелаAfrican Languages
M.A. (African Languages)
Hughes, Andrew Gary. "The relationship between advertisement content and pacing on emotional responses and memory for televised political advertisements." Phd thesis, 2014. http://hdl.handle.net/1885/155954.
Повний текст джерелаMeng, Zheng-Dian, and 孟政典. "The Basic Model of Utility Enhancing Persuasive Advertisement and R&D." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/h63tc7.
Повний текст джерела國立臺灣大學
經濟學研究所
105
Both persuasive advertisement and R&D will enhance the utility of consumer. In the persuasive advertisement and enhancing R&D literature, persuasive advertisement is not distinguished from R&D. This paper considers the difference between these two behaviors. The key point is that the enhancement of utility due to persuasive advertisement is sustainable because it does not make the product better which can increase consumer’s true utility. The paper discusses the enhancement of utility due to persuasive advertisement and R&D in the view of firm and social planner in monopolistic competition industries and investigates the difference between the choice of firm and the choice of social planner. By contrast, firm and social planner make the same choice in one period model. Considering the attenuation of persuasive advertisement, if the utility of consumer is the form of CES function, they make different choices according to the elasticity of substitution. The paper also investigates the enhancement of utility due to the two behaviors in two periods model. Under some certain conditions, we find that firm and social planner make different choices and the result may be associated with the degree of competition in the market.
Kappe, Christelle Fokam. "The translation of advertisements: issues of semiotics, symbolism and persuasion." Thesis, 2012. http://hdl.handle.net/10539/12095.
Повний текст джерелаThis research report discusses the translation of advertisements paying attention to persuasion, semiotics, and symbolism. It illustrates the importance of symbolism and semiotics in persuading consumers across cultures. The research uses Coca‐Cola as a case study in order to discuss the strategies used by translators in translating persuasive text in print advertisements across cultures and to elaborate on key issues in the translation of advertisements and on theories that are very useful to translators of advertising materials. Semiotics, symbolism and the techniques used by advertisers and translators in persuading, as well as theories related to the translation of advertisements such as skopos theory, relevance theory and functional equivalence are discussed in the literature review and are assessed in the corpus analysis. The importance of sociology, culture and ideology is also illustrated in the study and a brief discussion of the discourse of advertisements is given in order to understand the mechanism of advertisement. This is because translators need to understand how advertising functions before they can translate it. This research report performs a comparative analysis of 30 Coca‐Cola advertisements in English and their translations into French from 1905 to 2011. By analysing and comparing the English advertisements of Coca‐Cola and their translations, this study shows how semiotics and symbolism may be used to analyse the techniques that are used in the advertisements to achieve persuasion in the different French settings. The analysis is further based on Relevance theory, Equivalence theory and skopos theory within the framework of DTS. Observations include translators’ understanding and good management of the visual and textual elements and good understanding of how to render an advertisement truly global by focussing on global, universal and neutral values.
Ho, Hsueh-Hua, and 何雪華. "A Study of Persuasive Functions of the Advertisement : Focusing on Catchphrases in Japanese." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/j5k8rz.
Повний текст джерела淡江大學
日本語文學系碩士在職專班
106
This thesis studies persuasive functions of advertisement, focusing on catchphrases in Japanese, under the two theories; Relevance Theory and Speech Functions. It consists of four chapters; the first chapter is the basic investigation of the advertising, the second chapter deals with the meaning of the advertising, the third chapter considers some issues on the speech functions of the advertising, and the final chapter is the results of the data integration and their analysis of Japanese catchphrases. In this thesis, two categories are designated as the advertisement representatives of the main consumer groups; i.e., male and female, respectively: One is automotive and electronic machinery, and the other is cosmetics and fashion. First of all, Relevance Theory is applied to elaborate the intention and the conjecture in this study, to understand the implicated meanings of catchphrases, and to clarify the similarities and the differences of speech function between two types of advertisements, so that we can understand more about persuasive functions. The analysis of the 50 examples demonstrates the similarities and the differences of speech functions used in two categories of advertisements shown above. Furthermore, by analyzing the data, it is found that there is a noticeable difference in the tendency of the advertising messages for male and for female, respectively. The conclusions are as followed: In the male-oriented advertising, the speech functions tend to be used in 30% of announcement, 26% of opinions and emotion, and 26% of information offering. On the other hand, in the female-oriented advertising, the speech functions tend to be used in 40% of opinions and emotional expression, 20% of information offering, and 18% of behavioral requirement. Besides, in this analysis, it is also shown that men tend to have rational thinking, but women tend to have sensual thinking. Through the research, it is clarified that the similarities and the differences of speech functions which are used for male and female respectively are related to the tendency of their thinking and behavior.
Tsai, Yi-Hsuan, and 蔡依璇. "Effects Of Mental Simulation, Product Type, And Advertisement Type On Persuasion." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/23746820827018818886.
Повний текст джерела國立臺北大學
企業管理學系
100
The objective of this research is to examine the effects of mental simulation (process-oriented vs. outcome-oriented), product type (utilitarian product vs. hedonic product), and advertisement type (comparative advertising vs. non-comparative advertising) on advertisement persuasion (advertisement attitude, brand attitude, and purchase willingness). This research conducts a 2 x 2 x 2 between-subject experiment design. The results show that 1. Process-oriented mental simulation has better persuasive effectiveness than outcome-oriented mental simulation 2. Hedonic product has better persuasive effectiveness than utilitarian product 3. Non-comparative advertising type has better persuasive effectiveness than comparative advertising type 4. Mental simulation type has interaction with product type only on advertisement attitude. These results contribute to the theoretical development and marketing applications.
Lin, Hui-Fei. "Framing hedonic and utilitarian product attributes in advertisements the impact of regulatory fit on persuasion /." 2007. http://www.etda.libraries.psu.edu/theses/approved/WorldWideIndex/ETD-1908/index.html.
Повний текст джерелаHsu, Ming-Chih, and 許名志. "The Influence of Spokesperson’s Persuasive and Advertising Appeal to The Advertisement Communication Effects-the Moderate Effect of Advertising Involvement." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/10535322897994386200.
Повний текст джерела中國文化大學
國際企業管理研究所
98
As consumers change food culture, coffee has already become the necessities in our life. Therefore, coffee market was growing up vigorously. However, more and more consumers want to pursue a cheap but high quality goods in a limited budget. Therefore, many stores pushed their reasonable price of freshly brewed coffee to attract consumers. The fastest way is to use the advertising marketing media to marketing their products. Therefore, this study investigated the effect of what advertising can be the best ads, fo-cus on the investigation of the influences of advertising spokesperson, advertising ap-peals and advertising evolvement upon advertising effect. In this study, we sent 600 copies of questionnaires. Containing with 456 valid questionnaire at 76% effective return rate. After analyzing all of the variables, shows endorser persuasive has a positive impact on advertisement communication effects that means the characteristics of the endorsers of attraction and profession are helpful to the advertising effectiveness. The appeals of advertising have a positive effect on adver-tisement communication effects that means emotional appeal and reasonable appeal are effective to the advertisements. Moreover, the study includes the advertising involve-ment as a extraneous variables. The endorser persuasive has a positive impact on adver-tisement communication effects, but advertising appeals are not. According to the re-sults, we will discuss the theories and practicality and recommend for further research.
SOCHOROVÁ, Marie. "Verbální a neverbální prostředky persvaze na českých a německých billboardech." Master's thesis, 2017. http://www.nusl.cz/ntk/nusl-381470.
Повний текст джерелаWu, I.-Chen, and 吳宜蓁. "The Effect of Animated Spokes-Character Type on Advertisement Persuasion: The Moderating Role of Product Benefit and Multisensory Integration." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/dn2228.
Повний текст джерела銘傳大學
企業管理學系碩士班
102
To fill the gap of prior researches about effects of animated spokes-character‘s traits and the moderated effect of product benefit and multisensory integration, this research exams the effect of two dimensions of animated spokes-character‘s traits (facial appearance and lip-synchronization) on advertisement persuasion (including advertisement attitude, product attitude and purchase intention) and how product benefit, scent and haptic information moderate the effects of animated spokes-character‘s traits. This research designs four kinds of animated spokes-characters with different facial appearance (human-like appearance/cartoon-like appearance), lip-synchronization (adult-sounding/childlike-sounding voice). Moderating roles include product benefit (utilitarian/hedonic benefit), scent providing (yes/no) and haptic information providing (texture/nontexture). This experiment uses the analysis of variance (ANOVA) to analyze the data and examine above effects on advertisement persuasion. The results show that: First, cartoon-like appearance spokes-characters with childlike-sounding voice endorsing hedonic products elicit positive influences on ad persuasion; human-like appearance spokes-characters with adult-sounding voice endorsing utilitarian products elicit positive influences on ad persuasion. Second, if consumers are provided scent, they will show more positive advertisement attitude then those without scent providing. Third, haptic information providing indeed alters consumers‘ feeling on ad persuasion.
Jean, Chun-jung, and 簡君蓉. "The Moderating Effect of Persuasion Knowledge, Consumer Skepticism and Gender on the Narrative Advertisement: Building Consumer Connections to Brands." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/11447137475555846368.
Повний текст джерела東吳大學
企業管理學系
97
Plenty of marketing researches have been explored the construction of narrative advertising in order to create a link between the brand and consumers. Narratives enable consumers to draw inferences and conclusions about brand and to form connections between their self-concepts and brands, referred to as self-brand connections. This study hypothesized that effects that narrative advertisement and self-brand connections may have on consumer’s brand attitudes and purchase intensions would be moderated by the persuasion knowledge consumers possess, consumer skeptism and gender. This study conducts a 2 × 2 × 2 between-subjects design to test hypotheses pertaining to three moderators. First, the results of an experiment shows that narrative advertising are associated with enhanced SBCs. Second, persuasion knowledge may serve to increase a narrative advertising’s effect and subsequent SBCs formation. Third, the effect of narrative advertising on consumers is offset by consumer skepticism about the marketers’ persuasion attempts.
Szu-Hung, Wang. "The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion." 2005. http://www.cetd.com.tw/ec/thesisdetail.aspx?etdun=U0001-3006200514170500.
Повний текст джерелаWang, Szu-Hung, and 王思閎. "The Multiple Roles of Pictures in Advertisements: the Influence of Relevance of Pictures to Product Attrubute, Concreteness of Arguments and Involvement in Persuasion." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/30523181005364467035.
Повний текст джерела國立臺灣大學
商學研究所
93
In our daily life, persuasive messages exert a strong influence on people’s consumption behavior. Within persuasive messages, pictures often play an important role. However, a common advertisement usually consists of visual and verbal elements. The degree of informational overlap between the ad’s pictorial and argument elements may result in different effect of pictures. At one extreme, pictures can be totally superfluous when arguments are concrete and communicate the same information with pictures. At the other end of this continuum, pictures can convey product information which is not provided by the arguments at all. This study examines how the picture influences the persuasion process moderated by involvement and argument concreteness. The results show that when involvement is high, pictures conveying highly attribute-relevant information do evoke more favorable attitude toward product’s attribute and toward overall product than pictures conveying low attribute-relevant information. Further more, when elaboration likelihood is high, low attribute-relevant pictures don’t have effect on persuasion whereas highly attribute-relevant pictures will have greater impact on persuasion with abstract than concrete arguments. Nevertheless, when elaboration likelihood is low, pictures will induce favorable attitudes toward the product as long as the picture is rated positively. The concreteness of argument and the relevance of a picture to the product do not matter.
CHABR, Ondřej. "Jazykové prostředky k upoutání pozornosti v současné reklamě." Master's thesis, 2019. http://www.nusl.cz/ntk/nusl-394515.
Повний текст джерелаYu, Tsung-Ho, and 于宗禾. "The Effects of Advertisement Endorser and Cultural Congruence between Products and Endorsers on Advertising Attitude and Purchase Intention: The Moderating Effects of Involvement and Persuasion Knowledge." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/cjes8x.
Повний текст джерела東海大學
國際經營與貿易學系
103
International trade has become the core of the world economy. With the development of international trade, multinational corporations have increased much more. When a multinational company trying to enter unfamiliar markets, using endorser in advertising has already been a common propaganda. Good advertising and proper use of endorsers on products can raise the public's attention and produce memory point, what’s more, it can promote the consumer purchase intention. Therefore, using such advertising strategy is still growing. In order to explore how different types of endorsers, cultural congruence between product and endorser, Involvement, and persuasion knowledge affect consumers’ advertising attitude and purchase intention , this study examines consumers’ reactions to the different types of endorser and cultural congruence images in advertising, which are characterized by a mix of global and local elements in advertisements. Drawing on the involvement and persuasion knowledge perspectives to analyze how it affect the consumers’ advertising attitude and purchase intention. As well as how involvement and persuasion knowledge adjust the endorser type and cultural congruence between product and endorser to consumers’ advertising attitude and purchase intention. This research is trying to contribute a better understanding of the interplay between endorser and cultural congruence in a globalized marketplace. In this study, we used a 2(endorser type: professional expert or typical consumer) × 2(cultural congruence between products and endorsers: congruence or incongruence) between-subjects experimental design, to discuss the effect of outside clues on consumers’ advertising attitude and purchase intention.
Mašková, Tereza. "Komparativní analýza komunikace značek Louis Vuitton a Estée Lauder napříč vybranými periodiky v roce 2013." Master's thesis, 2015. http://www.nusl.cz/ntk/nusl-332615.
Повний текст джерелаANTL, Pavel. "Etika ve světě reklamy." Master's thesis, 2009. http://www.nusl.cz/ntk/nusl-79779.
Повний текст джерелаGuerreiro, Catarina Gonçalves Firmo Duarte. "As atitudes dos indivíduos com deficiência visual face à televisão e à publicidade televisiva." Master's thesis, 2017. http://hdl.handle.net/10400.14/25849.
Повний текст джерелаThe main objective of the present dissertation is to understand the reactions, attitudes and needs of the visually impaired consumers regarding their interaction with the television and television advertising. Any disability entails certain health and independence constraints, which can be potentially intensified by the society’s inability to guarantee a proper social inclusion. This study is focused mainly on the visually disabled individuals, which face several barriers while performing daily tasks, such as watching television. In this regard, it is considered imperative to seek solutions in order to counter the problem of social exclusion directly affecting the visually impaired people. Bringing innovation to the media and adapting its content to the visually impaired audience could be an important starting point. The proposed qualitative methodology encompasses two main steps: (i) sample survey that includes definition and characterization of the sample, and data collection and analysis concerning the usage of television and television advertising; and (ii) focus group using a persuasive heuristic analysis – in terms of source, message and target. The set of television advertisements included in the second step of this methodology were specifically selected considering the aforementioned heuristics. All participants on the research are visually impaired and users of ACAPO which is one of the major blind associations in Portugal. The results demonstrate that television is one of the main communication means used by all participants in the present study but this media is still inadequately adapted to the visually impaired consumers. It was also possible to comprehend the importance of persuasive heuristics when understanding the advertisement content, which, in some cases, can impact the purchase intention of the visually impaired consumers.
Wolfová, Michaela. "Apely v reklamních textech." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-322079.
Повний текст джерелаSERVÍTOVÁ, Jana. "Mediální výchova v hodinách anglického jazyka." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-79509.
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