...The impact of Cultural Capital on advertisement Class Professor *** Name Date Overview The French sociologist Pierre Bourdieu first proposed the concept of cultural capital. Since the 1980s, social capital has become a popular concept in many disciplines concerned and analysis of important starting point. Hofstede (1980) published a study in the field of cultural significance of the research results. In 1980s, scholars did a large number of cross-cultural consumer behavior based Hofstede’s cultural construct. After the 1990s, globalization and technological revolution in the joint action, cultural issues in all areas of marketing, reflected in all directions, the impact of cultural capital on advertisement journals were seen everywhere. "Advertising." The word of foreign origin, derived from the Latin word “Adteurture”; its basic meaning is the meaning of attention and induce the latter evolved into the English language “Advertise”. In recent years, advertising fills of people’s lives. From the television’s ads, newspaper’s ads, outdoor walls’ ads, to the network, advertising are seen every where. But in different cultural background, consumer values, consumption patterns and consumer behavior are different. Cultural capital has a deep impact on advertising, which cannot be ignored. Today's society is in economic globalization; all the advertising companies cannot separate from cultural capital. We need to know when planning to advertise the nation's culture, and...
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...ABSTRACT The aim of the study is to investigate the impact of women portrait in advertising messages on viewing audience. The researcher’s employed the survey method using both primary and secondary sources of data collection. In order to get data for the study, one hundred (100) questionnaires were administered to randomly selected respondents in Federal polytechnic Bauchi. The study found out that women portrait in advertising message has positive impact on the viewers. Also, that women should be allowed to participate in advertising, because they are very attractive, they can quickly draw attention of the viewers. 78% of the respondents which were given questionnaire agreed that women portrait despite the objection by some tradition should be allowed to participate in advertising messages. Findings also revealed that most of the respondents which were surveyed are not sexually active by the women portrait in advertising messages. The study recommends that women portrait in advertising standard should be maintain, because it influence choice of consumers. TABLE OF CONTENTS Title page - - - - - - - - - i Certification - - - - - - - - - ii Approval page - - - - - - - - iii Declaration- - - - - - - - - - iv Dedication - - - - - - - - - v Acknowledgement - - - - - - - - vi Table of contents - - - - - - - - vii Abstract - - - - - - - - - ix CHAPTER ONE: INTRODUCTION 1.1 Introduction- - - - - - - - 1 1.2 Statement of the Problem - - - - - -...
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...1.0 INTRODUCTION Advertisement or advertizing is a form of communication for marketing and used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Various advertising concepts are in the stream of the media but still there is a little evidence that advertising can significantly help the organization boosts it performance or sale of goods and services. In terms of sales, it is true that the application of the marketing and it associate strategies can gain the consumer trust and loyalty and in return, can enjoy the benefits of the market share. Impact of Advertising can be summed as one that is significant in a society. Advertising can have wide-ranging repercussions on a society more especially youth. Some critics suggest that advertising promotes a materialistic way of life by leading people to believe that happiness is achieved by purchasing products. They argue that advertising creates a consumer culture in which buying exciting new products becomes the foundation of the society’s values, pleasures, and goals. Youth advertising is an important determinant of consumer behavior; it has been shown to have an influence on a youths' product preference and purchase requests. There are some scientists that believe studying...
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...MAKERERE UNIVERSITY THE EFFECT OF TELEVISION ADVERTISEMENT ON THE BUYING BEHAVIOR OF CONSUMERS: A CASE STUDY OF THE COCA COLA SOFT DRINKS’ MARKET IN KAMPALA. BY NAMIGADDE, JACKLINE MBA (MARKETING) (Mak) 2010/HD06/2167U A DISSERTATION SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL FULFILLMENT FOR THE AWARD OF MASTERS OF BUSINESS ADMINISTRATION OF MAKERERE UNIVERSITY SEPTEMBER 2012 ABSTRACT The purpose of this study was to establish the effect of Television Advertisement on the buying Behavior of consumers of the coca cola soft drinks. Specifically, the study, established the various forms of T.V advertisements undertaken by the company and the level of awareness among the consumers, assessed the attitudes and beliefs of soft drinks consumers towards purchase decisions and investigated the relationship between Television advertisement and buying behavior of consumers of soft drinks. A cross sectional survey was undertaken where data was collected from 107 consumers of CocaCola brands in areas around Kampala and 8 employees of Century Bottling Company Limited in Namanve. A questionnaire and interview guide were used to collect data from respondents who were selected with purposive and convenient sampling techniques for the employees of CBC and consumers of Coca Cola brands respectively. The study findings revealed that there was a positive significant relationship between all the study variables; form of T.V advertisements, communication, comprehension, attitude, belief...
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...Introduction Have you ever seen the advertisement in the Television, Newspaper, magazines, hoardings, and listen on radio etc. which always worn you and be aware from the misleading advertisement and about your rights, safety it is about the consumer awareness advertisement. Every human being is a consumer since his childhood and during his whole life he always consume something at every stage of his life. In the cut- throat competition every producer businessmen wants to increase his profits and for that he make s advertisement which misleading the consumer to purchase products. Today there are lots of misleading advertisements in the markets which attract consumer to buy products. Definition of the consumer Quotes of the consumer Markets of advertisement Consumer advertisement Law of the consumer rights Ministry of consumer affairs Survey of the people living in ahmedabad Interview of the experts “Americans used to be 'citizens.' Now we are 'consumers.” ― Vicki Robin, Your Money or Your Life: Transforming Your Relationship with Money and Achieving Financial Independence tags: americans, consumer, consumerism, money 15 likes like "It is essential that the consumer not only files his/her complaint but also fights for the case instead of hiring a lawyer," said advocate Sarvesh Kumar Sharma. Welcome to the website! "A customer is the most important visitor of our premises. He is not dependent on us - we are dependent on him. He is not an interruption...
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...Survey on Impact of Television Advertisements on Youth Buying Behaviour Submitted by: M.A.P.Arun kumar (10AD05) D.Mohan (10AD26) K.M.Saravana Prabu (10AD27) M.Prabu (10AD39) M.Guruprasath (10AD44) Introduction: Rapid technological development and the immersion of technology into the lives of today’s consumers have created a digital divide between generations. Most students entering our colleges and universities today are younger than the microcomputer, are more comfortable working on a keyboard than writing in a spiral notebook, and are happier reading from a computer screen than from paper in hand. It is important to note that these technologies such as cable television, the Internet, laptop computers, and mobile devices were not always readily available for previous generations. Due to these technological advancements being ever-present in our lives one may assume differences exist between those whom have grown up immersed in the technologies and those whom have not been born into this technological immersion. Today’s average college graduates have spent less than 5,000 hours of their lives reading, over 10,000 hours playing video games, and an incredible 20,000 hours viewing television within the first 20 years of their lives. These readily available technological advancements from a young age create different experiences, which lead to different brain structures than previous generations that did not have these technological advancements. Different groups of consumers...
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...THESIS ABSTRACT TITLE: IMPACT OF MANG INASAL’S ADVERTISEMENT IN THE BUYING BEHAVIOR OF THE CUSTOMERS RESEARCHERS: Austria, Catherine P. Omanito, Kevin M. ADVISER: Dexter A. Sembrano, M.A.T. Summary This study was conducted to determine the impact of Mang Inasal’s advertisement in the buying behavior of the customers. The study utilized the descriptive method of research. Samples were taken purposively. An adopted and researcher-made questionnaire based on the related literatures and studies cited was used as main instrument for survey. Modification was made on the final questionnaire based on the suggestions and recommendations given by experts. It undergone validation and pre-testing. The respondents of the study were 149 customers in Mang Inasal’s three (3) branches in Dasmarinas City ( Volets, SM and Robinsons). The study was conducted in September 2011. Percentage, frequency distribution, weighted mean, and Analysis of Variance (ANOVA) were the statistics used in order to answer the specific problem of this study. The hypothesis tested using ANOVA was “There is no significant difference between the impact of the Mang Inasal advertisement in the buying behavior of the respondents and their profile.” Specifically, it sought answers to the following: 1. What is the profile of the respondents according to: 1. Educational Attainment 2. Type of Job 3. Employment Status 4. Monthly...
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...The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Syafiqah Abstract Media are the most powerful tool of communication to advertise products and services of companies. Thus, types of media used are important in order to determine the effectiveness of advertisements. The aim of the present study is to examine the impact of fast food advertisements on consumers’ buying behavior. There are two main objectives of the paper which i) to examine the influence of fast food advertisements on IIUM students’ purchase decision and ii) to investigate the media preferences of IIUM students. The convenience sampling method used to collect data and 105 questionnaires distributed to IIUM students. The finding shows a positive relationship between fast food advertisements and consumers’ buying behavior. Besides, the finding reveals that, TV advertisement is the most preferable media among IIUM students. Keywords: fast food advertisements, consumers’ buying behavior The Impact of Fast Food Advertisements on Consumers’ Buying Behavior Introduction Background of the study For the past several years, the pattern of fast food consumption increasing tremendously among the young generation in Malaysia. The increase in the number of fast food outlets around Malaysia is proven as the growth of the Malaysian fast food industry. Among popular fast food restaurants in Malaysia are MC Donald’s (McD), Kentucky Fried Chicken (KFC), Subway, Pizza Hut and many more. According to Jekanowski...
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...Impact of advertisement on consumers purchasing behaviour – Case study of Black Berry phone advertisement "They are the Black Berry boys" Index 1. Impact of advertisement on consumers purchasing behaviour 2. Case study of Black Berry phone advertisement "They are the Black Berry boys" 3. Conclusion 1. Impact of advertisement on consumers purchasing behaviour Every organization, or rather, Brand, invests a lot of capital on marketing, a major chunk of which is spent on making ads and this creates an influence on the consumer. Getting an iconic celeb like Amitabh Bachchan to speak about a product like Navratna Hair Oil, it seems like a piece of cake nowadays. But, to how much extent does these ads actually affect the consumers? Do they actually buy a product just because their favourite film-star is endorsing it? Is it possible that a product can change its image on the consumers overnight, just because of the flashy ads they just released? As being incorporated or associated with the Marketing process, advertising finds its position in every organization. Advertising can be defined as another strategy as an approach towards competitive advantage. Various advertising concepts are in the stream of the media and papers but still there is a little evidence that advertising can significantly help the organization boosts its performance. In terms of sales, it is true that the application of the marketing...
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...Sex Roles DOI 10.1007/s11199-014-0418-0 ORIGINAL ARTICLE Are You Man Enough to be a Nurse? The Impact of Ambivalent Sexism and Role Congruity on Perceptions of Men and Women in Nursing Advertisements Kimberley A. Clow & Rosemary Ricciardelli & Wally J. Bartfay # Springer Science+Business Media New York 2014 Abstract Framed by role congruity and ambivalent sexism, the current study is designed to investigate perceptions of male and female nurses. Specifically, 167 Canadian undergraduates from Southern Ontario viewed a potential nursing recruitment advertisement (female nurse, male nurse, or masculinity emphasized male nurse), reported their perceptions of the nurse in the advertisement, and rated the appropriateness of nursing as a career for men and women. MANOVAs revealed that participants viewed the male nurses more negatively (less competent and more deviant) in the masculinity emphasized condition than the male nurse condition, which is consistent with role congruity theory. Correlations further revealed that men in the male nurse condition and women in the masculinity emphasized condition who were higher in hostile sexism were more likely to rate the depicted male nurse as deviant than their lower scoring peers. Female participants rated nursing as a more appropriate career for men than did male participants, suggesting that resistance toward male nurses may stem primarily from other men. The ambivalent sexism scores of men and women related differently in each...
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...motive of FoGAFiDE is to support a bill to restrict deep sea fishing. Thus, to get this message circulated through public, mass media approach was considered. The purpose of this spreadsheet model is to allocate funds of $158000 to different advertising alternatives in a way that will maximise the impact achieved. This particular model can be used for determining how much funds should be allocated, considering the constraints, to each advertising medium in order to optimise average impact. It also helps in finding out the total and individual costs of advertisements. Layout of model (in blocks): 1) Requirements- minimum and maximum amount of ads required can be entered in this block for each advertising medium. The Cost per unit of each medium is also entered in the requirements area. 2) Resources available- This is the funds available section and would act as a constraint so the advertisements price doesn’t increase the funds available. 3) Calculation area- when solver is run this part of spreadsheet shows the number unit of advertisements that should be bought and their total cost price 4) Report area that tells the impact of each advertisement and the average impact. Instructions: 1) Enter the variable minimum and maximum amount of ads required for each type of advertising and their variable cost prices respectively. All three have to be allocated in their respective columns B,C and D. Only numbers or currency can be entered in this area of the spreadsheet...
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...Data collection and sampling…………………………...…8 For primary data research………………….……8 For secondary data research………………….……9 6.6. Data Analysis………………………………………………9 7. Logistical and ethical consideration……………………9 8. Proposed Outcomes……………………………………...10 9. Planned timetable for completing dissertation……….....10 10. References ……………………………………………….11 11. Appendix…………………………………………………12 1. Title: Advertisement and its impacts on consumer buying behaviour; In case of Dominos Pizza Company. 2. Introductions: Advertisement plays a vital role in the business of any organisation. This is simply the medium of communication and delivering paid message from an organisation to customers regarding their products. Also, it is the strategy of a company for the promotion of product by gaining the attention of consumers towards itself and sometimes recalling the product in customer’s mind. Today, most of the products come with the advertisement and many of them come with the celebrity endorsement which acts as a credible means of spending money for consumers. Advertisement makes such kinds of perception in the consumer’s mind that, sometimes having that product becomes their social status. People want to have right choice of their products when they are using or buying. Studying the behaviour of consumers, if a consumer observes messages...
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...In Katie Jensen “Negative Impacts of Advertising” article, she argues that advertising has a lot of negative impact to the people who view those advertisements. Jensen argues that advertisements are detrimental because the advertisements don’t live up to what the consumer saw in the ad and it also manipulate people to thinking whatever they see in the ad is true. Jensen supports her argument by listing some of the negative impacts that advertisements has. One of the impacts is unrealistic expectations which is when “Beauty and health products may also not live up to their promises, resulting in wasted consumer dollars.” People might think that those beauty and health products would maybe make them look and feel better according to the advertisements,...
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...To Study the Impact of Advertisement on the Brand Preference towards Aerated Drinks ( In Jalandhar City ) Submitted to Lovely Professional University In partial fulfilment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted By Group 22 Supervisor Manish Rajput Lecturer LSM Name Mr. Brajdeep Mr. Sayeem Rafiq Mr.Manveer Roll No 40 42 45 Regd. No 10805062 10807184 10804985 DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA (2010) 1 DECLARATION We, "Brajdeep, Sayeem and Manveer”, hereby declare that the work presented herein is genuine work done originally by us and has not been published or submitted elsewhere for the requirement of a degree programme. Any literature, data or works done by others and cited within this dissertation has been given due acknowledgement and listed in the reference section. Brajdeep (10805062) Sayeem Rafiq (10807184) _______________________ _______________________ Manveer (10804985) _______________________ Date: 03/4/2010 2 TO WHOMSOEVER IT MAY CONCERN This is to certify that the project report titled “Impact Of Advertisement on the Brand Preferences towards Aerated Drinks in Jalandar City carried out by Mr.Brajdeep Singh S/O Shri Jagdev Singh has been accomplished under my guidance & supervision as a duly registered MBA student of the Lovely Professional University, Phagwara. This project is being submitted by him/her in the partial fulfillment...
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... Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi Seema Mumtaz Std 16655 Mphil (BM) Synopsis Proposed Research Topic: Impact of Brand Image and Advertisement on Consumer Buying Behavior of Lawn customers in Karachi Purposes/Aim: The purpose of this study is to examine the impact of brand image and advertisement on consumer buying behavior in the general public at Karachi. Objective of the study: a) To explore the impact of brand image and advertisement on Consumer buying behavior b) To determine factors those are influencing consumers to purchase Branded lawn fabric. c) To find out the female buying behavior about branded lawn wear. Scope of Study: a) This research will help textile marketers and merchandisers in understanding consumers’ preferences about branded/designer lawn. b) Also this research will help textile marketers and merchandisers by providing the essential knowledge of the factors that influence females’ buying intention towards branded lawn fabric. c) This study will guide entrepreneurs in developing strategies for the branded lawn. Background and Existing literature: Brand image and advertisement play...
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