...Introduction: Advertising & Gender The adverts are carefully crafted bundles of images, frequently designed to associate the product with feelings of pleasure stemming from fantasies and anxieties (Craig 1997). Advertising can also be defined as a paid for mass-media communication, and a means of managing and controlling the consumer markets at the least cost (Brierley 1995). It is clear that advertisers seem quite willing to manipulate these fantasies and exploit our gender identities to sell products. Gender is a social construct, a dichotomy that exists in all societies (Costa, 1994). It is used to describe the socially constructed differences between men and women, referring not only to individual identity and personality, but also at the symbolic level, to cultural ideals and stereotypes of masculinity and femininity and, at the structural level, to the sexual division of labour in institutions and organisations (Online Dictionary of the Social Sciences). The definition of gender encompasses a great deal. Temperament, abilities and skills, activities and behaviours, ideal types and accepted and unacceptable deviations from the ideal, sensuality and culture based essence of what it means to be male or female, are all part of the gender constructs of a given society. Therefore, marketers perform their activities differently when their targets are male than they do when the targets are female, and consumers’ responses often differ on the basis of gender. Sales...
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...developed and grown. With the development of technology, there appeared more transmission channel. According to Borrell Associates’ latest report, the auto industry’s use of print, radio, and direct mail will be taken over by this growing transition to digital media. To put things into perspective, about 40 cents of every media dollar spent for automotive marketing will go toward digital advertising in 2011 and in 2012 it is likely 90% of additional advertising dollars will go toward digital media.[1]Obviously, digital media is the general trend in auto advertising. Television; internet website; social media network and video network are all digital platform. In this thesis I will focus on creative TV advertising; product placement and micro-film advertising. Because among all those digital ads, there are fast-growing recent years and represent the develop direction of automotive advertising. Creative TV commercials Most of the time, advertising is regarded as a supporting communication way to achieve the marketing goal. The aim of ads is to deliver messages, attract clients and build a bridge between companies and consumers. Advertising cannot lose creativities. In 1960s, “the father of advertising” David Ogilvy said: it is necessary to have a good idea to attract consumers’ eyes and make them to buy your product. It is like to be swallowed by the darkness of...
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...Hanson – medical breakthrough = social phenomenon * How has promise of medical breakthroughs influenced: media culture and patients expectations relationship between medicine and media place of medicine in American political culture How and why does the medical community use media to communicate with public? Increasingly interdependent spheres w/ differing perspectives on vision of media’s role is in “media-ted” world What makes health “news”? Producing Medical Heroes How and why has American society selected its medical heroes? How has this changed over time? What functions do depictions of heroic doctors (Walter Reed, and House, M.D.) and patients serve? How have fictional medical characters – in novels, Hollywood films, on TV – shaped expectations of medical culture? VD, HIV, and the Media How did the media contribute to the publics perception of venereal diseases and HIV? What images (both visual, and stories told to make a point) came most powerfully to cultural prominence? What were the aims of medical and public health authorities, the state, and media professionals in working to make those images publically visible? What role did the media play in changing public’s image of HIV? Stigmatization, Destigmatization, and Medical Illnesses Ways portrayal of medical condition in media contributes to a stereotype in society? How does representation influence publics perception of a particular medical condition? Some consequences of stereotype...
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...sell large stocks of goods that they produce and create demand for new products and offers, and for consumers because enable them to choose between different types of products on the market. In Latin, ad vertere means "to turn toward".] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various old media; including mass media such as newspaper, magazines, television advertisement, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. BRIEF HISTORY OF ADVERTISING Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in...
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...American Propaganda and the Suppression of Dissent in World War I “May we never confuse honest dissent with disloyal subversion. “ – Dwight D. Eisenhower On June 28, 1914, the Archduke of Austria-Hungary, Franz Ferdinand, was assassinated. That event marked the first phase of World War I (Grayzel 10). Soon afterward nations throughout Europe announced declarations of war. By the end of October countries as far away as Japan, China and Brazil had become involved (Grayzel 11). Susan R. Grayzel in the “Introduction: The First World War and the Making of a Modern, Global Conflict” from The First World War: A Brief History with Documents”, explores a variety of contributing reasons for the Great War (Grayzel 9). The causes most often cited included the rise of nationalism, increased militarism, imperialism, and a willingness among the population to allow their governments to persecute a war (Grayzel 9-10). Ironically, it was a complicated series of competitive alliances and international peace agreements that caused such a rapid global escalation of hostilities (Grayzel 5). With its vast immigrant population, and their own ties to European and Asian interests, America was not immune to finding itself dragged into the war. Hence, during the first years of the war, President Woodrow Wilson struggled to maintain neutrality. So much so that he issued a declaration of neutrality to Congress on August 14, 1914. In his speech he entreated Americans to remember, “Every...
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...Question 1 Why have American films been so successful over the last half century? Outline what you consider to be key success factors for a film (type of story and genre; actors; directors, pace, music, and so on). Was the fascination for the American culture and way of life the prominent reason for that success? What was the contribution of the American melting pot with its huge diversity of migrants’ origins to the creativity and global outlook of the American movie industry? There are several reasons for the success of American movies: the budget, the Hollywood brand, the directors and the universal themes that appeal to a broad public. When the production can cover most of its costs by the local profit, it allows for a relatively low selling price to the foreign distributors. A large budget also makes it possible to use expensive actors with a recognized name that attracts visitors, as well as developing an efficient distribution system. The US has the most prominent country-brand equity in the world, which has without a doubt contributed to the Hollywood success. Therefore one might say that the fascination for American culture has helped their movie industry, but there are too many other factors to say that this is the main reason for its success. Several of the well renowned Hollywood directors have origins outside of the US. This knowledge of more than one culture might have contributed to a more international touch to their films, appealing to many different cultures...
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...Tourist Studies http://tou.sagepub.com/ Paris offscreen: Chinese tourists in cinematic Paris Yun-An Olivia Dung and Stijn Reijnders Tourist Studies 2013 13: 287 originally published online 30 August 2013 DOI: 10.1177/1468797613498164 The online version of this article can be found at: http://tou.sagepub.com/content/13/3/287 Published by: http://www.sagepublications.com Additional services and information for Tourist Studies can be found at: Email Alerts: http://tou.sagepub.com/cgi/alerts Subscriptions: http://tou.sagepub.com/subscriptions Reprints: http://www.sagepub.com/journalsReprints.nav Permissions: http://www.sagepub.com/journalsPermissions.nav Citations: http://tou.sagepub.com/content/13/3/287.refs.html >> Version of Record - Nov 18, 2013 OnlineFirst Version of Record - Aug 30, 2013 What is This? Downloaded from tou.sagepub.com at The Hong Kong Polytechnic University on January 5, 2014 498164 2013 TOU13310.1177/1468797613498164Tourist StudiesDung and Reijnders ts Article Paris offscreen: Chinese tourists in cinematic Paris Yun-An Olivia Dung Stijn Reijnders Erasmus University Rotterdam, The Netherlands Tourist Studies 13(3) 287–303 © The Author(s) 2013 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1468797613498164 tou.sagepub.com Leiden University, The Netherlands Abstract This article examines from a European-Asian perspective the relationship between media representations and the tourist’s imagination...
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...issues that must be addressed: 1. MMI must develop a promotional vehicle to achieve the best exposure for its potential client, Greyhound Canada. 2. MMI must convince Greyhound Canada that there are positive benefits to product placement, so that a contract between the two parties can be signed. 3. MMI must prove the results of how using product placement can increase product exposure and awareness. With the growth of product placement in the film and television industry MMI has a greater chance of succeeding. That is proactive product placement is becoming more popular. In order to satisfy Greyhound Canada the following five alternatives were presented: 1. Promote the Greyhound brand within the reality-based TV Serial “Making the Cut”. 2. Promote the Greyhound brand within an established TV show such as Corner Gas. 3. Promote the Greyhound brand within another reality TV serial such as “Canadian Idol” 4. Move away from the TV industry and focus on promoting the Greyhound brand within the film industry in various movies. 5. Status Quo-No need to convince Greyhound to get on board. After analyzing all the pros and cons of each alternative, the optimal recommendation providing the greatest benefit...
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...An Overview of Advertising Chapter 1 1.1 Introduction If we look up the word ‘advertise' in the New Shorter Oxford English Dictionary (1990) we find the following definition: ‘Make an announcement in a public place; describe or present goods publicly with a view to promoting sales.'; Right after that we find advertisement defined as: ‘A public announcement (formerly by the town-crier, now usually in newspapers, on posters, by television, etc)' It was Daniel Starch (1926), one of the early pioneers of advertising theory in the twentieth century, who back in the 1920s, reminded us that the Latin root for advertising is advertere. This roughly translates as ‘to turn towards'. L.E Boone and D. Kurtz, (1998) Advertising is a specific type of marketing that brings a product to the attention of consumers and may be delivered through a variety of media channels such as television, radio, print, billboards, personal contact and the internet. Advertising is a very effective method to convey the company's message to its target market. In olden days there was no such concept of advertising because people would only buy products. They were only concerned about the utility of the product. The scenario changed with the passage of time and the marketers started something different. They associated the products with emotions, life style, style etc. With the passage of time the market got bigger and it was difficult to have one product for all the market so the marketers divided...
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...Perception of College Students towards Advertisement of Selected………… Chapter 1 Introduction and Background of the Study The term 'motel' in the United States is outdated and very few motel chains still exist. Motels, very popular starting in the 1960s when travel by car was on the rise, have now been replaced by budget chain hotels typically used by road warriors. In the year 2000, the American Hotel-Motel Association removed 'motel' from its name after doing considerable market research and finding the term to be passed. This national association is now called the American Hotel and Lodging Association. The association felt that using the term 'lodging', instead of 'motel', more accurately reflects the large variety of different style hotels including luxury and boutique hotels, suites, inns, budget, and extended stay hotels. Perception is subjective in interpretation as brought about by experiences. A particular object can mean differently to varied individuals. Some think it is a positive, others think negative, or they are unaware of the stimulus. Perception is the whole system by which stimuli affect whatever is the cognition and behaviour of the individual automatically responding to the stimuli. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service...
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...CHAPTER 4 SOCIAL AND CULTURAL ENVIRONMENTS SUMMARY Culture, a society’s “programming of the mind,” has both a pervasive and changing influence on each national market environment. Global marketers must recognize the influence of culture and be prepared to either respond to it or change it. Human behavior is a function of a person’s own unique personality and that person’s interaction with the collective forces of the particular society and culture in which he or she has lived. In particular, attitudes, values, and beliefs can vary significantly from country to country. Also, differences pertaining to religion, aesthetics, dietary customs, and language and communication can affect local reaction to brands or products as well as the ability of company personnel to function effectively in different cultures. A number of concepts and theoretical frameworks provide insights into these and other cultural issues. Cultures can be classified as high- or low-context; communication and negotiation styles can differ from country to country. Hofstede’s social value typology sheds light on national cultures in terms of power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty avoidance, and long- versus short-term orientation. By understanding the self-reference criterion, global marketers can overcome the unconscious tendency for perceptual blockage and distortion. Rogers’ classic study on the diffusion of innovations helps explain how products...
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...ADVERTISING MANAGEMENT Advertising simply put is telling and selling the product.Advertising Management though is a complex process of employing various media to sell a product or service. This process begins quite early from the marketing research and encompasses the media campaigns that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of selling their goods and services. As mentioned above, advertising management begins from the market research phase. At this point, the data produced by marketing research is used to identify what types of advertising would be adequate for the specific product. Gone are the days when there was only print and television advertising was available to the manufacturers. These days apart from print and television, radio, mobile, and Internet are also available as advertising media. Advertising management process in fact helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of the product. If you wish to make the advertising effective, always remember to include it from the market research time. Market research will help to identify the niche segment of the population to which the product or service has to be targeted from a large population...
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...the Impact of Images 187 Early Technology and the Evolution of Movies 192 The Rise of the Hollywood Studio System 195 The Studio System’s Golden Age 205 The Transformation of the Studio System 209 The Economics of the Movie Business 215 Popular Movies and Democracy In every generation, a film is made that changes the movie industry. In 1941, that film was Orson Welles’s Citizen Kane. Welles produced, directed, wrote, and starred in the movie at age twenty-five, playing a newspaper magnate from a young man to old age. While the movie was not a commercial success initially (powerful newspaper publisher William Randolph Hearst, whose life was the inspiration for the movie, tried to suppress it), it was critically praised for its acting, story, and directing. Citizen Kane’s dramatic camera angles, striking film noir–style lighting, nonlinear storytelling, montages, and long deep-focus shots were considered technically innovative for the era. Over time, Citizen Kane became revered as a masterpiece, and in 1997 the American Film Institute named it the Greatest American Movie of All Time. “Citizen Kane is more than a great movie; it is a gathering of all the lessons of the emerging era of sound,” film critic Roger Ebert wrote.1 CHAPTER 6 ○ MOVIES 185 (c) Bedford/St. Martin's bedfordstmartins.com 1-457-62096-0 / 978-1-457-62096-6 MOVIES A generation later, the space epic Star Wars (1977) changed the culture of the movie industry. Star Wars, produced, written, and directed...
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...‘ THE BUSINESS OF MASS MEDIA Advertising and Commercial Culture 345 Early Developments in American Advertising 351 The Shape of U.S. Advertising Today 359 Persuasive Techniques in Contemporary Advertising 366 Commercial Speech and Regulating Advertising 374 Advertising, Politics, and Democracy Back in 1993, the trade magazine Adweek wrote about “The Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising...
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...LACAN AND CONTEMPORARY FILM EDITED BY TODD McGOWAN and SHEILA KUNKLE OTHER Other Press New York Copyright © 2004 Todd McGowan and Sheila Kunkle Production Editor: Robert D. Hack This book was set in 11 pt. Berkeley by Alpha Graphics, Pittsfield, N.H. 10 9 8 7 6 5 4 3 2 1 Allrightsreserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from Other Press LLC, except in the case of brief quotations in reviews for inclusion in a magazine, newspaper, or broadcast. Printed in the United States of America on acid-free paper. For information write to Other Press LLC, 307 Seventh Avenue, Suite 1807, New York, NY 10001. Or visit our website: www.otherpress.com. Library of Congress Cataloging-in-Publication Data McGowan, Todd. Lacan and contemporary film / by Todd McGowan & Sheila Kunkle. p. cm. Includes bibliographical references and index. ISBN 1-59051-084-4 (pbk : alk. paper) 1. Motion pictures-Psychological aspects. 2. Psychoanalysis and motion pictures. 3. Lacan, Jacques, 1901- I. Kunkle, Sheila. II. Title. PN1995 .M379 2004 791.43'01 '9-dc22 2003020952 Contributors Paul Eisenstein teaches literature and film in the English department at Otterbein College, Columbus, Ohio, and is the author of Traumatic Encounters: Holocaust Representation and the Hegelian Subject (SUNY Press, 2003). Anna Kornbluh...
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