...com/1352-2752.htm YouTube: an opportunity for consumer narrative analysis? Stefano Pace ` Universita Bocconi, Milano, Italy Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared meaning from the major TV shows and series. The discursive nature of YouTube is also an indication...
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...betrayed by the government or community that was suppose to be there for them. Every person has a side of the story that they would like to share, art is one of the easiest ways to get a lasting point across. Princess Hijab uses art in this context to express a distaste for modern day ideologies regarding what is beauty when it comes to the human body. “...her dressing up of billboards is a symbolic act of resistance meant to reassert a “physical and mental integrity” against what she calls the “visual terrorism” of advertising.” (Aburawa 30) Blurring the lines between what is acceptable public art, with advertising, and graffiti, with her movement towards depicting real human beauty and modesty. Not taking into account the act itself is illegal she uses a median of in your face guerrilla tactics to point out faults in the mainstream media. “...the headscarf in an agent not of covering but of exposure--of the oppressive nature of the advertising industry, of the displacement and disempowerment of women who are repeatedly told...
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...Rhetorical Analysis: Happier Than A Body Builder Directing Traffic Insurance is known for being boring and tedious, something that nobody looks forward to dealing with. In their recent advertising campaign, however, GEICO stands out through their silly use of a body builder directing traffic and comparing him to how happy GEICO customers are. When you think about it, a bodybuilder is the perfect person to direct traffic. He's fit enough to move his arms around for hours at a time and he's big enough to be noticed by passing motorists. In the commercial I have chosen to analysis, a bodybuilder is seen in the middle of a busy city street, flexing his muscles as drivers wait for their turn to navigate the intersection. All this is done in the name of directing traffic, and the wide grin suggests that he’s more than a little excited at the opportunity to show off his hard work with each point and wave. After about twenty seconds into the commercial, two guys are standing on top of a stage on the sidewalk in view of the body builder and they start a conversation: Jimmy: “You know Ronnie, Folks who save hundreds of dollars by switching to GEICO sure are happy.” Ronnie: “And how happy are they Jimmy?” Jimmy: “I’d say happier than a body builder directing traffic.” Ronnie: “He does look happy.” At the end of the commercial, the company’s name and website are shown in the middle of the screen and the announcer says: “Get happy, Get GEICO. Fifteen minutes could save you fifteen...
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...The influence of new media PR campaign in changing and reshaping public’s attitudes about a brand (BP). Introduction BP (British Petroleum) is a British multinational oil and gas company headquartered in London, England, United Kingdom incorporated on April 14, 1909, is an integrated oil and gas company. The company provides its customers with fuel for transportation, energy for heat and light, lubricants and the petrochemicals products used to make everyday items as diverse as paints, cloths and packaging. BP operates in two business segments: Exploration and Production, Refining and Marketing. It’s Exploration and Production segment is responsible for its activities in oil and natural gas exploration, field development and production; midstream transportation, storage and processing, and the marketing and trading of natural gas, including liquefied natural gas, together with power and natural gas liquids. Its Refining and Marketing segment is responsible for the refining, manufacturing, marketing, transportation, and supply and trading of crude oil, petroleum, petrochemicals products and related services to wholesale and retail customers. (Reuters, 2012). However, on April 20th, 2010 a deepwater oil rig exploded, causing a massive oil leak nearly a mile underwater off the coast of Louisiana. This leak produced and oil slick of more than 200 million gallons, affecting more than 4,000 miles of shoreline in eastern Mexico and five U.S Gulf Coast states: Texas, Louisiana...
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...and even on the fast food cup you purchase. It is unavoidable. It is powerful, and much stronger then we realize. It can manipulate people into thinking a certain way, and even change cultural opinion. What is it? It is none other than advertising. According to CBS News’ Article “Cutting Through Advertisement Clutter”, every individual sees close to 5,000 ads a day. With the right research, look, and design an advertisement has a way of completely changing the way people view a product. Take Dove for example. Prior to 2004, this international mega brand used advertising tactics much like many other brands were using- skinny models, sexual innuendos, and trendy images. But their products weren’t getting the success they had hoped for. Driven by a declining market share and decreased product sales, Dove decided to take a daring move and add curvier women to their ads. They called their new campaign the “Dove Campaign for Real Beauty.” The campaign, which targeted women of all shapes and sizes, sought to reverse the fabricated idea that all women should be a size 2, with voluptuous lips, perfect hair, and flawless skin. Ultimately, Dove hoped the campaign would change the way their target audience related to its products. This type of advertising was completely new to the worlds of advertisement, and almost critiqued the bias that other ads were portraying; Yet they never could of imagined the campaign would get so much attention, spark heated debate, and be a leading factor in...
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...DEVRY ENG 112 All Week Discussions IF You Want To Purchase A+ Work then Click The Link Below For Instant Down Load http://www.hwspeed.com/DEVRY-ENG-112-All-Week-Discussions-1113258025.htm?categoryId=-1 IF You Face Any Problem Then E Mail Us At JOHNMATE1122@GMAIL.COM Question week 1 discussion The Brand of You (graded) As discussed in this week’s lecture, the Brand of You is created from the perception you give others through your writing. In creating the brand of you, how do you decide what to tell, how to tell it, and what to leave out? If given the task of introducing your personal brand through writing, what specific characteristics or attributes of yourself would you share? What stories would serve to provide the greatest impact? What memories would be the most telling in introducing who you are? Though we’ll work to answer these questions throughout the week, let's do a concrete exercise to get started: First, in seven words, tell us who you are and what you do. Try to draft a phrase that serves as our introduction to you (see examples below). Place this phrase in the subject line of your response post and then provide us with details to show us how this title represents your personal brand. Using vivid, concrete, descriptive words, share an example, anecdote, or scenario that brings your personal brand to life for your audience and provides an impression of who you are. This example should be written as the content of your actual post and should, at minimum...
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...author: Email: mohamed.mejri@univ-littoral.fr Abstract On the 20th of April 2010, an outstanding explosion of the BP Deepwater Horizon oil rig situated in the Golf of Mexico caused the largest maritime disaster oil spill in the USA history and particularly caused considerable reputation and financial losses to BP.To deal with the spill oil as well as reputation and financial losses, the company particularly use many tactics and tools to communicate with stakeholders during and after the crisis. However, crisis management and communication experts’ opinions differed on whether BP crisis communication was effective or ineffective.This paper aims to assess BP crisis communication and mainly to point out possible failures through a content analysis of secondary data collected from various sources (newspapers, magazines, annual reports and blogs). Keywords: British Petroleum, Crisis communication, Crisis Management, Deepwater horizon. Introduction On the 20th of April 2010, the petroleum industry has been marked by the largest maritime disaster oil spill in its history known as the Deepwater Horizon oil spill. This accident was caused by an outstanding explosion and has resulted in the killing of eleven people. Five months after the explosion and until the announcement of the completion of sealing of the oil well, some 780 million gallons of crude leaked into the sea, causing the most considerable damages in the USA from an oil disaster,...
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...Marketing Communications | Syndicate assignment Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation Case 2 Canon Eos Cameras: Photography beyond the still 2011 Silver | Consumer Electronics Case 3 Southwest Airlines: Grab your bag it’s on/ Bags fly free 2011 Gold | Transportation Case 4 Ocean Spray Cranberries: Straight from the Bog 2008 Gold | Renaissance 2011 Silver | Sustained Success Case 5 Sears: Don’t just go back. Arrive 2010 Gold | Retail¬ Case 1 Prius Launch: Harmony Installations 2011 Bronze | Media Innovation GET: Echo/Tech friendly minded people WHO: Are environmentally and technologically aware and enjoy innovation. TO: Think Prius is the car they should buy versus the car they want to own. See Prius as an Icon of progress. Encourage consumers to put a Prius in the mainstream consideration set. BY: Outlining that hybrid motoring is good for the environment, endorsing the idea of being proud to own a Prius. LIKE THIS: By highlighting the “harmony between man, nature and machine”. Happiness, Optimism, Pride, Imagination SUCCESS: Desired 20% increase in sales of Prius. Increase hybrid vehicle market share. Engage social media metrics. $4.5m in earned media desired through Solar flower installations/social media. Market/Commercial insight The reported market decline in the Automotive Industry for passenger cars has declined by 37% in FY2011. Financial modelling of passenger...
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...The Presentation Secrets of Steve Jobs How to Be Insanely Great in Front of Any Audience Carmine Gallo Columnist, Businessweek.com New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto Copyright © 2010 by Carmine Gallo. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. ISBN: 978-0-07-163675-9 MHID: 0-07-163675-7 The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-163608-7, MHID: 0-07-163608-0. All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps. McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com. TERMS OF USE This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors reserve all rights in and to the work. Use of this work...
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...Bibliography for Social Network Sites related thesis Aaltonen, S,, Kakderi, C,, Hausmann, V, and Heinze, A. (2013). Social media in Europe: Lessons from an online survey. In proceedings of the 18th UKAIS Annual Conference: Social Information Systems. (pp. Availalable online). USIR. , and 2013, , in: , 19-20 March 2013, Worcester College, Oxford, UK. (conference paper) Acquisti, Alessandro, and Gross, Ralph. (2006). Imagined Communities: Awareness, Information Sharing, and Privacy on the Facebook.In Golle, P. and Danezis, G. (Eds.), Proceedings of 6th Workshop on Privacy Enhancing Technologies. (pp. 36--58).Cambridge, U.K. Robinson College. June 28-30. (conference paper) Acquisti, Alessandro, and Gross, Ralph. (2009). Predicting Social Security numbers from public data. Proceedings of the National Academy of Sciences, 106 (27), 10975-10980. (journal article) Adamic, Lada, Buyukkokten,Orkut, and Eytan Adar. (2003). A social network caught in the Web. First Monday, 8 (6). (journal article) Adrien Guille, Hakim Hacid, Cécile Favre, and Djamel A. Zighed. (2013). Information diffusion in online social networks: a survey. SIGMOD Record, 42 (2). (journal article) Agarwal, S., and Mital, M.. (2009). Focus on Business Practices: An Exploratory Study of Indian University Students' Use of Social Networking Web Sites: Implications for the Workplace. Business Communication Quarterly. (journal article) Ahmed OH, Sullivan SJ, Schneiders AG, and McCrory P. (2010). iSupport:...
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...Chapter 1: Introduction This project is undertaken to find out the pre-purchase and post-purchase behaviour of iPod users in the consumer market. Consumer behaviour includes the actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The pre-purchase behaviour is determined by the expectation a customer develops in his/her mind before purchasing a product. Pre-purchase behaviour depends on various factors like 1) Financial stability of the customer 2) Reach by material which may be competition from the products of the same range like mobile, digital camera or by people, basically the peer factor.3) Advertisement 4) Competitive Advantage 5) Past experience buying from the seller. Post-Purchase behaviour is defined when after purchasing a product, the customer compares the product with the expectations he had developed in his mind about the product before buying, whether he is satisfied or unsatisfied with the product. Satisfaction or unsatisfaction affects consumer value perception. Post-purchase behaviour depends on various factors like 1) Easy to handle 2) Lack of Performance 3) Frequency of use. The six stages of consumer buying process will be included in determining the post-purchase behaviour of iPod. They are 1) Need Recognition 2) Information Search 3) Evaluation of Alternatives 4) Purchase Decision 5) Purchase 6) Post Purchase behaviour. 1.1 What is iPod iPod is a...
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...SAGE India website gets a makeover! Global Products Enhanced Succinct Intuitive THE Improved Interactive Smart Layout User-friendly Easy Eye-catching LEADING WORld’s LEADING Independent Professional Stay tuned in to upcoming Events and Conferences Search Navigation Feature-rich Get to know our Authors and Editors Why Publish with SAGE ? World’s LEADING Publisher and home and editors Societies authors Professional Academic LEADING Publisher Natural World’s Societies THE and LEADING Publisher Natural authors Societies Independent home editors THE Professional Natural Societies Independent authors Societies and Societies editors THE LEADING home editors Natural editors Professional Independent Academic and authors Academic Independent Publisher Academic Societies and authors Academic THE World’s THE editors Academic THE Natural LEADING THE Natural LEADING home Natural authors Natural editors authors home World’s authors THE editors authors LEADING Publisher World’s LEADING authors World’s Natural Academic editors World’s home Natural and Independent authors World’s Publisher authors World’s home Natural home LEADING Academic Academic LEADING editors Natural and Publisher editors World’s authors home Academic Professional authors Independent home LEADING Academic World’s and authors home and Academic Professionalauthors World’s editors THE LEADING Publisher authors Independent home editors Natural...
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...A BRIEF CONTENTS PART 1 • GETTING STARTED 1. Becoming a Public Speaker 2. From A to Z: Overview of a Speech 3. Managing Speech Anxiety 4. Ethical Public Speaking 5. Listeners and Speakers 1 2 8 1 4 23 30 PART 2 • DEVELOPMENT 6. Analyzing the Audience 7. Selecting a Topic and Purpose 8. Developing Supporting Material 9. Locating Supporting Material 10. Doing Effective Internet Research 1 Citing Sources in Your Speech 1. 36 37 49 57 64 73 83 PART 3 • ORGANIZATION 1 Organizing the Speech 2. 1 Selecting an Organizational Pattern 3. 1 Outlining the Speech 4. 92 93 103 1 10 PART 4 • STARTING, FINISHING, AND STYLING 15. Developing the Introduction and Conclusion 16. Using Language 1 22 1 23 1 31 PART 5 • DELIVERY 1 Choosing a Method of Delivery 7. 18. Controlling the Voice 19. Using the Body 1 39 1 40 1 44 1 48 PART 6 • PRESENTATION AIDS 20. Types of Presentation Aids 21. Designing Presentation Aids 22. A Brief Guide to Microsoft PowerPoint 154 155 161 164 PART 7 • TYPES OF SPEECHES 23. Informative Speaking 24. Persuasive Speaking 25. Speaking on Special Occasions 1 74 1 75 188 21 7 PART 8 • THE CLASSROOM AND BEYOND 230 26. Typical Classroom Presentation Formats 27. Science and Mathematics Courses 28. Technical Courses 29. Social Science Courses 30. Arts and Humanities Courses 31. Education Courses 32. Nursing and Allied Health Courses 33. Business Courses and Business Presentations 34. Presenting in Teams 35. Communicating in Groups 231 236 240 243 246 248 25 1 253 258...
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...Effects of Mega Events on Host Country’s Image: Image of China after the 2008 Beijing Olympic Games Abstract Mega events have intrigued the academia because of the huge impact they have on the host countries. Not only do mega events catalyse urban regeneration, they also have the ability to command international media’s attention. Furthermore, nations have been known to use mega events such as the Olympic Games, FIFA World Cup, and World Fair to rebuild image and draw in tourists to serve the economic development of the region. While the Olympics are one of the most studied mega events, most of them emphasise on the Western perspective probably because only three out of twenty-six Summer Games have been held in Asia. The most recent one is the 2008 Beijing Olympics, which is the focus of this research. In particular, this study aims to explore China’s image change after the event and the influencing factors that contribute to the change. One’s perception and image change are emotional and subjective; therefore, this research can gain a better insight through qualitative approach. Twenty participants from sixteen countries were recruited and interviewed for 20-30 minutes regarding the Beijing Olympics and related news around that time. The findings showed that China achieved moderate success in rebuilding its image in the economic and technological aspects. Many interviewees were impressed by its organising ability and modernisation. However, China failed to change...
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...Economist readings 1. It pays to give Allowing consumers to set their own prices can be good for business; even better if the firms give some of it to charity http://www.economist.com/whichmba/it-pays-to-give?fsrc=nlw|mgt|01-12-2011|management_thinking [pic]IN OCTOBER 2007 Radiohead, a British rock group, released its first album in four years, “In Rainbows”, as a direct digital download. The move drew a fair bit of attention (including from this newspaper) not only because it represented a technological thumb in the eye to the traditional music industry, but also because the band allowed listeners to pay whatever they wished for it. Some 60% of those who seized the opportunity paid nothing at all, but the band seemed pleased with the result; one estimate had it earning nearly $3m from the experiment. One group outside the music industry taking an interest was a trio of professors then at the Rady School of Management at the University of California, San Diego: Ayelet Gneezy, Uri Gneezy and Leif Nelson (who is now at the Haas School of Business at the University of California, Berkeley). Inspired, they designed a series of experiments to gauge whether pay-what-you-want pricing would work for other businesses. Their most recent experiment, co-authored with Amber Brown of Disney Research and published in Science, also stirred in a new element: would it make any difference if firms donated some of the pay-what-you-want fee to charity? The authors set up their pricing experiment...
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