...A Comparative Analysis of Nike and Adidas Commercials * A Multimodal Approach to Building Brand Strategies Mads Nørgaard Hansen Dennis Gade Pedersen BA Marketing and Management Communication Supervisor: Carmen Daniela Maier Department of Language and Business Communication Aarhus School of Business Aarhus University 2010 A Comparative Analysis of Nike and Adidas Commercials * A Multimodal Approach to Building Brand Strategies Mads Nørgaard Hansen and Dennis Gade Pedersen Abstract Heavy competition in the sports industry has caused organisations like Nike and Adidas to focus on more than just selling sportswear- and equipment. Organisations need to differentiate themselves and focus on both product attributes and brand values when creating brand strategies. Therefore, we have found it interesting to see how Nike and Adidas communicate their branding strategy differently and have set up the following hypothesis and questions: In Nike and Adidas commercials the organisations make use of complex multimodal choices in order to communicate their branding strategies. 1. Which multimodal choices do Nike and Adidas employ in order to communicate their branding strategies? 2. Which personality traits are similar and different in Nike and Adidas product and value commercials? Due to the complexity of our hypothesis, we will employ three frameworks: social semiotics, film theory, and branding. These frameworks will help us to analyse and...
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...Communicating Corporate Social Responsibility - A Discussion of the CSR Phenomenon and CSR Communication, With Empirical Focus on NOKIA Author: Martin Lykke Jacobsen (271128) Supervisor: Dorrit Bøilerehauge June 2006 MA in International Business Communication – International Marketing, Communication & Public Relations (Cand.ling.merc. – International Informationsmedarbejder) Faculty of Language and Business Communication, English Department, Aarhus School of Business Table of Contents 1 Introduction .............................................................................................................................. 1 1.1 1.2 1.3 1.4 2 Purpose ........................................................................................................................... 1 Theory and Method ......................................................................................................... 2 Delimitation .................................................................................................................... 4 Structure ......................................................................................................................... 6 Corporate Social Responsibility ........................................................................................... 8 2.1 Defining CSR................................................................................................................... 8 2.1.1 Corporate Citizenship ..................
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...of America (US) Political Discourse Abstract This study offers a research on the application of metaphor in the discourse of cultural and political aspects between these two countries; The United States of America and Great Britain. As a result, this is an analysis of the various factors related to the perspective in terms of the cultural and socio-political phenomenon, in which a lot of attention is placed on the elements ascertaining the pragmatic, variable, and cognitive details of the British and US's political discourses: The inaugural speeches of four US presidents and party political manifestos of two British political parties during the period between 1974 and 1997 are analysed. The main purpose of undertaking this kind of comparative study of the British and the American political discourses is quite evident, these discourses symbolize intriguing and complex methods of cultural values and political differences as depicted in the respective linguistic contexts. The key findings are that metaphors from the domains of conflict, journey and buildings are general across the divide. However, the British corpus contain metaphors that draw on the source domain of plants whereas the American corpus hugely draws on source domains like fire and light and the physical environments that are excluded in the context of the British corpus. Therefore, the variations offer quite a significant dissimilarity in the use of metaphors among the two set of political discourse and cultural differences...
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...Teaching Business Ethics and Environmental Responsbility, Using Hinduism As A Tool. Abstract The crux of Hinduism is to revere nature in all its forms as they are considered to be manifestations of God himself. Even humankind is understood to be a composition of elements of nature and therefore maintaining a symbiotic relationship is essential for self preservation which is reinforced through the theory of karma which lays heavy emphasis on one’s action and corresponding rewards and punishment and therefore establishes adverse consequences to negative acts of destruction and depletion. The current paper proposes to use these basic tenets of Hinduism to teach business ethics to students through examples and validations from the Hindu texts and scriptures. This combination would help bring to class a synergetic combination of theology and business management where students shall find essence and a deep sense of association between the theological thoughts and their commercial applications. Key Words: Business Ethics; Hinduism; Management application; Education. Research Type: Concept Paper Affiliation Details: Dr. Ruchi Tewari; Assistant Professor; Amrut Mody School of Management (Ahmedabad University) Navrangpura; Ahmedabad – 380058 (India) Phone No.: 093761 44037 Email id: drtewariruchi@gmail.com; ruchi.tewari@ahduni.edu.in Introduction Human development has been over-zealous and has in the process...
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...Lexical borrowing = slovní výpůjčky - adoption from another lg with the same meaning English is tolerant to other lgs, nenasytný vypůjčovatel (70% non-anglosaxon origin), welcomes foreign words, not homogenous lg like French (majority of expressions was taken from F.) reasons: lg feels a need for a new word; to pre-denote a special concept (Sputnik, gradually disappeared from lg; certain lg has a kind of prestigious position (matter of fashion, but overuse of English words; matter of political force); distinction of functional style (matter of development) – three synonymical expressions of diff. origin (anglo-saxon origin: home, French words (additional meanings): resindence, Latin words: domicile, Greek origin, etc.) layers of three origins : hunt/chase/pursue rise/mount/ascend ask/question (certain amount of intensity)/interrogate high tolerance in English; in French and in German – used to avoid it; in Czech – had to defend its position to German, Linguists tried to set certain rules for using words=re-establishion of Czech lg English changes pronunciation of borrowed words (E. is simply a germanic lg, but more Romans lg in vocabulary) the basic vocabulary=core vocabulary (be, have, do) is Anglo-Saxon, surrounding periphery of v. maybe borrowed (count a word each time that occurs) wave of new adoptions: swift adotion - in some periods in lg more words than usual are adopted, in the 13. century after the Norman conquest, natural mechanism!! self-regulated – if there...
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...Do’s “The Happiest Refugee” reflects the ideas of an outsider is how war has changed Anh and his families lives. “The year is 1976 and the Vietnam war has just ended”, “When the war ended her two older brothers, high- ranking paratroopers who fought alongside American and Australian soldiers, were put into communist re-education camps” and “My grandfather was in the army, so Grandma was left to look after ten kids on her own in a little hut” explain how the war has torn Anh’s family apart and has deeply effected how his father and mother lived throughout their childhood. When Anh’s Father is forced to almost single-handedly take care of his brothers, it builds and changes his personality and makes him far more responsible. When Anh’s uncles are put into a re-education camp, Anh’s father shows the leadership qualities and courage that he built over his childhood to free them from slavery. Chapter 1. From the start of the chapter, we can see the traits of an outsider, namely being a non-evident sense of belonging. When the communist guards were harassing the young lady; she was an outsider as she was being ostracised and segregated from the rest of the group in a nasty and threatening way. This was evidenced in the text from the quote “ ‘Lift up your trousers’ the guard demands. The girl lifts her black cotton pants to her ankles. ‘Lift them higher,’ he leers. ‘In fact take them off.’” From this quote, we can see that this person was an outsider momentarily as she was not safe...
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...study of literature to date - 8 My own 'stock-taking' - 9 1 Theory before 'theory' - liberal humanism - 11 The history of English studies - 11 Stop and think - 11 Ten tenets of liberal humanism - 16 Literary theorising from Aristotle to Leavis some key moments - 21 Liberal humanism in practice - 31 The transition to 'theory' - 32 Some recurrent ideas in critical theory - 34 Selected reading - 36 2 Structuralism - 39 Structuralist chickens and liberal humanist eggs Signs of the fathers - Saussure - 41 Stop and think - 45 The scope of structuralism - 46 What structuralist critics do - 49 Structuralist criticism: examples - 50 Stop and think - 53 Stop and think - 55 39 Stop and think - 57 Selected reading - 60 3 Post-structuralism and deconstruction - 61 Some theoretical differences between structuralism and post-structuralism - 61 Post-structuralism - life on a decentred planet - 65 Stop and think - 68 Structuralism and post-structuralism - some practical differences - 70 What post-structuralist critics do - 73 Deconstruction: an example - 73 Selected reading - 79 4 Postmodernism - 81 What is postmodernism? What was modernism? - 81 'Landmarks' in postmodernism: Habermas, Lyotard and Baudrillard - 85 Stop and think - 90 What postmodernist critics do - 91 Postmodernist criticism: an example - 91 Selected reading - 94 5 Psychoanalytic criticism - 96 Introduction - 96 How Freudian interpretation works - 98 Stop and think - 101 ...
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...NORTH AMERICAN FICTION BRIEF INTRODUCTION: Before starting our study of American Fiction we must understand what American Literature is in itself and which pieces of writing we can include within this label. It is believed that when a piece is written in North America, more precisely in the USA, it would automatically be given this epithet. But it should be taken into account that this idea is quite broad and doesn’t reflect the real essence of the term. However, there is also another definition that gathers this essence: American Literature is the one that represents the Americanism, the singularity of the USA philosophy and culture. This way, instead of focusing on who the author is, it is focused on the content of the writing. In that which concerns Fiction, the following documents are the ones considered as narrative: Speeches Letters Short Stories Essays Political Documents Sermons Novels Diaries 1 FIRST LITERARY EXPRESSIONS The first documents in which the idea of Americanism is very present are the Sermons. They respond to the strict Protestantism settled in the New Continent after the arrival of the Pilgrim Fathers and Puritans in the Mayflower (1620) and the Arabella (1630). They established a theocratic community whose main and only point of reference was the Bible. That is why the idea of the ‘city upon a hill’ is still very present in American mentality. As we all know...
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...Framework Strands and Learning Targets Learning Objectives Generic Skills Values and Attitudes Broad Learning Outcomes Chapter 3 5 7 9 10 11 11 13 Curriculum Planning 3.1 Planning a Balanced and Flexible Curriculum 3.2 Central Curriculum and School-based Curriculum Development 3.2.1 Integrating Classroom Learning and Independent Learning 3.2.2 Maximizing Learning Opportunities 3.2.3 Cross-curricular Planning 3.2.4 Building a Learning Community through Flexible Class Organization 3.3 Collaboration within the English Language Education KLA and Cross KLA Links 3.4 Time Allocation 3.5 Progression of Studies 3.6 Managing the Curriculum – Role of Curriculum Leaders Chapter 4 1 2 2 3 3 13 14 14 15 15 16 16 17 17 18 21 Learning and Teaching 4.1 Approaches to Learning and Teaching 4.1.1 Introductory Comments 4.1.2 Prose Fiction 4.1.3 Poetry i 21 21 23 32 SECOND DRAFT 4.1.4 Drama 4.1.5 Films 4.1.6 Literary Appreciation 4.1.7 Schools of Literary Criticism 4.2 Catering for Learner Diversity 4.3 Meaningful Homework 4.4 Role of Learners Chapter 5 41 45 52 69 71 72 73 74 Assessment 5.1 Guiding Principles 5.2 Internal Assessment 5.2.1 Formative Assessment 5.2.2 Summative Assessment 5.3 Public Assessment 5.3.1 Standards-referenced Assessment 5.3.2 Modes of Public Assessment 74 74 74 75 77 77 77 Quality Learning and Teaching Resources 104 6.1 Use of Set Texts 6.2 Use of Other Learning and Teaching Resources 104 108 Chapter 6 Chapter 7 109 Supporting Measures 7.1 Learning and...
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...WHAT SIGNS OF MOD CULTURE ILLUSTRATE A DOMINANCE OF MASCULINE AND EUROPEAN INFLUENCE SEEN THROUGH THE CREATIVE MEDIUMS OF PHOTOGRAPHY, MUSIC AND FASHION? Danny Lowe A Dissertation submitted in partial fulfilment of the requirement for the award of the degree BA (Hons) Fashion Photography London College of Fashion University of the Arts London Date: 15th April 2012 i Declaration I, Danny Lowe, certify that this is an original piece of work. I have acknowledged all sources and citation. No section of this literature review has been plagiarised. Signed: ….......................................................................................................................... ii TABLE OF CONTENTS Abstract List of Illustrations Introduction Methodology Literature Review Chapter 1: Chapter 2: Chapter 3: Historical and Cultural Contexts – Defining the 'Mod' and Youth Cultures in Post WWII Britain Americanisation – Music, Motives and Movement The Signs of Style iv v vi ix xi xi xvii xxi xxii xxiv xxvi xxviii xxix xxxii Interpretative Analysis Photography: Music: Fashion Conclusion Bibliography Appendix iii Abstract The purpose of this research study is to identify the signs of masculinity and European influence that dominated aspects of 'Modernist', or Mod, culture and lifestyle. The Mod is a British subculture which developed in the 1960's. The first stage of this study involves introducing the subcultural theories attributed to the Mod...
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...publishing. The Inter-Disciplinary Press aims to promote and encourage the kind of work which is collaborative, innovative, imaginative, and which provides an exemplar for inter-disciplinary and multi-disciplinary publishing. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means without the prior permission of Inter-Disciplinary Press. Inter-Disciplinary Press, Priory House, 149B Wroslyn Road, Freeland, Oxfordshire. OX29 8HR, United Kingdom. +44 (0)1993 882087 ISBN: 978-1-84888-309-3 First published in the United Kingdom in eBook format in 2014. First Edition. Table of Contents Introduction Patricia Hunt-Hurst and Sabrina Ramsamy-Iranah Part 1 ix Fashion: Past and Future Fashioning the Other: Representations of Brazilian Women’s Dress in National Geographic, 1888-1988 Elizabeth Kutesko 3 Elizabeth Keckly and Anne Lowe: Constructing Fashionable Black Identity Elizabeth Way 13 Barbara Hoff: Polish Fashion Dictator...
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...1. Introductions and definitions: This paper is an attempt of empirical investigation in conversational analysis with the focus on open-class repair in English Lingua Franca interactions. However, before the investigation goes any further it is important to highlight and define some key terminology that will be utilised for the means of this paper. According to Levinson (1983) “Conversation analysis (henceforward CA) is known as an approach to the study of natural conversation which covers both verbal and non- verbal interaction in everyday situations”. This notion was developed in 1960s by Harley Sacks when he was employed at “the Centre for the Scientific Study of Suicide in Los Angeles”. He discovered recorded phone calls that laid a fundamental framework for the new method later termed as CA (Have, 2007: 6). Have (ibid) further reveals the two ways of how CA utilised in studies: a ‘broad sense’ also known as ‘oral communication’ ; though, the outline of this concept is used in a ‘restricted sense’ as it traces to early 1960s when it was firstly introduced by Harvey Sacks, Emanuel Schegloff and Gail Jefferson (ibid: 7) how interaction occurs. CA studies revealed that ‘casual daily talk’ with people is not a random dialogue but a “sequentially structured and interactively managed” (Firth, 1996: 238) conversation. The concept of CA was further defined and introduced by Emanuel Schegloff, Harvey Sacks, and Gail Jefferson in late 1970s. Since then, the role and focus...
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...SAMAR COLLEGE COLLEGE OF EDUCATION CATBALOGAN CITY _________________________________________________________________________ English Correct Usage, American vs. British English, Politically Correct Words, Confusing Words, Things to Remember When Using Numbers, Phrases, Clauses, Sentences, Punctuation Marks _________________________________________________________________________ In Partial Fulfillment of the Requirements for: ENGLISH 101 – STRUCTURE IN ENGLISH Presented by: JERRY S. PACRIN BSED – 3 (CIT) Presented to: ALONA MEDALIA CADIZ – GABEJAN, M.E. September 12, 2013 ENGLISH CORRECT USAGE There are three (3) main language styles: * Formal * Semi-Formal * Informal The diagram below illustrates how these styles are rated on a scale of 0 to 10. Rules of Language Styles The following rules apply to both written and spoken English. Know person well and on familiar terms Know person well and on familiar terms Know name of person and have exchanged greetings. Know name of person and have exchanged greetings. Know title or name of person, Never met or exchanged info. Know title or name of person, Never met or exchanged info. Don’t know anything about the person who receives letter Don’t know anything about the person who receives letter Different Styles between Formal and Informal English The followingn examples illustrate the main difference between informal and formal English. Dictionary of Formal and Informal English ...
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...Patents Act, 1988, to be identified as the author of this work. Published by Ashgate Publishing Limited Gower House Croft Road Aldershot Hampshire GU11 3HR England Ashgate Publishing Company Suite 420 101 Cherry Street Burlington, VT 05401-4405 USA www.ashgate.com British Library Cataloguing in Publication Data Killick, Tim British short fiction in the early nineteenth century : the rise of the tale 1. Short stories, English – History and criticism 2. English fiction – 19th century – History and criticism 3. Short story 4. Literary form – History – 19th century I. Title 823’.0109 Library of Congress Cataloging-in-Publication Data Killick, Tim. British short fiction in the early nineteenth century : the rise of the tale / by Tim Killick. p. cm. Includes bibliographical references and index. ISBN 978-0-7546-6413-0 (alk. paper) 1. Short stories, English—History and criticism. 2. English fiction—19th century—History and criticism. 3. Short story. 4. Literary form—History—19th century. I. Title. PR829.K56 2008 823’.0109--dc22 2007052226 ISBN: 978-0-7546-6413-0 Contents Acknowledgements vi Introduction 1 1 Overview: Short Fiction in the Early Nineteenth Century Part I: Criticism, History, and Definitions Part II: Short Fiction in the Periodical Press 5 5 22 2...
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...The Interpretation of Dreams Sigmund Freud (1900) PREFACE TO THE THIRD EDITION Wheras there was a space of nine years between the first and second editions of this book, the need of a third edition was apparent when little more than a year had elapsed. I ought to be gratified by this change; but if I was unwilling previously to attribute the neglect of my work to its small value, I cannot take the interest which is now making its appearance as proof of its quality. The advance of scientific knowledge has not left The Interpretation of Dreams untouched. When I wrote this book in 1899 there was as yet no "sexual theory," and the analysis of the more complicated forms of the psychoneuroses was still in its infancy. The interpretation of dreams was intended as an expedient to facilitate the psychological analysis of the neuroses; but since then a profounder understanding of the neuroses has contributed towards the comprehension of the dream. The doctrine of dream-interpretation itself has evolved in a direction which was insufficiently emphasized in the first edition of this book. From my own experience, and the works of Stekel and other writers, [1] I have since learned to appreciate more accurately the significance of symbolism in dreams (or rather, in unconscious thought). In the course of years, a mass of data has accumulated which demands consideration. I have endeavored to deal with these innovations by interpolations in the text and footnotes. If these additions do...
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