By Dr Chris Hackley

ISBN-10: 0761941533

ISBN-13: 9780761941538

A close account of up to date advertising perform that attracts on unique examine and first-hand details from most sensible foreign enterprises. The publication has unique case vignettes, case learn questions and assessment routines. it's choked with priceless resources for extra interpreting and a thesaurus on the again to provide an explanation for technical phrases. There are color images of unique case examples. Framed inside of a theoretical stance it considers either the construction and the intake of selling communique. this is often a complicated scholar textual content, a reflective practitioner's guide and an insightful account for the final reader.

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Extra resources for Advertising and Promotion: Communicating Brands

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A message is said to have a source, the sender of the message. The sender has to encode the message into a form that will carry the desired meaning. Encoding will put the message into a form in which communication is possible, such as words, pictures, gestures, music or a combination of all of these. The receiver has to decode the message in order to retrieve the meaning intended. The surrounding environment may have noise of various forms that distracts from the message. Noise can be construed metaphorically as anything that might disrupt the communication by, say, distracting the attention of the receiver.

By expressing preferences and finding certain ads funny or enjoyable the researchers found that the adolescents were also expressing their sense of social identity and group membership. Brand Advertising and Social Construction Advertising’s meaning draws on the cultural environment within which it is framed. Our understanding of ads and the brands they promote is formed in the light of the social contexts within which such communications subsist. This inherently social aspect of human understanding reflects a broader concern with the socially constructed character of social reality (Berger and Luckman, 1966) and the socially constructed nature of individual psychology (for introductions see Burr, 1995; Nightingale and Cromby, 1999).

Studies of marketing and signification Barthes, R. (2000) Mythologies (Translation Jonathan Cape, 1972). London: Vintage. Umiker-Sebeok, J. ) (1997) Marketing and Semiotics. Amsterdam: Mouton de Gruyter. qxd 24 1/1/2005 07:44 PM Page 24 Advertising and Promotion Notes 1 In this context sub-contracting refers to advertising agencies’ buying in specialist expertise (such as creative hot shops, media specialists, production houses or research specialists) to assist on larger accounts while acting as the single strategic co-ordinator and point of contact for the client.

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Advertising and Promotion: Communicating Brands by Dr Chris Hackley


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