By Sabine Bacou?l-jentjens Anshu Saxena Arora
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Extra resources for Advertising Confluence: Transitioning Marketing Communications into Social Movements
Bush, Hair, & Bush, 1983; Laskey, Day, & Crask, 1989; Taylor, 1999) of traditional advertising media. Taylor (1999) defines message strategy as “a guiding approach to a company’s or institution’s promotional communication efforts for its products, its services, or itself ” (p. 7). Quite similar to the dichotomy of informational and transformational messages proposed by Wells (1980) and Laskey, Day, & Crask (1989), Taylor posits that advertising either (1) provides factual information about a product or brand or (2) associates the experience of a product or brand with a set of psychological attributes of consumers.
The study was confined to polysemic ads. The category was put together with international ads that might have an impact on a different culture’s thoughts and feelings. First qualitative stage: The ads are presented to the students to see what the difference of opinion is for the male and female psyche. The breakdown would be between the two categories of polysemic ads: synchronic and diachronic. We wanted to introduce the students to both categories and see if there are different feelings provoked based on gender.
Journal of the Academy of Marketing Science, 32 (1), 20–31. , McMillan S. , & Lee G. (2003). Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy. Journal of Interactive Advertising, 3 (2), 10–23. Keller K. (1993). Conceptualising, Measuring, and Managing Customer-Based Brand Equity. Journal Marketing, 57 (1), 1–22. , & Crask M. R. (1989). Typology of Main Message Strategies. Journal of Advertising, 18 (1), 36–41. -S. (2001). Message Strategy of American and Korean Television Commercial.
Advertising Confluence: Transitioning Marketing Communications into Social Movements by Sabine Bacou?l-jentjens Anshu Saxena Arora