International Business

Advertising and Identity in Europe: The I of the Beholder by Jackie Cannon, Robin Warner, Patricia Odber De Baubeta PDF

By Jackie Cannon, Robin Warner, Patricia Odber De Baubeta

ISBN-10: 1841500372

ISBN-13: 9781841500379

ISBN-10: 1841508721

ISBN-13: 9781841508726

Advertisers goal particular teams of shoppers and entice them accurately when it comes to their experience of workforce club. So, as our experience of staff identification is damaged down through international communications applied sciences, how do advertisements proceed to focus on mass audiences?

This quantity stands on my own because the first dependent overview of the effect of ads, when it comes to tradition and of industrial, around the nationwide limitations of Europe. It considers the successes and screw ups of numerous internaational strategic advertising plans, and describes stylistic and persuasive features of particular promotional texts. With examples from Scandinavia to the Iberian Peninsula, the individuals additionally discover the several buildings of local, nationwide, social and sexual identities exploited by means of advertisers to render their messages potent. therefore, the e-book could be of curiosity to students of media experiences, language, and cultural reviews in addition to these operating in marketing.

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Extra resources for Advertising and Identity in Europe: The I of the Beholder

Example text

Within this context, the subregion of the Mediterranean appears to have a widely, if not unanimously accepted identity and in Spain it appears that whatever constitutes this identity, whether it be lifestyle, relaxation, or quality, it is at least preferable to being defined in national terms. In all the examples we have seen of Spanish products being marketed with the European, Mediterranean or regional labels, we can find one common feature: the companies could have used the word Spanish in their advertising but instead the nonnational adjective is used as a way of emphasising regional differences and avoiding the association with the nation-state.

D. Unstrut. There are no advertisements that use the ‘Made in Europe’ or ‘Made for Europe’ strategy. In an article which appeared in The Guardian on 1 December 1992, just weeks before completion of the Single European Market, the journalist Dan Glaister wrote that advertisers, whom he describes as thriving on prejudice, relied on ‘the allure of the foreign […] to create desire’ even though the single market appeared to put that strategy at risk, because: ‘It threatens to remove not only barriers, but differences’.

In particular, I would like to consider how voices, coming to us through the language of advertising messages, and combining or contrasting with a visual mode of address, usually a face, elicit an active response from us, and offer an interaction, a participation, which is much more involving than the hard sell or heavily didactic messages of the 1950s and 1960s (Sorlin, 1992), which usually required a passive response from the receiver. Address will be understood as referring to the way messages challenge us, as readers of the message and as consumers, to produce a response as part of a process of communication.

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Advertising and Identity in Europe: The I of the Beholder by Jackie Cannon, Robin Warner, Patricia Odber De Baubeta


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