Project Info Water

The main goal of Project Info Water is to raise awareness about water management and water resources in the Slovak republic. The target groups of the project are kindergarten students, primary school students, citizens of the affected area, and the government. The project contains four groups of activities – informal, media, online, and presentation activities. Informal activities include thematic brochures with a brief description of the topics Water of Eastern Slovakia, Household water, Flood, Flood protection, Water structures of Eastern Slovakia, Water in the landscape. The presentation activities include the description of webinars, the media, and social activities include print advertisement and access to social media fun pages.

Advertising photography during the 1930s: Victor Keppler's strike cigarette campaign

The Great Depression was a decade in the United States which was characterized by high unemployment, budget cuts and low income. Citizens, especially the working class did not have the financial resources to purchase the same amount of goods previous to this economic crisis. The advertising business took this opportunity to sell products to the masses, during a time when purchasing luxury goods were not a priority or even a possibility. This created many changes in how advertisements were produced and how they looked. Using Victor Keppler as an example, this thesis will describe how the advertising agency Lord & Thomas used colour photography for their Lucky Strike cigarette advertisement campaign, the Witnessed Statement Series. It will describe how the colour carbro print became the mass reproduced advertisement found in magazines and newspapers. The thesis will describe this process and the people who were involved in creating the final print advertisement.

Luxury fashion advertising: transitioning in the age of digital marketing

Many luxury retailers fear embracing digital touchpoints, believing it could diminish a brand’s integrity. This study explored luxury fashion brands’ transition from traditional marketing strategies into the current “digital age” and experiential economy. The research encompassed a 2-phase qualitative content analysis: Phase 1 used an inductive approach that analyzed and categorized print advertisement images from Vogue US 1980 and 2013 into 3 major categories—types of product or service, overall presentation, and overall appearance of digital content. Phase 2 consisted of a deductive approach that examined Chanel’s and Burberry’s online and social touchpoints. Findings showed that both luxury retailers understand the importance of aligning and maintaining a consistent, appealing brand image across all marketing channels to guarantee success. Marketers and managers must pay attention to the aforementioned constructs if they wish to maintain consumer brand loyalty and emotional engagement by transitioning from traditional into digital marketing strategies.

Luxury fashion advertising: transitioning in the age of digital marketing

Many luxury retailers fear embracing digital touchpoints, believing it could diminish a brand’s integrity. This study explored luxury fashion brands’ transition from traditional marketing strategies into the current “digital age” and experiential economy. The research encompassed a 2-phase qualitative content analysis: Phase 1 used an inductive approach that analyzed and categorized print advertisement images from Vogue US 1980 and 2013 into 3 major categories—types of product or service, overall presentation, and overall appearance of digital content. Phase 2 consisted of a deductive approach that examined Chanel’s and Burberry’s online and social touchpoints. Findings showed that both luxury retailers understand the importance of aligning and maintaining a consistent, appealing brand image across all marketing channels to guarantee success. Marketers and managers must pay attention to the aforementioned constructs if they wish to maintain consumer brand loyalty and emotional engagement by transitioning from traditional into digital marketing strategies.

The Visual Semiotics of Fragrance Branding: Exploring Jean Paul Gaultier's "Le Male"

This major research paper (MRP) examines the visual semiotics of Jean Paul Gaultier’s “Le Male” fragrance for men and how this brand appeals to gay male audiences. It seeks to address the following questions: How do product packaging, print advertising, and video advertising use visual semiotics to appeal to gay male audiences? What image of masculinity is being communicated? And how is gay male desire being commoditized? To answer these questions the study examined three artefacts through a compositional interpretation and a visual semiotic analysis: the fragrance bottle, a print advertisement, and a video commercial. The research demonstrates that “Le Male” appeals to gay male audiences through three strategies: (1) sexual objectification of the male body; (2) use of gay iconography, especially depictions of homoeroticism among sailors and homage to the illustrated erotica of Tom of Finland; and (3) gay-coded visual polysemy. Furthermore, it depicts attractive men with ambiguous sexual orientation as objects of worship. Jean Paul Gaultier’s “Le Male” integrates the idealized male form into its cologne bottle design, print and video advertisements. Its carefully crafted homoerotic fantasies resonate with a queer aesthetic, but do so within a minimal set of superficial values reflected in the fleetingly beautiful body. This study is relevant to how professional communicators can weave a coherent, visual story through a deeper understanding of rhetorical signs and symbols that resonate with specific subcultures. Findings from this MRP will be discussed along with suggestions for the brand to retain its success among gay consumers. The study also initiates further research in the areas of empirical confirmation, feminist gaze theory, intercultural theory, and multi-sensory branding.

The Visual Semiotics of Fragrance Branding: Exploring Jean Paul Gaultier's "Le Male"

This major research paper (MRP) examines the visual semiotics of Jean Paul Gaultier’s “Le Male” fragrance for men and how this brand appeals to gay male audiences. It seeks to address the following questions: How do product packaging, print advertising, and video advertising use visual semiotics to appeal to gay male audiences? What image of masculinity is being communicated? And how is gay male desire being commoditized? To answer these questions the study examined three artefacts through a compositional interpretation and a visual semiotic analysis: the fragrance bottle, a print advertisement, and a video commercial. The research demonstrates that “Le Male” appeals to gay male audiences through three strategies: (1) sexual objectification of the male body; (2) use of gay iconography, especially depictions of homoeroticism among sailors and homage to the illustrated erotica of Tom of Finland; and (3) gay-coded visual polysemy. Furthermore, it depicts attractive men with ambiguous sexual orientation as objects of worship. Jean Paul Gaultier’s “Le Male” integrates the idealized male form into its cologne bottle design, print and video advertisements. Its carefully crafted homoerotic fantasies resonate with a queer aesthetic, but do so within a minimal set of superficial values reflected in the fleetingly beautiful body. This study is relevant to how professional communicators can weave a coherent, visual story through a deeper understanding of rhetorical signs and symbols that resonate with specific subcultures. Findings from this MRP will be discussed along with suggestions for the brand to retain its success among gay consumers. The study also initiates further research in the areas of empirical confirmation, feminist gaze theory, intercultural theory, and multi-sensory branding.

ARE WE READY FOR NEXT ERA OF TECHNO-DIGITAL MARKETING? – MEASURING EFFECTIVENESS OF EXTENDED REALITY (XR) FOR INTEGRATED MARKETING COMMUNICATION

While old fashioned standalone Integrated Marketing Communication (IMC) tools are trailing their effectiveness, integration of Extended Reality (XR) is a new hope for promising future of marketing. XR is an umbrella term encapsulating Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR). Today XR is ground-breaking new ways to interact with digital content. Techno-Digital advancements in recent time has successfully brought customer from physical store to e-store, from general outdoor or print advertisement to personalized and interest-based communication. XR is bridging a gap between physical and digital world. Present research paper emphasizes on audience’s perception on XR in terms of advantages and threats of XR followed by measuring effectiveness of XR. The main objective of this paper is to study readiness of XR technology for Marketing based on primary data of 500 respondents collected through structured questionnaire. Present study concludes with limitation and further research scope in subject discipline.

Research on Cognitive Effects of Narrative Rhetoric in Print Advertisement Based on Eye Movement

This article uses eye movement experiments to study the cognitive effects of consumer groups on different narrative-quality advertisements. The experiment selects typical advertising cases, takes college students as subjects, and uses computers to track and analyze eye movement data. The experimental results show that the quality of narrative rhetoric directly affects the number of attention, duration, and pupil diameter of the subjects, and the subjects’ browsing time and memory of advertisements are positively related to the quality of narrative rhetoric of advertisements. Among them, in the Low-involvement/Thinking product advertisements, consumers' eye movement data for advertisements with better narrative quality is relatively more significant.

A Stylistic Analysis of Selected Christian Religion Print Advertisement in Ibadan Metropolis, Oyo State

Print advertisements, a denominator of social realities have been approached from varied linguistic orientations. Studies that have dealt with how religious groups and churches utilize print advertisement to elicit patronage are discovered as inadequate. Anchored on the principles of linguistic stylistics, this study therefore investigates some religious advertisements with a view to determining how meaning is stylistically indexed in religious discourse at the graphological level. Qualitative research method with the analysis of corpus of selected texts was adopted at the graphological level of stylistics. Data for the study consisted of a total of thirteen (13) religious advertisements which are purposively sampled from selected church handbills, posters and flyers. The language of religious advertisement indicates how people’s linguistic choices are influenced by their religious persuasions and beliefs. The advertisers employ diverse linguistic features such as pictorial elements, graphological devices of italicization, icons, capitalization, punctuation marks and figures. The choice of the words is very simple, and there are elements of code – mixing. Also, a lot of images common to the Christendom are used such as the sign of the cross and the pictures of dove, clock and cup of wine, as an indication that the adverts are meant for Christians. The study provokes a deep understanding of how language gives expression to religious discourse. The advertisers’ understanding of the people of the religious inclination inform their choice of language and semiotic features.