This fuels the demand for fashionable goods and services. Advertising assaults one’s senses and in all directions. Such exposure causes people to develop certain opinions about things, which may not be informed. In fact, they merely reflect what the advertisers want people to feel. Therefore, this influence may be undesirable but it is, unfortunately, powerful (Dachis,
Advertising adds value to a product by changing our perception, rather than the product itself. Advertising has the responsibility to not only sell products, but to do it in an ethical manner in order to influence audiences. While I find all aspects of advertising fascinating and intriguing, those particularly that interest me the most are the pictures, psychological aspect, influence on the public, movie posters, and propaganda. Pictures and photographs are essential in order to sell a product. Ads nowadays lack detail.
Advertising more or less deals with drawing attention to a product or service, through a public medium, in order to promote its sales. They highlight facts or certain qualities that make a product ‘desirable’. This desirability is enhanced when a group of signs (as a combination of the signifier and the signified) with an evident sense of exaggeration are used as a language to communicate with the audience. This coded language imprints differently on different people depending on their cultural values. These cultural values are guided by the individual conceptual maps that people have and how they make sense of it in relation to the objects in the material world.
Globalization is a multidimensional and complex process that describes the development of an integrated economy. More simply Simply put and more accurately ' 'This worldwide integration allows people to communicate, travel and invest internationally, and helps companies market theirs produces productsservices widely, acquire capital, human workforce and material resources more efficiently, share advanced technology, and enjoy economies of scale. ' ' (Gary J., Robert Shuey and Ray Kiely,2001:37) The pace of globalization has increased and there are some important reasons behind for that. Firstly, the development of communications? and technology takes drives globalization to another level.
As such, it is characterized by increasing social and economic openness and growing interdependence between the countries of the world. In economic contexts, it refers to trade liberalization or free trade. There are several global issues and concerns like poverty, bio-diversity, environmental protection, sustainable development and international security and cooperation which require global action and solution. All such issues instigate different countries to come closer to one another. Drivers of Globalization In general, globalization represents the increasing integration of the world economy, based on five interrelated drivers of change: • International trade (lower trade barriers and more competition) • Financial flows (foreign direct investment, technology transfers/licensing, portfolio
As consumers we may interpret ads in very different ways, depending where we come from (culture) or how we have been brought up, our way of thinking and viewing something may be different from others thus all advertisements will be open to different interpretation. So according to Hackley, polysemy is important for advertising agencies in promotional communications as they can draw consumers in, to have a deeper engagement with the advert when they try to understand and build a meaning to a particular advert. So the advert has to be interesting and catch the attention of the consumer, for instance acording to Hackley it should raise questions like, ‘is the ad talking me?’ in the mind of a consumer. Calvin klein said that “people read things into my commercial that didn’t even exist” as a result of different interpretation. So polysemy may be use in by advertisement agencies as a strategy to increase awareness, sales and eventually profits for a firm.
Introduction. Currently around the world is an active process of globalization. In its most general form the essence of globalization is a sharp expansion and increasing complexity of the relationships and interdependencies between states and between individuals. We also consider more specific sociological, the definition of this phenomenon, which characterizes it "as a process of economic, political and cultural integration, the main features of which are the spread of capitalism around the world, the global division of labor, migration, money, human and industrial resources on a global scale, as well as the standardization of economic and technological processes and the convergence of cultures of different countries. " Globalization is the result of historical development associated with more extensive division of labor and the development of world trade.
The way to do this is to define the brand and make it easily distinguishable from the next, the brand needs to be likable and memorable, the brand should be meaningful to its consumer this will create value, a brand must evoke positive emotional/personal experiences for the consumer this. Characteristics of Employees in this Field A Brand strategist needs to be curious and have a need to learn as much as possible the reason for this is because every project is different and brings its own set of challenges, the strategist will need to do copious amounts of research in the respective field to gather insights. A strategist will need to be determined, motivated, analytical and a good problem solver to create relevant solutions to the problems the brand
2014:95). The marketing is mainly done in order to develop a good relationship with the customers and suppliers and to have a competitive advantage in the market. There are different techniques that are employed for the marketing of the products or services that are to be offered to the targeted customers. The most important technique of marketing is advertisements. The advertisement helps the organisation to reach to their targeted customers in an effective manner and at the same time, also enables them to develop a superior relationship with the public as a whole.
Taking on the huge preventive measures that will facilitate to resist, identifying potentially negative attitude, impressions and preferences. Although evaluating these attitudes which stems from genuine, personal experiences or whether they are the product of marketing campaigns or popular prejudices. Performing their own direct surveys, and also studies a relevant research to find out the criteria and significant of variables that will affect a customers decision of whether to buy their product or service. If negative customer’s attitudes on the way to their product or service stem from an real experience with it, look for ways to revamp their offerings in order to resist these negative perceptions. Focus on directly addressing customers disappointment, based on the outcome of their research.