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Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic.

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR.

It is imperative that today's advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article concludes with consideration to areas for future research and contributes to the understanding of academics engaged in a feminist approach to teaching skills-based communication courses.

This study investigates current attitudes and opinions toward pharmacies' advertising. The purposes of this study were to determine (a) consumers' attitudes toward advertising by pharmacies and (b) whether age, race, income, marital status, occupation, education, sex, and number of children in household of the consumer accounted for any significant difference in attitudes toward pharmacies that advertise. The intent was to discover information that would be useful to pharmacies in planning marketing strategies and improving the quality of their advertising. The study seems to confirm the belief of many pharmacies that advertising and marketing clearly have a place in the future of pharmacists' services.

The Turkish students who study at Russian universities continue learning Russian at the main departments. The main difficulty which foreign students face while learning Russian is scientific style. Those who teach Russian as a foreign language admit that foreign students are often unprepared to learn specific vocabulary. The article covers a completely different approach for presentation of specific vocabulary, developed by the authors of "Training for professional activity in Russian of 'Public Relations' specialty foreign students" (L.V. Adonina, S.V. Lazarev, S.V. Smirnova, O.S. Fisenko).

The learning outcomes concerning the characteristics of persuasive communication are specified within Turkish curriculum from 4th grade onward. Depending on the field and purpose, persuasive communication exhibits different characteristics. Turkish language education program addresses such general characteristics of media texts as cultural transmission, interpretation, elucidating, entertaining and persuading. In Turkish courses, activities regarding the characteristics of persuasive education are not implemented. Therefore, this particular study primarily aimed to provide activities concerning persuasive communication instruction with the aim of assisting secondary school students analyze and interpret media texts. In this mixed methods study, the data were collected through literature review, pre-post test and course activities towards persuasive communication used in education, public relations, advertisement and propaganda. The activities were carried out with 14 voluntary students attending 7th grade in a Turkish state school. Pre and post-test activities were assessed by two experts. The results were keyed into SPSS 18 program. The data were analyzed via paired sample t-test and Wilcoxon Test together with students' opinions. Based on students' performances evaluated prior to, during and after the activity, it has been concluded that learning towards the characteristics of persuasive communication occurs with a significant level. As a result, teaching the characteristics of persuasive communication in Turkish lessons should be considered.

Reliability of Google Scholar (GS), Scopus, and Web of Science (WoS) is examined using publications and citations of 186 scholars in 14 U.S. advertising and public relations (ADPR) programs. Career duration is controlled, and an integrated impact (II) index is proposed as a practical solution. Results suggest there are trade-offs between the uncertainty of GS's search parameters for more inclusive coverage and the curated collections of Scopus and WoS that might undercount some influential authors or works. To further demonstrate the discipline's value, we must pay more attention to rigor and accuracy of methods that will lead to improved outcomes.

Objectives: To evaluate the evidence base for the content of initiatives that the alcohol industry implemented to reduce drink driving from 1982 to May 2015., Methods: We systematically analyzed the content of 266 global initiatives that the alcohol industry has categorized as actions to reduce drink driving., Results: Social aspects public relations organizations (i.e., organizations funded by the alcohol industry to handle issues that may be damaging to the business) sponsored the greatest proportion of the actions. Only 0.8% (n = 2) of the sampled industry actions were consistent with public health evidence of effectiveness for reducing drink driving., Conclusions: The vast majority of the alcohol industry's actions to reduce drink driving does not reflect public health evidenced-based recommendations, even though effective drink-driving countermeasures exist, such as a maximum blood alcohol concentration limit of 0.05 grams per deciliter for drivers and widespread use of sobriety checkpoints.

The following teaching brief outlines ways for advertising and public relations educators to discuss gender pay equity in the classroom. We know that educators are asked to teach about matters of diversity; yet many faculty members do not have adequate resources to do so. Faculty can rely on data and reports, but there are few hands-on activities that allow students to directly wrestle with gender pay disparity. The following activity centers on a hypothetical scenario in which we ask students to allocate pay bonuses to employees based on performance, time on the job, and other work-related factors. Over multiple semesters, we found that students consistently award smaller percentages of the bonus pool to employees with names commonly associated with females. Thus, this exercise provides a helpful way to enlighten students about implicit bias and gender pay equity in the professions of advertising and public relations.

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain in-depth understanding of a specific audience in preparation for subsequent messaging assignments. Courses: Strategic Communication, Public Relations, Content Marketing, Advertising, Public Speaking, Mass Communication, Social Media Communication, Mass Communication Research Methods. Objectives: Through this unit activity, students will be able to (1) apply the principles of audience persona development, (2) build skills in data collection and analysis, and (3) gain in-depth understanding of a core audience group as the basis for crafting effective messages.

Drawing on a specific case of the El-Hawwar Sporting Club, located in El-Mansoura, Egypt, the primary intent of this study was to identify variables and key factors that contribute to an effective sport marketing promotional mix, used to enhance visibility and consumption of products and services of the sport organization. A total of 100 participants completed a questionnaire with questions using a 3-point Likert scale including demographic information to determine the effectiveness of a promotional mix to increase the service consumption of the HSC Sporting Club. The findings confirm the extraordinary value of a well-chosen promotional mix to increase the visibility and profitability of the touted goods and services. Participants provided several practical recommendations that include a call on today's sport marketers to invest sufficient time and resources in conducting a thorough market and consumer behavior analysis as a foundation for an effective promotional mix. This study found the use of promotion mixes in Egyptian clubs is still at its infancy and there is a dire need for more research on the topic in the future.

This theoretical paper argues for the need to review communication and media education curricula in the light of how roles and jobs are undergoing transformation in the communication and media industries wherein work carried out daily is influenced by Big Data analytics and derivations. Educators have to ensure that communication and media students comprehensively understand how and why large-scale data-sets are collected, scrutinized and interpreted for meaning and value to be ultimately applied when generating content. Big Data analytics and derivations need to be more present in contemporary communication and media programs considering how they are impacting on ways of doing and of knowing as well as on the negotiation of value within the communication and media industries.

This survey of faculty advisers examined major variables and findings of past research on student-run agencies using organizational theory. Larger agencies appeared to offer training in more formalized business procedures among a more diverse client base, found in previous research to be helpful to student-run agency graduates now on the job. Hopefully, results will help future researchers identify which factors may best facilitate specific student performance outcomes at agencies of all types and sizes.

The objective of the research reported in this article was to evaluate the usefulness of supplemental videos in the advertising and public relations (PR) classroom, featuring luminaries in these same fields. Students in an introductory course in advertising and PR were given an assignment based on videos from an online library of short videos. Through a survey, students shared their attitudes and open-ended opinions toward the assignment and the videos. The findings suggest that having an assignment that incorporated videos was a useful addition to stimulate students' understanding of course materials. The videos were regarded positively along a number of important dimensions and motivated students to learn more about the advertising industry. This paper also includes five suggestions for incorporating the videos in an instructional setting.

This article describes how an international education component for an Advertising and Society course was developed and taught for undergraduate students through a virtual collaboration between American and Dutch universities. The creation and implementation of a Collaborative Online International Learning (COIL) project for a major requirement course in the Public Relations and Advertising sequence is described. The project was implemented in a 4-week time frame and consisted of three different phases: an empathy-building phase, development of the core assignment, and a reflection stage. These phases are summarized in the article, and an overview of the course materials is provided and recommendations for educators interested in developing similar efforts are discussed.

This paper describes and evaluates a funded longitudinal teaching development project that aims to bridge the gap from classroom-based theory learning to experiential professional learning, and thereby prepare ideal and competent world class graduates. To align with the University's shared mission to foster links with the business community, the design of the internship program has a threefold purpose and was implemented in stages. It intends to enhance students' professional awareness-knowledge-skills through a multi-leveled approach integrating classroom learning with professional practice. A debriefing mechanism was also built in enabling students to share their learning and professional challenges, and theory application to problem-solving scenarios. A 360 degree multiple evaluation procedure were used to measure the project effectiveness, including the use of industry consultants, student interns, hosts, and academic supervisors. The project has proved to promote closer ties with the business community and enhance students' professional competencies to increase future success in the competitive job market. The impact of the internship program is significant in two aspects. From the perspective of student learning, the internship allows students to understand how they can improve business efficiency by applying communications theories. From the teaching perspective, the successful and unsuccessful intern experiences can be drawn upon in developing class-room teaching. These lessons can focus on preparing students to solve real-world business communication problems. Contains a bibliography.

Courses: Campaigns, Account Planning, Public Relations (PR), and any other strategic communication course where groups are assigned. Objectives: The purpose of this single-class escape-room activity is to increase students' ability to work in time-demanding group settings while utilizing unconventional methods to reinforce material covered in strategic communication (Advertising and PR) courses. By the end of the activity, students will: (1) understand how diverse approaches and perspectives from group members can assist in a non-course evaluative environment (to minimize concern about grades); (2) enhance their group dynamics by allowing them to engage in application of concepts in a new context; and (3) recognize how interdependence can lead to positive group outcomes.

The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education.

Using citation analysis, this study identifies the most relevant journals in communication studies. The study analyzes citations from a representative list of 116 journals from subject areas within communication studies over a 30-year period and addresses research interests throughout the discipline. Results indicate that most journals cited in the literature were outside communication studies. This study provides an inclusive picture of where communication studies research is published by detailing the most-cited journals and provides evidence-based recommendations for collection management.

Courses: Strategic Campaigns, Advertising/Public Relations Campaigns. Objectives: The purpose of this semester-long project is student application of research-based strategic communication strategies and techniques used in executing a professional strategic communication campaign for a client.

While several studies have examined the learning outcomes of student-run communications agencies, these studies have mostly been from the perspective of faculty advisors. Through in-depth interviews with student agency graduates, this study examined how current industry professionals perceive the benefits of their student agency experiences and how they applied those experiences to their professional careers. Graduates placed a high value on the real-world experience gained from student agencies, learning how a professional agency functions, and working with a diverse set of clients and people in team-based settings. Graduates also reported that their student agency involvement set them apart in job interviews and made them better prepared than their peers for entry-level positions.

This paper examines the idea of using advertising to facilitate difficult conversations about diversity, politics, race and gender in the classroom. In our current tense political climate, I explore how cultural competence can be developed in the classroom by introducing topics related to diversity through the viewing of Super Bowl 2017 commercials. This paper discusses the cultural competence model and the spiral of silence theory in the classroom and presents a case study developed in the Spring 2017 semester. The goal was to promote fruitful conversations about difficult topics, and the Super Bowl commercials proved to be the ideal tool. The course utilized for this activity was an introductory course to Public Relations. The method of analysis was an adaptation of Arthur Asa Berger's model of semiotic analysis of ads. The conversations revolved around three main issues: diversity, immigration and gender roles. The teaching experience fostered a healthy discussion and eased the initial reticence to engage in such difficult topics.

National survey of college mass communication students (N = 247) analyzed attitudes on the teaching of print and electronic media skills, using journalism students as comparison group. Previous research had not explored strategic communication student responses to convergence. Found identity variables within public relations (PR) field related to preference for web skills, as well as other strategic communication skills, but no such link among advertising students. Advertising students were most open to web skills overall, and PR students least.

Advertising and public relations are complex practices, and it is challenging for educators to find instructors who can fulfill expertise across disciplines, particularly in creative applications involving technology. Team teaching is one approach to provide multiple proficiencies. This paper describes how two co-taught courses, Design for Advertising and Public Relations and Commercial Production for Advertising and Public Relations, were developed, delivered and assessed. A literature review of team teaching and creative instruction provides a framework for course designs and student surveys. Course evaluations and instructor reflections are the evidence used for evaluation. The study is important, as specialties from multiple practices, including those that require technology, are increasingly necessary for preparing students for these industries. The study adds to the literature about team teaching and provides a foundation for effectively collaborating on creative courses.

This study examines factors such as academic preparation, socioeconomic status, faculty/student relationships and extracurricular activities in different colleges at a public research university. The goal of this study is to begin to understand the cultures of different broad academic disciplinary areas where students may study advertising and public relations. Student survey responses combined with institutional data about those students did reveal differences based on academic disciplinary areas. Communication students were somewhat less prepared academically, more likely to be the first in their family to attend college, most likely to report having a faculty mentor and most likely to be involved in student media. They also engaged in internship and co-op experiences, used career services and were more active in Greek life than students in most other colleges. Students in business, arts and sciences and professional disciplines also participated in the study and multiple significant differences were found.

Purpose: Previous studies have documented that exposure to stereotypical information about certain social groups leads to unfavorable perceptions and feelings toward that group. Integrating insights from the mental illness stigma and the social identity perspective literatures, the purpose of this paper is to explore the effects of eating disorder public service announcements (ED PSAs) that employ stigma formats through the lenses of the stereotype content model (SCM) and the Behaviors from Intergroup Affect and Stereotypes (BIAS) Map. Design/methodology/approach: The study followed an experimental control group design. Participants were exposed to either a stigmatizing or a non-stigmatizing PSA. Findings: Exposure to the stigmatizing PSA resulted in lower perceptions of warmth and competence being attributed to people who have an ED which further predicted greater feelings of contempt toward these individuals. The stigmatizing PSA also directly predicted greater feelings of contempt. Practical implications: The findings suggest that using stereotypes about EDs in PSAs aimed at preventing such diseases may elicit perceptions of low warmth and competence, further associated with increased feelings of contempt toward people who have an ED in healthy individuals. Social implications: The stereotyping effects of PSAs may reduce the social and emotional support that people with EDs receive and may exacerbate their emotional distress. Originality/value: From a theoretical point of view, these results extend the understanding of mental illness stereotypes from an intergroup, SCM and BIAS Map perspective as it applies to EDs. More importantly, this study draws attention to possible unintended consequences of PSAs, a matter that is rarely researched, but that can have severe implications.

A survey of 61 master's degree advertising programs reveals significant trends in program titles, curriculum design, course delivery, and students served. The results provide insight for current and planned master's degree programs as research predicts a continued increase in demand for master's education over the next decade. Survey results are compared against overall education trends such as the growth of non-traditional students, increase in online education delivery, and the increase of for-profit universities.

Just as the advertising and public relations industries are evolving due to the development of new technology and communication tools, so are the demands of education. Through in-depth interviews with 29 executives working in both advertising and public relations agencies in the U.S., this study identifies the core skills and competencies needed to have successful careers in this new media landscape. While writing and presentation skills remain foundational, employers also are seeking math and data analysis skills associated with new jobs in social media listening and analytics. Meanwhile, some advertising executives lack the skills in issues and crisis management associated with online community management. Professionals in both disciplines also bemoan the lack of business literacy among communication majors and support situated learning opportunities to address these deficiencies.

Enrollments in journalism and mass communication programs in the United States in the fall of 2013 were down from a year earlier for the third year in a row. Enrollments dropped at the bachelor's, master's, and doctoral levels, and the number of freshmen and sophomores were down dramatically from a year earlier. Enrollments in the journalism specialty have dropped, and enrollments in advertising and public relations also have stagnated. While the overall field of communication also seems to be slowing in terms of growth, the subfield of journalism and mass communication has been particularly hard hit.

Student-run advertising, public relations or integrated communications agencies at colleges and universities give students hands-on client experience, help them develop their professional skills and provide students with an understanding of how to work within an agency structure. For faculty advisers, managing a successful student-run agency can be much like running a small business. It is a time-consuming endeavor involving a good deal of trial and error to get it right. In fact, like many small businesses, universities often launch student agencies, only to have them fail a year or two later. Based on his experience as a professional who spent 20 years in the advertising/PR agency business, Lee Bush offers a list of 10 best practices to consider when starting or maintaining a student-run agency.

Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic [ABSTRACT FROM AUTHOR]

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is causing confusion within the industry, the academic world, and the classroom. This article addresses the need for more research on teaching social media marketing from a strategic perspective based on Integrated Marketing Communications (IMC) objectives. It explores the use of the Paid/Owned/Earned Media (POEM) framework as a form of engaged pedagogy and part of the Active Blended Learning framework. Adopting a Participatory Action Research (PAR) approach, 40 student applications of the POEM framework were analyzed, and the results indicate that it enables students to identify activities within an integrated campaign and their impact on the customer journey. These results were supported by a qualitative analysis of the views of three experienced educators in this field. It is proposed that the application of classifications, such as Paid, Owned, and Earned media, are more useful when teaching social media marketing within IMC than the classifications of Advertising and PR. [ABSTRACT FROM AUTHOR]

This research aims to determine the influence of Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing on Purchasing Decisions at the Konde Mart minimarket, sample of 100 respondents. This research uses quantitative with an Pengaruh Periklanan, Promosi Penjualan, Penjualan Personal, Hubungan Masyarakat dan Pemasaran Langsung Terhadap Keputusan Pembelian di Minimarket: Studi Kasus Konde Mart online questionnaire via Google Form. This research was conducted using multiple linear analysis methods and tested using SPSS Version 25. The test results showed that the advertising variable (X1) had a positive and insignificant effect on purchasing decisions, the Sales Promotion variable (X2) had a positive and significant effect on purchasing decisions, the Personal Sales variable (X3) had a positive and insignificant effect on purchasing decisions, variable Public Relations (X4) has a positive and significant effect on purchasing decisions, the Direct Marketing variable (X5) does not have a positive and significant effect on purchasing decisions. [ABSTRACT FROM AUTHOR]

The analysis of the advertisement Intolerance Is Still There (2021) from a narrative point of view, using Genette’s (1972) theory of focalization and ocularization, revised by Jost and Gaudreault (1995), is proposed as a basis for the study of the campaign Héroes de Hoy (2020-current). The results show that the discursive tactics are based on the narration of real historical and contemporary events, the activity of the characters, and the equidistant placement of the audience in a zone of contemplation, awareness, and prosociality. [ABSTRACT FROM AUTHOR]

There is no legal regulation that prevents the professional performance of advertising activity if you do not have a university degree in Advertising and Public Relations. The intrusiveness in this area is linked to the need to have the necessary training and preparation and therein lies the usefulness of the current university degree: it will be more or less valuable to the extent that it provides the training required to adequately perform the profession and respond satisfactorily to the new demands generated by the profound changes in the communication sector. For this reason, it is necessary for universities to deepen their knowledge of the fickle demands in the sector and show sufficient agility to adapt their study plans. Starting from this basis, we developed a quantitative investigation through a closed questionnaire answered by a sample (n=200) of graduates in the degree of Advertising and Public Relations of the University of Alicante (Spain) with the aim of knowing their opinion on the studies of Advertising and Public Relations of the University of Alicante and its suitability to access professional practice. The research is complemented with a second exploratory sample, made up of advertising agency workers in the province, who support and point out future lines of work. The main results speak of the good image of Alicante advertising by graduates and a disparate opinion about the knowledge and skills acquired; a reality that contrasts with the vision of professionals, when they confirm that graduates in Advertising and Public Relations offer criteria and rigor to praxis. It concludes by contrasting some of these results and opening new avenues of work to influence structural aspects such as new professional roles or relationships in the local advertising ecosystem. [ABSTRACT FROM AUTHOR]

Guided by culturally responsive pedagogy (CRP), this study used automated linguistic and AI-enabled visual analyses to examine representations of diversity, equity, and inclusion (DEI) in text and images on 69 ACEJMC-accredited advertising and public relations (AdPR) program websites. Further, comparisons between large and non-large institutions were made. Linguistic analysis showed that approximately a fifth of the textual content included DEI-related terms, with no significant differences based on institution size. Visual analysis revealed the prominence of White women in images. Recommendations include application of AI-enabled approaches in addressing and advancing DEI in AdPR research as well as designing inclusive university websites across key CRP dimensions for potential students. [ABSTRACT FROM AUTHOR]

The purpose of this study is to discuss the need to establish ethical standards to guide the social media influencer communication, an emerging field at the intersection of three established public communication fields: journalism, public relations, and advertising. Previous studies dedicated to the ethics of influencer communication focus on three major themes: authenticity, transparency and disclosure of sponsorship, themes that also appeared in the debates in Romania when the misconducts of some local influencers were covered by media. [ABSTRACT FROM AUTHOR]

This study examines the effectiveness of the Veterans Administration's (VA) public relations and the effectiveness of advertisements of its suicide hotline, which is called the veterans crisis line (VCL). Using the organization-public relations theory (OPR) this study examined whether known failures of VA marketing campaigns for the VCL could be related to public relations factors. This study found that the VA suffers from a negative perception with veterans, and this translated into lower support for the VCL compared to another suicide hotline. This study concludes that ineffective public relations may indeed be a factor in the reluctance of veterans in crisis to call the VCL for life saving mental health support. [ABSTRACT FROM AUTHOR]

Copyright of University of Sharjah Journal for Humanities & Social Sciences is the property of University of Sharjah - Scientific Publishing Unit and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Social Sciences Research / Sosyal Bilimler Arastirmalari Dergisi is the property of ODU Journal of Social Sciences Research and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Cosmetics advertising provides a rich field of analysis in terms of pragma-linguistic and multimodal communication, as well as different degrees of persuasion and language creativity. This paper is a case study of Bobbi Brown Cosmetics through the multimodal discourse analysis framework. It employs different deconstruction tools as research variables: the AIDA persuasion pattern (attention, interest, desire, action) in ad constituents, deixis, disjunctive grammar, tropes, and elements of visual semiotics. The analysis will provide insight for master students who intend to develop a career in public relations as copywriters, helping them to understand the persuasion attainment and the potential of strategies and techniques used in advertising communication. [ABSTRACT FROM AUTHOR]