Search

Copyright of Estudos Ibero-Americanos is the property of EDIPUCRS - Editora Universitaria da PUCRS 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.)

The article is devoted to the press coverage of the development of the educational process in Kyiv in the Central Rada period. The relevance of the study is conditioned by the lack of a comprehensive research of the educational environment in Kyiv in this period with the use of periodicals. The daily Kyiv editions «Nova Rada» and «Kyivlyanyn» have been used as a source base. Being different in terms of materials, methods of presenting information, style of writing and ideological orientation, these news papers covered different issues of education in the city. Qualitative and quantitative analysis, namely content analysis, which is a formalized method of interpreting texts, allows to increase the information content of such an inexhaustible source as the press. In the context of this research, the qualitative and quantitative analysis is useful to study advertising and reference sections of news papers, determined by the consistency and relative homogeneity of the content, with the goal of stating the frequency of indication. With the help of news paper publications, the changes that took place in Kyiv education have been revealed, the factors that influenced its democratization and Ukrainization have been clarified, and the challenges faced by participants in the educational process during 1917 and early 1918 have been identified. The possibility of reconstruction of everyday life of Kyiv students, schoolchildren and teachers with the help of periodicals has been proved. The impact of revolutionary changes on the Kyiv educational environment has been studied through the prism of everyday life, and their consequences for the functioning of educational institutions have been assessed. On the basis of advertisement on the pages of the press, the conditions of admission to higher and secondary schools, the specifics of education, the social and gender component of potential entrants, the introduction of mixed education have been determined.

This paper describes the research published during the period 2011-2020 by five leading Spanish peer-reviewed journals of communication, aiming to identify the most common theoretical frameworks and standard theories. A statistically representative sample of the articles published during that period was systematically selected from the five journals of communication ranked as having the greatest continuity and impact according to SJR-Scopus: Profesional de la Información, Comunicar, Communication & Society, Estudios sobre el Mensaje Periodístico and Revista Latina de Comunicación Social. A coding protocol that includes 13 variables and 74 categories was defined and applied to compare the type of theoretical frameworks and the theories in the different subject areas observed. The results show that although almost all the papers studied have a theoretical framework, fewer than half are grounded on recognizable theories. Specifically, journalism and digital communication are the two subject areas whose articles frequently include standard theories: in journalism by the support of classical theories of communication (framing, agenda setting, journalistic professional cultures and roles), and in digital communication by the support of more theoretically dispersed frameworks. Theoretical frameworks developed by literature review are common in other subject areas (such as audiovisual studies, public relations and documentation).

The use of language in digital discourse for marketing has rapidly developed through mass media. This paper elucidates how advertisers employ various pragmatic strategies to persuade the recipient to act (behavior) by purchasing specific products. This study utilized different theoretical and conceptual frameworks (Theory of Reasoned Action and Aristotle's Models of Persuasion) to address the shortcomings of the social cognitive approach in studying persuasion, to investigate how language of advertisements can influence the recipient's thinking of a product from a psychological perspective. Guided by the principles of TRA, the present study argues that persuasion in advertisements is structured by three dimensions: attraction (through language features and appeals), evaluation (through beliefs, attitudes, and intention), and behavior (social acceptance or reluctance). This study revealed eight persuasion techniques employed by advertisers including demonstrating distinction, honoring commitment, expressing authority, hyperbolizing, glorification, providing proofs, expressing solidarity, and proving success. Showing distinction and Honoring commitment were the most frequently used strategies. Additionally, the study found that strategies of persuasion involved ethical, logical, and emotional appeals for their large effect on the recipient as they contribute to the recipient's positive evaluations. Appealing to reasoning (logic) is the most common one in slogans.

Background: Although some have noted that combining technical and marketing content is precarious, technical communication professionals are increasingly involved in content marketing, which includes the creation of white papers. Literature review: The little existing literature on white papers provides conflicting guidance about managing the combination of technical and marketing content. Both soft-sell and hard-sell marketing approaches have been recommended. One source of such inconsistent guidance may be the lack of agreement about definitions. Research on print advertisements has described hard and soft selling as multidimensional rather than binary aspects of persuasive appeals. Research question: Which dimensions of hard- and soft-sell appeals are predominant in white papers? Research methodology: To complete our descriptive study, we collected a corpus of documents labeled as white papers in TechRepublic, and then selected and trained three raters to complete a series of judgments about dimensions of persuasive appeals in the corpus. We aggregated those ratings, calculating the mean and standard deviation for the dimensions to describe their distribution across the corpus. Results/discussion: Overall, hard-sell dimensions were more prevalent than soft-sell dimensions. However, the soft-sell category of “implicitness” was also dominant. Conclusion: Our results demonstrate the value of treating hard and soft selling as multidimensional, complementary, and combinatory marketing appeals that allow, for example, a single white paper to be both “subjective” (soft sell), and “precise” (hard sell), or both “creative” (soft sell) and “informative” (hard sell). [ABSTRACT FROM AUTHOR]

This paper is part of the researcher's Ph.D. thesis to deploy and develop the potential of genre-based pedagogy of systemic functional linguistics to support business-major English language learners' development of persuasive strategies in the written discourse of online advertisement. Given the "value" of netvertisement in motivating consumption, it is vital for non-native English speakers preparing to participate in international e-commerce to take control of the current genre. The research question is how a genre-based writing class can promote students' persuasive netvertisement with appropriate vocabulary, text organization, and strategies of engagement, graduation, and manipulation of information packaging. This paper describes an instructional intervention in Chinese vocational college using genre-based Curriculum Cycle to involve 51 student participants--coming from two classes--in the learning and teaching of persuasive netvertisement. Results identified the significant improvement between pre-and post-tutorial with Wilcoxon Test. Meanwhile, textual analysis of the two randomly selected writings supported the effectiveness of the intervention in terms of the reduced listing of phrases, expanded vocabulary to describe a broader range of products, and improved use of persuasive strategies of engagement (e.g., questioning), graduation (e.g., the metaphorical scenario in image design), and manipulation (e.g., use of subtitling, varied thematic structures). The findings indicate the potential of a genre-based approach in promoting college students' persuasive practices in netvertisement writing.

The article describes electronic paper (e-paper) technology. Also called electronic ink, e-paper refers to a set of electronically modifiable display technologies used to reproduce the appearance of paper. This is usually applied in business, banking, and consumer electronics, and now on press and publishing sectors through using the electronic devices called "readers." e-paper also employs several technologies, such as the electrophoresis which relies on an ink made of micro-capsules and Cholesteric liquid crystal display (LCD) and Bistable Twisted Nematic technologies. Other industries that have begun using e-paper are supermarkets, logistic chains, and advertising.

The search for conditions to create a developing learning environment, methods and means of teaching is the main objective of psychological science. The relevance of the problem under study is due to the active development of intercultural communication processes, in which advertising plays an important role. This circumstance requires the inclusion of video and media technologies in the training of specialists in the field of advertising. The purpose of the paper is to describe the course and the results of the study of imaginal representations in advertising aimed at promoting goods in different cultures. The leading method in the study of this problem was the semantic differential which allows one to identify the difference in the semantic content of the commercial of a popular drink produced by an international company. Fifty students who are representatives of religious and non-religious cultures, aged between 18 and 30 participated in the study. The authors of the paper put forward the assumption that since social representations are formed and depicted in different cultures which are different from the social representations of other cultures, the content of the advertising text will be interpreted in different ways. This can affect people's behavior of different cultures. The content of imaginal representations was studied in the process of perceiving the advertisement of a popular drink. The results of the study showed a significant difference in the content of imaginal representations of the experimental groups. However, the study showed that this difference did not influence consumers' behavior. The materials of the paper may be useful for psychologists studying intercultural differences, as well as specialists in advertising psychology, when developing advertising texts for multicultural goods and services.

Advertising has always played an important role in creating visibility for educational institutions. In today's time, digital marketing is the sought-after mode as there has been a significant shift from offline to online advertising. With the evolving times, flexibility and convenience take significant importance and it is critical for educational institutions to shift gears and adapt to the new formats. In order to stay relevant and have a competitive advantage, digital advertising helps higher educational institutions go that extra mile in engaging with their potential customers. It also helps in building awareness and attract good quality of students. In the world of digital advertising, 'Google Advertisement' is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place advertisements both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos. Google AdWords offers the most pragmatic solutions and tools to all strategic issues of digital advertising. Click Through Ratio (CTR) stands out as the most significant index of reflecting its influence and impact. Amongst the array of choices, the right strategy requires an academic and strategic backing. The objective of this paper is to assess on the impact of Google Adwords is used in digital advertising campaigns promoting business schools in specific. This research concentrates on CTR as a measure of the campaign's effectiveness. This paper try's to understand CTR in the context related to the type of content embedded in these digital advertisements; the structure of this content; and hence identify and suggest new strategies. This paper identifies and proposes the right online advertising strategy that can be used by a Business School (B School). Purposive/non-probabilistic sampling was carried out to choose the specific of Business Schools (B-schools) for this study. The business schools selected were based on the National Institution Ranking Framework (NIRF) 2018 of the Indian Human Resource Development. The data was analyzed using to the Social Sciences Statistical Suite (SPSS). There was only access to publicly available and publicly displayed advertisement with no access to user profile data. CTR was utilized to measure total and proportional engagement. The advertisements were then categorized based on their content and analyzed through a one-way ANOVA test. For the purpose of an operationalizing, CTR was utilized as defined by Pak et. al. (2018): "A ratio showing how often people who see your advertisement end up clicking it." The main components analyzed are the characteristics of an effective advertisement appearing on the digital platform measured through its Click Through Ratio. One-way ANOVA has been conducted to assess the Click Through Ratio of advertisement segregated in twenty categories based on their format, content and time of appearance. The analysis reflects that Click Through Ratio differs for different format of advertisements, the information that they contain and for the time and day that they appear. Strategies based on these findings are suggested along with discussion, limitations and further scope of research.

Rapid advancements and emergent technologies add an additional layer of complexity to preparing computer science and information technology higher education students for entering the post pandemic job market. Knowing and predicting employers' technical skill needs is essential for shaping curriculum development to address the emergent skill gap. Examining online advertisements to determine the skills sought by employers of new hires for these emerging areas and ensuring that program course content addresses these skills can be a daunting task. In this paper, the authors describe the development of a data-driven analytics framework that can be used for evaluating emerging skill clusters in online job adverts and the application of the framework to a mobile computing course at the authors' institution.

This paper explores the digital landscape shaped by tech giants Google, Meta (formerly Facebook), and TikTok, emphasizing their influence on information sharing, communication, and entertainment. A case study on Luxury Anis Srl, an e-commerce company, illustrates its strategic use of Google Ads, Meta Ads, and TikTok Ads from 2021 to 2023. The study delves into campaign types and their evolution, focusing on the pivotal Performance Max campaign. Key performance metrics, including Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), and Return on Investment (ROI), are analyzed. The study concludes with insights for future campaigns, emphasizing the importance of continual evaluation, adaptation, and strategic planning in the ever-evolving realm of digital advertising. The Luxury Anis case study showcases the significance of adeptly utilizing specific tools and understanding market dynamics for successful outcomes in digital advertising. [ABSTRACT FROM AUTHOR]

Nowadays advertising publications requirements quality is very high. Therefore it is very important to control the factors that can allow the formation of defects. This article presents the analysis of paper's surface impact to the optical characteristics of print. There are analyzed basic indicators that must be observed and controlled if the best result of advertising publications is to the purpose. There is distinguished the type of paper which surface morphology has the lowest negative impact on the optical characteristics of the print and also the type of paper that has the greatest negative impact on the print. [ABSTRACT FROM AUTHOR]

In today's society, information technology transforms the way people do business and activities. Such phenomenon eliminates the previous jobs and creates a new job title. In this regards, professional writers offer new jobs in this digital age. Books and papers are substituted with new platforms because of industrial changes. Web portals, paperless media, tablets, smartphones and other gadgets were created to spread information. However, these have become tools and media for authors in the 21st century. User generated content platform is the most promising tunnel for technopreneur writer. A lot of features can be used to write and asses the author's materials. For example, analytic dashboard or perception content analysis are powerful tools to asses the effectiveness of author's work. There are certain strategies for technopreneur authors to be considered to gain benefits from user generated content platform. Those factors are: characteristics for content, audience assessment, effectiveness of materials and profitable contents. In a nutshell, this paper exposes news tunnels; the most promising way that writers can express their talents in digital age as technopreneurs.

The paper studies product bundling in a duopoly supply chain network under the influence of different power-balance structures, bundling decisions and advertising efforts on total supply chain profit. Mathematical models comprising two manufacturers and a single retailer are developed to capture the impact of bundling policy and advertisement strategy under three power-balance structures, namely Manufacturer Stackelberg, Retailer Stackelberg and Vertical Nash. Following game theory models and numerical examples, the study found that the total profit of the supply chain is undifferentiated under the manufacturer Stackelberg and Vertical Nash case in the manufacturer bundling and retailer bundling strategies. However, total supply chain profit under manufacturer bundling strongly dominates under retailer bundling in Retailer Stackelberg and Vertical Nash, and remains valid under multiple settings of market size, price elasticity and advertising elasticity. It is also found that manufacturer bundling is significantly affected by advertising effort compared to retailer bundling. The study contributes to the literature interfacing supply chain and marketing by studying bundling policy and advertising strategy simultaneously for homogenous products, under various power-balance structures and price competition. [ABSTRACT FROM AUTHOR]

With its tourism industry becoming the main source of income of the country, Thailand has put an emphasis on promoting tourist destinations to foreign tourists via different channels including online resources. The Tourism Authority of Thailand (TAT), a state agency in charge of tourism promotion, provides useful information of attractions in Thai and other languages on their webpages. This paper attempts to analyse the tourism discursive elements as posited by Durán Muñoz (2012) and Dann (1996) in the English version of the TAT webpages on Bangkok and to analyse how these components are translated. The study found few uses of the tourism language characteristic in the translated version as the result of the moderate uses of these constituents and the exclusion of certain Thai texts in the translation. The investigation also found that these linguistic tools are both literally translated and adapted. While the original meaning is preserved by literal translation, adaptation tends to heighten the tourism discourse quality in the translated text yet alters the original meaning.

This paper aims at exploring the different modes of persuasion used in English and Arabic advertisements that mainly address women. The research adopted a qualitative research design with the content analysis approach to prepare a study based on the modes like rhetoric, discourse analysis and persuasion strategies. The study hypothesized that language is a common factor and the content depends much upon the choice of words and phrases and their meaning. A total of fifty magazine advertisements (25 Arabic and 25 English) were randomly selected from different Arabic and English magazines which were published between the periods of September 2019 and March 2020. Findings The analysis suggests that both groups of magazine advertisements employed several modes of persuasion that prompt women to purchase their products and brands. With regards to Aristotle's modes of persuasion of ethos, pathos and logos, it was found that both English and Arabic ads used them most creatively to address the women products. The study implies that any rational mode that uses rhetoric or persuasive strategies depends on providing scientific arguments and statistical information. It also implies that persuasive strategies can be applied to women products within the social and cultural limitations by making use of lexical and figurative aspects of a language.

Red Culture is one of the symbols of Chinese national spirit in China. With the enhancement of China's international status, the world gets to know the Red Culture stage by stage. And yet, in the process of Red Culture's foreign publicity, the depth and breadth of cultural diffusion have been affected by different factors. This paper objectively analyzes the current situation of foreign publicity translation about Red Culture and then focuses on the Red tourism industry to explore the characteristics and advantages of foreign-oriented publicity translation under the intercultural communicative perspective. In the end, we are trying to come up with some methods to increase the accuracy of Red Culture publicity translation.

With concepts like the consumer revolution or the industrious revolution, the changing behaviour of private households in the 18th and early 19th centuries has become of great interest. The article suggests a new way to observe intentions and decisions, by utilizing a database of 850,000 classified ads from the Basel Avisblatt over a span of 116 years. Changes in food prices constantly altered the discretionary income of households, which forced budget-related decisions. By cross-correlating indicators of discretionary income with the changing number of different types of ads, patterns of utilizing the Avisblatt can be identified, and strategies to stabilize discretionary income deduced. [ABSTRACT FROM AUTHOR]

The research supporting this paper addresses the problem of educational communication efficacy using a dual methodology strategy. Over 1,200 questionnaires were given out to professionals in four institutions dedicated to persuasive communication; two traditional--the church and schools--and two more recently created--journalism and advertising. Probably they are the four groups with more socialising force in the last centuries. For this paper the educators' responses were specifically analysed to determine their conception of the communication process and the requirements for effective communication, and these were compared with those from the other groups, especially from advertising professionals. Lastly, all the responses were compared to contributions from neuroscience that have been made in recent decades about how the human mind functions, particularly with regards to decision-making, to determine which communication proposals provide a greater guarantee of efficacy. The results indicate the need for educators to break away from a strictly cognitive polarized communication that focuses on transmission. They are more related with guaranteeing the supply than creating a demand, and open up to the communicative potential of emotions, interaction and storytelling.

Advertising, as a college degree program, has always had an identity crisis. The major has been housed in Communication, Journalism, Arts and Sciences and only occasionally, Business. In this paper, it is suggested that advertising is best located in the Business School, as it is one of the 4P's, which have defined marketing for nearly 70 years. Currently, there are only 6 business schools that offer advertising as a major and/or minor. Given the exponential growth of digital and social media as message delivery systems, it would be prudent to offer new programs of study related to the promotion P in the business school. A suggested curriculum is provided.

Job advertisements provide accessible and practical data to explore labour market dynamics and recruitment trends. This paper presents a scoping review of empirical studies using teacher or teacher educator job advertisements as primary data. Particularly, this review will provide a structured overview of the methodology and objectives of the studies in order to gain a better understanding of how job advertisements in the fields of teaching and teacher education have been investigated, and from what perspectives. As a result of a comprehensive search strategy, which included eight database searches, Google Scholar searches and a hand-search of the citations and reference lists, a total of twenty-three studies were included for this review. The studies sought to achieve a wide range of research objectives by analysing candidate descriptions, position descriptions, and institution descriptions contained in the advertisements. By pointing out the deficiencies of existing research in its methodological rigour, such as selecting data sources, sampling and conducting analysis, this review serves as a useful guide for conducting and further developing job advertisement research in the field of education.

Netflix has shaken up audiovisual industry, but what about academic research? This bibliometric analysis focuses on 210 papers indexed in Web of Science that address this issue. We examine the author, university of affiliation, language, journal, keywords, year of publication, citations received, and categories covered in WoS. We also conducted a quantitative analysis of abstracts and papers to identify the most recurrent methodologies, themes, and samples. Our results highlight a rise in Netflix studies in recent years and their tendency to analyse specific audiovisual works. There are many qualitative analysis of specific Netflix hits, but none of the shows particularly stands out. It also shows a rise in “Communication” and “Film, Radio & Television” papers (40% of them), although academic interest relies on Netflix corporate culture, business, and algorithm. These studies are mainly carried out using a qualitative methodology (83%). More than half of the articles focus on one of the Netflix series and, among them, the greatest interest lies in the representation of specific issues; gender, race and sexuality are present in 25% of the works in the sample (n=210). At the same time, among the 367 authors signing these research papers, the parity between men (51%) and women (49%) is almost absolute. It appears that the geographical and linguistic variety of papers is related to Netflix’s global expansion and that the sheer number of titles covered reveals a fleeting attention due to Netflix’s trademark: swift and concentrated consumption.

The process of curriculum development can be informed by seeking the views of stakeholders, including employers, academics, students and recent graduates, about the skills, attributes and personal characteristics required by various professions. The views of several stakeholders may also be compared to help ensure reliability of results and identify areas of agreement or variance. However, there are documented limitations regarding the perceptions of academics and students of employability skills, and also problems with employers' and recent graduates' views. Another approach to identifying the skills required in various professions is content analysis of job vacancy advertisements. Content analysis of advertisements is a versatile way of identifying current skills required by various professions, and allows comparison across countries and over time to identify trends. Yet there is little evidence to suggest that this information is used to inform curriculum development. This paper presents a qualitative integrative review of studies looking at employability skills (ES) through the use of content analysis of job vacancy advertisements. Here ES are equated with essential requirements stated in vacancy advertisements. ES is the term adopted in Australia by DEST (2002) to define skills required to both secure employment and progress in an organisation. The Critical Appraisal Skills Programme (2014) checklist for qualitative research was used in this integrative review of 40 studies. The range of application, research methods used and findings are discussed in this paper, as are the advantages and challenges associated with analysing job vacancy advertisements as a method of identifying employability skills (ES) required by employers.

The article discusses newspaper readership surveys and evaluates the possibilities for improving readership studies. The author advocates newspaper studies which measure the most popular articles and the most interesting articles. The theory is that by tracking this data and sharing the results with the readers, the chances of increasing circulation and profits rise. Newspapers can succeed with both advertisers and readers by supporting the advertisements which best fulfill the needs of the readers.

College outreach efforts are sometimes received as nuisances, or worse, as maddening spam and junk email. New digital technologies and data-driven targeting innovations are reducing the amount of paper materials distributed, yet they are not reducing the oversaturation experienced by many prospective students. Colleges use Search and Encoura to target their outreach by a variety of demographic, academic, and college interest characteristics. For instance, if a college seeks to recruit female Hispanic students from the Southeast, with intended majors in the life sciences, SAT scores within a certain range, and an expressed preference for small-size campuses, it can license a set of data that matches such criteria. But colleges don't always target their communications narrowly. Some schools reach out to broad sweeps of students with tsunami waves of emails. And, increasingly, colleges reach out to students using a multitude of channels, creating a college admission marketing juggernaut. Students and parents are marketed to via email, text messaging, live chatboxes, social media (Facebook, Twitter, Instagram, YouTube, LinkedIn, and, for the media savvy, Snapchat, TikTok, and whatever emerges tomorrow), and digital retargeting--those advertisements that follow users around the internet. This article goes on to discuss some of the useful materials being sent, the College Board's data, and counselors' perspectives. It concludes with six tips for college marketers trying to get the attention of both students and parents.

Creative fluency is positively correlated with the quantity and quality of talk as well. The fluency gives an indication of the learner's ability to cope with real-time communication. This paper makes a correlative study on nurturing narrative tasks through advertising skills. English advertising exploits from the high adaptability of the English language. English enables the creators of advertisements to use word puns, figurative language, and to mix individual styles and types of texts. The aim of this paper is to explore what is linguistically creative in everyday interactions by analyzing advertising language. The present study has been done by comparing 100 advertising slogans of Indian Brands and International Brands to analyze language of advertising from linguistic aspects. Further, it provides examples to describe the most commonly used linguistic devices and figures of speech in advertising as a base for creative discourses.

Search marketing is the process of utilizing search engines to drive traffic to a Web site through both paid and unpaid efforts. One potential paid component of a search marketing strategy is the use of a pay-per-click (PPC) advertising campaign in which advertisers pay search engine hosts only when their advertisement is clicked. This paper describes a class exercise utilizing the Google Online Marketing Challenge (GOMC) to teach search marketing and PPC concepts. The GOMC is a global collegiate competition in which student teams utilize a $250 budget provided by Google to design, implement, and monitor a PPC campaign for an actual small business client. This paper argues that the GOMC is an effective exercise to teach search marketing and PPC terminology, skills, and techniques and demonstrates many of the characteristics present in authentic learning environments.