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In this study, since no candidate received more than fifty percent of the votes in the TRNC Presidential election held on October 11, 2020, the election campaign visions of the candidates who made it to the second round and their latest commercials were analyzed using discourse analysis. For this purpose, the political advertising campaign contents of Mustafa Akinci and Ersin Tatar, who made it to the second round of the Presidential election, were examined under the four headings of language clarity and understandability, transmission of political messages, informative content, political ethics and impartiality, which are four items within the scope of educational language in political advertising, and their contribution to the election result was evaluated.

The field of advertising has a structure that shapes consumer preferences and behaviors. The field of advertising undertakes the tasks of reflecting cultural values and norms, reinforcing or changing gender roles, and supporting social responsibility and campaigns. In addition, advertising, whose main purpose is sales, has a structure that shapes and informs society when considered in social dimensions. Artificial intelligence, which is today's developing and rising technology, is a technological tool that brings the physical and digital world together and affects many other fields such as economy, industry, social field, education. It is thought that the widespread integration of these technologies, which we use in almost every aspect of our daily lives, in the education sector has a significant potential for progress. In this context, in this study, the attitudes of students studying at universities in the TRNC towards artificial intelligence applications were analyzed in order to make sense of the impact of artificial intelligence technology used in the field of advertising, which reaches social dimensions, affects social situations and changes with the effects of developing and changing technologies, on students studying. In addition, the impact of advertisements developed with artificial intelligence on education was also analyzed.

Individuals with a high school education represent the largest subset of the U.S. workforce. However, little is known about the employer expectations of these individuals, particularly in the area of soft skills--also known as 21st-century skills. Online job advertisements offer useful data for examining these expectations, as they may supplement employer survey data and reflect actual recruitment practices. Our analysis of 68,505 online job advertisements suggests that employers hold generally lower expectations for the soft skills of high school-educated individuals than they do for postsecondary-educated individuals. However, employer expectations for two soft skills--professionalism and customer service skills--appear to be substantially higher for high school-educated individuals than for postsecondary-educated individuals. Additional results highlight similarities and differences within the high school-educated workforce across nine workplace industries. We discuss the implications of these results not only for high school-educated individuals and the organizations that employ them but also for practitioners and educators charged with assessing and providing training for these skills.

Background: Engineering curricula are built around faculty and accreditors' perceptions of what knowledge, skills, and abilities graduates will need in engineering careers. However, the people making these decisions may not be fully aware of what industry employers require for engineering graduates. Purpose/Hypothesis: The purpose of this study is to determine how industry employer-sought professional and technical skills vary among engineering disciplines and levels of education. Design/Method: Using a large sample (n = 26,103) of mined job advertisements, we use the O*NET skills database to determine the frequencies of different professional and technical skills for biomedical, civil, chemical, electrical, environmental, and mechanical engineers with bachelor's, master's, and PhD degrees. Results: The most frequently sought professional skill is problem-solving; the most frequently sought technical skills across disciplines are Microsoft Office software and computer-aided design software. Although not the most frequently requested skills, job advertisements including the Python and MATLAB programming languages paid significantly higher salaries than those without. Conclusions: The findings of this study have important implications for engineering program leaders and curriculum designers choosing which skills to teach students so that they are best prepared to get and excel in engineering jobs. The results also show which skills students can prioritize investing their time in so that they receive the largest financial return on their investment.

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.

Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry.

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.

Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory, this paper posits that personality serves as a crucial tool for educators and employers in identifying individuals predisposed to a career in creative advertising and delineates personality traits that are predictive of an individual's propensity to engage in creative advertising. This not only bridges the gap between personality and advertising practices but also offers empirical insights that could inform educational strategies and recruitment processes. Thus, it contributes a novel perspective to the discourse on talent identification and development in the creative advertising domain. Lastly, this study utilizes HEXACO Personality Inventory, an advancement from models such as the Big-5 to advance trait theory research.

Objective: Internet and development of digital media as a tool for online promotions provides avenues for early recruitment of college students into risky drinking. The objective of the study was to examine prevalence of alcohol promotions on web-based media and its possible effects on alcohol drinking by sex among college students in Kenya. Participants and Methods: A sample of 836 out of 1354 (61.7%) second and final year students in the school of education of a public urban university in Kenya participated in this online cross-sectional survey using awareness of online alcohol marketing and TWEAK questionnaires. Results: Facebook attracted most alcohol post per day (X=3.6) and other apps collectively had least alcohol post per day (X=0.8). Spearman's correlation show significant association between online alcohol promotions and risky drinking (0.37; p < 0.001). At the overall level of exposure to online alcohol promotions on web-based media and risky drinking, we perceived a statistical significance difference (p < 0.001) in favor of male respondents. The regression model was successful in explaining approximately 56% of the adjusted variance in risky drinking habits. Conclusion: This significant level presence of online liquor promotions suggest that the youth had fairly open access to the mixed beverage creator's items through web-based media stages which could impact youth to take part in early liquor drinking propensity. There was substantial presence of online alcohol promotions via web-based media scene that was related to risky drinking. Lastly, sex and online alcohol promotions could contribute to risky drinking among college students in Kenya.

There is a public health epidemic in adolescents' use of Electronic Nicotine Delivery Systems (ENDSs), also known as electronic cigarettes, vaping products, or JUULs. However, little is known about the level of knowledge school staff have about ENDS. The purpose of this study is to examine outcomes of a nurse-led educational intervention designed to increase school staff knowledge about ENDS. A descriptive, nonrandomly selected pre-test/post-test design was used with 125 Wisconsin school staff. Results revealed further educational needs of school staff in content areas including advertising to youth and flavoring of ENDS. Following the educational intervention, post-test results showed a significant overall improvement in participant knowledge scores. Recommendations include implementing nurse-led education about ENDS to a more diverse population of school staff. Providing nurse-led ENDS education to school staff offers an upstream, proactive approach for school nurses to help address this public health epidemic.

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.

The aim of the research is to explore consumer perceptions of masculinity in advertising and determine the effectiveness of these advertising efforts in offering a brand's version of masculinity to men. The researchers analysed consumer comments posted on advertisements where masculinity is a prominent subject on the YouTube platform. By applying Nvivo 11, qualitative data analysis software, the researchers used qualitative content analysis, sentiment analysis, and discourse analysis to understand consumer perceptions of various brands' efforts in presenting their version of masculinity to consumers. The results showed that when commenting on the advertisements, consumers take into consideration the entire context of masculinity and the contemporary notions of it in society, media, popular culture, and competitor's advertisements. In addition, the results showed that masculinity in advertising has such a significant interest for the consumers that the product discourse does not get any noteworthy importance.

Studio music teachers have always been constant in Australian society, rarely recognised beyond their immediate surrounds. Building a 'connection' of students required advertising, primarily by word-of-mouth or via local press announcements. Few teachers placed individual advertisements in local papers. This changed in 1911 with the establishment of monthly The Australian Musical News, intended to report and support musicians and music teachers. In its first edition, four studio music teachers placed advertisements, first to use this new opportunity. We unfold the stories of Mrs. Arthur Royce, Herr Franz O. Schieblich, James Ure, and J. Alfred Johnstone. By happenstance, their diverse careers capture the different ways of being a studio teacher in contemporary Australia. We note the unchanging nature of studio music teaching and suggest that, with the exception of technologies, the activities of these four teachers resonate with modern practice.

The Olympics is one of the world's biggest marketing platforms and, as such, presents the private sector with a vast range of advertising opportunities. One new area of opportunity is school-based Olympic education. While previous studies have revealed some of the marketing strategies used by Olympic sponsors in Olympic education, there is still a lack of understanding about how advertising tactics are employed by private sector players in Chinese Olympic education. In this article, we draw on a critical ethnographic research project conducted within two primary schools in Beijing to examine how and why private sector actors extend 'market logic' into schools through Olympic education programmes in 2022. We use the Foucauldian-inspired concept of "technologies of consumption" [Miller & Rose. (1997). Mobilizing the consumer: Assembling the subject of consumption. "Theory, Culture and Society," 14(1), 1--36. https://doi.org/10.1177%2F026327697014001001] to demonstrate three technologies that private companies used to market their brand through Olympic education: provision of winter sports equipment and initiatives; collaborating with 'experts'; and, hidden support from 'star' teachers. We argue that these technologies enabled private sector organisations and actors to promote their products and brands in schools under the umbrella of Olympic education, and attempt to shape students, teachers, and schools as consumers. We also argue that the 'master key' used by these businesses to access public education in China was aligned with the needs of government, the formation of mutually beneficial relationships with authorities, academics, and schools, as well as the covert involvement of teachers. We conclude by considering ethical and political issues that arise as external Olympic education providers profit from their relationships with children, teachers, and schools.

Estonia has since the liberation from the Soviet Union in 1991 successfully branded itself as a digital society and an education nation. This transformation builds on a "sociotechnical imaginary" where the progression of learning and the advancement of future citizens is postulated by a restructuring of the classroom through digital solutions. In this case study, we look at a prototype of a future classroom that was set up at the Estonian pavilion at the world fair EXPO 2020 in Dubai, as part of a nation branding process, promoting the nation's educational system and prosperous ed-tech sector. The future classroom was promoted using slogans and futuristic visuals that targeted foreign investors and policy makers, in a way that suggested that the anticipated digital future already exists in Estonia, and therefore, is available for foreign investment, while at the same time connecting to a national and historical narrative of Estonia as part of the European cultural sphere.

Background: Food-related advertisements have been identified as influential factors affecting Australian adolescents' food preferences and dietary habits. Objective: This study aimed to investigate adolescents' (athletes and non-athletes) views about healthy eating, the advertising of discretionary foods and beverages, and the effects of food advertising on dietary behaviours. Method: Qualitative study involving the analysis of data from seven focus group discussions with young people aged 12-17 years (N = 27; 10 males and 17 females; 14 elite athletes, 13 non-athletes) from three different socioeconomic status secondary schools. Results: Both athlete and non-athlete participants discussed the importance of how social media is used for food advertisements. Many adolescents exhibited scepticism about the intent of advertising discretionary foods and beverages targeted toward adolescents. Three themes were identified from the data analysis: (1) physical and cognitive benefits of healthy eating; (2) scepticism, mistrust and ethical concerns about food and beverage advertisements targeted toward adolescents; and (3) portrayal of thin and fit ideals in social media. Conclusion: Health educators and policymakers addressing adolescent healthy eating behaviours should focus more fully on the influence of social media food advertising. Greater promotion of the importance of good nutrition during adolescence may optimise training performance and improve young people's nutritional knowledge and healthy eating habits.

The figure of the teacher is becoming increasingly significant in schooling systems around the globe. In this article, we consider how the market-oriented system of schooling in the Australian state of New South Wales may be reflecting and (re)shaping understandings of who teachers are and should be. To do this, we present a corpus-assisted analysis of advertisements for teaching positions gathered across the public, Catholic and independent school sectors, to explore how schools and school sectors construct images of the "good" or "quality" teacher. Findings indicate a stronger focus on the "person" of the teacher in independent schools; and a surprising lack of pedagogical concerns within any sector. Our contribution is novel in first, using a relatively untapped data source to explore how the figure of the teacher is constructed in the public domain; and second, demonstrating the reciprocal relationship between teachers and schools in the marketing of educational products.

Although it is sometimes falsely assumed that faculty remains static and unchanging in higher education, faculty plays a crucial role in advancing the positive outcomes for change within higher education (Jimenez et al, 2019). A concern which has been around for many decades is whether or not the listing of desired qualifications on faculty job postings results in the hiring of faculty with the knowledge, skills, and attributes that are being sought (Marcus, 1977). Job ads reflect the nature of today's labor market (Carnevale et. al, 2014). The purpose of this explorative study is to review the changing patterns within business faculty job postings over a three-year period. More specifically: To what extent have faculty job postings for business schools evolved during the last three years? How are these job postings evolving concerning experiential learning, learning modality (i.e., online/distance vs face-to-face learning), and diversity, equity, and inclusion?

Real-life threats are at the root of all possible threats to be encountered on the Internet. All risk headings for the Internet are situations that can be encountered in real life. Therefore, we should pay attention to the risks of the virtual world by learning to use the internet consciously, safely and effectively, and by teaching our children this, just as we make efforts to protect our children from all these dangers in real life. In this research, the role of the family in children's use of digital media, the risks and solutions according to age groups, and the effect on the development of the child are discussed.

This study examines the persuasive English language in MasterClass's video advertisements. An analysis framework was formed using twenty-four techniques to identify persuasive language, and the purposes of using different techniques in one hundred and forty-one MasterClass's video scripts. The analysis included identifying the primary argument of the scripts, evaluating language formality and style, indicating persuasive techniques and their examples, and comparing the frequency of each technique from most to least used. The findings showed that the majority of the introduction and body of the scripts were devoted to the contents: critical concepts in the lessons, class contents and activities, backgrounds and experiences of the instructors, methods and processes for developing skills, and professional tips and techniques. The script's conclusion frequently reflected the instructors' attitudes and perspectives. These contents were persuaded using various techniques with different purposes. The top ten persuasive techniques employed in the advertisements were repetition, colloquial language, inclusive language, rhetorical questions, connotations, jargon, anecdotes, hyperboles, similes, and generalizations. The results can be applied as resources for language educators to design persuasive language lessons. Besides, for those interested in creating more effective video advertisements, the findings can help prepare advertising scripts for educational purposes or commercials.

With borders reopening after the COVID-19 pandemic, the travel industry has employed different methods to attract potential customers. One of the popular promotional strategies is advertorials. This study examines 75 travel advertorials from "the Telegraph," a national daily newspaper in the UK, to address two objectives -- 1) to identify moves and steps used in these advertorials and 2) to investigate the moves' typicality and cyclicity. The findings reveal six moves along with some steps. Apart from the headline to attract readers' attentions, key components in travel advertorials include descriptions of the destination and service, reasons to buy the product and advertiser's contact details. On the contrary, pricing incentives are not highlighted. The findings could be beneficial to both students and ESP practitioners especially those who are involved in writing promotional materials. Guidelines for travel advertorial writing could be developed for ESP classroom teaching and professional trainings whereby learners can grasp the organizational structure and be aware of the typicality and cyclicity of moves used in travel advertorials.

With the development of communication and information technologies, communication tools in the field of promotion and marketing have shifted from the traditional environment to the digital environment. In this context, the increase in Internet usage and the developing social media channels have started reaching much wider audiences. This situation has also led to transferring advertising and marketing activities to social media environments. Today, a new dimension has been added to the field of advertising, especially the environment prepared for viral ads to become influential on the masses. Viral ads, which are the subject of research, are spread by Internet users by filtering messages by people, transmitting them to another interested person and potentially transmitting and sharing the content of the message to those interested. The influence of social values on advertising, the harmony of the prepared advertisement with society and, in particular, the topics and content of the viral ads have also been affected. In this study, the analysis of the campaign of the "Ice Bucket Challenge" advertisement is included. This ad, an example of a viral ad, has been analyzed in the context of technological, corporate/brand, supporting factors, statistical success, using celebrities and opinion leaders, and its impact on education. In particular, information, awareness and awareness formation appear as essential features that attract attention within the scope of the study.

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.

In line with the concept of mobile learning in English Language Teaching (ELT), the aim of this research is to explore how Iranian ELT practitioners take advantage of social media to propose supportive and impactful language learning programs by adhering to persuasive linguistic devices. The research design is nonexperimental and explorative. ELT-related commercial videos and pictures were identified on social media platforms, including Instagram, Facebook, TikTok, and YouTube. We delved into the syntactic and pragmatic features of the data on ELT-related ads to identify the persuasive techniques and strategies these ads resort to for attracting language learners to online classes and services. To analyze the data, the widely-used and acknowledged Cialdini's (The psychology of persuasion, Quill William Morrow, 1984) principles of persuasion are employed. The results manifested that 'reciprocity' and 'scarcity' were the most used persuasive strategies, while 'commitment and consistency' and 'consensus' were the least favorable persuasion principles in these ads. The analysis of the Iranian ELT-related ads indicated that the language used within this context is purposeful and strategic. A contextual investigation of the ELT-related ads on social media can meaningfully contribute to social practices underlying English language pedagogy and digital literacy.

As many students worldwide receive second language (L2) English private tutoring (EPT) that shadows school curricula, examining student perceptions of it is essential to understanding their L2 learning. From the L2 Motivational Self perspective, students' "ideal L2 self," "ought-to L2 self" and "L2 learning experience" are linked to student enjoyment of EPT. This study explores these links via analysis of survey responses of 2,216 Secondary Six (Grade 12) students who attended a company's L2 EPT lectures in Hong Kong. Most of these students (80%) enjoyed EPT. They were more likely to enjoy EPT if they perceived more financial resources in their families, attended schools taught in Chinese (students' first language), had internalized instrumental goals, liked English, were not influenced by advertisements to attend EPT, attended face-to-face tutoring (rather than video tutoring), had a specific tutor, or liked their EPT tutor more than their English teacher. This study offers theoretical implications and directions for further research in EPT and L2 motivation.

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 study aimed to analyse local food product labelling and information and to develop a writing model focusing on local food product labelling and information. Ten entrepreneurs in one province in the south of Thailand selling local food products were selected. The research employed the quantitative research approach which involved three phases of data collection. In phase one, a questionnaire was employed to gain data necessary for the development of a writing model and to study local food products and labelling of 10 local food products in the selected province. Phase two involved the development of a writing model in which document analysis was employed to strengthen the content included in the writing model. In phase three, a satisfaction questionnaire was utilized as an additional data to adjust the writing model and confirm its usage. The study revealed that the participating entrepreneurs placed an importance on English food labelling. Consequently, the writing model was developed to meet the needs of the participants. The components of the writing model included four major units of information which were product safety, product value, product advertising, and product reliability and warranty. In each unit, crucial information was provided to allow users to study relevant information and related food vocabularies by following the step-by-step information in a form of Thai-English translation. Along with the information provided, the writing model presented a process of writing which can enable the users to develop their product labelling in English.

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.

Via diverse content including programmes, songs and child-led social media channels, children are constantly exposed to commercially funded messages encouraging purchase behaviour. While there is no definitive agreement that advertising to children is detrimental to their wellbeing (Rowthorn, 2019), there is an enduring concern over the unintended effects of advertising on children (Opree et al., 2019). A substantive body of literature advocates for media literacy education to enable children to critically assess the content of marketing messages (De Pauw et al., 2018; Nelson, 2016). However, there is a dearth of research focusing specifically on the relationship between media practices of children, in terms of activities and competencies, and their wellbeing at pre-teen ages (Swist et al., 2015). This study responds to that gap by piloting a recently launched media literacy intervention designed to complement wellbeing curriculum in Irish primary schools, exploring if media literacy competences can improve children's wellbeing.

Background: There has been an increase in the number of women's magazines in South Africa, which also contributes to the country's economic growth and development. Objective: Magazines serve as a source of entertainment and information and they cater for readers interested in learning more about what features in society and even globally, which underscores the importance of quality and gender-sensitive material. The portrayal of females in magazines surfaced as a source of interest in the light of women's liberation and gender equity. Method/Results: The purpose of this study was to explore the language and content of selected South African women's magazines. The objectives were to determine how language and content are used to represent females in selected South African women's magazines; and determine the professional editors', journalists' and readers' perceptions of the representation of females in the selected English women's magazines. Conclusion: A qualitative case study design was used, and semi-structured interviews were conducted to collect data from the selected participants. The corpus spanned three professional journalists and nine readers, including seven females and five males, purposefully selected, who participated. The data collected through interviews were analysed and thematically discussed. Readers' reception aesthetics were used, in conjunction with feminist literary criticism, as theoretical lenses. Contribution: The study found that sexualisation and objectification continue especially in advertisements, but that much progress has been made in magazines to represent women as powerful and significant.

Advertising towards children confirms the importance of marketing communication, as they are important for companies that offer a range of products and services. We study the influence of advertising messages from traditional media on different children's age groups, via the observed branded products and the examined credibility of advertisements, seen through the children's eyes. In total, 481 pupils from two primary schools, aged 9-12, participated in the research. We find that children over the age of ten recognise the persuasive influence of the media. Also, the findings indicate that the number of children who like to follow advertisements decreases with age. In addition, comparing the advertising message and real life can lead a child to overall dissatisfaction. An optimistic 75% of the answers favour the fact that children do not believe everything shown in the advertisement forwarded to them.

Despite research emphasis on university students' counselling needs and service benefits, barriers to counselling service participation for students have been less explored in Ghanaian higher education. Yet literature is replete with reports on high undergraduate student attrition and a low sense of belonging, stressing the severe need for increased counselling service participation among students in higher education. This article explored the barriers to increased counselling service participation faced by Ghanaian public university students. Our research engaged 13 counselled undergraduate students, purposively selected via snowball and convenience sampling techniques. We engaged study participants in in-depth interviews and a focus group discussion to gather appropriate data and further used the interpretive phenomenological approach to find meaning in the gathered data. Students revealed their perceptions on poor counsellors' sense of initiative, their low service awareness, and their misconceptions which seem to hinder students' counselling service participation. Our results underscore the need for more service advertising and possibly increased counsellor initiative to promote counselling service use among higher education students in Ghana. Daily service advertising with counsellors' reliance on text and WhatsApp messaging, still pictures and short videos on the various campuses (Amos et al., 2020) would considerably increase students' awareness of counselling services.

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.

The role of advertising animation film as a political motivate in the contemporary reality strategy through multimedia in the research scale of universal unilateral force "America". And this reflection on the animation industry, which made the US authorities and capital owners as a political motivate towards political trends and political changes within and outside America worldwide, and this impact and reflection of our country Egypt and monitoring the effects and results of modern political changes in the contemporary Egyptian reality, and the need to presence of an national Egyptian defensing resistant to Western ideologies, especially the American ideology, which push the changes towards her interests and her advantages as well as the need for writing the history of our contemporary reality by Ourselves via all multimedia forms until they are not forging for the facts or the history with different ideology of the good Egyptian thought. Referring to the futurology, which was concentered with it by the century. As "Dr./Salah Qunsoua "pointed at introduction Book, entitled "The clash of Civilizations" composed by: Samuil Hentgton -- In response to what the current events causes in the world, like problems and questions, do not find their solutions, or responses in previous models, samples, tribes, familiar and accepted theories until recently. As the contemporary world status, which America & Western Europe present the motivate of what facts happen and destroy the theories stabilized from the analysis of an interpretation.

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.

The aim of the study is to verify employers and university students' perception of the importance of professional and soft competencies that is placed on the position of financial accountant in the Czech Republic. The study is based on the international knowledge oriented to the difference between university students and employers in perception of the importance of professional and soft competencies. The research is focused on Czech companies from two regions and students of Accounting and Finance attending universities from two different regions. The research was conducted with the help of advertisement analysis and a questionnaire survey in the first quarter of 2020. In the advertisements, mainly the information literacy and usage of English language in accounting appeared. The perception of employers is not in accordance with the importance of competencies perceived by students who would like to work in the accounting profession. Responsibility, reliability, accuracy, and independence are important for students. Differences in the perception of competencies importance were not found. This study contributes to the identification of the competency's importance regarding employers and students. It will be necessary to innovate teaching methods with the emphasis on the effective readiness of graduates for the accounting profession.

The objectives of this study are to investigate verbal and visual semiotic resources employed as well as the cultural aspects embedded in the online soft drink advertisements. The data of this study was selected from the U.S. official soft drink brand Coca-Cola Instagram account (@cocacola), and a total of 58 advertisements were analyzed. Three analytical frameworks were employed to analyze the data. First, Nilsen (1979)'s phonetic devices framework was used for verbal resources analysis. Second, Kress & van Leeuwen (2006)'s and Harrison (2008)'s social semiotics frameworks were adapted for analyzing visual resources. Third, Hofstede et al. (2010)'s cultural dimensional model was employed to discuss the cultural aspects in the advertisements. The analysis of the verbal resources in the advertisements reveal two types of phonetic devices: alliteration and assonance. For the visual analysis, the advertisements tend to use the brand's color, red, instead of a logo to make the brand memorable. The representative participants (RP)' positions and gazes also give the sense of equality between the viewers and the brand. Most of the advertisements use visual resources that complement the verbal resources in order for the advertisements to be coherent as well as being able to convey the embedded cultural aspects. Two cultural aspects out of six were found: masculinity and indulgence. In addition, the study also found religious aspects embedded in the data.

English is regarded as a key to globalization or internationalization and future success for Taiwan and its people. One of the most extraordinary results of English-as-the-global-language of English teaching and learning in Taiwan is private English language schools are ubiquitous. Research into how private English language schools weld together English-as-the-global-language and English teaching and learning has yet received much attention. This study aims to investigate how Taiwan's private English language schools' television commercials market English-as-the-global-language and what the underlying ideologies of English-as-the-global-language are. Exploring the ideology of English-as-the-global-language, Critical Discourse Analysis was employed herein to analyze 106 private English language school television commercials produced from 2000 to 2020 in Taiwan. The results indicate that English as the key to internationalization and future success is an ideology. Moreover, the ideological concept of English-as-the-global-language is central to English teaching and learning ideologies in Taiwan, such as an early start in English learning, English-only as the ideal English teaching method, and native-speaker norms in English teaching and learning.

Commercial advertisements in Arabic-speaking regions tend to alternate between dialectal Arabic and Modern Standard Arabic, but it is not yet clear whether language variety has any impact on listener's lexical recall. Insight into this issue should help enterprises design their commercial advertisements in a linguistically intelligent manner. This study addresses two questions: 1) "How does language variety (dialectal vs. standard) affect listener's lexical recall in commercial advertisements?" 2) "Do listeners recall words that have appeared in dialectal advertisements better than those that did not appear in advertisements using the same variety?" Fifteen Saudi participants responded to a forced-choice memory test with 24 yes-no questions (3 per advertisement) asking participants to report whether they heard a specific key word in eight advertisements that utilized different language varieties. The findings show that Arabic speakers tend to perceive both Modern Standard Arabic and dialectal Arabic in commercial advertisements similarly, but tend to recall the presence of a key word in an advertisement better than its absence. Future research may increase the sample size and examine more Arabic varieties.

The aim of this study is to build a measurement tool to survey the aesthetical development of the social network "Instagram" on women and to define its psychometrical qualities. The research is a descriptive and quantitative study designed with a screening model. This Aesthetic Perception Scale is based on a proper literature survey and expert opinions. Purposive and criterion sampling methods were used while determining the sampling of the study. 716 women studying in the cities of Agri, Erzurum, Istanbul and Izmir were involved in the study. The data were collected via scale, which was developed by the researcher. Explanatory factor analysis was conducted within the research in order to present proves for the findings of the measurement tool. A scale of three factors and 36 items was developed at the end of the research. In order to present proof for the reliability of the data collected by the scale; Cronbach Alpha (a) reliability co-efficients were calculated. As a result, it is found that the scale is a valid and reliable tool of measurement in its field. Therefore; this respective measurement tool is recommended to be used while defining the aesthetical perceptions of women.

The Maybachufer Market is an urban street market in Berlin-Neukölln that constitutes a highly diverse urban context by bringing together people of different social, cultural, and linguistic backgrounds. Through linguistic ethnography, this paper explores the negotiation of various resources in everyday communicative practices and activities of this urban space. The market setting with its multiethnic and multilingual community constitutes a spatial repertoire with a rich pool of resources. Although German, Turkish, and English are prominent as local and international lingua francas, various other languages and resources are used in the market activities involving different types and modes of interaction. The study shows that the respective communicative practices, which seem random at first glance, in fact follow specific interactional patterns with respect to communicative goals and interactional roles, including different social relations and identity constructions. While exploring everyday activities and the linguistic behaviours at a highly diverse urban market, the study contributes to our understanding of spatial repertoires, metrolingual and convivial practices, and communicative patterns in multilingual and multiethnic interactions in highly diverse urban spaces.

Research skills are essential for lifetime learning. Content analysis is an excellent research method to introduce and practice at the undergraduate level. Utilized by academic and industry researchers alike, content analysis involves higher order critical thinking skills for organizing and interpreting complexity. This article outlines a seven-step process for content analyzing video ads on YouTube with the aim of introducing proper research methodology to undergraduate advertising students. Building upon students' prior procedural knowledge of the YouTube platform, core notions of "validity," "reliability," and "coding consistency" are explained and illustrated as part of a formal qualitative method for assessing audiovisual content. A teaching example, sample prompts for a classroom activity and reference studies for further research are provided.

What role does advertising play in product development as part of owned media? For three years, a capstone advertising campaign course collaborated with STEM courses to form interdisciplinary teams composed of advertising, engineering, and computer science. The study provides insight into how teams can be more entrepreneurial by building on the strengths and techniques advertising students possess. Students, faculty, and external partners all saw the experiences as rewarding and valuable. Incorporating scrum project management gave more agency to advertising students while exposing them to product development processes commonly used by those who create technology. STEM students benefited from in-depth research to inform the products and see how advertising techniques can influence their development process. An overview of the approach, scrum project management, technology, assessment tools, lessons learned, and strategies to accomplish meaningful learning throughout the campaign collaborations with STEM students are provided.