Since 1993, the Taiwanese society has reached the WHO standard of an aging society in which over 7% of the whole population are older than 65. This research aims to find out the images of older people, those cultural and societal factors involved in the representations of older people, and what roles the media plays to connect the related signs? This research takes perspectives from the critical theories and applies the methodology of semiotics to analysis of Changchun and Kangjiang magazines in Taiwan. The researcher collects 85 different ads containing images of older people and uses the viewpoints of mythology to analyze in semiotic terms in order to make known the cultural myths and ideologies hidden in those images and signs. The result shows, images of older people in the ads are deeply influenced by culture, regarding older people as inevitable declining because of aging. However, owing to modernization of Taiwan and more contact with the western culture, the images of older people in magazine ads start to incorporate new concepts. Fore example, active and energetic ¡§successful¡¨ older people have gradually become the new paradigm. This course of development is similar to that in the American society discussed in the reviewed literature. This change in images is related to the trend that the baby boomers that hold most political and economic resources are starting to retire. In the context of Chinese culture, older people represented in those ads are rarely without their families and values of an idealized family are highly embellished. Although the realities have greatly changed, the traditional image of ¡§three generations in a family¡¨ is constructed as the ideal form of the happy family. Older people are suggested by ads to have the utmost happiness and gratification. In these ads, commodities are presented as the resolution of problems. Conventionally, advertisement ¡§creates¡¨ an anxiety out of short comparison with the ¡§ideal¡¨ and then introduces products as the panacea to cure all the problems. Health-related ads make good use of the existing Chinese medicine belief in pureness and harmlessness of nature and the concept of effectiveness and efficiency of new technology to grant the bio-tech products a combination of benevolence and familiarity of nature and preciseness and effectiveness of technology. By doing so, the ads smooth over the possible conflicts between nature and technology and make up a collage of associated myths. The dominant ideology in ads about older people is the binary extremes of being young or old. By means of emphasizing older people as ugly, unable and powerless, the ideology promotes the values of being young. Advertisements set some high standards for older people to catch up with and assimilate those who are deemed as ¡§insufficient.¡¨ Mythology arbitrarily selects conventional concepts and popular myths to make up seemingly reasonable explanations, successfully transforms the public issues about older people to insufficient anxieties to be coped with by individual efforts, and implies that products are the only resort to ease the anxieties, cleverly de-politicizing the societal awareness of well-being about older people. In a paternal social system, the dominant mainstream ideology tends to separate the dominant and subordinate sides into two contradictory extremes and then establish a few roles models in accord with social expectations to stabilize the structure of the social system. Discriminating levels such as race, sex, class and age are practiced in similar ways. Besides, these discriminating categories will add up and interplay due to the overlapping of a person¡¦s multiple positions and intensity inequality. For instance, in this research the standards and roles for older people, apart form being taken care of in the family, a new kind of images for older people is burgeoning. The new images of Caucasian older people, energetic expressions and lifestyles are modeled as the new paradigm for the elderly. In addition, collaborating with sex discrimination, this study shows, the standards for older males are different form those for older females. The new research domain is worth our further trying to exam the different standards for the male and female elderly from a perspective of sex.

In the end of 1978, China started to launch reforms, especially in economy. Thus, the Chinese advertising industry brings the market back; the commercial advertisement rises again. Over twenty years, some advertisement copies have created billions of sales, however, some of the copies was judged without any creativity. This paper primarily concentrates on studying the Chinese advertisement copy. In reviewing the studies of the Chinese advertisement, this paper takes the approach of cognitive psychology as a theoretical framework. In Richard Atkinson and Richard Shiffrin¡¦s view, when the information inputs in one¡¦s eyes it will become a short-term memory which stored in human brain, by repeating the broadcast information, which will also become a long-term memory. Eventually, if consumers touch the products, no matter the brand or the advertisement, their memories will be aroused from their long-term memory. This research concluded that audiences are attracted by the advertisement because of various affective reactions /emotional response. It showed that the advertisement may focus on consumers¡¦ emotional code ¢w cultural code. So the copywriter can input the Chinese traditional culture in an advertisement copy such as piety, decorum and familism, it will arouse Chinese emotional response more easily.

Mobile phones have become a necessity that is used by people everyday. Enterprise wants to take advantage of this new channel to deliver their advertising messages to the consumer, while the consumers are interested in obtaining new product information. A mobile advertisement platform can bring the enterprise advertiser and the consumer needs together. The main purpose of this research is to explore the current status of mobile advertisement platform and how this kind of platform can be designed. The study includes several major parts: (1) review of literature related to mobile advertising platforms, (2) adopt design science method to analyze system requirements and design a prototype system, (3) use experts to review the system and provide suggestions for improvement. The course of planning and prototype development in a case company are described and evaluated by a group of experts. The contributions of this research are as follows: 1. Understand the current status of mobile advertising to help managers and system developers if they are interested in building such a system. 2. Explore feasible platform implementation through a real prototype development in our case company to show the value and potential of such a platform.

Today, we are surrounded by stereotypical representations of gender in advertising. We have chosen to focus on the question: What can the use of gender stereotypes result in and what are the motives for companies not to use gender stereotypes in advertising? The aim is to discuss how and why companies use gender stereotypes in their advertising and what the consequences are. We have chosen to target the sports industry as the sports movement is created by men, for men and is still characterized by male norms and power structures. It is therefore interesting to examine how sports companies in Sweden convey their view of gender through its marketing and more specifically their commercials. We have used focus groups to learn the consumers thoughts about three different commercials by Intersport, XXL Sport & Vildmark and Stadium (three big sports companies with business in Sweden). We have used Kotler’s basic theories of marketing with a focus on needs, wants, demand and segmentation. We have also focused on brand theory as a corporate brand is now one of the biggest intangible assets a company owns and it is increasingly important for companies to have a strong brand to differentiate themselves in today's fierce competition. We have also used theories about gender and sports to see patterns that cannot be recognized using only marketing theory.Based on the discussions of the focus groups, gender stereotyping in advertising and advertising focused on appearance resulted in negative feelings which created no sense of belonging (one of the basic human needs according to Kotler) and was considered exclusionary.

Milda Jakubonytė Mokyklos komunikavimo su visuomene raiška. Magistro darbas. Tyrimo objektas. Mokyklos komunikacijos su visuomene priemonės. Tyrimo tikslas. Ištirti mokyklos komunikavimo su visuomene raišką. Tyrimo uždaviniai. 5. Nustatyti mokyklos komunikavimo su visuomene tikslus. 6. Apibrėžti mokyklos komunikavimo auditorijų grupes. 7. Nustatyti mokyklų komunikavimo su visuomene galimybes. 8. Nustatyti ir įvertinti Vilniaus miesto mokyklų komunikavimo su visuomene priemones. Tyrimo metodai. 1. Literatūros šaltinių mokyklos komunikacijos klausimais analizė. 2. Mokyklų praktinės veiklos analizė. 3. Asmeninės praktinės veiklos analizė 4. Struktūrizuotas interviu. Tyrimo metodika. Tyrime dalyvavo Vilniaus miesto 50 mokyklų vadovai iš jų 20 vidurinių, 15 pagrindinių ir pradinių mokyklų vadovai. Kokybinio tyrimo imtis kryptinga, pasirinkta tyrėjo nuožiūra, kadangi ją gali sudaryti net vienas objektas, pasižymintis savybėmis, lemiančiomis nagrinėjamos ugdymo problemos sprendimą. (Bitinas, 2006, p. 99). Atliekant tyrimą, taikytas kokybinis duomenų rinkimo metodas. Interviu tyrimo metodą nulėmė galimybė tirti natūralioje aplinkoje Duomenys empiriniam tyrimui buvo renkami, naudojant pusiau struktūrizuotą interviu metodą. Jo pagrindą sudarė klausimų blokai: mokyklos komunikavimo su visuomene tikslų nustatymas, nustatytų tikslų poveikis ugdymo procesui, mokyklos komunikavimo su visuomene tikslinių auditorijų nustatymas, pagrindiniai kriterijai renkantis mokyklos komunikavimo... [toliau žr. visą tekstą] / Milda Jakubonytė Means of Communication with the General Public Applied at School. Master's work. Subject of the research. Instruments of communication with the general public applied at school. Objective of the research. Examination of means of communication with the general public applied at school. Goals of the research. 1. Definition of the objectives of the school’s communication with the general public. 2. Identification of the school communication audience groups. 3. Determination of possibilities for the school’s communication with the general public. 4. Identification and evaluation of instruments applied by Vilnius schools in their communication with the general public. Methods of research. 1. Analysis of literature sources. 2. Analysis of practical activities at schools. 3. Analysis of the personal practical activity 4. Interview. Methodology of research. The research included the heads of 50 schools from Vilnius among whom 20 people were the principals of secondary schools and 15 people were the principals of basic and primary schools. The performance of the qualitative research is purposeful, it is chosen at the researcher’s discretion since it may comprise more than one subject matter with such peculiarities that could determine the solution to the educational problem, which is the subject of the research. (Bitinas, 2006, at 99). A qualitative data collection method was used during the research. The interview method was chosen due to a possibility to... [to full text]

Šiuo metu visame pasaulyje organizacijos didina pardavimus visais įmanomais būdais. Nuogas kūnas, kuris yra demonstruojamas reklamose paverčiamas tartum jaukas vartotojams. Nesvarbu kokią prekę ar paslaugą reklamuotų gamintojas, dažnai yra naudojamos nuogybės vien tam, kad atkreiptų vartotojų dėmesį. Didelio vartotojų dėmesio susilaukia reklamos, kuriose demonstruojamas gražus nuogas kūnas, jei jos reklamuoja sportą, ar su sportu susijusias prekes. Taigi tyrimu siekiama išsiaiškinti reklamose demonstruojamo nuogo kūno įtaką vartotojo sprendimui sportuoti. / Nowadays companies are trying to increase their sales in all the possible ways. A naked body, which is being demonstrated in the screens, is becomming a bate for the end users. Whatever item or service promoted - a naked body is used to attract the attention of the users. Often, exposure of a naked body is very successful with commercials of sports equipment or any sports activity. Thus, the aim of the study is to find out the influence of the naked body in commercials to the personal decision to engage in sports.

Advertisements are a means of widely used media, which uses language, images and/or sounds to attract the attention of potential clientele and transmit the message. The message of the advertisements is transmitted at the receiver with the help of deixis. Deixis points at the customer and builds the bridge of communication between the sender of the message and its receiver. This study analyses how the deictic forms are used in the advertisements and commercials of perfume in order to promote and sell the goods. / Skelbimai yra viena iš plačiausiai naudojamų žiniasklaidos priemonių, naudojančių kalbą, vaizdus ir/arba garsus, tam kad pritrauktų potencialių klientų dėmesį ir perduotų žinią. Deiksės pagalba reklaminiai pranešimai yra perduodami gavėjui. Deiksė nusitaiko į klientą ir sukuria bendravimo tiltą tarp žinutės pranešėjo ir gavėjo. Šis tyrimas analizuoja, kaip deiksė yra vartojama kvepalų reklamoje tam kad reklamuotų ir parduotų prekes.

DARBO SANTRAUKA Nors lauko reklama, laikoma viena seniausių reklamos skleidimo būdų, tačiau Lietuvoje, sparčiai ėmė plėtotis, tik pastarąjį dešimtmetį. Iki 1994 metų, kai susikūrė pirmosios lauko reklamos įmonės, šioje srityje verslu užsiėmė tik pavieniai, privatūs asmenys, dažnai net nelegaliai. Tik per pastarąjį dešimtį metų visuomenė ir valstybinės struktūros šiam verslui ėmė skirti daugiau dėmesio. Taigi suvokiant šios gana naujos ekonomikos šakos svarbą ir naudą buvo pasirinkta, nagrinėti lauko reklamos poveikį vartotojų poreikių suvokimui. Suvokimas yra labai subjektyvus. Daugelio žmonių suvokimas apie ta patį dalyką gali skirtis, dėl to, kad ir patys žmonės yra skirtingi. Kiekvienas vartotojas gaudamas reklaminę žinutę interpretuoja ir ją suvokia remdamasis asmeninėmis charakteristikomis, vidiniais bei išoriniais veiksniais. Darbo objektas – lauko reklama ir vartotojų poreikiai. Darbo tikslas – teoriškai pagrįsti ir empiriškai patikrinti lauko reklamos poveikį vartotojų poreikių suvokimui. Darbo uždaviniai: 1. Išanalizuoti poreikių suvokimą vartotojų elgsenoje; 2. Teoriniu lygmeniu išanalizuoti ir apibendrinti vartotojų poreikių suvokimą; 3. Pagrįsti reklamos poveikį vartotojams; 4. Išanalizuoti ir apibendrinti lauko reklamos konceptualiąją esmę; 5. Parengti lauko reklamos poveikio vartotojų poreikių suvokimui tyrimo metodologiją; 6. Remiantis apibendrintomis metodologinėmis nuostatomis, atlikti lauko reklamos poveikio vartotojų poreikių suvokimui; 7. Atlikus empirinį... [toliau žr. visą tekstą] / SUMMARY Although outdoor advertisement is considered to be as one of the oldest ways of advertising, however, in Lithuania its rapid development can only be observed only in the last decade. Only separate private entities (mostly illegal) were working in this business untill 1994, when the first outdoor advertisement companies were established. It was only the last decade when the society and public institutions paid more attention to this business. Thus, considering the importance and benefits of this this rather new field of business, the impact of outdoor advertisement on the perception of consumer needs has been selected as the object of analysis. The concept of perception is very subjective. The perception of the same object of majority of people may differ due to the reason that people themselves are different. Every consumer has his/her own interpretation of a message and the perception is based on individual characteristics, internal and external factors. Research Object– outdoor advertisement and consumer needs. Research Goal – theoretical basis and empirical verification of outdoor advertisement impact on the perception of consumer neeeds. Research Tasks: 1. Analysis of the perception of consumer needs in their behaviour; 2. Analysis and summary of the perception of consumer needs at theoretical level; 3. Reasoning of advertisement impact on consumers; 4. Analysis and summary of the conceptual essence of outdoor advertisement; 5. Preparation of research methodology... [to full text]

Tyrimo tikslas Ištirti paciento informavimui skirto monitoriaus įtaką vaistų pasirinkimui. Tyrimo uždaviniai Atlikti vaistinės pacientų stebėjimą ir išsiaiškinti dažniausiai naudojamus informacinius šaltinius apie vaistus; Nustatyti, ar skiriasi pacientų, kurie naudojasi/nesinaudoja, monitoriaus teikiama informacija apsilankymo vaistinėje ir vaistų vartojimo dažnis, vaistų pirkimo bei pasirinkimo būdai; Įvertinti, ar pacientai pastebi reklamas monitoriuose; Išanalizuoti priežastis, lemančias kokį informacijos turinį pacientas pastebėjo monitoriuje; Apibendrinti gautus rezultatus ir pateikti rekomendacijas. Tyrimo metodai Teorinis analizės metodas - apžvelgtos ir aprašytos mokslinės publikacijos ir tyrimai, susiję su analizuojama tema. Empirinis analizės metodas - pasirinktas stebėjimo metodas. Statistiniai analizės metodai - atlikta naudojant SPSS 17.0, Microsoft Office Excel programas. Tyrimo dalyviai Pacientai, perkantys receptinius/nereceptinius/kompensuojamuosius vaistus. Tyrimo rezultatai 2011 m. Lietuvoje ieškodami informacijos apie vaistus internetu naudojosi 41 proc. pacientų, 2014 m. šis skaičius išaugo iki 69 proc. 2009 m. duomenimis 57 proc. JAV gyventojų naudojosi internetu ieškodami informacijos apie vaistus. Lietuvoje 85 proc. populiariausias informacijos šaltinis apie vaistus yra vaistininko konsultacija. Moterys labiau pastebi maisto papildų reklamas ir vaistinės (tinklo) pavadinimą, vyrai – vaistų reklamas ir taip pat vaistinės (tinklo) pavadinimą... [toliau žr. visą tekstą] / The aim To investigate the influence of monitor for patient on drug choice. Objectives of the study To analyze the various countries experience of information to patients in pharmacies regulation of Lithuania on the patient information for the monitor; Perform data collection in pharmacies and the monitor on drug choice; Identify where the information contained in the monitor does/does not influence the choice of drugs; The findings of the survey results to compare with each other for patients looked at the monitor/not looked at the monitor; Summarize the results and make recommendations. The methods Theoretical analysis method - an overview and description of scientific publications and studies related to the topic under consideration. Empirical analysis method - a prospective observational study. Statistical analysis methods - was performed using SPSS 17.0, Microsoft Office Excel applications. The study participants Patients who buy prescription/non-prescription/reimbursable drugs. The results In 2011. in Lithuania patients looking for information about medications 41% used internet, in 2014 this number increased to 69%. In 2009 – 57% of patients in USA used the internet to search for information about drugs, in Lithuania it was 85%. Most popular source of information on drugs is a medical consultation. Women becoming aware of food supplements and pharmacy commercial adverts (pharmacy network) brand name, for men – pharmacy commercials and as well as pharmacies... [to full text]

遠在1979之年前，中國大陸並沒有廣告市場，電視和電台並不播出商業廣告，直到三中全會共產黨（1978年12月）通過了社會主義現代化的指導原則，鼓勵發展各行業，其中包括之後迅速增長的廣告業。 在發展超過30年後，中國廣告市場預計將在幾年內成為世界第二大。廣告業擁有640,000名員工，年營業額超過 10億元人民幣。此外中國2015年廣告收入預計將較之2006年達到3倍成長。 即使廣告市場持續蓬勃增長，但不確定因素仍然存在。其中包括當地員工的效率與生產力估計均低於外國企業僱員工作效率。 因而，中國之廣告市場仍被預測朝向蓬勃發展，世界仍然非常重視此一市場。因此，本研究旨在研究和比較源來自學術，廣告企業和中國的正式文件之不同的數據，以研究中國大陸廣告市場如何備繼續與國際社會同步發展。 / In the three decades prior to 1979, there was no advertising industry in China; TV and radio did not broadcast advertisements until the Third Plenary Session of the CCP (Dec. 1978) set up the guidance of the Socialism Modernization, which encouraged all industries, including the restoration and rapid growth of advertising. Having been developed for more than 30 years, China’s advertising market was forecasted to become the world’s second largest market within a few years. The business had 640,000 employees, and an annual turnover of more than 10 billion RMB. Moreover, the revenue from media advertising of the twelve Asia-Pacific region countries rose to US$ 83.5 billion in 2006, and China shared more than half of the region’s total amount. China’s advertising revenue was estimated to reach RMB267.5 billion in 2010, RMB519.6 billion in 2015, i.e. three times more than in 2006. Even though the expenditure of Chinese Market is prosperously increasing, there uncertainties still exist behind the prosperity and the development of the advertising market. These include the inefficiency of local Chinese advertising enterprises, on average 25 times less than foreign enterprises, and the low-productivity of local companies’ employees, which is estimated at 6 times less than that of the employees of foreign enterprises. However, the forecast for China’s advertising market remains one of prosperous development, and the world still attaches great importance to it. Therefore, this study seeks to research and compare different data from academic sources, advertising enterprises, and Chinese official documents in order to examine how modern Chinese advertising and modern media are ready to keep pace with the international society.