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Recently, the environmental consciousness has grown gradually in the world. The trend of the green consuming has been the important, global issue. If the enterprise wants to maintain the competence, and have the sustainable management, it should take the environmental issue as a new opportunity and start to do the green marketing and the green advertisement to attract the consumers. The previous research about the influence of Ad appeals on the Ad effect is more related to the comparison between rational appeal and emotional appeal, but it still lack consistent result. Besides, the research on the Ad effect of Cause Related Marketing has just focused on CRM Ad but lack the study of Green Ad. Therefore, this study would take the influence of different Ad appeals and CRM on the green Ad effect and would have a study on the bottled water. The present study uses experimental design to investigate the effects of the types of Ad appeals (emotional appeal and moral appeal) and CRM (with and without) on green Ad effect. And a 2X2 factorial design is conducted. The results indicate that in the green Ad of the bottled water, the influence of rational appeal and emotional appeal on Ad effect is no significantly different. The green Ad effects with CRM and without CRM are no significantly different. The modifying effect of Ad with and without CRM is working in Ad attitude,is not working in brand attitude and purchasing intention.

In today’s globalized world there are not many limitations in the communication between people, and companies from different parts of the world. There are several methods companies can use to reach out to people, and one method is through magazines. When reading a magazine it is nearly impossible to not notice advertisements. The purpose of this thesis was to explore how the English language is used in Swedish magazines. Also, how do Swedish companies versus foreign companies use English in their advertisements in Sweden? This is a qualitative study in which four different magazines, and two issues from each were observed. Several studies have been completed on advertising and language, and those studies are introduced and discussed in this study. However, few studies have been done on the language in advertisements in Swedish magazines. The method consisted of documenting and saving all the advertisements in the magazines, and their language choices were then analyzed. This study reveals that English is used in Swedish advertisements to a notable extent. Nevertheless, there were some interesting differences between foreign companies and Swedish companies. For instance, in some cases Swedish companies used English to a greater extent than the foreign companies.

The goal of this work is to analyze processes in the market of advertisement. Then I will make some advices for analyzed companies and for potential new firms in this market of advertisement. If I want to analyze all this market then I had to use two companies one which name I can't write and Centrum Reklamy s r.o.. In the first theoretical part of this work I will describe: what the process directing is, then and how that emerged, what is process and how can be divided. In the second practical part o this work I will analyze processes and objects in the first unnamed company and later in Centrum Reklamy. In next part I will make some advices for both firms and at the end I will make some general advices for potential new firms.

Since the Condé Nast Publications launched the first male fashion magazine GQ in Taiwan, Male fashion magazines in Taiwan have been booming for twelve years. No matter a large amount of advertising or increasing circulations, it shows that Male fashion magazines become one of resource of main fashion trades. .It is worth to know that, advertisers play an important role in the proceeding of producing magazine content. The advertisers have a great influence on the magazine content and the message which audience receive. In this research, researcher discusses how do advertisers affect the make-up of magazine to create an atmosphere for their sales growth of products? How do advertisers control the editorial decisions? How do advertisers affect the liberty in editor producing content? And how do advertisers make the commercial message as the magazine content? Two male fashion magazine publishers which can be the best examples among Taiwan male fashion magazines are selected. One is local publisher, another is international one. Researcher used ¡§In-depth interview¡¨ to collect the data for research. Seven stuff were interviewed in the research. Participant Observation is also adopted. The researcher, entered into the organization of the magazine publisher to examine the advertisers how to affect the proceeding of producing magazine content. The result shows that advertisement avenue is the major profit for Taiwan male fashion magazines, around 70% profit from advertisement. In order to maintain advertisement avenue, advertisers ask editors to arrange their commercial next to the content. By doing this, publishers create an atmosphere of sale products for advertisers to attractive more costumers. In addition, editors place a lot of products in the magazines for meeting advertisers¡¦ requirements to earn more profits. With the growing of produce placement, commercial message is turning into the content of magazine gradually. Moreover, advertisers use ¡§Invisible way¡¨ to affect how to edit the magazine content . ¡§Invisible way¡¨ means that advertisers pay editors for producing commercial content. This producing way make readers believe that the content is providing the c information which readers need; however, this content actually is a part of advertisements. Advertisers need a page of magazine for promoting product, and magazine publishers need financial support from advertisers. This interrelationship makes editors produce magazine content for advertisers. Therefore, magazine become a tool of advertisers promote product. In the proceeding of production of female fashion magazine, Earnshaw(1984¡^found out that female fashion magazines become a catalogue, and this research provide the further evidence that Taiwan male fashion magazines are the same in these days. In addition, it reflects that the ranks of sartorially self-aware males are growing compared to the past years.

This research examines the duration effect and interaction effect of advertising and performance in the mutual fund industry. And we examine these effects by using the method of ordinary least squares to know how advertising and performance influence the fund investors¡¦ investment strategies. Our empirical study of the mutual fund industry shows that there is a duration effect between advertising and fund inflows, and this effect lags two periods. We also find that the interaction effect of advertising and performance is significant, with no significant effect for advertising. This result refers that there is a complement relationship between advertising and performance. Furthermore, it indicates that advertising likes a catalyst to convey the information about fund performance in attracting investors, and the performance is a major factor to construct advertising reliability.

Liquor plays an important role to ease tension in Chinese lives. When people hold parties or social events with their friends and relatives, liquor can often represent joyfulness and tact, and which led to many special cultures like toast, cheers, and drinking like a fish. If a new product wants to successfully enter a foreign market, it must be understand the local consumer¡¦s behavior and usage habit to satisfy their needs. Hence, this research study will base on Taiwanese national cultures to recognize the relation between national cultures and the effective of advertisements. This research study is using personal interviews and questionnaire surveys as its research methodologies. Based on five different liquor representational advertisements, this research study is focusing on consumers¡¦ perceptions and effectiveness of the foreign liquor advertisements in terms of the national culture. The results are as follows: First, in Taiwanese culture, the liquor advertisement under our national cultural should be approaching Taiwanese Power Distance Index, Medium Individualism, and high Masculinity Index. Second, the interference factors, such as noises, are easily to affect an advertisement¡¦s effectiveness result. Third, there are partial significant differences in terms of foreign liquor advertisements by different gender. Lastly, this research study will propose the managerial implications and suggestions for future research directions.

Στη παρούσα εργασία μελετήσαμε την αποτελεσματικότητα των διαφημίσεων έξι πολυβιταμινούχων σκευασμάτων που διατίθενται από τα φαρμακεία. Στόχος ήταν να μελετήσουμε τη στάση των καταναλωτών απένατι στα σκευάσματα αυτά και κατά πόσο επηρέαζονται ύστερα από την επαφή τους με τα διαφημιστικά έντυπα. / In that survey we studied the result of the advertisement of six multivitamin products that are offered at pharmacies. Our aim was to study people attitude towards tmem and whether they are influenced after their contact with the advertisements.

Advertising is an integral part of a modern society where a communicative act, dedicated to influence an addressee, to convince him, is encoded by various codes and symbols of a private sphere. In the analyzed press advertising the paradigm of intimacy is articulated both verbally and visually. The work is aimed at plugging into the development / alternation /stability of the dominants of intimacy and their influence on a manipulative mechanism in the discourse of advertising in the XXth and XXIth centuries.

Bakalauro darbo tema – „Šokiruojamosios reklamos retorika“. Iš virtualios erdvės buvo išrinktos ir suklasifikuotos 70 šokiruojamųjų reklamų, (iš jų 45 socialinės ir 25 komercinės). Reklamos buvo interpretuojamos įvairiais aspektais: estetiniu, teisiniu, semantiniu. Analizuojant šias reklamas siekta atskleisti, kaip veikia šokiravimo mechanizmai socialinėje ir komercinėje reklamoje, aptariant vizualumo ir verbalumo sąveiką. Šokiruojamoji reklama tirta pasitelkiant interpretacinį, aprašomąjį metodą. Tyrimas parodė, kad šokiravimas socialinėje ir komercinėje reklamoje – iš esmės skiriasi. Šokiruojanti socialinė reklama siekia atkreipti dėmesį, moralizuoti, pakeisti visuomenės elgesį, gyvenimo būdą. Joje iškeliamos aktualios visuomenės problemos: rūkymas (aktyvus/pasyvus), smurtas prieš vaikus ir moteris, gyvūnų apsauga, infekcinės ligos, vaikų skurdas, abortas. Socialinės reklamos tekstas turi „juodojo“ humoro elementų, vyrauja informatyvūs, tiesioginiai sakiniai, retoriniai klausimai ir sušukimai. Šokiruojant komercinėje reklamoje dažnai peržengiamos etikos ir moralės normos. Čia dominuoja kraujo, mirties vaizdai, pornografinės užuominos, šlykštumą keliantys vaizdai. Šokiruojamosios komercinės reklamos tekstas – minimalus, veikiantis psichologiškai, dažnai nurodytas prekės ženklas. Vaizdo ir teksto paritetas ryškus socialinėje reklamoje, o komercinėje reklamoje dominuoja vaizdas. / Bachelor’s final work theme – „Shocking advertisement rhetoric“. From virtual space were chosen and classified 70 shocking advertisements (45 of them – social and 25 – commercial). Advertising has been interpreted in various aspects: the aesthetic, legal, semantic. Analysis of these advertisements shows how the shock mechanisms are working in social and commercial advertisement, discussing verbal and visual interaction. Shocking advertisement investigated by interpretative, descriptive approach. Research work shows that shock in social and commercial advertising is different. Shocking social advertisement draw attention to moralize, trying to change the society behavior and the way of life. It shows the problems relevant to society: smoking (active / passive), violence against women and children, animal welfare, infectious diseases, child’s poverty, abortion. Social advertising text has “black” humor elements; in this kind of advertisement dominate informative, direct sentences, rhetorical questions and exclamation. Commercial advertisement often oversteps ethical and moral norms. Here we can see dominating blood, death, pornographic references and other nasty views. Commercial shocking advertisement text – minimal, psychological affecting, sometimes shows the brand. Visual ant text parity we can clearly see in social advertisement, but commercial advertisement is dominated by the image.