Chan Florence. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [93-97]). / Chapter SECTION I. --- AN OVERVIEW / Chapter CHAPTER 1. --- THE ENVIRONMENT & BACKGROUND OF ADVERTISING / Chapter 1.1. --- Overview --- p.2 / Chapter 1.2. --- Viewpoints on Advertising --- p.3 / Chapter 1.3. --- The Marketing-Advertising Connection --- p.4 / Chapter 1.3.1. --- A Historical Review on Changing Concept of Marketing / Chapter 1.3.2. --- What is Marketing ？ / Chapter 1.3.3. --- What is Promotion ？ / Chapter 1.3.4. --- Advertising in the Promotion Mix / Chapter 1.4. --- Advertising Planning --- p.8 / Chapter 1.5. --- The Communication / Persuasion Process --- p.9 / Chapter 1.6. --- Summary --- p.9 / Chapter SECTION II. --- COMMON DEFENSES OF ADVERTISING / Chapter CHAPTER 2. --- "CAN ADVERTISING BE SELF-REGULATED BY THE ""INVISIBLE HAND"" ？" / Chapter 2.1. --- A General Interpretation of Smith's Invisible Hand --- p.13 / Chapter 2.2. --- A More Complete Picture of Smith's Theories --- p.15 / Chapter 2.2.1. --- Prudence / Chapter 2.2.2. --- Benevolence / Chapter 2.2.3. --- Self-Command / Chapter 2.3. --- Stoicism --- p.18 / Chapter 2.4. --- A Closer Look at Smith's Invisible Hand --- p.20 / Chapter 2.5. --- Can Advertising be Justified by Smith's Invisible Hand or Free Market Mechanism ？ --- p.22 / Chapter CHAPTER 3. --- CAM ADVERTISING PROVIDE INFORMATIONAL UTILITY ？ / Chapter 3.1. --- Advertising Provides Important Information for Consumers --- p.26 / Chapter 3.2. --- A More Complete Picture of Advertising's Reality --- p.27 / Chapter 3.2.1. --- Ambiguity / Chapter 3.2.2. --- Concealed Facts / Chapter 3.2.3. --- Exaggeration & Puffery / Chapter 3.2.4. --- Psychological Appeals / Chapter 3.2.5. --- Conclusion / Chapter 3.3. --- A Historical Explanation of Why Advertising Cannot be Pure Informative --- p.37 / Chapter 3.3.1. --- The Early Stage / Chapter 3.3.2. --- A Breakthrough / Chapter 3.3.3. --- The Mature Stage / Chapter 3.4. --- Can We Conclude that Persuasive Advertising is Deceptive? --- p.40 / Chapter 3.4.1. --- Gardner's Definition of Deception / Chapter 3.4.2. --- A Reasonable Man Standard of Deception / Chapter 3.5. --- More on Rational/Irrational Persuasion & Deceptive/ Non-Deceptive Advertising --- p.43 / Chapter 3.5.1. --- The Two Dimensions / Chapter 3.5.2. --- Various Combinations / Chapter CHAPTER 4. --- IS ADVERTISING A NECESSITY FOR INDIVIDUAL FIRMS / Chapter 4.1. --- Discussions --- p.47 / Chapter 4.2. --- Conclusion --- p.49 / Chapter SECTION III. --- ADVERTISING & SOCIETY / Chapter CHAPTER 5. --- THE ECONOMIC EFFECTS OF ADVERTISING / Chapter 5.1. --- Providing Informational Utility --- p.51 / Chapter 5.2. --- Employment --- p.52 / Chapter 5.3. --- Distribution Costs --- p.52 / Chapter 5.4. --- Advertising & Brand Names --- p.53 / Chapter 5.5. --- Media Support --- p.54 / Chapter 5.6. --- Effect on the Business Cycle --- p.54 / Chapter 5.7. --- Stimulating Product Utility --- p.55 / Chapter 5.8. --- Developing New Products --- p.56 / Chapter 5.9. --- Contribution to the Overall Welfare of the Economy --- p.57 / Chapter 5.9.1. --- A Common Misunderstanding / Chapter 5.9.2. --- "Advertising can be Counterproductive, Unproductive or Productive" / Chapter 5.10. --- Conclusion --- p.60 / Chapter CHAPTER 6. --- CULTURAL & SOCIAL PERSPECTIVE ON ADVERTISING / Chapter 6.1. --- Reviewing Advertising from the Social Context --- p.62 / Chapter 6.2. --- """Explicit"" Content vs. ""Implicit"" Content" --- p.63 / Chapter 6.3. --- Social Conditions Affecting Individual Autonomy --- p.64 / Chapter 6.3.1. --- A Brief Review on Individual Autonomy / Chapter 6.3.2. --- A Background of Social Influences on Individual Autonomy / Chapter 6.4. --- The Power of Marketing & Advertising : Technique- & Result- Oriented --- p.70 / Chapter 6.4.1. --- Techniques of Marketing / Chapter 6.4.2. --- Technique-Orientation on Advertising / Chapter 6.4.3. --- A Culture of Commercialization & Consumption / Chapter 6.5. --- The Real Evils of Advertising --- p.77 / Chapter 6.5.1. --- """Suppressing "" Autonomy" / Chapter 6.5.2. --- Effects on Future Generations / Chapter 6.5.3. --- Changing Values / Chapter 6.5.4. --- Consumerism / Chapter 6.5.5. --- Neglecting Public Goods & Services / Chapter 6.7. --- Conclusion --- p.90 / CONCLUSION --- p.91 / REFERENCES

The success of NIKE, Inc. is deemed miracle by professionals on both Wall Street and Madison Avenue. Research done in the past tends to credit the growth of NIKE, Inc. to its marketing strategies. By placing the achievement of the company in the postmodern context, this study analyzes the cultural factors which contribute to the company's achievement. A brief yet well-documented history of NIKE, Inc. is provided. The nature and function of NIKE, Inc.'s athlete endorsements and contemporary sport are analyzed in a cultural context. The cultural significance of three representative NIKE advertisements, and the globalization of NIKE, Inc. are also scrutinized. A literature review provides theoretical guidelines to the understanding of the relationship between the business achievement of NIKE, Inc. and the postmodern reality we are living in today. Interviews with 38 key informants and questionnaire surveys show that NIKE, Inc. is a dream factory which uses the American Dream as a selling point to expand its market both within the United States and overseas. Therefore, the success of NIKE, Inc. should be viewed more as a cultural phenomenon than as a business achievement. / Graduation date: 1995 / Best scan available for figures. Original is a black and white photocopy.

Advertising is an institution of economic, cultural and spatial regulation. This thesis examines the role of the advertising industry in mediating the geographies of markets and identities. In the same way that Stuart Ewen (1976) links the structure of the advertising industry in the 1920s to its role in the consolidation of national markets, mass consumption patterns and consumer identities congruent with Fordism, I tie the restructuring of the industry in the current period to the new regime of flexible accumulation. There is an increased need for information about consumers and a heightened design-intensity in flexible production. Institutions of power/knowledge such as advertising play an important role in linking production and consumption and in establishing a “just-in-time” consumption. In addition, through the process of “branding”, advertising agencies attach images to goods. Branding involves matching consumer identities with the “identities” of products. An important component of this process encompasses the formation of “brandscapes”, places where the product is sold and consumed. Advertising both responds to the location of consumers and situates consumers in space. At the same time that advertising has grown in importance, I find that the advertising industry is experiencing a crisis in the 1980s and 1990s. This crisis reflects a weakening of the industry’s ability to regulate the formation of markets and identities. The increasingly discontinuous and fluid spatial and temporal nature of consumer identities, combined with “reflexive modernization”, have made it increasingly difficult for advertisers to locate consumers in terms of both identity and space. In response to this crisis and under new conditions of flexible accumulation, U.S. agencies have reoriented both their organizational structure and their methods of operating. In terms of the reorganization of agencies themselves, I focus on two divergent tendencies in the 1980s and 1990s: the concentration! transnationalization of agencies on one hand, and the increased polarization/flexibility of agencies on the other. I draw upon trade journal literature and 55 interviews with employees. With respect to changing methods, I examine the role of agencies in processes of globalization, market segmentation and shifting gender identities. Increasingly sophisticated methods of monitoring consumers’ use of commodities, forms of resistance and places of consumption point to an escalation of surveillance in the current period. My thesis presents a contribution to debates over both flexibility and identity. I argue that the distinction between producer and consumer has become increasingly blurred, and that the two have come closer together at the site of advertising.

Advertising is an institution of economic, cultural and spatial regulation. This thesis examines the role of the advertising industry in mediating the geographies of markets and identities. In the same way that Stuart Ewen (1976) links the structure of the advertising industry in the 1920s to its role in the consolidation of national markets, mass consumption patterns and consumer identities congruent with Fordism, I tie the restructuring of the industry in the current period to the new regime of flexible accumulation. There is an increased need for information about consumers and a heightened design-intensity in flexible production. Institutions of power/knowledge such as advertising play an important role in linking production and consumption and in establishing a “just-in-time” consumption. In addition, through the process of “branding”, advertising agencies attach images to goods. Branding involves matching consumer identities with the “identities” of products. An important component of this process encompasses the formation of “brandscapes”, places where the product is sold and consumed. Advertising both responds to the location of consumers and situates consumers in space. At the same time that advertising has grown in importance, I find that the advertising industry is experiencing a crisis in the 1980s and 1990s. This crisis reflects a weakening of the industry’s ability to regulate the formation of markets and identities. The increasingly discontinuous and fluid spatial and temporal nature of consumer identities, combined with “reflexive modernization”, have made it increasingly difficult for advertisers to locate consumers in terms of both identity and space. In response to this crisis and under new conditions of flexible accumulation, U.S. agencies have reoriented both their organizational structure and their methods of operating. In terms of the reorganization of agencies themselves, I focus on two divergent tendencies in the 1980s and 1990s: the concentration! transnationalization of agencies on one hand, and the increased polarization/flexibility of agencies on the other. I draw upon trade journal literature and 55 interviews with employees. With respect to changing methods, I examine the role of agencies in processes of globalization, market segmentation and shifting gender identities. Increasingly sophisticated methods of monitoring consumers’ use of commodities, forms of resistance and places of consumption point to an escalation of surveillance in the current period. My thesis presents a contribution to debates over both flexibility and identity. I argue that the distinction between producer and consumer has become increasingly blurred, and that the two have come closer together at the site of advertising. / Arts, Faculty of / Geography, Department of / Graduate

Doctorat en sciences sociales, politiques et économiques / info:eu-repo/semantics/nonPublished

Doctorat en sciences sociales, politiques et économiques / info:eu-repo/semantics/nonPublished

This structural analysis examined fourteen television commercials using a method developed by Claude Levi-Strauss. The commercials were divided into two product groups, restaurant and cleaning products advertising, which made up the "myths" to be analyzed. Binary oppositions in each myth were identified and, according to the methodology, charted to reveal new relationships, and ultimately the hidden messages in the advertising. This study confirmed that television advertising does function in our society much the same as myth does in the primitive societies studied by Levi-Strauss. It offers answers to problems and upholds the existing order of things in that society, and it may function on more than one level to convey its messages.

The present dissertation investigates the role of television advertising in shaping the cultural values of the Italian society in the circular process of mirroring pre-existing societal values yet inducing new ones, thus contributing to its evolution. It questions its role within the society, its relationship with families, women and youngsters, the kind of language used in communicating, between 1957-1977, the age of Carosello programme. A corpus of two thousand five hundred television adverts was viewed and filed, of which a hundred were selected according to the more frequent themes, their cultural and semiotic relevance, and twenty-two analysed by a semiotic approach, together with some more considered alongside. Chapter One deals with methodology, an overview of the main concepts and tools of applied semiotics and the socio-semiotic perspective adopted. Chapter Two, then, contextualizes television advertising into its broader socio-cultural milieu and the history of television. The following three chapters analyze the selected adverts according to five main recurring themes: Chapter Three, the first steps of TV advertising, its auto-referentiality and its language; Chapter Four, the family and its inner relationships, the couple and the institution of marriage; Chapter Five women‘s emancipation, the new generation of youngsters and new myths. Commercials are analysed by shots and sequences from a narrative and visual perspective in search of their deep underlying generative values. The approach is a holistic one, adapting itself to the prevailing characteristics of every occurrence, although the peculiar nature of the ads of the period entails a prevailing narratological model. All findings are then connected together to identify the main semantic areas indicating cultural values present in the Italian society of the period. The end findings consist of a set of interesting cultural values identified. At first a self-assertiveness of advertising as a way to popularity; then its preferred mode of communication through verbal language rather than pictures; a representation of families according to either the patriarchal or the consumerist model; a fundamental disbelief in marriage and a sexist attitude to women‘s representation; finally, a mistrust in the values of the new generations. All of these eventually pointing to the main semantic area of tradition, an index to the fundamental conservative yet contradictory role of the Carosello adverting which, while contributing to preserve traditional values, it also tended to replace them with its only main consumerist value. At a higher level, on a socio-semiotic perspective it is the role of that semiosphere which, while drawing from society it also contributes in shaping it.

by Cheung Wing-wah, Johnny ; Chiu Chi-wai, Kelvin. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1991. / Bibliography: leaves 154-156. / Abstract --- p.ii / Tables of Contents --- p.iv / List of Tables --- p.viii / Acknowledgements --- p.x / Chapter CHAPTER I -- --- INTRODUCTION --- p.1 / Chapter 1.1 --- Rationale of Study --- p.1 / Chapter 1.2 --- Research Objectives --- p.3 / Chapter 1.3 --- Research Interest --- p.4 / Chapter CHAPTER II -- --- LITERATURE REVIEW --- p.6 / Chapter 2.1 --- Western Countries --- p.6 / Chapter 2.2 --- Taiwan and Hong Kong --- p.9 / Chapter 2.3 --- The Use of Sexual Appeals --- p.11 / Chapter 2.4 --- Processing of Visual and Verbal Stimuli --- p.14 / Chapter CHAPTER III -- --- METHODOLOGY --- p.17 / Chapter 3.1 --- Definition --- p.17 / Chapter 3.2 --- Hypotheses --- p.17 / Chapter 3.3 --- Research Methods --- p.19 / Chapter 3.3.1 --- Interviews --- p.19 / Chapter 3.3.2 --- Phase I: Magazine Content Analysis --- p.19 / Chapter 3.3.3 --- Phase II - Experiment Research --- p.20 / Chapter 3.3.3.1 --- Experiment Method --- p.20 / Chapter 3.3.3.2 --- Data Analysis Method --- p.27 / Chapter 3.4 --- Phase III - Questionnaire Survey --- p.29 / Chapter 3.4.1 --- Data Collection Method --- p.29 / Chapter 3.4.1.1 --- Population --- p.29 / Chapter 3.4.1.2 --- Sampling Method --- p.29 / Chapter 3.4.1.3 --- Sample Size --- p.29 / Chapter 3.4.1.4 --- Sampling Procedure --- p.30 / Chapter 3.4.2 --- Questionnaire Design --- p.30 / Chapter 3.4.3 --- Data Analysis --- p.31 / Chapter CHAPTER IV -- --- HIGHLIGHTS OF FINDINGS FROM PHASE I --- p.32 / Chapter CHAPTER V -- --- HIGHLIGHTS OF FINDINGS FROM PHASE II --- p.37 / Chapter 5.1 --- Respondent Profile --- p.37 / Chapter 5.1.1 --- Sex --- p.37 / Chapter 5.1.2 --- Age --- p.37 / Chapter 5.1.3 --- Education Level --- p.38 / Chapter 5.1.4 --- Occupation --- p.38 / Chapter 5.1.5 --- Annual Personal Income --- p.39 / Chapter 5.2 --- Findings --- p.40 / Chapter 5.2.1 --- Experiment Recall --- p.40 / Chapter 5.2.2 --- Open Ended Question --- p.42 / Chapter 5.2.3 --- Experiment: The Behaviour and Perception Different Between Sex and Non-sexual Ads --- p.45 / Chapter CHAPTER VI -- --- HIGHLIGHTS OF FINDINGS FROM PHASE III --- p.51 / Chapter 6.1 --- Respondent Profile --- p.51 / Chapter 6.1.1 --- Sex --- p.51 / Chapter 6.1.2 --- Age --- p.51 / Chapter 6.1.3 --- Education Level --- p.52 / Chapter 6.1.4 --- Occupation --- p.53 / Chapter 6.1.5 --- Annual Personal Income --- p.53 / Chapter 6.2 --- Findings --- p.54 / Chapter 6.3 --- Other Demographics Findings --- p.57 / Chapter CHAPTER VII -- --- SUMMARY AND DISCUSSIONS --- p.58 / Chapter CHAPTER VIII -- --- LIMITATIONS --- p.60 / Chapter 8.1 --- Content Analysis of Magazines --- p.60 / Chapter 8.2 --- Experiment & Questionnaires --- p.61 / Chapter CHAPTER IX -- --- IMPLICATIONS & CONCLUSION --- p.63 / APPENDICES / Chapter Appendix 1 : --- Literature Review on Gender --- p.67 / Chapter Appendix 2 : --- List of Registered Newspapers & Periodicals --- p.69 / Chapter Appendix 3 : --- Phase II - Experiment Procedures & Schedule --- p.92 / Chapter Appendix 4 : --- Phase II - Photos --- p.94 / Chapter Appendix 5 : --- Phase III - Location and Time for Conducting the Questionnaire Survey --- p.99 / Chapter Appendix 6 : --- Phase II - Questionnaire --- p.100 / Chapter Appendix 7 : --- Phase II - English translation of questionnaire --- p.113 / Chapter Appendix 8 : --- Model Gender and Communication Effectiveness --- p.125 / Chapter Appendix 9 : --- Female Role Portrayal and Communication Effectiveness --- p.126 / Chapter Appendix 10 : --- Female Role Portrayal - Product Category Interactions and Communication Effectiveness --- p.127 / Chapter Appendix 11 : --- Phase III - Questionnaire --- p.128 / Chapter Appendix 12 : --- Phase III - English Translation of Questionnaire --- p.129 / Chapter Appendix 13 : --- Phase I - Type of Magazines: Finance/Commerce --- p.131 / Chapter Appendix 14 : --- Phase I - Type of Magazines: Family/Entertainment --- p.132 / Chapter Appendix 15 : --- Phase I - Type of Magazines: Hobby/Sports & Adult --- p.133 / Chapter Appendix 16 : --- Phase I - Type of Magazines: Juvenile/Young --- p.134 / Chapter Appendix 17 : --- "Phase I - Type of Magazines: Foreign Magazines-Canada, USA and Europe)" --- p.135 / Chapter Appendix 18 : --- Phase II - Summary of Brand Recall --- p.136 / Chapter Appendix 19 : --- Phase II - Analysis of Free Writing Contents --- p.138 / Chapter Appendix 20 : --- Phase II - Computer Result of Respondents' Behavior Cross Sex for Each Ad --- p.140 / Chapter Appendix 21 : --- Phase II _ Computer Result: T-Test of Respondents' Behavior by Sex for Each Ad --- p.145 / Chapter Appendix 22 : --- Phase III - Computer Result of Respondents' Behavior Cross Demographic Data --- p.150 / Chapter Appendix 23 : --- Phase III - Computer Result: T-Test of Respondents' Behavior by Sex --- p.152 / Chapter Appendix 24 : --- Phase III - Computer Result of ANOVA of Respondents' Behavior by Demographic Data --- p.153 / Bibliography --- p.154

published_or_final_version / Literary and Cultural Studies / Master / Master of Arts