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Multigeneric Intertextuality in Advertising: Discourse Strategy from a Cognitive Perspective

Abstract

Advert recipients have wide-ranging experiences of perceiving other texts. When these experiences become the basis of perceiving advert messages, we speak of intertextuality operating as a discourse strategy. This paper studies multigeneric intertextuality in printed advertising, i.e. delivering an advert message through a register or text-form typical of other genres, for which discourse analysis and the genre studies perspective are adapted. From the cognitive linguistics perspective, it focuses on how the experience becomes the basis of building an emotive and attitudinal layer of meaning via exploring the recipient's mental space. The article studies cues signalling intertextual processing, specifically cues of socially determined discourses such as cooking recipes, warning signs, computer-mediated communication, scientific discussions or travel brochures, which may function as mental space inducing cues in the collected adverts. It also deals with how intertextuality in adverts can be scaled and how the level of explicitness relates to promoting various categories of products.

Open access
Dynamic In-game Advertising in 3D Digital Games
A Threat and a Possibility

Abstract

Lately, digital games have developed concerning their use as a marketing medium. The present article is part of a study aimed at building a theoretical model for measuring and analyzing dynamic in-game advertising in 3D digital games. The study is explorative in nature, because it intends to build a new model of a real phenomenon based on one or more existing theories. Dynamic in-game advertising can be implemented in a 3D digital game without harming the gameplay experience, while still being effective from the marketer’s point of view. An optimized dynamic in-game advertisement is realistically and repeatedly, but subtly placed and interactive advertisement of a low-involvement product.

Open access
Importance of Country-of-Origin on Different Product Categories Purchase Decision

Marketing , 11 (1), 54–81. 4. Ahmed, Z.U., Johnson, J.P., Yang, X., Fatt, C.K., Teng, H.S., & Boon, L.C. (2004). Does country of origin matter for low-involvement products?. International Marketing Review , 21 (1), 102–120. 5. Alden, D.L., Hoyer, W.D., & Crowley, A.E. (1993). Country-Of-Origin, Perceived Risk and Evaluation Strategy. Advances in Consumer Research , 20 , 678–683. 6. Balabanis, G., & Diamantopoulos, A. (2008). Brand Origin Identification by Consumers: A Classification Perspective. Journal of International Marketing , 16 (1), 39

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Measuring the Impact of Extrinsic Cues on Consumers’ Purchasing Decision for Food Products

., Kheng Fatt, C., Sack Teng, H., & Chee Boon, L. (2004). Does country of origin matter for low-involvement products?. International Marketing Review, 21(1), 102-120. Akinci, S., Kaynak, E., Atilgan, E., & Aksoy, Ş. (2007). Where does the logistic regression analysis stand in marketing literature? A comparison of the Market Positioning of Prominent Marketing Journals. European Journal of Marketing, 41(5/6), 537-567. Al-Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: a literature review. Marketing Intelligence & Planning, 16(3), 150

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