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Digital marketing is a subset of marketing that is used to promote a brand or product using one or more electronic technologies.  The goal is to influence target consumers in taking action.
The power of digital marketing is phenomenal.  You can reach millions of users within hours and a couple of clicks. Now that’s true power available to anyone.
Users are no longer consuming content while sitting.  They’re now doing it on the go or while multi-tasking.
Overall, we’re missing a lot of things because we are constantly staring down at our phones.  We’re being distracted with notifications and even phone batteries are having  a hard time keeping up with our usage.

This chapter critically explores the news and journalistic discourses surrounding the concept of the role model in the UK. It draws upon news content and semi-structured interviews with journalists from a wider study commissioned by the Department for Communities and Local Government exploring the media image of Black young men and boys in 2009-10. Analysis demonstrates negatively stigmatising discourses at play in role model news and polarised attitudes towards role models among journalists’ reflections. Post-Marxist discourse theory is employed to argue that rather than challenging the complex social inequalities facing young Black men as recent government policy suggests, role modelling as a ‘technology of the self’ is likely to articulate neoliberal logic and reinforce existing social inequalities

E-cigarettes have become an integral part of the average teenager's high school life. With the concealability coming from its tiny USB-like shape, with its endless spectrum of available flavors added to the smoke, with its advertisement as a healthier alternative to smoking; there is no wonder e-cigarettes have taken over the lives of many teenagers.

How did e-cigarettes, originally a way to help ease the withdrawal symptoms of long-time smokers, a way to provide a healthier alternative to smoking conventional cigarettes, become a much greater problem that society is currently facing?

The video is available here: https://www.youtube.com/watch?v=xU2uWCWNwsE&list=PL6pIaFRoXNGNEeVfSmknemamNlHzBAz2K

Abstract:
Degrowth is the literal translation of 'decroissance', a French word meaning reduction. Launched by activists in 2001 as a challenge to growth, it became a missile word that sparks a contentious debate on the diagnosis and prognosis of our society. 'Degrowth' became an interpretative frame for a new (and old) social movement where numerous streams of critical ideas and political actions converge. It is an attempt to re-politicise debates about desired socio-environmental futures and an example of an activist-led science now consolidating into a concept in academic literature. This article discusses the definition, origins, evolution, practices and construction of degrowth. The main objective is to explain degrowth's multiple sources and strategies in order to improve its basic definition and avoid reductionist criticisms and misconceptions. To this end, the article presents degrowth's main intellectual sources as well as its diverse strategies (oppositional activism, building of alternatives and political proposals) and actors (practitioners, activists and scientists). Finally, the article argues that the movement's diversity does not detract from the existence of a common path.

Speech mainly based upon our article:
Demaria, F., Schneider, F., Sekulova, F., Martinez-Alier, J. (2013). What is degrowth? From an activist slogan to a social movement. Environmental Values 22 (2): 191-215.

More info at: budapest.degrowth.org

This study applies semiotics analyses to examine the gender ideology of rice culture embedded in Taiwan’s twenty-five rice TV commercials aired after 2000. The findings indicate that there are some new gender images in the commercials, but these new gender images still include traditional gender ideology, because women still are caregivers and have to cook rice while men are rice experts and can simply enjoy the delicious rice in these commercials. Furthermore, women eat rice to maintain good body shape while men eat rice to maintain good physical strength in these commercials. In summary, rice is a symbol for women's labor and obligation to maintain a good figure, but the authority and power of body for men. Such ideology, let the audience unconsciously accept the identified performances authority of institution.

Possessing gold jewellery is firmly embedded in Indian customs and traditions although little academic attention has been paid to identify the impact of celebrity advertisement in gold jewellery buying behaviour. Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the believability & reach of commercials to the targeted consumers. Prior to this research, many researches have proven facts that celebrity endorsement does cast its impact. This research actually moves on the same line and affirms the impact of celebrity endorsement on customers’ buying intention. The study made use of primary and secondary data. A well structured questionnaire is prepared to collect the data from the respondents. A sample of 200 customers from Ernakulam city of Kerala is collected by using s...

In the 1960s and 70s, videogames emerged as a new form of software technology which allowed people to experience innovative ways of playing games in a virtual context via a controller and a screen. Ever since, the gaming industry has grown exponentially and continues to attract new users and designers across the globe. Even though we are not going to go over the history of videogames or games in general. We will still explain some play and games concepts which we think to be relevant in the context of this research concerning videogames related advertisements and the gamer's body. Throughout this paper, I will use the term " gamer's body " to refer to any individual's body who's accustomed to playing videogames and the word " gameplay " to talk about the actual play experiences (the uses of the virtual gamer's body or the uses of the gamer's body in-game) which videogames are valued to be delivering especially in ads. However, the readers must keep in mind that they are different degrees and reasons to why an individual might identify himself as a gamer and 'play or be invested in a specific videogame.' Each game has an impact on the overall industry especially if it has been experienced and reviewed positively by a significant number of gamers. Similarly, each gameplay experience as well as each gamer's experience derived from a videogame's gameplay via the gamer's body will influence their next choice when buying a newly released one. Basically, we will argue that the social significance of videogames lies within the use of the gamer's body which able us to experience other appearances, in designed virtual worlds full of challenges and roles, that would otherwise be physically impossible to undertake. As a result, it will able us to draw conclusions about what ideas surround the gamer's body as both socially significant in the virtual worlds of games and the real physical life body.

Images in advertisements have power to shape our perception on the way we look at the world. Women in ads are often portrayed as sexual objects. Conventional beauty is women’s attribute. Unfortunately, the images of women most ads portray are usually the creation of artificiality that establishes an impossible standard of physical perfection for women This article presents some different ads from some famous women’s magazines and discusses some possible meanings the viewers may perceive from the images.

research report will seek to define opinion and response of the viewers against the portrayal of women in these advertisements. Survey research method has been used for the analysis. The respondents for the survey were categorized on the basis of gender and age. The literature review indicates that the women are portrayed mainly in two types of roles i.e. as house wives and as attractive objects. Mostly the advertisers use females as the eye- catching object to capture the attention of the viewers. The results argue that the portrayal of women in advertising is changing the concept of respects about the women among the minds of viewers and also indicate that a woman's physical beauty is likely to be an instrument for inducing demands for products.

The main mechanism of market economy competition has forced organizations to search factors influencing advertising effectiveness. Relying on the crucially important. First visual impressions do often influence mid-and long-term human behavior and are influenced by factors such as context or visual complexity. The aim of this research is to determine the effect of visual layout processing an advertisement as well as evaluation and classification time of the advertisement regarding different levels of visual layout complexity. To reach the aim of the article, P300 event-related brain potential is recorded and analyzed. In the context of visual complexity of advertising, recording and analysis of P300 component reveal whether high visual advertising complexity leads to more attentional resources engaged in processing an advertisement as well as whether advertisement with high visual complexity is evaluated and classified slower. Moreover, questionnaire research is provided for the participants in order to assess the differences in attitudes towards the brands advertised with different layout complexity levels. As a research results, the effect of visual advertising complexity on cognitive processes such as attention allocation and its influence on the attitude toward the object is revealed and the managerial implications for creating effective advertising are provided.

This paper deals with place branding as a multimodally constructed phenomenon in the digital semioscape of advertisements pertaining to the collaboration between Qatar Airways and FC Barcelona. Through its digital spatialisation, Qatar, and, by extension, Qatari leadership of the country, is argued to construct for and brand itself as an image of eutopia (i.e. a nice place to live) drawing on two techniques, inter-peopleisation and reterritorialisation. In this way, Qatar aims at engaging in controversially conveyed soft politics, whereby it can strategically secure its national sustainability by achieving recognizability, admiration and respect both inside and outside its borders. Qatar Airways' semioscape is also argued to be a visceral semioscape, whose analysis creates academic fetish, namely added value for Qatar in academic scholarship from a person who has been living and working in the country for nine years. It is important to have such emic reflections, in order to do justice to a country that is usually portrayed in very negative and distorted terms in world media, by people who do not have deep knowledge of the country and its people.

Este libro es un recorrido por los diferentes perfiles profesionales que integran habitualmente la agencia publicitaria española, con una visión clara y sencilla y un estilo llano y desenfadado. Cada capítulo implica, en primer lugar, una explicación sobre las funciones del rol, las características personales y competencias deseables para desempeñarlo. Acompañan las descripciones una entrevista a un profesional de la publicidad española que desempeña ese rol. El objetivo es que la obra sea realmente útil para estudiantes de Publicidad y Relaciones Públicas (y, en general, de Comunicación), así como profesores, investigadores o meros interesados en estas disciplinas.

Owing to aesthetic components that advertisement texts generally have, advertisements are sometimes perceived as a genre of art by some circles. The study is based upon a perspective presented by an interdisciplinary background and it acknowledges a paradigm that advertising is not a genre of art, it obviously pursues commercial profits and within this context, expolits the created aesthetics in product. The main objective of the study, which focuses advertising aesthetic fundamentally, is to build a scientific model formulating some levels of aestheticisation during its production process. Formulation in question has been reconstructed on theoretical and applied literature.

At present, the marketing scenario is instrumentalized. But we are heading towards a rapidly changing scenario, with the entire shopping experience becoming more automated and cloud-centric. With the growing web of connected objects, we will have huge amounts of data that can be used to personalize and tailor advertisements suited to each individual. Everyday appliances and wearables will be connected over the internet, and this massive cluster of smart things will help hyper-personalize not just advertising, but also the feedback and customer support, connecting consumers and companies like never before. In the coming years, the Internet of Things will have major implications for both business-to-business (B2B) and business-to-consumer (B2C) companies. This article introduces and explains technologies that implement IoT, which will drastically improve the quality of shopping and advertising, providing for a more convenient, hassle free experience. It also illustrates, how, at each level of the supply chain, we implement concepts of IoT and the relevant RFID tech to automate the production-distribution-marketing process. A summary of a commonplace scenario is provided, from the perspective of a shopper, wherein the shopping experience is revamped using IoT. Beacon is a device, which allows Mobile Apps to listen for signals from beacons in the physical world and react accordingly. In short, Beacon technology allows Mobile Apps to understand their position on a micro-local scale, and deliver hyper-contextual content to users based on location. The underlying communication technology is Bluetooth Low Energy. Dash Button: Dash physical instant purchase buttons are one-push buttons for buying everyday items. They are directly linked to the store and can place on order with just one push. This makes buying everyday necessities a convenience. They are installed in homes, especially for objects that people need the most. Amazon has already tested this prototype in the UK .According to The Guardian, " The branded wireless buttons, which are essentially free to the consumer and purchase a set item when pushed, are another step in Amazon's attempt to lock customers into its Prime subscription service, and edge out traditional supermarkets from the household goods market. " Smart Environmental Variable Control: A smart environment can be defined as one that is able to change the levels of the variables based on the data that is read from sensors. A smart environment system automatically controls the devices according to the sensing information and users' requirements so as to keep the environmental elements such as temperature, humidity, etc. within the desired range. Smart Mirrors: Smart mirrors are used in the dressing rooms of the clothing shops. They provide the facility of trying on clothes virtually. They might even show how the shirt will fit without you having to undress. RFID: Radio Frequency Identification (RFID) technology is a non-contact, automatic identification technology that uses radio signals to identify, track, sort and detect a variety of objects including people, vehicles, goods and assets without the need for direct contact RFID technology can track the movements of objects through a network of radio-enabled scanning devices over a distance of several meters. 1) Security: Anything can be tracked using the RFID Tag thus ensuring security of items.

OPEN ACCESS: https://link.springer.com/content/pdf/10.1007/s12208-021-00287-2.pdf

This paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.

– Weight of the advertisement in the today's era is very high and decision makers financing heavy budget on the advertisement. Advertisement is very easy method of sharing product or services knowledge with consumers and aware those consumers regarding his new or other products. Marketers are trying to advertise their messages psychologically in advertisement as consumer take decision after the introduction of the advertisement. This research article will provide the impacts of the psychological advertisement on the consumer mind and buying behavior and also identify those factors which effects consumer mind and buying behaviors. After this identification, advertiser can use these factors in this particular area of study (limitations must be kept in mind while take the decisions). In this research paper, primary data collected through questionnaires from (N) 200 respondents (both males and females) and on random sampling basis and supported by the literature review. This research covers the area of mobile phone. In this research paper we will find the sections of the literature review, hypothesis, methodology, finding and recommendations, limitations of the research, conclusions and references.

Previous research has consistently documented a hostile media effect in which people see bias in balanced reporting on political controversies. In the contemporary fragmented media environment, partisan news outlets intentionally report political news from ideological perspectives, raising the possibility that ideologically biased news may cause viewers to become
increasingly suspicious of and antagonistic toward news media – which we call oppositional media hostility. However, the fragmented media environment also gives television viewers
ample opportunities to tune out news outlets with which they disagree as well as the news altogether, and this should moderate oppositional media hostility. We investigate the effects of partisan news shows on media perceptions across six laboratory-based experiments. We find that counter-attitudinal news programming is more likely to induce hostile media perceptions than pro-attitudinal programming, but that the presence of choice blunts oppositional media hostility.
We explore possible mechanisms that underlie the moderating effects of selective exposure.

「繪本」一向於被視為兒童文學的創作形式，幾米的繪本則常被認為具有成人繪本的色彩，其原因不難理解，因為幾米繪本中的故事，經常描寫著成人世界的愛情、社會壓力、夢想、都市無奈等相關情節，的確與傳統專為兒童所創作的繪本文本有明顯的取材差異。
不過繪本的敍事元素，除了文字描述，圖像本身顯然也是訊息的主要來源，本文審視繪本的圖象內容，找出幾米繪本中頻頻出現的「兔子」元素，透過兒童文學脈絡和分析心理學的觀點，分析幾米繪本與兒童文學的聯繫和幾米創作時呈現的潛意識心靈，由此解讀幾米創作中屬於兒童文學的意象。
從分析中，我們可以看到，幾米繪本即便以成人角色為故事人物、以成人世界為故事背景、以成人情感為抒發形式，我們仍然看到幾米繪本中的「兔子」有意或無意地一再帶領讀者深入兒童文學的秘境，完成童年記憶中的冒險，就算成人讀者們為繪本中的故事感動，恐怕這個感動的背後，也有部分是因為在繪本中重逢的童年心靈意象而悸動。因此，不管是幾米本人或讀者，想要為幾米繪本畫出一道成人與兒童間的界線，恐怕都只是徒勞。

Universal Design in Media as a strategy to achieve accessibility in digital television started in Spain in 1997 with the digitalization of satellite platforms (MuTra, 2006). In India, a conscious effort toward a strategy for accessible media format in digital television is yet to be made. Advertising in India is a billion dollar industry (Adam Smith, 2008) and digital television provides a majority of the space for it. This study investigated the effects of advertisement in accessible format, through the use of captioning and Indian sign language (ISL), on hearing and deaf people. “Deaf (capital letter ‘D’ used for culturally Deaf) and hearing” viewers watched two short recent advertisements with and without accessibility formats in a randomized order. Their reactions were recorded on a questionnaire developed for the purpose of the study. Eighty-four persons participated in this study of which 42 were deaf persons. Analysis of the data showed that there was difference in the effect...

This Impact Report identifies and summarises the diverse impacts, resulting from the £500m of UK funding of Science and Technology in 2013, using numerous quantitative metrics and short case study extracts.  It shows how the varied impacts of a national science and technology organization and its many funded programmes can be annually identified, captured, tracked, and summarised in a public document.

The report was produced for, and by, the Science and Technology Facilities Council (STFC) -  the UK Research Council responsible for funding: (1) all UK astronomy, particle and nuclear physics research, (2) related UK science and technology facilities (e.g. as Harwell and Daresbury), (3) the UK contribution to international science (e.g. CERN, international telescopes and space missions), (4) innovation and business spin-off programmes, and (5) UK public engagement activities.

The Report was co-researched and co-authored by the STFC Impact Team, including myself while Impact Evaluation Manager in 2013, with Dr. Claire Dougan-McCallie (lead author/Head of Impact) and Jenny Beard, with additional input from senior managers, and many data and case study contributions from other key managers across STFC.

Varied key impacts are identified and reported including:

• Research amongst the best (by citation impact) in astronomy, nuclear and particle physics.
• Supported research of 226 Principal Investigators in 70 universities, led to 1,100 peer-reviewed papers in 2012.
• Facilities (the Diamond Light Source, ISIS and CLF) were used in 2012/13 by over 4,200 unique users , in over 2,400 experiments, producing over 1,000 papers in peer-reviewed journals.

• Technology from CERN benefited the UK economy by over £100 billion every year.
• Funding the development of the UK’s space, internet and computer animation industries, returned over £500 billion to the UK economy per annum.
• Funded Innovation Campuses hosted over 230 enterprises and supported over 5,000 jobs.
• UK industry won £43 million in contracts from the international subscriptions funded, and had accumulated a total of £150 million since 2005.

• Funded research inspired future generations to study STEM subjects, attracting 90% of UK undergraduates to study physics, funded 782 PhD students  and 16,800 student training days.
• Between 2009 to 2012 public engagement programmes engaged people on 58 million occasions, with 2 million people engaged in face-to-face activities in 2013 alone.

A Vietnamese translation of Claude C. Hopkins' "Scientific Advertising", published July 2014 by Thoi Dai Publishing House.

Updated version is published in October, 2017 by UEH Publishing House.

Nếu bạn muốn đặt sách, xin truy cập http://www.ecoblader.com/dat-sach-ecoblader/

SEMIOTIC ANALYSIS OF DIGITAL ADS: The situation of Amnesty International’s advertisement “Vos signatures ont du pouvoir” (Paris, 2007)
Anastasia Christodoulou
Altini Tatiana
Cultural studies, semiotic structures and practices
University of Western Macedonia, Greece

The awareness techniques that were used in the digital advertisement of Amnesty International, entitled “Vos signatures ont du pouvoir”, based on basic human rights violations of basic human rights. The research paper examines the kind of representation and narration techniques, which was used by International Amnesty and the impact they had on possible viewers. The analysis of the main frames of the video, as well as the language and audio messages, is based on the multimodal analysis of Kress and Van Leeuwen. The result of this research shows the advantages of a narration for violent situations, through animation, in order to raise awareness to western viewers, concerning to unfamiliar situations for them. The success of this advertisement is that it doesn’t cause horror, but it is focused on the evoking of feelings of personal power. Moreover, the answer is given to the viewer by underhand manner, whether he wants to become a lifesaver or to stay as an accomplice for his fellow humans.

Semiótica del consumo es una publicación que propone estudiar las tendencias y los límites del consumo registrados a nivel de los signos. En la primera parte del libro, el autor explica cómo la semiótica se concentra en las mezclas horizontales entre el consumo local y la digitalidad acelerada del hiperconsumo global. En la segunda parte, los signos son expresados como procesos de marca sobre los cuerpos que permiten la construcción del personaje consumidor cuya acción, y deseo, es presentada de diversas formas en la narrativa publicitaria.

Semiótica del consumo proposes the study of these trends and limits of consumption registered at a sign level. The first two chapters present semiotics and its method oriented toward the study of the logic of consumption and its strains within a society. In this first part, semiotics focuses on the horizontal mixture between local consumption and the accelerated digitalism of global hyper consumerism. The three final chapters are based on this cartography made of signs to apply it to the study of color and logotypes in the market, the consumer and its representation in the advertising narrative. This second part of the book understands signs as brand processes on the elements that facilitate creating the consumer whose action and desire are presented in several ways in the advertising narrative.

https://repositorioacademico.upc.edu.pe/handle/10757/624166

Advertising is a form of communication used to promote a product or service that will be offered to consumers. Advertising also aims to influence the feelings, thoughts, and actions of consumers towards a product being promoted. In its application, ads have signs in them. The sign will later provide the meaning of an advertisement based on the representation of each individual. In this study, researchers wanted to know the representation of an advertisement. The issue that wants to be raised is how the representation of resilience contained in gojek ads entitled "Pesan Dari Rumah Buat Kita Yang Di Jalan". The method used is the semiotics research model of John Fiske. This research focuses on the codes that appear otherwise known as the Codes of Television. The data was obtained by researchers through analysis of scenes in the ads used. From the results of observations of this study is a representation of the scene in gojek ads "

This article examines five common misunderstandings about case-study research: (a) theoretical knowledge is more valuable than practical knowledge; (b) one cannot generalize from a single case, therefore, the single-case study cannot contribute to scientific development; (c) the case study is most useful for generating hypotheses, whereas other methods are more suitable for hypotheses testing and theory building; (d) the case study contains a bias toward verification; and (e) it is often difficult to summarize specific case studies. This article explains and corrects these misunderstandings one by one and concludes with the Kuhnian insight that a scientific discipline without a large number of thoroughly executed case studies is a discipline without systematic production of exemplars, and a discipline without exemplars is an ineffective one. Social science may be strengthened by the execution of a greater number of good case studies.