Tourism advertising is linked to market competitiveness and sustainable development of cultural heritage sites (CHSs). However, current academic circles do not adequately discuss its impact effects ...and mechanisms methodically. This study explores the heterogeneous effects of different tourism advertising styles. The results reveal that metaphorical tourism advertising (vs. straightforward tourism advertising) can encourage a stronger intention to visit. Moreover, experience expectation and awakening of interest play mediating roles in this process. Heritage familiarity is an effective moderator. As heritage familiarity increases, the positive effects of metaphorical tourism advertising will diminish. This paper innovates a research perspective on tourism advertising and marketing in CHSs and provides practical insights into tourism advertising strategies.
Finnish television was launched by a commercial company in 1956. TES-TV, the first television station, was later followed by a programming company called Tesvisio and joined by the television channel ...of YLE, the Finnish Broadcasting Company. The TES-TV/Tesvisio years are a unique period in television history, since they witnessed the creation of a connection between commercial television and the arts. In this article I aim to study early Finnish television aesthetics by analyzing television as art and also the relations between television and other art forms. My focus is on the representations of high and low culture and the search for a television style. TES-TV aired both popular programmes and high culture, like ballet, while on Tesvisio, these cultural extremities were gradually replaced by a middle-brow culture. The early programming included both filmed and live material, which had a contribution to the evolution of Finnish television aesthetics. The television style was further developed by Tesvisio’s first professional set designer and his experimental work. Therefore I claim that in these commercial companies television was seen as an art form in its own right, not only as a mediator of art
The article deals with linguistic heterogeneity in commercial advertisements addressed to the Czech-speaking majority audience in the Czech Republic. Analyzing examples predominantly from the Czech ...press and television advertisements, the author shows, among others, which foreign languages are used, how elements of foreign languages are incorporated into the Czech texts and what their functions are. The most frequent foreign language used here is English, followed (perhaps surprisingly) by Italian, which is associated with advertisements for culinary products. For most of the advertisements analyzed, recipients can do without any profound knowledge of the foreign language being used, and in fact, often no knowledge of it is necessary to understand them. The most important function of the foreign language elements or even some longer texts in the advertisements is to index associated stereotypes. Foreign languages point to foreign countries, nations, cultures and their supposed qualities, e.g. German in advertisements on cars produced by German manufactures refers to the tradition of German engineers and evokes concepts such as exactness or reliability. Even in those cases where some knowledge of the given foreign language is necessary to understand the advertisement, the indexical function of this language is important, but in a different manner: it points to the addressee as to an educated person, a citizen of the world, and the like.
This study analyzes the differences in celebrity effectiveness in advertisements of different styles as well as the impact of source credibility. This study uses an experimental magazine to test nine ...fictional advertisements for three products with unreal brands and three advertising styles. The findings show that the advertising styles that generate the greatest effectiveness differ according to the product; the celebrities do not increase effectiveness, but when the respondents recognize the celebrity, effectiveness increases; and credibility influences affective and conative measures. The work also considers how celebrity-product pairings, the existence of negative celebrity information, and the familiarity with the celebrity affect the effectiveness.
Los trabajos sobre los aspectos más creativos de la publicidad sonora son escasos. Esta investigación pretende cubrir este vacío y pone el foco no solo en los formatos, sino también en el tono y el ...estilo de las inserciones publicitarias radiofónicas. El análisis longitudinal de una muestra de 679 anuncios emitidos en prime-time por las emisoras generalistas de mayor audiencia en España permite comparar la evolución que presentan las piezas a lo largo de una década. La clasificación metodológica sobre tono y estilo aplicada en esta propuesta presenta una aportación novedosa sobre el papel que juega la creatividad en la publicidad radiofónica en nuestro país, la cual sigue mostrando signos de evidente estancamiento.
Physical description: A convex lighter, so-called, in rectangular shape. zippo model. Opening from the top with a hinge. The front and back sides are black in the background color, otherwise the ...lighter is metal colored. On the front page, the names of Finnish companies.
The pack is red-white and the cover shows a picture of a man in a suit who lights a cigarette with a lighter from which a huge flame emerges.
fyysinen kuvaus: Suorakaiteen muotoinen päältä kupera sytytin, ns. zippo-mallinen. Aukeaa yläosasta saranalla. Etu- ja takasivu ovat taustaväriltään mustia, muuten sytytin on metallinvärinen. Etusivulla suomalaisten yritysten nimiä.
Pakkaus on puna-valkoinen ja kannessa on kuva pukumiehestä, joka sytyttää savuketta sytyttimellä, josta nousee valtava liekki.
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