Representation of Orientalism in Sunsilk Print Advertising

Mixing English in Persian Print Advertising Discourse

This article intended to illustrate a profile of the impact of English in magazine print advertising in Iran, examining the quantitative results obtained from discourse analysis. Three issues of Khanevadeh Sabz and two issues of Zendegi Ideal, female-oriented and best-seller magazines published in 2011, were collected and a total of 261 advertisements was analyzed qualitatively. Results showed ...

Print advertising: Celebrity presenters

a r t i c l e i n f o Keywords: Celebrity presenter characteristics Hook versus linear conceptualization of characteristics Persuasion and dissuasion This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit a...

On the Edge: The New Orientalism in American Advertising

Brand Positioning through Print Advertising

Due to rapid economic development and a burgeoning middle class, China has attracted consumer market competition from around the world. The market environment in China, however, is culturally complex. Juxtaposed between traditional Eastern values and Western materialism, China presents unique challenges regarding brand positioning. Within this scope of inquiry, the authors explore an important ...

mixing english in persian print advertising discourse

this article intended to illustrate a profile of the impact of english in magazine print advertising in iran, examining the quantitative results obtained from discourse analysis. three issues of khanevadeh sabz and two issues of zendegi ideal, female-oriented and best-seller magazines published in 2011, were collected and a total of 261 advertisements was analyzed qualitatively. results showed ...