Drawing on the wider literature in the psychology and sociology of emotions and memory this study provides new insights into the formation and role of shared emotion in the memory of event experiences. The methodology draws together several data collection methods in order to capture the complexity of emotional response. Thick data are gathered from a single case study friendship pair using a combination of short surveys, physiological measures, photo elicitation, and paired interviews to provide a detailed understanding of the experience from anticipation to recollection and reflection to response. The longitudinal data show that what was felt at the time changes considerably in recollection often becoming more intense as time passes and it is the act of sharing these memories that appears to intensify and alter them. This suggests that the often flawed and certainly mediated memory of the experience has a more influential role to play in attitude formation than previously thought. Furthermore, it is the desire for a feeling of emotional congruity that creates and strengthens this emotional response in remembering. Therefore, the mediated memory of the attendee experience has more influence on behavior than the reality of the experience. It is recommended that event marketers use this understanding to design opportunities, beyond the experience, in which memories can be created and shared.

A triangulation mixed-methods design was used to measure differences in service-learning outcomes for 32 students enrolled in criminal justice courses during the academic years 2003 (n = 16) and 2005 (n = 16). Results show that service-learners increase their political awareness and course value but experience a decrease in problem-solving skills and preference for short-term and long-term participation in service projects over the course of the semester. Results further indicate that service-learning impacts the majority of students' attitudes regarding diversity, as well as their interpersonal, personal, and intellectual development.

Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 2009 PALGRAVE MACMILLANPalgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills,

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Purpose -The purpose of this paper is to review current thinking about visual and verbal images used in advertising. It also aims to critique a range of current alcohol advertisements and provides practical analysis of the visual and verbal rhetoric contained within them. Design/methodology/approach -The article provides three empirical readings of alcohol advertisements. The first reading, presented by the authors, evaluates alcohol advertisements using the taxonomy of rhetoric, introduced by McQuarrie and Mick in 1996. They then offer a second reading of visual rhetoric, shown in the Absolut Vodka "Everything" advertisements, using the Phillips and McQuarrie's typology introduced in 2004. Findings -The first two qualitative readings of alcohol and Absolut Vodka advertisements show that there is high deviance in advertisements. However, with the introduction of taxonomies, detailed textual interpretations can be made, categorised and commented upon using socio-cultural cues. In terms of the third empirical reading, of the Absolut "Everything" television advertisement, informants displayed a collective understanding of visual rhetoric that is low in deviance, but a wide variety of interpretations where highly complex rhetoric is used.Research limitations/implications -The first two readings were completed by the authors, using their own interpretive practice skills, therefore, future research could be completed with informants that are in the target audience and informants that are outside the target audience. The empirical research invited informants that are in the target audience and informants not in the target audience. Future research could be conducted with different audience types and different research methods to gain a rounded picture. Originality/value -Taxonomies of rhetoric have been created and developed over the years. The introduction of the visual rhetoric typology has given scholars the opportunity to categorise the signs and codes used in advertisements. This paper has used verbal and visual rhetorical taxonomies to highlight the wicked deviations shown in alcohol advertisements. It explores the perceptions of the scholars, with their own deep readings and the perceptions of scholars through depth interviews. This paper's examination of alcohol advertisements does not offer a fixed view of the interpretations that can be gained from rhetoric, it does, however, present insights into the concepts and methodological process for future studies.

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This paper explores the use of intertextuality in advertising texts. It identifies that there are two distinctive methods of researching meanings found in and around advertisements. The two methods are textual strategy and interpretive practice. The results of a phenomenological study of the interpretive practices are shown. The empirical study was completed with young people from the United Kingdom who used interpretive practices to form meaning from an alcohol advertisement. The study reveals that young audiences draw on intertexts, from a very wide variety of sources, both in and around themselves. There are, however, common intertextual themes. The intertextual themes will be categorised into taxonomies for analysis, which extends the current process for analysing advertisements.

The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cultural influences for marketing management in general, this chapter presents the results of a meta-analytic literature review concentrating on consumer culture in the food and beverage sector.