A Multimodal Approach to Product Presentations

Valeiras-Jurado, Julia; Ruiz-Madrid, Noelia

doi:10.1016/j.sbspro.2015.02.061

Cited by 9 publications

(3 citation statements)

References 7 publications

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“…Linguistic studies have recently tried to fill this gap by explicating the linguistic features of related discourses. In particular, product launch presentations by Jobs have aroused some scholarly interest (e.g., Jurado & Ruiz-Madrid, 2015; Kast, 2008; Niebuhr, Brem, et al, 2016; Niebuhr, Voße, et al, 2016; Niebuhr et al, 2017). For example, Kast (2008) used rhetorical analysis to illustrate how Jobs transmitted persuasive messages through a complex interaction of various resources.…”

Section: Innovation Communication and Product Launch Presentationsmentioning

confidence: 99%

“…For example, Kast (2008) used rhetorical analysis to illustrate how Jobs transmitted persuasive messages through a complex interaction of various resources. Jurado and Ruiz-Madrid (2015) analyzed Jobs’s product launch presentation with a multimodal approach, discovering that intonation guides the audience to a particular interpretation and highlights key information. In addition, Jobs’s gestures and head movements usually reinforce and complement evaluations, making the meaning more explicit and yet less intrusive.…”

Section: Innovation Communication and Product Launch Presentationsmentioning

confidence: 99%

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Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

Zhang

Song²,

Wei

et al. 2021

Journal of Business and Technical Communication

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In the information age, discourse plays an increasingly important role in promoting innovative products. But how language works in the innovation process remains underexplored. This study explores the discursive communication strategies used to introduce innovation by analyzing the content, cohesion, and coherence of product launch presentations by Steve Jobs. It reveals that such discursive communication strategies improve the audience’s understanding, recognition, and acceptance of innovative products. This study contributes to both business communication studies in general and research on innovation communication in product launches in particular.

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Section: Innovation Communication and Product Launch Presentationsmentioning

confidence: 99%

Section: Innovation Communication and Product Launch Presentationsmentioning

confidence: 99%

Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

Zhang

Song²,

Wei

et al. 2021

Journal of Business and Technical Communication

View full text Add to dashboard Cite

show abstract

“…Moreover, choices in a DCE depend heavily on the way a product is presented [81][82][83]. Product images of fertilizers should ideally be redesigned to better reflect the attribute options, but this would have entailed a much greater effort than we were able to expend.…”

Section: Limitations and Further Researchmentioning

confidence: 99%

Marketing Green Fertilizers: Insights into Consumer Preferences

Dahlin

Halbherr

Kurz³

et al. 2016

Sustainability

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Abstract:In an effort to support the long-term viability of the bioenergy industry through an end market for digestate, we investigated purchasing preferences for fertilizer product features in the home gardening market. We conducted a discrete choice experiment (DCE), presenting 504 respondents with a total of 6048 product attribute choices in a simulated context that replicated the tradeoff decisions made in the real marketplace. We analyzed the choice data using a hierarchical Bayes estimate to generate part-worth utilities for fertilizer product attributes. We then conducted a latent class analysis to identify market segments that could be expected to respond to differentiated product design strategies. We were able to quantify both purchasing preferences for fertilizer product attributes as well as the importance of each attribute to the perceived utility of a product. We were further able to identify five distinct market segments that make clear the potential for differentiated strategies in the home gardening market. We found both negative and positive price sensitivities, with sociodemographically distinct subgroups that favored low-, mid-, and high-priced products. We also found purchasing preferences for brand status, product labeling and nutrient values. Our results provide insights that should help product managers in the biogas industry develop marketing strategies to integrate digestate into a sustainable energy production system.

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The Classroom Presentation Genre

Gray

2022

Genre Practices, Multimodality and Student Identities

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A Multimodal Approach to Product Presentations

Cited by 9 publications

References 7 publications

Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

Discursive Communication Strategies for Introducing Innovative Products: The Content, Cohesion, and Coherence of Product Launch Presentations

Marketing Green Fertilizers: Insights into Consumer Preferences

The Classroom Presentation Genre

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