Advertising as Public Diplomacy: Attitude Change among International Audiences

Kendrick, Alice; Fullerton, Jami A.

doi:10.1017/s0021849904040255

Cited by 17 publications

(19 citation statements)

References 2 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The campaign portrayed the lives of Muslims in the United States and was designed to improve the U.S. image in Arab and Muslim countries. Kendrick and Fullerton (2004) evaluated this effort through a combination of classic wartime propaganda experiments and an advertising copy test used to evaluate regular television commercials. The views of international students studying in London toward the United States were tested before and after showing them the advertised spots.…”

Section: Public Relations: Promoting Image and Reputationmentioning

confidence: 99%

Searching for a Theory of Public Diplomacy

Gilboa

2008

The ANNALS of the American Academy of Political and Social Scie

409

192

View full text Add to dashboard Cite

This work presents and critically evaluates attempts to theorize and conceptualize public diplomacy within several disciplines, including international relations, strategic studies, diplomatic studies, public relations, and communication. It also examines research methods used to investigate public diplomacy, including models, paradigms, case studies, and comparative analysis. The work identifies promising directions as well as weaknesses and gaps in existing knowledge and methodology and outlines a new research agenda. The presented analysis and examples suggest that only a systematic multidisciplinary effort and close collaboration between researchers and practitioners can lead to a coherent theory of public diplomacy.

show abstract

Section: Public Relations: Promoting Image and Reputationmentioning

confidence: 99%

Searching for a Theory of Public Diplomacy

Gilboa

2008

The ANNALS of the American Academy of Political and Social Scie

409

192

View full text Add to dashboard Cite

show abstract

“…Nevertheless, after 2008, the West fully realised it was fighting an ideological battle against AQ. The problem was partly exacerbated because the United States reduced its public diplomacy capability after the Reagan Administration (Brown, 2002; Taylor, 2003), and a previous effort to improve public perceptions of the United States in Muslim countries (‘The Shared Values Initiative’) was perceived to, but may not have actually, backfired (see Fullerton and Kendrick, 2006; Kendrick and Fullerton, 2004).…”

Section: Positioning (And Countering) the Aq Brandmentioning

confidence: 99%

Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited

Baines

O’Shaughnessy

2014

Public Relations Inquiry

View full text Add to dashboard Cite

We present an analysis of terrorist propaganda using Al-Qaeda (AQ) between 1998 and 2008 as a case study using semiotic and propaganda analytic approaches. Our findings suggest AQ position themselves using a variety of propaganda techniques, especially on the notion of a global conspiracy, an existential threat, against Islam. Their key contribution to the evolution of conflict has been to emancipate the political marketing/public relations component and, thus, to redefine the essence of conflict. AQ design sophisticated propaganda, use segmented message design and have improved their production values over time. They have also crudely attempted to influence Western European and US elections. The authors conclude that AQ’s positioning strategy is based on framing a death-centred militant worldview as its precise opposite, a pious life of struggle with rewards in the afterlife. This article makes descriptive and methodological contributions to the interdisciplinary literature on propaganda. It makes a contribution by explaining how AQ’s positioning strategy evolved between 1998 and 2008, an analysis which will be of particular interest to those who seek to understand the wider societal applications of terrorist use of propaganda and who seek to counter its effects. It makes a further methodological contribution by providing an integrated method by which to evaluate propaganda, using a combination of semiotic, content and propaganda analysis approaches.

show abstract

“…, 7 -exciting). The selection of these attributes was based on a review of consumer studies on the effectiveness of TV advertisements (Kendrick and Fullerton, 2004). The average ratings from 429 survey respondents who watched the TV advertisement are reported in Figure 1.…”

Section: How Do the Respondents Like The Tv Advertisement?mentioning

confidence: 99%

“…First, the study population was comprised of students at a public university in the USA, and the findings may not be generalized to the general population in the USA. On the other hand, many studies have chosen college students as the study population because of both student diversity and relatively low survey costs (Kendrick and Fullerton, 2004;Wang and Chen, 2004;Kumara and Kang, 2010). Second, although great efforts were made to select representative classes from different disciplines, the classes and respondents in this study were not randomly selected, which may result in some potential problems.…”

Section: Conclusion and Recommendationsmentioning

confidence: 99%

Effectiveness of the “Made in China” TV advertisement

Wang

Sun

et al. 2013

J of Chinese Ec and F T Stud

View full text Add to dashboard Cite

Purpose -The purpose of this paper is to examine the effectiveness of the "Made in China, Made with the World" advertisement broadcast on the US television station CNN in 2009 and derives recommendations for China's further efforts in promoting the image of products made in China (PMC). Design/methodology/approach -Through a survey based on the Solomon four-group design, this study collected primary data from 546 students at an American university in 2010 and used the data to test the effectiveness of the CNN advertisement and identify factors that affect the respondents' perceptions about PMC. Findings -Statistical tests indicate that the TV advertisement did not result in the expected effects and even had some boomerang effects on the perceptions about PMC and China's developments, and regression analysis confirms these conclusions. Also, the TV advertisement received low ratings from the respondents in credibility, trustworthiness, rationality, information, stimulation, and excitability. Practical implications -As exports continue to play an important role in the Chinese economy and PMC are likely to face more challenges in the global markets, China needs to understand both consumer preferences and product safety regulations in the foreign markets, focus more on quality and safety over low prices, and improve the effectiveness of its promotion efforts on the basis of scientifically sound studies. Originality/value -While the CNN TV advertisement was China's first TV campaign abroad to enhance the image of PMC, this paper presents one of the first studies for assessing the effectiveness of the advertisement and deriving recommendations for China's further efforts in promoting PMC.

show abstract

Advertising as Public Diplomacy: Attitude Change among International Audiences

Cited by 17 publications

References 2 publications

Searching for a Theory of Public Diplomacy

Searching for a Theory of Public Diplomacy

Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited

Effectiveness of the “Made in China” TV advertisement

Contact Info

Product

Resources

About