Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging

Underwood, Robert L.; Ozanne, Julie L.

doi:10.1080/135272698345762

Cited by 96 publications

(73 citation statements)

References 6 publications

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“…Des de la literatura tècnica i científica, s'han concretat els fonaments de la composició visual que són conceptualment rellevants per tal d'abordar la construcció de l'esmentat model: la complexitat i l'ordre. Així mateix, aquests conceptes han estat recurrents en tractar l'estudi de l'Estat Estètic en els productes gràfics (Bense, 1973;Moles, 1976;Tena, 1998).…”

Section: Nivell Sintàctic Del Codiunclassified

Production of visual message through packaging: a conceptual model to analyze the code

Ruz

2014

Anàlisi

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Cita recomendada: COLET.J.(2014). "Producció del missatge visual a través del packaging: un model conceptual per a l'anàlisi del codi". Anàlisi. Quaderns ResumMés enllà de la seva primigènia funció, els envasos han instituït una potent dimensió comunicativa. La rellevància del packaging rau en el fet que la identitat visual de l'envàs ha esdevingut indefectiblement una part indissociable del producte; des d'aquesta perspectiva, els envasos també són objecte de consum. La pròpia evolució del punt de venda els ha transformat en uns autèntics artefactes publicitaris de gran importància estratègica per a les marques.En particular, els productes d'alta freqüència de compra -altrament anomenats fast-moving consumer goods-han desenvolupat la capacitat de transmetre la identitat tipològica del producte i els valors de la marca en un moment decisiu: l'acte de compra. Aquest fenomen és significatiu a fi d'abordar una reflexió a l'entorn de la representació iconogràfica dels productes.El model conceptual que aquí es presenta analitza la formulació del missatge visual a través del packaging. El seu principal propòsit és plantejar un enfocament teòric en relació a l'estudi del codi visual per tal de potenciar l'eficiència comunicativa dels envasos.El contingut s'articula en tres eixos conceptuals: ordre, complexitat i congenialitat. Aquesta tríada abasta el funcionament del codi visual en els seus vessants sintàctic i semàntic. A banda de l'interès acadèmic, el model conceptual esdevé una eina útil de recerca quan sigui necessari conèixer l'eficiència del missatge. Especialment, en àmbits professionals immersos en la conceptualització estructural i gràfica dels envasos que vulguin investigar els efectes i límits del codi visual en relació al comportament de compra. Les variables implicades en el funcionament d'aquest codi fan possible una avaluació sistemàtica de les diferents propostes estructurals i gràfiques amb l'objectiu de potenciar l'eficiència comunicativa d'aquests artefactes publicitaris.

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Section: Nivell Sintàctic Del Codiunclassified

Production of visual message through packaging: a conceptual model to analyze the code

Ruz

2014

Anàlisi

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“…It is therefore paramount to adopt a holistic approach with close collaboration with stakeholders along the supply chain to ensure minimum adverse environmental impact along the life cycle of both product and packaging. In addition packaging serves as a promotional platform as it is an important tool to attract consumers and to support brand image [24]. Last but not least, because packaging has become a very visible symbol for waste, there is significant pressure for sustainability efforts from various external stakeholder groups.…”

Section: Background and Methodologymentioning

confidence: 99%

A Life Cycle Stakeholder Management Framework for Enhanced Collaboration Between Stakeholders with Competing Interests

Scandelius

Cohen

2011

Towards Life Cycle Sustainability Management

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Implementation of a Life Cycle Sustainability Management (LCSM) strategy can involve significant challenges because of competing or conflicting objectives between stakeholders. These differences may, if not identified and managed, hinder successful adoption of sustainability initiatives. This article proposes a conceptual framework for stakeholder management in a LCSM context. The framework identifies the key sustainability stakeholder groups and suggests strategic ambiguity as a management tool to harness dysfunctional conflict into constructive collaboration. The framework is of practical value as it can be used as a guideline by managers who wish to improve collaboration with stakeholders along the supply chain. The article also fills a gap in the academic literature where there is only limited research on sustainability stakeholder management through strategic ambiguity.

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“…In addition, among all the cacophony of infinite information and misinformation in this post-modern information marketplace, people tend to follow the sources that are congenial to their own views, philosophies, or faiths (Underwood & Ozanne, 1998). Faith publications often serve as their followers" regular, if not primary, media source.…”

Section: Research Questionsmentioning

confidence: 99%

“…Underwood and Ozanne (1998) argue that we have entered such a marketplace as the world is increasingly connected (or disconnected) globally and technologically and consumers are flooded with information through countless channels of print, electronic, and digital media.…”

Section: Media Narrativesmentioning

confidence: 99%

God, Robin Hood, and the Uber Woman: Fair Trade Narratives in Christian Publications

Bamford¹,

Berggreen²

2017

JMC

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Since its origins as a grassroots movement in the 1960s, the fair trade movement has found a consistent, reliable base of support from various Christian churches, ministries, and organizations. This article reviews coverage of fair trade in several of the most prominent, U.S.-based Christian publications between 2006 and 2016 to identify the distinct ways in which Christian themes and language are interpolated within broader framings of fair trade. In particular, it addresses certain tensions between Christian concepts like "global missions" and "evangelism" in relation to a market-driven framing of fair trade as a Robin Hood-like means of redistributing income from the consuming [global] North to producers in the South. The article also describes the unique role of gender throughout the coverage in these publications. Finally, it explains how a particularly pro-capitalist Protestant formulation described as "Calvinist social piety" informs the ways in which Christian publications frame fair trade.

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Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging

Cited by 96 publications

References 6 publications

Production of visual message through packaging: a conceptual model to analyze the code

Production of visual message through packaging: a conceptual model to analyze the code

A Life Cycle Stakeholder Management Framework for Enhanced Collaboration Between Stakeholders with Competing Interests

God, Robin Hood, and the Uber Woman: Fair Trade Narratives in Christian Publications

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