Russia’s “Pure Spirit”

Kravets, Olga

doi:10.1177/0276146712449627

Cited by 31 publications

(11 citation statements)

References 42 publications

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“…The posters featured in this paper are not meant to represent the Vietnam War posters published in the catalog or all of the war-time propaganda posters. Rather, they were chosen based on their conceptual richness and interesting imagery, similar to the purposive sampling approach utilized by previous semiotic analytical research (Kravets 2012; Mick and Oswald 2006; Williamson 1978; Zhao and Belk 2008 a , 2008 b ).…”

Section: Data Collection and Analysismentioning

confidence: 99%

“…In order to develop a full understanding of and familiarity with the signs and styles depicted in posters, the author engrossed himself with the historical, sociological, and cultural environment of the time period under study through examination of the literature, newspapers, magazines, and documentaries as suggested by previous semiotic researchers (Kim and Haley 2017; Kravets 2012; Mick 1986; Zhao and Belk 2008 a ). Additionally, the author conducted an oral history interview in July 2014 with one of the few surviving poster artists to gain greater understanding and insights into the historical context, poster production, and distribution methods.…”

Section: Data Collection and Analysismentioning

confidence: 99%

“…In the last decade, the Journal of Macromarketing has published a body of historical research concerning the interplay between the arts, society and advertising using a variety of research methods and spanning across national borders (Clampin 2009; Gao 2015; Kravets 2012; Livas 2020; Loxham 2016; McDonald, Debra, and Manis 2020; Paulson and O’Guinn 2018; Rodner and Preece 2016; Witkowski 2020). The research reported here complements this body of work by examining how state-sponsored visual art (propaganda posters) can play a pivotal role in the total mobilization of a country's people to support the war efforts through the examination of North Vietnam's propaganda posters during the Vietnam War.…”

Section: Introductionmentioning

confidence: 99%

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Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

Nguyen

2023

Journal of Macromarketing

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How did the government of North Vietnam use propaganda posters during the Vietnam War (1955–1975) to rally Vietnamese people's support of its war efforts and successfully drive the Americans out of Vietnam? Through an interpretive analysis of the iconography and texts found in 141 posters, this study demonstrates four thematic appeals in Vietnamese posters during the Vietnam War: 1/ Emotional appeals (hate and sympathy; pride and indomitability); 2/ Social unity (dedication; allegiance and solidarity); 3/ Authority and leadership; and 4/ Idealized future. The study delivers fresh insights for research in social marketing, communication, art history, political science, and Asian studies.

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Section: Data Collection and Analysismentioning

confidence: 99%

Section: Data Collection and Analysismentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

Nguyen

2023

Journal of Macromarketing

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“…Also, culture and history are embedded in some products; one can observe this in nations' consumption habits. Kravets (2012) provides a clear illustration of this through the identification of vodka with Russian culture and nationality. Moreover, in such culturally related products, one can assert that consumers have a higher quality perception of domestic brands.…”

Section: Purchase Intention Of Ethnocentric Consumersmentioning

confidence: 99%

Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

YILMAZ

Kurdoglu

2023

eab

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The marketing literature lacks a thorough understanding of how emotions change purchase intentions of ethnocentric consumers' when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we focus on how ethnocentric consumers' purchase intentions for national icon products (product nationality signal) change due to emotional states. Drawing on signaling theory, social identity theory, and the psychology literature on emotions, we carried out an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on brand image rather than the product class (i.e., national icon products) signaling a nation’s heritage. Our study displays the powerful impact of the incidental emotions on the ethnocentric consumer judgment and decision making regarding the brand quality and purchase intention for brands with foreign vs domestic images.

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“…Branding is discussed within several contexts in macromarketing such as: branding ideology (Levy & Luedicke, 2013), nation branding (Kerrigan, Shivanandan, & Hede, 2012;O'Shaughnessy & O'Shaughnessy, 2000), place branding Brown & Campelo, 2014), historical discourse on branding and evolution of brand meaning (Eckhardt & Bengtsson, 2010;Petty, 2011), and impact of system elements on brands and brand management (Berthon & Pitt, 2018;Gao, 2012;Kravets, 2012). Discussion on the social consequences of brands and branding is scarce in macromarketing literature.…”

Section: Introductionmentioning

confidence: 99%

7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

Samuel¹,

Peattie²

2021

Ethical Approaches to Marketing

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Providing low-income consumers access to transformative services such as healthcare is an ethical challenge of vital importance to marketers. However, most consumers at the base of the pyramid are excluded from the market for such transformative services because of financial constraints due to poverty. In this paper, instead of focusing on the micro-interplay between firms and consumers, we examine the macro-interplay among firms, consumers, and public policy in addressing the ethical challenge of market inclusion at the base of the pyramid.Specifically, we examine how the Vietnam government used a policy of free and universal health insurance for children under the age of six as a means of lowering affordability barriers and fostering market inclusion in the healthcare market. Overnight in 2005, all children under the age of six living anywhere in Vietnam became eligible for free health insurance. Using this policy intervention as a natural experiment, we compare market inclusion outcomes of children under the age of six with older children who were ineligible before and after the program was implemented. We show that lowering affordability barriers through public policy (1) increases access to target services, (2) increases consumers' overall out-of-pocket spending, and (3) increases access to complementary services. By adopting a macromarketing lens, this study makes a strong case for collaboration among firms, governments, and communities in addressing the ethical challenge of system-wide market inclusion in base-of-the-pyramid markets.

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Russia’s “Pure Spirit”

Cited by 31 publications

References 42 publications

Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

Mobilizing a Nation: Persuasive Appeals in Vietnamese War Posters

Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

7 Fairtrade Towns: A Community Based Social Marketing Perspective in Promoting Ethical Consumption

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