The Genre of Advertising

Bex, Tony

doi:10.3406/rbph.1993.3900

Cited by 9 publications

(5 citation statements)

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“…View of the castle on the slope and the city below it (1), boat ride down the river through the city (2), couple on a boat watching the surroundings (3), supping on the river through the town (4), cycling (5), playing golf (6), horses 7, displaying a lake and an older couple on a rowing boat (8), caption of a tourist's comment »MIND-BLO-WING (9). "Like stepping right into a fairytale« (10), a couple sits on a terrace overlooking a lake (30) and drinks coffee and eats the traditional walnut cake (11), a father with his son playing on a beach with sand (12), jumping together in a swimming pool (13), a scene depicting a town market (14), a young couple trying food at the town market (15), followed by a bike ride (16), a couple in a spa (17), massage (18), rafting (19), a caption of a tourist's comment "One of nature's gifts to the world" (20), a display of a seaside town and port (21), a couple strolling through the streets and taking pictures (22), a caption of a tourist's comment "You will fall in love with the place" (23), pouring wine into a glass (24), displaying food (25), underground cave with stalactites and stalagmites (26), a man hiking (27), a young couple watching the sunset by the sea (28) After analysing fluency and flexibility, we identified the main thematic types of the videos.…”

Section: Main Thematic Typementioning

confidence: 99%

“…The aim of this paper is, on the one hand, to analyse the creativity of destination branding on YouTube and on the other hand to identify the common, or typical: what Turnšek and Janecek [8] term "destination imagery" on YouTube and what others term as a predetermined structure evoked by the ad theme: similarities of the ads of the same product forming a category or schema, that can even be termed as an advertising genre [9] of destination promotion.…”

Section: Introductionmentioning

confidence: 99%

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Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Alegro

Turnšek

2020

Sustainability

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Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.

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Section: Main Thematic Typementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Alegro

Turnšek

2020

Sustainability

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“…Analysis of the discursive production shows that press release A incorporates elements of the genre of private advertising: the service is foregrounded, and the text functions as a mechanism for persuasion, targets its audience and provides instructions for consumption/acquisition (Bex, 1993). The text appropriates the discourse of advertising with a focus on exclusive services.…”

Section: Data Analysis: Discourse On Favelasmentioning

confidence: 99%

Rio de Janeiro and the divided state: Analysing the political discourse on favelas

Lacerda

2014

Discourse & Society

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This article analyses the discourse on favelas produced by Brazilian society and consumed in the political field of local administration. The ideological conception of favelas (slums) determines the creation of public policies that reinforce the prejudicial notion of favelas. This work employs critical discourse analysis (CDA) to analyse several texts extracted from mass-media stories and press releases of the Rio government. It shows that the state of praxis reproduces the understanding of slums as a phenomenon detached from the rest of society. This alienated vision impacts on different utterances blaming the poor (analysis 1); perpetuating poverty (analysis 2); and reinforcing exclusion (analysis 3).

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“…Though the characteristics of advertisements may seem self‐evident, conceptualizations of the genre are contingent upon available technologies and media and need to be revised as the genre evolves. Bex (1993), Hermeren (1999), and Simpson (2001) have contributed to the model for describing advertisements as summarized in Table 1.…”

Section: The Genre Of Advertisementsmentioning

confidence: 99%

English in the Thai linguistic netscape

Troyer¹

2012

World Englishes

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Previous work on the role of English in multilingual advertising has shown that the language is used to index concepts of cosmopolitanism, globalization and modernity. The growing field of linguistic landscape studies (or geosemiotics or semiotic landscapes) has combined sociolinguistics with concerns of place and space in the public sphere to demonstrate the functional and symbolic uses of English in a variety of public discourses. This paper builds on Huebner's study of public signage and English in Bangkok by expanding the landscape covered to include Thai online newspapers, which have increased in numbers of publications and viewership. Approaching these web sites as spaces in the public sphere that engage millions of Thai Internet users reveals the multilingual character of this online environment. The results show that Thai website advertising often favors the use of English over other languages in interesting and perhaps surprising fashion.

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The Genre of Advertising

Cited by 9 publications

References 0 publications

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Rio de Janeiro and the divided state: Analysing the political discourse on favelas

English in the Thai linguistic netscape

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