Advertise With Social Discourse, as a Brand Positioning Technique： The Focuse on Consumers Advertising  

作　　者：Aivars Gabriel Heide 

机构地区：[1]Riga International School of Economics and BusinessAdministration (RISEBA), Latvia

出　　处：《Sociology Study》2015年第9期689-699,共11页

摘　　要：This study examines the nature of the social discourse of advertising used as a brand positioning discourse. The focus is on consumer advertising, which is directed toward the promotion of some product or service to the general public. This paper aimed at analyzing some different commercial advertisements [product/non-product ads] to investigate the intentions and techniques of consumer product companies to reach more consumers and sell more products. Norman Fairclough＇s 3-D model and Kress and Van Leeuwen＇s grammar of visual design were used to analyze the data for professionals, but we are pointed on using stereotypes. When we consider gender stereotypes, we look at notions about the supposedly traditional behaviors of men and women and the characteristics and standards of these behaviors, as grounded in our culture and society. In addition, this study provides analyses of some ads, using different ways of interpretations. All materials are taken from Latvian media.

关 键 词：Social discourse analysis BRANDING ADVERTISING 

分 类 号：F713.8[经济管理—广告] P228[经济管理—产业经济]