"May Your Life Be Marvelous:" English Language Labelling and the Semiotics of Japanese Promotion

Sherry, John F.; Camargo, Eduardo Guimarães

doi:10.1086/209104

Cited by 95 publications

(44 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Although several studies have contrasted Japanese and American advertising (Lin 1993;Madden, Cabellero, and Matsukubo 1986;Hong, Muderrisoglu, and Zinkhan The Journal o(Advertising 1987;Miracle, Taylor and Chang 1992;Mueller 1987;Ramaprasad and Hasegawa 1990;Sherry and Camargo 1987), they have some limitations. How the language in the advertisements communicates to the audience in subtle, nuanced ways remains unclear.…”

Section: Literature Reviewmentioning

confidence: 99%

Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads

Maynard¹,

Taylor²

1999

Journal of Advertising

View full text Add to dashboard Cite

Section: Literature Reviewmentioning

confidence: 99%

Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads

Maynard¹,

Taylor²

1999

Journal of Advertising

View full text Add to dashboard Cite

“…In addition, United Colours of Benetton's campaigns include appeals to freedom, individual rights and democracy, aligned with the current cultural ideoscape (Alden et al, 1999). Research has also applied a semiotic analysis to examine the visual symbolism in Japanese packaging (Sherry and Camargo, 1987). The use of kanji represents tradition and formality, hiragana signifies femininity and softness and katakana suggests newness, foreignness and directness.…”

Section: Symbolic Meanings Of Corporate Brandsmentioning

confidence: 99%

Consumer values of corporate and celebrity brand associations

Ilicic

Webster

2015

Qualitative Market Research: An International Journal

View full text Add to dashboard Cite

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

show abstract

“…For example, past research examined visual meanings of packaging in Japan. Their findings showed that the use of "kanji" (Chinese ideograms) signifies tradition, whereas "hiragana" (simple one or two characters) denotes femininity and softness (Alden, Steenkamp, & Batra, 1999;Sherry & Camargo, 1987). Another area of research related to visual symbolism is "visual aesthetics" which include the analysis of colors, shapes, and materials used in advertising and packaging (Alden et al).…”

Section: Downloaded By [University Of Western Ontario] At 18:00 08 Fementioning

confidence: 99%

Character Portrayal: Examining Gender Roles in Television Commercials Targeted at Children in India and the United States

Bakir

2013

Journal of Global Marketing

View full text Add to dashboard Cite

Children's market has been growing steadily not only in the United States but also globally. Advertisers have been targeting this segment heavily in recent years. Given the impact of this segment having increased rapidly in recent years, it is imperative for the advertisers to understand and develop effective advertising messages to reach this segment successfully. One of the essential components of advertisement content includes decisions regarding the gender portrayal of the characters. This study examines the depiction of self-presentation behaviors of the characters in commercials shown during the times and on the channels that children watch in India and the United States. The findings indicate interesting similarities and differences between the two countries. Managerial implications and future research directions are offered based on the findings.

show abstract

"May Your Life Be Marvelous:" English Language Labelling and the Semiotics of Japanese Promotion

Cited by 95 publications

References 17 publications

Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads

Girlish Images across Cultures: Analyzing Japanese versus U.S.SeventeenMagazine Ads

Consumer values of corporate and celebrity brand associations

Character Portrayal: Examining Gender Roles in Television Commercials Targeted at Children in India and the United States

Contact Info

Product

Resources

About