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This title considers the contribution that qualitative market research can make to the development of advertising. It explores the potential contribution made by qualitative research within the specific demands of advertising development, but also reflects on its limitations.

Marketing research -- Methodology. --- Marketing research. --- Qualitative research. --- Commerce --- Business & Economics --- Advertising --- Advertising. --- Qualitative analysis (Research) --- Qualitative methods (Research) --- Market research --- Marketing --- Markets --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Research --- Retail trade --- Research, Industrial --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Research. --- Advertising research

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Synopsis: Now in its second edition, Advertising and Societies: Global Issues provides an international perspective on the practice of advertising while examining some of the ethical and social ramifications of advertising in global societies. The book illustrates how issues such as the representation of women and minorities in ads, advertising and children, and advertising in the digital era have relevance to a wider global community. This new edition has been updated to reflect the dramatic changes impacting the field of advertising that have taken place since publication of the first edition. The growing importance of emerging markets is discussed, and new photos are included. The book provides students and scholars with a comprehensive review of the literature on advertising and society and uses practical examples from international media to document how global advertising and global consumer culture operate, making it an indispensable research tool and invaluable for classroom use.

Advertising. Public relations --- Sociology of minorities --- Sociology of the family. Sociology of sexuality --- Advertising. --- Advertising --- Intercultural communication. --- Social aspects. --- #SBIB:309H2800 --- Cross-cultural communication --- Communication --- Culture --- Cross-cultural orientation --- Cultural competence --- Multilingual communication --- Technical assistance --- Society and advertising --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Reclame: algemene werken --- Anthropological aspects --- Intercultural communication --- Social aspects

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Advertising. --- Advertising --- Sales promotion. --- Social aspects. --- Brand name products. --- Reclame --- #SBIB:309H2800 --- #SBIB:309H2812 --- Reclame: algemene werken --- Marketing, consumentengedrag, consumentisme --- Reclame. --- Sales promotion --- Marketing --- Selling --- Society and advertising --- Brand name products --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Social aspects

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What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950's, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930's, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.

Advertising --- Consumer behavior --- Motivation research (Marketing) --- Subliminal advertising --- Psychological aspects --- History. --- History --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Marketing research --- Motivation (Psychology) --- Research --- Subliminal projection --- American History. --- American Studies. --- Business. --- Economics.

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Promotional and advertising texts come in different forms and account for a considerable share of the translation market. Advertisements, company brochures, websites, tourist guides, institutional information campaigns, and even personal CVs all share a common primary purpose: that of persuading the reader to buy something, be it a product or a lifestyle, or to act in a particular way, from taking preventive measures against health risks to employing one candidate in preference to another. Consequently, their translation requires the application of techniques which, although they vary depending on the specific text type, are all aimed at preserving that persuasive purpose. This often requires in-depth cultural adaptation and, on occasion, thorough rewriting. Translating Promotional and Advertising Texts covers different areas of personal promotion, business to business promotion, institutional and business to consumer promotion, including advertising. Numerous examples from a wide variety of languages and media, taken from the author's own professional experience and from real-life observation, are provided throughout. The volume is designed for use as a coursebook for classroom practice or as a handbook for self-learning. It will be of interest to undergraduate and postgraduate students, but also freelance and in-house translators, as well as other professionals working in sales, public relations or similar departments whose responsibilities include involvement in the management of multilingual advertising and promotion activities.

Advertising --- Translating and interpreting --- Translating --- advertenties --- Reclameteksten --- vertalen. --- Interpretation and translation --- Interpreting and translating --- Language and languages --- Literature --- Translation and interpretation --- Translators --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Translation science --- Advertising. Public relations --- marketingcommunicatie --- vertalen --- reclame --- Reclame --- Reclame. Public relations --- Vertaalkunde --- Advertising - Translating - Textbooks --- Translating and interpreting - Textbooks --- Publicité --- Traduction et interprétation --- Traduction --- Publicité --- Traduction et interprétation