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Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion.

　　Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.
 

作者簡介

Kara Chan

　　Kara Chan (PhD, City University of Hong Kong) is a Professor at the School of Communication, Hong Kong Baptist University. She worked in the advertising business and as a statistician for the Hong Kong Government before she moved into academia. Her research areas are cross-cultural consumer studies and health communication. She has published seven books as well as over 140 journal articles and book chapters. She was a Fulbright scholar at Bradley University, Illinois as well as a Visiting Professor at Copenhagen Business School, Aarhus University and Klagenfurt University. Her journal articles have won five Emerald Literati Network Awards for Excellence. She received awards for Outstanding Performance in Scholarly Work at Hong Kong Baptist University in 2006 and 2014.

1.An Overview of the Indicators of Advertising Performance 2.The Hong Kong Advertising Scene     
3.Meanings of Creativity among Advertising Practitioners     
4.Branded Contents: Public Attitudes and Regulation
5.Controversial and Offensive Advertising     
6.Advertising Regulations in Hong Kong     
7.Personal Loan Advertisements in Hong Kong: A Semiotic Study
8.Gender Portrayal in Advertising     
9.Responses to Gendered Advertisements     
10.Children and Advertising     
11.Advertising Medical Services     
12.Advancing Social Causes through Video Games     
13. Political Advertising and Public Service Advertisements
 

Advertising, as a form of communication, has a process which is very similar to that described in the traditional human communication model (Arens et al., 2013). In the traditional human communication model, there are a total of six components: the source/sender, the encoding process, the message, the channel, the decoding process and the receiver (Peter and Olsen, 1994). Applying this model to advertising communication, the source is equivalent to the advertisers/creatives who are involved in the creation and production of advertising and promotional messages (the encoding process). These advertisements and commercials (the message) are then carried by different advertising media (the channel) to the general audience/consumers (the receiver) who may actively and/or passively engage in the interpretation exercise (the decoding process). Therefore in analyzing the effectiveness of advertising communication, we can focus on examining three key indicators: the production, the distribution and the reception (Chan and Lee, 1992). This chapter centers the discussion around these indicators in order to reveal the big picture of advertising communication in Hong Kong.
 
Production of Advertising Messages
 
Advertising production can be measured by examining three areas. The first indicator of productivity is the investment in advertising production; this can be seen in the level of advertising expenditure in different commercial sectors. The second productivity indicator is the capability of advertising production which is reflected by the manpower engaged in the advertising industry. The quality of advertising production represents the third productivity indicator.

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Social Issues of Advertising 電子書 下載 mobi epub pdf txt 2024

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