Advertising and Public Relations: Challenges and Implications | Journal of Mass Communication & Journalism

Journal of Mass Communication & Journalism

ISSN: 2165-7912

Open Access

Research Article

Pages: 1 - 4

Advertising and Public Relations: Challenges and Implications

Nurbek Achilov


DOI: 10.4172/2165-7912.S2-001

The paper overviews theories and present challenging issues of advertising and public relations and their implications in the context of classified components and factors. It is important to evaluate these two subjects on similarities and differences, and their challenges and implications from positive and negative points. It helps to outline key ideas and perspectives for further studies of topics

Research Article

Pages: 1 - 8

Gender Role Portrayals in Brazilian and Portuguese Television Advertisements

Felix Neto


DOI: 10.4172/2165-7912.S2-002

The purpose of this research is to compare gender roles portrayed in television advertisements at a comparable time in Portugal and Brazil on the basis of Hofstede’s masculinity dimension. This research reports on two studies conducted with similar methodologies, examining the way males and females are depicted on television (TV). One was performed in Portugal, where 253 TV commercials were content analyzed. The other was performed in Brazil where 169 TV commercials were content analyzed. This research constitutes the first endeavor to compare gender role portrayals in television advertisements between Brazil and Portugal. Both studies were based on the coding scheme devised by McArthur and Resko. In agreement with predictions a greater proportion of Portuguese advertisements feature women as central figures than Brazilian advertisements. However, in Portugal, nine of the ten content categories showed a significant gender role association, whereas in Brazil, six of the ten content categories showed a significant gender role association. Therefore, contrary to expectations, it was found that Portuguese advertisements did not show less significant differences in the ten categories examined than Brazilian advertisements. Limitations of this research are considered.

Opinion Article

Pages: 1 - 2

Priming in Advertising Studies

Gennadiy Chernov


DOI: 10.4172/2165-7912.S2-004

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Research Article

Pages: 1 - 2

The Place of Advertising in Persuasion

Ivone Ferreira


DOI: 10.4172/2165-7912.S2-006

In Rhetoric, Aristotle states that there are as many types of speech as classes of listeners, establishing that they are only three but the appearance of a new agent, an audiovisual and interactive medium, able to overcome the contingency of both the orator’s and the auditorium’s impossibility to share the same physical space, as well as the existence of new classes of listeners – or new profiles of consumers, attending to Advertising’s specific language – are transforming the relationship between these two elements of classic Rhetoric, allowing the transmission of images capable to change the classic speeches but also the character of the listener. With this paper, our goal is to accomplish an improvement of the Aristotelian rhetorical model, motivated by the perception of audiovisual and interactive media’s strong intervention in the definition of the contemporary persuasive speeches, among which is the advertising discourse.

Research Article

Pages: 1 - 5

The Theoritical Study of Green Marketing in India: Its Importance and Need

Sumit Narula and Dhruv Sabharwal


DOI: 10.4172/2165-7912.S2-007

Increasing mindfulness on the different ecological issues has driven a movement in the way customers approach their life. There has been an adjustment in customer demeanors towards a green way of life. Individuals are effectively attempting to decrease their effect on nature. Be that as it may, this is not far reaching is as yet developing. Associations and business, however, have seen this adjustment in shopper mentalities and are attempting to pick up an edge in the aggressive business sector by abusing the potential in the green business sector industry. In the advanced time of globalization, it has turned into a test to keep the buyers in fold and even guard our indigenous habitat and that is the greatest need of the time. Green advertising is a wonder which has created specific significance in the present day showcase and has risen as a critical idea in India as in different parts of the creating and created world, and is seen as an essential procedure of encouraging practical advancement. In this exploration paper, fundamental accentuation has been made of idea, need and significance of green advertising. Information has gathered from different wellsprings of proof, notwithstanding books, diaries, sites and newspapers. It investigates the fundamental issues in appropriation of green advertising hones. The paper portrays the present Scenario of Indian market and investigates the difficulties have with green showcasing.

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