PDF DOWNLOAD: Cross-cultural analysis of sports brand creative advertising in Australia and South Korea As globalised sports brands increasingly look to fast-growing emerging markets to leverage their equity those that use creative advertisements which can respond to differentiated cultural nuances and communicate a coherent brand essence and identity across these cultural divides will do well. This study compares two sports brand advertisements from South Korea and two from Australia and uses Hofstede Insights n.d. (2018) to explore … Read More
There are two ads that both play intertextually on the hipster aesthetic to effectively create meaning. They are the Volkswagen’s Think Small by Doyle Dane Bernbach (1959) and Hungry Jacks Keeping It Real television ad by Clemenger BBDO (2017) in Sydney. The Think Small advertisement is responsible for initiating the creative generation in advertising which has close ties to the hipster aesthetic. In contrast, the Keeping It Real advertisement celebrates mainstream contemporary consumer culture and … Read More
Advertising identifies trends, raids culture and constructs desires (Lyth, p3). Through a semiotic qualitative textual analysis, this paper explores how Coca Cola advertisements, at three key junctures in history, have relied upon an authentic/commercial binary that has existed since the Romantic turn during the Enlightenment to promote the myth of a depth ontology and an authentic self in contrast to ‘shallow consumerism’(Banet-Weiser, 2012, Erving Goffman and the Performed Self 2015, Potter, 2010). In line with Stuart … Read More
The Worlds Apart Heineken Advertisement by Edelman and Publicis, London, is refreshing in the way it uses social conscious and acts counter hegemonically to promote the sustainable values of tolerance, empathy, creating mutual goals and shared identities. Unlike the comparative Kendal Jenner Pepsi advertisement of the same time, which was unrealistic, and used questionable representations of people Worlds Apart was as a popular success and shows how socially conscious can work well in advertising. Worlds Apart … Read More
Today on tips and tricks we introduce Canva as a way to make infographics. I find myself using Canva lot’s these days for those simple quick image work, where we want to present professional looking design but can’t afford to fuss all day about the production of it. Image Adapted from CC0 by Stefan Keller (Fantasy) Consider: How you can use Canva to improve how your business is represented.
Hi, This is the first post to get the conversation rolling on digital media topics that entertain, thrill, and educate. I realise the nature of web 2.0 means that I will likely mean that I am the main person contributing for a while, but that’s fine. I enjoy doing it and look forward to the day when I have company here. Today’s post is a Youtube video I made showing how we use Pinterest today. You … Read More