"May your life be marvelous:" english language labelling and the semiotics of Japanese promotion
Article Abstract:
A recent trend in consumer research is the broadening of the notion of consumer behavior to include activities not merely epiphenomenal to marketing. Another trend with earlier historical origins is the semiotic interpretation of consumption activities. These trends are merged in the present article, which contrasts the vehemence with which Japanese cultural uniqueness is linked with the spirit of the language (kotodama) with the Japanese readiness to use English language loanwords in establishing an identity for indigenous product offerings. The article focuses on the investing of indigenous consumer goods with meaning through use of loanwords in a culturally conservative blocked market context. It explores the meaning of such investment from the perspective of consumer and analyst, using product labels and other promotional vehicles as a primary data base. Finally, it treats the diffusion of cultural elements such as language and lifestyles, and their subsequent adaptation to local systems of meaning, as a significant macroconsumption pattern. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1987
User Contributions:
Comment about this article or add new information about this topic:
Temporal and Associative Memory in Chinese and English
Article Abstract:
Findings of a study of linguistic differences between English and Chinese are discussed. Details on the models used to analyze differences in processing verbal information in both languages are also included.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
The Effects of Positive Mood on Memory
Article Abstract:
A positive mood assists an individual to remember brand names much better than a neutral mood. The results of several experiments are provided.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Winch's pluralist tree and the roots of relativism. Can feminism be rational? Relativism and the promise of tolerance
- Abstracts: A typology of networks: flexible and evolutionary firms. The entry mode choice of MNEs: an evolutionary approach
- Abstracts: The potential for social mobilisation in Bangladesh: the organisation and functioning of two health insurance schemes
- Abstracts: NGOs in community health insurance schemes: examples from Guatemala and the Philippines. The Bwamanda hospital insurance scheme: effective for whom? A study of its impact on hospital utilization patterns
- Abstracts: Home or alone: the costs of independent living for youth. Getting into street crime: the structure and process of criminal embeddedness