Brands as symbolic resources for the construction of identity

Article Abstract:

The search for self-identity is a key determinant of postmodern consumption so it is essential for marketers to understand the concept and dynamics of self, the symbolic meaning of goods and the role played by brands. Building from the concept of advertising literacy, this paper outlines a model of the dialectical relationship between self-identity and social-indentity, the domains of self-symbolism and social-symbolism, and the process of the mediated experience of advertising and the lived experience of products/services. Implications for brand strategy are discussed in relation to trust, deep meaning and the possibilities for mass-market brands to have personal meaning for the individual.

Advertising Management, Identity

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Females' attitudes toward the portrayal of women in advertising: a Canadian study

Article Abstract:

Canadian women think that females in advertisements are depicted inaccurately and unrealistically. A similar view has been expressed previously by American women in a 1979 study. Therefore, it should come as no surprise for companies to find their products rejected or boycotted by women who believe that their advertisements present mythical portrayals. Unless an advertisement projects women roles in a more conventional social or occupational context, negative attitudes toward the depiction of women in advertising will persist.

Research, Women, Beliefs, opinions and attitudes, Women in advertising

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Challenges facing China's television advertising industry in the age of spiritual civilisation: an industry analysis

Article Abstract:

The challenges facing the television advertising industry in China are discussed. Key legal and cultural issues are considered, including the obligation and responsibility of advertising agencies to play a role in the spiritual civilization of Chinese society.

Advertising Management-TV, China, Television advertising

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