'Better City, Better Life' Representing Shanghai in the World Expo Advertising Campaign

2010 ◽  
Author(s):  
Gillian Bolsover
Keyword(s):  
Advertising Campaign ◽  
The World ◽  
World Expo

scholarly journals LINGUÍSTICA E PUBLICIDADE: UM OLHAR ENUNCIATIVO SOBRE UMA CAMPANHA PUBLICITÁRIA DO CITIBANK.

2017 ◽  
Author(s):  
Ellen Cristina Gerner Siqueira
Keyword(s):  
Social Networks ◽  
Financial Institution ◽  
Daily Lives ◽  
Advertising Campaign ◽  
Verbal Language ◽  
People’S Daily ◽  
The World ◽  
People's Daily ◽  
The Way

O discurso publicitário está presente no cotidiano das pessoas por meio de diversos tipos de mídia: anúncios na TV, impressos, outdoors ou nas redes sociais. Entre os recursos utilizados pela publicidade para convencer as pessoas sobre os produtos, serviços ou ideias que se deseja vender nos interessa estudar o uso da linguagem verbal, mais especificamente a maneira com que a publicidade constrói sentido por meio da linguagem. Assim, este artigo pretende analisar alguns enunciados de uma campanha publicitária realizada pela instituição financeira Citibank sob o olhar da teoria enunciativa desenvolvida por Oswald Ducrot. A campanha serve como  exemplo do jogo argumentativo que pode ser criado por meio da linguagem verbal, enredado em si mesmo, onde o locutor não fala sobre o mundo, mas fala para construir o mundo e explicitar a sua verdade por meio de argumentação linguística e não, necessariamente, retórica. Abstract: Advertising speech is present in people's daily lives through various types of media: TV ads, print ads, billboards, or social networks. Among the resources used by advertising to convince people about the products, services or ideas they want to sell we are interested in studying the use of verbal language, more specifically the way in which advertising builds meaning through language. Thus, this article intends to analyze some statements of an advertising campaign carried out by the financial institution Citibank under the view of the enunciative theory developed by Oswald Ducrot. The campaign is a great example of the game of argumentation that can be created through verbal language, entangled in itself, in which the speaker does not speak about the world, but speaks to build the world and to explain its truth through linguistic argumentation and not , necessarily, rhetoric.

scholarly journals RACISM ISSUES IN NIKE BRAND ADVERTISEMENT

2021 ◽  
Vol 5 (1) ◽  
pp. 15-36
Author(s):  
Muhammad Abyan Rafi ◽  
Elda Franzia Jasjfi
Keyword(s):  
Qualitative Method ◽  
Current Issue ◽  
Social Issues ◽  
Visual Object ◽  
Speaking Up ◽  
Advertising Campaign ◽  
Protest Movements ◽  
The Social ◽  
Semiotic Approach ◽  
The World

ABSTRACT  Racialism is a social issue that has become a culture in major countries. Many protest movements against social issues, starting from the community, an organization, to a well-known brand, one of which is Nike. Nike is one of the most well-known and successful sports brands in terms of products and athletes in all sports. This is one of the keys to the success of the Nike brand in awakening the world to the issue of racism, which is widely shown through its visual campaign in the form of an official Nike poster advertisement entitled “Believe in something. Even if it means sacrificing everything "Colin Kaepernick," Speaking up doesn't always make life easier. But easy never changed anything "Raheem Sterling, and George Floyd's official video ad" For once, Don't do it ". The three controversial official Nike advertisements are an interesting topic to discuss in this journal. The method used is a descriptive qualitative method that aims to find out what visual forms the Nike brand is trying to raise in raising the issue of racism by describing the context surrounding the event, describing how the process happened to become an official advertising campaign in the form of a visual object using the technique. semiotics in describing it. The results of this study are to find out how the visual form of Nike's official brand advertisements in conveying the current issue of racism and with a semiotic approach we can find out how Nike is in delivering campaigns about the issue of racism in order to form understanding and sensitivity to the social issues of racism around us.   Keywords: racism, advertisement, poster, video, brand, Nike

scholarly journals ¿El Brasil se encuentra aquí? La construcción de mundos posibles a través de la marca Brasil por jóvenes catalanes / Is Brazil Found Here? The construction of possible worlds through of the Brazil brand by young Catalans

2019 ◽  
Vol 6 (1) ◽  
pp. 15-22
Author(s):  
Adriano De Oliveira Sampaio ◽  
Inés Martins
Keyword(s):  
Discourse Analysis ◽  
Focus Group ◽  
Focus Groups ◽  
Possible Worlds ◽  
Brand Positioning ◽  
Advertising Campaign ◽  
The World

ABSTRACTThis article analyzes the sense production that a group of young Catalans came up with after seeing some advertising pieces about Brazil’s self-promotion campaign (2011-2014) abroad and after some posters’ presentations about the advertising campaign “Brazil. The world is here”. Discourse Analysis and focus groups were used as a technique to analyze and to collect the interviews. The results show us that the binomial similarity / difference - essential for a brand positioning construction - is practically non-existent in those campaigns, which causes a homogenization of them in several countries.RESUMENEl artículo se centra en el análisis sobre los significados que un grupo de jóvenes catalanes elaboran de las campañas turísticas de autopromoción de Brasil (2011-2014) en el exterior antes y después de la presentación de los carteles de la campaña publicitaria “Brasil. O mundo se encontra aquí”. Fueron utilizados el análisis del discurso y el focus-group como técnica de recolección de las entrevistas. Los resultados obtenidos nos han permitido comprobar que el binomio semejanza/diferencia –esencial para la construcción do posicionamiento de marcas- es prácticamente inexistente en las campañas analizadas, lo que provoca la homogenización de las campañas turísticas de diferentes países.

From Sheikhs to Sultanism

2021 ◽  
Author(s):  
Christopher M. Davidson
Keyword(s):  
Saudi Arabia ◽  
Primary Sources ◽  
Direct Impact ◽  
Master Plans ◽  
International Model ◽  
The World ◽  
World Expo ◽  
Authority Structures

Muhammad bin Salman Al-Saud and Muhammad bin Zayed Al-Nahyan, the respective princely strongmen of Saudi Arabia and the UAE, have torn up the old rules. They have spurred game-changing economic master plans, presided over vast anti-corruption crackdowns, tackled entrenched religious forces, and overseen the mass arrest of critics. In parallel, they also appear to have replaced the old ‘sheikhly’ consensus systems of their predecessors with something more autocratic, more personalistic, and perhaps even analytically distinct. Moreover, ‘MBS’ and ‘MBZ’, as they are known, are now effectively in command of the two wealthiest and most populous Gulf monarchies, and increasingly important global actors--Saudi Arabia is a G20 member, and the UAE will be the host of the World Expo in 2021–2022. Such sweeping changes to the two countries’ statecraft and authority structures could thus end up having a direct impact--for better or worse--on policies, economies, and individual lives all around the world. This study tests the hypothesis that Saudi Arabia and the UAE are now effectively contemporary or even ‘advanced’ sultanates, and situates these influential states within an international model of autocratic authoritarianism. Drawing on a range of primary sources, including new interviews and surveys, the book puts forward an original, empirically grounded interpretation of the rise of both de facto rulers.

‘Sale of the Millennium’: The 2000 Olympics and Australia's Corporate Identity

2000 ◽  
Vol 94 (1) ◽  
pp. 173-181 ◽  
Author(s):  
Enno Hermann
Keyword(s):  
Olympic Games ◽  
Corporate Identity ◽  
Indigenous Culture ◽  
Global Media ◽  
Global Culture ◽  
Advertising Campaign ◽  
Natural Beauty ◽  
The World ◽  
Media Event

This article argues that discourses of ‘the national’ in Australia have increasingly come to be treated in commodified terms — that is, in the language of advertising. It looks at the advertising campaign that accompanies the upcoming Sydney Olympic Games, where Australia features as a tourist spectacle of an idealised global culture. Images of natural beauty, multicultural harmony and particularly Indigenous culture are highlighted in this unprecedented opportunity for Australia to sell itself to the world. Treating the Sydney Olympics in this way, as a global media event, allows for some reconsideration of the processes and the images employed in Australia's national imagining.

Evolutionary Governance for Mega-Event Projects (Meps): A Case Study of the World Expo 2010 in China

2018 ◽  
Vol 49 (1) ◽  
pp. 57-78 ◽  
Author(s):  
Yongkui Li ◽  
Yujie Lu ◽  
Liang Ma ◽  
Young Hoon Kwak
Keyword(s):  
Life Cycle ◽  
Institutional Economics ◽  
Governance Structure ◽  
Life Cycle Stage ◽  
Reputation Management ◽  
Mega Events ◽  
The World ◽  
World Expo ◽  
Mega Event ◽  
The Impact

A mega-event is an open socioeconomic system characterized by massive budget demands and multiple types of subprojects and their complex interrelationships. Although a mega-event is an opportunity for a country to show its international reputation, management capacity, and societal strength, it demands a long preparation time; an enormous amount of investment; and massive resource mobilization, with far-reaching effects on both the economic and social development of a country. Mega-event projects (MEPs) face remarkable challenges in terms of overrun costs, delayed schedules, and political issues, indicating that the research on such mega-events is still insufficient and that there is a lack of effective theories to support the management and governance of MEPs. Existing studies have also ignored the dynamic evolution and adaptation of governance in a changing environment, particularly in relation to the success of MEPs. To fill this research gap, this study aims to examine the dynamic governance of MEPs on the basis of a new theory—evolutionary governance theory (EGT)—which combines institutional economics, systems theory, and project governance. The study was conducted in three main steps: (1) studying the case of the evolutionary governance of the World Expo 2010 in China during its life cycle stage, including planning, construction, operation, and post-event development; (2) discussing the impact of the hierarchical and cross-functional governance structure of the Expo; and (3) summarizing the theories and best practices of dynamic governance mechanisms for MEPs. The result of the study can deepen understanding of the multi-level governance of mega-events during the life cycle process and can also support the evolution of governance transition over the different stages.

scholarly journals A Mega-event Approach to Glurbanization: Insights from Expo 2010, Shanghai

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Lingyue LI
Keyword(s):  
Soft Power ◽  
Spatial Transformation ◽  
Mega Events ◽  
Mainstream Media ◽  
Entrepreneurial City ◽  
The World ◽  
World Expo ◽  
Global Discourse ◽  
Mega Event ◽  
World Exposition

This paper contributes to an in-depth understanding of how the mega-event contributes glurbanization of entrepreneurial city through a case study of Expo 2010 in Shanghai. It argues that spatial-related transformation is central to mega-event approach to glurbanization yet the soft power building is uncertain. It implies that the domestic impacts of mega-events are likely to be more profound than their global influences. This corresponds to the capitalist transformation from Fordist-Keynesianism to neoliberalism, in which mega-events such as Olympic Games and World Exposition have increasingly been incorporated into urban development plan to boost urban agenda. Although the profile of world fairs is reduced and does not have the international impacts that they used to have, Shanghai Expo 2010, the first Expo ever held in a developing country, is pinned hope on as the “Turn to Save the World Expo” and is unusually ambitious to bring opportunities in urban transformation. With a well-developed framework of glurbanization entailed by entrepreneurial city, this research enriches glurbanization theory by a thorough examination of Shanghai Expo. It finds that Expo-led landscape reconfiguration, spatial restructuring, and new sources provision effectively transformed Shanghai, propelling glurbanization in diminutive spatial scale. Yet, it remains powerless to impress the world as the voice of domestic propaganda is limited in the Western mainstream media. In all, the Expo case well exemplifies the power of mega-event approach to advancing local agenda, especially in spatial transformation per se, as well as its constraints in (re)shaping a global discourse. 

scholarly journals RESEARCH OF THE ECOLOGICAL ENVIRONMENT IN SHANGHAI WORLD EXPO PARK

2018 ◽  
Vol 26 (3) ◽  
pp. 177-189
Author(s):  
Yangluxi Li
Keyword(s):  
Thermal Environment ◽  
Climatic Factors ◽  
Urban Climate ◽  
Design Guidelines ◽  
Island Effect ◽  
World Energy ◽  
The World ◽  
World Expo ◽  
Urban Heat ◽  
Shanghai World Expo

The conceiving of future cities converged at the 2010 Shanghai World Expo from 246 different countries and regional organizations. With a focus on the world energy crisis, the expo’s design, construction and exhibitions offer solutions to this issue. Energy planning is integrated into the overall planning of the expo to continue and diffuse the follow-up effect of the Shanghai World Expo in the social, economic, environmental aspects. In order to obtain a deeper understanding of the urban “heat-island effect” distribution causes and a series of climatic factors closely related to urban heat environment. In this paper, we combine the Ecotect software and CFD software, simulating the thermal environment of the city in the Shanghai World Expo. With broad application, these research methods can also be introduced in future urban planning, formulate design guidelines for corresponding urban climate environments according to different geographical and climatic characteristics of cities. We extract the application and exhibition of a future city’s construction and technology from the World Expo venues. The statistical analysis provides information on the construction trends of future cities.

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