Strategic Advertising Mechanisms: From Copy Strategy to Iconic Brands

Integrates the most important strategic advertising mechanisms developed throughout time: USP, brand image, positioning, Lovemarks. This is the first book to bring together the most consolidated methods by advertisers or advertising agencies (P&G, Bates, Ogilvy or Euro) in the history of modern advertising. Available in English for the first time.

Translation Strategy of Proper Name

Massive discussion has been done related to the translation strategy, including the proper name. This study discussed the types of a proper name and the translation strategy of a proper name in an English-Indonesian Novel Harry Potter and The Chamber of Secret. The data will be presented qualitatively by using Peter Newmark and Lincoln Fernandes theories. Six data are frequently typed into addressing name, four are typed as a geographical place, and one as an object name. Moreover, the most strategies used to engage the equivalence effect are copy strategy with seven data, rendition strategy with three data, and re-creation strategy with one datum. Therefore, the copy strategy can be a solution to deliver proper names into TL because it preserves the proper name and introduces the foreign name of foreign culture to the target language and target culture. Moreover, if a proper name has its equivalence meaning in TL, it might be translated by rendition strategy.

Visuoperceptual Impairment in Children with NF1: From Early Visual Processing to Procedural Strategies

Visual-spatial impairment has long been considered a hallmark feature of neurofibromatosis type 1 (NF1). No study investigating the cognitive and neuropsychological profile of NF1 used the Rey Complex Figure Test (RCFT) task as the primary measure of visual-perceptual abilities taking into consideration all functions involved including the strategic processing style. We compared 18 children with NF1, 17 siblings (S), and 18 typically developing children (TD) at intelligence scale and RCFT copy, recall, and recognition trials; we also evaluated the copy strategy as a measure of a visual-processing style. Children with NF1 had normal total IQ, with cognitive weaknesses in the perceptual organization and working memory in line with the existing literature. At the RCFT copy, immediate and delay recall scores are significantly lower in NF1 than S and TD, while recognition is in the normal range in all groups. Copy style was poor and less efficient in children with NF1 and correlated to copy and recall ability, but the effect of the group in the RCFT copy and recall remained significantly controlling for strategic approach. The present study confirms visuospatial impairment in children with NF1, due to a deficit in perceptual analysis of shape and their spatial features, in visuomotor integration efficiency and strategies, in recall memory, while recognition memory is preserved. A more configural/holistic style may facilitate both the visual-perceptual and visuomotor ability and the recall process. Visuoperceptual impairment in NF1 seems to be a unified process from early visual processing to higher order functions (planning, strategy, and executive functioning).

Do glamour, self-sexualisation and scopophilia influence celebrity endorsement?

Purpose The purpose of this paper is to discuss the influence of glamour, scopophilia and self-sexualisation in luxury celebrity endorsement. Design/methodology/approach In step 1, an experimental study was conducted with 100 respondents assessing the response towards manipulated print ad stimuli operationalizing the influence (in general terms) of lay out, endorser’s beauty pattern, body language (cool, smile appeal, sex appeal and disruptive), gazing and landscape. In step 2, respondents evaluated their response towards five perfume print ads retrieved from real advertising campaigns with different brand personalities (DKNY, Moschino, Chanel, Gucci and Boss). Findings The ideal copy strategy is: a couple of brunette Caucasian endorsers; “close-up” photo; sexy body language; indirect smiling gaze; and urban landscape. Multiple regression models were built for each ad/brand (personality) in order to predict the willingness to pay for a bottle of perfume. Research limitations/implications The paper suggests a holistic theoretical framework describing the influence of celebrity characteristics, advertising copy strategy, social-cultural trends and brand variables in the advertising processing. Practical implications Advertising copywriters and brand managers must control the role of glamour and the self-consciousness of women seduction power in branding advertising. Social implications Glamour, scopophilia or self-sexualisation are three different concepts which have a lot of sociological implications because they influence the way as the society perceive the role of women as endorsers in advertising, but also in other life dimensions. Originality/value This paper fills a gap in the literature, since this paper make an innovative analysis of the influence of these recent post-modernist socio-cultural trends.

Transformation of personality features and coping strategies depending on the duration of recurrent depressive disorder

Background The high prevalence of recurrent depressive disorders and the severity of the medical and social consequences of the depression in the form of chronization, relapse, resistance, disorders of social functioning, quality of life and suicidal behavior place the problem in the rank of the most urgent, requiring study in terms of early diagnosis and assessment of the condition, depending on the duration of the disease. Methods An integrated approach was used including clinical-psychopathological, psychodiagnostic and statistical methods. 40 patients with recurrent depressive disorders were examined, 35 people without mental disorders were included in the comparison group. Results The structure of clinical-psychopathological manifestations of the depressive spectrum in patients with the recurrent depressive disorder was characterized by the presence of affective, motivational-will, cognitive, psychomotor and somatic disorders. Among the personality features, patients differed in a more actualization of the non-adaptive copy-strategy and low self-actualization. Conclusion Data which we received should be considered when conducting diagnostic and psychotherapeutic interventions for patients with the recurrent depressive disorder.

Continuous Health Promotion and Participatory Ergonomics in a Small Company

The workplace is an ideal setting for health promotion. The regular medical examination of workers enables us to screen for numerous diseases, spread good practices and correct lifestyles, and obtain a favourable risk/benefit ratio. The continuous monitoring of the level of workers' wellbeing using a holistic approach that goes beyond the simple prevention of occupational risks enables us to promptly identify problems in work organization and the company climate. Problems of this kind can be adequately managed by using a participatory approach. In this study participatory ergonomics groups were used to improve occupational life in a small company. After intervention we observed a reduction in levels of perceived occupational stress measured with the effort / reward imbalance model, and an improvement in psychological wellbeing assessed by means of the Goldberg anxiety / depression scale. Although the limited size of the sample calls for a cautious evaluation of this study, the GEP© strategy proved to be a useful tool due to its cost-effectiveness.