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  • 1
    Electronic Resource
    Electronic Resource
    An ethics of representation for international marketing communication (2005)
    Bingley : Emerald
    International marketing review 22 (2005), S. 578-600 
    Details
    ISSN: 0265-1335
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual representation. Design/methodology/approach - An interdisciplinary conceptual review and analysis focuses on four representational conventions, synthesizing ethical concerns, to provide a broader context for recognizing and understanding ethical issues in marketing representation: face-ism, idealization, exoticization and exclusion. This framework is discussed and applied to marketing communications. Findings - It argues that valuations of communication appropriateness must be informed by an awareness of the ethical relationship between marketing representations and identity. It is no longer satisfactory to associate advertising solely with persuasion, rather advertising must be seen as a representational system, with pedagogical as well as strategic functions. We conclude by discussing the theoretical, research, and managerial implications that arise from an ethics of visual representation. Originality/value - Urges moving beyond an advertising=persuasion model to encompass representation and culture in marketing communication studies. Contributes to understanding the ethical implications of marketing communication. Challenges marketers and researchers to broaden their conception of marketing communication to one more consistent with an image economy.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/02651330510624408
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  • 2
    Electronic Resource
    Electronic Resource
    Interpretative Methodology from Art and Literary Criticism: A Humanistic Approach to Advertising Imagery (1994)
    Bradford : Emerald
    European journal of marketing 28 (1994), S. 114-132 
    Details
    ISSN: 0309-0566
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Departs from traditional positivist approaches to marketing research byadopting interpretative methods to analyse the visual/ verbal elementsin print advertisements. Borrows from the humanistic disciplines of artand literary critical theory to show how verbal and visual elements worktogether as an interpretative Gestalt. Describes the methods briefly,and then illustrates them in detail by means of an exemplar - a PacoRabanne pour Homme advertisement known as the "man-in-bed". Firstanalyses the exemplar as a verbal text and then as a visual one todemonstrate the way that congruence between the words and picturesreiterates the association between the brand benefit and the images usedto convey it. Ends with a call for increased visual literacy in order tofurther research on advertising from a humanistic perspective.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/03090569410067659
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  • 3
    Electronic Resource
    Electronic Resource
    The artist and the brand (2005)
    Bradford : Emerald
    European journal of marketing 39 (2005), S. 1291-1305 
    Details
    ISSN: 0309-0566
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - The purpose of this paper is to argue that greater awareness of the connections between the traditions and conventions of visual art and the production and consumption of images leads to enhanced ability to understand branding as a strategic signifying practice. Design/methodology/approach - Several prominent, successful artists served as case studies to illuminate the potential for insights into the interconnections between art, branding, and consumption by turning to art history and visual studies. Discusses the cross-fertilization of art and branding, focusing on three contribution areas: the interactions between art, brands and culture, the self-reflexivity of brands, and brand criticism. Findings - Successful artists can be thought of as brand managers, actively engaged in developing, nurturing and promoting themselves as recognizable "products" in the competitive cultural sphere. Originality/value - This paper places brands firmly within culture to look at the complex underpinnings of branding, linking perceptual and cognitive processes to larger social and cultural issues that contribute to how brands work and argues that art-centred analyses generate novel concepts and theories for marketing research.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/03090560510623262
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  • 4
    Electronic Resource
    Electronic Resource
    Ethical issues of global marketing: avoiding bad faith in visual representation (2002)
    Bradford : Emerald
    European journal of marketing 36 (2002), S. 570-594 
    Details
    ISSN: 0309-0566
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This paper examines visual representation in marketing communication from a distinctive, interdisciplinary perspective that draws on ethics, visual studies and critical race theory. An ontological approach is offered as an alternative to phenomenologically based approaches in marketing scholarship that use consumer responses to generate data. Suggests ways to clarify complex issues of representational ethics in marketing by applying a semiotically-based analysis that places ontological identity at the center of societal marketing concerns. Analyzes representations of the exotic Other in disparate marketing campaigns, including advertising, tourist promotions and music, as examples of bad faith marketing strategy. Music is an important force in marketing communication, yet marketing studies have rarely considered music and its visual representations as data for inquiry. Feels that considering visual representation within marketing from an ontological standpoint contributes additional insight into societal marketing and places global marketing processes within the intersection of ethics, aesthetics and representation.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/03090560210422399
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