Transduction and Meaning–Making Issues Within Multimodal Messages

This paper analyzes transduction as an action of transposing information from one mode to another within the communication process and its implications in terms of meaning and coherence of a multimodal message. First, I discuss the multimodal method and its conjunction with some key concepts such as: sign, meaning, mode, transduction. Secondly, I approach transduction as an essential method of translating messages across the media variety, describing my interdisciplinary approach – that brings together semiotics and communications – and proposing a framework of explanation for transduction in the field of advertising. Drawing from a previous model (Culache 2015), I illustrate the way transduction takes place and identify its meaning-making issues while introducing the concept of ‘dominant mode.

Dynamic urban projection mapping

“Dynamic projection mapping” is a variation of the best-known “projection mapping”. It considers the perceptual analysis of the urban landscape in which the video projection and the observer’s displacement speed are hypothesized. This latter, in particular, is variable and may depend on factors not directly controllable by the driver (slowdowns due to accidents, rallies, etc.). This speed can be supported and controlled by a number of traffic flow measurement systems. These data are available on the internet, like Google Maps APIs and/or speed sensors located close to the point of interest. The content of projection becomes dynamic and varies according to how the observer perceives the vehicle: slow, medium, fast

Communicating Ethical Arguments to Organic Consumers: A Study Across Five European Countries

Additional ethical claims were tested with mock organic egg labels in five EU countries. The attitudes towards the advertising labels were assessed by multiple copy testing measures. A total of 156 individual responses were analysed. The study confirms the difficulty of conducting advertising research in a multicultural framework, and shows that additional local/ regional claims can reinforce the appeal of organic products

The effect of web advertising visual design on online purchase intention: An examination across gender

With web advertising growing to be a huge industry, it is important to understand the effectiveness of web advertisement. In this study we investigate the effects of web advertising visual design (WAVD) purchasing intention within the framework of an integrated model. Nine hypotheses were developed and tested on a dataset of 316 observations collected via a questionnaire survey. The results of structural equation modeling (SEM) indicate that while web advertising visual cues influence consumers' purchasing intention through advertising attitudes and brand attitudes, they do not have direct effects on purchasing intention. Further results on the moderating role of gender suggest that web advertising visual cues have direct effect on consumers' purchasing intention for male groups but not for female groups. This study contributes to the understanding the role of visual dimensions in forming online purchase intentions

Leveraging News and Advertising to Introduce New Brands on the Web

Previous studies using the integrated marketing communications framework have examined the increased effectiveness of combining either multiple media or different tactics when promoting a brand. This study considers integrating advertising and publicity to promote an unknown brand on the Internet. Experiment results indicate that when exposure to advertising combines with exposure to objective news about a new brand, effectiveness increases in terms of both brand attitudes and behavioral intentions. For sequencing exposures for technical brands, the news-then-advertising condition offers more effectiveness than the reverse sequence. When introducing non-technical brands on the Web though, using advertising first is more effective in terms of brand attitudes

Designing Human-Centered Collective Intelligence

Human-Centered Collective Intelligence (HCCI) is an emergent research area that seeks to bring together major research areas like machine learning, statistical modeling, information retrieval, market research, and software engineering to address challenges pertaining to deriving intelligent insights and solutions through the collaboration of several intelligent sensors, devices and data sources. An archetypal contextual CI scenario might be concerned with deriving affect-driven intelligence through multimodal emotion detection sources in a bid to determine the likability of one movie trailer over another. On the other hand, the key tenets to designing robust and evolutionary software and infrastructure architecture models to address cross-cutting quality concerns is of keen interest in the “Cloud” age of today. Some of the key quality concerns of interest in CI scenarios span the gamut of security and privacy, scalability, performance, fault-tolerance, and reliability. I present recent advances in CI system design with a focus on highlighting optimal solutions for the aforementioned cross-cutting concerns. I also describe a number of design challenges and a framework that I have determined to be critical to designing CI systems. With inspiration from machine learning, computational advertising, ubiquitous computing, and sociable robotics, this literature incorporates theories and concepts from various viewpoints to empower the collective intelligence engine, ZOEI, to discover affective state and emotional intent across multiple mediums. The discerned affective state is used in recommender systems among others to support content personalization. I dive into the design of optimal architectures that allow humans and intelligent systems to work collectively to solve complex problems. I present an evaluation of various studies that leverage the ZOEI framework to design collective intelligence

SHORT FILM ADVERTISING CREATIVE STRATEGY IN POSTMODERN ERA WITHIN SOFTWARE VIDEO EDITING

The evolution of integrated communication has given many opportunities for advertisers to market their products through internet, one of which is to make advertisements prepared in the form of short film advertising. Autodesk® Inc as one of the foremost producers of video editing software in America uses short film advertising entitled “Fix It In Post” as the form of its marketing communication media. The short film advertising “Fix It In Post” uses iconic signs in communicating its products through USP - Unique Selling Proposition creative strategy. The objective of this research is to find signs visualized as a description of the sophistication of software video editing, and to impart brand image to Autodesk® Smoke® as a sophisticated brand software video editing. Based on the result of research a Semiotics of of the Cinema Christian Metz analysis, it was found out that there were signs visualized to describe the sophistication of software video editing namely various features used by the video editor. Each feature of software describing such sophistication is represented in a series of scene forming a sequence, so that it can convey a brand image to the Autodesk® Smoke® as a sophisticated brand software video editing.

Investigating the relationship of brand experience and loyalty: A study of luxury brand in Thailand

The concept of 'brand experience' has evolved as an imperative arena of study in the marketing discipline. Although the importance and the concept of experience have been adapted in marketing such as customer experience, consumption experience and so on, the explanations of brand experiences have remained vague and absent a thorough theoretical foundation. This research aims to understand the concept of 'brand experience' and its impact of consumer behaviour (loyalty) direct or indirect through brand personality, satisfaction or [and] brand trust in the luxury brand context (Thailand). This research is carried out in one stage 'quantitative'. Furthermore the research data will be collected based on distributing survey questionnaire. Among of 400 Thai citizen samples will be surveyed to measure a modify framework from (Brakus et al, 2009). The result will provide meaningful information in both academic research and marketing practice. Furthermore, it will be presented the prediction of consumer behaviour via brand experience. Moreover, it guides marketers to various marketing strategy option such as experiential marketing or traditional marketing

The impact of facial expressions in consumer purchase decision

Facial expressions of emotion cannot be controlled voluntarily, they simply reflect our emotional state. When an individual is lying or hiding something, there might be incongruencies between his speech and facial expressions. Today a few studies have explored if an incongruency in a product advertisement has an impact in the consumer purchase decision. We hypothesize that an incongruency might have a negative impact in the consumer purchase decision, focusing in incongruences between spoked language and facial expressions of emotion. To that purpose, we recorded an advertisement video containing a congruent or incongruent expression. Moreover, to test the impact of the advertiser, three spokespersons were selected: a celebrity, an expert and a general consumer. The advertising shows a spokesperson tasting an orange juice and expressing that it is delicious with a congruent happiness facial expression, or with an incongruent disgust facial expression. Both facial emotions were validated using FaceReader software. In order to test the main hypothesis, we recruited 81 individuals. When visualizing the videos, participants were monitored with eye-tracking technology and after visualization were invited to fill a survey. This strategy allowed to investigate the levels of trust, perceived quality, attention and word-of-mouth intentions. After statistical analysis, a structural equation model using PLS-SEM showed that the congruency has a pivotal effect in purchase decision, as well as in the previously mentioned variables. Therefore, we conclude that an incongruency between spoked and non-spoked language have a negative impact in the consumer decision and opinion about the product.As expressões faciais não podem ser controladas voluntariamente, simplesmente refletem o nosso estado emocional. Quando alguém mente ou esconde alguma informação, podem haver incongruências entre o que ele diz e o que a sua expressão facial mostra. Atualmente não é claro se uma incongruência num anúncio de um produto tem impacto na decisão de compra do consumidor. Foi lançada a hipótese de que a incongruência tem um impacto negativo na decisão de compra do consumidor, sendo que o foco foram as incongruências entre linguagem verbal e as expressões faciais. Para tal, foram gravados anúncios publicitários contendo uma expressão congruente e incongruente. Além disso, para testar o impacto do anúncio, três tipos de atores foram selecionados: uma celebridade, um expert e um consumidor. O anúncio mostra o ator a provar um sumo de laranja, dizendo que é delicioso com uma expressão congruente de felicidade, ou com uma expressão incongruente de nojo. Ambas as expressões foram validadas recorrendo a um software de analise – FaceReader. Para testar as hipoteses, 81 participantes foram recrutados. Durante a visualização dos vídeos, os mesmos foram monitorizados com um equipamento de eyetracking, respondendo a um questionário no fim. Através da análise estatística em PLSSEM, verificamos que a incongruência é um fator determinante para a intenção de compra. Assim, concluímos que uma incongruência entre a linguagem verbal e a expressão facial durante um anúncio publicitário tem um impacto negativo na decisãode compra do consumidor, assim como na sua opinião sobre o produto