A New Concept of Marketing: The Emotional Marketing

Nowadays, in the marketing area, a new concept of marketing is emerging: the emotional marketing. The emotional marketing studies how to arouse emotions in people to induce them to buy that particular produc/service. Recent studies shown how purchasing choices and decisions are the result of a careful analysis of rational and emotional aspects. Psychological literature recognizes that the emotional conditions influence every stage of decision-making in purchasing process. Emotions play a key role in any kind of social or business decision. The emotions are manifested in verbal, facial and textual expressions. People when speak, interact and write, convey emotions.emotions, emotional marketing, emotional brand, emotional intelligence,emotions measurement.

Communicating the ideas and attitudes of spying in film music: A social semiotic approach

Taking the example of two 1960s popular spy films this paper explores how social semiotics can make a contribution to the analysis of film music. Following other scholars who have sought to create inventories of sound meanings to help us break down the way that music communicates, this paper explores how we can draw on the principles of Hallidayan functional grammar to present an inventory of meaning potentials in sound. This provides one useful way to describe the semiotic resources available to composers to allow them to communicate quite specific ideas, attitudes and identities through combinations of different sounds and sound qualities, by presenting them as systems of meaning rather than as lists of connotations. Here we apply this to the different uses of music and sound in Dr No and The Ipcress Files which allows us to show how we can reveal different ideologies of spying

Parsing the Australian English curriculum: Grammar, multimodality and cross-cultural texts

The release of the Australian Curriculum English (ACE) by the Australian Curriculum, Assessment and Reporting Authority (ACARA) has revived debates about the role of grammar as English content knowledge. We consider some of the discussion circulating in the mainstream media vis-à-vis the intent of the ACE. We conclude that this curriculum draws upon the complementary tenets of traditional Latin-based grammar and systemic functional linguistics across the three strands of Language, Literature and Literacy in innovative ways. We argue that such an approach is necessary for working with contemporary multimodal and cross-cultural texts. To demonstrate the utility of this new approach, we draw out a set of learning outcomes from Year 6 and then map out a framework for relating the outcomes to the form and function of multimodal language. As a case in point, our analysis is of two online Coca-Cola advertising texts, one each from South Korea and Australia

Emotion resonance and divergence: a semiotic analysis of music and sound in 'The Lost Thing', an animated short film and 'Elizabeth' a film trailer

Music and sound contributions of interpersonal meaning to film narratives may be different from or similar to meanings made by language and image, and dynamic interactions between several modalities may generate new story messages. Such interpretive potentials of music and voice sound in motion pictures are rarely considered in social semiotic investigations of intermodality. This paper therefore shares two semiotic studies of distinct and combined music, English speech and image systems in an animated short film and a promotional filmtrailer. The paper considers the impact of music and voice sound on interpretations of film narrative meanings. A music system relevant to the analysis of filmic emotion is proposed. Examples show how music and intonation contribute meaning to lexical, visual and gestural elements of the cinematic spaces. Also described are relations of divergence and resonance between emotion types in various couplings of music, intonation, words and images across story phases. The research is relevant to educational knowledge about sound, and semiotic studies of multimodality

Orfeo, Osmin and Otello: towards a theory of opera analysis

Three diverse operatic selections are discussed in light of a new approach to opera analysi

Language as purposeful: functional varieties of texts

This volume, "Language as Purposeful: Functional Varieties of Texts", is the third of the first three e-books of a new series entitled, "Functional Grammar Studies for Non-Native Speakers of English", which is contained within the superordinate: "Quaderni del Centro di Studi Linguistico-Culturali (CeSLiC)", a research center in the Department of Modern Foreign Languages of the University of Bologna. The series proposes a metalinguistic description of English grammar in a functional, socio-semiotic perspective and is proving to be an effective teaching/learning resource for improving English literacy in the L2 pedagogic setting. The principal ‘consumers’ of the series are the students of the English Language Studies Program (ELSP) in Bologna’s Faculty of Foreign Languages and Literature, for whom it provides the basic course-book in each of their three years of the first-level degree course. This third volume applies the descriptive model taught in the first two years to the analysis of diverse text-types, and thus at the same time seeks to empower students through an increasing awareness of the typical functions of the English language in a variety of concrete situational and cultural contexts

Towards a Multimodal Pragmatic Analysis of Film Discourse in Audiovisual Translation

This paper is about the introduction and use of Multimodal Pragmatic Analysis (MPA) as a research methodology in audiovisual translation (AVT). Its aim is to show the contribution of the MPA to the analysis of film discourse in AVT with a focus on interlingual subtitling. For this purpose, the paper is divided into five sections which elaborate on the theoretical and practical aspects of the MPA methodology. Following the introduction, the second section defines the context of MPA as a new research methodology in AVT at the level of approach, design and procedure. The third section describes the theoretical base of this methodology, and the fourth examines its basic components and levels of analysis. The fifth section provides two practical examples to show how the MPA methodology operates in the analysis of speech acts appearing in the source text and the target text. Finally, the last section first discusses the advantages and disadvantages of the methodology and then concludes the paper with some suggestions for further research.L’article présente l’analyse pragmatique plurimodale (APP) comme méthode de recherche en traduction audiovisuelle (TAV). L’objectif est de montrer l’apport de l’APP à l’analyse du discours cinématographique dans le cadre de la TAV, une attention particulière étant portée au sous-titrage interlinguistique. L’article se divise en cinq sections dans lesquelles sont développés les aspects théoriques et pratiques de l’APP. Dans la deuxième section, qui suit l’introduction, l’APP est située en tant que nouvelle méthodologie de recherche en TAV. La troisième section se penche plus en détail sur ses fondements théoriques, tandis que la quatrième en décrit les composantes de base et les niveaux d’analyse. La cinquième section présente deux exemples pratiques qui montrent comment l’APP s’applique à l’analyse des actes de parole présents dans le texte de départ et dans le texte d’arrivée. Enfin, la dernière section présente les avantages et les désavantages de la méthode et se conclut par quelques suggestions pour des recherches ultérieures

TV times: archive, mood, media

Today, television is spreading centrifugally: it no longer requires a broadcasting schedule nor the furniture traditionally associated with it (the ‘box’ in the corner of the front room). In this age of Television-after-TV one phenomenon that is particularly important is the increasing access and ease of access to the televisual past. This article investigates (sometimes in a speculative manner) how these changes are forming and transforming popular historical consciousness: the ordinary sense that we have of living at a particular moment that is connected with and disconnected from what came before

How patients contribute to an online psychoeducation forum for bipolar disorder: a virtual participant observation study

Background: In a recent exploratory randomized controlled trial, an online psychoeducation intervention for bipolar disorder has been found to be feasible and acceptable to patients and may positively impact on their self-management behaviors and quality of life. Objective: The objective of the study was to investigate how these patients contribute to an online forum for bipolar disorder and the issues relevant for them. Methods: Participants in the intervention arm of the Bipolar Interactive PsychoEDucation (“BIPED”) trial were invited to contribute to the Beating Bipolar forum alongside receiving interactive online psychoeducation modules. Within this virtual participant observation study, forum posts were analyzed using thematic analysis, incorporating aspects of discourse analysis. Results: The key themes which arose from the forum posts included: medication, employment, stigma, social support, coping strategies, insight and acceptance, the life chart, and negative experiences of health care. Participants frequently provided personal narratives relating to their history of bipolar disorder, life experiences, and backgrounds, which often contained emotive language and humor. They regularly sought and offered advice, and expressed encouragement and empathy. The forum would have benefitted from more users to offer a greater support network with more diverse views and experiences. Conclusions: Online forums are inexpensive to provide and may offer peer support and the opportunity for patients to share their experiences and explore issues related to their illness anonymously. Future research should focus on how to enhance patient engagement with online health care forums

Linguistic, multimodal and cultural code-meshing: Exploring adolescents’ language and literacy practices in social networking sites

This thesis will explore language and literacy practices in social networking sites (SNSs) that both draw on and expand beyond traditional principles of composition. Particularly, it will examine how adolescent participants are engaging with SNSs in ways that extend their learning and life opportunities beyond what is typically accessible in their rural province of Chiang Rai. Despite considerable research on language and literacy, there remains a limited body of research focused on adolescent literacy in Thailand and in rural contexts, such as Chiang Rai. There is also limited research in this area that provides a combined framework to account for the social, cultural, multimodal and linguistic repertoires of adolescents as materialised in their SNS practices. This thesis will draw from sociolinguistic and sociocultural theories of Systemic Functional Linguistics (SFL) and intertextuality to analyse adolescent participants’ linguistic and multimodal texts and how they shape and are shaped by a range of discourses in SNSs. However, both of these theories cannot provide a systematic account of adolescent participants’ multimodal texts in depth. Therefore, this thesis will also draw from multimodality as an analytical framework to account for participants’ multimodal texts (e.g., images, colours and layout). As key findings will demonstrate, the complexity of participants’ language and literacy practices in SNSs involves the blending of not only different languages and modes but also cultural resources (e.g., textual conventions and genres) – or what I refer to as linguistic, multimodal and cultural code-meshing practices. This study will set out a critical perspective on how such practices on SNSs are shaped by Chiang Rai adolescents to make new kinds of meanings, negotiate identities and relationships, and establish belongingness within both local and transnational SNS communities. Evidence from empirical data collected will include surveys and online observations