Personification in Environmental Advertising

The article investigates how the personification communicates the human-nature relationship in the environmental advertisin

Transfer of brand knowledge in business-to-business markets: A qualitative study

This is the author's accepted manuscript (under the provisional title "Transfer of brand knowlede in business-to-business markets by brand when personified as a human: A qualitative study"). The final published article is available from the link below. This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here (http://bura.brunel.ac.uk/handle/2438/8377). Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.Purpose – This paper presents the approach of a one-to-one relationship for branding in business-to-business markets. With qualitative evidence, the paper seeks to clarify the links between branding, relationship marketing and purchase intention of resellers and to discuss the contribution of brand personified as brand representatives to the brand knowledge of resellers. The aim of this paper is to understand how this transfer of knowledge by brand personified as representatives of the brand is reflected in the selection process of brand for resale by resellers. Design/methodology/approach – The theory is used to develop a testable model. Information from the field was gathered through 12 in-depth interviews of brand managers of international IT brands. These interviews helped to give a deeper insight into the topic and contributed to the categorization of different themes to be developed into constructs. Components that emerged from the interviews were from different disciplines and were useful in making linkages between these disciplines. Findings – Interviewees associated the role of brand personified (as brand representative) as a conduit between brand and resellers. Given the findings, brand when personified as a human can be used to manage reseller relationships in a business-to-business network. The brand personified with its metaphorical properties enables the resellers not only to clearly understand brand-related information but also to make positive evaluations about the brand. Empirical research would be helpful to establish the indicators of brand personification and to enhance the understanding of the concept. Practical implications – The study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It will enable them to use the categories and components to ensure that their brand is the preferred brand for resellers operating in the network. Originality/value – The approach will be helpful in linking different functions of the organization to measure the contribution made by employees representing the brand to resellers in competitive markets by imparting knowledge about the brand to resellers

Nick Clegg’s rise and fall as a celebrity politician highlights the Deputy Prime Minister as a victim of the increasing personification of British politics

Nick Clegg has occupied a significant place in the popular imagination of the British public since the General Election of 2010. The extraordinary character of politics has shone a more intense light on the Liberal Democrat party with its leader standing in its full glare. Katy Parry and Kay Richardson examine media coverage of ‘Cleggmania’ before and after the election and find an increasing personification of British politics with not-so-subtle undertones of homophobia and sexism

Meaning in the Process of Signification by the Advertisement of Honda

This study mainly deals with the process of signification in order to reveal how meaning is created by the advertisement of Honda HR-V 2014 through the use of expressions. In this study, “Meaning” is an integrated form consisting the three elements which are denotative form, connotative form, and myth form. Using qualitative content analysis (Schreier, 2012), the writer did this study based on Barthes's process of signification (1987) and Peirce's indexicality (1931-58). From the analysis, the writer found out that meaning is created by indexicality. The index connects the product and the traits that the product possesses. Then, the use of expressions in the advertisement visualises the index of the product. The index which was visualised by the use of expressions which produces denotative meaning and connotative meaning. Those denotative meaning and connotative meaning are perceived by the audiences and creates myth which naturalises the index itself. It can be concluded from this study that meaning is created by the index and has undergone several steps in order for audiences to perceive the myth and become unaware of the index

Gendered Activity and Jesus's Saying Not to Worry

The flowers’ activity in the saying of Jesus about anxiety indicates an interest in cloth production across the socio-economic spectrum. I demonstrate that wool-working is a central feature of the multiform tradition of this saying and that spinning in particular was associated with women. I further note that the activity of gazing at flowers was an activity that was connected with the iconography of the goddess Spes, the Roman personification of Hope. These two cues render the entire saying an exhortation toward the feminine

LANGUAGE PLAY AND ITS FUNCTIONS IN CHILDREN’S FICTION

Language play in fiction can be used as a means to attract readers’ attention and as such, language play is a means of foregrounding. The readers can notice and feel that the parts containing language play stand out more, which makes them more special compared with the other parts. The research belongs to Stylistics, a study of style. It focuses on the various linguistic forms of language play found in Roald Dahl’s The Witches. This research investigates the different types of language play that occur in children’s fiction. These types will be classified in terms of Phonology, Morphology, Syntax, and Semantics. Furthermore, the research will also discuss the literal and contextual meaning of language play as well as its functions. There are some findings resulted from the research. Language play in children’s fiction, as shown in this particular novel, is basically an exploitation of repetition and deviation. The function of language play is mostly to entertain the readers as it builds humor and creates aesthetics

Developing reading-writing connections; the impact of explicit instruction of literary devices on the quality of children's narrative writing

The purpose of this collaborative schools-university study was to investigate how the explicit instruction of literary devices during designated literacy sessions could improve the quality of children's narrative writing. A guiding question for the study was: Can children's writing can be enhanced by teachers drawing attention to the literary devices used by professional writers or “mentor authors”? The study was conducted with 18 teachers, working as research partners in nine elementary schools over one school year. The research group explored ways of developing children as reflective authors, able to draft and redraft writing in response to peer and teacher feedback. Daily literacy sessions were complemented by weekly writing workshops where students engaged in authorial activity and experienced writers' perspectives and readers' demands (Harwayne, 1992; May, 2004). Methods for data collection included video recording of peer-peer and teacher-led group discussions and audio recording of teacher-child conferences. Samples of children's narrative writing were collected and a comparison was made between the quality of their independent writing at the beginning and end of the research period. The research group documented the importance of peer-peer and teacher-student discourse in the development of children's metalanguage and awareness of audience. The study suggests that reading, discussing, and evaluating mentor texts can have a positive impact on the quality of children's independent writing