JEO: Journal Articles

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https://hdl.handle.net/20.500.14437/123

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Browsing JEO: Journal Articles by Subject "Advertising"

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    Publication
    A Preliminary Study of the Possibility of Branding Communication through PrintMedia and Special Events for Generation-Y
    (Chulalongkorn University Printing House, 2014)
    Warapitayut, Kalan
    ;
    School of Communication Arts
    ;
    University of the Thai Chamber of Commerce. Journal Editorial Office
    This paper aimed to accumulate opinions regarding the possibility of brand building through print media and special events for generation Y. Brand building models by Duane E. Knapp, which emphasize five key components: Differentiation, Relevance, Esteem, Awareness and Mind's eye (D.R.E.A.M.) were used as primary guidelines in this study. In-depth interviews with three specialists were conducted for data collection. Documentary research was also used for supplementary data collection. The results showed that brand is important for marketing as one of the main tools for making goods or services different from others. Brands should indicate unique personality, and can lead to the brand image. The data showed that brand building through print media and special events could be a possible option amongst generation Y. This target group was interested in social issues. Consequently, brand builders should focus on those issues, and take emotion and mutual experience into account when building a brand in the future.
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    Publication
    Comparison of Word Use and Grammatical Patterns in English Advertising Headlines in Thai-English and English Magazines
    (Chulalongkorn University Printing House, 2011)
    Charoennit, Suchada
    ;
    University of the Thai Chamber of Commerce. Journal Editorial Office
    The purpose of this research is to analyze the word use and grammatical patternsin English advertising headlines in Thai-English magazines and to compare the resultsof the analysis with linguistic characteristics found in English magazines. It alsocompares the strategies of the use of words and grammatical patterns in Englishadvertising headlines with the kind of products advertised in the above mentionedmagazines.The analysis is based on 100 English headlines in the Thai-English magazine called“Kinnaree” in 2006 compared with 88 English headlines in the English magazinecalled “US AD REVIEW” 2006. These data were categorized based on use of wordsand grammatical patterns and tallied for frequencies.The results reveal most of the word use and grammatical patterns in Englishadvertising headlines have both similarities and differences in strategies. It was foundthat most of the linguistic strategies related to word use: rhyming, repetition,figurative language and foreign languages were frequently used in both magazines,However, a lexical rule violation occurred only in English magazines. The results showthe usage of grammatical structures, including parallelism and structural rule violation.In addition, it was found that the strategies in English advertising headlines variedaccording to the kind of products advertised in Thai-English and English magazines.
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