Erhard Lick
Dados Biográficos
| ID | 906663 |
|---|---|
| NOME | Erhard Lick |
| PRENOMES | Erhard |
| SOBRENOME | Lick |
| ASSINATURA | LICK E |
| AFILIAÇÕES | International Business |
| ORCID | 0000-0002-1504-022X |
| VERIFICADO | Sim |
| TOTAL DE OBRAS | 5 |
| TOTAL DE CITAÇÕES | 1 |
| TOTAL COMO AUTOR | 5 |
| TOTAL COMO EDITOR | 0 |
| PRIMEIRO ANO DE PUBLICAÇÃO | 2009 |
| ANO MAIS RECENTE DE PUBLICAÇÃO | 2022 |
| ÍNDICE H | 1 |
“Multimodal Sensory Marketing” in retailing
The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of “Multimodal Sensory Marketing” is suggested. Important pillars for the scaffolding of this framework are intra – and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store inter…
Print advertising in anglophone and francophone Canada from a critical discourse analytical point of view
This article investigates whether marketers use different visual designs in Canadian magazine advertisements to establish different types of contacts to, on the one hand, anglophone and, on the other hand, francophone viewers. The results of the content analysis, which is based on the Reading Images: Grammar of Visual Design (2006) model by Kress and Van Leeuwen, show that there are significant differences between the English and French advertise…
Multimodality in Canadian print advertising
The aim of this study was to reveal whether French and English Canadian print advertisements show different functional connections between headlines and visuals. For that purpose, a content analysis was conducted on advertisements drawn from two Canadian women's magazines. As theoretical construct, Rentel's (2005) typology of logical-semantic connections between visuals and headlines of advertisements was chosen. The results showed that the strat…
Wine labels in Austrian food retail stores
From a marketing point of view, front labels play a crucial role in the consumers' relatively quick decisionmaking process when buying wine in retail stores. The aim of this paper was to reveal which semiotic code systems, in particular, colors, visual representations, and designs, as well as verbal representations, Austrian wine producers use on the front labels of their red wine bottles. For that purpose, the method of content analysis was appl…
Advertising to Canada's official language groups
Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertiseme…
Wine labels in Austrian food retail stores
From a marketing point of view, front labels play a crucial role in the consumers' relatively quick decisionmaking process when buying wine in retail stores. The aim of this paper was to reveal which semiotic code systems, in particular, colors, visual representations, and designs, as well as verbal representations, Austrian wine producers use on the front labels of their red wine bottles. For that purpose, the method of content analysis was appl…
Advertising to Canada's official language groups
Two advertisements for Coffee-mate were selected from a large corpus of advertisements to conduct a qualitative analysis. We analyzed the different approaches used to address the anglophone and francophone language group considering both the visual and verbal text (Coffee-mate constitutes a representative example of the entire corpus). We concluded that the English advertisement shows characteristics of a hard sell ad while the French advertiseme…
Wine labels in Austrian food retail stores
From a marketing point of view, front labels play a crucial role in the consumers' relatively quick decisionmaking process when buying wine in retail stores. The aim of this paper was to reveal which semiotic code systems, in particular, colors, visual representations, and designs, as well as verbal representations, Austrian wine producers use on the front labels of their red wine bottles. For that purpose, the method of content analysis was appl…
Print advertising in anglophone and francophone Canada from a critical discourse analytical point of view
This article investigates whether marketers use different visual designs in Canadian magazine advertisements to establish different types of contacts to, on the one hand, anglophone and, on the other hand, francophone viewers. The results of the content analysis, which is based on the Reading Images: Grammar of Visual Design (2006) model by Kress and Van Leeuwen, show that there are significant differences between the English and French advertise…
Multimodality in Canadian print advertising
The aim of this study was to reveal whether French and English Canadian print advertisements show different functional connections between headlines and visuals. For that purpose, a content analysis was conducted on advertisements drawn from two Canadian women's magazines. As theoretical construct, Rentel's (2005) typology of logical-semantic connections between visuals and headlines of advertisements was chosen. The results showed that the strat…
“Multimodal Sensory Marketing” in retailing
The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of “Multimodal Sensory Marketing” is suggested. Important pillars for the scaffolding of this framework are intra – and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store inter…
Business (5 obras) · Advertising (4 obras) · Language, Metaphor, and Cognition (4 obras) · Linguistics (4 obras) · Sociology (4 obras) · Discourse Analysis in Language Studies (3 obras) · Political science (3 obras) · Psychology (3 obras) · Semiotics (3 obras) · Art (2 obras)