Marketing Science and Inspirations Journal Paper

The power of compliments: A socio-linguistic view into social advertisement

Research Paper, Vol 12, Issue 3 2017

With the accent of information and communication technology tools of the 21st century, consumption has been under a strong influence of globalization processes, changing communication systems, and developing the spending power of both businesses and individuals. Because of an easy access to communication tools and information, the consumer spending power strengthens and their attitudes and opinions gain voice…

Marketing Science and Inspirations Journal Paper

Strategy variations in roadside outdoor advertising: A psycholinguistic perspective of Czech, German and Bolivian campaigns

Research Paper, Vol 11, Issue 3, 2016

This paper explores the role of consumer perception of self within a social setting and how it shapes marketing communication and advertisement strategy formation. The study reflects on current trends of social advertisements by examining traffic safety related messages of outdoor advertisement practices. Utilizing an alternative cross-disciplinary approach, it adopts psycholinguistic analytical tools for interpreting marketing communication strategies with respect to the consumer behavioral patterns.