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The paper represents an analysis of gender studies regarding mass-media, mainly advertising. The study observes issues related to the way in which gender equality was identified in advertising, both in publications with individual authors and in collective specialised works, or in peer-reviewed scientific articles. We have subsequently observed and presented three essential directions in Romanian studies on gender stereotypes / inequality in advertising. Thus, we discussed the linguistic and semantic direction (terms such as stereotype, male-female distinction, patriarchy), then the typological direction (classifications of stereotypes, their characteristic and frequency) and last but not least the direction of consumer perception in advertising. In conclusion, the paper shows the research trends in the field of gender stereotypes regarding advertising, highlighting the opinion of recognized specialists on the influence such representations have on individuals and in society. [ABSTRACT FROM AUTHOR]

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The present study concerning with the tower clocks comes to crown my own research on the subject. Ones of these clocks have been preserved and given to posterity from the initiative of certain people or institutions, as the clocks of the Mayoralty Palace, Reformed Church at Olsig, Orthodox Cathedral ˝Assumption of the Virgin˝, Reformed Church from Bihor Diocese, and the Greek-Catholic Cathedral ˝St. Nicholas˝, in order of their running adapting to contemporary exigencies. There were other clocks buried in oblivion either from ignorance or indifference related to values of the past times, as those of the Roman-Catholic Church ˝St. Ladislaw˝, the Roman-Catholic Church ˝Descent of the Holy Spirit˝, and the Reformed Church in Orașul nou quarter. I have aimed to present now the history of three such prodigies of technique and human creativity, but also the others I haven't met for the moment in the town during my investigations, from the perspective of advertorials in the so-called ˝the fourth page˝ of the Roman-Catholic Magyar paper ˝Tiszántúl˝ at that time (figures in the study). Advertising as it is well known is one of the secrets of a successful business. In the course of time, it proved to be an efficient mean to create image, an ingenious and eccentric one, to grant both the sells increasing and popularity, and to manipulate the masses whatever the field it was used in. A detailed analyze of papers of no value apparently offers the opportunity to discover aspects that remained quite unknown up today, and they might fulfill the yet done picture concerning: the society's financial situation, tastes, preferences and options; stages of development of economy and tourism branches; diversity of goods and services that is also graphically represented, suggestively enough to form an equitable image on the technical standard of that time; some businessmen's sense of beauty and last but not least, their perseverance in resort to publicity. Starting from the above reasons and in accordance with what I have proposed, the present work casts light upon four supplies two locksmith' and clockmaker's ordered: three advertorials of ˝Mezey Dező˝ locksmith' and clockmaker'; one advertorial of ˝Sarkady and Szánthó˝ Clock Manufactory. The four advertorials and the graphic part are edited following the writing system of the time, with misprints here and there. My own interpretation comes with any of the descriptions. [ABSTRACT FROM AUTHOR]

Sport is one of the rituals of modern life. It reunites appropriate words when engaging in advertising, but the number of terms is rather limited. The ads prefer to include the image of a sports personality and brand name. Since the advertising hero is notorious, the persuasive force is assured by few verbal arguments. Typically, the pictures speak for themselves, joining a musical background and some funny instances. Words, which normally send so much information, are subjected to a gradual semantic loss. Our paper intends to comment upon this worrying aspect of vocabulary dynamics, highlighting terms used in spots (i.e. myth, legend, team, success, value, passion, good, thrilling etc.) but whose significance goes unnoticed or is misunderstood by the public. Our purpose is to illustrate the crisis of language and communication. They do not decompose like in the case of absurd literature, but become platitudes for a segment of the audience either ignorant or illiterate. [ABSTRACT FROM AUTHOR]

Advertising of the Over-the-counter drugs is a growing segment. Our research aims to identify the main factors involved in making decisions for the purchase of OTC drugs and to identify what are the ways of informing consumers for this process. To test the hypotheses, a number of statistical tools such as factor analysis, Shapiro-Wilk and Mann-Whitney U tests have been used. The analyzed factors were: (A) doctor's choice , (b) former own experience, (c) pharmacist's advice, (d) information stated on the prospectus, (e) opinion of people who bought that drug, (f) opinion of colleagues, friends, relatives, (g) price, (h) brand, manufacturer, (i) information from advertising, (j) quality of advertising. For our analysis, we focused on two main populations: students and employed educated people. The main conclusion of this paper is that recent exposure to OTC advertising is likely to change both related behaviors and decision grids. [ABSTRACT FROM AUTHOR]

The article provides a number of issues involved in defining manipulation, because both in the current language as in the specialty literature, the manipulation notion is used with multiple significations, often contradictory ones, and that it's not firmly delimited by other notions from the same sphere, like persuasion or propaganda. The aim of the article will be, in the end, removing ambiguity that surrounds this concept and offering a better understanding of its very real effects on human lives. We advance and sustain the hypothesis that manipulation is an illegitimate process, justified by the structure of the human conscience and by the mechanisms of the social life. In addition, the paper provides a concrete example of manipulation of public through advertising contracts offered by Roşia Montană Gold Corporation. Finally conclusions were outlined. [ABSTRACT FROM AUTHOR]

Advertising is a form of communication that through the mobilizing power of words and images in the human consciousness, trying to seduce, influence and push anonymously consumer to an unnecessary over-consumption. Because in his approach, advertising uses various means of persuasion and influence, it is often associated or confused with three types of discursive practices of public character, making up a terminological triangle extremely complex and controversial: propaganda, persuasion, manipulation. This flagrant confusion is caused on the one hand by ignorance and on the other hand by the fact that advertising, as well as propaganda, persuasion or manipulation, seeks "mental directing of the masses", but obviously with different means and ends. The article provides a number of issues involved in defining propaganda, the aim being removing ambiguity that surrounds this concept and a better understanding of its very real effects on human lives. In addition, the paper highlights the similarities and differences between propaganda and advertising. Finally, conclusions were outlined. [ABSTRACT FROM AUTHOR]

Advertising is a form of communication that through the mobilizing power of words and images in the human consciousness, trying to seduce, influence and push anonymously consumer to an unnecessary over-consumption. Because in his approach, advertising uses various means of persuasion and influence, it is often associated or confused with three types of discursive practices of public character, making up a terminological triangle extremely complex and controversial: propaganda, persuasion, manipulation. This flagrant confusion is caused on the one hand by ignorance and on the other hand by the fact that advertising, as well as propaganda, persuasion or manipulation, seeks "mental directing of the masses", but obviously with different means and ends. The article provides a number of issues involved in defining propaganda, the aim being removing ambiguity that surrounds this concept and a better understanding of its very real effects on human lives. In addition, the paper highlights the similarities and differences between propaganda and advertising. Finally, conclusions were outlined. [ABSTRACT FROM AUTHOR]

Copyright of Romanian Journal of Marketing is the property of Rosetti Educational s.r.l. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)